Leanne Fawcett - MD of Peterlee-based communications consultancy, LEC
What inspired you to start this business, and what was the journey like from idea to execution?
I’d always wanted to work for myself, even going back to my days at One NorthEast when I was in my mid-twenties. But for one reason or another it was never the right time.
However, in my early 30s I found myself out of work so I decided to look at starting a business.
I thought, if I don’t do it now I never will.
The other driver was seeing so many other people doing it, and honestly, a feeling that I could do it better. I would see so-called writers send out press releases that I read and thought, this is awful. So if they can do it so can I, but better.
Once I’d made the decision, I sought advice from East Durham Business Service, and they were great. They talked me through every detail, and it was a huge help as I wouldn’t have known where to start otherwise.
I think from the initial conversation with my business advisor to me launching LEC, it took around two months.
And the rest is history!
What challenges did you face in the early stages, and how did you overcome them?
One of the hardest things was actually getting through the door to see potential clients. I had a clear plan that my target market was the business community in Peterlee, as that’s where I’m from, so I drew up a list of companies that I wanted to get in front of.
Many of those companies knew me from my days at the Hartlepool Mail or One NorthEast, so I thought they’d be happy to meet me. But it was hard. I came to the realisation that what I needed was some content to share as me – it wasn’t going to be enough to rely on anything I’d done in the past.
I decided to do some pro bono PR work for a couple of friends who were running charities which would give me media coverage to share, in turn building up my profile.
Then I got a bit of a lucky break. A business I’d approached contacted me to see if I could help them with their internal communications. I was over the moon as I knew one of the key elements of running a successful business is momentum.
What sets your business apart from competitors in your industry?
I think my all-around knowledge of business helps massively. I understand the challenges and opportunities that are shaping different industries, and that really helps me to offer the best, most tailored, solutions for my clients.
I am also very good at what I do and I make no apologies for that.
How do you define success, and how has that definition evolved over time?
There are a number of things you can look at – media coverage, the trust your clients place in you that enables you to become an extension of their team, social media engagement. But the best measures are current client retention, winning new business and recommendation – I’d argue recommendation and word of mouth are the strongest marketing tools available to any business.
What strategies have you found most effective for growing your business?
I think having the personal touch which means every client feels like they’re the most important. Whatever their sector or the level of support we’re providing, all LEC clients know they’re being looked after.
And I suppose the other thing would be, taking the time to understand every business I work with so that I can provide a service that is right for them rather than me.
Can you share a defining moment or breakthrough that changed the course of your business?
Towards the end of 2024 I was at a real crossroads with my business. I was 12 years down the line and had lost the love a little bit. I was disillusioned and needed to take a step back.
I decided I needed to change my approach. I realised I had to be more proactive – it was no good expecting business to come to me, I had to go out there and find it. And also, do as much as possible through face-to-face engagement – in the past I was guilty of thinking, will this meeting lead to work and if I didn’t think it would, I’d stick to email or Teams. Now, I give everyone my time because I’ve realised growth is as much about the people you know and the strength and depth of the relationships you have.
What’s next for your business? Any exciting projects or future plans on the horizon?
Keeping every current client happy and of course bringing in new business.
I have set targets for myself to get LEC to where I want it to be, and key to me achieving those goals is establishing a healthy pipeline of work – consistency is essential!
www.lecc.co.uk
