September 24, 2024 • 13 mins
Get the lowdown on how to perfect publicity. Georgia is joined by her publicist Tess Woolcock for bonus info on how to land your business promotion and media.
With over 15 years media experience in both Australia and New Zealand, Tess started up her business, Pop Publicity, in 2020. Specialising in boosting established profiles to brand launches, Georgia picks Tess's brilliant and strategic PR brain.
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Episode Transcript
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Speaker 1 (00:00):
From ZM and iHeartRadio. It's Board to Boss.
Speaker 2 (00:04):
Real stories of how to navigate starting your own business
with me.
Speaker 1 (00:08):
Georgia Patton, Welcome to a little bonus episode of Board
to Boss.
Speaker 2 (00:17):
I've mentioned my publicist test Will quite quite a lot
on this podcast, as well as some of our guests,
so I thought it'd be quite a fun little episode
to bring her on to kind of get an overview
of her job and what PR is.
Speaker 1 (00:29):
In general and why you should have it for your business.
Speaker 3 (00:31):
So, Hi, Test, Hi, thanks for having me, please to
be here for the bonus.
Speaker 2 (00:35):
Episode, and you even featured on episode ten with Sam.
Speaker 4 (00:38):
No look at Me, Look at Me. A contributor contributed
to the podcast.
Speaker 2 (00:43):
I want to start off just so everyone can get
to know you a little bit better. So can you
explain what your role is in PR and how you
found yourself in this world?
Speaker 3 (00:51):
Okay, So I started my PR agency four years ago now,
when I came back to New Zealand. Previously, I had
been a journalist all of my career. I had dabbled
and here or there, but I've been TV reporter TV
and ZED Channel seven, nine and ten in Australia, and
then I was the EP of the E channel for
Australia and New Zealand. And when I came back to
New Zealand, my marriage broke down. I was a single
(01:13):
mother with a three year old, faced with working in
television long hours and let's be honest, crap, crap pain. Yeah,
I had to pivot. I had to find something and
I had to keep my child alive. So I started
a PR agency and here.
Speaker 4 (01:25):
I am four years later.
Speaker 1 (01:26):
Crazy, it's been four years.
Speaker 4 (01:27):
I know, I know.
Speaker 3 (01:28):
So what does my role and how basically I need
to get my clients coverage in the media, So that
could be TV, radio, print, you know, across across the board.
I kind of do two things. It's product based placements,
but then it's story based placements. And given my background
as a journalist, I have a news for a story,
(01:48):
so therefore I will find different angles.
Speaker 4 (01:50):
I sometimes, as you know, I get.
Speaker 3 (01:52):
Really personal with my clients, like tell me your life history,
tell me your health history, like what have we got
to work with here? And find all different types of
stories for my clients to get them featured in the media,
to build their personal brand and to build their their
business brand YEP.
Speaker 1 (02:07):
And so the difference for those listening.
Speaker 2 (02:08):
Is that, like product base is just highlighting the product
and the attributes of that product and what makes it different,
and there's never really any founder's story that comes with it.
Speaker 3 (02:19):
Be safe for your sunglasses, getting all of the different
product placement and Remix and Fashion Quarterly and all the
different magazines, we just see a product placement of your
sunglasses with board George and the price in the website.
Speaker 2 (02:31):
It could be like Mother's Day Gift Guide, Christmas Gift Guide,
and then.
Speaker 4 (02:34):
You see just a flat lay.
Speaker 3 (02:36):
You know, you know hot hot pecks of s month
that there's a pair of sunglasses.
Speaker 4 (02:39):
That is product placement.
Speaker 3 (02:40):
So obviously that's building your brand, but no one knows
who you are, who is the founder behind the brand.
So personal brand is where we work to create stories
about you, about your business journey, about your personal life
and health, disaster, whatever whatever it may be, and utilizing
that to tell your to tell your founders, or to
build your personal brand.
Speaker 2 (03:01):
Exactly when do you think is a good time for
a business owner to start investing in PR.
Speaker 3 (03:07):
I think you should do it right from the beginning. Really,
I think when you're launching, that's when you're new, and
that's when you're exciting, and a lot of businesses don't
do that. Yes, they think i'll launch, I'll see how
we go, and then i'll do PR down the line,
which you know, I have done a lot of campaigns
with businesses who have done that, and I say, now's
your media launch. But to be fair, a lot of
(03:29):
media are looking for new and exciting things. And if
you've been around for a year and you haven't had
any press, there's kind of nothing fresh really to say.
