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 - helpareporter.com - 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 PRforanyone.com/shop
- Christina's parting guidance is to sign up for HARO (Help a Reporter Out).