Podcast Summary: Shiny New Clients!
Episode Title: How to Get FREE PRESS for Your Small Business with PR Expert Gloria Chou
Host: Jenna Warriner
Guest: Gloria Chou, PR Expert and Host of Small Business PR
Release Date: December 23, 2024

Introduction to PR and Gloria Chou's Expertise

In this insightful episode of Shiny New Clients!, host Jenna Warriner welcomes Gloria Chou, a seasoned PR expert, former TV producer, and US Diplomat. Gloria specializes in assisting early-stage and unknown small business founders in securing coverage in prestigious news outlets such as The New York Times and The Wall Street Journal. With a remarkable track record that includes generating over a billion organic views for small businesses through cold calling, Gloria introduces her mission to democratize PR for businesses of all sizes, regardless of their funding or stage of development.

Notable Quote:
Gloria emphasizes the essence of earned media, stating, “More than just getting a logo on your website, it's really about feeling safe to be seen in places maybe you don't see yourself reflected.” (04:22)

Defining Public Relations: Beyond the Celebrity Image

Gloria begins by demystifying PR, often perceived as exclusive to politicians or celebrities. She clarifies that PR is about securing organic, earned media without paying for placements. Unlike marketing, which is self-promotional, PR leverages industry recognition, making your business an authoritative voice within your sector.

Key Points:

• PR as organic, earned media.
• Differentiation between marketing (self-promotion) and PR (industry recognition).
• Importance of PR in driving organic SEO through powerful backlinks and enhancing trust and credibility.

Notable Quote:
Gloria succinctly describes the relationship between marketing and PR: “Marketing is you talking about you and PR is your industry talking about you.” (03:19)

The CPR Pitching Framework: A Proven Strategy for Success

Central to Gloria's approach is the CPR Pitching Framework, an acronym for Credibility, Point of View, and Relevance. This structured method ensures that pitches are compelling and tailored to resonate with journalists and their audiences.

Breakdown of the CPR Framework:

1. Credibility: Establishing why you are a reliable and knowledgeable source.
2. Point of View: Presenting unique insights or perspectives that add value to the story.
3. Relevance: Aligning the pitch with current trends, seasonal themes, or topical news to capture immediate interest.

Notable Quote:
Gloria outlines the framework: “Credibility, point of view, and relevance. And you always want to start your pitch with relevance because you want to capture the journalist's attention right away.” (07:14)

Crafting the Perfect Pitch: Specificity and Seasonal Relevance

Gloria emphasizes the importance of specificity in pitches. By narrowing down the focus, businesses can present highly relevant and targeted stories that stand out to journalists. She illustrates this with the "layer of an onion" analogy, encouraging businesses to peel back generic layers to reveal the juicy core of their unique story.

Practical Tips:

• Be Specific: Instead of broad topics like “wellness tips,” narrow it down to "wellness tips for midlife women with long COVID."
• Seasonal Alignment: Match your pitch to current events or seasonal trends to enhance relevance.
• Contrarian Angles: Present unique or opposing viewpoints to standard narratives to intrigue journalists.

Notable Quote:
Gloria advises on specificity: “Wellness tips for women over 50. Okay, that's good. What about more wellness tips for midlife women with long Covid. Do you see how it just gets more and more better the more you peel away the layer of an onion?” (10:13)

Building and Maintaining Media Relationships

A critical component of successful PR is the cultivation of strong relationships with journalists. Gloria advises businesses to move beyond generic media lists and instead target specific journalists who cover relevant beats within their industry.

Strategies:

• Create Targeted Media Lists: Identify and record the names of journalists who specialize in your industry.
• Use Tools like Google News Alerts: Stay updated with the latest trends and news within your sector to inform your pitches.
• Personalize Outreach: Tailor each pitch to the journalist’s interests and current coverage themes.

Notable Quote:
Gloria explains the importance of targeted media lists: “It's the specific writer who's covering your beat, whether it's parenting, sustainability, beauty, whatever that is.” (14:00)

Practical Tools and Resources for PR Success

Gloria shares valuable resources and tools that entrepreneurs can utilize to streamline their PR efforts:

1. Google News Alerts: Set up alerts with industry-specific keywords to stay informed about relevant news and trends.
2. Media Databases: Utilize databases of journalists across various beats to build comprehensive media lists.
3. Pitch Templates: Access over 50 industry-specific pitch templates to facilitate the crafting of effective pitches.

Program Offerings:

• PR Starter Pack: A comprehensive program available at prstarterpack.com, featuring a database of over 100,000 journalists and customizable pitch templates.
• Free PR Masterclass: Available at gloriachildpr.com, providing a step-by-step guide to the CPR pitching framework.

Notable Quote:
Gloria highlights her program’s capabilities: “In my program for people who are doing it this way, I have a database of a hundred thousand journalists across 150 beats or industries.” (14:17)

Integrating PR with Other Marketing Strategies

Towards the end of the discussion, Jenna and Gloria explore how PR complements other marketing efforts, particularly social media. Gloria advocates for a synergistic approach where press placements bolster social media presence and SEO, creating a robust marketing ecosystem.

Key Insights:

• Content Repurposing: Use podcast appearances as content for multiple social media channels.
• Long-Term Strategy: Focus on building sustainable PR practices that provide ongoing benefits rather than short-lived viral moments.
• Mutual Benefits: Align PR initiatives with broader marketing goals to enhance overall visibility and credibility.

Notable Quote:
Gloria underscores the long-term advantages of PR: “PR and learning how to position and building relationships with the media to me is a much higher leverage activity than just spending six months on Instagram hoping that you're going to get a couple sales.” (18:18)

Final Thoughts and Resources

As the conversation wraps up, Gloria encourages listeners to take actionable steps towards enhancing their PR efforts. She reiterates the accessibility of PR through her frameworks and resources, emphasizing that PR is an essential skill for sustainable business growth.

Actionable Steps:

• Enroll in the PR Starter Pack: Gain access to extensive media lists and pitch templates.
• Attend the Free Masterclass: Learn the CPR pitching framework in detail.
• Engage on Social Media: Follow Gloria on Instagram @gloriapr for ongoing tips and insights.

Final Quote:
Gloria motivates entrepreneurs to embrace PR: “Understand that your business needs you to start doing this. And just like everything else, yes, it might take time, but you're learning a skill.” (17:17)

Conclusion

This episode of Shiny New Clients! offers a comprehensive guide to leveraging PR for small business success. Gloria Chou’s expertise demystifies PR, presenting it as an attainable and highly effective strategy for building credibility, enhancing SEO, and driving sustainable growth. Entrepreneurs are empowered with actionable frameworks, practical tips, and valuable resources to secure free press and elevate their businesses in competitive markets.