July 1, 2025 • 23 mins
Welcome to Episode 310 of the Good Girls Get Rich Podcast and I’m your host, Karen Yankovich. Ever wish you could snap your fingers and have the TODAY Show or Forbes calling you for your expertise? Well, until you hire that pricey publicist, this episode is your DIY shortcut.
This week, I’m joined by the unstoppable Jill Lublin — global publicity expert, four-time bestselling author (hello Guerrilla Publicity!), and the queen of making media feel oh-so-doable for entrepreneurs like us.
Jill Lublin is a 25+ year Media Magnet. She is a world-renowned publicity expert, international speaker and 4x Best Selling author. Jill has made thousands of stage appearances alongside celebrities such as Tony Robbins, Barbara Corcoran and Jack Canfield, to name a few. She has worked with over 100,000 clients implementing her signature formula for getting media attention, creating next-level visibility in the marketplace that results in boosted sales. These lead and profit generating formulas are included in her signature program, the Media Mastery Intensive and her monthly Kindness Circles.
#GoodGirlsGetRich
We want to hear your thoughts on this episode! Leave us a message on Speakpipe or email us at info@karenyankovich.com.
Episode Highlights:
- Why publicity matters more than ads (and is often free!)
- How borrowing someone else’s credibility — like a podcast host — is your secret fast pass to trust and sales.
- The problem-solution formula for pitches that get opened (and booked!).
- Holiday and headline hacks: Using National Day Calendar, trending news, and even Groundhog Day to stand out with creative story angles.
- Why kindness is a PR superpower — and how Jill’s Kindness Circles are changing the way we do business.
Jill generously unpacks easy, practical steps for snagging media attention without the overwhelm — from pitching podcasts the right way, to crafting irresistible story hooks journalists crave.
And because y’all know I’m LinkedIn-obsessed, we also riff on how PR and LinkedIn go hand-in-hand to build your thought leadership, land dream clients, and shortcut your path to credible visibility.
Must-Hear Moments:
- The truth about HARO (Help A Reporter Out) — and why 20 responses can be life-changing for your business.
- How one well-placed podcast guest spot launched entire coaching businesses.
- The power of asking — and exactly what to say to pitch yourself with confidence and context.
If you loved this episode, take 30 seconds to rate & review it on Apple Podcasts. It helps more brilliant women like you get rich in every way that matters.
See you next week, my fabulous friends — and remember, more media = more impact, more income, and more influence. Let’s get you seen!
Magical Quotes from the Episode:
Jill Lublin:
- "Kind companies get more publicity. Kindness is actually a currency that makes the media pay attention."
- "The best pitch? One problem, three real solutions — in plain language, serving their audience first."
- "Progress, not perfection. Start where you are — even one radio interview can launch a whole business."
Karen Yankovich:
-
"Borrow my credibility — that’s why podcast interviews work. It’s trust, and it’s free PR magic."
-
"People don’t really care abou
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Karen Yankovich (00:00):
Jill. Hello everyone, and welcome to another
(00:11):
episode of The Good girls getrich podcast. I am so excited to
be here today with Jill Lublin.I'm going to tell you about her
in a second, but Jill is a mediamagnet, so, you know, we're
going to geek out on PR today,and I love that because I just I
want to know everything I canbecause I want it to be simple
for me. I want it simple for me.I can make it simple for you,
right? So Jill is a 25 yearmedia magnet. She is a world
(00:35):
renowned publicity expert,international speaker and four
Times best selling author.Jill's made 1000s of stage
appearances alongsidecelebrities such as Tony
Robbins, Barbara Cochran, JackCanfield, to name a few, she's
worked with over 100,000 clientsimplementing her signature
formula for getting mediaattention, creating next level
visibility in the marketplacethat results in boosted sales.
(00:57):
These lead and profit generatingformulas are included in her
signature program, the mediummastery intensive and her
monthly kindness circles ofkindness circles. Hi Jill,
thanks so much for being here.
Unknown (01:09):
Great to be here with you. Karen, thank you.
Karen Yankovich (01:11):
Oh, I'm so excited to have this
conversation. You know, if you,if, for those of you that have
been listening for a while, youknow that if you throw my name
into a Google search, many pagescome up on and most of it's
talking about LinkedIn, but abig part of the work that I do
on LinkedIn is who you know,right? And Jill, I feel like 20
years ago and probably eventoday, if you wanted to pay
(01:32):
10,000 or 20,000 or 50,000 to apublicist or publicity firm
race, the really what you'rebuying is their Rolodex, right?
Their access to the people theyknow. So I feel like, until
we're at that point, that we'reready to bring in a full time
publicist into our business, or,you know, a private publicist. A
lot of this we can do ourselvesby building those relationships
(01:53):
on our own. And that's where theLinkedIn and PR connection come
together for me. And, you know,I'll just take that one step
further and say that many of thewomen that listen to the show
are in some kind of transition.Maybe they're leaving corporate
and they're going to be aconsultant, or maybe they're
just looking to level up theirincome. I really believe that
(02:14):
the media opportunities givethem the credibility to help
make that happen fast. Whilethey're they've been doing this
forever, right? They're not 20years old. They've been doing
this for a long time, but theymight not have the testimonials
yet or the case studies andreferrals, so the media hits
help them with that credibilitypiece, so that they can more
quickly become profitable inwhatever that next chapter is.
(02:36):
So that's the position I take onmedia. Tell me a little bit
about you, Jill, I mean, we readyour official bio, but I want to
hear a little bit about you andwhy media is your jam.
Unknown (02:44):
Well, you know, exactly like you, Karen. I mean,
realistically, the way to getmedia is to create your
credibility, and it elevatesyour status quickly to draw
clients and prospects and sales,and very importantly, in today's
marketplace trust right as soonas people know your name, guess
(03:05):
what they're saying. I've heardof you somewhere that is a
beautiful thing. We want to beknown and seen and heard about.
