Jill Lublin’s Top PR Secrets: How to Get Free Media & Become a Magnet for Publicity

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SUMMARY KEYWORDS

Publicity expert, media magnet, PR strategies, media mastery, credibility, visibility, media opportunities,

LinkedIn, podcast interviews, value proposition, media pitches, holiday tie-ins, kindness circles,

publicity tips, media connections.

SPEAKERS

Karen Yankovich, Speaker 2, Speaker 1

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Karen Yankovich 00:00

Jill. Hello everyone, and welcome to another episode of The Good girls get rich podcast. I am so

excited to be here today with Jill Lublin. I’m going to tell you about her in a second, but Jill is a

media magnet, so, you know, we’re going to geek out on PR today, and I love that because I

just I want to know everything I can because I want it to be simple for me. I want it simple for

me. I can make it simple for you, right? So Jill is a 25 year media magnet. She is a world

renowned publicity expert, international speaker and four Times best selling author. Jill’s made

1000s of stage appearances alongside celebrities such as Tony Robbins, Barbara Cochran, Jack

Canfield, to name a few, she’s worked with over 100,000 clients implementing her signature

formula for getting media attention, creating next level visibility in the marketplace that results

in boosted sales. These lead and profit generating formulas are included in her signature

program, the medium mastery intensive and her monthly kindness circles of kindness circles.

Hi Jill, thanks so much for being here.

01:08

Great to be here with you. Karen, thank you.

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Karen Yankovich 01:11

Oh, I’m so excited to have this conversation. You know, if you, if, for those of you that have

been listening for a while, you know that if you throw my name into a Google search, many

pages come up on and most of it’s talking about LinkedIn, but a big part of the work that I do

on LinkedIn is who you know, right? And Jill, I feel like 20 years ago and probably even today, if

you wanted to pay 10,000 or 20,000 or 50,000 to a publicist or publicity firm race, the really

what you’re buying is their Rolodex, right? Their access to the people they know. So I feel like,

until we’re at that point, that we’re ready to bring in a full time publicist into our business, or,

you know, a private publicist. A lot of this we can do ourselves by building those relationshipsS

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on our own. And that’s where the LinkedIn and PR connection come together for me. And, you

know, I’ll just take that one step further and say that many of the women that listen to the

show are in some kind of transition. Maybe they’re leaving corporate and they’re going to be a

consultant, or maybe they’re just looking to level up their income. I really believe that the

media opportunities give them the credibility to help make that happen fast. While they’re

they’ve been doing this forever, right? They’re not 20 years old. They’ve been doing this for a

long time, but they might not have the testimonials yet or the case studies and referrals, so the

media hits help them with that credibility piece, so that they can more quickly become

profitable in whatever that next chapter is. So that’s the position I take on media. Tell me a

little bit about you, Jill, I mean, we read your official bio, but I want to hear a little bit about you

and why media is your jam.

Speaker 1 02:44

Well, you know, exactly like you, Karen. I mean, realistically, the way to get media is to create

your credibility, and it elevates your status quickly to draw clients and prospects and sales, and

very importantly, in today’s marketplace trust right as soon as people know your name, guess

what they’re saying. I’ve heard of you somewhere that is a beautiful thing. We want to be

known and seen and heard about. It’s actually key to create that kind of visibility connection

that has people connected to you, and that’s really what we’re talking about here, is the

connection to you for what you do and who you are. So I’ve been a publicity expert for more

than 25 years. I wrote gorilla publicity, and it’s now third edition. Super excited. And my fourth

book, fourth book, I can’t believe it, is actually now the profit of kindness. And to that end, I do

kindness circles, and then I run a media master intensive, and I bring both together, because

the truth is, kind companies get more publicity, but I’m really committed to people having, like

you said, affordable ways to get publicity done and be seen and known at whatever level you’re

at. It’s perfect to elevate to the next level. I love that.

Karen Yankovich 04:07

And you know, just this here, right? Is an example of that, right? You’re, you know, I host a

podcast. You’re a guest on my podcast. You know, I believe, I least I’d like to believe that you

being a guest on my podcast to my audience that might not have heard from you. You come to

that with more credibility than you would if you just met them at in Macy’s right? And said, I’m

a publicity expert, because you get to borrow my credibility. They’re listening to this show.

