Nata PR School (EN): Recent Episodes
Natalie Bibeau
Learn how to combine public relations and social media to make yourself known with the advice of an international PR expert who will reveal the pros's secrets.
But what exactly is a publicist?
The word publicist carries a hint of intrigue.
It takes us back to a time when this profession unfolded behind the scenes, long before the internet, social media, and influencer marketing.
In fashion, beauty, or design, publicists---often called press agents---were key figures.
They were recognized as true experts, and their role went far beyond sharing information.
They shaped careers. They created events. And they knew how to captivate the media.
Take Eleanor Lambert.
She founded the Fashion Calendar.
She invented... New York Fashion Week!
Thanks to her, American designers like Oscar de la Renta and Calvin Klein gained international recognition.
Lambert wasn't just a publicist---she was a visionary.
In Hollywood, there was Lois Smith.
She had a gift for turning an actress into an icon.
Marilyn Monroe owed her a lot.
Smith knew how to orchestrate public appearances, manage relationships with journalists, and build a story around a personality.
Being a publicist back then meant having a precious contact book, an intimate knowledge of the industry, and above all, an unfailing instinct for storytelling.
Their influence was built on trust, respect, and professional rigor.
Today, the profession has evolved.
PR agencies have taken over.
They juggle journalists, influencers, social media, visual content, digital partnerships... and even paid advertising.
Results are measured differently: reach, engagement, conversions.
Yet despite these sophisticated tools, the essence of the job remains the same.
Whether it's a journalist in the 1950s or a content creator today, strong stories, authentic narratives, and genuine human connections remain the key to building awareness for a product or personality.
The word publicist is still widely searched online.
And yesterday's publicists and today's agencies share one thing in common: lasting visibility is built on storytelling and human relationships.
The very term publicist continues to fascinate.
It evokes elegance, subtlety, and the boldness of those pioneers who turned communication into an art form.
Their legacy lives on in every press release, every event, every strategy designed to bring a story to life.
In the end, no matter the tools.
No matter the era.
Our profession remains the same: weaving stories, creating connections, and building visibility that lasts.
This is what PR professionals continue to do today, still inspired by those who shaped the history of the craft.
I'm also taking this opportunity to announce our next free workshop on the #1 PR tool: the press release.
Reserve your spot even if you can't join us live. The session will be recorded, and a replay link will be sent to all registrants after October 15, 2025.
FREE WORKSHOP ➤ https://event.webinarjam.com/register/43/xkqx7cm6
Don't miss one of our last cohort of the year to learn how to:
GET FEATURED YOU FOR FREE
- November 10, 2025
Check out the program: Get Featured For Free
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
SIGN UP TO OUR LISTS ➤ www.natapr.com
📺 Watch on YouTube ► https://youtu.be/YLX0O3FfkR4
For this episode, I have the pleasure of welcoming Vanessa Sicotte, design expert and founder of Damask & Dentelle, a digital platform dedicated to interior design. She is known for an approachable, vintage-inspired aesthetic and also hosts the Déco Thérapie podcast.
Before launching Damask & Dentelle, Vanessa graduated in Marketing, then earned a Master's degree in Art History from Concordia University, and worked in the corporate world, including at Louis Vuitton and Canon. She created Damask & Dentelle after deciding to follow her passion for décor, and today embraces a new challenge by joining the NATA PR team.
Vanessa explains how she defines herself first as a mom, passionate woman, and traveler at heart. These aspects have shaped her professional practice in design and as a storyteller. She built her career around one idea: our spaces are never neutral; they reflect who we are.
She shares that Damask & Dentelle was born from her desire to democratize design and show that everyday beauty is found in the details. The name represents Quebec heritage—damask in English and dentelle in French—embodying the blend of heritage and modernity that defines her design vision.
What surprised her most about PR is how deeply it's rooted in human relationships. Behind every press release and strategy, there's dialogue—a way to build trust with media, clients, and communities. This balance between long-term strategy and daily agility excites her enormously.
To brands relying only on social media, Vanessa explains that while social media is essential, it doesn't replace the depth of an article or interview. PR adds credibility and resonance that lasts over time, anchoring stories in collective memory.
She sees each social platform as a room in a house: each has its function, but together they tell a coherent story. For the future, she hopes to serve the NATA PR team and remain curious and open to new encounters, as PR, like design, is all about human connections.
📍WHERE TO FIND VANESSA:
At NATA ➤ vanessa@natapr.com
Podcast ➤ Déco Thérapie — available on all platforms
LinkedIn ➤ Vanessa Sicotte
Instagram ➤ @damask_dentelle
Don't miss one of our last two cohorts of the year to learn how to get the media talking about you for free:
September 29, 2025
November 10, 2025
🚨 GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Dear PR Friends!
An article in BOF (Business of Fashion) recently caught my attention: it talked about influencers (TikTokers) hiring PR agencies to get themselves featured in traditional media.
Interesting, right?
When I tell you that PR is constantly evolving and knows how to take advantage of new technologies, I couldn't think of a better example.
So why do these influencers want so-called traditional media to talk about them?
Because TikTok stars are after the prestige and credibility that come with being featured in outlets like Vogue or the New York Times --- trading viral moments for lasting influence.
An online article can remain accessible for years. And let's not forget about print magazines, which have an enviable shelf life compared to the instant nature of social media!
I have to say, I love this: even these digital stars want to build something lasting, and traditional media still play a key role in growing their reputation.
It may sound counterintuitive that, in an era dominated by influencer marketing, a TikToker with more than half a million followers would still be seeking traditional press coverage.
But they've understood something important: media gives them access to millions of readers who never see them on TikTok... and also to brands that don't know them yet.
As more and more creators aim to build sustainable careers beyond online fame, many are now seeking the legitimacy that only the press can provide.
And those of you who follow me know my message well: PR is here to make you known.
Don't miss one of our last two cohorts of the year to learn how to:
GET FEATURED FOR FREE
-
September 29, 2025
-
November 10, 2025
Sign up today!
Don't miss our next FREE WORKSHOP on the #1 PR tool -- The Press Release here: September 17, 11 AM ET
Nata
DON'T MISS OUR NEXT FREE WORKSHOP ➤ https://event.webinarjam.com/register/41/m420ws7m
TO SEE THE PROGRAM: HOW TO GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
Dear PR Friends !
A few days ago, during a meeting with a client, I got THE question:
"What's the point of PR today?"
The underlying question: in the age of social media and artificial intelligence, is it still worth investing time and money into a public relations campaign?
Here's the spontaneous answer I gave:
Public relations is the best organic part of your marketing plan.
Why?
Because even today, when a journalist chooses to tell your story, you don't pay them.
When an influencer decides to share your products or services with their audience, you don't pay them either.
That's what "organic" means: unpaid content.
Of course, there are gray areas.
If an influencer talks about you spontaneously and their followers respond positively, you'll probably want to take it further with them --- contests, promo codes, paid partnerships.
That way, you keep engaging with that influencer's community.
It's the same with a journalist: if their article creates a buzz, why not follow up by investing in an advertising campaign in their media outlet?
We must continue supporting our media. They not only allow us to share who we are, but also to reach potential customers, often unexpected ones, who aren't always on social media.
I asked Google: How many people will not have internet access in 2025?
Answer: nearly 32%.
And if you leave the big urban centers, how many people simply can't afford a computer or a smartphone?
Close to home, my 84-year-old mother recently started using an iPhone.
Yes, she's connected now --- but she still reads her newspapers in print and watches TV.
The media landscape has changed, that's true.
But why ignore a 40+ audience that's often absent or barely active on social media?
So, what's the point of PR today?
To get people talking about you. To make you known.
With over 30 years in communications, I've seen public relations constantly adapt, embracing new technologies --- and I know it will be the same with artificial intelligence. It's a tool, not an end in itself.
And even if some dream of replacing humans with robots, I don't see how a machine could ever replace the art of building authentic relationships, which is, at its core, the very essence of public relations.
And before we end this podcast, I invite you to consider learning with me: How to get featured for free, or the best program yet.
6 simple steps to create your own PR campaign, and I will help you get easily your first feature.
Don't miss our last 2 cohorts of the year:
• September 29, 2025, and
• November 3, 2025 --- the final ones this year.
It's all been simplified to help you take action right away and start sharing your story.
Sign up for the waitlist here:
Nata
BE THE FIRST: WAITING LIST ➤ https://prschool.natapr.com/get-featured-for-free-waitinglist
TO SEE THE PROGRAM: HOW TO GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
WORKSHOP -- WRITE AND IRRESISTIBLE PRESS RELEASE ➤ https://event.webinarjam.com/register/34/8or45hnz
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
Dear PR Friends!
I created NATA PR SCHOOL to help small businesses, solopreneurs, and marketing pros like you who want to take action with PR --- without spending years learning all the theory.
Every week, we get inquiries from amazing businesses and service providers. However, when I inform them that agency fees begin at several thousand dollars per month, many believe PR is out of their reach.
That couldn't be further from the truth!
So I point them to NATA PR SCHOOL --- and our super simple 6-week program: GET FEATURED FOR FREE.
You'll find the link in the show notes.
It's an easy, online training designed to help you take action FAST.
Here's how it works:
-
In the first module, you see exactly how it's done.
-
And you can start doing it right away!
I'm also there for six weeks to answer all your questions and address any doubts you may have.
If you've been following me for a while, you probably know that I use this very same program to train all the new hires at the NATA PR agency.
In fact, after this training, you could even apply to work with us!
So here's the deal: this program has zero theory --- just pure action.
By the second module, you'll already have everything you need to reach out to journalists and influencers.
Yep --- just like if you were working at NATA PR, creating media coverage and buzz for our clients.
But this time, you're the client!
It's time to tell your story to the media --- because if you don't, they simply won't know you exist.
And if they don't know you, neither will your future clients.
Getting media coverage is incredibly powerful.
Why PR?
-
It gives you instant credibility.
-
It gets you noticed.
And once potential clients know who you are and what you do, they reach out. And they buy.
You build trust, desire, and demand.
Only PR can do that for you.
Now, don't get me wrong --- advertising works.
Ads sell
PR gets you known
The next two cohorts start on September 29, 2025, and November 3, 2025 --- the final ones this year.
It's all been simplified to help you take action right away and start sharing your story.
It's easy, accessible --- and honestly, fun!
Fun guaranteed!
And I know you can do it --- because I'm sharing my roadmap and all my shortcuts.
You'll go straight to the point, no time wasted --- and start getting featured for free!
Sign up for the waitlist here:
Nata
BE THE FIRST: WAITING LIST ➤ https://prschool.natapr.com/get-featured-for-free-waitinglist
TO SEE THE PROGRAM: HOW TO GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
WORKSHOP -- WRITE AND IRRESISTIBLE PRESS RELEASE ➤ https://event.webinarjam.com/register/34/8or45hnz
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
Hi my PR Friends,
If you caught our last episode, you know I'm here to help you rethink what might seem like business expenses: advertising, marketing, coaching, PR, social media, and more.
Following our respective investments in our businesses (yes, I invest heavily in NATA PR and continue to do so), I wanted to discuss with you the value of an article.
We're talking about a journalist choosing to feature you.
Naturally, this expert isn't paid by you but is employed by a newspaper, magazine, or other media outlet. This isn't a paid advertorial you've bought—it's earned media.
Here, you haven't paid this journalist.
In some markets, the value of an article is still measured against what you'd pay for an advertisement.
Let's say this organic article takes up a full page in a magazine. If you were to pay $10,000 for that page, PR standards would advise us to multiply that value by three: $30,000—because the impact of an organic article is far greater than that of an ad.
In certain markets, the value is multiplied by six or even ten, depending on the media.
Having an intermediary, such as a journalist, speak about you without payment is invaluable—it builds trust and boosts your reputation.
The effects of an article are plentiful. Here are a few advantages:
-
Instant credibility: A feature in a credible media outlet acts as a stamp of validation, granting authority that no ad can match.
-
Free, powerful visibility: Unlike ads, you're not paying for space—but the impact can be tenfold if the article is well-targeted.
-
Long-lasting effect (Evergreen): Articles often remain online for months or even years, continuously building your reputation.
-
Digital word-of-mouth power: Published articles are often shared on social media or featured in newsletters—creating organic viral effects.
-
SEO boost: Mentions in high-authority media improve your Google search rankings.
-
Reusable content: Published articles can be repurposed across various communication tools, including your website, email signature, social media, and presentations.
-
Trust generator for clients and investors: Prospects are more inclined to buy from or collaborate with a company that's received media coverage.
-
Access to new audiences: Media outlets often reach different audiences than your own channels, exposing you to qualified new prospects.
-
Media snowball effect: One publication can attract others, creating a domino effect. Journalists often rely on previously published material to uncover new topics.
-
Qualitative fame measurement: Though hard to quantify, the impact of an article can often be measured by increased website visits, subscriptions, or contact inquiries.
So, if you ever decide to invest in our "Get Featured for Free" training, remember that just one successfully generated article will yield more than the money invested—plus, the knowledge gained stays with you forever.
Got questions? Reach out: nata@natapr.com
I can't wait to see you there!
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
WORKSHOP -- WRITE AND IRRESISTIBLE PRESS RELEASE ➤ https://event.webinarjam.com/register/34/8or45hnz
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
If you've been following me, you've heard me talk about press releases more than once.
Today, I invite you to invest your time in a high-value workshop focused on the art of the press release.
And I've even listed five powerful reasons to join me on July 23 and 24, 2025:
1. Demystify PR's #1 Tool
The press release is still the #1 gateway to credible, free media coverage. Learn how to write it like a pro -- and after two 1-hour sessions, I promise you'll never see it the same way again.
2. A simple, 6-step method
You'll leave with a straightforward, field-tested method you can apply immediately to your business or your clients.
3. Avoid the classic mistakes
Most entrepreneurs write press releases that never get read. Learn how to catch a journalist's attention from the very first line.
4. Boost your visibility---without spending on ads
A well-written release can lead to articles, interviews, and credibility that no ad can buy.
5. Write YOUR release live
This isn't just theory---we'll write it together, live. You'll leave with a press release ready to send.
💡 No fluff. These are just real-world tips we use daily at NATA PR.
A good press release can:
• Shine a spotlight on your business and products
• Tell your story in a compelling way
• Convince a journalist to talk about you
A powerful release is simple, straightforward, and engaging.
So why not write it together?
FREE LIVE WORKSHOP -- REGISTER NOW!
Dates: July 23 & 24, 2025
Format: Two 1-hour interactive sessions
You'll learn:
• Our top tips for writing irresistible press releases
• How to grab the attention of journalists and influencers
• Real-life examples and templates from NATA PR
• A live Q&A to answer your specific questions
Workshop Program
Day 1 -- July 23 at 11 AM
• Craft a compelling headline
• Write efficiently using ChatGPT
• The all-important first paragraph
Day 2 -- July 24 at 11 AM
• The 4 key elements of a great press release
• Why quotes matter
• Essential company info to include
• Contact details -- never forget them!
75% of journalists consider press releases a key source of information (source: CISION).
But only if they're done right.
Walk away with a practical, effective tool to boost your visibility.
And yes---it's 100% free.
✅ Sign up now---spots are limited!
REGISTER FOR THE WORKSHOP ➤ https://event.webinarjam.com/register/34/8or45hnz
Got questions? Reach out: nata@natapr.com
I can't wait to see you there!
Nata
WORKSHOP -- WRITE AND IRRESISTIBLE PRESS RELEASE ➤ https://event.webinarjam.com/register/34/8or45hnz
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
Hello PR friends,
When was the last time you invested in your projects or your business?
As for me, I've lost count of the number of courses and coaching programs I've done over the years.
One that really stands out was with Kris Plachy --- an exceptional business coach --- who helped me go from "HR is not my strength" to "I love managing my team!"
Anyone who knows me well knows what a transformation that was --- managing people used to feel like a chore.
And yes, the program's price felt steep at the time, and I questioned the return on investment.
On top of that, it wasn't easy. Kris asked me to redefine NATA PR's core values and completely rethink every role in the agency.
I didn't want to do it. I already had a list of values and job descriptions. Everything was "done."
But going back to the foundation changed everything --- the way I lead, what I believe, and the results I get.
I'll spare you the full curriculum, but without hesitation: I would make that investment again in a heartbeat.
The financial return is still felt today.
Employee retention can be measured in dollars. My team is happier and more engaged.
This means we serve our clients better --- and they stick with us longer.
That's the kind of return on investment I'm talking about.
Better than the stock market!
I've signed up for another business coaching program --- and I'm approaching it with a completely fresh perspective.
It's a one-year program focused on taking immediate action.
It's the kind of training that lights up my brain. I'm constantly coming up with new ideas --- things I can test right away.
The idea is simple: try something now (a new newsletter, podcast episode, offer, or updated service). If it doesn't work, analyze what went wrong, get coaching, and quickly implement an improved version.
This program reminds me a lot of the ones I offer --- 100% focused on real-world action.
If you're following my work, you're probably wondering how to increase your sales and attract more clients.
So why not invest in your sales?
I invite you to take a fresh look at what the NATA PR SCHOOL offers --- not as an expense but as a strategic investment in your business.
You want to integrate PR and influencers into your marketing plan to boost visibility and drive sales --- but you're not sure where to start?
I promise you with just one free call, I can point you in the right direction.
Your only investment today? A little of your time.
BOOK YOUR FREE CONSULTATION ➤ https://calendly.com/natapr/30-minutes-zoom?month=2025-06
I'm here to help --- simply and clearly.
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends,
Today, I wanted to talk to you about a trend that's absolutely exploding right now: UGC influencers, or User Generated Content --- in other words, content created by real people, not marketing pros.
And believe me, in 2025, this has become essential.
Why?
Because both consumers and brands are tired of everything looking too polished, too perfect. What they're craving now is authenticity.
They want spontaneous videos, honest opinions, and raw customer feedback --- sometimes even a little clumsy --- but real.
And you know what? It works.
You've probably noticed that short videos on TikTok or Instagram Reels have completely taken over our feeds. And this super effective format is perfect for UGC.
Brands are using it to get their message across --- clearly, quickly... and above all, credibly.
Because it's not a traditional ad --- it's someone "just like us" talking.
And that's just the beginning.
Another major trend is personalization.
Thanks to UGC, brands can speak directly to micro-communities, with content that truly resonates with their expectations.
And to make all this happen, of course... there's AI.
Artificial intelligence now helps brands identify top-performing content, track trends, detect fake reviews, and even auto-translate videos to suit different markets.
This is what we call "smart syndication": a piece of UGC can live on Instagram, an e-commerce site, in a TV commercial --- literally everywhere.
And there's more: in 2025, consumers are the new brand ambassadors.
The line between influencer and customer is getting blurry. We're not just talking about Instagram stars anymore --- nano-influencers and even everyday users are becoming the new faces of brands.
And guess what? Social media has become the new search engine.
46% of Gen Z now use TikTok instead of Google to look for recommendations. That means brands need to optimize their content for those platforms --- just like they used to do for SEO.
So, if you're working in marketing, communications, or for a brand, here's the key takeaway: UGC is no longer optional. It's a full-fledged strategy.
And it's built on three pillars: authenticity, personalization, and technology.
Want to talk about influencer marketing?
Get in touch: nata@natapr.com
I'm here to help.
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hi my PR friends,
These days, everything changes so quickly that I sometimes feel like a dinosaur.
If, like me, you remember those printers in newsrooms that used to churn out press releases on paper 24/7, then you're part of my dinosaur club.
What's fascinating about being one of the "old ones" is that we remember tools that once had a physical form and have now evolved into digital versions --- all while keeping their core purpose.
A perfect example is the newswire, which still exists today but is now online only.
Every day, thousands of companies publish press releases through newswires across the world.
It's a significant resource saver --- think of all the trees and paper saved.
But what exactly is a newswire, and what are the benefits of this kind of publication?
A newswire is an online distribution platform that allows companies, organizations, and even governments to release press statements on a large scale.
These platforms are connected to databases of journalists, editors, and media outlets around the globe. In other words, with a single click, your press release can reach hundreds --- or even thousands --- of media outlets.
It's a powerful tool for any public relations strategy.
Why?
Because it helps increase visibility for major announcements such as a product launch, fundraising news, a strategic hire, or a key partnership.
But a word of caution: just because your release is published on a newswire doesn't mean journalists will automatically pick it up.
A newswire is a distribution channel --- not a magic wand. Your release still needs to be well-written, clear, relevant... and, most importantly, offer real value to the media and their audiences.
Another benefit of using a newswire is the digital footprint it leaves.
Once published, your release is often automatically picked up by various platforms or niche websites.
It becomes a piece of content that can boost your online visibility and SEO credibility.
That said, newswires don't replace personalized media relations. They complement them.
Because nothing beats a targeted message sent directly to a journalist you know --- or one you've taken the time to research.
The two approaches --- broad distribution through the wire and direct outreach --- can and should work hand in hand.
Finally, remember that publishing on a newswire is an investment.
Depending on the platform and the length of your release, prices can range into the thousands of dollars. Therefore, it's essential to select your moments and messages carefully.
In short, a newswire is a powerful tool --- if used strategically. It doesn't replace the human touch or the instincts of a great publicist, but it can amplify your voice on a global scale.
Want to learn more?
Reach out to me at: nata@natapr.com
I'm here to help.
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends,
Do you run your own business? Do you sell products or services online?
Then we all share a common goal: increasing our online visibility.
That's great news because public relations' primary goal has always been boosting visibility.
So you can see how easily PR professionals have adapted their strategies to the online world.
We saw a surge in online visibility during the pandemic. Many stores and services closed their doors, and online sales exploded.
Our clients' visibility also soared. Major media outlets already had web platforms, and readers kept their online reading habits.
Since our expertise lies in boosting our clients' visibility, I decided to create a new, simplified, highly effective 5-step service offering at the agency.
Step 1: Analyze your online presence
Maximize your business value.
It sounds obvious, but how many companies actually take the time to assess their work and communicate their strengths effectively online?
We offer a quick analysis and easy-to-implement tactics tailored to you.
Step 2: Build credibility
This is where the press release becomes essential.
Only PR can help you earn your customers' trust. And the press release is PR's #1 tool---a must-have.
We'll suggest story angles that showcase your brand and distribute your press releases on the wire for you.
Step 3: Make it easier for customers to find you
SEO -- Be first in online searches.
Local SEO puts you at the top of Google Maps and search results.
We work with the best to develop an effective, customized strategy for you!
Step 4: Stay top of mind with your community
Social media lets you tell your story, engage in real time, and build customer loyalty.
We manage your presence and create high-quality content aligned with your brand values.
Step 5: Shine a spotlight on your brand and your team
Integrated advertorials to humanize your brand.
Highlight your leaders and team members as experts in trusted media outlets.
Through sponsored content and storytelling, we showcase the human side of your business.
It's a strategy that boosts your visibility and credibility on reliable platforms.
The beauty of this offer? You can choose 1, 2, 3, or all 5 steps.
After our analysis, we'll tell you when and how to implement them, and which ones to combine.
Want to talk about this offer?
Get in touch: nata@natapr.com
I'm here to help.
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Let's talk about 2025 goals.
Can you believe it's already the end of April? I thought it was the perfect time to check in and share where I'm at with my goals for next year.
I said it loud and clear: 2025 will be my best year yet.
Here's what I've set my sights on:
- Celebrating NATA PR's 25th anniversary
- Writing not one, but two books
- Launching brand-new services
25 years of NATA PR
My plan was to celebrate in Miami with my whole team.
But... with the current situation between the US and Canada, those plans are on hold.
That said, I still managed to go on my first exploratory trip in February with two of my senior team members.
Since then, things have gotten more complicated --- visa issues, trade talk tensions... One of my colleagues, who has a Ukrainian passport, got denied.
So, the Miami celebration is postponed, but we're not giving up! We'll plan something here in Canada instead. Stay tuned.
The two books
The first book, about public relations, is moving forward --- I already have a plan and an introduction written.
You might remember the title: No One Is Waiting for Your Press Release.
The second book is a personal one --- it's about my mother.
At almost 65, she made the bold decision to leave my father.
I'm recording our conversations, letting her tell the story in her own words.
I'm really curious to see where this project leads us.
What's new at NATA PR
I'm also revisiting my goals for the agency.
But the most exciting news? I'm testing out a brand-new service offer.
I've already found a company to try it out, and it feels so right.
You know when you feel excited and energized --- like you're exactly where you need to be?
That's the feeling. I'll tell you more about it soon.
At NATA PR SCHOOL
In 2025, I'll be offering four free workshops!
I'm already getting ready for the third edition of my press release workshop.
Join me and create your own press release in under two hours a week --- with a bit of help from ChatGPT!
The next session is happening on May 8 and 9, and it's going to be the best one yet.
You'll find the link in the show notes.
Why this podcast?
To pause. Reflect.
And remind you: even if your goals are still in progress, it's never too late to revisit or adjust them.
For me, goals are signals --- they get my mind and soul into motion.
I often complete things later than expected --- and that's perfectly fine.
What matters most is to keep moving.
Life isn't smooth sailing, and neither is the entrepreneurial journey.
But if you keep taking action, asking questions, and making changes, that's when things start to click.
So, here are a few questions you can ask yourself:
- What's been working since January?
- What hasn't?
- And what can you do today to keep your momentum going?
One question I ask myself often is:
What did I do today to move closer to my dreams?
Recording this podcast is one of those things.
If you feel like chatting about your own goals, I'd love to hear from you,
Because alone, we move.
But together, we grow.
I also want to give a big thank-you to all my coaches---they've helped me get back on track whenever I felt stuck.
Send me a message --- nata@natapr.com.
I'm here for you.
Talk to you soon,
Nata
May 8, 9 2025 at 11:00 am ET WORKSHOP -- Write An Irresistible Press Release ➤ https://bit.ly/3Gj7tIl
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
The global economy is shaken. U.S. tariff announcements and the unpredictable decisions of some leaders are creating widespread uncertainty.
And if, like me, you sometimes see your revenue stagnate—or melt away like snow in the sun—what should you do?
Here are two essential reflexes to adopt:
1 – Stay visible
2 – Leverage local synergy
Stay visible (take a cue from those who dominate the media!)
If the pandemic taught us one thing, it’s that all those who stayed the course with their marketing and public relations—or even doubled down on their efforts and investments—saw their sales increase.
It may seem counterintuitive—I get it. In hard times, the instinct is to cut. But cutting visibility means handing over the spotlight to your competitors.
Are your competitors out there while you disappear?
No, thank you. Remember: out of sight, out of mind.
Bet on local
Here’s a little secret: some of our clients who position themselves as local brands are currently seeing sales increases of 10 to 20%. Why? Because more and more consumers want to support local businesses. And often, they don’t even realize you’re one of them!
That’s where a strong PR campaign becomes powerful. It helps you get seen, recognized… and chosen.
Like you, I sometimes feel like pulling back and going quiet. But I know now is the time to do the opposite. Let’s not give our clients—current or future—a chance to forget us.
Need a little boost o get visible?
Let’s talk: nata@natapr.com
N
Nata
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
6-STEP GUIDE TO PRESS RELEASES THAT SELL➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Welcome to a new episode of our series on THE PRESS RELEASE.
Many believe that writing a good press release is complicated.
However, after more than 30 years of experience, I can assure you that the simplest ones are the most effective.
A press release is simply a tool designed to make the work of journalists, columnists, and influencers easier.
The press release remains the number one tool in public relations.
It’s the foundation they use to talk about you and your products.
However, achieving simplicity requires expertise.
A press release is not a literary work—it must be direct and capture attention.
With rapidly evolving artificial intelligence tools, writing a press release is easier than ever.
However, you still need to assess whether the result is effective.
If you rely solely on AI without understanding what makes a good press release, your message might miss its mark.
At NATA PR SCHOOL, we teach you how to write impactful press releases that sell.
We also use AI, but with a critical eye: we review, refine, and improve every text.
The key is choosing the right words—the ones that truly represent you and leave a lasting impression.
Writing a press release is an excellent exercise in clarifying your message.
We are all fascinated by AI, and many of our clients are exploring how to use these new tools, dreaming that they might replace many employees.
But I am convinced that those who will not be replaced are those who possess knowledge.
Keep learning, and stay curious.
To discover public relations at your own pace and schedule, I invite you to check out our express training: PR 101—a 30-minute workshop for $19.95.
Public relations aren’t going away; understanding them better will give you a competitive edge.
I started my career as a marketing professional and developed a passion for public relations through experiences where I didn’t always have the budget to hire an expert or an agency.
Stay curious, check out our PR 101 training, and let me know what you think!
Any questions? Contact me at nata@natapr.com
Nata
*PR 101 - 30-Minute Workshop* ➤ https://bit.ly/4dVTx37
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤**** https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
Welcome to the first episode of our series on THE PRESS RELEASE.
In this episode, we're tackling a crucial topic: "No one is waiting for your press release."
Unless you're a celebrity, journalists aren't sitting in front of their inboxes eagerly awaiting your latest press release.
However, this doesn't mean your press release is useless. On the contrary, it's a powerful tool to define and control the message you want to convey to the public and the media.
The "forgotten press release" syndrome is all too common.
Why do so many press releases end up ignored in journalists' inboxes?
Poor targeting often means the message doesn't reach the right people at the right time.
Irrelevant information dilutes the impact of your story.
And bad timing can cause your press release to be buried under a flood of other news.
For us, a press release is, first and foremost, a tool that helps define what the client really wants to communicate.
We often reshape their entire perception of what an effective press release is.
A press release is not the place to tell your company's whole story—it's about:
- Defining the news
- Finding the simplest and most compelling headline
- Selecting the most relevant information and cutting the unnecessary details
For a press release to be useful to journalists, it must be clear, concise, and relevant.
Make sure it answers the essential questions: who, what, where, when, why, and how.
To grab their attention, offer an interesting angle, key figures, statistics, and strong quotes.
A good press release gets straight to the point: avoid jargon, use direct language, and highlight the key message in the opening lines.
Including accessible contact information and additional assets (prioritizing photos) can also make a big difference.
A well-crafted press release is much more likely to be picked up and turned into an article.
Remember: a press release is a tool that makes journalists' jobs easier if they choose to cover your story.
Maybe “"No one is waiting for your press release," but it still, event today, an essential tool!
Any questions? Contact me at nata@natapr.com.
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
What if journalists and influencers finally started talking about you and your product in 2025?
You see your competitors and companies you admire featured in the press, on TV, and by influencers every day.
This is no coincidence!
And it's much more accessible than you think.
Imagine attracting media and customer attention without investing thousands of dollars in advertising or influencers.
In our training starting on March 24, 2025, I'll show you how to use public relations to boost your visibility—without an advertising budget.
- Do you have an amazing product, but no one talks about it?
- Have you tried social media… with no real results?
- Do you think PR is only for big brands?
Think again!
With our "Get Featured for Free" program, you'll learn:
- How to capture the attention of journalists and influencers.
- How to tell your story in a compelling way.
- How to craft your first effective press release.
Real results, a proven method, and most importantly, accessible to everyone!
Don't let your business stay in the shadows.
Sign up for our six-week program and learn how to reach out to journalists from day one.
In this program, you'll learn in less than 2 hours per week:
- The essential elements of a press release
- The perfect email pitch
- How to use ChatGPT
- How to build your media list
- How to find influencers
- Multiple press release templates
I'll guide you through each step as if you were a new employee at NATA PR, freshly trained.
Every week, for six consecutive weeks, you'll have direct access to me to ask your questions.
And I'm here to help you succeed!
Questions? Contact me at nata@natapr.com
I can't wait to see you in class!
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
2025 is shaping up to be an exceptional year, and I want to start by sharing one of the most powerful tools in public relations: the press release.
At NATA PR, we send out press releases every week and know just how impactful a well-crafted release can be:
• Showcasing your business and products,
• Getting media coverage,
• Telling your story in a compelling way.
An effective press release is simple, straightforward, and engaging. So why not write yours with us?
Sign up for our FREE WORKSHOP!
Dates: March 13 & 14, 2025
Format: Two interactive one-hour sessions
What you'll learn:
• Our best tips for writing an irresistible press release,
• How to grab the attention of journalists and influencers,
• Real-life examples and templates used at NATA PR,
• A live Q&A session.
Workshop Schedule:
Day 1 – March 13, 2025, at 1 PM
• How to craft a powerful headline,
• Writing effectively with ChatGPT,
• The importance of the first paragraph.
Day 2 – March 14, 2025, at 1 PM
• The four key elements of a great press release,
• Why include a quote?
• Essential company information,
• Your contact details: don’t forget them!
75% of journalists consider press releases a key source of information (source: CISION). But they have to be well done!
Walk away with a concrete, effective tool to boost your visibility.
And it’s 100% free!
Sign up now—spots are limited.
Have questions? Contact me: nata@natapr.com
Looking forward to seeing you at the workshop!
Nata
WORKSHOP – WRITE AND IRRESISTIBLE PRESS RELEASE ➤ https://bit.ly/4hIcVCv
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
Today, we’ll explore why public relations remain more essential than ever in 2025.
With rapid technological advancements, PR strategies must adapt to stay effective.
In my opinion, three major trends will define this year:
- The rise of AI-powered PR strategies
- The increasing importance of authenticity and transparency
- The growing role of localized strategies and short-form visual content
1. The Rise of AI-Powered PR Strategies
Artificial intelligence is transforming public relations at an incredible speed.
By 2025, AI will no longer be limited to data analysis; it will also assist in content creation, media monitoring, and campaign optimization.
With AI-driven tools, PR professionals can better target their audiences, personalize their messages, and anticipate market trends.
However, automation does not replace human creativity—it enhances it.
The key to success lies in the balance between technology and authentic storytelling.
2. Authenticity and Transparency: Essential Values
Today, consumers and the media seek brands that are genuine and engaged.
In 2025, authenticity and transparency will no longer be optional but essential.
Overly polished or artificial communication may be perceived as greenwashing or opportunistic marketing.
Companies must embrace their values, communicate openly, and engage their audiences in sincere dialogue to build trust.
PR plays a key role in humanizing brands and telling authentic stories that resonate with the public.
3. The Growing Role of Localized Strategies and Short-Form Visual Content
With the rise of TikTok and short videos, the format of storytelling is evolving.
PR campaigns must now incorporate impactful and engaging content, such as short videos, infographics, and micro-content tailored for social media.
Moreover, local communication is gaining traction. Instead of aiming for global coverage, brands are prioritizing more targeted approaches, adapted to cultural specifics and local expectations.
This hyper-personalization helps create stronger community connections and generates a more direct impact.
Conclusion: Adapting for Greater Impact
Public relations in 2025 will rely on a delicate balance between innovation and human connection.
AI helps optimize strategies, but authenticity and emotion remain at the heart of successful communication.
Brands must also adapt to new formats and prioritize local approaches to reach their audiences effectively.
By embracing these trends, PR will continue to play a strategic role in building a strong and lasting brand image.
Thank you for listening to this episode!
Feel free to share your thoughts and join me for the next one.
Questions?
Feel free to reach out:nata@natapr.com
Nata
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
📺 Watch the video episode on YouTube: https://www.youtube.com/watch?v=x3M3NPEZ6No
Bonjour, Hello and welcome to episode 230 of the NATA PR SCHOOL podcast.
For this episode, I have the great pleasure of welcoming Craig Patterson, CEO andPublisher of Retail Insider.Craig is a sought-after retail and consultant expert who has studied the Canadian retaillandscape for the past 25 years.For me, he is the expert one must consult to understand the evolution of the retailmarket. As a PR pro, I often asked him to talk about our clients who were entering theToronto, Montreal, or Vancouver markets.Thank you for accepting my invitation, Craig.I always start with a simple question for my guests:1. Who is Craig Patterson?2. What inspired you to launch Retail Insider in 2012, and what were your primaryobjectives at the time?3. Over the years, how has the vision or mission of Retail Insider evolved to meetchanging industry needs?4. How have you seen the media landscape change over the last decade,particularly in the retail and business sectors?5. What are the biggest challenges facing independent media platforms like RetailInsider in today’s environment dominated by social media and big tech?6. What strategies have been most effective in growing and engaging youraudience?7. Which topics or trends have you found to resonate most with your readers, andhow do you decide what to prioritize in your content?8. What is your vision for Retail Insider over the next five to ten years, and how doyou plan to adapt to further changes in the media landscape?9. What are your practices on social media? Do you focus on one or several socialmedia platforms?10. To conclude, what do we wish for you?Where to find Craig Patterson--https://retail-insider.com/LinkedIn : retail-insider@craig_patterson_Toronto@ retail_insider_canadahttps://www.facebook.com/RetailInsider/Youtube: @retailinsidercanadaGET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-ModelSIGN UP TO OUR LISTS ➤ www.natapr.comPR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Imagine your exceptional product or service finally being recognized for its actual value.
Imagine clients coming to you, not by chance, but thanks to simple and effective strategies.
What if I told you that all this is possible without investing astronomical sums in complex marketing campaigns or overpriced influencers?
Welcome to this episode dedicated to a solution that could transform your business: our "Get Featured for Free" program.
Why this program?
The most extraordinary products and the most innovative services can remain in the shadows if no one talks about them.
Do you recognize yourself in these statements?
- You have a product that outperforms the competition but remains unknown.
- You don't have a clear marketing plan to promote it.
- You've tried social media without significant results.
- Public relations seem complicated or out of reach.
If you answered "yes" to any of these questions, know that you are in the right place.
The solution:
The "Get Noticed for Free" program was designed to solve these problems. It combines the power of public relations and social media to help you reach your clients, increase your online visibility, boost your SEO, and most importantly, grow your sales.
How does it work?
When you sign up, you'll gain access to:
- 6 key modules, with 25 minutes of content per week, to learn how to capture the attention of the media and influencers.
- Live classes of 30 minutes each week to deepen the concepts and ask your questions.
- A final project: Create your own press release and an initial list of media/influencer contacts.
Each module is designed to be practical, easy to follow, and immediately applicable. You will learn, for example:
- How to tell your story to captivate the media.
- How to identify the right contacts quickly.
- How to follow up effectively to maximize your chances of success.
Real results:
This program is not an empty promise. It's based on proven methods used by successful entrepreneurs. And here's the good news: once you join the program, you have lifetime access. All updates and additional content are included at no extra cost.
Is this program for you?
It's up to you to decide. This program is perfect if:
- You're looking for simple tactics to increase your visibility.
- You want a tested and easy-to-implement method.
- You want expert guidance to create a personalized campaign.
But let's be honest: this program is not for everyone. If you're looking for a quick fix without effort or if you're not ready to work on your strategy, this might not be for you.
Don't let your business stay in the shadows any longer. Join "Get Featured for Free" and finally give your product or service the attention it deserves. Visit [your website] to learn more and sign up today.
You have the power to transform your visibility. All you need to do is take the first step.
Questions?
Feel free to reach out: nata@natapr.com
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
As 2025 will be the best year of my life, I've decided to share the power of public relations with as many students as possible and kick off the year strong with a free workshop on press releases.
At NATA PR agency, we send out many press releases every week.
It's truly the #1 PR tool because it allows you to:
• Share your news
• Tell your story
• Promote your business and products
A well-crafted press release is simple and becomes a powerful lever for visibility.
What if we created your press release together on January 15 and 16?
Signing up's not too late—check the episode notes for more details.
Some may tell you that press releases are unnecessary or useless.
But know this: 75% of journalists surveyed in CISION's annual State of the Media report would disagree.
Of course, it must be useful for journalists and even influencers.
A page of praise for a product won't encourage them to talk about you.
A successful press release will have a clear, short, and catchy headline, such as "2025 Trends in (Food, Decor, Health, etc.).
This press release could be interesting enough to be picked up by many media outlets.
So, what will you learn in our FREE WORKSHOP?
I'll teach you our tips for:
• Writing an irresistible press release
• Creating a press release that grabs attention
Two interactive one-hour sessions
• Real examples: I'll share templates we use for our clients.
• Live Q&A: Take this opportunity to get personalized answers.
Ready to transform your press releases?
DAY 1: Wednesday, January 15, at 1 PM
- How to find the perfect title
- Our tips for writing effectively with ChatGPT
- The importance of the first paragraph
DAY 2: Thursday, January 16, at 1 PM
- The four essential elements of a press release
- Why include a quote?
- Information about your business
- Your contact information (how to reach you)
I want you to leave with a concrete tool to make your project shine.
And it's 100% free!
So you have nothing to lose and everything to gain.
I can't wait to meet you.
Questions?
Feel free to reach out: nata@natapr.com
Nata
FREE WORKSHOP- PRESS RELEASE – JAN 15-16, 2025 ➤ https://bit.ly/3D50WQ2
6-STEP GUIDE TO PRESS RELEASES THAT SELL➤ https://prschool.natapr.com/pl/2147718415
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Every year, after December 25th, I treat myself to a gift.
A small "from me to me" moment to celebrate the efforts and achievements of the past year.
Last year, it was an Alhambra mother-of-pearl pendant from Van Cleef & Arpels.
It is a small, discreet, powerful symbol representing my dream of working with prestigious luxury brands.
And Van Cleef & Arpels was at the top of my list.
As I record this podcast, I haven't yet chosen my gift for 2024.
I sometimes let chance guide my choice.
But this gift will commemorate the challenges, moments of joy, and learning from the year.
At the start of this year, I have a special announcement:
2025 will be my year—the best year of my life! Nothing less.
Why?
- Because in 2025, I'll be turning 60.
- My agency, NATA PR, will celebrate its 25th anniversary.
Two milestones that remind me of how far I've come—and how much more there is to achieve.
I want to celebrate, savor, and dare—with you!
So why not celebrate yourself in 2025 and make it the best year of your life too?
My goals for 2025:
- Continue growing NATA PR with engaged and inspiring clients.
Nothing fulfills me more than working with clients who stay with us for years. Growing alongside them and tackling the challenges of expansion is incredibly motivating.
To my fellow PR professionals, know that your agency will give its best when you trust it and treat it as a growth partner, not merely a service provider.
- Serve a larger audience of students, solopreneurs, leaders, and entrepreneurs through the NATA PR SCHOOL.
I've been refining my training programs for years, and now it's time to share them with as many people as possible.
- Write two books:
- The first is about public relations.
- The second is about my mother's story.
Writing a book is a challenge, for me but I commit to finishing one by December 2025 and the second in early 2026.
If, like me, you remember the turn of the year 2000, you likely recall the infamous "Y2K bug."
It was a non-event, but one that reminds us how fortunate we are to be here, 24 years later.
So, for this 25th year, I wish for us all to dare even more.
Dare with me.
Join me for our free workshop on January 15th and 16th.
It's a unique opportunity to learn how to stand out in 2025.
You have nothing to lose and everything to gain.
I promise you practical and effective insights straight from our expertise.
I look forward to connecting with you behind my screen and starting 2025 together, filled with creative energy.
I'm here to help!
Nata
FREE WORKSHOP- PRESS RELEASE – JAN 15-16, 2025 ➤ https://bit.ly/3D50WQ2
6-STEP GUIDE TO PRESS RELEASES THAT SELL➤ https://prschool.natapr.com/pl/2147718415
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
In this podcast, I'm continuing with the theme of press releases because I want to kick off the year strong and invite you to a fantastic FREE workshop.
Come create impactful press releases with me, live!
When?
📅January 15 and 16, 2025 – 11 AM (ET) New York time!
How do I participate?
👉Sign up now for this free workshop and start the year off strong!
🔗Click here to register: https://bit.ly/3ZM1fYH
To further convince you to sign up for this free workshop, here are 10 uses of a press release, depending on your chosen strategy:
- Inform the Media: Its primary purpose is to deliver factual and relevant information to journalists.
This is especially useful when clients are launching new products.
- Optimize Online Presence: A well-distributed press release improves visibility and boosts SEO (Search Engine Optimization).
Yes, PR remains the most effective organic part of your marketing plan.
Think about all the clickable links on major online media outlets—The New York Times, Le Monde, and every ELLE or VOGUE magazine out there!
- Create Immediate Impact: A press release's urgency and conciseness make it a powerful tool for grabbing attention.
A press release plays a leading role in announcing an event—think store openings, factory launches, or unveiling an exhibition.
- Strengthen Brand Image: Every press release shapes the public's perception of a company and reaffirms its values.
At NATA, we take this very seriously, which is why we carefully design visually appealing layouts with our clients' stunning visuals.
A press release is a unique opportunity to make a strong impression.
- Encourage Media Coverage: Properly tailored writing can multiply media mentions and amplify your reach.
We often see this strategy when international brands present their collections or products in North America.
Although the news may have already circulated in other markets, adapting the press release to the American context helps multiply publications.
- Engage Stakeholders: Targeted and relevant content can appeal to investors, partners, or clients.
Looking for financial partners? Sharing your story could attract unexpected investors.
I remember a fashion designer friend of mine who his associates had dropped. Sharing his story with the media led to offers from partners he never would have imagined.
- Highlight an Event: Perfect for promoting an initiative and mobilizing the public or media.
Think about community plastic drives, issuing challenges, etc. I love it when a company supporting a worthy cause invites others in its industry to do the same.
- Establish Social Proof: Showcasing collaborations or awards builds trust in your brand.
Standing out helps in many ways, including attracting top talent.
- Manage a Crisis: In sensitive times, crisis management is an essential tool for controlling the message and preventing misinformation.
I'm sure you can think of several examples illustrating this.
For instance, a press release is critical during a massive product recall—especially when the product might pose a health risk.
- Document the Organization's History: Press releases become valuable archives that tell the story of a company's evolution.
Think about marking significant anniversaries—the 10th, 50th, or 100th celebrations are excellent opportunities to grab journalists' attention.
I'm looking forward to seeing you for these two days and helping you create a game-changing tool for your visibility.
Don't miss our FREE workshop!
When?
📅January 15 and 16, 2025, 11 am (ET) - New York Tim
I'm excited to see you in these two sessions and help you create a tool that will transform your visibility.
I'm here to help!
Nata
FREE WORKSHOP- PRESS RELEASE – JAN 15-16, 2025 ➤ https://bit.ly/3D50WQ2
6-STEP GUIDE TO PRESS RELEASES THAT SELL➤ https://prschool.natapr.com/pl/2147718415
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
What if 2025 is the year you finally learn how to get media attention for yourself?
For the first time, I've decided to offer a completely free workshop dedicated to creating press releases.
Yes, this essential PR tool will take center stage in two interactive 1-hour sessions.
When?
📅January 15th and 16th, 2025
⏰At 11 am (Eastern Time)
Why should you attend this workshop?
Because mastering the art of the press release is the key to catching the attention of the media and journalists.
This document is much more than just an announcement:
- It forces you to identify the relevant news for the media.
- It helps you choose the right messages and impactful keywords.
- It is often the starting point for organizing and clarifying your ideas.
But let's be honest: you've probably downloaded free guides or tools without putting them into practice. This time, we're taking action together!
A Practical and Interactive Workshop
During these two 1 hour sessions:
- You will learn my six-step method for writing compelling press releases.
- With my guidance, you will work on your own press release in real-time.
- You will leave with a press release ready to use, reflecting your expertise or your company's.
And if you can't attend on these dates, No problem! Replays will be available for several days so you can follow the workshop at your own pace.
Who should attend?
- Entrepreneurs, experts, startups, or creators looking to gain visibility.
- Anyone wanting to stand out and get media attention
A Promise that Works
Writing an effective press release is more than just an exercise; it's a promise of visibility.
And trust me, it works.
Our clients use it every day to get noticed and propel their business into the media.
How to Participate?
👉Sign up now for this free workshop and start the year strong!
🔗Click here to register: https://bit.ly/3D50WQ2
I'm excited to see you in these two sessions and help you create a tool that will transform your visibility.
I'm here to help!
Nata
FREE WORKSHOP- PRESS RELEASE – JAN 15-16, 2025 ➤ https://bit.ly/3D50WQ2
6-STEP GUIDE TO PRESS RELEASES THAT SELL➤ https://prschool.natapr.com/pl/2147718415
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS ➤ www.natapr.com
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends,
When clients contact a public relations agency, they often have a very specific idea in mind: a press release.
This tool, perceived as the holy grail of PR, is one of the few elements the general public instinctively associates with our profession.
But why this obsession with press releases?
And more importantly, is it justified?
First, let's acknowledge one thing: clients are right to see the press release as a key tool.
It has been at the heart of public relations for decades, serving as a bridge between organizations and the media.
A press release is essentially an announcement designed to share important news.
When well-written, it grabs attention, delivers a clear message, and encourages journalists and influencers to spread the word.
It's a useful and effective tool.
Creating a press release also requires clients to define their news, key messages, and the right keywords.
Crafting a press release becomes an exercise in refining a client's thoughts and finding the most precise and effective ways to describe their products and services.
However, reducing public relations to just writing press releases would be a mistake.
While the press release is a fundamental tool, it's only one part of an agency's strategic arsenal.
Planning, storytelling, crisis management—public relations go far beyond that.
So why the focus on the press release?
It's probably because it's tangible and concrete.
It embodies a promise: the promise of being talked about.
For companies, the press release represents a quick and direct solution to their visibility needs.
And, let's be honest, it works.
For PR professionals, the challenge is twofold: meeting the client's request while educating them about the importance of a comprehensive strategy.
A press release without strategic reflection risks falling flat.
How many times have I heard clients say, "We sent out press releases, and it didn't work"?
The press release must present relevant news and factual information that enables journalists to write their articles.
And most importantly, I often wish I could see the famous list of journalists who received the news…
So, the next time you think you need a press release, see it as an entry point.
Public relations isn't just about sending information to journalists.
It's a profession of influence, listening, and creativity. And that doesn't always fit into 500 words.
Do you need a press release?
Would you like to discuss the topic?
Sign up for our free workshop to create press releases that sell: January 15-16, 2025.
I'm here to help you gain clarity: nata@natapr.com
Nata
FREE WORKSHOP- PRESS RELEASE – JAN 16-17, 2025
https://event.webinarjam.com/register/21/70w45ap
6-STEP GUIDE TO PRESS RELEASES THAT SELL
https://prschool.natapr.com/pl/2147718415
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends,
Welcome to this final episode dedicated to business vision.
Today, I want to share an unforgettable experience with an iconic jewelry house: Van Cleef & Arpels.
For those who might not be familiar with this legendary brand, think of the level of excellence of Hermès… but applied to jewelry.
Alongside my colleague Pamela, our senior account director, I had the privilege of attending the unveiling of their new high jewelry collection, inspired by Robert Louis Stevenson’s masterpiece: Treasure Island.
But beyond the awe, what struck me most was the clarity and strength of their vision.
During the event, Catherine Rénier, their new CEO, shared three essential pillars guiding their creations:
- A universal theme: Evoking shared imagery that resonates with everyone, even those who’ve never read Treasure Island.
- Rooted storytelling: Connecting each collection to the house’s history and values.
- Celebration of craftsmanship: Highlighting exceptional artisanal techniques.
Van Cleef & Arpels master the art of creating desire without ever relying on celebrities as brand ambassadors.
Their creations are brought to life through art, nature, and dance, giving everyone – regardless of origin or culture – the chance to dream.
This vision profoundly inspires me.
It motivates me to refine our own vision at NATA, which is:
To bring exceptional companies and products to light, capable of delivering beauty and well-being to the greatest number.
And you, what is your business vision?
I’d be delighted to discuss it with you!
Would you like to discuss the topic?
I'm here to help you gain clarity: nata@natapr.com
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends,
We've reached the second episode of my reflections on business vision. I invite you to reflect with me as we define this essential concept.
So, what is an inspiring business vision, in my opinion?
- A business vision is the engine that propels a company toward the future.
- It's a strategic compass guiding leaders, employees, and partners toward a common goal.
But why is vision essential for sustainable success?
I believe vision exists to inspire and mobilize.
A clear vision gives meaning to everyday work.
It goes beyond tasks to create a sense of belonging to something bigger.
Think of companies like Tesla or Patagonia, whose vision goes beyond merely selling products to embody global change.
I really like Patagonia's vision:
"To build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis."
The more Patagonia grows, the more it can act.
Additionally, a well-defined vision is a powerful decision-making filter.
In an ever-changing environment", it helps prioritize, invest in the right projects, and say no to distractions.
But beware: vision isn't just a slogan.
It must be authentic, aligned with the company's values, and above all, shared.
For it to work, every member of the organization must recognize itself in it and become its ambassador.
So how NATA PR is a strategic agent in achieving the companies' visions?
- A vision must be known.
- It must shine beyond the company's walls.
- A vision can be felt and experienced by journalists and influencers
We are the transmission belt of this vision.
- A vision must be communicated simply
- It must be easily recognizable.
- It must be conveyed by journalists and influencers.
When the vision is clear and well understood—both by those who live it and by your clients—everything falls into place.
And you, what is your business vision?
Would you like to discuss the topic?
I'm here to help you gain clarity: nata@natapr.com
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
Recently, during a session with my coach and hypnotherapist, we discussed the magnitude of challenges we've all faced over the past few years.
Like many of you, I navigated in "quick fix" mode to manage constant changes: the pandemic, my partner's departure, successive recessions...
Sound familiar?
These upheavals have had a profound impact on how we live and work, and there's been a notable rise in mental health discussions.
Personally, it's only in the last six months that I've managed to create a bit of "mental space," allowing my mind to cool down and work in my favor.
After several years of working with different coaches, I've realized how deeply interconnected our minds and emotions are.
Some call it "mindset."
But to me, it goes beyond mere attitude; it's a balance between thoughts and emotions that can take us from burnout to bliss.
Today, science is exploring and validating these ideas, once seen as esoteric, and we're better understanding the human machine.
My mind is an endless source of ideas if I let it work on its own.
Have you ever noticed that after a good night's sleep, the solutions to yesterday's problems suddenly become clear?
I'm one of those eternal dreamers who loves to learn and always go further.
Learning and discovering new answers brings me joy and a desire to share.
But there's still a "gap" to bridge to reach this new stage of my life and business growth.
Let's say I'm in a very comfortable place with numerous successes under my belt, yet I see, in the distance, this wonderful island where my soul is eager to go and play as soon as possible.
In our last session, my coach asked me a powerful question: "What's your magic touch, your 'secret sauce'?"
My "magic touch" is my ability to understand my clients' visions and support them strategically. That's the strength of my agency.
Yes, public relations are strategic. But we are more than "spin doctors" or "image makers"; we are connectors.
And this "secret sauce" attracts loyal clients who seek true collective intelligence.
In the next episodes, I invite you to follow along with my reflections on "business vision." I'll share my thoughts on this topic and would love to hear yours.
Do you seek this kind of strategic support? This understanding of your vision?
If so, I'd love to hear from you.
Feel free to contact me: nata@natapr.com
I'm here to help you.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
For most people, public relations is quite a mystery.
If you ask my family what I do, they'll tell you I run a PR firm.
That's the easy answer.
If the conversation goes further and they're asked, “But what does Nata actually do?” this is where the answers start to vary, from advertising to crisis management.
You know, I love talking with you about public relations and the underestimated power of this tool.
So when someone asks you what public relations is, here’s how I suggest you answer:
PR helps you
- To get know:
Get brands, services, companies, or leaders known, - Gets people talking about you, be it journalists or influencers;
- Increases your visibility and notoriety.
Raising awareness, getting people talking about you.
And raising awareness and getting people talking about you is simpler and more accessible than you might think.
- Journalists want to share what’s new with local businesses (job creation, new contracts, exports, etc.).
