Built Online Podcast - Episode 81 Summary

Title: How Small Businesses Can Leverage PR for Success with Gloria Chou
Host: Cody McGuffey
Guest: Gloria Chou
Release Date: December 23, 2024

In Episode 81 of the Built Online Podcast, host Cody McGuffey sits down with Gloria Chou, a former U.S. diplomat turned PR specialist, to explore how small businesses can harness the power of public relations (PR) to achieve significant growth and visibility. This comprehensive discussion delves into Gloria's unconventional approach to PR, the fundamental differences between PR and traditional marketing, and actionable strategies that e-commerce entrepreneurs can implement to secure media coverage without relying on expensive PR agencies.

1. Introducing Gloria Chou: From Diplomacy to PR Innovator

Gloria Chou shares her unique journey from working as a U.S. diplomat to forging a successful path in the PR industry without ever stepping foot in a traditional PR agency.

[02:49] Gloria Chou: "I've actually never worked a day in my life in any PR or marketing agency... PR agencies are not built for small businesses and no one's really serving the small business e-commerce founder."

Gloria emphasizes that her non-traditional background has empowered her to develop innovative PR strategies tailored specifically for small businesses and e-commerce entrepreneurs.

2. Understanding Public Relations: PR vs. Marketing

A critical segment of the conversation delineates the distinctions between PR and other marketing activities, highlighting the unique benefits PR offers to businesses.

[05:44] Gloria Chou: "So I feel like marketing and ads and social media is you talking about you, but PR is your industry talking about you."

Gloria explains that while marketing involves direct communication and promotion, PR focuses on earning third-party validation through media coverage, which enhances credibility and SEO performance.

[05:50] Gloria Chou: "And it's really about getting that third party validation. And so when we think about the buckets of marketing activities, there is no higher leveraged activity than PR."

She contrasts organic PR with paid advertising, underscoring how editorial features in reputable outlets like TechCrunch or Business Insider can significantly boost a brand's authority and online visibility without the recurring costs associated with traditional advertising.

3. The CPR Method: Crafting Effective PR Pitches

Gloria introduces her proprietary CPR Method—a strategic approach to writing compelling pitches that resonate with journalists and secure media features.

CPR stands for:

• Credibility
• Point of View
• Relevance

[15:24] Gloria Chou: "So the CPR method teaches you how to write... a subject line that reads like an article... you want your subject line to almost read it like an article so that they know what is the category and what is the price point."

Gloria elaborates on each component:

• Credibility: Establish trust by highlighting your brand's expertise or unique story.
• Point of View: Present a clear perspective that aligns with current trends or seasonal themes.
• Relevance: Ensure your pitch addresses what the audience is currently seeking, enhancing its appeal.

She provides a practical example using a "mom shirt" from Etsy, demonstrating how to tailor pitches for various angles such as personalized gifts, seasonal trends, and specific use cases like "best gifts for new moms."

[10:00] Gloria Chou: "So let's talk about the mom shirt... It's about knowing how to position it."

4. Building and Utilizing a Media Database

Effective PR requires targeting the right journalists. Gloria shares strategies for identifying and compiling a robust media database tailored to your industry.

[00:00] Gloria Chou: "Do not send the pitch to infozzfeed.com or editorlora.com no one's going to read that. You need to find the commerce or shopping editor or writer."

She advises using tools like Google News alerts with specific keywords (e.g., "Gift guide," "Gift Roundup") to discover relevant articles and the journalists behind them. This information can then be organized into an expanding Excel spreadsheet, effectively creating a personalized media database.

Additional resources include:

• HARO (Help a Reporter Out): A platform where businesses can respond to journalist inquiries.
• Subscribed Journalists on Substack: Following journalists who regularly publish gift guides and product features.
• Social Media Hashtags: Tracking hashtags like #journalistrequest or #giftguide on platforms like Twitter and Instagram to find real-time pitching opportunities.

[08:04] Gloria Chou: "You can start to copy and paste the name of the journalist writing that article into your ever expanding Excel spreadsheet, which becomes your own media database."

5. Executing the PR Pitch: From Submission to Publication

Once a pitch captures a journalist's interest, Gloria outlines the subsequent steps to ensure successful media coverage.

[25:13] Gloria Chou: "If it's for product, it's just like, cool, we're going to feature it. Because in the pitch you already said everything you need to say."

Key actions post-pitch acceptance include:

• Sending Samples: Providing tangible proof of your product's quality.
• Maintaining Professionalism: Ensuring interactions are transparent and beneficial for both parties.
• Timing Flexibility: Understanding that publication timelines can vary from hours to weeks.

Gloria emphasizes the importance of casting a wide net by pitching to numerous journalists to increase the likelihood of securing features.

