Toms Shoes became a media darling and a national sensation without advertising very much. The BlendTech blender became an ultra-successful business with a very limited advertising budget. The reality is that if you get media coverage for all of the right reasons it can literally change your business and change your life. Learn how to become an effective public relations guru during this training from PR guru Deedra Determan.Sign Up to Watch
marketing mentoring and small business ideas like amazing.com
-Now we're going to get into the brass tacks of the 14 steps of PR mastery, and as you're watching this, I encourage you take some notes and write down small business ideas, because we're going to get into a lot of good stuff here. And this is stuff that-- I wish I would've known this. I really didn't discover this till about four or five years ago. Totally changed the way I do business. Has helped me produce a lot more revenue. So let's get into step one. Gathering intelligence. We need to determine the target demographic of your business and to determine the media outlets your ideal and likely buyers consider. So real quick, let's go with the bakery here.
CLAY: If I own a bakery, what are some of the media outlets or media areas that the idea-- that my buyers are going to be checking out?
-Well I think you think about who's going to be coming to the bakery? Women 25 - 54.
CLAY: So 25 - 54.
DEEDRA: Mom is picking up the items for the classroom or the birthday party. So where are moms at in the media? Well, they're watching morning news.
CLAY: Morning news. Got it.
DEEDRA: They're watching cable lifestyle shows.
CLAY: Cable lifestyle. Got it. Are they reading kids magazines? Like magazines for kiddos?
DEEDRA: Yeah, absolutely. Kids magazines. They're on blogs. They're finding popular blogs in your area.
CLAY: Moms blog?
DEEDRA: Moms blog.
CLAY: My mom didn't blog. So they blog, OK.
DEEDRA: And they're on social media. Absolutely. It's the fastest growing group on social media, on Facebook, is women 25 - 54.
CLAY: OK. So you're going to get this-- We're defining how you want to ask yourself, no matter what business you have, where is my ideal and likely buyer, my target demographic, hanging out?
-So magazines. Let's just say that you got me featured in magazines. There's some local magazine written for moms in Tulsa, it's called "Tulsa People," but it could be any-- every community has a local magazine. If you got me featured in a magazine, what's the benefit to me?
-Suddenly you're an expert. You're credible. You're the go-to source. And if you're featured, rather than an ad, but you're in a news, actual, article, a write up about you, someone else talking about your brand and your product is way better than you talking about it. So an ad, you're talking about it. A magazine writing a story is them talking about your product.
-I'm going to pretend that I don't get it for a sec. Because I remember when I didn't get this. I bought an ad. It's in the same magazine. And then over here on the next page is a story. Why is it perceived differently?
-Well everyone knows the ad was bought. So anyone could be in there. They're not going to turn away the money, right? But not everyone gets an article.
-Can you buy an article?
-There actually are magazines, advertorials, where you can buy an article, but the general public does not normally know that. And so there are. There are some magazines that do that.
-What if I'm like, I just want to buy an article in every newspaper. Can you do that or not?
-Newspaper typically not. Newspaper stands on the side of that hard journalism.
-So let's say that I'm in the newspaper, and you got me a feature in the newspaper, like the one I showed you over there in the newspaper, what's the benefit of that to me?
-So if your customers are there, if they're reading, which I would say newspapers are more 50 plus--
-What? That's my people.
-The cupcake-- Wouldn't be my first choice for the cupcake place, but I think you need to be everywhere, blogs, kids magazines, radio, TV, 10 balls in the air. It takes people seven times to see your message to convert and to react.
-Seven touches is the average.
-You worked in advertising for years, and so that's a number that's been ingrained in your brain. Seven touches.
-Yeah. Seven times to see your brand.
-Online blogs. If I'm on an online blog, and I'm on a blog by some local community tastemaker, somebody who's like it's-- In this case, 918 Moms was your website. It was talking about things that moms in the 918 area code should be doing. Let's say I get featured in a blog, how does that benefit me?
-That's even better, because you've got all these influential moms that are on there reading it, this content. So if you have a blogger go on and talk about your brand to all their followers, that's huge. That can be very powerful and that could be as easy as calling up the blogger or sending a quick email through her blog saying, hey, I'll do a trade for cupcakes or let me deliver 20 cupcakes for your daughter's birthday.
-I want to ask you this. Does the media actually-- Because I have a couple friends who are reporters, and they've told me, honey, send me a story if you have one. Dude, send me a story if you have one. And I asked one of my friends, I said, Chris, are you looking for stories? He said, every day.
-Every single day.
-Every day I wake up looking for a story. Give me one. And that was shocking to me. Have you found that to be true?
-Oh absolutely. So I worked in television and every single day they come in, and they're pitching three or four stories, because the news director's standing up there going, not relevant, not relevant, not relevant. You've got to have a turn that day. So it's not like our job where we say, well, I put that off till tomorrow. There's no tomorrow. The 5 o'clock news is hitting, regardless if you have a story. So you have to go out and get a
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[INTRO MUSIC PLAYING]
-So let's wait, for real quick. If I'm a reporter, what time do I normally get to work? Because you worked at the news station.