They’ve, you know, I’ve got some credibility with them. So when I bring you on, you get that

credibility, and that you get to borrow it, right? And I think that piece right there is what makes

such a big difference over even just things like ads and and for the most part, it can be free. For

the most part, it can be free like it can certainly be cost effective. But there’s so many ways

that it can also be free, especially in today’s world where, you know, where we’ve got this,

these digital opportunities. I. Um, but I wanted to go back a couple steps Jill and find out, like,

how did you start in this? Like, what brought you to, you know, be stepping into the world of

being a publicity and a media expert?

Speaker 1 05:11

Well, it started because I actually went to law school and hated that. And during law school,

before I dropped out, just saying, I actually started working in the music business, and there IK

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before I dropped out, just saying, I actually started working in the music business, and there I

discovered my true client, my true calling, which is really to help people with promotion and

publicity. That was natural, that was real for me. And so when I left law school, I actually

started, I hung up my shingle and started PR consulting, and then opened my own public

relations agency, and did that for multiple years. And then I got tapped on the shoulder to write

gorilla publicity. And then now I’m a speaker and trainer, and I run these media mastery

intensives. And so life has its wonderful ups, downs and all around and it kept taking me on a

trajectory to keep publicity accessible and affordable for all kinds of businesses. And that’s

always been my commitment. Yeah, yeah.

Karen Yankovich 06:08

And, you know, I think it can be as simple as you know, if you, if you want to get podcast

interviews right, and you are, let’s say you, you’re interested in in this show, right? You want to

be a guest on this show. Share the show on your social media. Connect with me on LinkedIn.

Connect with Jill on LinkedIn. Be of value to us. I mean, I get pitches every day for the to be

guests, for guests on the show, and I don’t often take them, mainly because I want there to be

a connection, right? I want there to be a reason that I’ve got somebody on my show. And I don’t

have a lot of guests. Sometimes we do every other week, but that’s at the most we don’t, you

know, we’ve, we’ve, sometimes we do, like a sprint of a five or six different solo shows. So So I

say that to say we’re picky. So if you want to be a guest on somebody’s show that you’ve

listened to and that you think their audiences would be interested in, what you have, the best

way to do that is to be a value to them and build a relationship with them, right as opposed to

just constant cold pitching. And that’s, that’s where I come into this space is, is that space right

there? Because as much as I would love to tell you guys that, excuse me, that I wake up every

morning with tons and tons of people sharing my podcast and saying how much they love these

episodes, it doesn’t happen as often as I would like. So you will stand out. You will stand out.

And that’s what you want to be doing. You want to be standing out for good, not just being, you

know, it’s kind of like applying for a job and you’re in there that pile of resumes with everybody

else, right,

Speaker 1 07:33

right? I love that, and I’m honored to have been chosen. And, you know, part of, part of, always,

what I’m preaching, just like you is you’ve gotta bring value and benefit and and that is to the

media. You gotta bring value and benefits the media. I want to be here today, helping your

viewers, your listeners, right and right. And you’re you’re here today, always giving value to the

people you serve and, and I, you know, it always goes both ways. But I love what you say

about, you know, bring your game on friends. Bring

Karen Yankovich 08:03

Yeah, I do it from a place of value and a place of authenticity and and, like, good old fashioned

relationship building. I think it’s going to get you there faster than 100 cold pitches. But so,

okay, so bring your value, bring your game. Tell us about that. Like you talk about that you

want people to have a message, right? Tell us a little bit about that. Like, how, what is a

message, and how do you create it?S

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Speaker 1 08:24

Well, I love the message. I could go on and on for days, but please do. Please do. Well, what a

message is is really the who you are. And more importantly, more importantly, this is

important. You’ve got to talk to the media’s audience. So why should I remember in

interviewing for guerrilla publicity, I asked media, what do they love and what do they hate?

And the editor of Entrepreneur Magazine, you know, picture this. All of you in Entrepreneur

Magazine, we like that. She said to me, you know, what I really care about is, what do my

readers care about and and having the person be of value. Here comes that word again, right

to my readers. So that is something you really got to keep in mind about that you want to

identify what’s the problem out there, but also give people real solutions, like, what can they

do? Not just I program, my program, this program, you know what I mean? And I think people

do what I call beat the chest publicity. And by the way, I’m all for you promoting. You need to

promote Absolutely,

Speaker 2 09:25

amen, like high fiving you across the country here, come on. Come on.

