Nata PR School (EN)

Today, I am extremely pleased to welcome a young man of extraordinary talent whom I admire and who inspires me: David Tremblay.

There are 25 years between David and I, but I rarely pay attention to this number because I adore working with you, David. Since we are in audio mode, I just want to mention to our listeners that I’m the one who is 25 years older!

Thank you for accepting my invitation. Let's start with a brief presentation:

1- Who are you David Tremblay?

2- What does it take to become a PR professional?

3- Why is PR such a powerful tool, and what makes it so powerful?

4- What are the clients for which you have obtained the greatest success and why do you think this is the case?

5- What criteria does a PR agency need to meet in order to appeal to a brand / company?

6- David, since you have worked for other PR agencies, why choose to work with NATA PR?

7- What does the future hold for PR in your opinion?

Bonjour ! Hello Everyone

Welcome to the NATA PR SCHOOL podcast

Episode Number 9

NATA PR MODEL No. 4

Give them the tools they need.

This tactic may seem obvious, but nothing beats being well prepared and having all the tools on hand to respond to last minute requests.

This simple tactic will allow you to maximize your results. You should know that certain categories of media and influencers, especially those specializing in beauty, receive hundreds of products per year, not to mention the hundreds of emails (press releases) per day they receive.

If you succeed in capturing their attention, you will need to have on hand and immediately:

1- The product itself to test it. Especially do not send samples. Media and bloggers are not consumers

2- A high-resolution photo (360 dpi) of the product on white background

3- The suggested retail price

4- A list of points of sale

5- A web reference, a website to find points of sale and / or buy directly online

6- The date when the product will arrive on store shelves (when you contact magazines, be aware that they work on their content 4-6 months before the publication of the paper edition.

If you do not have this information, it could cause you to lose a major article or blog post, as journalists will move on to the next product that is more accessible to them.

Resist sending any information if you don't have all the tools on hand. You only have one chance to make a good impression, and that’s always true when the media asks for information. If you don't have the image, picture, price and all the relevant information, then you've just missed your chance!

According to CISION's annual report on the state of the media, journalists in several countries still use the press release as a source of information: between 60 and 73% in some countries

Do you want to go further and train your marketing team in public relations?

Our trainings are for you.

Follow us on our social media to register for our next free webinars or our next training.

FACEBOOK

INSTAGRAM NATAPR SCHOOL

INSTAGRAM NATAPR_

The business and personal relationships that I have built over the years are probably what is most important in my life and are part of my success.

I have given a lot of thought to that word that describes our profession: public relations. And it is also the relationships, the connections that we make daily that bring me intense joy.

We talked about it with my partner, David Tremblay, and I during our Instagram Live on our natapr_ account.

A relationship, a person you know with whom you come into contact. It might sound serious, but relationships are at the heart of everything human.

A relationship is also making connections between things, which is also another of my passions.

Of course, I love connecting my clients with media and influencers, but nothing pleases me more than making connections between companies, suppliers we know, and our strategic partners.

Because I know I'm referring them to talented professionals.

Some brands we have work with in the past understand extremely well how to leverage our relationships and how valuable it is when entering a new market. Our connections often have deep roots in the markets we are serving and help them reach their target market a lot faster.

For example, the tour de force we recently achieved for a product launch:

- How to capture the interest of top beauty journalists about a new anti-aging cream that gave complexion, a little "glow"

We were in the middle of COVID, so it wasn't easy to produce an event with several people. While chatting with David, we came up with the idea of inviting reporters to a photoshoot in a beautiful studio owned by a local star.

RELATIONSHIP

It is the link, the relationship between people, and also things.

Even plants grow better when you talk to them, according to some studies.

Many of my long-lasting professional relationships transformed into personal ones and friendship.

What I tell all of our young employees who are at the beginning of their career:

- Become members of associations

- Find training in different fields

- Telle people you meet about what you do, tell them you're a PR professional

Cultivate friendship

It seems that we are more likely to live longer when we have a close circle of friends.

"We all need two or three good friends," says * Dan Buettner, author of the book Blue Zone. Not the ones you meet on Facebook or who only show up when things are going well, but the ones you can call a bad day knowing they will be willing to help. "

Friends:

Those who know all our flaws and love us anyway, as I personally love to say!

https://en.wikipedia.org/wiki/Blue_Zone

https://www.bluezones.com/dan-buettner/

Today we talk about step number 3 of the NATA PR MODEL

No 3 Identify the real influencers

With so many people online claiming to be influencers, it can be difficult to identify the real ones. Every day, our agency receives requests from influencers who want to be added to our media list and receive our press releases, or who are offering a paid partnership where they will promote our clients’ products.

For many of the influencers we meet every week, this is a fleeting endeavour that lasts just a few months or years before they move onto something else. In these cases, it is not easy to see how they develop.

