Interested in PR & Publicity for your business? We share all the best publicity tips, media coverage strategies, and how to launch a publicity campaign.
For any local business, getting media coverage is a great way to generate publicity and attract new customers. However, it can be challenging to grab the attention of journalists and editors in today’s fast-paced media landscape. Today, we will discuss three effective ways local businesses can get media coverage and increase their visibility.
Build Relationships with Local Journalists | Local Businesses
Building relationships with local journalists is an effective way to get media coverage for your business. Establishing a personal connection with a journalist or editor can increase your chances of being featured in their publication or website.
One way to get started with connecting with a journalist is to research local businesses media outlets and identify reporters who cover your industry or niche. Once you have identified these reporters, reach out to them and introduce yourself. You can start by sending a brief email introducing yourself and your business and expressing your interest in being a source for future stories.
It’s important to remember that journalists receive many emails, so make sure to keep your message concise and to the point. In addition to email, you can also reach out to journalists through social media using Twitter or LinkedIn.
Another effective way to build relationships with local businesses journalists is to attend networking events and industry conferences. These events are an excellent opportunity to meet journalists face-to-face and establish a personal connection. Bring business cards and relevant marketing materials to share with journalists when attending these events. Provide information on your brand’s product or service that will likely appeal to the audience the journalist writes for.
Create Compelling Press Releases
Press releases are an excellent tool for local businesses to generate media coverage. A well-crafted press release can grab the attention of journalists and editors and generate interest in your business.
When creating a press release, it’s essential to focus on the newsworthy aspect of your story. Consider what makes your business unique and newsworthy, and emphasize those elements in your press release. For example, if your company is launching a new product or service, focus on the benefits that this product or service will provide to customers.
Include quotes from relevant sources in your press release. Using quotes from the CEO of your company, satisfied customers, or industry experts is a common practice. These quotes add credibility to your press release and make it more compelling to journalists. Focus on highlighting the product or service and demonstrate how your brand stands out.
Once you have written your press release, distribute it to local businesses and media outlets. You can do this by using a press release distribution service or by sending your press release directly to journalists and editors. When sending your press release, you’ll want to personalize your message and explain why your story would interest their readers.
Leverage Social Media
Social media is a powerful tool that local businesses can use to generate media coverage. By leveraging social media, you can reach a broader audience and increase your chances of being noticed by journalists and editors.
One way to use social media to generate media coverage is to share your press releases and other news updates on your social media channels. Sharing the press release can generate interest in your business and increase the visibility of your story. Use relevant hashtags and tag relevant journalists and media outlets in your posts to expand your reach. If you tag a journalist, be sure to exercise the proper etiquette, so you don’t get your account banned for spamming.
Another way to use social media to generate coverage is to engage directly with journalists and editors. A few ideas for engaging with journalists involve commenting on their posts, sharing their articles, or responding to their tweets. By engaging with journalists on social media, you can establish a relationship with them and increase your chances of being noticed.
It’s essential to remember that social media is a two-way street. Make sure to engage with your followers and respond to any comments or questions they may have. By building a community on social media, you can increase your visibility and generate interest in your business.
Other Tips:Besides the strategies discussed in this article, local businesses can get media coverage in other effective ways. For example, businesses can participate in community events, sponsor local businesses organizations or sports teams, and offer expert commentary on relevant industry topics.
Conclusion
Getting media coverage for your local business is an excellent way to generate publicity and attract new customers. By building relationships with local businesses journalists, creating compelling press releases, and leveraging social media, you can increase your chances of getting noticed by journalists and editors and getting your story covered.
It’s important to remember that getting media coverage is not a one-time event. No matter which approach you decide to take, persistence and patience are essential. Getting media coverage takes time and effort, but the rewards can be significant.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!
In today’s competitive business environment, standing out and getting noticed can be challenging. That’s where public relations (PR) comes in. PR is crucial to any successful business strategy, helping build brand awareness, establish credibility, and drive sales. But navigating the complex PR world can be daunting for many business owners, so hiring a professional publicist can be a game-changer. In this article, we’ll explore the benefits of professional PR and why you should consider hiring a publicist.
What is Public Relations (PR)?
First, let’s define what we mean by PR. The core foundation of public relations boils down to building relationships between a business and its target audience. PR aims to create positive publicity for a brand, product, or service and to enhance the business’s overall reputation. PR can take many forms, including media relations, social media management, content creation, events, etc.
