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No-Nonsense Publicity

Lesson 3 of 33

Publicity Wakup Call

Andreea Ayers

No-Nonsense Publicity

Andreea Ayers

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Lesson Info

3. Publicity Wakup Call

Lesson Info

Publicity Wakup Call

So now I wanted to talk a little bit about what publicity is about and I know we're going to get there is a ton of specifics we're definitely going to get into all of those specifics later but you do have tio a sort of have this mindset as you're approaching publicity and as you're approaching your business but publicity is really all about sharing a story and that could be your own story if you started your business for personal reasons it could be your company's story I'm sure every company has a story I know with my t shirt company I had a story behind why I started it um or it could be your products story you know, for example with myself so I feel like each one of my soaps has their own story and it's all about sharing those stories depending on who you're approaching with an audience and that audience has to be relevant tio your audience and if you are for example, if you're selling golf tee shirts, it wouldn't make sense to pitch a biking magazine because your audience probably ...

is not interested in your story when they're reading that magazine they might be interested if you approach them from a different angle, but when they're reading that specific magazine they're reading it for a reason and if not to find out about golf it's to find out about biking so if your product fits and your product has a story it's really important to think about who the audience is that you're trying to reach and does your audience match up with their audience and then you have publicity success right there so the other thing I wanted to talk about and I know you guys have heard me say this before but publicity is all about providing value so when you reach out to a magazine editor you're not going to approach them and we're going to talk about really specific things you can say but you're not going to approach them and say, hey, I just launched my product right about it because it's great and your readers are going to love it right? Because that's not really providing them with any value it's huge is saying or are you just advertising yourself or marketing or pushing your products onto them? But if you are saying things like you know, hey, I know you're working on your valentine's day gift guide and I have a product that would be great for valentine's they would you be interested in taking a look at it? Then you can see how that's providing value to them because it's making their jobs easier they're already working on that specific story and now they're just gathering information and looking for products that would fit into that guide and it's the same thing with reaching out to bloggers and pitching an article you know everyone loves content everyone is short on time, so if you can provide value and write the article for them again they're going to love it they're going to publish it you're going to get all of the benefits with with some work obviously because it's not that easy to just sit down and write an article but again once you do it once you start doing it, it does get a lot easier. So now let's talk about the most important thing and publicity and again we are going to be talking a lot about specifically how to pitch all of those products, but the most important thing is really about crafting your story and all of our next session is going to be focused on how do you craft your story? How do you come up with your product story, your own story, your company's story how do you find out what makes you different from what some of your other competitors might be doing? Because magazines do like things that are new, they like things that are unique and they like things that are different from what they've been writing about before. So if you can position yourself to be seen as different and unique, you are going to be getting a lot of publicity so publicity is all about crafting your story and pitching it to the right person at the right time s o or definitely goingto I'm going to share examples with you and give you a lot more details tomorrow, but for example, I'm curious to get your opinion if I had let's say, a great product that made for a great valentine's day gift, and I pitched it to a magazine in july, and I pitched it to let's say, the fashion editor and my product is a candle would that make great? Can you imagine they'd be like, why are they pitching me a candle in july for valentine's day just doesn't make sense, so you have to figure out what they're working on, what when they're working on it and who that person is before you compete your product. So by the time you leave here today, I want to make sure that you guys are all confidence to know who you're pitching and to make sure that you're pitching them at the right time. So now let's, talk about my wake up call, so my wakeup call is that when I realized the media wasn't coming after me, I know a lot of us. We launch businesses, we put a beautiful web site and we have amazing product and we put our site goes live and we sit and wait for the orders to come in, right? How many of you can totally relate to that? I know yeah, I know I totally couldn't relate to that, and even though I know this, I still do it. Every time I launch a business and my sight goes live, I'm like, where are the people? You know, that are going to sign up for my email lists and that are going to buy from me and that are going to follow me on twitter and facebook. So I realized that just launching a beautiful sight with beautiful products is really not enough