Hail Mary In Heels - Coach Mikki

From Hidden To Headline: - KJ Blattenbaur - S1E4

• Coach Mikki

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Join Coach Mikki with her guest,  KJ Blattenbauer on why visibility is a leadership skill and how clear, consistent storytelling turns founders into trusted authorities. From goal-setting and message alignment to zero-cost pitching tactics, this playbook makes your story unmissable.

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SPEAKER_01:

Hey, bring it in, bring it in. I'm so happy that you are here. And welcome to those of you that are in my huddle and those of you that have joined my community and that are part of my mastermind. And I'm really excited that you're here. And if this is your first time joining my huddle and my team, thank you so much. You guys are going to get so much out of this. Many of you have comments, questions, and suggestions for my guests. And please, please, please keep reaching out to them because they love hearing from you just as much as I do. So without further ado today, I'm excited. So let's lace it up, let's lock it up, let's bring it in because today the uh guest we're having that is going to run our play is KJ Blattenbauer. And she is a powerhouse policist who transformed overlook experts into headline news with nearly a three decades of experience helping creative founders, entrepreneurs, and industrial leaders earn uh consistent media coverage. KJ is going to help you go pro and you are going to see who you can be in her spotlight and help you get there. So, welcome to our field, welcome to our locker room. KJ, how are you? I'm good. How are you? Thank you for having me. Well, we're excited to have you. And we had a little opportunity prior to coming on air that you share with me that you have helped so many people be seen, regardless of where they are within their business or where they're starting out, or even if they've reached the Fortune 500 level.

SPEAKER_00:

Yeah, yeah. I spent the last 28 years working in public relations, and I've helped organizations, big, small, international, local, um, you know, solo entrepreneurs, startups of all sizes just get the press that they deserve, get the recognition their hard work deserves, and help them share their message, gain confidence, and attract the attention that their hard work warrants.

SPEAKER_01:

So tell me how you got started. What was the driving force that made you say, this is the field that I need to be in to help other people?

SPEAKER_00:

I think it started really young. So I'm from a very small town in North Dakota. And so I learned very quickly, small town life, news travels fast, and you kind of have to get ahead of the story, right? So I learned the power of spin at a very early age. And at the same time, I was an athlete. So I was always on the team. And if I wasn't the best on at the team, like I was gonna be the hype girl. I was cheering my teammates on, I was encouraging them. You know, I learned the power of promotion. I learned about spinning a story, and I learned about hyping my friends up when they did good things or maybe they just needed to pick me up. And so I feel like publicity has always been in my blood. It's just something I learned very young that women to women, we can boost each other up, whether it's promoting each other or just helping people shine or see the way that they shine.

SPEAKER_01:

I love that. And I love the fact that, you know, a lot of people I have spoken with, their foundation does start from being either an athlete or part of something and be able to have that way to work, you know, amongst different personalities and different people, because we all have different ways of looking at things, you know, and then to bring it together. So so how do you take all that? How do you do and uh what you do and bring it together to help people go from where they are to lift them up into the next level?

SPEAKER_00:

Well, I think it's acknowledging one, their story. First, acknowledging what they do and the hard work they put in, whether it's a product, a business, or a or or a service, it's the story. All of us have a reason for why we do what we do, why we created what we created, why we show up every day, work so hard, blood, sweat, and tears. And I think knowing what that story is and being able to help people vocalize it and share it with people just helps them be seen. And I think the next step is helping them be heard, right? Like so many of us don't want to be in front of the camera. I don't particularly enjoy being in front of the camera. You know, as women, we have all have our insecurities. They can be amplified by social media, you know, keyboard warriors, the whole nine yards. But at the same time, on your cringiest moment, your worst day might make you die of embarrassment, but it could be the bright, shiny spot. It could be the spark of inspiration that helps someone else start achieving their dreams. And I think we need to look at it from that lens, right? Like it's not about us. It's not about us showing up, it's not about us being famous. It's about coming from a place of service and helping those people we created our product, business, brand, or service for, so that they can get what they need, so that they can live a better life, so that they can achieve their dreams. And I think that's the rising tide that lift all lifts all boats.