Speaker 4 (03:37):
So you need to be.
Speaker 3 (03:38):
Looking to get PR when you've got something new and
fresh and exciting to say. So, what's the most exciting
thing launching a business? So I would say you need
to be thinking of it right from word go.
Speaker 2 (03:48):
I guess that's kind of similar to how people say
on TikTok, not just to show from launch date, but
to show the building of the brand. I guess it's
the same. And you replicate that through the media as well.
Speaker 3 (03:57):
Absolutely absolutely, And it is getting that behind the scenes
stuff from before you even you know, hit play on launch.
Having all of that can be used down the line
as well. You'd be surprised what can be turned into
a story.
Speaker 1 (04:08):
Yep.
Speaker 2 (04:08):
And we touched on this slightly in Sam's episode when
you're getting your clients media. You've obviously got these amazing
relationships with all of this media, but how important is
it for the founder of the business to build those
relationships as well.
Speaker 3 (04:22):
I think it's really important. Especially you can't make a
journalist cover your business or cover your brand. But if
they genuinely like what they see and they genuinely like
you as a person, yeah, you've got a lot a
better shot creating a relationship. And obviously I have them
with the journalists, and that's what people pay me for.
But everyone can do that, and I even encourage my clients,
as you know, yes, to do that as well.
Speaker 4 (04:43):
It's not like I just hold this.
Speaker 3 (04:45):
When we host events, we have the media there, you
get to meet them.
Speaker 2 (04:48):
And when I go to other events, I now know
them because I know what's going on on their Instagram
page and their TikTok, and I can bump into the
street and have a conversation with them because we feel
like we know each other.
Speaker 3 (04:59):
And having that is so valuable because they, you know,
my relationship goes so far.
Speaker 4 (05:03):
But if they also really.
Speaker 3 (05:04):
Have a connection with the brand and the business owner,
and that gives you that texture.
Speaker 4 (05:08):
It's just as.
Speaker 2 (05:13):
There's a popular saying with a PR that no PR
is negative.
Speaker 1 (05:18):
Is that it? What is it?
Speaker 4 (05:20):
There's no such thing as no such thing.
Speaker 1 (05:21):
As bad publicity. Yeah, what's your take?
Speaker 4 (05:24):
Yeah, there is there.
Speaker 3 (05:26):
Differently is if you are canceled or do something really
shitty in your personal life and it goes viral, that's
that's not good for your for your business. And I
think anyone in crisis comms would one hundred percent would
agree with you on that. You know, if you I
don't know, he's he's like a horrible example. But if you,
you know, attack someone or there's domestic violence or abuse
or something that came to light and people see you
(05:48):
as this, you know, responsible, reliable face behind a brand,
and these headlines are being generated, no one's gonna buy
from you. You're gonna you're gonna lose customers. There is
definitely such thing as bad publicity.
Speaker 2 (05:57):
Let's take all the aggressive, bad stuff out of the way,
and let's go to some lighthearted dramas. Let's go into
like the meritive first sight sphere where it's nothing about
your business and it's just dramas between founders or that
sort of stuff that's not detrimental to anyone. Do you
still think that that's good publicity or are you along
(06:18):
the lines of positive stuff only keep all the rubbish
out of the media.
Speaker 3 (06:22):
No, No, I think if it's how, it's how you
react with it when it is in the media. So
for example, if you have some bust up, it's then
how you go and change that narrative or how you
take responsibility for that narrative. I think if you're like, look,
I shouldn't have said that, I apologize, I take full
responsibility for my actions, you know, and and front foot
(06:42):
the bad things you've done. You can absolutely turn that
around and that could be used in a positive way.
But I think if you're someone who comes out, you know,
with quite a hard hitting attitude, doesn't take.
Speaker 4 (06:52):
Responsibility that, then those headlines are.
Speaker 3 (06:54):
Going to keep perpetuating down the track and it will
have a ripple on effect.
Speaker 4 (06:58):
In terms of your personal brand.
