Christina Daves: How to Do Your Own Publicity

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Christina Daves: How to Do Your Own Publicity

Come up with something new every month and make it easy for a reporter to scan, read and share.

Christina Daves is a serial entrepreneur who has founded and run four successful companies over the past 20 years. In 2012 she launched CastMedic Designs, a company that manufactures accessories to make medical boots fashionable and earlier this year, she launched PR for Anyone to help small business owners learn how to have success handling their own publicity like she did. Christina is also the author of the bestselling book, PR for Anyone™ - 100+ Affordable Ways to Easily Create Buzz for Your Business.

In this interview with Melinda, Christina shares tips that she learned to create important relationships with media contacts. She also shares how she booked her appearance on the Dr. Oz show and others.


  • Christina built her PR business from her boot business out of necessity.
  • Lessons she learned: Find right contact person Make write ups short and sweet, easy to read/scan
  • Christina shares tips on how to balance handling your own publicity and your business.
  • One of the easiest ways to get media coverage is being new. Local media always looking to cover new local businesses.
  • As you start getting bigger, you need something newsworthy to hook the media in. This is about them and their audience. What do you have that will be interesting?
  • The most important thing is to build relationships in the media. Christina shares how she developed a relationship with her local Fox affiliate and eventually appeared on her show and interviewed her as well.
  • HARO - - Help a Reporter Out: Journalists who are looking for guests, sources, etc. Send out requests and you can reply for free. This is how Christina developed a relationship and ultimately appeared on the Doctor Oz show.
  • Don’t keep shoving the same idea at them. Come up with something new. Pick something new once a month. It took Christina 12 months to develop a relationship with a key media person for the Today Show.
  • Pick 3-10 journalists whose bill you fit and you can help them with stories and hope that they will cover you as well. Find them on social media. Share their work, comment and build the relationship. When you feel comfortable you can pitch ideas to them and send them valuable contacts.
  • Handling your own publicity only really needs to take 15-30min day. Take 2 hrs on a weekend and do the research. Put something in place. Pitch them once a month. Use boilerplate responses.
  • If your goal is national television, make sure to have experience in local first. Make sure your website can handle it. For 3 days after a television appearance your sales are crazy. But consider a top blog that lives forever which offers SEO friendly features such as back links to your site.
  • Taking the fear out of handling your own publicity is one of the biggest issues for small businesses.
  • The book PR for Anyone: 126 easy tips You Can implement One at a Time is a available on Kindle and Amazon. You can also go to
  • Christina's parting guidance is to sign up for HARO (Help a Reporter Out).
**SPECIAL OFFER** Those who post a comment on this page within 24 hours of this podcast episode launching will be entered to win a free copy of Christina's book PR for Anyone: 126 easy tips You Can implement One at a Time.

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Christina Daves

Thanks Frank! Finding what’s missing in the marketplace certainly drives the entrepreneurial spirit! I’ve decided to give all of you who commented a copy of the ebook. Please reach out to me via email,

Anthony Tran

Hi Melinda love the podcast and site! Christina Daves’s story is inspiring! Wow 4 businesses that’s impressive. Keep it rocking!

Sara Perdue

This isn’t an approach I’ve heard much about until now. I like how Christina lays out the time required to create relationships with the media along with how it’s done. It’s the second time today I was reminded that the relationships and foundation of your business is an ongoing process that requires time, perseverance and patience. Great topic and amazing interview Melinda!

Melinda Yeaman

You have a great point, Sara. The importance of relationships are a theme I hear from so many interviews. Thanks so much for listening and for your comments!

Christina Daves

I’m glad you enjoyed it Sara! I can’t stress the importance of relationships enough! I’ve decided to give all of you a copy of the ebook. Please reach out to me via email, and I’ll get it over to you.

Charlie Poznek

Thanks for sharing your techniques Christina! This is just the advice I was looking for to boost my PR presence.

Melinda Yeaman

Charlie, Thanks or your comment. I’m glad this helped you and I love what you are doing with

Amber Hurdle

Melinda, this is super!

Christina, I couldn’t agree more about building a relationships. It opens up new doors and opportunities for you. This has been a great episode. Thank you!

James Woosley

Great interview! Inspired to give HARO another chance and get more proactive with local media. Thanks Christina and Melinda!

Ever Gonzalez

Christina, we’re still receiving a lot of great feedback from your interview. Thank you so much for talking the time to be with us and sharing some of your thoughts. Wishing you much success!

Comments are closed.

Melinda Yeaman

Melinda Yeaman is an online marketing veteran of 15 yrs who unplugged from her corporate career path to become an entrepreneur and to live an authentic, passionate life. Her experience in graphic & web design, e-commerce, social and tech enables her to fuel success in her own brands as well as those of her clients and associates. As Co-founder of Outlier Magazine, Melinda hosts the Outlier On Air podcast and YouTube Series, where she interviews entrepreneurs from all over the world. She can be found Vlogging about local start-ups, planning Outlier's next move with her partners, helping other businesses with digital strategy, training others on branding and social media, or coloring on the white boards at St. George's co-working space, Outlier Labs. Family is Melinda’s driving force. Adventure, travel, art, culture and diversity add wind to her sails.