บทถอดความฉบับเต็มของ Achieving Post-Summit Success with PR with Dr. Tiffany Eurich

effectively. Tiffany Eurich: 00:03:45 So learn about some of these underutilized things that you Tiffany Eurich: 00:03:48 do actually have access to. Tiffany Eurich: 00:03:50 And then the second part of that is focused on how you can serve. Tiffany Eurich: 00:03:53 A lot of times people say, "well, I don't really want to be a celebrity. Tiffany Eurich: 00:03:56 Like, I'm not a Kardashian," or something like that, and that's Tiffany Eurich: 00:03:59 not what we're talking about. Tiffany Eurich: 00:04:00 What we're talking about is creating useful, helpful content Tiffany Eurich: 00:04:04 that serves audiences, just like you want to serve your audiences. Tiffany Eurich: 00:04:08 You're just serving somebody else's audience - a reporter, or a podcaster, Tiffany Eurich: 00:04:12 or a blogger or a television station, whatever it might be. Tiffany Eurich: 00:04:15 And so you are creating content that's going to really serve their audience Tiffany Eurich: 00:04:19 well, and then you are giving it to that media professional in a way Tiffany Eurich: 00:04:23 that makes it easy for them to use. Tiffany Eurich: 00:04:25 And that's a fantastic strategy for getting your name and your Tiffany Eurich: 00:04:27 brand mentioned in the media. And so that's what we do: 00:04:30 we help transform brands from best kept secrets And so that's what we do: 00:04:34 into the go-to experts in their space, and it's really a very simple process, And so that's what we do: 00:04:39 but I think the big key there is just learn what is actually accessible to you, And so that's what we do: 00:04:44 learn you can do, and then make it happen. Jenn: 00:04:47 Love that, because as a small business, we don't want to be a Jenn: 00:04:50 best kept secret because if we're a secret, no one's going to find us. Tiffany Eurich: 00:04:53 Exactly. Tiffany Eurich: 00:04:53 I tell people all the time being a best kept secret is a great compliment, Tiffany Eurich: 00:04:57 but it is a terrible business model. Jenn: 00:04:59 Yes. Jenn: 00:04:59 A hundred percent agree. Jenn: 00:05:01 So what would you say the first step that a summit speakers should take in order Jenn: 00:05:05 to build their PR strategy would be? Tiffany Eurich: 00:05:07 Yeah. Tiffany Eurich: 00:05:08 So the first thing I would tell anybody - if you were coming to work Tiffany Eurich: 00:05:11 with us, if I was teaching you in a classroom or whatever - the first thing Tiffany Eurich: 00:05:13 I would say is understand your goal. Tiffany Eurich: 00:05:15 Because you can really get excited. Tiffany Eurich: 00:05:17 I think when people learn about what can be accomplished through Tiffany Eurich: 00:05:20 the use of media relations for their business, they get really excited Tiffany Eurich: 00:05:23 and it's very easy to get distracted. Tiffany Eurich: 00:05:26 Just like any other area of marketing, you can get distracted

Tiffany Eurich: 00:05:28 by all of those shiny things. Tiffany Eurich: 00:05:30 So knowing what your goal is right from the beginning is one of the most useful Tiffany Eurich: 00:05:34 things that you can do for your strategy. Tiffany Eurich: 00:05:36 So there are a lot of different kinds of goals that you might have. It might be brand awareness: 00:05:39 you just want people to know that you It might be brand awareness: 00:05:42 exist and know that you're there. It might be brand awareness: 00:05:45 That might be it. It might be brand awareness: 00:05:46 It may be that you have a specific timeframe for a campaign because you're It might be brand awareness: 00:05:51 publishing a book or you're going to be launching a new YouTube channel or It might be brand awareness: 00:05:55 something like that, and so, you want to drive traffic to that channel or It might be brand awareness: 00:06:00 drive sales for that book - you know, maybe it's pre-sales for that book. It might be brand awareness: 00:06:04 Or it could be that what you're trying to really do is you've got an established It might be brand awareness: 00:06:08 business, you've got a system that you've developed as an expert, you've It might be brand awareness: 00:06:12 got an opinion on things, and you really wanting to build your standing It might be brand awareness: 00:06:16 as a thought leader in your industry. It might be brand awareness: 00:06:19 When you think in terms of the goal, it's going to dramatically shape the It might be brand awareness: 00:06:24 way that you build your campaign. It might be brand awareness: 00:06:25 For instance, if you're trying to increase sales around a product or a It might be brand awareness: 00:06:30 service, the audience for that is going to be very different than the audience It might be brand awareness: 00:06:35 for thought leadership building. It might be brand awareness: 00:06:37 Because within the thought leadership campaign, you're going to people in It might be brand awareness: 00:06:40 your own industry, you're establishing your leadership in your industry, and It might be brand awareness: 00:06:45 those are not often people that are going to be buying from you, buying It might be brand awareness: 00:06:49 services from you, and so those are two very different audiences. It might be brand awareness: 00:06:52 And so that's probably the most important and most practical step It might be brand awareness: 00:06:55 that you can take right out of the gate is really understanding what is It might be brand awareness: 00:06:59 this campaign going to accomplish? It might be brand awareness: 00:07:02 What timeframe do I want to accomplish this in? It might be brand awareness: 00:07:04 And then who is the ideal audience? It might be brand awareness: 00:07:07 We hear a lot about the ideal client and this is very similar, but it's It might be brand awareness: 00:07:11 who