anymore. I know that might have been the case maybe ten years ago or even five years ago. By now, so many people are launching businesses so many people are I have amazing product and amazing services, and no one knows about them, and the reason they don't know about them is because they didn't go after the media. They didn't take initiative to say, you know, hey, I have a great article all for you or I have a great product that I think your readers are gonna love, eh? So it took me a while to realize this, which is why I ended up learning how to do all of this, because I realized that once I was out there and once I was contacting editors and bloggers and they were responding and featuring my product it really felt like all right that's where traffic comes from that's where customers come from and obviously there's a lot of different ways to get people to your site but this is one that I think is often overlooked because you think you know I have a great sight I have a great product I'm sure some editor somewhere is going to come across that they're going to contact me and they're going to say hey can we get a sample of your product to feature on our site so I'm curious to know that ever has happened to anyone ok dorothy yeah can you tell us a little bit about that magazine contact me and ask if they could use one of my flowers in a spring fashion was a big spread with different products oh, it was great yes, that was exciting I don't think anything came of it but it was kind of exciting yeah oh that's awesome yeah anyone else have that happened to them maybe on the internet um we're a magazine editor just out of the blue when they were just first starting at um definite get that out there see what we're supposed to speak of indeed okay great, great. So you know that might happen if you already have a nest ablest business you know, like with the magazine article that I was talking about before the editor has seen some of my other articles and they came to me and they said, you know, can can you write thes three articles for us? But usually when you're first starting out when no one knows about you that's probably not going to happen, but once you get out there once you get featured in some magazines, maybe if you have a product, you do trade shows I know a lot of editors walk the trade shows to look for new products, so those are, you know, two times when they do come to you, but usually you have take the initiative and you have to go to them first so they could know more about you and your product, so I want to know, are you guys feeling ready to go after the media? Do you realize that you have to put yourself out there and do it that they're not going to come after you? At least now when you're first starting your businesses? Casilla great, great um so anyone else in the live online audience had any experience with the media coming after them? We have actually got too many replies, but I got a really interesting one here is more of a question, but we don't even have to take this cyber sarah's saying what if you are the media, how do you get your word about your new magazine? That's such a good question, you know? And I actually worked for ah ah, publication one time I was there editorial assistant and my job it was almost right out of college, and my job was to get the meat, that magazine to be featured in other magazines, and it was an equal, friendly magazine. They talked all about research and how you know how to shop better, how to find equal friendly products. So what I ended up doing is that I'm that are becoming a source for other magazines or my magazine that I was working for, so, you know, I would contact some of the larger magazines is and and I would say, hey, are you ever looking? Tio write articles about how people could choose better organic foods or how they know or how they could know if something's organic when they're at the store, so it was actually I almost got on the local news with that story because I don't know if you guys know that if you buy organic products, there's a little label on each product that has a nine in front of it on do you know something's organic? If that little number starts with nine so a lot of people don't know that, so I thought, you know, this might be a great story for the local news so they can educate people on how tio buy organic food. We're in the supermarket. So I served for my magazine served as the source for that other fish or for the for the news station, so it actually ended up not the story didn't make it, but they did write back to me and that's how this is a great idea for a story sounds so interesting, you know, let's set up a time to talk about it, and we talked a little bit about it in the timing just didn't work because I think something else is happening at the time that was more important, but what I could have done is once done use that was more important had sort of slow down. I could have approached him again, and I said, you know, hey, remember that story we talked about a few months ago? You know, would this be a better time to run that story? So if you are a magazine, just think about who your audience is and who, what, what kind of other magazines are serving your audience and see if you can become a source for them for information? Another interesting experience here from just james who's joined us just changes saying a popular magazine did contact her and requested a necklace I assume she's some kind of jeweler says she sent it to them but they did not use it and sent it back to me so I suppose you also have to be prepared that you know not everything is going to work even if they reach out to you yes definitely. So sometimes what happens and this happened to me a couple of times I'm actually with