The $100 MBA Show: Episode MBA2506 - How To Get Free PR for Your Business

Host: Omar Zenhom
Release Date: August 12, 2024
Podcast Description:
Awarded Best of Apple Podcasts, The $100 MBA Show delivers practical business lessons for the real world. These no-fluff episodes are packed with the pure business-building training entrepreneurs crave. Host Omar Zenhom shares lessons, strategies, and insights from over 20 years of entrepreneurship, including experiences from bootstrapping two multi-million dollar businesses and several smaller enterprises. Learn actionable strategies on validating ideas, audience-building, marketing, sales, reinvestment, and more—all tailored for the average working person with minimal resources.

Introduction

Omar Zenhom opens the episode by emphasizing the transformative power of public relations (PR) for businesses. Drawing from his extensive experience with both his podcast, The $100 MBA Show, and his software company, Webinar Ninja, Omar sets the stage for delivering actionable strategies to secure free PR without hefty expenses.

Notable Quote:

“Getting mentioned in the media not only gives you exposure, but it gives you credibility, increases your customer trust.”
— Omar Zenhom [02:10]

Understanding PR in Different Business Contexts

Omar begins by differentiating how PR strategies may vary based on the nature of the business. He highlights that certain platforms or brands, like his podcast, naturally attract media attention due to their established presence and achievements. In contrast, businesses without such media integration, like Webinar Ninja initially, require more deliberate effort to gain PR exposure.

Key Points:

• Established Media Presence:
  The $100 MBA Show has over 250 million downloads and won Best of Apple Podcasts in 2014, making it a magnet for media mentions.

• Startup Challenges:
  Webinar Ninja, being a software company without a media footprint, needed to proactively implement PR strategies to gain visibility.

Strategy 1: Build Relationships with Journalists

Omar underscores the importance of cultivating relationships with journalists and media professionals. By positioning oneself as a valuable source, entrepreneurs can significantly enhance their chances of securing media coverage.

Steps to Implement:

1. Identify Relevant Journalists:
   Use Google searches like “top 10 webinar softwares” to find writers who cover your industry.

2. Engage on Social Media:
   Follow journalists on platforms like Twitter (now X), engage with their content by retweeting and commenting to build rapport over time.

3. Personal Outreach:
   After establishing a connection, reach out directly to pitch your story or updates.

Notable Quote:

“Their job is to publish interesting stories. They're not looking to publish a commercial of your business. Right?”
— Omar Zenhom [04:20]

Strategy 2: Create a Compelling Press Release

Despite perceptions of being outdated, press releases remain a powerful tool for gaining media attention when crafted effectively.

Key Elements of a Press Release:

• Noteworthy Content:
  Ensure the press release highlights unique and significant aspects of your story.

• Conciseness and Clarity:
  Keep the release brief and to the point, making it easy for journalists to grasp the essence quickly.

• Snowball Effect:
  A well-distributed press release can be picked up by multiple media outlets, amplifying the coverage.

Example:
When Webinar Ninja was acquired by ProProfs, the press release was picked up by major outlets like Yahoo Finance, leading to widespread media coverage.

Strategy 3: Leverage Social Media

Social media platforms are invaluable for attracting journalists and generating PR opportunities through consistent and strategic engagement.

Implementation Tactics:

• Share Valuable Content:
  Post industry-relevant insights, trends, and updates that demonstrate your expertise.

• Engage Actively:
  Participate in conversations, respond to comments, and interact with your audience to build a strong online presence.

• Tailor Content for Visibility:
  Share content that aligns with current trends, such as incorporating AI in business operations, to catch the attention of journalists.

Personal Reflection:
Omar shares his past neglect of social media for Webinar Ninja and his subsequent realization of its importance, advising listeners not to repeat his mistake.

Notable Quote:

“I really didn't love being on social media... I haven't really worked on my social media, but I'm making a change now, so don't be like me. Social media does matter.”
— Omar Zenhom [07:30]

Strategy 4: Become a Thought Leader

Establishing oneself as a thought leader in your industry can naturally attract media attention and PR opportunities.

