Trascrizione completa di Cracking the PR Code: Leveraging Public Relations for Brand Success with Dina Behrman

her and then come back to work, and I just was really thinking about what my priorities are and where I want my focus to be, and I realized that, you know, doing the journalism had been amazing and I'd had so many incredible experiences, but I was really ready to go all in on my business, and so I decided to transition into making my business my full-time thing, and at that point I decided to kind of rebrand and relaunch myself, and I had been getting to know different business owners in the online space and I'd seen that there was a bit of a gap in the market for people that weren't ready to hire a PR agency yet but they wanted to get publicity, and so I started focusing on teaching entrepreneurs how to do their own PR. 00:04:36.741 --> 00:04:37.403 Fantastic! Thank you for sharing. 00:04:37.403 --> 00:04:44.818 And this actually is a great segway to my next question, because you've mentioned when they are not ready to hire a big-time PR firm. 00:04:44.818 --> 00:04:52.682 And we know a lot of times when we think of PR, we kind of think about public figures, right, Somebody who's already famous, somebody who's already out there. 00:04:52.682 --> 00:05:02.838 They hire a PR firm to kind of showcase their expertise a bit more, to get them gigs, whether it is speaking or just interviews and newspapers, magazines, glossy magazines, right? 00:05:02.838 --> 00:05:06.598 And it couldn't be further from the truth. 00:05:06.598 --> 00:05:10.000 Because when would you say is the right time to actually start PR? 00:05:10.000 --> 00:05:15.192 It's not a case that you need to first become famous and then, all of a sudden, you know everybody's knocking on your door. 00:05:15.192 --> 00:05:17.418 You should start that way way earlier. 00:05:17.418 --> 00:05:18.461 What do you think about that? 00:05:18.461 --> 00:05:25.480 And could you speak about when's the right time to actually start thinking about your PR, about your appearances, and about your strategy? 00:05:26.610 --> 00:05:44.660 Yeah, no, you make such a great point because so many people that I speak to they don't even really consider PR as a way to market their business and, like you say, they think that it's for people that are more well-established, that have like really huge followings, that are super, super experienced. 00:05:46.091 --> 00:05:57.973 And actually, PR I would say if you're brand new in business and you don't know who you're ideal client is and you don't know what you're selling, then probably you're not going to get the most out of PR. 00:05:58.730 --> 00:06:17.800 But beyond that, if you have been in business for you know six months to a year or more and you know who your ideal client is and you know what you're selling, you have an offer that you're selling, then you can really really benefit from PR. 00:06:18.969 --> 00:06:25.713 Because what I love about PR is that it allows you to tap into other people's ready-made audiences. 00:06:26.649 --> 00:06:57.557 And so if you're struggling to think how PR would be relevant to you and if you're thinking maybe it sounds corporate or maybe it just sounds like something that is for famous people or entrepreneurs that are already super-established, then if you start to think about, well, you know what would it be like to get in front of a ready-made audience if you were to appear on a radio show or a podcast show or in a publication where that media outlet has already built up that audience and you have done it in a really strategic way. 00:06:57.557 --> 00:07:25.759 So you have picked a media outlet where the audience is full of your ideal clients and you can go and get yourself in front of those people and you can share content that really speaks to that ideal client you know in an interview or in an article, and so what it is, whatever stage of business you're at, is a way for you to get in front of more of your ideal clients and speak to more of the people that you're here to serve. 00:07:26.560 --> 00:07:34.216 That is fantastic and I think it kind of takes away a lot of those thoughts that people have: "Am I good enough, am I ready for this? 00:07:34.216 --> 00:07:37.017 Am I, you know, well-known enough? 00:07:37.017 --> 00:07:40.370 Which, like I said, it's not the case it's. 00:07:40.370 --> 00:07:49.221 What you do need to know is well, first of all, what you want to represent, right as a person, as a brand, as a message, what is your offer? 00:07:49.221 --> 00:07:50.776 Who are those right people? 00:07:50.776 --> 00:07:58.637 Because I think a lot of the times we find ourselves or a lot of entrepreneurs, business owners, small business owners kind of confused about. 00:07:58.637 --> 00:08:21.762 You've mentioned, for example, unow k o y, y k yat o,youknow, you know, k k yand k p u showing at people's podcasts, and I think what people do not realize is they kind of hear this little thing of like oh, you need to show up on podcasts, or you need to do interviews, or you need to do this, but they are not choosing with which interviews, which podcasts, which shows they are actually choosing because they're not entirely, maybe, sure who their audience is. 00:08:21.762 --> 00:08:22.773 What do you think about that? 00:08:23.555 --> 00:08:46.560 Yeah, I mean I think that if anyone is listening and maybe you've attempted PR in some way before maybe you've been on a podcast, maybe you've written a guest article and it's not done anything for your business, it's not, you've not seen any of the results from it, it's not moved the needle in your business, Then that's probably because you weren't doing it with enough strategy. 00:08:46.560 --> 00:09:03.752 So when I work with clients, I'm all about helping them to do PR in a very intentional way and in a very strategic way so that they're not wasting their time and so that they can actually see a return on investment in terms of the time and energy that they're putting into it. 00:09:03.752 --> 00:09:27.488 And so if you

don't have that intention behind what you're doing and you don't have that strategy and sometimes you'll see people whether it is just sort of applying for podcasts but not really having the strategy there, or even maybe having a press release and just firing it off to loads of people and just hoping for the best in doing that. 00:09:27.488 --> 00:09:36.720 I've heard people call it the spray and pray technique when it comes to marketing, where you're just kind of like throwing stuff around and crossing your fingers and hoping that it works. 00:09:36.720 --> 00:09:40.638 That will be why you haven't seen the results that you want with PR. 00:09:40.809 --> 00:10:18.561 So when you do it in a strategic way and when you are very intentional about making sure that number one you are targeting the media outlets that are going to give you the results that you want, the media outlets that are going to get you in front of more of your ideal clients, the media outlets that are going to help you to hit your goals with PR, and then also making sure that you are sharing content within your interviews, within your articles, that really speaks to your ideal clients and then having some strategy there in terms of taking those listeners, those readers, those viewers and bringing them into your world. 