Meet Greig Box Turnbull, the founder of Fortitude Communications
At school, I displayed entrepreneurial traits, including building a car washing business, which I sold when I became old enough for a weekend shop job. I also bought and sold televisions. But I was not destined to become the next Sir Alan Sugar.
Aged 11 I decided I wanted to be a journalist. I pursued my ambition relentlessly, culminating in a career at the sharp end of news including a decade on Fleet Street at the Daily Mirror.
My interest in the commercial business world grew and I moved to Dragon Advisory, a Mayfair based corporate communications agency, where I progressed to Managing Partner.
I then ran Oxford United Football Club as Managing Director, during which time the club was promoted, went to Wembley twice and achieved record commercial revenue. I launched Fortitude Communications in 2017. We are a PR and communications agency.
Away from Fortitude, I am a director of Oxford City Stars ice hockey club and Vice-Chair of Oxford United in the Community. When I am not working, you will find me in the gym, walking, watching Oxford City Stars and Oxford United, and spending time with my family.
What inspired you to launch a PR and communications agency?
Communications and storytelling is my great passion and I have always worked in careers I am passionate about. It makes a difference when you love what you do. I wanted to build an agency that adds value to its clients, is a place that nurtures talent and where people love what they do. After being an employee I also wanted to take on the challenge of growing my own business. There was a gap in the regional market for an ’all-rounder’ agency with a strong journalism background.
My experience also puts me in a unique position as a communications adviser. I have been a journalist, a professional PR adviser and run businesses. I have conducted media interviews, prepared people for them and been the subject of them. It is the latter that most PR professionals have not done, and it enables me to put myself in the shoes of my clients and provide them with senior-level advice.
Why did you name your business Fortitude Communications?
I have been through some significant life events and worked in some challenging environments, all of which have shaped me as a person. It has taken determination and fortitude to come through them.
Secondly, I am a great believer that PR should be bold and for some, it requires some corporate bravery to put themselves ‘out there’ to achieve enhanced reputation, increased brand awareness and greater audience engagement.
So, the name ‘Fortitude’ fitted perfectly. It has a meaning to me personally, but more importantly, it underpins the way we approach our client work.
What is the most common problem your clients approach you with?
A consistent theme is their brand is misunderstood, jumbled and inconsistent in its messaging. Another significant problem is many do not have time to communicate consistently, or the in-house expertise to do so clearly and effectively. Both can be overcome via a professional communications approach and delivery.
How do you set yourself apart from other businesses in your industry?
Sadly, PR has a bit of a PR problem! It is a bit misunderstood and gets confused with marketing and advertising, or as being ‘just media relations’. Plus, there are a lot of PR firms that are not strategic and so produce content that does not serve a clear purpose. A lot of PR operators do not have a great understanding of business or the media.
To overcome these issues we place a strong emphasis on understanding our clients and their markets, combined with a journalistic flair that ensures first-class storytelling. A devotion to client service and being well connected in our markets adds real value to our clients.
Thousands of press releases are ignored daily by journalists and editors. When I was a journalist, I saw countless press releases that were poorly written, jargon-heavy and unfit for media consumption. Hence the journalism experience at the core of our team makes a big difference to our clients, in terms of creativity, producing engaging content and knowing how the media operates. It means the work we deliver for our clients is engaging and people read it. It also helps us stand out on video production, as our team are experienced interviewers, it helps put people at ease in front of the camera, which makes a big difference to the final product.
What are the biggest lessons you have learnt so far as an entrepreneur?
Having the confidence to invest in recruiting people and building a team and then delegating. It was only when I finally took the leap and recruited that I could start to scale the business. Do not under-estimate how much admin is involved in running a business. I would advise putting in the right systems early to enable growth, for example, good digital accountancy software. I have also learnt the benefit of relentlessly talking to people about your business, as it helps hone your elevator pitch and understand any barriers that need to be overcome.
COVID-19 has been challenging for businesses, have you adapted during the pandemic?
We re-focused our efforts on supporting our clients and underpinning our core business. Our clients experienced significant changes to their businesses, and this needed communicating quickly and clearly.
The team set up remotely so we could all operate from home. We also expanded our services in response to the pandemic including developing our video production service.
This included undergoing training and examinations to being awarded a drone operators’ licence from the Civil Aviation Authority so we can offer aerial photography and video services.
Is word of mouth working to your advantage?
Yes, it remains a powerful business tool. Reputation is so important, by delivering great value and service to our clients it leads to referrals. Additionally, networking and being connected helps tremendously, and introductions and referrals have been a significant part of our growth.
What are your plans for Fortitude for the next two years?
Topline our business plan is to double our revenue and expand our team. We plan to increase our video services and invest in colleague development and wellbeing. We also plan to support more charities in our community.
What would be your top marketing tip, to grow a business that is niche?
Marketing a niche business has the advantage of having a very focused and defined market. This means you can be targeted and direct in your marketing and your messages will be relevant to your audience. My top tip would be to invest time and research into producing a marketing strategy. This should define who you are, what your USP is and your why. This will help you establish how to position the company in the marketplace. Once you have done that you can then map out your marketing activity.
Think about what your audience is most interested in, what are their pain points and what are you offering that can solve the pain for them? If you can define that you have something compelling to market. Tailor your output and be very focused. The best tactics vary, depending on the objectives, sector, and audience. Keeping marketing close to your business development and sales activity is important.
What social media channel has worked the best for your business and why?
LinkedIn has been best for building brand awareness, developing contacts, and identifying opportunities. Over time it has led to commissions and helped expand our network of partners and relevant contacts.
Does your business help the community it is based in?
Being an active part of our community is a big part of our values and ethos. It is something I am passionate about. Oxfordshire is a close-knit county, and the business community is strong and supportive. My Vice Chair of Trustee role at Oxford United in the Community and director role at Oxford City Stars are both voluntary. We have sponsored Oxford City Stars, Banbury United U14s, and Oxford Golf Club. We also actively support local charities where we can. Recent examples include providing some pro bono PR support for mental health charity Oxfordshire Mind during the pandemic. Plus, our team are all taking part in a five-mile run for Oxford Hospitals Charity in March.