However, although the term influencer is overused, some influencers manage to stand out, creating a double occupation and making a good living out of this genuine profession. Noticing this, a few years ago agencies began to educate themselves in how to represent these influencers.

A completely new industry was born and has been becoming more structured ever since.

The role of influencers

Today, influencers sell their services to companies, to present and promote products to their community. For example, we often see them using an item or appliance in their kitchen (YouTube) or enjoying a hotel room (Instagram). Brands and companies post the content the influencers create on their own social media platforms.

At NATA PR, we distinguish influencers – who we have categorized – from journalists, even though some of them have real influence on social media and the Internet.

Below you will find the most common categories, as defined in articles by Bertrand Bathelot on the website www.définitions-marketing.com.

DEFINITION

In a marketing context, and in its broadest sense, an influencer is an individual who, by his or her status, position, or media exposure, can influence consumer behaviours in a given universe.

CATEGORIES

• Media celebrity influencer, used in celebrity marketing.

• Thought leader influencer, whose influence often depends on their professional standing (chef, therapist, finance expert, etc.).

• Social or digital influencer, who is approached for the purposes of influence marketing(blogger moms).

• Media influencer, (not always paid) targeted for PRcampaigns.

It is worth remembering that Hollywood and pop music undoubtedly created the first influencers and continue to produce personalities that drive the imagination. Think of Marilyn Monroe, who will for ever be associated with Chanel No. 5.

How can we find the people who will have an impact on our clients?

Don’t spread yourself too thin. Try to find five contacts, three in traditional media and two web influencers.

Here are some examples of questions you can use to find contacts:

- Who is your client or target (age, gender, specific social group)?

- What media do they consume (newspapers, specialized magazines, TV, radio, lifestyle blogs)?

Google searches

1-Consult Vogue USA (fashion magazine)

2- Check the publication date of the most recent articles or blog posts

3- Conduct searches on LinkedIn, Instagram, and Twitter (still useful!)

4- Try to find their email, which may be next to their signature on the article

5-Purchase or subscribe to publications

Today we keep exploring the NATA PR MODEL – 6 steps to get known and we will talk about the Step number 2

Nothing rivals public relations when it comes to telling your story and then sharing it with journalists/influencers who talk about entrepreneurs like you or products similar to your own.

Have you noticed which articles catch your eye the most? The ones that make you say: “Oh! I didn't mean to spend so much time reading this paper or these celebrity magazines on my phone!”

People love being told stories, and the media are experts at it. Writing articles that will grab their readers’ interest is their profession and their purpose.

In the digital age, sometimes it feels like we know too much about each other’s lives. But there is nothing better than a good story told in your words about your personal experience. It’s like a feel-good movie.

So, have you completed step one of our model and determined why the media would talk about you? Now it’s time to move on to step two: telling your story.

But what if you’re not a writer? That’s fine – neither are we! And that’s why we use what we call the “point form” technique to get our ideas down.

Here’s how it works:

SUBJECT: NATA PR’s 20th anniversary

FACTS:

- Founded by Natalie Bibeau, a marketing expert and business coach, because she wanted to serve her clients better by creating a different kind of agency that puts brands and products at the forefront.

- The first Canadian agency to specialize in promoting brands and consumer products.

- The agency's success stories – campaigns (choose a product for the media we’re addressing: fashion, beauty, food, etc.)

- COVID solutions for all the agency’s clients. Weekly, monthly and three-month plans.

- New service in response to COVID, which will launch in September: NATA PR SCHOOL – training for small and medium-sized businesses that want to combine PR and social media using in-house resources.

As you can see, creating your initial copy is as easy as that. It’s also a great basis for your outreach email, which is the first message you want to send to a journalist to get a sense of their interest.

Keep in mind that the media receive hundreds of emails every day. A direct, clear, and brief first message will increase your chances of getting their attention. There’s always time to send them more information later.

And the more personal your story, the more interesting it will be to readers and fans of the platforms where you want your story published.

We've created a new service at the agency where we teach companies and personalities the basics of public relations so they can market themselves and combine it with social media.

Today I wanted to tell you about my desire to learn and why it has allowed me to succeed in my businesses. If you have lost this reflex to learn new things, I invite you to listen to this episode because I think I have found how to make you want to learn again through five steps.

But before I reveal my five steps to you, here's why I love learning so much:

WHY LEARN NEW THINGS

1- It helps me stop repeating the same mistakes and move on when I'm stuck

2- I can be successful and grow

3- I can go further

I love to learn, even when I’m learning about something I don't like.

Here is the perfect example: human resources were not, let's say, a passion for me.

But I knew I had to give it my attention to keep growing. We had experienced tremendous sales growth of over 40%, and my partner and I innocently thought that the team in place was as happy with these successes as we were. They were going to have salary increases, new members on the team to share the tasks ... well let's say without going into specifics, that it's not what happened.

