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#MillennialTalk Recap: How To Package & Position Your Business For More Press Exposure
Every brand has its own unique story, voice, and message. But, it’s how a brand shares their story that really matters. Public Relations is a powerful vehicle for building a brand’s story, authority, and awareness. There is no doubt that reaching media outlets can be the ultimate way to grow your brand and gain new opportunities.
But, in the digital and social landscape we live in today, the definition of Public Relations has evolved and the way in which we can secure and leverage PR has never been more accessible. As we creep into 2019, I am sure many of you are thinking about your PR and Marketing strategy and this week’s Twitter Chat is loaded with juicy insight.
During this week’s amazing #MillennialTalk, we spoke with PR Pro, Brian Hart, about “How To Package & Position Your Business For More Press Exposure” and more!
Ready to become “PR Worthy?” Scroll down to view a recap of Tuesday’s Q&A
@ChelseaKrost: Public Relations is the way in which you share
- your brand story
- your brand message
- your product offerings
- your voice, mission, accomplishments!
Ultimately to connect and relate to your target audience! Social Media has certainly put a spin on the Traditional PR game and is now another layer to add to building the brand story, awareness, and engagement! Public Relations has evolved as the internet and social media has evolved.
@BrianHartPR: While there are plenty of long-time practitioners who will disagree with me, I define modern #PR as the perpetual process of building and maintaining influence, relevancy and credibility through direct and third-party communications. In the past, #PR was largely synonymous with publicity. Today, digital media and other online platforms have democratized the processes of mass communication and building third-party credibility. It’s given rise to a new age of influence and public engagement. This transformation has made the old school “press and content machine” #PR model antiquated and simply unfit to adequately serve the needs of today’s brands. PR, whether outsourced or in-house, must now function as an extension of management.
@BrainBlenderTec: A1 Public relations is trying to direct the narrative of a Brand 
@BrianHartPR: At @Flackable, when people ask for a simple description of what we do, I give them this one-sentence response: We earn and leverage third-party credibility. In earning third-party credibility, I’m referring to generating positive press, reviews, awards, etc. Leveraging third-party credibility means systematically incorporating that recognition into your website, social media, email marketing, etc. Last year I published an e-book “Turning Press Into Profits” that explains this process and philosophy. It’s what it takes to translate #PR success into tangible business results.
@K_Ruszkowski: PR and Marketing should work together to reach an organization’s common goal. I always want to know if the media placements I am getting a client are helping with conversions and sales. We should always be pushing similar messaging, digital strategies, etc.
@SarahDudley3: It’s one pillar of your marketing strategy. It helps build the brand/product credibility by having 3rd party sources talking about it. It’s the difference between you talking about your own things and someone else talking about you.
@ChelseaKrost: 
PR WORTHY:
- Cohesive brand identity
- Clear & compelling brand story
- Pitch has a clear hook and it relevant, current, trending
- A strong social following and digital footprint always helps
@BrianHartPR: One of the most common misconceptions small business owners have is that they’re not newsworthy. And if you have that mindset, you probably won’t be. The fact is there are local, trade and/or national publications who cover businesses like yours and want to talk to sources like you. Did you open an office? You’re newsworthy. Did you launch a new product or service? You’re newsworthy. Do you have expert insight into industry trends and current events? You’re newsworthy.
@robynstevensPR: Know your story, as it’s your story that makes you newsworthy! Also know what your goals are and realize that your publicity goals may change overtime just like your brand will evolve overtime.
@ChelseaKrost: In order to get on the radar of a producer or editor you must be an established voice on trending topics and innovation within your industry: write blogs, live stream, podcast, host a Twitter chat that helps gain your brand mission/voice gain exposure. Research key individuals (producers/reporters/booking coordinators) on publications that speak to your target audience and build relationships. Tag them in the content and or conversation you want them to see. Discover what topics they are engaging in!