- When you launch a new product/service, journalists in your field are assigned to cover what’s new.
If you don’t have something new, here’s my suggestion:
To practice, read the headlines in newspapers.
Especially the section that concerns you: business, society, lifestyle, food, automotive, etc.
After a few days, you’ll know what’s making the news.
What’s everyone talking about?
- Immigration
- Artificial intelligence
- Vegan recipes, etc.
Do you have a story that could interest journalists covering artificial intelligence?
We worked with a company that used AI to create new cosmetic products.
You’d be surprised by the number of articles we generated for this brand.
I’ve even created a 30-minute workshop for you: PR 101 Workshop, which will allow you to create your own PR campaigns.
Want to discuss how PR can help you raise awareness and increase your visibility?
Contact me:
nata@natapr.com
I'm here to help you.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello, PR friends,
I’m continuing here with my little exercise of sharing what our marketing friends don’t know about our wonderful public relations profession.
In the previous episode, I presented the first five points.
Here are the next ones:
6. PR is only for big companies.
Not at all, PR is something everyone can benefit from, even small businesses. Often, if what you’re sharing is relevant to current events, journalists might even favor small local companies over international ones.
For example, if you’ve successfully implemented a four-day workweek, many journalists may be interested in it.
7. Journalists are there to publish what we send them. That’s their job.
Absolutely not. Journalists are free to talk about you—or not. It’s a true privilege when they choose to interview you.
8. PR works instantly, right?
Oh, if only magic worked with the snap of a finger! If your name is Celine Dion or Coca-Cola, yes, results can be pretty quick. But I like to say that PR is a marathon, not a sprint. Building strong relationships with media and influencers takes time.
9. PR is outdated; everything happens online now.
Sure, digital is essential, but PR is far from obsolete.
Not everyone in the world is on social media. But yes, major media outlets are online, so why not take advantage of that? For example, an article about you in Forbes or ELLE can significantly impact your SEO
10. We have a great product; we buy ads, but journalists aren’t talking about us.
I remember a client who bought full-page ads in women’s magazines and couldn’t understand why the journalists in those same magazines weren’t covering their products.
It’s simple: if you don’t reach out to journalists to introduce your products, you can buy all the ads in the world, and they still won’t talk about you.
That’s actually a fantastic reason to learn more about PR, as it can give you a leg up on your competitors.
I’ve also created a 30-minute workshop for you: PR 101 Workshop, which will help you create your own public relations campaigns.
Want to chat about how PR can help you get noticed and increase your brand awareness?
Contact me at:
nata@natapr.com
I’m here to help!
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello, PR friends,
My team often hears me say, "Ah! Yes, marketing pros frequently ask us this or that… they don't always understand what we do."
But before we dive in, I began my career over 30 years ago as a marketing professional for those who don't know my story.
I still love this profession, and it actually puts me in a better position to have a little fun at your expense, dear marketing friends.
So, here we go:
1. PR is just sending out press releases, right?
Ah… that famous misconception. If only! Our lives would be so simple.
Yes, we do send out press releases, but it's all about the art of capturing attention. What information should the release include? What headline best summarizes the news? And above all, a press release is not an ad. So be careful with superlatives like "the best product on the market"; let journalists make that call themselves.
2. It's easy to control a brand's image with PR
Control the image? PR doesn't control anything; it influences, guides, and informs. It highlights the brand's already-defined image. PR makes the brand known. It helps build awareness by generating buzz about it.
3. PR? It's only for crisis management.
Ah, crisis management… Yes, that's part of what PR can do, but in reality, PR is also about prevention, delivering key messages, and spreading positive messages chosen by the brand. Much ongoing work can be done to build reputations long before a crisis hits. And PR can prepare you for a potential crisis in advance.
4. Influencers replace PR, right?
No, social media and influencers don't replace PR. Influencers have been part of our public relations campaigns for several years now. They can become excellent ambassadors for a brand or product. But it's just one part of the job of getting known.
5. Why pay for PR when you can just run an ad?
Because an ad is like shouting through a megaphone: everyone hears you, but is everyone really listening? PR is more like the art of whispering into the right ears at the right time.
So, dear marketers, we hope this little dive into the PR world has enlightened you… and maybe made you smile a little.
We'll see you in the next episode for more, but in the meantime, stay curious and sign up for our PR 101 workshop to better understand what PR is all about.
And if you'd like to chat, reach out to me!
nata@natapr.com
I'm here to help.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends,
I love exploring trends in various consumer sectors, and lately, my attention has been drawn to "Smart Luxury."
Have you heard of this trend?
What is Smart Luxury?
Luxury has always been synonymous with exception, exclusivity, and refinement. But in recent years, the sector has undergone a significant transformation. "Smart Luxury" is part of this evolution, where prestige meets innovation.
But what exactly is "Smart Luxury"?
In simple terms, it's the integration of new technologies into the luxury world to create personalized, sustainable, and accessible products, services, and experiences.
We're no longer just talking about unreachable material goods but about "smart" luxury designed to meet the needs of modern consumers.
Luxury and Technology
Technology plays a central role. Whether through artificial intelligence, augmented reality, or connected objects, luxury is reinventing itself to offer a more personalized, immersive, and engaging experience.
But "Smart Luxury" isn't limited to technology. It also emphasizes more eco-responsible practices and a more inclusive luxury model.
Luxury and Innovation
Let's start with technological innovation. Luxury brands are at the forefront of adopting emerging technologies. Take augmented reality, for example. Today, some major fashion houses allow customers to virtually try on clothes or accessories without leaving home. Artificial intelligence, on the other hand, personalizes online shopping experiences by offering tailored recommendations based on each customer's preferences.
Connected objects also play a role in this dynamic. From luxury watches (think Apple Watches) to intelligent accessories, these products are no longer static objects but interconnected tools that enhance the user experience.
Innovation goes even further with the use of blockchain to guarantee the authenticity and traceability of products. This technology secures transactions while reassuring consumers about the origin and quality of the items they purchase.
Sustainability, a Pillar of Smart Luxury
Traditional luxury has often been criticized for its environmental impact. But with Smart Luxury, we're witnessing a true awakening. Today's consumers are increasingly concerned with the ethics and sustainability of their products, and luxury brands have noted them.
They are now adopting more environmentally friendly production practices, using recycled materials, reducing their carbon footprints, and committing to sustainable initiatives. For instance, some fashion houses are launching "eco-responsible" collections, where each piece is designed with sustainable raw materials.
Sustainability also involves reflecting on products' life cycles. With the growing popularity of second-hand items and luxury product rentals, the sector is opening up to a more circular model, allowing products to have longer lifespans and reducing overconsumption.
Accessibility vs. Exclusivity
Finally, one of the most exciting aspects of Smart Luxury is accessibility. Thanks to digitalization, luxury is becoming more inclusive. Today, thanks to online platforms and mobile apps, it's easier than ever to connect with major brands, discover their collections, and even purchase rare products, no matter where you are in the world.
But this accessibility doesn't mean luxury loses its exclusivity. On the contrary, brands use technology to offer even more personalized experiences. Whether in-store, where sales associates are equipped with technological tools to understand clients' needs better, or online, with interfaces that tailor offerings to individual preferences.
Smart Luxury is redefining what luxury means in the 21st century. It's no longer just about owning rare and precious objects but about experiencing something unique, personalized, and sustainable.
By integrating new technologies while adopting an ethical approach, luxury brands are reinventing themselves to meet the expectations of modern consumers while preserving their exclusivity DNA.
So, what do you think of Smart Luxury?
Is it the future of luxury or just a passing trend?
Let me know if this topic resonates with you and if you'd like to learn more:
nata@natapr.com
I'm here to help.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR Friends!
I wanted to discuss a trend transforming how we shop online: livestream shopping events.
Imagine watching TV hosts showcase products live a few years ago, with an open phone line to place your order instantly. Today, this experience has taken on a new dimension thanks to content creators and celebrities on social media. The concept is simple: you watch your favorite creator or influencer present products live, and if something catches your eye, you can buy it in just a few clicks via links available right below the video.
So, how does it work?
During a livestream shopping event, the influencer or host presents a selection of items, such as clothing, home goods, cosmetics, or even tech gadgets. The advantage is that the influencer can interact directly with their audience in real-time. Viewers ask questions, request opinions, or even make personalized recommendations, creating a sense of closeness and trust.
This approach allows consumers to discover products in a much more engaging context than a typical e-commerce site. Shoppers can see whether the product is in use or worn. They can get immediate answers to their doubts or questions, making decision-making easier. And that's not all! This live interaction allows influencers to adjust their presentation based on real-time feedback.
And what does this mean for influencers?
For content creators, livestream shopping platforms open up new monetization opportunities. Indeed, every sale made through the livestream allows influencers to earn a commission, similar to affiliate links, but with increased efficiency. Their audience isn't just clicking on a link in a description; they are watching a real-time demonstration with an immediate option to purchase.
This approach enables influencers to highlight their expertise in a specific field—whether it's fashion, home décor, or beauty—while fully leveraging their personality. Unlike simple photos or pre-recorded videos, live streaming allows influencers to forge a stronger bond with their community. They can share tips, favorite products, and even practical advice live, all while responding instantly to their audience's comments. This creates a much more authentic and engaging interaction.
What are the benefits for brands?
For brands, livestream shopping is an innovative and effective way to promote their products.
- They gain access to the influencer's engaged audience and benefit from a more immersive and convincing form of advertising.
- It's a way to bring humanity to e-commerce, making the shopping experience more interactive and social.
- Brands can also track real-time sales results, adjust their strategy, and create specific promotions based on audience feedback.
- It's a win-win experience: consumers receive authentic recommendations, influencers diversify their revenue streams, and brands reach a highly targeted and engaged audience.
In conclusion, livestream shopping is far more than just a trend. It's a new shopping method that combines the convenience of online shopping with the conviviality of live interaction. With passionate content creators, innovative brands, and consumers looking for unique shopping experiences, livestream shopping is emerging as a revolution in modern e-commerce.
Want to discuss how you can work with influencers?
Feel free to reach out to me:
nata@natapr.com
I'm here to help.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
Welcome to this episode, where we tackle a hot topic: Should we pay influencers?
In the world of social media, collaborations with influencers are booming, especially since, according to recent studies, more than 70% of Generation Z, the so-called GenZ, are ready to buy what an influencer suggests to them.
But when it comes to paying influencers, opinions differ.
On one side, some believe it is essential to compensate them for their creative work and their targeted audience.
On the other, our clients believe that free products or offering visibility to the influencer is enough.
I propose to break down these two views and share what we do at the agency during influencer campaigns for our clients.
So, what is the best option for a brand?
Pay or not pay influencers?
Let’s discover it together!
Sometimes, it’s a happy mix of both types of collaboration: paid and organic.
For some clients, it is wise to choose a few influencers with an engaged community and develop a “paid” collaboration with them.
This allows a brand to make specific requests for videos (reels, TikTok), posts, and mentions of the brand, which the brand can then share on its own platforms.
These influencers sometimes become ambassadors or brand faces.
On the other hand, we collaborate with many influencers with smaller communities.
We send them products to try, hoping they will talk about them to their followers.
Many of these nano-influencers are doing “unboxing” on their Instagram and TikTok platforms.
They sometimes use the products to talk about their discoveries to their fans.
In fact, we are somewhat offering them an opportunity to create content they can then share as they wish, as we do not pay them and there is no obligation binding them to the brand.
Paying an influencer is entirely legitimate, especially if a brand wants to access the community the influencer has built and if they are asking the influencer to create specific content.
When you want to showcase your products, as with many of our clients in the food or beauty industries, many influencers are eager to receive these brands’ products to discover them.
Here, it is an exchange between brands and influencers, who receive products without any specific request or definite expectation from the influencers.
In this case, there is no payment.
So, to pay or not to pay influencers?
The answer is yes and no, depending on your needs and influencer requests.
But allow me to add that, depending on your product type, influence is not the new Holy Grail.
Public relations can offer you other avenues to complement your influencer campaigns, capture attention, and make you known to a wide audience.
Feel free to reach out to develop an influencer strategy.
nata@natapr.com
And check out our links and be sure to sign up for our mailing lists to not miss anything.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
Today, search engine optimization (SEO) is a top priority for any business looking to be visible online. At the core of this strategy are keywords, those search terms that connect users to relevant content on the web. But did you know that public relations (PR) can play a key role in creating and improving these keywords?
The Importance of Keywords for SEO
Keywords are the foundation of SEO. They represent the queries that users type into search engines to find information, products, or services. Good SEO starts with selecting relevant terms that reflect your business and address your target audience's needs. Companies can adapt their content to be found more easily by understanding what users are searching for.
Choosing the right keywords is challenging. You must consider not only search volume but also competition. For instance, many businesses use very generic keywords like "glasses." In contrast, long-tail keywords, such as "women's sunglasses in Miami," can offer unique opportunities to reach a more specific audience.
How PR Helps Develop Relevant Keywords
PR professionals have their fingers on the pulse of trends. They know how to identify underused search terms that will set you apart from the competition. Media monitoring is an essential tool in this process. By keeping an eye on current topics, social media, and brand mentions, PR helps detect emerging keywords.
Relationships with influencers also play a major role. Through their close connection to the audience, these public figures generate keywords that reflect their followers' concerns and interests. Collaborating with them expands a brand's visibility and enhances its SEO strategy with timely and relevant terms.
The Impact of PR on SEO
Public relations are essential for improving a brand's authority and credibility online. A well-executed PR campaign can generate high-quality backlinks from influential media outlets or specialized blogs, which boosts SEO.
Take, for example, a press release optimized for SEO. If this press release is picked up by several high-authority sites, the brand gains visibility and strengthens its credibility in the eyes of Google. These backlinks signal to search engines that the brand's content is trustworthy, which can improve its ranking.
Likewise, being organically mentioned in press articles, interviews, or columns helps strengthen brand image and increase the number of queries associated with it.
By integrating PR into your SEO strategy, you can benefit from a dual advantage:
- capturing the attention of users and
- gaining recognition from search engines.
If you haven't yet tried this approach, now is the time to explore how public relations can improve your SEO. Start by analyzing your current keywords, and then see how PR campaigns can refine and enrich them. You might be surprised by the positive impact this can have on your online visibility.
Feel free to reach out if you'd like to develop an SEO strategy tied to your PR campaign. nata@natapr.com
And check out our links and be sure to sign up for our mailing lists to not miss anything.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
Yes, the press release is the No. 1 tool in public relations.
However, not every news item is impactful or relevant enough to justify drafting and sending a press release.
How can you tell when this tool is truly necessary and when another approach might be more suitable?
Let's start with a quick reminder: What is a press release, and why is it used?
A press release is a formal and factual communication tool intended to convey relevant information to the media.
It is not an advertisement.
Its purpose is to inform journalists, bloggers, or influencers about significant news or innovations in the hope that they will share this information with their audiences.
At NATA PR, we sometimes send what we call "brèves," which are very short emails with relevant updates, such as one of our clients' new store openings.
We know that this news may not necessarily be picked up, but journalists interested in this client accumulate this type of information, which may help them build a story in the coming weeks or months.
So, in this case, there is no press release; it is just an email to communicate the information.
The Right Questions to Ask:
Here are the questions you should ask yourself before sending a press release:
- What is the news?
Can you summarize in one sentence what you want to announce?
For example: XYZ launches a new innovative Vitamin C serum to hydrate the driest skin.
Are journalists talking about this subject?
Is it new, innovative, etc.?
- Is the information really timely?
A press release must announce something new.
Journalists are looking for fresh news. A press release is probably unnecessary if you've already discussed this information through other channels or if the event has already occurred.
- Is this valuable information for journalists or influencers?
Ask yourself if the information you share can help journalists with their articles or reports.
Does it fit into current news topics or sector trends?
- Is this a story the media can relay?
A press release must offer an interesting angle and a story to tell.
If it's only technical information or too focused on yourself—let's say too "commercial" and disconnected from general interest—it risks going unnoticed.
- Is the event really worthy of a press release?
Some internal announcements, such as a minor personnel change or a small strategy adjustment, don't merit a press release. For minor events, your social media platforms may be sufficient.
Several news items are great for social networks: award wins, recruitment, new store openings, etc.
Of course, you can share this information, which may not interest the media, in your newsletter, on your blog, etc.
In some cases, the best option is to combine a press release with another approach.
For example, you can:
Send a press release for major news while sharing it on social media to maximize impact.
Sending a press release should never be routine or an obligation.
It should be reserved for announcements that truly deserve media attention.
Properly prioritizing your information and using the right communication tools according to the situation maximizes your chances of getting quality media coverage while strengthening your relationship with journalists.
Feel free to reach out to me if you're a business leader looking to develop a PR strategy.
nata@natapr.com
And check out our links and be sure to sign up for our mailing lists to not miss anything.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
Are you familiar with this new trend where companies leverage their employees to get the word out about your company?
We're talking about "Employee Advocacy," where employees share their work experiences and talk about their employer, its products, and services on their own social media platforms.
The goals here are the same as when you choose an ambassador:
- Inform
- Educate
- Raise awareness
- Build trust
- Attract potential talent
The benefits of such a digital strategy are significant:
- Authenticity and Trust
Employees are seen as authentic voices, which strengthens consumer trust in the brand. Messages conveyed by employees are often more credible than those delivered through traditional advertising or external influencers.
- Internal Engagement
This approach increases employee engagement and their sense of belonging. They become natural spokespersons, proud to promote their company on social media.
- Extended Reach
Employees can reach different and often more targeted audiences than usual marketing channels, particularly through their personal and professional networks.
- Training and Tools
For this to succeed, companies invest in specific training and content management tools for their employees to ensure messages remain consistent and aligned with the brand strategy.
- Impact Measurement
Companies are increasingly monitoring the impact of these initiatives through specific KPIs, such as social media engagement, generated web traffic, or conversion rates.
I often listen to the French news bulletin, the 20h, on my tablet.
A report there highlighted this trend, which I found highly relevant and interesting, especially since it was turned into a PR piece broadcast and featured in a news report.
It was about SNCF, the French railway company that operates numerous train services across the country, including TGV, TER, Intercités, OUIGO, etc.
They interviewed a young train conductor in his thirties who loved sharing his profession with his community.
His passion was so strong that he produced exceptional videos, including scenarios like collisions he had experienced during difficult times.
Then, we saw the communications manager explain why SNCF adheres to this practice:
"No, we don't pay our employees; they do it of their own free will and are free to share information they find interesting, as long as it doesn't defame the company."
The interviewer asked if employees were free to criticize.
"Yes, if constructive criticism doesn't defame the company."
In certain fields, the "Employee Advocacy" trend is worth watching closely, especially since Generation Z heavily uses social media.
This is a powerful communication tool if you're recruiting young professionals in their twenties.
This trend is part of a desire by brands to get closer to their audiences by humanizing their communication and using the voices of those who know the company best: its employees.
What do you think?
Is this a common practice at your company?
Feel free to reach out to me.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
Hello PR friends!
One of our clients at NATA PR, whose target audience is 15 to 25-year-olds, has asked us to develop an intense UGC strategy.
I thought of discussing it here with you, especially for those who aren’t familiar with this term and its meaning.
So, let’s start with a bit of a definition:
UGC (User-Generated Content) generated by influencers is a rapidly growing trend in digital marketing. UGC refers to content created by users themselves.
Today, this mainly includes videos, reels, and content on TikTok.
This term is also used for software and video game developers who contribute, often on open content aggregation platforms like social networks, discussion forums, and wikis.
UGC content creators often work freelance and can also function as influencers.
They are paid to produce specific content for brands, which is then used across various marketing channels.
UGC creators do not necessarily own the rights to the content once it is handed over to the brand.
It’s also said that when generated by influencers, content becomes a powerful strategy for brands.
Seeing influencers who share similar profiles with a brand’s customers talk about products encourages those customers to purchase the product.
So, here we are, given that we have strong ties with influencers since the beginning of this profession. Our clients also sometimes ask us to deploy content creation programs with hundreds of influencers.
What are our client’s main reasons for implementing a UGC strategy?
- Obtain a large amount of content at a low cost
- Have ready-made content that’s ready to be broadcast
- Give the brand an “authentic” resonance
It must be said that social media platforms require continuous content. Consider that a brand that wants to stay in touch with its potential customers needs an enormous amount of content annually.
According to recent studies, over 70% of Gen Z say they buy products recommended by influencers.
So, it’s easy to understand why brands are turning to this strategy.
Our client has a Facebook page, an Instagram account, a TikTok, and their own website, all of which must be regularly updated and fed with content.
Phew!
Since video content is king, imagine the skyrocketing costs when content creation is outsourced to specialized agencies.
So yes, there’s a solid appeal to work with savvy nano-influencers who are talented in video content creation.
These influencers, often with fewer than 10,000 followers, find it difficult to monetize their influence.
But they can earn income by creating content for brands.
Want to learn more about how to use influencers and this famous UGC strategy to get noticed and boost your sales?
Feel free to reach out to me.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
PR 101 ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello, PR friend!
Do you know what all companies with a marketing plan do to get noticed?
Yes, public relations.
In fact, there are three main ways companies have been using since time immemorial to gain visibility:
- Advertising
- Public Relations
- Ambassadors (spokespersons, endorsers)
Even a basic understanding of what public relations can bring you will give you a tremendous competitive advantage.
You will literally have a head start over your competitors.
To help you, I’ve just updated our PR 101 workshop, which I’m offering at a low price of $19.95 as long as it’s available online.
This workshop will give you the basics to understand.
You’ll go from “PR is complex and requires long studies” to “It’s so simple, I can do it myself!”
In the PR workshop, I’ll present the first three steps of the NATA PR model in 30 minutes.
If you don’t already have our model, you can get it now by clicking the link in this episode’s notes.
In this workshop, I’ll show you real shortcuts—the very same ones I teach my employees.
I promise you’ll be able to start doing your own public relations.
I hope this will encourage you to learn more and sign up for our six-week training course with me.
PR 101, I’ll present the first step: identifying why a journalist or influencer would talk about you.
I’ll also give you tips, examples, and quick and easy execution ideas.
I’ll take you online to show you how, at NATA PR, we find journalists’ contacts in just a few minutes of research.
So, this workshop is entirely practical, no boring theory!
PR 101 30-min Workshop ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
Want to learn more about how to use PR to get noticed and increase your sales?
Feel free to reach out to me.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello, PR friend!
Have you ever noticed that their popularity increases when leaders engage in public relations?
You've often heard me talk about Elon Musk, who became just as famous as the company Tesla that he created, thanks to the media.
Think of that former U.S. president, who was already very well-known before even hosting the famous show "The Apprentice" and the unforgettable phrase, "You are fired!"
It's clear to me that he rose to the presidency in part because of the media's visibility.
This was also the case with the well-known actor Ronald Reagan, who became the 40th president of the United States because of his fame.
We could undoubtedly name many others, such as Arnold Schwarzenegger, who became governor of California after a career as a strongman, and so on. You now understand why political parties seek out candidates who are well-known to the public to encourage voters to support their parties.
If you watch the documentary on the Raëlians, you'll see that the founder of this sect knew the power of journalists and all the advantages it brought to his organization.
Every time the media talked about Raël or his followers, whether in good or bad terms, donations and new followers sometimes increased dramatically…
Being visible in the press and getting talked about is not just the privilege of politicians and gurus—far from it.
This is why it is a tool that can be most beneficial for business leaders.
After our training, several of our students at the NATA PR SCHOOL have learned how to address the media and influencers and have successfully obtained in-depth interviews about them and their businesses.
These are extremely powerful articles that have brought them great credibility with their target audience.
So much so that after just one interview on local television, one of our students gained 400 new subscribers to their list, enabling them to launch a crowdfunding campaign that far exceeded their goal of 30K. In fact, they managed to raise 170K.
Television and an article in the local newspaper simply made them known.
Only public relations can achieve this.
Advertising, which we love, sells.
Public relations make you known, bring you credibility, and increase the trust your customers have in you.
Want to know more about how to use PR to make yourself known and increase your sales?
Feel free to reach out to me.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
PR 101 30-min Workshop ➤ https://prschool.natapr.com/offers/pdV8jtXD/checkout
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello, PR friend!
I love to make my employees, partners, and clients shine. I often secretly register them for rankings, such as the top 30 under 30, best public relations professionals, best agro-food products, best beauty, etc.
But I don't take the time to do it for myself.
And what is your relationship with recognition and awards?
So imagine my surprise when I saw that I had been selected for World Public Relations Day, highlighted by Her Network. This organization celebrates all women and is dedicated to amplifying their voices, stories, and impacts!
I was filled with gratitude when I first saw this mention on Instagram and then on LinkedIn.
If you still doubt the usefulness of public relations, the impressive number of professional women mentioned in this directory confirms its strength and the diverse needs it meets.
Being included in this ranking filled me with pride. Especially since, as you will see, it is very inclusive, with women from all backgrounds represented.
Public relations plays a crucial role in establishing connections and creating bridges between individuals, organizations, and communities.
My passion for communication is even more profound when we are recognized. It's an absolute balm for the soul. I underestimated the impact of awards.
In 2020, I intended to celebrate our agency and invite all our employees and collaborators to our office in Miami.
The pandemic put a stop to this festive project.
But 2025 is approaching, and I have just decided that we will celebrate the 25th anniversary of NATA PR, the agency I founded, in a big way.
I don't have a definitive plan yet, but it will be memorable.
We should create a scholarship to mark the event and highlight a young talent.
What do you think?
Are you a fan of company celebrations and anniversaries?
For those who know, the NATA Model's first step is to find out why people would talk about us.
This 25th anniversary will be an opportunity to shine and make people talk about us.
We'll talk again in the next episode.
Interested in learning more about how to use PR to connect with new audiences, especially if you are a well-kept secret?
Feel free to get in touch.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
WORLD PUBLIC RELATIONS DAY
LINKEDIN ➤ https://www.linkedin.com/posts/natalie-bibeau_world-pr-day-celebrating-inspiring-women-activity-7220150637294968832-A5iO?utm_source=share&utm_medium=member_desktop
INSTAGRAM ➤ https://www.instagram.com/p/C9eobD4NcG0/?img_index=2
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
If you own a service business like mine, you're probably wondering how to evolve your offering.
I am currently reflecting on how to better position the NATA PR agency by developing a new service that allows us to showcase our expertise even more effectively.
I have decided to share my thoughts with you here and how this service will take shape and evolve within the NATA PR agency in the coming weeks and months.
A few weeks ago, we secured a mandate for a company that requires strategic support quite different from what we usually offer.
I like to say that this company is a well-kept secret because:
- It has not communicated for decades;
- It is absent from the web;
- It wishes to make itself known gradually.
Many of this company's clients want to remain anonymous because they find in our client:
- Discretion
- Anonymity
- Security
This mandate excites me because it allows us to deploy our knowledge at another level. This new client has a deep understanding of our value as communication experts;
- A clear demand for our strategic support;
- A reflection that requires expert strategy to develop a customized plan for this company.
I love challenging my team to step out of their comfort zone, and the challenges here match the talents of the agency:
- How can we talk about this company without offending its clients?
- What new communication plan will we implement?
- How can we quickly establish this company on the web?
I already have several ideas for bringing our client into the 2020s, but we need to be strategic and proceed gradually.
This is about offering a five-star service we will develop in close collaboration with our client.
Here are the first steps:
- Gather information on the history and foundation;
- Conduct archival research;
- Sort through documents;
- Propose to our client what seems of public interest and interesting for journalists.
We are discussing the type of event we could create for journalists and a target clientele in the real estate sector.
I thought about organizing live presentations on Instagram and Facebook, but since this client hasn't developed these tools, we will need to be more creative.
Or implement these visibility actions in a second phase.
So yes, we will use the NATA PR six-step model and start with:
- Why would journalists/influencers talk about our client?
- We must tell their story sensitively and respectfully while engaging journalists.
- Identify the most important journalists/influencers and ensure those we target are perfectly aligned with our client's values.
- The tools—We found photos and images from the foundation in the archives (over 60 years old!).
Interested in learning more about how to use PR to connect with new audiences, especially if you are a well-kept secret?
Feel free to get in touch.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
I have often heard marketing professionals and even business leaders roar that "public relations is dead and doesn't work anymore."
Often, they invest their resources in social media, with a tiny percentage of their subscribers seeing their content, and they occasionally do online advertising.
On the other hand, when they consult us, they complain about the visibility their competitors are getting.
When I tell them that it's precisely this, which they don't believe in, that brings such visibility to their competitors, who are also present on the web and social media, sometimes a light goes on in their eyes.
At other times, even when we have the numbers and published articles to prove it, some still don't believe us.
Well, that confirms that we cannot help them.
With over 30 years of experience in marketing, communication, public relations, social media, and influencer marketing, I have witnessed the evolution and transformation of public relations from the inside.
And it confirms to me that we are not going to disappear anytime soon for three reasons:
- There is nothing more human than connecting and creating relationships among ourselves.
- Humans are sensitive to the emotions of their peers, and for now, AI is far from generating emotions.
- PR professionals are highly creative and have adapted to all new communication platforms since the advent of radio, television, and all the means offered by the web.
You have undoubtedly noticed, like me, that another pattern is taking shape regarding social media:
- Twitter – the ancestor of social media – not yet generational
- Facebook – the platform of Generation X
- Instagram – has gained strength with the Millennials
- TikTok – the platform of Generation Z (Gen Z)
- ??? – Generation Alpha
What will be the platform for the Alpha generation?
Of course, each platform evolves, and Generation X increasingly uses Instagram.
But I'm talking here about the emergence of these platforms and which generation gave them their start.
Again, this is a very human trend because we know that new generations do not want to behave like their parents.
They need to create their own identity:
- fashion
- music
- sports
- social media, etc.
If you have teenagers at home, have you identified new platforms that fascinate them?
Artificial intelligence continues its progress, but public relations is already assimilating these tools as they appear.
If you have yet to discover how ChatGPT can become your new favorite assistant, it's time to explore.
PR professionals have been using ChatGPT eagerly since its inception.
Of course, if you, like me, want to discover shortcuts to maximize your time with ChatGPT, sign up for our next six-week training, during which I will show you how we use it at the agency.
Since public relations is not going away, I've decided to become the Jane Fonda of PR!
So, I have a few more decades ahead of me to help you.
Want to know more about how to use PR to connect with new audiences?
Feel free to get in touch.
nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
I love it when young digital marketing professionals discover public relations.
I especially love seeing the light in their eyes light up when I talk to them about our clients' articles, which are published online with clickable links that direct readers to the companies/products they discover.
"This is exactly what we're looking for!" they tell me.
What joy on my part when I feel an understanding of what we do and our young digital marketing professionals understand that public relations is not a profession of the past, nor on the verge of extinction, but more relevant than ever.
It is a profession that will not simply disappear because we build relationships, and relationships are fundamentally human.
I just found a whole theme for a podcast here!
But let's get back to our sheep.
So, how to connect with new audiences through public relations:
- Identify what your potential clients read.
- Find out online who the journalists are who talk about your industry or your competitors.
- Take an interest in these journalists and read what they write.
- Send them relevant information that will interest them.
When you connect with a journalist you don't know, put yourself in the energy of exchanging information.
It's very simple: the same emotion should guide you in your exchange as when you share your joy of discovering a new restaurant with your best friend.
No frills are needed. You get straight to the point.
That's part of what I teach you at NATA PR SCHOOL.
But while waiting for our next cohort in fall 2024, I invite you to get on our list, review your emails and press releases, and remove anything that is superfluous and does not get straight to the point.
Yes, I know it may seem strange at first, but the more you connect with new journalists simply and efficiently, the more they will want to talk about you to their readers.
These readers are your potential clients.
Yes, that's what distinguishes public relations from social media, although we have many things in common.
PR still often goes through an intermediary: the journalist or the influencer.
It's up to you to make them want to talk about you to their readers or their fans.
It's just like your friend to whom you recommend this great new restaurant.
You certainly make him want to try it!
Want to know more about how to use PR to connect with new audiences?
Let me know: nata@natapr.com
Check out our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friends!
At NATA agency, we are seriously considering how to maximize our client's efforts and budgets.
One of our major topics over the past year has been: is a launch event relevant for our clients?
Why spend thousands of dollars on a physical event that will cost our clients thousands of dollars when we can achieve the same objectives with a reduced budget?
Do you see where I'm going with this?
An event is like a wedding, consuming:
- Time (yours and your guests)
- Financial resources
- Emotions!
As you can imagine, a wedding costs thousands of dollars when you calculate the venue rental, catering, photographer, DJ, not to mention the bride's gown and the groom's attire.
We can draw a parallel between the cost of a wedding and a product launch:
- Venue rental
- Catering
- Decor
- Photographer, etc.
Would you believe me if I told you that you can gain the same media coverage and influencer attention without an expensive event that consumes a significant portion of your time and budget?
You should!
Because yes, it's possible to achieve the same results without an event.
But please understand that I'm not against events; I'm quite the opposite.
There are cases where an event is entirely appropriate. For example, if you're launching a new jet ski, it makes sense to showcase it and let people try it out.
But when it comes to beauty products, makeup, or any product that can easily be sent to media and influencers, there's not always a need for a lavish "event."
At NATA PR agency, we've developed a highly effective virtual presentation formula to replace physical events.
I won't reveal all our tricks here, but our results are very impressive:
- Over 60% more participants compared to in-person events
- At a fraction of the cost of a physical event
So, if the new, young agency you're consulting immediately suggests a 5-star restaurant event with influencers, ask yourself: can it achieve similar or better results without an expensive event?
One of our new clients chose to work with us precisely for this reason.
Their previous agency had suggested working with a well-known influencer who likely demanded a hefty fee to showcase their new products in a stunning venue, etc.
Less than 5 journalists/influencers showed up to that event.
In contrast, for a similar event with this brand but in virtual mode, 19 top-tier journalists connected.
So yes, in some cases, physical events make sense, but let's consider whether we can maximize our efforts and resources differently.
Interested in learning more about our events?
Reach out to me at: nata@natapr.com
Check out our links and sign up for our lists so you don't miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
Several of our clients are interested in Generation Z, also known as GenZ.
According to Wikipedia:
Generation Z is born between 1997 and 2010 (though the boundaries vary according to different definitions). It follows Generation Y and precedes Generation Alpha. It is defined as a generation born when digital communications were already well-established.
An article from *Journal du Luxe particularly caught my attention regarding this generation, which, according to a report by the agency Launchmetrics for the fashion and luxury sector, confirms that this generation is more than ever sensitive to content creators, the famous influencers.
Between 2020 and 2023, the influence of influencers, according to this analysis, increased by +177% (2020: 5.2B to 2023: 14.4B). It is almost twice as high as the impact of celebrities/brand ambassadors (2020: 1.7B to 2023: 7.6B).
We can see that celebrities still have influence, but the rise of influencers is remarkable.
Unsurprisingly, this report highlights the rise of South Korean personalities: 70% of the celebrities generating the most visibility for major fashion houses come from the Asia-Pacific region.
K-pop, music popularized by GenZ, indeed has a global influence.
- "According to our analysis, trust in content creators has never been higher, increasing by +21% in one year," confirms Angela Nader, head of brand partnerships at LTK for the UK.
"Generation Z is three times more likely to trust these influencers rather than advertisements, and 75% of them say they make online purchases based on a creator's recommendation, which is 21% more than the general population," she adds.
A sentiment shared by Eric Briones, Director of Journal du Luxe and cited in the Launchmetrics study, who sees sincerity and proximity as powerful drivers of creation and interaction: "The notion of authenticity is crucial; it is not about reason but about the heart. Authenticity is an art!"
Ah! This famous "authenticity" has been THE word of 2023 and continues in 2024.
I prefer "sincerity" to authenticity, which seems to mean everything and anything since this word is on everyone's lips and influencer campaigns.
Being authentic while presenting luxury products seems quite exaggerated if you know what I mean...
Nevertheless, Generation Z has grown up with social media and lives with their smartphone grafted to their hand, with TikTok at the top of the list of consulted apps.
So what should brands do to reach the Zs?
- See if GenZ influencers share their values.
- Introduce your products and your company to GenZ influencers to see how their community reacts to your products.
- Identify those who could become brand ambassadors.
Of course, if you are into reducing the appearance of wrinkles, it is a bit early to try to engage the Zs, but introducing your brand to their mothers and your moisturizing and cleansing products is undoubtedly a good idea.
Do you want to learn how to contact influencers? That's what we do every day at the NATA PR agency.
Check out our links and sign up for our lists so you don't miss anything.
Nata
*JOURNAL DU LUXE
https://www.journalduluxe.fr/fr/business/genz-marketing-mode-luxe-influenceurs-launchmetrics
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
Several professions are governed by professional orders and require the following to obtain authorization to practice:
- training
- certification
- diploma
- permit, etc.
But think about it: you don't need any of that to become a marketing or public professional.
You don't need a special certification or permit to address journalists or influencers.
Isn’t that amazing?
I started my career as a marketing professional and discovered public relations somewhat out of necessity.
Before launching the NATA PR agency, I worked in various marketing positions for about a decade. Since I didn't always have the budget to hire a public relations professional for my team or retain the services of a public relations agency, I developed my own method.
I got my start in the cultural sector, specifically in opera.
The cultural sector heavily relies on the work of journalists and critics to talk about their creations, performances, exhibitions, etc., whether positively or negatively.
I understood the importance of articles in magazines, newspapers and interviews on TV and radio.
I dared. I took the plunge.
The worst that could happen was that they would say no, thank you, and were not interested,
My first public relations project was OPERA IN THE STREET.
It was the very first free event for the whole family, aimed at attracting a new audience to this art form, opera, which can seem difficult to access for many.
To my surprise, my project was interested in the city's newspapers, radio, and TV.
That's when I fell in love with public relations.
But it took me a few more years in marketing before I started my own business.
You see, no permit is needed. A good idea, a good project, and a good pitch…
I realized here that I had several good elements:
- A first (the first time the opera offered a free event to the general public)
- The media loves to talk about events that appeal to their readers/listeners
- Accessibility
- Free admission
Do you want to know what to do to learn how to talk about yourself and what the first steps are?
Check out our links and sign up on our lists to avoid missing anything.
If you need any more assistance, feel free to ask!
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR Friend!
We sometimes encounter clients who have significant budgets allocated for years to advertising their products and who claim without hesitation that what we offer in PR is very expensive.
Everything is relative, you might say.
And you would be absolutely right.
However, I immediately know that these executives or marketing professionals do not know the power of PR nor their cost-effectiveness in terms of dollars spent when compared to advertising.
I assure you that PR is much cheaper than advertising, and they especially do not have the same role:
- Advertising makes sales.
- PR makes a product known and increases consumer confidence.
- You don't pay a journalist. He chooses to talk about you for free.
You probably think it is difficult to measure the results of a PR campaign.
Well, no, it's not complicated. We measure all PR campaigns at NATA PR agency.
For our North American campaigns, we even use the famous cost per thousand used to measure paid advertising campaigns.
The cost per thousand impressions, CPT, is mainly used in advertising. It refers to the total advertising expenditure for every 1,000 impressions of an advertisement.
And every time, we are between 10 and 100 times cheaper.
If an advertising campaign allows you to reach 10 million people and costs you $10 CPT, it could cost you less than $1 in PR.
Obviously, no two campaigns or products are identical.
And I am not telling you that PR is better than advertising.
Absolutely not!
But combining PR with an advertising campaign can be very beneficial:
- Potential customers read articles about your products published in the media.
- They see influencers talking about your products.
- The advertising campaign acts as a powerful reminder.
You gain consumer trust on one side with articles and mentions and remind them through traditional or online advertising.
But what distinguishes PR from advertising, which is too often underestimated but certainly of equal importance, is that advertising is easily identified.
Readers and your potential clients know that these messages have been paid for and are intended to encourage them to buy.
Even if an article was inspired by a PR professional who sent a press release to journalists, you will never see the mention "this article was written following the receipt of a press release sent by the PR agency."
Advertising allows you to control your messages that can be repeated ad nauseam; we know that.
This is where PR is unique. It brings you CREDIBILITY.
Consumers may be wary of advertising and do not always believe the messages and benefits they are promised.
Your potential clients are much more likely to believe a journalist or influencer who has not been paid to speak well of your product.
So yes, you can get featured for free in the press and by influencers if you offer journalists and influencers topics or products that they regularly talk about.
That's why our best training to date at NATA PR SCHOOL is called Get Featured for Free.
You will find the link to this program, which will open its doors again in a few months.
Want to know more about PR and how you can integrate it into your marketing plan?
Check our links and sign up for our lists to get everything we propose.
If you need any more assistance, feel free to ask!
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
For this episode, I have the great pleasure of welcoming Janylène Turcotte, Certified Clinical Hypnotherapist, ICF Certified Coach, Hypnocoach & licensed Rapid Transformational Therapist RTT®, You will easily find her on the HypnoCoach website (link in the episode notes)And in another life, Janylène was a sought-after human resource professional.For me, she is a high-level hypnosis professional with rare talent and a dear friend to my heart.If, like me, you wish to explore your beliefs, those that limit you, slow you down, like those little thoughts that always resurface, such as 'you won't succeed, it's not for you...' well, I promise you that Janylène will help you access your most profound intelligence to free yourself or to help you create new beliefs.Also, I wanted to invite her to the occasion of the 200th episode of our podcast because Janylène was part of the very first cohort of the NATA PR SCHOOL.Thank you for accepting my invitation, Janylène.I always start with a simple question for my guests: 1. Who are you, Janylène Turcotte? 2. I introduced you briefly, but how do you describe your profession and services today? 3. Let's talk about the NATA PR SCHOOL since you were part of the first cohort. What did you gain from it? 4. What are your practices on social media? Do you focus on one or several social media platforms? 5. Can you tell us where we stand in terms of hypnosis? What are the current trends? 6. What would you say to those who wish to understand how it works and if the NATA PR SCHOOL is worth it? 7. To conclude, what do we wish for you?
📺Watch on YouTube ➤ https://youtu.be/hfJFZllVc_k➤➤ In this episode 00:00 Teaser - I help people get unblocked00:27 Introduction01:10 Episode presentation05:12 Who are you Janylène Turcotte?06:50 Hypnosis14:20 Janylène's journey at the Nata PR School18:40 The social media use of Janylène21:23 Hypnosis, what are the trends?25:25 What to say to a person who is hesitating about the Nata PR School?27:13 What do we wish you Janylène Turcotte?28:41 The doors of the Nata PR Schoole are opening29:18 Conclusion➤➤ Where to find Janylene TurcottePODCAST ➤ https://www.hypnocoach.ca/podcast-1LINKEDIN ➤ https://www.linkedin.com/in/janylene/SITE WEB ➤ https://www.hypnocoach.ca/FACEBOOK ➤ https://www.facebook.com/janyleneturcotteINSTAGRAM ➤ https://www.instagram.com/hypnocoach_janylene_aka_jt/➤➤ To find out more about our programGET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_enTHE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PRSIGN UP TO OUR LISTS ➤ www.natapr.comINSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
Are you wondering if public relations is for you?
Here are 3 questions to ask yourself to know if PR is for you:
- Do you feel you need to get known to increase your subscribers and the number of visits to your site?
- Are you looking to increase your sources of income?
- Are you unsatisfied with your sales and want to increase them?
If you answered yes to one of these 3 questions or simply yes to all these questions, you should pay particular attention to public relations and what they can bring you.
You might think public relations is only useful for big brands that launch products with large budgets, like launching a new electric car or the latest iPhone.
Yes, PR can play an important role here, but it's the "easy" part, if I may say.
The work remains important here. Let's say it's the "attention-grabbing" part that is facilitated here, among other things, by the appeal and popularity of the product.
The "real" PR work, if I may say, is implemented when it comes to making smaller businesses known; whether it's a florist, a hair salon, a real estate agent, or a new sorbet, the basic work remains.
But this is where PR creativity comes into play.
And this is where our training at NATA PR SCHOOL can be most beneficial to you.
Because if you run a small business, you don't have thousands of dollars to pay an agency for several months.
You don't need a certification or a special permit to address journalists or influencers.
In less than 2 hours a week, you can get featured for free.
What to do to get known?
If you are a hair salon, soloprener, or small business, start with simple ideas. Easy to implement.
You need a bit of creativity to see what might interest journalists or influencers near you.
I remember a hair salon that offered father-daughter afternoons where dads learned to style their little girls' hair.
You've seen Barbie fans dressing in pink to attend the movie.
You can try to capture the trend of the moment: offer your clients and their daughters to come and get a "Barbie" hairstyle before attending the movie.
Do you own a lingerie shop? Offer clients the opportunity to bring back their old bras, and for each return, you make a donation to the women's shelter in your area.
The possibilities are endless. A very small idea can get you talked about and bring you new clients.
Take advantage of this trend and share it with your local newspaper.
It is possible to find a PR angle for every product, every business, and every industry when you are just a little creative.
Yes, sometimes you have to step out of what you do but think of new activities close to your main activity.
There is a straightforward basic principle, especially if you want to generate new income: do new things.
Get out of your usual routine.
Asking your clients to bring their old swimsuits or bras is simple. You could offer them a discount on their next purchase in-store.
Want to know more about PR and how you can integrate it into your marketing plan?
Check our links and sign up for our lists to get everything we propose.
If you need any more assistance, feel free to ask!
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
Of all the marketing activities that help promote a brand, a company, or a collection, partnerships with personalities, experts, or even complementary companies greatly facilitate public relations work.
I hear you, PR friends; indeed, this is not new. From Marilyn Monroe boasting about wearing only her Chanel No. 5 to bed to the Kardashians, who are now developing their own brands, I agree there's nothing new about the principle of partnerships.
But how effective this partnership tactic is.
I wanted to talk to you about these successful associations today because, at NATA PR agency, we are presenting to the media one of the latest collections from Roche Bobois, launched in Milan in spring 2024.
This is the first collaboration with the Chinese designer Jiang Qiong Er.
The furniture is magnificent, created in a contemporary spirit inspired by traditional Chinese colors and bamboo.
I invite you to take a look at the Roche Bobois website.
So, how does this collaboration make our PR tasks easier?
Well, immediately after sending the press release presenting this collection to our journalist friends in Canada, three major media outlets requested an interview with the designer.
You should know that spontaneous requests of this type are rare and exceptional.
But since the Asian community likely represents more than 20% of Canada (it accounted for 18% according to the latest statistics in 2016), you can understand the appeal of this partnership to our journalist friends.
So, imagine the demand for these products in Vancouver and elsewhere in the beautiful Canadian provinces.
Roche Bobois wisely chooses its partnerships and is not afraid to collaborate with creators who are not yet global celebrities but have all the potential to become one.
Recently, a partnership with the Portuguese artist Joanna Vasconcelos, who created the Bombom collection, also met with great success.
Indeed, an adaptation of the Bombom collection into beautiful garden furniture presented at the IDS in Toronto (International Design Show) in January 2024 was a hit.
I hear you; it's not so easy for smaller companies to develop such associations.
However, every day, I see young brands from the web finding influencers who share the same values and presenting the company's products.
Sometimes, the collaboration is so fruitful that the brand develops a product with the influencer, who can present it to their community.
These partnerships are now accessible to everyone thanks to the web and influencers.
It's up to you to find those with fan communities interested in your offer.
If you want to know more about PR, check our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
Yes, public relations is here to increase your visibility on the web.
I can understand that traditional media comes to mind when you think of PR, but it's without considering that these all have digital versions, which often have even more success than their paper versions.
Yes, many traditional media have exploded on the web since the pandemic!
Here's how PR can help you increase your online visibility:
- Increase the number of visitors to your website
- Get more engagement on social media platforms.
- More leads, more sales.
- Improve your brand image
- Complement your social media.
- Contribute to content creation
- Develop a strategy for creating clickable links
When people talk about you online, internet users will want to know more about your company and products.
The cumulative effect of publications and mentions by journalists and influencers will bring "traffic" to your platforms.
This does not happen by magic. You need to be found if someone is looking for you, even if it's not you specifically they are searching for.
PR can help you capture more emails and increase your potential customer base.
The effect of an article about you, your company, or your products will have a significant impact on readers.
A lasting effect.
Clients often tell us about an article that made them known, a local TV interview broadcast on the web, which benefited them.
Yes, you should share those famous interviews in traditional media on your social media to continue amplifying the effects.
We currently have an influence strategy for all NATA PR agency clients.
These campaigns are primarily organic (without monetary exchange).
Our job is to introduce brands and products to influencers so they talk about them to their community without compensation.
These are pure PR: a third party (journalist or influencer) chooses to talk about our clients without being paid.
But obviously, there are gray areas. It happens, especially after an organic campaign where we saw the enthusiastic reaction of the influencer's community, and we signed paid contracts with them.
Here, we change the model. We move from the "organic" mention, the influencer's goodwill, to asking them to broadcast key messages from the brand and present the products desired by the company often very precisely.
I regularly have conversations with young digital marketing professionals who want to get mentions like their online competitors.
I suddenly see the illumination When I mention that these mentions were obtained through a public relations campaign!
They finally understand what we do.
This is not a reproach, and public relations is not a covered subject in their training.
If you want to know more about PR, check our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello PR friend!
For those who follow us, you know, I like to share with you what's happening at the agency.
A few weeks ago, the NATA PR agency was invited to present a PR proposal to a client that I will not name here but who is part of, often forgotten, a large number of companies.
Before revealing this fact to you, I imagine you are like me, and when something interests you, you go to Google to look it up.
Well, imagine my surprise: this company had no website, no social media presence, and only 2 positive Google reviews from over 3 years ago.
Yes, we forget, but even today, many companies have a very weak online presence.
I know, it's surprising!
In defense of this client, it must be said that they unknowingly fit into the trend making a big comeback called "Quiet Luxury." "Luxe discret" in French.
This means this company offers products to a wealthy clientele for whom discretion and anonymity are of great value.
This trend is especially present in the fashion world, where quiet luxury is often contrasted with ostentatious luxury. The former values the best quality, subtlety, and to add a trendy word: authenticity.
The absence of logos is also significant in this trend of quiet luxury. Major houses with recognized expertise appreciated by the very wealthy of this world know this. It is part of their practice to sign their creations inside the garments and not to display signatures to be used as billboards.
A friend, a great creator and accessory designer for opera and theater, used to say, every time he saw the initials of major brands prominently displayed on clothes, handbags, sunglasses, or accessories: "Why would I wear things with the initials of someone I don't even know!"
These are the ones who recognize "true" luxury! The "Happy Few" choose great luxury houses, often more than a century old, to complete their wardrobe and integrate this way of living into all spheres of their lives.
So, what does the NATA PR agency propose to this client to increase their online visibility?
Obvious things like creating a website and a Facebook page.
But here is a unique idea I share with you because to know this trick, you need to know a bit about public relations.
I propose to this client, while we develop their website and Facebook page, to first publish:
A press release on a newswire.
Yes, because for those who will search online tomorrow, the first thing they will find is this press release that tells exactly what this company wants to highlight.
How do you regain control of what is said or not about you?
Yes, the newswire is the perfect tool to make you visible online instantly.
If you want to know more about PR, check our links and sign up for our lists so you do not miss anything.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Hello, PR friend!
We've had this idea in mind for a while.
It's finally here!
If you complete our training and demonstrate that you've done the work required in the program's six modules, you'll receive the NATA PR SCHOOL certificate.
Why certification?
For four main reasons:
- At the request of our students
- The training is of very high quality
- Access to our 30 years of experience
- The agency's reputation
There are hundreds and thousands of online courses, but only some are based on such extensive experience.
And few online courses are taught by experts at our level.
Since the program is connected to the NATA PR agency, we are at the forefront of what works today.
Plus, we share our experience with our current clients with our students.
We provide you with press releases that we use, which you can quickly adapt.
I share with you live what's happening at the agency every week.
We show you how to easily carry out a public relations/social media campaign in six steps.
By the way, I invite you to be part of our next cohort starting on May 27, 2024.
After the training, many of our students tell us that they have entirely changed their beliefs about PR: they went from "PR is too complicated" to "PR is so simple and easy."
I promise you that after the training, you will understand PR and how you can get journalists and influencers to talk about you for free.
It's as if you were becoming an employee of the NATA PR agency for six weeks, and I had to get you to generate results quickly.
Fun and guaranteed results!
If you don't already have our MODEL, I'm offering it to you for free.
To get it, click on the link in the notes at the bottom of the episode: FREE NATA PR MODEL.
THE DOORS OF NATA PR SCHOOL ARE OPEN
You have until May 24, 2024, to enroll in our program GET FEATURED FOR FREE.
The link is right here:
https://bit.ly/3jPvVlY
I'm here to help you.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
This is the final episode of this series on Public Relations 101.
Feel free to listen to the previous episodes to get a better idea of what Public Relations can offer you.
In this episode, I will talk about the last two steps of our model that we delve into at NATA PR SCHOOL.
By the way, I invite you to be part of our next cohort starting on May 27, 2024.
It's a six-week program where I guide you every step of the way, with one module and a meeting with me each week.
At the end of this training, you'll have:
- your press release;
- your media/influencer list, and;
- you will have demystified public relations, which will be easy to integrate into your marketing plan.
I've been training my employees and students for over 20 years. I've developed a simplified method that will help you generate results easily in less than 2 hours per week.
It's as if you were becoming an employee of the NATA PR agency for six weeks, and I had to get you to generate results quickly.
Fun and results are guaranteed!
If you still need to get our model, I'm offering it to you for free.
To get it, click on the link in the episode notes at the bottom: THE FREE NATA PR MODEL.
So let's explore these last two steps, the 5th and 6th here:
-
Effective Follow-ups
-
Measuring Your Results
Effective Follow-ups
Follow-ups are part of these essential steps. Yes, sometimes we send out a press release, and the responses take time.
If you own your own business and do business development, do you only approach companies or clients that interest you once?
No, obviously not.
You know you have to get back into their field of vision.
At NATA PR agency, we are masters at this, and following up with media or influencers to grab their attention is part of our expertise.
Want to know more about the topic and how to capture the interest of journalists and influencers to get them to talk about you for free?
Well, our program at NATA PR SCHOOL is for you.
Measuring Your Results
This is a fundamental step to move you forward. Did you know that what gets measured gets better? Ask Olympic athletes, as it's the heart of all training.
Still trying to figure out where to start? Set simple goals that you can review, such as:
- Convincing 3 influencers to talk about your products
- Getting a mention or interview in a professional publication
- Being a guest on a podcast, etc.
Simple and easy Public Relations and nothing beats our program to understand how to do it from the inside.
PR 101
- Public Relations are there to make you known
- Social media does not replace PR
PR complements social media
THE DOORS TO NATA PR SCHOOL ARE OPEN
You have until May 23, 2024, to enroll in our program GET FEATURED FOR FREE.
The link is right here:
https://bit.ly/3jPvVlY
I'm here to help you.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
I'm continuing here to talk to you about our NATA PR model in six steps because it's indeed the perfect tool to lay the foundations of PR 101.
By the way, if you don't already have our model, I'm offering it for free.
To get it, all you have to do is click on the link in the notes at the bottom of the episode: THE FREE NATA PR MODEL.
You'll have understood that I presented steps 1 and 2 in the previous podcast.
So here are steps 3 and 4 of our model.
- Identify the real influencers
- Provide them with the necessary tools
IDENTIFY THE REAL INFLUENCERS
It's important to understand that I'm not passing judgment here on who the real or fake influencers are. I'd instead draw your attention to those who are "real" for you and your products.
