Episode 96 - How To Use This PR Trick To Get Your Business Featured All Year Round
PR is a neverending journey that builds on each action over time. As a result, you’ll extend your network, grow your clientele, and boost your credibility and authority in a way that can’t be denied.
When you look at your PR efforts in this way, you’ll learn a very valuable lesson about relationship building which in turn extends your network and increases your net worth.
Which is why in this episode, I’m sharing one very simple PR trick to increase your chances of getting featured no matter the season, no matter the year.
It’s a short and sweet one, but don’t let the length fool you! So if you have 10 minutes to spare (5 if you listen on 2x speed), here’s what you’ll walk away with:
A simple PR trick to increase the success rate of getting featured year round
The mindset you need to have to get featured in major publications
Why you don’t have to reinvent the wheel, but just add a small piece to it
The CPR Pitching Method™ helped small business-owning entrepreneurs from PR Starter Pack members see themselves as a go-to expert with a point of view, instead of JUST a founder, seller, or consultant – a standout mindset that takes you far in the world of PR.
I hope you take notes throughout this episode and maybe even listen to it again so you can really nail down the three parts of the CPR Pitching Method™ and use it to your advantage!
So get ready to press send and get your message. And I can’t wait to see you featured in the headlines.
P.S. If you want your small business to go from invisible to visible, seen, and valued, register for my FREE PR Secrets Masterclass. Soon enough, your credibility and visibility will skyrocket. Register now at www.gloriachou.com/masterclass.
Resources Mentioned:
Join Gloria Chou's PR Community: Small Biz Pros: By Gloria Chou
Additional Resources:
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Here’s a glance at this episode…
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[00:00:00] Gloria Chou: Hey friends, I'm Gloria Chou, small business PR expert, award-winning pitch writer, and your unofficial hype woman. Nothing makes me happier than seeing people get the recognition they deserve. And that starts with feeling more confident to go bigger with your message. So on this podcast, I will share with you the untraditional yet proven strategies for PR.
[00:00:20] Gloria Chou: Marketing and creating more opportunities in your business. If you are ready to take control of your narrative and be your most unapologetic and confident self, you're in the right place. This is the small business PR podcast. I wanted to hop on quickly because I just interviewed Amy Goodman, who is an incredible TV veteran.
[00:00:38] Gloria Chou: She has been 25 years. In media, she is a correspondent for all of the most famous TV shows. You might have heard of such as Rachel Ray, The View, Kelly, and Ryan, now Kelly and Mark, and also good morning America. And she said something that I just was, I was like, this is so brilliant. I have to tell all of my audience.
[00:00:56] Gloria Chou: So. You know that I like metaphors, right? I think that when we [00:01:00] can learn in a way of seeing something as a metaphor, it sticks. And Amy said something to me that I want to share, which is when you're thinking about pitching, first of all, it's a never-ending journey, right? All the things that I teach in my PR program are about how this is.
[00:01:15] Gloria Chou: Something that builds upon each other. So no time is ever wasted. So think about it from a long-term perspective, every little thing that you're doing now, you're learning, you're building, but she said that a lot of times when she gets pitched something, it's usually like right after she's done a segment on something, right?
[00:01:32] Gloria Chou: So for example, if you, if she just did a segment on products with honey for good morning, America, she. Gets a ton of emails from other people who make honey products. And although the intention is, is there, she's like, there's no way I'm going to do it again because I just covered a segment on all of the innovative honey products.
[00:01:53] Gloria Chou: So instead of redoing what she's already done, think about how you can do something that's a little bit [00:02:00] adjacent. So think about a tree, right? If honey is one branch of the tree, instead of saying, Oh, I want you to like regrow that branch and like redo a segment on honey, which she just did. So she's not going to think about how you can have one little branch coming off of that main branch.
[00:02:15] Gloria Chou: So it might be something like edible beauty products or adaptogenic beauty products or edible beauty products. So things like. Maybe it has mushrooms in it, or maybe it has algae, or maybe it has another ingredient that's edible beauty, right? There's a lot of, there's this butterfly pea flower that is a beautiful ingredient that's also edible.
[00:02:35] Gloria Chou: So it's not pitching the same thing and telling the journalists, Hey, you just did a segment on this. I also do something. You're saying you did something like this. Are you, are you going to do something similar? That's also in the realm of X, Y, and Z. So it's not about reinventing the wheel. It's about extending that conversation, extending that branch a little bit further.
[00:02:54] Gloria Chou: I'll give you another example. If it is a discussion right about, [00:03:00] about like career skills, because right now new grads are graduating the time of, you know, recording this, we are in the summertime. So instead of doing, instead of going back to the journalist who just did a segment. On new grads and jobs and the economic situation, maybe it's something adjacent to that.
[00:03:20] Gloria Chou: Maybe it's something about how AI is changing resumes or how AI is changing the need for certain skills. Right? So it's in the same realm of jobs and skills, but it's. Adding a new perspective to it. So again, it's not about inventing the wheel. It's about extending that conversation just a little bit more, right?
[00:03:40] Gloria Chou: Everything is a remix. No one is expecting you to have some groundbreaking earth-shattering discovery. It's just about bringing a new perspective. Another metaphor that I talk about a lot here on the podcast is thinking about your industry as this really big puzzle piece. And there are experts from these famous companies who are competing for the media [00:04:00] spotlight, who might have a really big Puzzle piece to add.
[00:04:02] Gloria Chou: Okay. That's fine. But without you adding your tiny little puzzle piece, the complete puzzle board of your industry will be incomplete. So you owe it to yourself to pitch that story, to add another insight. And I also think another thing about mindset is all of us are always thinking, well, I have nothing interesting to say because it's, it's all been said before.
