The aim of the event is to share knowledge with individuals who would like to boost the profile of their business. Along with other panellists, I will be discussing key areas including how small businesses can raise their profile using social media, how to leverage your personal brand and key tips for engaging with journalists.

Inspirational YOU’s events are ideal for young people, social entrepreneurs, students, business leaders or those who have a passion for change. The organisation’s programme of events is designed to motivate and inspire participants by connecting them with leaders.

For more information about the event, including the full line-up of panellists, please click here.

By proactively taking steps to define and manage their personal brand, entrepreneurs are able to demonstrate how they can add value. Subsequently, this puts entrepreneurs at an advantage when it comes to driving their business forward.

Increasingly, consumers, investors and journalists want to connect directly with entrepreneurs and business leaders, and hear their story. Personal branding provides the opportunity for entrepreneurs to position themselves as they would like to be seen. It also enables them to connect with existing and potential clients in a way that is relevant, consistent and authentic.

For more information about the networking event, and to book your place, please visit the website.

We are hosting a complimentary webinar for entrepreneurs who want to learn how to establish and leverage their personal brand.

You can become a proactive brand ambassador for your business by understanding your point of difference, and articulating this difference in a way that is authentic, relevant and consistent. This will help to build and strengthen relationships with existing and potential customers.

During this free webinar, Bieneosa Ebite, managing director of Bright Star Public Relations and presenter at Croydon Radio, will share the three-step formula which has helped clients to establish and leverage their personal brand and drive positive business results.

In this 60-minute webinar, Bieneosa will provide insights and tactics to:

• Define who you are and the value you bring to the marketplace
• Align your personal brand with the aims and objectives of your business
• Position yourself as the expert in your field
• Engage and influence the people who matter the most

The webinar takes place on Wednesday 24 April from 12-1pm BST

On Sunday 10th March, I am hosting a two-hour show on Croydon Radio to celebrate International Women’s Day.

Observed since the early 1900’s, International Women’s Day is an annual event which takes place on 8 March 2013. The aim is to inspire and celebrate the achievements of women. The occasion has extended beyond a one day event and each year thousands of events take place across the world throughout the month of March. With over 350 events, the UK currently has the highest number of International Women’s Day events listed on the official website.

My show on Croydon Radio, ‘In the Loop’, aims to bring the global celebration to life in Croydon by hosting a discussion with a diverse mix of women from the borough whose stories are a celebration of womanhood, coupled with the ability to inspire and empower other women in Croydon and beyond. Discussion points will include guests sharing stories about their lives and role models, what motivates them, how they have overcome challenges and future ambitions. There will also be a focus on ideas that can help women to achieve more in the workplace and, more generally, in wider society.

The women taking part in the show are Sandra Kerr OBE, director of Race for Opportunity; Clare Kerr, marketing consultant and managing director of Kerrmunications; Marcie Buxton, managing director of executive coaching business Kamaka; Dr Nike Folayan, founder and chair of the Association for Black Engineers; Aunty M and Eileen B, mother and daughter presenters on Croydon Radio; Clare George-Hilley, councillor for Waddon; Nikki Fishman, co-founder and director of social enterprise The Collage Network; and Hannah Williamson, chief reporter of The Croydon Guardian.

You can listen to my show online via this link, from 6-8pm on Sunday 10 March 2013.

For PR professionals, who are tasked to connect and engage with people on behalf of clients and organisations, the 2011 Census reaffirms a view that I have been articulating for some time: the UK’s demographic profile has changed significantly over the past ten years, and a one-size-fits-all approach to communication is no longer valid. Furthermore, the census highlights the gap between the demographic profile of the PR industry and the audiences we seek to engage, both at home and abroad.

According to the PR Week/PRCA Census carried out in 2011, the same year as the census, only eight per cent of practitioners are from a black or minority ethnic (BME) background. The 2011 Census reveals the ethnic minority population of the UK is 14.1%. More work needs to be done to ensure the profession reflects diverse Britain. This, in turn, will optimise creativity and innovation, as well as the industry’s ability to engage effectively across borders and cultures. Practical steps to enhance diversity in PR have been published by Ignite, the organisation that I co-founded to promote the benefits of diversity in PR.

Knowledge is power

Whilst ethnicity is just one aspect of how we may choose to define ourselves, it is a factor that can influence behaviour when it comes to decisions about how we consume and use products, services and information. Ironically, the 2011 Census is a good example of this. I was part of the team that worked on the communications campaign to raise awareness of the census among BME groups. Recognising the diverse landscape of the country and the need to gain the most full and accurate snapshot of the UK, ethnic and cultural insight were used as the basis to shape the communications strategy and accompanying tactics for engagement.

The 2011 Census data on ethnicity strengthens the business case for both public and private sector organisations, and the agencies that represent them, to take steps to understand diverse Britain and how they can tap into this fast growing market. Political parties have started to recognise the significance of diverse Britain and the need to connect and engage in a way that is consistent, relevant and authentic. This is an area that I have written about previously.

For consumer brands, there is an opportunity to understand and tap into customers that have a combined spending power in excess of £300 billion. Retailers such as Asda and Tesco already use cultural insight to determine which stores should stock ethnic food items, recognising the changing landscape in which they operate and the opportunity to cater to the needs of the marketplace.

Looking at the rapidly developing economies across Asia, the Middle East and Africa, there is a need for brands to understand multicultural sensitivities, something which is vital for building a credible reputation and for long-term business success. As a country we are already in a powerful position to do this, as diverse Britain reflects the global world in which brands operate. However, there is more scope for brands to tap into the diverse talent pool on our doorstep in order to leverage the full benefits that diverse Britain and cultural intelligence bring to the marketplace and, ultimately, to the bottom line.

