You are a new business owner. In fact, not only are you a new business owner but you are an entrepreneur…on your own, launching your ideas into reality to generate revenue. Go you! That’s awesome!
The trouble that comes with being an entrepreneur is that you literally have to do absolutely everything by yourself, all the time. And listen, PR should be a huge part of your marketing strategy because guess what? You’re out time, not money, if your efforts don’t pay off.
That’s really attractive for a biz that’s just getting off the ground, you know?
So let’s say you already know that detail, so you’re going to do your best to educate yourself on how you can successfully “PR” yourself and generate brand awareness as well as drive sales to help out your bottom line.
You dive into the wonderful world wide web, super excited to get your education on when you’re slammed head on by jargon-y phrases that you literally have NO IDEA what they mean.
You quickly lose steam, and find yourself pushing your PR efforts to the back burner for when you have time to devote to learning about the practice and better understanding the jargon that comes with the profession.
big mistake, you are literally leaving money on the table!
I get it guys, trying to do it all can be super frustrating when you’re just trying to generate income…and that’s why I’m here to help. I’m going to go ahead and define some of the most basic PR language for you all so hopefully you’re able to more efficiently PR yourself without getting too caught up in the minutia.
Let’s get to it.
Public Relations: Public relations is the act of representing yourself, your products, a brand, a brand’s products to the public through media relations
Influencer: (phrase used interchangeably with “content creator”) A person who has built a credible social following of engaged subscribers/ followers on any or all social media platforms.
Earned Influencer Relations: When you (as a brand/person/entity/whatever) reach out to influencers on a personal basis and ask them to test out your product for free in hopes that they love it so much that they share it on their social channels.
Paid Influencer Relations: When you (as a brand/person/entity/whatever) PAYS influencers to talk about your product and share it with their audience. Basically, an advertisement. But I hate that word, so don’t use it when talking about influencers.
Influencer Engagement: The number of “likes” and “comments” an influencer gets on their content.
Traditional Press: Magazine editors, website editors, NOT bloggers
Media Monitoring: The act of combing the Internet for articles and content that mention the brand you are representing or work for.
User-Generated Content: Content generated by the consumers who buy your product and share it on social media.
Owned Content: Content you create yourself. Flatlays, memes, GIFs…if you create it yourself versus stealing it from somewhere on the Internet, that’s considered “owned.”
Press Events: Parties/ breakfasts/ cocktails/ activities that are organized by the PR person and designed to reinforce product messaging to media in an organic or indigenous way.
Press Mailers: Shipments that are sent out to media in order to deliver your products right to their desks to test out. Usually are creative and include MORE than just your product. E.g., sending a sleep mask with a product that is supposed to promote a good nights’ sleep.
One-on-One Entertaining: (otherwise known as editor dates) Involves taking media out for an experience or meal or event so you can spend 10% of time talking about work/ your product and 90% of the time getting to know the media member.
Press Placement: The resulting effort of pitching an editor or influencer your product and having it show up in the pages of a magazine, within a social media post, or within a YouTube video without having to pay for it.
Pitch: An email sent to media that includes new product/ new brand initiative information in hopes of securing a press placement
Media List: A working document that includes contact information for media. Typically includes name of editor/influencer, email address, outlet that they write for, mailing address. Can also include personal details like birthdays, cell phone numbers, etc.
Product Request: When media reaches out to a PR person to request a product from the brand that they represent with an eye towards including it in an article/ video/ social content/ etc.
Fact Sheet: A one-sheeter that includes relevant information about a new product launch that press can reference when writing or recording their article/ video/ social content. Typically includes product name, pricing information, where to purchase, key product benefits, and key points of difference.
Those are the basics, and trust that I’ll be sure to update as we cover more ground!!
Hit me in the comments with your questions!