Speaker 2 (06:59):
YEP, I wanted to lightly touch on different ways that
you can use pr throughout a business's marketing strategies.
Speaker 1 (07:07):
For example, how we work as.
Speaker 2 (07:08):
If you land me a product placement or even like
a brand owned a founder story in a magazine, we
then utilize all of those articles and clippings throughout our
meta and Google and TikTok advertising and what are some
other ways that you've seen founders utilize PR to kind
(07:28):
of make the most of those opportunities.
Speaker 3 (07:30):
Well, really, what PR does, which we haven't kind of
touched on yet, is creates credibility for your d definitely,
So I think using that PR in a way to
kind of showcase that that credibility is what you need
to be doing. I think it's things as easy as
you know, just adding it onto your website as seen
in our magazine, as seen in Vogue.
Speaker 4 (07:46):
What is that going to do for your your business?
Speaker 3 (07:48):
You know, it's going to really elevate your brand, popping
it even on your your social media, So you're really
using these placements you get to build that credibility.
Speaker 4 (07:58):
Leverage, yeah, and leverage yeah, absolutely.
Speaker 2 (08:00):
Yeah. The second we started getting publications, I've put up
my website and I do think it works, and I
think it makes people look at your business not just
as a small business or a growing business. You're now
established and you're in the media and you're known.
Speaker 3 (08:12):
And I think it's also really important to kind of
show where like show those placements because a lot of
people do pay for them, and there's a real difference.
Speaker 4 (08:21):
Between an advertorial and an editorial. So I can explain
to you what they are.
Speaker 3 (08:25):
If you like, the editorial means we're not paying the
media organization for that placement. An editor, a fashion editor
in your case, will be like, Hey, I really love
this product. I'm going to mention it. I'm going to
write a review on it. I'm going to put a
feature on it in my in my magazine or you know,
on my on my blog, whatever it might be. So
(08:46):
that is editorial advertorial is. Another person within the organization
will be like, hey, yeah, if you give us ten
thousand dollars, we will write a really glowing review for you.
Speaker 4 (08:57):
You get to approve the copy of it, if you.
Speaker 3 (08:59):
Get to select what is as it is, and we
will pop that in the magazine, but it will say advertorial,
feature or pay partnership or somewhere in there because it
has to be outlined. So for ten thousand dollars, you
can absolutely be in Murray Clear, but it's not going
to be editorial and people know that and see that.
Speaker 4 (09:16):
There's actually a lot with the UK.
Speaker 3 (09:18):
Magazines like British Vogue, British Glamour, they have this campaign,
particularly with the Australian you know, small business brands, where
they will approach you.
Speaker 4 (09:26):
Someone from Condenesst approaches you and it's like, look.
Speaker 3 (09:28):
If you give us three hundred pounds for I think
it's like a three month contract. You can appear in
British Vogue three times and.
Speaker 1 (09:35):
I think I've received you and I'm just so spam.
Are they real?
Speaker 4 (09:39):
You do?
Speaker 3 (09:39):
But you're in this like weird little section of the
magazine where it's literally like all hundreds of like brands
listed with like a tiny little photo and everyone knows
it's been paid for. And I think that's my point
I'm trying to make is anyone can be in British
Folgue on that page, but if you're actually in Vogue Australia,
you want to actually use that article, use that piece
and show that it's editorial, because there's a lot of
(10:01):
people that are just paying for it saying they've been
featured in it, and then that can kind of muddy
the waters a little bit. So you actually want editorial
and to showcase that in however you're profiling it.
Speaker 2 (10:10):
And I think that's quite a big perk of having
a PR agent like I do with you totally is yes,
I pay you for your services, but I've never paid
for a feature in any of the magazines, and that's a.
Speaker 4 (10:21):
Good point to make.
Speaker 3 (10:21):
You're paying a PR person to create those relationships with
the media and to get those editorial placements.
Speaker 4 (10:28):
Cool.
Speaker 2 (10:28):
I think I'm going to wrap it up with one
last question with the future of PR. Do you see
it changing in any way?
Speaker 3 (10:36):
Look, in the four years I've done it, and as
a journalist for the twenty years before that, it changes
all the time, especially as the media landscape changes. So
for example, you know, during COVID the magazine's diet, now
they've come back, and the New Zealand market TV is
going through a really, really tough time. So yeah, the
media landscape is constantly evolving, so PR is constantly changing
(10:58):
influencer marketing as you know, being into the business of
five years, that's changed.
