She Dares To Dream: Ariadna Bakhmatova
I first met Ariadna about nine years ago when she showed up for one of my yoga workshops here in London. Since then our journeys crossed a few times, collaborating on various wellbeing projects and events together. Now, I can't be happier to see her PR & Marketing Consultancy Ariadna's Thread evolving into a successful independent business, working with wellness & holistic brands worldwide.
HOW AND WHY DID YOU MOVE INTO PR?
I have always worked in PR but about 5 years ago I have started working as a freelance consultant specialising in wellness.
WHAT ARE THE BIGGEST CHALLENGES STARTING AND RUNNING YOUR OWN BUSINESS?
In terms of my own experience, I had to spend a lot of time building my client base before I could leave a secure job and become a freelancer. The challenges are: constant hunt for new business, setting your own work schedule and managing your time, self-evaluation (you don't have a boss to do that), constantly investing in your own competence and skills, separating work from leisure time, coping with working solo and not in the team. To name a few...
WHAT'S YOUR MOST AND LEAST FAVOURITE THING ABOUT YOUR BUSINESS?
I love the freedom and flexibility that my work gives me; as well as always experiencing new wellness products and experiences. I do miss working in a team, having a mentor and other perks that you have when working for a company.
WHAT'S THE ONE SINGLE THING YOU WISH YOU KNEW WHEN YOU STARTED YOUR PERSONAL BRAND?
Authenticity and consistency.
HAS THE QUALITY OF YOUR LIFE IMPROVED BEING YOUR OWN BOSS?
Absolutely. I can go shopping at 3pm on a Tuesday or have a lie-in. But of course no one will do your work for you whilst you are having fun...
WHAT IS IT ABOUT YOUR WELLNESS CLIENTS THAT INSPIRES YOU THE MOST?
I believe in wellness lifestyle as a better way of living hence when I work with these types of businesses I promote what I personally believe in myself and practice what I preach.
HOW CAN YOU BEST SUPPORT THE CLIENTS WHO DECIDE TO WORK WITH YOU?
I can help them become more clear about their marketing goals, their positioning and how to communicate their unique messages to the right audiences.
WHAT ARE THE LATEST PR TRENDS? SOCIAL MEDIA, BLOGGING OR CLASSIC PRESS?
It's definitely social media. For example, I used to focus on press trips for magazines, now it's more valuable to get few Instagram posts from an opinion leader in your field. But social media activity needs to be strategic, not random.
WHAT THREE THINGS MAKE A GREAT PRESS RELEASE?
Really punchy headline, the essence of the news in the first paragraph, all facts and figures in place on a less than one A4 sheet.
WHAT ADVICE WOULD YOU PASS ON TO SPIRITED ENTREPRENEURS LOOKING TO BE FEATURED?
Find out what media your audience reads. Study those media and what they write about. Then come up with your most interesting news that's not too salesy. Think about what other people want to hear and email your news to the editor.
IS THIS YOUR DREAM JOB?
I love what I do but I am always on the lookout for new opportunities for self-expression!
DO YOU HAVE A FAVOURITE QUOTE, MANTRA OR AFFIRMATION THAT YOU LIVE BY?
Life is beautiful!