STOP PAYING FOR BAD PR RESULTS

Have you paid tens of thousands on PR that yielded no results? You’re certainly not the only one. I hear from people every month who reach out from one of my articles asking me why they keep wasting money on publicity efforts that don’t work.

The issue is that PR has changed, but the PR industry hasn’t.

It’s a simple problem. The public relations field was created out of a need to connect journalists with stories. In a time where news investigators literally waited by the phone or fax machine for information, our job was to make sure they got the story.

Today, fax machines are out, no one answers the phone, and social media gives the press all the news they need instantly; so how are storytellers finding stories to share? When I ask reporters where they find people to feature, the three sources are social media, search engines, and asking their network.
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If these folks aren’t finding you, there’s steps you can take to get on their radar to be the one they call when they’re seeking out expert opinions on hot topics. 

CRAFT A NEWSWORTHY BRAND

• Develop a story angle that's newsworthy and attracts attention to your brand
• Build your visuals including photography and video showcasing your brand story and appeal
• Gather testimonials and build a community of raving fans who are anxious to tell others about your impact

BUILD YOUR PR FOOTPRINT

• Get articles on relevant websites that feature your brand
• Increase your SEO to make sure you're searchable to journalists looking for your expertise
• Respond to reporter queries to get on their radar and earn opportunities to interview for stories they're currently writing
• Find opportunities to speak at niche conferences and events to build a network of people who know your expertise and have seen you in action

PRIORITIZE SELF PROMOTION

• Create a regular schedule for social sharing to promote your content, features you achieve, and achievements you earn

I'M WALKING THE TALK

Years ago, I started my own local brand to launch a women's organization that would fulfill my personal needs to connect with others. As a natural writer and storyteller I started creating content, and sharing my ideas about influence with my network at events. 

Organically, without me ever asking for opportunities, people started reaching out to feature me on small blogs and as a speaker to local niche groups to teach my concepts and to tell my story of going from introvert to power influencer. Within a year, I was a paid speaker who got offers from associations and universities who heard about me from my network. 

I've been in Forbes, Fast Company, on Lifetime TV, Fox, and in my local Business Journal. A partial list of my features is available here, but the list got too big to remember to record every instance of coverage I got. The point is, I did all of the things I'm telling you to do and reaped massive rewards in the form of publicity from people who wanted to tell my story. Together, we can create this kind of momentum for your brand.

Reach out to get started

REVIEWS

"Krystal is a fundamental resource supporting the Auction.com communication team in creating internal messaging and employee engagement campaigns. 
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Krystal is a true professional focused on providing the best solution for her clients. She is strategic in her approach but also detail-oriented in her executions. She is creative in developing content and strives to go the extra mile to ensure that her work is optimally positioned. It is a great pleasure to work with Krystal."

Michelle Chuang, VP of Strategic Marketing, Auction.com

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"Working with Krystal has taken my business to another level!  Before her, I was trying (poorly) to do it all on my own, as most business owners do.  Her expertise, connections, and tenacity have made my work with Krystal one of the best investments I've made in my business.  It helped to establish a true brand for my business and get my expertise out there.  

I know Krystal always has my best interests in mind, and I could not recommend her more highly."

​Chris Castillo, Millennial Career Expert, BeEmpoweredAchievers.com

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"Krystal is a true professional. I was consistently impressed with the quality of work and the value she delivered. I look forward to the opportunity to work with her again in the future."

Kiki Bandilla, CEO, National Self Reliance Project