Public relations is about putting yourself and your business in the spotlight. It is an arm of marketing many people don’t utilize to the fullest extent — or at all! It is incredibly valuable and the only investment you need to make is time.

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Welcome to The Business Animal podcast. Saddle up for a

gallop to the top of the animal industry. Where you'll learn how

to tame your wild business beast, with tips, techniques,

and tools that will take overwhelm to obedience school,

and have you wagging your tail with joy. And now your hosts,

Kim Beer and Cara Taylor Swift.

Hey there business animals, it's Kim with

Be More Business

and Cara with Fast Horse photography.

Welcome to The Business Animal. Today's subject

is public relations. And here's a little known Kim fact. I

actually did public relations for two community colleges

before well, actually kind of an in between my college career and

becoming an entrepreneur. So I don't talk a lot about my public

relations experience and I think it came as a shock to Cara when

I brought this episode up.

It did I feel like the things that you have

done in your past are just endless. And you know, you're

not that much older than me. So like you've just had this

expansive history and endless stuff that you've done. And here

I am. And, you know, I've had a couple of careers and you've had

just a plethora of them. Always amazed. I'm like what you did

that too?

Well, I think that's a function of not knowing

what I wanted to be when I grew up. And I just basically went on

a smorgasbord buffet of let's try it all and see what sticks

to the wall. So

It's just given you a great bag of tricks

too, I mean, like you've learned so much by dipping your toes in

all of the different waters. You know, I just think it's such a

cool thing that you bring to the table.

I love it, too. It definitely has been helpful.

And I'll tell you these few years that I spent doing the

public relations stuff for the community colleges. It

definitely taught me a lot about how to utilize this incredible

opportunity we have for what some people consider free, I

don't consider it free, but basically free publicity or free

marketing. By utilizing public relations, which is where you're

getting out into the world and making yourself known. And

there's a lot of different ways to go about this. In this

particular episode, we're really going to narrow in and focus on

a unique aspect of it that I struggle with knowing how many

people do not do this. So they don't even consider it a

possibility. But we're going to be talking about news outlets

and public relations that you're going to do in partnership with

another organization or another resource that you may not have

considered before. I know that like Cara when we brought up the

topic, Cara immediately thought of social media as a public

relations tool. And to an extent I agree with that. But this is

not what we're going to talk about today we're going to talk

about PR in a little bit of a different way. So it's important

to utilize this very valuable resource in your business, which

is you and your business. So our big three, let me dive into that

because I'm going to get off topic. So our big three for this

episode is, first of all, define your PR possibilities, what is

available out there for you? What kind of outlets can you

approach, what resources what things would really work for you

and what is currently available to you. The second is to really

establish what you can bring to the table? How can you serve and

be part of this partnered relationship with the

possibilities that you come up with in big three number one?

And then finally, how do you reach out to these outlets? How

do you go about taking that first step into creating the

public relations that you would like to have out into the world?

What are your thoughts around PR?

I think this can be really scary, Kim. I

think it can be really scary for animal and equine, pet based

business owners. I just I think if you're a small business

owner, sometimes you have a tendency to think about the work

that you do and your business and the problems that you solve

maybe as not being newsworthy if that makes sense. Like you can't

it's really difficult sometimes to compete with the bigger

stories that are happening in the world or even with just

bigger businesses. So I know for me sometimes it's a it's a

struggle to really kind of flip that script and think to myself,

Okay, what problem am I solving? What can I share about what part

of my story would be something that's newsworthy? And I think

that is what you and I are hoping is to encourage small

businesses like ours to consider this an option for your

business.

Absolutely.

It's like you said, I don't think many people

take the time to actually do a lot of these things. So I'm

excited to hear your take on it as someone who's worked in this

field for a while, and also, you know, just kind of discuss ways

we've done this in the past.

Yeah, I want to approach what you said about it

being scary or not feeling like you're newsworthy when we take a

look at what is the news really about? It's about people, and

you, my friend or a person and your business serves people. And

so when we look at the bigger scheme of what is what is

newsworthy, anything that's a story about an individual is

newsworthy, because that connects us all. If we look at

our base human desires, it's to be part of this larger

community. It's to feel like where we fit in and to kind of

assess where where we are in the bigger picture. And the news is

really there to help us be part of that. And the stories of

humans are often the best stories on the news, because

those are the ones that we can relate to. So every one is

newsworthy, everyone is worthy of public relations and being

featured on different outlets. So let's dive into that first

one, like what the heck are we really talking about here in

concrete terms? Because I know people banter around the word PR

and then it's like, well, what does that really flippin mean?

