As the saying goes: “If you stay ready, you don’t have to get ready” – nowhere is this truer than in the media commentary game. If you work in a fast-moving issues-rich industry or environment and you want to elevate your profile as the go-to authority for the media, then you’d better be ready when a journalist or broadcast producer calls! ⏳ When it comes to news, time is of the essence. Depending on the topicality of the story or issue, you often won’t have much time to get ready. Hence, you...

There is so much negative chat these days around social media, and it can be very off-putting for professionals and business owners and leaders of all kinds, so they’re staying well away from it. The problem then, of course, is that they’re missing on all the positive benefits and opportunities that come with having an active presence on social media, not just for them personally and professionally, but also for the business or organisation they represent. So, what’s the answer? To help us...

DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?  As we've discussed in previous episodes, PR is largely misunderstood in the business world.  But so too is marketing, which is often equated simply to running ads or any activity that promotes a brand.  There are quite a few differences between PR and marketing, with no shortage of crossover between the two. Understanding these differences will give you - the business owner or ambitious solopreneur - an edge over those who are...

This episode is kind of like a double whammy! I'm chatting with Sallie Jones, the co-founder of a thriving start-up milk brand, Gippsland Jersey. Firstly, Sallie openly shares the story behind Gippsland Jersey, and how she's been profoundly influenced by her father’s legacy in the dairy industry and his personal battle with depression.  This dual inspiration set Sallie and her business partner, Steve Ronalds, on a path of establishing Gippsland Jersey amidst a tumultuous dairy crisis in...

When it comes to implementing PR, content and digital communications in your business, you can have the best strategy under the sun, but if you don’t get off your backside and take action, then nothing is going to happen. And that’s where people come unstuck. Often it’s not for the want of trying. For most people, it’s not slackness - hey, you’re running a business after all, you’re a motivated individual! But maybe there are roadblocks that are holding you back? In short, if you want to...

"We're not here to blend in!" (Kris Ward) If you want to know what it takes to find and hone your voice on social media, secure hundreds of quality podcast interviews (as the guest), as well as produce a podcast that attracts 1000+ 5-star reviews, then you're in the right place! Strap yourselves in as author, podcaster and entrepreneur - Kris Ward - brings both the energy and transparency in this episode! *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an...

What does it take for a genuine subject matter expert to generate literally hundreds of items of media exposure? Well, that’s what Jake Moore has been able to do. And not just any media coverage: we’re talking tier 1 editorial exposure! That is, coverage in the top UK media outlets such as BBC Radio, ITV News, CNBC, Sky News, Forbes, The Times, The Daily Mail, The Independent, Wired, Forbes and Al Jazeera. And that’s just a small portion of what he’s been able to achieve! But first, a bit of...

Summary: In this episode, I'm joined by media relations specialist Liam Fitzpatrick, the founder of Commswork, to discuss how businesses can earn legitimate editorial coverage in independent third-party media outlets. Key Points Discussed: Liam's Journey: From a journalist to a B2B communication specialist - insights on persuasive writing and crafting compelling stories that resonate across industries.The role of earned media: Understanding how 'earned media' fits into the overall PR 'pie'...

As a leader and a business owner, reputation is your lifeblood. Trust is the social currency of today's digital-first world, and it's in short supply! Which is good news if you're a credible mission-driven entrepreneur or professional, someone who has the runs on the board and who is seen, not as someone with something to sell, but as someone with something to teach. But you need to be intentional about it! *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an...

I am known for getting excited about the opportunities available to business owners to get a leg-up on their competition by being smart with how they use PR, content and digital communications. Creating a regular audio or video show, or editorial publication, I think is a savvy way to gain attention (for all the right reasons) as well as build an audience for your ideas, insights and expertise. Now, this is fine for motivated entrepreneurs who have been experimenting with content and social...

Welcome back to another insightful episode of "Become Your Own PR Machine," where we dive deep into strategies and ideas to help you build visibility, influence, trust and credibility for your business and personal brand.  I'm your host, Trevor Young, and today I’m joined by a true thought leader in the content space (and I don’t use that term lightly!) - Andrés López-Varela. Andrés brings nearly two decades of experience across various marketing disciplines. His diverse background includes...

In order to carve out a credible thought leadership positioning for your business or personal brand, it's important you're able to unlock, shape and communicate your ideas. One way of doing this is to produce 'deep content' that sparks conversation and attracts an audience. *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***My guest for this episode is Sonja...

