S07 Brand Masters EP 20: Blueprints of Brilliance: Revolutionizing Business with the Power Trio of PR, Branding, and Marketing with Karla Jo Helms of JOTO PR

Let's light the fuse and ignite the conversation with Karla Jo, a maverick in the world of public relations and the dynamo behind Joto PR. Get ready to challenge what you know about PR, branding, and marketing as Karla demystifies the differences between these business-critical sectors. We uncover how PR's superpower lies in its ability to mold public perception, build trust, and facilitate business success. Whether you're a startup or a multinational, there is immense potential in sculpting public opinion to your brand's advantage. 

Hold onto your seats as we turn the spotlight on Stu Showerman, founder of NoB4, as KJ  shares her innovative approach to PR and marketing. KJ narrates how data-driven market research, mathematics, and a deep understanding of a client's vision can guide a brand's image and steer public sentiments. Get your notepads ready as Karla Jo recollects a success story of NoB4 turning the tide in cybersecurity training's narrative and its ripple effect on a company's market value. 

Last, but not least, we'll navigate the intricate webs of relationships in the media and branding industries. The importance of a robust brand, a toolbox of communication strategies and the art of relationship-building are all part of the roadmap to success in today's fast-paced media landscape. We also chat about podcasting, a rising star in the communication hall of fame, and its evolution during the pandemic. Take advantage of our outgoing chat with Karla Jo Helms as we delve into brand development and the art of communication and their collective impact on business success. So, lace up, tune in, and join us on this exhilarating journey of corporate storytelling at 5 STAR BDM.

Thanks for tuning in to this episode of Follow The Brand! We hope you enjoyed learning about the latest marketing trends and strategies in Personal Branding, Business and Career Development, Financial Empowerment, Technology Innovation, and Executive Presence. To keep up with the latest insights and updates from us, be sure to follow us at 5starbdm.com. See you next time on Follow The Brand!

Transcript

Speaker 1: 0:00

Welcome to another episode of Follow the Brand. I am your host, grant McGaw, ceo of 5-Star BDM, a 5-Star Personal Branding and Business Development Company. I want to take you on a journey that takes another deep dive into the world of personal branding and business development, using compelling personal stories, business conversations and tips to improve your personal brand. By listening to the Follow the Brand podcast series, you will be able to differentiate yourself from the competition and allow you to build trust with prospective clients and employers. You never get a second chance to make a first impression. Make it one that will set you apart, build trust and reflect who you are Developing. Your 5-Star Personal Brand is a great way to demonstrate your skills and knowledge. If you have any questions for me or my guests, please email me at grantmcgauth at 5-Star BDM. Be for brand, be for development and for masterscom. Now let's begin with our next 5-Star episode on Follow the Brand. Welcome, welcome, welcome everyone to another exhilarating episode of the Follow Brand podcast. We hope you built a 5-Star brand people will follow. I am your host, grant McGaw, and today we are about to embark on a journey into the realm of public relations, branding and the transformative power of effective communication and business. In the world of PR, where the landscape is constantly evolving and the stakes are high, our guest today stands out as a beacon of innovation and strategic mastery. She is not just the owner of Johto PR, but a trailblazer who has redefined the norms of public relations with her disruptive approach. Let me introduce you to the remarkable, the indomitable Carla Joel. Carla Joel, often referred to as KJ, is a mastermind in weaving the intricate tapestry of PR, branding and marketing into a cohesive strategy that not only elevates businesses but also transforms them. Her insight and reshape how we perceive public relations, making her a sought-after strategies and a vanguard in the field. Today, she joins us to share her groundbreaking strategy, her journey into revolutionizing PR and how she's building businesses to thrive in this fast-paced, ever-changing world. We'll delve into the interconnected nature of PR, branding and marketing and explore their collective impact on business success. With KJ's unique perspective, we're set to uncover the secrets of sparking broad brand awareness, influence public perception and much more. Whether you are a startup trying to curve your neck or an established entity looking to revamp your strategy, gear up for an episode that promises to be nothing short of enlightening and transformative. Stay tuned as we dive deep with Carla Joel right here on the Follow Brand Podcast where we are building a five-star brand that you can follow. Welcome everybody in the five-star BDM family.

