January 7, 2025 • 19 mins
Contrary to popular belief, you don’t have to break the bank to get great PR. I discuss how to do that in this episode with my guest, Jill Lublin.
Jill 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.
Jill got into the media like many people find their careers; in a circular and roundabout way. She originally thought the legal field was going to be her career. In college, she started working in the music business in promotion and publicity and fell in love with that. She turned her career around to be the director of promotion and publicity at four independent record labels.
She eventually opened her own business in publicity, wrote the book “Guerilla Publicity” and now she speaks all over the world. She also runs media master intensive workshops and helps entrepreneurs get their name out there without having to spend a fortune.
Why Entrepreneurs Need Publicity
Publicity is happening whether you want it to or not. It starts at the minute you walk out your door, enter a Zoom room or go out for coffee. Your publicity is happening so you should embrace it and make it authentic for yourself. Jill believes that’s really important. One thing she waves her flag about is having a great, focused message.
That means being resonant to who you are. Your reputation comes down to publicity so make it count. The message that you have should be attracting clients, referrals, trust in your industry, credibility, visibility, all the other things that publicity does for you. The results lie within being powerful with your own publicity and consistently being in the practice of sharing your message.
Why You Must Make Publicity a Conscious Effort
This means being conscious about your message. In other words, be clear about who you are. If you’re outgoing and extroverted, embrace it. If you’re shy and introverted, embrace it. Here’s what Jill knows from working with over 100,000 entrepreneurs: When you’re clear about your message, it gives you confidence to share it at networking events and in the media.
The confidence that it gives you helps you speak more concisely and precisely. People will be attracted to that because when you’re confident about what you do people will want to work with you.
Getting Over the Fear of Elevator Pitches
Sometimes it’s fear because you don’t know what to say, sometimes people think their elevator pitch sounds like everybody else’s. When yours is authentic to you and you push the right buttons with your message that is who you are. What’s wonderful about that is that it gives you the ability to say it anywhere, anytime no matter what you’re feeling, and it helps you successfully run your business.
We also dive into:
Why publicity isn’t a “one and done” situation, it’s an evolutionary process.
What you need to do once you have your messaging down.
The power of local publicity and how to get it.
What “earned media” is and what it gives you.
How to approach media outlets to get publicity.
The power of “Seven Follow Ups”.
Two ways to publicize your publicity.
Why you don’t have to spend a fortune to get publicity.
How to do Guerilla Publicity.
When to think about hiring a publicist.
The one thing you need to do above all else to get publicity.
…and other golden nuggets of advice!
You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea”
Click here for more outstanding interviews with entrepreneurs and thought leaders!
About My Guest
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 Ton...
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to the Idea Climbing podcast.
Contrary to popular belief, you don't have to
break the bank to get great PR. I
discuss how to do that in this episode
with my guest, Jill Lublin.
Jill is a 25 plus year media magnet.
She is a world renowned publicity expert, international
speaker, and 4 times best selling author. Jill
has made thousands of stage appearances alongside celebrities
(00:23):
such as Tony Robbins, Barbara Corcoran, and Jack
Canfield, just to name a few. We dive
into topics such as why all entrepreneurs need
publicity,
how to approach media outlets to get publicity,
when to think about hiring a publicist, and
other golden nuggets of advice. You're gonna love
this show.
(00:46):
Jill, thank you for being here for the
Idea Climbing podcast. I really appreciate you making
the time.
Mark, it's a delight to be here with
you and your viewers.
And we're gonna talk about why you don't
have to spend a fortune to get publicity,
why everyone needs it before we get into
the strategies. As far as PR goes,
how did you get why did you get
(01:07):
so good at it? How did that happen?
What's your story?
Thank you. Well, you know, it it was
one of those, I got there like many
people do in a circular round way,
because I was actually on my way to
law school and thought that was going to
be my career until I, well, got to
law school. And for me, it just wasn't
the place. And I started doing
(01:28):
work in the music business in promotion and
publicity during law school and loved that.
And actually turned my career around to be
the director of promotion and publicity
at 4 independent record labels. And from there,
the rest is history. I started really opening
my own business in publicity, and then I
wrote Gorilla Publicity. And now I speak all
(01:49):
over the world on that and run media
mastery intensives. And I'm really helping entrepreneurs get
their name out there without having to spend
a fortune. That's really been my my focus
with people.
One thing I love that you said, and
it was like a teaser because we didn't
get to talk about it yet. Why is
it all publicity? Why does everyone need publicity?
