Ruth Furman shares PR gems for small and micro businesses on the Actionable Marketer podcast
Ruth Furman, owner of ImageWords Communications, recently appeared on the Actionable Marketer podcast, hosted by Kri Edholm. The show, titled “The Untapped Power of PR,” explores how micro and small businesses doing their own marketing can leverage PR opportunities to grow their brand and business. In the podcast, Edholm called PR one of the most “neglected pieces of digital marketing” out there.
“I feel that small business owners under-utilize proactive media relations as part of their marketing platform,” Furman added, while explaining that media coverage is a “digital asset” that can help with website SEO, branding and even generating leads. Let’s take a closer look at what was discussed.
Starting out with PR
Furman shared that small business owners may try to pitch themselves to the media for story opportunities, but it can be challenging if you don’t know the media landscape. The PR pro said she works with clients on a project basis and on retainer, depending on their needs, and works with a wide range of budgets. Regardless of whether you hire someone or want to try to pitch yourself to the media, Furman said it’s important to keep some basics in mind.
Before you start, make sure you have a website and some of your own digital assets, such as videos from your YouTube page. These will help to build credibility with the media. Edholm’s Intro to YouTube course is a great place to start, Furman noted.
If you hire a pro to pitch you to the media, make sure you take some time to discuss with them the subjects you want to talk about in podcasts, articles or on TV. That way the pro can tailor pitches and press releases to your expertise.
Earned versus Owned media: know the difference
Another subject explored on the podcast was understanding the difference between earned and owned media. Earned media is the result of a pitch or press release getting noticed by a news agency who then interviews you as a source for a story. With owned media, a small business owner purchases the opportunity to appear in an article or on a podcast or other media segment. The owner has full control of the digital asset and can use it in all of their marketing channels. The common view is that earned media is more credible, but having a balance of both is good, Furman said.
What to do with your media coverage once you get it
Once you are featured in the media, it’s important to get the most mileage out of the digital asset. Furman offered several tips to help you do that:
When you are tapped for a news story, snap a photo before and after you are interviewed. Use the photos when you share the digital asset with others.
Write a recap blog on your website with links to the media coverage. “I love recap blogs,” Furman said. “People may not have time to watch an entire podcast, but if you summarize the main points in a blog, it might be something they have time to engage with.”
Share, share share: Share your new digital assets on social media, and don’t forget to include the hashtags of the media outlet, other sources in the story and the journalist. It will expand your reach.
Above all, don’t underestimate the power of your own story.
“I think the big takeaway here is that ‘you are newsworthy.’ A lot of people think ‘there’s nothing about me that people want to know,’ but there is value in your expertise. People want to know about it,” Furman said.