our potential client is or who are the potential people that It might be brand awareness: 00:07:14 I want to hear about my message? It might be brand awareness: 00:07:16 Really understand who they are and take some time to research the media that It might be brand awareness: 00:07:20 they consume and then start building a strategy to target those media outlets. Jenn: 00:07:26 Awesome. Jenn: 00:07:26 How would you say that summit speakers can use their summit speaking Jenn: 00:07:30 experiences as an interest hook when they're pitching folks for PR? Tiffany Eurich: 00:07:34 Yeah, okay, great question. Tiffany Eurich: 00:07:35 So when you're trying to create a hook, you're looking for what is Tiffany Eurich: 00:07:38 newsworthy, and there are a few things that are going to be newsworthy. First is timeliness: 00:07:42 does this tie into the season, into some kind of an First is timeliness: 00:07:47 awareness day or an awareness month, does it tie into something that's First is timeliness: 00:07:51 already happening in the media, right? First is timeliness: 00:07:53 Can you hook into something that's going on in a seasonal sense? First is timeliness: 00:07:57 So timeliness is one. First is timeliness: 00:07:58 Impact is another. First is timeliness: 00:07:59 If you can show that the work you're doing is creating some changes in First is timeliness: 00:08:02 people's lives - it can be a major impact for a small number of people First is timeliness: 00:08:07 or a small impact for a large number of people, you know, whatever. First is timeliness: 00:08:11 Or if you can show that you do something that is local, so it has First is timeliness: 00:08:15 some terms of geographical proximity. First is timeliness: 00:08:18 One of the things I love when someone is getting ready to host a summit is First is timeliness: 00:08:22 actually going to their local media outlets and letting them know about that First is timeliness: 00:08:26 a couple of weeks in advance, because for a lot of people, let's say that First is timeliness: 00:08:30 it's a summit that's around a business topic, that newspaper or that local media First is timeliness: 00:08:35 will alert all those business owners in that area that, "Hey, here's the summit First is timeliness: 00:08:39 that might be interesting to you." First is timeliness: 00:08:40 Or if it's something for parents or something for gardening or whatever First is timeliness: 00:08:44 it is, you will have a local audience that will be interested in that. First is timeliness: 00:08:47 And especially since so many summits have free access for people and First is timeliness: 00:08:52 that's part of the hook, you know, to get them in, a lot of media outlets First is timeliness: 00:08:55 will take that and will run with it. First is timeliness: 00:08:57 And I think sometimes we get so caught up in the digital business landscape First is timeliness: 00:09:01 that we forget that we have a very real, very local audience and most people First is timeliness: 00:09:06 can build an entire business just on the local support if they need it to. First is timeliness: 00:09:12 I always encourage people to think about that when they're hosting a summit. First is timeliness: 00:09:15 Let the media know locally so that people in your community can join in and that's First is timeliness: 00:09:20 more real, more tangible support than you can often find online; especially First is timeliness: 00:09:24 when you're just starting out, you'll have that built in support system. First is timeliness: 00:09:27 So timeliness, locale - what kind of locality you're First is timeliness: 00:09:30 in - an impact, prominence. First is timeliness: 00:09:32 If you do, of course, have somebody that is going to connect with you in First is timeliness: 00:09:37 some way because of that summit, that is a bigger name, you can use that to First is timeliness: 00:09:40 leverage some interest in the media. First is timeliness: 00:09:43 So there are lots of different ways that you can kind of build in that hook. First is timeliness: 00:09:47 And what I always try to do is find some aspect, some facet of your expertise First is timeliness: 00:09:55 that nobody is talking about or that you can add either a controversial First is timeliness: 00:10:00 approach or an advanced approach. And so for instance, a perfect example: Speaker: 00:10:02 