Episode 482: Chriss Mannix of Soda Communications
In this episode of the My Daily Business Podcast: When Chriss Mannix saw the potential for change in the PR world, she took the leap from agency life to launch her own boutique firm, Soda Communications. Since then, she’s built a thriving business helping brands connect authentically with their audiences. In this conversation with Fiona Killackey, Chris shares her entrepreneurial journey and offers valuable insights on:
The transition from agency life to entrepreneurship
How to build genuine media relationships and get noticed
Practical tips for small businesses looking to connect with influencers and media
Managing stress and staying grounded in a high-pressure industry
The power of self-reflection in both business and personal growth
Chriss Mannix is an authentic leader in the PR world, driven by a passion for building genuine connections. She’s a brand builder who values the long game, staying true to the essence of what makes a business thrive. Her philosophy? Build meaningful relationships, stay grounded, and always honor the story your brand tells.
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Chriss Mannix: I think it's really about. Please do something like think of five publications that you would really love to be in. Identify the page, see who's written it up. Just drop them an email hi, I've started this tiny business. I really love this page that you put together in Wherever or I really love this section. I don't know what you're looking for in it, but I wanted to put myself forward. Just talk like a normal person because I think, you know, journalists particularly can really say through that. Look at influenrs who you really admire, who you genuinely think would be a good fit for your brand. Drop them a note. You know, if you don't ask, you don't get.
Fiona Killackey: Do you love your life as a small business owner? Let's be real.Sometimes we just don't. It's my hope that this for my daily business podcast, helps you regain a little of that lost love through practical, actionable tips, tools and tactics, interviews with creative and curious small business owners, and in depth coaching episodes with me, your host, Fiona Killackey. With more than 20 years experience in marketing, brand content and systems and having now helped thousands of small business owners, I know what it takes to build a business that you can be proud of and that actually aligns with your values, your beliefs and your hopes for the future. So much of our daily life is spent working on and in the businesses and the brands that we are creating and so it makes sense to actually.
Love what you do.
So let's get into this podcast and help you figure out how to love your business and your life on the daily.
Fiona Killackey: Hello and welcome to episode 482 of the MyDaily Business Podcast. Today it's an interview episode and honestly, this is somebody who's helped me massively in my own business and, somebody who really helped me actually have the courage to start my business. So I actually thought that she'd been on this podcast before, but turns out I was wrong and it's my absolute pleasure to have her on today.
Before we get stuck into that, I want to let you know that group coaching is open. If you are keen to be part of group coaching this year, we do kick it off in March. It runs for just over a year and we meet every two weeks as a group live on Zoom. We usually try and coordinate the time so that it can be useful for people all over Australia, but also outside of Australia. We've had people in there from Europe, from the U.S., from New Zealand, and from parts of Asia before, so don’t feel like it’s limited to just people in Australia.
If you're keen to be part of that and get access to all of our courses for free, get access to one-on-one coaching with me, and get access to our AI chat group—like so much, so much, you get so much value out of it—then head over to mydailybusiness.com/groupcoaching (one word). You can just hit the apply button and it will take you through to a form. Fill that in, and then we go through into interviews.
We're going to be doing the interviews literally from next week, but whenever you want to fill this in, you've got until, I think, mid-February. So check that out at mydailybusiness.com/groupcoaching.
And of course, I want to acknowledge where I’m coming from and acknowledge that traditional owners and custodians of these beautiful lands, and for me that is the Woburong and Raundjri people of the Kulin nation. I pay my respects to their elders, past and present, and acknowledge that sovereignty has never been ceded.
On that note, I should mention that in group coaching we also always offer a scholarship position for anyone who is BIPOC, First Nations, LGBTQIA, or a single parent. This is often because traditionally people within these groups may have had less opportunity and access than others. So we have that scholarship position across all of our courses and our group coaching program. Again, you can find all the information at mydailybusiness.com/groupcoaching.
Alright, let’s get into today’s special interview episode. Today, it’s my absolute pleasure to be bringing you an interview with Chriss Mannix, the founder of Soda Communications. Now, Chriss Mannix, for anyone who's read Passion, Purpose, Profit, I mention her in one of the chapters because Chriss was one of the very first people I told about wanting to quit my executive C-suite job and leave to do something completely on my own.
I wanted to talk to her because she was doing it, and she was doing it with two young children. I was like, “How are you doing this? Do you think it's an actual viable option? How much should I charge? What tools should I use?” She was the first person to put me onto Xero as an accounting software, but just someone who is very straight-shooting and very direct. She’ll say yes or no, no gray area. She gave me so much courage and advice and encouragement to start.
Chriss and I first met over 20 years ago. I was editor of Fashion Journal and David Jones Magazine Precinct, and she was working at a huge PR agency across Australia, and I think Asia as well. She would be in charge of a lot of the events and other things that I was going to. I used to have a column in the Sunday paper before social media. And again, she was creating incredible events for amazing clients.
She went out on her own after her second child, and she talks about that today—why she decided to do that and how she actually built the business up. The business now, Soda Communications, is a PR communications agency, and they handle everything from, as she says, getting a face cream onto a face cream page, to huge corporate crisis management and PR, and all things in between.
She has worked with some massive brands and some smaller brands, and she knows exactly what to do to craft the narrative, to get the pitch into somewhere that will then run it and have legs, with media and opportunities.
The other thing that I love about Chriss is that she's so humble. She works with huge brands, huge influencers, and yet is the most down-to-earth, funny, hilarious person. Chriss and I actually meet up every quarter. We have dinner together. She’s also a very organized and efficient person. She was the person who was like, “You know what? We don’t meet up enough. Let’s meet up, let’s have dinner, do xyz.”
Then, at the end of each dinner, we get our phones out, we coordinate the next dinner. If it wasn’t for her organization, we probably wouldn’t meet up as much because I’ve got lots of other friends where we’re not as organized. But in those chats, Chriss is always so heartfelt, encouraging, warm, and positive—and you’ll get that sense of her today.
So in today’s podcast, we talk about all of this. How has she built this business? How does she manage stress—both her own and the stress of her clients? What about things like unrealistic expectations? Then, things like, how do influencers and content creators even get found? Where do you even find the right content creator or influencer for your small business?
So there’s so much in it. So here it is, my interview with the wonderful Chriss Mannix, founder of Soda Communications.
Oh, my goodness, this is so exciting. You are somebody I’ve wanted on this podcast since I started it. And as I said in the intro, I can’t believe you haven’t been on, but welcome to the podcast, Chriss Mannix.
Chriss Mannix: Thank you. It's my turn. I'm so excited. So, you know, I mentioned it six days into the new year, this will easily be a highlight, but I think that it will stay a highlight. I'm really looking forward to having a chat.
Fiona Killackey: Oh, I am too. I actually mentioned Chriss in my first book, Passion, Purpose, Prophet, because she was one of the very first people I told about having an idea and a dream to start a business. So it's just, gosh, such a full circle moment to have you on. So how are you feeling about life right now in 2025?