my t shirts and in style magazine I reached out to them and if you know about them they're huge magazine with millions of readers s o I reached out to them with my t shirts and they said oh this looks great we would love to feature these I think is going to be for their september issue so I send them samples and I think in july the email me back and they said, you know, can you take a look at this a proven this is how it's going to appear on our pages it's going to be great. So as far as I knew, I think you guys know where this is going but everything was working out fine, you know, they showed me the page it was going to appear on um and I waited and waited because magazines will work a little ahead of time and the september issue came out and I was flipping through it I was like, ok, great my first big magazine mention um and I look through it I was like where's my t shirts they didn't make it so that happens sometimes, you know, usually they request your product they're most likely going to feature it, but it does happen that last minute they have to cut something out because maybe I don't know a celebrity found something that they love and they're going to put that in there instead so it can happen I've personally had it happen to me and at that point you just have to be like, ok that's fine, you know I'll reach them again maybe for another issue or I'll teach a different person at that magazine so yeah, another instance where they might have to cut something I used to work at a magazine they have to have the right ad editorial balance and so if they don't have enough ads they may have to cut see editorial yep and thanks for bringing that up debt that's you true as well? I mean, until you see the magazine imprint on the newsstands or in your mailbox, nothing is guaranteed, so just keep that in mind too you know what? Don't take it personally don't think like, oh, that product was better than mine and I mean I'm not going to contact this magazine again because they're not interested just know that's part of the game it's part of how editors were call magazines work you know ultimately it is all about their magazine and their pages and what looks best and what they want to feature so that might definitely happen from time to time just move on if it does yes I have to say really quickly that this simple slide while it looks very simple I'm sort of having my uh wake up call moment right now and it's taken me a lot longer than I've ever wanted to and embarrassed to say it but I need to go after the media you know not not expect them to come to me it's such a simple thing yeah but they're not going to come unless you sort of no seek them out yeah yeah yeah I know I'm so glad you brought that up because you know and I put this has the last light of all of our first session today because this is so important and this goes beyond publicity you know it goes it has to do with sores that you want to get your products into it has to do with you know partners like maybe marketing partners that you want to associate yourself with it really has to do with every aspect of your business if you want something you're gonna have to go get it and you have to dream big and think big and think all right, you know, if I had my ideal business where would I be featured? Where would my product be feature? What would it look like? You know how much money do I want to make? And I know this is not of course about running your business but if you approach every aspect of your business with ok I want this I'm going to go get that you're gonna have you know you're going to be really far along along the road with a lot in a lot less time than if you're just sort of sitting there waiting for people to come to you and as I said, sometimes they will come to you but that usually happens after you've already done all of the work and after you've been out there you know, there's speakers that get paid you know, tens of thousands of dollars to speak at this conference is you know, by that point they're not approaching the conference saying, hey, can I be a keynote speaker or can I speak at your conference? They usually being approached um but in order to get there, you have to go after them first, another thing I want to mention about the slide um is that a lot of times for me, if I'm going after meeting is not enough of them, so I'm not sending out enough e mails and I'm and I sent you email may black a couple weeks, a call or something? Just asking, um, you know, I really have any how many e mails do you send out a week? And I think you said something like hundreds and now it's like, oh, ok, that, like, can I think it's also the volume, um also, you know, that you have to send out so many additional, you know, e mails and different type of touchpoints all differ people so that you can, you know, kind of get the response that you're looking for and that just ten it's going to be a lot more? Yeah, you know, and that is true, and I think I mentioned before that you sort of have to put it out there as much as you can to get some stuff back. You know, this presentation is all about or the whole course is about how to be really specific and pitch really specific media outlets, but yes, there have been times, especially when I first launched a business that I want to be out there as much as I can. So in that case, I have sent out, you know, like hundreds and sometimes thousands of email. E mails just to get that response and yes, they weren't all targeted. They weren't all really specific, but I did get a lot more responses back, but I usually only do that about once a year and it's, usually for holiday gift guides where I know every single magazine is looking for holiday gift guides, and I don't necessarily you know, I