one of the strategies that worked for me And so for instance, a perfect example: Speaker: 00:10:08 really early on in building my business was I would look for podcasts that And so for instance, a perfect example: Speaker: 00:10:12 talked about marketing and talked about marketing for small businesses, and And so for instance, a perfect example: Speaker: 00:10:16 then I would approach them and say, "you know, you've talked about advertising, And so for instance, a perfect example: Speaker: 00:10:19 you've talked about funnels, you've talked about Pinterest, you've talked And so for instance, a perfect example: Speaker: 00:10:22 about this and this and this and this, but you've never talked about publicity." And so for instance, a perfect example: Speaker: 00:10:26 And inevitably every single person would come back to me and say, "I didn't... And so for instance, a perfect example: Speaker: 00:10:30 I didn't know we could, like, I didn't know, there was an expert out And so for instance, a perfect example: Speaker: 00:10:33 there talking to small businesses." And so for instance, a perfect example: Speaker: 00:10:34 And so those often became some of their most listened-to episodes because And so for instance, a perfect example: Speaker: 00:10:39 nobody else was talking about it. And so for instance, a perfect example: Speaker: 00:10:40 But conversely, if someone is already talking about your business

or your And so for instance, a perfect example: Speaker: 00:10:44 expertise or whatever, don't get stressed that they're not going And so for instance, a perfect example: Speaker: 00:10:48 to want to talk to you instead. And so for instance, a perfect example: Speaker: 00:10:49 See that as evidence that they're interested in the work that And so for instance, a perfect example: Speaker: 00:10:52 you do and they're probably going to want more experts with And so for instance, a perfect example: Speaker: 00:10:55 different perspectives on that. And so for instance, a perfect example: Speaker: 00:10:57 So if there's someone they've already interviewed that is talking And so for instance, a perfect example: Speaker: 00:11:00 about your area of expertise, what can you do to add to that? And so for instance, a perfect example: Speaker: 00:11:03 How can you extend the conversation, give them something else to think about, or And so for instance, a perfect example: Speaker: 00:11:06 perhaps provide a controversial viewpoint? And so for instance, a perfect example: Speaker: 00:11:09 You look at it differently, you have a different philosophy, so get very creative And so for instance, a perfect example: Speaker: 00:11:13 and see where you can, again, meet a need where you can serve the audience And so for instance, a perfect example: Speaker: 00:11:18 by providing content that they aren't already covering or some other approach. And so for instance, a perfect example: Speaker: 00:11:22 So for instance, let's say if it's a photography summit, and this is something And so for instance, a perfect example: Speaker: 00:11:26 that you're wanting to leverage this opportunity and talk about it, don't And so for instance, a perfect example: Speaker: 00:11:30 pitch a story, that's like, "how to take better pictures," because that's so bland And so for instance, a perfect example: Speaker: 00:11:36 and generic, and doesn't give us a reason to really emotionally connect with it. And so for instance, a perfect example: Speaker: 00:11:40 Instead, it would be something like "eight ways to take better pictures And so for instance, a perfect example: Speaker: 00:11:44 of your kids on your iPhone." And so for instance, a perfect example: Speaker: 00:11:46 And so now we're connecting with a real audience with real needs and And so for instance, a perfect example: Speaker: 00:11:49 they can see themselves in that story. And so for instance, a perfect example: Speaker: 00:11:51 They can be like, "oh, you know what? And so for instance, a perfect example: Speaker: 00:11:53 I didn't know that I needed eight ways to take better pictures of my kids And so for instance, a perfect example: Speaker: 00:11:55 on the iPhone, but I have an iPhone. And so for instance, a perfect example: Speaker: 00:11:57 I have kids. And so for instance, a perfect example: Speaker: 00:11:57 Yeah, let's read it." And so for instance, a perfect example: Speaker: 00:11:58 And so you're getting that exposure. And so for instance, a perfect example: Speaker: 00:12:00 So be thinking in terms of how can I make this very specific and how And so for instance, a perfect example: Speaker: 00:12:03 can I offer increased value for that media outlet and their audience? Jenn: 00:12:09 Perfect. Jenn: 00:12:09 I know we've covered a lot of things and folks are going to be able to go Jenn: 00:12:14 and take that, especially figuring out how to use their expertise and their Jenn: 00:12:19 experience to pitch their PR strategy. Jenn: 00:12:22 So, I know you have a resource for folks that they can grab and they can Jenn: 00:12:28 start taking steps right away to start crafting that PR strategy before their Jenn: 