Chriss Mannix: I'm really excited. Like, I'm absolutely looking forward to what's ahead. You know, from a business perspective, I’ve got the best team on board that I've ever had. Like, just such bloody good people who know their stuff, who work in the way that I want our brand to work. So I think that's really exciting.
From a personal perspective, my kids are growing up and they're at a really interesting stage. They're going into grades 8 and 10, and I'm like, I'm way too young to have kids that old. But, you know, that's just really exciting in the experiences with them.
And you know, I think that it's gonna be a good year. I am nervous. My mum's from Hong Kong, my mum's Chinese. And after Chinese three year, it's gonna be Year of the Snake. I'm a snake, so I'm very nervous. So it just means that it ends up being like quite a hectic year.
So, I’ll gratefully accept any gifts in red that I can wear close to my body.
Fiona Killackey: When it's your year. So like I in if you're...
Chriss Mannix: That's a snake and you're a snake.
Fiona Killackey: But when it's that year, does that mean more good things come to you? Because...
Chriss Mannix: No, it does. It means that you can be really tested. But you know what? I've totally got this, you know. Part of it's mindset. You move in the direction of your most dominant thoughts. But, you know, I can take it on.
I feel like, you know, over the past, however long I've had the business—it's coming up 13 years. I've had it for 12 years. You learn a lot and you become more resilient. And I know even within myself I'm a lot calmer. So I don't know, bring it. But I've got all the good foundations for a good year, so I can't wait.
Fiona Killackey: Oh my goodness. And yes, presents and gifts to be...
Chriss Mannix: Red that I can wear close to my body.
Fiona Killackey: Okay, I’m going to think of some things. For anyone who has not encountered the amazing work of Chriss Mannix and Soda Communications, what is Soda Communications? You hinted then that you started it 12, 13 years ago, but what is it and what does it do and why did you start?
Chriss Mannix: Okay, so I always say we're an editorial-first PR agency and we create news and newsworthy platforms. So what does that mean? Well, we're relationship managers. We manage a business’s relationships with their different stakeholders—largely, you know, their customers or their target audience and other stakeholders as well that might be around them.
So we're relationship managers and we're storytellers. We help you craft what it is that you need to tell these people or say. So I guess it's kind of like having the ultimate wing person who always sees the best in you or will hold your hand when you don't have great news to deliver. And we will help you do that.
Fiona Killackey: And you're such the perfect fit for that. But what was happening in your life when you decided to start this? Because you were head of consumer brands, I think, for one of Australia's biggest PR agencies. And you and I met because I was in media and you were in PR, and I just thought you had the best event and you always were so awesome. But was there a particular moment that you thought, okay, I'm going to go out on my own and do this and set up a boutique agency?
Chriss Mannix: It was the furthest thing from my mind, to be perfectly honest. So I had spent 10, nearly 10 years at that agency. And, you know, I was lucky. Staff member 13 when I joined. When I left, I think there was like 72 people across Melbourne, Sydney, Brisbane, Auckland, and Singapore at that time. And, you know, I had a really good run. I learned a lot through that and I met some really amazing people.
So, and it was probably my third agency job, but, you know, it was the longest one. I really flew the flag for that company. I was able to take advantage of the very generous maternity leave policy they had. So I had one child there and came back to work, then had my second child.
By the time the second child was a few months old, I was kind of ready to do some work. But, I just couldn’t commit. I didn’t know if three days was going to work, how I’d go on Wednesdays, or anything like that. So I just asked if I could do some freelance work. And they said, yeah, that’s fine, just not our clients and not their competitors, thinking they kind of had everything under wraps.
And I managed to get some jobs, doing some work that went really well. So, you know, starting with Art Series Hotel Group, where we did campaigns like, "It's cheaper to live in a hotel than the apartment across the road," kind of stuff. So it kind of took on a life of its own.
I was kind of getting ready to wrap up big agency life, definitely. And, like, I was fantasizing about becoming a barista.
Fiona Killackey: I think we all have that. I actually used to be a barista.
Chriss Mannix: Well, I don’t think it’s technically... it’s actually very hard.
Fiona Killackey: It’s very hard. But I wouldn’t actually probably even call myself a barista. I worked in cafes making coffee for a long time. But, yes, I feel like many times I’ve thought I should just go back to doing that because, yeah, but it’s actually really difficult. And you’ve got lots of difficult, horrible customers. I had somebody who threw a cappuccino on me once.
Chriss Mannix: Oh, that's an oh, andness. Sho.
Fiona Killackey: Yes. So... But yeah, so you’re in this place and then you took on some of these jobs and then did you just not go back?
Chriss Mannix: Well, it kind of just got super busy, particularly after those campaigns and how well they did. You know, people ringing, saying, "Oh, I know you did the PR for these guys. Just wondering if you'll take on this brief."
Then I was fortunate enough to be contacted by someone who I'd worked with at the agency, who was now in-house. And the opportunity came to pitch for Renault, which was fantastic, but also, you know, a competitor of an agency client.
I needed to staff up, so I could either go in-house, then go back into the agency, or just take the leap. I was just like, I kind of need to do it now or never, so this is my chance. And so, I pitched for that and worked on that account for, I feel like it’s seven years and I’m still really good friends with the people I worked with at Renault. Divine people, good people, smart operators. And I still have a great relationship with them and love seeing them and catching up.
Fiona Killackey: I have to say thank you to you because you invited me to a Renault event when I just came back from living in London. I felt so, like, out of the loop and I'd had a baby and I just... yeah. And then I remember, I came to this very fancy event and it was at Fashion Week or something.
So, yeah, thank you for that. Because that one event really made me feel like, okay, I'm back in Melbourne. I can figure out. I can. Yeah. So thank you. You're always doing that. You're always just so kind and generous with all of the people that you interact with. So no wonder that you're still friends with so many of them.
Chriss Mannix: I always just think, particularly like with Vance. Sorry to jump in. No, you've just got toa remember that not everyone that's go going toa come is go goingna be an extrovert who loves to be out there amongst people. And the reason to come can vary. And so, you know, you really kind of need to go out of your way. It's not just about having a great list. It's really about making people feel welcome, feel engaged, feel special. You know, if it's out of hourss, sure, please, you know, bring a guest if that's what makes you feel more comfortable. I can't wait to see you. And just making sure that you're connecting people or looking out for people who just might have that moment of, oh my God, why didn't I pretend I had a migraine? Or why didn't I pretend the babysitters cancelled?
Fiona Killackey: No, it was so good. And I just remember how many people I talked to. And also, I'm not an extrovert, I'm totally an introvert. So, yeah, all of your events have always been very like, there's something fun to do. I remember that one. There was a, there was a nail person from Ice Cream Nails. We're friends now and still like years and years later. So, yeah, it's just you've always done such a good job of that.
