The Best SEO Podcast
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Getting found, named and cited by AI search.
Running since 2009. Over 5 million downloads. The same question the whole time: what is actually working right now, and what only sounds like it is.
Matthew Bertram hosts. He owns and leads EWR Digital in Houston, so none of this is theory. It is what he is seeing in client work every week.
The shift is not that buyers use AI. It is that a model now decides which companies get mentioned at all, and most executives cannot see whether theirs is one of them. Ranking was something you could measure. Being named is not, yet, and that gap is where the risk sits.
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The Best SEO Podcast
Mastering Press Releases: Transformative Strategies for Success with Mickie Kennedy
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
Ever wondered how press releases can transform your marketing strategy? Sit back as Mickie Kennedy from eReleases reveals his journey from creative writing to becoming a press release maestro. Mickie shares fascinating insights into the art of storytelling within press releases, emphasizing how a captivating narrative can win journalists over and boost your business's success. Through Mickie's experience, you’ll learn how press releases are not just about data or product launches, but about crafting stories that resonate.
Press releases can be a powerful tool in today's fast-paced media environment, but they need to be done right. Mickie uncovers common pitfalls, like misdirected media targeting, and offers advice on utilizing platforms like PR Newswire effectively. You’ll hear about the incredible success of the Dining Bond Initiative during the pandemic, which shows how a well-crafted press release can lead to widespread media attention and significant impact. Mickie also touches on how industry surveys can create media buzz and networking opportunities, making them a strategic asset in press release creation.
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Guest Contact Information:
https://www.ereleases.com/
https://www.ereleases.com/plan/
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The Best SEO Podcast is a podcast hosted by Internet marketing expert Matthew Bertram. The show provides insights and advice on digital marketing, SEO, and online business.
Topics covered include keyword research, content optimization, link building, local SEO, and more. The show also features interviews with industry leaders and experts who share their experiences and tips.
Additionally, Matt shares his own experiences and strategies, as well as his own successes and failures, to help listeners learn from his experiences and apply the same principles to their businesses. The show is designed to help entrepreneurs and business owners become successful online and get the most out of their digital marketing efforts.
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Incorporating Press Releases Into Strategy
Speaker 2Howdy . Welcome back to another episode of the unknown secrets of internet marketing . My name is Matt Bertram , I'll be your host for today , and I just wanted to wish everybody a happy . Well , you're going to probably hear this in a couple of weeks , on a Sunday night , but it is Friday here and a lot of great things going on in Houston . It is fall now . The weather's great . I'm excited . Hopefully you're enjoying this time of the year . Typically , I would read a testimonial , but I've been jumping back to back calls with clients today and so I don't have one . But what I do have for you is I have a very special guest and I want to talk about how to incorporate today press releases into a broader content strategy , broader SEO strategy , and how that should be utilized . And so I have a subject matter expert here . I wanted to bring on Mickey Kennedy with eReleases . Hey , mickey , welcome to the show .
Speaker 1Thanks for having me .
Speaker 2So today we're going to deep dive into press releases and how they could be incorporated into a broader content strategy , pr strategy , marketing strategy . I personally believe that you should be doing a press release at least once a quarter Now , depending on your business . The new cycle , from what I understand , is about every 28 days , so that's 13 press releases . So think about it If you're listening , are you doing 13 press releases a year ? Probably not . Well , hopefully Mickey can explain to us why we maybe should be . And Mickey also has a service with eReleases that he sends out customized press releases on your behalf and could be a possible vendor for you to talk a little bit about your background , how you got into it , and then we can jump into , well , why press releases are so important . And I know I wanted to talk a little bit about the histories of how all this evolved into what it is today .
Speaker 1Sure . So I got started a little over 27 years ago . I had graduated with a master's of fine arts in creative writing , with an emphasis in poetry . My career plan was to wait tables and write poetry the rest of my life . And so I did that for a summer and realized that my knees and back couldn't handle being on concrete for 10 , 12 hours at a time . So I transitioned to a safe office job , got hired at a DC startup in the telecom world and we published research and telecom traffic numbers specifically .
