214 – How to Transition to the Next Level with PR and Publicity

Karen Yankovich 0:00
You’re listening to the good girls get rich podcast episode 214.

Intro 0:05
Welcome to the good girls get rich podcast with your host, Karen Yankovich. This is where we embrace how good you are girl, stop being the best kept secret in town, learn how to use simple LinkedIn and social media strategies and make the big bucks.

Karen Yankovich 0:23
Hello, I’m Karen Yankovich, the host of the good girls get rich podcast. And this is episode 214. This show is brought to you by she’s linked up where we teach women simple relationship and heart based LinkedIn marketing, a system that gets you on the phone consistently with the kinds of people that can change your business, change your life, change your bank account forever, we want to create more wealthy women of influence in this world. And I know that that comes down to the people you surround yourself with. And I know that we can make an impact to that by putting an intention around how we’re building the network of people in our lives. And in our business. And the beautiful thing is we’ve got these tools like LinkedIn. Right, so this is digital marketing, but with that human touch, human to human marketing, if you listen to the show before, if you love what you hear today, I love hearing from you. So make sure that you’re subscribing to this wherever you’re listening, I’d love for you to leave a review so I can understand better what episodes are resonating with you share this episode on social media, use the hashtag good girls get rich, make sure you tag me so that we make sure that we can see it. And then I can share your posts with my audience and help you get more visibility as well. Right helping each other lifting each other up. In the show notes, there’s the link for SpeakPipe, you can leave me an audio message there, I love getting audio messages from you, I reply to every single one of them personally, if you just go to Karen yankovich.com/ 214, you’ll see all the information, the show notes for this episode. And you’ll see that link to speak pipe. And that you can leave us a review, you can maybe you’ve got a guest you think I should interview or a topic you’d like me to talk about. So that’s a great place to do that. So check that out. So a couple of weeks ago, Episode 212, I talked about how, when I was doing some planning for 2023. For our she’s linked up program, I was looking at what the brilliant, beautiful women that are in this program now all had in common. And what I recognized was that many of them, many of them were in some kind of transition. And transition can mean different things to different people, right could be leaving your corporate job and becoming an entrepreneur, it could be that you are you know, you want to get out of the rut that you’ve currently been in. And you want to level up a level, you want to take your six figure business. And it’s time to make it a seven figure business, it could be your completely changing industries altogether. It could be that you’re just recreating yourself. There’s so many different types of transitions. There’s one big problem when you’re doing this work when you’re in this kind of transition. And that is often even though you’ve got you may have been doing this work for years, and maybe you’ve got all this expertise around what you’re doing. You may not have any testimonials or references, right. So you’re stepping into this, you’re stepping into this and most of the women that listen to this show are not brand new to business. So you may have years of expertise doing this work. But without the testimonials or the references, it’s harder to get those first jobs, those first gigs, especially at the prices that you should come in. Because you’ve heard me talk about this before. You cannot build a multiple six or seven figure business? Well, you can but not easily, it’s a lot easier to build a multiple six or seven figure business if you focus on the higher ticket packages. And if you’re doing that, then how do you do that? When you’re asking, maybe the person that you’re reaching out to is the first person that’s paying you $5,000 a month, right? So here’s the thing with this, though, we’ve all been there, right? We all started in the same place. We all started at zero, nobody, you know, I mean very few people, I guess were handed a business and said here’s yours now and can kind of hang the expertise and the and the testimonials and the credibility around what the business has previously done. So that’s you, that’s not what I’m talking about here. I’m what I’m talking about here is, you know, you showing up in a new way and saying like, Okay, well, I know I can do this. I’ve been doing this for years. Now I’m just gonna call myself this, right. So, you know, everybody woke up this way. We all woke up, you know, the same way we were all born naked, crying and you know, having to build our life from that same place. So what do we do? Right? What do we do? Well, one of the things that I recognized years ago, and that I have been teaching and baking into all of the work that I do is that there’s ways that you can build credibility as you are creating this transition for yourself. Right? And that create, be it building credibility is that fastest path to being able to quickly have a very lucrative business, but it’s on us to do that. Right. It’s on us to create this credit ability, you know, if we’re waiting for other people to tell us how great we are, I mean, listen, it’s beautiful. And we should absolutely be collecting those accolades. And, and leaning into those, but at the same time, let’s not wait for them, let’s build some credibility. And for me the way to do that, and the way that I bake in the what I bake into everything that I do, is using publicity, public relations, to build credibility. Right, so let’s just say, let’s just say let’s just use Realtors for as an example, but maybe you’ve been a realtor assistant for years, and never really had your