00:10:18.561 --> 00:10:23.662 You don't just want to kind of do a podcast or write an article and just leave it there. 00:10:23.662 --> 00:10:32.487 You want to make sure that you're grabbing onto those people that are listening to you, that are reading to you and inviting them into your world. 00:10:33.550 --> 00:10:49.123 There you go and that's fantastic, and I think another misconception that came kind o o ame kind mind when you were speaking is that, in essence, pr is very similar to marketing and there are different types of PR, which we're going to talk about in a moment. 00:10:49.123 --> 00:10:51.492 But it's not the case. 00:10:51.492 --> 00:11:07.580 Pr is a separate thing and it's completely different to marketing, even though you could class this as a type of marketing, right, it's a type of marketing yourself, that type of acquiring visibility, but what people get wrong as well, and I would like you to talk about the differences and what PR is and what it isn't. 00:11:07.580 --> 00:11:13.843 So, in your view, how is it different from marketing and why do people get this so wrong? 00:11:14.911 --> 00:11:24.035 So I think, like you said, you know, PR is a type of marketing, and I honestly think that it's something that a lot of people just overlook. 00:11:24.035 --> 00:11:44.292 They just don't even think about it, and they are focused on marketing on social media because that's what a lot of online business owners know, and so that's what they focus on, and they just repeatedly create content and put it out on whatever channel they're on, and for a lot of people, that constitutes their marketing. 00:11:44.292 --> 00:11:55.645 And so PR lets you have

a whole extra way to market your business, where you are getting in front of other people's audiences. 00:11:55.645 --> 00:12:07.269 So you're not just relying on posting onto your own Instagram or posting onto your own Facebook and hoping that it reaches enough people, but you're actually going out and harnessing other people's readymade audiences. 00:12:07.269 --> 00:12:14.381 And because of the way that PR works, it's more than just getting in front of people. 00:12:14.381 --> 00:12:20.069 It's actually a way to position yourself as an expert, to be seen as an authority in your field. 00:12:20.069 --> 00:12:23.662 It's a really big credibility booster. 00:12:23.662 --> 00:12:31.990 There are There's many different ways that PR works that you don't get from other types of marketing, especially kind of social media marketing. 00:12:31.990 --> 00:12:37.045 With social media, you have to worry about the algorithm and beating the algorithm. 00:12:37.045 --> 00:12:38.369 You don't have that with PR. 00:12:39.412 --> 00:12:51.393 With PR, like I say, you have the readymade audience and you can go on a radio show that has 100,000 listeners and they've already built up their audience and they've already created a level of trust. 00:12:51.432 --> 00:12:52.275 With that audience. 00:12:52.275 --> 00:13:03.082 You will have listeners, readers, viewers, that will go back week after week and tune into their favourite publication, whatever it is, and you get to tap into that. 00:13:03.082 --> 00:13:07.955 And then you've got the fact that PR is evergreen. 00:13:07.955 --> 00:13:32.105 So once you get featured in the press, it stays on that publication's website, for example, for years to come, and I've had people that will find me years after an article has been published, because when you get featured on a news site, for example, on an online publication, they rank really highly in search rankings. 00:13:33.632 --> 00:13:58.089 I'm not an SEO expert, but I do know that if you're typing in search terms and you have written an article or been interviewed on that topic that relates to those search terms, then your article, your interview, is going to come up really high in the search rankings and so that gives you additional opportunities for people to find you months or years after that article, that interview, comes out. 00:13:58.089 --> 00:14:04.450 And you don't really get that with a lot of social media, which can be very fast moving and can feel sometimes quite disposable. 00:14:04.450 --> 00:14:13.430 So PR, I think, is a type of marketing, but it just works in a very different way to a lot of the marketing that we're used to otherwise. 00:14:15.451 --> 00:14:30.136 Right, exactly, and what I would add here even though we've got so many people online nowadays, I think what we forget as business owners quite often is the fact that not neverybody has social media, and also not everybody's on every single platform. 00:14:30.136 --> 00:14:38.329 So you might tap into audiences that you would never otherwise tap into because they like you are devoted y I said, listeners or readers of a specific topic. 00:14:38.329 --> 00:14:49.250 So absolutely, those are the targeted people of a publication that already has established their authority and you're kind of like borrowing what they have already done, right? 00:14:50.953 --> 00:14:52.678 Yeah, that's exactly what it is. 00:14:52.678 --> 00:14:57.549 You're borrowing it and they have created that no-liking trust factor with their audience. 00:14:57.549 --> 00:15:02.950 When you look at some of these publications that have been around for many years, they're well established, they have great reputations. 00:15:02.950 --> 00:15:11.170 They have done that hard work for you building up that kind of relationship building up, you know, the trust is such a big part of it. 00:15:11.170 --> 00:15:29.950 So people that read those publications or they listen to those podcasts, whatever it is, they will trust the guests that they have onto the show, the experts that they feature in the articles, because they've already built up that level of trust with the publication and it immediately boosts you right as a person that is on that show. 00:15:32.134 --> 00:15:37.950 If you go to a top 100 podcast, let's say, or if you go to an international or even local TV, it has a response. 00:15:37.950 --> 00:15:49.930 It has a much bigger response and position you immediately as the expert, as the authority, as somebody who is knowledgeable and should be interviewed on a specific topic, right. 00:15:52.173 --> 00:15:53.075 Yeah, 100%. 00:15:53.075 --> 00:16:01.829 I mean they call it third party endorsement because you are essentially being endorsed by the third party, which is the publication or the journalist or whatever. 00:16:01.829 --> 00:16:10.930 And so you know, we're so used to, as business owners, having to promote ourselves, but it is so much more powerful to actually have someone else promote us for us. 00:16:10.930 --> 00:16:35.910 And so when you get featured, say your poetry doesn't expert in a magazine article and they say parenting expert, Joe Smith says, and then you're sharing all your wisdom, Well, you're getting third party endorsement from that magazine because you are seen as someone who is knowledgeable enough to be quoted in that article. 00:16:35.910 --> 00:16:48.258 So it's a lot more powerful to be promoted by the publication or the media outlet than just promoting yourself, Right? 00:16:48.498 --> 00:16:51.628 right, and that leads me to kind of like the shady and darker side of it. 00:16:51.648 --> 00:16:51.729 All. 00:16:51.809 --> 00:17:03.950 Right, because absolutely I agree with you and that couldn't be more nothing more powerful than being featured on a TV show or radio show, in a magazine, as that expert. 00:17:06.375 --> 00:17:11.950 But the fact of the matter is, a lot of the times, it's who's got a bigger wallet that is presented as