[00:04:25] Gloria Chou: But if you remember from a few episodes ago, one of my PR starter pack students, Ivory Howard. Got on us world news and like all these top-tier outlets. And one of the outlets, one of the publications, that article that she was mentioning was called, what is Pilates? And this was published in 2022.
[00:04:46] Gloria Chou: So just when you think that everything has already been said, the new cycle is 24-seven, honey. Some people need information at every level. So just because you think that this is, this information is too obvious or no one's going to want to hear about [00:05:00] it. Don't think that way, right? There is always something for everyone.
[00:05:04] Gloria Chou: So get all those limiting beliefs and hurdles out of your way and go shoot your shot because the world needs to hear it from you. Right. If we, if like, for example, for me, many people do PR and visibility. And I don't have any agency experience, meaning I never worked at a PR agency. I started picking up the phone and cold calling the operator of the New York Times, got the phone slammed in my face and through that process of cold calling and not having any contacts, I was able to develop my method.
[00:05:37] Gloria Chou: I could be stuck at home all day thinking, who am I to have my business and share what I share, right? If I had the same mindset of, Oh, it's already been done or every, someone does it better. So I think so much of what we do here on this podcast, and also my ethos and the mission of why I even my, why my business exists is to remind you that.
[00:05:58] Gloria Chou: You can and you [00:06:00] should advocate for yourself. You deserve to be seen. You deserve to be heard. You deserve to be valued regardless of where you are on your journey, regardless of how fancy other people's websites are, or how far along you think other people are in business, stay in your lane. Play your own game.
[00:06:16] Gloria Chou: Just know that you just got to keep pressing that send button because everything you want is on the other side of the send button. And I've seen our PR starter pack students do it hundreds and hundreds of times over again, or they post on our Facebook group and email me and say, Gloria, I got on Oprah daily or Gloria, I got on Buzzfeed.
[00:06:34] Gloria Chou: I had no idea such a small, tiny little company in the middle of nowhere. Would be able to get on such a media outlet and that, and that just that confidence changes their entire life because it allows them to see that they can play so much bigger. So to me, this work is sacred and I just want you to know.
[00:06:55] Gloria Chou: That there always is an opportunity for you to share your story and it all [00:07:00] comes down to message. So hopefully I've given you a lot of metaphors and ways to think about freshening up your angles. Just when you think that you pitch something and it's over, like if you're pitching something for Mother's Day and now it's, you know, June or July.
[00:07:12] Gloria Chou: It doesn't mean that it's over. There's always going to be a new season, a new reason, something to piggyback on, whether it's a new trend on social media, whether it's a new consumer trend, or maybe it's something that a Fortune 500 company did. You can give insight, you can give a point of view, right? And if you DM me actually at Gloria Chou's PR.
[00:07:30] Gloria Chou: So that's Gloria C H O U P R it's my Instagram. And. And you DM me the word 10 angles. I will give you a worksheet of all of those 10 different angles that any small business can pitch, whether you're product-based or service-based, right? These range from, you know, using a seasonal like a holiday. It ranges from using data or doing a survey or using third-party data, right?
[00:07:53] Gloria Chou: It doesn't have to be your data. It could be a survey. We had someone in our PR starter pack who used a third-party survey and she's [00:08:00] a speaking coach for introverts and her email. Was saying, Hey, I found the study that says that introverts are better primed for certain executive positions.
[00:08:10] Gloria Chou: And she got on so many outlets just using third-party data to validate her point, right? There's another one which is a regulatory angle. So. Maybe something that the government did a policy, something that is adjacent to your industry, even if you're in beauty, it could be like an FDA finding or a research report that some ingredient is toxic, even though it's labeled clean beauty.
[00:08:31] Gloria Chou: There's so many, so many opportunities and so many stories. And the whole point of what we're trying to do here is open that. Up in your brain to know that you have no shortage of angles and stories, right? But you just have to lean into that. And once you start to think in a way where there are always opportunities for you to pitch all year round, then all the opportunities will start flooding, right?
[00:08:52] Gloria Chou: When you change your perspective, everything changes. So I hope I've given you some food for thought. Know that I'm always in your corner. And if you want [00:09:00] to DM me 10 angles, I will give you that worksheet. So you have the 10 angles. Of it that anyone can use to get featured and to get your wheels turning.
[00:09:09] Gloria Chou: And we go over all of the angles and pitch writing in our monthly calls for our PR members. So I hope to see you in that as well. And yeah, if you know, if you need anything, I'm here for you, cheering for you, and I will see you next time. Hey, small business hero, did you know that you can get featured for free on outlets like Forbes, the New York Times, Marie Claire, pop sugar, and so many more, even if you're not yet launched, or if you don't have any connections?
[00:09:37] Gloria Chou: That's right. That's why I invite you to watch my PR secrets masterclass, where I reveal the exact methods, thousands of bootstrapping small businesses use to hack their PR and go from being unknown to being a credible and sought-after industry expert. Now, if you want to land your first press feature, get on a podcast, secure a VIP speaking gig, or just reach out to that very [00:10:00] intimidating editor.
[00:10:01] Gloria Chou: This class will show you exactly how to do it. Register now at Gloria Chou, pr. com slash masterclass. That's Gloria Chou, C H O U P R. com slash masterclass. So you can get featured in 30 days without spending a penny on ads or agencies. Best of all, this is completely free. So get in there and let's get you featured.