Nata PR School (EN)

Hello, PR friend!

Do you know what all companies with a marketing plan do to get noticed?

Yes, public relations.

In fact, there are three main ways companies have been using since time immemorial to gain visibility:

Even a basic understanding of what public relations can bring you will give you a tremendous competitive advantage.

You will literally have a head start over your competitors.

To help you, I’ve just updated our PR 101 workshop, which I’m offering at a low price of $19.95 as long as it’s available online.

This workshop will give you the basics to understand.

You’ll go from “PR is complex and requires long studies” to “It’s so simple, I can do it myself!”

In the PR workshop, I’ll present the first three steps of the NATA PR model in 30 minutes.

If you don’t already have our model, you can get it now by clicking the link in this episode’s notes.

In this workshop, I’ll show you real shortcuts—the very same ones I teach my employees.

I promise you’ll be able to start doing your own public relations.

I hope this will encourage you to learn more and sign up for our six-week training course with me.

PR 101, I’ll present the first step: identifying why a journalist or influencer would talk about you.

I’ll also give you tips, examples, and quick and easy execution ideas.

I’ll take you online to show you how, at NATA PR, we find journalists’ contacts in just a few minutes of research.

So, this workshop is entirely practical, no boring theory!

PR 101 30-min Workshop ➤ ⁠⁠https://prschool.natapr.com/offers/pdV8jtXD/checkout

Want to learn more about how to use PR to get noticed and increase your sales?

Feel free to reach out to me.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata⁠

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Hello, PR friend!

Have you ever noticed that their popularity increases when leaders engage in public relations?

You've often heard me talk about Elon Musk, who became just as famous as the company Tesla that he created, thanks to the media.

Think of that former U.S. president, who was already very well-known before even hosting the famous show "The Apprentice" and the unforgettable phrase, "You are fired!"

It's clear to me that he rose to the presidency in part because of the media's visibility.

This was also the case with the well-known actor Ronald Reagan, who became the 40th president of the United States because of his fame.

We could undoubtedly name many others, such as Arnold Schwarzenegger, who became governor of California after a career as a strongman, and so on. You now understand why political parties seek out candidates who are well-known to the public to encourage voters to support their parties.

If you watch the documentary on the Raëlians, you'll see that the founder of this sect knew the power of journalists and all the advantages it brought to his organization.

Every time the media talked about Raël or his followers, whether in good or bad terms, donations and new followers sometimes increased dramatically…

Being visible in the press and getting talked about is not just the privilege of politicians and gurus—far from it.

This is why it is a tool that can be most beneficial for business leaders.

After our training, several of our students at the NATA PR SCHOOL have learned how to address the media and influencers and have successfully obtained in-depth interviews about them and their businesses.

These are extremely powerful articles that have brought them great credibility with their target audience.

So much so that after just one interview on local television, one of our students gained 400 new subscribers to their list, enabling them to launch a crowdfunding campaign that far exceeded their goal of 30K. In fact, they managed to raise 170K.

Television and an article in the local newspaper simply made them known.

Only public relations can achieve this.

Advertising, which we love, sells.

Public relations make you known, bring you credibility, and increase the trust your customers have in you.

Want to know more about how to use PR to make yourself known and increase your sales?

Feel free to reach out to me.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

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Hello, PR friend!

I love to make my employees, partners, and clients shine. I often secretly register them for rankings, such as the top 30 under 30, best public relations professionals, best agro-food products, best beauty, etc.

But I don't take the time to do it for myself.

And what is your relationship with recognition and awards?

So imagine my surprise when I saw that I had been selected for World Public Relations Day, highlighted by Her Network. This organization celebrates all women and is dedicated to amplifying their voices, stories, and impacts!

I was filled with gratitude when I first saw this mention on Instagram and then on LinkedIn.

If you still doubt the usefulness of public relations, the impressive number of professional women mentioned in this directory confirms its strength and the diverse needs it meets.

Being included in this ranking filled me with pride. Especially since, as you will see, it is very inclusive, with women from all backgrounds represented.

Public relations plays a crucial role in establishing connections and creating bridges between individuals, organizations, and communities.

My passion for communication is even more profound when we are recognized. It's an absolute balm for the soul. I underestimated the impact of awards.

In 2020, I intended to celebrate our agency and invite all our employees and collaborators to our office in Miami.

The pandemic put a stop to this festive project.

But 2025 is approaching, and I have just decided that we will celebrate the 25th anniversary of NATA PR, the agency I founded, in a big way.

