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By Trevor Young aka The PR Warrior
5
11 ratings
The podcast currently has 24 episodes available.
As the saying goes: “If you stay ready, you don’t have to get ready” – nowhere is this truer than in the media commentary game.
If you work in a fast-moving issues-rich industry or environment and you want to elevate your profile as the go-to authority for the media, then you’d better be ready when a journalist or broadcast producer calls!
⏳ When it comes to news, time is of the essence.
Depending on the topicality of the story or issue, you often won’t have much time to get ready. Hence, you need to be ready i.e. be flexible, know your stuff, and be on top of issues, trends and breaking stories relevant to your industry and area of expertise.
CASE IN POINT: UK-based cybersecurity expert, Jake Moore who nailed some amazing tier 1 media opportunities in the wake of last week’s global Crowdstrike outage.
For context, I interviewed Jake for episode 18 of this podcast, in which he explained how he built his media profile. His tips and lessons are highly relevant, even if you’re just starting out on your media relations journey with no outside help.
If you enjoy what we discussed in this episode, I urge you to go back and check out episode 18 as well.
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
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I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
There is so much negative chat these days around social media, and it can be very off-putting for professionals and business owners and leaders of all kinds, so they’re staying well away from it.
The problem then, of course, is that they’re missing on all the positive benefits and opportunities that come with having an active presence on social media, not just for them personally and professionally, but also for the business or organisation they represent.
So, what’s the answer?
To help us unpack this vexed question is an expert who deals with this type of issue all the time - her name is RITA ZONIUS - aka 'The Enterprise Social Engineer'. Rita is a social media advisor and digital workplace practitioner who offers valuable insights on networking, communication, and social media use in professional settings.
EPISODE HIGHLIGHTS:
Key takeaway:
The episode emphasises the necessity for professionals and leaders to cultivate a purposeful digital presence. By engaging actively, prioritising audience needs, and leveraging strategic communication methods, individuals and businesses can enhance their credibility, visibility, and overall impact in the digital landscape.
CONNECT WITH RITA ON LINKEDIN - https://www.linkedin.com/in/ritazonius/
DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?
As we've discussed in previous episodes, PR is largely misunderstood in the business world.
But so too is marketing, which is often equated simply to running ads or any activity that promotes a brand.
There are quite a few differences between PR and marketing, with no shortage of crossover between the two. Understanding these differences will give you - the business owner or ambitious solopreneur - an edge over those who are perennially confused and thus get caught in the trap of just 'doing stuff' without understanding why.
If, as an entrepreneur, you can get clarity and focus on the things you should be doing rather than trying to do everything in a mishmash way - you’re going to be way ahead of your competition (not to mention more confident in moving forward!).
When it comes to building marketplace visibility and reputation, the winners are those who see the bigger picture, understand the changing landscape, and take action accordingly.
Conclusion:
This episode underscores the necessity of aligning PR and marketing strategies to leverage their unique strengths. By understanding and implementing a cohesive approach, businesses can effectively engage their audiences and achieve greater commercial success in the digital age.
*** THIS EPISODE IS BROUGHT TO YOU BY:
Pocket PR Essentials (Vol. 1), my audio-only micro-coaching series for ambitious business owners and entrepreneurial professionals:
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Remember to subscribe to the podcast so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
This episode is kind of like a double whammy! I'm chatting with Sallie Jones, the co-founder of a thriving start-up milk brand, Gippsland Jersey.
Firstly, Sallie openly shares the story behind Gippsland Jersey, and how she's been profoundly influenced by her father’s legacy in the dairy industry and his personal battle with depression.
This dual inspiration set Sallie and her business partner, Steve Ronalds, on a path of establishing Gippsland Jersey amidst a tumultuous dairy crisis in Australia.
From the get-go the business emphasised not just the production of quality milk, but also the fair treatment and mental well-being of the farmers behind it. The inception of Gippsland Jersey was marked by a wave of community support, propelling the brand forward despite initial doubts from larger competitors.
Sallie's story is a good one and the origins of the brand dovetail nicely into how the business has marketed itself. Take note of how the founders have stayed true to their purpose, and the power that comes with that in terms of PR and marketing communications.
Secondly, Sallie unpacks how she leverages the power of social media and community outreach to draw attention to the brand and deepen connection with its customers. Classic modern-day PR!
