Andrea Hubbert: 5 things you can do to get seen, heard and remembered through media.

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Steve Werner

Steve Werner

Keynote Speaker, Author, 170+ Monetization, Conversion, and One to Many Sales Presentations Worldwide.

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00:00:04.560 –> 00:00:15.450
Steve Werner: Welcome back to grow your impact income and influence the number one show helping you reach millions of people, millions of dollars, and today we are going to be talking.

00:00:15.690 –> 00:00:26.610
Steve Werner: About P are, this is all about the impact piece you a little bit of the income, I am joined by somebody who absolutely hated working in the corporate world, although.

00:00:27.030 –> 00:00:37.680
Steve Werner: She worked there for eight years, she knew from day one that it wasn’t for her so eventually she pulled the plug she became a copywriter who helps people with PR specifically creatives.

00:00:38.250 –> 00:00:45.420
Steve Werner: coaches authors bloggers people like that she helps you get noticed through PR she helps you with the copywriting Andrea how are you doing today.

00:00:45.870 –> 00:00:47.310
Andrea!: i’m doing well, how are you.

00:00:47.790 –> 00:00:50.820
Steve Werner: i’m good and I got your name wrong after all of that.

00:00:51.510 –> 00:00:54.180
Steve Werner: beforehand sorry Andrea.

00:00:54.990 –> 00:01:01.740
Steve Werner: There we go better alright so tell me a little bit about corporate America, what did you love about it.

00:01:02.880 –> 00:01:10.350
Andrea!: um I loved the work that I did that’s why I stayed there for eight eight years i’m gonna i’m not that slow to know that.

00:01:10.680 –> 00:01:16.020
Andrea!: I didn’t like it right away, and they stayed anyway, I enjoyed the work, but I didn’t like, though.

00:01:16.260 –> 00:01:22.290
Andrea!: And I think there are a lot of people who can relate to this, I didn’t like being told that I had to be somewhere at a specific time.

00:01:22.560 –> 00:01:28.770
Andrea!: Even if it was like 10 in the morning, just because you said I had to be there at 10 I was going to be late, I just was I didn’t.

00:01:29.100 –> 00:01:37.620
Andrea!: Like cubicles I didn’t like endless meetings I had no point I didn’t like office politics, I just was not a good.

00:01:38.100 –> 00:01:43.200
Andrea!: Not a good corporate person, but work, however, was great I enjoyed the work a lot.

00:01:43.590 –> 00:01:57.210
Andrea!: Until you know our whole department, I worked in a global company our whole department was laid off because they decided that they wanted to decentralize our services, so we were shared service Center and when my boss told me.

00:01:57.720 –> 00:02:03.570
Andrea!: I actually was relieved because they made the decision for me to leave, and I was fine.

00:02:04.890 –> 00:02:12.450
Andrea!: And literally a month later, I got a call to do some freelance work and I was up and running as helping companies so.

00:02:14.880 –> 00:02:24.510
Steve Werner: let’s I mean the I got fired from one job one time, and I will tell you like same thing, like, I went home and I just was like.

00:02:26.070 –> 00:02:33.510
Steve Werner: This is gonna be great i’m going to figure out my own thing and, like my friends my mom was like Oh, my goodness, what are you going to do, and I was like.

00:02:34.440 –> 00:02:38.730
Steve Werner: i’m gonna figure it out and i’m gonna go do what I wanted to do, which is way more fun.

00:02:39.270 –> 00:02:53.790
Steve Werner: than that that pile of crap that I did so okay you’re on your own you start your own business, you start doing some freelancing take us through like what did that look like, for you like, what did you start with and how is that progressed over time.

00:02:54.450 –> 00:03:03.210
Andrea!: So I think you’re gonna pick up a pattern, because the freelancing that I did was for another large company was for a fortune 500 company and.

00:03:03.780 –> 00:03:10.590
Andrea!: They wanted me to be on a contract, so I started out on a contract with them because, why not, I had nothing else going on.

00:03:10.920 –> 00:03:18.750
Andrea!: And I think like three months in I went back and renegotiated and said, you know I don’t really want to be on contract, I can either leave.

00:03:19.170 –> 00:03:24.390
Andrea!: Or you can really make this a freelance role and I sent my hours I work from home all of that.

00:03:24.750 –> 00:03:36.030
Andrea!: And they liked what I was doing so they allowed me to do that, which was great because I stayed I stayed with them for six years as a freelancer doing writing for them.

00:03:36.540 –> 00:03:46.560
Andrea!: But in in the interim, or, at the same time, I was also then starting to really get into where I work now, which was the arts and you know building.

00:03:46.950 –> 00:03:53.070
Andrea!: A profile and starting to work with people in creative roles so by the time I was.

00:03:53.370 –> 00:04:06.330
Andrea!: You know, done working that freelance role I just kind of really stepped right into what I do now so so, for you know i’ve been really fortunate in my career that things just always seemed to work out for me.

00:04:07.260 –> 00:04:21.840
Andrea!: But I will tell you that, while you’re in it, and I think people can really relate to this while you’re in it, you don’t see that happening and i’ll say just like you said you got to just kind of go out on faith sometimes and know that it’s all going to work out.

00:04:22.710 –> 00:04:24.960
Steve Werner: let’s I mean the.