Why is PR Important for Businesses?
PR is one of the most commonly used business strategies for brands seeking to increase visibility. Below we discuss several critical benefits of professional PR:
1. Builds Brand Awareness
One of the primary goals of PR is to build brand awareness. By getting your business in front of the right people through media coverage, social media, and other channels, you can increase brand recognition and make your business more visible to potential customers.
2. Establishes Credibility
A strong PR strategy can help establish your business as a trusted authority in your industry. You can position yourself as an authority figure and expert within your industry through media coverage and thought leadership content.
3. Enhances Reputation
A good reputation is essential for any business, and PR can help enhance your reputation by promoting positive news and stories about your business. A publicist can help protect and improve your brand’s reputation by managing crises and mitigating negative publicity.
4. Increases Sales
Ultimately, the goal of PR is to drive sales. By raising brand awareness, establishing credibility, and enhancing your reputation, you can create a positive perception of your business, increasing sales and revenue.
Why Hire a Publicist? While PR is essential, navigating the complex world of media and publicity can be challenging for many business owners. That’s where a professional publicist comes in. Benefits of hiring a publicist:
1. Expertise and Experience
A professional publicist has the expertise and experience to navigate the complex world of media and publicity. They understand what makes a story newsworthy, how to craft compelling pitches, and how to build relationships with journalists and influencers. You can tap into their expertise and benefit from their experience by working with a publicist.
2. Connections
One of the most valuable assets a publicist brings is their connections. A professional publicist has relationships with journalists, editors, bloggers, and influencers that they can leverage to increase awareness for your business. By tapping into their network, you can increase your chances of getting media coverage and other forms of publicity.
3. Time and Resources
Managing your PR campaign can be a time-consuming and resource-intensive process. Hiring a publicist frees up your time and resources to focus on other aspects of your business. A professional publicist can handle everything from media outreach to content creation, freeing you to focus on running your business.
4. Objectivity
Maintaining objectivity regarding your business as a business owner may take time and effort. A publicist, on the other hand, can bring an objective perspective to your PR strategy. They can help you identify your unique selling points, craft your messaging, and position your business in front of your intended audience.
5. Crisis Management
While no business wants to deal with a crisis, being prepared is essential. A professional publicist can help you develop a crisis management plan and be there to guide you through any potential problems. By having a plan in place and a publicist on your side, you can minimize the damage to your brand and reputation in the event of a crisis.
6. Customized Strategy
Every business is unique, so a one-size-fits-all PR strategy needs to be revised. A professional publicist will work with you to develop a customized strategy that considers your business goals, target audience, and unique selling points. By tailoring your PR strategy to your specific needs, you can achieve better results and see a greater return on investment.
7. Measurable Results
Finally, a professional publicist can help you measure the results of your PR campaign. By tracking media coverage, social media engagement, and other metrics, you can see the impact of your PR efforts and make data-driven decisions about your strategy moving forward.
In today’s fast-paced business environment, PR is more important than ever. By hiring a professional publicist, you can tap into their expertise, connections, and resources to build brand awareness, establish credibility, enhance your reputation, and ultimately drive sales. While the cost of hiring a publicist or public relations agency varies, the benefits of professional PR far outweigh the costs. So if you’re serious about getting significant media coverage and taking your business to the next level, consider hiring a publicist.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!
Are you looking to hire a publicist and wondering which publicist would be the best fit for your brand? Whether your goal is to raise brand awareness, generate new leads, or get featured in the media, this post highlights six steps you can take when hiring a publicist.
Before starting your research, here is a quick tip to keep in mind: Publicists have different specialties and offer various services. While some publicists may only provide traditional media outreach campaigns to present your brand for media coverage in a newspaper or magazine, other publicists or public relations agencies provide coaching services for public speaking and brand communication strategies.
Understanding areas of specialization will help you narrow your search to those publicists within your industry. After spending 16 years working as a publicist in the music & entertainment industry, I understand how confusing and overwhelming the process of hiring a Publicist for your project can be. After reviewing the following six steps, you will better understand vetting the right publicist for your brand.
1. Know what your goals are for hiring a publicist.
As a business owner, it is up to you to determine what your goals are for hiring a publicist in the first place. Publicists achieve results based on your brand’s goals and campaign objectives.
