Episode 19
Episode 19: Andrea Pass, Andrea Pass Public Relations
About this Episode: Do you know the similarities and differences between advertising and public relations? On this episode of The Backstory on Marketing, Guy Powell sits down with Andrea Pass, Owner of Andrea Pass Public Relations. As a public relations expert, Andrea Pass speaks on her experience in the PR field. She and Guy discuss the similarities and differences between advertising and PR and how both fields complement and play off of one another.
About Andrea Pass: Andrea Pass creates and implements public relations campaigns in a wide range of categories, including consumer products, lifestyle, business to business, education, health, wellness and fitness, and many more. Her company, Andrea Pass Public Relations, has expertise in national, regional, and local media relations outreach. Her strength and relationships, coupled with her knowledge of the ever-growing media base, results in securing top-tier targeted media placements to increase brand awareness, reputation management, and sales for established businesses and growing entrepreneurs alike. She also serves on the Board of Directors at the non-profit United Inventors Association (UIA). She is the Workshop Council Chair for the Performance Driven Marketing Institute (PDMI) and Membership Roundtable Chair of the New Jersey Association of Women Business Owners. She's a member of the National Association of Women Business Owners and has created the webinar series “Resonate to Revenue.” Andrea is also the founder of “Access Success Networking” and is a frequent guest speaker at various events and podcasts.
Links:
Andrea Pass Public Relations Website: https://www.andreapasspr.com/
LinkedIn: https://www.linkedin.com/in/andrea-pass/
Facebook: https://www.facebook.com/AndreaPassPublicRelations/
Twitter: @NJ_Andrea
YouTube Channel: https://www.youtube.com/channel/UC5HpT2RNe_rpzIlliSD4X9A/featured
Instagram: @andrea_pass_pr
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Link to YouTube Video: https://youtu.be/_RqXtJC-57k
Transcript
Hi, I'm Guy Powell and welcome to the next episode of The
Speaker:Backstory on Marketing. If you haven't already done so please
Speaker:visit prorelevant.com and sign up for all of these episodes and
Speaker:podcasts. I am the author of the newly released book the
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:Prepare your Team to Win, and
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:you can find out more information on this at my
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:website, marketingmachine.prorelevant.com.
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:Today we're speaking with Andrea Pass. And we're going to talk
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:about some of the aspects about PR and the difference between PR
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:and advertising. So Andrea Pass creates and implements public
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:relations campaigns in a wide range of categories including
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:consumer products, lifestyle business to business, education,
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:health, wellness and fitness, and many more. Her company
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:Andrea Pass Public Relations, which can be found at
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:andreapasspr.com, has expertise in national, regional and local
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:media relations outreach. Her strength and relationships
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:coupled with her knowledge of the ever growing media base
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:results in securing top tier targeted media placements to
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:increase brand awareness, reputation management and sales
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:for established businesses and growing entrepreneurs alike. She
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:also serves on the Board of Directors of the non-profit
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:United inventors Association (UIA). She is the Workshop
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:Council Chair for the Performance Driven Marketing
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:Institute (PDMI) and Membership Roundtable Chair of the New
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:Jersey Association of Women Business Owners. She's a member
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:of the National Association of Women Business Owners and has
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:created the webinar series "Resonate to Revenue." And
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:Andrea is also the founder of access success networking and is
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:a frequent guest speaker as at various events, as well as on
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:podcasts. Welcome, Andrea.
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:Hi, Guy, how are you?
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:Oh, fantastic. It's so good to have you. And definitely look
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:forward to hearing about, you know what your expertise is and
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:how that fits in with advertising. Because I see
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:advertising and PR really playing and working hand in
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:hand. But before we get into that, so tell us what your
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:backstory is and how you got into marketing.
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:Well, it's very interesting, because I was always the
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:publicity chair back in high school. And in college, I was
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:always the person writing the press releases and closing the
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:newspapers and making sure they'd send a photographer to
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:come cover something. And so when I was in college, studying
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:broadcasting, I was going to be a radio, TV film person and an
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:on air talent. I realized how much I loved PR. And so when I
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:got out of college, and I went straight to CBS in New York City
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:with my little blue blue briefcase, wearing my little
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:blue suit with my little blue shoes, and got a job at Woman's
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:Day magazine because there was a freeze in the broadcast area. I
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:realized I love PR and I was able to get a job in PR for the
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:CBS Radio division. And my love grew from there. And I continue
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:to write press releases, play stories, conduct interviews,
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:arrange product reviews, and much, much more over my 30 plus
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:year career. So it's very exciting. When you find
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:something you love. You've never worked a day in your life. And I
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:love public relations.
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:Fantastic. Yeah, and I think public relations is incredibly
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:important. And you can, you know, sometimes you can hit it
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:out of the park. But otherwise, you know, it's just kind of that
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:constant building of your brand. Amongst not only, of course, the
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:press and the media, but also the readers of all of that media
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:or the viewers of all of that media. And it's so critical
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:because it gives you that that expert or outside opinion on on
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:what your business or what your product is all about.
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:And definitely it's it's slow and steady wins the race. And I
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:think you have to get out there and to have press coverage about
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:your business, your product, your service your book,
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:consistently. And to then reuse that press coverage is so
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:important in the marketing mix. So there are so many elements to
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:marketing, but public relations is one that should never be
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:overlooked.
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:Absolutely. So but before we get a little further, tell us about
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:Andrea past PR and tell us about your company.
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:Well, I you know I had always worked for public relations
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:firms after I left CBS and it was great to work for all these
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:other firms. But I found that I ended up growing this expertise
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:in media relations, and a number of years ago About four plus
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:years ago, I had this opportunity to finally hang my
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:own shingle out. And I was so excited to start Andrea Pass
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:Public Relations as my solopreneurship. And so I'm able
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:to work with interesting clients in a wide range of categories.