Speaker 4 (11:03):
Piece controls massively over five years.
Speaker 3 (11:05):
So I think it's like anything, you need to be
aware of the current media landscape. You just need to
be keeping up to date with sort of what's happening
in the world because absolutely that changes a lot.
Speaker 4 (11:15):
Cost of living.
Speaker 3 (11:16):
Everything impacts on everything, so yeah, in the future, it's
hard to say. I think things will definitely get more digital.
I've heard from friends who are one friends editor of
a newspaper here in New Zealand. Apparently the price of
print is like of newspaper is going through the roof.
He said that newspapers will be gone in ten years,
so yeah.
Speaker 1 (11:32):
I can imagine that you heard it here first.
Speaker 2 (11:36):
Oh, it's all been really interesting and I'm sure everyone
who is listening has learned a lot because there's not
many places where you can get real open conversation on
how to get PR or how to leverage it or
what the benefits are for your business. And since bringing
you on, I've really seen the difference. Have we been
working together a year now, I think so. Yeah. Yeah,
I've really seen the difference in kind of the trajectory
(11:57):
of growth for my business and it's been super exciting.
And to see myself in like magazines and see my
product and podcast. Yeah, getting this podcast like it's all
related and without the PR I probably wouldn't have even
landed this podcast, so it all kind of works in roundabouts.
So to everyone listening, just start looking into either doing
(12:18):
a little bit of pr for yourself or look into
getting an agent, because I think it does a lot
more for your brand than people give it credit for it.
Speaker 4 (12:25):
Absolutely now I agree with that.
Speaker 2 (12:26):
Yeah, thanks Test, thanks for coming on, Thanks for having me,
Thanks for listening. Boor de Boss is a z M
podcast for iHeartRadio with me Georgia Patton.
Speaker 1 (12:37):
This episode was produced by Pixie.
Speaker 2 (12:39):
Copperrell, engineered by Meg pud and Call It with production
help from Sam Harvey. If you liked it, hit subscribe
to get notified whenever we release a new episode.
Speaker 1 (12:48):
Listen every Tuesday
Speaker 2 (12:49):
On iHeartRadio or wherever you get your podcasts and make
your business idea a reality.
From ZM and iHeartRadio. It's Board to Boss.
Speaker 2 (00:04):
Real stories of how to navigate starting your own business
with me.
Speaker 1 (00:08):
Georgia Patton, Welcome to a little bonus episode of Board
to Boss.
Speaker 2 (00:17):
I've mentioned my publicist test Will quite quite a lot
on this podcast, as well as some of our guests,
so I thought it'd be quite a fun little episode
to bring her on to kind of get an overview
of her job and what PR is.
Speaker 1 (00:29):
In general and why you should have it for your business.
Speaker 3 (00:31):
So, Hi, Test, Hi, thanks for having me, please to
be here for the bonus.
Speaker 2 (00:35):
Episode, and you even featured on episode ten with Sam.
Speaker 4 (00:38):
No look at Me, Look at Me. A contributor contributed
to the podcast.
Speaker 2 (00:43):
I want to start off just so everyone can get
to know you a little bit better. So can you
explain what your role is in PR and how you
found yourself in this world?
Speaker 3 (00:51):
Okay, So I started my PR agency four years ago now,
when I came back to New Zealand. Previously, I had
been a journalist all of my career. I had dabbled
and here or there, but I've been TV reporter TV
and ZED Channel seven, nine and ten in Australia, and
then I was the EP of the E channel for
Australia and New Zealand. And when I came back to
New Zealand, my marriage broke down. I was a single
(01:13):
mother with a three year old, faced with working in
television long hours and let's be honest, crap, crap pain. Yeah,
I had to pivot. I had to find something and
I had to keep my child alive. So I started
a PR agency and here.
Speaker 4 (01:25):
I am four years later.
Speaker 1 (01:26):
Crazy, it's been four years.
Speaker 4 (01:27):
I know, I know.
Speaker 3 (01:28):
So what does my role and how basically I need
to get my clients coverage in the media, So that
could be TV, radio, print, you know, across across the board.
