Realizing that small business owners and entrepreneurs needed help to share their message and passions with the world, KJ Blattenbauer started her PR agency. She found the pain point and knew she had the solution to the problem. Ultimately, the heart of entrepreneurship.
What is PR?
Public relations (PR) is the one of the best ways to build your brand and get the word out about your business. PR is the art of convincing an audience, outside of your normal circle of influence, to promote your idea, purchase your product, support your position or recognize you as an expert. It can include press releases, blog posts, and appearances on podcasts. It is not advertising.
Any time someone is talking about you, it’s a good thing. It can be very inexpensive or have no cost at all, and you can control the narrative. It is how you want people to think, feel and talk about your brand.
Make people want to be a part of what you are doing!
Where to start?
Key message flushed out into an elevator speech!
What are your key messages? What do you want people to say about you and your business to others? How do you explain what you do?
The more you repeat your key messaging the more it will be repeated by others and the more your message will spread.
You need 3 to 4, really 3, key messages that people can take away from every post, profile, bio or interview you do. This will help everyone understand exactly what you do, who you serve and the problem you solve through your business. You need to be able to tell everyone, in 30 seconds, who you are and what you do! This becomes your elevator speech.
Who is your target audience? Niche down to identify them. What are they reading, watching, and listening to? Whether you like them or not, if your target audience is paying attention to them, you need to be putting your message in them. What media outlets do they pay attention to? Make a media list. If you audience listens to podcasts, you want to focus on podcasts.
What’s the Beat?
Once you know the media outlets, research what they are covering. Really dig deep to identify what they write or speak about and create messaging specifically for your brand around that.
Be sure to personalize your message. Know their recent publications and then include them in the pitch. Include three topics or tips that you can share.
Use gratitude at the end of your pitch! And, include your phone number, email, website and maybe, if you feel sassy, your Instagram account. Do not include a photo or attachments to the email.
Have a plan in place to spread the word about your service or product. Don’t try to be everywhere for everyone because you will end up speaking to no one.
You will never get a 100% response rate with PR. But that doesn’t mean you should give up. Do the follow up because people miss things in their email inbox.
The only bad answer is a maybe. If someone says no, that is their answer. If they say yes, awesome! But not hearing from someone is frustrating. Pitch and follow up!
A media kit is like a resume for your brand. It includes your bio, high level overview of your brand, a few images so that people can be familiar with you and what you do. Include stats and figures about your business.
5 P’s Of PR
- Position – Clearly communicate your value proposition. Key messages.
- Plan – Lay out a strategic plan and stick to it.
- Promote – Day in and day out promote yourself. You need approximately 14 touches to be seen and have people purchase from you.
- Persevere – It can be a grind and discouraging. You will hear no. You have to keep at it!
- Publicize – Once you have secured press, promote it everywhere, social media, blog, media page, etc. This validates you as an expert. Every day for two weeks, share the interview or media piece.
Think of media interviews as a gift to share your message. It’s common courtesy to thank them and share the interview.
How to Be a Media Darling
KJ’s book. Available on Amazon and on her website.
PR is free. There is so much value and you don’t have to pay for it! PR has more weight than an ad and it’s free.
Include your bio, the bio that you want people to use if you are a guest on a podcast, or part of an article. Short, succinct bio.
Have three images of yourself that people can take and use right away.
List all of the places you have appeared.
Include the means of contact. If you have a PR person, include their name. If you are the contact, have your contact information there.
Include whether or not you are willing to travel for speaking engagements.
It is a must have page on your website.
Answer the questions and have a chance at publication. It’s a great way to get your name out there and to present yourself as an expert and authority in your niche.
Again, it’s free press.
Vieve and Jo
KJ’s dress line. Dresses for all ages and shapes. Fun summer styles and colors! The company is named after her mother and grandmother and the styles are named after women who have inspired her and made her the woman she is now. Dress for day to night with only needing to change the accessories!
About KJ Blattenbauer
KJ Blattenbauer is a publicist and author with nearly 25 years of experience helping entrepreneurs and influencers get more attention and learn how to do their own PR. Her expertise has been featured on Entrepreneurs on Fire, PR Daily, Inc., Entrepreneur, USA Today, and more. KJ’s new PR book, How To Be a Media Darling, is a step-by-step guide on how to get your own publicity and is now available on Amazon. Her dress line, vieve and jo, will launch in Spring 2020.
Learn more about and connect with KJ:
Instagram: @kjblattenbauer and @vieveandjo
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