Speaker 1: 3:56

This is the Follow Brand Podcast and I always bring a new special guest. We're going all the way over to the Tampa Florida and we're going to have a great conversation with the owner of Joto PR. We're talking about Carla Joel Helms I call her KJ if that's not the case and she has been in my realm for a little bit. She has shown me the way of demystifying what public relations is all about. I was on her show, maybe one, maybe two years ago, and we really hit it off. She showed me and talked to me about some things that just wasn't sure where PR sits in relation to sales, in relation to marketing, in relation to businesses and how that all comes together. We're going to have a great conversation today because I know some people out there, just like me, have questions around that how they can get that ROI on their PR investment. She's known as the anti-PR person. We want to know about that. So, jj, you like to introduce yourself?

Speaker 2: 4:57

Hello, you introduced me greatly, thank you. I am the anti-PR chief strategist and evangelist for Joto PR Disruptors. We deal with disruptive, innovative tech companies to help them increase their share of voice, educate, become more credible and be able to compete against the behemoths. But they have better technology and are more agile and a better cost for their clients and it gives them that voice to be able to prove that. So people trust them before they buy.

Speaker 1: 5:34

May I like that credibility, some instant credibility, love it. So let's jump right in. This is the question of the day. This is what jumps out. I always like to start, sometimes with the. I call the elephant in the room. What's the elephant in the room? Help us understand the differences between public relations, marketing, branding, sales. Why would somebody need a public relations company?

Speaker 2: 6:02

It's such a good question and we're all sisters of another mister or brothers of another mother, but we all are, like, intimately connected with each other and sometimes that can get watered down or the lines blurred. But I'll give you a really simple example. Okay, branding. Let's start with branding. You're a brander, right? Yes, this is, you know, putting that iron stamp on the cattle. So people know it's you, that's your cow, right?

Speaker 2: 6:38

Yeah, once that's done, you have to create broad awareness for that brand, and I mean broad awareness in terms of publicizing your good works, making yourself well known, having people have good relations and liking your brand and changing the way people look at you and changing the way people think about your products and services. That's PR. That's how PR is supposed to be done. And then marketing comes in and takes those people that are now aware, right and interested. Pr gets people interested and comfortable in doing business with you, and then they pull them down the funnel and create a demand for your services and products. Sales takes those demands. I'm now interested, yes, I raised my hand. Right, marketing pulls them down, they go. Yes, I'd like more information, I'd like to talk to a salesperson, I'd like your ebook, I'd like this and sales harvest is the crop Harvest the crop right and closes that, and then the loop starts again.

Speaker 1: 7:53

Yes, that's great. I'm glad you put it away. First. You're going to get branded. You've got to have a force, you've got to have some kind of vision, something that's visible, and you're taking that visibility and making that target audience aware, aware of what you do, why you do it, why that's important, and you get it out there in all these different distribution models, I guess, and opportunities. I know, and this, I love this, and I showed you this after we did our interview and because Johto PR so well know that you've got the relationships with a lot of different media outlets. So I go to my Alexa I won't say it too long, I don't want it to come on and I would say, hey, tell me about Grant McGull, and it would tell me about myself and say this is a reference from Johto PR. I'm like why I know that's good PR.

Speaker 2: 8:49

That is good PR, but I don't know what the next steps are. You know I will. I will add to this so that people understand why that's important. Only three to 7% of your target audience is ever going to buy from you. 3% are ready to buy from you now. The other 4% of that 7% will be later. How do you cast a wide enough targeted net to find that 3 and 5% and get them interested? That's what you're really dealing with on a mathematical scale.

Speaker 1: 9:30

That's a big scale that numbers. Everyone understands that. Sales is the numbers to gain. Sales is that fourth leg down from this whole, from branding to PR, to marketing and then sales. We need to understand that. But you've got a very curated audience. When you get down to the sales funnel, where it really becomes impactful, you can actually solve some problems for the people that are interested in the services that you bring.

Speaker 2: 10:01

I love that. You like that. Yeah, well, you solve problems because sales does not want to educate the prospect they want to close. If the prospect is educated through PR articles, news articles, podcasts, TV, radio, I mean, an educated prospect is much easier to close.

