PR Done Right | Abbie Sheridan | Full Battery Media

In this episode of the Full Battery Media Podcast, I sit down with Abbie Sheridan, founder of Greenrose Communications, a boutique PR firm specializing in wealth management and financial services. Abbie has spent five years helping financial advisors, fintech companies, and asset managers build media presence that actually moves the needle, think book deals, acquisitions, and assets under management that doubled in a single year. What we unpack isn't the glamorous version of PR you see in movies. It's the real, strategic, relationship-driven work that most people either underestimate or completely misunderstand.

We get into why consistency beats chasing one big viral moment, why self-serving press releases are one of the biggest budget mistakes brands make, and how media really does beget media, even when the first placement feels small. Abbie also shares how she helps introverted professionals find their authentic voice and stop trying to sound like everyone else in the room.

Rome wasn't built in a day, and neither is a media presence, but with the right strategy and the patience to keep showing up, it absolutely compounds over time.

Have you ever hired a PR firm or tried to build your own media presence, and what was the moment you realized it was starting to work?

Transcript

SPEAKER_00 0:00

PR is all about what you put into it. And we have some clients who are not afraid to say some controversial things. And controversial things are going to get more attention than what if you're saying what everybody else is saying. You can do that, but you're not going to get the same amount of attention as if you're if you're saying something that is different. Reporters are looking for interesting quotes. They're looking for balance in their articles. They're looking for headlines, right? And so if you're just out there saying everything status quo and nothing is new, nothing is interesting, then, you know, you may be a quote in the story if you're lucky, but you won't be that headline, you won't be that feature article. So saying something that's a little bit more provocative, but of course, you have to make sure that you're comfortable with that and that the company that you work for is comfortable with that because there's a price to pay for that as well. But uh, you know, you also have to think about what you're saying. Is it just about your company? Because that's not interesting to other people. You have to, if you're putting out a press release, what is the impact of that press release? How is that going to impact your industry or your clients? And what does it mean for them?

SPEAKER_01 1:27

All right, welcome everybody back to the Full Battery Media Podcast. I'm your host, Sean Trace, and I have an awesome guest with me today. Would you like to tell people who you are a little bit about what you do?

SPEAKER_00 1:36

Yes. Uh my name thank you for having me. I'm so happy to be here. My name is Abby Sheridan, um, and I run a boutique PR agency called Green Ross Communications, actually named after my grandparents. Um, I started the firm five years ago, and we specialize in the wealth management industry. So all of our clients are either financial advisors or looking to work with financial advisors, so fintech companies, asset managers, and um, it's great. I love the space so much, and I'm really happy to share a little bit more with you today.

SPEAKER_01 2:07

That's awesome. And first of all, thank you for coming out and coming on. And and you know, one of the things that I, one of the reasons I wanted to talk to you is because HR, uh PR, sorry, not HR, PR is one of those things that to me always is so important, but sometimes people don't understand fully what PR is doing. Yeah, you know, and I want to ask you this because if someone hires you, what actually changes for them in a real practical way?

SPEAKER_00 2:31

Yeah, it's funny because some people hear PR and they think PR just means we put out press releases all day, which is far from the truth. Um, so when clients come to us, we really try to understand what their goals are. Each client has different goals. Um and we've had clients come to us and get book deals because of the work that we've done with them. They've been on they one client was on a podcast and a book editor heard the client on podcast and reach out to him, and now he has a published book because of it. Um and we've well, I will never guarantee that PR is lead generation, and really it's the opposite of lead generation. We've had clients get direct leads and close deals because of our PR efforts, and others who credit PR with helping them get acquired by larger companies and put them on the map. So um we actually work with another client who doubled in size over a year because of uh and they credit PR for a lot of that growth. So um again, it's all depends on what you're looking to achieve, but those are some examples of how our work has impacted our clients.