I kind of do two things. It's product based placements,
but then it's story based placements. And given my background
as a journalist, I have a news for a story,
(01:48):
so therefore I will find different angles.
Speaker 4 (01:50):
I sometimes, as you know, I get.
Speaker 3 (01:52):
Really personal with my clients, like tell me your life history,
tell me your health history, like what have we got
to work with here? And find all different types of
stories for my clients to get them featured in the media,
to build their personal brand and to build their their
business brand YEP.
Speaker 1 (02:07):
And so the difference for those listening.
Speaker 2 (02:08):
Is that, like product base is just highlighting the product
and the attributes of that product and what makes it different,
and there's never really any founder's story that comes with it.
Speaker 3 (02:19):
Be safe for your sunglasses, getting all of the different
product placement and Remix and Fashion Quarterly and all the
different magazines, we just see a product placement of your
sunglasses with board George and the price in the website.
Speaker 2 (02:31):
It could be like Mother's Day Gift Guide, Christmas Gift Guide,
and then.
Speaker 4 (02:34):
You see just a flat lay.
Speaker 3 (02:36):
You know, you know hot hot pecks of s month
that there's a pair of sunglasses.
Speaker 4 (02:39):
That is product placement.
Speaker 3 (02:40):
So obviously that's building your brand, but no one knows
who you are, who is the founder behind the brand.
So personal brand is where we work to create stories
about you, about your business journey, about your personal life
and health, disaster, whatever whatever it may be, and utilizing
that to tell your to tell your founders, or to
build your personal brand.
Speaker 2 (03:01):
Exactly when do you think is a good time for
a business owner to start investing in PR.
Speaker 3 (03:07):
I think you should do it right from the beginning. Really,
I think when you're launching, that's when you're new, and
that's when you're exciting, and a lot of businesses don't
do that. Yes, they think i'll launch, I'll see how
we go, and then i'll do PR down the line,
which you know, I have done a lot of campaigns
with businesses who have done that, and I say, now's
your media launch. But to be fair, a lot of
(03:29):
media are looking for new and exciting things. And if
you've been around for a year and you haven't had
any press, there's kind of nothing fresh really to say.
Speaker 4 (03:37):
So you need to be.
Speaker 3 (03:38):
Looking to get PR when you've got something new and
fresh and exciting to say. So, what's the most exciting
thing launching a business? So I would say you need
to be thinking of it right from word go.
Speaker 2 (03:48):
I guess that's kind of similar to how people say
on TikTok, not just to show from launch date, but
to show the building of the brand. I guess it's
the same. And you replicate that through the media as well.
Speaker 3 (03:57):
Absolutely absolutely, And it is getting that behind the scenes
stuff from before you even you know, hit play on launch.
Having all of that can be used down the line
as well. You'd be surprised what can be turned into
a story.
Speaker 1 (04:08):
Yep.
Speaker 2 (04:08):
And we touched on this slightly in Sam's episode when
you're getting your clients media. You've obviously got these amazing
relationships with all of this media, but how important is
it for the founder of the business to build those
relationships as well.
Speaker 3 (04:22):
I think it's really important. Especially you can't make a
journalist cover your business or cover your brand. But if
they genuinely like what they see and they genuinely like
you as a person, yeah, you've got a lot a
better shot creating a relationship. And obviously I have them
with the journalists, and that's what people pay me for.
But everyone can do that, and I even encourage my clients,
as you know, yes, to do that as well.
Speaker 4 (04:43):
It's not like I just hold this.
Speaker 3 (04:45):
When we host events, we have the media there, you
get to meet them.
Speaker 2 (04:48):
And when I go to other events, I now know
them because I know what's going on on their Instagram
page and their TikTok, and I can bump into the
street and have a conversation with them because we feel
like we know each other.
Speaker 3 (04:59):
And having that is so valuable because they, you know,
my relationship goes so far.
Speaker 4 (05:03):
But if they also really.
Speaker 3 (05:04):
Have a connection with the brand and the business owner,
and that gives you that texture.
Speaker 4 (05:08):
It's just as.
Speaker 2 (05:13):
There's a popular saying with a PR that no PR
is negative.
Speaker 1 (05:18):
Is that it? What is it?
Speaker 4 (05:20):
There's no such thing as no such thing.
