Episode 259: Essentials of the Modern Business – PR Strategy

It’s not what you know, it’s now who you know, it’s who knows you. A strategy that is well known to business owners but most often ignored; having a PR Strategy. In a modern business, one must have an effective PR Strategy because being well known in your industry can take your business to great heights.

In the eighth installment of the Essentials of the Modern Business series, Adam Stott talks about why an effective PR Strategy can catapult your business to success. He also talks about how being well known can give better clients that can bring in bigger income. Listen to the episode to learn more!

Show Highlights:

  • Why media wants to hear the story about your business
  • How to get some awards and become well known in the industry
  • Avoid impostor syndrome
  • Attract people that are attracted to success
  • Tell your story before someone else does

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Please note this is a verbatim transcription from the original audio and therefore may include some minor grammatical errors.

Adam Stott:

Hi, everybody, welcome back to the Business Growth Secrets podcast. We’ve got an amazing episode for you today. We’re about to roll the credits in a moment. But we are back on the essentials of modern business. Today we’re going to talk about the power of PR. But I just want to say a big thank you to everybody who has been following the podcast so far. It is going from strength to strength. Of course, we’ve had some amazing guests recently that have been absolutely incredible. We also had a lot of feedback on people loving the shows, of the essentials of the modern business. So we’re going to keep coming up and bringing you different opportunities like this where we teach a few bits and in each episode. Which I think is really, really important. 

So I want to get back to those 10 Essentials of modern business. Because many of you have been writing in San our helpful they’ve been asking lots of different questions. So really, really appreciate those. Today, we want to talk about an essential, which many, many, many, many people miss. It’s something that can really ascend your business to new heights. A lot of people don’t invest in, and don’t take it too seriously. It’s something that I’ve noticed, with the guests that I’ve had on each of the shows are all big believers in what I’m about to talk about. They’re all very, very successful people and I think it’s Tony Robbins that said, Remember success leaves clues. 

Today’s essential part of modern business is having a PR strategy, you need a public relations strategy. And somebody might be like, Well, I’m a small business, I’m not sure I need PR right now. Maybe that’s something that you’re not aware of, or saying you may not even thought about before. But I’m going to talk about why it’s really, really, really important. And how PR can make a powerful difference to your business take you to new heights much quicker.

It really comes down to this. There’s an old saying that it’s not what you know, it’s who you know. Well, today that is almost redundant in modern day business. In fact, it’s not what you know, it’s not who you know, it’s who knows you. If you are not doing everything you can to get your brand out to market to become more well known in your industry and making noise, you’re missing opportunities. 

In fact, one of the guests we’ve had previously, Charlie Mullins, great guy recently came to our business grow secrets event. It was an interesting to get great book, that he’s written called bog standard business. He really talks and tells his story of that when he went out to market and he was building his business. And he got to know bit about PR, he was reluctant. He wasn’t sure that he wanted to put himself out because he was a plumber. What happened with him very quickly, is he went on to become the world’s most famous plumber. You know what competition he had.

He says his own words, I had zero competition. Because there were no other plumbers, using PR, there were no other plumbers using PR or getting themselves out there. So he said it was just like this free reign of me being able to go and win awards. Get more well known to become a better business and leverage the power of PR. 

This is something that I’ve seen with my gold circle clients, my inner circle clients. We do a lot of work on branding. How you can help somebody to build a brand to make them stand out in the marketplace that allows them to increase their pricing that allows them to get clients chasing them. Rather than them chasing clients. The big difference is if you can become more well known, and you can establish more of a foothold in your marketplace. Then you are going to find yourself getting better quality clients charging more money and having a more successful business.

So how do you do it? Which might be your next question? Well, you don’t have to start at the top. You don’t need to go and hire the most expensive PR company in the world. You don’t need to invest 10s of 1000s of pounds in PR.

In fact, I’ve had some very, very accessible clients who have done their own PR from the bottom up. Started off by just getting themselves into local newspapers getting themselves into local awards. Because if you take the analogy, if you’ve got two businesses, you’ve got one business, which looks like a good business, and you’ve got another business and this business is an award winning business. Which one do you prefer? You, of course, prefer the award winning business. So the standard business? 