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:You listed some of them when you mentioned me, but I love working
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:with authors. And I love working with consumer products and
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:entrepreneurs that actually put their own heart and soul into
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:their businesses. And so I have created this business, and met
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:so many wonderful new people over the years, and have
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:previous clients coming back to me or previous relationships
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:reaching out to me over time, so my business has grown steadily,
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:it's perfect for me. And I've been able to really balance that
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:life work balance by having entrepreneurial paths, public
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:relations.
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:Yeah, absolutely. And lifework balance is is critical. And, and
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:I will admit, as an entrepreneur myself, sometimes I wonder how I
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:can improve that as well. But, you know, there also has to be a
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:balance between advertising and PR. So tell us what you see as
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:the difference between advertising and PR.
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:And I think this, again, is something that so many companies
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:and business folks are confused about, because in advertising,
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:you pay for that placement, and therefore you create that
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:content in public relations, it is editorial endorsement is
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:editorial content that you're not paying for. So when you pay
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:for something, such as an ad, the audience could be a little
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:skeptical, because they know that you chose those words, and
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:they know that you're selling them in public relations, the
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:information is informative and educational. It is not sales
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:driven. It's informative and educational driven, so that the
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:reader or the viewer or the listener will absorb that
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:content. And at some point, say, wait a minute, that is a
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:business, a product, a service that I want to do business with.
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:So it's a process in public relations. And it's not a
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:guarantee, in advertising, you paid for something. So it's a
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:guarantee, your ad will appear on the right bottom page, in
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:such in such a newspaper or magazine, or your ad will appear
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:at this time on a radio station or a TV station in PR, you can't
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:guarantee that. But if you have a story and an effective public
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:relations person telling the story, eventually that story
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:will be out there. And you in turn, have that opportunity to
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:use reuse. And we use that press placement to help grow awareness
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:for your business.
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:Yeah, absolutely. And we've actually done a lot of study and
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:some of it's in my book, The Post COVID marketing machine.
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:And there's more in my previous book, the marketing machine, in
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:terms of how effective PR can be, as opposed to what you're
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:saying is kind of the editorial endorsement with PR, as opposed
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:to the paid placement that you get with advertising. And and I
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:think you're right, I think the the the endorsement that you get
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:through the editorial is a lot stronger and a lot more
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:believable, and therefore a lot more influential about your
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:brand than a than a paid placement that you might get
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:with a with an advertising campaign.
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:Exactly. And years to come. You find folks saying, Oh, I was
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:featured in this magazine, or I was on this interview, or I was
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:on this podcast or this TV station. And they talk about
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:that. You never see a business person or hear a business
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:person, say, Oh, I ran an ad in this magazine. It's not
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:something you see or hear. And I think that having public
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:relations on a consistent basis, helps you to grow your business
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:helps you to stay relevant, and helps you to secure those third
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:party editorial endorsements that you can use over and over
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:and over again. So the thing about PR is not a one and done.
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:And everyone is not the Kardashians, that every move
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:they make is being covered. But there isn't enough media to go
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:around to make sure that your business is in some sort of
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:media that has an audience. And you never know with any audience
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:you're reaching, there just has to be one and another one, and
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:another one for you to grow your business. And so whether you're
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:selling a product, or you're selling a service, or you're in
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:a nonprofit, or whatever it is by getting press, you're
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:reaching targeted audiences and getting your name out there.
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:Yeah, absolutely. Although I will take exception in one
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:exception, when a founder or the owner does talk about their ad,
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:and that's when they do a suit per bowl ad. And they do get
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:press, you know, they do get press around the fact that
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:they're running their first Superbowl ad, which is, but
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:other than that you are so right. You don't you don't hear
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:anybody talking about well, did you? Did you see my ad campaign
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:or whatever? It is all about? Did I? Did you see the article
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:in the Wall Street Journal? Or did you see the article in
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:Forbes or whatever it happens to be?
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:Yeah, and I think that when it comes to the Superbowl, and this
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:is always a fun story. I, I was representing an expert in the as
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:seen on TV category, those infomercials, whether they're
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:two minute or half hour infomercials. And so I decided,
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:I'm going to use his expertise to talk about Super Bowl ads.
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:And he didn't have a single ad running, his company was not
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:running any of their infomercials during the
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:Superbowl. But I convinced top to your television, to have him
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:on the day after the Superbowl to analyze the commercials from
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:his standpoint, and what really worked and what didn't work. And
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:it worked out perfectly, because he got tremendous press
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:coverage, his phone was ringing with inventors wanting him to
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:bring their products to market. And so it all worked out well
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:for him as an expert in the as seen on TV direct response TV
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:space.
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:And that's I think, where PR in that specific case can really
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:support advertising. Because now you you get the ad you paid for
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:the ad on the Superbowl or whatever. And then you get
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:people talking about it. And it's the it's the press
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:relations that folks like you and your company do to then X
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:accelerate and enhance and amplify even the advertising
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:because you are able to talk about something like that, and
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:it is actually newsworthy, and people do want to hear about
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:that.
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:Exactly. And the thing is, is that because in this case, my
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:client didn't have a stake in the game, they were focused on
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:the fact that they had an expertise in the infomercial
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:category. In this particular case, they weren't supporting
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:any Coke versus Pepsi. You know, or Ford versus GM. They were
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:giving editorial content, educational content,
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:informational content, so it wasn't selling. It was
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:editorial. And so that's what made them a great source. I
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:mean, I represented a lawyer who specialized in divorces. Well, I
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:have him speaking about celebrity divorces, even though
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:he has nothing whatsoever to do with their case. That's why they
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:do want to interview someone else. So it works out well, when
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:you have an area of expertise. And you can bring that to the
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:forefront. And a public relations agencies such as
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:Andrea, past public relations, can tell your story and get you
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:out there in two ways. One is in general, just proactively and
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:the other is breaking news. So if there's breaking news, and
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:you can comment on the breaking news, then someone like myself
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:works you the client into that story, even though you might
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:have had nothing whatsoever to do with that breaking news. If
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:there's an angle, I find it.
