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The difference between social media and PR
You need to know the difference between PR and social media.
You can use social media to get media mentions and publish your content consistently.
If you create awareness for your brand, the media will pick you up.
That would be an example of how I use social media to get PR. However, the PR part arrives where you land the interview.
Use your network for free PR
Many of you may not have millions of followers, but you have enough network to use it for PR. You most likely have access to connections. If you don’t use your networks, you are missing out on PR opportunities! Use your contacts? This is an important way to get PR!
I hired a PR firm a few years ago and they took me to these dark places that I am, nobody sees it. Nobody cares. Now I actually have a number of criteria to be on another show and focus my efforts on getting followers on other platforms that are demographically similar to my platform. Regardless of what form of PR you use, it will only be effective if the time you’ve spent is moving the needle.
Get a lot of media coverage for free
Companies you might want to work with and writers you work with don’t want to hear from someone else – they want to hear from you. They want to be able to connect directly from you to them! Your followers want to hear your message right out of the horse’s mouth.
Why? Hearing from you is far more valuable when you are sending content in person and giving your followers the point of view. Since they are in direct contact with you, they are more likely to react.
Research your media options
Number one, do your research. Find missing industries and base your offer on what the platform doesn’t have.
Check out my previous episode to find out how I used this tactic to land a column in a major magazine.
Number two, learn pitching. This is so important, and I promise you will be one step ahead of the game if you learn how to play properly, which we cover in Persuade to Profit, Module 4.
If you are looking for PR and media opportunities, look for them the way you would expect customers to find them. Who do you want to work with? Present your offer and follow your media kit. Remember, you are selling yourself. This is the sale for media placements. With that said, make sure you track, track, track!
The importance of follow-up
Follow up is especially important when dealing with the media as you deal with people on very tight deadlines. You need to get attention in your inbox. While your story may be good, it may not be a good story right now. However, that doesn’t mean it won’t be a good story for later. It’s the same as selling.
Once your efforts turn into work and your work starts snowing, your name will come up when people look for experts in a particular field. I’m number two when people search Google for business coaches for millennials. All of my media mentions become one big commercial for Google search.
When you’ve been mentioned in all of these other places people will realize you are the real deal and they will turn to you. This is exactly what happened to the documentary series. You found my YouTube video. then they went to google me. And they say damn this girl has been in a lot of media and they emailed me right away. We did the interview in a week.
This is a strategy to think about as it is way cheaper than ads. I know many of you have been told to spend money on ads and you are just not ready to do so.