recommend that if you're trying to get out their super fast and as many places as you can, but for that, you usually have to, you know, buy a media database or by media list on dh use their their email features to send out thousands of e mails at a time. It's not something that you can really do on your own and gather, you know, three thousand email addresses of fashion editors and email, all of them in one night. So we're going to definitely talk about media databases and when they're beneficial, but usually when I pitch, you know, I'll be really specific to the magazines that on lee, I think would be a good fit. But yes, I have totally send out thousands of e mails through my media database. Even to places that were not relevant and it works but at the same time you're sort of wasting people's time because you're pitching them with something that's not relevant so you know, I've only done that a couple of times I wouldn't recommend it as your pr strategy moving forward but again it was a huge learning experience for me and it does work sometimes depending on what it is you're trying to do you've been talking a lot about magazines is there any differentiation between an online magazine compared to a print magazine or are the editors pretty much the same and you're still trying to get the content on there? Yeah there there is a little bit of a difference the main difference is with lee times on the time is basically the amount of time ahead of time that an editor is working on something so and we're going to talk definitely talk about this but for example for a print magazine they work about three to six months in advance on dh they need everything on all of the content to happen because usually the magazine said new stands about a month before the date so for example right now it's november but if you look on houston's most of the magazines there have with december date you know and then it takes them them time to print it and to distributed so they usually work about three to six months in advance for the national magazines, local magazines have a shorter lead time maybe like two to three months or one and a half months to three months or so an online magazines khun do things pretty quickly, so if they have a product then they can pretty much put it up there the next day, although a lot of times they do take the content from their print magazine and publish it in their online magazine when you know to correspond with the issue that it's and so it's a little bit of both sometimes magazines have a dedicated web editor who on ly oversees the web content sometimes the people that are working at the print are also working for the online, so it totally depends on the magazine. I have another example here that I want to read from celestial c says we were featured in yahoo's mother's day gift guide in nineteen ninety seven we were completely surprised and swamped. It was a good problem to solve for my company, which I just turned one. So sometimes people are lucky to get this good publicity just coming to them. Yeah, definitely it's true and, you know actually I had that same thing with yahoo small business happened to me because I pitched another smaller website to write an article for them and they posted that but then they in turn pitch that to yahoo small business and yeah, small business picked up their story that had my article in it s o sort of and direct than he was when I was just first starting out, but if I hadn't pitched that other members online website then it never would have happened so yeah, totally you know, sometimes it's luck sometimes they I know interestingly enough with whole foods I was able to get my t shirts into whole food and what happened was someone in atlanta was worrying my shirts until whole foods they walked in. One of the buyers saw the shirt and she was like, oh my god where'd you get that shirt from and before I knew the distributor contacted me and they said, you know, we want your t shirts and all of our stores in our region and that's when I was just first starting out so it was sort of you know, look, but if you go the normal route, it takes a long time to get into whole foods because they have different buying periods and you know, they're looking for soap in november but not in april, so we just totally depend so sometimes luck has to do with it other times you know, it's you but again, if you don't put yourself out there um or the more you put yourself out there, the more luck you're going tohave yeah, I have another question here from phyllis harris I know that you mentioned sometimes it's obvious when you're talking about, say, a holiday gift guide you know that that's kind of coming up for a magazine, but phyllis wants to know what is the best way to get a magazine's editorial calendar. I have looked at some of the magazine web sites and they don't have them listed you just called him up and ask or how do you figure out exactly what they're gonna be writing about? Yeah so great hi phyllis actually know phyllis but high s so we're definitely going to talk about more about tomorrow in terms of how to get the editorial calendars. But if it's not listed on their web site on def you google did you google the magazine name and the words editorial calendar and it still doesn't come up? You can actually just give them a call don't call the editor or anyone who works in the editorial aspect of the magazine just called their main number and just ask for the editorial calendar and sometimes they reserve the editorial account there only for their advertisers because that's the main purpose of their calendar because sometimes advertisers want to advertise in certain issues but not others so that way, if they know what the topics are, they could choose