-Right, so it depends on what, if you work day side or night side. But if you're working in the evening news, you get there around say, noon.
So I get to work around noon if I'm a reporter, right?
-And then when I get to work at noon, from when to when? I mean, I have to have a story ready to go on the news that night by when?
-Right, so two o'clock is probably your story meeting, where you go in everybody's pitching to the new director what they're going to cover.
-And they have a live at five, so they're in the meeting, they may have two hours is about average. They have two hours to go out, get the story, come back, edit it, and be live at the location at five.
-Wait, wait. You're saying go out. You mean go out and shoot that beast?
-Go shoot it--
-With a camera?
- --edit, everything.
-Interview a dude.
-So we're going the fact finding, the whole process.
-So this is just craziness in here--
- --between two and five.
-So when you call and you say, hey, I've got a story for ya.
-A lot of times are like, really?
-Right. And, something that's topically driven, what's going on right now, what are people talking about? Flu season, there's a huge flu outbreak, people are dying. Your a medical facility, that's a great time to pitch five ways to avoid the flu.
-You have an expert, it's topically driven, everyone's talking about that topic that night, you have a quick turn. And help them do the work for them. Give them the five tips that you would discuss--
- --so they can kind of vet it out before they get there.
-Sure, then when you call them, you already had that all ready for them.
-Everything's ready to go, make their job as easy as possible,
-OK. So, step one-- I want to make sure-- step one we gather intelligent-- we gather the intelligence.
-We are out there looking to find out who our target audience is. Then step two, step two here is we gather the contact information of the reporters, writers, and producers who are the most likely to cover the story.
-Time out. Let's say that I'm a reporter, and I'm just making up an example.
-And my name is Wes. And I am hard news.
-I'm known for covering in the facts. I'm like--
-I'm Wes, we're here live, we had somebody that was just murdered, it was very sad. And then, and that's all I do.
-And then you've got somebody else, and he's, her name's Shelley. And she-- I'm Shelley, we're here at the National Honey Badger Museum, and every week she's got some quirky story.
-Do you kind of have to find which reporter's likely to cover--
-Absolutely. You don't want to send anything to a report that doesn't cover, they call it a beat. So there's the health reporter, that that's all they cover. Education, crime, you know, so who do you fit into? Where does you set and your industry, and your brand actually fit?
-How can I find that? Let's say I live in Des Moines, Iowa. How do I find out which reporters cover which stories?
-The best thing today is Google.
-Yeah, get on, Google it, reporters in that area. Look on the news websites, call the station.
-Verify. Before you pitch anything, you need to know exactly who they are. And then I would go look on their LinkedIn, look on their Twitter, find out about them.
-I'm going to do some real quick. And, I don't know if I can do this. Video guys, see if I can do this. I'm going off road here. Going off road. Let's see if we can do this here. Oh Yeah. OK, here we go. Totally crushing the internet here. OK. But if I do like Tulsa, cupcakes, and I type in, let's say, Tulsa World. That's our news paper here. If I do that, I can pretty quickly here find a story that somebody has written about cupcakes.
-So I come here, I click this, be I wait about a half hour, usually. Half hour, write a poem, or a haiku. Call my family, see how they're doing. OK, so this article was written by Nicole Marshall whatever. But it says who wrote this article.
-So in your mind, would it make sense if I have a bakery, to send my article to Nicole Marshall Milton?
-Now how I do it, now that I've kind of learned these things from people like yourself, I will just call up to the station, or to the paper, and say, hey, do you have Nicole's email? I wanted to send her a story that we've been talking about?
-Sure. Or hey, I wanted to follow up with her.
-I want to verify her email address. Can you give me correct email address?
-Oh, I want to verify-- But you actually do this?
-Because I do this.
-So let's say we live in Des Moines, here. So we're in Des Moines. Des Moo-nes. Des Moo-nes. So we're in Des Moines, and now we have a bakery in Des Moines. So here we go, we're in Des Moines, and I gotta spell that right. Des Moines, Iowa, birthplace of tourism and excitement. And I am looking for cupcakes. If you're in Des Moines and you're offended, I don't know why you'd be offended, I wasn't even joking. That's a place I go for vacation. So here we go. Let's see here, so we look in here, we gotta find their register. OK makers go to Cupcake Wars, Des Moines register. So we go up here again, I pull it up in the local news, boom. It comes up there, and that's how we do it. And the internet just takes like three hours when we're filming, no big deal.
-Yeah, even food bloggers would be great, to get all the food bloggers in your town. There's-- the food bloggers are becoming really popular, so if you're a cupcake place, you want these bloggers talking about you.
Looking forsmall business ideas?