Karen Yankovich 09:32

Right? People need to know who it is, who you are, and what you do, or they can’t hire you,

right? So, yes,

Speaker 1 09:37

absolutely. But here’s the good way to do it. You do it in a way that serves you, do it in a way

that gives excellent nuggets of information. And I, like, you know, one problem and three

solutions and and done in you language, like I had a client yesterday. We were doing some

publicity consulting and and she, she’s a grief coach, right? And she kept saying, my program

will help. Help you. I said, No, let’s switch it. And so tell people, what can they do about grief?

What do you? What do you they what can, what should they do when they’re feeling grief? And

that shifted everything.

Karen Yankovich 10:11

Yeah, that’s awesome. That’s amazing, and it’s true. Nobody you know as much as we are

creating, you know, we’re working, I’m working with people to create their brand, and I want

people you to show up as an influencer and have have influence and make impact in the world.

At the end of the day, nobody really cares about you. They care about what you can do for

them and your message and how you can help them, right? They don’t really care about you,

right? And and, you know, they so, I so you’re, you’re, I love that, you’re, you’re focusing on

what’s the value to the to the ultimate reader of that So, okay, so to that point, Jill, can you giveS

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us a couple of tips, like, what are some fun resources or tips that you share with people in our

short little time here that could bring value to our audience if they’re looking to you Know, to

add more publicity into their marketing

Speaker 1 11:02

absolutely Well, first thing I would do is check out National Day calendar.com. Love that

resource, and I want you to look at what are some holidays that perhaps you could fit into. For

example, a dating coach I work with actually specifically oriented toward divorced parents. She

said she did. We did a whole piece that was very powerful for Valentine’s day about how to fall

out of love. So think about that. Yeah,

Karen Yankovich 11:31

cool. I love that, and I like that. It’s a little disruptive on a Valentine’s Day, right? I like the little

bit of because it makes it more interesting. It’s not like the usual, you know, Hallmark card

stuff. It’s a little disruptive. I like that.

Speaker 1 11:45

Yeah, not fun, yeah. And then my client, who’s a, she’s a business consultant who has a son

who’s autistic, and so we use National Autism month to talk about what being a mom, busy

mom. How do you be a busy mom? Working mom, entrepreneurial mom, and raise a son who’s

autistic and deal with the special needs that are appropriate for that, and be a good mom and

and, or be a good business person and like the push and pull of that which is real. So that’s

something a holiday that we found. So I want you to think about point number two. Before

Karen Yankovich 12:23

we get to point number two, I just want to clarify point number one. So what you’re saying is go

to the National Day calendar.com, and then pitch around a holiday that’s upcoming. So if it’s

January and Valentine’s Day is coming up, reach out to some some people that might have your

audience, your ideal people in their audience and pitch them things, like, on Valentine’s Day,

how do you fall out of love? Like, taking that to the like, really, step by step, right to so that’s

what you’re suggesting. Okay? And I want to get to how, maybe some some tips on how to

create those pitches. But let’s get to your point

Speaker 1 12:57

too. Point two is, use everything you’ve got in relation to what I’m just talking about. Like, how

can you use all parts of who you are? If you’re a woman, International Women’s Day, if you’re a

dad, maybe it’s Father’s Day. If you know, I pointed to the stories about specific instances, or

my stress expert, she’s a coach. Well, she had breast cancer. That’s why she’s a stress expert.K

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She understands stress. And guess what? Following Breast Cancer Awareness Month and

dealing with stress and all the issues of that she got in Cosmopolitan magazine, right?

Awesome. How powerful is that?

Karen Yankovich 13:35

Yeah, yeah. And, you know, I want to say too, I think you can when you’re thinking about using

all you’ve got and thinking about those holidays. And you can think outside the box, right? Like,

you don’t have to be a dating coach on Valentine’s Day. You could be a dating coach on

Groundhog’s Day. You know what I mean? Like, here we are all over again. Like, back on

match.com, all over again. Like, think, think outside of the box a little bit about, you know? And

I don’t know, I feel like you can even go to, like, chat GPT and do this and say, you know, I’m a

dating coach, and I want to write something for Labor Day. I want to pitch something around

Labor Day. Give me some, give me some outside of the box, disruptive ideas that I can use that

associates what I do with that particular holiday that I want to get out for, right? Like, I think

that there’s ways you don’t want to just be looking for the what you what may seem like a

natural fit. I think the more disruptive, I think the more interesting, right? And the more it’ll

intrigue the person reading your pitch.