that expert. 00:17:14.192 --> 00:17:25.950 There's a lot of things that are happening behind the scenes in PR and media which makes people be showcased not based on what they have actually earned but based on the fact that they've paid more money. 00:17:25.950 --> 00:17:42.950 And we both know there is no secret that some of those magazines and publications I'm talking about the really, really big ones come with a very hefty price tag and they have not much to do with the fact of what you've achieved or who you are or what your expertise or knowledge is. 00:17:42.950 --> 00:18:04.875 And I think, because this is an actual question from our listeners, a lot of the times, we know that we know a lot, we perceive ourselves as an expert, but we feel the sense of it not being fair that a person that is perhaps less established than us, less knowledgeable than us, is featured in those publications. 00:18:04.875 --> 00:18:17.556 Could you speak a little bit more about the behind the scenes of how that works, and why is it a case that sometimes those things are prevalent rather than a person's actual expertise and choosing? 00:18:18.321 --> 00:18:28.475 Yeah, I think this is such a great topic to bring up because I think this is maybe what puts some people off from the idea of PR or help, you know, makes them kind of not understand it. 00:18:28.475 --> 00:18:36.449 So I have had clients featured in every, virtually every publication that you could kind of think of. 00:18:36.449 --> 00:18:37.410 So I've had public. 00:18:37.410 --> 00:18:48.547 I've had clients featured in places like Forbes, entrepreneur magazine, huffington Post, cosmopolitan magazine, marie Claire magazine, like all different newspapers. 00:18:48.547 --> 00:18:55.635 None of my clients have ever paid to appear in any of those publications ever. 00:18:56.562 --> 00:18:58.949 So there is such a thing as pay to play. 00:18:58.949 --> 00:19:33.748 We call it pay to play within the industry, which is where you pay to get featured, and so you will see this and you may have even I sometimes get these messages on Instagram and they always come from a really random profile with like no followers and probably no picture, and it will say we can feature you in the Yahoo top 50 most successful look out for yes under something like random, but it's normally like a top 20, whatever women, and there's a fee involved, and do you want to know? 00:19:35.080 --> 00:19:39.386 So I have had clients in places like I say, like Forbes. 00:19:39.386 --> 00:19:43.574 I've had clients in places like Yahoo, but they don't pay. 00:19:43.574 --> 00:19:48.205 And so there are options to do pay to play. 00:19:48.205 --> 00:19:56.035 And one of the reasons why someone would choose to do pay to play is because it gives them well, I guess it would be guaranteed. 00:19:56.035 --> 00:20:09.104 And so you have to pay for the coverage, because if you're paying, you know whoever it is that's organizing it, and and then they will have a way that they can get you onto a particular section or something like that, and so that's why people would do that. 00:20:11.421 --> 00:20:36.880 Now, I've always been a very I don't know if it's a journalist and me I do my research, and so for me, if I see that someone has been featured and it says you know, sometimes it will say it's an advertising feature, or most publications now legally have to declare if there has been a payment involved with you being featured. 00:20:38.182 --> 00:20:57.816 So, for example, there is an option to get into Forbes by joining the Forbes Coaches Council, and that is where you pay a membership fee and you can get featured in Forbes, but the articles will always say on them this is part of the Forbes Coaches Council. 00:20:57.816 --> 00:21:08.880 So a lot of people will know that there's been a payment involved in terms of you've paid to join the membership and then you get an article included. 00:21:08.880 --> 00:21:11.487 And I'm not saying there's anything wrong with that. 00:21:11.487 --> 00:21:18.823 But you, my clients, when they've been featured in Forbes, they haven't paid, they haven't been part of that Coaches Council, they've been featured for free. 00:21:18.823 --> 00:21:31.799 And so some people will be able to tell the difference, because it's either going to say on it something like Advertorial or Advertising Feature or something on all those lines. 00:21:32.902 --> 00:21:43.880 Or it might be that you've been featured, like I say, because you've joined some kind of Coaches Council or something along those lines, in which case it will still be flagged up. 00:21:43.880 --> 00:21:48.144 It won't be part of the main publication. 00:21:48.144 --> 00:21:56.816 So I think that there is a place for pay to play for the people that want to do that. 00:21:56.816 --> 00:22:24.769 But I also think that there's so much media coverage that you can get for free that, personally, especially if you haven't had much experience doing PR, focus on the stuff that you can get for free, because places like you know Cosmopolitan magazine, psychologies magazine, red Magazine, marie Claire, all of those they wouldn't charge you money Like the big, established, traditional kind of newspapers and magazines. 00:22:24.769 --> 00:22:29.103 They wouldn't ever charge you as long as you're offering them something of value. 00:22:29.103 --> 00:22:30.064 I mean, this is the other thing. 00:22:30.064 --> 00:22:42.129 If you've ever tried to get media coverage for your business and maybe someone has come back to you and said, oh, do you want to speak to our advertising department, that will be because you've not pitched something of value. 00:22:42.129 --> 00:22:49.586 So magazines, for example, yes, of course they run lots of adverts, so they do you know they do have an advertising department. 00:22:49.586 --> 00:22:59.757 If you want to bypass the advertising department and get that free publicity which, like I say, all

