#pr, #media, #interviews, #prtips, #sandiego, #warriorstrategist
Most PR clients will come to me and immediately rattle off their laundry list of what they think their PR plan should be.
"Bro, I need your help. If you can just get me on Fox News and in Entrepreneur, my tactical beagle vest company will be 7 figures by summer. I also want to be featured in Military Times and Task and Purpose. Oh get me on Joe Rogan too."
I respond the same way as when my Bumble match immediately demands a fancy dinner downtown for our first date:
"I'm not doing any of that shit."
PR plans should not involve spray and pray towards the biggest media outlets out there. There are a few reasons for this. Cost, time, effort, and percentage of success factor in. Plus, when I start a strategy, I base it on the business model and type. You'll see why in a minute.
So here are five plans that are realistic for early to mid stage businesses.
1. Local Celeb Strategy - This is for businesses that can only service within about a 30 mile radius OR brick and mortars that rely on foot traffic.
Local News
Largest Newspapers
Local Influencers
Nextdoor App
Sell anything FB groups
2. Industry Strategy - This is if your business has a specific niche. There are a lot of resources available that fall under the niche umbrella.
Industry Influencers
Industry Youtube Shows
Industry Bloggers
3. TV Strategy - This is an aggressive strategy that is just based off getting your client on the news.
Independent TV Shows
Morning News Shows
Reality TV (niche)
Talk Shows
4. Podcast Strategy - This is the easiest one to implement. Make a list of podcasts in niche or with commonalities of your client/business model and apply
Business podcasts
Niche podcasts
Matching background podcasts (veteran/black owned/female/minority, etc)
5. State Based Strategy - If your business is state certified (lawyer, real estate agent, doctor, finance professional, etc), you need media from your region or state only. Any PR placement out of state is only for positioning.
Newspaper in state
State based magazines
Can you afford the $12k/month price tag that most PR firms charge for that level of placement?
Can your business handle a HUGE surge of traffic if you DO get one of those outlets?
Is the audience comprised of YOUR client/customer avatars?
People that think PR happens overnight are kidding themselves. A strong PR plan grows with your business and eventually you WILL get there but trust me, don't try and cut the line. It doesn't work out well for unprepared business owners.
Need help with your #PR? Feel free to reach out to me at editor@shiftlifedesign.com!
- Rob the Warrior Strategist
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