The Power of PR for Ambitious, Challenger Brands with CommsCo MD & Founder, Ilona Hitel #68
For challenger brands, a PR strategy that takes a small budget a long way could be the difference between a flash in the pan, and an underdog story to admire.
Bringing her passion for sharing others’ stories with creativity and emotive messaging, CommsCo’s Founder Ilona Hitel is this week’s guest on the Extrology podcast.
We share how tech innovations are shifting the PR landscape, uncover her remarkable family roots, and touch on the perfect time to differentiate yourself.
Lee and Ilona discuss:
Growing up with her father’s close experience with conflict
Being atop the Berlin Wall when it came down
How to differentiate in recessions and crises
The challenge of evidencing creativity
ChatGPT’s impact on the PR industry
Links & references
Lee Cooper: https://www.linkedin.com/in/leecooperrecruiter/
Ilona Hitel: https://www.linkedin.com/in/ilonahitel/
CommsCo: https://www.linkedin.com/company/the-commsco/
Get in touch: lee@extrology.com
Episode highlights:
“I've got this massive interest in this period of history. I was actually on the Berlin wall when it came down in 1989.” - 6:55 - Ilona Hitel
“Adam Hale works in tech as a scale up advisor. He always says that recessions are a chance to differentiate, and they really are. In a boom, even turkeys can fly.” - 23:20 - Ilona Hitel
“The Sun has some of the best headlines - they really get PR.” - 36:55 - Ilona Hitel
“It's always been about other people for me. I think if you really want to enjoy your career, then you've got to put more in and you've got to love what you do.” - 44:10 - Ilona Hitel
“ChatGPT took everybody by surprise. Many PR people said to watch out for it, there was a lot of scaremongering, but these tools will help you rather than replace you.” - 53:20 - Ilona Hitel
“It's not about raising money. Although you have to be commercial and have your targets, it's about seeing people that are happy and seeing all the clients that come back to us. That is success.” - 1:02:05 - Ilona Hitel
Extrology is sponsored by Progresso Talent Partners who for more than 25 years have successfully delivered interim and permanent leadership talent to transform businesses and to hire the talent you need to enable your business to thrive: https://www.progressotalent.com/