It's actually key to create thatkind of visibility connection
that has people connected toyou, and that's really what
we're talking about here, is theconnection to you for what you
(03:27):
do and who you are. So I've beena publicity expert for more than
25 years. I wrote gorillapublicity, and it's now third
edition. Super excited. And myfourth book, fourth book, I
can't believe it, is actuallynow the profit of kindness. And
to that end, I do kindnesscircles, and then I run a media
master intensive, and I bringboth together, because the truth
(03:49):
is, kind companies get morepublicity, but I'm really
committed to people having, likeyou said, affordable ways to get
publicity done and be seen andknown at whatever level you're
at. It's perfect to elevate tothe next level. I love that.
Karen Yankovich (04:07):
And you know, just this here, right? Is an
example of that, right? You're,you know, I host a podcast.
You're a guest on my podcast.You know, I believe, I least I'd
like to believe that you being aguest on my podcast to my
audience that might not haveheard from you. You come to that
with more credibility than youwould if you just met them at in
Macy's right? And said, I'm apublicity expert, because you
(04:29):
get to borrow my credibility.They're listening to this show.
They've, you know, I've got somecredibility with them. So when I
bring you on, you get thatcredibility, and that you get to
borrow it, right? And I thinkthat piece right there is what
makes such a big difference overeven just things like ads and
and for the most part, it can befree. For the most part, it can
be free like it can certainly becost effective. But there's so
(04:52):
many ways that it can also befree, especially in today's
world where, you know, wherewe've got this, these digital
opportunities. I. Um, but Iwanted to go back a couple steps
Jill and find out, like, how didyou start in this? Like, what
brought you to, you know, bestepping into the world of being
a publicity and a media expert?
Unknown (05:11):
Well, it started because I actually went to law
school and hated that. Andduring law school, before I
dropped out, just saying, Iactually started working in the
music business, and there Idiscovered my true client, my
true calling, which is really tohelp people with promotion and
publicity. That was natural,that was real for me. And so
(05:35):
when I left law school, Iactually started, I hung up my
shingle and started PRconsulting, and then opened my
own public relations agency, anddid that for multiple years. And
then I got tapped on theshoulder to write gorilla
publicity. And then now I'm aspeaker and trainer, and I run
these media mastery intensives.And so life has its wonderful
(05:56):
ups, downs and all around and itkept taking me on a trajectory
to keep publicity accessible andaffordable for all kinds of
businesses. And that's alwaysbeen my commitment. Yeah, yeah.
Karen Yankovich (06:08):
And, you know, I think it can be as simple as
you know, if you, if you want toget podcast interviews right,
and you are, let's say you,you're interested in in this
show, right? You want to be aguest on this show. Share the
show on your social media.Connect with me on LinkedIn.
Connect with Jill on LinkedIn.Be of value to us. I mean, I get
(06:28):
pitches every day for the to beguests, for guests on the show,
and I don't often take them,mainly because I want there to
be a connection, right? I wantthere to be a reason that I've
got somebody on my show. And Idon't have a lot of guests.
Sometimes we do every otherweek, but that's at the most we
don't, you know, we've, we've,sometimes we do, like a sprint
of a five or six different soloshows. So So I say that to say
(06:49):
we're picky. So if you want tobe a guest on somebody's show
that you've listened to and thatyou think their audiences would
be interested in, what you have,the best way to do that is to be
a value to them and build arelationship with them, right as
opposed to just constant coldpitching. And that's, that's
where I come into this space is,is that space right there?
Because as much as I would loveto tell you guys that, excuse
(07:12):
me, that I wake up every morningwith tons and tons of people
sharing my podcast and sayinghow much they love these
episodes, it doesn't happen asoften as I would like. So you
will stand out. You will standout. And that's what you want to
be doing. You want to bestanding out for good, not just
being, you know, it's kind oflike applying for a job and
you're in there that pile ofresumes with everybody else,
right,
Unknown (07:33):
right? I love that, and I'm honored to have been chosen.
And, you know, part of, part of,always, what I'm preaching, just
like you is you've gotta bringvalue and benefit and and that
is to the media. You gotta bringvalue and benefits the media. I
want to be here today, helpingyour viewers, your listeners,
right and right. And you'reyou're here today, always giving
(07:54):
value to the people you serveand, and I, you know, it always
goes both ways. But I love whatyou say about, you know, bring
your game on friends. Bring
Karen Yankovich (08:03):
Yeah, I do it from a place of value and a
place of authenticity and and,like, good old fashioned
relationship building. I thinkit's going to get you there
faster than 100 cold pitches.But so, okay, so bring your
value, bring your game. Tell usabout that. Like you talk about
that you want people to have amessage, right? Tell us a little
bit about that. Like, how, whatis a message, and how do you
create it?
Unknown (08:24):
Well, I love the message. I could go on and on
for days, but please do. Pleasedo. Well, what a message is is
really the who you are. And moreimportantly, more importantly,
this is important. You've got totalk to the media's audience. So
why should I remember ininterviewing for guerrilla
publicity, I asked media, whatdo they love and what do they
(08:47):
hate? And the editor ofEntrepreneur Magazine, you know,
picture this. All of you inEntrepreneur Magazine, we like
that. She said to me, you know,what I really care about is,
what do my readers care aboutand and having the person be of
value. Here comes that wordagain, right to my readers. So
that is something you really gotto keep in mind about that you
(09:09):
want to identify what's theproblem out there, but also give
people real solutions, like,what can they do? Not just I
program, my program, thisprogram, you know what I mean?
And I think people do what Icall beat the chest publicity.
And by the way, I'm all for youpromoting. You need to promote
Absolutely,
amen, like high fiving youacross the country here, come
(09:29):
on. Come on.