Speaker 1And because I had writing as a background , as employee number three , they told me to figure out press releases . And so I inherited a Rolodex from the boss , who was a telecom attorney , and he said start faxing . And so I wrote press releases on sort of just the telecom traffic data as we got it and nothing much happened . My boss , the telecom attorney , said oh yeah , nothing happens with press releases , but you're supposed to do it . And so I didn't take that as the answer because it felt sort of futile . And so I started to notice that what we were publishing was data and , like , one of the releases we had just done was about telecom traffic in the Caribbean and it was a data table of those countries and what their traffic was to and from the United States . And I just realized , looking at what journalists were writing the end product articles that even if it's a small article , journalists like a story arc . And you know I knew from you know , being an English lit major before going into creative writing that you know there is a natural story arc that people like from children all the way up to adults . We like a story that builds and then , you know , concludes and there's a satisfaction of a climax usually , and even in the smallest little article , a journalist can still sort of follow that model and what we were producing just data wasn't going to do the job . And so I looked at that Caribbean traffic and noticed that one country had more traffic than almost all the others combined and I was like I wonder why that is , and so I asked the two other guys that work there and they explained to me that that was the call center for 1-900 numbers and most of the US 1-900 numbers were being routed through that country at the time . So I did a press release on that and sent that out , and we got picked up by the Economist , the Financial Times , washington Post , wall Street Journal and three telecom trade publications . The phones rang , orders poured in and everybody was like , wow , mickey did it , he's a champion . Can I do this again ? And I continued to do releases that were more of a story format and we continued to get picked up .
Speaker 1And I think that you know so many people , even to this day , are doing press releases sort of self-centered . They're like we have a new product , so I'm going to write it from my perspective . Here's the product , here's a bunch of features , here's a button to learn more and buy . And from a journalist looking for a story arc , there's not a lot there . So what I would recommend to just that format is to incorporate a use case study . You know , here's a company that was losing 7% a year . They integrated our logistics software solution at the end of a 90-day trial . They are projected to have a 7% net profit by the end of this year for the first time ever . And then you can also incorporate public data , like saying that , hey , in the transportation industry , 67% of businesses like this fail in the first five years because they can't get their cost under control and this software solves that . So it really shows the stakes of why your product or software or solution is really important . And so once you sort of address that and take everything that you want to launch and put it through the perspective of , you know , trying to give the journalist the building blocks for a story arc , as well as recognize the journalist as a gatekeeper , they have to decide is this information that is going to either entertain or educate or , ideally , both for my audience ? Once you get through that , you'll have a lot more successes , and I was so enamored with this that I just wanted to do PR and press releases for everybody .
Speaker 1And so at the time that I was faxing , there was a trend where I'd get phone calls after a fax saying could you email this press release in the future ? And so I spent about a year networking with journalists , mostly on bulletin boards and online , and making some calls . And so when I launched eReleases in 1998 , I had about 10,000 journalists who said send me press releases by email , something that would not happen today . I guarantee you , if you talk to journalists , almost 100% of them would not say send me releases , and that's because of media . Databases have really changed the landscape , licensing those and when people buy a database or license it for a year and they pay 8,000 or $15,000 and realize there's only 2,400 contacts that are really specific to their industry . They start sending to off target stuff you got people who create golf clubs themselves and to sending it to financial analysts and business reporters because , hey , their audience you know , bankers and business people play golf but these people will never report on golf equipment . It's just not cover .
Speaker 2Yeah . So I think the information , uh like from a data set standpoint , like bad information in is bad information out , and certainly when you're trying to hit numbers , um , yeah , it skews the data and you start spreading it out and then it it skews the engagement , right . And so press releases have changed a lot . Now I love press releases , just like I love podcasts . It's one to many , right You're , you're syndicating something out and you're putting it in front of a lot of eyeballs . Now to your point .
Speaker 2I think that a lot of people see press releases or they skim them , right , and they're looking at , like the subject line . So you got to have a good hook , you got to catch them of having them look more . And then you got to help them do their job , because they're trying to hit whatever their numbers are , their metrics or the story they're writing , or visibility or whatever . And if you can give them quotes , if you can give them stories , if you can give them data that they can't go grab somebody else , they're going to reference you , right , and ? And so it's super helpful to just help them do their job better and write it in a way that , hey , a lot of people are going to see this . What are they going to do with it ?
