Mastering Public Relations: Strategies for Building Trust and Navigating Media Relations with Justin Goldstein

Episode Release Date: December 1, 2024

In this insightful episode of the SEO Podcast: The Unknown Secrets of Internet Marketing, host Matt Bertram delves deep into the realm of Public Relations (PR) with seasoned PR strategist Justin Goldstein from PR73. The conversation centers around building trust, effective media relations, and integrating PR into broader marketing strategies to elevate a brand's online presence.

1. Introduction to the Episode and Guest

Matt Bertram kicks off the episode by introducing Justin Goldstein, highlighting his impressive portfolio that includes collaborations with industry giants like Uber, ARP, and General Motors. Justin's expertise in PR strategy and his contributions to renowned publications such as Ad Age and Forbes set the stage for a comprehensive discussion on PR's pivotal role in internet marketing.

Justin Goldstein [02:10]: "We've been working with some really cool clients like ARP, the Consumer Product Safety Commission, the New York Public Library, American Bar Association... having a lot of fun doing it and looking forward to what the future holds."

2. Establishing Trust in the Online Space

The conversation begins by emphasizing the critical role of trust in online marketing. Matt underscores that establishing trust is foundational for attracting ideal customers and building a reputable brand.

Justin Goldstein [03:30]: "Trust is ultimately the critical component of what is going to allow any online practitioner to get customers and clients. Because if people don't believe in the product that you're putting out and the person that you are as a professional, they're not going to choose you."

Justin elaborates on how internal trust within an organization influences external messaging and customer perceptions. He cites a research report highlighting prevalent trust issues within communication teams, stressing the need for cohesive internal and external trust-building strategies.

3. Breaking Down Silos in Communication

Matt and Justin discuss the common challenge of siloed communication teams within organizations. Matt reflects on his experience in panel discussions, noting that communication departments often operate in isolation, hindering unified brand messaging.

Matt Bertram [05:34]: "Comms don't always talk to each other. And they're working not in concert, but in a silo."

Justin agrees, explaining that when PR and marketing teams don't collaborate effectively, it can lead to fragmented messaging, reducing the overall impact of communication efforts. He advocates for harmonizing brand messages across multiple channels to ensure consistency and resonance with target audiences.

4. Approaching the Media Landscape and Messaging

The duo transitions to strategies for navigating the media landscape. Matt poses questions about auditing the media environment and testing message reception before global dissemination. Justin outlines a multi-step approach:

1. Audience Landscape Analysis: Understanding demographic details and preferences.
2. Competitor Analysis: Assessing competitors' messaging to inform and differentiate one's own.
3. Aligning with Organizational Goals: Ensuring that messaging supports long-term business objectives.

Justin Goldstein [07:23]: "You definitely want to look at what your competitors are doing... let it influence the kind of messaging development that you yourself are doing internally."

5. Content Strategy and Media Relations

Matt probes into the interplay between content development and media relations, highlighting the importance of aligning content strategy with PR efforts to enhance SEO and audience engagement.

Matt Bertram [09:37]: "When you're trying to decide where all your resources are going to go, how should you be viewing PR and what are some proven steps to win those long-term clients..."

Justin explains that while content development aims to drive direct engagement through owned channels, media relations focus on securing external coverage that enhances credibility. He notes the need to balance these objectives, as media relations often serve broader awareness goals rather than immediate direct engagement.

Justin Goldstein [10:58]: "Media relations can feed into that... sometimes you have to sacrifice one for the other... especially on the media relations front."

6. Managing Crisis and Reputation Management

A significant portion of the discussion centers on crisis management and reputation management. Matt inquires about identifying crisis situations and effective response strategies. Justin emphasizes the importance of proactive preparation and understanding the long-term impact of negative press.

Justin Goldstein [17:25]: "Crisis PR is expensive... you have to really assess whether this is something that's going to be a long-term problem or it just stings for the day and then it goes away."

They explore actionable steps for reputation management, such as crafting response statements and preparing reference documents to address potential crises swiftly.

Justin Goldstein [19:45]: "Having the messaging around the results that you're providing... it's more about that."

7. Leveraging PR for Business Growth and Client Management

Matt and Justin discuss how PR can be instrumental in acquiring new business and managing client relationships. Justin outlines methods for integrating media coverage into sales processes to provide social proof and demonstrate expertise.

Justin Goldstein [22:42]: "Media coverage is a fantastic asset for not only top of funnel, but middle of funnel."

Matt shares a success story where strategic media partnerships with the Houston Texans significantly boosted a client's brand value, illustrating PR's tangible impact on business growth.

Matt Bertram [27:47]: "We generated a little bit under a million dollars in press value within three weeks."

8. Deciding to Engage in Media Relations

The conversation shifts to helping businesses determine whether to invest in media relations. Justin advises considering budget constraints and ensuring the internal infrastructure can effectively leverage PR efforts.

Justin Goldstein [31:36]: "If you don't have an infrastructure and process in place to make use of the work to build the business and generate engagement, it can almost be pointless."

He underscores that PR should support broader business objectives and requires strategic utilization to yield meaningful results.

9. Repurposing Content and Infrastructure

Matt highlights the importance of repurposing content to maximize its value across different platforms and stages of the marketing funnel. He stresses that without an effective strategy and infrastructure, valuable content assets can go underutilized.

Matt Bertram [33:36]: "Hiring an organization to help you with that strategy and have that infrastructure in place to syndicate it out... is really quite important."

Justin concurs, noting that repurposing not only extends the lifespan of content but also reinforces messaging consistency across channels.

10. Conclusion and Actionable Steps

As the episode wraps up, Matt seeks final actionable takeaways for listeners looking to enhance their PR strategies. Justin reiterates the importance of strategic messaging and media relations in building trust and authority.

Justin Goldstein [36:35]: "If you can do that, you can definitely consider hiring a team because then you'll feel more like you're using what they're doing."

Matt and Justin conclude by encouraging businesses to assess their PR needs thoughtfully, invest in strategic communication efforts, and ensure they have the necessary infrastructure to support and capitalize on PR initiatives.

Key Takeaways

• Trust is Fundamental: Building and maintaining trust is essential for attracting and retaining customers online.
• Break Down Silos: Integrated communication between PR and marketing teams leads to cohesive and effective brand messaging.
• Strategic Media Relations: Understanding audience demographics, competitor messaging, and aligning PR efforts with business goals enhances media relations.
• Crisis Preparation: Proactive reputation management and having crisis response strategies are crucial for mitigating negative press.
• Leverage PR for Growth: Media coverage serves as social proof and can significantly aid in lead generation and client acquisition.
• Repurpose Content: Maximize the value of content assets by repurposing them across various platforms and marketing stages.
• Assess PR Investments: Ensure adequate budget and infrastructure are in place to effectively utilize PR efforts for business growth.

For businesses seeking to elevate their PR strategies and build a robust online presence, this episode offers invaluable insights from a seasoned PR expert. By implementing the discussed strategies, organizations can navigate the complexities of media relations, foster trust, and drive substantial business growth through effective public relations.

Connect with Justin Goldstein:

• Website: www.pr73.com
• Email: justin@pr73.com | info@pr73.com

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