(02:09):
Yeah. And, you know, that's a great question
because the truth is publicity is happening
whether you want it to or not. So
the reality is it happens from the minute
you walk out your door into the Zoom
room or out for coffee or on an
airplane or in networking meetings. Your publicity is
happening. So let's make it conscious,
(02:29):
connected
and be authentic for you. And I think
that's really clear and important.
One thing I always, you know, will wave
my flag about is have a great message.
And
that's what's
being resonant to who you are. So that's
what I'm talking about is that it's all
publicity, Mark. So let's
make it
(02:50):
count and be the message and the messenger
that you wanna be
so that your publicity is drawing back
clients and referrals,
trust in the industry, credibility,
visibility,
all of the things
publicity does for you,
prospects. I mean, it's just amazing it's ROI,
(03:10):
and the power of it is to,
be powerful with your own publicity
and, you know, be in the practice of
it. I think that's really important.
Well, sounds like step 1, and I love
the word you use, is to make it
conscious.
I have not heard that before. What do
you mean by making publicity conscious?
I mean, be conscious about your message.
(03:32):
In other words, who are you?
Be clear about it.
Have it be, you know, integral to who
you are. You know, listen, some people are
outgoing and more extroverts. Some people are more
introvert. It's okay. You can be who you
are.
Here's what I know in working with literally
a 100000
entrepreneurs
is
(03:53):
when you're clear about your message and it
becomes,
yes, slightly a script,
then what's great about this is it gives
you confidence
to stand up in it even if you're
not always sure what to say. Like I
I had an interior designer and she used
to say, I felt like a deer in
headlights when anyone said to me, what do
(04:14):
you do? And I think you've got to
have an answer for that
to be so clear. And she's she was
so clear that the next networking meeting after
I gave her the message and we worked
it out and she felt good about it,
she closed a $25100
client at a networking event. This is a
woman who was afraid to answer the question,
what do you do? And so what I
(04:35):
know about that, well,
the confidence that it gives you is then
it helps you speak yourself
more, and this is important, concisely
and precisely.
And people get attracted to that because they
know you're confident in what you do.
What if someone is in that zone where,
like, god, I hate giving you know, I
hate the term, but I'm gonna use it.
(04:57):
It elevator pitch, whatever you wanna call it,
value proposition.
What if someone watching or listening is thinking,
you know, I'm that I'm that man, I'm
that woman, I'm a little bit fearful of
it if you wanna use that word. How
do you get over that?
So that's exactly what I was talking about.
This interior designer had the same issue. And
believe me, many a person
that I've worked with has these issues. Sometimes
(05:19):
it's fear. Sometimes it's, I don't really know
what to say.
Sometimes it's, oh, gosh, you know, it sounds
like everybody else. Well, guess what? When it's
authentic to you and when we,
well, I say, you know, tap the right
push the right button for the message that
is who you are,
What's wonderful about that is then it gives
(05:40):
you the ability to say it anywhere, anytime,
no matter what you feel. And I think
that's important because listen, we all have good
days and bad days, and it's good to
know what you're gonna say no matter what,
no matter how you're feeling. Right? Because the
truth is you gotta run a business.
And some days we just gotta know what
to say
(06:00):
in the right order. And one thing I'm
big on publicity is have systems in place
that work. And so I have a 30
day, a 60 day, and 90 day publicity
system.
One of which is every 30 days,
review your message.
Is it you? Is it who you are?
Because here's the thing you gotta know, and
I think this is important.
Publicity is an evolutionary process.
(06:23):
Yes. You meet it where you are right
now,
and then like everything in life, your business
will evolve, your offerings might shift and change.
Your publicity
can
shift and change as you do
as your offerings do. That's okay. That's why
in my system, you look at your message
every 30 days and you make sure, is
(06:44):
this still me? Right? And I think that
that's important.
Once you get the message down, there's so
many places to go. We'll get into the
money in a minute. But once you get
the message down, even though you might shift
it a little bit,
what comes next? What's the first step after,
okay, I'm comfortable with my message. I've got
it down. I work with Jill. I work
with someone else. What's what do you do
after you have the message? Because you can
(07:05):
go in 10 different directions.
Well, and so my next step on a
60 day and 90 day systems is one
of the things I love to do is
use local publicity. Because many people
miss this
opportunity of getting,
what I might call celebrity in your own
backyard. And for me, celebrity is not like
you don't have to be a famous actor.
(07:25):
You have to be you.
And the reality is you as an expert,
if you're watching this, you probably are an
expert.