Speaker 1: 10:23

Yes, totally agree with that. Now you're just having conversation. That's the difference, before you're having pitches. I want the audience to really understand that they're especially like my sales people out there in their business development. There's a difference between having a sales pitch and having a sales conversation.

Speaker 1: 10:40

Sales conversations two-way pitches are usually one-way. If you're doing a lot of pitches, it's just one-way. If they're not curated correctly, then they haven't got a lot of this information. That's what gives sales a bad name because you're out of order. You're doing a lot of pitches about something to someone else that has no interest in your product or service, and that is what is irritated. However, you like that, you like that. That's the big difference. So when you start to have a conversation like me and you, we're having a conversation it's two-way. We both are interested in solving the problem. We're both interested in what we're talking about. We're both interested in the passions that drive us to go further down the road to be successful in our endeavor. I think that's so important Now. So I'm going to ask you this In your advertising and I've seen this you say you are the anti-PR. You have an anti-PR-blitz type of package. You're like I need to change the narrative around public relations. Why did you feel that was necessary? And give us some context around how you've been affected.

Speaker 2: 11:51

For that we're happy to. Anti-pr came from my clients and prospects, so my background is in crisis management. Crisis management works off of mathematics, the media's algorithm and a little bit of psychology to turn the tide of public opinion so a company can again compete, employ and sell when they've been hurt in the court of public opinion. It is actually based off of engineering and physics laws.

Speaker 1: 12:28

That's it.

Speaker 2: 12:29

Now, the proactive side of my industry is not really taught that. Why, I don't know, but I was a bit naive in my early part of my career because that's all I knew. It was crisis management. That's where I got started. That's what I did. It just so happened that the companies that we turned around came back to us and said these are serial entrepreneurs. Hey, our startups are not getting any love. We can't get it from traditional PR. Can you help us? I didn't know what the hell they were talking about. Pardon my French, but I decided well, if the corollary holds true, right, what, you can turn a company around using this product or process. Why couldn't you do it to put a company that was unknown on the map? And I just tested it out Now, for the companies that we worked with, we had great success, like 50%, 100%, up to 600% growth year-over-year, and there were other metrics that we measured.

Speaker 2: 13:38

But I knew that 22% of whatever you do in a laboratory, in marketing, in anything is going to work. I mean, you've probably seen entrepreneurs that start a business because they had one client they did great success with. Well, the rest of the 80, there was 78% or whatever. That is right. There's variables, things might not work, and so we just poured a ton of campaigns through that process to work out what worked, what didn't work. And then by the end, we had a trademark process, but we didn't know what to call it, and our clients and our prospects that would come to us said you know what You're like the opposite of PR, you're like the antithesis of PR, right?

Speaker 2: 14:27

Their viewpoint was PR was fluffy, it was a bunch of jargons that says nothing. Hi, we're so great we won an award. Hi, we just got this appointment. Hi, we're. It wasn't addressing. What you do in a crisis is the problems, the situations, the solutions to those like issues, those controversies, those problems that your product solves right. And so by able to tell that story, I mean what's the economic impact of having transparency and healthcare? You know what is the efficiencies of being able to take? You know several different. You know APIs for technology and putting it on one platform, right, what's the profitability? What kind of problems do these solve? Right In regulatory environments and really exploiting those stories that became known as the antithesis of PR. It was weird, but that's why we named ourselves anti PR and we were first to market for that, and somehow it works.

Speaker 1: 15:33

I can see why it works. But one thing I'm getting from this conversation is that you're using principles of mathematics, probability of market research and understanding your client intimately, not just the moment, but where are they going with this and you're anticipating that. This is where you're going and I'm going to give you a roadmap to get there. Because, like I said, if you've got a poor brand image, just to say that you've got a poor brand image and you may not realize it. But then you go to someone like you know we need some PR because we're just rolling out our latest and greatest invention. You know our latest software that we've got, we're going to light it up.

