Elzie asks Tam Lawrence how entrepreneurs and business owners can gain earned media through public relations. Tam dives into the conversation by explaining how public relations plays a fundamental role in branding and marketing. She shares a quote from Bill Gates emphasizing the key value of this department in a company. Tam points out that many business owners overlook the public relations aspect of their business and just focus on the advertising part.

She further elaborates on how public relations helps businesses project the intended message in a manner that resonates with their audience. And how they can use the same message to create newsworthy content that can be picked by reporters, thereby yielding earned media attention. Tam explains the difference between an advertisement and a protected or entrusted source. She also highlights how a publicist works to bring out the stories in businesses and ensuring that those stories become newsworthy. She states that a well-planned public relations campaign can help businesses gain earned media as opposed to paid media, which costs more.  

Highlight:

00:56 - In public relations, we're able to help business owners really formulate a message that speaks or resonates, not just with consumers. Because when you're going into earned media, like 4, 6, 12 or 58, whoever you're going to go to, the thing is that they have to see, how does this fit for their consumer? How does it impact the end user? How does this not seem like an advertisement piece? And so a lot of times where people try to go at it themselves, it's an advertisement so they send you back the rate chart. Whereas when you're going through a publicist, you're going through a protected or entrusted source. And so we work to help reporters find stories and so if we can take that story and make it newsworthy, then it gains earned media versus having to pay for media. So I think that's the difference.

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Flame Starter Book: Flame Starter is necessary literature for any high-achieving entrepreneur looking to elevate to the next level without combustion! Utilizing the EMIT Principle (education x motivation x inspiration = transformation), Flame Starter provides practical insights for those who use their "mix" of creativity, innovation, and talents to achieve peak performance and ignite their flames. Get the book.

Zoho One: Over 40 integrated apps that cover a wide range of business needs, such as CRM, accounting, project management, HR, marketing, and more. Learn more.

Podcast Town: A comprehensive platform that offers services and resources to help podcasters grow, monetize, and elevate their shows through production, coaching, strategy, and community support. Learn more.

Canva: A user-friendly online design platform that allows individuals and businesses to create professional-quality graphics, presentations, and other visual content with ease, using a wide variety of templates and tools.

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