Nata PR School (EN)

Hello, and welcome to the 150th episode of the NATA PR SCHOOL podcast.

For this episode, I am pleased to host Pamela Samedy, a senior account executive at NATA PR.

Pamela is an incredibly talented public relations professional. She holds a university degree in public relations and began her career at NATA, where she quickly climbed the ranks to become an experienced account executive (Senior Account Manager). She was recently recognized as Étoile Montante, an Emerging Star by Le Grenier aux Nouvelles.

I wanted to invite her for the occasion of our 150th episode because she witnessed the birth of the NATA PR SCHOOL training program and was part of its very first cohort of students. Since then, all employees at NATA have benefited from this training, which allows them to quickly grasp our profession's practical aspects.

Thank you for accepting my invitation, Pamela. I wanted to invite you because you can inspire those who, like you, aspire to become professionals in public relations.

I always start with a simple question for my guests:

Who are you, Pamela Samedy?

How would you describe your work when someone asks you what you do?

What are your primary responsibilities at NATA PR?

As someone with a university degree in public relations, how would you describe the education you received and the one provided by the NATA PR SCHOOL? What do you think sets them apart?

What excites you about the field of public relations as we practice it at NATA PR?

Influencers play an essential role for our clients. How do you think their role will evolve?

How do you see the evolution of public relations, especially considering you entered the job market during a pandemic?

To conclude, what do we wish for you?

To find out more about our program:

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We know that social media has significantly impacted how businesses, organizations, and individuals manage their public relations.

Sometimes, companies consult us and are convinced that social media will meet all their communication needs and allow them to reach their clients efficiently.

However, it is important to note that social media does not replace public relations but expands and complements them. Here are a few points to consider:

Therefore, although social media has transformed the public relations landscape, it does not replace it. Instead, it offers new opportunities to amplify brand voices, reach new generations, engage directly with the public, influence traditional media, and manage online reputation.

I recall a client who reallocated their public relations budget to create an in-house social media department. However, when they returned to us three years later, no major media outlets had shown interest in them or covered their new initiatives.

When we took over the project, several journalists believed the brand had closed its doors.

An effective public relations strategy must always consider social media while integrating traditional practices.

Social media allows real-time interaction with the public. Companies and organizations can engage in conversations, respond to customer questions and concerns, and manage crises more quickly and effectively. This ability for direct engagement strengthens the relationship between brands and their audience.

So, for those who believe that public relations are a thing of the past, they need to be made aware that public relations have integrated social media into global strategies to maximize the reach and influence of their clients for many years.

Would you like to continue the discussion? Feel free to reach out to me. 

If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.

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We all have an image in our minds of what a press release is. This communication tool is deeply ingrained in our collective unconscious. Yet, only some marketing professionals understand the purpose of such a document, which undoubtedly explains the confusion between a press release and an advertisement.

My teams hear me talk about the confusion surrounding the use and content of press releases every week. We work closely with our clients' marketing departments, which is normal since public relations is a part of the marketing plan, and its role is to ensure cohesion and execution.

But you would be surprised by the extent of their confusion regarding press releases. Here's what our marketing colleagues indicate or ask us to include in our press releases:

This press release needs to be sales-oriented

We want a press release highlighting that our products are the best sellers in their category

The personal stories of the founders are not adequately conveyed in the press release

There is a misconception that a press release should be sales-oriented, whereas its purpose is to inform and present facts. A press release serves to:

Inform

Present basic information about a product or service.

Transmit facts and information

Facilitate the work of journalists and influencers.

A press release is not:

A sales tool

An advertisement

An accolade for creativity or success

A literary creation

Dear marketing professionals, you can trust your public relations agency, especially if they have successfully served clients for many years and have built trust with journalists and influencers.

A press release is not an advertisement and is ultimately very simple. We regularly offer free training on how to create a press release that captures the attention of journalists and influencers.

If you're not subscribed to our mailing list, you can do so through our website: www.natapr.com, or download our free template that outlines the six steps of a public relations or social media campaign.

And remember, the press release remains the number one tool in public relations, with over *76% of journalists desiring relevant information.

*Source : Cision State of the Media 2022.

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Unless you are a publicly traded company required to disclose quarterly results or you are already well-known, know that no one is waiting for your press release.

However, this does not mean that you should not communicate at all. On the contrary, if you don't, many of your competitors will, and they will occupy all the media space.

I have already addressed this topic in Episode 122, where I present the angle of the press release, explaining that sending press releases is one of many things PR professionals do.

As you can imagine, PR professionals do much more than send press releases.