Karen Yankovich (09:32):
Right? People need to know who it is, who you
are, and what you do, or theycan't hire you, right? So, yes,
Unknown (09:37):
absolutely. But here's the good way to do it. You do it
in a way that serves you, do itin a way that gives excellent
nuggets of information. And I,like, you know, one problem and
three solutions and and done inyou language, like I had a
client yesterday. We were doingsome publicity consulting and
and she, she's a grief coach,right? And she kept saying, my
(09:59):
program will help. Help you. Isaid, No, let's switch it. And
so tell people, what can they doabout grief? What do you? What
do you they what can, whatshould they do when they're
feeling grief? And that shiftedeverything.
Karen Yankovich (10:11):
Yeah, that's awesome. That's amazing, and
it's true. Nobody you know asmuch as we are creating, you
know, we're working, I'm workingwith people to create their
brand, and I want people you toshow up as an influencer and
have have influence and makeimpact in the world. At the end
of the day, nobody really caresabout you. They care about what
you can do for them and yourmessage and how you can help
them, right? They don't reallycare about you, right? And and,
(10:35):
you know, they so, I so you're,you're, I love that, you're,
you're focusing on what's thevalue to the to the ultimate
reader of that So, okay, so tothat point, Jill, can you give
us a couple of tips, like, whatare some fun resources or tips
that you share with people inour short little time here that
could bring value to ouraudience if they're looking to
(10:57):
you Know, to add more publicityinto their marketing
Unknown (11:02):
absolutely Well, first thing I would do is check out
National Day calendar.com. Lovethat resource, and I want you to
look at what are some holidaysthat perhaps you could fit into.
For example, a dating coach Iwork with actually specifically
oriented toward divorcedparents. She said she did. We
(11:22):
did a whole piece that was verypowerful for Valentine's day
about how to fall out of love.So think about that. Yeah,
Karen Yankovich (11:31):
cool. I love that, and I like that. It's a
little disruptive on aValentine's Day, right? I like
the little bit of because itmakes it more interesting. It's
not like the usual, you know,Hallmark card stuff. It's a
little disruptive. I like that.
Unknown (11:46):
Yeah, not fun, yeah. And then my client, who's a,
she's a business consultant whohas a son who's autistic, and so
we use National Autism month totalk about what being a mom,
busy mom. How do you be a busymom? Working mom,
entrepreneurial mom, and raise ason who's autistic and deal with
the special needs that areappropriate for that, and be a
(12:09):
good mom and and, or be a goodbusiness person and like the
push and pull of that which isreal. So that's something a
holiday that we found. So I wantyou to think about point number
two. Before
Karen Yankovich (12:23):
we get to point number two, I just want to
clarify point number one. Sowhat you're saying is go to the
National Day calendar.com, andthen pitch around a holiday
that's upcoming. So if it'sJanuary and Valentine's Day is
coming up, reach out to somesome people that might have your
audience, your ideal people intheir audience and pitch them
things, like, on Valentine'sDay, how do you fall out of
(12:44):
love? Like, taking that to thelike, really, step by step,
right to so that's what you'resuggesting. Okay? And I want to
get to how, maybe some some tipson how to create those pitches.
But let's get to your point
Unknown (12:57):
too. Point two is, use everything you've got in
relation to what I'm justtalking about. Like, how can you
use all parts of who you are? Ifyou're a woman, International
Women's Day, if you're a dad,maybe it's Father's Day. If you
know, I pointed to the storiesabout specific instances, or my
stress expert, she's a coach.Well, she had breast cancer.
(13:18):
That's why she's a stressexpert. She understands stress.
And guess what? Following BreastCancer Awareness Month and
dealing with stress and all theissues of that she got in
Cosmopolitan magazine, right?Awesome. How powerful is that?
Karen Yankovich (13:35):
Yeah, yeah. And, you know, I want to say
too, I think you can when you'rethinking about using all you've
got and thinking about thoseholidays. And you can think
outside the box, right? Like,you don't have to be a dating
coach on Valentine's Day. Youcould be a dating coach on
Groundhog's Day. You know what Imean? Like, here we are all over
again. Like, back on match.com,all over again. Like, think,
(13:58):
think outside of the box alittle bit about, you know? And
I don't know, I feel like youcan even go to, like, chat GPT
and do this and say, you know,I'm a dating coach, and I want
to write something for LaborDay. I want to pitch something
around Labor Day. Give me some,give me some outside of the box,
disruptive ideas that I can usethat associates what I do with
that particular holiday that Iwant to get out for, right?
(14:19):
Like, I think that there's waysyou don't want to just be
looking for the what you whatmay seem like a natural fit. I
think the more disruptive, Ithink the more interesting,
right? And the more it'llintrigue the person reading your
pitch.
Unknown (14:32):
Yes, yes, perfect. And keep looking like I have a a
gentleman from Pakistan, and Isaid, you know, he's in the LA
area. I said, Just do me afavor, Google right now. How
many Pakistani newslettersmedia? Anything is there in Los
Angeles? He found five. He gotin two of them using this
strategy and increased his emaillist by 20,000 people. How
(14:57):
powerful is that?
Karen Yankovich (14:59):
With. Two with a piece with two pieces of
media, with two media hits,right? Like, that's crazy. So
okay, so that in a great way.But you know, the the piece of
that, that I also want to pointout is he sounds like he was
ready for that traffic too. Hehad, he must have had a lead
magnet ready to go, so that whenpeople came to find out more
(15:21):
about them. He made it reallyeasy for them to get on his
email list, which is anotherpiece of this that sometimes
that I think is important, youknow, I want, I don't want you
to get this great media hit andthen not capture the audience to
the best of your ability, right?Like, and so there's things
that, there's a lot of thingsthat can happen on the back end,
but these are easy things.They're just things that that
you want to have in place.
Unknown (15:42):
Yes, like, always have a free gift. We'll give you one
today. Yeah, you always, youalways have a way to bring
people into you, absolutely. Buthere's the thing I want to just
say, Yeah, progress. Thatperfection. So you start
wherever you start. I had acoach. She started her whole
business on one ABC radio showtalking about how to grow a
coaching business. She didn'treally have one, but she gave
(16:06):
some great tips about how togrow one. And guess what
happened? She got one. I had afinancial planner. He did the
same thing by being in one blog,answering great questions, being
of value, and grew his financialplanning service.