which issues to advertising so if you can get it online on their site if you can google it, or if it's not there, just give them a call to the main main number off the magazine and asked them for a copy of it, and a lot of times, they'll email it to you right away. Now, I have a question from noel here no was saying he's actually started with could be she apologies, but they're starting a planning there to start their own magazine, which would include some public relations, but they don't know anything about social media, and I know we're going to talk a lot about that coming up said that what tips would you give on getting traffic on getting persons to open e mails containing the magazine? Do you think print or online is more effective to get people to open e mails? Um, I mean, I think it really depends, I think, in terms of getting people to open your email, it's, all about your subject line and what you write in it, so I'll give you a good example. I get pitched all the time for people who want me to review books for them, for launch, grow joy, or would they want me to interview someone that just launched the business? Because I write a lot about entrepreneurs and people launching businesses, and I have to say if someone writes and there in their subject line and it says, you know brand new company launches x y z product that's not that interesting to me you know what? Because again it's not about me and if you think of an editor by always entering the option what's ended for them and why should they care? They're going to be more likely to open up your email so if someone's pitching me and says you know brand new book launch is not that interesting but if they say something like hit you know, andrea, I have a great book for you or something like that were there addressing me directly or they're saying something like, you know, regarding the article you just wrote about x y z topic then I'm more likely to open it because it's relevant to me and I get hundreds of e mails you know, a week because most of them are pitches from other people wanted me to write about them and I obviously don't have time to read all of them and to open all of them and if I'm getting so many I could just imagine how many e mails a magazine editor is getting, you know, probably like thousands a day s so how do you make sure your email get seen? You know it's all about your subject line and if you grab them with your subject line and you make it about them and provide value there goes the word value again, but if you provide value to them on and constantly be answering, why should they care what's in it for them you're probably going to get your email opened and I have to say another thing that I'll be talking about too is always you always have to follow up if you don't get a response the first time and I should have put that as my second wakeup call here because I know we're going to talk about it tomorrow, but another wake up call that I had is that if someone doesn't answer email or doesn't take your phone call, it doesn't necessarily mean no it just means maybe they didn't see it maybe got lost in their in box with the hundreds of other e mails that they're getting that day or maybe they're not interested right now, but they might be interested later so if you don't get a response, just follow up one time maybe a week later or a month later depending on we're trying to pitch and just you know quickly say hey wanted to follow up on my previous email on in that case, if you use the subject line the following up on x y z, they're more likely to open it and I have to say most of the press mentions that I got were from my second email following up on on my first one so that's something to keep in mind too so just not assume that because there's no answer it means I know you know, the only time you get to know is when you get to know and at that time you have two choices you can decide to not pursue that publication or you can decide to put a different story to a different editor at a different time so even know sometimes doesn't mean you know no, it could just mean no right now so yeah e keep thinking tio it's great to go after it but also be prepared with your product because I work with so many designers who I want the media but um you have to deliver yes so to be really methodical, yeah, yeah with your web site you know your web site to crash you want to make sure you can produce and deliver? Yeah and it's so true and I think the next session we're going to talk about how to be media ready or maybe this afternoon, but and then I'm also going to show you some photos that I sent with my email pitches before I was ready um and some photos that I sent after I was ready and you guys are really going to see the difference of, you know what it means to be ready, but having said that I'm always a fan of not always waiting until you're ready because I feel like sometimes you really never feel ready like are you really ready to launch your business? Not always you know are you always really ready to speak at a conference? Maybe not so you do have to find that balance between being ready and feeling ready or not feeling ready but doing get anyway but in that case yes you do have to be ready with product they have to be ready with photos on and you do need to get a little bit ready um before you actually pitch editors yet so do you have any feelings either way on these the's websites that offer discounts like groupon and living social get the promotion out there and get more eyes on your product even if you're taking a hit sort of on the on the sales side or even on the just the profit side yeah, I do you know and I I'm a huge fan of those sites if you're pricing can support it. I have run sites I have another