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:Yeah, absolutely. And, and that's, that is critical, I
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:think. And again, that is where, you know, you can be a separate
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:kind of a communications channel over and above your, your paid
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:media. So so so we've kind of talked a little bit about why it
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:is so important and why it's important to your marketing mix.
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:But let's let's go specifically into that. What do you see how
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:how that can really help, let's say a large or a medium size,
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:medium sized brand versus then potentially even a small
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:business? How does? How does that work for both both sides of
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:the of the the sizes of the business?
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:I don't believe the size matters, I believe whether we're
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:solopreneur, or fear or both, I'm million dollar billion
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:dollar company, you need to be in the press with content. And
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:so by offering that content in your area of expertise, or
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:having a product reviews, reviewed, or a book talked
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:about, those things are all important to your growth and
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:your bottom line. Because what's important is press can be
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:reused. We are now in this world of content. We are all absorbing
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:so much content. And when I'm having meetings with groups, and
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:I say, okay, who's absorbed content today, even if the
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:meeting is at nine in the morning, and everyone raises
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:their hand because they've already watched the news, read
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:the newspaper, read a magazine, listen to a podcast, then on
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:social media learning about the news of the day. So we're all
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:starting our day already absorbing content. And so public
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:relations is important in that you and your business, and
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:product and service are part of the content. So by getting in
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:there, you can be reusing that content on your website and in
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:your social media. But if it's not dated, use it over and over
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:again. Because the, the reader or the viewer or the listener,
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:is not paying attention to the data was released, they're
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:paying attention to the content. And so I was just reading
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:something on forbes.com. And I said, Oh, you know, this email
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:came through with this interesting topic. So I clicked
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:on it, the article was from 2017. Obviously, Forbes felt it
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:was still relevant. Now, I have a PR person. So I'm looking at
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:dates, and I'm looking at by lines, the average person isn't
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:there looking at content. But when I read the content of this
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:particular article, it had to do with anything, it did not have
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:to do with something that was old news. However, if you are
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:going to rerelease a book, for example, make sure you update
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:the copyright date. Because folks don't want to review a
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:book that came out in 2015. They want to know, it came out
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:recently. So that's important when you're releasing a book.
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:But when it comes to products, as long as your product is
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:current, and available. And that's a big challenge, we can't
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:publicize something that people can't buy. So don't say Oh, my
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:products coming out next year? Well, no one wants to hear about
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:it. Now, because most people aren't waiting, the only time
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:you're waiting is for the next model of a car. But other than
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:that, you're not going to wait for anything other than maybe
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:the next version of the iPhone. So keep in mind your timing,
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:because you want to make sure that you're getting the message
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:out at the right time for your business.
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:Yeah, absolutely. And I hate to say it Guilty as charged. I
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:always wanted when I long time ago, when I was a product
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:manager, a brand manager, basically, I wanted to get PR
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:ahead of my launch, so that I could start to generate some
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:interest and make sure that my product was in their technology
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:pathway. And, and of course, you know, if it's not available that
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:the press doesn't, they're just not going to write about it.
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:But, you know, you can still get, you know, once it's
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:released, once it's available, then that's when it's
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:newsworthy. And that's when the editors are going to be more
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:likely to write about it, because there is something that
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:is of hopefully of interest for for their readership.
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:And keeping in mind that if you have a product or a book,
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:available for sale, before it launches, that works, as long as
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:you can get that book, or that product sample to the press for
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:testing, or review beforehand, then it's okay to launch
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:beforehand. There are many book publishing media outlets that
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:require that you pitch them a minimum of 90 days before the
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:book comes out with an advanced reader copy, but those have gone
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:down tremendously. So a lot has changed. And I think that
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:sticking with those changes, and understanding the changes, has
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:helped me grow Andrea pass public relations, because it
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:isn't the same world that it was five years ago, 10 years ago,
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:even three years ago. So we have to understand that the world has
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:changed my world tremendously in that I can make phone calls, and
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:they're going to tell me to send something to an email address.
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:It doesn't matter. It's the way that it is. So I have to have an
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:effective email, and have effective relationships, but
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:always meeting new people and learning new media outlets.
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:Because keeping in mind that so much of today's new media is
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:homegrown media. And homegrown media is put together by people
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:who are not trained journalists, their business people or their
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:average folks that have something they want to talk
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:about. And the average folks have a great audience, because
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:you never know the size of someone's audience, but more
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:importantly, their reach. And an example was I had a product
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:review the same week on Huffington Post, which had 1.5
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:million unique viewers a month. And a mom blog that had 900 Zero
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:click throughs from HuffPost 25 sales from the mom blog. So you
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:just you just don't know you another example is I had a story
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:of a client in a daily newspaper in a key market. And then the
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:person also did a podcast. No feedback from the newspaper
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:article. She sold out from her podcast appearance because
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:people who were listening said this is a product I want and
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:they went to her website and bought it. So you just You know,
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:because we wear so many hats, and listen, you're a marketing
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:pro, you understand all the hats that people wear. But the fact
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:that you and I are talking about business right now has nothing
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:to do with the fact that I love to travel. I exercise, I go
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:bicycling, you know, I have all these hobbies. So we wear so
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:many hats. So to reach people, in the different places they're
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:absorbing content is an important part of the public
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:relations mix.