Karen Yankovich (16:20):
Oh my gosh, I love this. And, you know, here's
the thing, people aren't reallydoing this. So, you know, I so
if you are the one doing it, youare going to, you know, you have
a better shot to do this. Iactually had, I did a talk one
time. I'm not sure if I evertalked about this on the
podcast. I did a talk one time,and I was talking about how to
use LinkedIn and PR, and it wasto a realtor organization, and I
(16:41):
had a presentation that I hadbeen running this presentation
for five years, like it was thesame slides I had been using. I
updated them, but, but at onepoint, I believe that at the
time of great resource forrealtors to get publicity was
Help a Reporter. So I had like,five or six different
opportunities from Help aReporter in there, and I just
kind of banged through them,like, for effect, you know what
(17:01):
I mean? Like, look how manythere were in one day. And this
guy jumps out of his chair inthe audience and goes, That's
me. I go, What do you mean?That's you. He goes, That's me.
I put that, that pitch outthere. I was like, this is like,
four years ago. He goes, No, Iknow. So I was like, All right,
well, you need to stand up andyou need to tell us. I go, What
is like when you put outsomething like this? How many
responses do you get? He goes,Well, sometimes I get a few.
(17:21):
Sometimes I get a few. SometimesI get a lot. I go, Well, what's
a lot? He goes well. Sometimes Iget as many as, like, 20. I was
like, are you all wearing this?You know what I mean? 20
responses is a lot, right? Like,so, so there's not as much,
there's the opportunity is somuch greater than the volume of
people vying for theopportunities.
Unknown (17:40):
Yes, yes. And it's, you know, I like to say, first one
to the phone, first one to thepitch wins. I mean, the truth is
that you're paying attention.You got your I like these PR
antennas. PR antennas out. Ipromise you, you're going to
find all kinds of opportunities.And the biggest first thing is
to ask. I mean, listen, whenyou're in networking events, and
(18:01):
especially these days, online,people have podcasts. Are you
saying, Hey, I'd love to be aguest on your podcast? Ask,
Karen Yankovich (18:09):
yes, ask, but, but I also like say, I just
heard your podcast with Jill,and you talked about this, and I
have a really interesting pointof view on that. You know what I
mean? What about if we talkabout this on your show, like,
make me know me. Know you'veheard it right. It doesn't take
that long to do that, and you'regoing to get your percentage of
success is going to be so muchhigher than any other way that
(18:31):
you do this absolutely but, buttell me, I know where I want to
I want to be mindful of the timehere. But tell me a little bit
about the like, a formula forfor creating a great media pitch
or make great media script. So
Unknown (18:43):
I think, frankly, stay in the problem, solution
formula. It's going to be thebest and and when you're giving
solutions, make sure that you'reoriented toward their
viewership, their readership,their listenership, and use you
language, right? And you want,in other words, you're giving
nuggets, and I like you to givegolden nuggets, like, give your
(19:03):
best stuff, the things peopleactually pay you for the
giveaway information. And peoplego, Oh, I don't know if, yes,
you should give awayinformation. And I think that
it's helpful. I've given youthings that that, yes, I charge
money for consulting for I teachthem in my media mastery
intensive. And yes, we're doingthem right here, right now. So I
(19:24):
do think that's important thatyou that you're always looking
to see, how are you serving theaudience, and frankly, the
media, that's what they want toknow. How are you serving their
audience, and they're going tobe deciding on that. So you
better talk about that. And thenthe other thing I like to do is
tie it into real life events. Sothat same dating coaches Johnny
(19:45):
Depp was getting divorced.Terrible for you know, lots of
bad news about
Karen Yankovich (19:50):
lots of news, right about that?
Unknown (19:52):
Lots of news. Why? Because he's a major star. So
great. Ride those coattails andand get on, get on the bus.
Right, get on the bus and justsay, I can talk about this. And
so anything you see in the newsthat you could be an expert for
and support, I'm going toencourage you to uplevel you
know, the this, the opportunityof of getting on and pitch it
(20:17):
based on what's going on rightthen, and how you can help and
be the expert that they need foran opinion. Because here's the
good news, the media needs you.They want your opinion. One.
They want your Yeah, they wantyour expertise. So I want all of
you to really know that you'rean expert and you deserve to be
(20:38):
interviewed.
Karen Yankovich (20:38):
Ah, beautiful, beautiful. All right, so tell us
about your free gift. What doyou have for everybody here?
Unknown (20:44):
Absolutely so I have an opportunity to get great other
publicity tips, and I call it anaction guide. And in this
wonderful free gift for you,guess what else you're going to
have an opportunity to be livein a class with me like, no
kidding, real information. More,more great tips. Plus you can
ask me any questions you'd like.So that's, that's Thank you.
(21:07):
That's included. It's all free.It's all in the gift. We'll put
the
Karen Yankovich (21:10):
link in the show notes for how to find that,
so that you can easily get that.And you should get that 100 if
you listen to this show. Youknow how important I think
publicity is, so get helpeverywhere you can. You know, if
you learn one little, tiny thingthat you didn't know before,
you're golden, right? And Jill'sbook, right? Gorilla publicity
and what the can you give us atwo seconds on the kindness the
(21:32):
prophet of kindness, like, whatbrought that into your world?
Which probably two second thing.But,
Unknown (21:39):
well, actually, you know, one learns to tell stories
quickly when you're an expert inPR. And with me, it was actually
my 82 year old friend who I hadhelped in the process of her
aging and supported her withdoctor's appointments and taking
her to lunch. And one day shelooked at me and she said, you
know, you are so kind, and Iwish we had a new currency, she
(22:02):
said, the currency of kindness,which my publishers changed to
the profit of kindness. Well,that's super great. But really,
the books about how to be morekind in business, what to do and
how to do it in simple, easyways. And what's fascinating
about the tie into publicity isthat kind companies get more
publicity. That's what's true.And so now I'm doing kindness
(22:24):
circles. I'd love for you topost that link too. I will, for
sure, yeah, yeah, that's forfree. And so we'd love to invite
you to our kindness circlesevery month, where we network
and do business in kindness.