Knowing the purpose of your campaign will help you find the right publicist for the job. To help you narrow down what your goals are for hiring a publicist, consider the following questions:
Is it to get more media coverage?
Grow and increase social media engagement?
Create a content calendar to highlight a specific product or service?
Increase brand awareness?
Generate leads?
Once you specify the goals for hiring a publicist to represent your brand, you will be better equipped to hone in on the right person or PR agency for you. Knowing your goals will also help the publicist with creating a personalized campaign strategy to achieve goals.
2. Find a publicist who specializes in your industry.
When looking for a publicist, it is crucial to look for someone who specializes in your industry. Hiring a Publicist helps brands get featured in media outlets such as newspapers, magazines, blogs, podcasts, and radio & TV. If you have a fashion brand, look for a publicist who has experience working with fashion brands. Another example would be if you run a company specializing in software for startups, and then search for publicity experts who have previously worked with similar companies.
In some cases, specific industries intersect where a publicist with a background in planning corporate event marketing and planning can utilize that skillset to help a client who, for example, is an author planning a speaking tour or book signing for their new book. Hiring a publicist who is proficient in this regard could potentially be ideal.
3. Please do your research on the publicist to determine whether they are a good fit for you.
Start with doing your research on Hiring a Publicist and their clients. You can use a tool like Google Alerts to help you find out if the publicist has been featured in any media outlets during their career. You should also check out the websites of brands who have worked with them; this will give you insight into how successful the publicist has been.
Hiring a publicist is a collaborative partnership that can last for months or years, depending on the type of campaign or service your publicist provides. A good rule of thumb is understanding who you will work with and how they communicate and oversee their clients. When speaking with them and learning more about their process, ask yourself is this the right business partnership for me?
A few additional questions to ask to learn more about how a publicist works are:
Do you work independently or with a team?
Who would be my point of contact throughout the campaign?
What campaign-related reports are provided, and how often?
What’s expected from the client / What does the client need to provide?
4. Know what you need from the publicist.
One of the common issues I have experienced throughout my career as a publicist is consulting with potential clients who need help understanding what a publicist does and the role a publicist plays in helping to build a brand. Before you talk to a publicist, ensure you know what your company is looking for in terms of services and ROI.
This means understanding what a publicist can do to help you reach your goals. Determine what roles the publicist will play within your organization.
Will they only be responsible for media outreach? Or do you need help with social media management as well? You should have an idea of what type of work they specialize in so that you can see if it matches your needs.
5. Ask questions about their process.
Before you talk to a publicist, be prepared to ask questions about their campaign process. It would help if you asked them how they work and which platforms they use to manage a client’s project or publicity campaign. Be bold and ask about their track record.
You should also ask them if they have any resources or project samples that they can provide to you. Are there articles or blog posts that they’ve written? Do they have access to certain media outlets in your industry? Most publicists have an online portfolio of articles, media clips, and campaign work.
6. Ask about their media contacts and what publications they will pitch to for your brand.
It would be best to ask the publicist about their media contacts and what publications they will pitch to for your brand. Knowing this will remove any guesswork from you wondering which publications your brand may be featured in. You can also ask how many pitches they send out each day, week, or month. This will give you an idea of how effective their outreach is and whether hiring a publicist for a specific project is worthwhile.
Wrap Up
It’s important to know what you want from a publicist and find one who can deliver the right results for your brand. Before you hire a publicist, you will want to confirm they have the experience and qualifications relevant to your industry. Doing research ahead of time will help ensure you find the right publicist for your brand.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you want to work together, don’t hesitate to reach out!
Do you want the media to cover your company or event? You’ll need to write an effective press release. Press releases are a great way to get publicity for your business and tell customers about new products and services. They’re also easy to create with this step-by-step guide!
Get the reader’s attention.
The first thing you should do when drafting a press release is make sure it is attention-grabbing.
The headline of your PR should be powerful and concise so that people will want to read more. It’s also important that the title matches the content of what follows.
A good way to get started with writing headlines is by using a quote from your company or client as a hook. If you don’t have any quotes, try interviewing someone in your organization who can provide interesting insight into their job responsibilities or how they think about their industry; this will make for an excellent starting point for creating a strong headline.
Also, make sure that you use all 5 W’s: who, what (and why), where, and when (or how). This helps readers understand what’s going on with every sentence in your story—it also makes it easier for them to share stories on social media platforms like Facebook and Twitter!