00:04:26.550 –> 00:04:39.060
Steve Werner: you point out, you make a very good point like things have always worked out for me as well, but when i’m in it sometimes it doesn’t feel like it’s going to work out right like, no matter how successful we are no matter what the bottom line is.

00:04:39.840 –> 00:04:49.620
Steve Werner: That six figure months that still like I wake up and things are really stressful or I still have a bad day and like people that have listened to this podcast i’ve mentioned one of the.

00:04:50.190 –> 00:04:59.790
Steve Werner: Best stories I ever took away when I got started, and I think I read the book in 2014 was in Tony robbins money master the game, he interviewed the CEO of JPMorgan chase.

00:05:00.150 –> 00:05:16.200
Steve Werner: And he said when did the money stress go away for you, and she said, oh it never goes away, this is a woman CEO of JPMorgan making about $5 million a year, and she said, never goes away when you have that when you’re earning that kind of money you have more responsibility.

00:05:16.590 –> 00:05:19.650
Steve Werner: But you have to make sure that you’re investing in correctly, you have to make sure.

00:05:19.830 –> 00:05:33.180
Steve Werner: That you’re not getting taken advantage of you have to like with much like with more power comes more responsibility, I thought that was really interesting and i’ve found that true as well, but you The thing is, as you grow you gain the skills to handle that right.

00:05:34.710 –> 00:05:42.660
Steve Werner: I mean you might still have a day i’ll ask you this, I mean you might still have a day, where it feels like there’s a lot of stress or a lot of weight, or you have a lot to do.

00:05:43.110 –> 00:05:55.440
Steve Werner: But you know how to handle it now, and you also know, like there’s a certain confidence, I guess, I would say that comes with being there right and you’re like I know that this will pass and the next day will be great.

00:05:56.280 –> 00:06:02.160
Andrea!: Right right, the more you grow, the more risk, you have right risk of losing it all risk of not.

00:06:02.790 –> 00:06:10.530
Andrea!: You know, being fulfilled fulfilling your obligations to your clients risk of being fired by your client there’s all of these risks that happen, the more you grow.

00:06:10.860 –> 00:06:21.300
Andrea!: But to your point, you know how to manage those risks better also the more you’re in the business yourself and the more you you do kind of.

00:06:21.750 –> 00:06:28.470
Andrea!: accept that things aren’t going to happen, the way they’re supposed to happen, so you know in during the pandemic.

00:06:28.920 –> 00:06:42.930
Andrea!: I I had more fear than i’ve ever had in my entire life because you know it wasn’t just my business right, it was everybody’s business and I work again with creatives and they weren’t able to play.

00:06:43.200 –> 00:06:51.360
Andrea!: They weren’t able to put on their performances they weren’t able to have exhibitions at galleries and museums, all of those places were closed so.

00:06:51.900 –> 00:06:57.450
Andrea!: I felt for them as much as I felt for myself and then you start to think well how is this going to turn around.

00:06:57.750 –> 00:07:07.230
Andrea!: But you just have to keep going, and you have to find different ways in order to meet the needs right so, whether that be, you know short term.

00:07:07.500 –> 00:07:14.820
Andrea!: Products that you sell to your audience because that’s what they can afford right now and that’s what they need right now versus your long term.

00:07:15.060 –> 00:07:20.850
Andrea!: You know, six months engagements you know what I mean like it just doesn’t make sense at that time, so you figure it out.

00:07:21.210 –> 00:07:32.640
Andrea!: And then maybe that short term project product is going to last, who knows it might have been something brilliant that just came out of chaos or fear or I should say fear chaos or or you know.

00:07:33.150 –> 00:07:41.040
Andrea!: As a risk taking a risk, so I think you’re right you do, do you figure out how to deal with things the longer you’re in business.

00:07:41.910 –> 00:07:44.760
Steve Werner: So if you’re listening to this i’m gonna ask you this question.

00:07:45.210 –> 00:07:55.890
Steve Werner: But if you’re listening to this and you’re in corporate America and you want to leave your job or you have a side hustle and you’re trying to figure that out like which do you think is quote riskier staying in a corporate job.

00:07:56.940 –> 00:08:06.120
Steve Werner: or being your own boss and running your own like running your own business, whether it’s freelancing or coaching or being an artist which do you think is riskier.

00:08:08.430 –> 00:08:25.140
Andrea!: that’s a very interesting question and I, I honestly think that they both are risky, I think that the risk, though in staying in a corporate job that you don’t like is exacerbated right like it’s more it just because you feel every single day.

00:08:26.160 –> 00:08:36.540
Andrea!: That you’re doing something that you don’t love to do so when you’re your own boss, and you have your own business, and you have those risks, but you can always remember, but this is what I love to do.

00:08:36.810 –> 00:08:48.840
Andrea!: This is a short term thing it’s going to pass when you’re in your corporate job you don’t know how long the thing that’s you know, making you feel like you want to poke your eyes out is gonna last.

00:08:49.980 –> 00:08:50.340
Steve Werner: that’s.

00:08:51.480 –> 00:09:00.810
Steve Werner: That I mean very true The other thing that I see when you got downsized you were happy you’re like cool they made the decision for me i’m gonna go over here how many people.

00:09:01.470 –> 00:09:07.290
Steve Werner: That was like a breaking point for them, they went home because let’s be real, like most people don’t have savings.