And,
experts are interviewed
by media. And that's what I'm talking about.
So I want you to be in media,
featured
as the experts that you are connected to
your message. And I I think that that's
(07:47):
a key and we'll start getting you out
there. So your local business journal, your local
newspaper,
your ABC, NBC, CBS,
Fox News, radio, and TV networks. Right? They
need experts like you. There are morning shows
looking to be filled. There are, did you
know, over 10,000 radio shows every single day
(08:07):
looking for about 4,000 guests.
Plus
there's Apple and Spotify
filled with podcasts that you can be on.
And what I love about podcasts
is they're actually fairly easy to get,
and it's a great place for many of
you to start because it elevates your message
and starts getting people paying attention to you.
(08:29):
All those media outlets sound great. And I
love that you said local. It's like I
could get quoted in Forbes, but if if
I only do business in Chicago, so what?
But as far as the actual if the
people start on their own what?
I wanna address that, Mark, because if you
only do business in Chicago and you're quoted
in Forbes, do you think your clients in
Chicago are gonna go, woah. You must be
(08:49):
good.
Because Forbes is talking about him. I love
getting national
attention and publicity, and then bringing it into
your local market to the clients you serve
locally saying,
Forbes featured Mark Carter. I mean, how amazing
is that? It gives you the credibility, the
elevation, earned media
gives you the trust factor
(09:11):
and and the viability
that puts you way in front
of any of your competition. Let me give
you a case in point, may I, for
a minute? Absolutely.
Yeah. This woman in Minnesota who was in
my Media Mastering Intensive started integrating the systems
I'm talking about. She walks into she's a
consultant
in Minnesota. She walks into,
an interview,
(09:32):
and he says, I Googled you and I
see you've been featured in the Minneapolis Star
Tribune. Now let me tell you, her being
featured was one line in the Minneapolis Star
Tribune. But the reality is that credibility
got her the consulting engagement, which was a
$35,000
consulting engagement. That's a good day. Right?
(09:54):
And on top of that, it was all
because of her publicity. One line in the
Minneapolis Star Tribune.
That's how powerful it is because he assumed
that she must be good. He assumed
that because the media's talking about her, that
she's top in her field. And that's the
power of publicity.
Put you way ahead of anyone else because
(10:15):
they're talking about you.
So what does the
getting a little bit into the weeds as
far as reaching out to local outlets, and
we you talk about Forbes too. But as
far as everything you just said, what does
the messaging look like? Because I'm guessing a
lot of the the bigger outlets
get a ton
of people saying feature me, feature me. What
(10:37):
does the outreach to them look like? Whether
it's verbiage or ways to go about it,
what is tell me about that.
So in Guerrilla Publicity, that's my book I
wrote, one of the things we talk about
is, the power of 7 follow ups. So
where most people lose the media game, Mark,
is they send something out, usually a press
release,
(10:59):
which, you know, basically talks about this story
and get off the I I I stories
and talk about how it affects the community,
the world. What's the problem today? Focus in
on that versus
what do you do and why you're so
great. Okay? Because what the media cares about
is how it impacts their readers,
(11:19):
their viewers, and their listeners. And I'll tell
you, when I interviewed Entrepreneur Magazine
for,
Guerrilla Publicity, my book,
you know, I interviewed the editor. And one
of the things she said to share with
everybody was, you know, what she cares about
is her readers. So the story has to
impact her readers. And I thought that that
was really important
(11:40):
to continue
this message. So
when you're reaching out, to me, I'd I'd
incorporate
a variety of email,
pick up the phone. Yes. The phone. Let
them hear your voice.
And on top of that, I'd reach out,
you know, perhaps on LinkedIn and other social
media so that people see you, hear you,
(12:01):
connect to you
in multiple ways. And then guess what? They
realize that you must be serious. It's not
just listen. Most people, honestly, they're gonna maybe,
if maybe, follow-up to the media one, maybe
2 times. So imagine this,
you getting the interviews because you're the one
who's consistent
and persistent. And I want you to remember
(12:21):
those words,
be like a terrier, not a bulldog,
and stay nipping
at the media's heels because they will take
you seriously. And they know you must be
good because you're consistent and persistent and you're
articulate.
And they'll look you up truthfully, and make
sure that you're real and that
you're who you say you are. But the
truth is, when the media needs an expert,
(12:43):
they need them fast,
and I want you to be in the
front of the line.