SPEAKER_01 3:44

I love that. I love that too. And I think one of the things I had a friend who worked in PR years ago. We're still good friends, but she's she's still in PR. But she told me this years ago when I asked, like, hey, what so what do you do? And she says, I said, um, how do you help companies? And she's like, We help them craft stories. And I said, Well, what type of stories? And she says, the right story. And I was like, Well, what does that mean? And she's like, Well, we have to make sure that they are creating the narratives that are gonna drive the right type of attention and also create the right branding for them, you know. And I wanted to note this because, you know, there's a lot of different types of attention, but why do some companies get a lot of attention while others just as good get ignored?

SPEAKER_00 4:30

Yeah, it's a really good question. Um, PR is all about what you put into it. And we have some clients who are not afraid to say some controversial things, and controversial things are going to get more attention than what if you're saying what everybody else is saying. Um, you can do that, but you're not going to get the same amount of attention as if you're if you're saying something that is different. Reporters are looking for interesting quotes, they're looking for balance in their articles, um, they're looking for headlines, right? And so if you're just out there saying everything status quo and nothing is new, nothing is interesting, then you know, you may be a quote in the story if you're lucky, but you won't be that headline, you won't be that feature article. Uh so saying something that's a little bit more provocative, but of course, you have to make sure that you're comfortable with that and that the company that you work for is comfortable with that because there's a price to pay for that as well. Um but uh, you know, you also have to think about what you're saying. Is it just about your company? Because that's not interesting to other people. You have to, if you're putting out a press release, what is the impact of that press release? How is that going to impact your industry or your clients? And what does it mean for them?

SPEAKER_01 5:50

Often you won't hear about what PR companies are doing until someone says something extremely provocative. And then, you know, the the PR agent you see and the PR people come in and clean that up, you know. But, you know, are do you recommend people lean into stuff that's a little bit more provocative to try to get that attention? Or do you think it's better to keep it a little bit more, or is it client by client?

SPEAKER_00 6:15

It's a hundred percent client by client. We have some clients who are very comfortable with being more provocative and they work for themselves, right? So they're able to do that. If they report to a larger team or larger company, then that could mean some bad things for them if they were to say something that doesn't align with the firm and the branding. So my job is not to make anyone feel uncomfortable or put put them in a situation that wouldn't be beneficial to them in their business. My business, my my job is to help them essentially be their megaphone. So I like to make sure that whatever they're saying, they're comfortable with, their boss is comfortable with. Um, and then just, you know, give them the ability to share that publicly. But we we do try to help them lean into, you know, the interesting story, find their narrative. If it's not interesting enough, we will tell them, right? I'm I'm not just gonna sit there and say, yeah, this is interesting. We're gonna ask questions and we're gonna try to find that story. But if you're not comfortable going, you know, too extremes, then I'm not gonna force you to do that.

SPEAKER_01 7:24

I love that. That's really interesting. Um, you know, and it's again finding people where they're at, you know. But then as someone, companies and, you know, professionals that are watching this and they're like, and they're asking this question like at what point does a business or professional actually need PR? When do you need to start bringing that in, you know?

SPEAKER_00 7:43

Yeah. It it really comes back to what your goals are and what you're looking to achieve. So we've actually worked with some really small businesses who I was impressed, they were ready to go for PR. Um, and actually one of the companies I'm talking about is the one who doubled their assets under management uh over the course of one year since working with us. Um, I think it's great to start small because you have to start somewhere. And sometimes if you start when you're a little bit too big, you can can feel a little bit late to the game. Uh, when you're smaller, you can likely be a little bit more nimble, you can be more uh provocative with your sound bites. Um, but one challenge to think about is who's gonna own the relationship uh between the firm and the PR company, because it definitely is a partnership. And while I I call us magicians all the time, uh we still need your insights, your time to have a successful partnership. So um it just goes back to how much time do you have to devote to PR? And um it do you have the budget for it? Even if it's a small budget, you can always find a partner to work with you, a freelancer or a boutique agency like ourselves. Um and also, you know, trying to understand what your goals are. And if you don't know what your goals are, we can try to help you figure that out as well.