Then, the kicker! Sallie has amassed heaps of media exposure over the years - she estimates over 1000 items of coverage! - which has really helped propel Gippsland Jersey into mainstream consumer arena. Not bad for a bootstrapped boutique milk brand!
Indeed, as I write this, just this morning Sallie was interviewed on a national Australian current affairs TV show; this was on top of other media interviews she participated in the day before. I recorded a special 'pre-introduction' introduction at the start of the episode to cover off this topic.
Sallie also openly discusses her organic content strategy on social media, including her approach to posting, content themes, and the importance of authenticity in her social media presence.
If you're a business owner (it doesn't matter what industry), I'm confident you'll get a lot of inspiration and actionable ideas around social media, content creation and media relations from listening to this interview with Sallie Jones.
TIME-STAMPED CHAPTERS:
00:00 Introducing Sallie Jones: The Milk Brand Entrepreneur
Sallie shares her journey from a dairy farm in Gippsland to becoming a milk brand entrepreneur, highlighting her passion for connecting with people and building relationships to grow her brand organically.
03:22 Transition to Entrepreneurship
After leaving her PR agency job in Melbourne, Sallie shares how she ventured into the dairy industry to support her family, leading to the inception of her milk brand and the pivotal role of media exposure in her journey.
07:04 Life Changes and New Beginnings
Sallie recounts her diverse experiences, from marketing in the snow to starting a farmers market, showcasing her adaptability and community-driven initiatives before her return to dairy entrepreneurship.
16:01 Launching Gippsland Jersey
Discover the exhilarating journey of launching Gippsland Jersey milk brand, from the initial concept to the overwhelming response at the farmers market, emphasizing the power of organic content and community support.
23:18 Building Brand Awareness and Affinity
Explore Sallie’s approach to PR, communications, and content creation, focusing on storytelling and media coverage to establish brand affinity and resonate with consumers, highlighting the importance of crafting a compelling narrative.
29:40 Authentic Social Media Strategy
Sallie discusses her organic content strategy on social media, including her approach to posting, content themes, and the importance of authenticity in her social media presence.
31:23 Old-School Marketing Tactics
Sallie shares insights into the effectiveness of old-school marketing tactics like milkshake caravans and personal interactions in supermarkets, emphasising the value of in-person engagement for brand building.
32:50 Balancing Authenticity and Promotion
The discussion delves into Sallie’s approach to promotional content, highlighting the balance between storytelling and promotion in maintaining brand authenticity and customer engagement.
37:01 Community Engagement and Brand Storytelling
Sallie elaborates on the importance of community engagement and spotlighting farmers in brand storytelling, showcasing how these elements contribute to building brand affinity and customer loyalty.
40:28 Media Relations and Brand Building
Insights are shared on leveraging media coverage for brand building, emphasising the value of relationships, trust, and authenticity in media interactions to enhance brand visibility and credibility.
46:23 Embracing Authenticity in Business
Sallie provides tips for business owners on embracing authenticity in their brand storytelling, social media presence, and media interactions, highlighting the importance of being genuine and aligning personal values with the brand.
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QUOTABLE QUOTES FROM SALLIE:
FOLLOW GIPPSLAND JERSEY ON SOCIAL MEDIA:
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Remember to subscribe to the podcast so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and
When it comes to implementing PR, content and digital communications in your business, you can have the best strategy under the sun, but if you don’t get off your backside and take action, then nothing is going to happen.
And that’s where people come unstuck. Often it’s not for the want of trying. For most people, it’s not slackness - hey, you’re running a business after all, you’re a motivated individual! But maybe there are roadblocks that are holding you back?
In short, if you want to nail PR in your business, you’re going to need some skin in the game - you’re going to have to put yourself out there online via your content or the comments you make on social media, face-to-face at events or in boardroom presentations … or maybe from the stage at industry conferences and the like. Whatever the channel, public relations is a 360 degree contact sport that requires you - the business owner - to be front and centre.
But you’re not doing it. For whatever reason, you’re holding yourself back … you might even be out there online doing stuff, but you’re pulling your punches?
Why? Well that’s what we cover in this episode. Not only that, we also discuss some solutions as well.
To help us get navigate these roadblocks so we can develop a true PR mindset and unlock the potential of our business through public relations, content and digital communications, I'm joined by Mell 'B' Balment.