Speaker 1: 16:21

But you don't realize or remember what we said earlier about that process, that those stages you have already you have a poor brand image. So then you go to someone like yourself, like okay, I see what you're talking about, but have you really looked at this before you start rolling out that you have some stories that you've been able to have good coverage? Like, hey, let's just have a conversation with my client about where you really are at in this process and how you're going to be effective Is the only way you're going to get to a guaranteed ROI return on investment. You've got to address everything in the formula. Have you had those kind of conversations?

Speaker 2: 17:04

Yeah, and I love that question because we work with brand strategists like yourself a lot, right, I can give you some great examples. There's several that come to mind, but typically what companies forget about unless they're public companies and I'm going to tell you why a public company is fanatical about their PR is because 33% of the entire market cap today, of all of the public companies together, 33% of the value of that market cap, is based off of PR, is based off of goodwill, right, that's huge. And so when you look at the volume of how big their communication departments are, how many press releases put out, how many media stories, I mean it's like the number one, number one item in the boardroom, right? So let's scale that back to private companies, right? One thing they forget to do is look in the perception and the court of public opinion. You could have the greatest product or service, but it's the perception of who's actually better than you or what's actually out there that you're up against, and if you can't find those opportunities right within all those barriers, and learn how to tell that story, to shape the brand in the court of public opinion, you're going to lose.

Speaker 2: 18:38

I'll give you. You want a great example? Yeah, yeah. Excellent entrepreneur. I love working with him. Stu Showerman of NoB4, right and NoB4 is a titan in the industry for cybersecurity training and he is a successful entrepreneur. He started, as you know, nob4 years ago. But one thing that he knew back then your audience will appreciate this Back then, people didn't understand the need or care for cybersecurity training for their employees. You remember, back in the day, everybody thought malware was going to take care of it. Yeah, yeah.

Speaker 1: 19:15

That was it.

Speaker 2: 19:16

Right. So how are we going to change the narrative for an entire industry for that right, even an entire culture, like in America, not to mention the whole world? Right, and one of the things Stu realized is that he had to show in the court of public opinion press releases, media interviews, articles how companies, especially like government, finance and education systems, which are the most heavily attacked, were actually being attacked. So finding and taking those and there's such a large number that go unreported but the ones that were reported and that were part of public record, taking those and us creating media stories about them and about how it could be prevented and what happened and how the weakest link was the human element. I mean, he did that for a year before he ever started marketing. Nice, yeah, yeah.

Speaker 2: 20:28

And that got people interested, right, just trying to go straight at the industry, analyst or get the media to cover something that was a good news story, hey, we've got this solution. They don't care about that. They want to know what the problem is. Right, then they become interested in the solution. That's just one example.

Speaker 1: 20:50

This episode is brought to you by 5-Star BDM. 5-star BDM is a professional consulting and advisory group that is kingly focused on business development services for small to mid-sized businesses and entrepreneurs. Although every business is unique, they often share challenges that can be addressed through smart branding. Services include process improvement and operations, digital strategy and transformation, business intelligence, digital marketing and personal branding. Our 5-Star Business and Personal Branding Company help a number of professionals and organizations to optimize and grow. The result is more business, more opportunities, better reach, positive outcomes. Please visit www.5-StarBDMcom to learn more and view all the episodes of Follow the Brand. That's a fantastic example. You framed it so well. I found this. I've been in information technology for 25 years. What that has done has given me a lot of exposure to tech companies and their entire process. I was in the sales world right, Business development, account management, that type of thing. I'm at that fourth level really. I always remember we always had some friction with marketing, right, and then it was like-.

Speaker 2: 22:20

They also always had friction with marketing.

Speaker 1: 22:22

There was always some friction there and that tells us the story. Right, I don't have the right content to be able to close the deal and that's what we really were getting out to. But, understanding the PR, and then the brand and I worked for some companies that had phenomenal products. They solved some very, very pressing problems, but their storyline was god-awful. It really was. I said, look, the person that's gonna actually buy this stuff. It's not really Cause there's different buyers Now there's a technical buyer, there's a finance buyer and then the executive buyer usually the executive decision maker, as you said even earlier, doesn't care about your technology so much as to what the problem that it solves for my company, and if your messaging is not actually speaking to that, that's gonna delay your process. And people who, a lot of times they stay with the status quo Because you haven't really stepped on the problem, you haven't really honed in on the implications of not doing anything. Think about no before.