Karen Yankovich (22:36):
Awesome. Jill, thank you so much for sharing
all of this. I This has been sohuge, so helpful. I've got my
own notes that that I've takenfor you and I, and for those of
you listening, you all know howto find me. Make sure you're
connecting with me and Jill onLinkedIn or wherever. We're
going to post all Jill's linksbelow as well. Make sure you're
connected to both of us. Sharethis episode on your social
(22:57):
media. Tag me, tag Jill. We eachhave our own audiences. So if
you share, you share thisepisode with your audience, I
will certainly reshare it, thenwith my audience. And now that
gets you in front of my audienceas well, right? And this is how,
this is the kind way to lifteach other up, right? And then,
and it's the ripple effect. Ibelieve that that ripple effect
(23:17):
is really what can change theworld. And these little things
like sharing this episode andtagging us in it, that is the
ripple effect. And if you youknow, you know, we'll be back
here next week with anotherepisode. If you want to know
what it looks like to get alittle help with your PR and
LinkedIn strategy together, justgo on over to she'slinked up.com
and check it out. And I'll beback here next week with another
(23:39):
episode. Jill, thank you againfor being here. Thank you. Take
care, everyone. Bye.
Jill. Hello everyone, and welcome to another
(00:11):
episode of The Good girls getrich podcast. I am so excited to
be here today with Jill Lublin.I'm going to tell you about her
in a second, but Jill is a mediamagnet, so, you know, we're
going to geek out on PR today,and I love that because I just I
want to know everything I canbecause I want it to be simple
for me. I want it simple for me.I can make it simple for you,
right? So Jill is a 25 yearmedia magnet. She is a world
(00:35):
renowned publicity expert,international speaker and four
Times best selling author.Jill's made 1000s of stage
appearances alongsidecelebrities such as Tony
Robbins, Barbara Cochran, JackCanfield, to name a few, she's
worked with over 100,000 clientsimplementing her signature
formula for getting mediaattention, creating next level
visibility in the marketplacethat results in boosted sales.
(00:57):
These lead and profit generatingformulas are included in her
signature program, the mediummastery intensive and her
monthly kindness circles ofkindness circles. Hi Jill,
thanks so much for being here.
Unknown (01:09):
Great to be here with you. Karen, thank you.
Karen Yankovich (01:11):
Oh, I'm so excited to have this
conversation. You know, if you,if, for those of you that have
been listening for a while, youknow that if you throw my name
into a Google search, many pagescome up on and most of it's
talking about LinkedIn, but abig part of the work that I do
on LinkedIn is who you know,right? And Jill, I feel like 20
years ago and probably eventoday, if you wanted to pay
(01:32):
10,000 or 20,000 or 50,000 to apublicist or publicity firm
race, the really what you'rebuying is their Rolodex, right?
Their access to the people theyknow. So I feel like, until
we're at that point, that we'reready to bring in a full time
publicist into our business, or,you know, a private publicist. A
lot of this we can do ourselvesby building those relationships
(01:53):
on our own. And that's where theLinkedIn and PR connection come
together for me. And, you know,I'll just take that one step
further and say that many of thewomen that listen to the show
are in some kind of transition.Maybe they're leaving corporate
and they're going to be aconsultant, or maybe they're
just looking to level up theirincome. I really believe that
(02:14):
the media opportunities givethem the credibility to help
make that happen fast. Whilethey're they've been doing this
forever, right? They're not 20years old. They've been doing
this for a long time, but theymight not have the testimonials
yet or the case studies andreferrals, so the media hits
help them with that credibilitypiece, so that they can more
quickly become profitable inwhatever that next chapter is.
(02:36):
So that's the position I take onmedia. Tell me a little bit
about you, Jill, I mean, we readyour official bio, but I want to
hear a little bit about you andwhy media is your jam.
Unknown (02:44):
Well, you know, exactly like you, Karen. I mean,
realistically, the way to getmedia is to create your
credibility, and it elevatesyour status quickly to draw
clients and prospects and sales,and very importantly, in today's
marketplace trust right as soonas people know your name, guess
(03:05):
what they're saying. I've heardof you somewhere that is a
beautiful thing. We want to beknown and seen and heard about.
It's actually key to create thatkind of visibility connection
that has people connected toyou, and that's really what
we're talking about here, is theconnection to you for what you
(03:27):
do and who you are. So I've beena publicity expert for more than
25 years. I wrote gorillapublicity, and it's now third
edition. Super excited. And myfourth book, fourth book, I
can't believe it, is actuallynow the profit of kindness. And
to that end, I do kindnesscircles, and then I run a media
master intensive, and I bringboth together, because the truth
(03:49):
is, kind companies get morepublicity, but I'm really
committed to people having, likeyou said, affordable ways to get
publicity done and be seen andknown at whatever level you're
at. It's perfect to elevate tothe next level. I love that.
Karen Yankovich (04:07):
And you know, just this here, right? Is an
example of that, right? You're,you know, I host a podcast.
You're a guest on my podcast.You know, I believe, I least I'd
like to believe that you being aguest on my podcast to my
audience that might not haveheard from you. You come to that
with more credibility than youwould if you just met them at in
Macy's right? And said, I'm apublicity expert, because you
(04:29):
get to borrow my credibility.They're listening to this show.
They've, you know, I've got somecredibility with them. So when I
bring you on, you get thatcredibility, and that you get to
borrow it, right? And I thinkthat piece right there is what
makes such a big difference overeven just things like ads and
and for the most part, it can befree. For the most part, it can
be free like it can certainly becost effective. But there's so
(04:52):
many ways that it can also befree, especially in today's
world where, you know, wherewe've got this, these digital
opportunities. I. Um, but Iwanted to go back a couple steps
Jill and find out, like, how didyou start in this? Like, what
brought you to, you know, bestepping into the world of being
a publicity and a media expert?