So once you get publicity,
how do you avoid just having a blip
on the radar where I got publicity and
then boom down cycles it continuous is it
just that's what it is? It's continuously reaching
out to media outlets? Or is there a
way to build on it once you start
to get it?
(13:04):
Well, I think, you know, it's called publicizing
your publicity.
So one of the things that's really wonderful
about publicity, it's well, you know, I'm from
Michigan, so I can talk about snow because,
you know, when you make a snowball, you
start with a little bit and then you
keep compacting it, it gets bigger and bigger.
Right?
That's how publicity is. And so,
if you're into surfing, you're kind of like
(13:24):
riding a wave. Right? You're riding a wave.
So once you start getting, by the way,
I don't either surf or I don't live
in snow, but I do know.
I do know that publicity is like surfing.
It is like building a snowball
because it's about creating momentum.
And so once you get it, you want
to publicize your publicity. You want to leverage.
(13:45):
And 2 ways to do that include sending
it to other media.
Recently,
Mark Carter was featured in. Right? And so
you start, like, the buzz. It is. It's
about creating a buzz. That's what publicity does.
It creates a buzz for you. I want
you to send it to your clients. Oh,
Mark Carter was featured in Forbes Magazine.
(14:07):
And then you also send it to prospects
so that they're like looking at you higher
in a bigger way.
So you wanna be sending it out. And
then of course you want it to live
on your website in your media room. Because
guess where media looks? At your website to
make sure that you've been featured on other
pieces. And the media is,
(14:29):
shall I dare say, a bit incestuous.
Because when you're on one, all of a
sudden it starts the others. That's the leveraging,
part of media and,
what makes it go up level. Does that
make sense? Yeah. Definitely.
Okay. Okay. Great.
So why I I've priced I've heard price
tags for a pub for PR agents. I've
(14:51):
heard in, you know, the 5 to $10,000
a month range.
Why don't you have to spend a fortune
on publicity?
Yeah. And by the way, listen, when I
had a PR agency
10 years ago, I was charging $5,000
a month. And then when I wrote Guerrilla
Publicity, I wanted my heart lies with entrepreneurs,
and I wanted to find ways to serve
entrepreneurs in simple, easy,
(15:12):
affordable ways. So I created the Media Mastery
Intensive.
I actually bring media direct to my clients
so that they can pitch them. Everything's on
Zoom. I found ways to serve people all
over the world.
And that's been wonderful. And what I did
was I took all my PR knowledge,
running a PR agency and picked the best
(15:33):
of
and put it into one place where I
can serve people at a very affordable rate.
That's my commitment.
I will tell you,
you know, it's a roll of the dice
with PR agencies. I listen, I have colleagues
in the field and I believe in it,
but I don't think everyone has to spend
5 to 10000 a month. There are really
(15:53):
good ways to get things done simply. And
I'll just share with you that Phillips Corporation,
who I'm sure spends a lot more than
that per month on publicity,
actually brought me in to talk to their
director of marketing and come up with gorilla
publicity
strategies
because they were tired of spending a fortune.
So
many a corporation are going the guerilla publicity
(16:15):
way. Just saying.
Ezekiel Emanuel (16:17):
Well, now that we know it
doesn't have to be crazy expensive,
at what point should people start looking at,
You know, I might
even at a reasonable rate, at what point
should people start thinking, You know what? I
might need to hire a publicist as opposed
to doing it on my own. What
signs are there? What level are they at
that they should hire someone?
(16:39):
First of all, I think everybody needs to
take the I keep it on my desk.
Right? Baby steps to publicity. I don't care
if you're a one person solopreneur.
Don't think you need it. The truth is,
if you're in business,
you need people to know your name. When
you get to the part where you might
have, multiple employees,
distinct projects, maybe your business is over a
(17:00):
quarter million and up,
you know, and you're producing
revenue
that that can pay a publicity agency,
that kind of rate. That's great. But listen,
many of my clients are in that category
and they decide they want,
in house because I work, privately with some
people. They want in house
some people to take on what
(17:21):
is needed and I just coach them exactly
what a PR firm would do and then
I might bring in elements.
So in today's world, you can bring in
different elements
and piece things together without spending 5 to
8 ks a month.
We've covered a lot of ground in a
short period of time. When it comes to
publicity, if you were to say if someone's
saying I love a lot of what I
(17:42):
heard. If you were to say at least
do this one thing above all, at least
do this, what would you tell people to
do?
Oh, boy. I would tell you, go to
national day calendar.com.
