Melanie Ramjee: My name ‘Hypress’ says it all, I bring the hype to a brand
Melanie Gia Ramjee AKA Hypress, is a well known South African publicist, influencer, and blogger with over 20 years of experience in the media industry. In 2010 she founded Tutone Communications, a rapidly growing PR boutique agency that represents local and international brands. She considers it a fluid process and is always on the lookout for the latest growing opportunities in this fast-paced, dynamic communications world we live in today. I caught up with Melanie to uncover the secrets of what it takes to be a great publicist, some of the challenges she faces in her job, and how how to kill it in the PR game.
Tell us about your Tutone Communications. What kind of services do you
offer your clients?
Tutone Communications is a Joburg based boutique PR agency. We services for
all lifestyle brands from Entertainment events and launches to Sport
tournaments to Female Empowerment Forums. We offer traditional PR, Brand
Strategy, Social Media Management and Guestlisting
What made you decide to launch your pr company? Did you just leave your
job or start Tutone Communications gradually?
I was tired of working for someone, and honestly, I was tired of being underpaid for the time and commitment I gave. I was ultimately building someone else's dream and not my own.
Has it been an easy path overall and if not, what were the challenges
you’ve had to overcome?
It was not an easy path. Running your own business has its pros and cons. Some months can be amazing, but when I was starting, it was not easy. I knew PR very well, but I didn’t know the business of doing my own thing alone, e.g., accounting, taxes, and all the other important stuff.
Why do your clients pick you over other PR companies? What do you think
you do better than your competition?
I have a good reputation in the business. My name ‘Hypress’ says it all because I bring the hype to a brand. After nearly 20 years in the game, word of mouth goes a long way. It got me this far. So when they say its who you know, they weren’t lying. But they also need to tell you about keeping those clients happy so that they can tell others about your work ethic and deliverables.
Most small businesses need time to turn a profit. What was your plan for
the uncertainties of opening a business?
I was lucky enough to have the support of a partner at the time when I started my company. Also, my overheads were low in case I didn’t make a profit during certain months. If it failed, I believed I could always get back into the corporate workforce again.
Have you ever turned down a project because it went against what you
believe in?
Yes many times. I simply turn it down.
How has social media affected the way you do business and interact with
your customers?
It has completely changed the face of every industry globally, not just PR. When I started in this industry, we used to fax press releases to clients, imagine that. These days, people WhatsApp you a press release, lol. I started with MySpace back in early 2000, so I was always a face ahead in the social media work for the client’s needs. Social media has just made it so much easier to get the info out quicker.
How do you measure progress? How do you know that you’re on the right
track as company?
Via many things, I guess. These include my clients coming back with more work, bigger profit margins in the company, and even keeping in line with what we stand for as a business. Being on the right track is relative to what my company goals are. I feel we are doing excellently, and we are always on the right track.
Because of the current pandemic, many small business owners have to adapt to the new reality. What did you have to change in your company and what recommendations would you give to other small business founders?
Outside of not having set business hours, my company has always operated 24/7, so this continues. A huge change is the endless zoom meetings with clients, and communicating via Whatsapp calls and teams due to everyone working from home.
The biggest change was changing my rate. Since artists aren’t working, and events are not happening, which are the core of my business, I had to be human and adjust my fees according to their budgets.
My recommendation to other small businesses is to try your best to be agile and willing to adapt to the new norm. Also, offer other services where possible. I have started selling PPE, which is completely different from PR.
If you could start your PR company again, what’s one thing you would you
do differently?
Actually study the business of PR.
With the current economy in a slump, what cost saving tips would you have
for a new entrepreneurs?
- Keep your overhead as low as possible.
- Work from home, offices are overrated.
- Don’t be overeager to hire more staff than you need.
- Outsource someone to do the things you can’t do. It's cheaper than hiring full-time staff that you will need to pay every month.
- Find an amazing bookkeeper.
What specific advice would you have for women who would like to become
entrepreneurs?
Stand for what you believe in or you will fall for anything.
We all sometimes have the inner critic. How do you tame it and focus on
your growth?
I am my worst own enemy and inner critic. I surround myself with good honest
business people who motivate me to do better, always. So when in doubt of
myself, I call one of these people to be a voice of reason.
Entrepreneurship is like a roller coaster. How have you managed to stay
motivated all these years through the ups and downs?
Survival is my biggest motivation. Also, I want to give my kids and family nice things and an easier life, which is another huge motivating factor in my life.
Survival is my biggest motivation. Also, I want to give my kids and family nice things and an easier life, which is another huge motivating factor in my life.
Do you think political leadership, nationally or locally, is doing
enough to help small businesses right now?
Not now or pre-COVID19. Only a handful of small businesses were given grants during the lockdown.
How can people support small business owners during this time?
Support them. Use their services. Invest in them financially if you can.
Not now or pre-COVID19. Only a handful of small businesses were given grants during the lockdown.
How can people support small business owners during this time?
Support them. Use their services. Invest in them financially if you can.
How do you fit in self-care, seeing friends, and staying connected to
yourself outside of your professional identity?
I have a great support structure in my husband, full time live-in nanny and
family. I have plenty of ME time.
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