00:12:32 next summit speaking engagement, so can you tell us a little bit more about that? Tiffany Eurich: 00:12:36 Sure! Tiffany Eurich: 00:12:36 So no matter who comes to me, no matter what context we're working in one of Tiffany Eurich: 00:12:40 the first things we do for our clients that we represent, our clients that we Tiffany Eurich: 00:12:43 consult, our clients that we teach and coach, one of the very first things Tiffany Eurich: 00:12:46 we have them do is create a press kit. Tiffany Eurich: 00:12:49 And a press kit is just - in this particular instance - a digital Tiffany Eurich: 00:12:53 repository of some specific assets about your business that will make it Tiffany Eurich: 00:12:57 easier for a reporter to say yes to you, or a podcaster to say yes to you. Tiffany Eurich: 00:13:01 And one of the reasons I love this is that it creates a level of polish, Tiffany Eurich: 00:13:04 it elevates your brand and says, "Hey, we're ready for media coverage. Tiffany Eurich: 00:13:08 We understand how the system works. Tiffany Eurich: 00:13:10 We understand how to get ourselves covered." Tiffany Eurich: 00:13:12 and just having a press kit and being able to offer that when you are reaching Tiffany Eurich: 00:13:17 out to a media professional can do wonders for, again, elevating the Tiffany Eurich: 00:13:22 professional polish of your business. Tiffany Eurich: 00:13:24 And so again, one of the very first things we do, it's something Tiffany Eurich: 00:13:27 that you can do in an hour or two. Tiffany Eurich: 00:13:28 And so we've put together a checklist that's the Press Kit in a Day checklist. Tiffany Eurich: 00:13:32 And I say in a day, but that would be an extremely leisurely day. Tiffany Eurich: 00:13:36 You really can do it in an hour or two. Tiffany Eurich: 00:13:38 And it's just going to be a collection of a few things like your bio and Tiffany Eurich: 00:13:41 your images, and a couple of other things that you can pull together Tiffany Eurich: 00:13:44 in a digital platform that just hangs out there and it's ready to Tiffany Eurich: 00:13:47 serve

you whenever you need it. Tiffany Eurich: 00:13:49 And I think that that adds an extra boost of confidence, knowing that if Tiffany Eurich: 00:13:53 an opportunity arises and you can grab it just like that because you have Tiffany Eurich: 00:13:57 that fundamental piece of your puzzle in place so that when someone reaches Tiffany Eurich: 00:14:01 out, or you see an opportunity to be covered in the news, to connect with Tiffany Eurich: 00:14:05 something newsworthy that's happening, you can reach right out and say, Tiffany Eurich: 00:14:08 "Hey, here's the link to my press kit. Tiffany Eurich: 00:14:09 It's all set, it's all done." Tiffany Eurich: 00:14:10 So we want to give that to everybody who's here at the summit, so that Tiffany Eurich: 00:14:13 they can use that and start building that PR strategy because I'm really Tiffany Eurich: 00:14:17 passionate about getting PR strategy into the hands of small businesses. Jenn: 00:14:22 I'm so excited for folks to grab that and start getting going on Jenn: 00:14:25 that, because I have my husband has worked in PR, so I know how much of Jenn: 00:14:29 an impact that can make on a business. Jenn: 00:14:31 So thank you so much for being here and sharing all of your Jenn: 00:14:34 amazing expertise, Tiffany. Jenn: 00:14:35 It was so great getting to talk through all of this. Tiffany Eurich: 00:14:37 Oh, thank you. Tiffany Eurich: 00:14:38 It's my pleasure. Tiffany Eurich: 00:14:39 Thank you so much. Jenn: 00:14:40 So don't forget to go and grab the checklist - the button is down Jenn: 00:14:43 below the video - and if you have any questions for Tiffany, I'm sure she Jenn: 00:14:46 would be happy to answer them and help you get started on your PR journey! Tiffany Eurich: 00:14:50 Absolutely. Tiffany Eurich: 00:14:51 Thanks, Jenn. Jenn: 00:14:52 There are so many fantastic ways to leverage your speaking experiences through Jenn: 00:14:56 PR and in the full session, Tiffany also shared the best types of media for summit Jenn: 00:15:00 speakers, how to reverse engineer where you want to be, and PR timeframes and Jenn: 00:15:04 interest hooks for summit speakers so that you can make the most of your PR pitches. Jenn: 00:15:08 Go to sellwithasummit.com/speakeredition to watch the full Jenn: 00:15:12 session and so much more. Jenn: 00:15:14 Don't forget to leave a review and let us know what your biggest takeaways are. Jenn: 00:15:18 You can do that on whatever podcast platform you're using, Jenn: 00:15:22 or some me and Tiffany a message! Jenn: 00:15:23 We would love to hear from you and find out what your biggest takeaway was. Jenn: 00:15:29 Thanks for listening to Virtual Summit Success. Jenn: 00:15:31 Don't forget to leave a review and let others know your biggest Jenn: 00:15:34 takeaways from this episode. Jenn: 00:15:36 Every review helps others find us, and the more successful virtual Jenn: 00:15:39 summits there are, the more tips we'll have to share with you. Jenn: 00:15:42 For show notes, links, and other resources, go to virtualsummitsuccess.live