own license or, and now you want to go out and do this on your own. But you know, what you’ve never had your your name has never been the agent of record, I’m not even sure if that’s the right words on a sale or listing before in your life, right? But you’ve been in the industry for years, you’ve been working in the industry for years, what do you do? Well, one of the things you can do is start to look to get PR, if you are the real estate agent in your town, that is as seen in as seen on being quoted in newspapers, interviewed on podcasts, you know, quoted in blogs, you are going to stand out from your other competition, and that credibility is going to help you very quickly build your lucrative business in this place. You’re transitioning to then waiting for it all to happen. Does that make sense? Does that make sense? So a lot of people when I say that they’re like, Well, I you know, I don’t I’m not Oprah, how do I get that? Well, Lisa, is the Oprah did not sit back and wait for it to come to her. She went out and look for it. Every successful person on in the world is going out and looking for these opportunities. We’re not, they’re not just sitting back waiting for, you know, some bolt of lightning, that’s gonna change everything for them. Right. And the beautiful thing about this is it’s not hard. It’s something you can do. And I’m going to tell you how in this episode, so if you if you are taking notes, now’s the time to get your pen out. So let’s first talk about what PR is, you know, and Episode 211, I had a conversation with Rhonda Swann and Ron is amazing. And if you haven’t listened to that yet, you absolutely need to listen to that show. And Rhonda talked about the difference between paid media and earned media. And I want to talk about that for a second. Because you know, as just just as I was prepping for this episode, there was a Facebook group and one of those like women, entrepreneur, Facebook groups, where there’s 200,000 people in them, right. And you know, those groups are, they’re awesome in many ways. But there’s other ways where it’s just like, there’s a lot of piling on on stuff that I don’t know, gets me a little wiggy because I feel like, you know, there’s just a lot of whining that can happen on something that you don’t need to be whining about. And somebody’s the post was something about, I just found out you can pay to have as seen in Forbes, or as seen on somewhere. And everybody else, and there’s so many other people, hundreds of other people were saying like, Are you kidding me? You mean, that’s not real? Like you can just pay people for that. And like they were piling on. And I you know, I dipped my toe into the conversation a little bit because I was just like, well, let’s just look at real, paying for media is not always a bad thing. Right? What nobody’s saying, like, well, you need to tell people if you paid for it. No, you don’t need to tell people if you paid for it. Because first of all, everyone can’t pay for it. Right? You can’t be like somebody that you know, had no, I mean, I guess you can maybe you can, if you’re a multimillionaire, you can pay anybody to do anything, right? But it’s not like people are coming to you, when you’re cold, and you’re not deserving of it and saying, listen, we’ve got this opportunity, it’s $2,000. And you can be in this top 10 Blah, blah, blah, blah, blah, it still it may seem when the first time you hear it, you may be like, wait, what I gotta pay for that. But the reality is, those kinds of opportunities are big opportunities to grow your business. So I’m not telling you to do that. I’m not saying pay for media. I’m just saying don’t be so don’t be so negative about the past the reality that there is such a thing as paid media, many, many people take advantage. I have a marketing budget for paid media. And you at some point when your business is multi six figures and seven figures, we’ll have a marketing budget for paid media, I assure you, okay, so that is that is it’s an it’s an okay thing. But what that means is, you know, and you’ve probably maybe you’ve seen this, maybe there’s a local magazine in your town, where if you sponsor the magazine, they’ll write an article about you, right? It’s not a bad thing to do that. It’s not a bad thing to do that. So that’s paid media, the opposite of paid media, or the the alternative that I want to talk about here is earned media. And earned media is when people talk about you, because you’re doing things interesting, and you haven’t, you know, and they bring up your name in that conversation. And there’s lots and lots of ways to get earned media. And we’re going to talk a little bit about what some of those ways are. And this should be something that you should very quickly, you should have on your you have on your marketing plans. Now, you should have in your marketing plan as you’re building out your marketing plan for 2023 You should have How can I get earned media and have a plan for that have an actual plan for getting earned media, my business and the business of all of the people that I work with have an actual plan for getting earned media because I know that many of these women that I work with that are in some kind of transition when they have this earned media when they’re being too talked about in newspapers and magazines. And sometimes it’s like trade journals, right? Like, if you are a, I don’t know, a bookkeeper that only works with accountants, then you want to get earned media and accountants daily or whatever that you know, whatever the local accountants magazine is, right. So it could be even more specific than that