"No one is waiting for your press release" may sound provocative, but it is a simple truth that our marketing friends often ignore because they:

Confuse press releases with advertising.

Believe that the results, mentions, and publications will be instantaneous.

Think that journalists/influencers are at their service.

Well, no one is waiting for your press release because journalists/influencers:

Are unaware that you have spent years creating and refining your product.

Already have a long list of topics to cover.

Have already been contacted by your competitors.

Some facts to know:

43% of journalists cover more than 5 topics (education, environment, cuisine, theatre, books, etc.).

36% of journalists write 4 to 9 articles per week.

However, the number one tool remains the press release, and over 76% of journalists wish to receive relevant information.

No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known.

*Source: Cision State of the Media 2022.

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Public Relations: Why Use a Spokesperson and How to Choose One

With the growing popularity of influencers, I wanted to discuss the use of spokespersons. When you engage an influencer and establish the terms of a contract in which they are to present your product and use specific key messages and terms, you are employing a spokesperson to represent you.

Here are some tips for choosing the right spokesperson:

Social Influence: Influential spokespersons can have an impact on consumer buying behaviour. Their recommendation or use of a product can positively influence consumers' attitudes and purchasing decisions, especially those who admire them or aspire to be like them.

For example, think of a celebrity chef endorsing and praising the qualities of Thermomix.

Differentiation: Using a spokesperson can help differentiate a product from its competitors. When consumers are exposed to numerous similar options, a charismatic or unique spokesperson can capture their attention and motivate them to choose the associated product.

Employing a well-known brand ambassador in the cosmetics and beauty industry can influence consumer choices.

They are conveying Key Messages: A skilled spokesperson can effectively communicate the key messages of a product. They can utilize their charisma, expertise, or experience to compellingly highlight the product's features, benefits, or values, which can influence consumer perceptions and attitudes.

For instance, if you are introducing an innovation that has yet to become familiar to the general public, such as a new electric vehicle, using a spokesperson can provide detailed explanations about the hows and whys of the new device.

Emotional Resonance: Spokespersons can establish an emotional connection with consumers. Their fame, personal story, or personality can evoke positive emotions among consumers, strengthening brand attachment and generating a sense of closeness.

"Mommy bloggers" who share their stories and the products they discover to make a baby's life more enjoyable have a significant impact on their fans.

Virality and Sharing: Campaigns with spokespersons are more likely to be shared on social media and go viral. The appeal of the spokesperson can motivate consumers to share advertisements, videos, or messages related to the product, thereby increasing the reach and impact of the campaign.

I recall a public relations campaign where we chose Miss Sushi à la Maison to launch the brand NATREL's new ice cream mochis. It was a tremendous success because of the high engagement of this influencer's community. She asked all her fans to share where they found the mochis in stores. The participation was explosive, and the brand sold out!

Yes, using a spokesperson can have numerous advantages, but it is not always necessary. Some products find their consumers more easily through word-of-mouth or by having a public relations agency successfully engage numerous journalists to feature your product to their readers, fans, or listeners.

However, choosing a spokesperson wisely and for the right reasons is crucial. People can sometimes comment or express opinions that contradict your brand values. 

Consider the example of the partnership between Kanye West and Adidas, which started successfully but eventually took a negative turn.

If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com

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Bonjour, Hello and welcome to Episode 145 of the NATA PR SCHOOL podcast.

Public relations to gain consumer trust

Before the advent of the Web and the digitization of media, our public relations campaigns were evaluated in terms of advertising value. 

For example, if a quarter-page featuring a client's product were published in a magazine and purchasing that same quarter-page in the magazine cost $2000, we would multiply that amount by three, six, or even ten because it was commonly believed, based on studies at the time, that an article was read more than an advertisement.

This practice was based on the fact that articles attract more attention than advertisements, and consumers place more trust in what is written in articles. Experts even claimed that editorial content was more effective than advertisements in persuading consumers. Educational and informative articles significantly influenced purchasing decisions more than traditional advertisements.

I wanted to update this data to see what new research revealed. Here's what I found:

Content marketing generates three times more leads than paid advertising on search engines. - Content Marketing Institute

70 to 80% of users ignore paid ads and focus on organic search results." - Search Engine Journal

37% of consumers trust articles or blogs written by experts. - Nielsen

74% of consumers trust educational articles and whitepapers when evaluating a company. - Demand Gen Report

While the phenomenon of "Fake News" has had a significant impact on the credibility of journalists, compared to advertising effects, a review of a new car or beauty product will always carry more credibility with consumers simply because it comes from an independent third party who has tested the product and shares their opinion or expertise.

