Master Public Relations To Grow Sales, With Christina Nicholson

Aug 15, 2018

Wes Schaeffer

The Sales Podcast Press Releases Advertising & Marketing Marketing Automation

Learn the "+1" formula to connect with the media and get publicity for free

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Sales Tips you'll learn today on The Sales Podcast...

Left news after 10+ years
Worked at a PR agency for six months but didn't like the lack of flexibility
Launched her own business with two little kids at home
She hates press releases...they're long and boring
Maybe it's a work-ethic problem...maybe it's an instant-gratification problem
Send a personal message and offer value
Help your customers do their job
It costs 10's of thousands or even 100's of thousands to really get the word out
You need a longterm goal and strategy
You can only spend money or time to grow your business
Always start local. You're more newsworthy since you live there
What's your goal?
Local TV and newspaper can work even now.
PR companies will lie to you about how fast they can work
Press releases used to work
Everyone is in the media now thanks to social media
Reporters are over-worked and underpaid today
- Hand them everything they want and need on a silver platter
- Give them a great story
- Script, lower-thirds, video, high resolution images / visuals, props, everything
Timing matters
- Evergreen stories
- Current news, i.e. a Mexican food restaurant pitching a story for Taco Tuesday on National Tequila Day
Pitch a variety of reporters / journalists
Make them a go-to person once they pick you up and loop them in
Are you ready to convert the traffic from your great PR?
Do PR on your PR!
Big shows will always ask to see clips of you on smaller shows
You have to speak in good soundbites
You provide the "how" and the emotional components
Question = Answer + 1 to get your point across in a professional manner
Get clear on your goal
- Build a media list?
- Get visitors to your store?
- Build your media persona. FIND ONE journalist and get to know them and build a relationship with them.