SPEAKER_01:

And you're right, everybody does have a story. And I think a lot of times we get caught up on make waiting for perfection. And and that, you know, the the key is there is never perfection. You know, that is just something that's never going to occur. And if you're waiting for that, you're just wasting time because your story is so valuable. And if you're waiting to be perfect, it's not, it's kind of a disservice to other people because you're right, your story is going to inspire someone, and only you can tell your story. You know, no one else can do that for you. So, how do you do that? How do you uh take someone and help them achieve that next level? So if they they've got a story or they've got uh an end zone goal that they want to get to, what would you suggest is the best thing for them to do to even start?

SPEAKER_00:

Well, I think the best thing to do to start is to get your house in order, just like everything else, right? Figure out what your one goal is. My one goal is to help female founders get the recognition they deserve. I don't do anything in my personal or professional life that doesn't help move that goal forward. So for me, it's very easy to separate this is what I'm doing, this is not what I'm doing. So if you get very clear in your goal, the next thing is to get the rest of your house in order. My website, my social media, any media appearance I do, my speaking points, down to like the tagline on my LinkedIn page, it's going to consistently tell you what I do, who I serve, why I do it, how you can work with me. I'm gonna have the same imagery, same messaging, everything. So no matter where you Google me, no matter where you land, repetition, because it takes so many touch points for people to trust you, to like you, to know you, to buy from you, to shop your services. I want to knock that down. So no matter what platform you hit, boom, boom, boom, boom, consistently. You know me down to the point where you've probably heard me talk somewhere and you're like, that voice sounds familiar or that phrase sounds familiar. Oh, it's that girl again. You want to break down the barriers of repetition. You want to close the door faster for people to like you, know you, trust you, buy from you, but also just acknowledge your expertise.

SPEAKER_01:

And that's so true. You know, I I read somewhere, and again, this is your your area, that it takes seven times for people to see an advertisement before it actually clicks, you know, to subconsciously remember it. So having that consistency is so important, you know, and it sounds like this is one of the serious foundations that you have to have while you're building, you know, your business or or moving up. And that that's huge. So where would you start with someone? So I see that you do a lot of PRC and you've helped so many people. Um, so if someone comes to you, if you have a woman business owner who comes to you and says, I'm trying to launch my business, um, I don't know where to start. I mean, now you you know you've given them the one key element, what would you say the next things that they need to do to be able to move forward or or how do you help them, you know, create that that ability to be seen and helped and grow their business?

SPEAKER_00:

Sure. If I mean, if we've already established, like here's your goal, here's what you truly want to be known for, if we've already established that and I've had them work through and their messaging is consistent across all their platforms, the next thing we decide is who's your target audience? So here's your goal. Who do you truly want to serve? Because we need to find where those people are. And once we find where those people are, we're gonna have you show up consistently with recognizable messages morning, noon, and night to those people. And I'm not gonna have you work morning, noon, and night, but I'm gonna have you show up in places like podcasts, like TV shows, like print, digital, because those things live on indefinitely. So someone could be listening to this now, you and I talking. Someone will still be listening to you and I talking five years from now. And that could spark a link to my business. That could spark business for you. It it you never know where someone's gonna pick up your message and hear it. So as long as it's the right audience, it will live on indefinitely. So you get your goal sorted, you get your house in order so all your messaging is correct, then you figure out where your audience is and you show up consistently for them. I like to call it kind of like be seen, heard, and respected. Kind of that's kind of my framework, right? Like show up consistently and be seen with recognition, recognizable messages, right? Be heard. You got to share stories and insights that make your audience smarter. No one is gonna keep listening to you and I talking right now if all I do is talk about me and try and sell them on stuff and just give them fluff and jargon and all that jazz. But if I'm giving them insightful strategies, things I can immediately do the second they're done listening, then they're gonna stay. So that's the be heard part. Share stories and insights that make your audience smarter. And the third thing is to be respected. You have to hold your boundaries, you have to stay in your lane, and you have to lead with value, not theatrics. Like no one needs a traumatic tech talk. You don't need to do pity marketing. Visibility done well is not performative, it's principled.

SPEAKER_01:

So, what are some of the challenges that you come across? I mean, what is some of the things through the years of doing this that you had obstacles that you found that, oh my gosh, either you had to overcome or you've had to help others overcome? Because there's always comes a point where everything's running really smooth, and then all of a sudden you're sideswiped, or you know, you're your head out of bounds, and you're like, okay, what do I do now? So what what do you think are some of the things that most people commonly get stuck on that you can help them get through?

