Nata PR School (EN‪)‬ Natalie Bibeau

This is the final episode of this series on Public Relations 101.

Feel free to listen to the previous episodes to get a better idea of what Public Relations can offer you.



In this episode, I will talk about the last two steps of our model that we delve into at NATA PR SCHOOL.



By the way, I invite you to be part of our next cohort starting on May 27, 2024.

It's a six-week program where I guide you every step of the way, with one module and a meeting with me each week. 

At the end of this training, you'll have:


 your press release;


 your media/influencer list, and;


you will have demystified public relations, which will be easy to integrate into your marketing plan.





I've been training my employees and students for over 20 years. I've developed a simplified method that will help you generate results easily in less than 2 hours per week.

It's as if you were becoming an employee of the NATA PR agency for six weeks, and I had to get you to generate results quickly.

Fun and results are guaranteed!



If you still need to get our model, I'm offering it to you for free.

To get it, click on the link in the episode notes at the bottom: THE FREE NATA PR MODEL.



So let's explore these last two steps, the 5th and 6th here:

1. Effective Follow-ups

2. Measuring Your Results



Effective Follow-ups

Follow-ups are part of these essential steps. Yes, sometimes we send out a press release, and the responses take time.

If you own your own business and do business development, do you only approach companies or clients that interest you once?

No, obviously not.

You know you have to get back into their field of vision.

At NATA PR agency, we are masters at this, and following up with media or influencers to grab their attention is part of our expertise.

Want to know more about the topic and how to capture the interest of journalists and influencers to get them to talk about you for free?

Well, our program at NATA PR SCHOOL is for you.



Measuring Your Results

This is a fundamental step to move you forward. Did you know that what gets measured gets better? Ask Olympic athletes, as it's the heart of all training.

Still trying to figure out where to start? Set simple goals that you can review, such as:


Convincing 3 influencers to talk about your products
Getting a mention or interview in a professional publication
Being a guest on a podcast, etc.



Simple and easy Public Relations and nothing beats our program to understand how to do it from the inside.



PR 101


Public Relations are there to make you known
Social media does not replace PR

PR complements social media



THE DOORS TO NATA PR SCHOOL ARE OPEN

You have until May 23, 2024, to enroll in our program GET FEATURED FOR FREE.

The link is right here:

https://bit.ly/3jPvVlY



I'm here to help you.

Nata

 

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I'm continuing here to talk to you about our NATA PR model in six steps because it's indeed the perfect tool to lay the foundations of PR 101.

By the way, if you don't already have our model, I'm offering it for free.

To get it, all you have to do is click on the link in the notes at the bottom of the episode: THE FREE NATA PR MODEL.

You'll have understood that I presented steps 1 and 2 in the previous podcast.

So here are steps 3 and 4 of our model.



Identify the real influencers
Provide them with the necessary tools

 

IDENTIFY THE REAL INFLUENCERS

It's important to understand that I'm not passing judgment here on who the real or fake influencers are. I'd instead draw your attention to those who are "real" for you and your products.

I've too often seen companies use media lists graciously provided by a third party that had nothing to do with their industry.

According to a CISION survey, our journalist friends confirm that barely 25% of what they receive is useful to them.

It's better to have 5 "real" journalists/influencers on your list than 1000 who will never respond to you.

When you sign up for our program, I will show you how to create your own list and find your first real influencer.

At the end of the 6-week program, you'll have your own list and can continue to develop it. I show you how we do it at the agency to find the right contacts.

 

PROVIDE THEM WITH THE NECESSARY TOOLS

When we talk about PR 101, it's essential to know that it's pointless to communicate or try to convince journalists to talk about a new product if you don't have good photos.

Yes, I hear you; newspapers still send their journalists accompanied by a photographer.

But it's becoming increasingly rare. To give yourself the best chance and not miss an opportunity to get free publicity, have good high-resolution photos and products you can send the journalist to try out.

Otherwise, PR 101, resist and wait until you have images.

Also, make sure your product is available and can be purchased on a website or at a specific location.

Otherwise, you're doing all this work for nothing.

Nothing makes me sad than articles written about products, and readers can't get hold of them.

 

Quick reminder:

PR 101


Press relations are there to make you known
Social media does not replace PR

PR complements social media.

 

And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL at the end of May 2024.

BE THE FIRST

There are limited spots; sign up for our waiting list to reserve your spot with priority.

https://bit.ly/3U1LWYW

 

I'm here to help.

Nata

 

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In the previous episode, I explored multiple reasons for integrating public relations into your marketing plan.

I wanted to continue our conversation here by highlighting two elements of our six-step model that we delve into deeply at NATA PR SCHOOL.

By the way, if you don't already have our model, I'm offering it for free.

To get it, all you have to do is click on the link in the notes at the bottom of the episode: FREE NATA PR MODEL.

So here are the first 2 steps of our model:


Determine why they (journalists/influencers) would talk about you
Tell your story

 

FIRST STEP

DETERMINE WHY THEY WOULD TALK ABOUT YOU

It's sometimes much simpler than you think to get people talking about you. Are you launching a product or a service?

Do you know what is the most covered element by journalists and influencers?

Yes, it's NOVELTY.

Journalists and influencers specializing in a particular sector are tasked with talking to their readers and fans about everything new.

Think about the automotive world.

Journalists and influencers in this sector systematically talk about everything new in this industry: new companies, new models, road tests, etc.

The same goes for agribusiness, fashion, beauty, tourism, new technologies, etc.

 

SECOND STEP

TELL YOUR STORY

You'll need to come up with a catchy title for your press release.