of my clients get featured in these places for free. 00:23:00.121 --> 00:23:02.448 The way that you do it is by sharing value. 00:23:02.940 --> 00:23:25.472 So if you were to go to a traditional kind of magazine or newspaper, or even it happens a lot with local and regional press as well If you were to go to them and say, hey, like this is my business and I do this and do you want to write about my business, then they may well say go and take out an advert, because really you're just saying can you promote my business for me? 00:23:26.960 --> 00:23:57.407 But if you go to them and you share something of value so you share you know a really interesting story, or you share some really great experts, knowledge and insight and opinion then that changes the dynamic because they are actually receiving something really useful to them and as journalists, they are receiving something valuable that is going to make their job easier. 00:23:57.468 --> 00:24:09.042 So if they're writing an article and you're providing some expert commentary, or if you're writing a guest article, where you're actually writing the article yourself, that's really really valuable to them. 00:24:09.042 --> 00:24:36.010 So you're not just going to them and saying, promote my business, but you're actually offering something valuable, then there won't even be any question of having to pay, because they truly will value and, having worked as a journalist, you know, and even you know, when you're working as a podcast host and you have your own podcast, you need to fill those episodes every week, so you need guests and it's the same as a journalist. 00:24:36.010 --> 00:24:49.285 We need stories, we need experts, we need articles, you know, so you can help those journalists to make their jobs easier and then it's a fair exchange. 00:24:49.285 --> 00:24:58.256 You provide them with this incredible value and they will promote your business for you as a byproduct of them featuring you. 00:24:59.500 --> 00:25:01.063 And you have made some excellent points. 00:25:01.063 --> 00:25:08.490 First of all being I did not know that magazines are now required to actually put that little disclaimer that this is a paid feature. 00:25:08.490 --> 00:25:10.814 This is such a great thing to know. 00:25:10.814 --> 00:25:20.432 To be quite fair, because I've seen multiple people buying out features, you know they're usually not in the main publications or the main stations. 00:25:20.432 --> 00:25:25.880 When it comes to TV, right, it's always like some local version or you can buy full package and stuff like that. 00:25:26.361 --> 00:25:40.817 And you'll see some smaller say like independent, maybe business magazines, and they're not run by big publishing companies and so they've chosen that business model which is their choice, that they want to charge people to feature in their magazines. 00:25:40.817 --> 00:25:42.504 And then that would have to be your. 00:25:42.504 --> 00:25:45.572 You'd have to take a call and say is it going to be worth it for me? 00:25:47.102 --> 00:25:57.844 I wanted to ask because there's also those like magazines are popping up, especially online magazines, right, they are not necessarily published like in real life, they're not physical magazines, and there's plenty of them. 00:25:57.844 --> 00:26:00.428 That's like you said, people reaching out to you. 00:26:00.428 --> 00:26:06.880 I mean, let's put aside the scams and the obvious ones with the, you know, without a profile picture, and I'm going to feature you and whatever it is. 00:26:06.880 --> 00:26:13.150 I actually find it quite offensive because I was meant to be featured u 30 under 30 30 50u up until 50under 50. 00:26:13.150 --> 00:26:14.633 So what age am I a? 00:26:14.633 --> 00:26:20.869 amI huge like wave of those things, especially on Instagram. 00:26:20.869 --> 00:26:26.860 So, yeah, talking about those little magazines, you didn't mention that it's up to your own discretion to choose those things. 00:26:26.860 --> 00:26:39.202 I wanted to ask what would you say other things that people should look out for in order to keep themselves safe and to choose the right feature, because you know some of those little magazines they're fantastic, they're great. 00:26:39.303 --> 00:26:50.166 If you're not yet at this stage, or with your message, let's say, or with your offer that you would, you know, deem yourself as ready for Forbes, for example, right, this is a massive publication. 00:26:50.166 --> 00:26:54.096 You need to really, you know, show for it to be there. 00:26:54.096 --> 00:26:55.880 This is at least my personal opinion. 00:26:55.880 --> 00:27:01.528 But those little magazines are a great way to showcase yourself with the authority a at same time. 00:27:01.528 --> 00:27:08.880 But the fact of the matter is a lot of them kind of overpromise of what they are able to deliver, and they do come with a price as well. 00:27:08.880 --> 00:27:15.030 So I have people coming to me as clients as well, thinking like, hey, mcdonough, I've paid for this. 00:27:15.030 --> 00:27:21.643 I really put my heart and soul into this article, this feature or whatever it was, and I got nothing for it. 00:27:21.643 --> 00:27:23.005 You didn't mention it in the beginning. 00:27:23.005 --> 00:27:28.735 What should people look out for in order to keep themselves safe and to make the right decisions with their PR strategy? 00:27:29.822 --> 00:27:50.880 So, personally, I think there is just so much that you can get for free, and it doesn't need to be the really, really big publications so you can get featured quite easily and quite quickly in your local newspaper, your local radio station, you know, a regional TV program, something like that. 00:27:51.461 --> 00:27:52.884 That's a really good place to start. 00:27:52.884 --> 00:27:59.880 There are also tons of online blogs and online publications that are looking for contributors. 00:27:59.880 --> 00:28:17.206 So if you're

someone who enjoys writing, you can write a guest article, write a guest blog post, and you can submit it without having to pay anything and you can start being published and once you start doing it, it gives you that confidence boost that, okay, I can do this. 00:28:17.206 --> 00:28:33.682 So maybe look for an online publication or an online blog or a blogging platform, that is, if you've not had any experience, you know a little bit smaller, but somewhere that is actively looking for contributors, and you can do those ones that don't charge. 00:28:33.682 --> 00:28:45.241 There are also different online publications or websites where they will do kind of profile style pieces or they'll do kind of Q and A's and, again, a lot of them don't charge. 00:28:46.335 --> 00:28:56.201 So I just think there's so much that you can get for free and then, once you've had a couple of pieces of publicity in slightly smaller publications. 00:28:56.201 --> 00:29:06.123 You can actually take them and you can pitch to, say, a more mid-sized publication and you can show them those articles. 00:29:06.123 --> 00:29:13.947 Or if it's interviews, you can show them those interviews and it gives them a way to see something tangible. 00:29:13.947 --> 00:29:30.563 So you have something tangible if you've done and it doesn't mean that you have to do like loads and loads of articles for smaller publications If you have maybe two or three, you can then share them when you're pitching somewhere bigger and you can say, oh, here's an article that I wrote previously. 00:29:30.563 --> 00:29:40.301 So I wrote an article on Entrepreneur Magazine and when I did that they actually asked to see a couple of other articles that. 00:29:40.321 --> 00:29:40.721 I'd written. 00:29:40.721 --> 00:30:05.227 I think they wanted to see two other articles that I'd written, and so I had two articles that were from a smaller, less well-known online publication, and so I was able to share that with them and then that kind of just gave them that reassurance that okay, she's done this before and she's okay at writing, and then I was able to secure that major opportunity with them. 00:30:05.227 --> 00:30:16.301 So I would say there's so much you can get for free and just look at if you were offered something and you weren't sure about it. 00:30:16.301 --> 00:30:24.106 Look at the types of results that maybe other people have had, because you can get really big results from publicity. 