Speaker 1: 23:32

Hey, look, if you keep throwing malware and software at this, and really the bro problem like and I know that a lot of people know this now in the cybersecurity world, the biggest problem is the human problem and if you haven't educated that, nothing is going to really make a major, super major impact if your people aren't aware. So I agree with you 100% when it comes down to you've got to get your PR right Now. A lot of people think like well, I'm not a 4,500 company, I don't have thousands and thousands and millions of dollars possibly to throw acts in gigantic PR campaign. I don't know before it wasn't a million billion dollar company.

Speaker 2: 24:14

Talk to us about that. This is his money. Yeah, you know, I think, because the industry has had a bad rap. I mean, it's ironic that the PR industry is not looked upon favorably. I mean, we're in charge of people's reputation, right, which is, I think, why anti PR became so popular is because people thought, yeah, this is the exact opposite.

Speaker 2: 24:41

But you know, you don't have to throw a lot of dollars at something to get to the right target, like the right gatekeepers to your decision makers. To tell a story, you have to have an incredible process. You have to have the ability to know who your audience is and their psychographics so that you can penetrate, and you have to have a little bit of algorithmic knowledge of how the media works so that you can consistently tell these stories right. And I'll say something that you that I think you could understand being a biz development and healthcare and technology you know you could talk to system admins, for instance. They need your product or service, right.

Speaker 2: 25:35

But then there are layers of executives that need to be convinced and I hate to say it, but sometimes it can be bureaucratic or political and then the higher you go, those executives, they don't wanna get fired for hiring the wrong company Right and we understand that right. It's like what's that old saying Like you never got fired for hiring IBM? Ibm may not be as agile and have the best technology right, but because they have such brand credibility then if something doesn't go right, then the people that made signed off on hiring are typically not going to get taken to task, compared to versus hiring an unknown company or an unknown funded startup that really doesn't have that credibility to back them up in their decision-making. That's the power of PR. It also is so much less expensive to communicate stories like that and earned media to the decision-makers that aren't necessarily the ones that are buying but that influence the buyers.

Speaker 1: 26:52

I love that. I want to talk about relationships now, because that's where people are picking up the stories, like seeing an executive the major corporation might be looking at CIO magazine, or someone else is picking up it in industry tabloid, or they're starting to see Forbes is talking about your product, your service, like wow. Now you're piggybacking it on all these other recognized brand and then they're talking about you. You now become a part of that recognized brand. Talk to us about the relationships and public relations.

Speaker 2: 27:30

Oh, my goodness, that's really funny. I would say that's a good question and it's also a 70-year-old question. I'll tell you why. When people don't know how to buy PR, one of the things that they ask are what are your relationships? That's the old days of the Rolodex.

Speaker 2: 27:51

Today, we live in such a fast world and we have so many more media than we used to have. Like, I have 1.6 plus million journalists in real time in our database just in North America. Not even our global database. It's called the network media. It's not just all centrally located in New York anymore, it's all over the world. It's podcasters and bloggers and industry publications that speak to a super targeted segment of decision makers.

Speaker 2: 28:32

Relationships only matter today if you bring the goods, as long as we understand their target audience and what content they need and how overworked they are. Like overworked New York Times has to put out 262 articles a day. Wow, that's the level of content in the US media Overworked, underpaid. Demand for content, fierce competition, because now everything's online. Your local business journal competes against the Wall Street Journal. You have to know how to tell that story and pitch them. That's going to give them content and ideas. That's going to bring them more eyes, more views and more advertisers. And if you do that consistently, there's your relationship, and the minute you don't, you are persona non grata. Non grata, non goddess right, you are no longer a relationship. So that's, does that answer it? Oh, no, 100%, it answers it.

Speaker 1: 29:44

Especially with social media, things are moving so fast. Now we've got this thing called artificial intelligence, generative AI, out there that can quickly create content, but it's still going to be accurate, it's still going to be curated, it's still going to get out there, but you still got to know the outlifts. And then the broad reach. What is the broad reach? I'm curious to ask you this, because now five star BDM is an affiliate. No, joe, joe, pr, you know, kj, I want to work with you. Well, we, you know we have a relationship, but why did you reach out to five star BDM? What is it about five star BDM that attracts you?