It means newspapers. It means podcasts. It means YouTube

shows. It means morning TV shows. It means speaking

engagements. It means becoming an influencer or being featured

with being an influencer feature on an influencers program. It's

guest blogging, it's 100 different ways for you to reach

an audience that another outlet has. And for that outlet to

bring you to their audience for enrichment and enlightenment. So

what's available to you out there? If you're in a small

town, I live in a small town, our newspaper is still kind of

important. We still have a newspaper, and the newspaper

features stories, right? And In my, our newspaper is a small

town newspaper, it's not going to put in information about the

major political events taking on in the world. It's that's not

its job. Its job is to serve the community that it is in and my

business is part of that community. And your business is

part of the community wherever you live. So does your town have

a newspaper? If you're in a big city, this is a little bit more

of a difficulty. If it's in a small town, trust me, believe

me, you it's mostly slow news days. In Adrian, Missouri. It's

just there's very few big news days and Adrian, Missouri. So do

you have a newspaper in your to St. Augustine is pretty big

isn't it?

I would say we're considered a small town,

we're probably I mean, we're bigger than the the average,

like tiny town. I don't remember what our population is. But I

mean, growing by the day over here, but we do have a

newspaper, we have a local newspaper. And we also have some

local magazines that are in our community that are geared around

community events, and those types of things. So we

definitely have options. One of the things that I try to think

about when I think about PR possibilities and confidence

level as small business owners is that all of these outlets,

the newspapers, the podcast, I mean, we know as podcasters, the

YouTube shows, they need the content. They need it as bad as

we need them to use us. They need to fill space, they need to

entertain their audience, they need to be read and to be

watched whatever they're listened to. And they and they

need the content, and we are content for them.

Absolutely. And content is hard, right? For

those of you who are doing social media, you know, the day

after day after day after day after day grind of coming up

with something to say on your social media channels is hard.

Now imagine that if it's your only your job to be able to put

out information into your community or to your your

resources. We talked about newspapers as part of a local

town, but there's also news sources that serve industries or

communities that are outside of maybe a location based

community. So there's trade magazines, if you serve a trade

audience with a product or a service. Wow, that's a big

opportunity for you. Let's say your pet or animal based

business is building websites for dog grooming businesses.

There's specific news outlets, information outlets that serve

the community of dog groomers in the world. That's a place you

need to have a featured story on you or you need to bring

something to them that can be established. Now we're going to

get more to that in the second step of this and the second of

the big three. But that's a way to think about it too. There's

industry stuff, there's communities that are interested

together. So, and nothing is too big or too small, so you can

approach big news outlets. And sometimes if you have a good

enough story, and it's a slow news day, you can find yourself

on the morning cable TV talk show, or even maybe something

bigger than that. Or you can find yourself on a podcast that

serves a certain community featured in a magazine that

serves a certain community magazines now are no longer just

in print, they're also digital as well. Becoming a guest

blogger or being able to speak at an event where your expertise

is showcased to a group or an industry or a community

audience. All of these are places that you should be mining

as a good business person, to get your business represented

and to serve the community that you're serving.

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Yeah, I really liked that idea of starting, you know, you don't

have to think like primetime news. But you can even think

like, what is my industry? Like? What are some of the leading

news outlets or places that I get information for my industry?

And how can I reach out to them and provide something of value

that they'd want to write about or talk about or that their

viewers or listeners would want to hear about? And I think start

even just starting small with something in your local area or

in your industry is a great place to start? If you're like

me, and you get anxious about like, Oh, what do people want to

do they really want to hear from me, you know, start small start

with those folks that you know, are your audience and have an

interest in what you're talking about?

Well, the truth is, is that we're talking to

animal and pet based businesses primarily in this conversation.

And almost every family, almost every human has a pet in their

life, pet industry is huge, it is huge. And so you have the

ability to bring in to that newspaper, or that podcast or

that magazine, something that serves a very large number of

people, which is really what they want. They're looking for

things that can bring readers or viewers or participants into

whatever it is that they're promoting out into the world.