Speaker 2And I I like that writing from their perspective , utilizing the case studies , that they can incorporate some kind of data into what they're doing . Because , yeah , if you're just publishing it out there , it's really just like you know , if it's just about yourself , if someone's searching for you , they find it , but it's not going to , you're not going to get the benefit of of those journalists or bloggers sharing it , and that's where the real SEO benefit comes in . It's not from the press release service , it's what people do with it after that . And if people are not doing anything with it , it's not really that helpful , and so you got to really think about it from a copywriting standpoint . So I love that .
Speaker 1Right . So I do about 10,000 plus press releases a year for my clients , and today all of our releases go out through PR Newswire , which is owned by Scission . Pr Newswire is the oldest and largest newswire of press releases , and so I had to walk away from email because email became really ineffective for reaching journalists and even the PR firms that pitch people through email . They have to follow up by phone , often to say , hey , it's buried in there . Can I walk you through how to find this thing ? I emailed you , and so the the great thing about the wire is a journalist can log into the wire and they can see a feed that's specific to their beat that they cover , but they can also tailor it . So maybe you know they cover fashion , but maybe they don't cover you know a lot of common retail stuff , so they can exclude keywords and just see stuff that's really relevant to what they're about , and that's the real value of it . At the same time that journalist inboxes have exploded and are nightmares , the Newswire is very clean and it makes it very easy for a journalist to see very tailored feeds that are specific to them , and the newswire is not going to take those golf club releases and send them to the feeds of financial analysts and people who cover banking news and data . So that's the real value of reaching a wire In the US . It's basically a duopoly there's a business wire and PR newswire .
Speaker 1Outside of that , there used to be Globe Newswire making inroads , but they pivoted and said hey , if you are publicly traded , you can meet SEC disclosure , and do you really want journalists looking very closely at you ? I didn't think so and so , and as well as save a lot of money with them . But the good side of that is you only have to send your release to one of them and with eReleases , all of our releases go out nationally through PR Newswire and you don't have to pay anything close to the $1,600 that they charge to go national for a 600 word press release . We have arranged a really great discount with them and , because we're moving 10,000 plus releases , you get a national distribution at a fraction of the costs by uh using e-releases .
Crafting Strategic Press Releases for Impact
Speaker 1Um , you know that that . That being said , uh , a lot of people are still sending the wrong types of media and press releases out there . Um , you know one of the big critics . Uh , go ahead . So .
Speaker 2I just wanted to speak to that . So , so , certainly there there's different additions and things you can add on . If we're talking about PR Newswire , I mean you can go after different areas of the market . You know different industries . You can reach different influencers . You can go after different regional areas . You you can do statewide um , you know , a lot of people are using not , like you said , not the right um type of uh press release , but they've made it very easy and they have a huge reach and and , to your point , um , you know , getting that that volume discount and getting those costs down , because a regular press release through that network is is quite pricey Um , and so there are advantages , uh , of scale and working with someone with scale , whether it be a slash account or whatever they're doing Right .
Speaker 2So , um , I think that , um , I want everybody to hear that Um , you're not going to be able to get the same uh kind of discount , uh , but you'll get the same kind of discount , but you'll get the same kind of release , but you won't get the same kind of discount , so you'll pay quite a bit for it . The full price press releases that people pay for are very expensive , and so bulk discounting is big , and also someone that knows how to navigate all the different lists . Some of the lists are even a little bit misleading . I've had to ask for requests like you know who's on this list , what you know , who is this list going to , based on who you're trying to to , to reach , and having someone that knows how to navigate all those things . And even , like you know , I typically do like a 400 word press release , 600 word even better , and , and you know you can , and then it costs more money to add the logos or the graphics and they'll try to charge you for , um , uh , yearly , uh , retention on their site .