SPEAKER_00:

Well, I think the biggest roadblock for all of us is that visibility is not vanity, it's survival, it's a leadership skill, it's strategy, right? Like no one is doing very few, very few people do things just to be famous. Most of us build businesses, build brands, serve who we serve because we come from a place of service. We either couldn't find something that we needed or a loved one couldn't find something that we needed. So we created it because we're geniuses, right? So most founders wait for permission to be visible, and that is losing strategy. You need to adjust and apply visibility as a leadership skill. If people can't find you, they're not going to be able to hire you. They're not going to be able to go to your restaurant, they're not going to be able to use your service. And I think the misconception is you have to compromise your values or become a character of yourself, caricature of yourself to get attention. And that's not the truth, is the most well-respected people in any industry are visible because they're consistent, not because they're allowed. Being seen doesn't require selling out. It requires you showing up with intention. And I think getting over that is the first hurdle for every, every person. I think the next thing that people need to overcome is just knowing who you are before you open your mouth, right? Like sometimes words get out before you can stop them. And that's where most people break the trust, right? And once you've broken trust in any capacity, home, work, team environment, like you, it's hard to build that back up. But if if you're performing instead of presenting, then you have a problem. You need to define your core narrative. Like, what do you want to be known for? What's your lane? It goes back to our core goal that we talked about in the beginning, right? People don't respect founders who shape shift. If you're here one day, here the next, you believe in this, you're supporting this. Like if you're all over the place, no, people aren't interested in that. They respect founders who lead with clarity. And your message needs to be recognizable, even if someone takes your name out of it. Like you should be able to repeat your messaging so much that even when you're not in a room, someone is repeating your exact messaging, quoting your topic. Because authority, it's not really built by saying more, it's built by saying the same thing with death.

SPEAKER_01:

Yeah. And so with that being said, and and people, again, this is great information, and this is going to help so many, you know, so many people that are listening. Um, what would you say is is some of the the even for you working with people like this? What do you think is so the common challenges? I mean, that you you've like, I know you take on people and you work with them and help them with their business. There's always that element of someone going, okay, uh, I don't know, I don't know where to go, or I've got too many things going on. Uh, where would you drive them? Where would you send them from that aspect?

SPEAKER_00:

I would send them back to themselves. I would send them to a quiet room. I would say, take five minutes and share your story like a human, not like a headline, right? You don't need a rags to riches story. You don't need a traumatic TED talk to stand out or to pitch or be important or move your business forward. You don't need to do pity marketing. What works is specific experience that shape how you think, or clean opinions and frameworks that people can use today, or a point of view that's constructive, not performative, not counterintuitive, not combative, not a hot take, constructive. What's never gonna work to help you move your business forward is anything like manufactured vulnerability. People can see through that, or like trend hopping. If you go from one trend to another, to what happens when the trends run out? You don't, no one knows you, what you stand for. They're not gonna support your business. And then the overpolished brand speak, it feels so inauthentic. Everyone can see through it. Like no one wants to have a jargon-field word salad. So I think going to your real story. So many founders think they don't have a story. They're just basic. There's nothing special about them. We all have something special about us. You asked me in the very beginning how I got started in PR. It's interesting how I got started in PR. It's interesting how you got started coaching football, right? It's interesting how the person down the street started their restaurant or someone on Etsy started creating their product. That is your villain origin story. The media will eat it up. It doesn't even matter what you do or how you do it. If you package it so it's interesting, so people like it, it's gonna sell. Your real story is interesting enough. You don't need to distort it to be worthy.

SPEAKER_01:

So you've mentioned pity marketing twice. So I would like to hear the clarity on that. What exactly, or give me an example of what that means?