SPEAKER_01 9:07

I love that. You know, it's interesting too, because I think that so many companies, so many individuals, they're like, I want to be successful, but they don't uh fully always understand the goals and the path to get there, you know, like success. Like, well, that's really broad. Like, what are you trying to do? Are you trying to get more clients? Are you trying, obviously, most people are, but like you stated earlier that some people are trying to get acquired. And their goal is not just to get more clients, it's to get position themselves and the visibility to do certain things, you know? And and if someone is starting from zero with no audience, no brand, where would you have them focus first?

SPEAKER_00 9:44

Yeah, I mean, I think a really simple place to start is just content. A lot of brands are already pushing out and creating their own content. Now, I have to say with a caveat, no AI generated content. You can use AI to brainstorm, but but uh yeah, editors and reporters are really serious about um not publishing anything that's been AI generated. So if you already are creating your own content or are thinking about creating your own content, that's a great place to start. Um we, your PR team, can repurpose some of that content in our pitches. We can craft op-eds for you and publish them under your name in publications. Um, so that's a really kind of low-stakes way to get started. Also, if you're not as comfortable familiar with talking to the media, this kind of cuts that out. You don't have to deal with journalists. We can just place the articles for you. Um, and then another big thing before you get started is just making sure that your messaging uh is in order, your team is aligned with your messaging. So, what I mean by that is everyone's describing the company in the same way. So if we were to put three different people in front of reporters, would you all be saying the same, describing the company the same way? Or would you be saying different things? Because obviously you want to make sure uh that you're saying the same thing. And um one thing that we do right when we first start with clients is media train them, make sure that we're that they're comfortable talking to the journalists, uh, they have their talking points down, they know how to they they have their elevator pitch, they know how to describe the company, um, do's and don'ts when talking to reporters, things like that. And we also educate them on the process because uh it is a process. And if you aren't familiar with that, you could, you know, maybe say the wrong thing, do the wrong thing, offend their journalist. And we don't want, we don't want any of that to happen. So it's definitely an education process as well.

SPEAKER_01 11:39

What are some of the challenges or some of the mistakes people make when talking to a journalist? You know, what are some of the things that people kind of mess up with?

SPEAKER_00 11:48

Um, I think a big thing is not reading the journalists' articles before you talk to them. Um so, you know, maybe saying something like, oh, I'm not familiar with what you cover. And what we do for all of our clients is we share prep materials with them in advance. So um, you know, that has information on the journalist, um, past articles, some sample questions that we come up with. But um, I mean, one thing to that we tell our clients is uh PR is not advertising, so we have no control over the final article. So we can't ask the reporter to see the article before it publishes, or if some reporters do fact check, but um, I think, you know, if uh some people may have a different perception that they have, you know, this control over the article. Um, and so that could also rev journalists the wrong way, right? If you're like, uh, can I see what you publish before you before you put it out? That's a big no-no.

SPEAKER_01 12:50

It's interesting too, because you don't think about that. But like I have had early on when I started my podcast, there was a couple of times where I didn't do my research on a guest and I came in and they looked at me. I made that mistake one time and I never made that again, man.

SPEAKER_00 13:06

Yeah.

SPEAKER_01 13:07

And it was because it was like I I said something and they looked at me and they were like, Yeah, no. Uh I remember watching some one interview where uh the the journalist was like thought these two different actors were the same person. I was like blown away by that. That that's wild. But I was like, that wasn't that wasn't you? Yeah, yeah, right. But again, preparing is really important, whatever you're doing, you know. Um your homework. I mean, whatever you're doing, do your homework. I you think it's something that seems simple, but a lot of people forget, you know. Yeah. But I want to ask you this too, like what's something people think is helping them grow, but really isn't.

SPEAKER_00 13:49

Yeah, I think probably self-serving press releases. I think a lot of people think about press releases like, oh, I'm gonna put out a press release and everyone's gonna be so interested. Um but really I think going back to my earlier point, just about not just talking about your company and what you're doing that's so amazing, but what is it that's actually how is this impacting your audience, your clients? Um I think you know, a lot of the work that we do is pushing out press releases. So it just putting it on the wire doesn't do anything besides you know, SEO GEO purpose purposes, but um we put the press release in front of journalists. So I think if people are just putting out a press release over the wire and expecting something to come from it, they're gonna be really disappointed.