-So we could contact Jackie Hoermann-- Hoermann right there. We could contact her. Same deal, get that contact information, send it out. Deedra Determan: Right
-OK. So is there any more complicated than that, really? I mean, it's just about finding out who--
-It's doing the facts. You know, getting-- don't pitch a reporter that doesn't cover that story, that type of story. So only pitch to reporters that are in that beat.
-I Know a reporter right now, who will only cover a story if you're very conservative, that you have guns, and you like gold. I know another person who-- if you're not currently going through some style crisis, or some addiction, no interest in what you're doing. And it's interesting because every reporter has their own bias, just like we do.
-I have biases. You have biases.
-Right. So if you're a fitness place and you find a reporter, get the reporter that actually works out, that takes care of themselves, that on their personal Twitter talks about doing the 5K and running. They're going to be interested in your story cause they personally like to do that.
-So you have to know these people.
-What I'm hearing is you have to be their friend. You have to kind of get to know them like you'd know your friends.
-So I guess a good example would be like, my wife has a really good friend that we share. Lydia's a good friend of my wife. And with my wife-- Lydia have a connection on certain things. But you would invite Lydia to certain things but you wouldn't invite like, Sherita, to the same thing. Cause Sherita is a different-- she's into different things than Lydia and Haley-- and it's different friends for different activities.
And then everyone who knows me, knows I don't go outside. Look at my pastiness. I don't go outside, so you don't invite me to go camping. So it's just a different thing. So that's what you're doing with these reporters.
-Now, what are some of the activities that I would want to avoid while I'm gathering information? I know we said we Google the people. So if I own a bakery, I might type in 'bakery' and the name of the local publication, find the numbers. What are some things I don't want to do to build a bad name for myself while gathering these names?
-While sending information out to the media, the worst thing you could do is to blanket the entire media on your email. And you've got everybody on there, and it's not personal, and you're cover my story please, this is what I'm doing.
-They're all going to go eh, everybody's doing that, we're not doing it.
-Now, real quick, this is how I've discovered-- you know in high school-- but maybe your high school was different than my high school-- my high school was like if you knew something, that was like the currency. If you knew about party before everybody else knew about the party, you're the man. (QUIETLY) You know about the party. Where's the party?
Well in the news, it seems like if you know about the story before someone else, they call that the scoop.
-Right. They want to be exclusive. They want to be the one covering it. Everybody in the 5 o'clock news doesn't want the same lead story. That's not--
-That's a reporter's-- a reporter wins if they get the scoop before the competition.
-Right. So you send it personally to Jackie. An email addressed just to Jackie and a pitch just tailored to her newspaper. Not a blanket deal to everyone.
-Now you worked for a news station. Did that news station like the rival news stations?
-We were trying to beat them every night.
-So you don't dislike them, but you are trying to beat them.
-Absolutely. Ratings equals money and then money pays jobs.
-So let's just be real for a second. That'll frustrate another reporter. It's like cheating on somebody.
-Right. I mean if you have the scoop and you know about the story first-- So let's just give an example, if I'm going to build the world's largest ice tea, like my main man, Arthur--
-And I sent it out to all the reporters, that's a party foul.
-Party foul that you're doing it all in a blanket. That they know you're doing it. Now, I would contact everybody and maybe do it in different ways, different angles in the story. But don't make it look like you're sending a massive, because they will delete as quick as they see that.
-OK. Other thing I should-- anything else I should avoid doing while I'm gathering the information?
-You know, I think you can't do enough research and finding out who is covering anything in your area, anything in your industry. I think it's smart to do that all up front. And then when you have something pressing ready to go, you have the number right there I have a spreadsheet of each reporter, what they like, where they work, if they're a fitness buff, what they're about. And I know how I can tailor that angle because you have about-- you have no time. You have to be concise and quickly pitch.
-Yes. They don't have time to listen to the whole story.
-So you got to be quick. OK, so I've contacted these people, I've got the information, I have a little phrase I came up with-- and it's probably stupid-- but from the time I get the itch to send the story, to the time I pitch, I cap it at four hours.
-That's my rule because I have found that I get into like research mania.
-And sometimes by the time I pitch it, it's so long.
-Right. No, very concise.
-So you're OK.
-You remember the two to four? They have basically two hours to turn a story. So if your call-- I try to call right when I know they get in on their shift. They just got there, they've got to go into their meeting in an hour.
-What time are you calling?
-So whoever, depending on the reporter when they have their news meetings, but two o'clock is a lot of the local ones here. And so I know they get in at noon. I'm calling right when they get in.
-Is that the standard across the country?
-Right, you could find out when's your news meeting. Call the assignment desk. When's your afternoon news meeting? Oh, we have it at 1:30. OK, great.
OK when do most reporters get in? They get in at noon. OK, I'm calling right when they get in because they're like I just got to work, I'm tired, kids are sick. I've got to come up with a story, again... small business ideas.
-So you want to call as soon as they get there.
-Soon as they get there.
-Gosh, that's a good tip!
-Morning show 6:00 AM, call
-I didn't know this tip. This is a better tip than I had going. OK, it's
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