SPEAKER_00:

I feel like towards the end of the year, especially, we start to see people who are like, Whoa is me, sales aren't as good as they could be, or I had a huge order and it fell through, or there's always some businesses that perpetually play the victim and they try and guilt people into buying from them. And I think sometimes it works and sometimes it's true. Like if your business burned down tomorrow and you weren't going to be able to like serve people in your busiest month of the year, that sucks. And the community should rally and support you. If you're an author that doesn't want to follow the normal way that books get published, and you go online and say, start attacking a book publisher for not working with you the right way and try and gain sympathy that way when you're the one in the wrong who doesn't want to follow the way books have been published since books started being published. That's pity marketing. You're trying to get sympathy from people to buy your services or your products because deep down you don't feel like your services or your products are good enough to stand on their own, or you don't know how to properly talk about your service or products in a beneficial way that moves your audience. So you rely on guilting people or making people feel like you're being bullied. And then the human, you know, like empathetic people are gonna jump in and try and save you. That's pity marketing. It's just very icky.

SPEAKER_01:

Yeah, it does. And I think some of that also comes down to some of the people that uh and what I have, I mean, what I have found just in my own experience is one, they don't feel like they deserve what they have, or two, they're not good enough for what they've brought and they can't attach themselves to where they are. So I would say, out of those three things, if you can't attach yourself to your business, then maybe you didn't pick the right business. Because whatever you want to do, you should hit the ground running every single day and be excited about it. Like I love what I do every single day, regardless of what's thrown at me, what happens, the challenges I have to deal with. I still love what I do every single time. And then also if you are not um, if you are not attached to it, I mean if you were not um looking at it and saying, oh, this isn't good enough, well, then maybe that's something you have to look interior to yourself and go, well, why do you even think that to begin with? I mean, do you find a correlation with those two things when you do have people thinking about pity marketing or can't get by to get to the next level? Because I've seen that so many times with women I work with, and even within my mastermind, it's like they have these incredible things, but there's always something holding them back from achieving the greatness because they don't allow themselves to do it.

SPEAKER_00:

Right, right. Well, and I think as women, we're our own worst enemies, right? Like I could be president of the United States, go to the moon, get all the groceries done, cook a Thanksgiving dinner, run the PTA silent auction, raise my kids and their kids and their grandkids, and that's just Tuesday, right? Women can do anything. We are amazing. And if we choose not to do something, it's because we've set up the roadblock. We think we don't deserve it. We think we're being bragged, we think we're being boastful, we think we're being bossy. Because at some point, someone put us in a box and we've stayed there. You know, so I think that that is one thing that needs to be unpacked. There's the societal norms that we've been placed in that I, you know, I feel like I'm in my mid-40s. I've I'm finally starting to shake it off. I don't care what anyone thinks about me. I'm here to do this, I'm showing up as this. I love what I do every day. I want to be loud and proud about it. I'm gonna share unsolicited advice that's constructive to help anyone that wants to listen. And if they don't, okay, that's fine. Like I'm just trying, I'm just here to help. But I also think that you need to lead with value. You know, you don't have to be in it for validation, but you need to lead with value, right? Like if your goal truly is approval, and deep down, I think all of us, there's a little bit of us that needs approval, right? But if you but if you only if your only goal is the approval, you're always gonna be pressured to to like sell out, to be the next thing, to be the next good, to be the next huge deal, to get the social media validation, all those things. Now I know there's a grain of all of us that needs approval, but the it shouldn't be 90 to 99% of what you do. For the rest of us, I think you need to focus on, you need to teach something worth value. You need to reframe something so it provides value. You need to challenge something so it provides value, and you need to simplify something for your audience so it provides value because your value becomes undeniable when your ideas truly help people, even if it's just in like the smallest ripple effect kind of way, because authority grows and your confidence grows, and your business will then grow when people can point to your work and say, that helped me, she helped me, that business helped me.

SPEAKER_01:

Yeah, and you're so right. And a lot of times it comes down to, like you said, having that that inner um strength, you know, having that inner strength to say, okay, this is what I'm doing, this is what I love. And you know, you can't you can't allow any obstacles, roadblocks, or anything else to do it because, like you said, you're you're teaching people to tell their story. And and like I said earlier, only you can tell your story. I can't tell it, you can't tell it, I can't, you know, my friends can't tell it, you know, your family can't tell it. You have to have that that your own way of doing things and saying things, and only you can present that. And that sounds like what you do with your PR is that you take their story, their individual story and who they are, and you bring it out so it is the best that they can actually produce and and bring to other people. And it's a service, like you said. When you share your story with someone else, you have no idea whose life you're gonna touch. You have no idea whose life you might change, or whether it's depending on whatever the business is, the people that you are going to bring towards you are the ones that are looking for you to begin with. And it's never gonna happen unless you put yourself out there to do it, right?