Speaker 2Like there's , there's all kinds of tricks , guys , that that if you need to do press releases , you need to find someone that knows what they're doing , or you're going to spend a lot of time navigating it and there's going to be costs of learning that you're going to associate with it . And so I just , I just , if you're thinking about incorporating newsletters , um , definitely hear , hear what we're saying , um , and then you know , mickey , back to you . But I want to kind of talk to about , like , what are the benefits of the press release and maybe go into the story arc a little bit more to explain to people what they're doing , cause I see a lot of companies doing those press releases that are , hey , we got a new product , we had a new team member , whatever , but there there is no story behind it . And so then you look at the reach and you look into the engagement and the reshares and you wonder , well , how is this the baseline ? Right , is this the baseline ? But I don't . I think it's a lot about copywriting .
Speaker 1So right . So yeah , I have a case study up on my website at eReleases , called the it's for the dining bond initiative . It was a very short lived effort to help restaurants that were closed during the pandemic . Um , we did a press release for them at no charge and , uh , it was uh , you know , meant to uh have where you could nominate your favorite local restaurant and if they were , the volunteers were able to contact them , you could give money that went directly to that restaurant and be back sort of what they call a dining bond or gift certificate sort of scenario . And , uh , you know , during that time we thought it was , you know , we needed to make the biggest splash in the smallest amount of time , and so you couldn't really pitch a lot of people , so we just sent it on the wire , hit send once , and it resulted in over 100 media outlets picking it up .
Speaker 1And this isn't syndication . Syndication is your press release replicated on websites , and every time you issue a press release , that does happen . A lot of it is based off of what they do for publicly traded companies . So that's why you might be a restaurant and your press releases on Yahoo Finance and Fox Business and places like that , but that real earned media is when a journalist writes an article about you . And in this case , over 100 journalist publications wrote individual articles , all with different headlines , different copy about this initiative based on one single press release . And so for what would have cost ? You know , under four or $500 with us . Uh got picked up in the wall street journal , CNN , harvard business review , fox , business , bloomberg , forbes , um , james Beard foundation , a bunch of food publications , including uh , taste and Rob report and and Report and things like that , but over a hundred , and it generated over $10 million in revenue and this was the only thing that was used to market this . And so that is the potential of the value of a wire that if you have a meaningful message , it can really resonate and go very far , and especially when it goes out nationally , like it does through us . And so that is the goal .
Speaker 1And a lot of people say I sent the press release and , other than the syndication , not much happened , and that's because it wasn't newsworthy enough . In this case , here was an initiative that was meant to help restaurants during the pandemic . I think it did really well because it was positive news at a time where there's a lot of uncertainty . We had been sent home for two weeks to flatten the curve and we didn't know what was going to happen . But here was something that was positive and , even more important , I think , it was actionable . So if you're a couple at home and you worry about your favorite restaurant that you go to on your every anniversary , here was a way for you to give $50 to them and hopefully keep the lights on and , you know , when everything recovered , hopefully you'd have a gift certificate or be able to use that $50 . And you know , barring that , you know what can you do to write more meaningful and strategic press releases ? And you know the story arc is one of the most important elements , I think , to really remember that and sort of build that in there .
Speaker 1Is there something about your business , you starting it or your origin story ? When I started eReleases , I didn't have an origin story . And they're like well , how did you learn about press releases ? And I was like , oh , the last place I worked at . And you know like , well , how did you learn about Press releases ? And I was like , oh well , the last place I worked at . And like , well , what was it about it that excited you ? And it's like because the boss said that they don't really work and I got them to work and I thought I had this magic secret sauce and I was passionate about it . And this is like oh , I do have an origin story . So , you know , do an audit of what started you , your business . You know the company , the product , the services .
Speaker 1There's a reason that everybody that appears on Shark Tank opens with that story . Sometimes it's being authentic . You know well , it's always ideally authentic , but it's often vulnerable . You know them sharing that . You know their father died and they used to have this hobby and she just got laid off and now she was wondering could I turn this hobby into a business and somehow honor my father as well ? You know those things happen again and again on that show and it's because it breaks through everything and it humanizes the business and it includes a human interest element and it really creates this immediate empathy and people care . And so if you share that in a press release , you know that will help you as well . And if you can't lead with that , like you know , you're not doing a press release launching your business . You have a section at the bottom of the press release called a boilerplate , where it's about company and you get to write an elevator pitch , maybe incorporate that little bit of a story nugget in that elevator pitch and it will be when the journalist is skimming that press release that's another aspect of it . They'll say , oh , that human interest element would really feed my audience and that gives me . You know this was a mediocre press release as far as newsworthiness , but that aspect of it I can work with that and I think I can build a story that will really engage my audience and it really does help quite a bit .