I've too often seen companies use media lists graciously provided by a third party that had nothing to do with their industry.
According to a CISION survey, our journalist friends confirm that barely 25% of what they receive is useful to them.
It's better to have 5 "real" journalists/influencers on your list than 1000 who will never respond to you.
When you sign up for our program, I will show you how to create your own list and find your first real influencer.
At the end of the 6-week program, you'll have your own list and can continue to develop it. I show you how we do it at the agency to find the right contacts.
PROVIDE THEM WITH THE NECESSARY TOOLS
When we talk about PR 101, it's essential to know that it's pointless to communicate or try to convince journalists to talk about a new product if you don't have good photos.
Yes, I hear you; newspapers still send their journalists accompanied by a photographer.
But it's becoming increasingly rare. To give yourself the best chance and not miss an opportunity to get free publicity, have good high-resolution photos and products you can send the journalist to try out.
Otherwise, PR 101, resist and wait until you have images.
Also, make sure your product is available and can be purchased on a website or at a specific location.
Otherwise, you're doing all this work for nothing.
Nothing makes me sad than articles written about products, and readers can't get hold of them.
Quick reminder:
PR 101
- Press relations are there to make you known
- Social media does not replace PR
PR complements social media.
And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL at the end of May 2024.
BE THE FIRST
There are limited spots; sign up for our waiting list to reserve your spot with priority.
https://bit.ly/3U1LWYW
I'm here to help.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
In the previous episode, I explored multiple reasons for integrating public relations into your marketing plan.
I wanted to continue our conversation here by highlighting two elements of our six-step model that we delve into deeply at NATA PR SCHOOL.
By the way, if you don't already have our model, I'm offering it for free.
To get it, all you have to do is click on the link in the notes at the bottom of the episode: FREE NATA PR MODEL.
So here are the first 2 steps of our model:
- Determine why they (journalists/influencers) would talk about you
- Tell your story
FIRST STEP
DETERMINE WHY THEY WOULD TALK ABOUT YOU
It's sometimes much simpler than you think to get people talking about you. Are you launching a product or a service?
Do you know what is the most covered element by journalists and influencers?
Yes, it's NOVELTY.
Journalists and influencers specializing in a particular sector are tasked with talking to their readers and fans about everything new.
Think about the automotive world.
Journalists and influencers in this sector systematically talk about everything new in this industry: new companies, new models, road tests, etc.
The same goes for agribusiness, fashion, beauty, tourism, new technologies, etc.
SECOND STEP
TELL YOUR STORY
You'll need to come up with a catchy title for your press release.
This title will serve as the subject line of your email.
CHATGPT TO THE RESCUE
And at NATA PR SCHOOL, I will show you how to use ChatGPT for this.
So, there are no more excuses for not communicating via email or DM on Instagram to influencers.
ChatGPT is going to become your new favorite assistant.
I promise you.
PR 101
- Press relations are there to make you known
- Social media does not replace PR
PR complements social media.
And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL at the end of May 2024.
BE THE FIRST
There are limited spots; sign up for our waiting list to reserve your spot with priority.
https://bit.ly/3U1LWYW
I'm here to help.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
There's a particular mystery surrounding the profession of public relations.
If you're not familiar with PR, the first thoughts that probably come to mind about public relations are:
- a personality or a company that is in hot water needs PR;
- executives who need to polish their image.
You're right because we're talking about:
- crisis management,
- reputation management.
However, for over 20 years, many agencies and numerous professionals have specialized in promoting consumer products.
I'm one of those pioneers who dedicated their knowledge and skills to public relations to showcase products.
I admit that after working with numerous artists, I wanted to simplify my life. That led me to turn to public relations for brands and products.
What traditional agencies called more than twenty years ago: "PR marketing."
And precisely over 20 years ago, when I founded NATA PR, the now famous haircare brand Kérastase hired my services.
This led me to develop expertise in "MARKETING PR."
I have loved highlighting Kérastase for over 13 years. Over time, we at NATA PR have become beauty, luxury, and high-quality product experts.
You might think you don't need public relations because you don't have a reputation to protect and no crisis on the horizon?
You're mistaken not to take a closer look at what public relations can offer you today.
I wanted to develop a quick guide to PR 101.
Basic Public Relations 101 can be powerful for:
- announcing the creation and founding of a new company
- launching a product
- celebrating an anniversary;
- securing funding after initial investment
- exporting
- sharing your trials, hardships
- highlighting creative or business partnerships
- promoting your local production, craftsmanship
- promoting programs you've implemented for your mental health and that of your employees
- presenting how you implement the 4-day workweek, etc.
The list of reasons to consider PR is long. You can interest journalists in your story if you have a product, service, or business activity that fits current trends.
For example, if your company cafeteria becomes vegan at the request of your employees, there's a story to tell here.
So PR 101 will be valuable to you.
Yes, you can post a text about your cafeteria on Facebook and LinkedIn. Still, if a journalist picks up this story, it will have a much more significant impact, reaching a larger audience.
And it's this article that will make you known and make new employees want to work for you.
PR 101
- Press relations are there to make you known
- Social media does not replace PR
And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL in a few weeks.
BE THE FIRST
There are limited spots; sign up for our waiting list to reserve your spot with priority.
https://bit.ly/3U1LWYW
I'm here to help.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Although NATA PR agency is a leader in promoting high-end products in North America, it is always easier for us to interest the media when brands have a story to tell.
The media loves:
- Founders who have a deep understanding of their product
- True stories behind the creation of a company or product
- Spokespersons who have real-world knowledge of their market and don't mince words
At NATA PR agency, we are experts in supporting companies entering the North American market. We know how to tell their story.
I remember a French beauty brand whose founders moved to New York with their family for five years to understand this vast market fully.
Even today, I greatly admire these founders who set aside their ego and immense European success to enter a market where they were completely unknown.
These leaders had the humility to go into the field to gather consumer feedback, which was not always positive about their packaging and products.
They then took stock to completely rework their product presentation, review messages, and information.
They listened to what their future consumers had to say and took the necessary steps for their products to be understood and appreciated in a brand-new market.
We were fortunate to introduce the founders to the media.
Yes, this was before the pandemic, and for five years, we could organize meetings with journalists who loved discovering the story of this brand.
We were the perfect intermediary to help this brand convey its story and culture and become known in a brand-new market.
Public relations to tell brands' stories are extremely powerful.
Want to learn more? Contact me.
I'm here to help.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
What are public relations for, exactly?
The simplest answer:
Public relations are meant to make you known and increase your notoriety.
Why?
To gain the trust of your clients.
When they find themselves choosing between you and your competitors' brand, the chances of them choosing you, if they've heard of you, are multiplied by:
"80% of consumers say that familiarity with the brand (i.e., brand knowledge) makes them more likely to buy." Social Sprou
But if you're like my relatives and family, you probably wonder how public relations professionals do it.
My relatives will tell you about my work that
- I write press releases
- I send them to journalists
Yes, that's the basis of what all public relations professionals do.
But where public relations become exciting and strategic is in the what, how:
- What is the news?
- What are the keywords to present our information?
- How are we going to tell this story?
- To whom are we going to send it?
- When to send this information for maximum impact
- How are we going to present the news?
I love discussing all these points with my teams because no two public relations campaigns are alike.
Everything is different each time!
Let's talk about a concrete example:
A jeans company we've worked with for many years had just produced a video of utmost importance to them.
"Hurry, we need to send our video to journalists!" our client asked.
Yes, but what's the news?
"We want our customers to watch the video before buying their jeans online so they can make an informed choice based on the right size and the right style for them. And above all, we're trying to reduce returns by more than 30%!"
So I came up with the idea of suggesting to our client to create a surprise and title the press release as follows:
Don't buy jeans before watching this video.
Then, we wondered which media outlets were most likely to broadcast this news.
Our first choice was La Presse, the largest French-language daily in North America, where our client is based.
And yes, we got featured in this major newspaper and after that many other websites and publications.
What do you think?
Do you understand what PR is for a bit better?
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Do you need help determining what sets public relations apart from marketing?
Let me reassure you: you are not alone!
First and foremost, I am a marketing professional, and during my training, we spent very little time on public relations.
It was during my first job as a professional that I truly discovered what public relations is.
You know me, I like to get to the heart of the matter quickly, so here it is:
To give you a quick idea of what sets public relations apart from marketing, you need to know that PR is a component of the marketing plan.
For those who haven't studied marketing, it's pretty simple.
There are generally 5 axes that makeup marketing.
The famous 5 Ps in English:
Product
Price
Place
People
Promotion (this is where public relations come in)
Yes, public relations are generally integrated into promotion (to make your product/service/company known).
Often, we find ourselves in the same budget category as advertising.
So marketing is a set of activities that can include:
- Defining a product (its name and packaging);
- Identifying the target audience (who are the consumers);
- Developing the sales network;
- Setting the price; and
- Choosing how to promote it (this is where PR comes in).
Suppose you think about the new spicy-flavored Coca-Cola. In that case, it's easier to understand the role of marketing teams that have certainly contributed to the image of this new product, its price, etc.
They have probably been involved in choosing PR agencies around the world for the launch of this novelty!
That's the difference between marketing and public relations.
And I can assure you that this distinction is not clear for a huge number of people.
And obviously, in the promotion part, you find all types of advertisements (traditional and online). This involves buying spaces or paying Facebook, Instagram, or Google to present your ads to their users.
Public relations are the organic part of your promotion plan, as you generally don't pay a journalist or an influencer to talk about you.
I say "generally" because there are gray areas, especially since influencers have developed.
We often work with influencers without paying them, usually in exchange for products or an experience.
However, we also often pay influencers, especially when a brand requires specific messages to be broadcasted by influencers.
But that's another podcast topic!
If you are like me, an early riser, sign up for our new workshop: 12:30 pm ET (New York time):
MASTERING THE ART OF GRABBING ATTENTION
https://natapr.com/grabbing
I am here to help you
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Before the emergence of Instagram and TikTok, there was a very different understanding of public relations:
- We were held to visibility results (number of articles, major publications, etc.).
- Increase in visibility/awareness
Sales related to our PR efforts were not the primary measure, as our clients understood that we contribute to sales rather than directly generate them.
It's advertising that generates direct sales.
However, with the advent of social media, the perception of the role of public relations has shifted.
I remember being part of a beauty CEOs group where everyone complained about their PR agency:
- We don't know what they're doing.
- We can't measure our ROI (return on investment), etc.
I remember asking these CEOs: "But surely your agency has given you a plan, an execution schedule for PR campaigns?"
Answer: "Yes, but we don't know what they do every day."
That's when I realized that since social media posting speed is immediate, public relations needed to find a way to be in "immediate" and more frequent contact with its clients.
It's been about 5 years since we implemented weekly updates to inform our clients of what we've done during the week.
Before creating this new tool, we had our clients' trust, and most importantly, we allowed time for public relations to generate results.
As you know, we are in the age of instantaneity.
When I officially announced to our clients that they would receive a weekly report every Friday, the reactions were immediate and positive.
Now, our clients know what we do every day.
Even though it still takes time to get a major publication.
Understanding what we do has improved, especially among our young marketing directors early in their careers.
So, are public relations an investment or an expense?
Obviously, it's an investment to make yourself known!
You invest in your visibility and your reputation.
You might say that all of this is quite intangible, not concrete.
Well, put yourself in the shoes of your client who is in front of the tea section at the supermarket.
If they've never heard of you, which tea will they choose?
So, invest in your reputation!
We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.
I will reveal the agency's best tactics for capturing Attention.
A meeting not to be missed!
MASTERING THE ART OF GRABBING ATTENTION
https://www.natapr.com/grabbing
I am here to help you
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Many leaders and marketing professionals believe that social media has replaced public relations.
"Why spend on public relations when we are well visible on the web and social media?" they think...
"What does public relations bring in?"
You would be surprised how many times I hear these misconceptions.
So, I invite you, from listening to this podcast, to be part of the elite club.
Even if you are just starting your business, do as multinational corporations and big brands, all of whom have an ongoing public relations strategy.
And yes, these big companies know that public relations is the best part of their organic marketing plan and that only public relations allow them to develop (or maintain) their reputation.
Advertising sells.
PR makes you known.
And, of course, PR contributes to your reputation and notoriety!
Why?
Well, simply because a third party is choosing to talk about you without being paid.
A third party can be a journalist or an influencer in the digital age
Yes, public relations contribute to sales.
If your clients hear and read about you, they will be more inclined to trust you and buy your products.
So, is PR still useful in the digital age?
Yes, absolutely!
Why?
- To develop relationships with media, influencers, and personalities
- Grab the Attention of journalists and influencers
- Make them want to interview you and write about you
We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.
I will reveal the agency's best tactics for capturing Attention.
A meeting not to be missed!
MASTERING THE ART OF GRABBING ATTENTION
https://www.natapr.com/grabbing
I am here to help you
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
When I was the marketing director, I firmly believed that one needed to have a flamboyant personality to become a public relations professional.
I considered myself privileged not to have to "sell" my stories to journalists.
If you've listened to episodes 135, 136, 137, and 179, where I talk about my discovery of public relations, you will see that, to my great surprise, I succeeded in getting my bosses, their projects, clothing collections, or record projects talked about very successfully.
I managed to do this while remaining true to myself, reserved and discreet, far from the spotlight!
So, I like to say that: I am healing myself with my public relations agency.
If you are like me, an eternal introvert, know there is hope and that connecting with the outside world can be learned!
Even today, I very often choose to stay at home with Ali, my dog, rather than go to a friend's party where there will be more than four people...
Let me tell you how long it took me to develop the NATA PR SCHOOL podcast...
Yet, I love to share and disseminate my knowledge. But I come from a time long before the era of "personal branding."
Where everything becomes a brand or a company with the advent of social media.
In this old school of thought, it was even frowned upon to promote oneself.
Public relations professionals exist to make their clients shine, not their own achievements.
So I tamed public relations, one article and one interview at a time.
If you fear shining, know that I understand you!
But the benefits are too important to ignore.
Getting known and seen in the era of essential videos allows you to:
- attract the right clients to you;
- increase your credibility;
- clients will trust you;
- you will increase your sales!
You know that photo with the personality of the moment that everyone happily posts and shares?
Well, I still forget to have myself photographed, and even worse, sometimes I do and forget to publish it...
So yes, I am treating my introverted side with public relations.
To such an extent that one day, during a workshop, we were asked to step out of our comfort zone, to do something we wouldn't dare otherwise.
Does that sound familiar?
Well, I couldn't understand this concept until I realized that I live outside of my comfort zone all the time, communicating, interacting with the media, influencers, and our clients.
As you might have guessed, my comfort zone is when I am alone at home.
For me, the pandemic was a happy moment because I didn't have to meet people or attend events.
Today, it has even become second nature to step out of my comfort zone, and I almost enjoy it.
So yes, public relations can be a shock treatment for introverts, but it is a beneficial treatment.
We are preparing a workshop in the coming weeks where I will teach you the art of capturing attention, which will be offered next April.
Step out of your comfort zone and sign up for our lists so you don't miss anything: www.natapr.com
I am here to help you
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Amplification is a term that has come to the forefront with influencers.
Many of our clients "amplify" the content created by the influencers they collaborate with.
You have probably seen social media advertisements where an influencer uses a foundation or extols the virtues of a product.
Well, here, either the brand has, with the influencer's agreement:
- added advertising directly to the influencer's post;
- obtained the content produced by the influencer and turned it into an advertisement.
The objective here is to:
- make the brand and the product known;
- increase awareness;
- grow demand and sales.
Does this remind you of something?
Yes, it's exactly what public relations do, hence my advice, when possible, to:
Combine PR with your social media campaigns.
Public relations are simply another effective means to amplify the brand and its products.
PR professionals put everything in place to obtain positive press coverage.
At NATA PR agency, we specialize in promoting consumer goods.
Our primary goal is to ensure that many journalists and influencers write or shoot videos about our clients' latest releases.
And know that you can also amplify your press coverage.
It's a trend that I see more and more among new companies discovering the effect of PR on their visibility.
It's about:
"As seen in VOGUE - ELLE - FORBES, THE PRESS, etc."
Quick tip
Once a major media outlet publishes an article about you, you can repost it on your social media platforms and your newsletter and even turn it into an advertisement as long as you mention the media that featured it.
For those with vast experience like mine, remember those movie posters where you could read positive reviews from major newspapers/magazines.
Well, the same rule applies here.
Amplification is not a new concept; it's just the new means at our disposal that have changed.
There are several ways to amplify a brand, whether through PR, influencers, social media, or advertising.
But for this amplification to work, it's essential that the messages are impactful and reach your target: your customers.
Again, PR can help you here:
- it defines key messages;
- and keywords;
To sell, you need to:
- let your customers know you exist;
- capture attention;
- be read!
We're preparing a workshop in the coming weeks where I'll teach you the art of grabbing attention.
Sign up for our lists so you don't miss anything: www.natapr.com
I'm here to help.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Undoubtedly, you hear about artificial intelligence every day, just like me.
I started to ponder what "intelligent" public relations would look like? Public relations like the ones we practice at NATA PR agency.
Here's what came to mind:
Intelligent public relations are:
- Thoughtful;
- Take the time to analyze the context;
- Don't follow trends.
Thinking
Thinking means making connections. And with the speed of social media constantly streaming content, thinking has become a luxury.
A luxury not to be ignored if you have a business that wants to retain its market share.
Consulting an "intelligent" public relations agency is an excellent strategy to help you think better.
How do we recognize a public relations agency that practices intelligence? Well, here are some clues:
- The agency won't tell you at the first meeting that it can solve all your communication problems;
- The agency will ask you for information about your competitors, your market, your challenges, and what you want to achieve;
- It will honestly tell you no if it feels it can't serve you well;
- It will ask you for time to make you a tailor-made offer: an intelligent offer.
Taking the time to analyze the context
An intelligent public relations agency will take the time to:
- Listen to you;
- Ask you questions;
- Analyze your market;
- Do research.
Depending on your market and the targeted clientele, working with TikTokers can be optional.
We have clients who don't work with personalities or spokespeople and don't even want to hear the word influencers.
But these brands like opinion leaders. A chef who chooses to talk about a device like Thermomix will undoubtedly have an impact on your clientele, for example.
That's the added value of intelligent PR: proposing activations and communications that go beyond current trends.
Not following the flavor or the month
This means:
- Not selling you an event at all costs, even if you're celebrating an important anniversary.
- Not imposing paid partnerships with influencers/TikTokers of the moment simply because they have a large community - there's no indication that they are potential customers.
- Sharing our field knowledge with clients, telling the truth, and not selling ready-made recipes.
Intelligent public relations truly care about their clients and feel they are part of the adventure. These intelligent agencies see you from the inside and not just through smoke and mirrors.
So I invite you to seek out intelligent partners and agencies, strong in their expertise and heartfelt intelligence.
We are preparing a workshop that will be offered next March.
Sign up for our list so you don't miss anything: www.natapr.com
I am here to help you.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
You're probably like me, and you love shortcuts.
You may have discovered ChatGPT and the time and money it saves you.
And here you are with your new product, program, or service that you're launching in a few weeks, and you want sales to be instantaneous.
I understand you!
And I would like to promise all our clients that in a few months, dare I say a few weeks, the major media will all be excited and will report and write articles about them.
But although humans love the shortest paths, they often need time to adopt novelties and process new information.
"How long does it take to get noticed?" several of our clients ask us.
There is no universal answer to this question.
I have seen many campaigns have different levels of success (faster or slower) depending on several factors:
- Is it a product that meets a pressing need?
- Do trends favour promotional work?
- Is it a product that creates instant desire?
Remember the COVID-19 vaccines; there was a real pressing need, but it was a global emergency. Have you noticed the extent of the media coverage obtained by pharmaceutical giants?
Yes, I know it's an extreme example, but it perfectly illustrates a pressing need.
I love trends because we often rely on them to get our clients noticed.
Think of the vegan wave that affects not only the food industry but also cosmetics and even fashion.
A new Ferrari, a luxury product, can create a pressing need and instant desire among our journalist friends (and their consumers), depending on the industry.
Suppose you participate in a reality TV show viewed by millions of people. In that case, your fame will skyrocket; overnight, depending on the country, you will be recognized on the street and gain thousands (sometimes millions) of followers on your social media.
But for the rest of the universe, it's different, it often takes:
- time;
- telling your story from several angles;
- investing in continuous communication and presence.
So, how long does it take to get known when you're just a mortal or a young company?
Several months, sometimes years, by being consistent with a continuous public relations strategy.
I invite you to sign up for our lists so you don't miss anything. www.natapr.com
I am here to help you.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
"We've already sent out press releases and never received any requests.
I've often heard this phrase from skeptical new clients unfamiliar with public relations.
These are often companies that have invested little in marketing and advertising.
Yet, they see their competitors getting media attention and being active on social media platforms.
They want to do the same but are only sometimes willing to invest the time and money necessary for a public relations agency to develop a proper campaign.
These companies have several things in common:
- They were founded long before the Internet era.
- They experienced success at a time when competition was low.
- They have a limited marketing department.
They contact us because:
- Younger companies, often born on the web, are starting to take significant market share from them.
- They believe just one press release is enough to get major interviews.
These companies believe that in a few months, or even just a few weeks, they will be more visible than their younger competitors, who have built themselves up on the web, social media, and public relations.
How often have I seen these companies thank their marketing director and terminate contracts with agencies they work with, convinced that the formula was wrong and that everything cost too much?
On the other hand, their competitors understood that they needed to invest in their image, promotion, public relations, and partnerships with different brands or spokespeople.
It takes time for the magic to happen.
And already, some of these companies have either disappeared or are on the verge of disappearing.
Your tolerance is likely insufficient if you see advertising, public relations, and social media as expenses rather than investments.
You won't be able to do what your competitors do:
- Keep getting featured and talked about
- Be present with their consumers
- Tell their story and share their successes
If your customers only see you in the supermarket where your highly visible young competitor is on the same shelf, which product will they choose?
So yes, public relations is much more than sending a press release and waiting for someone to contact you.
We sometimes send out more than a dozen weekly press releases and know how to grab attention.
I invite you to subscribe to our lists to avoid missing anything.
www.natapr.com
I'm here to help.
Nata
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
As you may know, our program aimed at getting you known and featured for free by journalists and influencers is in its 4th edition.
The doors will close on February 13th, and given that I dedicate all my time to managing a relations agency, I don't know when I'll be able to offer this training again.
I'm really looking forward to seeing you in class and helping you get known!
Because the more people talk about you, the more you are featured on social media and online, the more you'll gain the trust of consumers who will want to buy your products and services.
Every day, you see journalists and influencers talking about brands similar to yours, but you don't know why they're not contacting you to talk about you?
I understand how you feel.
And I also know how to capture the attention of journalists and influencers.
Even better, I can teach and show you how to do it!
Have you created an exceptional product or service that will help many people, but few know about it?
It's useless to invest huge sums in production if you don't have a marketing plan that includes the right tools such as public relations and social media to make yourself known.
- You don't have a specific plan yet.
- You have a better product than your competitors, but no one talks about it.
- You've tried social media, and it doesn't sell.
- You've spent a lot of money on influencers, but it hasn't paid off.
- You don't know how to use public relations.
If you recognize yourself, know that you're in the right place.
Our training program is for you if you have a service or product to launch or if you want to know how to attract the attention of the media/influencers.
I've spent a lot of time thinking, testing, teaching, creating, and improving the material to simplify your work as much as possible.
The NATA PR SCHOOL is for you if:
- You want simple tactics to learn how to use public relations.
- You're looking for an easy method (6 steps) based on practice to implement immediately to make yourself known.
- You want to learn how to select the best media and influencers to get noticed.
If you want the guidance of an experienced expert to develop a customized PR campaign according to your needs.
So, the NATA PR SCHOOL is for you!
I don't know any similar program created and taught by a public relations agency leader.
I became passionate about public relations when I was a marketing professional.
The NATA PR SCHOOL is a tailor-made and accessible program for everyone who wants to integrate public relations into their tasks, just like I did when I was a marketing professional.
It's simple; I could recruit you to come work at the NATA PR agency once you've completed the program.
Even if you don't want to do your public relations yourself, you'll understand what your public relations colleagues and agencies under your supervision are doing.
DOORS CLOSE ON FEBRUARY 13, 2024
We open the doors on February 6, 2024, and will close them on February 13, 2024.
I rarely offer this program since I dedicate most of my time to managing the NATA PR agency.
Don't miss it!
GRAB YOUR SEAT TODAY!
https://prschool.natapr.com/evergreen_en
Don’t miss our next training, get on our list!
www.natapr.com
N
GET FEATURED FOR FREE➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS➤ www.natapr.com
INSTAGRAM➤ https://www.instagram.com/nata_pr_school/
Before becoming an expert in public relations and founding NATA PR agency over 20 years ago, I held the position of communications and marketing director for ten years, working for companies such as an opera house, a theatre, a record label, and a television production company.
My last marketing job was for a clothing brand in Canada and the United States: Parasuco Jeans.
As I only sometimes had the budget to hire a PR professional for my team or retain the services of a public relations agency, I wondered how I could incorporate this activity among all my other marketing responsibilities.
This led me to develop the famous NATA model in six steps.
In fact, I asked myself the following questions:
- What was the maximum time I could dedicate to PR?
- Which media/journalists would most likely tell my proposed story?
- Why would they talk about what I had to offer?
I used to believe that only extroverted and talkative personalities could excel in public relations.
I had the misconception that if I couldn't boast about a project launched by the company I worked for, I couldn't convince a journalist.
To my surprise, I realized that by presenting a project simply and without "fluff," I could capture the interest of major journalists!
I discovered that I maximized my visibility by:
- Proposing a subject in the right way.
- Doing some research to find the right journalist.
- Making relevant follow-ups.
I got into the public relations game, and in less than 2 hours per week, I managed to generate interviews and articles.
I became passionate about public relations and love their evolution through social media and influencers.
NATA PR receives requests to develop public relations campaigns every week for often exciting and innovative services and products.
Innovative companies
But as these companies cannot yet afford the monthly fees of an agency – we're talking about several thousand dollars per month.
Marketing professionals
Marketing professionals and social media experts also consult us to integrate public relations into their tasks without knowing where to start.
So, I decided to create a tailor-made, simple, and accessible program for those who want to integrate public relations into their tasks, just as I did when I was a marketing professional.
This is the fourth version of the program, which is now highly effective.
You will love this program and even have fun doing it:
- 6 modules,
- 6 short videos and exercises,
- 6 live meetings with me.
Once you complete the program, I might even consider recruiting you to work at NATA PR.
Even if you want to avoid managing your own public relations, you will understand what your public relations colleagues and agencies under your supervision do.
DOORS OPENING
We open the doors on February 6, 2024, and close them on February 13, 2024.
I rarely offer this program because I dedicate most of my time to managing NATA PR.
Take advantage of it!
GRAB YOUR SEAT TODAY!
https://prschool.natapr.com/evergreen_en
N
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
I like to say that public relations is like going to the gym.
You can read about the subject, understand the basic principles, and even discuss it with your colleagues, but if you never go to the "PR gym," you only grasp a vague theory.
It's like reading about muscle development and never lifting weights to build them.
Or, for those familiar with meditation, think about those who claim to have read about it and understand without ever having meditated for a single minute in their lives.
Do you see the extent of the lack of knowledge?
We often have these discussions about our profession with many of our marketing friends.
They believe they know everything about public relations, yet often only possess a vague, outdated theory.
But beware, know that I am a marketing professional, and I speak about my colleagues with great affection.
But I know everything they don't know or don't understand about public relations.
They don't know that public relations:
- is the organic core of any good marketing plan,
- is there to build connections with influencers who talk about our clients without remuneration,
- represent 80% of PR results, which are articles and mentions online, thus on the web,
- is a major element contributing to the enhancement of companies' SEO,
- allow for a massive increase in brand visibility,
- help reach new audiences,
- consists of articles and online mentions you can share on social media.
Solopreneurs, marketing specialists, I invite you to come to the PR gym with me.
Even if you don't want to do your own public relations, you will understand what your public relations colleagues and agencies under your supervision do.
Our new program includes 6 modules and 6 live sessions with me. It's like if you were coming to work at NATA PR agency, and I had to quickly train you to generate results.
It's simple, effective, and fun. Yes, public relations is a profession where you can truly have fun.
Book your spot today. The doors open on February 6th and close on February 13th, 2024.
Sign up for our lists to not miss anything.
I am here to help you.
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Are you, like me, looking for shortcuts to quickly understand and apply the basics of a new activity?
Theory isn't your thing?
That's precisely what has been on my mind for several years now.
Whenever I need to learn and understand how to use a new tool, I turn to someone who can help me and teach me the shortest paths to achieve my goals.
I remember asking a blogger (the influencer profession didn't exist yet!) to show me how to use Twitter. The same goes for Instagram and TikTok; there are several accessible online courses. I even enrolled in a fantastic Instagram course created by a German influencer!
The quality of the courses available on the internet is truly remarkable.
Also, like many solopreneurs and start-up businesses on the web offering exceptional products and services, they contacted our agency, NATA PR. I wanted to create a course with our best strategies and most effective shortcuts.
Many of these businesses that contact us every week still need to have the necessary revenue to afford the services of the NATA PR agency, paying several thousand dollars in fees per month.
So, the course I propose is designed to be accessible in 5 easy payments of $500 per month. It consists of 6 modules, and I accompany you every step of the way.
I completely redesigned our method. This new version is even more condensed and simplified.
Highly effective, the NATA PR SCHOOL will allow you to generate results even more quickly.
You know you need to go beyond your social media to reach a larger audience in the coming months and wonder where to start?
You see your competitors getting attention in magazines, on major media websites, and by influencers, and you wonder how to do it?
That's why I created the NATA PR SCHOOL: to teach you how, in less than two hours per week, you can integrate PR into your marketing plan to increase your visibility and sales.
There are three things you can easily do every week to prepare:
- Watch what your competitors are doing.
- Read what is written about them.
- Check the headlines in your industry.
These three simple actions will prepare you for the NATA PR SCHOOL training, where you will have direct access to me every week to fully integrate the 6 modules.
And all of this in less than 2 hours per week!
Our training, GET FEATURED FOR FREE provides access to a course we offer all our new employees.
Many have university degrees in public relations, communication, and marketing, but they have never communicated with journalists and influencers.
So, I teach you all the practical aspects, all the shortcuts to generate results quickly, and all of this in less than two hours per week.
So why wait? Join our community of professionals and determined entrepreneurs looking to improve public relations and boost businesses.
Sign up now on our lists by downloading our free template here:
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
We look forward to accompanying you on your public relations journey to help you succeed!
I am your certified PR Coach who can guide your business development.
I am here for you.
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
There's nothing better to rekindle our inspiration than to take a closer look behind the scenes at major companies, those brands that evoke our admiration.
Some may find studying the success of giants discouraging, but I suggest a change in perspective.
Let's consider this exercise as simple and fun game.
Why not choose to think that these success machines represent a world of possibilities?
It's much more exciting than saying, "I'll never make it" or "it's impossible."
After all, humans created them and knew how to implement the necessary tools to, among other things, make themselves known and get people talking about them.
These achievements are based on three fundamental activities that enable companies to reach their clients and consumers:
- Advertising
- Public relations
- Spokespersons
Indeed, you can combine these activities to maximize visibility and sales, but you can also choose to focus on a specific activity.
For example, you can target spokespeople if your product appeals to influential moms on Instagram or TikTok.
The web offers unprecedented democratization, allowing the launch and promotion of a business at a lower cost and talking about it on social media.
You can undertake various actions without breaking the bank, quickly test products, affordable advertising campaigns, and public relations.
In the past, to sell products, one had to open expensive shops, print brochures, or negotiate with stores to sell products on their shelves.
The path to fame could be long and very costly.
Today, major companies systematically integrate public relations into their marketing plans, often in parallel with advertising.
Some luxury houses even prefer advertising and public relations, excluding any collaboration with ambassadors, a choice that alone deserves a dedicated podcast.
However, regardless of their strategic choice, all these companies use public relations.
They evolve like you with the new possibilities the web, social media, and influencers offer.
I particularly appreciate this quote attributed to Mark Twain, Marcel Pagnol, and others:
"They did not know it was impossible, so they did it."
I invite you to explore this world of possibilities: integrate your own public relations into your marketing plan at a reduced cost.
If you dream of making yourself known, of making your voice heard through an exceptional solution or product, our program at NATA PR SCHOOL is designed to help you realize your dreams step by step.
Join me when the doors of NATA PR SCHOOL open on February 6, 2024.
If you're listening to this episode after that date, sign up for our lists to stay informed about our upcoming training sessions.
Feel free to contact me for a free consultation to determine if this program is right for you.
I am here to help.
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Several years ago, I was single and didn't take vacations. I didn't want to travel alone, having done it numerous times before, and I preferred occupying my mind with running my beloved business and promoting our clients.
However, I felt a certain weariness and mental fatigue, and my brain needed a break.
Like many of you, I have to make a living, and I don't have unlimited financial resources.
I allowed myself to dream and let my mind imagine what I would do if I didn't need to work.
I pictured myself searching for the best university courses worldwide: an art history course in England, business training from renowned professors at Harvard Business School or HEC, and so on.
I could, at least for two weeks, pretend to be financially independent and attend a training program somewhere in the world.
Spanish is a language I know but don't master perfectly, so I envisioned myself taking intensive Spanish courses in Barcelona, a city I had always wanted to visit.
I did some online research and found that the University of Barcelona offered intensive courses for 4 hours a day over 15-day periods.
Those vacations were among the best in my life. I love learning, and there's nothing better than allowing my brain to indulge in new learning activities for two weeks.
I returned home with renewed and fantastic energy.
I love learning, and I believe learning new things is accessible to each of us. Just find what interests and motivates you.
I also love understanding how social media and TikTok work and implementing new processes to grow the NATA PR agency.
Among the many quotes from Warren Buffet's partner, the famous Charlie T. Munger, who passed away in 2023, I particularly like this: "Those who keep learning will keep rising in life."
So, yes, learning the basics of public relations will make you a bit wiser, but more importantly, it will give you:
- A head start over your competitors
- An understanding of the power of words
- Practical knowledge of the media
- A powerful tool to make yourself heard
You dream of becoming known, of making your voice heard because you have a solution, a wonderful product that can help so many people.
Our program at NATA PR SCHOOL is precisely for that. It aims to help you achieve your dreams, one small step at a time, one little dream after another.
So, come work with me during the next opening of the doors to NATA PR SCHOOL on February 6, 2024.
But if you listen to this episode too late, sign up for our lists to stay informed about our upcoming training sessions.
Feel free to contact me for a free consultation to find out if this program is for you.
I am here to help you.
Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS ➤ www.natapr.com
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Do you still have dreams to fulfill? Are you dreaming of new achievements, new experiences that excite you?
Since the beginning of the pandemic, the world has undergone significant changes, and we find ourselves on the brink of an economic recession. Conflicts are shaking several countries, and human communities worldwide are affected by unspeakable atrocities.
In my opinion, dreaming allows humans to:
- survive
- envision
- achieve
It is not uncommon for many of us, caught in the work-family cycle, to lose sight of our dreams. Some even stop dreaming altogether.
So, what do you do when there's not much mental space left for dreaming?
I particularly appreciate the technique of James Clear, the author of the book "Atomic Habits." He suggests asking yourself, "What is the smallest step you can take to move in a new direction?"
Often, when I lack inspiration, especially when I have no desire to complete a task, I set the timer on my iPhone for 10 or 15 minutes.
This technique always proves fruitful. I am constantly amazed at what I can write or accomplish in 10-15 or 30 minutes.
I encourage you to do the same to awaken your dream machine, your wonderful brain.
Start with what is possible today: what is the small dream you can activate right now? For example, if you've wanted to start meditating for a long time, why not:
- take 5 minutes to meditate in your car before going home, allowing yourself to imagine being on a beach in Bora Bora,
- find a meditation podcast to listen to on your way to work.
A few weeks ago, I started making a list of small and medium dreams that I regularly revisit:
- have dinner at the Tour d'Argent with my loved one,
- have fun at work and experience more joy.
Dreams have powerful engines. Simply writing "have fun at work" provides instructions to my brain. I take advantage of my visits to clients, invite my teams to share these moments of pleasure, and we have lunch in a luxury store's café just for the joy of it. The pleasure of sharing and realizing small dreams. That's what will gently lead you to bigger dreams.
Do you dream of making yourself known, of making your voice heard because you have a wonderful solution, a product that can help so many people?
Our program at the NATA PR SCHOOL is precisely for that. It aims to help you achieve your dreams, one small step at a time, one little dream after another.
So, come work with me at the next opening of the doors of the NATA PR SCHOOL on February 6, 2024.
But if you're listening to this episode too late, sign up on our lists to stay informed about our upcoming sessions.
We look forward to hearing about your PR dreams for the next year.
I am here for you.
Nata
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge ➤ https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Here we are, near the end of the year, and perhaps, like me, you are motivated by future prospects and the upcoming year.
The ending year of 2023 has been filled with challenges for me: my partner left the company, and we had to find new offices for our teams in Montreal and Toronto.
Some of our new collaborators struggled to integrate into our culture and create what we asked of them. We had to let them go.
And not to mention the numerous changes on the client side, where we saw a turnover from 2 to 3 new marketing directors for several of them.
Some of the goals I had set for myself have been achieved, but I had to reassess my projects and concentrate on finding solutions to all these challenges that presented themselves one after another. To the extent that I often said I couldn't wait for 2024.
We are almost there, and I am preparing this podcast with enthusiasm because I love projecting into the future.
Why set goals for three, two, or one year? Well, simply to better use your wonderful brain.
Let me explain. Our brain is here to serve us, and we often don't know how to use it well. So, setting goals allows your brain to search for solutions for you.
For example, if I am looking for new strategic partners to recommend new clients to me. Writing, for example, finding 2 new strategic partners will put my brain on the lookout for these new partners and suggest going to networking events or conducting different searches on LinkedIn.
I will open up to information about companies that would not have otherwise caught my attention.
It's like deciding to buy a Polestar 2 car, and suddenly, you see them everywhere on the road.
Setting goals has the same effect. When you select a goal, whether financial, weight loss, growth, or something else, you give your brain a direction.
Then, you need to make it easier to determine when you want to achieve your goal.
To return to my goal of finding 2 new strategic partners, I decided to identify one in January and contact them. The next one is planned for March.
This year, I mentioned that I wanted to go to yoga three times a week. Well, I didn't manage at all.
But three months ago, revisiting this goal, I told myself that I could at least go once a week.
I am now at 2 times a week.
See, you have to revisit your goals, and sometimes, when the world forces us to put our energy elsewhere, nothing stops us from returning to our wishes.
I often set ambitious goals that make me act but that I only sometimes manage to achieve in the desired time.
Often, I need a few more months or even a few years.
So, don't give up on your dreams; tell yourself that you just need more time.
If your goals are very high, try to make them measurable. You want to generate an extra million in revenue this year; what does that mean per month, what actions do you need to take, and what do you need to put in place?
Do you aim to increase your visibility and become known to a more significant number of potential clients?
Our program at NATA PR SCHOOL is precisely for that. To help you set easily achievable goals in less than 2 hours per week.
So, come and work with me during the next opening of the doors of NATA PR SCHOOL on February 6, 2024.
But if you listen to this episode too late, sign up on our lists to stay informed about our upcoming training sessions.
Looking forward to hearing about your goals for the following year. How do you proceed? What works for you?
I'm here for you.
Nata
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge ➤ https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
If you are an entrepreneur or even a young marketing director, it is highly likely that the sale of your services and products occupies your thoughts, perhaps even obsesses you.
Increasing your revenue is undoubtedly a major priority.
I completely understand!
Have you noticed that certain words and phrases you use generate more interest, reactions, and even lead to sales?
I would like to discuss with you the importance of words and how public relations can be a powerful tool to disseminate your messages and keywords.
Practice over the next few days and note what catches your attention in advertising, articles you read, or on social media.
Why do some messages grab your attention?
-
Color
-
Typography
-
Animated images, etc.
However, what will have a lasting impact is THE WORDS!
The words you choose will resonate, or not, with your potential clients.
Choosing the right words, often called keywords or key messages in our profession, is of crucial importance.
Think about it, as these words will determine whether your product or service will be chosen.
There is a universal rule here that resonates with all human beings: our brains are constantly seeking solutions for our survival.
Yes, it's a bit strong to talk about survival, but it's the same mechanism that prompts us to buy one product over another.
If the words you choose respond to these brains seeking solutions, ways to "survive," you will be successful.
Think about survival, even for us fortunate enough to live in North America, in a peaceful country with abundant resources, as solutions to our concerns:
-
Sales
-
Notoriety
-
Losing weight
-
Earning more money
-
Taking time for oneself.
Certainly, the survival mode has nothing to do with our contemporaries living in war-torn countries, but our brains function in the same way and respond favorably to the "right words."
Finding what will resonate with journalists and influencers is an extremely important part of our work as public relations professionals.
So, come work with me during the next opening of the doors of the NATA PR SCHOOL on February 6, 2024.
If you listen to this episode too late, sign up for our lists to stay informed about our upcoming training sessions.
I look forward to hearing the words that resonate with you and bring you sales!
I am here for you.
Nata
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge ➤ https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
It took me a while to succinctly describe what the field of public relations is all about.
When you visit the websites of public relations agencies, you'll notice numerous creative descriptions to illustrate PR services. It's normal if you need help understanding what PR professionals do.
I've explored various directions to describe our activity:
-
increase visibility
-
enhance brand value
-
boost notoriety.
All of this is true but remains unclear to the majority.
A reputable agency, which I won't name, goes for the motto:
"We make every conversation count."
"It takes a little magic to earn a place in culture..."
Even I don't understand what this prominent agency offers.
Yet, the very nature of the public relations profession remains unchanged: building relationships with journalists and influencers to get our clients talked about in traditional or social media. Period.
What has changed is the advent of social media and the rise of influencers.
Well, today, I would tell you:
We make our clients known.
We get them featured for free.
We get them known—plain and simple.
How do we do this? Well, through our relationships. Yes, the most important word in "public relations."
Does that sound obvious to you?
This concept of "making known" came to me when I was working with the fantastic Kris Plachy, an exceptional business coach.
During a Zoom meeting a few years ago, she asked me, "I have an idea of what public relations is, but what do you actually do?"
Spontaneously, what came out of my mouth was:
"We help our clients get known."
And the wonderful Kris responded with, "Ah! I understand now!"
So, don't get discouraged if you still need to clarify your main message and services.
One of our students pinpointed what set him apart from all his fabulous services by enrolling in the NATA PR SCHOOL and reflecting on what would compose his first press release. He found his central message.
So, yes, public relations bring clarity to your messages and services when they are of a high standard.
We've decided to reopen the doors of the NATA PR SCHOOL on February 6, 2024. But if you're listening to this episode too late, sign up for our lists to stay informed about our upcoming courses.
Clarity may seem simplistic and insignificant, but everything falls into place when you've found that sentence, the answer to:
-
What do you offer?
-
And why would they talk about you? Which is the first step in the NATA model.
Want clarity? Contact me, and I'll be happy to help.
I'm here for you.
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge ➤ https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Dear PR Friends, if, like me, you own your own business and numerous competitors operate in your industry, could you tell me in a single short sentence what sets you apart from the competition?
In what ways are you different?
This is a consideration we don't take lightly at NATA PR agency. Every year, this theme comes up for discussion.
What sets us apart from other agencies offering similar services?
Every year, the answer to this crucial question varies and evolves. I felt the desire to share my initial thoughts on this matter this year. I'll probably revisit it in a future podcast episode because it's a crucial point and often the cornerstone of all our PR operations with our clients.
I remember, a few years ago, I enlisted the services of Chris Bergeron, an advertising visionary who has now become an author and Vice President of Strategy, Inclusive Creativity at Cossette.
It was with her that I developed the famous NATA Model: six steps for a successful campaign that you can download for free at the bottom of this episode.
The answer that year to the famous question "What sets us apart?" was:
Our method, our structure – we have a defined plan and need to make it tangible to explain our services that remain mysterious to several of our clients.
Today, the definitive answer to what sets us apart has not yet been identified.
With all the profound changes we have undergone since the pandemic, my initial answers are a return to the basics:
-
As we are a bilingual agency (French-English), our Francophone side gives us a human warmth that Anglophone agencies lack.
-
We work with pleasure.
-
We are attentive.
-
We offer outstanding/quick service.
-
Our expertise is unique.
New agencies do not offer the strategic support that we have due to the thirty years of experience of the founder. Yes, me, your humble servant.
I am always in the mindset of a beginner who has much to learn and yet possesses what I call "data," my useful statistics that often prove accurate.
I don't like to talk about extensive experience; it sounds very pompous.
But it's certain that I have accumulated years of knowledge that are extremely useful.
We train our teams, we support young talents, and above all, we help them grow within our company. This gives us a unique, exceptional culture and allows us to offer outstanding service.
That's where I am in my initial reflections.
The second wave will come with our teams from different offices in LA, Miami, Toronto, and Montreal.
It's a fantastic opportunity to exchange ideas with all these different markets and diverse cultures.
So, stay tuned for more.
We'll talk about distinction in a future episode.
And you, what sets you apart?
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge ➤ https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
One of our students is ready to send out his press release. His superiors have asked him to do so as quickly as possible, before the opening of the new store. "Everyone needs to know that we have a new store," they tell him.
After reviewing the essential information, my final question was quite simple: what images do you have on hand for journalists to illustrate their articles?
My student had no images of the store or sketches, which are now computer-generated and provide a very close idea of reality, the famous "renderings."
You can send a press release without images, and you may have the chance that the nearest newspaper can send its photographer. But it's risky.
It's better to wait until you have all the information, and the images of the new store are crucial here.
If the new point of sale is on a busy street, having an image of the store's facade will be most useful.
We simply cannot do it without images of quality today. And this is where step number 4 of the NATA PR Model comes into play, reminding us that images are essential.
At NATA PR agency, we invited journalists to the opening of a flagship store for a major international brand, and we received the photos only a few days after our event.
Well, the media waited to receive the photos to publish articles. And that's for the best because an article without an image does not have the same impact and will not capture the attention of many readers.
I challenge you to find an article in a magazine or newspaper that is not accompanied by an image or a photo. You will see that it's rare, and I promise you will have a hard time finding even one.
The press release still has its place, and photos have become indispensable. According to CISION's survey on the state of the media: 73% of journalists request and use them.
I suggest prioritizing photos over videos if you have to make budgetary choices. Photos will be useful on your website and social media and accompanying your press release.
With high-quality professional images, you increase your chances of getting noticed. Imagine a product you want to promote that has no photos. The same goes for a store, a new shop, etc.
If you sell services like us, photos of you will be useful.
What to do if you have no image to accompany your press release?
Well, delay sending information until you have an image.
You often have only one chance to make a good impression. If a journalist contacts you after receiving your press release and asks for images, they will move on to the next issue if you don't have a photo to represent your product or service.
Here is step number 4 of our model: the necessary tools. You can download it for free at the bottom of this episode.
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge ➤ https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS ➤ www.natapr.com
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
One of the great mysteries surrounding public relations professionals is undoubtedly everything related to their contacts and the famous lists of journalists, formerly known as the address book.
And as perception and beliefs are often more powerful than reality, our clients believe, probably like you, that we know all journalists and influencers in the universe by their first names.
They think that we know all the media in the galaxy and that we know exactly what is happening in real-time on social media.
We are indeed present in the media and influence field, and we have significant knowledge of what is happening there. But, my dear PR friends, possessing all this knowledge in real-time is impossible for a human like you and me.
I hear you, and you're probably thinking, like me, that this might be one of the things that artificial intelligence can bring us. Honestly, I hope so. It would allow us to save a lot of time that we could use to approach and serve our clients even better.
It's simple, all our employees at the NATA PR agency, from the assistant to the senior account manager (including myself), spend hours doing contact research every week.
As we serve clients all over North America, we have an ocean of media and contacts at our fingetips. We have tools and databases that are very useful to us.
But just like for you, our number 1 ally remains for now: Google. Finding the foremost journalists is one thing, but when looking for freelance writers that the media works with, there is nothing better than Google to help us in our research.
If you are like many of our NATA PR SCHOOL students, alone in your marketing department, or a solopreneur who needs to maximize their time to promote their products and services, nothing beats step no. 3 of the NATA PR Model, which you can download for free at the bottom of this episode.
After answering the first question of our model and telling your story in the 2nd step, you are wondering to whom to send your information.
Which journalists and influencers will be interested in your story? Yes, that's step three. And to start, you may only have 5 contacts: 2 journalists and three influencers.
But if you have done your research on Google, you know that these 5 contacts often talk about your industry and are interested in the services you offer.
Where to start to find what we call the real influencers?
Well, see what the brands you admire and your competitors are doing.
What are the specialized publications in your industry? Does your local newspaper talk about entrepreneurs like you?
Focus your research circle on a minimal number of media/influencers and add a few contacts (2-3) each week.
It is better to have a list 10 contacts of what we call "real influencers" interested in your activity than a list of 2000 contacts that a friend provided you.
According to CISION's annual media survey, journalists say they receive less than 25% of press releases that are useful to them… so see, do your research and contact the real journalists, and your chances of capturing their interest are significant.
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS www.natapr.com
INSTAGRAM https://www.instagram.com/nata_pr_school/
I've already talked about my initial impressions of ChatGPT in episodes 140 and 161. Since then, I've extensively used this new tool, which has, in a way, become my new assistant for writing my podcast texts and translations.
For those who may not know, I always record 2 podcasts per week, one in French and one in English.
Once again, I've noticed that my curiosity has become increasingly useful. The fear of making mistakes or not knowing has greatly diminished over the years. It's simple, I know, and I accept not knowing.
And it's from this realization that I move forward. The thought that keeps me going is always this one. I'll share it with you, and use it if it resonates with you:
"I know I can always learn new things."
This simple thought creates in me an emotion of energy and strength, making me want to explore.
So, that's what I do with the free version of ChatGPT. I experiment and learn to use it better and better.
For those familiar with our six-step model, you probably know that we encourage you to tell your story at step 2 (download the document for free at the bottom of the episode). This is where ChatGPT comes into play.
The second step is often challenging for many of you who have the belief that you find it difficult to write or that you lack writing talent.
Well, dear friends, no more excuses! ChatGPT is your new assistant. Yes, you know, it's that new virtual employee who writes beautifully and translates astonishingly.
Yes, I love using ChatGPT, which allows me to work faster and can write better than me.
I always write an initial version of my podcasts in French, my native language that I'm quite proficient in. There are certainly more than ten episodes that I then send to my virtual assistant, ChatGPT, and ask it to correct my text and provide an improved version.
And every time, I'm amazed by the quality of the suggestions. Yes, I continue to modify some parts of the text that I find don't exactly convey my thoughts, but the improvement is astounding.
I even teach you how to use it at the NATA PR SCHOOL, precisely when we address step 2 of the model: telling your story.
I propose a very simple technique to start writing your press releases or outreach emails, which is the point form technique.
For example:
• NATA PR Public Relations Firm
• Established in 2000
• Specializes in luxury and high-end consumer products: beauty, design, fashion, and food
Results
Of course, here's a more concise version of the presentation of NATA PR:
Founded in 2000, NATA PR is a public relations firm specializing in luxury and high-end products, covering the fields of beauty, design, fashion, and food. Our company is known for its ability to promote excellence and innovation within these sectors by establishing privileged relationships with the media and opinion leaders. NATA PR embodies elegance and uniqueness, offering a trusted partnership for brands looking to shine in a demanding market.
My final edited version:
Founded in 2000, NATA PR is a public relations firm specializing in luxury and high-end products, covering the fields of beauty, design, fashion, and food. We establish privileged relationships with the media and opinion leaders. The agency's expertise in network development, public relations, social media, and message creation to reach and engage consumers is anchored in its creed: "We influence the real influencers."
So, no more excuses, PR friends! Go explore ChatGPT. The more specific questions you ask it, the more it will provide you with texts that suit your needs.
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
When I talk to students from the NATA PR SCHOOL or entrepreneurs, one of the topics we often discuss is how to make sure our emails are read and generate interest.
How to capture the attention of the media and influencers through public relations, but also how to get the attention of consumers.
Although this is our profession, this step, which is also the first of the six-step NATA model, is one of the most important steps we use every week.
Step 1 of the NATA model is this famous question: Why would they talk about you?
If you don't have our model, you can simply download it by clicking on the link at the bottom of this episode.
Many brands and some of our clients frequently ask us this question. So I decided to explore this crucial step again in this podcast.
One of our students who is in the process of writing his first press release also shared his sales email with me.
Well, you can also use this question to create your first introductory email because, yes, public relations as we practice it is very similar to selling .
I often say that we do "soft selling," a form of gentle sales.
Our profession often involves suggesting our clients' products and services to journalists and influencers.
We "sell" them the idea that their readers or fans will be interested in our clients' products/services.
We must generate the desire to talk about our suggestions, in a way, create an emotion of desire in our interlocutors.
The same goes when you approach potential customers who don't know you.
You must:
1- Identify what their issues, problems, and irritations are.
2- Offer them your solution and make it desirable.
For journalists and influencers, you must:
1- Identify what their readers/fans are looking for and like.
2- Offer them these ideas.
When you answer the first step of our model: why would they talk about you? – the answer could resemble the headline of a newspaper article.
For example: Company X launches a new product Y.
Or Company X incorporates artificial intelligence into the development of its formulas.
The latest developments and current trends will interest journalists and influencers.
Your potential customers, on the other hand, are looking for solutions to their issues: lack of time, weight loss, their competitors are making a lot of noise, etc.
The shorter and more aligned with what they are seeking your answers to these questions are, the more positive results you will achieve.
The more answers and sales you will have. It's as simple as that.
Humans seek solutions to their problems.
Become the solution they are looking for.
Let’s say you are looking for ways to increase your sales, and the following questions obsess you:
1- How to increase your visibility?
2- How can you make yourself known?
3- You wonder how to get people talking about you in the press and on social media.
And yes, we have the solutions for you at NATA PR agency and NATA PR SCHOOL.
See, use the same questions and see what your answers are.
Sometimes you need to experiment to generate reactions and capture your audience's interest!
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
Why Take Advantage of Public Relations
Influence is taking up an increasingly prominent role, and you might be wondering why you continue to use public relations. This question is asked by several brands, including some of our clients. That's why I've decided to explore these questions with you.
As many of you probably know, I am no longer at the beginning of my career, and I, like you, see how the web and social media are evolving. I'm certainly one of the last people at NATA PR to watch traditional television and read certain printed newspapers and magazines. However, like my younger colleagues from Generations Y, Z, and A, I continue to evolve and read numerous publications on my computer and tablet.
I particularly enjoy discovering how major media outlets use social media, such as The New York Times, Le Monde, Vogue, and many others.
So, why continue to leverage public relations?
-
First and foremost, to continue maximizing your online visibility.
-
To avoid ceding the entire space to your competitors.
-
To continue communicating intelligently.
What do the major companies you admire do to increase their visibility?
-
They implement online and traditional advertising programs.
-
They develop both organic and paid influencer programs.
-
They use public relations, especially for print media (20%), but primarily for their online presence (80%).
So, why deprive yourself of public relations?
