This week’s Misfit Entrepreneur is Tracy Lamourie. Tracy is a high-profile international award-winning publicist and the Founder and Managing Director of Lamourie Media Inc. Tracy has been Featured in Rolling Stone Magazine, The Hollywood Times, NBC TV, and other major media. She works across borders and across industries from major entertainment projects to small businesses.

There is a big difference between marketing and PR. And most people don’t understand it. So, I’ve asked Tracy to come on share the secrets of successful PR and how to maximize PR and marketing together.

https://www.lamouriemedia.com/​

Tracey wrote her first PR release when she was 28. It was for activist work to help an innocent man get off death row. That kicked off her career and a 20-year journey resulting in the release of the man after his conviction was overturned. During this time, she saw that she could use her skills in gaining press and attention to help businesses grow. She helps to make sure business are telling their stories in the best way and in the right places to help them stay ahead of their competition. She strategically uses media on a global scale and has never purchased an ad.

What is the difference between marketing and PR?

• Here’s an analogy: “If a young man how amazing he is, successful, and handsome he is – that is advertising. If he tells her how beautiful and intelligent she is - that is marketing. If someone else tells that man’s date how amazing, successful, and handsome he is – that is PR.”
• Everyone can create a beautiful deck and say great things about themselves, but where things really matter is when someone goes and searches a business or person, do they find a lot of what others say about them, where they are quoted, etc.
• Public relations fills the component to get you the earned media that you cannot buy.
• PR builds the 3rd party credibility necessary for validation and success.

What are the elements of a successful PR strategy?

• It elevates and celebrates the business or person.
• It positions the business or person as an expert.
• It provides 3rd party validation.
• It uses media to bring a business or person to a bigger stage.

Most effective mediums for PR?

• It varies based on the business or person.
• Tracey starts with traditional media. Radio, TV, Magazines, Podcast, etc.
• Tracey figures out the best places to showcase the client’s expertise.

Tips for gaining attention?

• Use podcast matchmaker services for podcasts.
• The #1 key is to understand the pitch. It is not your bio or ad for your company. It is your compelling story that grabs attention.
• At the 16 min mark, Tracey gives a good example of a compelling pitch she uses to gain attention.
• Think in terms of what will help them with a good story or angle.
• Use HARO (Help a Reporter Out) to get your pitch out to reporters looking for stories.
• A PR specialist will search and find all the best opportunities for their clients and pitch them.

What are the elements of a great pitch?

• Step 1 is to find resources at places like HARO.
• Whenever you reach out to an editor, remember they are not in the business of giving you free advertising – you are someone who give them great information for their audience.
• At the 25 min, Tracey gives an example of what not to do when pitching reporter/editor.
• You will need to tailor your pitch for each pitch you do so that is resonates with the reporter/editor you are sending it to.

How can an entrepreneur ensure they are maximizing their marketing and PR together?

• Don’t be afraid to go big or wide.
• Go beyond typical marketing/PR and go for rewards or speaking engagements.
• Look for local awards and publications to help get some visibility to start. They are easier.
• Anything you can bring your knowledge to and present yourself as a thought-leader/expert you should pitch to.

At the 32 min mark Tracey talks about the campaign to free a man from death row and lessons learned from their success.

• When Tracey met her husband, he had a radio show that focused on local issues and needs.
• They decided to get on the internet and start publishing links to what they were interested in (it was the early days of the internet).
• While searching for stories and links that interested them, they learned about the case of a man named Jimmy Dennis who claimed he was wrongly accused and was innocent.
• Jimmy had paid for a listing online that asked people to help find justice.
• They reached out and asked to learn more and Jimmy responded with 28 pages of details and court documents that showed he did not commit the crime and there were issues with his trial.
• They decided to take up the cause and share it on their site in 1998.
• 2 years later, a law firm saw what they had put out and got involved and over 18 years worked for free to help Jimmy get his freedom. ​

Anything else we should know about PR/Marketing?

• Authenticity – make sure you are authentic and show as you are. Do it.
• Don’t be afraid to get out there.

 

Best Quote: Don’t dream it. Be it. Don’t leave regrets. Give it a shot

 

Tracy's Misfit 3:

1. Learn to better manage your time between your business and personal life. We all have the same amount of time. It is critical make sure we use it in the best ways.
2. Don’t dream it. Be it. Don’t leave regrets. Give it a shot.
3. We didn’t get this far to only get this far. Don’t quit. Keep pushing to your next level.

 

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