Fabulous resource. Pick
well, you know, I'd say 2 holidays a
year. That's twice a year you go out
with a story
that are relatable to what you do and
(18:05):
get creative with it
and get amazing with it. You know, like
I have a dating coach
and for February,
February 14th, Valentine's Day, we do a story
about how to fall out of love because
the other side of her business is she
helps parents,
get divorced and raise their children well. Okay.
(18:26):
That's how to fall out of love,
right, on Valentine's Day. And we've gotten great
stories for her. So I would tell you
check nationaldaycalendar.com.
It's a great resource, and it'll help you
get focused on a holiday that works for
you.
Thank you so much, Jill. And if people
wanna find you online, what place or places
(18:46):
should they go to?
Well, jilllublin.com
is phenomenal, and I have a free gift
for all of you. So check it out.
Jilllublin.com/gift.
That gives you a fabulous action guide loaded
with more publicity tips
and a live interactive publicity master class with
me where I will answer all of your
(19:07):
questions and give you great PR content to
ensure your publicity success.
Thank you again, Jill. I appreciate the time.
This has been awesome.
Thank you, Mark.
And scene.
Thank you for joining us today. I hope
you enjoyed the episode. I also hope that
you'll subscribe to the idea climbing podcast and
rate us on Itunes.
(19:28):
Visitideaclimbing.com
to learn more about idea climbing and hear
more episodes about mentoring,
marketing, and big ideas.
Welcome to the Idea Climbing podcast.
Contrary to popular belief, you don't have to
break the bank to get great PR. I
discuss how to do that in this episode
with my guest, Jill Lublin.
Jill is a 25 plus year media magnet.
She is a world renowned publicity expert, international
speaker, and 4 times best selling author. Jill
has made thousands of stage appearances alongside celebrities
(00:23):
such as Tony Robbins, Barbara Corcoran, and Jack
Canfield, just to name a few. We dive
into topics such as why all entrepreneurs need
publicity,
how to approach media outlets to get publicity,
when to think about hiring a publicist, and
other golden nuggets of advice. You're gonna love
this show.
(00:46):
Jill, thank you for being here for the
Idea Climbing podcast. I really appreciate you making
the time.
Mark, it's a delight to be here with
you and your viewers.
And we're gonna talk about why you don't
have to spend a fortune to get publicity,
why everyone needs it before we get into
the strategies. As far as PR goes,
how did you get why did you get
(01:07):
so good at it? How did that happen?
What's your story?
Thank you. Well, you know, it it was
one of those, I got there like many
people do in a circular round way,
because I was actually on my way to
law school and thought that was going to
be my career until I, well, got to
law school. And for me, it just wasn't
the place. And I started doing
(01:28):
work in the music business in promotion and
publicity during law school and loved that.
And actually turned my career around to be
the director of promotion and publicity
at 4 independent record labels. And from there,
the rest is history. I started really opening
my own business in publicity, and then I
wrote Gorilla Publicity. And now I speak all
(01:49):
over the world on that and run media
mastery intensives. And I'm really helping entrepreneurs get
their name out there without having to spend
a fortune. That's really been my my focus
with people.
One thing I love that you said, and
it was like a teaser because we didn't
get to talk about it yet. Why is
it all publicity? Why does everyone need publicity?
(02:09):
Yeah. And, you know, that's a great question
because the truth is publicity is happening
whether you want it to or not. So
the reality is it happens from the minute
you walk out your door into the Zoom
room or out for coffee or on an
airplane or in networking meetings. Your publicity is
happening. So let's make it conscious,
(02:29):
connected
and be authentic for you. And I think
that's really clear and important.
One thing I always, you know, will wave
my flag about is have a great message.
And
that's what's
being resonant to who you are. So that's
what I'm talking about is that it's all
publicity, Mark. So let's
make it
(02:50):
count and be the message and the messenger
that you wanna be
so that your publicity is drawing back
clients and referrals,
trust in the industry, credibility,
visibility,
all of the things
publicity does for you,
prospects. I mean, it's just amazing it's ROI,
(03:10):
and the power of it is to,
be powerful with your own publicity
and, you know, be in the practice of
it. I think that's really important.
Well, sounds like step 1, and I love
the word you use, is to make it
conscious.
I have not heard that before. What do
you mean by making publicity conscious?
I mean, be conscious about your message.
(03:32):
In other words, who are you?
Be clear about it.
Have it be, you know, integral to who
you are. You know, listen, some people are
outgoing and more extroverts. Some people are more
introvert. It's okay. You can be who you
are.