Speaker 1 14:32

Yes, yes, perfect. And keep looking like I have a a gentleman from Pakistan, and I said, you

know, he’s in the LA area. I said, Just do me a favor, Google right now. How many Pakistani

newsletters media? Anything is there in Los Angeles? He found five. He got in two of them

using this strategy and increased his email list by 20,000 people. How powerful is that?

Karen Yankovich 14:59

With. Two with a piece with two pieces of media, with two media hits, right? Like, that’s crazy.

So okay, so that in a great way. But you know, the the piece of that, that I also want to point

out is he sounds like he was ready for that traffic too. He had, he must have had a lead magnet

ready to go, so that when people came to find out more about them. He made it really easy for

them to get on his email list, which is another piece of this that sometimes that I think is

important, you know, I want, I don’t want you to get this great media hit and then not capture

the audience to the best of your ability, right? Like, and so there’s things that, there’s a lot of

things that can happen on the back end, but these are easy things. They’re just things that that

you want to have in place.

Speaker 1 15:42

Yes, like, always have a free gift. We’ll give you one today. Yeah, you always, you always have

a way to bring people into you, absolutely. But here’s the thing I want to just say, Yeah,

progress. That perfection. So you start wherever you start. I had a coach. She started her whole

business on one ABC radio show talking about how to grow a coaching business. She didn’tK

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really have one, but she gave some great tips about how to grow one. And guess what

happened? She got one. I had a financial planner. He did the same thing by being in one blog,

answering great questions, being of value, and grew his financial planning service.

Karen Yankovich 16:20

Oh my gosh, I love this. And, you know, here’s the thing, people aren’t really doing this. So, you

know, I so if you are the one doing it, you are going to, you know, you have a better shot to do

this. I actually had, I did a talk one time. I’m not sure if I ever talked about this on the podcast. I

did a talk one time, and I was talking about how to use LinkedIn and PR, and it was to a realtor

organization, and I had a presentation that I had been running this presentation for five years,

like it was the same slides I had been using. I updated them, but, but at one point, I believe

that at the time of great resource for realtors to get publicity was Help a Reporter. So I had like,

five or six different opportunities from Help a Reporter in there, and I just kind of banged

through them, like, for effect, you know what I mean? Like, look how many there were in one

day. And this guy jumps out of his chair in the audience and goes, That’s me. I go, What do you

mean? That’s you. He goes, That’s me. I put that, that pitch out there. I was like, this is like,

four years ago. He goes, No, I know. So I was like, All right, well, you need to stand up and you

need to tell us. I go, What is like when you put out something like this? How many responses do

you get? He goes, Well, sometimes I get a few. Sometimes I get a few. Sometimes I get a lot. I

go, Well, what’s a lot? He goes well. Sometimes I get as many as, like, 20. I was like, are you all

wearing this? You know what I mean? 20 responses is a lot, right? Like, so, so there’s not as

much, there’s the opportunity is so much greater than the volume of people vying for the

opportunities.

Speaker 1 17:40

Yes, yes. And it’s, you know, I like to say, first one to the phone, first one to the pitch wins. I

mean, the truth is that you’re paying attention. You got your I like these PR antennas. PR

antennas out. I promise you, you’re going to find all kinds of opportunities. And the biggest first

thing is to ask. I mean, listen, when you’re in networking events, and especially these days,

online, people have podcasts. Are you saying, Hey, I’d love to be a guest on your podcast? Ask,

Karen Yankovich 18:09

yes, ask, but, but I also like say, I just heard your podcast with Jill, and you talked about this,

and I have a really interesting point of view on that. You know what I mean? What about if we

talk about this on your show, like, make me know me. Know you’ve heard it right. It doesn’t

take that long to do that, and you’re going to get your percentage of success is going to be so

much higher than any other way that you do this absolutely but, but tell me, I know where I

want to I want to be mindful of the time here. But tell me a little bit about the like, a formula for

for creating a great media pitch or make great media script. So

Speaker 1 18:43

I think, frankly, stay in the problem, solution formula. It’s going to be the best and and when

you’re giving solutions, make sure that you’re oriented toward their viewership, theirK