[26:15] Gloria Chou: "Not just to five journalists, but I'm talking 50 journalists. Like cast a wide net."

6. Overcoming PR Challenges for Small Businesses

Gloria addresses common misconceptions and barriers that small business owners face when attempting to leverage PR.

[23:21] Gloria Chou: "And the PR agencies don't want us to know that. And that's why they charge a lot of money. So, of course, traditionally, we think it's for the big guys."

She asserts that PR is accessible to all businesses, regardless of size or budget, by adopting her CPR Method and creative pitching strategies. Gloria stresses the importance of self-advocacy and being proactive in securing media coverage.

[05:24] Gloria Chou: "I started getting my client featured on CNBC, Wall Street Journal, New York Times, FT."

7. Success Stories: Real-World Outcomes with the CPR Method

Gloria shares inspiring examples of businesses that have successfully implemented her strategies to gain media coverage and achieve notable milestones.

[24:14] Gloria Chou: "We had someone who... made swimsuits... used the CPR method... got featured in Elle, Cosmo, Allure, Popsugar, Desert Magazine, or Sunset Magazine."

Another success story includes a business owner from Brazil who, despite language barriers, secured multiple high-profile features and expanded into retail stores by leveraging Gloria's methods.

[28:08] Gloria Chou: "I've had people sell out of their stuff and get featured so many times that they got investor money... someone who opened up their first brick and mortar store."

8. Balancing PR with Business Operations

Gloria discusses how PR efforts integrate seamlessly with broader business strategies, enhancing brand authority and differentiating from competitors.

[22:13] Gloria Chou: "It allows you to position yourself so that you can increase your prices. It allows you to differentiate yourself when you have something that's very saturated."

She highlights that effective PR not only drives sales but also fosters long-term relationships with customers by establishing the business as an industry authority.

9. Rapid Fire: Getting to Know Gloria Chou

In a light-hearted segment, Cody and Gloria engage in rapid-fire questions, revealing more personal insights into Gloria's professional philosophies and personal growth journey.

• Favorite Business Book: 10x is Easier Than 2x

  [30:43] Gloria Chou: "I recently read 10x is easier than 2x and I love, love, loved it."

• Worst Business Advice:

  [30:53] Gloria Chou: "Going against what everyone's saying is what made me successful."

• One Thing She Wishes She Knew Before Starting:

  [31:22] Gloria Chou: "How it was going to be a mirror into my own healing journey."

• Work Hours:

  [31:43] Gloria Chou: "I probably work about 30 or more. I don't think more than 30 hours a week."

• How Friends and Family Describe Her:

  [32:17] Gloria Chou: "They would say that I am a mold breaker. I really make people feel seen."

• Opinion on Entrepreneurship for Everyone:

  [32:41] Gloria Chou: "I absolutely do not think everyone should be an entrepreneur."

10. Resources and Next Steps with Gloria Chou

Gloria invites listeners to further engage with her resources to deepen their understanding and implementation of effective PR strategies.

• Podcast: Small Business PR—interviews with journalists from Forbes, Business Insider, Wall Street Journal, New York Times.
• Instagram: @GloriaChouPR
• Masterclass: Visit gloriachowpr.com/masterclass for a free training on the CPR Method.

Gloria emphasizes that utilizing these resources can lead to tangible results, such as securing media features and attracting investor interest.

[35:15] Gloria Chou: "I've had people watch that training and get featured within like a week of watching it."

Conclusion

Episode 81 of the Built Online Podcast offers invaluable insights for small business owners and e-commerce entrepreneurs seeking to elevate their brands through strategic public relations. Gloria Chou's expertise and practical advice demystify the PR process, making it an accessible and powerful tool for businesses aiming to gain media exposure, build credibility, and drive sales. By implementing the CPR Method and leveraging tailored pitching techniques, listeners are equipped to transform their PR efforts into a cornerstone of their business growth strategy.

Notable Quotes with Timestamps:

• [05:44] Gloria Chou: "So I feel like marketing and ads and social media is you talking about you, but PR is your industry talking about you."

• [15:24] Gloria Chou: "So the CPR method teaches you how to write... a subject line that reads like an article..."

• [23:21] Gloria Chou: "And the PR agencies don't want us to know that. And that's why they charge a lot of money."

• [24:14] Gloria Chou: "We had someone who... made swimsuits... used the CPR method... got featured in Elle, Cosmo, Allure, Popsugar, Desert Magazine, or Sunset Magazine."

• [32:41] Gloria Chou: "I absolutely do not think everyone should be an entrepreneur."

For more detailed strategies and personal anecdotes, listeners are encouraged to tune into the full episode and explore Gloria Chou's resources to enhance their PR capabilities and drive their business success.