Well, that begs the question, if you’re not an award winning business, why you’re not an award winning business? Because there’s awards going on all over the place where you can get your name out there. You can get third party endorsements of other people saying you’re good. You can become well known in your industry. So better quality staff want to work for you, and so much more. And it all starts with you just making a little bit of effort in this area.

In fact, as a small business owner, if you were just a set aside three hours, or four hours, three to four hours per month. Not even per day, not even per week, I’m talking per month. And you actually sat out and said, “Hey, are there some local newspapers we can talk to?”. “Are there some press releases we can put out?” You know, are there some podcasts that we can get on? There are some awards that we can enter for these kinds of things. You would start to raise your profile, and more people would start to know who you are. 

Now, one thing you have to realize about the media: the media wants stories, they want to know about your success story, they want to know about your business, I want to know about your business growing. And right now that might not be the Nationals it might not be the Daily Mail might not be the telegraph. But hey, what about the local echo around the corner, I’m sure they’d like to hear about how your business is growing how you’ve opened a new store, or how you’ve took on some more people, there’s more of a success story for your business, because people are looking for those types of stories really important. 

Three hours a month, four hours a month, entering awards. Getting out to the local press will get you known. Will get you more respected, will get people to take you more seriously. And this is something that I’ve been doing, from the very, very beginning of my business journey, because some who’d be like, Well, I don’t know if I’m ready for that. Because we know and frankly, I’m sure you know, as well, a lot of people suffer from something sometimes called impostor syndrome, they get a little bit worried about what other people are going to think they get a little bit worried about what other people are going to say if they put themselves out there too much. 

But if you’re in business, and you’re one a winning business, it is almost a prerequisite that you get yourself out there and get yourself more known. And PR can help you do that. And I remember, in my early businesses, when I took new staff members on doing press releases that got picked up, I remember when I opened different showrooms or different stores, I remember those getting picked up. I remember when we’ve grown our business, particularly one year and it was growing by 80%, that got picked up.

So even your little wins can become stories at different levels. And the more you put yourself out there, the more well known you’ll become, the more you can build your profile, and the more people know you it impacts every area of your business. So I think this is a really important one to bring up. Because in the world we live in today, it really is not what you know, it’s not who you know, it’s who knows you. And this process can get more people to know you. And when more people know you, more people are attracted to your business. 

I’ve said this quite often at the events that we run. When you have an attitude of success, you will attract people that want success. If you have an attitude of negativity, you’ll attract negativity. So we want to build that culture of succeeding and growing. And PR is a fantastic way to do this. And really, I’ll leave you on this because this is the important thing. If you don’t tell your story, and you don’t put your message forward, this is the problem. Somebody else tells you a story. And who’s going to tell the best version of your story, of course you are. So you need to get yourself more out there, start embracing PR, just do a little bit and just start to make some small moves in that area. 

There’s hundreds of different PR launch sites where you can write articles about your business, where you can take up more space on Google where you can become more well known. And in this age of social media, and everybody’s desperate to get on social media, often they ignore the media itself. And the media is very, very, very powerful. Because of your brand name once you can start saying as seen on Channel Five, as seen on Channel Four, as seen in sport Bible, whatever it is, you’re going to see that your profile grows, more people know who you are, and you’re going to get better results. 

So hopefully it’s brought your attention to maybe a missing piece in your business that you can start to leverage and you can start to put things in place. So you are able to take some notes, write down how you can leverage PR. How can you just spend three or four hours a month putting a bit of effort into getting more PR for your business so you can build your brand and become more successful.

We’ve enjoyed this short episode, pointing you in the right direction, got a few more of these to do, and just got a couple more of the essentials of modern business. And if you’ve been enjoying them so far, please do let me know you can of course, go and follow me on Instagram at @adamsstottcoach, in fact on any of the social channels that adamstottcoach, and if you are enjoying these, please give us a five star review on iTunes or Spotify. 

Because of course, this is all free content all put out there to help you business owners to grow. And we want to spread that message as far as possible and want more people to get the message. So more people can get these essentials put in place in their business and start to power up this economy. Thanks, everybody. And hope you’ve enjoyed today’s episode.

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