Because the more people that get in there and like it and engage

with it, the happier their sponsors are going to be who pay

their bills. So that's a big thing. And so you've got a lot

of reasons to do this. So what do you do first? The very first

thing you need to do is you need to establish what you can bring

to the table. So public relationships is a partnership,

it has to be beneficial to all parties. In other words, you

have to get something out of it, but so does the outlet that is

featuring you to their audience. In this case, what you're going

to do is you're going to bring your expertise to the table and

your host is going to use it to enrich their audience's

experience. When you go to approach a potential PR source

for you are become a source. Technically you are a source and

they are the outlet. But when you go to approach their outlet,

you want to know ahead of time, what is it that you can do for

them, don't just go in blindly and say I would like for your

newspaper to write an article on me or I want to be on your

podcast or you know, I have me as a guest on your YouTube show.

You want to eventually ask those questions, but you want to tell

them what it is that you can do for them. And I know for us as

podcast hosts, one of the things that we look for when people

approach us to be featured on the show is what can they bring

to our audience like what is it and we're much more apt to get

excited about a guest when they have a very clear idea of what

they want to share with our Our listeners, because it's our job

as podcast hosts to make sure our listeners get the best

possible information. And so that's what we're looking for

from our guests. Wouldn't you agree, Cara?

Yeah, absolutely. And it's funny

because I think you and I think about this from both sides of

it, because we are actively working both sides of it both

for our small businesses, but also because we have audiences

with the podcasts, both this one and cowgirls with cameras that

we need good content for that will help and will be

entertaining for the people that are listening. So it's

interesting when you think about it from both sides, and I can

really see the clear picture for me, what are the things that

helps make reaching out about PR, which I know we're going to

talk about next. But one of the things that helps me, you know,

get excited about putting myself out there and putting myself out

into the world is thinking about building those relationships in

advance so that I feel like I already have a connection before

I reach out to try to get PR out into the world. So I think about

things like Who are those people in my industry that are writing

about it? Or that are talking about it? Or doing interviews?

And how can I how can I connect with them in some way? You know,

they're out there already routinely covering my industry.

So how do I connect with them, and then that way, when they're

looking for a story, or they're seeking ideas, that may be my

business will be on the forefront of their minds, when

they're putting that out there. There are some people in my

industry, I feel like that do this really well. And because

they do it really well, because they've done the work and made

those connections. A lot of times, they're the people that I

see getting picked up to be on podcast episodes or to be

featured on YouTube channels or on the network. So I just I

think that piece of it can be really big.

Absolutely. And that brings me to a big

suggestion for people do your research know what, like when

you pick an outlet? Get to know that outlet? I can tell? I don't

know if Cara can too. But I can tell when somebody approaches us

to be a guest on the podcast, and they haven't listened to our

podcast?

Absolutely.

I can tell by what they say it's a huge red

flag to us, right? So,

Right

you know, do your research, read it. And for all

of those years that I worked in getting things put into

magazines and getting featured stories, and all of that kind of

stuff done. For other people. It's one of those things where

you really do have to pay attention to what that

particular outlet has done in the past. And when you make your

pitch or when you decide what you're going to bring to the

table for them, you have to look at what will really benefit them

in their audience. And if you don't do your research ahead of

time, you're not going to know that knowing what hole to fill

is really good like identifying a gap in that particular outlets

coverage of something and saying I could fit it right into that

gap right there. And this would give a bigger picture to your

audience. That's a huge benefit. Now, here's what I know is going

to happen for you, you're going to look and go, oh my gosh, but

that hole got filled by somebody else. And you've got to stop

that thinking right then and there. Because holes can be

filled in different ways. So your way may be unique, it may

be a different approach, it may be contradictory, or adds

another layer to somebody else's approach to filling that same

gap. So definitely look into going ahead and filling those

holes when you need to.