with my soul business because I just started but with my t shirt business I used to run sites I've run on groupon on a couple of other smaller sites and I have to say it was really great on guy got a ton of new people buying are actually customers, a lot of new social media subscribers and a lot of email newsletter people that would sign up for my sight but it on lee worked because my pricing allowed me to still make a profit and sell to those sites, so you sort of have to think if you do something like that and probably going to have to hire someone to help you, because all of a sudden you're going tohave a tine of orders and you can't really fulfill them all. So I only did that after I was set up with a fulfillment house to ship all of my products and about two years into my business, I would say I wouldn't recommend that if you're just first starting out because you sort of dilute your brand in a way by just launching with a discount. Um, and I love this counts, but if you kind of have to do them at the right time, but for example, with my t shirt line, I would only run a sale when I was about to get a new inventory and I needed to give it off the tee shirts that already had and stock and not wanting to carry them over. So I'm a huge fan of them for growing your base, but only a few pricing supports it, and if you do it at the right time, I think that would be especially beneficial for those that are offering digital products like myself I put up videos and whether one person watches those videos or a thousand or ten thousand, there might be some costs on the website, but I'm not having to do any mail and I'm not having to package it up I'm not having to ship it so it might make sense for those offering digital services. Yeah, they might, and I know their sites like only seventy two dot com or or different sites that bundle tech products or e books and, you know, I would say in that case, I think it makes more sense and you were already ready to fulfill all of those because there's not anything else you have to do extra, especially if you have your system set up so that when someone signs up everything's done automatically. So, yeah, I'm glad you brought that up because in that case, it might totally make sense for you, and you make a great point about sort of diluting your brand because there are companies out there which I will remain nameless, but that are constantly hitting you with e mails after e mails about, you know, sales and discounts and blowout sales on that could sort of dilute you know what, they're sort of going for us that's a very fine line, you have to wait across to know when to give that sale, how often, how much without seeming cheap, yes, right, exactly. And I think to if someone comes in to your brand buying something out of this count, they're probably going to like they're probably going to expect a discount the next time they buy two, so you're sort of training people tio to expect the discount for me? I mean, I know their sights that I buy from just because they sell, they send out this counts all of the time, and I think this is great, you know doesn't want to save money, but then again, I don't think I would ever buy from them at full price because I'm so used to getting a discount all of the time. So you have to weigh that with your brand and what are you doing and not run sales too often? Because then you're training your customers to only buy from you when you have a sale, because that's all they know from you. And would you say it's, a bad idea to always run a sale, but maybe mark up your regular price is just a little bit higher so that when you do put it on sale it's at the profit that you want is that sort of a bad practice to do, yeah, I wouldn't recommend that. Too much, you know? I mean, I know there's people that launch online courses and, you know, they're like courses usually five thousand dollars, but today only it's ninety seven dollars, you know? And I know like those are marketing strategies, I've tried those out sometimes, and and it works about what I would say is that if you want to run a sale, just run it for a limited time on lee s o that we people know, ok, you know, from now until sunday, it's going to be ninety seven dollars, but after that it's one hundred forty seven or whatever your pricing is, so if you did, I just do it for a limited time and then just go back up to your normal price, but I wouldn't charge more. Then you need to just so you can always be running sales. I was the other way, yeah, yeah, not being truthful, right? Yeah, yeah, and I think sometimes people can comptel when you're always doing that. Then again, you were sort of training them to look for your products in that way. Yeah, great. Wait a couple more slider though I did everyone keep the pace going blind ram cures because dan shared his wake up call to any other after students have a wake up moment there that they have the what was their wake up call when they realized the media wasn't coming to them what they need to do anything you'd like to share before we move on no that's fine I show you mind at the end I think the biggest thing certainly that that I am and getting from what you're saying is that you you've got to not take it personally and that your reach when you reach out it has to be large numbers it's the eighty twenty rule you know that it's you know not everyone's going to stick but if you were consistent and persistent without being annoying, it could actually be really to your benefit yes that's totally true. Yes, yeah you win with all of this I mean, setting out e mails and and all this tracking do you have a good eye here? Probably going to answer this maybe later on and I've got a million questions for you. So prepare yourself but