If you don't communicate with journalists in your industry and never support their publications, don't be surprised if they don't talk about you. However, if you continue to send them relevant information and content, they will continue to cover you and your updates.
At NATA PR, we only develop a proposal with a public relations program, of course, complemented by an influencer program (organic and paid).
These programs share many commonalities and converge at fantastic opportunities. Recently, the Elle Canada team, to whom we sent one of our clients' complete Khol collections, had fun with our client's products on their TikTok account.
See, this is just a small example, but it's only possible if you have an integrated public relations program in your marketing plan.
If you establish a partnership with an influencer and use them in one of your advertising campaigns, know that traditional media outlets and many magazines will be interested in this news.
Once again, if you don't communicate what you're doing to traditional media, these visibility opportunities will not be extended to you. Major brands and your competitors who understand how to benefit from public relations are communicating with these journalists and will get the visibility you are looking for,
If you're not among these propositions, it's as if you don't exist.
Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.
The link is at the bottom of the episode.
I hope to see you at the workshop
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
Hello PR friends! For this episode, I wanted to explore a topic that is relatively new to me and my team and is certainly evolving: affiliate programs.
We understand the principles of these programs and have implemented them for a few clients. But we aim to make it a well-oiled and effective service to offer to our clients.
Perhaps in a few months, I will have a different opinion of what many in the United States call "Affiliate PR."
So, here's where we stand today and what I understand about "affiliation."
The platforms where influencers can sign up to receive a percentage or a fixed amount of the sales they generate are becoming more numerous.
I am particularly looking at what Amazon is doing in this regard, as they often lead the way in all things related to the web.
So, why am I interested in affiliate programs? For over a year now, every time we present our clients' products in New York or Los Angeles, stylists, and an increasing number of journalists in the fashion industry, ask us if our clients have an arrangement with their publishing house to talk about their new products and insert a clickable link.
And yes, that famous link that readers can click to go to our client's sales site, where they will be offered a percentage if the sale is completed, of course.
As is often the case, our American friends are ahead of the curve on this topic, but I see more and more magazines featuring products with links that direct the reader to the websites of Sephora, Amazon, major pharmacy chains, or any site other than that of our clients.
We can understand why magazines are embracing this new system because traditional advertising revenue often no longer suffices to ensure their survival. These new earnings are obviously essential, it must be said.
Affiliation is also offered to influencers who talk about certain products to their community, offering them a code or a specific discount.
This code allows the brand to know if the influencer's community is interested in their brand and is purchasing their products.
And quite often, it's not the influencers perceived as representing the brand in the best way that generate the most sales.
More than once, we have seen our clients' opinions change upon seeing the sales of influencers who were not among their top candidates.
But when the sales roll in, the aesthetics of photos and videos suddenly become less important.
Yes, sales speak, it's the name of the game.
What about you? Have you implemented an affiliate program?
Are you satisfied with it? I would love to hear from you on this subject.
Feel free to contact me; you will find my contact information on our website.
Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.
The link is at the bottom of the episode.
I hope to see you at the workshop
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
If you've been listening to this podcast for a while, you probably know that I'm a big fan of coaching, to the extent that I even obtained a certification from the Life Coach School.
Several years ago, I became interested in the work of some American coaches who offered online training and were using Zoom long before the pandemic. One day, I wanted to enroll in the program of one of them, who had decided only to accept coaches into her program. Since I had already subscribed to her "self-coaching" course, which had benefited me greatly, I thought, why not become a coach? It would be helpful in my relationship with my employees.
That's how I became a coach; this certification is very serious. I even have to take an exam every year to renew my license.
For the skeptics, know there are good and not-so-good business coaches, just as there are excellent and less brilliant dentists and doctors.
I was skeptical for a long time about these self-proclaimed coaches. However, when you meet an expert who has decided to share their experience and knows how to impart knowledge to help you progress, I promise you that your opinion of coaching will change.
If you try coaching, it's crucial not to stick with a coach who doesn't suit you. I've worked with several excellent coaches in recent years, and each time, it has allowed me to make great strides in my business and increase my revenue.
What do public relations and coaching have in common? Coaches, just like us, professionals in public relations, are here to:
-
Help you progress faster.
-
Find the best shortcuts.
-
Contribute to growth.
HELPING YOU PROGRESS FASTER
As you know, you need to make yourself known to amplify your impact and reach. PR allows you to expose yourself to many potential clients quickly. It's one of the significant advantages that PR offers.
FINDING SHORTCUTS
PR is a fantastic tool for finding your keywords and attention-grabbing press release headlines that are unique to you. There's nothing like PR to summarize your journey and tell your story. Yes, PR helps you find the shortest paths to reach your goals.
GENERATING GROWTH
If you've founded a business and created products and services, it's undoubtedly to sell them and make a profit. Once again, you invest time and money in making yourself known and getting people talking about you.
And public relations are here to contribute to your visibility. The more your consumers hear about you, the more they'll trust you and be inclined to buy what you offer them.
So, here's to PR and coaching for going further, faster!
Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.
The link is at the bottom of the episode.
I hope to see you at the workshop
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
One of these areas for improvement by our marketing friends is the belief that the media and influencers are obliged to talk about the latest developments in their company and that it's only natural for their CEO to be interviewed on the news.
"My marketing friend told me, 'This TV show wants to discuss products made from oats, so it's obvious that they should feature our new locally made 100% oat-based drink.'"
It's challenging to make them understand that things don't always go in the direction they assume.
Because this TV show may choose not to feature your oat-based drink.
When a journalist or influencer talks about you or your product without being paid, it is a privilege.
I choose my words carefully here because this journalist or TikToker is not obligated to talk about you. Freedom of the press does exist.
How often have I heard, "The press must talk about us. We are an advertiser!"
Well, my dear marketing friends, there is no connection between you, the advertiser, and the journalist deciding whether to give you their attention.
The same goes for influencers. They have an even greater freedom because they are not bound by journalistic rules.
They are also free to test your products and share their experiences as they see fit with their followers.
Especially if you don't pay them, this mention is "organic," therefore unpaid.
But this is where the magic happens, my marketing friends.
Nothing is more powerful than this intermediary between your product, service, and customers.
Yes, times are becoming increasingly challenging, and sometimes, the line between an article and advertising is thin. But what would a magazine, an Instagram account, or TikTok be if all the articles were sponsored?
Yes, BORING!
You may tell me, my marketing friends, that the opposite is true: without advertising money, the media cannot survive.
Indeed, one can only exist with the other, and already, several publications have disappeared or become solely digital, leaving behind print media.
Yes, that's true.
So, my marketing friends, part of the responsibility for this balance falls on you.
If you want Elle magazine to talk about you, it is appropriate, when you have an advertising budget, to consider this publication in your advertising placement.
If you want significant media outlets to talk about you, dedicate a portion of your advertising budget to them and not solely directed toward the Google, Facebook, Instagram, and TikToks of the world.
Yes, getting yourself talked about on the news, in a magazine, or on an influencer's account is a privilege.
Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.
The link is at the bottom of the episode.
I hope to see you at the workshop
Workshop/3-DAY Challenge
https://prschool.natapr.com/defi-3-jours-082023-EN
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
When was the last time you successfully spoke to a receptionist in person? A position that has become exceedingly rare hasn't it? This type of job has vanished with the advent of personal computers that have infiltrated every worker's desk.
I recall predictions of the disappearance of numerous jobs with the introduction of computers into the workplace about three decades ago.
Indeed, several professions have disappeared or transformed: travel agencies and other services have become scarcer since we all have direct access to online reservations from our computers.
If you are a leader, you probably, like me, have a virtual assistant who, from the comfort of their home, assists you with administrative tasks.
The famous and fabulous executive secretaries who knew as much about the company as their bosses have all disappeared.
History is repeating itself here with AI, but this time, I fear that the disappearance of several professions and jobs will be massive and rapid.
So, what will be the impact on public relations?
Specific positions that, for example, required humans to use their judgment in selecting online articles (media monitoring) will undoubtedly disappear.
Moreover, these jobs were already becoming less common.
Here is what we can expect as news these days:
"Artificial Intelligence: a company lays off half of its employees" – The French 8 PM news (1)
I believe that AI will be a fantastic tool for PR professionals to:
-
Conduct online research.
-
Find contacts, journalists, and influencers even more quickly.
-
Create even more precise campaign reports.
For now, these new tools still need to be corrected and are more likely to assist workers than replace them. But the speed of development of these tools can be concerning (2).
However, I don't think PR professionals will be replaced by AI tomorrow because:
-
Nothing can replace the conversation you have with another human being.
-
Emotions are what drive humans to act.
-
In-person meetings are just as powerful and remain essential.
But one thing is sure: we will work differently.
I admit that for aiding in writing and translation, Chat GPT is a powerful tool.
It's as if we all have access to an assistant who can help us improve our texts and plan and organize our work.
Also, we are opening the doors to our program this fall.
Please reserve your spot because we will close access, and we don't know when the program will return.
We're opening the doors to our program this fall.
Grab your seat today!
We'll be closing access, and we don't know when the program will reopen.
- https://www.francetvinfo.fr/internet/intelligence-artificielle/intelligence-artificielle-une-societe-licencie-la-moitie-de-ses-salaries_6066282.html
- https://www.nytimes.com/2023/08/24/upshot/artificial-intelligence-jobs.html
Get featured for free: That's our program, and you'll learn the fundamentals of PR.
I promise you'll achieve astonishing results by dedicating less than 2 hours a week.
I'll see you in class.
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
https://www.instagram.com/nata_pr_school/
When people ask me who I am, I often say that I'm an introvert on the path to healing through a public relations agency.
Perhaps you're like me, preferring to stay at home rather than attend networking cocktails to tell your story.
I understand you!
But one thing is certain: every time I've challenged this deep urge to isolate myself, I've benefited from it.
Even if I hadn't met any interesting potential clients at these events, I came back with an extra dose of energy derived from these connections that we, as human beings, even the most introverted among us, all need.
So, if you're part of what I call "the disconnected" club, you know that getting noticed is important for your business, for you, your loved ones, and your employees.
Getting noticed may seem presumptuous to some.
It's a false belief.
Think about the person to whom your product could make life easier and more beautiful.
Yes, even a body lotion that soothes and reduces itching can be a genuine source of happiness. My fiancé is one of those people with very sensitive skin. This lotion will soothe him and allow him to use his wonderful brain for something other than scratching.
You see, if no one knows about your wonderful lotion, it won't soothe my partner's skin, and it will be difficult for you to sell it.
Daring to show yourself, to expose yourself, and to contact a journalist or an influencer may seem like a daunting task.
But I promise you that, by doing it repeatedly and seeing it simply as a game, you'll develop a taste for it and reap more benefits than drawbacks.
I've come to love business development because I know that we will serve our clients at the highest level, and this money will allow me to increase the salary of my talented team.
That's my primary reason for convincing a new client: to improve the lives of my employees, raise their salaries, and enable them to develop their talent, their full potential.
Yes, money is important and it allows us to do good around us.
So, make your products and solutions known, remove your ego from the path, and help others.
Share your solutions with authenticity, a word that has become popular lately.
I love this word: authenticity, which, to me, is also synonymous with truth and honesty.
Public relations are the ultimate tool to demonstrate your authenticity and grant you credibility.
So, why get noticed?
To help others, sometimes just a little bit, improve the lives of our fellow human beings.
So, I also expose myself every week with my podcast, the "PR Rendez-Vous," live on LinkedIn and YouTube, because I want to help you, make your new solutions known that will bring well-being and even happiness to our fellow human beings.
This is precisely what we teach at NATA PR SCHOOL: how to get people talking about you, even if no one knows you.
We're opening the doors to our program this fall.
Grab your seat today!
We'll be closing access, and we don't know when the program will reopen.
Get featured for free: That's our program, and you'll learn the fundamentals of PR.
I promise you'll achieve astonishing results by dedicating less than 2 hours a week.
I'll see you in class.
GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS www.natapr.com
INSTAGRAM https://www.instagram.com/nata_pr_school/
You might be observing your competitors or companies you admire, who always seem to be making headlines in the media and collaborating with influencers. And you wonder, how do they do it?
One thing is for sure: it's not by chance that you read about their stories in the "business" section of the local newspaper. They've made strategic choices based on the following:
- Developing a Visibility Strategy
- Sustainability - Creating a Memorable Brand
- Combining Social Media with PR and Advertising Efforts
The Power of a Visibility Strategy
First, you must decide to invest time in planning before taking action. The companies you hear about have chosen to invest time and money in their visibility. What is often referred to as "com" on the European side to indicate communication is part of their marketing plan.
They've understood that investing in public relations and communication allows them to develop their story and get people talking about them.
Sustainability - Becoming a Recognizable Brand
The first step to getting people talking about your business is to create a brand that stands out. Visual identity is important, but the message is even more crucial. What makes you unique and different? Why would a journalist talk about you? And why would an influencer agree to try your products and share their experience with their followers?
Getting people talking about you will help you build credibility. This can be done on social media, of course. Still, nothing beats an article in a newspaper, a magazine, a television interview, or a podcast appearance to propel you and expose you to thousands, if not millions, of people.
Combining Social Media and Public Relations
Social media is a powerful tool for increasing your business's visibility, and combining them with public relations, meaning broadcasting your interviews on your platforms, will significantly boost your visibility.
In my work with NATA PR agency, I consult various online social media platforms daily.
A young man representing influencers we've collaborated with managed to get featured in a local newspaper and on some websites. This young professional talks about TikTok and its influence in general, a topic of interest to both the media and businesses.
After these articles were published, his LinkedIn followers significantly increased, and I'm sure service requests followed suit. His appointment book must have filled up.
Yes, the content he shares on social media is interesting, but these interviews propelled him.
This is precisely what we teach at NATA PR SCHOOL: how to get people talking about you, even if no one knows you.
We're opening the doors to our program this fall.
Grab your seat!
We'll be closing access, and we don't know when the program will reopen.
Get featured for free: That's our program, and you'll learn the fundamentals of PR.
I promise you'll achieve astonishing results by dedicating less than 2 hours a week.
I'll see you in class.
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
INSTAGRAM
https://www.instagram.com/nata_pr_school/
You're probably like me, and when you don't know something you want to possess or new knowledge you'd like to acquire, there's always a little voice telling you that you won't succeed, that it's complicated and reserved for professionals who have studied in this field.
But since the advent of the Web, my beliefs have changed because there's so much accessible information. Obviously, you need internet access, but once that step is taken, if you think about it, there's a true democratization of knowledge. We can find practically everything online.
So here are a few simple steps I suggest you try to start building what I call your list of genuine influencers/journalists:
- Ask Your Fans: If you're very active on social media, ask your fans which media, magazines, or other sources of information they consult.
- Follow the Path of Success: Find online where your competitors and brands you admire are being discussed.
- Specialized Publications and Podcasts
Ask Your Community
Conduct a small informal survey if your community is on Facebook, Instagram, or TikTok.
-
Which magazines do you read online?
-
Who are your favourite influencers?
-
Which website do you visit most frequently?
These are already excellent leads.
Follow the Path of Success
Whether you're on Facebook, Instagram, or not registered on our platforms.
- Identify 2 competitors and 1 company that inspires you in your sector.
- Analyze their online presence using Google – by using the NEWS filter or Google alerts.
- Check your competitors' social media.
The goal of this approach isn't to blindly copy your competitors but to understand what works well in your industry and use this information to enhance your strategies and performance.
Specialized Publications and Podcasts
-
Search online for the top 5 magazines / podcasts specialized in your industry.
-
Identify the top TikTokers, Instagrammers, influencers, etc.
Podcasts, magazines, blogs, and specialized websites in your sector cover news specific to your competitors.
And why not directly contact the journalists who cover your industry? You can build and nurture relationships with them. If you follow 1 or 2, you'll be informed when they publish articles related to your competitors.
We're opening the doors of NATA PR SCHOOL, and I invite you to come work with me. You'll see that by investing less than 2 hours per week, you'll be able to generate results.
Grab you seat today!
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
INSTAGRAM
https://www.instagram.com/nata_pr_school/
Suppose you've been following this podcast for a while. In that case, you should be able to name quickly, at your fingertips, three reasons why public relations remain valuable despite the digitization of media and the rise of social media.
Let's have some fun. Even if you need to become more familiar with PR, I invite you to press the pause button on your device and jot down on a piece of paper or a blank Word document on your computer, the first three things that come to your mind.
Give yourself 60 seconds, then come back here to compare your answers.
Of course, there can be other reasons besides these, but the three most frequently mentioned reasons by our clients are as follows:
- Credibility – Enhance trust
- Visibility – Make your product or solution known
- Clientele – Attract the right customers to, of course, increase your sales
Indeed, public relations can be used to launch a product, inform your clients about changes within your company, new job offers, services, products, etc. However, all these reasons can be grouped into three main functions:
CREDIBILITY
Nothing matches public relations in bestowing credibility upon you. Your community might already be aware of your exceptional products or services. However, when journalists or influencers express interest in your product or tell your story, your credibility leaps forward and increases far beyond what you might have imagined.
VISIBILITY
Making your product or solution known is our clients' second most frequently cited reason. You could offer 100% biodegradable and natural cleaning solutions, but sales might only satisfy if few people know about them.
This seems obvious. However, remember that consumers are more inclined to purchase what they know. To better grasp this, think of word-of-mouth, which fulfills the same function but on a much smaller scale, reaching a handful of people simultaneously.
When a friend recommends a restaurant they enjoyed, you will likely make a reservation. Public relations have the same effect but on a more extensive and faster scale.
CLIENTELE
Attracting the right clients to increase your sales.
If part of your clientele is from something other than Generation Z, they might not be constantly on social media.
Undoubtedly, social media are excellent tools to present your products and services, but many clients still read the local newspaper on their electronic tablet in the morning.
Then, they take their car to work while listening to the radio in the morning and evening. Nothing replaces public relations in enabling you to reach all these media outlets, including specialized reviews in agriculture or beauty.
So, why not take advantage of it?
If you've just launched your business and offer new solutions or products, public relations can be your ally if you understand the basics.
Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.
Would you like to continue the discussion? Feel free to reach out to me. If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
The electrification of vehicles is experiencing significant acceleration, and we can undoubtedly thank Tesla, a company we all know for its significant contribution.
If I were to ask you why the Tesla brand is familiar to you, you would probably respond with:
- Tesla was the first successful 100% electric car brand to occupy public space.
- Its founder, Elon Musk, is omnipresent.
- Tesla constantly generates discussions about its vehicles and has become the benchmark brand.
If you are new to public relations, know that Tesla became known through them. If you are familiar with the company's name and its founder, it's because you've read or heard about Tesla.
You may or may not like Elon Musk's opinions and behaviours. Still, we must give credit where it's due: Elon Musk is a talented communicator who knows how to run successful public relations campaigns and get people talking about him and his companies.
The good news from this podcast is that you can draw inspiration from the same principles to make people talk about you.
And that's what we proposed to TAIGA Motors.
TAIGA has entrusted us with its public relations mandate, and we apply the same PR principles used by Tesla, which greatly contributed to its success.
Have you noticed that Tesla still doesn't advertise? It doesn't need to yet and follows in the footsteps of several other major brands like Starbucks and Lululemon, which became known through public relations campaigns.
About Taiga (TSX: TAIG), it's a Canadian company that is revolutionizing the world of motorsports with revolutionary off-road electric vehicles. Adopting an optimized engineering approach, Taiga pushes the boundaries of technology.
Before retaining our PR services, the media showed interest in TAIGA without the help of an agency because it was a new company that courageously went public on the Toronto Stock Exchange.
Once it became a public company, challenges quickly became more difficult to overcome, and financial aspects took the forefront, leaving technological achievements far behind.
That's where we stepped in, and I must thank the marketing team for seeking an agency that knows how to accompany them on their journey to increase the visibility of their products.
Public relations are excellent for telling your story. However, what excites me even more about this profession is the opportunity to provide journalists and influencers with firsthand experience of our client's products.
We all have much to learn by studying the success of companies that manage to be featured frequently.
Determining why the media talks about them and why the media and influencers would talk about you is the first step of our model.
What makes Tesla so present in our minds when we name an electric car brand?
Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.
Would you like to continue the discussion? Feel free to reach out to me. If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
For this episode, I have the great pleasure of welcoming Jean-Yves Dionne, a pharmacist, speaker, trainer, scientific advisor in natural health products (NHPs), and, to me, a media personality, as he has hosted health chronicles on the radio for several years.
Jean-Yves defines himself as a communicator, pharmacist, and expert in natural health products (NHPs) and Health. He is a speaker, trainer, researcher, documentalist, writer, and counsellor in the broadest sense in the field of Health and NHPs.
If, like me, you wish to take charge of your Health and do not have easy access to a doctor, I highly recommend consulting Jean-Yves, who founded "Franchement santé" (Honestly Health), to make appointments with him.
His knowledge of health science, pharmacy, and natural products makes his advice indispensable.
You will find in the notes of this episode at the bottom and all the necessary links to reach Jean-Yves Dionne. Jean-Yves has written several books, including the famous “Bon Stress Bad Stress”, the first book in French to establish a connection between nutrition, anxiety, and mental disorders.
I had the opportunity to collaborate with Jean-Yves during the launch of the book “SOS Bones - Strong Bones at Any Age”, sponsored by Genuine Health, who had hired our PR services to promote their products. Unfortunately, this book is no longer in circulation."
I wanted to invite him on the occasion of the 155th episode of our podcast because Jean-Yves Dionne has extensive knowledge of traditional media, which, like me, he has seen evolve.
And since then, he has integrated the Web to continue disseminating his messages and information.
Where to find Jean-Yves Dionne
LINKEDIN www.linkedin.com/in/jydexpert/
SITE WEB www.jydionne.com/
FACEBOOK www.facebook.com/jeanyvesdionnefranchementsante/
INSTAGRAM www.instagram.com/jeanyves.dionne/
Toutes les formations sur Humain 360 www.humain360.com/p/academie-de-l-apothicaire?affcode=657184_o97ntqae
To find out more about our program
INSTAGRAM https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS www.natapr.com
If I have yet to convince you in the previous episodes that learning the basics of PR will give you a strategic advantage over your competitors, this new episode should persuade you.
Some of our clients may think, just like you, that public relations are only meant for those who want to attract the attention of traditional media such as newspapers, print magazines, television, and radio, which are supposedly becoming obsolete. However, this idea is completely wrong, and I am here to prove otherwise.
You might believe that visibility in the media is outdated, and the only future path is online advertising and influencers. Well, let me tell you, dear friends, that these ideas are far from reality.
At NATA PR agency, we meet new clients every month seeking solutions to increase their visibility and sales. Recently, all our clients have noticed a decline in online sales and the ineffectiveness of their Facebook ads. Furthermore, they have realized that many potential customers simply do not know about them.
Indeed, advertising and social media are valuable tools, but with the proliferation of platforms and the massive amount of information being disseminated, a significant portion of your potential clientele is not where you might think.
Some of your customers still listen to the radio in their cars, read the local newspaper, and continue to watch television, perhaps on their computers, but still accessible.
Public relations are the best organic part of a good marketing plan.
And only PR will grant you credibility and make you known to many potential clients.
When an intermediary such as a journalist or an influencer talks about you without you having to pay them (what digital marketing specialists call "organic" or, for those unfamiliar with the term, means "without monetary exchange"), you gain credibility and enhance the trust of your consumers.
Recently, a company shared their experience with paid collaborations with influencers, which cost them a lot without bringing significant results. However, they continue receiving customers who refer to a television interview over two years ago.
Please, understand me; I am not saying you shouldn't work with influencers. On the contrary, it's essential to strike a balance and choose the right influencers, taking the time to test the interests of their community before committing to a costly contract that could disappoint you.
Indeed, Generation Z uses TikTok, and if you want to reach this audience, you should be present on this platform. However, how do you reach customers aged 30, 40, 50, and older, who have purchasing power and would buy your products if they knew about them? How do you reach them if your entire budget is allocated to TikTok and influencers?
Public relations are not THE only solution, but they are a cost-effective tool that brings results, and they should be part of your marketing toolkit, especially at the beginning when you launch your product or service.
Our clients sell online and swear by articles in magazines, major newspapers, and television. They benefit from visibility in print and online through significant media websites and social media. Journalists specializing in their industry bring them strong credibility and confidence in their products and services.
Your potential customers are not all impulsive buyers. Many consult multiple sources before investing in a car or beauty product.
An article in a local newspaper has more impact on them.
Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
You may be wondering what PR (Public Relations) is about and why it's important to learn its fundamentals. In this podcast, I will explain how PR can be beneficial.
Let me reiterate that public relations are much simpler than you think. In summary, this is precisely what we teach at NATA PR SCHOOL: making yourself known by investing less than two hours a week.
Some individuals, including many business leaders, may consider PR outdated, but I want to emphasize that a television interview remains highly valuable.
Whether on a local or national scale, such an appearance grants you considerable credibility within your community and can help kickstart creating your subscriber list. Local radio and podcasts can also offer significant visibility.
Let me share the testimonial of one of our students, Antoine Bolduc, after just one television interview:
"After a single interview on local TELEVISION, I became an expert in the eyes of my followers and gained 400 new followers overnight." Antoine Bolduc, co-founder of Atypic Equipment
Television isn't the only option, primarily if your product targets a younger audience, as TikTok could be essential in your strategy.
However, why not use mainstream media while remaining active on social media and creating content on TikTok?
Indeed, it's entirely possible to adopt this dual approach.
Traditional media outlets have online platforms like websites and social media accounts like Facebook, Instagram, and even TikTok. It's up to you to make the most of these opportunities!
Little secrets:
1- Journalists love to interact directly with you. Although they are used to dealing with PR professionals, they appreciate obtaining information directly from the source, which is an advantage for you!
2- No one knows your product or service better than you do. While an excellent PR professional can enhance your image, you can undoubtedly provide information quickly that even an expert needs to have at hand.
If you're starting a business, your story will interest the media. For instance, if you're launching a new type of vegan clothing that allows nature lovers to enjoy guilt-free outdoor walks, it's a story that will appeal to many!
Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.
Would you like to continue the discussion? Feel free to reach out to me. If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Learning the basics of public relations will give you an edge over your competitors, and it's much simpler than you think.
That's what I teach at NATA PR SCHOOL: how to integrate the fundamentals of public relations into your marketing plan in less than two hours per week.
I used to believe this profession was reserved for those who had studied it for several years. But, between you and me, PR is a bit like accounting.
When you start your own business, you may not have the budget to afford the services of an accountant, so you create your own invoices and handle your taxes yourself.
So PR is similar. You can incorporate beneficial PR actions that will bring you visibility and credibility, and one day, as your business grows, you can engage the services of an accountant and a PR agency.
Your understanding and respect for these two professions will be a significant advantage. There's nothing like doing specific tasks yourself before entrusting them to a third party.
For my part, I am primarily a marketing specialist. When I held marketing leadership positions for companies, I only sometimes had the budget to hire staff or engage the services of a PR agency.
So instead of completely setting PR aside, I wondered what actions I could take in a minimal amount of time that would generate maximum results.
In less than 2 hours per week, I fit PR actions into my already busy schedule.
Applying the basics of PR allowed me to generate television, radio, and newspaper interviews and mentions in magazines and on websites.
I realized that PR is very similar to business development, you know, those famous "cold calls" or contacts via LinkedIn, or maybe you still make them by phone, depending on your industry.
Learning the basics of PR means integrating simple and repetitive gestures in less than 2 hours per week:
- Find the right contacts (journalists or influencers) in your industry. Start with 3 to 5 contacts.
- Identify why they would talk about you.
These are two straightforward steps that are part of the foundation of PR.
Already, many of our students are benefiting from their PR learning experience with us:
"The NATA PR School experience is truly unique! It's like entering the secret world of PR gods and acquiring the tools and tricks of the trade without having to study for years!" - Janylène Turcotte, ACC, C. Hyp - CEO and founder of HypnoCoach.ca
Would you like to continue the discussion? Feel free to reach out to me. If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
The impact of social media on public relations
The world of public relations has undergone significant changes since the emergence of social media.
There is material for several podcasts on this subject, and I already address some aspects in episode 149. Here, I continue my reflection with you on the impact of social media on public relations.
With the rising popularity of Instagram, businesses increasingly turned to influencers to promote themselves and their products, leading to significant changes in public relations.
Several agencies even removed the term "public relations" from their company name and description, transitioning from YZ Public Relations agency to YZ Communication or YZ Marketing.
I remember my partner and I extensively discussed this: should we change our name? But something told me that "public relations" is part of well-known professions, just like lawyers, notaries, or advertising agencies. There is a certain permanence in disciplines or categories that are deeply ingrained in our collective subconscious. When you search on Google, "public relations agency" still appears prominently (over 70 million results in French and nearly 2 trillion entries for "Public Relations")!
The future has proven us right in retaining the "PR" term associated with NATA. NATA PR, a public relations firm or agency, is what we still are while evolving and integrating social media and influencer work into our services.
We specialize in the so-called "organic" visibility that algorithms favour, meaning articles published online without monetary exchange.
For me, social media still represents additional opportunities for communication and connection, especially with potential clients of the brands we collaborate with.
The public relations industry has indeed undergone significant changes in recent years in terms of new technologies, media channels, and new communication opportunities with clients and businesses.
However, this poses a massive challenge for our clients in effectively managing these new forms of engagement.
Many are now realizing the growing importance of public relations in reaching a portion of their customer base that is not constantly present on social media.
The proliferation of platforms continues, and we are currently witnessing the emergence of Threads, directly competing with Twitter. But throughout all these years, from the introduction of fax machines to the first personal computer (yes, that small beige box...), I have come to realize four things:
- Nothing replaces face-to-face interactions, human encounters, and, of course, meetings with journalists and influencers.
- Even if you are highly active on social media, it only represents a portion of your target audience.
- After the pandemic, brands believed that online sales were the new panacea, yet customers are returning to physical stores today.
- Social media is like fashion. Each new generation gives rise to its own platform.
Indeed, it is always fascinating to see how humans use these new tools.
And what is your current favourite social media platform?
I hope you enjoyed this little PR break. Don't hesitate to leave us a comment.
Would you like to continue the discussion? Feel free to reach out to me. If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Hello, and welcome to the 150th episode of the NATA PR SCHOOL podcast.
For this episode, I am pleased to host Pamela Samedy, a senior account executive at NATA PR.
Pamela is an incredibly talented public relations professional. She holds a university degree in public relations and began her career at NATA, where she quickly climbed the ranks to become an experienced account executive (Senior Account Manager). She was recently recognized as Étoile Montante, an Emerging Star by Le Grenier aux Nouvelles.
I wanted to invite her for the occasion of our 150th episode because she witnessed the birth of the NATA PR SCHOOL training program and was part of its very first cohort of students. Since then, all employees at NATA have benefited from this training, which allows them to quickly grasp our profession's practical aspects.
Thank you for accepting my invitation, Pamela. I wanted to invite you because you can inspire those who, like you, aspire to become professionals in public relations.
I always start with a simple question for my guests:
-
Who are you, Pamela Samedy?
-
How would you describe your work when someone asks you what you do?
- What are your primary responsibilities at NATA PR?
- As someone with a university degree in public relations, how would you describe the education you received and the one provided by the NATA PR SCHOOL? What do you think sets them apart?
- What excites you about the field of public relations as we practice it at NATA PR?
- Influencers play an essential role for our clients. How do you think their role will evolve?
- How do you see the evolution of public relations, especially considering you entered the job market during a pandemic?
- To conclude, what do we wish for you?
To find out more about our program:
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
We know that social media has significantly impacted how businesses, organizations, and individuals manage their public relations.
Sometimes, companies consult us and are convinced that social media will meet all their communication needs and allow them to reach their clients efficiently.
However, it is important to note that social media does not replace public relations but expands and complements them. Here are a few points to consider:
-
Not all consumers are connected on TikTok, Instagram, or Facebook. Many still rely on online and traditional media, which still hold a significant place in society.
-
Evolution of the media landscape: Traditional media has also adopted social media to disseminate information and interact with their audience. Journalists and media professionals use social media to search for stories, find sources, and share their articles.
-
Integrated strategy: At NATA PR, we integrate social media into our public relations efforts as part of a comprehensive approach for our clients. Social media is a powerful tool but does not replace traditional practices such as press releases, relationships with journalists, influencers, and media partnerships. An effective public relations strategy must combine social media and traditional methods to achieve the best results. This is what all the major brands we work with do.
-
Online reputation management: Social media has given individuals increased power to express their opinions about brands and organizations. Online reputation management has become essential in public relations. PR professionals carefully monitor social media, manage negative comments, and respond to emerging issues to protect the reputation of their clients or companies.
Therefore, although social media has transformed the public relations landscape, it does not replace it. Instead, it offers new opportunities to amplify brand voices, reach new generations, engage directly with the public, influence traditional media, and manage online reputation.
I recall a client who reallocated their public relations budget to create an in-house social media department. However, when they returned to us three years later, no major media outlets had shown interest in them or covered their new initiatives.
When we took over the project, several journalists believed the brand had closed its doors.
An effective public relations strategy must always consider social media while integrating traditional practices.
Social media allows real-time interaction with the public. Companies and organizations can engage in conversations, respond to customer questions and concerns, and manage crises more quickly and effectively. This ability for direct engagement strengthens the relationship between brands and their audience.
So, for those who believe that public relations are a thing of the past, they need to be made aware that public relations have integrated social media into global strategies to maximize the reach and influence of their clients for many years.
Would you like to continue the discussion? Feel free to reach out to me.
If you haven't already, you can sign up for our mailing list through our website at www.natapr.com or download our free template that outlines the six steps of a public relations or social media campaign.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
We all have an image in our minds of what a press release is. This communication tool is deeply ingrained in our collective unconscious. Yet, only some marketing professionals understand the purpose of such a document, which undoubtedly explains the confusion between a press release and an advertisement.
My teams hear me talk about the confusion surrounding the use and content of press releases every week. We work closely with our clients' marketing departments, which is normal since public relations is a part of the marketing plan, and its role is to ensure cohesion and execution.
But you would be surprised by the extent of their confusion regarding press releases. Here's what our marketing colleagues indicate or ask us to include in our press releases:
- This press release needs to be sales-oriented
- We want a press release highlighting that our products are the best sellers in their category
- The personal stories of the founders are not adequately conveyed in the press release
There is a misconception that a press release should be sales-oriented, whereas its purpose is to inform and present facts. A press release serves to:
- Inform
- Present basic information about a product or service.
- Transmit facts and information
- Facilitate the work of journalists and influencers.
A press release is not:
- A sales tool
- An advertisement
- An accolade for creativity or success
- A literary creation
Dear marketing professionals, you can trust your public relations agency, especially if they have successfully served clients for many years and have built trust with journalists and influencers.
A press release is not an advertisement and is ultimately very simple. We regularly offer free training on how to create a press release that captures the attention of journalists and influencers.
If you're not subscribed to our mailing list, you can do so through our website: www.natapr.com, or download our free template that outlines the six steps of a public relations or social media campaign.
And remember, the press release remains the number one tool in public relations, with over *76% of journalists desiring relevant information.
*Source : Cision State of the Media 2022.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Unless you are a publicly traded company required to disclose quarterly results or you are already well-known, know that no one is waiting for your press release.
However, this does not mean that you should not communicate at all. On the contrary, if you don't, many of your competitors will, and they will occupy all the media space.
I have already addressed this topic in Episode 122, where I present the angle of the press release, explaining that sending press releases is one of many things PR professionals do.
As you can imagine, PR professionals do much more than send press releases.
"No one is waiting for your press release" may sound provocative, but it is a simple truth that our marketing friends often ignore because they:
- Confuse press releases with advertising.
- Believe that the results, mentions, and publications will be instantaneous.
- Think that journalists/influencers are at their service.
Well, no one is waiting for your press release because journalists/influencers:
- Are unaware that you have spent years creating and refining your product.
- Already have a long list of topics to cover.
- Have already been contacted by your competitors.
Some facts to know:
- 43% of journalists cover more than 5 topics (education, environment, cuisine, theatre, books, etc.).
- 36% of journalists write 4 to 9 articles per week.
However, the number one tool remains the press release, and over 76% of journalists wish to receive relevant information.
No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known.
*Source: Cision State of the Media 2022.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Public Relations: Why Use a Spokesperson and How to Choose One
With the growing popularity of influencers, I wanted to discuss the use of spokespersons. When you engage an influencer and establish the terms of a contract in which they are to present your product and use specific key messages and terms, you are employing a spokesperson to represent you.
Here are some tips for choosing the right spokesperson:
- Social Influence: Influential spokespersons can have an impact on consumer buying behaviour. Their recommendation or use of a product can positively influence consumers' attitudes and purchasing decisions, especially those who admire them or aspire to be like them.
For example, think of a celebrity chef endorsing and praising the qualities of Thermomix.
- Differentiation: Using a spokesperson can help differentiate a product from its competitors. When consumers are exposed to numerous similar options, a charismatic or unique spokesperson can capture their attention and motivate them to choose the associated product.
Employing a well-known brand ambassador in the cosmetics and beauty industry can influence consumer choices.
- They are conveying Key Messages: A skilled spokesperson can effectively communicate the key messages of a product. They can utilize their charisma, expertise, or experience to compellingly highlight the product's features, benefits, or values, which can influence consumer perceptions and attitudes.
For instance, if you are introducing an innovation that has yet to become familiar to the general public, such as a new electric vehicle, using a spokesperson can provide detailed explanations about the hows and whys of the new device.
- Emotional Resonance: Spokespersons can establish an emotional connection with consumers. Their fame, personal story, or personality can evoke positive emotions among consumers, strengthening brand attachment and generating a sense of closeness.
"Mommy bloggers" who share their stories and the products they discover to make a baby's life more enjoyable have a significant impact on their fans.
- Virality and Sharing: Campaigns with spokespersons are more likely to be shared on social media and go viral. The appeal of the spokesperson can motivate consumers to share advertisements, videos, or messages related to the product, thereby increasing the reach and impact of the campaign.
I recall a public relations campaign where we chose Miss Sushi à la Maison to launch the brand NATREL's new ice cream mochis. It was a tremendous success because of the high engagement of this influencer's community. She asked all her fans to share where they found the mochis in stores. The participation was explosive, and the brand sold out!
Yes, using a spokesperson can have numerous advantages, but it is not always necessary. Some products find their consumers more easily through word-of-mouth or by having a public relations agency successfully engage numerous journalists to feature your product to their readers, fans, or listeners.
However, choosing a spokesperson wisely and for the right reasons is crucial. People can sometimes comment or express opinions that contradict your brand values.
Consider the example of the partnership between Kanye West and Adidas, which started successfully but eventually took a negative turn.
If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
Bonjour, Hello and welcome to Episode 145 of the NATA PR SCHOOL podcast.
Public relations to gain consumer trust
Before the advent of the Web and the digitization of media, our public relations campaigns were evaluated in terms of advertising value.
For example, if a quarter-page featuring a client's product were published in a magazine and purchasing that same quarter-page in the magazine cost $2000, we would multiply that amount by three, six, or even ten because it was commonly believed, based on studies at the time, that an article was read more than an advertisement.
This practice was based on the fact that articles attract more attention than advertisements, and consumers place more trust in what is written in articles. Experts even claimed that editorial content was more effective than advertisements in persuading consumers. Educational and informative articles significantly influenced purchasing decisions more than traditional advertisements.
I wanted to update this data to see what new research revealed. Here's what I found:
- Content marketing generates three times more leads than paid advertising on search engines. - Content Marketing Institute
- 70 to 80% of users ignore paid ads and focus on organic search results." - Search Engine Journal
- 37% of consumers trust articles or blogs written by experts. - Nielsen
- 74% of consumers trust educational articles and whitepapers when evaluating a company. - Demand Gen Report
While the phenomenon of "Fake News" has had a significant impact on the credibility of journalists, compared to advertising effects, a review of a new car or beauty product will always carry more credibility with consumers simply because it comes from an independent third party who has tested the product and shares their opinion or expertise.
One of our students at NATA PR SCHOOL, Antoine Bolduc, summarizes this effect very well:
"After just one interview on local TV, I became an expert in the eyes of my followers and gained 400 new followers overnight." - Antoine Bolduc, Atypic Equipment
Advertising generates sales, while public relations aim to make you known.
Public relations will bring you the credibility and recognition Antoine Bolduc enjoys today.
It's your turn! Sign up for our programs to learn how to integrate public relations into your marketing plan in less than 2 hours per week.
If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
Is a large public relations agency better than a small one?
Several factors come into play because each agency will have different strengths. I like to say that the perfect public relations agency is a bit like perfect love—it doesn't exist. But there is certainly an agency that is made for you!
How do you find it?
I suggest four tracks that will help you in your search for the perfect public relations partner:
- Flexibility and adaptability
- Feels like they have known you for a long time
- Always finds time for you
- Resembles you
Flexibility and adaptability
A bigger public relations agency has more human resources, contacts, and important tools. But a medium-sized agency willing to become your partner will provide you with the flexibility you may need at this stage of your business development. An agency willing to regularly review its objectives and openly analyze its results with you will be a faithful ally.
Feels like they have known you for a long time
You know this instant connection that makes you feel confident from the first few minutes. In over 20 years of service at NATA PR agency, virtually all these collaborations have been successful.
So don't hesitate to continue the exchanges with an agency that makes you feel confident and gives you the impression of knowing them for a long time. It's an excellent start!
Always finds time for you
Smaller public relations agencies can be more flexible, and reactive, and offer a more personalized service. They won't hesitate to reschedule appointments to accommodate you and connect with you. With smaller teams, agency leaders and experts can be more involved in each project. You won't have to start from scratch whenever a young account executive leaves the agency.
Resembles you
Medium-sized agencies can also specialize in specific domains or industries, which can be an advantage if you're looking for specific expertise. They resemble you and can become your public relations department.
So, does size matter? Is bigger better?
It's important to note that the size of an agency doesn't necessarily guarantee its quality or its ability to meet your needs. It's essential to consider other criteria such as experience, references, specific skills, the agency's culture, values, and ability to understand your company and industry.
The best public relations agency is undoubtedly one that already knows you.
If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
You are in search of the best public relations agency and wondering how to navigate through all these agencies that, from the outside, seem similar and offer similar services.
Of course, nothing beats a recommendation from a third party that you know, but even then, be cautious as the recommended partner may not be suitable. I have experienced this several times.
The best agency for you is not necessarily the most expensive, prestigious, or award-winning one. No, the best public relations agency is the one that:
- Offers you a customized plan
- Knows your industry
- Has served clients similar to you
- Develops Key Performance Indicators (KPIs) based on what is valuable to you
The best PR agency offers you a customized plan
Many agencies propose the same approach to all their clients. Yes, it may generate results, but will it be suitable for you, and will you achieve your desired goals?
Feel free to ask the agencies how their proposal differs from what they offer to all their clients.
The best PR agency knows your industry
Even if the agency you wish to work with appears competent, if they are not familiar with your field or industry, whether it's agri-food or beauty, they will struggle to:
- Understand you
- Write press releases using the appropriate technical terms for your industry correctly
- Develop a contact list they do not already possess.
Are you hesitant to work with an agency that already represents multiple brands in your sector? Well, if that agency is not working with your direct competitor, there are several advantages to considering a closer partnership:
- The agency knows the journalists/influencers who will be interested in your company or product.
- The agency will quickly know how to make you shine in the eyes of journalists, capturing their attention and generating publicity for you.
- In certain sectors such as fashion, luxury, and beauty, you will benefit from the synergy of other brands in your industry and gain more visibility.
The best agency will develop useful KPIs
Why did you decide to hire a public relations agency?
- You want magazines and newspapers to talk about your product - so ask your agency to set a target number of features (e.g., 5 magazines, 10 websites, 3 newspapers, 2 podcasts, etc.).
- You want to increase the number of visitors to your website - set a percentage increase goal, for example, 5%, 10%, etc., depending on what makes sense.
- Cost per thousand impressions, etc.
What matters here is determining your expectations and adjusting along the way. No one knows the future, so setting goals and KPIs helps direct efforts in the right direction. It's about the trajectory, not just the end result.
Ultimately, the best public relations agency is the one that is passionate, listens to you, and supports you in your growth and journey towards recognition.
The best PR agency will make you shine, and most importantly, they will love your company almost as much as you do.
Feel free to reach out to us if you would like to continue this discussion with us.
We are here for you!
GET FEATURED FOR FREE
THE FREE NATA PR MODEL
SIGN UP TO OUR LISTS
www.natapr.com
If you want to make your business known, increase your visibility in the media, and save time by quickly learning the basics of public relations, then NATA PR SCHOOL's courses are for you!
With over 20 years of experience in the public relations industry, our agency is the only one at this professional level to offer free training to teach you how to get free media coverage.
By following our courses, you can quickly master our 6 simple steps method and take advantage of our weekly coaching to propel yourself quickly.
Here's what our participants have to say:
"After just one interview on local television, I became an expert in the eyes of my followers and gained 400 new followers overnight."
Antoine Bolduc, Co-Founder Atypic Equipment
"I am thrilled, and I can never thank you enough for the help and advice I received from NATA PR SCHOOL. The time and effort have paid off!!"
Amal Amgaad, Communications Director YON-KA PARIS USA
In addition to our free courses, we offer a twelve-module program for those who want to go further and quickly implement our process to get free media coverage.
And our weekly coaching is there to help you avoid the most common mistakes and time-wasters.
And all of this in less than 2 hours per week!
There are twelve easy-to-master modules, and you can study one per week in just a few minutes and then put the exercises of each module into practice. I teach you our model in 6 simple steps, the first of which is the most important - determining why a journalist or influencer would talk about you. I show you examples of press releases, ultra-simple correspondence to contact media and influencers.
I teach you what "guest posting" is, how to speak in front of the camera, and what simple tools you need to get free media coverage.
Our course: GET FEATURE FOR FREE, is an access to the training we offer to all our new employees. Many have university degrees in public relations, communication, and marketing, but they have never communicated with journalists and influencers. So, it's all the practical part that I teach you, all the shortcuts to quickly generate results, and all of this in less than two hours per week.
So why wait? Join our community of professionals and entrepreneurs determined to improve public relations and propel their businesses.
Sign up now on our lists by downloading our free model here:
THE FREE NATA PR MODEL https://prschool.natapr.com/The-NATA-PR-Model
We look forward to accompanying you on your public relations journey and helping you succeed!
I am your certified PR Coach who can help with your promotion and business development.
I'm here for you.
INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
In previous episodes I’ve told you how I found public relations while working for the Opéra de Montréal, Analekta and Parasuco Jeans, where I was head of marketing and communications. It would take me more than a decade of working in different marketing positions before I’d decide to make public relations my focus and create the NATA PR agency.
This is all to tell you how you, too, can include public relations in your business—and that's what I can teach you at the NATA PR SCHOOL.
Some of our students are like me—marketing pros who want to understand public relations and, most importantly, mix it into their marketing plan. Maybe that’s you.
Like me, you probably watch what your competition is doing. You wonder why certain brands are more popular when the products and services you offer are just as good if not better. Why aren’t people talking about you?
I get it! That’s what our clients ask us to do: get people talking about them. So we have all the answers to this question: Why aren’t people talking about you? More importantly, we know how to get them talking about you!
One day, I decided to brainstorm with a friend of mine in advertising who was very familiar with what public relations agencies do, so that she could help me clearly define what sets NATA PR apart from its competitors.
Well, it was thanks to this great lady of advertising, Chris Bergeron, that the NATA PR Six-Step Model was created—the one I'm always talking about and which I include for free in the notes of almost every episode of this podcast.
The Six-Step Model is simple, and it’s our magic formula. I can teach it to you to save you precious time, showing you in a few simple steps how to apply it concretely in fewer than two hours a week.
I’ve been using our model every day for more than a decade, here at NATA PR. I teach it to all our students and all our employees. I make use of this model every time I meet with new clients who want to retain NATA PR.
So if you haven’t done it yet, it’s time to sign up, friends—because three months from now, where will your business be? Will you be standing still, or—with the help of the NATA PR SCHOOL—will you have made a giant leap into the future thanks to the professional support and training I’m offering you?
By signing up now, you’re investing in yourself and your business. You’re giving yourself the opportunity to think and act effectively so you can get featured, raise your profile and boost your sales.
That’s what public relations is for: getting talked about for free, so you become a known entity and your sales increase.
Are your competitors getting talked about, and leaving you behind? We know exactly why. I have 30 years of experience in public relations and I run NATA PR, where we serve clients in every market in North America. And we know what works today.
Getting Featured for Free is our most complete program—our magic formula!
I’m offering you what I would have loved to find 20 years ago, but which wasn’t there in the very early days of the internet: simple, practical strategies to get your business featured and get people talking about you.
I’ll see you in class!
These are the links, and I’ll be here to guide you every step of the way.
Sign up today!
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
If you’re like me and running a business, sometimes you need some time before testing out the newest trend in social media or the new technology everyone’s talking about. So here I am with my personal grain of salt about what I understand of AI and ChatGPT.
If you haven’t done it yet, log on to ChatGPT and try asking this amazing tool what’s on your mind. No doubt you’ll be bowled over by how fast and how well it answers.
My first question was: “What is artificial intelligence?” I got a pretty long answer at first, so then I asked ChatGPT for a shorter answer in French and English. Within seconds, here’s what came up on the screen:
Artificial intelligence (AI) is the ability of machines to perform tasks that usually require human intelligence, such as reasoning, perception, learning, and interaction with the environment. It is a field of computer science that enables machines to analyze data, make decisions, and learn from experience without human intervention.
What role will artificial intelligence play in public relations?
Artificial intelligence (AI) has the potential to have a significant impact on the field of public relations. Here are some examples of roles that AI could play:
- Data analysis: AI can be used to analyze massive amounts of data, such as social media, blog comments, and press articles, to help PR professionals understand how people perceive their company or brand.
- Task automation: AI can be used to automate repetitive tasks, such as responding to journalist inquiries, which would free up PR professionals to focus on more strategic tasks.
- Strategy development: AI can be used to help PR professionals develop more effective strategies by analyzing data and providing insights on market trends, target audiences, and competitors.
- Communication personalization: AI can be used to personalize communication based on individual consumer preferences, which can improve the effectiveness of PR messages.
What does ChatGPT stand for and can you give me a shorter answer?
Sure! ChatGPT is short for “Chat Generative Pre-trained Transformer,” which is a fancy name for a conversational AI language model.
I understand that the power of such a tool can be frightening, but I can’t help seeing its advantages. Especially when it comes to understanding the trends and what’s on our contemporaries’ minds and to quickly find out what the media or your potential clients are interested in.
With this, you can:
- answer more quickly and simply instead of basing yourself on perceptions;
- save some money if you don't have the resources to pay for expensive market studies;
- focus on tasks that create value, like new services.
As ChatGPT told me:
However, it's important to note that AI will not completely replace PR professionals, but rather it can be used as a tool to enhance their work and efficiency.
So these new tools are ours to make good use of.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
We're all aware that since the pandemic, companies around the world have been facing hiring challenges. Between you and me, how could it be otherwise when every business sector has had massive layoffs?
So it's time to quit complaining and get on with it. I'm one of those bosses who has figured out that you have to be in permanent hiring mode and that recruiting young talent who have just finished their studies—if you give them a little time—can quickly prove to be more efficient than an employee who says they have three years of experience but who's bounced from job to job without ever really digging in. That means we'll just have to train them anyway.
I can hear you saying, what? You train employees who might very well not stay with NATA PR? And my answer is yes! Plenty of them are going to leave, often six months or a year in, whether we train them or not. Yet I have to say, since I've made peace with constantly training and hiring, more than 70% of our new hires have stayed with us for more than a year. And if they do leave, it's often to go back to school, to travel since that wasn't an option for this new generation, or sometimes to choose another profession.
I too benefit from this ongoing training by rethinking every move we make at NATA PR and how we can develop processes to make what we do here crystal-clear and easy. And you know what? My training sessions with my employees have become the basis of the NATA PR SCHOOL, where I teach you media relations, simplified.
The first thing we do with our young hires is:
- Show them a completed activity report. This is often an annual report that shows the number of interviews, articles and mentions we got for a client.
Step two:
- Teach them what we did to get those results (e.g. nine press releases + products + two virtual presentations).
Step three:
- Bring them to the front or centre stage to draft an initial email introducing a product, service or company—what we call the brief—which they'll then send out in an email. Centre stage is sending emails and sometimes making phone calls. What are we going to say or write? What is essential?
That's already 50% of the work. The next step—Step 3 in our model—is to identify what I call the “real” influencers. It's just a question of finding who's interested in the product or service you're selling.
Yes, we have powerful tools to run media searches, but just like you, we'll Google it. Sometimes, reaching out three times to journalists/influencers whom we've done research on to find out if they've recently written about the same type of subject is better than sending out a thousand cold emails to a list of contacts you got from a friend.
According to CISION's annual State of the Media Report, the #1 complaint of journalists is the low volume of interesting emails (barely 25%) based on the business sectors they write about. So you'll understand that there's no point in sending them an email about a new clothing collection when they only write about electric cars.
But will you get more from them if the information you're sending them is related to the topics they cover?
So now it's your turn to include simplified PR in your marketing plan. Enrol in our programme and I'll teach you our fast and effective method that will only take an hour or two of your time each week.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
Public relations, the way we do it here at NATA PR, means creating events for product launches, new collections, and more. You might wonder when an event is necessary and whether it’s worth the time and money invested.
Well, a public relations agency can help you see things more clearly. Since I took my first steps in marketing, I've been very keyed in to allocating budgets to get people talking about something new. And yes, sometimes you’ll get identical results without an event, in terms of media coverage or influencer mentions.
If someone’s trying to sell you on an event at all costs, ask your agency to propose an event-free strategy and see what they come up with.
It’s hardly news that convincing journalists and influencers to attend a product launch can be tough. The brands who have the resources will try to outdo each other, offering press trips to idyllic locales. But what if you’re a local brand with, shall we say, limited resources?
You’ll have to be creative and come up with an event that will provide, say, new content that adds on to what the journalists and influencers are saying.
We were asked to come up with an event for the launch of skin care products for post-menopausal women.
Of course, beauty reporters are interested in the topic—they want to share the new products and trends with readers and subscribers—but why should they bother to attend when they can receive the new products and information from the comfort of home?
Here again, the NATA PR Six-Step Model is so useful to us, and Step 1 answers the question: Why should they bother to attend?
Here are some answers that spurred us to propose a custom event for our client:
- Journalists want to meet experts
- Journalists/influencers love discovering new thingsJournalists/influencers are looking for original new content
Our ideas:
After custom skin care, women in menopause or post-menopause are looking for makeup solutions, and often have to update their wardrobe.
So, we designed a three-part event:
- A skin care expert came to talk to us about mature skin, what’s in the new products and how effective they are.
- A celebrity makeup artist who works with mature women came to talk to us about makeup tips.
- And a fashion designer talked to us about mature women, who are the focus of their clothing designs.
The designer agreed to let us host the journalists in their store, which we set up for the event. Working together with the cosmetics brand, a portion of the cost of the clothing was covered by the beauty brand, and the journalists could choose a blouse and a pair of pants in their size.
This event, which was carried off with the most limited of budgets, was a real success.
So yes, events have their purpose, but be sure you’re clear on your objectives and priorities before you embark on the adventure, because the cost could rival a wedding. So you can imagine the astronomical sums that some brands invest in these events.
https://www.instagram.com/nata_pr_school/
FAITES PARLER DE VOUS GRATUITEMENT
https://prschool.natapr.com/evergreen_fr
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
In the previous two episodes, I told you how I found public relations at the Opéra de Montréal and the Analekta record company.