Speaker 1You had mentioned people doing press releases with hiring . Those are probably the most ineffective press releases there are , with the exception of a new major executive that you hired or CEO or an industry veteran . You really shouldn't pay money to go over a wire for a new hire press release . You can get probably the same pickup by reaching out to your local newspaper or business magazine , business newspaper and just send them the photo and a few lines about the new hire and what they'll be doing at your business . Same thing with trade publications . Spend the money to go over a newswire with stuff that's going to be more effective and do well and do not look at your competitors and do not look at what everyone else is doing , because 97% of press releases that are going out over the wire will not yield earned media . They will be ineffective . The same reason that if you approach AI and say what would be a great press release , here's the company You're going to get , 97% of the time , press releases that aren't effective . Ai is not good at picking a good topic for a press release because it's been trained on the garbage that's out there for a press release because it's been trained
Leveraging Industry Surveys for Media Buzz
Speaker 1on the garbage that's out there .
Speaker 1What you need to do is do an audit of your company and business and what would be meaningful stories . Share what's going on right now with your product launch or an update to your product . Incorporate a use case study . Take publicly data that's out there and use it to sort of position your product or service and show the stakes of why it's so important . Even more importantly , if you're looking for a type of press release that never fails and on average when I coach someone through this , they get usually between eight and 14 earned media articles every time they do this type of press release is do an industry survey . Survey your industry and anyone can do it . There's no rules . You're the author of the survey , you will get the credit . It will elevate you in the marketplace and people will know about you . And you just want to ask a few meaningful questions that are timely as of right now .
Speaker 1Post pandemic , the workplace has changed . There's a lot of middle management concerned about culture , people working from home , people working hybrid . How am I going to make this work ? You could ask questions around that . Ai is really big . Are people in your industry afraid they're going to lose their job or be replaced because of AI ? And you can ask questions around that . But also there's stuff specifically going on in your industry . What are things you would ask if you were to trade show , a conference , say , hey , have you noticed lately that it seems like everybody's taking 90 to 120 days to pay , when it used to be net 30 ? And like , yeah , I have noticed that that could be a sign that money is tightening up in your industry or , you know , nationwide . So you know , think of questions you can ask right now .
Speaker 1Network with others . You know , perhaps ask on LinkedIn and build a survey of you know eight to 16 questions . I like SurveyMonkey . I put four questions per page and at the end of the page . Don't send them to SurveyMonkey . So many people do that . Send them back to your website talking about who you are and offer to let them network with you , because these are going to be other people in your industry that you could network with . They could be valued friends or joint venture possibilities . So many people are obsessed with competitors and I tell you I've gotten so many leads from competitors , so use that as an opportunity to introduce yourself . And then who do you send the survey to ? That is the easiest part of this .
Speaker 1There are independent and small trade associations in every industry . This there are independent and small trade associations in every industry . In mine , public relations , I was told once on a podcast that well , in our industry we're the exception . There's only Public Relations Society of America . I had to break it to this 60-some-year-old woman that there was over 470 other PR trade associations in the United States . Some of them are very esoteric , like Florida PR firms or the Mid-Atlantic . Some are Italian-Americans founded ones , but there are some that are like PR firms of 50 employees or less , which probably makes up the bulk of PR firms in the US , except for the big giant ones , and my problem with them is how are you ever going to get one person at that company to stand for what the entire entity feels or believes ? So I feel like that would be a great entity .
Speaker 1You approach them and say , hey , here's a link , could you send this to your members ? In exchange , I'll mention you in a press release . I'll be issuing a repair newswire in the coming weeks . The small and independent trade associations no one knows about them . This person didn't realize there was 470 , some others out there , and so they see this as a win-win for them to potentially get some attention as well . And about two thirds of the time the first trade association we approach says , yes , I've never had to go and ask a third one . The second one has always been like sure , we'll do that .
