The first thing we do with our clients (who are mostly CEOs of seven- and eight-figure businesses with a social impact bent) is explain, once and for all, the relationship between publicity, marketing, and sales.
They all go together, or at least they should, and it’s essential you understand the difference between making one-off headlines or having a TikTok go viral, and crafting an actual strategy that will improve your bottom line.
Public relations includes all the communications that impact how your business is seen and sought after (or not) in the world. Media relations is part of the strategy, but if you don’t know what you are pitching or why, let alone to whom, you’re not going to get that far.
That’s why you need a simple plan to get you started doing PR correctly, efficiently, and in alignment with the rest of your marketing.
Look, as owners of a fast-growing small business ourselves, we know what it’s like to build the plane while flying it, but trust us, you still need to build the plane. Reacting to the latest crisis or opportunity without a clear strategy or target audience that is dialed into the exact ways your business makes money won’t get you anywhere.