in this episode:
Have you ever opened up a magazine and featured a fitness professional or a studio as the expert on the story? Have you wondered how they found themselves in that position? It may surprise you, but it wasn’t the magazine or news publication that found the professional or organization. It is most often the professional pitching themselves. Often, companies or individuals will hire a PR professional to handle this process for them. However, in this episode, we will have Lisa Simone Richards, a PR & visibility strategist for health, fitness, and wellness entrepreneurs teach you a skill set and mindset that will allow you to act as your own PR agent.
• Power of earned media
• The 5 P Formula for Positioning Publicity and Profit
• Form and maintain relationships with publications
What is PR? (4:30)
There are three types of media.
Owned media – Instagram, Facebook, etc. You decide what and when content is released. You have full control, but there are a lot of people out there doing the exact same thing.
Paid media – Facebook ads, Google ad words, etc. We are all well trained on how to tune out advertising.
Earned media – This is PR. Example: You are watching TV and there is a boot camp on the morning news. These experts are the reason you watch a TV show, pick up a magazine, etc. The professional does not pay for it and as soon as it exists, it will continue to exist. These also boost your credibility.
Can this work for anyone? (7:30)
Yes – Lisa has had clients find major success without any history of earned media. You just need to have an interesting hook/angle and a firm stand in movement.
Why is your version of your story interesting? Why does it appeal to readers? Why is it going to be valuable and what are they going to take away from it? Essentially, why is the story you’re pitching newsworthy? A rookie mistake is to try to make the story about yourself. An editor isn’t going to give you a free ad, but if you have a story that will be value to a publication’s readers and is worthy of sharing, you will be featured as an expert. From there, you will receive credit for your work, link to your website, etc.
What do you stand for? What are you known for? This is your firm stand in movement. Stick to your expertise. Get specific. Are you working with moms? How many kids do these moms have? Are they just trying to get back into shape after their first born or is this their third child? Get down to the small details.
Okay, you’re ready to go and pitch yourself. What do you do? (14:50)
Lisa offers “The 5 P Formula for Positioning Publicity and Profit” to support this.
Pick your perfect client – Create a language that is going to resonate with this kind of person.
Position yourself as a solution – This is how you need to get into your ideal clients’ head. Be familiar with the pain points of your client and prove you know how to solve it from the start.
Pick your platforms – How is your ideal client consuming? That is where you want to be featured.
Pitch yourself for publicity – Come up with a compelling pitch. Find out who writes the content and what types of stories do they normally create. Generate a formula that matches the content they create and works with the content you want to share. Make it timely, but put a spin on what others are normally doing.
What is the benefit of hiring a PR expert vs. doing this yourself? (28:20)
You’re often paying for the PR experts’ beneficial relationships. You may not want to take the time to learn how to do these things effectively and efficiently. You will most likely start off hearing quite a few no’s, and have to take the time to figure out what about it isn’t working, replace that piece, and try again.
To do it yourself, it takes a little more work at the start, but then the relationships you build are YOURS and you can continue to build with them. Once they are established, all it takes is a quick call or text to see yourself featured again in the future. You may even have editors coming to YOU for content.
Once you begin these relationships with publications, how do you nuture these relationships to maintain them in the future? (31:30)
Media doesn’t always work with the best – they work with the fastest and the easiest. Get your stories in before deadline, give them HR images and video content. Make their job as easy as possible and you will work with them again.
If I am someone that has never pitched myself before, how do I learn how to master this technique? (33:40)
Lisa’s “Ladder of Publicity” is very helpful to establish your credibility.
Guest blog posts. Be sure to leave a lead magnet (content that delivers value, ex. downloadable checklist) that they need to leave their name and e-mail to access
Facebook Live in other’s groups.
Seeing a theme here? Other people already have your ideal clients in a collected space. Use it! Now, you have a foundation that will set you up for being ready to present yourself to the media.
How do you know what blog or podcast would be best for you to guest on? (40:00)
Do your research. There’s no bigger turn off to a blog or podcast owner than pitching something that has nothing to do with what their readers/listeners would want to hear. This is the same for the media. Have respect for the people who have spent the time to cultivate this audience.