Speaker 2: 30:26

Well, number one. You're in technology and healthcare, but you understand also the value of brands and we also know that brand strategists need a vehicle to communicate the brand once it's been delineated or once it's been revised. And there is this. I don't know if it's just a misunderstanding, but sometimes people think if we build it, it will come, If we change our brand, and people will automatically know. But you need that firepower behind that brand communication right, and you are very savvy. You've you watch how the economic landscape has changed, how the communication channels have changed, how networking and business development has changed, and really that's all about disruption and innovation. And you can't do things the way you've always been doing it before. You can't tell the stories the way you've been doing it before, and it is about relationships, but on a more exponential scale. And how do you do that and still stay personal? Those are the affiliates that we look for and that's why we picked five star BDM.

Speaker 1: 31:43

I love it. I love them. Glad I was chosen to be a great affiliate because people that need your services they do get special treatment. They're a special pricing and we have a conversation because everything is unique in another circumstances that you are going to involve five star BDM and Jotopeer. What are you looking to do? We're going to give you the excellent advice and consultation that you're going to need. I always talk to be like all right, what do you want to achieve? I want to be a man on a company.

Speaker 2: 32:15

Okay that's great I love that.

Speaker 1: 32:16

All right. Do you know how you're going to get there? Do you know what the investment you're going to need to make and things you're going to have to really dig into and take the time to create in order to get to that level, in that you're recognized as a million dollar brand? I call it five star brand. You're recognized, you're out there and sometimes that takes time. It's not instantaneous, so you're going to have to like, okay, you might get involved with us. You're like we're going to roll out a three month campaign for you. It's going to cost X, but I'm going to tell you right now you're going to have to come back and you're going to have to keep repriming this pump, because you got to look at the volume, as you just said, that was just one company, two hundred and sixty two articles a day.

Speaker 1: 33:01

There is a ton, a ton of content going out. But here's the deal Targeted message. I don't need to reach millions and billions. Where I need to reach, I need to reach those 1000 to 5000 that are in my audience, that understand what I do and need my service, and they need to get that message highlighted in front of them. That's what we're doing, it's not not another question, because I see you this and I do this because we're on one of these right now. It's a podcast. Why did you choose podcasting as such a vehicle for you? And you've got your disruption out there. You've been doing it, I mean, you've been jamming for a while. What type of value do you see in podcasting?

Speaker 2: 33:52

Wow, it's such a wonderful new medium. I was just looking at a database that had like two million podcasts in there, just hearing that the company is trying to capitalize and put these all into a database. It's a brand new subset of the communications industry. Grant, we didn't start off as a podcast. If you remember, we started off doing quarantine press conferences for the media during the pandemic because our media partners came to us and said we're furloughed, but we have so much more demand for content and how are we going to help our readers and our listeners and our viewers, which are business leaders, navigate the pandemic? So we had our subject matter experts in tech, from health tech to insurance tech, to shipping and logistics, to e-commerce, even infectious disease experts and hardware software on these quarantine press conferences with their clients, hundreds of business leaders and the media all asking questions to these experts about how do I handle this? I have to put my company on a remote workforce. We can't get our hardware to do that. Shipping logistics experts would say this is what's happening, this is what you can do and that's how it started.

Speaker 2: 35:21

And then we saw that there was such a need to talk to innovators and disruptors that that just turned into a podcast. Let's interview these guys. Let's interview the guys that are out there trying to make the world a better place. Right, pioneers, arrows in their backs, but no, there's a better way using technology to make things possible. And let's interview these guys one by one, client after client, and we got referrals, like you, and then we would send those to the media because they want to talk to subject matter experts. They want to talk to innovators and disruptors, and that's just sort of how it started and it's still that way today. We still talk to industry disruptors and leaders and the media still want to talk to them after the podcast.

Speaker 2: 36:12

But we kind of fell into it. But I can tell you this, and I'm sure you've seen this Our guests tell us that they use this to pitch investors. They use their podcast to tell their story so that their sales teams don't have to. They use their podcast to create a relationship Like. You can see the person. Do you like them Like? Do you like their story? Do you hear what they have to say? It's a way to get content in the comfort of your own space without being something crammed down your throat. You can make your own decision on it.