Because of this, I chose to work with a professional to support me in my reflection and restructuring of our company. Something that entrepreneurs like me, who are passionate about business development, often neglect ...

And I was able to get involved in improving all aspects of our human resources because of my desire to learn, and even learn about things I don't like….

I went from "Human resources are not my greatest skill" to "I'm learning to get better and to manage human resources better".

So, if you want to grow and make yourself known, I suggest you activate your desire to learn with the following five steps:

1- Create desire (and feed it)

2- Be curious

3- Openness

4- Tame failure

5- Progress

Want to learn how to make yourself known and experience this pure joy? Join us!

Use our model for marketing yourself or your product!

Get yourself known using our NATA PR MODEL - GET THE VISIBILITY YOU DESERVE

NATA PR MODEL : No 1- Why would they talk about you ?

Today we keep exploring the NATA PR MODEL – 6 steps to get known and we will talk about the 1st step :

# 1 Why would they talk about you?

High profile journalists, bloggers and influencers are in strong demand. Before contacting them, it is a good idea to ask yourself a few questions:

1- Why would they talk about you?

2- How do journalists choose their article subjects?

3- Why does your competitor manage to get people talking about his company and its products, but not you?

Identifying your reasons for being talked about is the very first step in the NATA model. This how we start of building all or our PR – Social media campaigns. It help us develop what we call the Key Messages which are simply what you want the media to deliver to their readers.

To help you define the best angles (reasons they would choose to talk about you), here are 10 questions

10 questions to find strong angles, reasons why a journalist would talk about you.

1 What are the unique elements of your product?

2 Is it the only one, the first, a novelty?

3 Is it an innovation

4 Do you offer a method, a product whose origins go back to the Egyptians?

5 Do Hollywood stars or you’re a local personality use your products?

6 Do experts use them (athletes, entrepreneurs, , chefs, specialists, dermatologists, etc.)?

7 Is this new technology?  Electric cars

8 Is this the 5th, 10th, 75th anniversary of the company or brand?

9 Is this a classic revisited by talented artists, designers of today?

10 Are you a local brand?

Defining and finding out why they should talk about you is the first step in our model. And once this important part of the campaign has been identified, you can define key sentences, keywords to use in your press releases, but also on your website and your social media.

Not taking the time to clearly define these reasons will make it very difficult for you get the attation of the press and bloggers.

Once this first step completed, and that you have made specific choices, it will become very easy to tell your story which is the 2nd step of the NATA PR MODEL

The NATA PR Model is the backbone of our public relations campaigns and an effective guide for understanding. It is the basis for our actions. Each step can be expanded depending on the resources you have. However, we have used this version to run massive campaigns for global businesses.

The NATA PR Model is equally effective for multinationals as it is for small businesses with local reach.

Get  yourself known using our NATA PR MODEL -  GET THE VISIBILITY YOU DESERVE

Thank you for listening and join us next week – À la semaine prochaine !

Several years ago, I hired an advertiser to get a fresh look at what we were doing and better define who we are.

I wanted to find ways to express how different we were, compare to other agencies

Long stories, but when I founded NATA PR 20 years ago, very few agencies were specialized in promoting products, consumer goods like us.

The goal was to simplify our work processes because, as public relations experts, we have a talent for making things complicated!

Through these meetings and conversations with our advertising friend, we created the NATA PR Model. Moreover, it was this advertising expert who defined the different steps in our model. We have been using this model for many years and, although we have made a few adjustments, it has proved to be the simplest tool for explaining what we do to our clients.

We created this toolkit at the agency when we were defining our processes. We were in a period of strong revenue growth and so it was paramount to write down everything we were doing to pass it along to our new employees. Our goal was to create an ISO-like operating method, which was precisely what we did. Through this process, we finalized the NATA PR Model.

The NATA PR Model has six steps. Each step is important and, when all six steps are followed, the model has proved to be highly effective.

These six steps provide a manageable overview of a public relations campaign that might otherwise seem intimidating.

Just like advertising campaigns, PR campaigns have a beginning and an end.

The six steps are:

A little careful thinking at each step in the process will allow you to put your creativity to good use. If you want to apply the model on your own, I would suggest that you define a few points for each step. Next, check what one or two journalists or bloggers who have shown interest in your product have had to say about it recently. What did they discuss? What are they writing about now? This could help guide your actions.

The NATA PR Model is the backbone of our public relations campaigns and an effective guide for understanding. It is the basis for our actions. Each step can be expanded depending on the resources you have. However, we have used this version to run massive campaigns for global businesses.

The NATA PR Model is equally effective for multinationals as it is for small businesses with local reach.

It is interesting to look back after a few months to see how the subjects treated on the Web, and the media have evolved.

Here are a few of them:

Were you silent during the pandemic? It is not too late to claim your rightful place today!

Do some researches on Google to see what your competitors have done, or what they have not done….

Find full show notes, transcript, and links to resources at http://www.natapr.com/en