Your Iconic Image : Using P.R. to Build Visibility & Authority
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Jane Tabachnick is a content and PR strategist who works with mission-driven authors, coaches and consultants who are frustrated they\\u2019re not better known.
She helps them become highly visible and seen as the authority in their industry so they attract more pre-sold clients and can grow their business more and easily.
Founder of Simply Good Press, a book publishing and PR company, Jane has helped over 200 authors achieve bestseller status.
Named one of the top 100 people online by Fast Company, Jane is often quoted in the media.
PR in the textbook definition is communicating with your stakeholders\\u2026but the way most of us use it is public relations or the result of it which is publicity.
In a model called PESO (paid, earned, shared owned) it\\u2019s the highest form of content. \\xa0
Owned content would be your website, social media profiles\\u2026you control the content.
With earned media, you earn the right to be featured\\u2026.when they invite you to be in front of their audience, they\\u2019re saying you\\u2019ve reached this level and they\\u2019ve basically vetted you.\\xa0And it gives the impression\\u2026of being an endorsement from the media.
No one cares what you say about you.\\xa0What matters is what other people say about you.
Start right away.\\xa0Every day you can do something simple.
Follow or like and share the content of certain writers and editors so you get on their radar.
It feels good to help support someone in this way.
Show that you are listening, reading, watching.
Their content being seen is important on a lot of levels to them\\u2026.it can help them get their work seen so that they get more work.
Understand your audience\\u2026and know where they spend time.\\xa0Know what media outlets they\\u2019re interested in.
You want to be strategic about it\\u2026.build relationships on platforms where your audience already spends time\\u2026and try and understand what kind of content they like.
There are really 3 ways you can get publicity.\\xa01.Doing it yourself.\\xa0There are a lot of great free tools.\\xa02. You can hire a firm, which can be expensive or 3. The hybrid method.\\xa0You can do your own PR and then outsource pieces of it.
You can\\u2019t hope.\\xa0If you want something to happen, you need to proactive about it.
It\\u2019s when preparation meets opportunity\\u2026.you have to create those opportunities.
Find out who the right people are\\u2026.staffers will often have in their bio exactly what topics they cover.
Don\\u2019t pitch them off-topic.
Create your pitch in a way that you let the media know that you have something that their audience will value\\u2026.because of \\u2018this\\u2019.
Sometimes you have to connect the dots.
Don\\u2019t be afraid to spell it out\\u2026but focus on the value of what\\u2019s in it for the\\xa0audience\\u2026what\\u2019s in it for them.
When you pitch a traditional media outlet, they would be writing about you.
There is a form of content marketing\\u2026.where you could pitch..on contributing an article.
Writing the articles, even if you don\\u2019t consider yourself to be a writer, can be valuable.
You have to check out the outlet and see what their requirements are.
Again. you\\u2019re getting that perceived endorsement\\u2026and it\\u2019s third party credibility\\u2026and it can show up in the search engines.
You can use social media to build those relationships\\u2026I call it hugging an influencer.
Just by doing this and building this relationship, she got invited onto one of the top podcasts that there is.
Share the press that you get.\\xa0I call it re-promoting.
We want to make sure everybody sees and knows that we\\u2019ve got that press.
Mostly all press is good press.
Their job is to write things as they see them.
Create some really good press\\u2026to push that down.\\xa0You can\\u2019t hide it\\u2026but you can create a lot of good things that will show up so that\\u2019s less visible.
It hits hard when we get negative press.
1. Set up a media room on your website\\u2026.and link it from the top navigation so it\\u2019s easy to find\\u2026it\\u2019s often read as much as your \\u2018about\\u2019 page.\\xa02. Repurpose it.\\xa0Tag the media outlet and tag the writer.\\xa03. Share it.\\xa0You can break it into smaller pieces.
The easiest are probably local media outlets. \\xa0
There\\u2019s a lot of syndication amongst newspapers. \\xa0
I know people who\\u2019s stories got picked up because they were featured in the local paper and the anchor saw it.
Unless an outlet doesn\\u2019t align with your values\\u2026I would say don\\u2019t poo-poo an outlet and think that it\\u2019s too small.
Mistakes : pitching off topic\\u2026focus on you
You want to custom tailor your pitch.
A few targeted, automized pitches are more effective than just blasting out a lot of generic ones.
Visibility Assessment : Online Visibility Assessment
https://janetabachnick.com/assessment
Hire it out when\\u2026.your company has some news that\\u2019s a pivot point\\u2026or when the company hits a growth point\\u2026it\\u2019s not just about the money, you have have the internal resources to work with a PR consultant or team to get the best results.
Mark Cuban has said he believes we are the best person to pitch ourselves\\u2026.a PR professional will know how to pitch and they won\\u2019t feel as personal about it\\u2026and have some of the relationships already.\\xa0It\\u2019s 50/50
There very rarely is feedback.\\xa0You\\u2019re often very lucky if you even get a \\u2018no.\\u2019 \\xa0
Sometimes..the timing isn\\u2019t right, but they\\u2019ve got it in a folder to reach out in the future\\u2026I usually give things 6 weeks to two months, then figure it\\u2019s dead.
Take the same pitch and try a different outlet.
You\\u2019re not asking for enough.\\xa0Go back and figure out what you really need.
https://janetabachnick.com
https://janetabachnick.com/assessment
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Audio : Ariza Music Productions
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