I don't have a definitive plan yet, but it will be memorable.

We should create a scholarship to mark the event and highlight a young talent.

What do you think?

Are you a fan of company celebrations and anniversaries?

For those who know, the NATA Model's first step is to find out why people would talk about us.

This 25th anniversary will be an opportunity to shine and make people talk about us.

We'll talk again in the next episode.

Interested in learning more about how to use PR to connect with new audiences, especially if you are a well-kept secret?

Feel free to get in touch.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

WORLD PUBLIC RELATIONS DAY

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Hello PR friend!

If you own a service business like mine, you're probably wondering how to evolve your offering.

I am currently reflecting on how to better position the NATA PR agency by developing a new service that allows us to showcase our expertise even more effectively.

I have decided to share my thoughts with you here and how this service will take shape and evolve within the NATA PR agency in the coming weeks and months.

A few weeks ago, we secured a mandate for a company that requires strategic support quite different from what we usually offer.

I like to say that this company is a well-kept secret because:

Many of this company's clients want to remain anonymous because they find in our client:

This mandate excites me because it allows us to deploy our knowledge at another level. This new client has a deep understanding of our value as communication experts;

I love challenging my team to step out of their comfort zone, and the challenges here match the talents of the agency:

I already have several ideas for bringing our client into the 2020s, but we need to be strategic and proceed gradually.

This is about offering a five-star service we will develop in close collaboration with our client.

Here are the first steps:

We are discussing the type of event we could create for journalists and a target clientele in the real estate sector.

I thought about organizing live presentations on Instagram and Facebook, but since this client hasn't developed these tools, we will need to be more creative.

Or implement these visibility actions in a second phase.

So yes, we will use the NATA PR six-step model and start with:

Interested in learning more about how to use PR to connect with new audiences, especially if you are a well-kept secret?

Feel free to get in touch.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

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Hello PR friend!

I have often heard marketing professionals and even business leaders roar that "public relations is dead and doesn't work anymore."

Often, they invest their resources in social media, with a tiny percentage of their subscribers seeing their content, and they occasionally do online advertising.

On the other hand, when they consult us, they complain about the visibility their competitors are getting.

When I tell them that it's precisely this, which they don't believe in, that brings such visibility to their competitors, who are also present on the web and social media, sometimes a light goes on in their eyes.

At other times, even when we have the numbers and published articles to prove it, some still don't believe us.

Well, that confirms that we cannot help them.

With over 30 years of experience in marketing, communication, public relations, social media, and influencer marketing, I have witnessed the evolution and transformation of public relations from the inside.

And it confirms to me that we are not going to disappear anytime soon for three reasons:

You have undoubtedly noticed, like me, that another pattern is taking shape regarding social media:

What will be the platform for the Alpha generation?

Of course, each platform evolves, and Generation X increasingly uses Instagram.

But I'm talking here about the emergence of these platforms and which generation gave them their start.

Again, this is a very human trend because we know that new generations do not want to behave like their parents.

They need to create their own identity:

If you have teenagers at home, have you identified new platforms that fascinate them?

Artificial intelligence continues its progress, but public relations is already assimilating these tools as they appear.

If you have yet to discover how ChatGPT can become your new favorite assistant, it's time to explore.

PR professionals have been using ChatGPT eagerly since its inception.

Of course, if you, like me, want to discover shortcuts to maximize your time with ChatGPT, sign up for our next six-week training, during which I will show you how we use it at the agency.

Since public relations is not going away, I've decided to become the Jane Fonda of PR!

So, I have a few more decades ahead of me to help you.

Want to know more about how to use PR to connect with new audiences?

Feel free to get in touch.

[email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

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Hello PR friends!

I love it when young digital marketing professionals discover public relations.

I especially love seeing the light in their eyes light up when I talk to them about our clients' articles, which are published online with clickable links that direct readers to the companies/products they discover.

"This is exactly what we're looking for!" they tell me.

What joy on my part when I feel an understanding of what we do and our young digital marketing professionals understand that public relations is not a profession of the past, nor on the verge of extinction, but more relevant than ever.

It is a profession that will not simply disappear because we build relationships, and relationships are fundamentally human.

I just found a whole theme for a podcast here!

But let's get back to our sheep.

So, how to connect with new audiences through public relations:

When you connect with a journalist you don't know, put yourself in the energy of exchanging information.

It's very simple: the same emotion should guide you in your exchange as when you share your joy of discovering a new restaurant with your best friend.

No frills are needed. You get straight to the point.