SPEAKER_01 14:44

Yeah. It's interesting too. Like I I've worked with people um for a long time in video. And one of the things too is like people think that a piece of content or something like that's gonna have this like magical like effect. It's like suddenly everything's gonna change, and then like it's gonna be the thing. And you're like, well, it might help. It might help, but it might be you gotta have a plan, you gotta keep at that plan, you know, because I think that sometimes people think that there's this magical thing that people do, and it's like, well, it's consistency, it's consistency in your messaging, and it's about showing up again and again, again with that consistent message. I'd love to hear your perspective on that.

SPEAKER_00 15:25

Such a good point, and I'm really glad you brought that up because I think sometimes people think, you know, I'm here, I'm ready to talk to a reporter. Why aren't they knocking down my door? Like, I'm interesting, but what they don't realize is there's so many other people out there who are, you know, front of the line for these reporters that have built relationships with them that have worked at it for years and years. Um, and they're saying interesting things, right? So it's not just like a one and done. It takes time. We I like to tell anyone that I talk to that it can take three to six months before you start seeing that traction and you start seeing that those results. But you don't turn it off. You know, you want to continue that momentum. So it's something that you have to continue to work at and build at. It the shift does change over time, um, but you can't you can't stop because there's other people that will take your place in line in a heartbeat.

SPEAKER_01 16:19

That's it. I think that's one of the things that people don't realize enough, like that with media and such, you have to be so active. You have to be gulling and you have to be consistent. When I tell people that are working with me on video and they're like, oh, I want to do video, but I'm gonna do a little bit here, and then I'll take a couple months' break. I'm like, I said, I recommend doing less, but having it be more consistent than doing more and then burning out because you got to figure out what you can maintain because otherwise you're just not gonna be able to sustain it. And that's the worst thing that you can do with your modern media plan, you know?

SPEAKER_00 16:54

Yeah, I 100% agree.

SPEAKER_01 16:56

I want to ask you this though, too. Um, because you know, you're working with a lot of really interesting um people and and you have a lot of different perspectives, like from people that you're working with. But when content, when the media, when press releases aren't landing, what's usually the real issue?

SPEAKER_00 17:17

Yeah, I mean, I think it goes back to what we were just talking about. Number one, the content is too self-serving. Um it's not relevant for the audience. Like what why do I care if the company has hit a major milestone? Now, if you can tell me, reposition it in a way that, you know, this is major growth and you have the proof points to show for it, then maybe. But another point is that have you built those relationships with the reporters? Or are you just coming out, this is your first ever announcement, and this is your first ever piece of content, then no, well, chances are people just aren't going to be paying attention because you haven't built that that brand.

SPEAKER_01 17:56

One of the things that I I tell I talk to people about with podcasting, and I think I I absolutely love is that my podcasts are one of the best ways that I can network with really cool people. And that, you know, living in Asia for a long time, uh in the US, I I think people tend to think, you know, yeah, everything's merit-based. You work your way into it, but in Asia, they're like, no, it's relationships. Like relationships are the bread and butter of success. And one of the things that I I think that people don't realize is like it's not just about like, hey, hi, my name's Tom. It's nice to meet you. Hey, and I'm gonna sell you something now. Now people see right through that. It's about the authentic relationship, it's about taking that time to really show people to find ways to develop that. Um, my wife is a I didn't mention this, my wife is a famous singer here in Vietnam. She was like the first winner of Vietnam Idol. So she's it's pretty cool, right? And so I do like I I do all of her music videos and all of all of that content. So when um Beyoncé is uh did the Lion King and they needed someone in Vietnam to do Beyonce, they picked my wife, which is pretty cool, right? Yeah, so she did Nala in The Lion King. Now, when she was on these big shows, she would have to have PR and people that would connect to the press. And one of the things that it was like this constant, it was a lot of relationship building, getting out and talking to the people. And some of it for her, because she's an introvert, felt really tough because it was just it wasn't about like what can I do one time? And the PR team that we were working with is like, this isn't one time. Yeah, this is about you actually getting out talking to these people and being sometimes a little bit vulnerable and sharing, you know, the reality of your situation. And it was really tough for her. But we had a great PR team that kind of guided her through those steps and made this show a success. But it wasn't always easy, you know. And I want to ask you that. Like for someone who this isn't natural to for my wife and I, when she's on stage, she's great. For me, talking to people, I'm like, oh, great, strangers, let's talk. But some people, that ain't easy, you know? And how do you help people who are having a hard time, you know, with that?

