Pen Skill was a public relations consultancy that specialized in the SME B2B and B2C market. For small businesses, every dollar spent on PR needs to produce results, and this requires a strategic approach and disciplined implementation. Understanding where and how to position a business in order to make it interesting to the media was the hallmark of Pen Skill's work.
In 1993, I decided to enter the competitive world of magazine publishing. With no publishing experience and limited resources, I launched Dynamic Small Business (DSB) from my home in suburban Sydney. Over a decade later, DSB (susequently known as Dynamic Business) was Australia's leading small business magazine with an audited circulation of over 40,000 copies.
As awareness of DSB grew, I became a media commentator on small business issues and a sought after public speaker. I worked with the NSW State Government on a number of projects and participated in a Senate inquiry on the training requirements of small businesses. I was also the industry advisor on a VET DVD aimed at encouraging high school students to consider self-employment. Committed to empowering emerging entrepreneurs, I acted as a mentor on the Women In Business Mentor Program and was a judge for Austrade's Australian Export Awards.
Once DSB was established, other new business titles were launched. These included Nothing Ventured Nothing Gained (Venture Capital Explained), Dynamic Coaching and Moving Ahead (Relocating to Regional NSW).
The business also established a custom publishing arm to help clients build stronger relationships with their customers, through magazines and specialised print communication.
Things have come a long way since 1993, when I sat at home putting magazines in envelopes. Whilst growing such a diversified business was challenging and satisfying on many levels, by 2006 I realised that my role was increasingly became an administrative one, which effectively limited my writing to the magazine's monthly Publisher's Page.
So in early 2006, I decided to withdraw from the day-to-day running of the business, have a long overdue break and then undertake some freelance writing. The rest has yet to eventuate but the freelance writing certainly has!
Copyright © 2017,[Clare Loewenthal].
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