@BrianHartPR: This is one of them. Twitter is a powerful platform when it comes to connecting with and engaging the media and influencers. Your strategic interactions on here can absolutely translate into press opportunities. And press releases are still an effective way to deliver company news and achievements to relevant media. I recently penned a piece for @Inc on the right way to go about writing and distributing one. Of course, one of the most effective ways to land #PR coverage is to hire an expert. Agencies and consultants who can leverage existing media relationships on your behalf can be your fast lane to meaningful, high-level press.
@charumisra: First you need to know exactly which reporters, editors etc. will be beneficial for your brand so that research is imp. Then attending networking events with your crowd will help create & foster these relationships!
@ChelseaKrost: Want more press attention – you have to COMMAND the attention. Innovative pitches land the bookings.
@BrianHartPR: First, ask yourself, “What am I fighting for?” Once you have that answer, make sure your brand messaging reflects it. A fluffy, generic marketing message isn’t a story. Struggle, conflict, gritty determination and a steadfast vision…now that’s a story. Next, connect yourself to thought leadership platforms and news stories that align with your brand messaging and vision. Become an authority on those topics, and before long you’ll be positioned to take your #PR game to the next level.
@ChelseaKrost: Don’t think Vanilla think Snickerdoodle and Rainbow Cake Batter.
There has to be a catchy and relevant hook. When thinking about your pitch, type it into Google – If a ZILLION articles come up then it is too generic. Think on point but outside the box. 
@BrianHartPR: First off, you need to educate yourself on journalism basics and understand what makes a story newsworthy. Is it timely? Impactful? Unusual? Prominent? Is there a human element? Is there conflict? Is the proximity relevant to the audience? Next, keep it pithy yet potent. Pack the biggest punch in the fewest amount of words you can. I recommend writing the pitch without restraint, then going back and cutting out any useless or unnecessary language to tighten it up. When you pitch, know that there is a human on the other end with goals, standards, responsibilities, ethics and deadlines to meet. Reporters have a job to do – and it’s not to be your publicist. Be a valuable resource, not a nuisance.
@K_Ruszkowski: Don’t underestimate timing & simplicity. Keep it brief, get to the hook early on, & include links. Timing is important. If it’s a producer, get them right after their show airs, not during. Writers/editors, see what type of articles they’re writing and what they are tweeting
@ChelseaKrost: If you can hire a publicist for a few months to gain a foundation that will allow you to have better success “DIY-ING” your own PR! #PublicRelations is a great investment for your business if you hire the right person and learn from the experience.
@BrianHartPR: PR isn’t something a business owner can opt out of – that’s like trying to opt out of IT or accounting. So anyone who claims they “don’t do PR” is in fact doing their own #PR; they’re just doing bad PR. If you’re thinking about actively doing your own #PR, or if you’re already doing your own PR, know that you won’t have tangible success if it’s something you turn off when you’re busy and back on when you’re not. It’s momentum-driven and needs to be constant. You can cut your own hair to save money, but unless you have the skill to do so, you’re probably going to look like you cut your own hair. Sometimes it’s better to hire a pro to do what they do best so you can focus on what you do best #PR.
@AshCrouch1: Create a story archetype, purposefully plant the pitch, give before you get. You are your own best investment. The art of visibility is the new critical life skill. Your biz rises when you do! Every movement needs a figurehead. If you think it’s not about you, it is. People buy into YOU. Learn. #PR.
@BrianHartPR: Google is in the business of relevancy. When you enter a search, you expect the most relevant results to appear. In years past, you could trick Google into thinking you were relevant, but now you must actually be relevant. That takes PR. teadily producing high authority backlinks – like those from top tier news outlets – is one of the most powerful ways to boost your domain authority and subsequently compete for first page rankings. Pure #SEO shops can’t do that. #PR can. PR also allows you to take control of your digital footprint, establishing positive third-party content for when prospects, customers and others research your company online. Without #PR, you risk others establishing a neutral/negative online image for you.