Here's what I know in working with literally
a 100000
entrepreneurs
is
(03:53):
when you're clear about your message and it
becomes,
yes, slightly a script,
then what's great about this is it gives
you confidence
to stand up in it even if you're
not always sure what to say. Like I
I had an interior designer and she used
to say, I felt like a deer in
headlights when anyone said to me, what do
(04:14):
you do? And I think you've got to
have an answer for that
to be so clear. And she's she was
so clear that the next networking meeting after
I gave her the message and we worked
it out and she felt good about it,
she closed a $25100
client at a networking event. This is a
woman who was afraid to answer the question,
what do you do? And so what I
(04:35):
know about that, well,
the confidence that it gives you is then
it helps you speak yourself
more, and this is important, concisely
and precisely.
And people get attracted to that because they
know you're confident in what you do.
What if someone is in that zone where,
like, god, I hate giving you know, I
hate the term, but I'm gonna use it.
(04:57):
It elevator pitch, whatever you wanna call it,
value proposition.
What if someone watching or listening is thinking,
you know, I'm that I'm that man, I'm
that woman, I'm a little bit fearful of
it if you wanna use that word. How
do you get over that?
So that's exactly what I was talking about.
This interior designer had the same issue. And
believe me, many a person
that I've worked with has these issues. Sometimes
(05:19):
it's fear. Sometimes it's, I don't really know
what to say.
Sometimes it's, oh, gosh, you know, it sounds
like everybody else. Well, guess what? When it's
authentic to you and when we,
well, I say, you know, tap the right
push the right button for the message that
is who you are,
What's wonderful about that is then it gives
(05:40):
you the ability to say it anywhere, anytime,
no matter what you feel. And I think
that's important because listen, we all have good
days and bad days, and it's good to
know what you're gonna say no matter what,
no matter how you're feeling. Right? Because the
truth is you gotta run a business.
And some days we just gotta know what
to say
(06:00):
in the right order. And one thing I'm
big on publicity is have systems in place
that work. And so I have a 30
day, a 60 day, and 90 day publicity
system.
One of which is every 30 days,
review your message.
Is it you? Is it who you are?
Because here's the thing you gotta know, and
I think this is important.
Publicity is an evolutionary process.
(06:23):
Yes. You meet it where you are right
now,
and then like everything in life, your business
will evolve, your offerings might shift and change.
Your publicity
can
shift and change as you do
as your offerings do. That's okay. That's why
in my system, you look at your message
every 30 days and you make sure, is
(06:44):
this still me? Right? And I think that
that's important.
Once you get the message down, there's so
many places to go. We'll get into the
money in a minute. But once you get
the message down, even though you might shift
it a little bit,
what comes next? What's the first step after,
okay, I'm comfortable with my message. I've got
it down. I work with Jill. I work
with someone else. What's what do you do
after you have the message? Because you can
(07:05):
go in 10 different directions.
Well, and so my next step on a
60 day and 90 day systems is one
of the things I love to do is
use local publicity. Because many people
miss this
opportunity of getting,
what I might call celebrity in your own
backyard. And for me, celebrity is not like
you don't have to be a famous actor.
(07:25):
You have to be you.
And the reality is you as an expert,
if you're watching this, you probably are an
expert.
And,
experts are interviewed
by media. And that's what I'm talking about.
So I want you to be in media,
featured
as the experts that you are connected to
your message. And I I think that that's
(07:47):
a key and we'll start getting you out
there. So your local business journal, your local
newspaper,
your ABC, NBC, CBS,
Fox News, radio, and TV networks. Right? They
need experts like you. There are morning shows
looking to be filled. There are, did you
know, over 10,000 radio shows every single day
(08:07):
looking for about 4,000 guests.
Plus
there's Apple and Spotify
filled with podcasts that you can be on.
And what I love about podcasts
is they're actually fairly easy to get,
and it's a great place for many of
you to start because it elevates your message
and starts getting people paying attention to you.
(08:29):
All those media outlets sound great. And I
love that you said local. It's like I
could get quoted in Forbes, but if if
I only do business in Chicago, so what?
But as far as the actual if the
people start on their own what?
I wanna address that, Mark, because if you
only do business in Chicago and you're quoted
in Forbes, do you think your clients in
Chicago are gonna go, woah. You must be
(08:49):
good.
Because Forbes is talking about him. I love
getting national
attention and publicity, and then bringing it into
your local market to the clients you serve
locally saying,
Forbes featured Mark Carter. I mean, how amazing
is that? It gives you the credibility, the
elevation, earned media
gives you the trust factor
(09:11):
and and the viability
that puts you way in front
of any of your competition. Let me give
you a case in point, may I, for
a minute? Absolutely.