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:Yeah, and that definitely is critical. And also, you know,
Post-COVID Marketing Machine:
:you talked about the mommy blog versus the Huffington Post, and,
Post-COVID Marketing Machine:
:and, you know, and the one doing significantly better, you know,
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:and that's where I think the relationship and the expertise
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:of the public relations team or person or company makes so much
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:of a difference, because you want to make sure that if this
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:product is specific for the mom, the mommy blogs, as opposed to
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:the general audience, maybe on Huffington Post, then you know,
Post-COVID Marketing Machine:
:you don't want to waste your time going after hustle,
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:Huffington Post, you want to go after the mommy blogs, and go
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:after the ones that are going to be interesting so that you can
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:actually get 15, or whatever it was sales out of that 900
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:audience instead of zero out of a 1.5 million. Makes a lot of
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:sense.
Post-COVID Marketing Machine:
:Exactly. And understanding that there was a variety of media. So
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:you get a little of this, and you get a little of that, but
Post-COVID Marketing Machine:
:you stay relevant. I worked for a firm years ago, that had a
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:client that everything was based on KPIs. What are the KPIs? What
Post-COVID Marketing Machine:
:are the unique views per month? How many readers what's the
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:circulation? How many people watch this TV station, they
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:didn't care that they weren't getting the click throughs. And
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:the buys, they just cared about numbers. And it frustrated me to
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:no end. Because we started doing pay for play. I hate pay for
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:play. No, I don't. I'm not saying that people don't watch,
Post-COVID Marketing Machine:
:pay for play, or absorbed pay for play. It's just not part of
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:the public relations world that I grew up in. And I want to
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:still be a part of. So it's important. And I just had
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:someone reach out to me to do a proposal to become their PR
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:firm. And they said, Well, what KPIs and I did not answer the
Post-COVID Marketing Machine:
:question in my proposal. I said, it doesn't matter what what the
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:numbers are. What matters is that you're out there reaching
Post-COVID Marketing Machine:
:target audiences. And no one is absorbing something today. I
Post-COVID Marketing Machine:
:shouldn't say no one, very few people are absorbing something
Post-COVID Marketing Machine:
:today and buying today. Yeah, we all think about something, you
Post-COVID Marketing Machine:
:know, Amazon Prime days, or multiple times a year, people
Post-COVID Marketing Machine:
:are now planning in advance will this item be on sale. And then
Post-COVID Marketing Machine:
:they'll purchase it or for the most part, we might see an ad or
Post-COVID Marketing Machine:
:we might read an article, or we might hear an interview. And we
Post-COVID Marketing Machine:
:say, That's interesting, I'm going to keep that in the back
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:of my mind. And when I'm ready for that purchase. That's who
Post-COVID Marketing Machine:
:I'm going to reach out to. And so it has to be layering. That's
Post-COVID Marketing Machine:
:a term I always use talking about public relations, from the
Post-COVID Marketing Machine:
:time I was a baby, PR person. And it's all about that
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:layering. And I think in marketing, I remember learning
Post-COVID Marketing Machine:
:seven times before someone really absorbs the message. Same
Post-COVID Marketing Machine:
:in PR, in order to get the message out, you have to get the
Post-COVID Marketing Machine:
:message out over and over and over again.
Post-COVID Marketing Machine:
:Yeah, that is that is so true. Although I if you don't mind,
Post-COVID Marketing Machine:
:I'll take a very small exception. to your, to your
Post-COVID Marketing Machine:
:point about what magazines or publications you want to be in.
Post-COVID Marketing Machine:
:And, and there are actually two audiences for your product.
Post-COVID Marketing Machine:
:There's the paying audience. And then here's the audience of the
Post-COVID Marketing Machine:
:CEO. If the CEO wants his name, or his brand name and the Wall
Post-COVID Marketing Machine:
:Street Journal, then you got to do what you got to do. And it
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:doesn't matter whether they're gonna buy anything or sell
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:anything. You just got to, you know, play to the ego of the
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:CEO. So sometimes he gets stuck and things like that. I'm sure.
Post-COVID Marketing Machine:
:I have a funny story. When I was first starting out at one of the
Post-COVID Marketing Machine:
:PR firms, I think was even the first PR firm I was at, at no,
Post-COVID Marketing Machine:
:it was the second the second PR firm I was at I represented an
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:attorney from Chicago. And all he wanted was to be the
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:Cosmopolitan magazine bachelor of the month. Okay, having
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:nothing whatsoever to do with law. Well, obviously there are
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:only 12 issues a year. There is only one bachelor in each issue.
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:So I'm working my little patootie off sending pictures
Post-COVID Marketing Machine:
:and this was, you know, background quotes. Over and
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:over. I finally get him to be the Bachelor of the month in
Post-COVID Marketing Machine:
:Cosmopolitan Magazine. He was more excited about this than the
Post-COVID Marketing Machine:
:cover. I got him in the Chicago law journal. And the interviews
Post-COVID Marketing Machine:
:I got him on financial news shows and and other business
Post-COVID Marketing Machine:
:shows. All he cared about was that and, and I laugh about it
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:to this date, but he's paying the bill. That's what he wants.
Post-COVID Marketing Machine:
:Okay, I'll focus I don't agree, but I don't think he got a date
Post-COVID Marketing Machine:
:from it. But it's a fun story to tell all these years later.
Post-COVID Marketing Machine:
:That is a pretty good story. That is a pretty good story.
Post-COVID Marketing Machine:
:I've got another question for you. We did a ways back for a
Post-COVID Marketing Machine:
:big brand. It was Miller Miller Brewing Company. And it was I
Post-COVID Marketing Machine:
:think it was Miller Lite. And they wanted to determine they
Post-COVID Marketing Machine:
:wanted us to determine what the value was there a positive value
Post-COVID Marketing Machine:
:for positive PR, and was there a positive value for negative PR?