Speaker 1: 36:49

It's 100%. The authenticity comes through. I think people right now, especially in today's world, they want to see something authentic and that's almost like the anti-AI that's going on. I want to see an authentic voice, I want to see an authentic person and I want to have an authentic message. I have seen more and more business owners wanting to come on my show because they say I have to be the face of my brand. They don't know me, they don't know what I look like, they don't know what I stand for.

Speaker 1: 37:21

Why am I doing what I am doing? And if I can convey that on your show, that's going to be great. And remember this it's not just a lot of times, it just comes out live. People are like all right, did I miss it? They're like no, it lives on. That content lives on and on and on, Day after day, week after week, month after month, year over year. That you can now repurpose for anything within what you're doing. If it's still relevant to what you are doing from product and services and all the other things that you're involved with from a business or career development standpoint, I love that. I'm going to unplug for a minute. I want you to talk directly to my audience right now. There's a lot of people out there that are in different levels or where they are in their life cycle and they need to understand how a JOTOP are to help them.

Speaker 2: 38:17

Great. So all you listeners out there, if you are a disruptive, innovative tech firm, right you could be from startup and seed funding or multiple series of funding or just getting going right, and even larger brands. If you are in a position where you really need to tell your story to millions of people that could improve their lives through your products or services, right, and our, I guess, viewpoint is that you have a responsibility to do so. Right, and you don't have to be the adverse effect of the court of public opinion. If you know how it works and you know how people get information and you know how they change their minds, right. You can then control your narrative. You can do what public companies do and you can have the ability to compete against the goliaths, just like the goliaths have had for so many years. That's the value of anti PR. That's the value of taking control of your narrative. And, guess what? You don't have to be fully formed and fully successful to get a lot of good PR right.

Speaker 2: 39:46

Today, people want to listen from the guys that are like, making products and services that are helping People, aren't from the guys that are growing, the guys that are struggling, and what they're learning and what they found.

Speaker 2: 39:57

You, I guarantee you, you have inside information that no one knows that if people knew it, it would help them, and those are the kind of stories that the media wants today. Right, and just don't think about PR anymore, like I've got to be on CNN or the Today Show. I mean, that's the end game and you will get there. But today, because it's a network media, there are so many third party credibility channels that you can communicate to and through and the media is a pretty. Even though it's a big industry, it's pretty small in terms of memory. You give love to those more targeted, smaller journalists and outlets. Right, they climb the ladder, they remember you when they get at CNN or they get on the Today Show or things like that. Media begets media and you can really seem like you're ubiquitous in everywhere just by getting those communications out on those channels and getting your story told.

Speaker 1: 41:04

Man, I love that. I love that Media begets media. I'm going to remember that. I like that. So tell us how to get in touch with you, because I know a lot of people right now. I know I'm feeling it. I'm feeling like man. I need to get in touch. Let's have a conversation with Carla Johans KJ as a BFG and how we can actually scale and grow and get the ROI that we need in our PR world.

Speaker 2: 41:32

Sure, I'd be happy to. By the way, I have a whole team that supports me. I just want to give a shout out to my team. I have about 20 members from around the world. These are all PR veterans or technologists that have learned anti PR and we have a very kick ass process. But I am the first person sometimes that people talk to and I really can consult you on anti PR Right. What's missing in your share of voice? What problems do you need to overcome? What ROI do you need to get? What is needing to be attached to your marketing and sales to increase the firepower for that? And I can tell you where you're losing out and you have lost income. So you can reach me at johtoprcom. You can reach me on LinkedIn. Carla with a K Carla Joe Hounds.

Speaker 1: 42:29

Yeah, there you go, there you go. Now we have it. That is a wrap. We said cut and print. Right, this has been wonderful. I would encourage your entire audience to do all the episodes with follow brand at five star medium. That is the number five star medium as be for brand, be for development and for masterscom. This has been special and I want to wish you a very, very happy holiday season.

Speaker 2: 42:54

Yes, me too. Thank you, guys, and thank you, grant, you're welcome, thank you.