Next steps

Now more than ever, there is a strong business case to understand and tap into diverse Britain. For some organisations, this will mean entering new ground and looking at things through new frames of reference. As with anything new, some organisations may be hesitant, or require more insight on the link between census data and the business case to engage. This is something that we are happy to discuss in more detail.

The rules for engagement with diverse Britain follow the same premise as any other communications strategy. Being clear from the outset about objectives, as well as how this fits in to your overall business plan, is essential. In addition, strategy should be led by research and integrated into your ‘mainstream’ communications plan, with a view to building long-term relationships.

Now is the time for your organisation to think seriously about engaging with diverse Britain.

Global Entrepreneurship Week took place from 12-18 November, with a focus on ‘passing on’ the practical help and support needed by early start-ups and individuals who are considering taking the plunge. The aim was to create a collaborative, local and practical week, which enabled people to learn more about the wealth of support available to entrepreneurs in Croydon and across the UK – vital in a time of continuing economic uncertainty.  Events were deemed to be high impact if they met four out of the six high impact criteria outlined by the organisers.

The two-hour live show featured two business experts: Wendy Ager from Get Better Coaching and Norman Pierce from Croydon Business Ventures. Both Wendy and Norman provided listeners with practical advice on all aspects of setting up and running a business, covering topics ranging from cash flow management to the importance of having an online presence. The show also included a panel of social and for-profit business owners from Croydon, each at different stages of running a business, but all open to sharing crucial lessons learned along the way.

Sonia Meggie, founder of Inspirational You; and Nikki Fishman, co-founder and director of The Collage Network, spoke about their social enterprises including the challenges and rewards of running a business that is all about delivering social good.  Sarah Akwisombe, co-founder of The Glam Collective; and Andrew Enebe, founder of Solar Donwell, are both in the start-up phase and shared tips on how to fund a new business, attracting new customers and business planning. Saif Bonar, who established Matthews Yard earlier this year, outlined the benefits of co-working and shared key tips on how to outsource work. Simon Bird, co-founder and technical director of dotDigital Group, spoke about his company’s rise from humble beginnings to become one of the Deloitte Fast Track 500 in Europe, the Middle East and Africa, for outstanding revenue and profits growth.

The show is now available to download as a podcast. Do let me know what you think, and save the date for Global Entrepreneurship Week 2013 which takes place from 18-24 November.

By proactively taking steps to define and manage their personal brand, entrepreneurs are able to demonstrate how they can add value. Subsequently, this puts entrepreneurs at an advantage when it comes to driving their business forward.

Increasingly, consumers, investors and journalists want to connect directly with entrepreneurs and business leaders, and hear their story. Personal branding provides the opportunity for entrepreneurs to position themselves as they would like to be seen. It also enables them to connect with existing and potential clients in a way that is relevant, consistent and authentic.

For more information about the networking event, and to book your place, please visit the website.

Global Entrepreneurship Week takes place from 12-18 November. The focus of the Week – which last year involved over 900 partner organisations in the UK, reaching over 213,000 people – will be on ‘passing on’ the practical help and support needed by early start-ups and individuals who are considering taking the plunge. The aim is to create a collaborative, local and practical week, which enables people to learn more about the wealth of support available to entrepreneurs in Croydon and across the UK – vital in a time of continuing economic uncertainty.

I will be joined on my show ‘In the Loop’, which will broadcast from 6-8pm on 18 November, by Wendy Ager from Better Business Coaching and Norman Pierce from Croydon Business Ventures. Using their expertise, Wendy and Norman will provide listeners with advice on all aspects of setting up and running a business, from the importance of cash flow management to dealing with challenges and pitfalls. There will also be a panel of social and for-profit business owners from Croydon comprising of Sonia Meggie, founder of Inspirational You; Sarah Akwisombe, co-founder of The Glam Collective; Chef Malcolm John, owner of Malcolm John Restaurants; Nikki Fishman, co-founder and director of The Collage Network; Andrew Enebe, founder of Solar Donwell; and Simon Bird, co-founder and technical director of dotDigital Group. Each will share their experience of setting up and running a business with listeners.

Research has already shown that Croydon is the most well represented area of the country for young entrepreneurs. By hosting a radio show during Global Entrepreneurship Week, which is dedicated to all budding entrepreneurs, I hope to provide a forum where people can learn from the experience of others in the borough and find a source of inspiration to help take their business idea to the next level.

You can listen to the show online by clicking here.

The by-election has been called following the sad death of Malcolm Wicks, who served as the MP for Croydon North for 20 years.

Candidates have had a relatively short time to ‘pitch’ themselves to voters, with the by-election expected to be called on 29th November. Although the by-election has been covered extensively by local media, both in print and online, there has not yet been an opportunity for residents of Croydon North to attend a hustings or listen to candidates set out their views, by way of a debate. This is where I think the power of radio, particularly community radio, is able to play a valuable role.

As an online station that is dedicated to Croydon, with programmes hosted by people who are passionate about their local community, Croydon Radio is an example of citizen journalism in action; we are in essence a radio station for the people and by the people.

On Saturday, I hope to enhance the opportunity for residents of Croydon North to make an informed choice about who they want to represent them. With my PR hat on, it will also be a good opportunity to assess whether each candidate represents themselves in a way that is consistent, authentic and relevant; fundamentals of a credible personal brand and characteristics of a good MP.

The ultimate test will be at the ballot box on 29th November, when the people of Croydon North will decide which candidate is best able to understand, serve and stand up for their needs in Parliament.

My Croydon North by-election show till take place on Saturday 10th Nov from 3-6pm, and will be broadcast online. For more information about the show and the parliamentary candidates taking part, please click here.