So Soda Communications, you've mentioned is PR and you know, other things that you do, but with business owners who are thinking, well, PR is so outside of like where I'm at as a business owner because that's for like big corporates like Renault, like you, Mercedes Benz, like these big companies. What would you say to small business owners who think, well, I'm not at that stage yet, or also the big thing, elephant in the room is I can't afford it. It's just so far outside of my budget.
So, yeah, what do you say to those types of people? We'll have a lot of small business owners listening to this.
Chriss Mannix: Absolutely. And can I just tell you, if you for a moment think you cannot afford it, do not do it. Because I don't know, I've got this really weird thought about like, bad money and like, people will still, like when they're paying their bills, they'll be cranky about it. It's just the worst feeling. And you know that they're struggling and they'll come up with reasons, you know, not to enjoy working with you.
And really that reason is that they're feeling financial pressure. So please do not engage an agency if it's, you know, making you feel queasy.
Fiona Killackey: Also, can I add to that business coach? Because I feel the exact same. I say to people, if you don't have the money, then let's not do this. Yes, we have payment plans and other things, but like whenever I interview people, just do it.
Chriss Mannix: Do some, you know, just do something yourself. Like read the book, follow, you know, get them to follow your podcast. Get them to sign up for your newsletter. I get something from your newsletter every week. Like I absolutely love reading it. So, and I look, I guess exactly the same place.
Because otherwise people will go, "Oh, yeah, but you were wearing black glasses." And I don't know. And it's just like, that's just crazy, you know? Like we're not going to get the best out of each other if you're feeling like that.
So I think it's really about please do something. Think of five publications that you would really love to be in. Identify the page, see who's written it up. Just drop them an email. "Hi, I've started this tiny business. I really love this page that you put together in wherever or I really love this section. I don't know what you're looking for in it, but I wanted to put myself forward."
Just talk like a normal person because I think, you know, journalists particularly can really see through that. Look at influencers who you really admire, who you genuinely think would be a good fit for your brand. Drop them a note. You know, if you don't ask, you don't get. Be polite. Show that you genuinely enjoy what they're producing and try and connect with them.
And if you just break off at five at a time, it's not overwhelming. It's not gonna be, you know, too time-consuming. Be generous with less people. But also, you know, just think about how you craft your story. How did you start your business? You know, what was it that was different?
Also ask yourself, is your business really doing anything that's that different? I've been asked a lot of times, "What's so different about SOA communications?" You know, as far as PR agencies, and I'm just kind of like, I'm not going to go and make up something to say, "Oh, we're vastly different."
Oh, we think like this. Like, there's been so many times where I've sat in interagency meetings and they're like, "Oh, we're different because we… We think out of the box." It's like, "Oh, well, that ten of phrases is what, so out of the box?" Yes, but it's just kind of awkward.
So do something. Just break off something small and jump on it. If it's a podcast that you love, put yourself forward, even just use like an admin email address that you've got at the office and sign it off under another name. It doesn't matter. But, you know, just if you don't put your hand up, you don't get pissed.
Fiona Killackey: Oh, I love this so much. And so what is, like, what do you think some of the myths are around PR? Like, we've talked about, you know, "Oh, it's expensive." You know, all sort of service businesses can be seen as like, "Oh, they're expensive." But what are some of the other kind of biggest misconceptions around PR, do you think?
Chriss Mannix: Oh, so we all know Rebecca Judd.
Fiona Killackey: And for anyone outside of Australia, RKA Judd is a big… Well, she's a person in her own right now, but she was married to a very famous footballer. And what would you describe her as for people who, outside of Australia, don’t know?
Chriss Mannix: Personality, I guess.
Fiona Killackey: Personality, yes.
Chriss Mannix: Yes, she, the personality. So, you know, I think it's not about just who, you know, it's about respect for their craft and knowing what they do. So that is really the first thing. I do have some really lovely connections, but I'm not going to go and ruin them for something that's not worthy.
Like, it's so disrespectful. And I've got journalists that I can call where I can say, "Hey, I'm not quite sure what I'm missing. I've got this, I've got this." You know, I know it might be quiet in the newsrooms right now. "What else can I get for you?" They'll be like, "Great, get such and such." Or, "These people, they're doing this," and I'll send a photographer, we'll do a story, or, you know, that kind of thing. Or, you know, just… Just constantly sort of getting in touch, knowing that, like, for example, we're in January right now. Newsrooms can be a little bit quiet for colour and movement stories as businesses have closed down.
So I've just been in touch with them most days, offering things up that might be colour and movement for them.
Fiona Killackey: And what does colour and movement even mean?
Chriss Mannix: Yeah, it's like fun of pictures in the newspaper, for example, that illustrate what it is you're about. We're doing some work for the Almond Board at some point and they had launched, so they're trying to promote the use of almonds in different things.
And there's an almond beer. So we put together this picture for colour and movement and it was this massive, like, barrel and we got someone in it and we made this little collar thing and put almonds all over it so you could see the almonds. And he's holding a beer, out of this barrel. So that was a bit of colour and movement for print.
But from a TV perspective, it's event activity. It spokespeople, you know, are you helping people save money? You know, small businesses can save $10,000 in overheads a year with these five tips, you know, and then chatting to Effiearos or something like that as well and sort of bringing those things in. It's really bringing your story to life.
Fiona Killackey: Mmm. Okay. And so you have said previously that, or even like, you know, when you just mentioned… Oh, sometimes when we're in meetings and we see other PR agencies pitch and they're all like, "We're so innovative and we think outside the box," and you're sort of... You're so yourself. You've always just been like, this is me real deal, very down to earth.
Which is quite different to how I think stereotypically, people think of PR agencies and publicists and this idea of kind of the Hollywood publicist, a pushy and, you know, no, no, no, no, no. I'm fabulous.
Chriss Mannix: Making up things.
Fiona Killackey: Yeah, making up things. Spin doctors, all of that. And so how do you think being, you know, a little different to that stereotypical PR pushy person, how has that shaped the approach that you have to building the Soda Communications business? And also, and this might be too personal, so feel free to say no, but did you ever feel on the outer? Because I know, like, when I started my business coaching business, I definitely felt like there was all these little cliques of business coaches, especially here in Australia, and I didn't fit in with them and I wasn't doing photo shoots like them and I just felt like, oh, God, am I?
But I changed myself. And I remember doing one post and my husband saw it, he was like, "Who is that?" And I was like, "No, it's not me, is it?" And he's like, "It's so not you." And we were like laughing about it. But I definitely had temptations of like, "Oh, maybe I should be more like this." And I'm glad I just stuck to who I am. But, yeah, what are your thoughts on that?
Chriss Mannix: Look, I don't know how to be anyone else and I feel like I'm just weirdly just comfortable with myself. And so I don't really mind so much. You know, I'm not for everyone. I totally appreciate that and that's so fine. But I could think of nothing worse than over-promising and under-delivering. So I always really just try to make it clear.