we’ve had clients that we’ve worked with, that were in very specific niches, right? Like they made a very specific piece of machinery that went into an engine, right. But there’s a trade magazine for that. And if you are the one that that trade magazine is talking about, then it’s a way for you to get more credibility, so you can get more business. So you need to think about, what is your audience reading, listening to consuming in one way, shape, or form? And how can you get your name in those publications with some earned media? And just because I’m calling it earned media doesn’t mean you have to do do things to earn it. I know this because that’s, that may sound a little crazy, but you can you still want to go after those opportunities. Right? And, and I’m going to talk about how you do that in a little bit. But know that earned media doesn’t mean sit back and wait till you earn it, it means go out and look for it. But know that as you’re doing this, what are you earned this is all your years of, of working and doing what you do. Right now you’re showing up as an expert as an influencer, as somebody that people respect your opinions. And I promise you journalists need this, they need this. Every time you turn on the television, or the radio or podcasts, they’re the people that are that have the microphone in their hand, are looking for credible people with great ideas for stories and great sources for information, every single one of them, that’s a big part of their job, make it easy for them, make it easy for them. Alright, second thing I want to talk about, once you start doing this, once you start getting more earned media, and you’re doing this with some of the ways that I’m gonna talk about next, what happens, it gets indexed on Google all of these things, right? So if you put my name in Google right now, there’s 1020 pages, just about me, okay. And that doesn’t mean that I’m like this big deal, it means that I work hard to get lots of earned media, because if I am looking to, you know, if I have a big opportunity, and I’ve got competition in that big opportunity, I know that at some point, the person making the decision on who they’re going to go with is going to throw my name and Google see what comes up. And I can control that. And I control that with earned media. Right, you can control that back to our realtor who just became just got her license last week, right? If she starts getting she or he starts getting pages and pages of mentions in different publications, even if it’s these like local ones, or, you know, yeah, you want to be in the News tab on Google. That’s another whole story. But I’m not talking about that. Right now. I’m just talking about coming up in Google just coming up and Google, you, when you have pages and pages of this, you immediately have credibility that you can lean on while you are building your business. And while you are working towards getting more testimonials and references, right. So while you’re in transition, even though it seems a little counterintuitive. I’ve been doing this for a minute, and you think now I’m the one that they should be interviewing. Yes, yes, yes. Right. Yes, yes, yes. Because they’re not. They’re asking for for experts. If you have an expert opinion, share it, share it, and get some pages and pages of Google that will help you with your credibility, to help you quickly, very quickly build your business as you transition. So I promise you some ideas, some ideas for how to do this. Well, first of all, you’re listening to this podcast right now. And I’m going to challenge you right now and say, and I know some of you have done this. But I also know that it doesn’t happen a lot where I get a LinkedIn connection request from someone that says, Hey, Karen, I’m a listener of good girls get rich, and I wanted to connect with you here on LinkedIn. Think about that for a second. Think about the podcasts that you consume, especially if these podcasts have an audience of people. That could be your audience. Right now you’re getting in front of your ideal people. are you connecting with the hosts of those podcasts on LinkedIn? Right? Are you doing that? Are you building relationships with these podcast hosts? There are, I’m gonna just exaggerate and say a gazillion podcasts. Right? I promise you, if you do a little bit of work, if you take one morning and do some research, you can get yourself booked on 10 podcasts. Now, that’s 10 times you’re gonna come up in Google, if the podcast hosts are doing their job, right? That’s 10 times you’re gonna come up in Google, the next time somebody throws your name into Google search when they’re looking to hire you, right half morning worth of work, half a day worth of work. And then obviously, some follow up work. And you’ve got to you know, we’ll talk a little bit about what you have to have in place to do that. But this is this is how this is what you can do. There are many, many, many podcast booking agencies. Some of them are paid, some of them are not. Right. Look for these opportunities, right. Do the same thing with the journalists that talk about what you do, or I remember various Specifically, I was speaking at a conference in Texas and I live in New Jersey. And I was on the plane, it was like Texas Women in Business or something. And I was on the plane flying home, thinking, why am I on a plane speaking to Texas Women in Business? Why am I not doing this in New Jersey? Like, why am I? Why do people in Texas know more about me and booked me for these things then people in New Jersey do. So I made it my mission because I just had been lazy, right? I made it my mission to meet more people that are empowered bringing people on stages and talking about people in the news. In New Jersey. There’s many, many business publications in New Jersey, right? We’re like, right between affiliates in New York City. You know, we’ve got a lot of heavy you know, Newark prints and lot of business communicate communities around here. And Jay bez.com nj.com, you know, ROI, nj.com, there’s a million different, there’s a bunch of different business, I went on every single one of them. And I look to see who were the journalists that were writing about LinkedIn. And when built and got and connected with them on LinkedIn. Right, I connected with them on LinkedIn, and said, I loved your article. Now, there’s lots of strategy around all of this. We’re not here to talk about that today. But