SPEAKER_00 20:13

You know, it's really interesting. We since we launched five years ago, we work with a lot of uh women-owned businesses, a lot of women launching their first first businesses. Um, and I had a client say to me, you know, I don't know how to, how I'm supposed to act, how am I supposed to talk to people? And I told her, just be yourself. You don't want to come across like anybody else. You don't want to try to be like anybody else, just be yourself because it's otherwise it's not gonna feel authentic. And for her, I mean, it was so simple what I said, but for her, that was a moment of I can I can be myself. I can lean into that because she was always working for other people who would tell her how to act or how to do this, don't do that. Um and she finally had that permission to be a little bit quirky, to lean into her personality. And so I always tell people, just be yourself. And it may feel a little uncomfortable at first, but at the end of the day, you're just talking to your reporter who was another person, essentially. You were just make that personal connection. Um, we we when we share these briefing materials with our clients in advance, uh, we will always try to highlight something personal about the reporter, you know, not nothing creepy, but something that's already publicly available. So, you know, then the reporter, then the client can go to the reporter and say, Oh, I saw you went to Syracuse University. I am from that area as well. And then, you know, maybe there's something to connect on, or our clients who are really into sports can connect with journalists who are really into sports. Um, so it can feel a little uncomfortable at first, but I think once client clients get over that initial realization that, oh, this is just another conversation. And for our clients, to it's just like talking to one of their clients. That's kind of how we position it to them because a lot of our clients are advisors. So they work with investors. And so we just tell them talk to your talk to a reporter like you're talking to another client. And that usually helps them that understand that this is, you know, he's just another person at the end of the day.

SPEAKER_01 22:22

I love that. I worked in Hollywood earlier in my career and got to meet some wonderful, cool, interesting people. And um really interesting Tom Hanks one of the most genuine nice people you ever meet.

SPEAKER_00 22:35

Oh I I'm so happy to hear that.

SPEAKER_01 22:38

Yeah Tom is Tom's awesome. And you know it was wild because we were working I'll I'm going to do a little Tom story here. We were working on the Sony lot and we were working um do you know Tom's filmography? We were working in the stage that they filmed um Joe versus the volcano. Oh so one of Tom's early movies that they had to and he was like we're just standing there looking at this and I'm just reading the movies I didn't know he was standing right behind me. So I'm just reading the movies and I was just like wow Joe versus the volcano and he's like yeah it was kind of tough to film that they actually took out the whole floor and flooded the whole thing and I had to sit on suitcases for and I'm just like he just launched into this story and I was just like this is so cool. And one of the other people that I absolutely love and um is one of my favorites is um oh my goodness I'm blanking is one of my favorite actors too uh Jeff Goldblum he's hilarious yeah he's funny and like I'm sitting in line at Whole Foods and I went to Whole Foods all the time and I have this burrito that they made for me this this special burrito and it was really delicious. And all of a sudden I hear this like sing song voice and he turns like can I ask about the burrito and I was just like I turn over and I was like oh my god Jeff Goldblum is asking me about a burrito and I like all these thoughts I because I love these movies I always wanted to say something I was like it's a great burrito Jeff it's a it's an amazing burrito that's all I think to say in that moment. It's like I'll have to try one sometime and I'm like you should you really should and like it was like you know it's like I was cracking up but I went out to the car and my ex was in the car she's like what just happened I was like Jeff Goldblum it was like oh what was it like we talked about burritos and I was just like it was the most normal thing that you could think of like everyone's just human at the end of the day whether there's some superstar whether there's some like you know press whatever everyone's just a person trying to get through their day. And I think that helps me take out kind of the the jitters when I talk to someone that's really big or famous.