PR is an uncontrolled space. We don't have capacity to promise you anything. And I'm even just really transparent about things like estimated advertising value, which a lot of people put a strong emphasis on. I mean, the rate that I could buy media is very different to the rate that a company could buy media, which is different to the rate than media buyers can buy media.
So, you know, I just want to be really clear and transparent because there is nothing worse than getting yourself into that situation where people like, "But I thought," or "But you promised," it's like, "No, it did not happen like that."
So I think it's that fear of really disappointing people that keeps me really transparent because, you know, at the end of the day that's kind of all you can do and be. And it causes issues for the staff. For example, if I've gone in and made these promises that they can't deliver on, it's not fair for them and it makes them feel anxious and upset and, you know, not wanting to come to work.
And that is not what I want. So for those reasons, I think it's just really important. And there's lots of agencies, they've got, you know, acute receptionist at the front, they're always throwing parties and what have you. And that is so great and so perfect for a lot of big organisations or even smaller, quite fashionable clients.
So I think I just kind of know my place and I'm comfortable there and, you know, it's fine. We'll be running business for another year. So that's all kind of good. As I being on the outer, I've got just such gorgeous connections and a great group of people around me. But I know that I'm not always going to be on the inner sanctum. And that's okay. And I think that's just slightly different to being on the outer. And I just appreciate I'm not going to be for everyone, the clients that I've got are K for every journalist.
I don't want to waste their time pitching things that are going to be, you know, not useful or inappropriate. So, you know, if that does mean I'm on the ad, so be it. Doesn't matter.
Fiona Killackey: I love this. And also, I just think the older you get as well, I don't know, with myself, I just feel like I am who I am and that's good. And it's funny, actually. I feel like I felt lots of the stuff that I felt at the start. You're just telling yourself weird stories as opposed to the reality, like I'm actually…
Chriss Mannix: Good friends, yeah, totally.
Fiona Killackey: And so, what about when you've like, you've mentioned different clients and you've mentioned some of the bigger ones. You also work with a lot of small boutique places as well, and you do corporate communications and consumer PR. How do you balance them? Do you have different staff who specialise in them, or...? Yeah, and also, what's the difference between?
Chriss Mannix: Yeah, consumer. So we do everything from getting science creams onto face cream pages, which is called product placement, right through to issues in crisis management. So that might mean something bad happens somewhere, and you know, TV networks are knocking on the door and you don't know what to do. A step before that is probably even better. It's like, we think these things could happen, what would we do if they did? Okay, so it's a really, really broad scope. The kind of work I love to do most sits in the middle. And that is really. And sort of what I found has just been super powerful is consumer insight. Because people love trends, they love insights. I think that's what made the art series programme so relatable and successful.
But, you know, we worked with an online company called eHarmony for years, and all of that was about how long should it take for him to say, "I love you"? What is the sexiest profession? And I love that kind of storytelling because people do absolutely engage with it. They talk about it in restaurants, and that's when I know something has been like hugely successful.
So it is a broad scope. I really like to work off what people are best at. It's just like best use of my time. If you're good at one thing, why waste time on trying to train you to do something else? Like, I'll just get someone who really likes that kind of work. So we always make sure that the right person is working on the right components of a client. And essentially, everyone works on everything because they've all got different strengths, and it's just more efficient to apply it to them.
I do like issues in crisis management because I really like looking at, you know, a problem, analysing it, and then coming forward with an empathetic but practical solution for what needs to happen. Encouraging brands to be able to front them themselves as spokespeople or to help them just with shaping exactly what the key messages are, looking at what might have gone wrong and what's being done to sort of rectify things.
Fiona Killackey: Even in that answer, even the idea of scenario planning and we call it like response registry. Thinking about, okay, if this did happen, or if somebody did have that reaction to our new collection, what do we say? What's...
Chriss Mannix: And it's so likely. I mean, you know your business enough, you know what the issues could be. And you know, for a lot of companies, they're straightforward things like, "What if there's a board spill? What if someone's being charged with serious misconduct? What if there's been a freak accident?" You know, all of those kinds of things could be absolutely predictable with a large number of businesses. What if we've got to do a product recall? All of that kind of stuff.
Fiona Killackey: Yeah. Oh, my goodness. So you said at the start that you're feeling really good, and I'm totally putting you on the spot here. You said you're feeling really good about your staff and everything else. I know that with PR, with media, with fashion, you know, even with retail to a different degree, people can come in there without necessarily a huge amount of experience and think it's going to be all glamorous. And PR is going to be, "I'm going to be sent all these things for free, and I'm going to just work with influencers and become besties." How have you cultivated a really great staff?
I guess my question is, like, let's say somebody's listening to this podcast who's hiring their first staff member, who needs that staff member to get... It's not all beautiful fashion shoots all the time. Or it's not... You know, there is a whole bunch of like, tedious work that goes on. Even in any fashion shoot, I've been at like 50 or 60 in my time now, and like, there's so much waiting around. There's so much like steaming clothes, getting coffee, like, it's boring as hell for a lot of the time. So yeah, how have you done that to the point that now you can be like, "I've got incredible staff," and you've been running this business for more than a decade?
Chriss Mannix: Well, I say I've got a great team now, and it is super challenging. And look, I find largely people who come and work at Soda fall into two categories. They're either really long-term staff members. I've got staff members that have been with me for seven or eight years, five years... five years, you know, thinking through that. But I definitely have had quite a churn of those that really kind of last. You know, some of them don't even make it through their probationary period and they decide it's not for them. Or, you know, 12 to 18 months and sometimes you kind of understand that it's just not for them.
Sometimes, even like you, I've just lost a long-term staff member. Oh, like long-term for being her first job. So she was with me for over three years. She's gone into a great in-house role. All kudos to her. She wants to give it a go. This was her first job. I'm so lucky to have had her here over this time.
I definitely self-reflect. Is there more that I could have done for her? I feel I misread the room in terms of what her ambition was. But I'm really excited for her because this is genuinely a great opportunity. But then there's some that are just like, you know, I'll say, you tell me, "Why is it that you're leaving?"
You know, I got told "better agency, better money, better whatever." It's like, hang on a second, you know, we didn't ever have any of these conversations and you know that they're not going into something that's going to be better for them. So it's hard. And it's hard not to sort of take it personally, but I'm just very grateful for the group that I've got right now.
Fiona Killackey: Yes. And anyone would be lucky to work with you.
Chriss Mannix: No, I can go either way, let me assure you.
Fiona Killackey: And so, let's talk about influencers and kind of content creators because I was talking about this with my husband the other day. You and I met a long time ago when I was editor of Fashion Journal. I'm pretty sure way back in the day, way before social media was a thing. And somebody said to me the other day, "Fiona, you've been doing content creation since 2000." I was like, pretty much. But it's been called different things.