00:09:07.680 –> 00:09:14.160
Steve Werner: They went home and they’re like I don’t have a paycheck coming or maybe they got a two month salary or you know something but they’re still like.

00:09:14.640 –> 00:09:28.020
Steve Werner: i’ve got two months of bank and then like I don’t have anywhere to live I don’t have any food on the table, I don’t know what i’m going to do and that’s a much like relying on somebody else, no matter how good of an employee, you are.

00:09:29.100 –> 00:09:41.970
Steve Werner: you’re still an employee, you have those golden handcuffs now that’s, not to say there aren’t rested entrepreneurship you don’t have insurance, most of the time, where you have a grossly inadequate insurance plan, I know plenty of entrepreneurs who fall in that realm.

00:09:43.440 –> 00:09:56.940
Steve Werner: If the market changes like it did during coven you might have a really hard time but, at the end of the day, you’re responsible for it that’s the difference like and if you are responsible, it will always end up I believe in your favor but that’s.

00:09:56.970 –> 00:09:58.740
Steve Werner: That doesn’t mean entrepreneurship for everyone.

00:09:59.820 –> 00:10:04.890
Andrea!: Right right like there were a lot of people in our department that were upset about losing.

00:10:05.400 –> 00:10:21.960
Andrea!: their jobs, and I think that it’s it was more of a shock and they were actually happy in those jobs, whereas I was not and I just couldn’t figure out how to get out of it until it was presented to me, so I do think that that was a difference as well.

00:10:22.650 –> 00:10:28.920
Steve Werner: I want to i’m going to put you on the spot this one’s kind of fun, but it just came to me let’s do a top five list.

00:10:30.480 –> 00:10:42.390
Steve Werner: of people who love their jobs, like what would be the things that they love about a corporate job, what do you think the top five are we’re totally just guessing right because we’re both entrepreneurs.

00:10:42.930 –> 00:10:43.350
Steve Werner: We would be.

00:10:44.850 –> 00:10:50.370
Andrea!: Number one right steady paycheck right that’s what you just said yeah.

00:10:50.400 –> 00:11:03.150
Andrea!: yeah of course that’s the number one thing that people enjoy about it, I think, also if it’s the you know, depending on the job, it could be the access to people or places or other.

00:11:03.720 –> 00:11:17.070
Andrea!: You know, businesses that they wouldn’t have before which was, I think the case in ours, it could be that they have other people around them, so that kind of helps them to feel I don’t know.

00:11:17.490 –> 00:11:19.290
Steve Werner: I could, I definitely see that.

00:11:19.590 –> 00:11:20.820
Steve Werner: Like during coven.

00:11:20.910 –> 00:11:26.220
Steve Werner: That was the one thing that I heard from people with jobs they were all like I missed the water cooler.

00:11:26.220 –> 00:11:27.510
Andrea!: conversation I.

00:11:27.510 –> 00:11:35.400
Steve Werner: missed going to lunch, I mean I i’ve been quote virtual for seven years.

00:11:36.210 –> 00:11:49.470
Steve Werner: Like I mean we would meet in person, we would hold events like we would do that stuff, but I would go home, my friends, I have friends all over the world, and like we would meet on well, we were meeting on Skype before zoom was the thing right.

00:11:49.800 –> 00:11:51.090
Steve Werner: Like we call each other.

00:11:51.270 –> 00:12:03.150
Steve Werner: I mean, I would spend hours a day, either on video or on audio calls with friends everywhere, or with clients all over so it was really interesting to me when people like coven yes, I had to pivot somebody it was different right.

00:12:03.480 –> 00:12:06.480
Steve Werner: So okay water cooler talk that’s three what would for me.

00:12:06.930 –> 00:12:16.710
Andrea!: I think, having somebody directing your activities at people like that some you know it’s it’s hard to try and figure out what are you going to do every day.

00:12:17.190 –> 00:12:24.630
Andrea!: figure out your time management your prayer all of that stuff, so I think people enjoy that kind of security and the fifth is.

00:12:25.440 –> 00:12:36.120
Andrea!: It it feeds your your ego right when you get promotions, and you get raises and you get good reviews and all of those things, because you don’t get that stuff when you work for yourself.

00:12:37.020 –> 00:12:37.560
Steve Werner: I mean.

00:12:40.830 –> 00:12:47.070
Steve Werner: I it’s a different it’s a different way that you get it, but when you get recognition as an entrepreneur, it is just.

00:12:47.550 –> 00:12:56.430
Steve Werner: As serving and just feels just as good as an employee, but you don’t The difference is when you’re an employee, you have the whole company looking at you and you’re like looking at me.

00:12:57.810 –> 00:13:09.660
Steve Werner: When you’re an entrepreneur, and you get like a forbes top 1000 or you know to see cx award or something like that you’re like you still have people looking at you, but it’s different that’s a good that’s good list I like it.

00:13:10.920 –> 00:13:14.910
Steve Werner: We kind of went down a rabbit hole let’s circle back to the PR piece.

00:13:15.180 –> 00:13:18.390
Steve Werner: So you what you do specifically as you help.

00:13:19.530 –> 00:13:20.340
Steve Werner: push out.

00:13:21.360 –> 00:13:23.610
Steve Werner: Words tell me if i’m wrong here.

00:13:24.300 –> 00:13:25.200
Steve Werner: Which i’ll copy.