That's part of what I teach you at NATA PR SCHOOL.

But while waiting for our next cohort in fall 2024, I invite you to get on our list, review your emails and press releases, and remove anything that is superfluous and does not get straight to the point.

Yes, I know it may seem strange at first, but the more you connect with new journalists simply and efficiently, the more they will want to talk about you to their readers.

These readers are your potential clients.

Yes, that's what distinguishes public relations from social media, although we have many things in common.

PR still often goes through an intermediary: the journalist or the influencer.

It's up to you to make them want to talk about you to their readers or their fans.

It's just like your friend to whom you recommend this great new restaurant.

You certainly make him want to try it!

Want to know more about how to use PR to connect with new audiences?

Let me know: [email protected]

Check out our links and sign up for our lists so you do not miss anything.

Nata

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Hello PR friends!

At NATA agency, we are seriously considering how to maximize our client's efforts and budgets.

One of our major topics over the past year has been: is a launch event relevant for our clients?

Why spend thousands of dollars on a physical event that will cost our clients thousands of dollars when we can achieve the same objectives with a reduced budget?

Do you see where I'm going with this?

An event is like a wedding, consuming:

As you can imagine, a wedding costs thousands of dollars when you calculate the venue rental, catering, photographer, DJ, not to mention the bride's gown and the groom's attire.

We can draw a parallel between the cost of a wedding and a product launch:

Would you believe me if I told you that you can gain the same media coverage and influencer attention without an expensive event that consumes a significant portion of your time and budget?

You should!

Because yes, it's possible to achieve the same results without an event.

But please understand that I'm not against events; I'm quite the opposite.

There are cases where an event is entirely appropriate. For example, if you're launching a new jet ski, it makes sense to showcase it and let people try it out.

But when it comes to beauty products, makeup, or any product that can easily be sent to media and influencers, there's not always a need for a lavish "event."

At NATA PR agency, we've developed a highly effective virtual presentation formula to replace physical events.

I won't reveal all our tricks here, but our results are very impressive:

So, if the new, young agency you're consulting immediately suggests a 5-star restaurant event with influencers, ask yourself: can it achieve similar or better results without an expensive event?

One of our new clients chose to work with us precisely for this reason.

Their previous agency had suggested working with a well-known influencer who likely demanded a hefty fee to showcase their new products in a stunning venue, etc.

Less than 5 journalists/influencers showed up to that event.

In contrast, for a similar event with this brand but in virtual mode, 19 top-tier journalists connected.

So yes, in some cases, physical events make sense, but let's consider whether we can maximize our efforts and resources differently.

Interested in learning more about our events?

Reach out to me at: [email protected]

Check out our links and sign up for our lists so you don't miss anything.

Nata

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Hello PR friend!

Several of our clients are interested in Generation Z, also known as GenZ.

According to Wikipedia:

Generation Z is born between 1997 and 2010 (though the boundaries vary according to different definitions). It follows Generation Y and precedes Generation Alpha. It is defined as a generation born when digital communications were already well-established.

An article from *Journal du Luxe particularly caught my attention regarding this generation, which, according to a report by the agency Launchmetrics for the fashion and luxury sector, confirms that this generation is more than ever sensitive to content creators, the famous influencers.

Between 2020 and 2023, the influence of influencers, according to this analysis, increased by +177% (2020: 5.2B to 2023: 14.4B). It is almost twice as high as the impact of celebrities/brand ambassadors (2020: 1.7B to 2023: 7.6B).

We can see that celebrities still have influence, but the rise of influencers is remarkable.

Unsurprisingly, this report highlights the rise of South Korean personalities: 70% of the celebrities generating the most visibility for major fashion houses come from the Asia-Pacific region.

K-pop, music popularized by GenZ, indeed has a global influence.

* "According to our analysis, trust in content creators has never been higher, increasing by +21% in one year," confirms Angela Nader, head of brand partnerships at LTK for the UK.

"Generation Z is three times more likely to trust these influencers rather than advertisements, and 75% of them say they make online purchases based on a creator's recommendation, which is 21% more than the general population," she adds.

A sentiment shared by Eric Briones, Director of Journal du Luxe and cited in the Launchmetrics study, who sees sincerity and proximity as powerful drivers of creation and interaction: "The notion of authenticity is crucial; it is not about reason but about the heart. Authenticity is an art!"

Ah! This famous "authenticity" has been THE word of 2023 and continues in 2024.

I prefer "sincerity" to authenticity, which seems to mean everything and anything since this word is on everyone's lips and influencer campaigns.