And so with PR, PR has always been about connecting an audience with a message. And now you've got all these different ways to do that from influencers, content creators, podcasts, et cetera. What does that mean for your business? Like, how have you had to, I don't know, upskill? Or is it like, okay, yes, we predominantly still work with journalists and traditional media and online media, but now with also working with influencers and content creators.
And do you have any tips for people who want to start working with influencers and content creators, but have no idea where to even begin to like, find these people?
Chriss Mannix: Yeah, looks at structure for all of those is kind of the same. I think if your newsworthy platform is strong, which means you've got great key messages, you've got a good narrative, you might have great kits or props or whatever, if that platform is strong, it will work across mainstream media, it will work across influencers, it will work across podcasts or any other sort of online mechanism. And a lot of those are super important because it's great for your SEO. So I think that that's really important.
So you've just got to think about if what you've got to say is really strong, it will go across all of those. If what you've got to say is not as strong and not as strategic and not as developed, it might just go across one or two of those. So you've got to sort of just keep that in mind. Have I got everything? Have I got the tools? Have I got this platform? Is it going to go across all of them?
How do you find them? I mean, look, you've created your business and you know your business better than anyone else. Who are you following? Who do you like? Or if your target audience is completely different to your own inner sanctum, you know, think about who they're following, what do they like? I'm now at the point where I'm asking my 15-year-old who she's following. Like, as far as influencers go, like we've been on holidays, she's been like, "Oh my God, this influencer from Australia is out here. They're in the same places as us, whatever."
My... "Who is that?" Then go and follow them. So it's just really a matter of being across it. And if you're approaching the right people with the right platform, then, you know, I feel like largely they'll want to do stuff with you.
Of course, then you've also got this pay-for-play category, which, you know, I think everyone's absolutely entitled to earn a living. You know, I'm getting paid and everyone's sort of needing to. But I think you have to think very carefully about exactly what you're paying for. Because as you would know, like an organic post is pretty much an organic post. It's only going to go so far if you've got a really, you know, engaged audience that you need to think about. Okay, well, what spend is going to go behind that or what have you to really push it out?
Fiona Killackey: And can I ask, because you are in PR and I've gone into your office before and you've been very generous in letting me tour your boardroom but also I've seen all this cool product and you have these wonderful products. So let's say somebody's listening to this who wants to be a bit of a micro-influencer who's like, "How do I get a PR agency like yours that's looking after these incredible brands to notice me?" And like, do I need to have 300,000 followers? Like how do they pitch themselves to PR?
Chriss Mannix: Yeah, interesting. We do get a lot of emails with people putting themselves forward. They'll usually be upfront and send their rate card or what have you and look, that's great, we'll have a look at it and if we've got a campaign that, that works for, we'll throw it into the mix. But there's others that have just really put their hand up to say, "Hey actually, I did a post on this previously and really love the product. So if you'd like to do something sort of more coordinated, would love to have a chat about it."
And we just sort of build genuine relationships, which I think is really important. Like people often think relationships are so one-sided. It's when you want something, it's like, "What can you give back?" So, you know, that's kind of worked really well. Often, influencers will see work that you do with others. So we did these gorgeous packs. We were reworking on these crisp breads. They're big in Finland, it's rye crisp bread. So they're essentially crackers, rye crackers. But what we developed was this set of cards and they're in four different colours. So there's like proteins, there's crisps, there's spreads and there's garnishes.
So there's four different and all different things in there. So basically, you shuffle the four sets of cards and then you pull out one from each section and that's what you put on your crispbread. So it became sort of more engaging and people would pull out their cards, make their crispbread, show their crispbread with their cards kind of thing, which is really fun.
Then other influencers kind of got onto it and dropped us a note. They wanted a turn. They created great content and you've got to think about the quality of what you're producing. How does it look? And we're like, "That would be great. We'd really love to do some stuff with you." And you know, those ones that are not paid, we certainly do keep those people in mind for when we have budget, because we need something on time, on message and, you know, with certainty. So that works out well.
Fiona Killackey: Yeah. I love when you talked about that people send stuff they've already done around that brand. I think that's so important. And often whenever I'm saying to clients, like, look through who already follows you. Because often you're going to have somebody who's obsessed with you. Even when I was at Mimco, I remember they paid the PR team who I was in charge of, but I was not... You know, they found the influencer. We paid a lot of money. We did not get what we wanted. I was like, "She is not going to post Mimco." Like she doesn't like Mimco. And she didn't. She posted at midnight. It was a full-length shot in a grid post. You could barely see the bag. I was just so like, "Oh, of course this is exactly what I knew would happen."
Chriss Mannix: It's almost like, like she's embarrassed.
Fiona Killackey: Embarassed. And then I went through our followers and found this incredible woman who is a multi-time author, incredible illustrator, loved Mimco. Was already drawing Mimco shoes and things. And I was like, "Why are we not working with her?" Like she's already loving the brand. She's got a big following. She's exactly what we need. And we did do a couple of events with her, but that's the thing.
So I love what you talked about. Like look for the brands you're already using. If you're going to try and pitch it... yeah. Because it's more legit.
Chriss Mannix: Okay. So you are also somebody, and you said at the start, even your answer to like, everything's really, you know, really good and not in some sort of fake way, but like you're pretty happy most of the time. I would say you're quite an upbeat person. Having known you, I feel like, you know, people say there's like a gene, like a line that most people are and you kind of come back to that regardless of whether you win or lose. I'd say you're pretty positive on the whole and you work in a very stressful industry. Like you've been in huge events, you've got lots of people, big celebrities coming.
How do you keep clients happy when you're in a very stressful situation and they are potentially very stressed and they may be spending lots of money? It's a big campaign. Yeah. How do you deal with the stress yourself but also the stress of your clients and any kind of unrealistic expectations they may have?
Chriss Mannix: Yeah. Now look, for every high there's a low. You've got to remember that. So I kind of try and stay just on the upside of the line, I guess, and to be fairly sort of consistent with that because I think being consistent as a person is a trait that you kind of need to work towards, but at least people know what to kind of expect most of the time. So I think that that's really important.
Managing stress is really difficult. I think a little tip that I picked up from my dear friend Fiona, my AA ring, I was like...
Fiona Killackey: I was thinking, oh, she must have worked for somebody called Fiona.
Chriss Mannix: Been hugely helpful in me being able to gauge the success of what I'm doing with stress. And I think, I don't know, pretty results-oriented. So I do like to have an idea of sort of how I'm managing that.
But, you know, I walk the tan a couple of times a week with my gorgeous friend Kath, who writes for an online called Couturing, and she's become a really good friend. We've been doing it a couple of times a week since COVID lockdowns and it's what, a 45-minute walk? It's the perfect amount of time. I hate small talk. So we can just sort of get in there, talk about what's going on, or whatever, and then we go our merry way and sort out the next day that we're going to be walking. So that's super important.
And I don't know if I told you, did I tell you that I joined Stint Private Club?
Fiona Killackey: Oh my goodness. Fancy schmancy, right?