00:13:25.470 –> 00:13:30.750
Steve Werner: into the marketplace around creatives work to help them get noticed.

00:13:31.380 –> 00:13:32.550
Steve Werner: Yes, that kind of correct.

00:13:32.760 –> 00:13:44.490
Andrea!: yeah yeah right, I hope, figure out what the strategy is so so actually, that was a nice segue because if you’re an employee like you said you get the whole company his eyes on you and all those things.

00:13:44.760 –> 00:13:59.070
Andrea!: When you’re a small business owner and entrepreneur you, you have to you have to make the effort to let other people know that you’ve got the recognition and reward the award right and that’s where PR comes in, so that was a very good segue.

00:13:59.760 –> 00:14:04.830
Steve Werner: awesome it’s nice how that lined up um so talk to me a little bit more about that, like.

00:14:05.760 –> 00:14:15.960
Steve Werner: Honestly i’ve heard of people who are copywriters I mean every every entrepreneur, especially in today’s day and age, needs to have a copywriter if they don’t they’re trying to write all the copy, which we know how that goes.

00:14:16.200 –> 00:14:16.650

00:14:18.060 –> 00:14:21.510
Steve Werner: talk to me about the PR piece, though, because when I think of PR.

00:14:21.900 –> 00:14:25.050
Steve Werner: What I usually think of i’ve been approached by I don’t know how many people.

00:14:25.290 –> 00:14:38.760
Steve Werner: You know we’re going to write we’re going to write a 2000 word article for you and we’re going to submit it to all the wire services and you get to have fox ABC forbes NBC on your header so i’ve done that, a few times and.

00:14:39.750 –> 00:14:48.000
Steve Werner: i’ve also done the the hero, you know help her help out a reporter piece, so that I can get on a TV station or an interview somewhere.

00:14:48.360 –> 00:14:58.980
Steve Werner: But what you’re talking about is completely different so tell us a little bit about how what you do works like what is the strategy around what you do and give us a few examples of best practices.

00:14:59.370 –> 00:15:09.210
Andrea!: yeah so this so PR is a big pocket, just like everything else right and if you’ve ever heard of the peso model paid earned owned and.

00:15:12.960 –> 00:15:15.930
Andrea!: what’s the S oh my gosh I just forgot what the SS.

00:15:16.680 –> 00:15:17.790
Steve Werner: Oh no, it must be that.

00:15:17.820 –> 00:15:18.510

00:15:19.980 –> 00:15:20.640
Steve Werner: we’ll come back to it.

00:15:20.670 –> 00:15:25.680
Andrea!: Whatever it is I can’t remember but anyway um PR is the only bucket so.

00:15:26.100 –> 00:15:31.440
Andrea!: that’s that’s where you could that’s the third party credibility that’s where you’re working with the media.

00:15:31.680 –> 00:15:43.260
Andrea!: that’s where you’re actually not spending any money to get coverage, because once you start spending money, money you’re actually in the paid in the paid bucket in the form of advertising.

00:15:44.340 –> 00:15:56.520
Andrea!: This is PR PR public relations is where influencer marketing happens it’s where event marketing up and it’s where collaboration happens so that’s the whole bucket one key piece of it is publicity.

00:15:56.880 –> 00:16:06.150
Andrea!: And that’s when you get featured in forbes and ink and all the other publications that you want to be featured it that’s publicity that’s.

00:16:06.810 –> 00:16:16.830
Andrea!: Where I helped a lot with strategy right now with creatives because everybody’s looking to get you know their next release covered or to get their next show covered or.

00:16:17.070 –> 00:16:28.230
Andrea!: Whatever it is to build an audience through the publication of choice, so I always go through five things that that anybody can do on their own if they wanted to.

00:16:28.530 –> 00:16:36.510
Andrea!: To enhance their PR or their publicity efforts and then the first one is to create a wish list because it’s not enough to say.

00:16:36.810 –> 00:16:44.670
Andrea!: I want to be covered, you really have to understand who you want to cover you and why, and the importance of that is.

00:16:45.060 –> 00:16:53.550
Andrea!: that the media doesn’t really care about you or your product or service, and I know that that’s shocking when I say that, but it’s absolutely true, they don’t.

00:16:53.880 –> 00:17:01.800
Andrea!: they care about the alignment between you, your products your services and their audience So if you can tell them a really good story.

00:17:02.010 –> 00:17:10.950
Andrea!: that’s going to have an impact on their audience well now they’re going to pay attention to you so that’s why it’s really important in that first step to create a wish list.

00:17:11.220 –> 00:17:20.640
Andrea!: Your wish list might be 25 publications, but really only focus on the first five because to do this well it’s going to take a lot of research it’s going to take a lot of time.

00:17:21.480 –> 00:17:35.880
Andrea!: So that’s, the first thing create a wish list and make it traditional, as well as non traditional like podcasts and and blogs and summits and things like that, as well as newspaper print radio, TV.

00:17:35.940 –> 00:17:45.900
Steve Werner: Okay got it okay so that’s a good first step, a wishlist and make sure that what you offer aligns with what their audience once.

00:17:46.050 –> 00:17:46.680
Andrea!: Exactly.

00:17:46.740 –> 00:17:48.540
Steve Werner: I think I mean that piece alone.

00:17:49.140 –> 00:17:51.060
Steve Werner: If you think about that if you’re listening to this.