One of our students at NATA PR SCHOOL, Antoine Bolduc, summarizes this effect very well:

"After just one interview on local TV, I became an expert in the eyes of my followers and gained 400 new followers overnight." - Antoine Bolduc, Atypic Equipment

Advertising generates sales, while public relations aim to make you known.

Public relations will bring you the credibility and recognition Antoine Bolduc enjoys today.

It's your turn! Sign up for our programs to learn how to integrate public relations into your marketing plan in less than 2 hours per week.

If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com

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Is a large public relations agency better than a small one?

Several factors come into play because each agency will have different strengths. I like to say that the perfect public relations agency is a bit like perfect love—it doesn't exist. But there is certainly an agency that is made for you!

How do you find it? 

I suggest four tracks that will help you in your search for the perfect public relations partner:

Flexibility and adaptability

Feels like they have known you for a long time

Always finds time for you

Resembles you

Flexibility and adaptability

A bigger public relations agency has more human resources, contacts, and important tools. But a medium-sized agency willing to become your partner will provide you with the flexibility you may need at this stage of your business development. An agency willing to regularly review its objectives and openly analyze its results with you will be a faithful ally. 

Feels like they have known you for a long time 

You know this instant connection that makes you feel confident from the first few minutes. In over 20 years of service at NATA PR agency, virtually all these collaborations have been successful. 

So don't hesitate to continue the exchanges with an agency that makes you feel confident and gives you the impression of knowing them for a long time. It's an excellent start!

Always finds time for you 

Smaller public relations agencies can be more flexible, and reactive, and offer a more personalized service. They won't hesitate to reschedule appointments to accommodate you and connect with you. With smaller teams, agency leaders and experts can be more involved in each project. You won't have to start from scratch whenever a young account executive leaves the agency.

Resembles you

Medium-sized agencies can also specialize in specific domains or industries, which can be an advantage if you're looking for specific expertise. They resemble you and can become your public relations department. 

So, does size matter? Is bigger better? 

It's important to note that the size of an agency doesn't necessarily guarantee its quality or its ability to meet your needs. It's essential to consider other criteria such as experience, references, specific skills, the agency's culture, values, and ability to understand your company and industry. 

The best public relations agency is undoubtedly one that already knows you.

If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com

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You are in search of the best public relations agency and wondering how to navigate through all these agencies that, from the outside, seem similar and offer similar services.

Of course, nothing beats a recommendation from a third party that you know, but even then, be cautious as the recommended partner may not be suitable. I have experienced this several times.

The best agency for you is not necessarily the most expensive, prestigious, or award-winning one. No, the best public relations agency is the one that:

1. Offers you a customized plan
2. Knows your industry
3. Has served clients similar to you
4. Develops Key Performance Indicators (KPIs) based on what is valuable to you

The best PR agency offers you a customized plan

Many agencies propose the same approach to all their clients. Yes, it may generate results, but will it be suitable for you, and will you achieve your desired goals?

Feel free to ask the agencies how their proposal differs from what they offer to all their clients.

The best PR agency knows your industry 

Even if the agency you wish to work with appears competent, if they are not familiar with your field or industry, whether it's agri-food or beauty, they will struggle to:

1. Understand you
2. Write press releases using the appropriate technical terms for your industry correctly
3. Develop a contact list they do not already possess.

Are you hesitant to work with an agency that already represents multiple brands in your sector? Well, if that agency is not working with your direct competitor, there are several advantages to considering a closer partnership:

1. The agency knows the journalists/influencers who will be interested in your company or product.
2. The agency will quickly know how to make you shine in the eyes of journalists, capturing their attention and generating publicity for you.
3. In certain sectors such as fashion, luxury, and beauty, you will benefit from the synergy of other brands in your industry and gain more visibility.

The best agency will develop useful KPIs 

Why did you decide to hire a public relations agency?

1. You want magazines and newspapers to talk about your product - so ask your agency to set a target number of features (e.g., 5 magazines, 10 websites, 3 newspapers, 2 podcasts, etc.).
2. You want to increase the number of visitors to your website - set a percentage increase goal, for example, 5%, 10%, etc., depending on what makes sense.
3. Cost per thousand impressions, etc.

What matters here is determining your expectations and adjusting along the way. No one knows the future, so setting goals and KPIs helps direct efforts in the right direction. It's about the trajectory, not just the end result.

Ultimately, the best public relations agency is the one that is passionate, listens to you, and supports you in your growth and journey towards recognition.

The best PR agency will make you shine, and most importantly, they will love your company almost as much as you do.

