#Secretsof6FigureJefas: Your PR Strategy Questions Answered
Ready to start getting noticed by the media? You don't want to miss this one!
Hola hola familia!
I am super excited to be back this week with another edition of #Secretsof6FigureJefas. And trust me friends, you will not be disappointed with this week’s industry expert.
I’d love to introduce you to a true creative multi-hyphenate, my dear client, amiga, the founder of Bloom PR and the publicist behind Jefa in Training’s success - Magdaline Hurtado.
Merging her passion for creating with her yearning for representation, Magdaline has spent the last six years dedicated to building and executing creative PR campaigns that authentically speak to and uplift multicultural and international communities.
Her intentional work has catapulted brands such as Morocco Tourism, Hello Updo, WORD Agency and HBO Max Pa'lante!, Newark Symphony Hall, Buchanan’s Whisky and Tequila Don Julio to name a few, into the spotlight of media recognition.
And today, we’re going to learn some of her top secrets.
Are you ready?
#Secretsof6FigureJefas with Magdaline Hurtado
La Hoja: Can you tell us what “getting PR” means these days and what it can do for a small business or startup?
"Getting PR" refers to securing media coverage to generate public awareness and interest for a brand, business, individual or event. Media coverage includes, but is not limited to, magazine articles, broadcast interviews, newsletter features and social media posts published by a creditable outlet that highlights your entity/news.
PR, or public relations, can greatly benefit a small business or startup by enhancing its brand visibility, credibility and reputation ultimately attracting customers, investors and partners. Packaged with the brand story, enticing messaging and engaging imagery, PR can contribute to building relationships with the target audience and creating a positive public image for the company. While PR may not always result in immediate sales, a well-executed PR strategy generates brand awareness that can effectively convert interested viewers into loyal customers.
If someone wanted to do their own PR, where would they start?
Before kicking off your own media outreach it is important to know why your brand exists. Ensuring you have the messaging foundation to your brand including its origin story, mission, vision, and purpose, among other aspects, is essential to media coverage. If you are not even aware of your own story, how can you expect others to share it?
Alongside effective messaging, the use of high-quality imagery to showcase your products is equally vital. Aligning the visual representation, images and/or videos, with the purposeful messaging content enhances the overall appeal and significantly increases the chances of capturing media attention.
At what point should a small business owner reach out to a publicist? What does a publicist do for them?
When a small business owner has solidified the messaging foundation for their brand, it is a perfect time to consider reaching out to a publicist. Engaging a publicist becomes crucial in effectively articulating and communicating your brand story. While the publicist's expertise lies in refining and exploring your narrative, it is vital for you to have a clear idea in place to initiate the process of sharing your story or product with the media. By collaborating with a publicist at this stage, you can maximize the impact of your messaging and enhance your chances of media coverage and brand exposure.
A publicist plays a crucial role in promoting and managing the public image and reputation of a small business. We typically handle various tasks, including but not limited to:
Identifying a media worth angle.
Crafting and refining the business's story and key messages.
Developing strategic communication plans to reach target audiences.
Building and maintaining relationships with media outlets, journalists, and influencers on behalf of the business.
Creating media content including press kits, press releases, and media pitches.
Pitching or distributing the news to spark media interest and arrange potential interviews for media coverage.
Monitoring and responding to media inquiries or public relations issues.
Organizing events, product launches, or press conferences.
Providing guidance on crisis management and reputation protection.
Collaborating with marketing teams to align PR efforts with overall business goals.
Tracking and analyzing media coverage and PR campaign effectiveness.
In essence, a publicist helps elevate the visibility and credibility of a small business through strategic communication and media relations.
Some founders I’ve spoken to think that getting PR should only be a focus when a new product is being launched - what is the key to staying “pressworthy” without constantly launching new things?
While product launches often are excellent opportunities for media coverage, it's important to note that there are many other moments that can be equally "pressworthy." The ability to secure press coverage doesn't solely rely on new product launches. In fact, it is actually beneficial to focus on sharing relatable and evergreen news or stories with the media often. These types of stories (which potentially turn to articles) provide a meaningful narrative to your brand, particularly in today's consumer landscape, where customers are interested in the backstory of brands, including details about the founder, the product's creation process, its positive impact on consumers' lives, expert and professional endorsements, and events, among others . By emphasizing these aspects, you can maintain interest and continuously engage with the media without relying solely on new product launches.
Overall, you just need news. Give journalists something to talk about.
What are some of the biggest mistakes you’ve seen small business owners make when trying to get PR? How can the readers of La Hoja avoid this?
Do not pitch a product without imagery! While words are necessary and descriptive, a picture is worth a thousand words.
Do not wait too late to pitch for a timed moment like Hispanic Heritage Month! Opportunities are scheduled and booked well in advance so don’t miss the opportunity to leverage a moment that aligns with your brand and you!
Pitches should be not more than two paragraphs (if that); don’t write a thesis paper to pitch the media!
Don’t pitch your new face butter to a sports editor! While their skin may need it, they won’t be publishing the story. Make sure to find the right contacts that would cover your news.
So you might be wondering - how can we avoid PR mistakes and be ready for any opportunities to pitch to media?
My recommendation will always be to consult a publicist who is experienced in your industry, meaning they have to truly understand your target audience and have contacts in that space.
Luckily for us, Magdaline is offering discounted consultations for readers of La Hoja through July 15th. If you want to grab your 90-min strategy session for $299 (normally $375) click the button below, or if you have any questions, email magdaline@bloompr.work.
Want to be in a community of jefas like Magdaline? Consider applying to The Jefa in Training Circle!
If you’re looking for a thought partner who is invested in your business and a group of jefas to help you as you grow, apply to The Jefa in Training Circle.
We are already at 40% capacity so get your application in ASAP!
Your membership includes:
25-min 1on1 monthly check-ins with Ashley during her office hours (Usually between 10AM to 4PM PST) to help you identify and work through business blindspots, build your roadmap, strategize launches + more.
Monthly interactive workshops on pricing strategy, building a partnership ecosystem, community marketing as a sales strategy, book writing/publishing, diversifying revenue streams, starting your speaking career + more.
Ongoing business development exercises (ex: “share your pitch for feedback”, sales funnel revamp challenges + more) workshopped on Circle with Ashley and your new group of thought partners.
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As always, if you have any questions or just want to say hola, I will be excited to hear from you!
Hasta pronto! xx
😍😍😍