00:30:24.106 --> 00:30:37.084 But the way that I do with my clients is that we look at getting consistent major coverage, because I had one of my clients, for example, she got 1,500 new leads from one article. 00:30:37.084 --> 00:30:43.541 So it was one online article and it just was one of those topics that really struck a nerve. 00:30:43.541 --> 00:30:58.304 It was an online publication for Millennial Women and she was a coach working with Millennial Women, so she was able to talk about a topic that really spoke to those particular readers and she got 1,500 new leads, which was just amazing, and this again, it's earned media. 00:30:58.304 --> 00:31:00.039 She didn't pay anything for it. 00:31:01.375 --> 00:31:05.542 Now, not every single major opportunity is gonna bring you 1,500 new leads. 00:31:05.542 --> 00:31:08.323 I mean, I wish that it would, but it doesn't. 00:31:08.323 --> 00:31:12.085 But I want people to know that that is possible. 00:31:12.085 --> 00:31:25.926 And if you focus on getting consistent major coverage and consistent publicity, then you give yourself the, you open yourself up to the possibility of having one of those ones where you get 1,500 leads. 00:31:25.926 --> 00:31:30.785 And then the next one that she did, she maybe got like 50 new followers or something like that. 00:31:30.785 --> 00:31:34.962 And then the next one that she did, she got like a new client. 00:31:34.962 --> 00:31:39.065 And then the next one that she did, she got some new people into her Facebook group. 00:31:39.065 --> 00:31:45.062 And so each one is doing something positive for your business. 00:31:45.062 --> 00:31:48.759 Like every time you get featured in the press, it's working in your favor. 00:31:48.759 --> 00:31:59.361 It's doing something positive because it's building up your profile, it's creating a buzz around your business, it is positioning you as an expert, it's giving you that credibility piece. 00:31:59.755 --> 00:32:05.003 And then you will have the ones where you get, like you know one of my clients. 00:32:05.035 --> 00:32:25.202 She had a piece in a regional newspaper actually she's based in Scotland and she's a hypnotherapist and she signed up 10 clients from that one article and again it was something that just really like spoke to those particular readers and so she had the kind of instant result of 10 new clients signing up. 00:32:25.615 --> 00:32:37.884 And then I've had other clients where you know they don't necessarily get a client straight away, but they get like a hundred new subscribers or something and then maybe some of them turn into clients down the line. 00:32:37.884 --> 00:32:42.320 So I think that there's so much publicity that you can get for free. 00:32:42.320 --> 00:33:22.005 And I also think that if you know what's possible and you know that there is the possibility to have new subscribers, new leads, new clients, if you do it on a consistent basis, if you, I guess, sign up for one of these things and you're paying the money and you're kind of putting everything onto that one opportunity, you want that one opportunity to kind of bring you the results, that feels like a lot of pressure, whereas if you know that, okay, I'm gonna pitch for this podcast and then next month I'm gonna write this article and then the month after I'm gonna do a guest blog post, and each of those has the potential to really bring you great results in your business. 00:33:22.535 --> 00:33:31.458 Hmm, hmm, yeah, and what I wanted to say, because I can

already hear the people you know listening in thinking what if I'm not a writer, what if I'm not this, what if I'm not that? 00:33:31.458 --> 00:33:42.562 Just to make a point of what you just said, which was brilliant and, like you mentioned before, it works for you in the background because it's usually very well positioned and it stays there forever. 00:33:42.562 --> 00:33:43.840 So, absolutely. 00:33:43.840 --> 00:33:47.566 But, like you just said yourself, the results, they differ. 00:33:47.566 --> 00:33:55.525 It might not be the case that you get multiple clients, but it might be the case that you get many followers or subscribers or people visiting your website. 00:33:55.525 --> 00:34:03.581 So it also depends on how you position, let's say, an article, what sort of links you put in there, so backlinks w aswec as them. 00:34:04.555 --> 00:34:09.404 What is the purpose of the article, what is the purpose of your feature in the magazine? 00:34:09.404 --> 00:34:11.282 So there's a lot of moving parts to it. 00:34:11.282 --> 00:34:20.601 So, speaking of those people that will say what if I'm not a writer, we need to talk about the fact that there are different types of PR strategies. 00:34:20.601 --> 00:34:27.344 Right, you don't have to be doing everything, and I wanted you to talk a little bit about different types of PR strategies. 00:34:27.344 --> 00:34:35.237 And how do you know what sort of PR strategy is assigned to a specific client that's coming to you, let's say you know, with different talents, or different skills. 00:34:36.054 --> 00:34:36.476 Yeah. 00:34:36.476 --> 00:34:50.420 So I mean, I personally only want to do things in my business that feel aligned, and so I would never say, well, you have to go and write all these articles, like, honestly, you get to do PR in the way that works for you. 00:34:50.420 --> 00:34:56.325 And you know, sometimes I have clients and they just really love talking. 00:34:56.325 --> 00:35:15.903 They're just not really into writing or they struggle with their writing, and so, if that's the case, you can go and get yourself featured on podcasts, you can go and get yourself interviewed on radio shows and that's going to be the way that feels the best for you to get out there and share your message. 00:35:15.903 --> 00:35:24.420 And then on the flip side, I have clients where they just don't really like the idea of doing, say, tv or radio. 00:35:24.420 --> 00:35:27.983 Also, it's about fitting it into your schedule as well. 00:35:27.983 --> 00:35:52.760 So sometimes clients, they really enjoy writing and it's something that they can, you know, they know they can fit that into their day, and so then they're going to focus on doing, you know, writing a guest article, guest blog post, or providing sort of guest commentary or expert commentary rather for an article, and they don't necessarily want to do like TV or radio or podcasts. 00:35:52.760 --> 00:36:02.179 So it's really looking at what works for your individual personality Also, what works for your kind of circumstances and your schedule as well. 00:36:02.575 --> 00:36:09.921 So years ago I used to do some stuff with my local BBC radio show and it would all be done in the studio. 00:36:09.921 --> 00:36:13.445 So I would have to drive to the studio and I really enjoyed it. 00:36:13.445 --> 00:36:15.260 But obviously that's only going to work if you can. 00:36:15.260 --> 00:36:20.561 You know, if it's something where you have to be in a studio and you need to travel, so you need to take things like that into account. 