Unknown (05:11):
Well, it started because I actually went to law
school and hated that. Andduring law school, before I
dropped out, just saying, Iactually started working in the
music business, and there Idiscovered my true client, my
true calling, which is really tohelp people with promotion and
publicity. That was natural,that was real for me. And so
(05:35):
when I left law school, Iactually started, I hung up my
shingle and started PRconsulting, and then opened my
own public relations agency, anddid that for multiple years. And
then I got tapped on theshoulder to write gorilla
publicity. And then now I'm aspeaker and trainer, and I run
these media mastery intensives.And so life has its wonderful
(05:56):
ups, downs and all around and itkept taking me on a trajectory
to keep publicity accessible andaffordable for all kinds of
businesses. And that's alwaysbeen my commitment. Yeah, yeah.
Karen Yankovich (06:08):
And, you know, I think it can be as simple as
you know, if you, if you want toget podcast interviews right,
and you are, let's say you,you're interested in in this
show, right? You want to be aguest on this show. Share the
show on your social media.Connect with me on LinkedIn.
Connect with Jill on LinkedIn.Be of value to us. I mean, I get
(06:28):
pitches every day for the to beguests, for guests on the show,
and I don't often take them,mainly because I want there to
be a connection, right? I wantthere to be a reason that I've
got somebody on my show. And Idon't have a lot of guests.
Sometimes we do every otherweek, but that's at the most we
don't, you know, we've, we've,sometimes we do, like a sprint
of a five or six different soloshows. So So I say that to say
(06:49):
we're picky. So if you want tobe a guest on somebody's show
that you've listened to and thatyou think their audiences would
be interested in, what you have,the best way to do that is to be
a value to them and build arelationship with them, right as
opposed to just constant coldpitching. And that's, that's
where I come into this space is,is that space right there?
Because as much as I would loveto tell you guys that, excuse
(07:12):
me, that I wake up every morningwith tons and tons of people
sharing my podcast and sayinghow much they love these
episodes, it doesn't happen asoften as I would like. So you
will stand out. You will standout. And that's what you want to
be doing. You want to bestanding out for good, not just
being, you know, it's kind oflike applying for a job and
you're in there that pile ofresumes with everybody else,
right,
Unknown (07:33):
right? I love that, and I'm honored to have been chosen.
And, you know, part of, part of,always, what I'm preaching, just
like you is you've gotta bringvalue and benefit and and that
is to the media. You gotta bringvalue and benefits the media. I
want to be here today, helpingyour viewers, your listeners,
right and right. And you'reyou're here today, always giving
(07:54):
value to the people you serveand, and I, you know, it always
goes both ways. But I love whatyou say about, you know, bring
your game on friends. Bring
Karen Yankovich (08:03):
Yeah, I do it from a place of value and a
place of authenticity and and,like, good old fashioned
relationship building. I thinkit's going to get you there
faster than 100 cold pitches.But so, okay, so bring your
value, bring your game. Tell usabout that. Like you talk about
that you want people to have amessage, right? Tell us a little
bit about that. Like, how, whatis a message, and how do you
create it?
Unknown (08:24):
Well, I love the message. I could go on and on
for days, but please do. Pleasedo. Well, what a message is is
really the who you are. And moreimportantly, more importantly,
this is important. You've got totalk to the media's audience. So
why should I remember ininterviewing for guerrilla
publicity, I asked media, whatdo they love and what do they
(08:47):
hate? And the editor ofEntrepreneur Magazine, you know,
picture this. All of you inEntrepreneur Magazine, we like
that. She said to me, you know,what I really care about is,
what do my readers care aboutand and having the person be of
value. Here comes that wordagain, right to my readers. So
that is something you really gotto keep in mind about that you
(09:09):
want to identify what's theproblem out there, but also give
people real solutions, like,what can they do? Not just I
program, my program, thisprogram, you know what I mean?
And I think people do what Icall beat the chest publicity.
And by the way, I'm all for youpromoting. You need to promote
Absolutely,
amen, like high fiving youacross the country here, come
(09:29):
on. Come on.
Karen Yankovich (09:32):
Right? People need to know who it is, who you
are, and what you do, or theycan't hire you, right? So, yes,
Unknown (09:37):
absolutely. But here's the good way to do it. You do it
in a way that serves you, do itin a way that gives excellent
nuggets of information. And I,like, you know, one problem and
three solutions and and done inyou language, like I had a
client yesterday. We were doingsome publicity consulting and
and she, she's a grief coach,right? And she kept saying, my
(09:59):
program will help. Help you. Isaid, No, let's switch it. And
so tell people, what can they doabout grief? What do you? What
do you they what can, whatshould they do when they're
feeling grief? And that shiftedeverything.
Karen Yankovich (10:11):
Yeah, that's awesome. That's amazing, and
it's true. Nobody you know asmuch as we are creating, you
know, we're working, I'm workingwith people to create their
brand, and I want people you toshow up as an influencer and
have have influence and makeimpact in the world. At the end
of the day, nobody really caresabout you. They care about what
you can do for them and yourmessage and how you can help
them, right? They don't reallycare about you, right? And and,
(10:35):
you know, they so, I so you're,you're, I love that, you're,
you're focusing on what's thevalue to the to the ultimate
reader of that So, okay, so tothat point, Jill, can you give
us a couple of tips, like, whatare some fun resources or tips
that you share with people inour short little time here that
could bring value to ouraudience if they're looking to
(10:57):
you Know, to add more publicityinto their marketing
Unknown (11:02):
absolutely Well, first thing I would do is check out
National Day calendar.com. Lovethat resource, and I want you to
look at what are some holidaysthat perhaps you could fit into.