Methods to Establish Thought Leadership:

• Guest Posts and Columns:
  Write for reputable blogs or publications to showcase your expertise.

• Podcast and Speaking Engagements:
  Participate as a guest on other podcasts or speak at industry events to increase visibility.

• Networking:
  Attend conferences and engage with other industry leaders, which can lead to mentions in media articles.

Example:
At Fincon 2015, Omar networked extensively, leading to a Forbes article featuring individuals he connected with, including himself.

Strategy 5: Become a Journalist

An unconventional yet effective strategy is to engage in journalism yourself, which can position you as an authoritative source in your field.

Steps to Consider:

• Write for Publications:
  Contribute articles to platforms like Inc., Forbes, or Entrepreneur to build recognition.

• Understand the Craft:
  Interview existing journalists to learn their processes and apply those techniques to your writing.

• Regular Contributions:
  Maintain a consistent presence through regular columns or articles to stay top-of-mind for media referencing.

Notable Quote:

“If you're a thought leader, if you've done well in your industry, you can actually write for some of these websites like Inc and Forbes and Entrepreneur.”
— Omar Zenhom [08:50]

Strategy 6: Utilize PR Platforms

PR platforms connect businesses with journalists seeking sources for their stories, streamlining the process of gaining media mentions.

Popular PR Platforms:

• HARO (Help a Reporter Out):
  Connects businesses with journalists looking for expert insights.

• SourceBottle:
  Similar to HARO, it allows businesses to respond to journalists’ queries and offer contributions.

Best Practices:

• Prompt Responses:
  Journalists often work with tight deadlines, so timely replies increase the likelihood of being featured.

• Provide High-Value Insights:
  Ensure your responses are informative and relevant to stand out as a credible source.

Example:
Webinar Ninja used HARO to position themselves as webinar experts, resulting in numerous media mentions.

Recap of the Six Strategies

1. Build Relationships with Journalists:
   Engage and connect with journalists to secure media coverage.

2. Create a Compelling Press Release:
   Develop and distribute noteworthy and concise press releases.

3. Leverage Social Media:
   Use social platforms to share valuable content and attract media attention.

4. Become a Thought Leader:
   Establish expertise through content creation and public speaking.

5. Become a Journalist:
   Write for publications to enhance visibility and authority.

6. Utilize PR Platforms:
   Respond to journalists’ queries on platforms like HARO and SourceBottle promptly and effectively.

Closing Insights: Omar emphasizes that while securing free PR is cost-effective financially, it demands significant time and effort. Consistent relationship-building, content creation, and proactive engagement are essential for successful PR strategies.

Final Notable Quote:

“When it comes to anything that's free, it's free in terms of money, but it's not free in terms of time and effort.”
— Omar Zenhom [14:00]

Conclusion

Omar Zenhom concludes the episode by reinforcing the value of investing time and effort into PR strategies to reap substantial benefits in exposure, credibility, and customer trust. He encourages listeners to implement the six strategies discussed to enhance their business's media presence without incurring significant financial costs.

Call to Action:

• Share the Podcast:
  Omar encourages listeners to share the podcast with friends who might benefit from the insights.

• Implement Strategies:
  Apply the outlined PR strategies diligently to achieve free and effective media coverage.

Additional Resources: For more information and resources on business strategies and PR tactics, visit https://100mba.net.

Advertisements:

Note: While advertisements are part of the podcast, this summary focuses solely on the content-driven segments as per instructions. Key ad snippets included minimal references to maintain the flow.

Transcript Excerpts for Notable Quotes:

1. [02:10] – Introduction to the importance of PR.
2. [04:20] – Emphasizing journalists' focus on interesting stories.
3. [07:30] – Omar’s personal reflection on social media efforts.
4. [08:50] – Discussing thought leadership and writing for publications.
5. [14:00] – Highlighting the investment of time and effort in PR.

This comprehensive summary encapsulates the key lessons and actionable strategies shared by Omar Zenhom in episode MBA2506 of The $100 MBA Show, offering entrepreneurs valuable guidance on securing free PR to bolster their business's visibility and credibility.