Speaker 1 (05:21):
As bad publicity. Yeah, what's your take?
Speaker 4 (05:24):
Yeah, there is there.
Speaker 3 (05:26):
Differently is if you are canceled or do something really
shitty in your personal life and it goes viral, that's
that's not good for your for your business. And I
think anyone in crisis comms would one hundred percent would
agree with you on that. You know, if you I
don't know, he's he's like a horrible example. But if you,
you know, attack someone or there's domestic violence or abuse
or something that came to light and people see you
(05:48):
as this, you know, responsible, reliable face behind a brand,
and these headlines are being generated, no one's gonna buy
from you. You're gonna you're gonna lose customers. There is
definitely such thing as bad publicity.
Speaker 2 (05:57):
Let's take all the aggressive, bad stuff out of the way,
and let's go to some lighthearted dramas. Let's go into
like the meritive first sight sphere where it's nothing about
your business and it's just dramas between founders or that
sort of stuff that's not detrimental to anyone. Do you
still think that that's good publicity or are you along
(06:18):
the lines of positive stuff only keep all the rubbish
out of the media.
Speaker 3 (06:22):
No, No, I think if it's how, it's how you
react with it when it is in the media. So
for example, if you have some bust up, it's then
how you go and change that narrative or how you
take responsibility for that narrative. I think if you're like, look,
I shouldn't have said that, I apologize, I take full
responsibility for my actions, you know, and and front foot
(06:42):
the bad things you've done. You can absolutely turn that
around and that could be used in a positive way.
But I think if you're someone who comes out, you know,
with quite a hard hitting attitude, doesn't take.
Speaker 4 (06:52):
Responsibility that, then those headlines are.
Speaker 3 (06:54):
Going to keep perpetuating down the track and it will
have a ripple on effect.
Speaker 4 (06:58):
In terms of your personal brand.
Speaker 2 (06:59):
YEP, I wanted to lightly touch on different ways that
you can use pr throughout a business's marketing strategies.
Speaker 1 (07:07):
For example, how we work as.
Speaker 2 (07:08):
If you land me a product placement or even like
a brand owned a founder story in a magazine, we
then utilize all of those articles and clippings throughout our
meta and Google and TikTok advertising and what are some
other ways that you've seen founders utilize PR to kind
(07:28):
of make the most of those opportunities.
Speaker 3 (07:30):
Well, really, what PR does, which we haven't kind of
touched on yet, is creates credibility for your d definitely,
So I think using that PR in a way to
kind of showcase that that credibility is what you need
to be doing. I think it's things as easy as
you know, just adding it onto your website as seen
in our magazine, as seen in Vogue.
Speaker 4 (07:46):
What is that going to do for your your business?
Speaker 3 (07:48):
You know, it's going to really elevate your brand, popping
it even on your your social media, So you're really
using these placements you get to build that credibility.
Speaker 4 (07:58):
Leverage, yeah, and leverage yeah, absolutely.
Speaker 2 (08:00):
Yeah. The second we started getting publications, I've put up
my website and I do think it works, and I
think it makes people look at your business not just
as a small business or a growing business. You're now
established and you're in the media and you're known.
Speaker 3 (08:12):
And I think it's also really important to kind of
show where like show those placements because a lot of
people do pay for them, and there's a real difference.
Speaker 4 (08:21):
Between an advertorial and an editorial. So I can explain
to you what they are.
Speaker 3 (08:25):
If you like, the editorial means we're not paying the
media organization for that placement. An editor, a fashion editor
in your case, will be like, Hey, I really love
this product. I'm going to mention it. I'm going to
write a review on it. I'm going to put a
feature on it in my in my magazine or you know,
on my on my blog, whatever it might be. So
(08:46):
that is editorial advertorial is. Another person within the organization
will be like, hey, yeah, if you give us ten
thousand dollars, we will write a really glowing review for you.
Speaker 4 (08:57):
You get to approve the copy of it, if you.
Speaker 3 (08:59):
Get to select what is as it is, and we
will pop that in the magazine, but it will say advertorial,
feature or pay partnership or somewhere in there because it
has to be outlined. So for ten thousand dollars, you
can absolutely be in Murray Clear, but it's not going
to be editorial and people know that and see that.