So let’s move on to when I was head of marketing and communications at Parasuco Jeans and hadn’t yet chosen to go all in on public relations. I’m telling you my story in three acts, just to show you how, years later, I developed the basis of what I teach you at the NATA PR SCHOOL.
So when I was at Parasuco Jeans I discovered the impact magazines have on fashion. Even now, even in their online version, the major magazines like Vogue, Elle and Marie-Claire are instrumental in sharing fashion trends. I quickly learned how to take advantage of these fabulous glossy print magazines for Parasuco.
Several fashion stylists quickly figured out they could contact me to come and borrow clothing from upcoming collections. Thanks to the connections I made, Parasuco even made the cover of ELLE Canada.
That’s when I understood how profitable it was to trade services: I’d open up the showrooms for them where upcoming collections were presented to buyers. Journalists and stylists could borrow pieces from future collections and take photos to publish them in the pages of their magazines. Eureka! Sure, it took time and energy, but the results were amazing and well worth the investment.
Images and pictures are just as crucial today, because plenty of outlets will talk about new products if the brand sends them high-quality images. In the past, the major magazines would produce practically all the images that appeared in their pages, but nowadays if you don't have the images they're asking for, you simply won’t make it into the magazine.
So this is where Step 4 of the NATA Model becomes clear: Give them the tools they need. Images and videos are fundamental tools. And this is what we teach you at the NATA PR SCHOOL.
Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
In episode one of this three-part series, I told you how I found public relations at the Opéra de Montréal, where I began my career in marketing and communications.
Today’s episode covers phase two in my PR discoveries because, despite my success in spreading the word about Opéra dans la rue and the Opéra 18-35 programme, several years would go by before I moved fully into public relations. My first loves were marketing and communications, and I stayed on that path for a few more years before launching NATA PR.
After four years with the Opéra de Montréal, I made a quick detour into the world of theatre at Espace Go, once again as marketing and communications director. Then I moved back into music with Analekta, one of Canada's top independent classical labels.
As marketing and communications director, I was asked to take special care of the company’s star performer: Angèle Dubeau. She’s a classical violinist who is still a top name in Canada, even today. Angèle knows how to stay accessible to her fans and give them the performances and recordings they want.
So I was still laying the groundwork for the NATA six-step model. Step one, which is figuring out why journalists would talk about Angèle Dubeau, was often a cinch. During those blessed CD years, she would put out a major new release each year.
It didn’t take me long to see that we needed a catchy title, but most importantly, to alert the media. Sending out a press release about a new classical album is one thing, but these weren’t Celine Dion’s latest hits!
So I had to set goals and sometimes do four to ten calls before I got any calls back from reporters. This was a time when there were still journalists who covered nothing but classical music, and a national radio station—CBC/Radio-Canada—that was entirely devoted to it.
The updates and alerts were incredibly effective. At Analekta, I discovered the various points that public relations and sales had in common. Because there too, to attract interest, I had to make a real effort, and do some things repeatedly.
The phone was my best tool. I would prepare my main message and my secondary messages. I always left very short voice mails, repeating my name and phone number twice, very slowly. The voice is a force I liked using, as I’m doing today with the podcast.
It was also at Analekta that I figured out I could get a feature story for a new item or event. Gregorian chant was having a moment, and Analekta’s founder had the brilliant idea of contacting the monks of Saint-Benoît-du-Lac, less than two hours outside Montreal, to propose a recording project. It was a first for the monks, and they were eager to do the project. Gregorian chant—as they still practise it today—is sublime. The record brought their musical practice to a lot of people.
When I was wondering who would actually want to talk about this project, I thought about the newscast, and a culture reporter named Paul Toutant. I proposed he do a story on site during the recording. And just as I thought, he was very receptive. However, he requested an exclusive on the piece.
Since it was the major news show and millions of people tuned in every night, it didn’t take me long to realize this was a good idea. Exclusives are a key strategy, and in this case it was very lucrative. It made the album a smash hit.
This award-winning story got a lot of attention––more than eight minutes of a one-hour major news show!
I’m delighted to say once again that my passion for public relations goes back more than 30 years, and that after 10 years of working at many companies as marketing and communications director, I created the NATA PR SCHOOL so I could teach you the ABCs of public relations—which are still the same today—so you can easily integrate them into your marketing plan while combining them with your social media.
Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
This program is based on my own discovery of public relations several decades ago. I know from experience that if you pay attention and learn the fundamentals of PR, as I did, you can easily do it yourself. If you’re a small company with few human resources, or a startup, you can use PR to make yourself known, to grow and to attract investors.
I studied classical music at university, combined with postgraduate education in arts administration. I began my career at the Opéra de Montréal as a young intern, where I quickly found the marketing and communications department. It was a real wake-up call for me. I still love marketing and promotion. For three years I had the good fortune of working as marketing and communications manager, and I had a public relations expert on my team.
As I have a very creative mindset, I founded two new programs during those two years: Opéra 18-35 and Opéra dans la rue—a programme to make subscriptions accessible to the next generation of opera fans, and a mini-festival to bring opera to a wider audience.
Since the head of public relations in my department was very busy promoting the regular season, I decided to jump in and do the PR for these two programs myself.
Pressed for time, I wondered how I could get these two new programs talked about in short order. This is where I came up with the steps in our six-step method, the first of which is: Why would they be talking about you?
I’m not nostalgic, but it is amazing to see, as we travel down our path, whatever it is, how the bases of what we create are often already in place. So it didn’t take me long to figure out that I could contact local TV, radio and newspapers to talk to them about these new events. If you’re a regular listener, you know how interested reporters and influencers are in whatever’s new.
I even gave interviews on the radio, where they wanted to talk to me about Opéra dans la rue, this free mini-festival that was so accessible.
I also found out, at the start of my career, that journalists like talking directly to creators and entrepreneurs. So they were surprised to see that I was the one contacting them, and some of them were curious to hear me talk about my projects.
I understood that one of their mandates was to tell the people about what's new—in this case, a public service that could interest their listeners and readers. I was responding to step one in the NATA model: why would people talk about my project? As you’ve realized by now, in the case of Opéra dans la rue, the reasons were:
- A free event open to the public
- An initiative to help people discover opera
- Activities for everyone
I’m delighted to say that my passion for public relations goes back more than 30 years, and that after 10 years of working at many companies as marketing and communications director, I created the NATA PR SCHOOL so I could teach you the ABCs of public relations—which are still the same today—so that you can easily integrate them into your marketing plan while combining them with your social media.
Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
What are the benefits of advertising and public relations? And what’sthe difference? This is the fourth episode in which I help you answerthose questions, and continue to share what I know to help you tellthem apart.
My ultimate goal is still to help you make informed choices when you’redeciding how to integrate public relations and advertising into yourmarketing plan.
Yes, public relations is always less expensive than advertising. This maysurprise some of you – but a Facebook campaign can quickly add upto tens of thousands of dollars.
Obviously, if you’re just starting out and have a newly launched product outthere, your budget won't let you do that kind of advertising campaign– it wouldn’t make sense. However, public relations and socialmedia are within your reach.
At NATA PR, which I founded more than 20 years ago, I’ve seen plentyof trends and schools of thought emerge along with social media. Someclients believed that influencers were the new, and the onlyworthwhile, brand ambassadors. However, every day we still seeproducts and companies partnering with the artists, athletes andcelebrities who often make headlines in mainstream media.
Others who would swear only by the Facebook ad, which of course generatesthem sales, hadn’t figured out that investing in their reputationwould probably have helped them last longer.
Since the advent of social media, the lifecycles of promotion fashions andtrends have sped up considerably. That’s why you may have heard of360o campaigns, which simply means getting yourself seen and promoted onseveral platforms, not just investing everything in one likeFacebook, even if it’s very profitable for you in the short term.
New brands can launch cheaply online and, if these young companies alsosucceed in getting talked about, they can quickly start to eat intoyour market share.
But let’s get back to our point. We're talking about spending here,specifically how much less public relations can cost you thanadvertising. During the pandemic, when many people believed theInternet and online sales would continue to skyrocket, some of ourclients hired digital marketing agencies to continue boosting theironline results. Some of those agencies had even recommended that ourclients take the budget they had for public relations and give it tothem.
So I crunched some numbers to find out how much the most recent onlinead campaigns by that agency had cost versus our PR results, e.g. thecost of acquiring new subscribers to their newsletter vs. a publicrelations campaign. Some of you will tell us that it's not the samething, and we agree 100% – but here are the results:
It cost our client between $5 and $10 per new subscription, per emailacquisition. As for our reputation campaign, it figured in cents:$0.005 per potential reader/listener/fan.
Several big brands that retain the services of NATA PR are investing solelyin two areas: social media and public relations.
Naturally, there's no magic formula that works for everyone all the time. But wehave convincing case studies and, as I like to repeat, largecorporations don't hire a public relations agency just for fun –but to get results.
So it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
Public relations and advertising get very different results. We’re on episode four now, and we’re still talking about what makes PR different from advertising. To find out more about how PR is different from advertising, please listen to our three previous episodes.
One vital element that only public relations will give you:
- Reputation
If I ask you to name the celebrities you know who aren’t in your circle or your industry, you’re going to realize that you know them through the filter of media and social media. You know them because the media talk about them.
For those of you who follow this podcast, you’ve often heard me mention Elon Musk’s name. I know it’s an extreme case, but it illustrates nicely how Elon Musk came to be known and succeeded in developing his reputation using public relations, not advertising the Tesla.
The same is true of every celebrity, but also for the business people in your community or in your country who you know because you’ve read articles about them in the media you consume.
So, if you choose to include PR in your marketing plan, the number-one reason should be:
- to enhance your reputation or introduce, first of all, your business or your new product.
Sure, PR will ultimately help to boost your sales, because consumers are more willing to purchase what they know or what they’ve discovered through the media and social media. But be careful not to get confused, because the role of PR is actually to “get you known.”
Advertising never plays that role. Advertising has many advantages, the main one being to generate sales.
Here’s what Wikipedia tells us:
Advertisingis a form of mass communications, the goal of which is to attract the attention of a target audience (consumer, user, voter, etc.) to persuade them to adopt a desired behaviour, such as purchasing a product, voting for a candidate, or conserving energy.
Public relations is an amazing tool for increasing a brand's credibility, regardless of what industry you're in. It gives consumers more confidence in your products.
Public relations adds to this long-term cumulative effect, which increases your online presence. By combining social media, press releases to journalists and organic collaborations with influencers, all our clients see their reputation grow, which does a lot for their future sales.
The top luxury brands like Chanel, Louis Vuitton and Gucci, along with the global brands like Nike, Adidas and New Balance continue to get themselves talked about, to maintain their reputation from one generation to the next. Yes, social media plays an important role here, but the media, which are also online, still play a critical role which lets them hold onto that precious reputation and their reach among their customers.
At NATA PR, we’re not anti-advertising—quite the opposite. We believe that combining PR, advertising and social media can produce amazing results.
So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
And most of all, don’t forget to add a comment if you think our podcast is helpful.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
How do you tell advertising and public relations apart? When and why should you use one or the other—or both? This is the third episode in which I help you answer those questions and continue to share what I know to help you tell them apart. The ultimate goal is to have you integrating public relations and advertising into your marketing plan.
Are you wondering whether public relations lasts? Know that any journalist who grants you the privilege of talking about you or your product leaves traces, especially online:
- An article published online stays online, especially if it’s shared.
- Clickable links shown in an article will bring traffic to your platforms.
- The key words specific to you that are used by journalists and bloggers will also bring visitors to your platforms.
- Your story, told by a journalist in a paper or a magazine, stays online as well as in the mind and memory of everyone who reads it.
When you spend your time and your budget on public relations and influencer awareness, it can take time to see results, and they’re not always immediate—but they do last. Anyone doing an online search for your product will see those articles pop up and will get information about you.
I recall an exchange with a young marketing professional, to whom I was explaining what it is we do, and he told me: “We have a client who does exactly what NATA PR offers its clients. Journalists and influencers regularly talk about this brand, which brings a steady stream of visitors to the website. And what they ask us to do is simply “retarget” their visitors.
In other words, the brand in question had hired this digital marketing professional for a retargeting campaign, to offer the brand’s products again to all visitors to the company’s website. Here again, you see advertising becomes much more effective when you offer potential customers the products of a brand they’ve already heard of.
And this digital marketing pro went on to say: “That’s exactly what’s happening, they’ve integrated public relations into their plan; it’s the best organic part of their marketing plan!”
This means that the brand succeeds in getting talked about without paying journalists and influencers.
So advertising is much more transient, although it’s very powerful in this case:
- Advertising is effective over a short period.
- Advertising hits the “want it now” button.
- Advertising is seen by consumers as a sales tool, so they may be leery of it.
At NATA PR, we’re not anti-advertising—quite the opposite. We believe that combining PR, advertising and social media can produce amazing results.
So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
What are public relations and advertising for? We’re continuing to look into this area, which we began in the previous episode. If you can’t tell one from the other, you’re not alone—even the pros sometimes get confused.
Advertising students and trainees often skim over the topic of public relations in their coursework. Since it isn’t often considered a major component, they’re only taught the basics—but it’s a powerful tool that should be part of every good marketing plan.
As we discussed in the last episode, advertising and media relations are both promotional, but they get different results:
- Nothing beats public relations for building your credibility.
- As for advertising, it creates a need and goes for the impulse buy.
As I’m writing these words, I’ve just been won over by an ad for an “Ultrasonic cleaner” for cleaning eyeglasses and jewellery. Since it’s reasonably priced ($24.98), I figured I could just get it now to try it out and, if the quality wasn’t the best, I wouldn’t have lost much.
You see how the ad seduced me. This product solves a problem: I wear glasses practically 24/7 and I’ve always wanted one of those little devices.
Longbefore I saw this ad, I’d seen lots of the little boxes in magazines and on social media. You know those quick videos where they show you that if you dunk a tarnished piece of jewellery, you instantly see a cloud of filth detach from the item and float in the liquid. When you lift out your jewellery, it’s clean as a whistle and sparkling too.
That’s right where the ad could have pressed the “want” button for me, because I was feeling a compound effect. A backlog of images and information that only PR can provide, combined here with social media.
A couple of years ago, we took advantage of the opposite effect to grab the media’s attention about a steamer for smoothing wrinkles out of clothing. The brands T-FAL and ROWENTA were selling appliances like the TOBI, whose ad was causing a stir in a small market, and the ROWENTA was more effective.
I had pitched a public relations campaign to our client, and we’d approached magazine editors as well as editorial stylists. We’d shown them our appliances and they had had a chance to use them. These approaches netted us some good press, and I remember that the SEB group, which distributes and sells its brands in North America, had named us as an example and that we had been one of their case studies at international meetings.
You see, when I talk about combining the strength of PR with social media and advertising, this is a perfect example.
So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
We often confuse advertising practices with what public relations does. What’s the purpose of each? Clearly, the purpose of both is to generate sales, but the way they appeal to consumers is different.
Of course, advertising and media relations are part of any good marketing plan. But the results are very different for each approach:
- Advertisers sell directly to the consumer.
- Public relations means learning about customers and winning them over.
While PR likes novelty, advertising goes for established brands. This may seem obvious, but it’s much easier to sell a product to a customer who’s already heard of it. And this is where public relations plays its role – often underplays it, really – unlike advertising, which is more like a marching band.
At NATA PR, we’re experts in sharing our clients’ news. We already know which journalists and influencers will want to be the first to showcase our latest finds. There are so many of these go-betweens whose top goal is keeping their readers, listeners and fans up to date.
You’ll see why time is such a key factor for public relations to work its magic, whereas advertising can be more immediate.
Other PR experts used to like stirring things up, like AI and Laura Ries, who launched the cult PR book “The Fall of Advertising and the Rise of PR.” Naturally, this was before the Internet and the infinite advertising power of Facebook and Google came into play!
At NATA PR, we’re not from the school of thought in which PR can fix everything. But we know that if you can harness public relations, advertising and social media, you can create a massive force to reach consumers.
So if you have a new product or business, it’s to your advantage to use public relations at the start of your campaign. We’ve often advised our newsmaking clients to catch the interest of several journalists and influencers first, through a public relations campaign, before moving on with advertising.
There are multiple reasons why they would talk about you or your product. But the simplest reason is still that it’s new.
So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
In this episode, I’ll be talking about Step 6 in the NATA PR model for creating a public relations campaign with traditional media or influencers. It’s a key tactic for getting the attention of media and influencers—what I like to call reminders.
And here’s where I think media relations—the way we do it here at NATA PR—has something in common with sales. If you’re selling products and services, what I’m saying here should sound very familiar. You contact a client the first time to sell them your products, and it’s not likely you’ll make that sale right away, is it? It’s possible, of course—you’ve really done the homework on your timing and your contacts, and you know your product is what they generally purchase, or you have THE solution to a specific problem.
The same is true with follow-ups and reminders to journalists and influencers. You rarely get a response to your first email unless you have news that fits with the stories the journalists are working on: a stand-out new product in electric cars, for example. In that case, you’ll get the attention of niche journalists/influencers pretty easily.
However, our day-to-day at the agency has shown me that this is not true for all our clients. And this is where follow-ups and reminders can generate the results you want.
How many follow-ups and reminders should we do?
By doing a little research online, I’ve found a range of answers on this point. But they all agree on more than two. Obviously, you won’t hit your sales targets with a single reminder. Some experts suggest as many as seven. But you’ve got to take pains not to annoy that journalist or influencer. Use a light touch here to score points.
So if you send your press release just once and pray to the PR goddess, the odds are that you won’t even get a single response. And this is what new clients often tell us when they contact us: “We’ve sent out press releases and it's never done a thing.”
As I always say, unless you’re Elon Musk, Celine Dion or the Cirque du Soleil, no one’s out there waiting for your press release. That doesn’t mean that your news isn’t important unless you're an A-list celebrity. But it does speak of the volume of news that journalists are sent—so you should never hesitate to put yourself back in their line of vision.
I hope I’ve convinced you of the importance of Step 6 in our model. Play around with this! Try sending some attention-grabbing reminders. Change your email subject line. Share some news that isn’t in your press release. Be sincere and honest. Be real. And don’t forget that you’re sending this news to human beings!
If you want to learn more about our six-step model, download it now and get in touch.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
In this episode, I’ll be talking about Step 5 in the NATA PR model for creating a public relations campaign with traditional media or influencers. Today we’re talking about metrics, choosing metrics, and how metrics is simply the best tool for moving forward toward the success you want.
As some of you know, I’m fascinated by the professional coaching industry and its growth in recent years. I’ve been using professional coaches every year for many years, so I can make progress and measure my results. In 2020, in fact, I decided to earn my certification from one of the most reputable and qualified schools: The Life Coach School.
For me, choosing and setting targets that can be measured is simply the best tool. It’s what our amazing brains can use to help us find solutions that match our needs and move us forward toward the success we desire.
Whether you’ve taken on your own media relations or you’re working with an agency, you know how important it is to set quantifiable targets – what we like to call Key Performance Indicators (KPI). You’ve probably already heard the term, which simply means defining the key factors you’re going to measure when the campaign is over.
Here are a few examples:
- Traffic on your website at the end of the campaign
- New subscribers on your lists
- Number of articles in online magazines
- Number of interviews in the trade journals
- Number of desired influencers for an organic campaign
- Number of impressions at the end of a campaign
- ROI (return on investment)
- etc.
What you choose to measure—your indicators—can vary widely. If you’re on your own and starting to send out press releases, set yourself simple targets for the number of contacts and follow-ups.
You can start with as simple a list as five carefully-chosen media outlets or influencers, and test their interest and their responses.
Set yourself follow-up targets with them—four, five or six with different angles and news.
Between you and me, achieving 100% of the targets you set isn’t essential, especially when you're just starting out. What is vital, however, is identifying what works and what can be changed and improved. Public relations is not an exact science, and that’s what keeps me so interested.
I especially like Alain Fernandez’s definition of metrics. He’s talking about economics here, but it applies to us:
“You don’t measure to control, but to steer. In our corporate approach… we’re too quick to associate the terms ‘metrics’ and ‘indicators’ with ‘control’.”
He goes on:
“… You must move away from the approach of upstream planning and downstream reporting, toward a dynamic and responsive approach: measure/act/react.”
In short, you’ve got to choose which measuring points will answer your questions. If your target turns out to be hard to measure, like increasing your visibility, it’s even more important to make it quantifiable—in other words, something like writing three articles on the company’s history.
I hope I’ve convinced you of the importance of Step 5 in our model. Look at it as a game and have fun measuring the actions you take and the results you get.
If you want to learn more about our six-step model, download it now and get in touch.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
In this episode, I’ll be talking about point 4 of the NATA PR model to create a traditional public relations campaign, or one with influencers. If you’ve been asking yourself what tools you need to get people talking about you, then this episode is for you.
Have you identified why people would talk about you, written your press release, and found five to 10 genuine influencers or journalists who are interested in your product, service or sector? If so, you’ve already done more than 80% of the work.
So, what’s missing? A visual aspect to illustrate your story! It seems simple, but remember that image quality is crucial. You might interest a journalist with an excellent subject, but then they suddenly refuse to talk about you because you don’t have high-definition photos or images of your product on a white background. In this era of social media, if you don’t have photos or videos, you barely exist.
If you don’t know what the right type of image looks like, browse some online publications that feature your industry or your products. Do you know which images and photos are used in articles? More than 80% of the time, they’re provided by the company or brand that’s looking to get featured.
What visual do you want to accompany the text written by a journalist or influencer who chooses to talk about you, your service or your new creation? A strong image could well tip the scale in your favour. Underestimate the power of images at your peril. It’s also what will grab the attention of readers or followers of the influencer you’re working with.
At NATA PR, knowing what works is second nature, because it’s what we do every day. That said, here are some stats to convince you how important certain tools are.
Every year, CISION group releases a “State of the Media” survey of more than 3,800 journalists across approximately 2,160 media outlets, spanning 17 regions across the world. These figures are tangible evidence of what we see at the agency.
Over the last six months:
81% used images in their articles
46% used videos
41% used infographics
39% used social media posts
More than half of journalists (54%) go so far as to say they would be more likely to cover a story if provided with multimedia.
Going by journalists’ most-used multimedia elements from the last half of 2021, images may be the fastest way to get out of journalists’ inboxes and onto their editorial calendars.
Not only do photographs, videos, audio clips, infographics and illustrations help contextualize a story, they add a visual or aural dimension that has been proven to increase consumer engagement.
I hope this has convinced you how important it is to have high-quality images. The web and social media are swarming with professional photographers. Make sure you use them!
If you want to learn more about our six-step model, download it now and get in touch.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
Step 3 in the NATA model:
Identify the real influencers
Far be it from me to think there are real influencers and fake influencers. The trick is to identify those who are relevant for you, your product or your service. Those who bring you REAL results.
Where to start
Nothing beats a real-life case in illustrating how to grow your own contact list.
Let’s take a student who’s creating high-end perfumes:
- Define your industry
Fragrance (niche fragrances) - What journalists are covering fragrance or beauty in your area, country, or city?
Women's magazines (often ELLE, MARIE CLAIRE, VOGUE and other local magazines)
Trade journals or industry publications, websites: Beauty News – for beauty professionals (beauticians, etc.)
Finding influencers – which brands are your competitors? Go look at their social media to find out whom they’re working with.
You can start with a list of five contacts, then add one or two new contacts each week, and see how they respond to your proposal.
Our fragrance-creating student started with a list of 10 contacts, which she added to over time. With about 20 contacts on her list, she was able to generate five articles and references on her new perfume.
It’s a myth that you need weeks or months of full-time work to build your list. Take it one step at a time. This advice applies to any country and any market. The basics of PR are the same in every market.
It’s also a myth that your list has to have thousands of contacts to get results. What matters is finding the REAL ones, the right influencers.
Google – Your best friend
Yes, it’s one of our top tools at the agency, and you can access it too. In the past, we had to subscribe to a media list and wait for updates to find out about, say, journalists on new programs.
Today, though we’re still on those media lists, we do online searches daily to find, for example, who wrote articles about Valentine’s Day last year in Vogue USA (Valentine’s Day + Vogue). You see how you can easily refine your searches to find the RIGHT influencers.
FIVE MINUTES OF FUN
It’s easy to create contact lists and add to them every week. Try it out for five minutes, then tell me what you were able to quickly find. As we all know, everything’s online nowadays. Make Google your best friend and find contacts you can use.
If you want to learn more about our six-step model, download it now and get in touch.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
This episode is also available in video format ► https://youtu.be/vnl0RTttwXE
In this episode, I’ll be speaking with Antoine Gagné, an entrepreneur from a very young age who launched J7 Media (formerly Jour7 Communication) in 2012.
Antoine is an expert in social media management, and J7 Media has evolved over the years to become a 100% Facebook advertising agency since 2017.
This specialization has allowed J7 Media to manage more than 30 million dollars annually in Facebook advertising, and it has three case studies on the Facebook site itself.
In 2018, J7 Media was among the first agencies in the world to obtain the Facebook Marketing Partner badge or Meta Business Partnercertification.
A podcast enthusiast, Antoine hosts three weekly podcasts: Hypercroissance (a 100% entrepreneurship-oriented podcast – I’m a guest on Episode 58), Social Selling (a 100% Facebook ads-oriented podcast) and Commerce Élite (a 100% e-commerce-oriented podcast).
- Who is Antoine Gagné?
- The benefits of the podcast – What does it bring to J7 Media?
- What are J7 Media’s predictions for web advertising in 2023?
- What are J7 Media’s 2023 resolutions to make sure people continue to talk about you (your best practices)?
- And just to wrap up, what can we wish for you?
Where to find Antoine Gagné et J7 Media:
https://www.linkedin.com/in/antoine-gagn%C3%A9-69a94366/
AGENCY
https://www.j7media.com/en
PODCASTS
Hypercroissance
https://www.j7media.com/en/our-hypergrowth-podcasts
Social Selling
https://www.j7media.com/en/social-selling
Commerce Élite (FR)
https://podcasts.apple.com/ca/podcast/commerce-%C3%A9lite/id1621999577
In this episode, I’ll continue to explore with you our six-step model that we use every day at the agency to create public relations and social media campaigns.
If you don’t already have a copy of this model, you can get one by clicking on the link at the end of the episode: THE NATA PR MODEL.
In episode 123 I talked about step one, which is THE first question you should ask yourself:
Why would they be talking about you?
Once you’ve identified why “they” (journalists or influencers) would be talking about you, step two is telling your story.
You don’t need to be a writer
If you run a company or have a job, you almost certainly have to write emails every day. Telling your story should be just as easy as your regular discussions with clients or suppliers.
We’ve developed a point-by-point technique at NATA PR that helps us get straight to the point when we’re talking to journalists or influencers. The purpose of this technique is to make information easy to read and maximize the chances of a journalist talking about you.
Practise this technique using these simple questions. Answer them and then remove the questions before sending your email:
WHAT:
• Brand Z is launching a new vitamin C serum.
WHY:
• The vitamin C doesn’t become oxidized and retains all its properties that help reduce skin pigmentation.
• It’s a completely new patent from company Z and they are the only ones in the world that have it.
WHEN:
• It’ll be launched on X.
WHERE:
• On X’s website and in reputable pharmacies.
CONTACT:
• Please don’t hesitate to get in touch if you have any questions.
Getting journalists’ or influencers’ attention is one thing. Getting them to actually read your email is another. If it’s long, it’s very likely that they simply won’t read it. You’re asking too much of your target audience.
If you want to develop this technique with us, why not sign up for the NATA PR SCHOOL (link at the end of the episode)?
We’ll teach you the basics of how to create simple press releases that sell. Indeed, although emails are essential, press releases are still the number one public relations tool that can help you tell your story in more detail.
Some of our students used this method before they even finished their press release and they managed to get interviews with local TV channels, newspapers and trade magazines.
If you’ve got what they’re looking for, it’s likely that they’ll reply and talk about you.
Is a little voice in your head telling you that it can’t be that easy? Well, think again! By keeping your message simple and accurate, you’ll increase the chances that your target audience will want to read what you’ve written.
You’re making their job easier and giving them information that’s easy to digest. If they can read the whole thing with one glance, you’ll get their attention.
If you want to learn more about our six-step model, download it now and get in touch.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
For those of you who are just discovering NATA PR SCHOOL with this episode – we have a six-step model to guide you as you create your public relations or social media campaign yourself.
We use this model every day at NATA PR. Step one in this model is so simple and, hands down, one of the most important. It’s THE first question you should ask yourself:
Why would they be talking about you?
“They” being the target of your choosing: a journalist or influencer.
So why would the journalist from the daily that you read routinely be talking about you?
If you read this journalist’s articles, you know that they’re interested in companies that sign contracts abroad, have set up programs for their employees, have developed tools to help their customers out during a recession, and so on.
Do you see where I’m going with this? Some of the journalists we talk to regularly, for example, specialize in fashion and have a regular column on local fashion. So, we know that journalist is on the lookout for that kind of news. It’s up to us to share it with them.
What we call trends—the hot topics—are good indicators as to why journalists/influencers would want to talk about you.
Identifying the latest trends has become a daily habit for me. Obviously, depending on when you’re listening to this podcast, the trends I name here may be over – or not. Here’s an example of what I mean:
- Working during vacation
- Hotels that are developing services for vacationing travellers who need to work for a few hours
- Everything about inflation and how to maximize the family budget: cooking at home, choosing frozen food, opting for the store brand, and so on.
- Pantone’s Colour of the Year
- Beauty: vitamin C, retinol, sunscreen
- Luxury items as currency
- Second-hand, etc.
We have clients who are offering new products but also want to keep their best-sellers in the news. It’s often by means of these trends that we get the word out.
We have an agrifood client who’s an expert in frozen foods. Stories about the economic, nutritional and zero-waste aspects of the frozen food industry are an excellent way to get the brand talked about.
We could also team up with nutritionists or chefs offering simple recipes featuring frozen foods to inspire journalists to include them in their stories (on recipes or economics).
There are multiple reasons why they would talk about you or your product. But the simplest reason is still that it’s new.
Say you’re selling a new vitamin C serum that will give skin that glow. That’s all it may take to get the attention of beauty reporters, because their job is to catalogue everything that’s new in their sector and what’s local. A beauty brand made here, as we like to mention, may get its moment by highlighting that it’s local.
If you want to find out more about our six-step model, don’t hesitate to download it and get in touch with me.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
I’ve often heard business leaders, who were coming to us for our public relations services, question how we managed to generate results. They’d tried it out with their in-house team, and here’s what they would tell us: “We’ve often sent out press releases and had no one ever respond. It just didn’t go anywhere.”
This belief, which is still quite embedded, that all we do is send out press releases tells me a lot about what these business leaders know about communications and public relations.
Here are the questions I ask them when they believe that sending out press releases is ineffective:
- May I see your press releases?
- What were the titles? What kind of news was it?
- Who were your press releases for?
- Who sent them out?
- Who was supposed to answer journalists’ questions in your team?
- Was that person trained?
- Were your lists made up of the right journalist and influencer targets?
Be aware that no one’s waiting for your press release, unless you’re a publicly traded company and you have to report your earnings every quarter, or you’re already very well known.
Still, that’s no reason not to release anything at all, quite the opposite – if you don’t do it, many of your competitors will and they’ll take up all the media space.
In over 20 years, I’ve lost track of the brands that have had great success even before the internet and which, in recent years, have realized that their younger, better-known competition is busily eating up big market shares. Yes, young companies that know how to get featured and who communicate regularly are dislodging them.
No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known.
Let’s have a little fun. Why not put yourself in the place of the journalist you’re trying to reach? Let’s have a seat in their office, at their screen. What are they after?
Here’s what they’re thinking:
- I get hundreds of emails per day/per week.
- I have to write more than five articles in many fields. I don’t have time to do heavy research or read irrelevant press releases.
- I like receiving press releases with a clear email heading that tells me what it’s about.
- I hate weather reports or other superlatives like revolutionary, unique, top seller, etc.
- I appreciate it when they give me the sources and research on the news right in the email.
- I want them to tell me clearly whether the person mentioned in the press release is available for interviews.
Knowing what this journalist is thinking, all you have to do is make it easier for them and send them information they can use.
Simplicity always wins here. Write a short press release that contains basic information free of hype. Make sure you have high-quality, high-resolution images and list your prices, points of sale, and so on. Just the facts.
If you want to know more about the number-one public relations tool, the press release, don’t wait to get in touch with me.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
You’ve written your first press release which contains relevant information. Your catchy title should capture the attention of journalists and influencers. But you’re wondering what’s the right timing for sending it out.
This is an excellent question and, as you might suspect, there’s more than one answer.
Monday morning: not unless you’re a major company that’s already well known. Monday mornings are often very busy for media and influencers, just as they are for you. It’s back to work after the weekend, and people often empty their email inboxes and prepare the week’s agenda. Generally speaking, we avoid sending out press releases on Mondays. But be aware, if your news is connected to the headlines, Monday mornings could be the ideal time.
At NATA PR, we maximize the impact of our press releases by sending them out on Tuesday, Wednesday and Thursday.
However, since we have to create weekly action reports for many clients, I ask my employees to prepare those on Thursday and to write press releases that can be sent out first thing Friday.
Again, it all depends on your line of business, but be aware that Fridays are a good time if you need to speak directly to journalists or influencers. On Friday afternoons some journalists will be busy wrapping up articles for the weekend, but in our business, where we’re often approaching magazines, Friday has always been an excellent day. We’ve even held events on Fridays.
There is this misconception among public relations professionals who specialize in promoting products, who assert that Fridays are not good days to send out press releases or hold events. This is wrong, but be careful, because if you decide to invite influencers/journalists to visit a new spa or shop, you’ll have to let them know in advance. We’re talking several weeks here, to maximize the number of journalists and influencers who show up.
At NATA PR, we have, many times, organized press trips with groups of journalists or influencers on Fridays. In those cases, we notified the media and influencers weeks ahead of time so they could block off that time in their schedule.
These are often short press trips to visit a new spa or tourist attraction 60-90 minutes away from downtown. By giving them ample time, we let them schedule their workweek so they can finish up earlier on Friday and join us on the press trip.
There’s no one-size-fits-all guideline here – we’re in a world that’s constantly changing. Nothing’s stopping you from asking three journalists and three influencers what they think the best times are to be invited to presentations/events.
One thing is for sure: good timing is a key component in the success of our events and our public relations campaigns, and the timing that worked before the pandemic may not be a useful standard anymore.
Make sure you have that time, because if you only have 10 days to send out invitations and confirm who’s coming, there’s a good chance that your media and influencers already have something on their calendar.
https://www.instagram.com/nata_pr_school/
FAITES PARLER DE VOUS GRATUITEMENT
https://prschool.natapr.com/evergreen_fr
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
I covered this topic in the previous episode, when I talked about demarketing. You don’t need to listen to the previous episode first, because I’ll give you a little background: in Episode 119 I gave the example of our client who had created an excellent video and wanted influencers and the media to share it on their platforms organically (without being paid).
The more I think about what I call the PR compound effect,the more I find that the concept, which I invented, makes sense and totally applies to our human behaviours. For us at NATA, the PR compound effectis created through our constant communications, through the connections we’ve established and nurtured over time. These connections take on their full value whenever we need a message that’s off the beaten path, as in the case of this video from our client who sells jeans.
That’s the work we do every day here at NATA PR – offering influencers products that get them to know our clients. This example perfectly captures how important the “time” factor is in public relations.
You already have connections with influencers and the media. They’ll be receptive to your next press releases and more inclined to talk about you.
Now, the PR compound effectalso applies with the media, and we often build our public relations plans and many of our service offers with this very simple tactic: messaging on a single theme or a single company at several key moments in time.
To illustrate this PR compound effect tactic even more easily, I’ll tell you what we set up for a client who, let’s say, didn’t have the most attractive products like beauty, fashion and design can be. I like to work on these accounts from time to time, because they get us to move away from our usual contacts and re-examine what we’re doing day to day.
In this case it was an association that included makers of PVC doors and windows. These manufacturers’ stories were fascinating, because PVC had been proving itself since the ‘60s in terms of durability, flexibility and environmental protection. So I laid out the themes we’d build our campaign on, and the key moments when we were going to send out each of our three press releases.
- First press release: Are PVC windows a good choice for the environment?
- Second press release: PVC – A designer material
- Third press release: PVC windows – Architect X’s #1 choice
As I often say, no one’s waiting for your press release, and sometimes there’s no way to know if the topic will interest the media. Sometimes they’ll respond to our second or third press release. They could be interested in PVC windows, but it’s not the right time for them to write an article about it. Maybe you’ll hear from them after your third press release.
That’s why time is the most important element in our profession. And the snowball effect lasts a long time, for brands that communicate regularly.
If you’d like to know more about the compound effect and how to develop a PR campaign that will hit the mark, don’t hesitate to get in touch with me.
https://www.instagram.com/nata_pr_school/
FAITES PARLER DE VOUS GRATUITEMENT
https://prschool.natapr.com/evergreen_fr
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Recently, a client asked how they could promote an excellent video that explains in detail how to choose the right jeans for your size and body shape.
Even though it’s interesting to offer videos, the major media outlets will seldom share them on their platforms. That’s why PR professionals are reluctant to promote them. Even if we explain it to our clients, they secretly hope we’ll be able to get their video in circulation, and they’ll be disappointed in the results.
Keep in mind that for major media outlets, sharing any video like this means:
- giving you a prominent place,
- letting you have ad space,
- and possibly offending advertisers – especially if they’ve paid a high price for their space.
But times are changing, and we don’t hesitate to show these videos with our press releases.
With influencers especially, it’s easier to get confirmation of views. If they choose to share your video without being compensated, it’s probably because they already know about you, they like your products and your brand, and they want to support you.
That’s the work we do all the time here at NATA PR – offering influencers products to get them to discover our clients.
When I talk about the importance of the “time” factor in public relations, this is the perfect example. You already have connections with influencers and media. They’ll be receptive to your next press releases and much more inclined to talk about you.
So, to present this video, we chose to go with the “demarketing” trend, which in this case means promoting reduced consumption.
The title of our press release: Don’t buy jeans until you watch this video.
Since our title is an attention-grabber, many media outlets viewed the video and congratulated our client for this initiative. We know very well that many of them won’t be able to share it, but I like these initiatives for setting up what I call the PR Compound effect.
And our client’s video was developed for this very reason – to reduce the number of returns. It’s a huge problem, as you can imagine, and one we don’t talk enough about. What could be better than demarketing for making customers aware of this problem: consume less, consume better?
PATAGONIA used this strategy in a Black Friday ad that appeared in the New York Times: Its title was “Don’t Buy This Jacket.”
https://www.patagonia.ca/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html
And indeed, there’s no better way to explain this ad than with public relations. The explanation is included in the blog section of their website. Clearly, the company knows a thing or two about SEO.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
We are witnessing profound changes in what I call “social tolerance.” Now I’m not an expert or analyst of the deeper social currents that we all observe. But I’m talking to you here as a trend watcher in this podcast.
Since #metoo, #blacklivesmatter and #cancel culture, I’ve been fascinated by the mass movements that come to life on social media.
Since I’m a woman of my times, and very often in agreement with my contemporaries, I think these movements are needed if society is to evolve. I’m filled with sadness when I think of all those women in Iran and Afghanistan who are deprived of freedom and can neither speak their minds nor use their talents. What a waste for a society to deprive itself of women’s intelligence – which could do so much to help their loved ones and their fellow citizens. In many countries, they’re quite simply working without 50% of the population, under the cover of beliefs and values.
I’ve seen how these people acted when what’s now defined as toxic behaviour was tolerated. Let’s be watchful, and sensitive to what the human race will no longer accept. That in itself has a profound influence on our personal lives, but of course on our professional lives as well.
That’s why I wanted to talk about company values in this episode because, as we saw at Adidas recently and with many other companies that are quickly withdrawing their sponsorships or financial holdings, it’s also important to have these discussions now and to broadcast our values as a company, before a crisis arises.
This is where public relations can help you lay out your values to the public. How do you handle these transitions to, say, offer equal pay to the men and women you hire? What actions does the company take? What processes are in place during the hiring process and once the employee is on board?
A company’s employees can become tremendous ambassadors and convey your values.
A company’s values generally reflect those of its leader, who is, in a sense, their guardian. It’s the basis for building a team, and it will help you quickly decide whether or not new employees share the company’s values.
Share your values with the help of a public relations professional. Broadcast them on your social media and your website. It’s the heart and soul of your company.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
https://www.instagram.com/nata_pr_school/
FAITES PARLER DE VOUS GRATUITEMENT
https://prschool.natapr.com/evergreen_fr
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Originally, unboxing meant filming a product as you were taking it out of its packaging. These days, there are plenty of strategies for getting influencers and YouTubers to unbox products on their social media platforms, wowing their followers and other viewers.
Years ago, I thought it was all pretty pointless. It still seems a bit strange to me today, but history proves that when this tactic is well thought out, the numbers speak for themselves. People just love watching videos of products being unboxed.
Of course, what our clients who use the unboxing tactic want is to introduce a target customer base to their latest products and grab the attention of newer and younger consumers.
For the past few years, the big brands have been ingeniously vying to stir up envy and be chosen by the key influencers in their industry. We work with a lot of beauty brands, and the boxes being sent to influencers can be luxurious enough to warrant being added to their collection.
As you can imagine, big groups like LVMH and L’ORÉAL and brands like Chanel can deploy enormous resources to create genuine beauty boxes at very high volumes, and therefore at a reasonable cost.
These companies are experts in creating desire in their customers and influencers, and everyone wants the amazing Guerlain or Skinceuticals boxes.
Over the past few years, unboxing has reached new heights in North America with “advent boxes,” which reveal one of a company's products for each day of the countdown to Christmas. These are amazing boxes that you can open a section of each day. You can see how this tactic would get the same influencer to talk about you for several days.
Beauty brands – but also tea, chocolate and other gourmet brands – really outdo themselves in creating these fabulous boxes, which customers can also purchase.
Our marketing friends like to think this is a tactic unique to them, but I can assure you, this is pure public relations:
- You're giving your boxes to reporters and influencers (which they're free to accept or reject);
- No money changes hands – if they accept the box, there’s a good chance they’ll talk about it.
It’s the very foundation of what we’re doing every day at the agency: introducing our clients’ products with no money changing hands first. It’s possible that later, we could pitch a paid collaboration with influencers whose communities have the best reaction to the products being presented.
So, yes, unboxing is a public relations tactic.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
FOLLOW US ON INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
What the public knows about public relations is primarily how it's used for crisis management or reputation management. Obviously, no company or individual is ever really safe from a crisis, and obviously, PR can prevent and manage crises and reputations. But it's a myth to believe that’s all it's for.
So, what is public relations really for? Here are a few answers:
- Promoting your company – getting it known
- Penetrating a market
- Promoting the company's values
- Finding and hiring employees
- Making connections with new partners
- Announcing your news
- Sharing your success, awards, recognition, new contracts, new markets, and so on.
- Increasing the capital of pride and goodwill toward your company, your executives, and so on.
When you use public relations to get known, be aware that your success could inspire future generations to join your industry, be part of the next generation, or even get started in business.
“Getting others talking about you is ‘fundamental,’” stresses Hubert Bolduc, Vice President of Communications & Public Affairs at Cascades, “especially for publicly-traded companies, because investors often make decisions based on the news making the rounds in the media.” He adds, “With the tight labour market, companies increasingly have to raise their profiles to attract applicants, and they have to boost their company's brand image in its sector if they want to ensure continuity.”
“The media and public opinion both abhor a vacuum. If you're not taking up space, others will,” adds Bernard Dagenais, a professor in the Information & Communications Department at Université Laval.
I totally share his views, and I very often say that if you or your company are not connecting with journalists or influencers, your competition will step in.
So, if you feel like you're seeing your competition everywhere, even though your product is superior, and you're not getting any calls or requests from journalists or influencers, I’m here to tell you that that company is reaching out to the media and sharing news continuously on its social media platforms. It’s not a coincidence. That company knows how to communicate and probably has its own communications strategy.
I hope I've managed to show you the many advantages of public relations, beyond crisis management. If you want to get known, there’s no substitute for public relations when you combine it with your social media.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
FOLLOW US ON INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET PEOPLE TALKING ABOUT YOU, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
At the turn of the last century, you could still get away with inventing your own biography – but things have changed a great deal since then in free countries with access to information and social media.
Public relations, as practised in democratic nations, relies on principles of truth and transparency which PR develops with journalists and the clients’ various target communities. Agencies like ours wouldn’t last very long if our press releases served up a steady diet of half-truths.
Today we hear a lot about greenwashingand cultural appropriation, for example, and internet users are quick to denounce companies that make outsized promises even though they’re just obeying the law, or certain brands that launch “Conscious” collections that use just a small percentage of recycled fabrics in their clothing. Watch out for these practices, because internet users will seize upon them. And it could spread through public opinion at the speed of light.
Yes, it’s a myth that public relations issues half-truths or spins its messages. If you want to reach your consumers at a deeper level, nothing works better than the truth. That’s what we recommend to all our clients. Don’t say your products are natural if you don’t have the data to prove it – even if the law does allow it with a lesser percentage. It’s best to say “99% natural” – if you can prove it – and state what’s in the remaining 1%.
If you’re interviewed to talk about your business or your product, tell the truth. If you don’t know the answer to the reporter’s question, don’t make it up. Just say you don’t know.
And in a crisis, the truth is always the right idea. If a product is defective, our expert advice is: Say so – and soon.
To anyone whose job it is to speak on an issue, we say:
- Confirm the problem – don’t be vague
- Say you’re sorry – and mean it
- Come up with immediate solutions
Telling the truth garners respect. You become trustworthy to your clients. It’s the best strategy if you want to last and prove to your consumers that you’re genuinely interested in them. What about your mental and physical health? If you want to be well, there’s nothing better than telling the truth.
Should you tell the whole truth? I sincerely believe so, but I’m also willing to be delicate and empathetic while I’m at it. The truth can hurt – even if you don’t mean it to.
In Canada, there’s a big movement called the Truth and Reconciliation Commission of Canada*, which provides a process for guiding Canadians through the difficulties of exposing the facts about the Indian Residential Schools system, as well as establishing the foundations for lasting reconciliation in Canada. Without truth, there’s no reconciliation. Interesting, isn’t it?
I hope I’ve convinced you that half-truths have no place in the public relations business.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
- CANADIAN ENCYCLOPEDIA
FOLLOW US ON INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET PEOPLE TALKING ABOUT YOU, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
In the marketing world, we’re all bound by performance as well as metrics – and public relations is no exception. Return on investment is part of our routine. So it’s completely misguided to think that public relations can't be measured.
However, it’s true that there are several ways to measure the success of a public relations campaign, and that public relations, like advertising, is not a science.
You have to consider public relations as a game, and you and your agency can decide which goals to achieve, whether it’s:
- how often you’re covered in the mainstream media
- how often you’re covered online
- how much of the campaign you want to put onto social media
- how many more visitors come to your website
- how much your organic SEO increases
- etc.
The quickest and easiest way to measure the success of your SEO strategy, for example, is to figure out how many conversions your SEO actions have generated,and public relations fits in with an SEO plan. A conversion can simply be a target you set to be met on your website.
You might want to increase your newsletter subscriber numbers or how many sales you get through your website.
These are the so-called key performance indicators (KPI). There isn’t a single service offer we provide that must set out KPI to be achieved. Since you can check everything using Google Analytics, it’s up to you to decide what’s important for your company.
Some suggest up to 13 KPIs, but two or three is quite enough to measure the impact of a public relations campaign, such as:
- Traffic
- Content quality
- Conversion rate
- Cost per click
- Number of backlinks
Some of our clients measure the success of our work by the number of times they appear in print and online women’s magazines.
The number of feature articles and interviews is another particularly good indicator, and you can set targets for each of these.
I hope I’ve convinced you: public relations is very measurableand strategic, and it means a lot more than just a press release.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
FOLLOW US ON INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
We frequently meet marketing professionals who know very little about public relations. For those who study marketing, PR is often taught very superficially. Most of the time, our marketing friends’ careers have meant developing brands and, above all, driving sales. The “consumer appeal” aspect, which involves getting them to choose your products over your competition’s and should be part of any good marketing plan, is often overlooked. If there’s any discipline that can provide that “fantasy” element, it's public relations.
But what’s harder to understand here is the time it takes to get the desired impact: an article about your company may or may not generate instant sales. What’s often left out of all this measuring is the impact of a series of articles over time. For our friends in marketing who just want to generate sales, the compound effect can seem unpredictable. But PR will have a direct effect on your search engine optimization or SEO.
One essential is true, and that is that the press release is indeed the #1 tool in any announcement or campaign. But there are a few more questions that should be part of this discussion:
- What do you want to accomplish by sending out this press release that you can’t accomplish with an ad campaign?
- What's the strategy behind issuing this press release?
- Who will answer journalists’ questions?
We have an A-to-Z list of questions that go even further, especially if we add an “influence” component to the campaign.
Let’s focus for a few moments on these three questions and their possible answers:
Answer 1 – You want to reach new consumers, reach out to future investors, get your expertise out there, and so on.
Answer 2 – You can decide over time which approaches to take: is TV your priority, or the major newspapers? Are women’s magazines your top target?
Answer 3 – PR = simple: Obviously you can do a lot to simplify PR operations, and that's what I teach you at NATA PR SCHOOL, if you choose to do it yourself. But if you’re looking to hire a public relations agency, then you should draw on all its expertise and resources. Sure, you can come up with a list of media outlets and send them all a press release, but you’ve got to know which news and images you want to put out front – and when. Have you thought about the effects and the demands of issuing that press release?
As you can imagine, “we just want to send out a press release” can have major impacts for your company, and it can irritate journalists if it doesn’t answer their questions or give them what they want in terms of sensitive information, content or images.
I hope I’ve convinced you: public relations is highly strategic, and it means a lot more than just a press release.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
Launching a public relations campaign or contacting media when it’s new, or the first time, might be as intimidating to you as mountain climbing, a ‘mission impossible’, or the Olympics. You may think that reaching out to journalists is, well, beyond your reach. One thing is for sure – if you believe: “I don’t know anything about it, I’ll never manage,” you’ll have trouble taking the first step.
It’s that first step that I want to explore in this episode by suggesting your opening move, because of course your voyage into the PR universe could start out differently; you could choose to approach influencers. Public relations isn’t mathematics, nor is it an absolute truth. What I’m suggesting to you here is your opening gambit, to help you master – and learn to love – public relations.
To familiarize yourself with the media universe, there’s no better place to start than the specialized press – such as the trade publications.
How do you define what falls under ‘specialized press’?
Wikipedia:
A trade magazine, also called a trade journal or* trade paper (colloquially or disparagingly a* trade rag), is a magazine or newspaper whose target audience is people who work in a particular trade or industry. The collective term for this area of publishing is the trade press**.
Trade publications keep industry members abreast of new developments. In this role, it functions similarly to how academic journals or scientific journals serve their audiences.
If you want to get talked about – like your competition does – but you’re not very adept at it yet, it’s a great idea to start with the specialized magazines in your industry.
- Their purpose is to keep your community informed – so it’s easier to get their attention than the mainstream media that cover every topic.
- They’re often B2B publications
Boating industry
Automotive industry
Beauty industry
Pharmaceutical industry
Fashion industry
Movie industry
Marketing industry
etc.
Personally, I love these publications when I want to learn about what’s happening in a certain community. WWD (Women’s Wear Daily) is one of my most frequent reads, because I find out everything about the fashion world there. It’s an international trade paper, but an easy example to understand when you’re talking about a certain industry. Sometimes we’ll contact them to let them know about new shops in certain markets.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
*https://www.acrimed.org/-La-presse-specialisee-
**https://en.wikipedia.org/wiki/Trade_magazine
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
When I founded NATA PR in 2000, it was just me in my living room. The internet was just becoming accessible, and we all had to hook up to a phone line to get on. Do you remember the sound – and most of all the time it took to download an image? We were a long way from high-speed internet.
I was a one-woman army. I didn’t yet have the budget for an accountant who would pay my taxes every month and do the payroll for my employees every two weeks. I did my own promotion and business development in addition to performing my clients’ public relations work.
In those first years, I was even doing my own billing. So, I wasn’t an accountant, but I could do the basic work of an accountant while also growing my business. You see where I’m going with this… yes, you can do simplified PR operations yourself too. That’s what I teach you at NATA PR SCHOOL.
I’ve lost count of how many employees I’ve trained in my more than twenty years. So, I’ve developed a proven, simplified method for making graduates with degrees in public relations more effective. These are bright, talented young people who had never contacted a journalist or influencer in their lives before they worked at NATA PR.
The issue is those university programmes that are so traditional, and not always adjusting to the reality of the business world. I could tell you a long story about it in another episode.
So, I developed a six-step method to show you that you can take your PR in hand and do it yourself, until the time comes when your business has grown enough that you can afford the services of an agency, like I do now with the accounting firm I use.
Not only will you get talked about, but you’ll gain so much insight on public relations and appreciate its benefits. I talk about it in earlier episodes: PR is the best organic part of any good marketing plan.
This is especially true since the pandemic: more and more newspaper and magazine readers are viewing their content on a device (smartphones, tablets and computers). So – why not take advantage of that?
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
Since the NATA PR SCHOOL adventure began, I’ve been thinking about the public relations profession. I’ve already covered the relations part of “public relations,” because it's really the most important word in everything we do, even as the internet—in addition to the diversity of the markets we deal in—has expanded our horizons and multiplied the number of our contacts, which is constantly growing.
Before influencer was a job description, when we were hosting new product launches to the media and so on, we were happy if a dozen journalists from a key sector showed up, but today you have to have 30 or 40 influencers. We sometimes arrange two types of events: one for journalists and another for influencers. My partner has worked with an agency specialized in experiential marketing, where more than 70 influencers confirmed their attendance at an event held for a well-known hockey player.
What I still like so much about everything we’re doing today is the fact that the rules from before the advent of the internet that apply to journalists still exist, and that we’re still just as free to exercise our creativity in product presentations and product launches to get our influencer friends interested. Journalists want to know the facts, the basis, the ingredients, and the brand’s history. Influencers want to have an experience – to find themselves in different places where the product is in context, where they can test the product while sharing the experience with their fans, in stories, on TikTok, and so on. The “I was there” aspect is often what gets influencers involved.
However, the watchword is still relations, which for me goes even further when we add connection to it. I explain to my students and my employees that we’re lucky to be able to connect with journalists from all around North America, and now in Europe where we work with some of our clients. We’re broadening our connections every day, and all it takes is a meeting, a coffee or a one-on-one product launch with a journalist for the communication to last, and then continue virtually through our online connections, e-mails and mailings.
Even today, there’s no substitute for meeting face to face. We’re human beings, and connection is the reason we’ve evolved and survived. It’s still so vital today to making progress and preserving our mental health. Connection is a vast subject. I’m sure I’ll come back to it in future podcasts. I want to stop here by sharing a quotation from Cathy Englebert, Commissioner of the WNBA (Women’s Basketball Association):
“No matter what technology and shiny new tools we use in our business, we should always come back to relationships.”
