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The Wait Is Over.

You asked to take a sneak peek at my emails? Good news, the wait is over.

Welcome to my new PR membership community where each week I’ll offer you free advice and real-world examples including templates of solid media pitches to help you in your PR efforts. As a former NBC Television news reporter and current contributor for Entrepreneur Magazine and the Huffington Post my inbox is literally FULL of 50+ pitches daily from seasoned PR pros hustling to get their clients featured in top-tier publications. If you want to learn tips on how to cut through the noise and get the attention of the gatekeepers at your dream media outlet, this exclusive look into my inbox will give you some serious insights. Then, because I’ve successfully worked as a PR executive and journalist for 15+ years, I’ll put on my PR hat and deconstruct WHY, the “best pitch of the week” stands out.

Here’s my favorite pitch so far this week:

Hi Mary, I hope you’re Thanksgiving was great! Public Relations is 88% more effective than advertising, yet only about 1% of U.S. businesses are represented by a PR agency. Below is an original article about this, and you are very welcome to use it any way you like!
All the best,
Molly

Advertising is Dead: Here’s its Replacement

If you’re an entrepreneur who hasn’t included public relations in your company’s growth strategy, then you’re forfeiting substantial opportunities to promote your business. There’s good reason why business icons like Elon Musk, Steve Jobs and Henry Ford are recognized to have heavily depended on PR – because it works.

There’s an old saying: ”Advertising is what you pay for, publicity is what you pray for.”

PR is an incredibly valuable asset that shouldn’t be underestimated; it’s less expensive than traditional advertising, establishes credibility for your brand and is significantly more effective than purchased exposure.

A 2014 study by Nielsen, commissioned by inPowered, concluded that PR is almost 90% more effective than advertising: “On average, expert content lifted familiarity 88 percent more than branded content… In the end, the impact of expert content on consumer decision making demonstrates the important role that objective and credible information from trusted sources play in the purchase process.”

For example, a positive story about a new product in the business section of a local newspaper has a considerably greater impact on readers than a full-page advertisement for the product since readers perceive the news media as presenting an impartial perspective of the product.

With advertising, you tell people how great you are. With PR, others sing your praises; there’s clearly a winner between these two scenarios.

“Next to word-of-mouth advice from friends and family, earned editorial exposure carries far more weight than paid advertising,” explains Molly Jacobson, owner and founder of the national marketing and public relations firm Jacobson Strategy.

“It’s not difficult to understand why,” Jacobson says. “Advertising embraces an antiquated method of communicating that consumers have grown cynical of. They don’t want to be sold to, they want to be inspired by a source they trust.”

For successful public relations practitioners, it’s imperative to understand human nature and the psychology of motivation. By leveraging this knowledge, many potent tactics can be employed, such as:

  • Using experts and leaders like doctors, scientists and celebrities to strengthen credibility and public interest;
  • Drawing relevance with current events;
  • Uncovering the emotional or intellectual story of the brand/product/issue/person.

Thanks to the digital age, a great magazine article, TV interview or newspaper story can outlive a giant redwood tree thanks to shares, tweets, re-tweets, emails, YouTube, you name it. Of course, you can always post something clever about your new app or the latest dental implants on Facebook, but don’t hold your breath.

– Molly J.

Why this pitch stands out.

This pitch is from a fellow PR Pro hustling to get herself and her article featured. It may seem obvious but the #1 place where most people fail when it comes to their PR efforts is just NOT starting. It’s due in part to a lack of understanding between social media and traditional PR, podcasts, and even fake news. But ultimately, it’s often a lack of confidence and fear of self promotion that holds back some of the most accomplished from “touting their horn” in a way that will do wonders for their bottom line. PR is all about creating your story narrative and delivering it in a meaningful and engaging way. The ONLY person who can truly help you create the best “story” for yourself is YOU!

I’m fortunate to be gifted with a knack for helping others shape and define their story in an editorial way that is relevant for the newscycle and adds value to newsrooms. Honestly, once you understand how to define your story in a newsworthy way (with the right PR pro by your side!), getting media to pay attention is the easy part. Much harder? Investing the time and capital into developing the skills you need to execute an interview well.

That’s where the actual rubber meets the road and you get to decide how much time and money you want to invest in preparing to SLAY the interviews in a way that will continue to grow your empire. My premium paid levels of membership will be rolling out in the 1st quarter of 2017. You’ll get to “sit in the hot seat,” meet amazing connections in the news biz, and you and your team will receive exclusive invites to participate in the membership mastermind, how to take turn advanced strategies into actionable implementation steps.

Until next time,

Be Disruptive.

Shape The Conversation.

Leverage Your Voice.

Xo,

Mary