00:17:51.330 –> 00:17:57.870
Steve Werner: Think about that anyone that you ever approached with anything that’s what it should be the reason that it’s so hard to get sales for most people.

00:17:58.080 –> 00:18:07.950
Steve Werner: Is All they do is talk about how great they are and what they offer instead of the outcome that it gets for the person and that’s all you’re saying with this Okay, so what step number two.

00:18:08.520 –> 00:18:20.340
Andrea!: So the second step, then, is to build relationships like these people these journalists and producers and editors are people first right they don’t like you to come to them and say.

00:18:21.420 –> 00:18:27.360
Andrea!: run a story about me because of X they’re not kinko’s they’re not you know mcdonald’s or not a production house.

00:18:27.660 –> 00:18:33.510
Andrea!: they’re looking for real connection and so it’s really important to build relationships with them.

00:18:33.870 –> 00:18:44.640
Andrea!: understand who they are, as a person, you know and there’s many ways that you can research them, you can look them up on the website of the publication, you could look them up just a general search.

00:18:44.850 –> 00:18:50.640
Andrea!: You can look them up on social you can find out who they are, as people and understand what a common.

00:18:51.570 –> 00:18:59.910
Andrea!: entry point might be for the two of you right so let’s say you figured out that the person, you want to approach enjoys mountain climbing.

00:19:00.210 –> 00:19:10.620
Andrea!: know and you like mountain climbing talk about that that’s how you can break the ice so understand that they are real person and figure out how can you break the ice with them that’s the second step.

00:19:11.220 –> 00:19:18.450
Steve Werner: So if you’re listening to that and you’re like but i’ve just got like I just I need to talk about myself think about the last cocktail party rat probably before coven.

00:19:19.260 –> 00:19:26.610
Steve Werner: And you probably had a realtor that came up to you, and was like are you looking to buy a house, are you looking to sell a house, do you want to rent an apartment and you were like shut.

00:19:27.180 –> 00:19:32.550
Steve Werner: up like I just want to hang out with my coffee and like talk that’s the same thing that people do.

00:19:33.120 –> 00:19:45.510
Steve Werner: When they’re hunting right like they’re going out with a spear and they’re like I am going to get somebody to do what I want how well does that work, how do you like that, when that happens to you probably not very much.

00:19:45.900 –> 00:19:54.600
Andrea!: Exactly because, once you start thinking about who’s the best person at that outlet, and how can you connect with them, you know to break that ice, then you start to think about.

00:19:55.050 –> 00:20:02.190
Andrea!: Because you have enough information, what kind of story is going to be attractive to them and then you could start to formulate that.

00:20:02.550 –> 00:20:09.240
Andrea!: pitch, which is the third step is kind of getting your house in order and understand how to clarify your message and how to.

00:20:09.630 –> 00:20:23.880
Andrea!: present it in a way that’s going to work for that publication, because that publication is going to be different than the next publication you’ve got to be able to share your message in a way that’s going to work for both right like we can’t be one trick ponies when we’re doing this.

00:20:24.630 –> 00:20:26.970
Andrea!: Absolutely right what.

00:20:27.540 –> 00:20:28.290
Steve Werner: Go ahead.

00:20:28.680 –> 00:20:30.360
Steve Werner: No, no, I was gonna say what’s The next step.

00:20:31.200 –> 00:20:35.580
Andrea!: The next step, then, is to create that hook.

00:20:36.180 –> 00:20:47.940
Andrea!: So how can you be relevant, how can you be relatable think outside of the box sometimes you might have to connect the dots for them and I always like to use this as a good example of that let’s say you’re an author and you wrote a book.

00:20:48.240 –> 00:20:50.970
Andrea!: And the book is about Spanish cuisine or is about.

00:20:51.360 –> 00:21:02.010
Andrea!: Yes, Spanish cuisine and it’s takes place in Spain and it’s a romance novel Okay, so of course you’re going to want to go to the literary editor right book literary that’s that’s common sense.

00:21:02.370 –> 00:21:11.580
Andrea!: But if you think outside of the box you actually could go to the food critic because you could talk about Spanish cuisine you can go to the leisure.

00:21:12.120 –> 00:21:25.650
Andrea!: Section because you’re talking about Spain itself the travel department right you could go probably even to like if there’s a special section that would have applicability, maybe there’s a special section on.

00:21:26.880 –> 00:21:31.740
Andrea!: As a Latin America know Spain is in Europe, a special section on your up.

00:21:35.130 –> 00:21:35.280
Andrea!: Your.

00:21:35.460 –> 00:21:36.780
Steve Werner: Geography one on one down.

00:21:36.840 –> 00:21:44.430
Andrea!: Right right, so my point is to think outside of that box and then be prepared to connect the dots because the food critic might be like.

00:21:44.700 –> 00:21:55.080
Andrea!: I don’t cover books, no, but this book is really heavy on Spanish cuisine and maybe we could talk about this specific recipe, or whatever so that’s the that’s the fourth step.

00:21:55.620 –> 00:22:02.730
Steve Werner: And it would I mean i’m going to take it just a hair further put what’s in it for them if the if the guy.

00:22:03.720 –> 00:22:14.100
Steve Werner: Is covering Spanish cuisine be like we’re going to talk about the recipe and we’re going to talk about how much like women love like love the romance of having a meal cooked for them like.