So one of the things that I think about when

I'm trying to identify how like a hole could be filled, or how

my journey as a business owner can be beneficial to one of

these outlets. As I start with my story, as a business owner, I

don't think that any of us out there are probably going to get

a lot of PR just by being really, really good at our

business or being really good at what we do. A lot of times,

that's not what they're looking for. It's our story that will

get the attention. It's the story of how we got started, why

we felt the need to be in this business, focusing on the

problem that we're fixing or helping with and really

identifying those people out there and or animals out there

that we're trying to serve in bringing the issue around that

to light. So you know, in it could be something like how do

you get back to your community? And of course, what problem do

you solve? But really, really thinking about that type of

thing. And bringing that to light is a great place to start.

What do you think about that? Kim?

I think that is a fantastic place to start.

Because remember what I said at the beginning of this episode,

all of these outlets need to share human stories. News is

news because it's about human beings and the personal stories,

the ones that are the closest to that industry, they're the ones

that are going to make the biggest impact and that's what

these outlets are looking for is they're looking to make impact.

So yes, sharing your story focusing on what's unique about

you talking about the problem that you solve and giving back

are all pieces and sharing your own personal story. And we did a

whole episode on why you should share your story more here very

recently. So if you haven't listened to that one, maybe go

back and listen to it because I think it is really important for

people to understand and hopefully it'll waylay a little

the those fears that you have about reaching out to these

outlets. Trust me on something these people want to hear from

you. This is not you pestering them or bugging them or asking

for a freebie or a handout. This is you really stepping up to the

plate for helping your community, whatever community

that is that you serve. So it's almost what I would consider an

obligation in part of your mission to be able to do this.

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And I would add that we need to be world

aware, like what's happening in the world around us? And how

does your little niche in this world fit into that? And how can

you contribute to things that are happening in the world

around us, like a great example I like to give is when I think

about like the holiday seasons, for example. So an article that

I did for a local paper that was focused on the horse industry

was something really simple. It was coming up on the holidays,

and I wrote an article five ways to photograph your horse better,

for your Christmas card this year. And it's a very simple way

that I could contribute. And you know, Kim mentioned at the very

top of this episode, you know, this is not where you are

selling something, and I wasn't selling something I was

providing some information, I was giving some tips, I was

putting myself out there kind of as an expert in the industry by

putting that out into the world and making it available. So try

to think about what you do, how it relates to things that are

happening in the world around you. And then because remember,

if there's something happening, people are reading about it. And

if you can be a voice in that in some way or connects yourself in

a positive way, that's a great opportunity to get picked up.

Because if it's something that is big and outlets are wanting

to write about it, they're going to be looking for stories that

are related to it.

Absolutely. So are we ready to move on to let

people know how to start this process?

Yeah, I think that's a good, I think we're in

a good place for that.

Awesome. So a lot of you may be wondering, how do

you actually get this to work? How do you put yourself out

there for this to happen. And the best thing to do is once

you've established what it is that you're going to bring to

the table and you've thought about the outlets that you would

like to reach out to you can use some very traditional methods to

do this. Press releases are a very traditional way for you to

do it. Traditional news outlets still kind of expect those press

releases. And I'm gonna say "kind of expect" because I think

they understand that when you're a small business and you are

reaching out, you may not know all of the ins and outs of how

to present yourself professionally in public

relations. And most small businesses are not going to hire

a PR firm, right? So I think they offer you a lot of grace.

So don't feel like super uncomfortable. If you don't know

how to write a press release, it's okay, send an email or pick

up the phone and call the reporter or the host. I mean, I

think there are great people that approached us about being

on the podcast that they don't send us any kind of like a

formal offer. What they do, however, is send a heartfelt

email that says I've listened to your show, here's what I see

that I could bring to your show and to your listeners. Would you

be interested in having a deeper conversation? That's all you

need to do. Don't overthink this because if you get to

overthinking it, you're never going to put your toe out there

in the water. So don't overthink it if what you need to do is to

just simply reach out with an email to the morning TV host and

say I have this really cool business that we serve this

certain audience and I know that your listeners or your viewers

would be interested in what I have to say around to this and

hey, I've got animals and believe me you news outlets are

really aware that pets bring people to the to anything that

they do. Right? Animals are this natural attractant for humans

and trust me, that's who they're trying to get into there. A

couple of tips that I do have for this, if you do you want to

do speaking like on a large stage basis, you're gonna have

to have a speaker kit and I think we'll try to do an episode

about this in the near future about how to dip your toe into

speaking it's some thing that I have a lot of knowledge around.