Develop a compelling headline.
You’re a journalist. You want people to read your work, and you want them to share it with their friends. That means you need a good headline.
What makes a good headline?
It’s different from the body of the article: Headlines are meant to be short and sweet, so they don’t have time for details or nuance—they should give readers just enough information to get them interested in reading more.
It’s specific: A vague headline won’t bring readers in (and could even have the opposite effect). Make sure your title is clear and concise so that people know exactly what they’re getting into when they click through to read your article.
Use the 5 W’s and the H in the opening paragraph — Who, What, When, Where, Why, and How.
The opening paragraph of your press release should include the 5 W’s and the H.
Who is the target audience? What is the problem? When did it happen? Where did it happen? Why does it matter? How does it affect me?
Include a quote.
Quotes are a great opportunity to add credibility, emotion, authority, and value to your press release. They’re an easy way to make your content more interesting and engaging for readers. Remember that the best quotes are always from people who have relevant expertise in the topic at hand.
For example: An expert on the topic of automobiles could say something like “This new feature is going to revolutionize how we drive our cars!” (credibility). Or maybe you want one of your employees to say something about how excited he or she is about this new product or service (emotion). Or maybe you want someone with a lot of experience talking about why this news matters (authority). When done right, quotes can help increase reader engagement with your content while also adding some much-needed spice!
Write your boilerplate copy.
A boilerplate copy is the information that appears at the top of a press release. You should include who, what, when, where, and why your business is releasing this information in your boilerplate copy.
The who section should be filled out with the name of your company (or organization).
The What section provides information about why you are releasing this press release. This might include any new products or services being released by your business or if there is an event happening that has generated interest from the media.
The Where section will help journalists know where they can find more information about your company and/or event taking place. It’s also important to let them know how much time they have left before it ends so they can plan accordingly for coverage on their end as well!
Each one of these elements will make sure journalists get everything they need from a single source rather than having to hunt down multiple sources across different platforms or locations – which saves both time AND money!
Make your content shareable by adding social media buttons to your press release and posting them on your social channels.
Make your content shareable by adding social media buttons to your press release and posting them on your social channels.
Share with the world! Once you’ve published it, don’t forget to share it with people who will find it interesting. You can do this by posting links on Facebook and Twitter or embedding newsfeeds from these sites into your site or blog via a plugin (e.g., Jetpack for WordPress).
Choose a press release distribution service that suits your needs and budget (and check out our list of affordable PR services).
Press releases are a great way to get your name out there and get some publicity, but they’re not always successful. Studies show that only about 20% of press releases ever receive any attention from the media! If you want your press release to be successful, you need to use the right distribution service and make sure it’s well-written.
To pick the right distribution service for your needs and budget, check out our list of affordable PR services.
The key to a successful press release is following best practices for press release writing, distribution, and promotion.
The key to a successful press release is following best practices for press release writing, distribution, and promotion.
Here are some tips to help you get the most out of your efforts:
Include a compelling headline in the first paragraph that answers the 5 W’s (who, what, when, where, and why) or “H” (who/what/where/when/why). You can also use an acronym such as “WHO DID WHAT WHEN WHERE.”
Add a quote from an expert in your field at the end of your article. This could be someone from within your company or an industry expert who agrees with your message.
Make sure you include links back to social media accounts so readers can easily follow along with future content related to this press release without having to go through each site separately.
Many steps go into creating an effective press release, but if you follow the tips we’ve provided here, you can create one that will get your audience’s attention and generate results for your business or organization. If you have any questions about writing a press release or would like more information on how to distribute it properly, feel free to reach out – I’m happy to help!
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!
If you are a small business owner, you know that marketing can be a challenge. You have to compete with larger companies and brands, which have access to more resources than you do. The good news is that there are ways for small businesses to stand out from the competition effectively without breaking the bank—one of these ways is grassroots PR. In this article, we’ll discuss grassroots PR and why it works so well for small businesses. Finally, we’ll show you how you can go about doing it on your own!
What is grassroots PR?
Grassroots PR, sometimes referred to as guerilla marketing, is a traditional & highly effective form of organic marketing geared toward generating interest in a brand, product, or service. In contrast to other types of PR, this strategy allows you to reach out directly to your target market rather than relying on mass media outlets.