uh, do you have some sort of organization when it comes to knowing when you send the email who you send it to, you keep track of all that so it doesn't get all just law yeah, I dio depending on what I'm doing, if I'm using the media database and I'm sending out a ton of e mails, they keep track of it for me, but if I'm sending it out myself, I put everything in a spreadsheet I, you know, right out when I said, well, actually, I used to do it all, but then I realized that I needed someone to help me with that. So now I have an assistant who does all of that, and she keeps track, you know, when she e mailed this person and what they said and what product they requested, but yeah, it's really important to keep track so that way, you know, to follow up with them, because if you send out a product and then they never hear from you again, they might forget that they've requested that product, so you have to emote that back and say, hey, did you get my product? What do you think? Do you need anything else? So, yeah, I'm having a good system in place to keep you organized, I think is really important throughout all of this, and does that follow up? Very. Is there a certain set time where you say, you know, I haven't heard from them in two weeks? Let me push out another email where does it become annoying and where is it too long where they forget about you, right? Yeah, so if I'm pitching a magazine for a specific story and I know that you know, in october they're working on valentine's they give and if it's already november and they haven't replied, I'm not goingto contact them again, but for example, if it's a marketing partner or maybe ah media although that's now working on a deadline, then I'll you know, I'll wait a couple of weeks and then I'll email them again and if I still don't get a response than I usually wait about six months or so and I approach it from a different angle, yeah, so it just depends on what you're doing great that's just thinking tio dance question about keeping track of the media but also blogging, I would think it's important to keep track of who you've written for and when u s oh, you're not kind of pitching them too quickly again or and you're not pitching the same idea toe into the at the same time. Bryant yes, yeah, yeah that's important too, and the way that I do that usually is is whenever something or like a block or a magazine featured me ologists go help go ahead and put it on my website and I have a section that says press or in the news on dh then I could just refer back to that page that's live on my sights on sort of sharing good with everybody, but I'm not keeping a separate spreadsheet with that and I still have it accessible when I need it that's great! Is there any sorry? Is there any permission that you need from the company to put their logo on your site is if they just mentioned you a little bit, can you snag maybe their press logo and just put it right up on your side? You want to ask them before you do it? Yeah, but what a good question and you know, I think it's a fine line if you just put it up on your site and shared with people I think that's ok, but if you're going to be using getting your marketing materials and trying tio cell, you know, to sell your credentials or something like that, then I think that probably wouldn't make sense. But if it's just for your site, for your web visitors to be or to see that's totally different than you know and you can put in your media kid or something like that is just more of if you're making money off of it directly like you couldn't put the self magazine logo on your product packaging you know, so things like that so if it's directly selling I wouldn't do it if it's just to show that you've done this and you've been featured here than it's fine okay, next we're going to talk about crafting your story and how to really make yourself stand out from all of the other people that are doing the same things you guys might be doing not to say that your products are the same as everyone else's but you do have to find ways to stand out so after the break we're going to talk about how to stand out, how to craft your story and how to really differentiate yourself from all of the other thousands of entrepreneurs out there so it's been fantastic we are going to take a fifteen minute break now is andrea said and we got so much more to come about I think the first session has been so almost intense packed packed with so much information it's interesting to see how the chat rooms that really lit up and thank you for all your comments or questions just read out a couple tracing matthews is saying I think she anti knows robin they are coming up robin here she's tracy says yea so excited to be here with my girl robin kramer and andrea good good p r on a ski trip saying I really like andras manner my impression was that publicist was sleazy spin doctors, andre was so sweet thanks. I mean, I have to say a lot of things have changed with the internet and things and the way what used to work ten years ago or five years ago really doesn't work anymore, so you can't constantly have to be on top of what's working and that's. Why? I'm so glad you guys are all here today because these are things that I'm doing today that are actually working for me and I'm so happy to be sharing them with everyone testing. Yeah, it's been a great first segment, you know, we learned why we all need publicity in our lives, depending on what kind of work we're doing. We also went over some of the definitions kind of got terminology down. We're really just laying the foundation for the next three days, so we just did the intro here, so stick around. We'll be back in fifteen minutes and we've got a lot more information. We'll see you then.