Feel free to reach out to us if you would like to continue this discussion with us.

We are here for you!

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If you want to make your business known, increase your visibility in the media, and save time by quickly learning the basics of public relations, then NATA PR SCHOOL's courses are for you!

With over 20 years of experience in the public relations industry, our agency is the only one at this professional level to offer free training to teach you how to get free media coverage.

By following our courses, you can quickly master our 6 simple steps method and take advantage of our weekly coaching to propel yourself quickly.

Here's what our participants have to say:

"After just one interview on local television, I became an expert in the eyes of my followers and gained 400 new followers overnight." 

Antoine Bolduc, Co-Founder Atypic Equipment

"I am thrilled, and I can never thank you enough for the help and advice I received from NATA PR SCHOOL. The time and effort have paid off!!" 

Amal Amgaad, Communications Director YON-KA PARIS USA

In addition to our free courses, we offer a twelve-module program for those who want to go further and quickly implement our process to get free media coverage.

And our weekly coaching is there to help you avoid the most common mistakes and time-wasters.

And all of this in less than 2 hours per week!

There are twelve easy-to-master modules, and you can study one per week in just a few minutes and then put the exercises of each module into practice. I teach you our model in 6 simple steps, the first of which is the most important - determining why a journalist or influencer would talk about you. I show you examples of press releases, ultra-simple correspondence to contact media and influencers.

I teach you what "guest posting" is, how to speak in front of the camera, and what simple tools you need to get free media coverage.

Our course: GET FEATURE FOR FREE, is an access to the training we offer to all our new employees. Many have university degrees in public relations, communication, and marketing, but they have never communicated with journalists and influencers. So, it's all the practical part that I teach you, all the shortcuts to quickly generate results, and all of this in less than two hours per week.

So why wait? Join our community of professionals and entrepreneurs determined to improve public relations and propel their businesses.

Sign up now on our lists by downloading our free model here:

THE FREE NATA PR MODEL https://prschool.natapr.com/The-NATA-PR-Model

We look forward to accompanying you on your public relations journey and helping you succeed!

I am your certified PR Coach who can help with your promotion and business development.

I'm here for you.

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In previous episodes I’ve told you how I found public relations while working for the Opéra de Montréal, Analekta and Parasuco Jeans, where I was head of marketing and communications. It would take me more than a decade of working in different marketing positions before I’d decide to make public relations my focus and create the NATA PR agency.

This is all to tell you how you, too, can include public relations in your business—and that's what I can teach you at the NATA PR SCHOOL.

Some of our students are like me—marketing pros who want to understand public relations and, most importantly, mix it into their marketing plan. Maybe that’s you.

Like me, you probably watch what your competition is doing. You wonder why certain brands are more popular when the products and services you offer are just as good if not better. Why aren’t people talking about you?

I get it! That’s what our clients ask us to do: get people talking about them. So we have all the answers to this question: Why aren’t people talking about you? More importantly, we know how to get them talking about you!

One day, I decided to brainstorm with a friend of mine in advertising who was very familiar with what public relations agencies do, so that she could help me clearly define what sets NATA PR apart from its competitors.

Well, it was thanks to this great lady of advertising, Chris Bergeron, that the NATA PR Six-Step Model was created—the one I'm always talking about and which I include for free in the notes of almost every episode of this podcast.

The Six-Step Model is simple, and it’s our magic formula. I can teach it to you to save you precious time, showing you in a few simple steps how to apply it concretely in fewer than two hours a week.

I’ve been using our model every day for more than a decade, here at NATA PR. I teach it to all our students and all our employees. I make use of this model every time I meet with new clients who want to retain NATA PR.

So if you haven’t done it yet, it’s time to sign up, friends—because three months from now, where will your business be? Will you be standing still, or—with the help of the NATA PR SCHOOL—will you have made a giant leap into the future thanks to the professional support and training I’m offering you?

By signing up now, you’re investing in yourself and your business. You’re giving yourself the opportunity to think and act effectively so you can get featured, raise your profile and boost your sales.

That’s what public relations is for: getting talked about for free, so you become a known entity and your sales increase.

Are your competitors getting talked about, and leaving you behind? We know exactly why. I have 30 years of experience in public relations and I run NATA PR, where we serve clients in every market in North America. And we know what works today.

Getting Featured for Free is our most complete program—our magic formula!

I’m offering you what I would have loved to find 20 years ago, but which wasn’t there in the very early days of the internet: simple, practical strategies to get your business featured and get people talking about you.

I’ll see you in class!

These are the links, and I’ll be here to guide you every step of the way.

Sign up today!

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