00:22:14.340 –> 00:22:16.110
Steve Werner: that’s going to be a great hook that.

00:22:16.200 –> 00:22:28.890
Steve Werner: Their audience would like right like i’m making their audiences women 35 to 45 who that’s what they’re looking for right they read romance novels do you know romance novels are the number one seller, you know, like worldwide.

00:22:29.250 –> 00:22:29.820
Steve Werner: By far.

00:22:30.090 –> 00:22:30.690
Andrea!: Like yeah.

00:22:31.260 –> 00:22:32.400
Steve Werner: Like three x.

00:22:32.460 –> 00:22:33.420
Andrea!: Everything else.

00:22:33.660 –> 00:22:41.340
Steve Werner: In print is romance novels So if you write a romance novel that has food in it the food company, the food company, the food channel would want to cover you.

00:22:41.550 –> 00:22:47.610
Steve Werner: yeah because their DEMO loves their demographic loves romance novels so see how that all fits.

00:22:47.970 –> 00:22:54.720
Andrea!: All right now, you can go to food and country magazine right and I didn’t go to Martha Stewart magazine, although she’s a little bit more.

00:22:55.290 –> 00:23:03.960
Andrea!: general population, but you can go to the specific publications that you wouldn’t have been able to go to if you were just thinking about I wrote a romance novel.

00:23:04.890 –> 00:23:10.980
Steve Werner: So I would guess that you have a ton of connections and you’ve built a lot of these relationships.

00:23:12.270 –> 00:23:15.360
Andrea!: Well, I do but that’s the beauty of it is.

00:23:16.830 –> 00:23:28.980
Andrea!: As long as you think about it in these terms it’s it’s pretty easy to build relationships, because it’s all about how can I help you meet the needs of your audience instead of hey.

00:23:29.070 –> 00:23:37.680
Andrea!: Right right about me, you know and with the way things are now newsrooms are you know they’re not as well staffed as they used to be.

00:23:37.920 –> 00:23:55.590
Andrea!: People are moving from publication to publication or becoming freelancers or stringers depending on what industry you’re in, and so you know those relationships can can move to other places that can still be a benefit to you as long again as you’ve made you’ve built real relationships.

00:23:56.070 –> 00:24:00.480
Steve Werner: Right that’s the key alright, so what is number five.

00:24:00.810 –> 00:24:07.410
Andrea!: The fifth and final step, then, is to really show them your special sauce right you want to woo them with that powerful pitch.

00:24:07.620 –> 00:24:14.730
Andrea!: You want to be able to communicate your difference, you want to make sure that you have the right assets for the right type of publication because TV.

00:24:15.030 –> 00:24:23.100
Andrea!: requires different sorts of supporting materials than a radio station would right, I mean that just makes sense TV is going to need much more of a visual.

00:24:23.370 –> 00:24:33.750
Andrea!: assets to support the story, whereas radio is going to need you to be able to have a conversation about the talking point so all of those things are the fifth step is really making sure that you have.

00:24:34.650 –> 00:24:38.520
Andrea!: you’ve made the strong pitch, but that you can support it because there’s nothing worse than when.

00:24:38.940 –> 00:24:43.950
Andrea!: someone’s on deadline and they’re trying to get the last pieces of information that they need from you.

00:24:44.250 –> 00:24:55.230
Andrea!: And it’s 3am and they’ve got nowhere to go you don’t have it on your website you never sent them a press kit or links to a Google drive or whatever it is that you’re doing and they can’t finish their story because they’re missing stuff.

00:24:55.920 –> 00:24:59.130
Andrea!: So, making sure that you have the right assets in the right places.

00:24:59.700 –> 00:25:03.660
Steve Werner: Okay, so i’m going to ask you one more question the follow up question to that is.

00:25:04.140 –> 00:25:14.070
Steve Werner: What does everybody need to put in their press kit what is like a catch all for a press kit This is something that a PR manager taught me probably five years ago.

00:25:14.460 –> 00:25:25.290
Steve Werner: I put together a media kit and it immediately got me noticed and people appreciated it, I actually would put it in the footer for all my emails for press outreach I would see see my press kit here and.

00:25:25.440 –> 00:25:35.310
Steve Werner: I got like thank you notes from people thanks for including this one guy even said, like thanks for including this you’re not the right fit for me for this, but i’ll keep you on hand.

00:25:35.520 –> 00:25:40.680
Steve Werner: Because I was over there, so what do you need in a press or media kit.

00:25:41.160 –> 00:25:53.850
Andrea!: Yes, you need to have a bio short and long form and that could be depending on the type of business, you have bio of you, or you and your business products and service, you need to have a bio, then you need to have.

00:25:54.330 –> 00:26:03.480
Andrea!: product and service factsheets right So if you have different products one make sure there’s a fact sheet for each one same with the services and not everything that you offer, but the key ones right.

00:26:03.720 –> 00:26:16.260
Andrea!: you’re going to want to make sure that you have good photos again of you, and if you have products product photos want high rez and low res because print new tyra’s online needs low res you want to make sure that you have.

00:26:17.250 –> 00:26:27.840
Andrea!: You know, access to clip quote unquote clips which are your best placements right your best TV placements your best articles links to all of those things.

