Should You Do PR?

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Scott D. Clary
Scott D. Clary
9 min readJun 21, 2024

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The “Unsexy” Side of PR

Let’s talk about something most entrepreneurs avoid like the plague: Public Relations.

It’s often seen as schmoozy, manipulative, or reserved for celebrities.

But here’s the unsexy truth: PR, when done right, is a powerhouse for business growth.

It’s not just about getting your name in the press — it’s about strategic storytelling that builds credibility, expands your reach, and attracts the right opportunities.

Think of PR as the fuel for your flywheel.

A well-placed article or interview can create momentum that lasts for months, generating leads, partnerships, and investment interest.

So, why do so many entrepreneurs neglect it?

  • Fear of rejection: Pitching to media can be intimidating.
  • Lack of knowledge: Many don’t know where to start.
  • “I’m not interesting enough”: False. Every business has a unique story.

This newsletter is about busting those myths and showing you how to leverage PR strategically.

Do You Need PR? (The Honest Answer)

Not every business needs PR at every stage.

Here’s a quick gut check:

  • Product-market fit: If you’re still figuring out your core offering, focus on that first. PR is most effective when you have a solid product and a clear target audience.
  • Growth stage: If you’re scaling rapidly or seeking funding, PR can accelerate your trajectory by amplifying your message and attracting investors.
  • Thought leadership: If you want to be recognized as an expert in your field, PR is essential for building your brand and credibility.
  • Competitive landscape: If your industry is crowded, PR can help you stand out and differentiate yourself.

If any of these resonate, it’s time to start thinking about PR.

My Personal Approach to PR

Forget the old-school playbook of press releases and media lists.

Here’s a more strategic, results-driven approach:

  1. Craft Your Narrative: What’s the unique story your business tells? What problem are you solving? What makes you different? Your narrative is the foundation of your PR strategy.
  2. Target the Right Outlets: Don’t waste time pitching to publications your audience doesn’t read. Research the media outlets that matter to your ideal customers and tailor your pitches accordingly.
  3. Build Relationships: PR is about building genuine connections with journalists and influencers. Don’t just pitch stories — offer value, share insights, and be helpful.
  4. Think Beyond the Press Release: Explore creative PR tactics like podcast interviews, speaking engagements, and thought leadership articles.
  5. Measure Your Results: Track the impact of your PR efforts on website traffic, social media engagement, leads generated, and brand awareness.

Remember, PR is a marathon, not a sprint.

It takes time to build relationships and see results.

Be patient, persistent, and strategic.

The Power of Authenticity (And a Little Hustle)

The most effective PR campaigns are built on authenticity.

Be yourself, share your passion, and don’t be afraid to show your personality.

And don’t forget the power of hustle.

Reach out to journalists directly, pitch your stories relentlessly, and follow up like your business depends on it (because it might).

PR can be a game-changer for your business.

It’s time to embrace the unsexy side of growth and start telling your story to the world.

Cracking the Code of Media Pitching

Now, you’ve got a great story to tell, but how do you get it in front of the right people?

The answer lies in mastering the art of the pitch.

Think of media pitching as a sales process.

Your product is your story, and your target audience is journalists and editors.

To succeed, you need to understand their needs, craft a compelling pitch, and build relationships that last.

This newsletter is your guide to navigating the media landscape, crafting pitches that get noticed, and building relationships that lead to coverage.

The Anatomy of a Killer Pitch

A great pitch is more than just a summary of your story.

It’s a persuasive argument that demonstrates the value of your story to the journalist and their audience.

Here’s what it should include:

  • Attention-Grabbing Subject Line: Your subject line is your first (and often only) chance to make an impression. Make it short, specific, and intriguing.
  • Personalized Greeting: Address the journalist by name and show that you’ve done your research on their work.
  • Concise Summary: Briefly summarize your story in a few sentences, highlighting the most newsworthy aspects.
  • Value Proposition: Explain why your story is relevant to the journalist’s audience and why they should care.
  • Call to Action: Invite the journalist to interview you, review your product, or learn more about your story.
  • Media Kit: Attach a media kit with additional information about your company, product, or service.

Remember, your pitch is not a press release.

It’s a personalized message that speaks directly to the journalist and their interests.

Building Relationships with Journalists

Journalists are bombarded with pitches every day.

To stand out, you need to build genuine relationships with them.

Here’s how:

  • Follow Their Work: Read their articles, watch their segments, and engage with them on social media.
  • Offer Value: Share relevant insights, industry news, or exclusive access to your company.
  • Be Helpful: Offer to be a source for future stories, connect them with other experts, or provide feedback on their work.
  • Be Respectful: Respect their time and deadlines. Don’t spam them with multiple pitches or follow-ups.
  • Say Thank You: Always express your gratitude for their time and consideration.

Remember, relationships take time to build.

Be patient, persistent, and focus on providing value.

You’re Not a Celebrity (But You Can Still Get on TV)

I really want to talk about a very specific kind of PR… because most people screw this up.

Let’s address the elephant in the room: TV interviews.

For most entrepreneurs, the idea of appearing on national television is a pipe dream, reserved for the Elon Musks and Oprah Winfreys of the world.

But here’s the thing: You don’t need to be a household name to land a TV interview.

In fact, many shows are actively seeking out “real people” with interesting stories to tell.

Think about it: TV producers need content that resonates with their audience.

They’re looking for experts, innovators, and entrepreneurs who can offer unique perspectives and valuable insights.

That could be you.

The Hidden Benefits of TV Exposure

Landing a TV interview isn’t just about ego-stroking (although a little bit of that is okay).