SPEAKER_00:

Right, right, right. And I think I think once you help people share your story, and once I help people share their story. As well, like consistency then becomes the ultimate flex, right? I don't need people to be everywhere. I'm not here to burn them out. I know we all have, they have their zone of genius, they have the business to run, they have clients they have to serve. PR is just top of the funnel to help you get more attention, more eyeballs on what you're doing, right? I just need my clients to show up to what matters. And I need them to do it consistently and repeatedly, right? So we're gonna pick the platforms, and it's usually just one where they show up with intention. Like right now, I have a book that's about to come out. I know that my people are listening to podcasts about powerful women. I'm gonna be on every podcast about powerful women that I can. I don't have to be everywhere. I'm not doing media 15 times a day. I may be spending an hour a day doing media that will help promote my book, right? And then I'm committing to a cadence that's sustainable. For a couple of months leading up to my book launch, I'm gonna spend about an hour a day, maybe less, maybe more, consistently showing up to promote my book. And then I'm gonna commit to not reinventing my image every 90 days. When the book tour is over, once the book has launched, I'm not gonna immediately change and offer something else. No, I'm still gonna talk about the book and tidbits of the book. I just might not hit the media circuit as hard, right? I might take a step back. I might take a mini vacation, you know, I might take a little pause, but I'm not gonna suddenly switch from being a publicist to like a firefighter. It's just I'm gonna stay consistency, right? I'm gonna pick my one platform, I'm gonna commit to it with a cadence that's sustainable and doesn't burn me out, but keeps me alive, keeps me moving, keeps moving the needle. And then I'm gonna stay with it because consistency, you know this consistency reads as confidence, right? And confidence is gonna build your credibility, and that credibility is gonna get you the respect that you want and you deserve and the sales that you need. But if you if you want to be unforgettable, the easiest thing you need to do is be consistent.

SPEAKER_01:

And you're you're so true. I mean, that is so true, and you were so right. Um, for those of you that are listening on the podcast, please remember if you would like to connect with uh K KJ, you can actually just click on her name. It'll drive you right to her website. And for those of you that are here in the huddle watching it on YouTube, uh, click the link below. You'll be able to contact her and connect with her in so many ways. And I know this is going to help you with your business or what you're doing, whether you're starting or you're you're well into your business, but I know what she has to offer can help you so, so much. Um, so I'm gonna ask you. So you talked about your book and I did read it on your website. So you do have one book and you have another new book coming out. So let's talk a little bit about that uh for someone who you would uh say, oh, you know what, I want to go grab that right now. So why don't you share a little bit of what that's all, what you have and what that's all about.

SPEAKER_00:

Sure. I wrote a book a few years ago. It's called How to Be a Media Darling, and it's the basic tenants of public relations. So it's 12 steps for any industry, any service about here's what PR is, here's how you can use it, here's how you can apply it to business. I wrote it in 2019. The world's changed a little bit. So earlier this year, one of my girlfriends challenged me and she just said, Hey, you know that book. I know it's missing a few chapters, I know it could be updated. And then she said, PS, she's in the gifting business. So she literally puts together gift bags and sends it to people. She said to me, straight faced, no lie, your book is ugly and I hate gifting it to people. And she's like, And I didn't even get upset. I just looked at her and I'm like, oh my gosh, she's right. Like 2019, how things looked, is not 2025, how things have how things look now. And I said, you know what, Steph? You're right. My book is ugly. And she's like, Are you offended? And I said, No, like I appreciate the honesty. It's ugly. If you are my target customer, you want to give my book to people who are entrepreneurs, but you think it's too ugly to put in your gift bags, no one else is gonna put it in their gift bag. So thank you for saving me. This is a great focus group. Um she's like, Are you gonna redo the cover? And I'm like, No, I'm gonna redo the whole book. And so I rewrote the whole book. It went from 12 chapters, it's now 20. It covers everything from what PR is to how you do it, how you can do it by yourself, no time at all, free tools, how to find an audience, how to set up a 12-month calendar so you're never scrambling or feeling overwhelmed, how to deal with the trolls, all of the things. Plus, there's some workbook sections so you can work through things. So you're not just reading, but you're actually applying what you're doing. I have never been more proud of anything I put together.