Yeah. This woman in Minnesota who was in
my Media Mastering Intensive started integrating the systems
I'm talking about. She walks into she's a
consultant
in Minnesota. She walks into,
an interview,
(09:32):
and he says, I Googled you and I
see you've been featured in the Minneapolis Star
Tribune. Now let me tell you, her being
featured was one line in the Minneapolis Star
Tribune. But the reality is that credibility
got her the consulting engagement, which was a
$35,000
consulting engagement. That's a good day. Right?
(09:54):
And on top of that, it was all
because of her publicity. One line in the
Minneapolis Star Tribune.
That's how powerful it is because he assumed
that she must be good. He assumed
that because the media's talking about her, that
she's top in her field. And that's the
power of publicity.
Put you way ahead of anyone else because
(10:15):
they're talking about you.
So what does the
getting a little bit into the weeds as
far as reaching out to local outlets, and
we you talk about Forbes too. But as
far as everything you just said, what does
the messaging look like? Because I'm guessing a
lot of the the bigger outlets
get a ton
of people saying feature me, feature me. What
(10:37):
does the outreach to them look like? Whether
it's verbiage or ways to go about it,
what is tell me about that.
So in Guerrilla Publicity, that's my book I
wrote, one of the things we talk about
is, the power of 7 follow ups. So
where most people lose the media game, Mark,
is they send something out, usually a press
release,
(10:59):
which, you know, basically talks about this story
and get off the I I I stories
and talk about how it affects the community,
the world. What's the problem today? Focus in
on that versus
what do you do and why you're so
great. Okay? Because what the media cares about
is how it impacts their readers,
(11:19):
their viewers, and their listeners. And I'll tell
you, when I interviewed Entrepreneur Magazine
for,
Guerrilla Publicity, my book,
you know, I interviewed the editor. And one
of the things she said to share with
everybody was, you know, what she cares about
is her readers. So the story has to
impact her readers. And I thought that that
was really important
(11:40):
to continue
this message. So
when you're reaching out, to me, I'd I'd
incorporate
a variety of email,
pick up the phone. Yes. The phone. Let
them hear your voice.
And on top of that, I'd reach out,
you know, perhaps on LinkedIn and other social
media so that people see you, hear you,
(12:01):
connect to you
in multiple ways. And then guess what? They
realize that you must be serious. It's not
just listen. Most people, honestly, they're gonna maybe,
if maybe, follow-up to the media one, maybe
2 times. So imagine this,
you getting the interviews because you're the one
who's consistent
and persistent. And I want you to remember
(12:21):
those words,
be like a terrier, not a bulldog,
and stay nipping
at the media's heels because they will take
you seriously. And they know you must be
good because you're consistent and persistent and you're
articulate.
And they'll look you up truthfully, and make
sure that you're real and that
you're who you say you are. But the
truth is, when the media needs an expert,
(12:43):
they need them fast,
and I want you to be in the
front of the line.
So once you get publicity,
how do you avoid just having a blip
on the radar where I got publicity and
then boom down cycles it continuous is it
just that's what it is? It's continuously reaching
out to media outlets? Or is there a
way to build on it once you start
to get it?
(13:04):
Well, I think, you know, it's called publicizing
your publicity.
So one of the things that's really wonderful
about publicity, it's well, you know, I'm from
Michigan, so I can talk about snow because,
you know, when you make a snowball, you
start with a little bit and then you
keep compacting it, it gets bigger and bigger.
Right?
That's how publicity is. And so,
if you're into surfing, you're kind of like
(13:24):
riding a wave. Right? You're riding a wave.
So once you start getting, by the way,
I don't either surf or I don't live
in snow, but I do know.
I do know that publicity is like surfing.
It is like building a snowball
because it's about creating momentum.
And so once you get it, you want
to publicize your publicity. You want to leverage.
(13:45):
And 2 ways to do that include sending
it to other media.
Recently,
Mark Carter was featured in. Right? And so
you start, like, the buzz. It is. It's
about creating a buzz. That's what publicity does.
It creates a buzz for you. I want
you to send it to your clients. Oh,
Mark Carter was featured in Forbes Magazine.
(14:07):
And then you also send it to prospects
so that they're like looking at you higher
in a bigger way.
