Alison’ s PR firm ready to start a new chapter

Every Monday, we ask small businesses key questions. Thie week, we speak to Alison Cran, founder and director of Aberdeen PR and marketing firm Korero.

How and why did you start in business?

There were two things I always wanted to be from a young age – the first was a journalist and the second was to be a business owner. Even in primary school I helped start a school newsletter, while also making and selling jewellery at craft fairs.

I feel fortunate to have been able to combine a career in journalism with senior roles in public relations (PR) and marketing.

This eventually allowed me to start my own agency.

How did you get to where you are today?

I was lucky enough to have parents who encouraged me to follow what I loved doing, rather than focusing on securing a well-paid job. When you’re doing something you enjoy it’s much easier to get through the challenging times. I studied journalism at Sheffield University and then went on to work as a reporter in local radio and on an evening newspaper in Yorkshire.

When I returned to Aberdeen – to be closer to family – I decided it was time to move into PR, and worked for two international agencies before working in-house for an oil and gas operator.

I took redundancy from that role when my daughter was a baby. The downturn was just starting to bite and there were very few job opportunities in Aberdeen. I decided then it was now or never to set up on my own. While it was daunting to get started, it felt like the right move and it’s been an exciting journey ever since.

Who helped you?

One of the best things to come out of setting up the business is it really opened my eyes to just how much support there is out there. If it wasn’t for the support I received from people I’d worked with in the past and also other small business owners, I’d have struggled to get the agency off the ground.

It’s support from the business community and organisations such as the Federation of Small Businesses and others that continue to help us shape and grow Korero.

What’s the best piece of advice you’ve ever had?

There are a couple of pieces of advice that I try to live by in business.

The first is to only compare yourself to your own aims and progress.

It can be all too easy to get sucked into what others say they are doing, but you really have no idea of what’s going on behind the scenes. The other was from Norton Bertram-Smith, at On Purpose, who taught me the importance of responding rather than reacting. That’s critical for any leader.

In life and business I think Dory from Finding Nemo nails it with “just keep swimming”.

What is your biggest mistake?

I try to always find the positives and learning whenever things don’t go as expected. Rather than big mistakes, I think the one I’ve made more than once is not trusting my gut instinct. It can be easy to convince yourself to make a decision that, deep down, you know isn’t the right one.

I always try to give myself some thinking space before making any big decisions.

What is your greatest achievement?

Building a business through some challenging years, both economically and personally.

Today, I’m supported by a fantastic team who deliver work that I’m excited for us to share with clients. I also have a business that allows me to spend quality time with my daughter.

If you were in power in government, what would you change?

Getting the basics sorted would probably be a good start, as well as having a government that has the best interests of the country at its heart.

A government that is respectful of everyone who is part of the democratic process as well as the law would be a close second.

What do you still hope to achieve?

Although Korero has been going for seven years, in many ways it feels like we are at the start of a new chapter.

We have so much more to do to build our core strategic offering, as well as to grow our new digital service for smaller businesses.

Lockdown really brought home how important relationships are with my friends and family, so spending more time with them is a key priority for me. I love exploring new places in Scotland and abroad, so the travel list is growing.

What do you do to relax?

If I’m not catching up with friends or family over a nice meal or drink, I’ll usually be out walking in our stunning countryside or catching up on the gardening.

With so many great shows and events returning to the city’s venues, I’ve also been busy booking tickets.

What are you currently reading, listening to or glued to on TV?

I’m partway through They Ask You Answer, by Marcus Sheridan, which is a great read for anyone wanting to learn more about digital selling.

I enjoy listening to Steven Bartlett’s podcasts while I’m out walking, and I’m currently trying to catch up on the latest series of Ozark.

What do you waste your money on?

With the rising cost of everything, it’s getting more difficult to justify wasting money on things, but short breaks will be my big splurge this year – making the most of our freedom again.

What’s the first thing you do when you get up in the morning?

I would really love to be a morning person but I’m not. So, it’s just a coffee, breakfast and a quick check of emails before heading out.

What do you drive and dream of driving?

I drive an Audi Q5 – I wanted something I felt safe driving.

I don’t spend much time dreaming about driving anything in particular, but if I had unlimited funds, it would be an Aston Martin Vantage.

SUPPORT: Alison Cran says the business community and organisations helped her to launch and run her company.