Chriss Mannix: It's not as fancy as St. Haven. Let me just...
Fiona Killackey: Okay, so I thought that is, I thought they're the same thing.
Chriss Mannix: It's like it's a fusion brand of St. Haven.
Fiona Killackey: So for anyone who doesn't know, who's not in Australia or just doesn't know, St. Haven is, I think, the most expensive gym, like wellness place in Australia. Is that total?
Chriss Mannix: It would have to be. The price changes depending on your levels. But it really is about wellness. So, you know, I've got like, I definitely like I'm going, oh, I need to lose some weight, I need to do this. But more than anything, I need to manage my stress. So I joined and I joined on the lowest level but I am going to ramp it up because I am loving it so much.
So the things that I've been doing in there... First, the breath technique classes—amazing and life-changing. I didn't know I needed to learn to breathe for a start. And sound bath. Have you done a sound bath before?
Fiona Killackey: I have. Not that my husband has a sound bowl and he often uses it. But no, I need to go to a sound. Apparently, they do them right near me.
Chriss Mannix: But he does it as the DJ, right? I call them the DJ.
Fiona Killackey: No, I mean he just does them to himself. He's got all these little things that he does. But the breathing. I'm sorry, I'm totally interrupting. I saw a voice coach recently because I kept losing my voice, and she was able to tell me that in my 40 plus years I have never used my breath correctly when I'm talking. And she's like, no, no, no, really it should just be breath coming through and vibrating through the mouth, not actually being pushed out through the throat. So yeah, I'm all for breath work and all of that. I think we just all assume... I said to her, why don't they teach this in school? And she's like, they totally should. Cause majority of people use their breath incorrectly when they talk. Anyway, go back to your wellness.
Chriss Mannix: And even like I didn't know that. You need to make sure that you're really breathing through your nose while you sleep. Anyway, you do all these exercises that can really change your energy and all of that kind of stuff. So I do breath work, I do sound bath, which I love that feeling of teetering between being awake and asleep. Like it's just on the edge. So I make sure that I do those. The oxygen tank thing—amazing. And it really clears your head. It's 45 minutes and I just do casual admin in there in this little chamber thing.
But then because I enjoy going there so much, I've been doing foundation boxing and it is amazing. And then just blow Pilates, like Pilates level one once a week, which is fine. But then there's some teachers that don't understand what a foundation class is, and all of a sudden you're standing on your head and moving the thing with your foot. So I've taken like... I REALLY wanted to make sure that I manage stress. I just think for my overall health, and I'm just sleeping so well, which I haven't done in years. So I'm so proud of how I've managed to do that.
You need to have a clear head when you're working in this space. You can't take things personally. You have to constantly be thinking. You have to preempt things all the time, flag things with clients, make sure that they're aware of what could happen or what could not happen. And, you know, for that reason, I think stress management is super important.
Fiona Killackey: Oh, so important. And then on that, how do you, like in the actual moment... like I get the... I mean, I'm wearing my Aura ring. I swear my Aura ring has changed my life, as I went on and on about to you. But how do you deal with it in the moment if somebody's like... if you're in an event and a client is like, oh my God, this hasn't happened or this isn't done or oh, I thought the flowers were going to be bigger. Is there something that you tell yourself? Do you literally go take a moment to some deep breathing? What do you do in that situation?
Chriss Mannix: Well, like, is it true? Like everything's fixable is one thing that I say. Absolutely everything's fixable. And I did have actually a really similar thing happen to what you're saying with one of the first events that I ran. And look, it was just so awkward, Fiona, I've got to tell you.
So basically we had someone decorating the table, and the client had actually seen the table beforehand and had approved it. And then though, the people she was reporting into saw it and they cracked it over something quite small but really annoyed the self-reflection. Okay, well, first of all, I fixed it. Exactly what it was though, it was very easy. It was literally taking a couple of things off the table and popping them away. And then sort of on reflection, is there anything else that I could have done? Well, how would it have happened? It was just so sort of by the by, you know, I had to sort of put it into perspective.
But you know, it's just a quick self-check: is it fixable? Just fix it, first of all. And then what do you need to do to make sure it doesn't happen again? Or was there something that you could have done to make sure that it didn't happen again?
Fiona Killackey: Okay, thank you for that. And that's the thing, like, everything is fixable. What do you think has been the most surprising aspect... even though you had all of this experience, what has been a surprise to you, running your own PR agency?
Chriss Mannix: Some of the amazing support that you will get from some other agencies. And look, I need to call them out because they have just been so generous with their time. Like Thrive—absolutely. Always say great things, they refer good work to us. And Leilani Ables is, you know, really well known in the industry. I'm just so... I know that she would return my call if I had a query or an issue or there's stress straight away. And she's just incredibly resilient and an excellent operator. But her whole agency always says nice things about us to other people and it comes back to us. And so I really value that support and help.
And Angh Scaffiti from Senate SHJ is just an amazing mentor. You know, she is chair of a massive group of PR agencies globally, a smart operator, a generous, kind person and is just absolutely always there. So I think that without the support from those two agencies, just moral support, business support, what have you, I'd probably be rocking in a corner without. I just know that they've totally got my back and I really value and appreciate that. And the same as, you know, there's those agencies and some other agencies will... I always recommend them and, you know, always say good things about them. I just think that that's just really important.
Fiona Killackey: I love that answer because we can... I get surprised by that too in my own industry. Just how supportive, you know, and it's reciprocated. I hope so. Outside of them, has anyone else helped you or a book that you've read or anything that you're like, that has been really helpful for my career? Or, I don't know, an old mentor from who you used to work with or... yeah, no?
Chriss Mannix: People who I feel like I've grown up with. And that's people like you, Fiona. You know, where I'd be like, hey, we're launching this. I know that I sent you the invitation. I know full well you didn't want to come, but you kind of had to in your role during the social pages at the Age at that time, you know. And over that time, you know, we’ve got married, I had children, all those sort of big life things. And there’s quite a few people that I do work with sort of in that capacity today where we've kind of grown up with each other and it’s kind of like really nice. And I just really value that. I think that that’s sort of super important.
I've just worked with some amazing people, like clients that I work with, you know, across many years. I’m about 8, 10, 12 years working in different capacities. Like, they might move their jobs and, you know, they always invite us to tender for work at their new place or they'll always go on referee for us and what have you. And then just the clients who've just always... we just work so well together. And I just really enjoy it because we're not always going to agree. Sometimes I'll be really firm and I'll say we've got to do things this way because of X, Y, Z. They might not want to.
So I think that, you know, just so many good people. Like, there are just so many helpers and supporters out there. It's just really kind and generous and I really appreciate it.
And then in terms of books, everyone will say your book. And I've bought multiple copies of both of those and I find they're great, your newsletters. And I know there's times where I've messaged like a crazed fan to say, oh my God, this really spoke to me like you're so supportive. Thank you. Are you tapping my home? Are you tapping my head? Like, what is going on there?