at the very least, find out who’s writing about what you’re expert in, in your neck of the woods, right, your local media, you can by the way, you can also do this with national media, but at least start with local media, and start building relationships with those journalists so that when they have an article that they’re writing, or maybe you even have an idea for them for an article, they can quote you more credibility, more credibility, right. There’s also services out there like Help a Reporter I don’t know if you’re familiar with Help a Reporter It’s also referred to as Haro Help a Reporter Out, it’s free, help reporter.com I think is the link. And we could put that in the show notes, you get three times a day, you get an email that says some things like, Hey, I’m looking for somebody that has, you know, pitbulls in Alaska or something, right. So sometimes it’s, you know, I don’t because for a story I’m writing, right, so sometimes it’s some crazy stuff, but you know, what, it’s journalists looking for sources. And you if you get these free emails, and again, it’s a lot, there’s a lot of it, there’s so much opportunity on help reporter that you can’t keep up with it. Okay, but these are ways that you can get some of this earned media so that you’re building credibility. So that while you’re transitioning right, to a very profitable next chapter, you’ve got that credibility to land the business. Alright, let me recap this a little bit now. So paid media versus earned media, do not think paid media is a bad thing. Paid media is a good thing. Okay, every successful I want to say most successful probably there’s some that are but most successful business owners that are, you know, in the multiple six, seven, multiple, seven figures or have a have a budget for paid media. So just know that that’s a thing. Earned Media easy to do easy to do, we have to have a focus, you have to have a plan, you have to have a focus, and you have to have a strategy for this. But you know, the difference is you’re not paying for it, you’re you’re looking for it right? When you start getting when you start, when you start to get more media hits, when you start to get mentioned in the newspapers, in the magazines, more often than not interviewed on podcasts, you’re gonna start to have pages and pages of of hits on Google. And that is going to build your credibility so that you can transition into your next chapter very abundantly. And then we gave you some ideas on ways to do that you can get interviewed on podcasts, you can engage with journalists, local journalists, local media, look for the TV hosts look for the local TV hosts, I was interviewed recently by our PBS NJ host, right, that gets that gets on Google, right? That gets me a ton of credibility, right? And then help reporter there’s lots of other things like that out there that are available to you. But I want to just talk about one thing, kind of as we as you transition into this next chapter, and as you focus on what PR and publicity could do for you to support that transition with more credibility. All of this, every single thing I talked about, works much better if you’ve already done the work on the brand of you, if you connect with a journalist or a podcast host or, you know, answer requests on help reporter and when they check you out, you don’t check out you haven’t, there’s no way for them to see if you’re credible or not. That’s on you, you’re not going to get these opportunities, right. But if you do the work, and of course, you know what I think I think it needs to be your LinkedIn profile. If you have a LinkedIn profile that positions you as if you’re peers, with the most influential people in the industry, it does a lot of the heavy lifting for you. And you’re gonna get more of these opportunities that you reach out for, because you’ve done the work again, it’s on you. The beautiful part about all of this, by the way is you do it once. I

mean, yeah, there’s tweaks and updates you make, but the work is upfront on almost all of this, once you’ve done the work upfront, then it’s just a matter of keeping the ball rolling. Right? So definitely understand that if I’m saying all of this, but if people try to check you out, and there’s nothing for them to know about anything that you’ve ever done in your life, then they’re not going to use you because their their reputation is on the line. Right? So you’ve got to do your job to to make them feel comfortable saying yes, I trust your opinions. Okay, so you’ve got to do that work. You’ve got to have, I think a great LinkedIn profile and of course You know that I can help you with that, right. And she’s linked up. I mentioned this earlier, our goal is to have there be more wealthy women of influence in this world. And we have the most incredible women in our program, if you want to hang out with these incredible women, because let me tell you something, they are giving business to each other, they’re supporting each other. They are the opportunities are incredible. Let’s talk there’s a link in the show notes or go to Karen yankovich.com/call. And let’s just have a quick call and find out and I’ll let you know it looks like if it’s, you know, if it’s if we think it’s a fit, I’ll let you know what that looks like. But either way, these calls are so valuable. I really make it my business to make sure that every call that comes into this business, the person that that booked the call leaves with a huge amount of value, whether or not we think it’s a fit to work with them moving forward. Last of all, remember that a rising tide lifts all boats, I do this podcast to support you. Right. I would love for you to help me help you, right, share this podcast, take a quick screenshot of this episode on your phone and share that on social media. Tag me so I can see it and share that with my audience. And then we both get more visibility. Okay, I am here for you. I want this to be simple for you. And we can do this and we can do this together. I’ll see you back here next week.