00:36:20.561 --> 00:36:28.979 But because there are so many different major opportunities out there, you really do get to choose to do PR in a way that works for you. 00:36:30.755 --> 00:36:34.936 And then in terms of the writing as well, there's ways around it. 00:36:34.936 --> 00:36:48.693 You can sometimes people find it easier to speak rather than write, so you could dictate an article and use a transcription service to write it up. 00:36:48.693 --> 00:36:52.846 There's all different ways around it. 00:36:52.846 --> 00:36:54.905 A lot of people as business owners. 00:36:54.905 --> 00:37:01.452 They have content already ready that they can repurpose as well, so you don't always have to reinvent the wheel. 00:37:01.452 --> 00:37:04.063 You don't always have to be starting completely from scratch. 00:37:04.063 --> 00:37:10.914 Maybe look at some of the content you've already got and you could repurpose a really great newsletter, like an email newsletter that you write. 00:37:10.914 --> 00:37:12.682 You could take that and turn that into an article. 00:37:12.682 --> 00:37:20.570 Or you could take like a Facebook live video that you've done and, like I say, get that transcribed and then turn that into like a thought leadership piece or something like that. 00:37:21.320 --> 00:37:22.483 These are fantastic tips. 00:37:22.483 --> 00:37:28.503 I mean, like I'm going to rewatch it afterwards and I'm going to make notes Very, very, very valuable. 00:37:28.503 --> 00:37:32.175 So, okay, let's say now we're flipping it. 00:37:32.175 --> 00:37:53.612 Let's say that somebody is very good at writing and because PR really thrives on stories, right, one of the ways which you personally do and help people with is actually having a book published, and first thing that I wanted to speak about is why having a book builds authority, in your opinion, if you would like to share that. 00:37:53.612 --> 00:38:01.643 And specifically, you are proposing to people a multi-author book which is based on, obviously, people's stories. 00:38:01.643 --> 00:38:04.572 So how do people go about that? 00:38:04.572 --> 00:38:06.177 Why does it build authority? 00:38:06.177 --> 00:38:12.293 And my next question is going to be how can people keep the momentum after being in a multi-author book? 00:38:13.320 --> 00:38:17.969 Yeah, so the books were something that I started offering about two years ago. 00:38:17.969

--> 00:38:44.512 I did a certification to learn all about publishing and I felt like it was just such a great way to compliment the PR work that I was already doing, because, essentially, when I'm working with clients and I'm helping them with PR, the two main things that we focus on are sharing their story and sharing their expertise, and those are the things that I would always recommend that you focus on sharing in the press. 00:38:44.512 --> 00:39:07.559 And so, when it came to doing the books, I realized that that was a way that I could help clients to again share their story and share their expertise and to do it in a way that was in more depth than they would maybe be able to do with a PR opportunity and looking at a whole other platform. 00:39:07.559 --> 00:39:22.815 So having something that's out there on Amazon, which is basically a big search engine in itself, so that people can find them via Amazon, and having a book, I think is a massive credibility booster. 00:39:22.815 --> 00:39:29.960 It's a really, really effective way to position you as an expert and it works alongside PR really well. 00:39:31.081 --> 00:39:43.235 So the books that I do are multi-author books, like you said, where we have a number of different experts and they're each sharing a chapter on a particular theme. 00:39:43.235 --> 00:39:45.101 So each book that we do has a different theme. 00:39:45.101 --> 00:40:02.356 And then we have different business owners who are experts in different areas or they work in different niches and they will write a chapter and I sort of take them through the step-by-step process of how to structure their chapter and what to include in it. 00:40:02.356 --> 00:40:14.762 But we're always looking at them sharing their story and their expertise so they can share some of their journey and some of their experiences and then they can share some of their tips and advice for the readers as well. 00:40:15.324 --> 00:40:33.409 And after the book comes out, I have a team that will work on getting the book published and doing a bestseller campaign and putting it into the appropriate categories on Amazon, and then we help with how to market the book and how to promote the book. 00:40:34.331 --> 00:40:53.541 But I always encourage the authors to focus on using the book to get media coverage as well, so you can use the fact that you are a published author when you're pitching the press, because that's very appealing to journalists. 00:40:53.541 --> 00:41:14.985 So if you have written a book yourself or been a part of a multi-author book, then you really want to make sure that you are using your author status when you are pitching for a podcast or pitching for any kind of media opportunity, and then the PR can help you to also sell more copies of your book. 00:41:14.985 --> 00:41:22.744 So it works kind of hand in hand that the book helps you to get more PR and the PR helps you to sell more copies of the book. 00:41:22.744 --> 00:41:32.052 So you want

to be focusing on capitalizing on the book and capitalizing on the PR opportunities that are there as well. 00:41:32.900 --> 00:41:39.961 And this is great because it's not about the case of just being an author of a multi-author book. 00:41:39.961 --> 00:41:48.047 It's about that little coin that you have right now because you write after you write it that, hey, I am a published author. 00:41:48.047 --> 00:41:59.563 So I think a lot of people, a lot of times people, are actually scared of going moreauthors' books a moreauthors' book first of all because there's so many companies offering that service right now. 00:41:59.563 --> 00:42:02.889 Second of all, it is multiple people in one book. 00:42:02.889 --> 00:42:08.729 So it's a case of how do I stand out, how am I, you know, memorable? 00:42:08.729 --> 00:42:14.701 How do I stay in a reader's mind or how do I utilize that? 00:42:14.701 --> 00:42:17.351 Like I said that, what happens after the book is published? 00:42:17.351 --> 00:42:21.025 How do I kind of write on the popularity of the book itself? 00:42:21.025 --> 00:42:26.342 And I think that little aspect is really, really connected with how you tell your story. 00:42:26.342 --> 00:42:34.708 So if you could just tell, when you work with your authors, what are the best tips of formulating a story to become unforgettable. 00:42:36.952 --> 00:42:51.173 Yeah, I think this is such a great question because, you know, the storytelling has always really been at the heart of everything that I do, and I think it's such an important part of any kind of marketing for an entrepreneur. 00:42:51.173 --> 00:43:03.992 And lots of people that I speak to they worry that they like they don't have a story or they worry that their story isn't interesting enough or exciting enough. 00:43:03.992 --> 00:43:15.909 And I think in the online space, we see a lot of these big, like rags to riches stories and I think often people will be like but I don't have a story like that, or, you know, my story isn't as dramatic as that. 00:43:15.909 --> 00:43:22.191 And so my first point to keep in mind would be that everyone has a story, like everyone. 00:43:22.191 --> 00:43:25.987 And I spoke to someone the other day and she was like, well, you know, not everyone has a story. 00:43:25.987 --> 00:43:33.355 I was like, no, everyone has a story, because your story is literally like your life journey is your story. 00:43:33.375 --> 00:43:39.575 And so if you think about what's led you to the point that you are at now, that is your story. 00:43:39.575 --> 00:43:47.318 And so, as a business owner, how, like, what is that path that you've been down that has led you to this point in your business right now? 00:43:47.318 --> 00:43:49.325 That's your story. 00:43:49.325 --> 00:44:03.394 And so, if you want to start thinking about, like, what could my story be, what could I share in my story, then, you know, really start thinking about how did your business come to be, like, what was the