I think that’s really important. But other books, like I found StrengthFinder 2.0 to be a really great book to understand myself and, you know, my strengths, and to make sure that I'm looking for strengths in other people so that I know how I can get the best value out of them more than anything. And I think that's important. I know one of my strengths came up was empathy and someone laughed because I can be quite upfront. But from a client perspective, I'll always try and anticipate what their needs are. Anticipate their concerns, anticipate what can happen. And that is really a sign of an empathetic leader.
So yeah, StrengthFinder I think has been an awesome book and super helpful. StrengthFinder 2.0.
Fiona Killackey: I have not heard of it or read it, so I'm going to put that on my...
Chriss Mannix: You'll definitely be across it if you see it. I'm just trying to think who the author is. It's Don Clifton.
Fiona Killackey: Don Clifton. Okay. I'm totally gonna check it out. I love this sort of...
Chriss Mannix: Yeah, you do a little quiz and there's like a code in the book that you need to go to, to access his quiz online.
Fiona Killackey: Oh, okay. I do like... we do like 16 personalities and DISC and all of that. But...
Chriss Mannix: Yeah, but Strength Finder has just been a game changer for me because it means that, like, you know, I could do as much training in basketball as you like, but I'm not gonna become a good basketballer. But there are things that I am good at. So I don't know if you're managing me, what's your best investment? Trying to get me to be a good basketballer, or to get me to bake really good cupcakes? Like, your call?
Fiona Killackey: Yes. Oh my God. We didn't even talk about your cupcakes and your biscuits and all the amazing stuff you do outside of this. But we're gonna do a quick-fire round, and you're the first we've ever done this with. Okay. So I'm going to ask you a series of questions, and you're just going to answer the first thought that comes without overthinking or anything, which you're pretty good at anyway. So, what's your... And we've sort of touched on this, but what's your absolute non-negotiable self-care practice?
Chriss Mannix: Walking the Tan. I think that is the most important one for me. Walking the Tan with my friend Cass.
Fiona Killackey: I love this. Are you an early bird or a night owl for getting work done? What's your best time of day for...
Chriss Mannix: Bashing stuff out early in the morning. I get up, have my coffee, sort some emails, and get across things. My deep thinking is a nighttime thing, though.
Fiona Killackey: Oh, I like that. So, deep thinking as in if you have to, like, just not doing tasks but really thinking strategically?
Chriss Mannix: Yeah. Figuring out a problem. It's the night time, and I don't mean when I'm asleep... I mean, later on in the day I can kind of do better deep thought. Interesting.
Fiona Killackey: What does success look like to you? Beyond revenue.
Chriss Mannix: Definitely happiness. And I know that sounds kind of a bit lame, but we want to do satisfying work with people, and I think that's definitely a key marker for us.
Fiona Killackey: Do you have one particular outfit or anything from your wardrobe or any kind of accessory that always makes you feel confident?
Chriss Mannix: I'm loving jackets at the moment, which just sort of cracks me up because it's kind of funny. Like, I've got this pink jacket that I've been wearing heaps and what have you. So, I could say that. But for me, like, I prefer hair, makeup, that kind of stuff. I think that always makes me feel good. So I'm a big makeup, skincare person, but...
Fiona Killackey: And your skin and makeup always looks great. What's your favourite way to celebrate a win?
Chriss Mannix: Just really catching up with friends. Like, I don't know. Yeah, I think that is always a sort of a good time or a cheeky little purchase. But yeah, either one of those.
Fiona Killackey: And we've already mentioned this, but one book that's helped you in business or life?
Chriss Mannix: Strength Finder. My name, without doubt. Also, the other book that I do really like, though, and it's old school and it can sound manipulative, but How to Win Friends and Influence People. It just, because on the surface you think, "Oh, it's all about... it's manipulating." It's not. It's about making sure that you've got stuff to give for people, particularly if you need something back. You know what I mean? And I think it's a really good book.
Fiona Killackey: I have that book, and to be honest, I have never read it. I have that book. I see it every time I go to an op shop. It's always there. I'm always like, "I should read it, I should read it, I should read it," and I'm not, because I don't feel... like, "Oh, is it going to be manipulative?" But you've answered my question.
Chriss Mannix: Part of it is a bit dated, but a lot of it just really makes sense and it's good practice.
Fiona Killackey: Okay, I...
Chriss Mannix: What about telling people things beforehand? You know, making sure that, you know, you are just transparent in what you're communicating. Handling difficult conversations. There's nothing worse. Some people go, "Oh, I hate confrontation. You know, I can't..." And it's like, "No, it's actually about the skill of having a conversation that leads to an outcome that is plausible to everyone." So, you know, and I think How to Win Friends and Influence People has got some really great tips and insights on how to handle those more difficult conversations. Because, you know, what, in PR you're quite often, you know, you've got, "Oh, it's about relationships" or whatever. Things can go wrong, and it can go wrong with people who you love working with, who you really respect. And you have to know how to handle that. You also need to know how to preempt it. So I think, you know, both those things are really important.
Fiona Killackey: It's really interesting that you brought that up because I am definitely someone who does confront things. Like, I'd rather just rip off the band-aid. And I've always been like that with my... some of my siblings. Ah, and not as much that... And I've got, you know, clients that say, "God, I hate confrontation. I don't want to have this conversation with a staff member." And I'm like, "It's kinder to be clear. It's so much kinder to just do it." And I actually was just listening this week to the new Mel Robbins book, Let Them, because I needed some...
Chriss Mannix: I have loved everything that I've seen about that. I need to read it.
Fiona Killackey: Yeah, it's actually really good. I was just listening to her on Audible. But one of the things that she said, there were two major takeaways, but one of them was confrontation. That wasn't one of the major takeaways. But the thing that she said is that people who say, "Oh, I don't like confrontation," all they don't like is the control of knowing what the situation... They don't like the uncertainty of not knowing how the situation's going to go. But also, they think they're protecting the other person. Actually, they're protecting themselves because they don't want to be seen in a certain light. But yeah, so interesting.
Chriss Mannix: And no one goes around going, "Oh, I love confrontation. Let's go. Game on." Mo. It's not like that at all. You know, like, if you want to get the outcome that you want from it, it's certainly not going to be like that. And you are not going to get the outcome that you want by loving confrontation. But it is just about being smart, clear, concise, you know, and trying to pull some of the added emotion out of it a little bit. Emotion is okay, but unnecessarily, don't waste your energy. Just be really clear.
Fiona Killackey: Just be really clear. One other thing that was a big standout from that book, because you've just mentioned emotion, is that she said statistically, or I don't know, studies have proven that all emotion basically rises up if you just let it rise up. It tends to last 90 seconds if you don't react. And I was like, that's incredible. So she's like, the issue is that we react and so we fuel the emotion, as opposed to going, "Okay, I'm really feeling this." Just let myself feel it, because it's like a peak. It'll come up and then it will go. Very interesting.