SPEAKER_00 24:34

You know yeah just just go back to the burrito 100% it's a good burrito too.

SPEAKER_01 24:42

I want to ask you another question. Finance isn't exactly exciting for most people like how do you help people make it connect especially for your clients that are trying to figure that out yeah I think I'm the perfect person for this question because I never thought I'd be working in finance.

SPEAKER_00 24:59

I always had number anxiety um I was always a comms person. Writing was my jam um but I found this industry by happenstance and um I have loved it because it's so dynamic. And I also love the people in this industry. So everyone that we work with is just trying to help someone else or really focus on being good humans and helping their clients. And so that's what's made me passionate about the industry. There's so much going on um there's you know 401 legislation and ESG investing and um all these rules are always changing and private investments in 401 is that's another thing right now that people are talking about. So there's even though it might sound like oh finance is you know so boring there's always something happening and it's actually really interesting because not only is it we know are we doing this on behalf of our clients, but I'm also learning a ton from my own personal financial education as well. So it's been incredibly eye-opening from that perspective as well. And we and my team is a pretty young team as well. So I always love bringing people into this industry because they learn it's like a free crash course in financial education that we would not never otherwise get yeah I um I am not a financial professional I will say that right away but I have a financial podcast.

SPEAKER_01 26:37

Like I have my money with Sean Trace podcast. And the reason I started that was so that stupid people like me uh can have me ask the questions because I I don't know anything about money. And yet I I was having a 10 year old my daughter ask me dad what can I know about money what's this mean? What's this mean? I didn't know and I I would just wanted to create the media that showed like all right well let's find people who do. And it was really interesting too because it was a great way to kind of bridge that gap and one of the things that people when they talk to me they were like Sean I love talking to you because you helped me see this as a um make it seem more human, more personal. I think that's one of the things too is like I'm trying to tell people is like I want to hear their experience with money.

SPEAKER_00 27:21

I want to hear where they come from because I think that one of the things is as we talk more about AI and as that AI content gets more and more I think having the more human side is going to be something that really helps people build that trust connection you know yeah 100% and at the end of the day I think that's what our clients are doing it is just I mean there's a ton of personal finance reporters out there. So making it more accessible and more digestible is is the key. I probably didn't answer your question the first time around but I think you helped me get there. Thank you.

SPEAKER_01 27:56

No problem. With things like with with like things like ESG and green investing how do you tell what's real versus just messaging?

SPEAKER_00 28:05

That's such a good question. We work with a number of um advisors and asset managers in the green investing space um and I've learned a lot since working with them. I would say number one thing is just do your research um checking out their content checking out their website are they a part of any organizations. B Corp I think is a really good organization to look at to see if you know the clients listed there. A lot of our ESG clients talk about looking under the hood of your investments. So you know if this is a if this is an investment that you're looking at you want to really see the um companies that you own that are part of that portfolio because you know a lot of there's a lot of companies out there that are marketing things as ESG fun, but then they have companies in there that are not ESG. You know, they have fossil fuels for example or McDonald's in there is one example that I've heard a lot from one of our clients. So um you just want to dig a little bit deeper and um also you know if you have questions I would suggest talking to your financial advisor because they should be able to help either point you in the right direction or um if you don't have one, that's a great opportunity to get one.

SPEAKER_01 29:31

I love that. I think that's great advice as well. You know, and I think that's one of the things too is like I love being able to help people connect and uh and I I bring all these financial advisors on and I love trying to help people see the the human side of this person. And like you know I found my financial advisor because they were so amazingly normal in their videos as well. And I was just like this person I can I can understand. You know and I in it was the trust it was the trust that I had built with them because of how they presented themselves on video. And I wanted to ask you about trust because you're working with that a lot and what builds trust faster? Is it consistency over time or is it one big moment of attention?