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
What is public relations for? You can set yourself plenty of targets, like raising your profile or getting known, but the ultimate goal – the most important and the one that every public relations campaign is about – is getting people to talk about you, to feature you.
But how do you achieve that goal? What makes a journalist or influencer decide to give you an interview or agree to talk about you?
Getting talked about boils down to six super-simple steps, which we teach as part of our NATA PR SCHOOL program.
Step one is to figure out why anyone would talk about you. If you’ve developed a better car than Tesla, for instance, step one is following in the footsteps of whoever routinely talks about Tesla.
- You’ve defined why someone would be interested in your product
You’re better than Tesla – say how.
You’re “greener” than Tesla – say why.
You’re locally made.
You’re ready to do a comparison of your vehicle and Tesla’s – road testing.
You’re celebrating the brand's fifth year.
You have a CEO who’s willing to give interviews. 2. Google – Your best friend
Take the time to do some research and find out what the current trends are, because that's what will interest journalists. Know that you’ll find EVERYTHING on Google, which has even become its own verb. On your marks, Googlers!
- Learn to favourite the articles that talk about your competition.
- Look up – with Google, of course – the contact information for the journalists who wrote those articles.
- Journalists love being contacted directly by brands, without a go-between. It could be you or one of your young marketing hires that contacts the media, because there’s a really good chance they don’t know you.
- Tell them who you are
Many of our clients spend so much time developing their product or service, but don’t put any thought into how they’re going to promote their creation before it’s ready for launch.
And yet:
- Journalists/influencers love to be the first to share news.
- They simply don’t know you.
- They’re not waiting around for you.
- They don’t have a lot of time to do research.
- Repetition (follow-up)Journalists/influencers are busy like you. Don't hesitate to contact them more than once.
Contact them again with new things to report
Give them time.
Tell yourself it’s a privilege if a journalist gives you an interview or agrees to talk about you. Nothing is forcing them to do it.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
As many of you probably know, time is a strange concept that seems to pick up speed as the years go by. One day, I celebrated my fiftieth birthday and I asked myself, how is this possible? Yesterday I was 35, and now here I am 15 years later.
I still remember it like it was yesterday – I was the youngest employee at the Opéra de Montréal. I was 24 years old and, after a bachelor’s in music, I’d just finished my graduate degree in arts management at Concordia University in Montreal. My role models were musicians, pianists and politicians, who were 20 years older than me at that point.
After a bout of depression the day after my 50th birthday, I wondered, was I still loving my career in public relations? The answer was yes, because my two deepest motivations are still the same:
1- I love learning new things.
2- I love discovering new ideas.
Public relations is a constantly changing universe, fuelling novelty and new ideas, which are the engines that drive this business forward. So yes, I still have just as much love for this marvellous profession, which is about getting businesses and visionary leaders known and launching new products.
I have to admit, there are fewer and fewer people from my generation – the fifty-somethings – doing launches or new product events. Many, probably the last ones to receive generous pension plans, have left their jobs as journalists or executives, opting for early retirement. And the pandemic has only sped this process up.
For a few years there, our clients were fixated on the Millennials (Generation Y): there wasn’t a single service offer or PR strategy that didn’t put them at the bullseye of the consumer target. And since they’re now becoming the new thirty-somethings, it’s time for our clients to start obsessing over Gen Z: the next wave of potential customers.
The youth cult was still everywhere, but nothing kept me from looking elsewhere… but where?! When I saw Jane Fonda on the cover of ELLE Magazine, and a few months later as the cover girl on the ultra-famous Paris Match, it was a revelation. Fonda is known for her commitment to the environment and now, at over 84 years old (she was born in 1937), she’s more active than ever. One of her latest accomplishments is her role in the wonderful Netflix series, Grace and Frankie, which is now in its seventh season.
More recently still, the French paper Le Monde told her story in a series of five articles. So, might our clients be interested in something other than young people?
*Baby boomers are the generation born between 1946 and 1964. Millennials were born between 1981 and 1996, and Gen Z arrived between 1997 and 2010. So, generally, Zillennials are 40 and under. Curiously, no one seems to be paying attention to Generation X, born between 1965 and 1980.
Taken from the following article:
https://www.lapresse.ca/societe/2021-02-18/la-generation-z-a-la-conquete-du-monde.php
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET PEOPLE TALKING ABOUT YOU, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
- NEW MEDIA CANADA: https://nmc-mic.ca/2021/12/02/digital-newspaper-readership-continues-to-grow-research-shows/
A few weeks ago, we were presenting the results of an annual campaign for a client in the tea business. Before the pandemic, in 2018-2019, we’d also completed a one-year contract for the company's 20th anniversary. We got excellent feedback, because for any company, a 20th anniversary is a noteworthy achievement, and plenty of media outlets were sharing the story of this tea house.
Once our 2021-2022 report for that client was finished, I was able to do a comparison with the previous contract. Imagine my surprise when I saw that the results had increased tenfold, with virtually the same number of articles and mentions.
So, I took the time to break down our results – which suddenly seemed unusual. Had we made mistakes in our math?
No indeed! No mistakes. We usually only compare our results with the previous year, so it’s rare for us to do a comparison that goes back two or three years, as we did in this case.
Here’s what I learned: 1. All the traditional media (newspapers, magazines) and websites have seen a massive increase in their online readership (subscribers) since the pandemic. 2. And those readers have kept up their online reading habits.
This probably seems obvious to you; we all know that internet use exploded during Covid. Still, I hadn’t accurately measured the difference: a growth factor of 10 for this agrifood client.
I also made some comparisons with clients in the beauty sectors, where some companies increased their readership by a factor of more than 10.
According to the most recent Vividata* study, released in October 2021: * Digital reading continues to grow, with 58% of readers accessing digital content via a mobile device (smartphone or tablet). * Twenty-one million adults (69%) read/accessed magazine brand content in an average month, with food, travel, health/fitness, nature, and entertainment/celebrity magazines remaining the most popular. * In the past five years, the mobile audience for digital magazine content has risen as well; 21% of adults accessed digital magazine content on a mobile device in Fall 2016, increasing to 31% in Fall 2021. * In an average week, two out of five adults read/accessed community newspaper content via print or digital platforms, with higher rates of readership occurring in communities with a population under 100,000.
For those who read and listen to us regularly, you know I often say that public relations are a very powerful tool. And there’s no better way to boost your search engine optimization (SEO). So! Now you know that PR is more powerful than ever, and major media outlets are seeing more and more readers access their content on a mobile device. Here’s what Vividata revealed:
59% of Newspaper Brands readers access newspaper content on a mobile device.
I love looking at the major media’s social media, where I can see their content at a glance. Forbes, The New York Times, Le Monde and others are using Instagram and TikTok really creatively to draw readers to the articles published on their websites.
And for all those reasons, nothing can replace public relations. And it makes me happy to see that our clients are also benefiting from online growth thanks to our services.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET PEOPLE TALKING ABOUT YOU, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
- NEW MEDIA CANADA: https://nmc-mic.ca/2021/12/02/digital-newspaper-readership-continues-to-grow-research-shows/
As you know, I enjoy talking to you about the challenges our agency NATA PR faces. Quite often, we’ll be asked if we can work on a project basis rather than full-year.
Here are four reasons why investing in a very short-term contract with a public relations agency isn’t the best decision you can make:
- Unless you’re already well known, your PR agency will need time to get the attention of media and influencers.
- The major media outlets and influencers are already highly sought after. They’re not waiting around for your news.
- No one knows you’ve written a press release or planned an event.
- The key media choose their topics weeks ahead of time – or months, when it comes to magazines.
If you retain the services of an agency just so they can invite the media and influencers to your event or launch, you’ll most certainly be denying yourself the major benefits of publications that might talk about you after your event, simply because the journalist in your section wasn’t free to attend your launch, or maybe that influencer who’s crazy about your product category is on vacation or unavailable for personal reasons.
That’s why we always recommend several months, even for a store opening, because that’s how you’re going to maximize your visibility and your investment.
So, you can work with PR agencies on a non-annual basis, but if they’re trying to sell you one month’s services, don’t fall for it. You’ll be disappointed with the results.
With media relations, you can make sure you’re being talked about by a third person (journalist or influencer), which will give you credibility. Advertising can’t play that role, although we do believe in targeted ads that bring you sales.
One of our clients, who we did PR for when they opened their first store in Canada, is still getting mileage out of several articles that appeared in major papers in that market for weeks and months after the store’s unveiling. While some customers see these articles and then go to the store, others discovered our client in fashion magazines that covered its new store after the opening.
If our job had just been to announce that opening, our client wouldn’t have seen any profit from those major after-effects, which often appear in publications weeks after the launch or, in this case, the opening of a flagship store.
Time is extremely important for public relations. Even though we sometimes get a winning hand and can generate appearances and spontaneous coverage, it’s not generally the case.
Public relations is a very powerful tool for ensuring your credibility over the long term. PR isn’t a substitute for advertising, and advertising is no substitute for PR.
The best recipe is knowing how to blend them. Pairing public relations and social media is the first step, if your budget is limited.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
In this episode, we talk about brands and trademarks that use surnames and designer names.
I’ll be speaking with Claude Laframboise, a content creator and events expert, stylist, columnist and expert in design and fashion. Claude started and directed magazines for many years and he now collaborates directly with brands to promote them. He’s also a long-time friend, and in this podcast we’ll be talking about brands that are named for their creator.
The idea came to me when Claude mentioned that the bracelet I’d received as a gift was an Elsa Peretti. “Unlike the American designer Halston, Elsa didn’t sell her name, and she had a very prosperous career with Tiffany’s,” he told me.
If you want to watch a great series and find out more about how Elsa Peretti got her start at Halston, check out the Netflix production, Halston, from 2021.
- Who is Elsa Peretti, who you can find out about in the Netflix series Halston?
- Tiffany uses a fascinating public relations tactic to get people talking about Elsa Peretti's creations: drawing on the brand heritage, and highlighting anniversaries of designs. Claude, are you sensitive to this type of promotion?
- Why do you think Elsa was successful where Halston failed?
- And there was Pierre Cardin and Ines de la Fressange, who also put their name on many products, like Halston. Can we draw parallels between these creators?
- What makes certain iconic brands, such as Chanel, Givenchy, Saint Laurent, stand the test of time?
- Since the pandemic, fashion brands have been increasingly visible online. What trends are you starting to see (SKIM for example, etc.)
You can find Claude Laframboise on:
And at NATA PR!
HALSTON
https://www.netflix.com/ca/title/80245103
Reach out to me so we can continue the conversation!
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
GET ON OUR LISTS
www.natapr.com
In this third of three episodes, I’ll be talking about the most recent years in my career, which led me to found the NATA PR agency in 2000.
For the youngest of our listeners, who are wondering where to start looking for your first job, this is a good example. I believe that non-profits that are in the arts or serving a good cause offer young people exceptional jobs. Take the time to find out about the public figures sitting on their boards and how they’re involved in the organization. Looking back, I realize that I had the good luck to start my career off on a very solid footing, because some board members were very committed and involved in the Opera. Because the chair of La Presse was a member, I got to negotiate and create ad campaigns with the biggest French-language newspaper in North America. I created all the campaigns, their strategies and the advertising material (posters, brochures, subscriber documents), working closely with a major ad person from the BCP agency, which later merged with Publicis Groupe.
I could tell you a great deal about those four years, when I learned the basics of everything I'm still doing today.
After that, I held marketing & communications positions for a theatre that was building an entirely new space. I was really missing music, so I activated my contact network and discovered that the classical label ANALEKTA was looking for a marketing director. I spent four exciting years there, during which the CD was still a really popular format. The label could still sell more than a hundred thousand copies of some of its titles. And that was a tour de force for classical music.
Next, I moved briefly over to TV production, still in the communications & marketing department, until the day a friend told me about a colourful character, Salvatore Parasuco, who was also looking to fill a marketing director spot.
It was my entry into the fashion world and, for two years until the fall of 1999, I put together a marketing & communications department for a company that badly needed one.
Today, you'd describe the employee I was as an intrapreneur, because without knowing it I was creating departments from scratch within the company framework as if it were my own. I hit my mid-thirties just before the year 2000, when they announced that the Y2K virus was going to fry computers around the world. There was a whiff of doomsday to it. I began to feel limited in what I could do within companies. And though my energy and talent were recognized, I was restricted in what I wanted to deploy.
So, at the end of 1999, I made the big leap: I became an entrepreneur, providing marketing & communications services to businesses in the music and fashion industries. You’ve got to remember that back in those days, becoming an entrepreneur was not trendy, and didn't inspire admiration the way it does today – quite the opposite! We were still far away from hit shows like “Dragon’s Den” and “Think Tank”. People who dared to venture out and create their own business were seen as incompetent employees who couldn't land a good job. Starting a service company was dubious… just goes to show you how things change.
Creating a business is an adventure in self-discovery, but I knew nothing about that when I was doing it – and yet something inside me compelled me. The unconscious? Maybe. The more time passes, the more fascinated I am by our amazing brains. They drive us to invent and create activities, human enterprises of all kinds.
NATA PR was started in 2000 in my living room in Montreal, and later expanded to Toronto and Miami. Today, we operate in all the North American markets, from Vancouver to Los Angeles to Toronto to New York to Dallas… and the list goes on.
And here I am telling you the story in a podcast, which anyone in the world can listen to. So you see, you never can tell what's going to happen.
www.nat
In this second of three episodes, I’ll be telling you about my early career at the Opéra de Montréal, an important and fundamental step that would eventually lead me to create the NATA PR agency in 2000.
Episode 1 (102) ends with me accepting the paid internship at the Opéra de Montréal. For me, it was a dream job, where I learned the ins and outs of a non-profit like the Montreal opera. For the first few months of the internship, I had to spend four weeks in each of the departments that needed help. I went from accounting, where I learned what a subsidy application is, to ticketing, production, attendance, staging and communications.
Next, I spent a month in the communications department under Marie-Hélène Gay, who was a dynamic young marketing executive. It was in the marketing-communications department, as they were called back then – well before the digital age – that I learned the ropes. It was a light bulb moment for me, when I was finally able to apply the marketing and communications I’d studied. After four exciting weeks in that department, Marie-Hélène was recruited by the prestigious ad agency Cossette for the Quebec office. She was going to leave her Montreal position empty. I jumped at the chance and, since this was more than thirty years ago, I don’t remember how I convinced her to support my application for the position to the ‘big boss’ at the Opera.
She must have seen something in me that, nowadays, I see in some of my employees: talent, passion and commitment. She convinced the ‘big boss’ to give me the job, since I’d already done my training there, during my four-week internship.
What a joy for me! I still remember the amazing feeling that overcame me. And I owe a debt of gratitude to that young woman who had the courage to take another woman under her wing, in an era when ‘girl power’ was not at all the fashion.
I spent four years at the Opéra de Montréal, where I like to say I learned everything – at least in terms of my career now, since public relations are the nexus of all good communications. I also have the advantage of understanding my clients, the marketing directors and their bosses, because I held similar positions with the same responsibilities for a decade before creating my agency NATA PR in 2000.
I can’t recall those thrilling and demanding years without thinking of Jacques Sauvé, who was the right hand of the head of BCP, the agency that has since been absorbed into Publicis Groupe. Mr. Sauvé was an uncommonly intelligent, calm and elegant man, at a time when advertisers were all super-stressed and operated at only one speed, overdrive. Jacques Sauvé was the complete opposite. He was cool as a cucumber and uncommonly kind. He took me under his wing for four years, where together we developed all the ad campaigns for the Opéra de Montréal. I even created the very first public event: l’Opéra dans la rue – opera in the street – and the first club for young adults: Opéra 18-35.
I got the Opera’s first telemarketing campaign off the ground, which meant calling subscribers and prospects to renew their subscription or sell them one. This was totally new at a time when, just a few years earlier, everything was still being done by mail. I loved the years I spent working there.
Coming up in episode 3, I tell you about my professional experiences that led me to found NATA PR. After my four years at the Opera, there are six more that I tell you about in the next episode.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
NATA PR – Who is NATA of NATA PR?
For the next three episodes, I thought I would tell you about my personal and career stories, to answer the questions of everyone who’s wondering how someone starts a public relations agency that’s now been in business for 20 years.
In the first of these three episodes, I’m taking some time to tell you about my educational background and training.
My name is Natalie Bibeau. I was born in the United States, and my parents chose to live in Canada when I was still very young. I did my schooling in French, my native language, in Quebec Province in Canada. My first name is spelled Natalie, without the ‘h’ the French use, because my godfather admired Natalie Wood.
It took me a while to find my way, and I didn’t know what I was going to do with my life. I’ve always envied my friends who knew when they were very young that they wanted to be a doctor, a lawyer or an engineer. Since I liked math and music, when I was finished with 11th grade at the age of 17, I decided to enrol in pure sciences at the college level so I could go on to study engineering at university.
After a year in that programme, where I wasn’t enjoying myself the way I had in my science and math courses, I started to question whether I wanted to be an engineer. I realized that there were only guys in my classes. Yes, you have to remember that in the ‘80s and ‘90s, the engineering profession was still mostly men. I was often the only girl in my class. I quickly realized that if I stayed on that path, the guys I was studying with—and had very little in common with—were going to be my colleagues in a few years. It was a real wake-up call. So I knew I didn’t want to work in that world.
But what could I do? Change programs? But to study what?
Today, whenever young students ask me what program they should enrol in, I always tell them to choose what they love before choosing a program. You like to write and discover authors, so why not choose to study literature? Writing and news are your passion, so maybe you should pick journalism.
Since the advent of the internet, everything has been changing so fast and so there will certainly be new professions popping up. For example, when I was a student, there were no social media managers. But we know that speaking a language and loving to learn will always be core human activities. Studying the arts, literature, languages and writing might seem old-fashioned, but they’re in demand today and will certainly be in demand tomorrow.
For me, it was my love of classical music that guided me. Today I know that human beings perform once they figure out what it is they love. So, the key is finding what you love and then matching it to a program that appeals to you.
I’d been taking piano lessons since I was eight years old, and the happiness it gave me pushed me to look for that state of joy and pleasure.
At 18, I’d transitioned from private piano lessons to what the Vincent d’Indy Music School, a major music school in Quebec Province, called the Lauréat II. So I was easily able to change programs and enrol in music at the college level.
And that’s how I studied music at university, five years in all: two in college and three at university. I loved those years of study. They inspired me and gave me a reason to get up in the morning and keep challenging myself.
In the next podcast I’ll tell you where that first job took me, and how life provides so many choices and possibilities.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
SIGN UP TO OUR LISTS
www.natapr.com
Bonjour, Hello!
Welcome to this episode of the NATA PR SCHOOL podcast.
Public relations: 6 keys to knowing when to use it
As you know, I like talking to you about the challenges our agency NATA PR faces. Very often, we’re asked how to tell whether and when public relations is useful.
Here are a few ways to be sure it’s time to talk to a public relations professional to get their advice:
- Your competitors seem to get all the exposure in newspapers, magazines, online and in the trade press, and they never contact you.
- Your representatives (sales agents) are starting to let you go and choosing competing brands.
- Your suppliers forget to mention you when they talk about the brands they’re offering their customers.
- Your employees in the field are finding it hard to close deals with new prospects. Those prospects often tell them, “I’ve never heard of your company. I don’t know these products.”
- Headhunters are trying to recruit your employees.
-
The public sees your company as it was yesterday and not as it is today.
-
It’s no accident that your competitors are getting talked about. They’ve probably retained the services of a public services agency.
-
The more a brand gets talked about, the more exposure it gets, the more its CEO speaks up, the easier it will be for them to sell (think of Elon Musk).
-
Your suppliers will also lean toward the brands they know. There’s nothing more human than reordering what seems familiar to us or what we’ve heard about.
-
Your employees and sales agents are having a hard time opening prospects’ doors when they’re told: “I don’t know you, I don’t know your company and I don’t know your products.” Here, too, public relations can be helpful, giving you more exposure and making work easier for your sales force.
-
It will even be easier for you to hire new talent if you’re more in view and people can easily find articles about your company and your products.
-
Some of our clients had already had some success because, many years ago, they were lucky enough to be talked about at a product launch, or because they’d invested in an ad campaign that stuck with people, but after that they weren’t talked about anymore. We’d call them the “one-hit wonders.”
Public relations is a very powerful tool for ensuring that a brand will last. Quite simply, including communications in your marketing plan is vital. But as my partner would say: first, these brands actually need a marketing plan.
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
David Tremblay, my partner at NATA PR, is my guest for episode 100 of our podcast. We are discussing the relevance of public relations in a post-pandemic world.
Hello, David, and welcome to this 100th episode of the NATA PR SCHOOL podcast.
For those who would like to get to know David better, I invite you to listen to episodes 10 and 85. In episode 10, you’ll get to know David better; and in episode 85, he compares the Canadian and American markets.
David is an expert in public relations, with an exceptional strategic vision and an innovative view of marketing combined with social media.
David has been part of the NATA PR adventure for nearly eight years now, so I couldn’t record this episode without him.
- Where do you think post-pandemic public relations are?
- Have new practices emerged during the pandemic?
- If so, what parts of these new practices do you think are here to stay?
- What are the new PR trends that you see emerging?
- In terms of social media, we’re talking more and more about TikTok. What do you think of it?
I hope you enjoyed this episode, and that this PR moment inspires you.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS
www.natapr.com
We often receive consultation requests from brands that had major success in the pre-Internet era but that communicate little and rarely tell their story. These are superb brands that have been in existence for 30 or 40 years or longer. Several of them have never leveraged the power of public relations.
They come to us when:
- A new brand is starting to take over their shelf space
- The new brand is eroding their market share
- The new brand is better known by the public, even though it’s newer
These brands don’t have genuine marketing departments and are hiring in-house experts who will often recommend that they retain the services of agencies for advertising and public relations. This requires a considerable investment as you can imagine. Although these companies are prepared to make that investment, they often change course after working with these agencies or with their marketing director after a year or two.
They have so far to catch up that they’re not prepared to invest in their brand to that extent. We have to see things from their point of view—they’ve been around for years and have never had to make this kind of effort to be known among the general public. They were able to do this because several of them were virtually alone in their market.
These niches are rare today. I can assure you that these brands that don’t invest in public relations, social media and marketing will disappear.
Public relations is an excellent tool to ensure that a brand will last.
Quite simply, including communications in your marketing plan is vital. As my partner would say, these brands actually need a marketing plan.
PR helps you maintain the close links you have with your current clients while also going out and attracting new ones. I've often talked about big luxury brands, the “unstoppables” like Gucci, Burberry, Dior, Saint Laurent, Chanel and Balmain that constantly shine. All these brands have a public relations plan that they’ve adapted over the years to remain visible.
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
I like to talk with young digital marketing professionals under thirty who are discovering public relations and see their faces light up when they figure out that public relations is the best part of any organic digital marketing plan.
“What, you mean public relations isn’t some dusty old industry on the verge of extinction, cranking out newspaper articles that our generation doesn't even read?”
No indeed, my digital marketing friends. PR is more relevant than ever, because we still manage to crank out those articles and get our clients’ names into websites, online publications and blogs – all for free. What you now call “organic references.” For our listeners who are unfamiliar with all these new digital-age terms, “organic” simply means it wasn’t paid for, so it’s not an advertisement, which, according to Google and other algorithms, confers real value by improving your ranking in search engines.
Anyway, let’s get back to this podcast’s topic and talk about “PR Money,” a practice that adds to our organic work. At NATA PR, it consists of allocating a limited budget to pay for the work we do with select influencers.
Then, if we get a strong response from their community, we’ll advise our client to take things a step further and pay the influencers in order to access their community. We respect the work that serious influencers do to build and maintain their community. By paying them, we can offer a discount code so they can give their community the option of buying the product at an “introductory price” for a limited time. So swiping up on Instagram, which sends readers straight to our client's website, lets us measure the fans’ interest and the impact of these influencers.
Here’s a summary of the steps we take for our clients whenever we work with influencers:
- Choose influencers who match our client’s values
- Choose influencers whose community is engaged and who comment on publications
- Offer influencers our client’s product at no charge so they can try it out and share their comments (positive or negative) with us
If these first steps get results, you can move on to the following phases:
- Offer influencers a limited budget for a short campaign, aligned with their expectations, using a promo code for fans to gauge their community’s interest
- If fans purchase our client’s products using our promo code, we’ll know that they're interested in our client’s products – then we can offer longer and more extensive campaigns and ask influencers what they think and what they’d like to offer their fans
- Propose a longer-term partnership over several months
Our unique expertise with influencers, who we develop connections with just as we do with reporters, is based on respect and understanding of the target audience. This is the key to staying in the long game – not just in the moment.
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
“When should we use PR?” This is such a fundamental and important question – which our clients ask us regularly – that I wanted to talk to you about it in this podcast.
First, your business is ready to use PR when:
- You have a story to tell.
- Your plan is ready.
- Your products or services will be available whenever an influencer or journalist chooses to talk about you.
So, it's essential that you understand:
- PR is not the same thing as advertising.
- PR tells your story and makes you shine.
- Time is a key factor.
After talking with my partner David, who you can also hear in episodes 10 and 85 of our NATA PR SCHOOL podcast, about what the brands and clients we're most successful with in our public relations campaigns have in common, we’ve reached the following conclusion:
- These brands have incorporated public relations into their marketing plan.
- They’ve been using PR strategies regularly, and for a long time.
- They know the impact is more long-term than short-term.
- They use PR to build their brand, promote it, and make it attractive to their current and potential consumers.
- They know that PR is the best tool to help them stand out from the competition.
We’ve had a lot of success with brands that know how to use trends to get talked about. For example, many of them launch new products or new collections using new or renewable materials.
However, it’s good to know that we don't recommend using public relations in the following cases:
- The launched product isn't on the shelves yet, and it's hard to pinpoint a date when it will be available.
- The product or service isn’t online or has no online point of sale.
- The business believes that public relations are going to mean immediate sales.
The clients we’ve had the most success with all have many answers to the first question in our model.
Why would anyone talk about you or your products?
- New product
- New ingredient
- Trends (local, vegan, good cause, etc.)
Generally, our successful clients also know how to combine public relations with their social media. They post references and articles to their Instagram, Facebook and LinkedIn accounts.
The most successful brands aren't afraid to put themselves out front and they understand the impact of their ambassadors or the celebrities who use their products.
So – are you ready for PR?
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
I like to address some of the questions that clients ask us, because I’m sure that many of you have the same questions about public relations.
Some clients, who aren’t familiar with public relations, ask us if the fees they pay us every month are worth it. Underneath this old favourite lies the next question: “Should I be using this money in another way – like an advertising campaign?”
I often answer them by joking that companies haven’t been paying us for the past 22 years for our looks, nor so that they can slip into a conversation that they’ve retained a PR agency – but simply because we produce measurable results.
Still, the executives who ask us this question are often running companies that:
- have grown online and across social media
- have run massive online ad campaigns
Some of them have had great success in terms of sales, but they haven’t yet managed to create their brand. They’re not that familiar to the public, or even to potential local clients.
Mistakenly believing that public relations will generate immediate sales, when that doesn’t happen, they’re sorely tempted to put their PR budget toward ad campaigns instead.
The main goal of public relations isn’t to generate sales. No, for us, our main goal is making you known and getting you talked about. Obviously, this goal will help increase your sales and, more importantly, make you stand out from the competition.
How can you be seen as interesting or appealing if you only do advertising campaigns? It’s a safe bet that a competing brand will start eating into your market shares one day. A “trendier" brand that knows how to make headlines without buying ad space and, more importantly, knows how to win people over.
No brand has a 100% upward trajectory. What can you do to prepare for this future where another brand wins over your clients? Make yourself known other than by advertising, give your company and your products a certain soul, by telling your story.
You can do that with public relations.
- Create a plan to share your achievements on a regular basis, such as talking about your innovations, your new ideas, what you’re doing to protect the environment or your initiatives for protecting pollinators.
- Do it on a regular basis – but only when you have something to say.
So, when one of these newer, younger, more dynamic companies comes along, you’ll already have won the hearts of your consumers, and many of them will stay loyal to you.
As you know, I like to illustrate my points with the success of the big names. Take Gucci, Yves Saint-Laurent, Dior or Fendi. What are they doing to stay in their consumers’ minds?
- They’re telling their story constantly, on the runway, at the product launch, whenever they introduce a new art director.
- They all have brand ambassadors who are celebrities or influencers.
They’re all staying alive with a communications and public relations plan, to get themselves talked about.
So that’s the big question: why would anyone talk about you or your products?
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
For this 95thepisode, I am delighted to welcome Janylène Turcotte, founder of Hypno Coach and a new entrepreneur who participated in my very first NATA PR SCHOOL training program in 2020.
A clinical hypnotherapist licensed in (RTT) Rapid Transformational Therapy®, Janylène masters a technique that allows you to quickly make the changes you want in your life. She is also an ICF Certified Coach. An incredible human resources professional, she held senior HR management positions for large international corporations for many years. Curious by nature, she is constantly learning and loves to ask questions to discover the infinite resources that our amazing brains conceal.
Thanks for agreeing to join me, Janylène. Following that brief overview, and before we talk about Hypno Coach, I always begin by asking my guests a super simple question:
- What are the biggest lessons you learned at the NATA PR SCHOOL, and how have they contributed to the development of Hypno Coach?
- Since COVID, have you seen trends emerge that you have been able to take advantage of (buying local, for example)?
- What are Hypno Coach’s best practices on the Web? What advice do you have for our listeners?
- What are Hypno Coach’s plans in the short term?
- And just to wrap up, what can we wish for you?
Find HYNO COACH at:
https://www.hypnocoach.ca/
https://www.linkedin.com/in/janylene/
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
GET ON OUR LISTS
www.natapr.com
We know the web has enormous impact, and there are very few industries that haven’t been affected by the digital revolution.
If you think about music – which you can play nonstop and purchase in digital format on every Netflix-type platform that offers you content on demand, whenever you want it – you realize how detached and digital it all is.
For the media, the impact has been enormous, and some countries like *Australia are just now starting to regulate GAFA (Google, Amazon, Facebook and Apple) by requiring that they share, for instance, ad revenues and royalties on media content relayed on Google. Needless to say, the changes have been profound for the traditional media. Fortunately, a good many of them have already made the shift to digital, and many papers have completely stopped printing because they can be read online, on a tablet or computer.
Public relations has also had to adapt. I think it’s fascinating to go back in time when a lot of brands, a few years ago, believed that the Internet, social media and Facebook ads were going to replace public relations.
As Instagram became increasingly influential, some of our clients chose to take the budget they had allocated for PR and move it over to social media, convinced that PR was going to die a natural death.
Well, that’s not what happened. Quite the opposite! PR is more relevant than ever. Some of our former clients came back to us right before the pandemic and, after just a few weeks, their digital marketing team was amazed to watch their organic SEO grow right in front of their eyes. It literally exploded during the pandemic because the major players had completely stopped communicating.
Those who chose to eliminate public relations from their marketing plan are kicking themselves now. Their competitors, who stuck with PR, have pulled way ahead, whether in SEO or in recognition.
If you’re one of those brands and you haven’t brought public relations back into your marketing plan, it’s time to act.
If you do retain the services of a public relations agency, know that it will cost you the same monthly fees to get articles both online and in the print magazines.
PR isn’t like advertising, where you choose your media based on your target clientele. If the Metro newspaper wants to cover a high-end brand that’s just opened a spa downtown, why deny yourself? It probably won’t be your first choice of media for taking out an ad, and ELLE magazine will probably be more appropritate
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
- https://www.bbc.com/news/world-australia-56163550
What goes through your mind when an advertising campaign grabs your attention?
If you're like me, you probably wonder if they're trying to sandbag you with their slogans:
• Buy now and save!
• We'll pay the tax for you!
• Buy our product now and get this for free
I ask you: How does spending money help us save money?
If an advertised product calls to me and I'm not familiar with it, I wonder why I haven't read anything about it. That makes me have doubts about how good and how relevant the product they're trying to sell me is.
Do you see where I'm going with this? Yes, public relations plays a key role here when it's time to introduce a new car, a new boat, a new piece of furniture, or a new online app to, say, trade journalists.
What's your process when you're thinking about buying a higher-ticket item?
- You do a Google search.
- You read independent articles written by experts, often reporters in the industry.
- Then you scan lists for customers' comments (like TripAdvisor).
- Has the product received any awards?
Antoine Bolduc, one of our students at the NATA PR SCHOOL, saw his credibility skyrocket after a TV interview. “I gained some traction in the outdoor category – not that my approach wasn't serious to begin with, but the fact that a journalist gave me an on-air interview changed everything – in a good way, obviously. "
If you're interested in finding out more about Antoine's experience at the NATA PR SCHOOL, listen to Episode 86.
Remember: advertising is never a replacement for public relations, and only with public relations will an executive boost their reputation as an expert and be recognized as one by the public and the target consumers.
Nothing's stopping us from using the TESLA formula for success – on a smaller scale, of course – without being a troublemaker:
- Pick the topics you have something to say about (inflation, the best ways to trim your grocery bill, or your heating bill, and so on).
- Find the journalists who are interested in and writing about that topic.
- Come up with a short press release, featuring the five methods you've identified for reducing your heating bill.
- Send your press release to the target media.
There's no point in chasing fame's tail – but you have to get relevant information out at the right time. You have to tell your story to the right reporters and influencers, the ones who will be interested by what you're offering.
And this is where a public relations agency can help you develop a media strategy that's smart, meaningful, and effective. If you want to explore public relations on your own, you're in the right place. That's what we do at the NATA PR SCHOOL.
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
What makes a literary success? Advertising or public relations?
You’re also thinking that word of mouth can go a long way toward making a book successful, which is true. But here, public relations plays a key role. Never advertising.
Sure, ads can be an important reminder to potential buyers (showing that a book is available at a certain place or is on sale). But advertising isn’t the secret of its success. And it’s not how the word got out on that book in the first place.
I’m not anti-advertising—quite the opposite—and I make full use of Facebook, Instagram and even LinkedIn on occasion to spread the word about the services of the NATA PR SCHOOL.
But think about it: why do you buy a book?
- A journalist gave it a glowing review in a publication you regularly read.
- You go and check the New York Times’ bestseller list.
- You’re curious, and you follow what Oprah picked for her Book Club.
- A friend raves to you about a book they just loved.
Odds are, that friend found out about the book in one of the above four ways.
In the United States, if you think about those lucky books that have been chosen and discussed by Oprah Winfrey, it’s easy to see the PR and promotional role she’s played.
And each of the books in the Harry Potter phenomenon also had a well-crafted PR campaign that got all of the world’s major media talking about it.
It’s also reported that when the character of mafioso Tony Soprano, beloved by Sopranos fans, mentioned that one of his favourite books was Sun Tzu’s “The Art of War,” that book shot up to #6 on the USA Today bestseller list. The publisher had to crank out 25,000 copies in a hurry.
Of course, these are exceptions; not all books can fit on that path. Still, it’s really interesting to see what makes them a success, isn’t it?
There’s a recurring theme with every one of those phenomenally successful books, and advertising has nothing to do with it. Public relations does, though.
Some authors are minor geniuses themselves when it comes to PR.
Remember that book: Who Moved My Cheese, which sold more than 30 million copies? The author Spencer Johnson had been sending excerpts from his previous books to the CEOs of Fortune 500 companies, banks, and so on – for years. Then many companies bought thousands of his books because they’d been exposed to his work.
ATOMIC HABITS
This is the standard if you want to learn accessible techniques for changing your habits. I became familiar with this book through one of the professional coaches I worked with. Today, social media and podcasts are bringing these authors to a highly targeted customer base that demonstrates great interest for this type of book.
CONCLUSION
Can you think of any bestsellers that have got that way thanks to advertising? No? Me neither. It’s always public relations that generates the buzz for them.
I hope that you enjoyed and were inspired by this little public relations break.
Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
In this episode I’ll be sharing one of our simplest and most-used tactics for getting our clients to talk about us to media and influencers: novelty.
Big corporations are frequently really good at novelty. But what is novelty? What does the word “novel” even mean?
Under “novel” in Webster’s Dictionary it says:
new and not resembling something formerly known or used
original or striking especially in conception or style
Being other than the former or old.
Having been in a relationship or condition but a short time.
Beginning as the resumption or repetition of a previous act or thing.
Made or become fresh.
Different from one of the same category that has existed previously. Of dissimilar origin and usually of superior quality. Modern.
SYNONYMS
novel adjective
new, original, fresh, etc.
Fashion is the perfect example of an industry that’s constantly reinventing itself and borrowing from the past to show consumers what will become new again, but really not so new when you know your fashion history.
This means your products are “novel” for customers who aren't familiar with them. That's also true when you're developing new markets.
At NATA PR, we're experts at getting the word out about new brands on the US and Canadian markets. Here's the kind of thing we highlight for them:
- the brand's first store in a new market
- this brand’s great classics available at last to a new market, etc. I have employees 30 years younger than me who are just discovering non-stretch denim… yep, those good old blue jeans that made us suffer so. For them it's cool, very new and on-trend!
To grab the attention of reporters and influencers who are interested in consumer products—beauty, fashion, cars and food—very often all you have to do is be new.
If you're a new business, everything you're going to put on the market in the first few years will be new and worthy of mention for that reason alone.
Another example of reinvention is the beauty brand Tata Harper. A few years ago, the founder, whom the company is named for, knew she couldn't be the only one looking for 100% natural skincare products. So even though many of these products weren't new, her company was. She didn't hesitate to tell her story and share her new products with reporters and the media.
In just a few years, Tata Harper created a real movement around her brand. She could sense the tide was turning for her craft, and she sailed with it—long before the big beauty groups managed to bring their massive ships about and get them on the 100% natural course. Thanks to her agility as a small new company, she dug into her corner of the market at the start of 2010, and today her sales are close to $70 million, according to WWD.
Same for Tata Harper, one of the founding mothers of the movement in 2010. “… without so much as a drop of chemicals.” Meaning: GMOs, toxins, fillers, artificial colours, artificial fragrances, or synthetic products. Recognized as one of the most premium Clean Beauty products, Tata Harper's revenues are now close to $68 million (source: WWD). Premium Beauty News
Do you see how powerful novelty can be when you talk about it in a press release, which is then circulated among reporters and influencers?
So, what qualifies as new in your company today, that a public relations campaign could put front and centre?
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
For this episode, I’m delighted to welcome back Andy Thê-Anh, an immensely talented stylist and fashion designer whom I interviewed in episode 70, when we analyzed Lululemon’s successes. We also spoke with Andy in episode 80, when we discussed the Netflix documentary Wonder Boy, which presents the creative director of Balmain, Olivier Rousteing.
In this episode, we continue our discussion and explore the evolution of the Gucci brand.
The movie
House of Gucci is a 2021 American biographical crime drama film directed by Ridley Scott, based on the 2001 book The House of Gucci: A Sensational Story of Murder, Madness, Glamour, and Greed by Sara Gay Forden. The film follows Patrizia Reggiani (Lady Gaga) and Maurizio Gucci (Adam Driver) as their romance transforms into a fight for control of the Italian fashion brand Gucci. Jared Leto, Jeremy Irons, Jack Huston, Salma Hayek and Al Pacino also star in the movie.
Hello Andy! Thank you for accepting my invitation to talk about the film and the Gucci brand.
-
What did you think of the movie?
-
How do you perceive the history and evolution of Gucci?
-
Tom Ford's arrival as artistic director propelled Gucci to the top of the big fashion houses in the 90s and 2000s; why do you think that is?
-
In 2004, Frida Giannini successfully took up the torch, and Alessandro Michele was appointed artistic director in 2015. Alessandro brings a whole new style that combines colour, androgyny, and contemporary romanticism. A real tour de force. What do you think?
-
Do you think Gucci today is avant-garde with its desire to eliminate the male and female genders? Where do you think the brand is going?
HOUSE OF GUCCI
https://itunes.apple.com/ca/movie/house-of-gucci/id1597143789?l=fr%3Fl
Find Andy Thê-Anh on:
I hope you enjoyed this episode and that this PR/marketing moment stimulates your creativity.
Join us and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS, FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
Most of what we know comes from what we read online or in the media.
Think about it – a large part of what you know comes from what you read and news bulletins, which are available online or in hard copy. We often let the media guide us when deciding what car to buy, where to go on vacation, or what toothpaste to use.
This observation undoubtedly illustrates the harmful effect of fake news. The more people read it, the more the algorithm suggests similar stories that are just as inaccurate as the previous ones.
Opinions are generally formed by a combination of what we read and word of mouth, and public relations therefore play a role that I am passionate about—influencing influencers and journalists so that they choose to talk about our clients.
The media and the Internet are where the public get most of their information. We better understand the damage it causes when leaders of major nations ban access to certain media or Western social media that enjoy freedom of expression.
Without the media and the spread of information online, it is practically impossible to participate in a Western society like ours and obtain information on the economy, politics and new consumer products. You’ll tell me that you don’t believe everything you read—which is great—but traditional and social media are still hugely influential.
If we compare the influence of the media with advertising, we quickly realize that advertising doesn’t—and never will—have the same credibility.
Advertising won’t bring you brand awareness. If you have the choice between purchasing an ad in a newspaper or an interview with a journalist, which one would you choose?
The interview of course, because when you read a newspaper, watch a news bulletin or a video on YouTube, where do you spend the most time? Do you do what I do, and impatiently wait for the moment when you can skip the ad to go back to what you were actually watching? In conclusion, you watch little—and read even less—of ads that are imposed on you, even though they may account for 70% of a publication (with only 30% being content).
I hope that you enjoyed and were inspired by this little public relations break.
Join us and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately.
GET FEATURED IN THE PRESS, FOR FREE
https://prschool.natapr.com/evergreen_fr
THE FREE NATA PR MODEL
https://prschool.natapr.com/Le-Modele-NATA-PR
SIGN UP TO OUR LISTS
www.natapr.com
We often hear new customers tell us: why waste our time with a PR campaign when I can use that money to do Facebook / Instagram advertising where I can target my potential customers more precisely?
The answer is very simple, to develop a brand, to build a brand image that will last over time, advertising will not do this work for you.
Advertising is important to help generate revenue, but it is not what makes you attractive in the eyes of your customers.
Today, nothing is more powerful than your online community and the articles about published online or in the mainstream media. Even today, nothing beats a TV interview where a journalist tells your story despite declining ratings.
Your notoriety will increase tenfold because an intermediary is talking about you. The same goes for influencers who discover you and who, without being paid, talk about you to their community. Especially if that influencer's fans are very engaged. Public relations is what will give you that credibility.
Think of brands such as Apple, Microsoft, Starbuck and even Tesla: these brands could not have built their foundation without the support of the media. In the case of Tesla or a brand like Zara, there is little use of public relations agencies, but they know how to get people talking about them and use public relations to their advantage. The case of Elon Musk is a relatively simple public relations case to understand; the more they talk about him, the more Tesla shines with its potential customers.
All these giants give us the impression that TV interviews and newspaper stories are exclusive to them. But knowing the power of RP will teach you, on the contrary, that it is available to all of us.
Public relations effective in boosting your SEO
You have probably heard me say that PR helps increase your SEO (Search Engine Optimization) several times. Boosting your SEO should be part of any good marketing plan because it is what will get you easily spotted on search engines and increase your visibility and sales.
Your SEO improves when articles and interviews on you or your product are published online. The same goes for your blog or podcast. This combination is the magic recipe that all the major brands know very well. Yes, they have substantial budgets and can work with several agencies and experts, but what is remarkable today is that everyone can do the same, thanks to the Web.
You can build your own very targeted press list with less than 100 contacts and succeed in getting people talking about you and considerably increasing your SEO.
And yes, that's what I teach you at NATA PR SCHOOL: how to combine PR with your social media.
Again, it is not advertising that will bring you this notoriety. But obviously, nothing better than combining advertising campaigns and public relations. But if your budgets are tight and you are just starting out then, public relations and social media will become your best allies.
Join me, sign up for our lists and trainings where I teach you step-by-step PR tactics you can implement right away.
GET FEATURED FOR FREE
https://prschool.natapr.com/evergreen_en
FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
GET ON OUR LIST
www.natapr.com
For this 87thepisode, I am delighted to welcome one of our students from NATA PR SCHOOL, Marie-Pier St-Laurent. Marie-Pier launched her own company Marine Marketing recently and decided to enroll in one of our training to create a public relations campaign for one of her clients: LE BON PANIER.
Digital marketing specialist, after 6 years in the service of various enterprises, Marie-Pier decided to launch her own company: Marine Marketing. Her main goal is to serve her clients honestly while making sure they understand her digital marketing services.
Find Marie-Pier St-Laurent et Marine Marketing :
https://marinemarketing.ca/
LE BON PANIER
https://lebonpanier.ca/
I hope you enjoyed this episode and that this PR/marketing moment stimulates your creativity.
Reserve your spot todayto learn, like Marie-Pier, how to get featured in the press for free.
The doors are closing soon.
SIGN UP NOW!
https://bit.ly/3Jdr8p0
For this 86th episode, I am delighted to welcome one of our students from NATA PR SCHOOL, Antoine Bolduc, a new entrepreneur who participated in one of our training programs and had great success.
Antoine is a trained accountant and an outdoor lover, which led him to create his vegan clothing and accessories company to enjoy outings in nature in complete harmony. Atypic was founded in 2019 and launched a highly successful crowdfunding campaign in September 2021.
Thanks for agreeing to join me, Antoine. Following that brief overview, and before we talk about Atypic, I always begin by asking my guests a super simple question:
- What led you to enroll in the NATA PR SCHOOL?
- What are the biggest lessons you have learned, and how have they contributed to the development of Atypic?
- Since COVID, have you seen trends emerge that you have been able to take advantage of (local purchasing)?
- What are Atypic's best practices on the Web? What advice do you have for our listeners?
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Find ATYPIC EQUIPMENT at: https://atypicequipment.com/
Reserve your spot today to learn how to get featured in the press for free.
SIGN UP NOW
https://bit.ly/3Jdr8p0
https://prschool.natapr.com/evergreen_en
Interview with David Tremblay, Vice President, Partner at NATA PR
Hello, David, and welcome to this 85thepisode of the NATA PR SCHOOL podcast. So much has happened since our interview way back in our 10th episode!
For those who would like to get to know David better, I invite you to listen to the 10th episode where he tells us about himself and the public relations profession.
I asked him to join me again today because a lot has happened since the pandemic and the 10th episode.
David oversees several major clients the agency is currently working with in the US market. I wanted to invite him to tell us about the main differences between these two markets because this is a question that our customers often ask us.
If you are curious to hear us chat live, you can also check out NATA PR’s Instagram account. The links are provided under this episode.
1- What do you think are the main differences between the Canadian and American markets when it comes to PR and social media?
2- Can you give us examples of campaigns you are currently running?
3- Would it be interesting for a brand to start with the Canadian market? If so, why? If not, why not?
4- What do these markets have in common?
5- Do you have a preference for Canada or the United States?
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity and that you will be joining me next week. Join our mailing lists for useful updates: www.natapr.com. To learn more, visit: NATA PR Instagram NATA PR SCHOOL Instagram NATA PR FACEBOOK NATA PR LINKEDIN
Get people talking about you in the media and online!
Stand out from the crowd!
We often receive calls from start-ups and companies that have never used public relations and don’t know where to begin. Meanwhile, their competitors are being mentioned in articles and appearing in TV interviews.
Many marketing specialists who have to create public relations campaigns that they can combine with their social media strategies simply don’t know how, and know even less about working with a PR agency.
They don’t have the $5,000 to $10,000 a month you need to work with a leading public relations agency.
If you want to develop your public relations campaign, learn how to write your own press releases and, above all, capture the attention of journalists and influencers to broaden your community and increase your sales,this program is for you!
At your own pace
We will soon be launching our training, which will start on May 4, 2022. Spaces are limited for this first class because we want to offer the best support possible.
This training will teach you the steps to develop relevant public relations strategies quickly and easily. I will teach you about the best tools we use at the agency.
STRAIGHT TO THE POINT
Our new program draws on the training we give to our new employees and our tips to quickly generate results.
It provides practical and simple exercises that you can follow step by step and implement immediately.
You will have access to many press releases that have generated successful outcomes for the agency that you can use as templates. You will learn how to tell your story in a press release and an email and discover our structured method that is available to everyone.
Get people talking about you in traditional and social media, for free!
Between now and the start of our program on May 4, I encourage you to download the free six-step NATA PR model, which is our essential day-to-day tool. In it, you will learn how to create a public relations or social media campaign. This is the first step of our program:
FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
BE THE FIRST IN CLASS
https://prschool.natapr.com/offers/9DH7NJLC/checkout
Brands that have successfully made themselves known among their target client bases have, at one point or another, used these two public relations strategies.
- Telling their story
Founders or executives have chosen to reach their potential clients by telling their story thousands of times to journalists and influencers.
- Using an ambassador, spokesperson or brand icon
This strategy can be used simultaneously with the first one. Telling one’s story and using ambassadors can be a great strategy. However, if the company’s creator is unknown or not alive anymore, it is in the brand’s interest to partner with celebrities and/or influencers. This strategy enables brands to be more visible in traditional media and on social media.
Making yourself known is exactly what we teach at NATA PR SCHOOL. Our clients who want to use this public relations tool, which is extremely powerful when combined with social media, also benefit from NATA PR’s expertise.
Telling your story and partnering with ambassadors are two of the most widely used strategies. They have certainly been used since people began buying and selling. For example, Marie-Antoinette is a personality who comes to mind to illustrate the second strategy. She is known in history for being an early ambassador of the fashions of her time. Perfume creators, jewellers and hat makers rushed to court to offer her their products and services. Imagine how these merchants could expand their client base by telling people that the queen is now wearing their new hats, clothes or diamonds.
Today, major brands hire celebrities, artists, athletes or Internet personalities to get their brands known, like the Chanels of the world that offer paid partnerships to represent their products. This strategy helps bring traditional brands back to centre stage. For example, Chanel No. 5, which, since Marylin Monroe’s famous “I only wear Chanel No. 5” quote, has consistently renewed its image by partnering with a series of iconic stars. This is a perfect example of the icon strategy. More recently, Billie Eilish, the young singing prodigy who got her start online, became the voice of the latest James Bond movie (No Time to Die) and has renewed the public’s interest in the mysterious double agent. She also appeared on the cover of British Vogue and was invited to the Met Gala. All these events aim to stimulate conversation about their brands, products or good causes.
By making these partnerships more accessible, the Internet is enabling new brands to get people talking about them and get themselves known by partnering with current-day influencers.
It’s possible to tell your story in press releases and on social media. First, you have to be able to answer one simple question:
Why would people talk about you? And that’s the first step of the NATA PR model. Try to define what will capture the attention of journalists and influencers.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
Right off the top, it’s good to clarify that marketing includes PR and advertising. Let’s say marketing is the umbrella that generally covers five areas, known as the 5 Ps:
- Product – definition and description of the product
- Price – setting the price
- People – the intended target, including the sales and customer service teams
- Place – sales network, distribution (where the product is sold)
- Promotion – methods: advertising, PR, social media, etc.
The 5 Ps are also called the marketing mix. Some SMEs focus on the 4 P mix, especially if they’re not selling directly to the consumer.
- Product – definition and description of the product
- Price – setting the price
- Place – where the product is sold
- Promotion – methods: advertising, PR, social media, etc.
As for the 7 P mix, this often involves companies that specialize in the quick sale, such as inventory liquidation.
Along with the 5 Ps come the following two concepts:
- Process: From setting up to customer prospecting to selling the product
- Physical Proof: using testimonials confirming a product’s effectiveness and quality
Of course, you can also classify Process under Place and Physical Proof under Promotion.
Are you familiar with inbound marketing? For us, inbound marketingis very much a part of the marketing mix. This strategy is about creating content to attract visitors to your website. It could easily belong to the P of Promotion.
This strategy, offered by digital marketing agencies (online agencies), consists of preparing landing pages that tell potential customers about services or products. Each of these pages generally contains a call to action such as:
- signing up for a newsletter to get a free PDF;
- purchasing a product, sometimes within a limited time;
- or asking for a call back to try a solution.
The possibilities here are endless and, as you may have already seen, every digital agency has its own inbound strategy. I find this aspect of online marketing fascinating because you can test out this type of strategy with a very limited budget.
I’ll definitely be covering this in more detail in an upcoming podcast.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity. Join our mailing lists for useful updates: www.natapr.com. To learn more, visit: NATA PR Instagram NATA PR SCHOOL Instagram NATA PR FACEBOOK NATA PR LINKEDIN
Nothing affects humans more than sincerity and candour. What are we to think of people who talk about their mistakes or admit they’ve never gotten their driver’s license because they have no sense of direction or they can’t tell north from south or left from right? Well, it’s that law we’re going to talk about here: putting the less glamorous aspects of your product out in front.
In North America, the Listerine mouthwash brand is the perfect example of this law of candour. They’re the first to admit it tastes like medicine – just like Buckley’s cough syrup, whose ads revolve around that. So, consumers assume it’s effective: if it tastes bad, it must be good for you.
When a brand owns up to having a downside, consumers immediately accept this as true. Such honesty is highly lucrative in PR and in marketing strategies. We’re also seeing it more and more with executives who are talking more openly about their failures, their depression or their mental health issues. Honesty gets human beings right in the heart.
But you’ve got to be careful with this, because announcing any less-than-stellar aspects will leave a lasting mark on the product. Once that information has settled in consumers’ minds, it will take years to get them to see things differently. In such cases, you’ve got to change the product’s formula to get rid of the bad taste. This very powerful law of candour applies to human beings as well. Think of one of your employees who has, say, confided to their coworkers that they drink too much. They probably won't be able to shake the “heavy drinker” label for a very long time. We also have to admit that we retain the negative aspects more than the positive – just as much for a brand as we do for a person.
I remember hearing a young singer announce to her audience that she was very nervous, because it was her very first time on a big stage. An enormous wave of sympathy spread through the crowd, who was then ready to accept all of this young woman’s hesitations and mistakes.
I often urge my employees to say: “I’m still learning” or “I need help”. They can even write to a reporter to tell them: “I don't think my subject is for you, but maybe you could point me to one of your colleagues who might be interested in this product.” You’d be amazed how much people also like helping their neighbours.
Can it be that we tend to overestimate the “positive thinking” trend? The one that’s been growing in popularity for years now. Obviously, living with a black cloud of negative thoughts over our head all the time could ruin our quality of life in the long term. However, I think this law of candour is fascinating and important to know, because it confirms that being honest is especially powerful when we’re ready to put our weaknesses out there.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
BUCKLEY’S:
https://www.buckleys.ca/?ds_rl=1269992&gclid=Cj0KCQiA3rKQBhCNARIsACUEW_bia_8kiv4B8r85xFIfaHJzxBA4ufbikAQXIiULnYmSnEJ9blSzPNsaArQyEALw_wcB&gclsrc=aw.ds
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
For our 80th episode, I’m delighted to welcome back Andy Thê-Anh, an immensely talented stylist and fashion designer whom I interviewed in episode 70, when we were analyzing Lululemon’s successes.
Hello, Andy! Thank you for accepting my invitation to discuss the Balmain brand.
The 2021 Netflix documentary, which we both watched, is very revealing and introduces us to the young prodigy and creative director of Balmain, Olivier Rousteing, as he brings his daring creations to life and goes in search of his origins.
It is said that, since he took over the management of the Balmain house in 2011, sales have increased six-fold, and sales of the men’s collection have increased by 40%.
