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Four Tips For Doing Your Own PR, Even When You're Time-Poor

Four Tips For Doing Your Own PR, Even When You're Time-Poor

As a PR strategist and coach, when I speak to entrepreneurs about getting featured in the press, one of the biggest objections I hear is not having enough time.

And I totally get this. As business owners, we're all constantly busy and wearing 100 different hats.

And yet, getting featured in the press is so powerful and the benefits of doing it far outweigh the time investment. Especially when you’re smart about it, and I'm all about working smarter, not harder.

I’ve seen countless clients land new leads and thousands of dollars' worth of business from being featured in the press. Not to mention the doors that being in the media can open - book deals, TED Talks, magazine columns, and more.

Personally, I spent the first couple of years in my business playing small and hiding, because I was scared to be in the spotlight and had a bad case of imposter syndrome. Maybe you can relate? It was only when I actually started owning my expertise, getting visible, and putting myself out there that things really took off for me and I was able to grow a successful business doing work I love with clients all over the world.

When it comes to getting publicity, yes, you can outsource to a PR agency, but unless you truly don't have the time to do it yourself (i.e. you're running a very busy business and most likely you're at the multi six-figure or seven-figure mark), I highly recommend learning how PR works first.

If your business isn’t yet where you'd like to be, it is absolutely worth making PR a priority, because it’s going to massively raise your profile, increase your following, and help you consistently make more sales.

Here are my top tips for finding enough time to do PR so you can land the kind of media coverage that creates an impact and brings you more sales.

[Related: Make a Name for Yourself: Leverage Your Personal Brand for Business Growth]

1) Schedule it in your calendar.

The idea of doing PR can feel overwhelming, so it’s a lot less daunting to focus on one PR activity at a time and schedule it in your calendar. I recommend setting aside around 30 minutes a day to work on PR if you like to work in short bursts, or roughly 2.5 hours per week if you work better with a longer chunk of time.

For that time period, turn off all distractions, and focus on one thing - that might be researching relevant media outlets, creating a pitch around a specific topic, writing a guest blog post, or applying for podcasts.

2) Create a plan.

Making a PR plan so you have an idea of which media outlets to target, which news angles to use, and what your next steps are will keep you focused and save you hours of time. And it’s so much more effective than just firing off a load of un-targeted pitches and hoping for the best!

Start by looking at which media outlets will get you in front of your ideal clients - if you’re not sure, ask your clients and networks what blogs they love, which podcasts they listen to, etc - and create a hit list. Then come up with some expert topics to share with journalists based on your specific area of expertise.

Next, look for "news hooks" that you can use in your media pitches to journalists so you know what to pitch when. For example, you can pitch ideas "hooked" to seasonal events (Christmas, Valentine’s Day, Easter), or to national awareness dates (Breast Cancer Month, Mental Health Awareness Day), or to things happening in the news (world events, national news, local news).

[Related: It's Not Just PR: A New Age of Relationship Management]

3) Do PR in a way that feels aligned.

If you’re going to make time for PR, it needs to work around your other commitments, which means you need to focus on PR activities that feel aligned.

If you don't have the mental capacity to write guest articles right now, focus on podcast or radio interviews. If you don't have the capability to do full-blown interviews, focus on pitching expert commentary that you can share via email.

Find a way to do PR that works for you and your current circumstances.

4) Repurpose your content.

There’s no need to waste time re-inventing the wheel. Save yourself hours by repurposing existing content.

My bet is you already have a ton of content from your social media posts, email newsletters, or your own blog if you have one. Take some of that and repurpose it so you can submit it to different media outlets.

For example, you can take an old blog post and refresh it with a new headline, different sub-headings, and an injection of up-to-date information (just make sure you rewrite the text enough that you’re not offering duplicated content, as Google doesn’t like that). Or take a social media post, expand on it, and turn it into a thought leadership piece. Or, if you have short Youtube videos or Facebook Lives that have been popular, you could get them transcribed using a service like Rev.com or Temi.com, and then you can use the text to write guest blog posts or articles.

The most important thing is to commit to taking action so that you can start getting yourself out there and sharing your message with the people who need to hear it. Your business will thank you for it, I promise!

[Related: Getting Creative to Remain Inspired]

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Dina Behrman is a journalist-turned-PR strategist who helps entrepreneurs do their own PR and leverage the media to become the ‘go to’ expert, make a bigger impact, attract more clients and make more sales. She’s been featured in Forbes, Entrepreneur, The Guardian, Huff Post and more. Download her PR & Content Calendar.


Have more questions? Follow up with the expert herself.

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