The Little Book of Big PR

1. Build a Powerful Self-Brand to Stand Out in Your Industry

Self-branding is an effective tool to communicate who you are, what you do, and how you differ from others.

Define your objective. Start by determining what you want your brand to accomplish. Conduct an audit by interviewing 20-30 business associates and clients to understand how others perceive you. Research your online presence, including search engine results and social media profiles. Compile this data to create a concise self-branding statement of 3-4 sentences that highlights your uniqueness and value.

Live your brand. Incorporate your self-branding statement into networking events, media interviews, and all written content. Ensure your image reflects your brand, considering factors like clothing, accessories, and overall presentation. Regularly revisit and refresh your brand to keep it current and aligned with your evolving goals.

2. Master Media Relations to Gain Valuable Press Coverage

Get me on Oprah!

Target the right outlets. Identify media outlets that your industry influencers, customers, and business associates actually read or watch. Create a list of reporters covering your industry, including their contact information. Research media calendars to find upcoming story opportunities that align with your expertise.

Craft effective pitches. Keep pitches brief (2-3 paragraphs) and tailored to the reporter's beat. Highlight your expertise on the topic and include relevant speaking engagements or white papers. Follow up after a couple of days, but don't be pushy. Be prepared for interviews by using cheat sheets and practicing responses to potential questions.

Key tips:

• Offer exclusives strategically
• Respond quickly to reporter inquiries
• Develop relationships with key journalists
• Distribute placements to your network

3. Leverage Social Media Strategically for Business Growth

Social media is here. It's not going away; not a passing fad. Be where your customers are: in social media.

Choose platforms wisely. Focus on LinkedIn for B2B audiences and Facebook for B2C or mixed audiences. Post consistently (at least 4 times a week on Facebook, twice a week on LinkedIn) with fresh, interesting content. Use a mix of company updates, industry news, and engaging questions to foster interaction.

Engage authentically. Comment on and share others' posts to build relationships. Join relevant LinkedIn groups and participate in discussions. Create your own group to establish thought leadership. Be cautious about controversial topics and maintain a professional tone.

Best practices:

• Include some personal content to appear well-rounded
• Use images and short videos to increase engagement
• Leverage social media as a data-gathering tool
• Tie posts across platforms for consistency

4. Network Effectively to Expand Your Professional Circle

Networking is an essential part of building wealth.

Be strategic. Set specific goals for each networking event, such as meeting a new person or finding a potential strategic partner. Join groups where your target audience is present, including some outside your immediate industry. Be proactive in these groups by joining committees, hosting events, or sponsoring activities.

Follow up and maintain relationships. Send follow-up notes within five business days of meeting new contacts. Regularly "touch" your network by sharing relevant articles, congratulating them on achievements, or inviting them to events. Always ask how you can help others, fostering a reciprocal relationship.

Networking tips:

• Carry business cards at all times
• Practice virtual networking through social media
• Create your own networking group for targeted connections
• Be authentic in your interactions

5. Use Public Speaking to Showcase Your Expertise

There are only two types of speakers in the world. 1. The nervous and 2. Liars.

Overcome fear and prepare thoroughly. Recognize that nervousness is common, but push through it to reap the benefits of public speaking. Start with small groups and gradually work up to larger audiences. Rehearse multiple times, including at least one standing practice. Promote your presentations through various channels, including social media, email blasts, and press invitations.

Engage your audience and follow up. Encourage interaction during your presentation by asking questions and allowing audience participation. Offer incentives for attendance and collect contact information for follow-up. After the event, request speaker evaluations and use positive feedback as testimonials for future opportunities.

Speaking engagement checklist:

• Choose appropriate venues (conferences, libraries, schools)
• Tailor content to your audience
• Use visual aids effectively
• Provide value without overtly selling your services

6. Implement Cause-Related Marketing to Boost Your Reputation

Do well by doing good.

Select an authentic cause. Choose a cause that aligns with your company values and genuinely interests you. Determine your objectives for the partnership, whether it's attracting new audiences or differentiating from competitors. Be realistic about your commitment level in terms of time, resources, and financial support.

Leverage your involvement strategically. Collaborate with the nonprofit to communicate your partnership through press releases, newsletters, and social media. Highlight your involvement on your company website and in email signatures. Regularly update your network on the partnership's progress and impact.

CRM best practices:

• Involve staff in the selection and implementation process
• Start with a trial period before making a long-term commitment
• Measure results annually and adjust as needed
• Consider low-cost options for small businesses

7. Choose the Right PR Agency to Amplify Your Message

If I was down to the last dollar of my marketing budget, I'd spend it on PR!

Define your needs and budget. Determine whether you need a full-service agency or an independent consultant based on your budget and requirements. Seek recommendations from business associates, trade associations, and industry reporters. Meet potential agencies in person to assess chemistry and cultural fit.

Establish clear expectations. Provide a comprehensive brief of your business goals and challenges. Request a detailed proposal outlining objectives, strategies, and tactics, including associated costs. Agree on definitions of success and measurement criteria before starting the engagement.

Working with a PR agency:

• Be prepared for high involvement in the early stages
• Communicate openly about issues or concerns
• Share important information to maximize the partnership
• Have an exit strategy in case the relationship doesn't work out

Last updated: August 10, 2024