There are tangible benefits for your business:

  • Credibility Boost: Appearing on TV instantly positions you as an authority in your field. It’s a powerful form of social proof that can open doors to new opportunities.
  • Expanded Reach: TV reaches a massive audience, far beyond what you can achieve with your own marketing efforts. It’s a chance to introduce your brand to millions of potential customers.
  • Lead Generation: A well-executed TV interview can drive a surge of traffic to your website and generate a flood of leads.
  • Investor Interest: Investors are always on the lookout for promising companies. A TV appearance can put you on their radar and spark their interest.
  • Brand Awareness: Even a brief TV segment can significantly increase awareness of your brand, making it more recognizable and memorable.

How to Get on TV (The Non-Sleazy Way)

Here’s the good news: You don’t need a PR agency or a Hollywood agent to get on TV.

With a little hustle and the right strategy, you can secure your own interview opportunities:

  1. Start Local: Local news stations and morning shows are always looking for interesting guests. Pitch them your story and offer yourself as an expert resource.
  2. Target Niche Shows: Identify TV programs that align with your industry or area of expertise. Research their producers and pitch them directly.
  3. Be Newsworthy: Tie your story to current events or trends. Offer a unique angle or perspective that will pique the interest of producers.
  4. Practice Your Pitch: Your pitch is your first impression. Make it concise, compelling, and tailored to the specific show you’re targeting.
  5. Be Prepared: If you land an interview, be ready to deliver your key message clearly and concisely. Practice your talking points and anticipate potential questions.

Beyond the Interview: Making the Most of Your Airtime

Landing the interview is just the first step.

Here’s how to maximize your TV exposure:

  • Promote: Share your interview on social media, your website, and email newsletters. Leverage the exposure to drive traffic and engagement.
  • Repurpose: Turn your interview into blog posts, social media content, and other marketing materials. Extend the lifespan of your TV appearance.
  • Follow Up: Connect with the producers and thank them for the opportunity. Build relationships that can lead to future interviews.

Remember, TV is just one tool in your PR arsenal.

Use it strategically to amplify your message, build your brand, and accelerate your growth.

Beyond the Buzz: The Real Value of PR

By now, you understand that PR isn’t just about vanity metrics or chasing fleeting fame.

It’s a strategic tool that can drive tangible business results.

But to truly harness its power, you need to go beyond the initial buzz and focus on converting press into profit.

Think of PR as the spark that ignites your growth engine.

A well-placed article or interview can create a ripple effect, generating leads, boosting sales, and attracting investment.

But to maximize the return on your PR investment, you need a plan.

This section is your PR playbook — a step-by-step guide to turning media coverage into measurable business growth.

The PR Funnel: From Awareness to Advocacy

Let’s break down the PR funnel, the journey your audience takes from initial awareness to becoming loyal customers and advocates:

  1. Awareness: PR helps you reach a wider audience and introduce your brand to potential customers.
  2. Interest: Compelling storytelling and thought leadership content pique the interest of your target audience.
  3. Consideration: Positive media coverage builds credibility and positions your brand as a viable solution.
  4. Conversion: Strategic calls to action in your PR materials drive traffic to your website and encourage conversions.
  5. Loyalty: Continued engagement and value-driven communication foster customer loyalty and repeat business.
  6. Advocacy: Delighted customers become brand ambassadors, spreading positive word-of-mouth and amplifying your reach.

Each stage of the funnel requires a different approach.

Your PR strategy should be designed to move your audience seamlessly through each step, ultimately turning them into loyal customers and passionate advocates.

Turning Press into Profit: Actionable Strategies

Here are some actionable strategies to convert press into profit:

  • Track Your Results: Use UTM codes to track the source of your website traffic and measure the impact of your PR efforts.
  • Optimize Your Landing Pages: Ensure your landing pages are optimized for conversions, with clear calls to action and compelling offers.
  • Leverage Social Proof: Share positive media coverage on social media, your website, and email newsletters to build credibility and trust.
  • Nurture Leads: Implement a lead nurturing strategy to engage with potential customers and guide them through the sales funnel.
  • Offer Exclusive Deals: Create special offers or discounts for customers who discover your brand through PR.
  • Build Relationships: Connect with journalists and influencers who have covered your brand. Nurture those relationships for future opportunities.

Remember, PR is an ongoing process.

Continuously monitor your results, refine your strategy, and adapt to changing market conditions.

The Long-Term Impact of PR (Beyond the Headlines)

The true value of PR extends far beyond the immediate headlines.

Consistent, strategic PR efforts can have a lasting impact on your brand’s reputation, credibility, and overall success.

Think of PR as a long-term investment in your brand’s equity.

It’s a way to build a solid foundation of trust and authority that will pay dividends for years to come.

So, don’t just chase the next big story.

Focus on building a sustainable PR strategy that aligns with your long-term business goals.

Maximizing Your Media Opportunities

Landing a media placement (TV or Otherwise) is just the beginning.

Here’s a quick reminder of everything you need to consider and how to make the most of your media opportunities:

  • Prepare for Interviews: Practice your talking points, anticipate questions, and be ready to deliver your message clearly and concisely.
  • Promote Your Coverage: Share your media mentions on social media, your website, and email newsletters.
  • Track Your Results: Measure the impact of your media coverage on website traffic, social media engagement, and lead generation.
  • Follow Up: Thank the journalist for their coverage and offer to be a resource for future stories.
  • Build on Your Success: Use your media placements as leverage to secure even bigger opportunities.

Remember, media relations is a two-way street.

By building strong relationships with journalists and providing them with valuable content, you can create a win-win situation that benefits both your business and their audience.

Stay visible,

Scott

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Scott D. Clary
Scott D. Clary

👋 scottdclary.com | Host @ Success Story Podcast 🎙️ | I write a newsletter to 321,000 people 👉 newsletter.scottdclary.com