For example, a dating coach Iwork with actually specifically
oriented toward divorcedparents. She said she did. We
(11:22):
did a whole piece that was verypowerful for Valentine's day
about how to fall out of love.So think about that. Yeah,
Karen Yankovich (11:31):
cool. I love that, and I like that. It's a
little disruptive on aValentine's Day, right? I like
the little bit of because itmakes it more interesting. It's
not like the usual, you know,Hallmark card stuff. It's a
little disruptive. I like that.
Unknown (11:46):
Yeah, not fun, yeah. And then my client, who's a,
she's a business consultant whohas a son who's autistic, and so
we use National Autism month totalk about what being a mom,
busy mom. How do you be a busymom? Working mom,
entrepreneurial mom, and raise ason who's autistic and deal with
the special needs that areappropriate for that, and be a
(12:09):
good mom and and, or be a goodbusiness person and like the
push and pull of that which isreal. So that's something a
holiday that we found. So I wantyou to think about point number
two. Before
Karen Yankovich (12:23):
we get to point number two, I just want to
clarify point number one. Sowhat you're saying is go to the
National Day calendar.com, andthen pitch around a holiday
that's upcoming. So if it'sJanuary and Valentine's Day is
coming up, reach out to somesome people that might have your
audience, your ideal people intheir audience and pitch them
things, like, on Valentine'sDay, how do you fall out of
(12:44):
love? Like, taking that to thelike, really, step by step,
right to so that's what you'resuggesting. Okay? And I want to
get to how, maybe some some tipson how to create those pitches.
But let's get to your point
Unknown (12:57):
too. Point two is, use everything you've got in
relation to what I'm justtalking about. Like, how can you
use all parts of who you are? Ifyou're a woman, International
Women's Day, if you're a dad,maybe it's Father's Day. If you
know, I pointed to the storiesabout specific instances, or my
stress expert, she's a coach.Well, she had breast cancer.
(13:18):
That's why she's a stressexpert. She understands stress.
And guess what? Following BreastCancer Awareness Month and
dealing with stress and all theissues of that she got in
Cosmopolitan magazine, right?Awesome. How powerful is that?
Karen Yankovich (13:35):
Yeah, yeah. And, you know, I want to say
too, I think you can when you'rethinking about using all you've
got and thinking about thoseholidays. And you can think
outside the box, right? Like,you don't have to be a dating
coach on Valentine's Day. Youcould be a dating coach on
Groundhog's Day. You know what Imean? Like, here we are all over
again. Like, back on match.com,all over again. Like, think,
(13:58):
think outside of the box alittle bit about, you know? And
I don't know, I feel like youcan even go to, like, chat GPT
and do this and say, you know,I'm a dating coach, and I want
to write something for LaborDay. I want to pitch something
around Labor Day. Give me some,give me some outside of the box,
disruptive ideas that I can usethat associates what I do with
that particular holiday that Iwant to get out for, right?
(14:19):
Like, I think that there's waysyou don't want to just be
looking for the what you whatmay seem like a natural fit. I
think the more disruptive, Ithink the more interesting,
right? And the more it'llintrigue the person reading your
pitch.
Unknown (14:32):
Yes, yes, perfect. And keep looking like I have a a
gentleman from Pakistan, and Isaid, you know, he's in the LA
area. I said, Just do me afavor, Google right now. How
many Pakistani newslettersmedia? Anything is there in Los
Angeles? He found five. He gotin two of them using this
strategy and increased his emaillist by 20,000 people. How
(14:57):
powerful is that?
Karen Yankovich (14:59):
With. Two with a piece with two pieces of
media, with two media hits,right? Like, that's crazy. So
okay, so that in a great way.But you know, the the piece of
that, that I also want to pointout is he sounds like he was
ready for that traffic too. Hehad, he must have had a lead
magnet ready to go, so that whenpeople came to find out more
(15:21):
about them. He made it reallyeasy for them to get on his
email list, which is anotherpiece of this that sometimes
that I think is important, youknow, I want, I don't want you
to get this great media hit andthen not capture the audience to
the best of your ability, right?Like, and so there's things
that, there's a lot of thingsthat can happen on the back end,
but these are easy things.They're just things that that
you want to have in place.
Unknown (15:42):
Yes, like, always have a free gift. We'll give you one
today. Yeah, you always, youalways have a way to bring
people into you, absolutely. Buthere's the thing I want to just
say, Yeah, progress. Thatperfection. So you start
wherever you start. I had acoach. She started her whole
business on one ABC radio showtalking about how to grow a
coaching business. She didn'treally have one, but she gave
(16:06):
some great tips about how togrow one. And guess what
happened? She got one. I had afinancial planner. He did the
same thing by being in one blog,answering great questions, being
of value, and grew his financialplanning service.
Karen Yankovich (16:20):
Oh my gosh, I love this. And, you know, here's
the thing, people aren't reallydoing this. So, you know, I so
if you are the one doing it, youare going to, you know, you have
a better shot to do this. Iactually had, I did a talk one
time. I'm not sure if I evertalked about this on the
podcast. I did a talk one time,and I was talking about how to
use LinkedIn and PR, and it wasto a realtor organization, and I
(16:41):
had a presentation that I hadbeen running this presentation
for five years, like it was thesame slides I had been using. I
updated them, but, but at onepoint, I believe that at the
time of great resource forrealtors to get publicity was
Help a Reporter. So I had like,five or six different
opportunities from Help aReporter in there, and I just
kind of banged through them,like, for effect, you know what
(17:01):
I mean? Like, look how manythere were in one day. And this
guy jumps out of his chair inthe audience and goes, That's
me. I go, What do you mean?That's you. He goes, That's me.
I put that, that pitch outthere. I was like, this is like,
four years ago. He goes, No, Iknow. So I was like, All right,
well, you need to stand up andyou need to tell us. I go, What
is like when you put outsomething like this? How many
responses do you get? He goes,Well, sometimes I get a few.
