Show Notes
Laura Perkes is a PR strategist, brand storyteller and the founder of PR with Perks. She joins Christina in this episode to talk about how she supports and teaches entrepreneurs and small business owners, what PR is all about in the modern world and also her most recent book How to Get PR KEY TAKEAWAYS Laura has over 18 years of experience in the PR industry and alongside her PR consultancy business, has also started to coach entrepreneurs on how to manage PR themselves. PR is communicating yourself and your message to your audience, to influence behaviours. In terms of marketing, PR is a ‘top funnel’ activity as you are taking one message and broadcasting it to as big an audience as possible. If you are trying to get the attention of a journalist you need to put yourself in their shoes. Mainly you need to stand out to get their attention and do your research, this begins with the email title. Copy and pasting emails and responses are no longer good enough. You need to personalise it. Your audience isn’t always where you immediately expect. Especially in the b2b world, not everyone reads industry press. You need to decide what you want your PR message to be. Then the next thing to do is to test it, testing it via social media is a great first step because it tests your audience too. When you are new to PR it can feel overwhelming. But you just need to focus on what you want to achieve and take it step by step. PR visibility isn’t just about how you look, but about your message and whether you are being heard. Becoming visible isn't about volume. You don't have to post more on social media, you need to instead be intentional and purposeful with what you post; does it align with your message? BEST MOMENTS 01:20 “There’s so much stuff that gets in the way of entrepreneurs knowing where to start, how to start [in PR]” 02:54 “Technically everything we’re doing is PR” 05:07 “For me, PR is getting as many people into your business as possible the role of PR is done, we are then going to pass you over to marketing” 12:35 “Personalisation always works from a marketing perspective” 24:16 “Get your message down first and the best way to test your message is on social media” 40:28 "Everyone is born with a personal brand, you choose whether to leverage it or not" 42:30 "Be intentional, why are you there? What are you sharing [on social media]" VALUABLE RESOURCES Christina Talks Podcast https://www.green-umbrella.biz/how-to-launch-anything-using-social-media/ ABOUT THE HOST Christina has been working with SME’s since 2013 to launch, develop and perfect their online presence. In 2019 Christina made the move from employee to business owner of a successful digital marketing agency focused on educating business owners in the use of social media. Christina is driven by the fact that in today’s world, it doesn’t matter how big or small your marketing budget is, you can be a major player. For small businesses, the tools are just as accessible – you just need to know how to use them! LinkedIn Twitter Website
More from Christina Talks Podcast
In this episode, Christina delves into the critical topic of content marketing, addressing why many businesses struggle to see results from their efforts. Drawing from her recent blog post, "Why Content Marketing Isn't Working and How to Fix It," she emphasizes the importance of having a clear content strategy aligned with business goals. Christina discusses common pitfalls, such as creating content for the sake of consistency and over-reliance on AI tools, which can dilute the human touch in marketing. She offers actionable insights on setting clear objectives, understanding the target audience, maintaining consistent messaging, and diversifying content formats. KEY TAKEAWAYS Content marketing without a clear strategy is likely to fail. It's essential to align content creation with business goals and audience needs to avoid creating content for the sake of it.
In this episode, Christina engages in a thought-provoking conversation with behaviour specialist Andy Baker. They explore the complexities of behaviour management, particularly in the context of neurodiversity, and how understanding behaviour as a form of communication can transform interactions in both personal and professional settings. Andy shares his extensive experience in the health and social care sector, emphasizing the importance of empathy and the need to approach behaviour with curiosity rather than judgment.
In this episode of the Christina Talks podcast, Christina delves into the concept of becoming a thought leader and positioning oneself as an expert in their field without coming across as egotistical. She discusses the importance of focusing on the value you bring to clients, highlighting benefits rather than personal accolades, and sharing success stories that build credibility. Christina emphasizes the need for authenticity, defining your niche, and using data to support your insights. By maintaining a genuine passion for helping others and continuously evolving, listeners can effectively position themselves as trusted advisors in their respective industries. Tune in for actionable strategies to enhance your personal brand and attract more business opportunities. KEY TAKEAWAYS Focus on Value and Benefits: Position yourself by emphasising the value you bring to clients and the benefits they receive from your services, rather than boasting about your own achievements.
In this episode, Christina is joined by the dynamic Gary Das, a multifaceted entrepreneur, coach, and mentor with a wealth of experience in financial services. Gary shares his intriguing journey from temporary jobs to becoming a successful mortgage expert and business owner, highlighting the challenges he faced along the way, including the impact of the credit crunch and the importance of personal growth. Gary also discusses his innovative program, "Leads to Lifestyle," which emphasizes achieving balance in business and life through strategic planning and incremental growth.
In this episode, Christina shares her thoughts on the importance of recognizing that not everyone wants or needs your help, particularly in the coaching and marketing realms. Drawing from her experiences with coaches, consultants, and business owners, she emphasizes the significance of understanding your audience and targeting the right people with your message. Christina discusses the frustrations that can arise from ineffective marketing efforts and the necessity of focusing on delivering value rather than trying to convert every prospect. With a candid and passionate tone, she encourages listeners to engage in meaningful conversations, listen actively, and prioritize quality over quantity in lead generation. KEY TAKEAWAYS It's important to recognize that not everyone is seeking assistance or coaching at any given moment. Understanding this can help avoid frustration in conversations and marketing efforts. Effective marketing requires knowing your audience and ensuring that your messages are directed at those who genuinely need your services. Conducting market research can help identify the right target group. Focusing on generating a smaller number of highly qualified leads is more beneficial than trying to attract a large volume of unqualified prospects. When creating content or engaging with an audience, prioritize delivering value rather than pushing for conversions. Pay attention to the responses and feedback from your audience. This listening approach allows for a better understanding of their needs and helps tailor your offerings accordingly, rather than imposing solutions they may not want.