Speaker 1You're looking for like at least 100 responses or pretty close to it , and you're really going to focus the press release on the one big aha moment from that survey . What's going to be the biggest shocker or surprise ? You're going to provide an amazing quote of analysis in there , like if you ask graphic designers if you believe AI is going to replace them in the next five years and they say , yes , it's going to be Adobe that's doing it . You can then say , hey , I don't believe that AI is going to replace graphic designers in the next five years , but I do think that those who don't realize and learn how to incorporate AI into their business are probably going to be at a very serious disadvantage and may find themselves out of a job . And so it's a way for you to be reasonable and rational and to really provide a little bit of analysis of the data points that are there , and you're going to build out a page on your website with all 16 questions and answers , or how many questions and answers you did have , because a journalist will click on that and they may find another question that they can write another article on or focus a different approach .
Speaker 1And if you build that page as a good resource , some publications who have a no link policy will link to you . The New York Times has a no link policy . I've had them link to one of my clients in an article because of that . How many resources and an infographic that was on that resource page . So build that out and , like I said , every time we've done that and sent it out , it's generated , between you know , as many as as many as 20 pickups , but on average eight to 14 seems to be where most people align themselves .
Speaker 1The least I've ever had one get is four articles and it was a very specialized biometrics field and they were thrilled with four articles . They're like I can't think of anybody else who covers biometrics who didn't cover this , and it creates a lot of buzz , a lot of interest , and I've seen what I felt was a Link Farm website utilize this where they write the top 10 of different fields , like top 10 software for architects , top 10 automotive sales , crms and things like that , and they did press releases for each of these fields , based off of surveys for each of these individual verticals , and they got eight to 14 articles for each one of those and they were doing at the height 30 of these press releases a year and today they don't even have to issue those surveys anymore because they get asked by the media . What's your opinion about this industry ? Here's some consolidation happening , how do you feel ? Because they have established themselves as experts by just doing the survey over several years and it's a great way to stand out .
Speaker 2Awesome . That is just absolute gold , mickey , so I was just letting you go , I .
Maximizing Media Attention Through Authenticity
Speaker 2I think that , um , there is a reassurance of creativity coming , okay , I think with AI , um , there are some advantages , Absolutely , but I also think that , uh , creativity is going to shine because there are things of human ingenuity that are not in those large language models and they're homogenizing . I'm seeing it on the advertising side . I'm seeing ads that are very , very similar , right , because they're all pulling from the same data set . So I think being able to trade your own is kind of that next evolution .
Speaker 2But I think just creativity is so important and working with someone that knows what they're doing on that side to get that , I mean everything you were saying fantastic strategy , great way to do it and , to your point , from an SEO standpoint , the value of those backlinks .
Speaker 2There's a quantitative value to that , right , and so , if you're getting high quality links , if you're trying to , uh , not earn the link and and and kind of operate in the gray , you're going to spend a lot of money .
Speaker 2So , doing it the right way , you're going to get full link equity , because , also , if you're not doing it the right way , okay and I and I preach this if you're not doing it the right way and that link gets found out or they already kind of know what's going on with that Like when you talk about link farms or anything like that um , it's not going to get full value , it's only going to push partial link equity or even no link equity .
Speaker 2But if you earn the link and it's a true link that you earn and or it's a difficult site that you get , that that has a rule of not getting it . It's going to be so powerful and the only way to do it is do it the right way , just spend the effort and time and the creativity to do it the right way and offer information that other people don't have . Right , that's what journalists are looking for , is is data that's not publicly available that they can use and whatever goal or story that they have . So I think that that's just absolute gold , mickey , and I know we've talked about this and maybe you want to use that as your unknown secret , because I would love for you to share , kind of in a synopsis , what might be a new unknown secret that you haven't shared , or if you want to share that one . I thought that one was absolute gold .
Speaker 2What would you say the biggest unknown secret of digital marketing utilizing press releases would be .