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you’re giving solutions, make sure that you’re oriented toward their viewership, their

readership, their listenership, and use you language, right? And you want, in other words,

you’re giving nuggets, and I like you to give golden nuggets, like, give your best stuff, the

things people actually pay you for the giveaway information. And people go, Oh, I don’t know if,

yes, you should give away information. And I think that it’s helpful. I’ve given you things that

that, yes, I charge money for consulting for I teach them in my media mastery intensive. And

yes, we’re doing them right here, right now. So I do think that’s important that you that you’re

always looking to see, how are you serving the audience, and frankly, the media, that’s what

they want to know. How are you serving their audience, and they’re going to be deciding on

that. So you better talk about that. And then the other thing I like to do is tie it into real life

events. So that same dating coaches Johnny Depp was getting divorced. Terrible for you know,

lots of bad news about

Karen Yankovich 19:50

lots of news, right about that?

Speaker 1 19:52

Lots of news. Why? Because he’s a major star. So great. Ride those coattails and and get on,

get on the bus. Right, get on the bus and just say, I can talk about this. And so anything you

see in the news that you could be an expert for and support, I’m going to encourage you to

uplevel you know, the this, the opportunity of of getting on and pitch it based on what’s going

on right then, and how you can help and be the expert that they need for an opinion. Because

here’s the good news, the media needs you. They want your opinion. One. They want your

Yeah, they want your expertise. So I want all of you to really know that you’re an expert and

you deserve to be interviewed.

Karen Yankovich 20:38

Ah, beautiful, beautiful. All right, so tell us about your free gift. What do you have for everybody

here?

Speaker 1 20:43

Absolutely so I have an opportunity to get great other publicity tips, and I call it an action guide.

And in this wonderful free gift for you, guess what else you’re going to have an opportunity to

be live in a class with me like, no kidding, real information. More, more great tips. Plus you can

ask me any questions you’d like. So that’s, that’s Thank you. That’s included. It’s all free. It’s all

in the gift. We’ll put the

Karen Yankovich 21:10

link in the show notes for how to find that, so that you can easily get that. And you should get

that 100 if you listen to this show. You know how important I think publicity is, so get help

everywhere you can. You know, if you learn one little, tiny thing that you didn’t know before,S

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you’re golden, right? And Jill’s book, right? Gorilla publicity and what the can you give us a two

seconds on the kindness the prophet of kindness, like, what brought that into your world?

Which probably two second thing. But,

Speaker 1 21:39

well, actually, you know, one learns to tell stories quickly when you’re an expert in PR. And with

me, it was actually my 82 year old friend who I had helped in the process of her aging and

supported her with doctor’s appointments and taking her to lunch. And one day she looked at

me and she said, you know, you are so kind, and I wish we had a new currency, she said, the

currency of kindness, which my publishers changed to the profit of kindness. Well, that’s super

great. But really, the books about how to be more kind in business, what to do and how to do it

in simple, easy ways. And what’s fascinating about the tie into publicity is that kind companies

get more publicity. That’s what’s true. And so now I’m doing kindness circles. I’d love for you to

post that link too. I will, for sure, yeah, yeah, that’s for free. And so we’d love to invite you to

our kindness circles every month, where we network and do business in kindness.

Karen Yankovich 22:36

Awesome. Jill, thank you so much for sharing all of this. I This has been so huge, so helpful. I’ve

got my own notes that that I’ve taken for you and I, and for those of you listening, you all know

how to find me. Make sure you’re connecting with me and Jill on LinkedIn or wherever. We’re

going to post all Jill’s links below as well. Make sure you’re connected to both of us. Share this

episode on your social media. Tag me, tag Jill. We each have our own audiences. So if you

share, you share this episode with your audience, I will certainly reshare it, then with my

audience. And now that gets you in front of my audience as well, right? And this is how, this is

the kind way to lift each other up, right? And then, and it’s the ripple effect. I believe that that

ripple effect is really what can change the world. And these little things like sharing this episode

and tagging us in it, that is the ripple effect. And if you you know, you know, we’ll be back here

next week with another episode. If you want to know what it looks like to get a little help with

your PR and LinkedIn strategy together, just go on over to she’slinked up.com and check it out.

And I’ll be back here next week with another episode. Jill, thank you again for being here. Thank

you. Take care, everyone. Bye.