-
According to your own analysis, how did this young director pull off such a feat?
-
He seems to have forged friendships with big international stars such as Kim Kardashian, Jennifer Lopez, Rihanna, Justin Bieber, and many others. Thanks to these personalities, Balmain became the first brand to exceed one million fans on Instagram. They now have more than 11 million.
-
In your opinion, how do you bring new codes to such a traditional brand?
-
Do you think that the consumer interest in Balmain may be fading after nine years?
-
In this documentary, we follow Olivier in his quest to find his biological parents. He seems to want to know where he comes from to move forward in his life and with his creations. As someone of Vietnamese origin who has lived in America for quite some time, what do you think of his quest?
-
Do you think it is an advantage to be aware of your roots when being creative?
BALMAIN: WONDER BOY
https://www.netflix.com/ca/title/81325861
Find Andy Thê-Anh on:
Subscribe to our lists: www.natapr.com.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
Bonjour, Hello and welcome to this 79th episode of the NATA PR SCHOOL podcast.
Are you someone who believes that selling more and more contributes to a company’s growth? It’s true that in the short term, selling more items can help to increase revenue. But those who are trapped in a cycle of discounts would probably tell you the opposite.
Just a few short years ago, Black Friday was a day of discounts unique to the US market. Black Friday is the last Friday of November, the day after American Thanksgiving, a holiday that’s considered even more important than Christmas is for Canadians. Today, Black Friday sales are widespread across the Canadian market. I even remember the year I bought clothes and accessories from a brand I love at full price. I was so disappointed when, barely a month later, they were on sale for 30% to 40% off. It goes without saying that I stopped buying this brand’s products at full price. Since then, this brand has closed its only store in Montreal, even though it was located in a busy shopping mall.
So, is it these sales that are eating into companies’ profits? What message are brands sending their customers by reducing the price of their products? Surely, it’s that full price is too expensive. Loyal customers who see these discounts will stop buying at regular price, just like I did. Several retailers have even noticed that a client will avoid buying products from brands that have a reputation for discounting their merchandise too often.
It hasn’t been formally proven that sales increase long-term profits, unless you do what Walmart has with its famous “Everyday low prices” policy. This is why brands that offer discounts often experience precipitous declines in demand at the end of the sale.
The law of perspective requires you to look to the future and not concentrate solely on short-term sales. We have a client at the agency in the lingerie sector that decided to impose a fixed price on all the retailers that sell its products. Although some stores cut ties with the brand, this strategy has proven to be a winning one in the medium term. I remember that after just one year, our client had maintained its revenue, despite losing several sales outlets and, in the second year, they increased their revenue by the amount they wanted.
Inflation, for example, can give a boost to a stagnant economy, but will inevitably lead to a recession in the long term.
Here, you’ll notice how the law of perspective comes into play.
I sincerely believe that the discount spiral is not the way to increase profits in the medium and long term. Companies need to continue to create appeal, which makes consumers want to buy your products. Yes, price can have an impact, but if we look more closely at what the major luxury brands are doing, we can see that price isn’t always an obstacle. I hear you when you say that luxury products aren’t for everyone, and you’re absolutely right. But even at more reasonable prices, many brands would do well to better control how and when they offer discounts.s
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
When you have more than 30 years of industry experience, like I do, numerous examples come to mind when this Law of Division is mentioned. To illustrate this rule, I’ve chosen to return to the media universe, because I think it’s the most obvious example, and the easiest to understand.
As a starting point, I often like to mention during training sessions that it was much easier for PR and marketing professionals to develop media strategies 30 years ago, before the Internet. There were much fewer “windows of visibility”, as I like to call them. Think about throwing a huge rock into the middle of a lake and the ripples reaching every bank. With a big enough budget, this was possible. For example, major groups swore by an advertising-only approach and paid little attention to what PR agencies were doing. With an advertising budget alone, big brands could easily showcase their products everywhere by purchasing advertising space on five traditional platforms:
Television
Newspapers
Radio
Magazines
Billboards
However, the Internet completely changed the game. In addition to these five platforms (which still exist), now each of these traditional media has its online version, their own website, a mobile version and now social media (theirs and yours): YouTube, Facebook, Twitter, Instagram, TikTok, LinkedIn, Google. Consumers have to make choices – which we call division – between these twenty or so different platforms.
Choosing a platform to promote a product is often complex, because each of them targets a different audience. This is why customizing messages and ads for Facebook, Instagram, TV and newspapers is important. This work of marketing and public relations professionals is very complicated, because you often have to pick your battles if you don’t have the resources to be active on all these platforms.
Companies like car maker Honda have made the most of this division by creating a new brand, Acura, for its luxury vehicles. This has enabled the company to generate excellent results in two completely different markets. I encourage to you take a look at the Polestar brand, which made the decision to market itself as a stand-alone brand with its own dealerships rather than as an electric car model by Volvo.
In the beauty sector, Clarins took positive steps by creating a completely new product line, MY Clarins, which offers more natural, vegan and organic products targeting Generations Y and Z (30 and under).
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
We say that opposites attract, but that’s not what we’re talking about here. This law is sometimes used by brands to highlight what sets them apart from their closest competitor.
Think of Apple and Microsoft, and that magnificent ad campaignthat has become iconic:
I’m a Mac, I’m a PChighlights how the two brands are different:
- The Mac is represented by a relaxed young man wearing a hoodie (cool and hip).
- The PC is represented by a man in his forties wearing a suit and tie (old school).
- The PC has a cold and is afraid of viruses, but viruses don’t scare the Mac.
- The Mac is creative, while the PC is serious and boring.
This strategy is often used by brands that are in second or third place in consumers’ minds.
Today, with its market capitalization of more than $3 trillion, it’s clear that Apple played its cards right, as the company has surpassed Microsoft, which has a market capitalization of more than $2 trillion.
Think back to the Pepsi campaign (the choice of a new generation: The Pepsi Generation). This is another example that perfectly illustrates the Law of Opposites. Coca-Cola is a traditional brand that is more than a century old, while Pepsi is a young, hip brand.
This law enables brands to showcase themselves and keep at a distance those brands that are just behind, by monopolizing the opposites angle.
Consumer behaviour analysts have noticed that brand markets have often had two distinct groups: those who love the number one brand and those who would buy anything other than the number one brand.
This is where PR can help to promote the value of the brands that are not giants and not right at the top of the ladder:
- Journalists and influencers love talking about new brands;
- The local aspect is more appreciated among influencers and the media;
- Magazines exist to allow people to discover new products and trends.
At Nata, we often use this law when we introduce ourselves to new clients: we are a boutique, human-scale agency. Meaning that: we’re not one of these huge agencies that takes on more and more contracts to pay their rent and large numbers of employees…
Do you know what you could highlight that makes you stand out from your competitors?
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Join our mailing lists for useful updates: www.natapr.com.
I’m a MAC I’m a PC :
https://www.youtube.com/watch?v=qfv6Ah_MVJU
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
We all know that social media (SM) has a major impact in every society, in every aspect of our life, and public relations is no exception. PR must continually adapt to the new realities ushered in by social media:
- Brands are sharing new information on their social media platforms without letting us know. It's getting harder to send news items out to journalists.
- We in PR have to be constantly watching the messaging on social media to make sure we don’t misstep.
- The speed of sharing on SM is a major challenge for PR.
- SM are influencing the communication style of PR – tone and word choices.
- PR must adapt the way it presents products (e.g. issues around gender – male, female, or neutral).
Good news for public relations in 2022
- It’s still sought after online (93 million Google hits in French and 913 million in English).
- Young digital marketing professionals are discovering that PR is the organic part of any good communications plan.
- Nothing beats a major media article for spotlighting an executive, business or service.
- In 2022, TV is still the queen of all media.
Yes, TikTok will be even more important on social media in 2022, and we are factoring that into our strategic plans, because nothing gets your potential customers’ attention like well-crafted, quality content.
Not everyone is online at all times.
PR also lets us reach people who, even today, aren’t online 24/7 – including people over 40, a great many of whom still consult traditional media.
In short, 2022 will be a powerful year for us, when we’ll continue to combine PR and social media.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
For this 75th episode, I am delighted to welcome Stéphane Le Duc, fashion journalist host, and cofounder of the magazine Dress to Kill. He has been a sponsor and conference host at the Fashion & Design Festival since 2014. He teaches at the Université du Québec and the Promédia school. As a journalist, Stéphane has attended the biggest international fashion shows from the world’s leading fashion houses, from Chanel to Jean-Paul Gaultier. For those of you, like me, who grew up with TV, perhaps you’ll remember Perfecto, a wonderful show that aired on the MusiquePlus channel. It was during interviews with big celebrities on this show that I discovered Stéphane.
Stéphane is the Guest curator of “Parachute” – a must-see exhibition at the McCord Museum in Montreal about subversive fashion of the ‘80s.
https://www.musee-mccord.qc.ca/en/exhibitions/parachute/
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation. Join our mailing lists for useful updates: www.natapr.com.
Find Stéphane Le Duc on:
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
It may be a mystery tool for those who don’t know about it, but the press release is really very simple. At the agency, we write and send out press releases every day. It’s our number-one tool for sending news from our computer to select influencers and journalists.
According to CISION’s annual study on the state of the media [The 2021 Global Comms Report], 78% of journalists want relevant press releases from brands and organizations.
What is a press release good for?
- Informing
- Presenting basic information on a product or service
- Sharing facts and news
- Making the job easier for journalists and influencers
A press release is not:
- a sales tool
- an advertisement
- a rave review
- a piece of creative writing
When you’re ready to send your press release, it’s good to remember that:
- no one’s expecting it
- it’s best to avoid mentioning a season
- superlatives are useless and may even work against you
The most important items to include are:
- the title of your press release
- the subject of your email (ideally 70 characters)
- basic, factual information
A press release is a short, informative text. A single page of text (400-600 words) is generally enough to get the basic information across:
- Title
- First short paragraph: what it is, how it works, and what’s new about it
- Details, plus a quote from the designer or director
- Suggested retail price, where to buy it, images
- Company information
- Contact info for the resource person
So! I hope I’ve convinced you how important the press release is!
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
We all harbour a desire for overnight success. Yet, as I know from personal experience, when business really takes off, we’re thrilled, of course, but we’re seldom ready to tackle that overpowering wave, because maybe we don’t have the resources we need.
- Maybe you won’t have enough products to meet demand.
- Maybe you won’t find the expert employees you need.
- Maybe your distribution won’t be up to it.
- Maybe your resellers have underestimated demand and suddenly want your products, which they should have ordered six months ago as you suggested.
We’re often asked to estimate how long it will take to make a brand known and boost its sales.
We can answer that pesky question in multiple ways, especially since our range of solutions grows with every contract we handle at NATA PR. To illustrate how unique each case is, here’s the question from a well-known brand in a Canadian province:
Realistically, how much time and effort does it take before we should start to see the brand get known across Canada?
Here’s how I answered:
What a great question! Drawing on our experience, this is how long it took with some of the brands we’ve helped grow throughout Canada:
Caudalie: 3 years + 1 shop opened in Toronto + 2 in Quebec Province
Innisfree: Less than 1 year (internationally-known brand) + 1 shop opened in Toronto
Kérastase: More than 3 years
Shu Uemura Hair: 2 years
Bogs Footwear: More than 2 years (Canada made up more than 20% of their sales a few years ago)
So, if your company wants to grow and be more successful, I urge you to contact me directly. I’ll be happy to tell you what the steps are and what actions to take so you can continue to prosper.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
I’ve shared our experience at NATA PR with ‘brands with not story’, brands that often had great success before the Internet came along. Some have seen their market shares melt like snow in the sun and, since the pandemic, they suddenly want to get on the web.
So I thought it would definitely be interesting for many of you if I also shared our experience with these fabulous brands with stories behind them. I have to say, that’s true of the majority of our clients.
And these brands have several things in common:
- These brands’ creators or founders are always very willing and available to share their story with the media and influencers;
- They’ve been using online or traditional ad campaigns, and public relations, often since their earliest days;
- They’ve already built a very active community;
- They understand the strength of pairing public relations with social media;
- And they know how to work with agencies.
Here’s what they’re looking for:
- Agencies that are partners, not just service providers;
- Agencies that can guide them in their development;
- Agencies that can give them strategic advice;
- Agencies that offer unrivalled service;
- They’re open to agencies’ ideas and suggestions;
- They listen to their clients.
As you can imagine, we love working with these brands, because:
- There’s nothing better than our public relations services combined with social media for telling their story. The media love to meet the leaders who founded these companies or those who acquired them and are preserving their heritage.
How to tell your story
It’s also what we teach at the NATA PR SCHOOL, and it’s Step 2 in the NATA model that we’ll send you for free if you sign up at www.natapr.com
So, if your company wants to keep being more successful, I urge you to contact me directly. I’ll be happy to tell you what the steps are and what actions to take so you can continue to prosper.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation:
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
If you haven’t listened to Episode 65 yet, where I welcome the amazing Tina Poitras, a two-time Olympic athlete who sold her first company, Magma Photo, to Bill Gates and founded Namasté Leadership, I urge you to do so.
On that note, I wanted to talk to you about Tina’s concept of Type A personalities, because without a team that she calls Olympic, it’s hard to achieve the goals you set for yourself. Tina says: “No athlete gets to the Olympics on their own.”
According to many studies and many researchers, we are the sum of the people who surround us.
Jim Rohn famously said that “You are the average of the five people you spend the most time with.”
Apparently even happiness is contagious:
Happiness is contagious:“Each happy friend increases our probability of being happy by 9%, while each unhappy friend decreases our happiness capital by 7%,” according to a Harvard study of nearly 5,000 individuals over 20 years.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation. Join our mailing lists for useful updates: www.natapr.com
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
For our 70th episode, I’m delighted to welcome Andy Thê-Anh, an immensely talented stylist and fashion designer who I deeply admire. Today we’ll be talking about Lululemon and looking at what makes the brand so successful.
Before we get started, I’ll give you a quick recap of Andy's career. You’ll find some of his story in the Canadian Encyclopedia: (https://www.thecanadianencyclopedia.ca/en/article/andy-the-anh).
-
Andy was born in Saigon, Vietnam, and immigrated to Canada at the age of 16.
-
He’s won many awards and dressed major celebrities, all while being very involved in a lot of charitable causes.
-
Before he created the POW (Power of Women) brand, he was hired by independent brands like Parasuco, Irving Samuel, and Raffinati.
-
Then, under his own name, Andy Thê-Anh, he designed the most glamorous collections marked by the refined and modern touches that make his signature so recognizable.
-
Later, he was design director for LOLË before returning to his role as an independent designer. These days, he’s sharing his expertise with several brands.
Thanks for agreeing to join us, Andy. After talking about your professional accomplishments, and before we talk about Lululemon, I always begin with a super simple question to my guests:
Find Andy Thê-Anh on:
Subscribe to our lists: www.natapr.com.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation. Join our mailing lists for useful updates: www.natapr.com.
Find out more:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
We’re frequently approached by brands that were really successful before the internet. These are impressive companies, celebrating their 30th or 40th anniversary – sometimes more.
And these brands have several things in common:
- They’ve been successful in product categories with few competitors.
- They’ve rarely, if ever, used advertising/public relations campaigns.
- They don’t know their way around the web.
- Sometimes they’ve spent loads of money creating content for their Instagram account.
These companies contact agencies to create little miracles:
Here’s what they’re thinking:
- “If we pay one or more agencies, our sales will increase immediately (online or at points of sale).”
- People will be talking about us instantly.
- The number of followers we have on Facebook and Instagram will explode.
If this is your company’s situation, I’ll be happy to show you the steps and actions that will get you there.
Reach out to me so we can continue the conversation!
Free consultation. Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
My partner, David Tremblay, and I create Instagram Lives every Friday, whenever we can.
During one of our latest live events, I was asking him if he thought public relations qualified as an art or a science.
“We are very similar to the art of cooking, that is also a science I find”, says David. Especially after working with Thermomix, an incredible cooking device that uses the latest technology.”
And here’s what Albert Einstein, that giant of science, teaches us about the arts and sciences:
For Einstein “arts and sciences are branches of the same tree” and “we do art when we communicate through forms whose connections are not accessible to the conscious mind, yet we intuitively recognize them as something meaningful.”
“PR is probably a science when you start to learn about the profession. The more you fine tune it, the more it becomes an art as you make it your own.I definitely think that it’s both,” David explained to us.
Reach out to me so we can continue the conversation!
Free consultation. Join our mailing lists for useful updates: www.natapr.com.
To learn more, visit:
NATA PR Instagram
NATA PR SCHOOL Instagram
NATA PR FACEBOOK
NATA PR LINKEDIN
I find the journey a brand embarks on to forge a path into the consumers’ subconscious fascinating. This principle corresponds to the Law of Ladder. If you think quickly about the best brands for running shoes, champagne, luxury watches, or electric cars, you’ll
Being in second or third position isn’t always a disadvantage. In fact, it’s possible to take advantage of it, since trying to take that first place is often a futile endeavour. Your resources will be better invested if you concentrate on what makes you stand out. Being first or the biggest is good but being the best can also be very lucrative.
Where do you fall on the consumer popularity ladder?
We often talk about the top 3, top 5 or top 10 best products. Certain studies* estimate that the human brain will retain seven brands (plus or minus two). Marketing specialists often cite a study by cognitive psychologist George A. Miller of Harvard University to illustrate this point.
PR is a highly effective way to climb the brand ladder.
- PR will help you tell journalists your story.
- We know how to get yourself known by journalists and influencers who share your values.
-
Articles published about you will have a significant impact on your Search Engine Optimization (SEO).
-
https://en.wikipedia.org/wiki/The_Magical_Number_Seven,_Plus_or_Minus_Two
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation. Join our mailing lists for useful updates: www.natapr.com.
Many years ago now, I stopped fighting people’s perception – the so-called law of the mind. The best example I can give you of this is my partner. David Tremblay is a young white man who stands 6 feet 2, in his early thirties, the typical millennial who has insane charisma.
Whatever we do, David will always have a head start on me:
- He’s a young man – taken more seriously than a woman
- He’s young, so he must know all there is to know about social media and digital marketing
So, you’ll understand why I try to include him in all our meetings with clients, to reassure them and, above all, to give us the best possible chance when we’re submitting a bid.
It’s hard to fight the law of the mind, isn’t it? It’s easy to see how electric car brands trying to win consumers over will have trouble rivalling Tesla, which is imprinted on consumers’ minds as being the elegant, innovative electric car. In terms of down jackets, we’ve seen many brands emerge in the past decade, trying to find their place in the sun. But which brand pops into consumers’ heads when they’re looking for a warm coat? You got it – Canada Goose. Next you probably think of North Face and Moncler if you’re thinking of a luxury range. But if you do a few online searches, you’ll quickly see that all the major brands are there. Even Lululemon, known for its yoga wear, is trying to win market shares with its down coats.
As you’ve probably figured out, the law of the mind closely follows the law of perception. It’s pointless to wage an expensive marketing battle on beliefs and perceptions, since the law of the mind will win the day whenever products are at war – even if your product is better than Canada Goose.
It takes time to get inside consumers’ heads. It can be done, but you’ve got to be able to hold your own somehow until you’ve made your mark on consumers’ minds.
What about you? Is your brand one that leaps to consumers’ minds?
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
For this 65th episode, I’m delighted to welcome Tina Poitras, a seasoned businesswoman and high-level coach.
It was Tina who introduced me to the power of coaching more than a decade ago.
Tina is a two-time Olympic race walker who represented Canada at the Games in Barcelona (1992) and Atlanta (1996). Following her career as an athlete, she became a seasoned businesswoman, founding Magma Photos, an image bank that would become the largest independent agency in its sector in Canada. In 2004, she would sell her business to Corbis Image, a company owned by Bill Gates.
Tina founded Namasté Leadership in 2010.
To find out more about NAMASTÉ LEADERSHIP
https://www.namasteleadership.ca/index.php
Subscribe to our lists: www.natapr.com.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation.
Eleven years ago, I was considering adopting a dog. I was midway through my forties and I saw life passing me by. Several of my friends and loved ones had had to live with cancer diagnoses, and I wondered if I’d have time to achieve all my dreams before dying.
After two years of reviewing many scenarios, one encounter would bring me the solution I wanted so much: a meeting with Lise Watier in a downtown apartment, where my assignment was to ask her a few questions in front of a painting by Dominic Besner.
What about you? What are the dreams, big or small, that you have yet to realize?
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation.Join our mailing lists for useful updates: www.natapr.com.
Dominique Besner
Do you love magazines like I do? When’s the last time you read a magazine? What media was it on?
The last magazine I looked at was Paris Match. On Sundays I read a newspaper called La Presse on my tablet, and it has a Paris Match supplement inserted. So, a section of the magazine, which we get for free, has articles about the great French stars of my childhood. The last issue I read featured an interview with Paul Belmondo, son of the megastar Jean-Paul Belmondo, aka Bébel, who was famous all over the world. Besides my nostalgic side, which I indulge with Paris Match, I love the big interviews with international stars. I get access to other viewpoints and different sides of these celebrities, who are covered differently by the American media.
I firmly believe that, just like for printed books which have seen a real resurgence during the pandemic, the print magazines that feed our fantasies have a bright future. There’s nothing like print media for showing off the highest possible image quality.
What does the research say about the status of magazines?
According to the independent organization Vividata:
-
In many markets, magazines reach nine out of ten adults over 18.
-
62% of magazine readers still read them exclusively in print.
-
Half of magazine readers have run a search for a product, brand, or service after reading an advertisement for it there.
-
One in five has purchased a given product or service.
-
People aged 40 and under are more inclined to read the digital version of a magazine, especially using a smartphone or computer. We also see this trend for newspapers.
The magazine as an object of desire? Certainly! Perfect for when you’re preparing a “home spa” treatment, for reading while you soak in your favourite tub.
Reach out to me so we can continue the conversation!
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
Have you read the print version of a newspaper recently?
Personally, I rarely read the print version. I usually read the online versions.
However, I do still read the print version of Les Affaires – a specialized newspaper that I can also consult online – so I can support them for as long as they maintain a print version.
I should say that a few months ago, we made the front page of this newspaper for one of our clients, and in full colour too! The print version had a very powerful impact. We should make the most of these printed newspapers because I think one day online versions will be our only option.
We also still receive an English-language newspaper, The Gazette, at the office. I browse this newspaper’s headlines to see if the English-speaking community in Quebec is interested in the same issues as the French-speaking community. I must admit I enjoy flipping through the pages of printed newspapers. Although I appreciate how easy and accessible online newspapers are, as well as how they help the environment, the content doesn’t stick in my mind in the same way. There’s something almost architectural about print versions, because I can remember the page and location of the article I read. This more “spatial” aspect disappears completely when I read an article on a computer or tablet. There’s no point trying to remember where I read something, or which issue it was in. My brain doesn’t consume information in the same way. However, it’s true that I look at many more newspapers than I did before. The quantity of information that is accessible to us has exploded in recent years. Between online media and social media, often I don’t know where I saw a certain piece of information.
So, why are newspapers in any form still important?
Although we are bombarded with information 24 hours a day, newspapers continue to provide information through in-depth reports written by independent journalists. I still read newspapers for the relevant information I find in them:
-
detailed investigations
-
stories that reflect our world or our community
-
a country or region’s culture
-
spotlights on the issues affecting our world and our environment
-
how the public feels about certain issues
-
current trends and opinions
-
freedom of expression
A difficult time for newspapers
Although most major daily newspapers shifted to digital format several years ago, finding a balance in terms of revenue remains difficult. This is what the former Vice-President of the Wall Street Journal and New York Times had to say:
“Even in the smallest markets, Facebook and Google syphon three-quarters of the digital revenue,” said Penelope Abernathy, a former Wall Street Journal and New York Times vice-president who now teaches media economics at the University of North Carolina. “That leaves all other legacy media fighting for the digital scraps.”
The major dailies are holding up well – The New York Times saw its digital revenue exceed its print revenue for the first time during the pandemic.
To survive, smaller publications are likely to become rarer and more expensive, and will continue to target niche audiences.
“Print will survive in some form,”said Abernathy, comparing newspapers to books, which have survived the digital transition.
There’s a future for subscriptions to the major newspapers a few days a week. “The era of the print daily will be remembered fondly. The whole notion was capturing the history of the last 24 hours,”Abernathy concluded.
Source: La Tribu
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Free consultation
www.natapr.com
What about radio? Is it on the way out?
For me, radio will always be a local medium. I love listening to the radio and my favourite hosts, because I feel like they’re talking just to me. There’s nothing like the warmth of the human voice to reassure us, and that’s what radio offers us – that’s what makes it a medium we trust.
It’s very present in our lives, and especially during our morning and evening commutes. Radio still matters. As with any traditional media, radio is in the midst of big changes. In terms of advertising budgets, we know the GAFA of this world are getting the lion’s share – and leaving some scars on radio.
However, this medium has genuinely changed to adapt to the age, because now we can listen to it on replay or in podcasts, or stream it on our computers, tablets, or smartphones.
Radio is also a powerhouse of local media, because it gives listeners that familiarity and forges ties with the community like no other major generalist media.
Here are MÉDIAMÉTRIE’s findings:
-
70% of listeners feel that radio inspires trust.
-
98.5% of business owners with 10 or more employees still listen to the radio every day.
-
The car is the number-one weekday listening location.
-
80% of listeners mention radio’s warmth.
-
Radio is cross-generational:
nearly three quarters of individuals aged 13 or older, as well as two thirds of 25-34-year-olds and 78% of over-60s listen to the radio every day.
In France, there are 900 stations and 7000 frequencies: community, local, and national radio.
More and more people are listening on digital devices:
12.2% of the population listen to the radio on replay: mobile takes the lead with 3.5 million listeners each day.
Podcasts are growing in popularity: of the 16.9 podcasts downloaded by single listeners every month, 13.5 are played, for a conversion ratio of 81%.
I sincerely believe that radio has a bright future, especially if it keeps listening to its listeners, and continues to let them know what’s happening in their world.
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
This time I’ve decided to talk about television – because in all our strategic plans, TV still tops the list of the most powerful media. Nothing can match a story that’s aired during a prime-time newscast, no matter what countries or regions in the world. And for several years now, all the news shows have been broadcasting their stories online.
Is TV losing steam?
Although viewer numbers did rise during the pandemic, we know that people aged 15-24 are leaving TV behind and staying informed via the web and social media. I’d even say for certain that I’m the only person at the agency who still has a TV set worthy of the name. All my young employees – those 35 and under – just replay TV on their computer.
Still, there is one exception – reality TV. I don’t know why, but it’s a real phenomenon, and one worth examining. All my young employees no longer watch TV, but will make an exception for those shows, where they watch (a bit like voyeurs) the contestants having adventures that we all know are rigged, and filmed whenever. These reality shows have themes ranging from the chance to meet your soul mate, to round-the-world races, to competitions of every kind: cooking, singing, hairdressing, and business. Viewers get really involved in the stories. They talk to each other about them and quickly become fans of these insta-celebrities, who they then follow almost religiously on their TikTok, Instagram, and Facebook accounts.
According to the French Centre for the Observation of Society, the small screen still has a lot to offer. It has long had competition from other kinds of screens (computers and video games). Until recently, they seemed fairly complementary: it was total screen viewership that increased. What was true yesterday isn’t, quite, today. People only have so much time, and the Internet is taking up more and more of it. Médiamétrie says that each individual spends 1 hour 37 minutes per day on it, compared to 50 minutes in 2012 and 20 minutes a decade ago.
The stagnation of time spent in front of the TV, all ages combined, masks a very sharp drop since 2012 with those aged 15-34, from 2 hours and 45 minutes to 1 hour and 43 minutes in 2019.
For the youngest, PCs and smartphones dominate: 15- to 24-year-olds now spend more time on the Internet than in front of the TV. YouTube has become the favourite channel of a good many teenagers.
Reach out to me so we can continue the conversation!
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
You may have heard it said: “If you're not first in your category, create your own.”
I find this law fascinating, because it lets creative entrepreneurs find their place in the sun, even in markets that might look saturated or impenetrable, especially when the giants give the impression of taking up the whole field.
Take athletic footwear – those sneakers that seem to be in every closet in the world. Every major luxury brand has its signature trainers; even the most fashionista of influencers has fallen into line, wearing them with dresses and skirts.
But let’s get back to the Law of Categories, because I wanted to draw your attention to the On Running brand. They’ve been winning market share by, you guessed it, creating their own category.
The company was founded in Switzerland in 2010, and it’s managed to scoop up an over 40% market share of running shoes in Switzerland, and 10% in Germany. And now they’re spreading their wings around the world. The On Running brand currently has locations in 55 countries and more than seven million customers.
How can a new sneaker brand make a place among the giants of this world like Nike, Adidas, Reebok and New Balance?
By creating its own category, of course, where it’s in the lead: making running shoes that give you the feeling you’re running on clouds!
Simple, you think. That’s why I’m fascinated by this idea. You immediately think about how extremely comfortable these shoes are and, even if you’re like me and have never wanted to take up running, you want to give them a try!
Recipe for success:
1 – The founders:
-
A world champion in duathlon, winner of many Ironmanraces
-
A Swiss engineer
2 – Engineering applied to running
3 – Shoes that win international prizes (ISPO BRAND NEW) – ISPO GOLD –one of the most coveted awards for innovation
4 – A steady stream of public relations:
On in the Wall Street Journal The Wall Street Journalpresents On as a revolutionary running shoe.
5 – Other champions and celebrities adopting the shoe
After his Oscars for Birdman and Gravity, Emmanuel Chivo Lubezki took his third consecutive Oscar for his work on The Revenant. For an Oscars photo shoot with Variety, he wore his favourite pair of sneakers: On Clouds
6 – Combining PR and social media
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
If you’ve been listening to this podcast for a while, you probably know that I created this new service at the agency – NATA PR SCHOOL – to teach you how to combine public relations with social media and your digital (online) strategies.
Today, I felt like sharing a model of exceptional success with you. We at the agency are privileged to have begun working with a young brand of vegan handbags just a few months ago. In short order, we’ve expanded its reach and boosted its sales phenomenally. And since this is the perfect example of what I’m teaching you, I’d like to tell you about the key points in this success story.
-
Four years of work online to develop an engaged community and serve customers (some have become real fans) who buy the brand’s new products every season.
-
A continuous combination of online and media articles (including a spot on a reality TV show about entrepreneurs, Dragons’ Den, a kind of Shark Tank, for our friends in the US).
I’m not going to delve into every area here. I may cover that in another podcast.
I’m going to focus on the ongoing intense work that’s brought the company to a point today where it’s accelerating its growth.
Before we worked together, the brand had already formed close ties with many influencers, one of whom had taken part in a reality TV show in a very limited market, namely Quebec (a Canadian province where French is the official language). This influencer, propelled by reality TV, has maintained close contact with her followers.
Are you wondering where public relations fits into all this? I’m getting there.
A collaboration was already underway with this influencer when we began our PR work for the brand. The question was how to launch this bag in the media while giving her all the space we could, despite her very busy schedule of events and launches.
My first question was whether we could combine a press event with a shopping event in the influencer’s hometown. Next, we had to make sure the brand had enough fans in that city to invite them to meet the influencer and give them the new handbags as a bonus.
Our client’s response: “Yes, we do have a large share of our fans living in that city, and they often ask us when we’ll go and meet them.”
I was thrilled with this response. Local media are often quicker than national media to take an interest in a well-known influencer. So we opted for a local strategy.
Local TV was a major ally here. We managed to convince them to come and meet this influencer in her own city along with the brand’s founder. The story exceeded all our expectations: special coverage at the scene of the event, with relevant editing and a prime-time broadcast on the evening news.
The combined effect of social media and traditional media literally sent sales skyrocketing. In 24 hours, the company’s biggest sales day had increased five-fold.
The moral of the story is: It can be done!
And that’s exactly what we teach at NATA PR SCHOOL!
Contact me for a free consultation or sign up for our upcoming training sessions.
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
We sometimes get asked if we’d rather market our services to companies led by Europeans or Americans.
As you might expect, there are big differences, because values and education vary widely between the two continents.
We have no “preference” as such, but we have the advantage at the agency of knowing and understanding these two cultures.
What I would like to share with you in this podcast is the aspects of their culture and their beliefs about work, and the business practices we like in each of them.
Communications
I especially like not having to explain our services to a European company – either to win them over or to demonstrate how effective our strategies are.
Right now, we’re mainly working with French- and German-led companies, but based on our experience, the same goes for the Spaniards, Swiss, and English. What our friends in France call “la comm” is an automatic part of any good marketing plan: for them, it’s a must-have. When they choose to work with us, what’s important is implementing the strategies; they already believe in the results.
For Europeans, getting the word out on a product or service has always been crucial – since well before the advent of social media. So we don’t have to talk them into it as we often do with American companies. We don’t have to sell them on the importance of investing in key messages, rolling out press releases, or developing an annual communications strategy.
Straight to the point
Our American friends, meanwhile, haven’t got a minute to lose – time is money. So, no long meetings for debating our editorial decisions or the thousand options available to them. It’s taken me some time to understand that the long meetings and discussions with our French friends were not a waste of time, far from it! Our French friends like those meetings where we discuss things, because it’s often during professional discussion that exceptional ideas emerge. You’ve got to let time do its work.
For an American (and, I admit, for myself as well – I’m French Canadian), I felt like some of these meetings were a waste of my time. But after all these years, I’ve come to understand how to get the most out of these discussions. An important exchange of information is taking place, and it’s a terrific opportunity to get to know management, partners, and companies.
Americans tend to make a decision sooner and then go with it, even if it means quickly reworking their strategy if it fails.
A genuine partner
For large US corporations, agencies are all alike. If the results don’t meet their expectations, they move on to the next one. We’re considered services. That’s why the agency has had to develop its consulting and services at the highest level. We’ve learned how to “live to serve.”
Our European friends, on the other hand, like to develop partnerships. The business relationships we have with them may take longer to deploy, and monetary investments are often gradual (they start with low-budget operations before bringing out the big guns). Americans, meanwhile, are quick to deploy large PR budgets. There’s no best recipe here, but I must say that I’m fond of developing partnerships that stand the test of time.
To start making yourself known, nothing beats combining PR with social media.
Contact me for a free consultation or sign up for our upcoming training sessions.
Free consultation.
Join our mailing lists for useful updates:www.natapr.com.
Many businesses have literally exploded, experiencing dizzying growth – especially online – during the pandemic. Look at ZOOM, which was almost unknown and is becoming a new verb!
How does this so-called law work, and how can you make it work for your business? Number one, steer clear of fadsand instead, follow the trends – those longer-lasting ground waves.
A fad is a passing phenomenon that consumers will most likely tire of. Remember how quickly hand sanitizer sold out at the start of the pandemic?
Several companies started producing it, and now, many of them can’t move their inventory.
Following a fad can earn you a lot of money, but be careful. No one can accurately predict when it will be over. Not to mention how hard it is to build a company that lasts by relying on short-term phenomena.
Trends will give you staying power. They’re like those waves that keep rolling in one after the other. I’m thinking of some businesses that only make winter coats. They update their best products by giving them new fabrics, new colours, and a few new details. So these become the standard and get consumers’ attention – sometimes just because of the colour.
Le Creuset is the perfect example of a company that follows trends by featuring its classics in the colour of the moment – but they don’t retire that cherry colour the world loves so much. PANTONE is well aware of this, and each year it unveils its Colour of the Year to great fanfare.
Yes, colour is a fad, but it’s also a trend that returns every year. Are you making, say, a revolutionary new vegan outdoor cover? Offer it in new fabrics and new colours every year, and you’ll see consumers lining up.
Next you might wonder how to publicize your product and your new colours.
And that’s where public relations – combined with your social media – come in. Contact me for a free consultation or sign up for our upcoming training sessions.
Free consultation.
Join our mailing lists for useful updates:www.natapr.com.
For our loyal listeners who tune in to our podcast each week, you’ve probably heard me talk about our six-step model, the one we use every day to create successful public relations or influence campaigns.
If you go back to our very first episodes, you’ll hear me talk about each step more in detail in a series of podcasts.
I’m revisiting that today, because we have groups that are starting soon, and this tool is the core of everything I teach. If you decide to register for our group, we’ll have the chance to go into each of these six steps in-depth. I’ll share with you the toolkit we use to help you create what you need.
I first created this model to explain to our clients what it is we do. Public relations and influence campaigns are hard to identify and understand. I often say we’re selling the wind, because it’s difficult, if not impossible, to demonstrate what the results will be (articles, blogs, unboxing) before publication. We are, in a sense, the opposite of advertising, where you can choose the text, images, and exact publication date. That’s not true in public relations, where our power is one of influence. We offer up stories and products, and it’s up to the journalist or influencer to choose to talk about our clients.
But, to get back to the wind image, you know as well as I do that wind is pretty crucial to any sailboat worthy of the name. So, the NATA model explains every step in creating the wind that will bring your clients right to your website or shop shelves.
Just like advertising campaigns, PR campaigns have a beginning and an end.
Every campaign is designed around the following six steps:
- Determine why journalists/bloggers would talk about you
- Tell your story
- Identify the real influencers
- Give them the necessary resources
- Assess the impact
- Follow up (reminders)
The NATA PR Model is the backbone of our public relations campaigns, the basis of our actions and an effective guide for understanding. Each step can be expanded as much as you want depending on the resources you have. You should be aware that we use this same model for massive campaigns that we have run for global businesses.
The NATA PR Model is equally effective for multinationals as it is for small businesses with local reach.
Use this model to make yourself or your product known.
And above all, don't miss our upcoming groups. Twelve live sessions with me, where I have all the time I want to go through some examples with you and help you develop your own toolkit.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
Follow us:
Instagram nata_pr
Instagram nataprschool
THREE KEY REASONS
- To help businesses get known and increase their sales.
- To teach and share the strength of public relations combined with social media.
- To create the finest public relations training in the world.
I have over 30 years’ experience in public relations, marketing, and social media. I founded my own agency 20 years ago, and I know that public relations are stronger than they have ever been – especially when combined with social media and influencers.
Far from being a tool of the past, public relations are more relevant than ever:
- PR is the organic (unpaid) part of any good marketing plan.
- Over 75% of the results we generate for our clients are digital (articles published online).
- For getting known, nothing beats an article about a company or an executive.
I’ve supported more than a thousand businesses, and I continue to do so every day with my team at NATA PR, that we train using our own methods.
The training program I’m telling you about is an exceptional offer:
- I guide you through every phase of your needs, to get you known, through a three-month training program.
- I work with you to create the tools (messaging) that you need.
- I share the agency’s best practices, best campaigns, and best tools with you.
You’ll have access to the agency’s best resource – all our expertise and knowledge.
Each week, I’ll answer any questions you have.
I’ll teach you:
- Our methods for getting the attention of influencers and journalists.
- How to tell your story and showcase your products.
- How to use the NATA PR MODEL in six simple steps that are easy to understand.
- What’s happening now online and in the media, to get you even better known.
Why sign up for our three-month training program?
- It’s a one-of-a-kind opportunity to work with a high-level professional who knows how to simplify public relations.
- We’ll teach you honest methods that we apply at the agency for major international brands.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
Follow us:
Instagram nata_pr
Instagram nataprschool
It’s already been one year since I started uploading and sharing a weekly podcast in French and English. What a terrific exercise! I’m on Episode 53 now, and I’ve chosen this moment to take stock, celebrate this accomplishment, and share what I’ve learned and the lessons I’ve drawn from it.
Let’s start with what drove me to do this, which is still the same after 12 months:
Why:
- A podcast, paired with online training, is a very effective business model that I’ve been studying for many years – and one used by many American educators. I also love Amy Porterfield's podcast, which I highly recommend. The content is always on point. She has over 12 years’ experience in the field.
- I wanted to have the online experience and go beyond theoretical knowledge. You may have heard me say that PR, just as much as online promotion, “is like reading about bodybuilding. If you never go to the gym or lift weights, you’ll never build any muscle.” So, for the past 12 months I’ve chosen to go to Internet gym and get in shape in terms of online promotion and advertising. Rest assured, I haven’t become the new Madonna with my Web muscle. However, if you aren’t that familiar with the Internet and its tools, and you want to understand how it works, and what’s at stake, I can be your guide and break it down for you. If, on the other hand, you know more than I do, well, I can finally follow you, my little Internet wizards, and really understand what it is you’re explaining!
- I came to realize I could draw endlessly on my knowledge, my experience, and what’s happening at the agency to create content.
Three major lessons that make me want to take things further and share my next adventures with you.
- Podcasting is an incredible referencing tool.
- You can build your muscles online at any age, at any time. It’s never too late.
- You can broadcast content to help others, without having to puff up your ego.
I believe that, as the most experienced and most qualified people, it’s in our interest to figure out how to roll out on the Web. Here’s what I’ve learned:
- With our lengthy experience, we can adapt our message and our wording to reach the younger generations. I’m just as happy explaining my Web discoveries to an executive who doesn’t use any digital tools as to a young professional who’s just launched their online business.
- You can really have fun with this! I think that’s the number one takeaway. I’ve stopped thinking about increasing my current workload, and I’ve decided to change up my routine by taking the time to reflect and to write.
Whatever method you choose, one thing is clear: if you want to achieve something new – carry out new plans, realize a dream, start your own business – unless you change what you’re doing right now, those dreams won’t take shape. You’ve got to try new things and take risks.
So what if it’s difficult. “So What?” is one of my favourite new affirmations. Look at NIKE, which used that messaging and that slogan to move us to buy its products: “Just do it!”
I hope that you enjoyed this episode and will join us again NEXT WEEK.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation
Join our mailing lists for useful updates: www.natapr.com.
Follow us:
Instagram nata_pr
Instagram nataprschool
Appearances can be deceiving, and there’s nothing more human than wanting our peers to think we’re at the top of our game. Many of you surely know the saying, “Fake it till you make it.” This belief may drive us to keep moving forward and taking action, but it can also quickly become a trap.
Since the advent of social media, I’ve had the sense that this Law of Ego, which can result in hype or overexposure on social media and mainstream media alike, has unfortunately become the rule among influencers and celebrities who found their fame online.
Many of them are forever being featured in fabulous settings, exotic locales, and high-end designer outfits. I know they’re trying to inspire us, but if they really are influential, I suspect that many of their followers end up feeling depressed when they compare their own lives, which may look a lot less shiny, to the glamour and bling that these influencers are constantly displaying.
But hype, like propaganda, is nothing new; you need only look to the fables of La Fontaine, written between 1668 and 1694. La Fontaine* refers to the hypocritical members of the court, always fawning for the king’s favour.
These fables are taught to children, but they’re also very useful for adults.
Watch the businesses that get a lot of media coverage over the next few weeks. If you’re hearing that much about a company, a celebrity, or a service, be careful before choosing them or paying for their products – if they have so much time for promotion, it might be because business isn’t so great.
Billionaires Take Off to Conquer Space The perfect example of hype right now is space tourism. It’s the battle of the billionaires – Richard Branson, Jeff Bezos, and Elon Musk – each sharing his version of space tourism with us. What incredible publicity they get.
Yet Bezos spent just a few minutes in weightlessness before coming back down to Earth. We’re talking about a new industry that doesn't even exist yet.
As for Virgin Galactic and Blue Origin, they’re getting worldwide publicity that they could never afford without their high-profile bosses. It’s a perfect example of the Law of Ego or the Law of Hype described by our American friends. And for us, it’s a heaping helping of hype, one that companies with more modest egos cannot serve up.
Free consultation.
Join our mailing lists for useful updates:
www.natapr.com
The fables chosen and set to verse by La Fontaine, known simply as the “Fables of La Fontaine*,” are three collections of 243 allegorical fables published by Jean de la Fontainebetween 1668and 1694.Most of these, inspired by the fables of Aesopand Phaedrus,feature anthropomorphicanimals and contain an explicit moral(shared at the beginning or end of the poem) or an implied one.
You’ve probably heard it said that a good idea will never take off without the right financing. This statement – this belief, even – is quite commonly accepted. It could be proven before the advent of the Internet. Today, of course, that’s exactly where people turn to start up a business. That’s where we test out new concepts and new products, to take the pulse of potential customers without making a massive investment.
However, without a plan or a set of recurring actions, even the best idea may never see daylight. That’s why we strongly recommend you combine your social media platforms with media relations. You may have heard me say that PR is the organic ingredient in your marketing plan. Why? Because we don’t pay any journalists to talk about you or your product on TV or in the media. Because influencers will be lined up ready to talk about your start-up, for free, in exchange for your fabulous products. Today, we achieve more than 75% of results for our clients online: in articles published in webzines, in online newspapers, in TV segments rebroadcast on websites, and on social media platforms.
When you’re just starting out, you can set up your public relations campaigns yourself. This can be learned, and we teach it at NATA PR SCHOOL.
Likewise, promotion is not a miracle solution, especially if your product is not up to speed and doesn’t provide consumers with a solution. In that case, all the money in the world, and the best marketing plan, will have no impact.
In many countries, boxed, ready-to-cook meals like HelloFresh, Blue Apron, Gousto and Goodfood have been all the rage for a few years and, since the pandemic, their popularity has literally exploded. Many of these companies have, of course, found serious investors to drive them forward, but many had proven themselves by already having an online presence and were generating substantial sales while collecting plenty of data on their potential customers.
It’s true that to mark your customers, sooner or later you’ll have to invest in major PR and advertising campaigns. Nothing comes for free. You probably know this if you have followers on social media. You’ve no doubt already invested in content creation: photos, text, images, etc.
Although you don’t need much in the way of resources to start things up today, investing in promotion and marketing is critical to taking the next steps.
There’s a cost to every public relations campaign. It can be anywhere from $5,000 to $10,000 a month for a public relations and influencing agency.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation.
Join our mailing lists for useful updates: www.natapr.com.
It’s my pleasure to welcome Eric Wazana, co-founder with his brother Jacob, of the YOGA JEANS brand.
North America’s leader in fair trade denim, with sustainable and social practices, YOGA JEANS are still made in Canada. YOGA JEANS is a company constantly improving its manufacturing practices to reduce its carbon footprint, continuously minimize waste, and work towards a circular economy.
I met Eric more than 20 years ago, before he created Yoga Jeans, when the brand was being marketed as SECOND CLOTHING. As NATA PR has been the brand’s PR agency for over 15 years, I witnessed the creation of YOGA JEANS. I have seen the tremendous evolution of this brand as it continues to provide women with what are, without a doubt, the most comfortable jeans in the world.
Thank you for accepting my invitation, Eric. Here is my first question.
1- Who is Eric Wazana?
2- Tell us about YOGA JEANS today.
3- How do marketing and PR fit in at YOGA JEANS, and what is your plan for the future?
4- "Back to the Future" I obviously know the history of Yoga Jeans, but please tell our listeners about the beginnings of the brand.
5- During the pandemic, you were the very first clothing manufacturer in Canada to step up and begin producing medical equipment for health professionals. Can you tell us about this incredible story?
6- For several years now, you have made transition to sell part of your production online. Can you share with us your best practices, what you've learned, and what you're putting in place now?
7- I know you have environmental issues at heart and that you have put in place manufacturing solutions to produce more sustainable YOGA JEANS. Can you share with us what you have implemented and the next steps to keep improving your manufacturing processes?
8- To finish, what should we hope for you?
To find out more about YOGA JEANS
https://yogajeans.ca/
Subscribe to our lists: www.natapr.com
Free consultation
After examining this law, which might seem off-putting at first, we can see that it means less is more.
Many PR and marketing professionals expect better results based on the quantity of products launched or how often news is released. They are undoubtedly unaware of the law of sacrifice, or the 80-20 rule, according to which 80% of revenue is generated with a single client or product.
As a result, you have to be selective in order to maximize profit. The Law of Exclusion, which involves making choices, is the polar opposite of product proliferation. It is more profitable to rely on one excellent product than several items that are mediocre or in which your clients have little interest. However, being selective is difficult because who can precisely predict the future?
Sometimes, I mention to my clients that they still haven’t found their “501”. Of course, I’m referring to Levi’s iconic jeans. The brand’s flagship product has been made in all styles for men and women. Think about how far they have come since they were created in 1873!
According to Wikipedia, Levi’s jeans were created in 1873 by Jacob Davis and Levi Strauss. They differ from competitors’ products thanks to the rivets used at the points of strain. Starting in 1922, all Levi’s jeans, including 501s, would be exclusively manufactured using denim produced by Cone Mills in Greensboro.
Even the Levi’s and Guess Jeans of the world have been involved in product proliferation. However, this is generally a temporary trend, and brands quickly revert to their flagship products – 501s in Levi’s case – during difficult times.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com.
Since the pandemic started, there’s been no need to convince anyone of this law. Still, that doesn’t mean you should give up on setting goals and making plans.
So why plan anything when it’s so hard to predict the future now?
Three key reasons:
-
A plan guides your actions
-
A plan helps you make choices and decisions
-
A plan tells you what to invest in, and how to allocate your money and resources
But the Law of the Unexpected is also very important and knowing this gives you the edge. This law tells us that:
-
You never (or very seldom) know your competitors’ plans. What are they planning for one, six, 12, or 24 months from now?
-
You’ve got to build on what makes you different – what sets your product or service apart – so that you can create a better plan for your future.
Developing your short- and long-term plans based on what makes you stand out will help you adapt to crises and unforeseen circumstances.
This is what Yoga Jeans co-founder Éric Wazana shared with me. Even though the pandemic took a bite out of their in-store jeans sales, consumers are still looking for comfortable jeans, especially if they’re also locally made.
Building on what makes you different, talking about it regularly through public relations and on social media, gives you the edge when the unexpected happens. It’s actually what could help you survive the next public health or economic crisis.
The Yoga Jeans brand is the perfect example of a company that can handle the unexpected, thanks to its long-range product guidance. Yoga Jeans – the most comfortable jeans in the world, especially when you’re working from home!
So even if you can’t predict the future, it’s important to stay flexible enough to seize on the trends and opportunities that arise in times of crisis.
Since Steve Jobs introduced the iPhone in 2007, our smartphones have become indispensable. Back in 2007, I never would have believed that the built-in camera would become one of the main criteria for selecting a phone. “But who’s going to want to take pictures with their phone and leave their camera behind?” I wondered. Turns out, a huge part of the population! In 2007, who’d have thought we would practically stop calling each other and that voice calls would be replaced by text messages (SMS) and emails?
There’s a big difference between predicting the future and trying your luck by following the trends.
Watch out for this Law of the Unexpected.
Expect the unexpected...!
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com.
This law has become essential since the advent of social media, and no one can do without it in a crisis.
And with consumers suddenly able to voice their dissatisfaction to an audience of thousands, many brands and businesses have learned this lesson the hard way.
In our pre-internet marketing classes, we were taught that an unhappy customer might share their cutting comments with ten people in their circle. Today this seems like a tremendous underestimate, when we know how quickly a new hashtag can spread around the world.
The Law of Truthfulness has always been vital in public relations. Nothing is sadder than a spokesperson who tries to conceal information from a reporter during a live interview. The avoidance of the truth is reflected in their voice, their gestures, and the way they express themself. They say the body doesn’t lie.
Do you remember the unfortunate incident at that Starbucks? Back in 2018, there was an employee who felt threatened by two young people sitting at a table waiting for a friend. The employee called the police for no apparent reason.
Rashon Nelson and Donte Robinson, both 23, met at a Starbucks in Rittenhouse in downtown Philadelphia. The two contractors, who were expecting a third person, were seated at a table when an employee came to ask them if they could be helped. They explained that they wanted to wait for their guest to arrive before placing their order.
A few minutes later, police officers came into the Starbucks, walked over and handcuffed them. Management had called the police to remove them from the premises.
The scene was filmed by a customer and shared on social media. The arrest, during which the two young men remained calm, quickly went viral, giving rise to the hashtag #boycottstarbucks and sparking a series of protests.
This story is a great example of successful crisis management, because:
1- Starbucks quickly admitted their mistake
2- Starbucks made a public apology to both customers
3- Starbucks came up with a solution
Three simple steps to contain a crisis, and maybe even come out of it stronger.
All too often, a negative incident is run through the 24-hour news cycle, and then the world moves on.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com.
The Law of Firsts – or the Law of Leadership – is one we all know.
Let’s see if you can name the first brands that come to mind for you, and for consumers in North America, or elsewhere in the world:
- Laundry brand in North America?
o Tide
- Luxury brand of women’s clothing?
o Chanel
- Most popular soft drink in the world?
o Coca-Cola
- Most coveted sports car in the world?
o Ferrari
- Leading brand of ibuprofen?
o Advil
You may have heard that to be first, you just need to create a category where you are first. This is partly true. It’s easier to get into the minds of consumers when the brand is first in its category, instead of wasting a lot of energy explaining why your brand is better than aspirin or safer than Volvo.
I’ve watched Canada Goose coats take off! In Canada, what a wonderful example of the first in its category. It’s really scored a coup in managing to be exported all over the world. Do an online search for “winter coat.” Chances are, Canada Goose will pop up in images and clickable links. I’ve witnessed this obscure brand reach the point of owning the category for warmest coat. This didn’t happen overnight, and public relations played a major role, presenting new products and styles to the media and donating coats to celebrities. It’s a textbook case, but a really good one. When a European settles in Montreal or North America, it’s a safe bet that they’ll buy themselves a Canada Goose. By the way, French friends, this is how we pick you out in Montreal or Toronto!
How do you get to be first in your category? Even if you don’t, there are, fortunately, other laws that can help you, including the law of words, the law of perception, and trends.
In addition, the Internet is a game-changer, allowing several brands to go online quickly, with few resources, and find their consumers easily.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com.
Hello!
Welcome to this 45th episode of the NATA PR SCHOOL podcast.
It’s my pleasure to welcome Alain Audet, General Manager, Canada of PHOREST Salon Software, an Irish company and a global leader in salon and spa management systems.
Alain Audet is, without a doubt, the most respected professional in the Canadian Professional Beauty Industry. Before returning to Canada, where he launched the Kétastase brand, he worked for major international luxury brands in Southeast Asia including Prada, Gucci, Fendi and Armani. I like to think that with his 23 years of experience with hair brands, hair salons and spas, Alain knows the names of all the hair salon owners across Canada, a country almost as big as Russia! Alain is also an enthusiast, who knows how to forge solid links with all those who cross his path.
I met Alain more than 20 years ago when he came back to Canada to work for denim brand, Parasuco Jeans, which was, at the time, looking for a professional of his caliber.
I could spend a good hour describing Alain’s impressive accomplishments, but I know it will be more interesting to let him add to this introduction what he wants to share with you.
Thank you for accepting my invitation, Alain. Here is my first question.
1- Who is Alain Audet?
2- Tell us about Phorest and what you are putting in place for them?
3- How do marketing and PR fit in at PHOREST?
4- I know that you are constantly learning and, during your years at the ABA (Allied Beauty Association), I saw how digital technology like Facebook and Instagram have become essential tools that you have learned to master. Why is that?
5- Back to the Future – at a time when the internet was not as developed, you launched Kérastase in Canada and you hired us to take care of public relations. It’s a long story, but I find it most interesting in today’s environment. Tell us about your PR / Marketing strategy for the launch of Kérastase, which was a huge success.
6- During the pandemic, reinvention, “reinventing oneself” became a trend, a buzzword. As you have always been a pioneer, you knew how to reinvent yourself long before this trend. From the luxury goods sector in Asia, to the beauty industry in Canada, how did each of these new professional experiences lead you to “pivot”?