SPEAKER_01:

Well, I can see it on your face because you just totally lit up. You know, I can I can see that's a that's an example of doing what you love. Because when you're talking about your whole light, you know, your whole face and your you light up because you love it. So, what about the second book that you're writing? I know you've got you said you had a second one coming out. When, when, and what is this one about?

SPEAKER_00:

So, Pitchworthy is the one I was just talking about. So, how to be a Mandy and Darling, 12 chapters, basic tenets of public relations. Very, very basic PR book. You can get that now anywhere books are sold. Pitchworthy is my 20 chapters with the workbook, everything that you've ever wanted and more to learn about PR, how to be visible, and then kind of a pep talk, right? Because again, we're all kind of hiding behind the scenes, but we need to get out there and shout what we're passionate about, what we think is cool, the service we provide. That's pitchworthy. It comes out January 13th, everywhere books are sold.

SPEAKER_01:

That is awesome. Congratulations. What a way to kick off 2026. That's congratulations. That is pretty awesome. Uh so what are you doing now? I mean, what so give us, walk us through, or I could say give us three to five things that you you would do or you could say to someone who was just starting their business, you know, maybe something out of your book, maybe it's something that you do when you work with people or your upcoming book. I mean, share whatever you would like to share that you think can help help our team here.

SPEAKER_00:

Okay, perfect. The first thing is you're gonna get very clear on what your goal is. You created your business, your product or service for a reason. What is your goal? You're gonna only communicate things that take you to that goal. The second thing, get your house on order. Website, social media, LinkedIn profile, anything external facing ads, listing in other organizations or other websites, make sure consistently it's the same imagery and the same messaging across the board. Anywhere I Google you, I should land on the same spot. The third thing is no matter where you are, beginning, middle, millions of years in business, you have a story and you should be pitching it. The easiest way to find people to pitch to, you know your audience, you know your goal. Where are those people? Go to Google. Google the questions your customers or clients are asking you all the time. And where it says all images, shopping, there's also a news tab. Click the news tab, it will show you precisely the media outlets that are writing about your area of expertise. But if you click on that, you'll also see the exact reporters and journalists writing about your area of expertise. That's how you start building a media list for zero dollars.

SPEAKER_01:

Wow, that is great. And now some of the I did know about, but I didn't even know that about the news. Um, because a lot of times I've done events or uh again, I'm I'm all over it myself too, but I didn't know that about the news. That is pretty inspiring. That's actually very helpful. Um, I'm really excited. Thank you so much for for being with us. I, you know, I'm gonna give you the last two minutes to uh to wrap it up and and and let us know, you know, obviously again where you can find, they can find you. You can go ahead and give a shout out for that. And again, if you are here on the YouTube, you know, click the link below to connect with KJ. And then also if you're listening to the podcast, just click on her name, we'll drive you right to her website. And uh yeah, so I'm gonna give you two minutes, go ahead and share whatever you want to share that we haven't had an opportunity to cover.

SPEAKER_00:

Perfect. So if you want to talk all things PR, share your wins, pick my brain, the easiest places to find me are my website, hearsaypr.com. I also have two great freebies. One's called Headline Your Life. It helps you find the story that you should be pitching and promoting. The other is called a visibility workbook. And it's gonna help you figure out how you should be visible and help you take the steps, some of which we talked about today. Hearsaypr.com backslash freebie to get those. And then if you want to chat with me, I'm on Instagram all day long. It's kind of my jam. So I'm at KJ Blattenbauer and I would love to chat with you there and of course celebrate your wins, your business, all the things.

SPEAKER_01:

Thank you so much for being with us, KJ. I'm gonna let you break the huddle uh with your power word. And uh for those of you that have joined us on a regular basis, I'm so glad that you do. If you've got friends and other powerful women that are looking for insight and some things to lift you up and bring you together and help you reach your goals, please, please, please remember to like and subscribe. And then also connect with me on all the social media, which you will find in the links below. Also, until then, you guys remember uh start strong, finish strong, and dominate everything in between. KJ, break the huddle.

SPEAKER_00:

Everybody, bring it in on one, two, three. We're saying impact. One, two, three. Impact. We did it. I love it.

SPEAKER_01:

Thank you so much for being with us.

SPEAKER_00:

Thank you for having me. I had a great time.