Mell B is a coach and mindset mentor who helps people to gain clarity, confidence, and commitment to follow through as they grow their influence and create more impact in the marketplace.
This is a wide-ranging chat. Key points discussed include:
CONNECT WITH MELL B
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Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
__________________________
Shhhh! My new 'secret' podcast!
I have produced a Secret Podcast [Free Limited Series] in which I lay out the situation facing all business owners, and providing what I see as the opportunities for brands to gain an edge over the competition in a way that’s purposeful and respectful.
Following are the micro-episodes available in this private audio feed ~ SUBSCRIBE HERE
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Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
"We're not here to blend in!" (Kris Ward)
If you want to know what it takes to find and hone your voice on social media, secure hundreds of quality podcast interviews (as the guest), as well as produce a podcast that attracts 1000+ 5-star reviews, then you're in the right place! Strap yourselves in as author, podcaster and entrepreneur - Kris Ward - brings both the energy and transparency in this episode!
*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***
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I first spoke to Kris Ward - author of the book, Win The Hour Win The Day and host of the podcast of the same name - for an episode of my podcast REPUTATION REVOLUTION. That conversation centred on how subject matter leaders can leverage their time and resources while building their professional personal brand in the marketplace.
In doing my research for that initial interview, I was super-impressed with how well Kris was building her own professional online presence (her face was everywhere!), so I decided to 'keep the tape running' and then delved with Kris into her story.
That's what this episode is all about: Kris's story, from returning to her business after the passing of her husband, through to finding her voice on social media (becoming "bold faced"), growing her podcast (which has over 1000 5-star reviews), writing as book, as well as a behind-the-scenes peek behind her wildly-successful podcast guesting strategy.
These are all core elements of PR, content and digital communications -
So when I get the opportunity to showcase someone who's out there doing great stuff, who is 'bringing to life' everything we talk about here on this podcast - then I'm going to do it!
This is a fascinating and value-packed conversation!
Kris walks us through her struggle to sharpen her point of view through her content, and how she became featured on some 400+ award-winning podcasts, radio and TV shows throughout the world. Of note, she has been interviewed by one of the original sharks from Shark Tank, Kevin Harrington, and ABC’s The Secret Millionaire – James Malinchak.
The theme of this discussion really is a 'perfect collision' of owned media, earned media and social media - something we talk about often here on the Become Your Own PR Machine show.
Kris has a blog, plus she has a growing presence on YouTube, TikTok, Instagram and LinkedIn! Phewww! She's a dynamo, you're going to love this interview!
Connect with Kris:
What does it take for a genuine subject matter expert to generate literally hundreds of items of media exposure? Well, that’s what Jake Moore has been able to do.
And not just any media coverage: we’re talking tier 1 editorial exposure! That is, coverage in the top UK media outlets such as BBC Radio, ITV News, CNBC, Sky News, Forbes, The Times, The Daily Mail, The Independent, Wired, Forbes and Al Jazeera. And that’s just a small portion of what he’s been able to achieve!
But first, a bit of context. In the previous episode (#17), media relations specialist Liam Fitzpatrick, the founder of Commswork, joined me to discuss how business owners and professional experts can earn legitimate editorial coverage in independent third-party media outlets.
So I thought I'd follow up the Liam interview with a chat I had with Jake, previously recorded for my other podcast - REPUTATION REVOLUTION: The Professional Personal Branding Show. It was one of that podcast's most popular episodes, and we really got into the nitty-gritty of what it takes to build national media profile by someone who's done it - and continues to reinforce his positioning as the go-to expert in his space.
Jake is Global Cybersecurity Advisor for ESET, Europe's number one cybersecurity company. As well as conducting research and analysis into the latest cybersecurity and AI threats and trends, he also regularly comments on a range of cybersecurity stories in the press for outlets major print, broadcast and online media outlets in the UK and internationally. He is often asked to give his opinion, advice and analysis on articles featuring a cybersecurity or technology angle.
Topics covered in this interview:
Key takeaways:
Rounding up:
While a PR agency has played a crucial role in helping Jake generate exposure in the media, the key message here is preparation: doing what’s required to build relationships with journalists, editors and radio/TV producers.
Jake’s tips and lessons are highly relevant, even if you’re just starting out on your media relations journey with no outside help.
If you're interested in extending your reach by leveraging third-party media, you won't want to miss this interview with Jake Moore!