This title will serve as the subject line of your email.

CHATGPT TO THE RESCUE

And at NATA PR SCHOOL, I will show you how to use ChatGPT for this.

So, there are no more excuses for not communicating via email or DM on Instagram to influencers.

ChatGPT is going to become your new favorite assistant.

I promise you.

 

PR 101


Press relations are there to make you known
Social media does not replace PR

PR complements social media.

 

And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL at the end of May 2024.

BE THE FIRST

There are limited spots; sign up for our waiting list to reserve your spot with priority.

https://bit.ly/3U1LWYW



I'm here to help.

Nata



GET FEATURED FOR FREE➤ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://prschool.natapr.com/evergreen_en⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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There's a particular mystery surrounding the profession of public relations.

If you're not familiar with PR, the first thoughts that probably come to mind about public relations are:


a personality or a company that is in hot water needs PR;
executives who need to polish their image.



You're right because we're talking about:


crisis management,
reputation management.



However, for over 20 years, many agencies and numerous professionals have specialized in promoting consumer products.



I'm one of those pioneers who dedicated their knowledge and skills to public relations to showcase products.

I admit that after working with numerous artists, I wanted to simplify my life. That led me to turn to public relations for brands and products.

What traditional agencies called more than twenty years ago: "PR marketing."

And precisely over 20 years ago, when I founded NATA PR, the now famous haircare brand Kérastase hired my services.

This led me to develop expertise in "MARKETING PR."

I have loved highlighting Kérastase for over 13 years. Over time, we at NATA PR have become beauty, luxury, and high-quality product experts.



You might think you don't need public relations because you don't have a reputation to protect and no crisis on the horizon?

You're mistaken not to take a closer look at what public relations can offer you today.

I wanted to develop a quick guide to PR 101.

Basic Public Relations 101 can be powerful for:


announcing the creation and founding of a new company
launching a product
celebrating an anniversary;
securing funding after initial investment
exporting
sharing your trials, hardships
highlighting creative or business partnerships
promoting your local production, craftsmanship
promoting programs you've implemented for your mental health and that of your employees
presenting how you implement the 4-day workweek, etc.

The list of reasons to consider PR is long. You can interest journalists in your story if you have a product, service, or business activity that fits current trends.

For example, if your company cafeteria becomes vegan at the request of your employees, there's a story to tell here.

So PR 101 will be valuable to you.

Yes, you can post a text about your cafeteria on Facebook and LinkedIn. Still, if a journalist picks up this story, it will have a much more significant impact, reaching a larger audience.

And it's this article that will make you known and make new employees want to work for you.



PR 101


Press relations are there to make you known
Social media does not replace PR

And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL in a few weeks.

BE THE FIRST

There are limited spots; sign up for our waiting list to reserve your spot with priority.

https://bit.ly/3U1LWYW



I'm here to help.

Nata



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Although NATA PR agency is a leader in promoting high-end products in North America, it is always easier for us to interest the media when brands have a story to tell.



The media loves:


Founders who have a deep understanding of their product
True stories behind the creation of a company or product
Spokespersons who have real-world knowledge of their market and don't mince words



At NATA PR agency, we are experts in supporting companies entering the North American market. We know how to tell their story.

I remember a French beauty brand whose founders moved to New York with their family for five years to understand this vast market fully.

Even today, I greatly admire these founders who set aside their ego and immense European success to enter a market where they were completely unknown.

These leaders had the humility to go into the field to gather consumer feedback, which was not always positive about their packaging and products.

They then took stock to completely rework their product presentation, review messages, and information.

They listened to what their future consumers had to say and took the necessary steps for their products to be understood and appreciated in a brand-new market.

We were fortunate to introduce the founders to the media.

Yes, this was before the pandemic, and for five years, we could organize meetings with journalists who loved discovering the story of this brand.

We were the perfect intermediary to help this brand convey its story and culture and become known in a brand-new market.

Public relations to tell brands' stories are extremely powerful.



Want to learn more? Contact me.

I'm here to help.

Nata



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What are public relations for, exactly?

The simplest answer:

Public relations are meant to make you known and increase your notoriety.



Why?

To gain the trust of your clients.

When they find themselves choosing between you and your competitors' brand, the chances of them choosing you, if they've heard of you, are multiplied by:

"80% of consumers say that familiarity with the brand (i.e., brand knowledge) makes them more likely to buy." Social Sprou

But if you're like my relatives and family, you probably wonder how public relations professionals do it.

My relatives will tell you about my work that


I write press releases
I send them to journalists



Yes, that's the basis of what all public relations professionals do.

But where public relations become exciting and strategic is in the what, how:


What is the news?
What are the keywords to present our information?
How are we going to tell this story?
To whom are we going to send it?
When to send this information for maximum impact
How are we going to present the news?



I love discussing all these points with my teams because no two public relations campaigns are alike.

Everything is different each time!



Let's talk about a concrete example:

A jeans company we've worked with for many years had just produced a video of utmost importance to them.

"Hurry, we need to send our video to journalists!" our client asked.



Yes, but what's the news?

"We want our customers to watch the video before buying their jeans online so they can make an informed choice based on the right size and the right style for them. And above all, we're trying to reduce returns by more than 30%!"

So I came up with the idea of suggesting to our client to create a surprise and title the press release as follows:



Don't buy jeans before watching this video.

Then, we wondered which media outlets were most likely to broadcast this news.

Our first choice was La Presse, the largest French-language daily in North America, where our client is based.

And yes, we got featured in this major newspaper and after that many other websites and publications.



What do you think?



Do you understand what PR is for a bit better?



Nata



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