Speaker 1I think that the biggest secret is a lot of people feel like they're too small to matter with the media , and I would counter to that and say that the most shares that a journalist gets are not from covering Google or Microsoft . The most shares they get for an article are when they spotlight a new tool or resource that no one knows about , and often these are small businesses . They're sometimes mom and pops , sometimes they're side hustle businesses . These are people for whom they didn't feel that they were big enough yet , and yet they got the spotlight put on them . Because journalists like to be seen as curators and they don't feel that they were big enough yet , and yet they got the spotlight put on them . Because journalists like to be seen as curators and they don't get credit for spotlighting something that everybody in the industry knows about . And so if you're doing something that's unique and novel in an industry , you are deserving of media attention , and so don't undersell yourself because you're just not quite there yet , because if you wait , you'll just be waiting forever . Go ahead and take advantage of it now .
Speaker 1I've had people who feel like the only person that I can list as a quote in the press release is me , because the company's just me . But then the media contact do I have to make someone up ? And I'm like , no , the media doesn't care that you're a solo operation , it does not look terrible to do that . I have people who get picked up by the Wall Street Journal and really great big publications Barron's and other places that they're the same media contact , the same person quoted in the press release . Being authentic is the most important thing and you don't have to disguise yourself .
Speaker 1Uh , you know , and and sometimes sharing the little stumbles along the way work really well . I had one client who had an embarrassing story where they nearly had to cancel thanksgiving and the whole family had to pitch in that weekend to put stuff in boxes and ship it out because they had just gotten a crash order and and needed to get out asap . And so we led with that in a press release and they didn't want to . They thought it was embarrassing . It became the lead of a two page article about them in Inc magazine and they just didn't get . Why would they focus on that ?
Speaker 1And I'm like because it's something every entrepreneur identifies with . We all have obstacles . We all have things we overcome . We have these little embarrassments , these little setbacks , but yet the things that we look back later on and we look fondly like , yeah , we all came together , we all did this , and the whole family pitched in , and that's part of entrepreneurship . It's not just me , it's like the whole family's involved , even if it's just them sacrificing their time with me . Uh , because I'm focused on the business and so , uh , you know , focus on the story , focus on what's really going on , be vulnerable , don't be afraid to really show who you are in the business and , uh , you can really , uh resonate , just being authentic with the media .
Speaker 2Awesome , Mickey . I think that that's just fire . So everybody that's listening , take Mickey's advice . Mickey , if people want to know more or they want to contact you , what's the best way for them to get in touch with you ?
Speaker 1Right . So ereleasescom is the website . There's no salespeople , just editors . So feel free to chat , email or call All of our social medias . On the lower right of the website I do have a free masterclass that I recommend . It's a great place to start .
Speaker 1If you don't know much about PR or I would say even people who do know stuff about PR it would also be good .
Speaker 1It's less than an hour long video and I did that because last class I signed up for . I paid $1,500 for it and when I saw it was 40 hours of videos , I just knew I wasn't going to be able to commit to that . I just don't have that time and so it's available at ereleasescom slash plan P-L-A-N , again completely free , and it goes through the types of press releases that do get picked up . It ignores the 75% that don't and within the 3% of ones that do get picked up , it's the patterns of the press releases that you can incorporate , and if you build a PR campaign of six to eight releases and you follow those that are there , you're going to walk away with two or three of those having meaningful media pickup . The rest may be duds , but the truth is you really only need one to really kill it to make a huge difference . But you should have several of those by following this and again , that's eReleasescom slash plan P-L-A-N and , of course , that survey one is definitely in there and it walks you through that as well .
Speaker 2Awesome . I'm gonna have to maybe check that out myself . I think I've learned some stuff as well . So this was awesome . Mickey wanted to let everybody know we are going to be changing the website . We are going to be changing the podcast cover very soon , as well as the intro , so don't get thrown off your game there . I will be letting everybody know about it . I will try to publicize it , maybe through a press release , I don't know . Mickey , we'll talk , um , but uh , everybody , um , you know , if you're trying to grow your business with the largest , most powerful tool on the internet , reach out to EWR for , uh , more visibility and revenue in your business . Uh , until the next time , bye , bye , for now . Thanks for coming on , mickey .
Speaker 1You're very welcome .