And I absolutely love to do. So we'll grab on to that at a at a

point in the future. But more than that, it's about being a

good partner in this relationship. So be aware that

these places these outlets that you're reaching out, they have

deadlines that they have to meet. And those deadlines, they

don't have a ton of wiggle room. So if it's a magazine or a

newspaper, it's got to be at a press at a certain time. And

it's got to go through this whole process of designing and,

and planning and all of those kinds of things. So be super

deadline aware. Also be aware of the fact that many of them plan

their content months or a year in advance. So you need to be

aware that you may not be like right on the immediate

publication side of things. So reach out, don't don't try to

time a reach out. If you have an idea, go ahead and reach out

with that idea. And then be be very cognizant of taking this

seriously. I understand for a lot of people that there's fear

around it. But there's also sort of this mindset of this is a

free advertising piece. And I really want to kibosh that take

it really seriously be on time to your meetings, pay attention,

listen to what the outlet is asking you to do. If they edit

your stuff, you know, be conscientious about saying

that's okay, or whatever, whatever they ask you to do. Do

it with grace and on a timely manner. Because believe me, they

will love you for it. And they will ask you to come back. And

that's the best part, right? Because once you build the

relationship, then you can come back again and again and again,

and reach that same resource. And then you become a trusted

resource for whatever outlet it is. And you don't even hardly

have to work. They'll be knocking on your door saying,

can we feature you? Can we talk more? So yeah, be professional?

Yeah, I think that's the biggest thing. I

mean, you are a business owner, and you need to represent

yourself as a professional in all of your communications. And

they're business owners as well. They're on deadlines, just like

you've got deadlines. So if you want to be respected, and you

want to be asked to do it again, you want to make sure that you

take their deadlines seriously and try to work within them. So

that makes a lot of sense, Kim, good point. Now you have

something here where you're talking about helping a reporter

Out? Can you explain that for us?

Yes. So it's basically a service is what I

guess I would call it, it's called a HARO, H-A-R-O and that

stands for Help a Reporter Out, if you just Google that, you'll

be able to find them. And they send out a daily digest of

emails. So outlets and organizations like magazines,

news shows, documentaries, all kinds of things. They're always

looking for experts in certain fields. And so they'll put in a

request into HARO, and then HARO sends out a daily digest to you

based upon the criteria that you say I'm an expert in this, this,

this and this. And so if anybody requests an expert in those

areas, you'll get a digest from HARO that says, we're looking

for this person. So it could be maybe there's a magazine, a

women's magazine that wants to talk about grooming your dog,

right. So they've got you know, pet care or something is the

focus of a certain article. So they'll be looking for dog

groomers to talk about grooming tips, that kind of thing. So I'm

not going to tell you that every single day is going to be filled

up with things that would be pertinent to you. But joining

HARO, or putting yourself on the list is really a good first step

into starting to even understand what these news outlets are

looking for, and how you might be able to tailor something to

fit what they have. So I suggest you go check that out. Another

place that I want to mention, if you're in the equine industry,

there's the American Horse Publications, membership. So

this is a place where a lot of the news and magazine and those

kinds of outlets, they are members of American Horse

Publications. And the AHP, as it's called, has a service where

they will push your press releases out to their email list

so that you get seen in that area. So if you have those

formal press releases, and you're speaking to the equine

industry, this can be a great place for you to be able to go

ahead and publish those out and offer yourself up. That said,

you can't just it's like any kind of marketing or advertising

for your business. You can't just like stick it out there and

think that people will just automatically do it you

oftentimes if it's the place you want to have your stuff done.

You've got to chase the person down and send the private emails

and find out you know who's in charge of what do your due

diligence and getting yourself on the radar for them.

