Unlocking the Secrets of PR: Insights from Heather of Publicity for Good

01/01/25 • 21 min

Brett Deister interviews Heather, the founder of Publicity for Good, to delve into the current landscape and future trends of public relations (PR). Heather emphasizes the crucial distinction between marketing and PR, highlighting that while marketing focuses on self-promotion, PR thrives on external endorsements and organic visibility. The conversation explores how brands can successfully integrate PR with digital marketing strategies, leveraging AI to enhance efficiency while maintaining the essential human touch in storytelling. Heather also discusses the importance of understanding generational differences in communication and offers practical advice for PR professionals. Additionally, she introduces her new service, Signal Raptor, designed to make PR more accessible for smaller brands, demonstrating the evolving nature of the industry in response to digital demands.

Takeaways:

Public relations is about others discussing your brand, which is more effective than self-promotion.
Brands with a human touch and compelling founder stories tend to be more successful.
Integrating PR strategies with digital marketing can significantly lower customer acquisition costs.
AI can assist in public relations tasks, but the personal relationship aspect remains crucial.
Measuring PR effectiveness requires a different approach than traditional marketing metrics.
PR efforts should be sustained over time, as it's most effective when cumulative.

Links referenced in this episode:

Companies mentioned in this episode:

Publicity for Good
Signal Raptor
Winterberg University
Fund for America Studies
Georgetown University

Takeaways:

Public relations is about others discussing your brand, which is more effective than self-promotion.
Brands with a human touch and compelling founder stories tend to be more successful.
Integrating PR strategies with digital marketing can significantly lower customer acquisition costs.
AI can assist in public relations tasks, but the personal relationship aspect remains crucial.
Measuring PR effectiveness requires a different approach than traditional marketing metrics.
PR efforts should be sustained over time, as it's most effective when cumulative.

Links referenced in this episode:

Companies mentioned in this episode:

Publicity for Good
Signal Raptor
Winterberg University
Fund for America Studies
Georgetown University

Previous Episode

Mastering the Art of Blogging: Strategies for Success

Blogging remains a vital component of content marketing, as John emphasizes the importance of maintaining a consistent and sustainable cadence for posting. He highlights that whether it's once a week or biweekly, the key is to find a rhythm that works for you. With the rise of various content forms, such as podcasts and videos, John asserts that written content still holds its ground, especially for quick information access. He advises businesses to use tools like AI for brainstorming blog topics while also stressing the significance of knowing your audience and purpose before diving into writing. The discussion also delves into practical strategies for editing, SEO best practices, and leveraging social media to maximize the reach of your blog posts.

Takeaways:

Establish a sustainable blogging cadence that fits your schedule, whether it's weekly or biweekly.
Utilize AI tools for brainstorming blog topics, but ensure you add your unique voice.
Focus on creating quality content because content remains king in the SEO landscape today.
Content should be structured for skimming; use headers and short paragraphs for readability.
Read your drafts backwards to catch errors more effectively during the editing process.
Consider repurposing blog content into videos or social media posts to maximize reach.

Companies mentioned in this episode:

ChatGPT
Grammarly
LinkedIn
Medium

Next Episode

Breaking the Cycle of Pseudo Productivity in Marketing

Marketers today face the pervasive culture of "pseudo productivity," where the pressure to constantly generate activity often overshadows the need for strategic thinking. Veteran marketer Marcus shares his insights on overcoming common challenges in B2B marketing, emphasizing the importance of slowing down to focus on quality over quantity. He discusses the pitfalls of chasing fleeting trends on platforms like TikTok and the role of AI tools like ChatGPT in content creation, advocating for a more thoughtful approach to messaging and strategy. As he shifts his focus to coaching, Marcus highlights the necessity of balancing creativity, rest, and meaningful engagement in a fast-paced work environment. This episode is packed with practical advice for marketers looking to navigate the complexities of today's landscape while fostering a more sustainable and impactful approach to their work.

Takeaways:

Marketers should focus on the quality of their content rather than just quantity, especially in B2B.
The culture of pseudo productivity often leads to burnout and ineffective marketing strategies.
AI tools like ChatGPT can enhance content creation, but understanding your audience is crucial.
To succeed, marketers must slow down and think strategically about their messaging.
Creating space for reflection and creative thinking is essential for effective marketing.
The obsession with busyness undermines true productivity and meaningful engagement with clients.

Links referenced in this episode:

marcuschaller.com

Digital Coffee: Marketing Brew - Unlocking the Secrets of PR: Insights from Heather of Publicity for Good

Transcript

00:00:00.080

I definitely see more opportunities to write for publications. I believe that people will continue to create their own content content on their blog and get backlinks. And then I do think that the more brands add a human touch heartbeat to the business, build out the founder story, the more successful that brand will be and that people really want to know the why and the story behind the brand. Foreign.

00:00:39.679

That's good.

00:00:42.3