Welcome to another thought-provoking episode of “Become Your Own PR Machine.”
In this episode we dig into the topic of developing a PR mindset, and ask the question: Is this the ‘secret sauce’ of marketing?
As businesses grapple with the mammoth task of making their mark in a digital-first world, the role of public relations has never been more critical.
There are so many misconceptions when it comes to public relations, which can really confuse business owners and become a blocker to them fully implementing it in their company.
That’s why in this podcast, I chip away at demystifying the traditional notions of PR and in doing so take a deep dive into what it truly means to have a PR mindset in today’s ever-changing commercial environment.
More specifically, I debunk the common misconception that PR is all about media publicity, and reveal how entrepreneurs and professionals alike can deepen their connections, build their reputations, and influence their audience – all without a formal PR education.
In other words, anyone can become their own PR machine – if you want to put in the work, of course 🙂
And it all starts with having the right mindset!
Understanding the PR mindset
The modus operandi for creating a standout presence amidst the digital noise lies in embracing a PR mindset.
PR is more than just making headlines; it’s about forming meaningful connections with pivotal audience groups – clients, media, influencers, partners, and the wider community.
It’s this shift in perspective that predicates genuine engagement with your audience to nurture trust and affinity, on the way to building a formidable reputation over time.
Business owners, armed with an appetite for lifelong learning and a strategic vision, can orchestrate a suite of communications tactics without the need for formal training.
The key is to map out your varied audience groups and develop am understanding of the web of influencers that impacts them; this way, you can then start the process of creating an expansive and interactive community – a two-way street of mutual benefit and growth.
Here are some key points to consider:
- Media is more than ink on paper – Earning media attention remains a significant component of PR, but the channels and the landscape overall have evolved, and continue to do so at a rapid rate; what constitutes the media today bears little resemblance to 10 years ago!
- Creating a culture of content – Creating content is not solely the purview of large enterprises any more; savvy small businesses are equally well-positioned to craft compelling stories and insight-driven articles/videos/podcasts as the ‘big guys’ (indeed, some are way better at it!).
- Thinking like a journalist – Adopting the curiosity of a journalist can help you – the business owner – uncover a treasure trove of stories from within your company that will resonate with your audience (and potentially and challenge conventional thinking).
- Serving an audience – I recommend a service-oriented communication approach that transcends mere broadcasting and pushing of a message, positioning you and your brand as a valuable contributor to the lives of your audience.
I stress that PR – when harnessed with a mindful and strategic approach – can be a strong driving force behind the successful marketing of your business.
Understanding and influencing your audience is not just about promoting a product or building an image; it’s a comprehensive effort to become part of a larger narrative, one that is rooted in community, service, and providing ongoing value in a way that’s genuine and authentic.
By internalising these principles, entrepreneurs can unlock the ‘secret sauce’ of marketing and, in doing so, establish an indelible mark in the hearts and minds of the people who matter most to the success of their business.
📚 Timestamped overview
00:00 Podcast aims to demystify PR for business owners.
05:16 Develop PR mindset, understand audience and influence.
09:34 Community building requires an integrated ecosystem mindset.
12:34 Incorporate content culture into business for promotion.
15:53 Journalists excel at finding and telling stories.
17:58 Nurturing curiosity is crucial for professional success.
21:26 Diverse media landscape, become a media junkie.
23:57 Differentiate your brand by showing your work.
29:01 Focus on others, provide genuine value.