Speaker 4 (09:16):
There's actually a lot with the UK.
Speaker 3 (09:18):
Magazines like British Vogue, British Glamour, they have this campaign,
particularly with the Australian you know, small business brands, where
they will approach you.
Speaker 4 (09:26):
Someone from Condenesst approaches you and it's like, look.
Speaker 3 (09:28):
If you give us three hundred pounds for I think
it's like a three month contract. You can appear in
British Vogue three times and.
Speaker 1 (09:35):
I think I've received you and I'm just so spam.
Are they real?
Speaker 4 (09:39):
You do?
Speaker 3 (09:39):
But you're in this like weird little section of the
magazine where it's literally like all hundreds of like brands
listed with like a tiny little photo and everyone knows
it's been paid for. And I think that's my point
I'm trying to make is anyone can be in British
Folgue on that page, but if you're actually in Vogue Australia,
you want to actually use that article, use that piece
and show that it's editorial, because there's a lot of
(10:01):
people that are just paying for it saying they've been
featured in it, and then that can kind of muddy
the waters a little bit. So you actually want editorial
and to showcase that in however you're profiling it.
Speaker 2 (10:10):
And I think that's quite a big perk of having
a PR agent like I do with you totally is yes,
I pay you for your services, but I've never paid
for a feature in any of the magazines, and that's a.
Speaker 4 (10:21):
Good point to make.
Speaker 3 (10:21):
You're paying a PR person to create those relationships with
the media and to get those editorial placements.
Speaker 4 (10:28):
Cool.
Speaker 2 (10:28):
I think I'm going to wrap it up with one
last question with the future of PR. Do you see
it changing in any way?
Speaker 3 (10:36):
Look, in the four years I've done it, and as
a journalist for the twenty years before that, it changes
all the time, especially as the media landscape changes. So
for example, you know, during COVID the magazine's diet, now
they've come back, and the New Zealand market TV is
going through a really, really tough time. So yeah, the
media landscape is constantly evolving, so PR is constantly changing
(10:58):
influencer marketing as you know, being into the business of
five years, that's changed.
Speaker 4 (11:03):
Piece controls massively over five years.
Speaker 3 (11:05):
So I think it's like anything, you need to be
aware of the current media landscape. You just need to
be keeping up to date with sort of what's happening
in the world because absolutely that changes a lot.
Speaker 4 (11:15):
Cost of living.
Speaker 3 (11:16):
Everything impacts on everything, so yeah, in the future, it's
hard to say. I think things will definitely get more digital.
I've heard from friends who are one friends editor of
a newspaper here in New Zealand. Apparently the price of
print is like of newspaper is going through the roof.
He said that newspapers will be gone in ten years,
so yeah.
Speaker 1 (11:32):
I can imagine that you heard it here first.
Speaker 2 (11:36):
Oh, it's all been really interesting and I'm sure everyone
who is listening has learned a lot because there's not
many places where you can get real open conversation on
how to get PR or how to leverage it or
what the benefits are for your business. And since bringing
you on, I've really seen the difference. Have we been
working together a year now, I think so. Yeah. Yeah,
I've really seen the difference in kind of the trajectory
(11:57):
of growth for my business and it's been super exciting.
And to see myself in like magazines and see my
product and podcast. Yeah, getting this podcast like it's all
related and without the PR I probably wouldn't have even
landed this podcast, so it all kind of works in roundabouts.
So to everyone listening, just start looking into either doing
(12:18):
a little bit of pr for yourself or look into
getting an agent, because I think it does a lot
more for your brand than people give it credit for it.
Speaker 4 (12:25):
Absolutely now I agree with that.
Speaker 2 (12:26):
Yeah, thanks Test, thanks for coming on, Thanks for having me,
Thanks for listening. Boor de Boss is a z M
podcast for iHeartRadio with me Georgia Patton.
Speaker 1 (12:37):
This episode was produced by Pixie.
Speaker 2 (12:39):
Copperrell, engineered by Meg pud and Call It with production
help from Sam Harvey. If you liked it, hit subscribe
to get notified whenever we release a new episode.
Speaker 1 (12:48):
Listen every Tuesday
Speaker 2 (12:49):
On iHeartRadio or wherever you get your podcasts and make
your business idea a reality.
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