Class Description

When you’re running a small business, there’s a good chance you’re your business’s only publicist. Join entrepreneur Andreea Ayers for a three-day course that will teach you how to handle your publicity like a pro.

Andreea will guide you through her easy-to-implement seven step process for successfully presenting your company to the world — without spending thousands of dollars or hiring a publicist. You’ll define and craft the story of your brand, so you’re able to share it with the media. You’ll learn how to build press connections and reach out to bloggers and editors. Andreea will cover PR tactics that can be applied to both product- and service-oriented businesses. You’ll explore pitching, writing strong subject lines, running product giveaways with bloggers, and getting your products into the hands of celebrities. You’ll also build strategies for positioning yourself as an industry expert.

By the end of this course, you’ll have the skills and confidence to generate dynamic, engaging publicity for your company, and to turn that publicity into sales.

Class Materials

bonus material with purchase

Email Pitches That Work.pdf

Andreea Ayer Keynote Day 1.pdf

Andreea Ayer Keynote Day 2.pdf

Andreea Ayer Keynote Day 3.pdf

Ratings and Reviews

Student Work

Related Classes


Marci Marie

I think you'll enjoy and be inspired by Andreea and all of the wonderful information in this course and find it useful for publicity and for other areas of your business like sales and marketing. I think its valuable even if you intend to hire a publicist, because you'll really be able to understand and enhance the work they do for you and/or be better able to choose the right publicist, Having worked with several, I know I feel much more comfortable with my next choice or with what publicity I need to do now on my own. you have to do your own, then you'll find wonderful ideas and implementation strategies. What I appreciate most of all is Andreea's thoughtful, respectful, and compassionate approach to not just publicity but to communication and business in general. Thank you, Andreea Ayers and Creative Live.

a Creativelive Student

I have only half way completed the course but felt it was worth reviewing already. It really is a no-nonsense course. Andreea has a gift of sharing everything with her clients in a very simple and direct way. Much of my experience with publicity has been similar to hers and I have reached similar conclusions all which have helped me move forward. I highly recommend that anyone interested in getting their products on the shelf or in a magazine to buy this course. Note...this is not a short 20 minute course but a series of 40 courses broken down in a time frame that is easy to digest. Thank you Andreea are the Guru of marketing for the small business owner that has a product and or service. Larry Chipkin TickleMe Plant Company Inc.

Rich Klein

I have not watched the course in full just yet...but, in this description, it's wrong to tell entrepreneurs to do it themselves especially if it's not their strength. Great PR pros exist because that is what they are trained to do. Before retaining an experienced PR pro, do the research, get testimonials, make sure they fully understand your business and industry and hire the best you can. Entrepreneurs should not be spending time on getting media coverage..they should be focused on their products and services and leave that to those who have spent years doing it.