Post-COVID Marketing Machine:
:And just what, and I don't know, if you've done any, any work in
Post-COVID Marketing Machine:
:that respect to let's say, mitigate negative versus, you
Post-COVID Marketing Machine:
:know, build positive, just. And then after, after we hear your
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:perspectives? I'll give you the answer that we had for for
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:Miller?
Post-COVID Marketing Machine:
:Well, I think that most press is good press, even if it's
Post-COVID Marketing Machine:
:negative, because it gets people talking about you. Obviously, if
Post-COVID Marketing Machine:
:your product caused a problem, to a large audience, then that
Post-COVID Marketing Machine:
:you've got to fix that very, very quickly. You've got to make
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:good, and you've got to have crisis communications to do
Post-COVID Marketing Machine:
:that. But I still feel that all press is important and good
Post-COVID Marketing Machine:
:press. Because then they're talking about you. And let's
Post-COVID Marketing Machine:
:just talk about the beginning of the pandemic, for goodness
Post-COVID Marketing Machine:
:sakes, Corona virus for Corona beer, because that's the name of
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:it. And, and but they found ways to stay in the news positively.
Post-COVID Marketing Machine:
:They did not change their brand name. They're still selling,
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:there was probably a dip the beginning because people had
Post-COVID Marketing Machine:
:this fear. But of course, no one was getting COVID or Coronavirus
Post-COVID Marketing Machine:
:from drinking a Corona beer. But I think that all press is
Post-COVID Marketing Machine:
:relevant. It's good press but have a good public relations
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:person or team who can address negative press and turn it
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:around as appropriate. Or make sure you are issuing whatever
Post-COVID Marketing Machine:
:statement to apologize and fix the negativity.
Post-COVID Marketing Machine:
:Yeah, yeah. And I think that makes a lot of sense. One of our
Post-COVID Marketing Machine:
:other clients, and actually, we talked about them in my book,
Post-COVID Marketing Machine:
:post COVID marketing machine. obliquely, we can't talk about
Post-COVID Marketing Machine:
:them directly for confidentiality reasons. But one
Post-COVID Marketing Machine:
:of their goals was to overwhelm first, well, first of all, to
Post-COVID Marketing Machine:
:overwhelm the negative press that was coming out of one
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:source. And then secondly, to mitigate that press so that it
Post-COVID Marketing Machine:
:started to actually, you know, go down. And, and they were
Post-COVID Marketing Machine:
:actually very successful. But it was a it was a an association
Post-COVID Marketing Machine:
:and Business Association. And, you know, it was kind of
Post-COVID Marketing Machine:
:fascinating. But then, you know, you brought up beer, and this
Post-COVID Marketing Machine:
:when Miller Miller Yeah, absolutely. So with Miller, they
Post-COVID Marketing Machine:
:had been running a, I guess you'd call it a racy ad,
Post-COVID Marketing Machine:
:certainly not today, politically correct. But it was an ad that
Post-COVID Marketing Machine:
:was definitely on the edge of being, you know, very racy and
Post-COVID Marketing Machine:
:politically incorrect. And today and today's standards, and so
Post-COVID Marketing Machine:
:the women, a lot of the women's groups and women's media and
Post-COVID Marketing Machine:
:things like that were very negative on it. And and, you
Post-COVID Marketing Machine:
:know, exploitation of women, and then the sexualization and the
Post-COVID Marketing Machine:
:blah, blah, blah. And Mila then continued to, to, to run the ad,
Post-COVID Marketing Machine:
:because we had shown them that even though they were getting
Post-COVID Marketing Machine:
:positive press, from the men's side, and from the general side
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:of things, that press was very effective, actually five times
Post-COVID Marketing Machine:
:more effective than the ad itself, number one, and then
Post-COVID Marketing Machine:
:number two, the negative advertising was two times more
Post-COVID Marketing Machine:
:effective than the ads. So the negative PR was TWO TIMES as
Post-COVID Marketing Machine:
:effective as the as the advertising and because you're
Post-COVID Marketing Machine:
:getting just like you said, all of this exposure, and and in
Post-COVID Marketing Machine:
:their case, it's uh, you know, it's a reputable brand and okay,
Post-COVID Marketing Machine:
:the ad might have been a little racy. I mean, you could even say
Post-COVID Marketing Machine:
:some of these Calvin Klein ads or racy or whatever. And so And
Post-COVID Marketing Machine:
:yet they continue to do them. And that I'm almost certain is
Post-COVID Marketing Machine:
:because they are measuring the effectiveness, just like what we
Post-COVID Marketing Machine:
:do, you know, in my company pro relevant is we measure the
Post-COVID Marketing Machine:
:effectiveness of the advertising the paid, and then the, and then
Post-COVID Marketing Machine:
:the PR, whether it's unpaid and and then when They're, it's
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:positive or negative. And you know, and if it's positive, and
Post-COVID Marketing Machine:
:it's if it's so giving you a good ROI, then, you know, then
Post-COVID Marketing Machine:
:go for it, keep going for it. And you know, that's that's a
Post-COVID Marketing Machine:
:different decision, you know, what we can at least say is that
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:the advertising is working.