In this episode, I unpack today's PR toolkit - all the options that fall under owned media, earned media, social media, and - to a lesser degree - paid media. Options - communications channels and content modalities (not apps and tools) - that PR pros are leveraging on a daily basis for the benefit of their clients or the organisations they work for. Here's the good news - as an entrepreneurial business owner, you can do this too, for the benefit for your company! To win hearts and minds...

This episode is a bit different in that I am interviewed by culture and leadership expert, Tristan White, about the power of content and communication - it's an expansive conversation where I lay it all on the line! [ Tristan originally interviewed me on his Think Big, Act Small podcast ] The discussion centres on how entrepreneurs can effectively utilise public relations to good effect in their business, and broadens out from there. By understanding their audience and integrating content...

In the two previous episodes, I introduced the concept of ‘Content Buckets’ and discussed the four types ('buckets') of content that business owners should be considering producing i.e. utility content, leadership content, human content and brand content. That was Episode #8. I followed it up with Episode #9, in which I dissected leadership content; I explained what it is, and how it differed from other types of content you might be currently producing. In this episode, I delve into the...

In the last episode (#8) I outlined my ‘Content Buckets’ model and explained how it has assisted me in helping entrepreneurs and business leaders to clarify their thinking around the content they (want to) produce. The goal of the model is to help us become more intentional with the content we create and distribute. Recapping the four content groups: ‘Utility’ (useful, helpful, audience-first); ‘Leadership’ (flag-in-the-ground, lead the conversation); ‘Human’ (behind the public face of your...

In this episode, I introduce my 'Content Buckets' model. This model, or framework, has been refined over many years and has proven to be an invaluable tool for categorising different types of business content. Key points covered: 1. Utility Content: Provides useful how-to information that addresses the needs and pain-points of your audience, relative to your field of expertise.2. Leadership Content: Inspires people to think bigger while challenging their thinking around relevant topics and...

In this episode, I delve into the world of digital communications and public relations, focusing on how journalists can elevate your content. This is a must-listen for business owners looking to imrpove their online presence in what is a hyper-competitive digital-first marketplace. Key points covered: The importance of quality content: We discuss why smartly produced content gives you an edge online and positively impacts your commercial goals. Benefits of hiring journalists: Learn about...

If you're a solopreneur or you run your own growing business and employ people, this episode will resonate! My message to you is this: PR is more important than ever for your business. Let's face it, your prospective clients and customers hate advertising and promotional chest-beating. They don't want to be incessantly pitched at and marketed to. Plus, with AI and bots becoming more prevalent in the marketplace, people will start craving 'the human touch' more than ever, if they don't...

Another meaty one for you. Just setting the scene for later episodes! In episode one I broke down what PR is - and isn't. We busted some myths, and explored the broad canvas that is public relations. In episode two, I unpacked mt 'Marketing Communications Pyramd' to illustrate the role PR played in the broader marketing picture. In this episode, I discuss the 'secret sauce' of being a good PR operator 💥  PLEASE NOTE: You don't have to have studied PR necessarily to be able to master the...

In this micro-episode, I discuss how to generate media coverage for your business or personal brand using what I call the 𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗵𝘂𝗻𝗱𝗲𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. If you want to take things up a notch with your PR and marketing efforts, then generating editorial exposure for your business or personal brand can really help increase your reach and visibility. But it's important to do it in a way that's strategic and sustainable. ENTER: The 'Rolling Thunder Strategy' - this is most suitable for owned of...

One of the key foundational activities of PR is to build the base of communications for our brand and our business. In the previous episode, I unpacked my 'Marketing Communications Pyramid', which is anchored by owned media and social media. Along with earned media, they (ideally) form the base of your marketing communications eco-system. In other words, they help make your paid-for marketing activities work harder! In this episode I cover off owned media, and discuss why it's important...

In this episode, I unpack what I call my 'Marketing Communications Pyramid'. This is a framework I've used for years to break down the various elements that make up the marketing mix; I do this so I can, in turn, isolate the PR elements and where they sit in the broader picture. I contend that PR sits at the base of the pyramid, and builds the foundations for the broader marketing communications of a business (or organisation). THINK: a strategic blend of owned media, social media and...

PR is a weapon, but only if you understand how to harness its power for the benefit of your business, cause or issue! But first, let's get down to basics. I spend this episode unpacking the concept of public relations, discussing what it really is, and why it's important for solopreneurs and business owners to understand the crucial role it plays in the marketing mix.  SPOILER ALERT: If your view of PR has been influenced by Hollywood or the media generally ... then get ready for to start...