Alright, my second-last question. What are you most proud of from your journey so far?
Chriss Mannix: My kids. I've got two girls, 13 and 15. They are nice girls. They've been really resilient through sort of, you know, challenges and stuff through school. But they're really nice girls. Like, if I was their age, I'd totally want to hang out with them. I'm really super proud of them, and I'm glad I've managed to do that. You know, I don't know, I was chatting to someone and someone sort of branded Soda as a lifestyle business because I had started it basically when I had hand. And I find that kind of a little bit insulting because this is a proper agency. You know, we work with really good clients and what have you. But you know, I'm really proud that I've managed to sort of juggle the two and the girls have seen how much hard work it is in here. One of them's declared that Soda's not for her, which is so fine. The other one thinks she's the boss already. You know, I'm super proud of them. I'm glad that I've managed to, to make time to be present for them whilst juggling what is a pretty big gig here.
Fiona Killackey: Oh, I have tingles because genuinely the reason that I sought you out to ask about how can I start my own business is because you had two kids, and I knew that I had one kid, I wanted another one, and I was like, "You're already doing it, and you're doing it, and you're also a hands-on mum." How do you do it? And yeah, how incredible that here we are, you know, 13 years later.
Chriss Mannix: Mind you, the person who branded it as a lifestyle business was a bloke, and it was like, really? Okay, no worries.
Fiona Killackey: No, of course. And so, if someone's listening to this and they want to connect with you, where is the best place? And also, what's next for Soda Communications?
Chriss Mannix: Okay, so connect with me... connect with me on LinkedIn. I don't know if Instagram's your thing. Totally, I don't mind. I've got nothing to hide there. Email me like the chat email address, it comes straight through to me on Soda's website. So please jump on. You know, even if you just want to sound me out on something or have you, absolutely happy to just say Fiona sent you, and I'm on board. So I think that's really important. And what have we got coming up? Big focus on, you know, Sydney activity and also we're doing a lot of Asia Pacific work, so... And that's working with obviously so many different countries across the Asia Pacific region. So many different, different cultural norms. So many different languages. But we're here for it, and we're really excited.
Fiona Killackey: Well, you have finally been on the podcast, because I honestly, genuinely thought you had been already of one of our dinners. But thank you, thank you, thank you, Chriss. And thanks for making the time during the holidays as well.
Chriss Mannix: Thanks. I'll chat to you soon.
Fiona Killackey: Bye. Oh, my goodness. I just love Chriss as a person, as a business owner, as a mum, as a friend, as all the things. She is so down-to-earth, she's so herself. I loved her response to my question, just, you know, "I can't be anybody else but me." So I would love to know what you took away from this, and of course, I'm sure Chriss would love to know as well. So you can check out Soda Communications just @sodacommunications.com.au. You can also email them, and Chriss said she looks at those emails, chat@sodacommunications.com.au. They do have offices in Melbourne and Sydney, but as she said, they work with people across Australia and the Asia Pacific region, and I'm sure elsewhere as well, if you're interested. And of course, on socials, it's the same, @sodacommunications.
Alright, so two things that really stood out for me amongst a lot of others. I guess the first, that I've already alluded to, is just how herself Chriss is. And I feel like in business, no matter how long you've been in business, there will always be situations in which you have to do something that you've never done before, and it can be challenging, and you can doubt yourself. And I love that she just said, "I can't be anyone else but me."
And I'm fine with who I am. And I also know that I'm not for everyone. Not everyone is going to want to work with me or my agency. And likewise, sometimes we will find the most incredible people who are obsessed with us. So you're going to have people on both sides of the spectrum. And I love that she said, "We know who we are, and we're fine with that, and we're good with that." And I think that is a really important thing to learn as a small business owner.
I know when I started, and I alluded to it in the conversation, I remember doing my first photo shoot, and I was looking at all the photos of business coaches in Australia, and there was very much, much sameness to them. And without sort of putting shade on anyone, there was a lot of pink and gold, and like blowing confetti into the camera, and all this sort of stuff. And it was great for them, it was very much them, but it was not me. But because I was seeing it everywhere, I was like, "Oh, is this what I'm supposed to do? Am I supposed to have pom-poms? Am I supposed to blow confetti? Am I?" And it just felt wrong to me. And I was like, "That's not me. I live in a log cabin in the bush, you know?" And so I was like, "I'm just going to take the photos how I want to take the photos."
And I've done that ever since. And I remember one of the best pieces of advice my husband gave me was just put your head down, and don't look at everything, and just do you, and the right people will find you.
And they did, and they have. And it's funny because I've since become, you know, close with some of these people that I was kind of worried that, "Oh, I'm not in their little click" or whatever. And... And it's interesting, isn't it?
You get older, and you realise, "Oh, actually, nobody was in a click." I was sort of imagining things. But I love that she talked about just be yourself.
It's all you can be. I remember once I got a massage at a place in Bali, and they had like little fortune notes, and they left you with one after the massage. And mine literally said that. It said, "You can only be yourself because everyone else is taken." And it's so true. But I think it's a lesson that sometimes you have to learn over and over and over, particularly if you're branching out and doing something new or if, you know, if maybe sales aren't coming in as much as you thought they were, or maybe something else, you know, your email's not working as well as it used to, or something else has happened, and you can quickly go into, "How is this my problem? How is this... what have I done wrong?" Blah, blah. And it's like, "Actually, no, you know, maybe it's just a seasonal shift. Maybe you do need to be more of yourself." Yeah.
There's so many things that can happen in business where you doubt yourself. So I love that she talked about, "I am who I am, and that's it." And this is... this is how we work. And I love it. I love it so much that just that knowledge and wisdom and owning who you are. I love that so much.
The second thing that I love that sort of sounds like it's contradicting the first but it's not, is how often Chriss said self-reflect. Like, "Okay, what could I have done better? Where were the gaps? What could we do next time to avoid this sort of situation happening?" Now, I don't think that that is contradictory to what I said, because I do think that that is part of knowing who you are and knowing what you do well and also where you need to bring in other people.
And I love that she talked about, at so many instances with staff, with other things, you know, self-reflection but not doing self... you know, it's not self-berating, it's self-reflection. It's like, "Okay, what could we do?" And just looking at it almost from an outsider's perspective, without the emotion, without the blame game, but just going, "Okay, what could we do? What could we do?" I mean, there were so many things, there were so many things in what Chriss said that resonated with me, and I know that they'll be so helpful for you as well. So feel free to reach out to myself or Chriss on Instagram.
Again, you can reach Soda Communications on Instagram. I'm , but I'd love to know what you took away from this and what you're going to take from it into your own business and your own practice for 2025.
Thank you so much for listening. If you want to go through this in text format and find links to anything mentioned, including the books, you can find that at mydailybusiness.com/podcast/482.
Thanks so much for listening. I'll see you next time. Bye.