(17:21):
Sometimes I get a few. SometimesI get a lot. I go, Well, what's
a lot? He goes well. Sometimes Iget as many as, like, 20. I was
like, are you all wearing this?You know what I mean? 20
responses is a lot, right? Like,so, so there's not as much,
there's the opportunity is somuch greater than the volume of
people vying for theopportunities.
Unknown (17:40):
Yes, yes. And it's, you know, I like to say, first one
to the phone, first one to thepitch wins. I mean, the truth is
that you're paying attention.You got your I like these PR
antennas. PR antennas out. Ipromise you, you're going to
find all kinds of opportunities.And the biggest first thing is
to ask. I mean, listen, whenyou're in networking events, and
(18:01):
especially these days, online,people have podcasts. Are you
saying, Hey, I'd love to be aguest on your podcast? Ask,
Karen Yankovich (18:09):
yes, ask, but, but I also like say, I just
heard your podcast with Jill,and you talked about this, and I
have a really interesting pointof view on that. You know what I
mean? What about if we talkabout this on your show, like,
make me know me. Know you'veheard it right. It doesn't take
that long to do that, and you'regoing to get your percentage of
success is going to be so muchhigher than any other way that
(18:31):
you do this absolutely but, buttell me, I know where I want to
I want to be mindful of the timehere. But tell me a little bit
about the like, a formula forfor creating a great media pitch
or make great media script. So
Unknown (18:43):
I think, frankly, stay in the problem, solution
formula. It's going to be thebest and and when you're giving
solutions, make sure that you'reoriented toward their
viewership, their readership,their listenership, and use you
language, right? And you want,in other words, you're giving
nuggets, and I like you to givegolden nuggets, like, give your
(19:03):
best stuff, the things peopleactually pay you for the
giveaway information. And peoplego, Oh, I don't know if, yes,
you should give awayinformation. And I think that
it's helpful. I've given youthings that that, yes, I charge
money for consulting for I teachthem in my media mastery
intensive. And yes, we're doingthem right here, right now. So I
(19:24):
do think that's important thatyou that you're always looking
to see, how are you serving theaudience, and frankly, the
media, that's what they want toknow. How are you serving their
audience, and they're going tobe deciding on that. So you
better talk about that. And thenthe other thing I like to do is
tie it into real life events. Sothat same dating coaches Johnny
(19:45):
Depp was getting divorced.Terrible for you know, lots of
bad news about
Karen Yankovich (19:50):
lots of news, right about that?
Unknown (19:52):
Lots of news. Why? Because he's a major star. So
great. Ride those coattails andand get on, get on the bus.
Right, get on the bus and justsay, I can talk about this. And
so anything you see in the newsthat you could be an expert for
and support, I'm going toencourage you to uplevel you
know, the this, the opportunityof of getting on and pitch it
(20:17):
based on what's going on rightthen, and how you can help and
be the expert that they need foran opinion. Because here's the
good news, the media needs you.They want your opinion. One.
They want your Yeah, they wantyour expertise. So I want all of
you to really know that you'rean expert and you deserve to be
(20:38):
interviewed.
Karen Yankovich (20:38):
Ah, beautiful, beautiful. All right, so tell us
about your free gift. What doyou have for everybody here?
Unknown (20:44):
Absolutely so I have an opportunity to get great other
publicity tips, and I call it anaction guide. And in this
wonderful free gift for you,guess what else you're going to
have an opportunity to be livein a class with me like, no
kidding, real information. More,more great tips. Plus you can
ask me any questions you'd like.So that's, that's Thank you.
(21:07):
That's included. It's all free.It's all in the gift. We'll put
the
Karen Yankovich (21:10):
link in the show notes for how to find that,
so that you can easily get that.And you should get that 100 if
you listen to this show. Youknow how important I think
publicity is, so get helpeverywhere you can. You know, if
you learn one little, tiny thingthat you didn't know before,
you're golden, right? And Jill'sbook, right? Gorilla publicity
and what the can you give us atwo seconds on the kindness the
(21:32):
prophet of kindness, like, whatbrought that into your world?
Which probably two second thing.But,
Unknown (21:39):
well, actually, you know, one learns to tell stories
quickly when you're an expert inPR. And with me, it was actually
my 82 year old friend who I hadhelped in the process of her
aging and supported her withdoctor's appointments and taking
her to lunch. And one day shelooked at me and she said, you
know, you are so kind, and Iwish we had a new currency, she
(22:02):
said, the currency of kindness,which my publishers changed to
the profit of kindness. Well,that's super great. But really,
the books about how to be morekind in business, what to do and
how to do it in simple, easyways. And what's fascinating
about the tie into publicity isthat kind companies get more
publicity. That's what's true.And so now I'm doing kindness
(22:24):
circles. I'd love for you topost that link too. I will, for
sure, yeah, yeah, that's forfree. And so we'd love to invite
you to our kindness circlesevery month, where we network
and do business in kindness.
Karen Yankovich (22:36):
Awesome. Jill, thank you so much for sharing
all of this. I This has been sohuge, so helpful. I've got my
own notes that that I've takenfor you and I, and for those of
you listening, you all know howto find me. Make sure you're
connecting with me and Jill onLinkedIn or wherever. We're
going to post all Jill's linksbelow as well. Make sure you're
connected to both of us. Sharethis episode on your social
(22:57):
media. Tag me, tag Jill. We eachhave our own audiences. So if
you share, you share thisepisode with your audience, I
will certainly reshare it, thenwith my audience. And now that
gets you in front of my audienceas well, right? And this is how,
this is the kind way to lifteach other up, right? And then,
and it's the ripple effect. Ibelieve that that ripple effect
(23:17):
is really what can change theworld. And these little things
like sharing this episode andtagging us in it, that is the
ripple effect. And if you youknow, you know, we'll be back
here next week with anotherepisode. If you want to know
what it looks like to get alittle help with your PR and
LinkedIn strategy together, justgo on over to she'slinked up.com
and check it out. And I'll beback here next week with another
(23:39):
episode. Jill, thank you againfor being here. Thank you. Take
care, everyone. Bye.
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