By Remy Raitt
“I have worked on every facet of our field including integrating communications with branding, advertising, marketing and digital,” Lloyd says. “When you are able to work across industries and disciplines it provides you with a broader view of the way your customer positions itself, you are able to see the gaps and advise them on how they can do things better.”
Since cutting her teeth in 1988, Lloyd has had a committed relationship with the profession. Passion, she says, has been the cornerstone of this. “I was always a natural communicator in both the written and oral skills so when, in my final year of studies, I was offered a temporary position in the public affairs department at Olivetti Africa, I leapt at the opportunity. And I fell in love. There was something inspiring about PR that drew me in – the ability to communicate positively and share gems and stories about the company with the world.”
In 1993, Lloyd founded Livewired PR. The agency was initially formed to service the hi-tech industry, but she soon expanded it into other sector areas. After 15 years of building and growing the company, strategising and managing high profile brands and individuals, Lloyd sold the business to the Fore Good Group. Looking back, she says this is her biggest professional regret.
“While at the time I believed it was the right move, it wasn’t,” she says. “I made some costly mistakes, but that is how you learn and grow. I am an entrepreneur at heart, there is nothing like growing a successful business and sharing that success with the people who made it happen.”
But her positive attitude, mind for business and love for the field saw her continue her professional journey and fill the position of managing director at the Johannesburg Greater Than branch for six months, after which she took on communications consulting full-time. “After four years of consulting I am ready to build a business again – it’s what makes me thrive as a person,” she says.
As the PR Expert, Lloyd provides boutique strategic PR consulting services to small and medium-sized businesses. She believes every company, no matter its size, needs the skills of a public relations professional. “PR professionals know how to craft compelling messages, create stories and experiences, which allow them to connect with and build positive relationships with all stakeholders. Whether PR is used to change perceptions, manage reputations, generate awareness or establish credibility, every savvy business needs it,” she says.
And of course, a PR pro with as many PRISM Awards behind them as Lloyd has, is sure to result in successful strategy and execution. But Lloyd says the awards are not what stand out as the brightest highlights in her career, she says smart work and great campaigns are what keep her going. “I love to see my staff and others succeed; that is what inspires me,” she says.
In a career as varied as hers, Lloyd has picked up a lot of invaluable lessons. She says her three standouts are; to anticipate change while never wavering from the true intentions of the profession; to remember that clients will be won and lost but its business, not personal; and to always nurture loyal clients, “the rare gems that get what you do and value it immeasurably”.
When it comes to the media, Lloyd says it’s important not to waste their time. “It all comes down to one simple truth: give them what they need, when they need it and how they need it,” she advises.
She believes successful PR professionals all have a few things in common. Confidence, persistence and a natural knack for active communications are all mandatory traits she says. Also, they need to learn not to take things personally. “PR professionals who excel know that when clients, media or their customers rant and rave, it is not personal. It is part of the job. When you are able to remove the personal from a situation, you remove the high emotion and therefore are more able to come up with a solution and deliver the goods.”
She says successful communicators are also humble and able to collaborate. “Great PR professionals know how to mentor and encourage others to succeed and they are not afraid of other people’s great ideas,” she says.
With great ideas, drive and passion aplenty, Lloyd will continue sharing her expertise while relishing the new opportunities and challenges the profession constantly provides. “I still have many more highlights to achieve and will never stop working towards being a top PR professional and showing others how to do it too,” she says.
For more information, visit prexpert.co.za. Alternatively connect with her on Twitter.