While grassroots marketing involves using word-of-mouth communication to build brand awareness and increase sales, it doesn’t require any special skills from participants for them to carry out an effective campaign on behalf of your brand. However, grassroots publicity differs slightly in that it involves paid influencers or individuals who have already built strong audiences through their brands or social platforms like Instagram followers.
Why does grassroots PR work for small businesses?
Grassroots PR is cost-effective.
Most people think a traditional press release is the only way to get their story out there, but it’s very costly and time-consuming. Grassroots PR allows you to do the same things you would do with a press release, but at a fraction of the price and effort. You can post your information on social media platforms like Facebook, Twitter, LinkedIn, and Instagram without paying anything except for your time spent writing up an announcement or creating graphics for them (which might take longer than writing an entire press release).
Grassroots PR helps build relationships with customers.
A big part of any marketing strategy is building relationships — especially when it comes to small businesses! One thing that makes grassroots PR so effective for small businesses is that they can easily interact with customers directly through social media channels like Facebook and Twitter by replying directly from those platforms instead of having someone else reply on behalf of your company which takes away from the personal connection between customer and business owner/employee(s). The more active we are as humans online through our various social media accounts, such as these two mentioned above; the most likely we’ll feel close enough
Grassroots PR is an effective and affordable kind of marketing for small businesses.
While there are many different kinds of PR, we’re most interested in grassroots PR.
Grassroots PR effectively gets your name out there and creates a community around your brand. It’s also an affordable way to market your business—you don’t need a huge budget or many connections to make it work.
Here are some other benefits of grassroots PR:
It helps people talk about your business online, leading to more sales and new customers.
Even if you’re starting with no connections or budget, you can use this technique.
Conclusion
If you’re a small business owner, you know how crucial it is to stand out in today’s crowded market. But with so many competing businesses, it can be challenging to get noticed without spending a fortune on advertising. If you want your business to succeed without breaking the bank, grassroots PR is an effective and affordable kind of marketing that anyone can do. We hope this article has helped shed some light on what grassroots PR is—and how it can help your business!
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!
Being a solopreneur means being a true boss. But it doesn’t have to mean going it alone one hundred percent of the time. After all, even bosses need help every once in a while. Wondering what type of tech or help could boost your business? Then check out these tips from Keetria.
Accounting and Taxes
Your money is one area where DIY savings just aren’t worth the risk. If you’re a first-time entrepreneur, having accounting help is even more imperative. You may need to set up estimated tax payments. A freelance bookkeeper can also help you figure out whether setting up an LLC will benefit your business. Then you can proceed with the next steps.
Virtual LLC Formation
Thinking about forming an LLC for your small business? That’s a wise move since you will be afforded more protection for your finances. You’ll also be setting yourself up for more savings come tax time. On top of all of these perks, you can use an online service to fill out the paperwork, which will save you money, time, and hassle. Each state has its own regulations around LLC’s and formation steps, so check yours before you proceed.
Online Meetups and Events
Another way savvy entrepreneurs can use tech to grow their business is by putting together virtual meetups. This can be oh so helpful if you plan on launching a new business, product or service in the coming months since live events are still on hold. Drum up excitement around your virtual event by sharing details with your social networks. Then be sure to really listen and engage with participants to help them form a deeper connection with your business.
PR and Marketing Services
You can certainly create your own publicity to get people interested in whatever you’re selling. As already mentioned, you can use your social media accounts to attract new connections and cultivate an image that will have people begging for more. This can take some time and savvy though, so if your career begins to blossom, you may also want to consider reaching out for help. Check out freelance sites to find PR and marketing consultants or ask for recs from friends.
Web Design Help
DIY publicity is one thing, but a DIY website? Using free and discounted tools to build your own website will work in a pinch, but if you truly want to grow your image and become an authority in your industry, you need professional help. That help should come from a web designer who has the expertise and experience to create a custom website that is sleek and easy to use. It’s just too easy to make small mistakes that can cause your followers to run the other way.
You’re a boss but that shouldn’t mean feeling burned out and busy every single day. Use this guide to get the help you need with tech and other projects. That way you can focus your time and energy on growing your reputation and small business.
Author Bio: Courtney started gigspark.biz to be a resource and the first step for people who are looking to join the gig economy, either to supplement their income or as a way to fulfill their dreams of becoming an entrepreneur.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!
