Daryl Urbanski and Esther Kiss discussed how to leverage media exposure for personal branding and business growth. They emphasized the importance of credibility, having a conversion mechanism in place, and crafting a compelling media message. They also shared strategies for small business owners to gain media exposure, including understanding one's credibility, leveraging media exposure for business growth, and building a strong online presence. Overall, the conversation highlighted the value of media exposure in establishing credibility and growing one's personal brand or business.
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Episode Highlights
PR and media training for entrepreneurs and experts
- Esther Kiss shares her journey from a 7-year-old entrepreneur to a PR powerhouse.
- Esther Kiss started an agency to connect experts with media opportunities, resulting in seven-figure results for clients.
- Daryl Urbanski agrees that publicity alone is not enough, and a strategy is necessary to monetize media appearances.
PR strategy for small business owners
- Assess your credibility and conversion mechanism to determine media outreach strategy.
- Focus on traditional media for broad credibility, then niche podcasts/YouTube for targeted audiences.
- Esther Kiss shared tips on how to get featured in news publications, such as following journalists and pitching brand new ideas.
- Angela Williams, a licensed psychotherapist and leadership coach, was featured in two news publications within a day, with her name and expertise mentioned five times in one article.
Media training, message refinement, and credibility building for businesses
- Daryl Urbanski and Esther Kiss discuss the value of podcast interviews in building relationships and generating leads.
- Esther shares a success story of how her podcast interview led to a book deal for her client seven years later.
- Esther Kiss suggests practicing media training to improve on-camera presence and message delivery.
- Identifying and understanding the needs and desires of the ideal client is crucial for crafting a clear and compelling message.
- Esther Kiss suggests building credibility through media interviews to establish trust with potential clients.
- Daryl Urbanski highlights the importance of credibility in overcoming objections and establishing trust with clients.
Building credibility and positioning as an expert in a niche market
- Daryl discusses income earning ladder, from generalists to celebrities.
- Esther Expert positioning is crucial for recognition and credibility.
- Esther Niche offers can benefit from media exposure and credibility.
Using media features to boost marketing efforts
- Daryl Urbanski interviews Shopify expert who collects awards to transform business.
- Esther suggests using media features to boost existing marketing activities.
- Esther suggests using published interviews to boost credibility and recognition in the industry.
- She recommends sharing interviews on social media and using them in existing marketing activities to generate tangible results.
How to strategically use media mentions to build credibility and grow a business
- Daryl Urbanski shares his experience using media appearances to gain entry to the US.
- Daryl Urbanski is concerned about being too pushy with reviews and testimonials, which can decrease conversions.
- Esther suggests framing media mentions in a way that benefits the audience, rather than just promoting one's own greatness.
Building a successful business by focusing on quality and innovation
- Esther and Daryl Urbanski share tips on how to build credibility as a journalist, including using a white background for profile pictures and avoiding logos.
- Daryl and Esther discuss marketing strategies, emphasizing quality over quantity.
PR, marketing, and media training for businesses
- Daryl Urbanski shares insights on marketing and sales, highlighting the importance of delivering a high-quality product and being prepared to handle increased demand.
- Esther establishes the effectiveness of her marketing strategies through case studies and a track record of success.
- Daryl Urbanski and Esther discuss the importance of targeting the right media channels for your message.
- Esther emphasizes the need to consider the audience and buyers of your product when selecting media outlets.
Media pitching, AI, online learning, and influencer marketing
- Esther explains how to optimize media appearances by highlighting relevant experience and providing value to the audience.
- Media outlets want to feature authors with a clear next step for the audience, such as a Facebook group or free downloadable resource.
- Esther and Daryl Urbanski discuss habits of high-performance entrepreneurs, including taking action quickly, delivering results, and maintaining a long-term perspective.
- Esther highlights AI's growing importance in media pitching, emphasizing the need for human-written content.
- Online learning and influencer marketing are emerging trends, with many seeking alternative ways to gain knowledge and visibility.
PR strategies for entrepreneurs with Esther Kiss
- Esther provides guidance on how to get media attention and visibility for a business or personal brand.
- Esther offers personalized consulting services for entrepreneurs and businesses looking to grow their audience and revenue.
- Use media features for good, help people, and grow your business.
- Ego and transparency are important in PR, use them for long-term success.