I would add that there's some options out

there for people who want to be on podcasts as well on social

media if you go onto Facebook and just do a simple search

podcast guesting, there are multiple groups that are

dedicated to finding podcast guests or being like being a

podcast guests looking for podcast guests. So if that's

something that you think might be a good fit for your business,

there are a lot of great groups that are a great place to start

for that too. Absolutely. So one other little tool that I just

want to throw out there. Some of you guys may have already heard

about it, but it's called Google Alerts. And I have a little like

a Wikipedia definition of it here. It says Google Alerts is a

content change detection and notification service that's

offered by Google, this service sends emails to users when it

finds new results, such as web pages, newspaper articles,

blogs, research that matches the user's search term. So what that

actually means is that you can go into Google Alerts a simple

search on Google Go figure, it will take you right to Google

Alerts. And you can actually set up alerts to be sent to you when

something that you're interested in like a topic or even your own

name, or your business's name is written about or mentioned

online. So this is a really easy thing to do. I've set it up for

myself, you can go in, you can type in the name of your

business and add that as a search parameter you can put

your name in, you can also put in things in your industry, if

you want to, if anyone's writing about a particular topic, you

can put that in and it'll send you directly to your email kind

of a compiled list of recent articles that have come out. So

it's kind of a neat way to monitor your brand's reputation

if people are writing about you. And also you can monitor your

competitors that way, potentially, as well by putting

them in a search parameters. And what are they up to? What are

they talking about? What are other people in your industry

talking about or writing about? Who are the people that are

doing all the speaking so it's not perfect, I will tell you in

the time that I've been using it. And sometimes the search

results send me really weird things that feel really off

topic, but it's a computer system, and they're doing the

search, but it has also caught other things that I found really

interesting. So it might be worth giving it a try, for some

folks that haven't done that yet.

The off topic cracks me up. Because when I put

in Kimberly Beer, can you guess what kind of results I get?

Well, my last name is Taylor Swift. So if that

tells you anything, I feel it to my core.

I love it. I love it. Yep, I bet you do get some

Taylor Swift stuff in there. That is fascinating. Yeah, I get

a lot of things about beer.

So you got to play around with it, I think

You have to give it a lot more parameters when

you have something in your business name or your name that

is commonly associated with something else such as Taylor

Swift and beer drinking. So before we wrap up today, I want

to give you a couple of things that I consider red flags and in

public relations. And the biggest one is when a magazine

or an outlet asks you to pay to be a featured story. Paid PR is

not public relations. It's an ad. So I don't say there's

anything wrong with purchasing this. I also say that it's not

really public relations, which is not what we were talking

about today. So just be aware of when you do this, that there,

there are sometimes repercussions. News outlets are

always hurting for money. And so a lot of times they do offer

this ahead. And if you just decline and say No, they'll come

back with a different offer, right? Because they're always

looking for more advertisers. That's their that's their

paycheck. I don't think there's as much of a stigma to this as

there once was, but I would still consider it a red flag.

And I would really question whether or not it is an

appropriate source for you if they're asking for money in

exchange for them either writing about you or publishing

something that you've written. And I would take that really,

really seriously as something I would not step forward at least

without a lot of thought around it. And by the way, it may be

come in package of something like if you buy 10 ads will do

an article on you. And that's a little sketchy too. I think you

have to weigh those things situationally to know. The other

thing is that I would bring up as a red flag is if you have a

reporter or an interviewer who asks you to state some things

specifically, especially that you don't want 100% agree with,

I would decidedly have some pushback against that. So that's

another red flag that I would say you need to take a deeper

look at.

Those are some really good points Kim. I

hadn't even thought about that in terms of you know, the PR

work, so that's a really, really great thing because I've

definitely had magazines reach out to me and also news outlets,

just local news outlets reach out to me trying to get me to

pay to be in the publication and there was just something that

felt kind of icky about it. So I could see it being a great thing

if you want to pay for advertising but I understand

what you're saying about it not being PR. So I think that brings

us to a really good place to wrap us up for today. So just a

recap our big three, first of all, just spend some time

learning about what the PR possibilities in your community

already are, or even in your industry are. So start looking

for things like newspapers, podcast, opportunities,

magazines, YouTube shows, all of those things that are out there

that you might be interested in participating with, think about

all the things that you can bring to the table, you know,

where can you educate? Where can you share your expertise? Where

can you have really great conversation topics that the

folks out there that want to, you know, learn about you, but

also the folks out there that are accessing those outlets that

they might find entertaining. And third, actually work up the

courage to reach out to those outlets. For me, I was always

super nervous. So hopefully talking through some of this

today and giving you guys some ideas will give you guys some

new options around creating some PR for your business. So I think

that's it for us today. Just a reminder, we are on social media

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