SPEAKER_00 30:18

So definitely consistency over time. Uh reporters have to build the trust with you and so does the public. So one big moment of attention can be fun but after the dust settles uh you have to think about how do you continue to to stay top of mind with the media um and the news cycles the news cycle moves fast and people will forget about you uh if you're not constantly you know top of mind. So we're we're always pitching for our clients even if they don't they've never had that one big moment of attention it's about that consistency um and beating that drum what's the next thing what are we pushing out there next because it definitely builds.

SPEAKER_01 31:02

Yeah I it was interesting for me because uh as I work with people on video they ask me well what's my most important video and I'm like your next one like oh good point yeah it's your next one you know what's your most important piece of content is the next one and they oh should I be viewing all the metrics and this and that I'm like not really like if your video bombs or if it absolutely takes off yeah let's see why but really as long as we have a good strategy and you're headed in the right direction and we keep them coming and you're not doing horribly but I mean like I tell people in the beginning sometimes you do horribly sometimes it takes a time to get things going and that's okay. But you just continue refining and get used to it. But like people ask me this um you know when do you know something is actually working versus it's just looking like it's working, you know?

SPEAKER_00 31:58

Yeah. So for I'm curious to hear what you say to your clients. From a PR perspective um usually around like six month or one year mark is when we instead of having to consistently push out the client what we start to see instead is reporters coming to the client. So that's a big turning point for us with the client. That's how we know that we have made an impression on the reporter and that they want they keep they keep coming back they want you. And then you know like I mentioned at the at the beginning of the call you'll start to see some of these things happen where you'll get book deals you'll get clients reaching out but for us I would say six month one year mark reporters start coming to you um that's for us that's how we know we've done a really good job.

SPEAKER_01 32:55

Yeah I I find too one of the things that has always been helpful for me with clients is to also again you start to see people come their way and for me as well even on some of my podcasts like I you know it's interesting in the beginning um man I had to hunt for guests now I have a lot of people going hey I would love to talk to you about how I can be a you know guest in your podcast I'm like wow this is fun you know what do you do man I'd love to hear more and um there that's how you know it's working you know it's working when you start getting those things and whether it be leads or you know for um for a lot of my clients they want to see leads they want to see people calling and trying to book with them they want to start getting that that sales funnel in action and I say what I try to tell them is to be consistent with it and that you might not know what it's gonna look like. You might have this idea that oh I'm gonna get someone who just you know cold calls me. But it might be that your videos reactivate someone who's seen you before someone you know and then like hey you know what I got this other person I want to introduce you to you don't know how things are going to flow but the most important thing is to be visible. You have to be visible because if you're not visible nothing's gonna happen.

SPEAKER_00 34:11

Yeah we actually had a client um who responded to talk to a journalist um this was during COVID times uh about money moves to me um during COVID and it was I believe it was a US News and World report uh reporter so you know kind of mint here um from that story an Investopedia article or sorry an investipedia reporter reached out um and said that they would like to talk to that client because they had seen that article and then the Investpedia article published the New York Times reporter reached out because they had seen the Investopedia article on the same topic so we always tell clients media begets media even if you know let's say one of those outlets wasn't the top choice for the client it ultimately led them to the New York Times so you have to keep putting yourself out there and you know talking to these journalists even if it's not you know Wall Street Journal front page above the fold it still means something and people are reading.

SPEAKER_01 35:21

Well I want to ask you one more question. What's something people don't want to hear about building a brand but they really need to I think going back to your point earlier it really is about consistency.

SPEAKER_00 35:33

Uh it doesn't happen overnight um and it just takes time you have to show up you have to make time for it um you have to take the journalist calls you have to meet tight deadlines and it will it will pay off Rome wasn't built in a day and neither is anyone's media presence. So that's my that's my tip.

SPEAKER_01 35:57

I love that Rome wasn't built in a day and I wish more people understood that quote and and and referenced it more often because that's one of my favorite things to say and I I think that it's like one of the best things you can say is that whatever you're doing that's worth doing it's gonna take time. And if you keep doing it you'll get there eventually. Yeah me you will with the right people you will with the right people you will right that's it where can which leads to my next question where can people go to find out more about you and what your team does yeah so our website Green Rose PR Green Like the color rose like the flower PR for publicrelations dot com