Post-COVID Marketing Machine:
:And I think in today's world, there are so many things that
Post-COVID Marketing Machine:
:have become politically incorrect. And so you do have to
Post-COVID Marketing Machine:
:be careful, which is why companies really need the time
Post-COVID Marketing Machine:
:to get other opinions on how they're releasing something,
Post-COVID Marketing Machine:
:what the content is, how are they saying something, because
Post-COVID Marketing Machine:
:you don't want to slip and offend anyone, at least I would
Post-COVID Marketing Machine:
:never want to slip in offend anyone. There are other people,
Post-COVID Marketing Machine:
:I guess, who might want to offend people. But I think that
Post-COVID Marketing Machine:
:you have to be conscious of your word choice. And your image
Post-COVID Marketing Machine:
:choice in going out there with whether it's an ad, whether it's
Post-COVID Marketing Machine:
:a marketing campaign, whether it's a PR campaign, you've got
Post-COVID Marketing Machine:
:to think it through carefully in the way that you word,
Post-COVID Marketing Machine:
:something, and especially the way that you're going to conduct
Post-COVID Marketing Machine:
:an interview. And I have certain clients that I have to do media
Post-COVID Marketing Machine:
:training with. There are other clients I don't have to do media
Post-COVID Marketing Machine:
:training with, they're more experienced at interviewing, and
Post-COVID Marketing Machine:
:they know the right way to interview. But media training is
Post-COVID Marketing Machine:
:very important part of Andrea pass public relations, because
Post-COVID Marketing Machine:
:there are many clients who have not been out there giving a
Post-COVID Marketing Machine:
:talk, giving an interview, providing a quote. And so media
Post-COVID Marketing Machine:
:training is really important when it comes to getting the
Post-COVID Marketing Machine:
:message across. But I had someone say to me the other day,
Post-COVID Marketing Machine:
:well, how many message points do you give? And I'm big on the,
Post-COVID Marketing Machine:
:you know, threes, three messages. But I said, but each
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:interview might be different if we're targeting different
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:audiences. So your message might be different in specifically
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:what she what her area of expertise was really in, in team
Post-COVID Marketing Machine:
:building and human resources. And I said, but it could be
Post-COVID Marketing Machine:
:different from remote workers contract workers versus full
Post-COVID Marketing Machine:
:time employees in the office out of the office. I said, so we
Post-COVID Marketing Machine:
:can't just do cut dry? Yes, these are the three message
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:points. That could change when you're giving a message out
Post-COVID Marketing Machine:
:there. Yeah,
Post-COVID Marketing Machine:
:absolutely. And I think you're right, you do have to? No
Post-COVID Marketing Machine:
:question you have to have the PR training. And I was lucky
Post-COVID Marketing Machine:
:enough. When I was in, I mentioned this a long time ago,
Post-COVID Marketing Machine:
:I was the product manager for high tech product, and I was the
Post-COVID Marketing Machine:
:I was the spokesperson on the company side and and I got
Post-COVID Marketing Machine:
:trained. And it was it was a blast. And I learned a lot and
Post-COVID Marketing Machine:
:I, you know, you you, you need to be retrained and you know,
Post-COVID Marketing Machine:
:updated every once in a while just to make sure you're on
Post-COVID Marketing Machine:
:message and stuff like that. But it really does make a
Post-COVID Marketing Machine:
:difference. And I applaud you that you do such a good job with
Post-COVID Marketing Machine:
:training because you really want to stay on message. And you know
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:whether you have one message point or three or whatever it
Post-COVID Marketing Machine:
:is. And those messages then have to be also very well tied to
Post-COVID Marketing Machine:
:your audience or the audience of that editor. And if you can do
Post-COVID Marketing Machine:
:that, then then you've definitely been able to be more
Post-COVID Marketing Machine:
:likely to succeed with your PR.
Post-COVID Marketing Machine:
:And what's important is also recognizing that when you are
Post-COVID Marketing Machine:
:giving a message, don't tie it to a date. Okay, it's one thing
Post-COVID Marketing Machine:
:if you have a new product, and it's going to be for the holiday
Post-COVID Marketing Machine:
:season and you're having a sale that's different. But everything
Post-COVID Marketing Machine:
:else doesn't matter what day your book comes out. No one
Post-COVID Marketing Machine:
:cares about that date, or what date you might be participating
Post-COVID Marketing Machine:
:in a seminar unless you're trying to sell tickets to the
Post-COVID Marketing Machine:
:seminar, for the most part, be evergreen. That way, there's the
Post-COVID Marketing Machine:
:content that you can use over and over again, because it's not
Post-COVID Marketing Machine:
:dated. And that's what's really important since I was saying
Post-COVID Marketing Machine:
:today is I'm giving out the day, it doesn't really matter what
Post-COVID Marketing Machine:
:the day is, as long as the content is informative,
Post-COVID Marketing Machine:
:educational and timely.
Post-COVID Marketing Machine:
:Yeah, absolutely. And I like your point about not dating it.
Post-COVID Marketing Machine:
:So when should a company begin their PR outreach for whatever
Post-COVID Marketing Machine:
:the event or action is? When should they start today? All
Post-COVID Marketing Machine:
:right, we're done.
Post-COVID Marketing Machine:
:What's important is that as soon as you recognize that you need
Post-COVID Marketing Machine:
:public relations, which should be at the beginning of your
Post-COVID Marketing Machine:
:rollout, start planning because this way the public relations
Post-COVID Marketing Machine:
:person can start layering, getting you out there to talk
Post-COVID Marketing Machine:
:about things. As soon as you're ready to roll. What do you need?