path that led you to be doing what you do? 00:44:03.394 --> 00:44:14.813 And you can start thinking about things like you know, why do you do what you do, what's your mission, what's your big, why, what's your passion, and all of those things are really going to help you with your story. 00:44:14.813 --> 00:44:29.961 But, yeah, I just really emphasise that if anyone's worried that they don't have a story or that their story isn't interesting enough, it doesn't need to be super dramatic to be a very powerful story, because it's a very important story. 00:44:29.961 --> 00:44:46.742 Because, like I say, we all have the journeys that we've been on and it's just how you tell that story that helps you to connect with the readers and that is what you're looking for when it comes to sharing your story. 00:44:46.762 --> 00:44:47.744 It's that connection. 00:44:47.744 --> 00:45:14.512 Because if you're thinking about using your book to ultimately, yes, inspire people and create a positive impact, but also to grow your business, then the connection part's really important, because we need to connect with our potential clients, because that's how they feel ready to buy from us, and so when you share your story, it really does create a deeper emotional connection. 00:45:14.512 --> 00:45:35.157 And that's what we're looking for, and that's part of the purpose for doing this is to share something that is really going to help people to get to know you on a deeper level, to understand what makes you tick, to feel inspired, to feel motivated, to feel engaged I mean really just to feel. 00:45:35.157 --> 00:45:37.242 Perhaps that's what it comes down to. 00:45:37.242 --> 00:45:50.670 We want to instill emotion in people, because that's when they will take those actions to actually sign up with you and to work with you. 00:45:50.670 --> 00:45:55.487 People make their purchasing decisions more often than not based on their emotions. 00:45:56.490 --> 00:46:28.543 Absolutely, and I think we've done a beautiful full circle in terms of what is PR and what it isn't right, because it's so deeply connected with a story and the reason for the story is that, creating that connection between you and the listener, the reader, the watcher, and for those listening on a podcast, you should actually get yourself to YouTube, because, as Dina was speaking about all of this, I was snodding my head continuously, like that little doggy at the back window, like they used to make, like those little puppies that you used to put on the back window. 00:46:28.543 --> 00:46:30.653 That's how I looked like, basically. 00:46:30.653 --> 00:46:36.963 But, yeah, we could talk about story in so many ways, so many facets, which we don't have time to date. 00:46:36.963 --> 00:46:43.603 But, yeah, I do agree, and having a great story is not only going to be valuable for big projects like a book. 00:46:43.603 --> 00:46:54.625 Right, you're going to use it in your interviews, in your appearances in regards to your business, to drive a point home about something that you do, something that is connected with your offer. 00:46:55.070 --> 00:47:07.441 So, yeah, I think this is the inherent, like the puzzle, the missing puzzle piece almost, of what PR is and what it isn't, and because people do buy based on the connection, people do buy based on those emotions. 00:47:07.441 --> 00:47:13.480 I think that's what kind of makes it a little bit different than marketing. 00:47:13.480 --> 00:47:16.043 Is that connection part right? 00:47:16.043 --> 00:47:22.061 It's more towards, it's leaning towards branding more and messaging more rather than just a visibility part right. 00:47:23.090 --> 00:47:23.751 Yeah, yeah. 00:47:23.751 --> 00:47:30.050 And, like you say, once you have figured out what your story is, you can use that when you're applying for podcasts. 00:47:30.050 --> 00:47:32.070 You can use that when you're pitching to journalists. 00:47:32.070 --> 00:47:35.416 You can use it in your marketing, on your sales pages. 00:47:35.416 --> 00:48:01.070 It's such a useful thing to have and that's also where PR gets easier, because once you start pitching the press, you can just take those pictures and tweak them and you're not always having to start from scratch, because you know what your story is, you know what your expert topics are and you can just take them and you know, send them out and tweak them and adapt them and use them in so many different places. 00:48:02.572 --> 00:48:03.554 Absolutely so. 00:48:03.554 --> 00:48:20.070 I hope all of you listening to us you kind of realize, you know, as Dina said and I'm really really happy you said that because that you don't need to have a near-death experience or you don't need to, you know, brush shoulders with death or whatever, have an epiphany or an awakening or whatever people are expecting right now in the story. 00:48:20.070 --> 00:48:32.586 Sometimes the most normal everyday stories can be much more powerful than those near-death experiences, all those epiphanies, all those enlightened moments, right. 00:48:33.791 --> 00:48:54.463 Yeah, yeah, I think that it can be really off-putting to think that, oh, I need to have this big, dramatic story, and it's honestly not the case, and I've worked with so many different business owners from so many different walks of life and they all have had stories that they've been able to share, because they've been able to talk about, you know, like I say, their journeys and their experiences and things like that. 00:48:55.429 --> 00:49:16.822 And it's great because, you know, I think putting that out there it kind of goes to show that, because I don't know if you've actually met people like that, but I have seen people online that try to manufacture those stories to make them more dramatic, to make them more out there, right, and it kind of it works backwards, right, it works in a very negative way towards the people that are telling those stories. 00:49:17.070