00:26:28.290 –> 00:26:43.230
Andrea!: here’s a tip that not a lot of people will will share, and that is you don’t want to link directly to those publication sites, because those can come down at anytime you want to make sure that you’re linking to it in a place where you have control so that it’s always available.

00:26:44.550 –> 00:26:50.010
Steve Werner: You know, would you just screenshot like what I did was I just screenshot of the stuff.

00:26:50.430 –> 00:26:51.780
Steve Werner: Because I was like yes.

00:26:52.170 –> 00:26:58.230
Steve Werner: yeah and I just send them to a file folder with like, and I made them look like newspapers, because I was thought it’d be cool, but the.

00:26:59.520 –> 00:27:06.060
Steve Werner: Like How else could you do it if you’re not linking directly to their site, because I can see people being like what does that mean, how do I do that.

00:27:06.210 –> 00:27:17.670
Andrea!: yeah you can ask them if for it, they may give it to you, they may charge you for it, so it depends like if it’s you know if it was a placement in Harvard Business Review, it might be worth it, to pay to get the clip.

00:27:18.330 –> 00:27:26.130
Andrea!: Right, but if it’s your morning TV show, and they want it, they want, but if they wanted to charge you for your you know your segment.

00:27:26.400 –> 00:27:36.930
Andrea!: Then you have to decide, is this worth me spending for or is something else right so, but you could you could ask for it, you could pay for it, you could screenshot it if it if you can get a good screenshot.

00:27:37.800 –> 00:27:47.580
Andrea!: I mean if worse comes to worse, you could link to it if that’s, the only thing that you want to do, but I would say that would be an absolute last resort and then you’re going to want to check it regularly.

00:27:48.360 –> 00:27:49.530
Steve Werner: Okay got it.

00:27:51.210 –> 00:28:03.900
Steve Werner: So what else, so we went through clips we went through long form bio short form bio services page, what are the mistakes that you see people make with their media kit.

00:28:04.140 –> 00:28:18.060
Andrea!: I also want to say that you also want to make sure that you have really good contact information, it could be yourself, but if you’re if you’re in a business right, you have multiple people who are supposed to people make sure that their contact information is there too.

00:28:19.200 –> 00:28:21.990
Andrea!: And you’ll want to make sure that you have.

00:28:24.000 –> 00:28:29.700
Andrea!: Like talking points right So if you you’ve done submissions for radio.

00:28:30.810 –> 00:28:44.910
Andrea!: or TV I guess you want to make sure that you’ve got the talking points there so that they understand what it is that you’ll talk about and how to how to walk you into those different points you don’t want anybody to be left off guard.

00:28:45.750 –> 00:28:46.770
Andrea!: Right so.

00:28:48.240 –> 00:28:48.540
Andrea!: yeah.

00:28:48.750 –> 00:28:53.760
Steve Werner: Well, the thing that I have seen because i’ve people have seen mine and people have asked questions and.

00:28:54.180 –> 00:29:06.060
Steve Werner: A couple people put once together based on like what I did, or what I told them and the biggest thing that i’ve seen them do wrong that I have to go back and fix which i’d love your thoughts on is Dell right like the bios are okay.

00:29:06.720 –> 00:29:12.090
Steve Werner: they’re okay they’re not bullet pointed but then they’re like questions are.

00:29:12.960 –> 00:29:20.040
Steve Werner: Like pages long, and like their descriptions of things are way too long run on sentences not well written not like clearly.

00:29:20.700 –> 00:29:29.370
Steve Werner: defined I said just have an editor go through and Edit it like pay a couple hundred bucks get it professionally edited because you’re like.

00:29:30.120 –> 00:29:33.330
Steve Werner: The people that look at those when you’re sending them out.

00:29:33.690 –> 00:29:43.260
Steve Werner: there’s you’ve got three seconds right maybe like five seconds like they’re going to skim the page, if you have a bunch of trash or, if you have a bunch of run on sentences and like really dense paragraphs.

00:29:43.800 –> 00:29:49.260
Steve Werner: it’s not going to get you what you want, because they’re gonna find somebody that has it professionally put together.

00:29:49.800 –> 00:29:59.880
Andrea!: yeah it’s sort of like so press releases right so sometimes if you have an evergreen topic and you’ve issued press releases like you were talking about before.

00:30:00.450 –> 00:30:09.720
Andrea!: You can put those in your on your media kit on your media page and your media kit so and, and so I bring that up as an example, because a press release.

00:30:09.960 –> 00:30:20.190
Andrea!: I think a lot of people think of their press release, as the end all be all of the whole thing, like the whole pitch and all of the supporting information is in the press release, which is not the function of the press release.

00:30:21.450 –> 00:30:32.970
Andrea!: Most times, sometimes it can be, if you think that they’re just going to pick it up and run with it, depending on the publication, but really it’s a door opener it’s to give the.

00:30:33.570 –> 00:30:44.700
Andrea!: journalist editor whomever enough information to be interested and to call you and get more information, because if they can just run it as it is.

00:30:45.750 –> 00:30:45.990
Steve Werner: If.

00:30:46.050 –> 00:30:51.000
Andrea!: They don’t yeah I mean and that really isn’t helpful to you, you want the conversation.

00:30:51.720 –> 00:30:51.990
Steve Werner: You.