How to be Your Own Publicist – As an entrepreneur, your priority is to get the word out about who you are and what you’re doing. Traditionally, you would have gone to a publicist for this sort of thing – somebody with the connections and expertise to create a personal brand for you and raise awareness. But as any budding author will tell you, they’re frightfully expensive. And entrepreneurs aren’t always flush with cash!
Fortunately, you don’t need to spend a fortune on publicity fees. There are ways you can be your own publicist. And they’re much more straightforward than you might imagine.
1. Make Your Social Media Accounts Unique
Many people yearning for success start their journey on social media, churning out content and attempting to build an audience. But merely having an account and producing material is insufficient for effective public relations. You need to do something original in your niche, however hard that might sound.
The best approach is to allow your personality to shine. Don’t pretend to be anyone else. Don’t put on a front. Allow your innate genius to emerge naturally. If you can be authentic, you’ll soon attract likes, shares and many followers.
2. Research Your Target Audience
If you know who you need to attract with your PR campaigns, you immediately make getting the word out much more manageable.
Nowadays, online marketing tools (including Google and Facebook) are incredibly powerful. They allow you to target specific individuals most likely to want what you’re selling, taking the guesswork out of the process. But to use them effectively, you have to know the characteristics of your audience. Think carefully about what makes them happy, keeps them up at night, and where they go for their information.
Identify your Audience to Gain Publicity – Watch the Video to Find Out Why
3. Develop An Image
Do people buy from brands, or do they buy from entrepreneurs? Sometimes, it’s a bit of both. Just look at the success that Elon Musk has had. Is the stock price of Tesla a result of the actions of the company itself? Or is it because people believe in the man running it? For the most part, it’s the latter!
Developing an image and protecting it is crucial. The more you can cultivate a particular persona, the more memorable you make yourself. Entrepreneurs who do it, like lifestyle coach and guru Tony Robbins, can often see considerable market gains.
4. Keep Your Message Consistent
Even though your audience is interested in you, they don’t have the time to learn every nuance about your character. Thus, you can’t appear to chop and change in your approach from one month to the next. Being consistent is all about building trust and giving your audience the sense that they know who you are and what makes you tick. This seemingly boring familiarity is the essence of long-term brand-building.
5. Write An Amazing Bio
Finally, get your in-house PR team to write a fantastic bio – or do it yourself if you have the skills. Create a story that speaks to your audience and gains their trust. You want to make yourself appear as though you’re “one of them” and doing something profound.
Keetria is an entrepreneur, wellness advocate, and brand strategy coach for creatives & entrepreneurs with 16 years of public relations expertise working with some of the world’s leading brands, startups, media personalities, and entertainers. If you would like to work together, don’t hesitate to reach out!
We speak with speaker, author, and marketing consultant Michelle Ngome – Founder and CEO of Line 25 Consulting. We talk about how she got her start in marketing, her approach to personal branding, her book, and her founding of the African American Marketing Association, along with tips on how to really effectively network with people. We also talk about how effective staying focused is, and how it’s made an impact in Michelle’s life.
The SOB audience can receive 50% off coaching sessions with Michelle at here.
Our listeners can also download her FREE Personal Brand Guide —> Time To Make Noise: 7 Steps to Creating an Influential Personal Brand or grab it from her website michellengome.com.
Show Notes:
Michelle enjoying street team work caught Keetria’s attention
Michelle’s experience promoting J-Kwon in 2004 on Superbowl weekend was her entry to the marketing world
Having a product made it easier for Michelle to introduce herself to people
Michelle worked in entertainment for a couple years before fully venturing into marketing
The importance of connection
“Looking across rather than looking up” – looking for someone to put us on rather than help each other up
We want to be at the table with people bringing equal or greater value
Ideas on creating a valuable connection – audience numbers vs engagement
You have to initiate!
You have to care – genuinely check on people, not just for business reasons
Creativity vs Structure
Writing her book gave Michelle ideas to write many other books
It takes time to take care of clients and of your own personal projects at the same time
Michelle speaks about the 7 steps to developing a personal brand she describes in her book
These include developing a core message, establishing a platform, storytelling, using your publicity and your connections
A lot of times we’re too much in our own heads, creating internal dilemmas
Michelle is establishing the African American Marketing Association
Professional organization focusing on the growth and development of marketing professionals
Though publicists are certainly useful if you want to get an inside scoop on an industry based around who you know, there is no reason that you can’t build up your own relationship with the press by yourself. The key is to make things easy for the people you want to write about you and do a lot of the work yourself.