Post-COVID Marketing Machine:
:Your website? Some people say websites are antiquated, no
Post-COVID Marketing Machine:
:serie people go to websites, have an updated website, have
Post-COVID Marketing Machine:
:updated social media, be active on social media. Today's
Post-COVID Marketing Machine:
:journalists want to see that you're active makes Sure your
Post-COVID Marketing Machine:
:staff, your friends, your family, anyone you know, is
Post-COVID Marketing Machine:
:commenting and liking, just like, make sure you put up
Post-COVID Marketing Machine:
:comment and do the same for your colleagues. Because some
Post-COVID Marketing Machine:
:journalists want to see that you have those active followers,
Post-COVID Marketing Machine:
:that's really important for today's journalists. So get that
Post-COVID Marketing Machine:
:all up and running before your official launch, and have public
Post-COVID Marketing Machine:
:relations ready to go. Because there's no bad time to start
Post-COVID Marketing Machine:
:public relations. There's only good time to start it. And
Post-COVID Marketing Machine:
:today, whatever day that is, that you're absorbing this
Post-COVID Marketing Machine:
:content, today is the day, don't put it off until Oh, it's this
Post-COVID Marketing Machine:
:season, or I'm going to have revision on my product or book
Post-COVID Marketing Machine:
:or, Oh, I first need to hire a few more people. Well, you're
Post-COVID Marketing Machine:
:dilly dallying, don't put it off, because you've got to be in
Post-COVID Marketing Machine:
:it to win it. And public relations should be stuck part
Post-COVID Marketing Machine:
:of that marketing mix from the beginning.
Post-COVID Marketing Machine:
:Yeah, yeah. Understood. And I will admit that sometimes it's
Post-COVID Marketing Machine:
:hard to, you know, to figure out when when to do it. But I kind
Post-COVID Marketing Machine:
:of agree with you. You know, even before your launch, you
Post-COVID Marketing Machine:
:want to make sure that you're ready for that launch. And that
Post-COVID Marketing Machine:
:just takes time. But then Alright, so let's say you
Post-COVID Marketing Machine:
:launched you did your outreach, then why should I continue doing
Post-COVID Marketing Machine:
:PR? What What, why should I keep going?
Post-COVID Marketing Machine:
:stay relevant? The minute you stop true, you can use the prior
Post-COVID Marketing Machine:
:press placements, but having new content with new messages, keeps
Post-COVID Marketing Machine:
:you relevant. And in the public eye. I have many journalists who
Post-COVID Marketing Machine:
:get back to me and say, You know what? I haven't interviewed so
Post-COVID Marketing Machine:
:and so in a year, I'd love to have him or her back on? Or do
Post-COVID Marketing Machine:
:you still represent so and so can we get a quote? Well, when
Post-COVID Marketing Machine:
:you're a public relations agency, or a consultant, if you
Post-COVID Marketing Machine:
:represent the client, sure, you're going to share that with
Post-COVID Marketing Machine:
:the client. But I find that when I'm no longer representing that
Post-COVID Marketing Machine:
:client, to do the work that's involved with setting up even
Post-COVID Marketing Machine:
:one interview, it's back and forth, back and forth, back and
Post-COVID Marketing Machine:
:forth. I'm not going to do that for a former client that I don't
Post-COVID Marketing Machine:
:think will come back. And so it's important to know, which is
Post-COVID Marketing Machine:
:why a public relations camp, the campaign can't be one month one
Post-COVID Marketing Machine:
:and done. It's got to be ongoing. Because the fact that
Post-COVID Marketing Machine:
:you were quoted in an article 10 years ago, that's great. But if
Post-COVID Marketing Machine:
:you've been quoted in 100 articles, or 100, media outlets,
Post-COVID Marketing Machine:
:even better, so stay in it, don't give up on it, and make
Post-COVID Marketing Machine:
:sure it's part of your effective budget.
Post-COVID Marketing Machine:
:Yeah, absolutely. And, and that makes a lot of sense. Because I
Post-COVID Marketing Machine:
:think, and even advertising paid advertising, you have to have a
Post-COVID Marketing Machine:
:continuous message and just be present, when and if that
Post-COVID Marketing Machine:
:consumer that you're targeting wants to purchase something in
Post-COVID Marketing Machine:
:your category, you're at least in their minds, you might be top
Post-COVID Marketing Machine:
:of mind. So that they'll remember you when they go to the
Post-COVID Marketing Machine:
:store or they go to the online e commerce site. And similarly
Post-COVID Marketing Machine:
:with with PR, you want to be continuously top of mind, so
Post-COVID Marketing Machine:
:that when that consumer and finally does go off and want to
Post-COVID Marketing Machine:
:purchase something, they remember you and then they'll
Post-COVID Marketing Machine:
:they'll they'll consider purchasing your products. So
Post-COVID Marketing Machine:
:very important. I think that that continuous message is
Post-COVID Marketing Machine:
:really good. I unfortunately, I hate to say have so many
Post-COVID Marketing Machine:
:clients, even on our side, they advertise inconsistently, they
Post-COVID Marketing Machine:
:have a bad quarter, and then they give up and okay, there's
Post-COVID Marketing Machine:
:cash flow, but to cut down to zero, and then to start up again
Post-COVID Marketing Machine:
:and cut back to zero and start up again, it is never as
Post-COVID Marketing Machine:
:effective as being a lot more constant. And I'm sure it and
Post-COVID Marketing Machine:
:based on what you're saying it makes the same difference and
Post-COVID Marketing Machine:
:provides that same value and PR.
