80: Grow Your Personal Brand with Media Coverage with Vanessa Morcom

In today’s episode, my guest is Vanessa Morcom, founder of Morcom Media, a performance PR agency for thought leaders. We explore how businesses can stand out in the media by personalizing their brand, the importance of defining a strong brand before pursuing media opportunities, and how to differentiate your brand in a crowded marketplace.

Vanessa shares actionable advice on identifying your brand archetype, creating media-ready assets, and building helpful pitches for journalists. She also offers insights on maximizing media coverage through repurposing content and leveraging your PR wins across multiple platforms.

Timestamps:

00:00 – Introduction to the episode and Vanessa Morcom’s background

01:15 – Vanessa shares her unexpected entry into PR through an event for Paris Hilton

05:00 – The importance of building a personal brand before pursuing media opportunities

07:55 – Why brand differentiation is critical in today’s saturated media landscape

09:00 – Steps to define your brand strategy with archetypes

12:15 – How brand archetypes create an emotional connection with your audience

17:00 – Case study: Positioning a luxury lingerie brand using the "sage" and "lover" archetypes

20:45 – Essential components of a media-ready press kit for both B2B and B2C companies

28:00 – Building helpful pitches for journalists with customized pitches

32:45 – Maximizing your media coverage by repurposing it across various channels

40:13 – Vanessa’s final thoughts on the importance of self-awareness and authenticity in media

Key Takeaways:

Brand Differentiation is Essential – Before approaching the media, it’s critical to establish a clear and authentic brand identity. Your messaging needs to stand out in a crowded marketplace, and aligning your brand with an archetype can create deeper connections with your target audience.

Be Media-Ready with the Right Assets – Success in media requires preparation. Invest in high-quality visuals, strong website copy, and a comprehensive press kit that includes key messaging, talking points, and consistent branding. This allows your brand to maximize media opportunities when they arise.

Write Successful Pitches for Journalists – Tailored, specific pitches are key to capturing a journalist’s attention. Instead of mass emails, focus on quality over quantity by researching the journalist’s beat and offering relevant stories that align with their past work and interests.

Maximize Media Opportunities – Media coverage should be leveraged across multiple channels. Repurpose content for social media, newsletters, and future media pitches to extend its impact. Strategic follow-ups with other publications can also keep your story in the news cycle.

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How to reach Vanessa Morcom

morcom.media 

vanessa@morcom.media