Being authentic while presenting luxury products seems quite exaggerated if you know what I mean...

Nevertheless, Generation Z has grown up with social media and lives with their smartphone grafted to their hand, with TikTok at the top of the list of consulted apps.

So what should brands do to reach the Zs?

Of course, if you are into reducing the appearance of wrinkles, it is a bit early to try to engage the Zs, but introducing your brand to their mothers and your moisturizing and cleansing products is undoubtedly a good idea.

Do you want to learn how to contact influencers? That's what we do every day at the NATA PR agency.

Check out our links and sign up for our lists so you don't miss anything.

Nata

*JOURNAL DU LUXE

https://www.journalduluxe.fr/fr/business/genz-marketing-mode-luxe-influenceurs-launchmetrics

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Hello PR friend!

Several professions are governed by professional orders and require the following to obtain authorization to practice:

But think about it: you don't need any of that to become a marketing or public professional.

You don't need a special certification or permit to address journalists or influencers.

Isn’t that amazing?

I started my career as a marketing professional and discovered public relations somewhat out of necessity.

Before launching the NATA PR agency, I worked in various marketing positions for about a decade. Since I didn't always have the budget to hire a public relations professional for my team or retain the services of a public relations agency, I developed my own method.

I got my start in the cultural sector, specifically in opera.

The cultural sector heavily relies on the work of journalists and critics to talk about their creations, performances, exhibitions, etc., whether positively or negatively.

I understood the importance of articles in magazines, newspapers and interviews on TV and radio.

I dared. I took the plunge.

The worst that could happen was that they would say no, thank you, and were not interested,

My first public relations project was OPERA IN THE STREET.

It was the very first free event for the whole family, aimed at attracting a new audience to this art form, opera, which can seem difficult to access for many.

To my surprise, my project was interested in the city's newspapers, radio, and TV.

That's when I fell in love with public relations.

But it took me a few more years in marketing before I started my own business.

You see, no permit is needed. A good idea, a good project, and a good pitch…

I realized here that I had several good elements:

Do you want to know what to do to learn how to talk about yourself and what the first steps are?

Check out our links and sign up on our lists to avoid missing anything.

If you need any more assistance, feel free to ask!

Nata

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Hello PR Friend!

We sometimes encounter clients who have significant budgets allocated for years to advertising their products and who claim without hesitation that what we offer in PR is very expensive.

Everything is relative, you might say.

And you would be absolutely right.

However, I immediately know that these executives or marketing professionals do not know the power of PR nor their cost-effectiveness in terms of dollars spent when compared to advertising.

I assure you that PR is much cheaper than advertising, and they especially do not have the same role:

You probably think it is difficult to measure the results of a PR campaign.

Well, no, it's not complicated. We measure all PR campaigns at NATA PR agency.

For our North American campaigns, we even use the famous cost per thousand used to measure paid advertising campaigns.

The cost per thousand impressions, CPT, is mainly used in advertising. It refers to the total advertising expenditure for every 1,000 impressions of an advertisement.

And every time, we are between 10 and 100 times cheaper.

If an advertising campaign allows you to reach 10 million people and costs you $10 CPT, it could cost you less than $1 in PR.

Obviously, no two campaigns or products are identical.

And I am not telling you that PR is better than advertising.

Absolutely not!

But combining PR with an advertising campaign can be very beneficial:

You gain consumer trust on one side with articles and mentions and remind them through traditional or online advertising.

But what distinguishes PR from advertising, which is too often underestimated but certainly of equal importance, is that advertising is easily identified.

Readers and your potential clients know that these messages have been paid for and are intended to encourage them to buy.

Even if an article was inspired by a PR professional who sent a press release to journalists, you will never see the mention "this article was written following the receipt of a press release sent by the PR agency."

Advertising allows you to control your messages that can be repeated ad nauseam; we know that.

This is where PR is unique. It brings you CREDIBILITY.

Consumers may be wary of advertising and do not always believe the messages and benefits they are promised.

Your potential clients are much more likely to believe a journalist or influencer who has not been paid to speak well of your product.

So yes, you can get featured for free in the press and by influencers if you offer journalists and influencers topics or products that they regularly talk about.

That's why our best training to date at NATA PR SCHOOL is called Get Featured for Free.

You will find the link to this program, which will open its doors again in a few months.

Want to know more about PR and how you can integrate it into your marketing plan?

Check our links and sign up for our lists to get everything we propose.

If you need any more assistance, feel free to ask!

Nata

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