--> 00:49:27.255 So, yeah, great, having a good story, knowing how to tell it, does not mean that it needs to be super dramatic, right, and this relieves a lot of pressure. 00:49:27.255 --> 00:49:49.862 So, if people want to know more,D Dina, about your services, your offers, because you do quite a lot of things, you not only help people with the PR strategy, but you can also help, like I said, with publishing, with multi-author book and then the campaign that goes with it, because I think a lot of times we have those offerings like, yeah, be in a book, pay yourself to be in a multi-author book, but then advertise it yourself. 00:49:49.862 --> 00:49:50.224 There you go. 00:49:50.224 --> 00:49:53.737 So could you speak a little bit more about your services? 00:49:53.737 --> 00:49:56.021 How can people find you, how they can connect with you? 00:49:56.150 --> 00:50:08.005 I know you also have a free guide on how to pitch press, which I think is going to be super valuable because, like you said, yes, journalists are continuously looking for people to help them out, to make their life easier. 00:50:08.005 --> 00:50:09.693 You just need to know how to do it. 00:50:09.693 --> 00:50:14.023 So could you please tell all about your offerings and how can people contact you? 00:50:14.990 --> 00:50:15.391 Yeah. 00:50:15.471 --> 00:50:20.896 So the best way to connect with me and to find out more about what I do is to go to my website, DinaBehrman dot com . 00:50:20.896 --> 00:50:33.126 com, and I have a range of different services for people who want to have my support to learn how to do their own PR. 00:50:34.630 --> 00:50:54.427 So I have a PR program that takes you through, step by step, how to do your own PR, and then I also have a done with you PR package where I work with you one to one and I will write your media pitches for you and I will help you know where to find the journalist contact details and everything like that. 00:50:55.911 --> 00:51:11.505 So I have a free PR checklist, which is a really great starting point and that's available to download from my website and that really helps you to understand what's involved in the PR process. 00:51:11.505 --> 00:51:13.530 So that's a really good starting point. 00:51:13.530 --> 00:51:15.052 It takes you through step by step. 00:51:15.052 --> 00:51:36.014 You know how to understand what's actually involved in the PR process in terms of getting pitching the press and getting featured, and then if anyone's looking for that support from someone who's been there and done it and I've worked with so many different clients over the years and PR is available to everyone. 00:51:36.014 --> 00:51:40.117 That's what I want you to understand, if you're ever thinking, but maybe it's not. 00:51:40.117 --> 00:51:48.686 For me, honestly, it is, and so I would love to support you if you are looking for that guidance on how to get featured in the press. 00:51:49.851 --> 00:51:57.284 And you work with coaches, consultants

and general service providers online, or is there a specific group of people that you're looking for? 00:51:58.389 --> 00:52:02.115 Yeah, absolutely coaches, consultants and service based business owners. 00:52:02.115 --> 00:52:04.597 So I love working with people who. 00:52:04.597 --> 00:52:11.065 They are the face of their brand and they want to be seen as the go to expert in their fields. 00:52:12.090 --> 00:52:12.369 Fantastic. 00:52:12.369 --> 00:52:21.021 So personal branders, list you're interested in exploring more about Dina or seeing what she's got to offer, at least exploring the stuff that she has or she's done. 00:52:21.021 --> 00:52:30.112 All the links, as usual, are going to be in the description of this episode on YouTube, as well as the description of the episode on all of your favorite podcast platform. 00:52:30.112 --> 00:52:33.115 Podcast platforms why am I not able to speak today? 00:52:33.115 --> 00:52:37.360 Podcast platforms wherever you get your podcast, so I'll to the description. 00:52:37.360 --> 00:52:38.880 Get in touch with Dina. 00:52:38.880 --> 00:52:43.726 Do you have any social media where you actually what you where interact with people or where you're usually? 00:52:43.867 --> 00:52:58.066 at yeah, so I'm across Facebook, instagram, linkedin you can just search for my name and I am always more than happy to connect with people and chat about all things visibility and publicity. 00:52:58.590 --> 00:52:59.130 Fantastic. 00:52:59.130 --> 00:53:02.153 So, like I said, all the links are going to be provided in the description. 00:53:02.153 --> 00:53:04.876 So get yourself there, check Dina out. 00:53:04.876 --> 00:53:20.452 I think PR is super, super important, but you also need a person that can guide you, like I said, through those avenues and and the shady and the good parts and how to formulate your story so many aspects to it and I can. 00:53:20.452 --> 00:53:25.719 I can say with my own journey that PR has been one of the best things that I kind of jumped on. 00:53:25.719 --> 00:53:36.853 So, yeah, absolutely, guys, if you are thinking of exploring or exploding your visibility, of getting yourself out there, being perceived as an authority in your field, this is the best way to do it. 00:53:37.374 --> 00:53:39.298 Alrighty, now, I wanted to thank you so much. 00:53:39.298 --> 00:53:40.400 This has been so informative. 00:53:40.400 --> 00:53:49.740 Like I said, I will get back to it, I will make the notes, but I do hope we stay in touch, because this, this has been brilliant, this has been enlightening and it's just a short span of time. 00:53:49.740 --> 00:53:56.195 You have said so many interesting things that I didn't know about I'm actually going to start paying attention to. 00:53:56.195 --> 00:53:58.300 So thank you so much once again. 00:53:59.070 --> 00:54:00.775 Thank you so much for having me. 00:54:00.775 --> 00:54:02.159 It's been so nice to chat to you. 00:54:02.159 --> 00:54:03.851 Likewise pleasure. 00:54:04.251 --> 00:54:05.211 Alright, guys, thank you. 00:54:05.211 --> 00:54:07.394 This was another episode of habits of influence. 00:54:07.394 --> 00:54:08.615 Thank you for showing up again. 00:54:08.615 --> 00:54:18.550 Or, if you watched for the first time, don't forget to subscribe and ring that notification bell, because I'm going to have much, much, much more interesting guests, such as Dina. 00:54:18.550 --> 00:54:23.615 We only feature people that we know actually have the expertise they have walked the walk. 00:54:23.615 --> 00:54:25.777 They are not just pretending to do something. 00:54:25.777 --> 00:54:30.161 They have a multitude of expertise and years of experience behind them. 00:54:30.240 --> 00:54:35.965 So if you don't want to miss any other episode, subscribe like, share it with anybody who might need it. 00:54:35.965 --> 00:54:41.414 Do you know any other people that might need PR or media or would like to know a little bit more about it? 00:54:41.414 --> 00:54:47.983 Remember to share this episode so that more people can benefit, and I'm going to be seeing you, guys, in the next episode. 00:54:47.983 --> 00:54:53.092 You know, after the changes, we are going to be less frequent, but I'm still keeping the quality. 00:54:53.092 --> 00:55:07.092 I'm still going to come in here and talk about all sites of business, not just the pretty ones, not just the flashy ones, not just the ones that, for the longest time, we've been made to believe are the only sides of business. 00:55:07.092 --> 00:55:08.456 So thank you again, guys. 00:55:08.456 --> 00:55:10.963 I'm going to see you in my next one and thank you, dina, thanks again. 00:55:11.896 --> 00:55:12.219 Thank you.