Post-COVID Marketing Machine:
:Exactly. And again, social is where it's at now. So businesses
Post-COVID Marketing Machine:
:should be on LinkedIn, Facebook, Instagram, Twitter, not as much,
Post-COVID Marketing Machine:
:but okay. And if you could do tick tock, that's great. But you
Post-COVID Marketing Machine:
:need to be active and involved, you can't have your social die
Post-COVID Marketing Machine:
:down, and then expect it to pick up, you've got to follow media
Post-COVID Marketing Machine:
:outlets. If they're font, if you're following them, then you
Post-COVID Marketing Machine:
:can tag them, tag them on a story or on something else
Post-COVID Marketing Machine:
:that's happening. So you really have to think this through
Post-COVID Marketing Machine:
:effectively and work with the right team. And it's all about
Post-COVID Marketing Machine:
:teams and and knowing who to work with. And we all don't gel
Post-COVID Marketing Machine:
:with one another. It's not perfect. But if you're going to
Post-COVID Marketing Machine:
:find the right people that you gel with, and you're going to
Post-COVID Marketing Machine:
:have an effective long term relationship, and I think that
Post-COVID Marketing Machine:
:since I started Andrea paths, public relations a few years
Post-COVID Marketing Machine:
:ago, I really connected and build wonderful relationships
Post-COVID Marketing Machine:
:both With my past clients, my current clients prospective
Post-COVID Marketing Machine:
:future clients, and of course, the media. So it's people do
Post-COVID Marketing Machine:
:business with people they know, like and trust. And the same
Post-COVID Marketing Machine:
:holds true for public relations.
Post-COVID Marketing Machine:
:Yeah, absolutely, absolutely. You know, what I like and PR,
Post-COVID Marketing Machine:
:public relations to business to business selling, because in the
Post-COVID Marketing Machine:
:end, what you're doing is you are selling a certain number of
Post-COVID Marketing Machine:
:column inches or certain number of seconds or minutes in an
Post-COVID Marketing Machine:
:article or a radio or whatever it happens to be, you are
Post-COVID Marketing Machine:
:selling that content. And so you're basically, you know, for
Post-COVID Marketing Machine:
:b2b businesses, that's what you're doing. You're you're you
Post-COVID Marketing Machine:
:haven't, your audience is slightly different, but you're
Post-COVID Marketing Machine:
:in the selling process. And, and if you're successful at selling
Post-COVID Marketing Machine:
:that company, and getting it in there, then that's, that is such
Post-COVID Marketing Machine:
:a, an opportunity for that business to grow and maintain
Post-COVID Marketing Machine:
:their sales and what have you.
Post-COVID Marketing Machine:
:And that's what I'm doing all day long. I'm selling a story.
Post-COVID Marketing Machine:
:I'm selling an interview, I'm selling a product or a book, but
Post-COVID Marketing Machine:
:I'm selling it to press contacts, to make sure that they
Post-COVID Marketing Machine:
:cover what you're what you're doing what you're all about. And
Post-COVID Marketing Machine:
:you just never know who a contact or where a contact is
Post-COVID Marketing Machine:
:going to come from. So why not be in it? Why not be into
Post-COVID Marketing Machine:
:various media outlets? Give yourself a chance, because you
Post-COVID Marketing Machine:
:just never know, and then use the content. And I know I sound
Post-COVID Marketing Machine:
:like a broken record, but don't let it be okay, this appeared or
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:I did this interview. And then it's never to be found again.
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:Yeah, absolutely. And, and that that is kind of another topic
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:which we could spend a whole nother hour on is how to tie
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:your social marketing activities to your PR activities, because
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:you want the both of them to work together in a virtuous
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:cycle so that each one of those can build on each other. And to
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:your point to be able to recirculate that PR article in
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:all of your social media properties makes it makes a ton
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:of sense.
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:It was funny a number of weeks ago, I reposted a picture on my
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:social media of me and a colleague at the Ellen DeGeneres
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:Show. And you know, we were there. I was representing chef
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:Wolfgang Puck. And we were in LA doing this. And we were in the
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:green room. And I said to my colleague, who is still a very
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:close friend of mine, I said, Oh, we have to take this picture
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:in front of the Ellen sign. And so I posted it recently. And the
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:feedback I got, are you there now? What's happening? And it
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:was hysterical, but but reposting things opens dialog.
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:And I love I had met the late great Joan Rivers at a TV studio
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:when I was there with a client of mine. And I love to repost
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:that picture. Because so many people have memories of Joan
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:Rivers. And so reposting things, whether it's the recent past or
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:the more distant past opens up a dialog. And that's what we're
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:all about today. Having dialogues.
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:Yeah, no, I agree with that. So before we close, is there one
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:particular message that you would think you'd really, really
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:want to get across?
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:The message is, is that every single business needs public
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:relations coverage to grow their brand awareness, stay in the
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:media, stay relevant, and drive sales. So if you're thinking
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:about public relations, today is the day to make that step. And I
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:hope that answer your past public relations might be that
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:firm.
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:antastic. And I agree with you, and I really appreciate it. And
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:that's a that's definitely a great message to get across.
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:Well, Andrea, thank you so much for being a part of my of our,
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:of our podcast. And so glad we were able to talk about PR and
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:advertising. Those are two incredibly important aspects of
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:a marketing machine to be able to get out in the marketplace so
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:that you can build and grow your your brands. Where would you
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:like your or our viewers and audience to go to find out more
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:information about you and your company?
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:Well, please visit Andrea pass pr.com I do have an Appointments
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:tab for a complimentary half hour consultation about the
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:value of public relations. So please check me out there on in
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:link on LinkedIn, enter your pass and on Facebook Andrea pass
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:public relations. So I hope we can connect.
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:Fantastic So Andrea pass pr.com Andrea pass pr.com And she's
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:clearly an expert in the business and definitely knows
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:how to get the press arm of your company working very well to
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:support the growth of your company. So with that, please
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:stay tuned for other videos in this series of the backstory Be
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:on marketing, please visit marketing machine dot pro
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:relevant.com to download the first chapter of my book, The
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:Post COVID marketing machine. And there's many, many other
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:valuable excerpts and other pieces that I think you'll also
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:find valuable. And don't forget to sign up for more episodes on
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:this podcast series and if you like this one, please rate it
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:with five stars. Andrea, thank you so much.
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:Thank you for having me guy.