So you wanna be sending it out. And
then of course you want it to live
on your website in your media room. Because
guess where media looks? At your website to
make sure that you've been featured on other
pieces. And the media is,
(14:29):
shall I dare say, a bit incestuous.
Because when you're on one, all of a
sudden it starts the others. That's the leveraging,
part of media and,
what makes it go up level. Does that
make sense? Yeah. Definitely.
Okay. Okay. Great.
So why I I've priced I've heard price
tags for a pub for PR agents. I've
(14:51):
heard in, you know, the 5 to $10,000
a month range.
Why don't you have to spend a fortune
on publicity?
Yeah. And by the way, listen, when I
had a PR agency
10 years ago, I was charging $5,000
a month. And then when I wrote Guerrilla
Publicity, I wanted my heart lies with entrepreneurs,
and I wanted to find ways to serve
entrepreneurs in simple, easy,
(15:12):
affordable ways. So I created the Media Mastery
Intensive.
I actually bring media direct to my clients
so that they can pitch them. Everything's on
Zoom. I found ways to serve people all
over the world.
And that's been wonderful. And what I did
was I took all my PR knowledge,
running a PR agency and picked the best
(15:33):
of
and put it into one place where I
can serve people at a very affordable rate.
That's my commitment.
I will tell you,
you know, it's a roll of the dice
with PR agencies. I listen, I have colleagues
in the field and I believe in it,
but I don't think everyone has to spend
5 to 10000 a month. There are really
(15:53):
good ways to get things done simply. And
I'll just share with you that Phillips Corporation,
who I'm sure spends a lot more than
that per month on publicity,
actually brought me in to talk to their
director of marketing and come up with gorilla
publicity
strategies
because they were tired of spending a fortune.
So
many a corporation are going the guerilla publicity
(16:15):
way. Just saying.
Ezekiel Emanuel (16:17):
Well, now that we know it
doesn't have to be crazy expensive,
at what point should people start looking at,
You know, I might
even at a reasonable rate, at what point
should people start thinking, You know what? I
might need to hire a publicist as opposed
to doing it on my own. What
signs are there? What level are they at
that they should hire someone?
(16:39):
First of all, I think everybody needs to
take the I keep it on my desk.
Right? Baby steps to publicity. I don't care
if you're a one person solopreneur.
Don't think you need it. The truth is,
if you're in business,
you need people to know your name. When
you get to the part where you might
have, multiple employees,
distinct projects, maybe your business is over a
(17:00):
quarter million and up,
you know, and you're producing
revenue
that that can pay a publicity agency,
that kind of rate. That's great. But listen,
many of my clients are in that category
and they decide they want,
in house because I work, privately with some
people. They want in house
some people to take on what
(17:21):
is needed and I just coach them exactly
what a PR firm would do and then
I might bring in elements.
So in today's world, you can bring in
different elements
and piece things together without spending 5 to
8 ks a month.
We've covered a lot of ground in a
short period of time. When it comes to
publicity, if you were to say if someone's
saying I love a lot of what I
(17:42):
heard. If you were to say at least
do this one thing above all, at least
do this, what would you tell people to
do?
Oh, boy. I would tell you, go to
national day calendar.com.
Fabulous resource. Pick
well, you know, I'd say 2 holidays a
year. That's twice a year you go out
with a story
that are relatable to what you do and
(18:05):
get creative with it
and get amazing with it. You know, like
I have a dating coach
and for February,
February 14th, Valentine's Day, we do a story
about how to fall out of love because
the other side of her business is she
helps parents,
get divorced and raise their children well. Okay.
(18:26):
That's how to fall out of love,
right, on Valentine's Day. And we've gotten great
stories for her. So I would tell you
check nationaldaycalendar.com.
It's a great resource, and it'll help you
get focused on a holiday that works for
you.
Thank you so much, Jill. And if people
wanna find you online, what place or places
(18:46):
should they go to?
Well, jilllublin.com
is phenomenal, and I have a free gift
for all of you. So check it out.
Jilllublin.com/gift.
That gives you a fabulous action guide loaded
with more publicity tips
and a live interactive publicity master class with
me where I will answer all of your
(19:07):
questions and give you great PR content to
ensure your publicity success.
Thank you again, Jill. I appreciate the time.
This has been awesome.
Thank you, Mark.
And scene.
Thank you for joining us today. I hope
you enjoyed the episode. I also hope that
you'll subscribe to the idea climbing podcast and
rate us on Itunes.
(19:28):
Visitideaclimbing.com
to learn more about idea climbing and hear
more episodes about mentoring,
marketing, and big ideas.
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