The Catch 22 of business growth stems from the fact that you need exposure to make it happen, yet it’s tough to afford a PR professional until your business has grown to a certain level. Is there a way to do it yourself? What is the best approach for pitching yourself to local or even national media outlets?

 

Christina Nicholson spent ten years as a news anchor and reporter, and in that time she received an overwhelming number of pitches from publicists looking to earn exposure for their clients – who were approaching it the wrong way. She transitioned to the field of media relations in 2015, hoping that a traditional work schedule would be more family-friendly, but she quickly grew weary of the pressure to be in the office late and answer email at all hours.

 

Christina created her own public relations firm in 2015. Media Maven seeks to help small business owners gain exposure via media relations, video production, writing, and blogging. She employs the lessons she learned in broadcasting to land her clients coverage on The Rachel Ray Show as well as local TV in a variety of top ten markets, and in print and digital publications including Newborn Magazine and countless websites and blogs. Today she shares her strategies for selecting clients and developing customized PR packages. Listen to understand the right way to pitch yourself to the media and establish your expertise in a particular market!

 

Key Takeaways

How Christina landed her first few clients

• ‘Beggars can’t be choosers’
• Utilized job boards like Upwork
• Said ‘yes’ to everything
• Worked for less and over delivered

 

The PR services Christina offers her clients

• Customized packages to achieve specific goals
• Media relations, video production, blogging and social media

 

How Christina selects her clients

• Works with any business owner she can help with a great story/content
• Likes the restaurant, health niches
• Less inclined to take clients in fields she doesn’t enjoy (i.e.: finance)

 

Christina’s process for developing a client package

• Establish client goals and develop customized plan
• Determine how the client’s product/service can solve problems
• Tie client expertise into newsworthy local/national story

 

When small business owners should outsource their PR

• Money to invest (minimum of $2,000/month retainer, six-month contract)
• No time to do on their own

 

The importance of patience and realistic expectations

• Traction takes time
• National outlets receive thousands of pitches
• Keep pitching from different angles
• Local/small opportunities can lead to national coverage

 

Resources

Master Your PR Online Course

 

Connect with Christina Nicholson

Media Maven Website

Lifestyle Blog

Facebook

YouTube Channel

LinkedIn