*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
________________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
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CONNECT WITH JAKE:
Summary: In this episode, I'm joined by media relations specialist Liam Fitzpatrick, the founder of Commswork, to discuss how businesses can earn legitimate editorial coverage in independent third-party media outlets.
Key Points Discussed:
Takeaways:
Actionable Tips:
If you want to extend the reach of your voice, generating exposure in independent media outlets is a great way to do it. Learn the best way to approach it in this week's episode!
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
As a leader and a business owner, reputation is your lifeblood.
Trust is the social currency of today's digital-first world, and it's in short supply!
Which is good news if you're a credible mission-driven entrepreneur or professional, someone who has the runs on the board and who is seen, not as someone with something to sell, but as someone with something to teach.
But you need to be intentional about it!
*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***
There are many variables involved in building a genuine thought leader brand in the marketplace. Let's be clear: It's not about being loud, or standing out through incessant chest-beating.
Nor is it about getting out there and pitching your wares to all and sundry. That's not going to win you too many fans! Remember, people don’t want to be sold something—they want to buy something.
And the best way to get someone to seek out the opportunity to buy from you is to position yourself as the unquestionable authority in your space—someone they would be lucky to have a chance to do business with.
This is what PR agency owner RUSTY SHELTON calls the authority advantage!
Rusty is a Senior Marketing Strategist at Forbes Books, bestselling author and successful entrepreneur. He’s the founder and chairman of Zilker Media, an award-winning agency based in Texas that helps impact-driven leaders and companies accelerate trust in the marketplace.
As a speaker, Rusty uses humour and targeted examples to challenge assumptions about thought leadership, showing leaders how to build authentic personal brands focused on impact, not ego.
He has written three books and spoken around the world to a variety of audiences, from YPO to Harvard Medical to SXSW Interactive.
Rusty's latest book, The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego (ForbesBooks, 2023), which is co-authored with Adam Witty and features a foreword from David Meerman Scott, demonstrates how leaders can make an impact with their personal brand and build trust in an increasingly skeptical world.
I am known for getting excited about the opportunities available to business owners to get a leg-up on their competition by being smart with how they use PR, content and digital communications.
Creating a regular audio or video show, or editorial publication, I think is a savvy way to gain attention (for all the right reasons) as well as build an audience for your ideas, insights and expertise.
Now, this is fine for motivated entrepreneurs who have been experimenting with content and social media over the years.
But sometimes, I need to pull back on the reins a bit and encourage those business owners who have been sitting on the sidelines a bit, waiting for extra clarity as to why they should burst forth with enthusiasm around this whole content creation thing.
Introducing ‘pre-owned media’
Which brings me to an idea that I think will sit perfectly with this latter group of business owners who don’t want to tackle anything too onerous straight away, but still want to start with a small but manageable content project.
I’m calling it ‘pre-owned media’ – the smaller-scale content activity (or activities) you focus on before taking on a bigger owned media project.
This concept was an a-ha moment that slapped me in the face while chatting recently with Andrés López-Varela for this podcast. Andrés is a genuine thought leader in there world of content and digital marketing
[ CHECK OUT EPISODE 14 OF THIS PODCAST: "BUILD A GROWING AUDIENCE FOR YOUR BRAND: LOOKING AT OWNED MEDIA THROUGH A PR LENS WITH ANDRÉS LÓPEZ-VARELA ].
When it comes to content creation, Andrés is a believer in not taking on too much straight up, for fear of flaming out due to the responsibility of producing a weekly podcast or newsletter, or fortnightly YouTube show.
He says it’s better to work up to the commitment of producing your first ‘destination show’ (or flagship editorial publication) no matter what the modality you choose to go with.
Fair call!
In our chat, Andrés suggested business owners who are keen to produce an owned media property should perhaps start off small and test their content hook or theme or idea via a ‘channel within a channel’.
What is a channel-within-a-channel?
The idea of a channel-within-a-channel – a sub-channel, as it were – is acknowledgement that the game has changed with social media, and that many of the platforms have in fact become a collection of channels, rather than being wholly and solely THE channel.
In this episode, I unpack this concept, and explain why it might be something that you, as an entrepreneur, consider implementing in your business.
Connect with Andrés:
Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine!
[ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ]
Onwards!
Trevor
____________________
I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever!
Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung
The podcast currently has 24 episodes available.
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