So, here are 5 things you can do right now.
Networking
If you want to make a splash in an industry, you really need to know as many people as possible. This is where networking comes in. Get yourself some cards and know what your mission statement is going to be that day. Set yourself some targets: how many people are you going to talk to? How many people are you going to give cards to? How many cards do you want to receive?
Use Social Media Like a Pro
Make sure that you follow lots of relevant people in your industry on social platforms like Twitter and post regularly. Actually, Twitter is great for this because it is just informal enough to make conversation feel more natural. When someone follows you back (especially an editor or journalist) make sure you send them a personal message introducing yourself and ask if they would like to hear about your work. This is the best way to get their attention and show that you have something interesting about you.
Make Yourself Newsworthy
If you don’t have anything to tell people then there is no way you are going to get any publicity. The first rule of publicity is that you need something to publicize! You don’t have to make things up or do things just because they will bring you publicity, instead you should think about what makes your brand so unique and then see where the stories come from naturally. For example, hiring a new team is a good story or releasing a summer collection is another one.
Write Your Own Press Releases
If you have some exciting news to share, write it into a press release and then send it to the most relevant editors in your industry’s media. Rather than share with just anyone, do some research to make sure that you are sending to the right person. The rule here is quality not quantity so you may need to write a couple of different versions of your PR to make it more likely that it will be used.
Always be Ready with a Portfolio
When an opportunity comes along, you don’t want to miss out because you weren’t ready. Having a portfolio that you keep up to date will make things a lot easier. Keep track of recent successes, new products or services, what makes your brand different and a few stories you can share. You should also have plenty of images you can share in case a publisher only wants unpublished pictures. With this in mind, update your photography regularly including headshots, product pictures and other relevant images.
Publicity, if done right, can turn your brand into an instant star. Publicity is a way to spread the word about your business. And if you want your brand to get noticed in a big way, publicity stunts are a great way to get your brand in the spotlight. Here are creative ways on how your small business can turn heads:
Do the Unexpected
While following trends is great, going the opposite direction can also do wonders for your brand. Doing something unexpected grabs people’s attention and makes your brand instantly memorable. Some of the most unforgettable publicity stunts recently have stopped people in their tracks and created ripples of delight in traditional and social media. You might get some ideas from these campaigns for small business:
No Pants Subway Ride for Shobha
Every January, brave New Yorkers face the challenge of walking around the city without their pants. Hair removal salon Shobha saw a unique opportunity to publicize their service during the event and sent out a team of pants-free individuals wearing underwear bearing the Shobha brand. The No Pants Subway Ride was organized by the Improv Everywhere prank collective and the stunt has succeeded in surprising and delighting the unsuspecting public.
Ice Bucket Challenge
The Ice Bucket Challenge was a simple idea started by Chris Kennedy to raise funds for ALS. What started out as few videos showing people’s funny reactions became a viral phenomenon through social media. Soon, local and international media took notice and challenges were done on air by famous celebrities.
Go Guerilla
Guerilla Marketing is an advertising strategy that highlights creativity over budget. Ideas are often unique and yet easy to do on the local level. Concepts are often dynamic and imaginative and focus on grabbing the attention of the public. Here are some Guerilla Marketing tactics you can learn from:
Stencil Graffiti
Stencil graffiti uses stencils to create memorable street art. The idea is to paint as many stencils as possible in a given area, in a short period of time. The objective is for the street art to get noticed and create a buzz in public.
Treasure Hunts
Treasure hunts involve posting mysterious clues on social media about hidden treasures scattered across the city. The idea is to entice social media users to find the hidden treasures.
Attempt to Beat a Record
Beating someone’s record is a great publicity stunt because it’s fun and entertaining. There are also plenty of records to beat. When you decide to do this, make sure that the challenge is related to your line of business. For example:
If you have a pizza parlor, you can try to beat the 2017 record of Pizzaovens.com. Pizzaovens.com created the longest pizza that measures 6,333 ft 3.60 in.
If you’re the owner of a barbershop, you can attempt to break the world record for the number of haircuts done in 24 hours. Proceeds from the event can be given to charity.