00:30:52.050 –> 00:30:59.850
Steve Werner: Have the speaker that’s I mean that right, there is the point if you guys are listening to this and you’re like what What do you mean.

00:31:00.090 –> 00:31:04.950
Steve Werner: The press release, when you pay somebody to do a couple hundred bucks get you out, yes, you get to use the footers.

00:31:05.280 –> 00:31:17.790
Steve Werner: But the or the the logos but that’s not the main goal, the main goal is to have the conversation to then get into their publication to get on the TV to get on radio, to be the expert.

00:31:18.150 –> 00:31:23.820
Steve Werner: Like that’s, the main thing, and most of the people, selling the press release don’t even talk to you about that, because they don’t want to manage it.

00:31:24.390 –> 00:31:24.840
Steve Werner: Right, am I.

00:31:25.770 –> 00:31:37.770
Andrea!: Right right, and so, and I say that there’s one caveat to that which is if the press releases about something that’s really evergreen So if you wrote a book or if you.

00:31:38.190 –> 00:31:45.420
Andrea!: You know started a partnership or something like that, where if they pick it up three months after it happened it’s still relevant.

00:31:45.840 –> 00:32:00.780
Andrea!: Then, your press release could probably be a little bit more substantial you could put it on your website, and you know it’ll attract some seo juice, for you and things like that, but more often than not it’s really just the quick hit it’s hey this is what’s going on.

00:32:01.800 –> 00:32:04.140
Andrea!: Hopefully it’s interesting enough that you could call me.

00:32:05.100 –> 00:32:13.380
Steve Werner: awesome so we have covered a whole wide range of things, but you have a mini course.

00:32:14.460 –> 00:32:23.370
Steve Werner: That shows you how to develop a unique value prop that will get people to notice you npr do you want to tell us a little bit about that.

00:32:23.550 –> 00:32:30.630
Andrea!: yeah I do, I have a mini course it’s free and it’s make your brand pop through your unique value prop and that really is.

00:32:31.080 –> 00:32:39.570
Andrea!: um you know it underpins everything that we do, whether it be from copywriting or PR it’s, we have to understand the value that we are providing.

00:32:39.900 –> 00:32:55.350
Andrea!: And how to articulate that value and so that’s what this mini course helps with it’s it’s pretty short um but it helps to understand why are you different how, how can you demonstrate that differentiation and then.

00:32:55.800 –> 00:33:00.360
Andrea!: You know, helping to write the value prop itself is is the last step in the course.

00:33:01.590 –> 00:33:04.590
Steve Werner: awesome where can people go to find that.

00:33:05.760 –> 00:33:13.050
Steve Werner: If you guys are wondering, it is in the show links, if you click in the description, it is right there for you, but you can tell us where to go as well.

00:33:14.220 –> 00:33:17.850
Andrea!: hub and slash pop.

00:33:18.750 –> 00:33:27.570
Steve Werner: Oh awesome that is easy I love it so that is in the show notes the last question I have for you.

00:33:28.110 –> 00:33:40.860
Steve Werner: Is Why should people use PR with all the stuff that’s out there right they can do PR they could do some Facebook ads they can do summits, they could start a podcast Why should people be paying attention to PR.

00:33:41.670 –> 00:33:49.560
Andrea!: Because it is one of the best returns on your investment, I mean, yes, it takes it’ll take more time than running ads.

00:33:49.860 –> 00:33:58.710
Andrea!: will take more time than you know spending an hour on a podcast sure, however it’s it’s the credibility that you get from the third party.

00:33:59.070 –> 00:34:12.780
Andrea!: endorsements it’s going to help set you up when your audience sees those as an expert and it will exponentially increase your marketability within your industry.

00:34:14.130 –> 00:34:15.240
Steve Werner: awesome I love it.

00:34:16.410 –> 00:34:22.260
Steve Werner: Andrea I want to say thank you so much for coming on and sharing this is super fun conversation.

00:34:23.280 –> 00:34:24.870
Andrea!: yeah it was fun I enjoyed it.

00:34:25.620 –> 00:34:34.080
Steve Werner: awesome um if people want to reach out to you find your services, besides your your free course where can people go to get in contact with you.

00:34:34.710 –> 00:34:36.150
Andrea!: have been

00:34:36.930 –> 00:34:50.520
Steve Werner: Okay perfect so you guys heard it there if this sparked your interest and you would like to do some PR you’d like to get on TV you like to get on radio you’d like to get your media kit put together reach out hub and company calm.

00:34:50.910 –> 00:34:52.650
Andrea!: And i’m.

00:34:55.590 –> 00:34:59.940
Andrea!: Okay, I left a long pause there in case you wanted to cut this out, I also offer.

00:35:00.360 –> 00:35:17.820
Andrea!: If somebody’s not ready for a full PR campaign, I offer a one hour PR power hour, which I can help them to figure out, you know where to go what what publications, to look at whatever they need help with for an hour, so I don’t know that.

00:35:18.330 –> 00:35:25.560
Steve Werner: yeah sure, though the PR power hour I love it PR power hour that should be your podcast.

00:35:28.980 –> 00:35:29.310
Steve Werner: that’d be a.

00:35:29.640 –> 00:35:30.690
Andrea!: great idea.

00:35:31.890 –> 00:35:40.590
Steve Werner: Well, thank you so much for coming on and to everybody else out there until next time take action change lives and make money we’ll see you soon.


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