How to embrace change as an entrepreneur, especially when your dreams are shattered and you change from a service-based business to a product-based business. And, the Difference in PR strategies.   About KJ Blattenbaur

Learn more about KJ and PR by going back and listening to episode 29. In Episode 29 KJ shared her 5 Ps of media and PR, her book, "How to Be a Media Darling", and her dress brand, Vieve and Jo.

The Emotional Chaos Before Embracing Change as an Entrepreneur

KJ emphasized the fact that when things don't go our way, when it seems like we have failed, or when are forced to give up on a dream, it isn't pretty. There are many moments of laying on the bathroom floor crying.

Embracing Change as an Entrepreneur When Your Dreams Are Shattered

When you do something for multiple years, you lose the spark. This is how KJ felt about PR. She wanted to have a product versus continue in a service industry. This led her to follow her dream to design fashionable, comfortable dresses. There were many challenges trying to have the dresses made in the US and when it comes to sustainability, the definition is different for everyone and especially different for China.

Then when Covid hit, the logistics became even more challenging and KJ was forced to give up on her dreams.

The Differences In PR As a Product Business Versus a Service Business

When you are a service provider, you have to go a little more overboard with building the emotional connection, helping people really connect with what you can and will do for them, and how you will make their lives easier. With a product, you have something to show them. You also have the ability to work with influencers and give people the products to try to get more reviews.

KJ emphasized that as a product business, you have to have your operations in order. She used the bike baskets from Nantucket as an example. Before promoting something, you have to be smart. You have to have your strategy in place for the products and be able to back the product up whether there is a supply chain issue or not.

You also have to align your strategy and timing for launching and PR. There are different times of the year when certain types of products launch so you have to be prepared with a PR strategy at the right time. If promoting for Christmas,  you need to start promoting in June or July.

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