7- Many of our clients are obsessed with the Web. Since you work for a company that offers products and services online, is your perception of the Web changing?
8- What about the future of PR and Marketing? What do you think the new trends and brand needs will be?
9- To finish, what should we hope for you?
To find out more about PHOREST SALON SOFTWARE:
www.phorest.com
Free consultation
Subscribe to our lists: www.natapr.com.
This rule is literally the key concept of public relations. It’s also true in marketing, but there it doesn’t work the same way.
We know what the compound effect is on our savings and investments. It’s also a powerful law in communications. How do you put it into practice? Right now I’ll give you an example of a compound effect strategy, to show you how we apply it.
A client once awarded us a contract to promote the advantages of PVC windows. Now, PVC sometimes gets a bad rap in a world where we believe (often mistakenly) that only wood or natural materials are environmentally responsible.
We proposed a three-point strategy to them that activates the law of compound effect.
Point 1: Did you know PVC windows are green?
Point 2: PVC windows are a creative and trendy choice.
Point 3: The Expert - we’d chosen an architect who swore by PVC windows for their projects.
We then had to make each of these points newsworthy by publishing a press release or two.
And we created a schedule for strategically issuing each press release.
You should know that when you send out that press release, no one’s waiting for it on the other end. Journalists may very well be interested in your first press release, but not react until the third one.
Nothing is more effective for a subject like PVC. Multi-point messaging gives you the compound effect.
I like to ask my friends if they’ve ever heard of certain brands. If the answer is yes, I ask them where they saw (or heard about) that brand.
If their answer is yes but vague: “I think I read something, or heard about the brand from an influencer or a radio station,” then you know the compound effect works.
There is a balance between getting people to talk about a brand, its creators and its new products, just enough and often enough that it plants the brand in people’s minds. There’s nothing like smart repetition with relevant information for applying the law of compound effect.
In marketing, this law is put into practice with an ad campaign. Today, it can be hard to choose the right channels to make yourself known: Facebook, Google, Instagram, YouTube, or online advertising? There are so many options.
Here’s a little secret: PR is your tool for adding the famous “organic” part to any ad campaign you want to develop.
Take Starbucks, which literally built itself, and made its name thanks to PR. Even today, Starbucks doesn’t do massive advertising. Interesting, isn’t it? PR is still the least expensive part of your marketing plan. Don’t let your new digital marketing agency tell you that PR is expensive and there are fewer traditional media outlets anyway. This is totally false. It doesn’t factor in all the digital platforms of influencers and the mainstream media. The New York Times and all the major magazines went digital a long time ago.
We analyzed our results and calculated many (ROI – return on investment – cost per thousand). PR is still cheaper than a new customer acquisition campaign.
I’ve spent a lot of time thinking about what we do. Since our top value is serving at the highest level, it was crucial that I answer our clients’ questions. We never sell a service just to sell a service. This goes against our deepest values, and it doesn’t fit with our long-term plan any more than it fits with creating partnerships with the brands we serve. We’re committed to being useful, just like this podcast proves to you (I hope) at your business, every week.
Interested in taking your thought process further? Do you want to talk? Sign up now for a free consultation.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com
We tend to believe that the best sales come from the best products.
Many great marketing managers spend a tremendous amount of time making sure their product is the best so that they have all the components and arguments they need to confirm they’re the best on the market. Seems like they’ve taken all the right steps, doesn’t it? Well, they didn’t count on the law of perception.
You remember the famous VHS videotapes that were so popular in the 1980s and 1990s. Yet the BETAMAX format was clearly superior in terms of image quality, and TV stations required it when we wanted to feature our clients. Still, VHS won out, claiming more than 60% of the market. The issue revolved around the major manufacturers: Sony, which relied on BETA quality, and Matsushita, which relied on VHS because it could record more than an hour of content.
And today, closer to home, the same kind of battles are being waged by local microdistilleries, which have been proliferating since the pandemic. Each of them is trying to ride the “buy local” wave. As you can imagine, though, the quality is not always there. These companies often know how just how to play to consumers’ perceptions. They use techniques that are as old as the hills, but still effective:
-
Hire a celebrity who can rep for the brand and use their name to promote spirits, which, much of the time, are absolutely not locally distilled;
-
Play with words and new names, such as “bottled locally”, when no local ingredients or expertise are used;
-
Copy recipes from competitors to appropriate that local touch;
-
Or invest heavily in ad campaigns, and meanwhile the smallest artisans lack the same resources.
These companies are relying on the law of perception. They try to get people to believe that their product is local. It’s easy to understand how consumers might be confused by these names:
o Bottled in the country
o Manufactured in the country
o Locally sourced
As the proverb goes: “Perception is reality”
In other words, we believe what we perceive to be accurate, and we create our own realities based on those perceptions. And although our perceptions feel very real, that doesn’t mean they’re necessarily factual.
Changing perception is a huge task, and, in my opinion, it’s unnecessary. It’s a losing battle, because when consumers assume that what they’ve read is the truth, it becomes real for them, and then it’s practically impossible to change their minds.
Do you want to talk about it? Sign up now for a free consultation.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com.
You may have heard of the law of focus, which is that one of the most powerful concepts in marketing and PR is to lodge a word in your customers’ minds. When it comes to PR, I call this the law of words.
Our business often requires us to define key phrases and words for our clients and their products. I’m partial to this law, because it makes us think about the content of our press releases, the words that absolutely must be included.
This law challenges us to distill our message (press release headlines, email subjects) into a single idea. If you can figure out how to hitch your product to a single idea, or even a single word, you can be a market leader.
Our client SECOND CLOTHING saw all their collections transformed when they came up with YOGA JEANS over 15 years ago. Because of the power of these two simple words, all their collections bear this name today; naturally, they own the trademark.
It’s impressive to witness the power of words. Europeans have long been protective of many of their words; for instance, when they use the French controlled designation of origin (e.g.
Champagne, Cognac, Roquefort) or the European protected designation of origin (e.g. Parmesan).
In America, it’s companies and products that have left their mark in people’s minds, such as:
Frigidaire
Apple
iPhone, iPad, etc.
Once these words are associated with a particular business, there’s no point trying to make them your own.
For example, the VOLVO brand is synonymous with safety. If any other auto makers tried to identify with this word, they’d be wasting their time. That’s the law of words. Other brands cannot make these words their own because they’re so ingrained in consumers’ minds that it amounts to a belief.
What is a belief? It’s just a word or idea, repeated. Religions are quite handy with the repetition principle. I think Amazon is in a good position to appropriate the words “low price” and “fast delivery” for e-commerce.
Whereas Walmart and Costco continue to lead in North America, with everyday low prices for the first brand, and wholesale for the second.
Here again, we come back to Step 1 of the NATA PR model: Why would they talk about you? The answers to these questions also match consumers’ expectations, such as a locally-made vegan frozen dessert.
That’s why it’s important to choose the words that represent and define brands. My partner and I have thought long and hard about the words and phrases that define the agency. In recent years, many of our competitors have let themselves be influenced by the internet, abandoning the PR label to become communications and marketing agencies. We’re so glad we resisted this trend because PR is a term – a word, even – that more companies are searching for than ever before. I’ve taken it even further by defining what we do: MAKING YOU KNOWN.
The law of words must be followed scrupulously and thoughtfully, with a generous helping of openness and creativity.
Need advice on development and brand awareness for your business? Book a free consultation now – and I’ll tell you in all honesty if I can help you.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com
Two years ago, I wondered how I could, as a public relations agency, use the web to help our clients even more, while also selling our services online. As you may know if you listened to Episode 22, service quality is the agency’s number-one value.
Long before we created our new service, NATA PR SCHOOL, I wondered if it was possible to come up with PR topics every week. So, I decided to go ahead and make live appearances on Facebook. Sure, at first it was strange to be talking to my computer without knowing who – if anyone – was listening. After that, I found I could speak for 10 minutes on a topic and that I knew my field well enough to have something to say every week.
So, little by little, week after week, I built what is now NATA PR SCHOOL.
This great adventure began in 2017. My curiosity and my desire to learn often lead me down unusual paths. On Netflix one night I discovered Joe Berlinger’s excellent documentary, “I Am Not Your Guru,” which features Tony Robbins in action during one of his seminars: A Date With Destiny.
And while I was looking for Tony’s podcast, the Apple platform generously showed me several other podcasts, including The Life Coach School with Brooke Castillo. A single podcast from this coaching school has helped me beyond all my expectations, to:
1- lose weight when my doctor no longer knew what advice to give me (women’s hormones can be really tricky);
2- find the man in my life;
3- and skillfully grow the company to the point where our sales were up 40% (before Covid).
For now, I’ll stick to showing you how I adopt this technique at work so that you can make yourself known and develop your business. This method, which we use every day, is definitely paying off.
Here’s how far I’ve taken it:
1- I am an LCS-Certified Life Coach.
2- I’m also a seasoned professional public relations coach who created NATA PR over 20 years ago.
3- Two years ago, I set up PR RENDEZVOUS: live presentations on Facebook that I host regularly, to stay in the habit of talking to my computer while knowing that you’re listening.
4- It was PR RENDEZVOUS that led me to create NATA PR SCHOOL, to share the basics of our profession and the tools to grow with businesses and self-employed entrepreneurs, free of charge (since they have no PR budgets).
I say it loud and clear in this podcast – I want to reinvent PR while highlighting the human relationships. They’re the core of our profession and they carry us further and faster together – reaching even more people on the internet.
This new Wild West that is the internet was, after all, created by humans, for humans. Today, it gives us a tremendous universal connection, to which we humbly bring our own humanity.
You can find everything on the web, and we’ve chosen to showcase our ability to do good and multiply our opportunities so that everyone can use this fabulous tool – PR combined with social media. And we never forget that the real world continues to exist!
By “chatting” with my computer for two years, I’ve discovered the value of using the internet wisely.
If you need to clarify your communications and development strategy, don’t wait! Contact me for a free consultation, and I'll tell you in all honesty if I can help you.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com
Hello!
Welcome to this 40th episode of the NATA PR SCHOOL podcast.
I have the great pleasure of welcoming Pascal Desjardins, president and founder of BELLA VITA INTERNATIONAL, which is celebrating its 20th anniversary and has worked with us for almost 10 years.
Pascal Desjardins is one of the best communicators I know. He worked in the world of traditional media (TV, radio) for many years before creating Bella Vita International, an importer and distributor of exceptional fine products, including wines, spirits, cosmetics and home products. BV represents very high-quality brands in Canada which are often renowned in their respective countries and sometimes even worldwide.
BV imports and distributes many products, including Henry Bardouin pastis, which is the best in the world (and my favourite!), Marvis, Proraso, Barbancourt rum, Douglas Laing scotch, Michel Couvreur whisky as well as the excellent wines and champagnes of Pascal Agrapart and Anne Gros, Prosecco by the Bronca sisters and Riesling from the Frey brothers. These are a few of the dream brands in the BV catalogue.
Welcome Pascal, it's a real pleasure to have you on our Podcast for our 40th episode. Before I get into PR and social media, I'd like you to introduce yourself, because you're one of those rare humans missing from the web. You can't be found on LinkedIn, Facebook, or Instagram, and even Google has nothing to tell us about you.
1- Who is Pascal Desjardins?
2- You have your own products, such as Savon des Antilles, but how do you choose the brands that you import and distribute in Canada?
3- We have been your PR partner for 10 years now and have been promoting your brands to journalists and influencers. What does PR mean to you?
4- We know that traditional media are going through some major changes. What do you think has changed the most and how has BV benefited from it?
5- You don't communicate under your own name, like many executives on Facebook or Instagram, yet your business is doing very well. Is life possible without the Internet?
6- However, the Bella Vita Grands Crus division does have an Instagram account. Why is that? Is it really useful?
7- Why should brands choose to work with BV? Who is the ideal partner according to BV?
8- Many of our clients are obsessed with the Web. Is this the case for the brands you represent? What are you doing to support them?
9- What does the future look like for Bella Vita in three or five years, assuming we don’t have to deal with another pandemic? What should we hope for you?
Get in touch with BELLA VITA INTERNATIONAL:
www.bellavitainternational.com
Free consultation
Subscribe to our lists: www.natapr.com.
For several months now, I’ve been inviting you to combine public relations and social media. Today, I’d like to go back to the basics and tell you why I created the NATA PR SCHOOL.
As you know by now, this new service also offers a weekly podcast episode in which I go over what we do at the agency and share tips and tactics with you that are quick and easy to deploy.
I wanted to take a look back at how far I’ve come (setting up free podcasts and webinars has been very instructive for me) and the challenges still ahead (increasing the audience for my paid training courses by talking more, and more often, about what they can do for you).
You can find more details by visiting the NATA PR SCHOOL section of our website (natapr.com). Or just give me a listen – it’s faster, and you'll get a sense of the energy in my voice, which also comes through in my training courses.
NATA PR SCHOOL’S MISSION
NATA PR SCHOOL’s mission is to offer you the best possible training in how to combine public relations and social media. This course is in no way theoretical. It starts with your own story. We’ll build your campaign together, and develop the tools you need (press releases, publishing schedule, media and influencer list, etc.).
This training gives you direct access to our services and our daily deliveries. We share our best practices and discuss relationships with influencers and the media. This exciting, upbeat training is easy to digest – and highly effective!
I often describe it as the perfect blend of the training we give our new hires, to help them generate results for our customers as quickly as possible, and basic training, for people who want to learn how to combine public relations with social media but don’t have the kind of budget they’d need to hire a public relations agency.
The same reasoning also holds for a company’s bookkeeping. When you start out, you’re often stuck doing the invoicing, payables, dues and taxes, business development, marketing, and everything else. All of this is familiar to me because I’ve been through it – back when I created NATA PR over twenty years ago, in my living room, with just a computer.
Over time, the company grew, and I was able to hand things over to actual accountants. What I would have given for these tips, and to work with an entrepreneurial pro!
Back then, starting up a service business was not as rewarding as it is now.
In a way, this is what we offer you at NATA PR SCHOOL: the building blocks of a PR/social media campaign that you can fit into your marketing plan – starting today.
Here are the top four reasons to register for this training program.
NATA PR SCHOOL is for people who want to:
1- get known
2- increase their visibility
3- boost visits to their website (or stores)
4- kickstart their sales
Are you sick of reading articles and blogs about your competitors? Why don’t influencers and journalists contact you, since your products or services are better? We know why. And we know how to get their attention.
Our training will take you much further and give you a close-up look at the steps that are easy and quick to deploy.
And since these courses are only held two or three times a year, we recommend you reserve your spot as soon as you can. I promise you: my advice will generate results.
If you’re hesitating, get in touch with me so that I can tell you, in all honesty, if this course can help you.
Free consultation.
Sign up for our mailing lists for useful updates: www.natapr.com.
After the law of failure, I thought I might talk about success – which is, in my humble opinion, a more inspiring law.
The Collins English Dictionary defines success as follows:
-
The favourable outcome of something attempted.
-
The success of that deal prompted it to explore the sale of other holdings.
I don’t know about you, but when I created the NATA PR agency, I didn’t tell myself I was going to fail as many times as I could in order to succeed better!
Of course, we learn from our mistakes, but when we put all that effort into starting a business, the point is to succeed. Indeed, the end goal of a business is to generate income, so its creators and employees can earn a living. For me, this is the meaning of achievement and success!
How can success be different for each of us?
Some customers who are already successful and come to us believe that their good fortune derives from their products or their genius alone, and that any setbacks can be chalked up to marketing and PR.
No doubt they have misjudged the cause of their success, because it’s clear to me that whether they know it or not, they’ve done some marketing right:
1- They’ve clearly and precisely defined their products.
2- They’re very active on both social and traditional media.
The classic trap is when the ego takes over and the executive sees themselves as the typical customer. They may embody the company’s ideal customer, but it’s quite uncommon.
Here are some benchmarks to get you on the road to success:
1-Watch the trends, because, just like tides, you can’t fight them.
2-Maintain direct contact with your customers – your base.
3-Make time to think about your business, think creatively, and create value.
We’ve often supported new brands making their début in North America.
I’ve been surprised by the behaviour of some executives who had been successful in several markets:
1-They’re dying to go out into the field and meet “real” customers (in drugstores or supermarkets).
2-They’re humble and they’re willing to listen to agencies active in the market they wanted to penetrate.
3-They welcome customers’ feedback.
4-They want to adapt their products to serve their future customers better.
Delegating all your marketing can be dangerous – even fatal – to your business.
Today, a trend that you don’t know about, or choose to ignore, may cause you to hemorrhage market share.
The big beauty groups see it every day. Some brands, like Tata Harper and Glossier, which seize new trends, grow quickly, and respond incredibly quickly to new expectations of customers looking specifically for safe, natural beauty products. Right now, this is also true for vegan products. Growing consumer appetite for vegan foods has spurred the creation and development of several young companies in the sector.
Fast growth happens online. The tools for making yourself known are inexpensive and readily accessible.
Every week, we see smart start-ups combining our PR services with their social media and boosting their market share.
So, what are you doing to stay tuned to your customers?
I’d like to know what you have to say on the subject and hear about your success. If you want to know more about the powerful tools that PR and social media can be, contact us today for a free consultation.
Subscribe to our lists: www.natapr.com.
Have you noticed this word being used more and more by senior executives and business coaches?
I’ve had fun doing what I so often urge you to do: Google searches. When I searched “business failures”, I got more than 20 million hits, and these titles were at the top of the list:
-
Celebrating failure in business – École des entrepreneurs
-
How failure can make you a better entrepreneur (BDC)
-
The business failure that’s good for you – Réseau Mentorat
-
Three ways you can succeed by failing – Les Affaires
As you might expect, this last article caught my eye. Are there methods for failing well? I’ll admit that failure’s not one of my favourite words. Like many entrepreneurs, I have my own collection of rejected service proposals and lost clients. I try to avoid the verb “fail” as much as possible.
However, I’m aware that trying new things often means failing. Those who manage to learn from these failures often succeed better. Failure is an immutable law of PR and marketing, and I think it’s best to face it.
The article mentions three steps that actor Will Smith says we can take to fail well:
Fail early
Fail often
Fail forward
Fail early
It’s better to experience failure sooner rather than later. If you fall fast, you’ll probably avoid major financial losses, not to mention the prolonged, intense stress that can impact your health and your loved ones.
Fail often
Quite a tip, isn’t it? We often think failure is the end of everything. You write your first blog post, publish it, and no one reads it... is that a failure? Many would say yes. My podcast producer told me that most of his clients weren’t releasing more than 10 podcasts. That’s probably because they only go by the number of listeners, and don’t realize that it’s with the 30th, or even 40th, episode that their audience will grow, and, most importantly, that word of mouth will work its magic. There’s no guarantee of success when you give a presentation or submit a bid. We’ve suffered hundreds of small setbacks, and we’ve built our resilience and success on them. Of course, my partner and I are unsettled when clients leave us, but we know our perseverance will win us new contracts in the months that follow. Failure in business is essential.
Fail forward
This means keep moving forward despite the setbacks, rather than turning around, slowing down, or stopping.
Successful, innovative entrepreneurs are determined and dedicated to achieving their goal, despite any failures that may arise. Think about the smartphones we’re all using today. How many failures do you think it took to reach this technological wonder?
Speaking for myself, failure still hits me just as hard, but I’ve learned not to carry the feeling around for weeks like I used to do 20 years ago, when I founded my agency. I take the time to let the feeling in. It’s not a pleasant one, but I know it’s fleeting – and it won't kill me. Knowing this, I can move forward again.
So, I’ll leave you with a few quotes. Failure is a broad subject and talking about it is good for us. I think I could even make a podcast about it!
“When we fail, it's the perception of failure – not the failure itself – that makes us suffer.” - Fred Bastien, organizer of FailCamp
“If you’ve never failed (in business), it’s probably because you're living too comfortably – you’re not taking enough risks.” - Alexandre Taillefer, serial entrepreneur
We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Free consultation
Subscribe to our lists: www.natapr.com.
It’s hard to predict the future, isn’t it? Yet often that’s what our customers are asking us to do.
We understand that the marketing directors we work with have to come up with a plan, with realistic visibility (PR) and sales (marketing) results.
So, unless you have psychic powers or a crystal ball, how do you get it right?
I’ve often heard companies set unrealistic goals because they’ve taken the short-term view. Since the pandemic, with everything moving even faster, it’s highly likely that your long-term plan (more than five years) will need to be revised.
The main problem with short-term versus long-term forecasts lies in companies’ financial health. As we’ve all seen, those who had to face the crisis by depending on their monthly income did not survive (“Those who live by the numbers, die by the numbers”).
What can you do if you can’t predict the future, and how do you deal with the unforeseeable?
Tracking trends is the best option we have (and we’ll discuss this in Episode 26).
For example, take the vegan trend that is currently exploding. One of our clients, a very small brand, noticed there wasn’t much choice in the vegan frozen dessert segment. Based on this trend, our client is now marketing his products to supermarkets.
What do your marketing predictions look like for your business? How are you preparing for the unexpected? I’d love to hear what you have to say about it. So get in touch. Make an appointment for a free consultation, and I’ll tell you, in all honesty, if I can help you develop realistic short-term predictions.
We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Free consultation
Subscribe to our lists: www.natapr.com.
Laurence Lachance, Vice President of Business Development at Orfé Design, is my guest for this episode, where we’ll be talking about branding and why investing in your image and promotion is so important.
ORFÉ: You are communicators. With more than 30 years of experience across North America’s markets, Orfé Design & Com specializes in the art of branding, design, and communication, both B2C and B2B. Your vast knowledge of North American regulations combined with your desire for innovation makes your agency the ideal partner to develop companies’ branding. You are creators of value.
Welcome, Laurence! Thanks for agreeing to join me for this podcast.
1- What is your definition of branding? Can you give us a concrete example?
2- What is the scope of your services? (recent case study)
3- Why is branding important?
4- Creators of value. What does that expression mean?
5- Why do clients choose to work with Orfé? Who is your typical customer?
6- Your father founded Orfé. You and your brother took over the agency a few years ago. What were the easiest and most difficult parts of the journey?
7- What questions should a company be asking if it wants to work with an agency like Orfé?
8- How do you respond to those who believe that investing in your branding is expensive?
9- Our clients are all obsessed with the Web. How do you support your customers who wish to develop their online presence and sales?
10- What does the future at Orfé look like? Do you make projections for the next two, three, and five years?
If our listeners want to work with you, how can they get in touch with you Laurence?
ORFÉ DESIGN: www.orfe.com
Some time ago, my podcast producer from the Varmedia agency, who you probably know by now if you’ve listened to our 20th episode, referred me to a digital agency.
As you know, I decided to move from theory to practice in 2020. I had excellent knowledge of the web to guide my clients. But until now, I hadn’t experienced selling our PR services online. That’s why I created NATA PR SCHOOL, as well as a podcast, free webinars, and online training.
So, I was looking for an expert who could guide me, and most importantly, let me know whether I was on the right track in terms of selling online training.
The reason I mention this expert today is to share my client experience with you. It goes far beyond anything I’ve seen in terms of consulting with agencies or experts who offer services.
This discussion, in which I got to know this expert better and learned how he approaches his clients and handles their cases, made me want to go further.
And reminded me of two basic selling principals.
Selling products and services online is based on two fundamental principles:
1- People love to buy the services of people they know, or products they know.
2- Selling solutions. What’s the desired outcome?
So what are you doing to create value in your business? I’d love to hear what you have to say about it. So get in touch. Make an appointment for a free consultation, and I’ll tell you, in all honesty, if I can help you showcase yourself and make yourself known.
We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Free consultation
Subscribe to our lists: www.natapr.com.
Since the pandemic, all of our customers have been obsessed with things digital and with online sales.
Does that sound like you?
We absolutely get it. Many businesses have been able to stay afloat thanks to online services, taking orders on hastily assembled websites. One of our clients who didn't have a transactional website posted their products on Facebook and received orders by email or Messenger.
Without the Internet, all these sales wouldn’t have been possible.
So, it’s only natural that some of our clients are questioning their entire marketing plan and budget.
My partner and I have analyzed all the results that we produced last year for one client in particular. I wanted to measure our impact beyond the number of articles, appearances, and publications online and in the “traditional” media of print magazines, newspapers, and television. Much to our surprise, 75% of the results we generated for this client were digital and totally organic (no money changed hands).
For those of you who are still hesitant to make that move online, know that COVID has had a major impact on online shopping, as revealed by a VIVIDATA survey:
73% of adults have purchased something online, including clothing, shoes, books, and electronics.
And that percentage is expected to remain very high.
What can you do to make yourself known and bring potential customers to your site?
PR combined with social media is a great solution, especially if your budget is tight.
We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Complete notes of this episode on our website.
Contact us and subscribe to our lists: www.natapr.com.
To make yourself known, should you run organic campaigns, paid campaigns, or a combination of both?
Our customers often ask this question.
What does organic mean? Quite simply, it means that the media or influencers don't earn anything from the resulting article, blog post, or social media post.
In such cases, the journalist or influencer has chosen to talk about you for free. As you might expect, being mentioned in an organic article will lend you a lot of credibility. Algorithms and search engines (SEO) love organic mentions.
Knowing this, we often suggest that our clients who are as yet unknown to influencers and the media start with an organic campaign. Press releases, content, or images – created by our organization or by a member of your team – will be sent to those influencers and media.
Naturally, if you start with a campaign where you’re paying influencers (think Coca-Cola, for example), it’s a long shot that any journalists or influencers will talk about you, since your current paid campaign is already “commercializing” you.
Obviously, it's not all black and white in the world of promotion.
If your product is already known, you could develop a 100% organic campaign first, before following it up with a paid campaign.
On the other hand, if you’re not well known in the market, consider running a 100% organic campaign for as long as journalists and influencers want to tell their readers and followers about you.
Besides, an organic campaign is really workable, and much less expensive than a paid campaign for a high-value product.
If you want to boost your sales with a campaign of influencers who would recommend their followers go to your site, using the influencer’s code to get a discount, for example, then your odds of success are very high – in exchange for payment, or a discount on a high-value product.
If we think of, say, very expensive photo equipment, a photographer with a large community might give the company access to their followers through a trade-off arrangement.
Retaining the services of a public relations agency like ours (NATA PR) means you’ll get sound advice and profitable contacts. Any agency with more than 10 years’ experience has influencer connections, which could be a goldmine for you.
So, organic or paid?
The most important thing is to take the time to assess your goals and, first off, consider an organic campaign. It’s always less expensive than a paid campaign, and it will help promote you and raise your profile.
However, if you’re self-employed or have a limited budget, consider our customized training. It shows you how to combine PR with social media to generate fast results.
We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Contact us and subscribe to our lists: www.natapr.com.
For those of you who remember a time when there was no internet, you may already have seen, in movies, newsrooms, or TV newscasts, a device (a fax machine), churning out press releases in a continuous hard-copy feed, day and night.
That’s the forerunner of the newswire.
What is the newswire? And what’s it good for today? That’s what we’ll be exploring in this post.
To clarify things, let’s start with a definition that’s been around for quite a while, but one I find pretty accurate.
Definition
A service that uses telecommunications to transmit press releases on a rolling basis, as they come in, to a set of targeted recipients locally, nationally, and internationally. (Source: GDT, 2001)
Does this definition make you think of Twitter? Well, Twitter offers up all kinds of news and information in a continuous feed. It’s a sort of all-access newswire.
The newswire we’re talking about here, though, is just for sharing press releases and news stories. There are several newswires in every country. So, the newswire is a service provided by a company.
I like to give the example of CISION, a company that owns several of these services (newswires) in many countries.
If you want to spread a news story through online and traditional media, you can contact CISION's newswire services to publish your press release. This time, your press release will be distributed to their database online, not on paper.
What are the benefits of paying for your press release to be sent out over a newswire?
1- You’re going to reach hundreds if not thousands of media outlets, journalists, and sometimes even influencers and experts in your field.
2- These “expert” journalists can relay your story to their readers and ultimately reach your customers.
3- You’re maximizing your positioning as an expert and a leader in your market.
4- You’ll move to the top of browser searches based on particular keywords, a new technology, or an innovation.
5- It’s a very useful tool for optimizing your SEO.
You don’t need to hire an agency to get the benefits of a newswire. However, you’d better be sure your press release is perfect, and that it has all the important keywords and clickable links, with images and videos that can be linked to and shared.
What you can do is retain the services of a public relations agency like ours (NATA PR) to advise you and help to write your story, defining your words and key phrases, choosing your images, and selecting the best strategy for getting your press release out there.
And keep in mind that, for a fee, an agency can share its own lists of media contacts and influencers with you.
If you’re self-employed or have limited resources, consider our customized training that shows you how to easily combine PR with social media to generate fast results.
We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Contact us at www.natapr.com.
NEWSWIRE
https://www.prnewswire.com/
Amal Amgaad is my guest for this episode, where we’ll be talking about our 12-week training course at the NATA PR SCHOOL, which she completed while also moving into her new job at YON-KA PARIS in the United States.
Amal has a degree in international marketing from the ESC Clermont Business School in France. She began her career working for major luxury brands like Hermès, Chanel, and Louis Vuitton. From a junior associate, she worked her way up to Head of Communications and Marketing for a major beauty manufacturer, which brought her all the way to her current position at Yon-Ka Paris in the U.S.
- Welcome, Amal! Thanks for agreeing to join us.
1- If I recall, you enrolled in our course because, in your new position, Yon-Ka was asking you to take on public relations while also juggling marketing and working with influencers. Also, I think Yon-Ka had just ended its contract with a public relations agency during the pandemic, and you had to handle that as well.
2- What were your expectations when the training began?
3- How did you manage both the course and your work? Was it difficult?
4- What were the main benefits of the training?
5- Do you continue to apply some of the PR/Social Media tactics you learned?
6- The pandemic has proven how important digital is. What is Yon-Ka's position on that? And have you learned tactics that help you in your work with influencers? How do you work with them?
7- Can you give us an outline of Yon-Ka's communications plan for the next few months? Do you have to adapt to COVID?
8- What do you think of TikTok? Is Yon-Ka on it?
9- How do you see the future of social media in the next three years? (Everything changes so fast on the internet, especially since the pandemic.)
10- What advice would you give to heads of marketing and communications who have to deal with very demanding employers?
Bonjour ! Hello Everyone
Welcome to the NATA PR SCHOOL podcast
Episode Number 29.
We all need both social media and PR
I like social media, especially since our clients started using it. Today, any reputable brand has a Facebook page, an Instagram account, and is closely watching what’s happening on TikTok. These tools have become essential communication channels for companies.
I like that our clients are active on these digital platforms. By using them, they have discovered the importance of the following six points:
a. Investing time in developing these platforms.
b. Creating original content (images, text and videos).
c. Developing an original signature.
d. Writing a unique story.
e. Adapting copy to your target audience so they buy into your content and become fans of the brand.
f. Driving desire among fans and clients so that they want to learn more about products and new initiatives.
This observation goes for public relations too. PR and social media have much in common, and so we suggest to our clients an approach that combines the two in order to:
a. create original press releases;
b. showcase the company’s values and brand image;
c. tell a brand’s story;
d. grab the attention of journalists and influencers by investing time.
The main difference is in our target audiences: we forge links with journalists and influencers. We influence them. We make them want to tell a brand’s story and talk about its products.
A few years ago, many of our clients abandoned public relations in order to focus on social media. What was the outcome for many of them?
-
Journalists and influencers thought that the brand had disappeared.
-
Their SEO did not improve much.
-
Their competitors were mentioned online and in traditional media.
The moral of this story is that if journalists and influencers aren’t aware of your brand’s presence, you will soon be replaced by your competitors.
I understand that people want to place more importance on new social media, mistakenly thinking that it will be a quick fix for all their issues. For more than a decade, now that these platforms have become increasingly widespread, it’s been recommended that brands combine social media and public relations to maintain their presence and relevance with their clients.
Success leaves its mark.
It’s your move. We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Contact us at www.natapr.com
One of our strategic partners specializing in brand imaging invited us to a career networking event during which professionals introduced themselves and talked about what they were looking for: new contacts or services they need to develop and increase their sales.
After the superb presentation by our strategic partner, imagine my surprise when I heard one executive ask: “What answer would you give someone who claims that it costs a lot to publicize and develop their brand image?”
My answer was the same as our partner’s: well, how much does it cost not to develop your brand image or publicize your products and services? How many contracts do you lose every day because you don’t publicize, which means more room for your competition?
During the presentation, our partner compared certain brands, like Tesla and Ford. Why is Tesla’s market capitalization higher than Ford’s? While Ford has sold millions of vehicles, Tesla has yet to hit one million.
I really like that example, because Tesla – just like Apple vs. Microsoft – has chosen to invest in its brand and create exciting electric cars. While the auto industry giants were fighting to up their sales numbers and their market shares, Tesla invested in its brand image and designed highly desirable electric vehicles.
While the major car makers’ sales were collapsing in 2020, Tesla’s sales were up 36%.
Now why is that? Tesla has always invested in its brand and promoting its brand.
Here are four questions to ask yourself:
1- Are your users ready to pay more for your services or products?
2- What’s your brand awareness? Are you known?
3- Do your customers see the quality of your products or services?
4- Is it easy for your customers to identify with your brand?
If you answered no to any of these questions, you still have a long way to go toward making yourself known.
Success leaves its mark.
It’s your move. We’re here to answer your questions if you want to find out more about the powerful tools that PR and social media can be.
Contact us at www.natapr.com.
We’re developing a service offer for a brand of chocolate that’s been in business for many years, with a traditional sales network that’s still its mainstay to this day.
However, for the past several months, even a few years now, the company has been losing market share. They know they need more consumers to get to know them, now, or buyers will start to choose a brand that’s better known for their chocolates come Easter, Christmas, and Mother’s Day.
Today it’s rare to have any monopoly over a market without raising your brand awareness to attract consumers.
Are you one of those entrepreneurs who invests the bulk of their resources in sales and very little in marketing? I’m sorry to tell you that this extremely risky marketing cycle has been very harmful during the pandemic because your customers are spending more time at their computers.
What’s the very first thing they do when they’re looking for a product? They GOOGLE it. Your competitor, whose name is mentioned by influencers/media and featured in their own online advertising strategy, will be at the top of the list.
This is all the more tragic for a brand whose products, which are high-quality and have sold exceptionally well for it, are now sitting on the shelves because consumers haven’t heard of them.
Don’t wait until you’re in that situation. Make your products quickly available on your website or a transactional site, and get people talking about you.
-
Send your products to a highly targeted list of influencers and media.
-
Focus on a platform like podcasting, which is a very powerful online tool that’s still being overlooked.
Buyers will be even more interested in you, and they’ll take the risk of adding you to their shelves. But if your products don’t sell once they’re in their store, you can be sure that that second or third order will be very hard to get.
Yes, you have to invest in your sales, and that investment involves a budget as well as resources allocated to the company’s promotion, PR, and social media.
To start making yourself known, nothing beats combining PR with social media.
In our 20 years of coaching brands and services in getting out there, raising their profiles, and reaching their clients, we’ve managed to crack the codes.
And now we’re ready to share our pro tips with you in this podcast and our free webinars. In addition, our paid training sessions, led by a seasoned professional, will add to your success.
Take the leap! Sign up for our lists:
FREE NATA PR MODEL
What is a trend?
Simply put, a trend is a human action that’s on the rise – or, if you prefer, in demand. It could be an action or activity that few people do at the outset, but that becomes more popular with an increasing number of people over time.
A trend may very well be a desire that becomes increasingly popular, for instance, leaving the city to go live in the countryside during COVID.
It may be a demand for a newer or older product that an increasing number of people are looking for over time, like the return of '60s music or bell-bottoms.
In terms of religion or new associations, trends emerge because many people share the same beliefs: more and more Westerners are interested in Buddhism and happiness.
In finance, we often hear about market trends.
For us at the agency, trends are often built into our tactics for presenting new products.
It’s important to know that influencers and journalists are looking for trends and want to let their fans or readers know what’s new and what's trending.
At the beginning of each year, every profession chimes in with its predicted trends, ranging from colour to design to food and any other new product or idea.
Let me give you an example. My partner shared a trend with me that appeared in Monocle magazine – “GENTLENESS”.
Is this a trend that brands and companies will be including in their marketing plans this year?
We chose to include this trend in several of our service offerings and let our clients know about it. We feel certain that with everything we’re living through and seeing in social media now, gentleness is a trend that has a bright future. No doubt it will become a basic need. It’s a bit like the buy-local trend, a long-term trend that’s become one of consumers’ chief concerns. Some are adopting it as one of their values, and even as their mission.
Gentleness means taking the time to take care of yourself, your skin, your hair, and what you eat. For a natural hair care brand, the term ‘gentleness’ is entirely relevant.
What are you doing to be gentler with yourself and those around you?
What will gentleness mean in the coming months? It’s a trend to watch…
Download or free NATA PR MODEL and you will be added to our list!
Lyne Ste-Marie is my guest for this episode, where we’ll be talking about this new profession of social media influencer.
I’ve known Lyne for many years and I’m a great admirer. She’s a woman of warmth and intelligence, who has reinvented herself several times over the course of her career. She’s been a model and worked a lot in Asia. She became one of television’s most popular “weather girls”. And over time, she’s kept in touch with her fans and increased her influence by always “keeping it real”. As a mother of two, she is, for us at the agency, an influencer with a real and very active community, and we love working with Lyne.
- Welcome, Lyne! Thanks for agreeing to join us.
Before I start with any specific questions, could you tell us about your experience on the internet? When did you create your Facebook page, and why?
1- What does influence mean to you?
2- Do you see yourself more as a blogger or an influencer? What’s the difference for you, if any?
3- We also hear about “content creators”. Is that one of your services?
4- As someone who’s in direct contact with your fans every day, what is it that brands and companies don’t understand (or underestimate) about this relationship that’s also become a real career for you?
5- Our American neighbours like to stick labels on things, and according to my research, there are four million “mommy bloggers” in North America. Do you see yourself as a “mommy blogger”?
6- Without naming any brands, can you tell us about a collaboration that’s been a real success on your platforms, and tell us why?
7- What do you think of TikTok? Are you on it?
8- What’s the future of social media after COVID, over the next three years for example? (Everything changes so fast on the internet.)
To get on our list: www.natapr.com
To contact Lyne Ste-Marie: www.lynestemarie.com
I often say that working in PR is like working out at a GYM.
You can read and study all you want about PR, communications, and marketing too... but you won’t be able to work those PR/Social Media (PRSM) muscles very hard for very long until you’ve written to an influencer or journalist with a request.
The good news is that this approach can be learned – and you can do it. That’s right, my business-minded friends, you absolutely have it within you to develop those muscles to introduce yourself, raise your profile, win more clients, and boost your sales.
So, where do you start?
First, ask yourself what your clients are reading and viewing online and in the traditional media.
Create a TOP 10 of the most-viewed platforms and media.
And just like a gym workout:
1-Create a routine for reading and viewing
a. Read newspapers every day
b. View a few Facebook, Instagram, or TikTok pages every day
c. Read magazines once a month
d. Go straight for the sections about your competitors or your field
Stick to this reading routine for at least a month.
2-Take note of the trends and the topics addressed by our influencer and reporter friends, so you can anticipate certain shifts.
As the year begins, every sector issues their predictions and trends:
a. 12 colour trends for the coming year
b. Trends in design, furniture, decorating, cooking, dining, and more
After a few weeks, you won’t read a paper or a blog in the same way.
In fact, I see this PRSM Gym effect every year in our young recruits, who had never developed these viewing or analyzing habits before.
You could even take it further and introduce this practice into your everyday life, like a gym workout.
I also like to compare it to my musical training. As a pianist with a degree in music, I cannot listen to a piece of music without hearing the structure and harmonic sequences.
The same is surely true for movies and radio. With enough analysis, attendance, and practice, discipline inevitably grows strong – as I like to say, like a muscle.
Those muscles are so helpful in achieving and realizing our dreams.
Now it’s time to work your PR/Social Media muscles! Tell me what you’re reading online or on paper.
Get on our mailing lists to find out our next training session dates: www.natapr.com
À la semaine prochaine!
Just like Lewis Hamilton and Kim Kardashian, all of us have a brain, and 24 hours in a day at our disposal. How we use those two resources, when we’re free and healthy, is up to us.
Like many of you who spend part of the day sitting and working in front of your computer screen, I, too, without thinking too much about it, use my brain – an exceptional tool that we use to operate in society and earn our living.
Are you taking care of your brain? Strange concept, right? Yet people are talking about mental health like never before. What do you do to cool it down at the end of the day? Or what do you do to get even more out of it?
Personally, I’ve added a time for reflection into my morning routine, while everyone in the house is sleeping. It’s often during this quiet period that ideas come to me. They’re the ideas I’ll use to serve my clients better and, ultimately, run the agency, so that all my employees can also benefit.
For some people, these periods when you stop to think are “SUPER THINKING” moments. For me, they’re the moments when I hear myself think, where I let everything come to the surface, including fears, joy and frustrations. I’m letting out the feelings that dwell in me and the thoughts that trigger them. Joy is one of my favourite emotions lately. I can draw on it to work incredibly efficiently, writing up service proposals that contain excellent ideas to make our clients shine.
It’s also during these moments when I’m “hearing myself think” that I hit upon our clients’ unique features – the ones that will be of interest to influencers and journalists.
I have to admit, I also have guilty pleasures for cooling down this wonderful personal computer in my head:
NETFLIX is often my solution for “getting my mind off things”. I know, it’s not a very exotic method, and it doesn’t keep my mind from spinning. Still, for me, watching movies, TV shows, or documentaries lets me disconnect from my everyday flood of thoughts. It’s really a mini brainwash.
How many thoughts do you have in a day? Research data online ranges from 6,000 to 60,000*. It doesn’t much matter where the real number lies. We all know our thoughts are plentiful, and that many of them swirl around until we’re exhausted.
Yes, meditation helps still the hamster wheel that’s constantly spinning inside our head. But there’s nothing like practice (repetitive exercises) to see what’s going on in our head and pinpoint what we’re thinking.
A few years ago, I also discovered professional coaching techniques to help me see things clearly. I carefully studied a super-simple technique with incomparable power, and it’s one I use in all our training courses.
There’s nothing like thinking as a pair to see more clearly and move forward more quickly.
And that’s precisely the approach I offer you in every course. Putting two – or many – heads together gets me a lot further, a lot faster.
Find out about our next training here : www.natapr.com
*SCIENCE & VIE https://www.science-et-vie.com/cerveau-et-intelligence/nous-aurions-6200-pensees-par-jour-en-moyenne-57905
At NATA PR, we’re so committed to being a service business that our number one value is serving at the highest level.
Our three core values are always laid out when I first meet with my employees, and every month when I meet up with them, we talk about this number one value.
We always ask each other these three questions:
-
How can we serve our customers better?
-
Are we still doing the best we can to serve influencers and journalists?
-
How can management (me) serve employees better and help them accomplish what’s asked of them?
At the agency, we have three kinds of clients:
1- Brands and companies
2-Influencers and journalists
3-Students in our training courses
There are five steps to serving these three client groups at the highest level:
1- Listening
2- Asking the right questions
3- Putting it into practice
4- Analyzing and correcting
5- Relaunching or continuing the campaign
We’re guides. We’re advisors. We use such a wide range of complementary services that some of them aren’t even included in our contracts or performance indicators.
We’ve guided and trained countless fresh young marketing directors!
Agencies like ours (more than ten years old) have huge contact lists that they put to good use for their clients’ benefit. We also test all the new tools the Internet has to offer, so that we can give our clients the best advice and, ultimately, serve them at the highest level.
If you want to know more and learn how to maximize PR / Social Media actions, which are always useful and effective in a marketing plan, get on our list!
Find out about our next training here : www.natapr.com
Before we get started, I want all the marketing pros out there to know that we have nothing but respect for you!
I sincerely believe it’s impossible to understand the scope and power of PR if you’ve never done it yourself.
Here’s what the marketing pros don’t know:
1- They confuse influencers/journalists with consumers.
2- They think they know how we should talk to influencers/journalists.
3- They associate press releases with advertising.
4- They imagine that we’re in control of publication dates and article formats.
5- They have some difficulty understanding the concept of “time” in PR.
6- They associate one product with one mention.
7- They think we can share our list of influencer/media contacts with them.
8- They often choose influencers based on the number of fans and forget to find out where those fans live.
9- They often misunderstand what “organic” implies.
10- They confuse our power to influence with the power dictated by advertising budgets.
I’ll say it again: Don’t be hard on yourselves, marketing friends. What you don’t know about our profession is totally understandable.
This is why I created the Nata PR SCHOOL, and I invite you to register for our training program if you want to know more and learn how to maximize PR actions, which are always helpful and effective in a marketing plan.
Find out about our next training here : www.natapr.com
Today is an exceptional episode, and I have an amazing guest with me: Francis Parent-Valiquette, President and Founder of VARMEDIA.
Francis is a podcast professional, a coaching fan like myself, for whom I have a great admiration.
We started our professional relationship several months ago, and, as is often the case, we got to know each other and created real bonds of friendship.
In this episode, we reveal the secrets of the Podcast and why it is an exceptional tool to increase your SEO.
To reach Francis: www.varmedia.com
The SanTroShow: https://santro.show/
You’re getting to know me and noticing that I like it when things are simple and easy to understand, and that I love to use formulas (addition, subtraction, multiplication, and percentage).
So, here’s my new formula: PR = EASY
Whatever could this mean?
Simply put, over the next 12 months, if you stir a few public relations ingredients into your marketing plan, you’ll see the impact on your SEO shoot upward.
So, what are these ingredients?
1- Write three to six stories – short pieces about you, your business, and your products.
2- Come up with a list of the top 10 media, websites, and influencers you want to approach – if you add five new contacts each month, in a year you’ll have a list of more than 70 contacts.
3- Get to know them – do Google searches to read about, see, and follow what they’re doing.
4- Do your homework on the competition: What are they up to?
5- Create a PR publications – social media plan and try to notify your Top 10 before revealing your news on social media.
If you’re ready for a deep dive into these techniques, contact us. Add your name to our lists, and you’ll be notified about our free webinars and upcoming training sessions. Get on our list : www.natapr.com
My partner David Tremblay and I talk every week, and the question that often comes up is: “How can we raise our clients’ profiles?” In other words, what else can we do to get our clients the best articles, the best interviews, and the most social media buzz?
Every month, I meet with each of my employees and ask them a few questions, including: “What have you learned this month?” One of our new employees, who’s starting her career with us, shared her lesson of the month with me: “I’ve realized how highly strategic PR is when it’s combined with social media, like we do at the agency.”
In practical terms, what’s the purpose of combining a public relations plan with social media?
1- To tell your clients about your products
2- To get your consumers excited about your new products and what you’re doing
3- To share who’s behind your brand and your products. Today, consumers want to know about a product’s background.
These days, I am genuinely concerned about regional media. You know, the local newspaper that probably still lands on your doorstep on a regular basis. Although most of my clients have completely forgotten about this paper, they do still enjoy keeping up with the news about their district or community. So why are we neglecting this affordable medium that we can easily support at minimal cost? In fact, your local paper is also online.
So, what is PR for? Communicating.
You may have invested a lot of energy and resources to develop the best product – one that clearly stands out from the competition – but unless you’ve got the budget to get the news out, all your work may go to waste!
Are you ready to find out more and learn how we promote the brands we work with? Contact me at nata@natapr.com. I want to hear about your plans!
Clients have told us that trendy young agencies no longer use press releases to reach journalists or influencers. I was obviously very surprised and, I admit, worried. Certainly, the press release – like everything around us – has gone digital. Sent out by e-mail, it’s still the agency's #1 tool. We send out several products during the year, and to me it would be unthinkable to do so without a press release!
So, I continued my research and consulted the annual publication from CISION: The State of the Media Report.
It states that 63% of respondents said they wanted a press release from public relations professionals. This figure was more than 70% in some European countries.
Journalists love the press release. Media professionals have ranked it the most valuable type of content they receive from their PR contacts. They’ve chosen the press release as their top source. This is nearly universal, with journalists from around the world citing press releases as their most trusted source of information.
So here are a few suggestions from the CISON report to make your press release as effective as possible:
45%: Use a clearly stated news hook (often the title)
27%: Tell a story conversationally: avoid technical jargon
17%: Fit in some quality quotes that add depth to the story
More than 27% are looking for great images, compared to 13% for video. Use some great pictures, and you’ll maximize your chances of a feature!
In short, the press release is the number-one tool you need to develop. We have our own techniques at the agency, and we’ll teach you our tips for creating simple, effective press releases that get straight to the point.
So yes, the press release is alive and well!
Contact us! We’ll be happy to advise you. Most importantly, get on our mailing lists so you don’t miss a thing: www.natapr.com.
I like taking inspiration from the success stories of major companies and figuring out what they did to succeed. As Stacey Boehman, a coach who delivers exceptional training in sales (Make Money as a Life Coach), says, “success leaves a trail.”
It’s up to us to follow this advice and adapt it to the reality of our own business.
So what are these big companies doing to make themselves so successful? What are they doing to stay connected to their customers? Clearly, they all have solid public relations strategies built into their marketing plans.
It’s terrific – and easy – to be able to draw inspiration from these big companies, simply by fitting their actions to our own scale.
To learn more about our free webinars and training, get on our list: www.natapr.com
A client who was already interested in our services asked me if public relations really worked. I took the opportunity to ask them what they wanted: To make themselves known? To build their brand identity? “If that’s what you’re looking for, you won’t be disappointed by public relations. After 20 years in the business, I can assure you that our clients aren’t paying our fees out of a sense of charity.”
But after more than 30 years, including 20 at the agency, I can confirm without a shadow of a doubt that PR works.
1-The metrics of raising your profile
a. Increasing the number of visitors to your website, subscribers to your newsletter, and a growing number of followers on Facebook
2-Public relations results can be measured and compared.
So why should I use PR?
1- To tell your story
2- To make yourself known
Nothing beats a news article or blog post. An interview on the radio or TV can get you known faster than an online promotional campaign.
3- PR means credibility and recognition
4- PR lets you speak
5- You become a known entity through the eyes of others (influencers)
6- PR professionals know the right moment to present your product or story
7- They also know how to sell your story
When should I use PR?
1- Rule number one: When your product or service is available for sale
2- These days, you need online points of sale
3- You have a good story to tell
4- Your product stands out
Don’t miss anything get on our list : www.natapr.com
At NATA PR we enjoy working for big companies, but we are also passionate about smaller brands that can greatly benefit from our services.` Over the past year, we developed an accessible 6-month formula for SMEs, to show them the kind of results that we can achieve. These small and medium-sized companies sometimes market very innovative products that deserve to be better known by media and by their target customers.
I was surprised to see that despite exceptional results, many have completely stopped their PR activities. The reason they give: PR does not generate enough sales.
Dear SME, please consider that a brand does not become known to its target audience overnight and that 6 months is a very short time to gain the notice of media and bloggers.
Not to mention that generating pure, hard sales is not the primary role of public relations, but rather of the sales department. The main role of public relations is to publicize a product, a company or a service among media and influencers and to reach a target audience.
What we say
What we do
What we think
I like the simplicity of this trio – but this kind of balance isn’t easily achieved.
Easier said than done, as my mother would say.
At the end of the day, we are still all deeply human, with spontaneous reactions we sometimes regret.
The good news is that you can train yourself to choose and use the right words, the right actions, and the right thoughts.
In fact, public relations teach us how to seek this balance, due to the impact of our messages (email or phone), actions, and thoughts.
Let me give you an example:
Cause (C): An employee makes a mistake
Thought (T): I'd better have a talk with that employee now
Feeling (F): Annoyed
Action (A): I don’t beat around the bush – I tell them directly what they did wrong
Result (R): The employee reacts badly to my comment
Here’s how I transform these situations today. I choose a different thought – one I believe sincerely, of course.
Cause (C): An employee makes a mistake
Thought (T): We all make mistakes. I’m going to ask this employee if they can think of a solution
Feeling (F): Empathy
Action (A): I ask questions. I ask the employee how they propose to fix things
Result (R): The employee looks for solutions, the mistake is not made again, and harmony is restored
What a revelation to see such a change just by working on my thought process.
I wanted to share this discovery with you, which I now apply routinely:
Every day, I examine what I’m thinking.
1- I choose what I think
2- My thoughts have an impact on what I say
3- My thoughts have an impact on what I do
Today I've shared with you a simple but revolutionary tool: the model according to The Life Coach School, founded by Brooke Castillo.
This approach has transformed my life and helps me in my day-to-day.
So contact me if you want to find out more about our training through the NATA PR SCHOOL or if you’re looking for one-on-one professional coaching.
Follow us on Instagram. Sign up for our mailing list at nata@natapr.com to keep up with what we’re doing.
After finding your key words (why people want to talk about you), writing your press release, and identifying the journalists and bloggers that you need to reach, what is your next tactic?
The next tactic, one that is too often ignored, is really quite simple: follow-ups and reminders. In other words, the sales pitch.
How many times have we heard companies tell us: "We sent them a press release but got no response: PR doesn’t work."
Reducing our profession to sending out press releases is simplistic, to say the least. Public relations for consumer products are like sales. To reach a journalist or a blogger, you need to develop sales techniques.
At NATA PR, we like to say that we use soft-sell techniques. There is no point in repeatedly harassing a targeted journalist. Don’t reveal everything in the first email you send. Keep key information for your next mailing, such as: Did you know that Product X is an innovation in its industry, that it has garnered awards, etc. You have to be creative with your reminders, keeping in mind that journalists can receive hundreds of emails a day. Your press release could be completely unnoticed and might not catch the attention of journalists simply because the subject of your email is too long or not clear enough.
We all receive a lot of emails, so we need to figure out what will catch the eye in a fraction of a second. For example, if vitamin C is a topic of interest to beauty journalists, your release will be ignored if the subject line doesn’t mention that ingredient.
So it is clear that a single mailing may not generate the expected results. Do not hesitate to schedule several mailings, but using a different subject line, for example.
You need to be creative and resend to the journalists and influencers that you want to reach. And if emails are not doing the trick, there’s always the telephone...
Public relations and social media are not exact sciences. It can seem pointless to try to measure them solely by the number of subscribers, readers, or fans.
At the agency, we’re still somewhat resistant to citing figures and especially making projections. It’s hard to tell exactly who will or won’t choose to talk about a product. However, we’ve developed our own methods of analysis, which are based on the highest standards in our profession and on our own statistics. With our combined experience in the field, we can make predictions that are quite close to the mark.
Yet this part of our business is always changing, particularly with the growth of social media, which has a major impact on our day-to-day work.
We generally don't have the budget to purchase advertising space. The nature of our work is to score articles, mentions, and interviews without any money changing hands.
Today, I am extremely pleased to welcome a young man of extraordinary talent whom I admire and who inspires me: David Tremblay.
There are 25 years between David and I, but I rarely pay attention to this number because I adore working with you, David. Since we are in audio mode, I just want to mention to our listeners that I’m the one who is 25 years older!
Thank you for accepting my invitation. Let's start with a brief presentation:
1- Who are you David Tremblay?
2- What does it take to become a PR professional?
3- Why is PR such a powerful tool, and what makes it so powerful?
4- What are the clients for which you have obtained the greatest success and why do you think this is the case?
5- What criteria does a PR agency need to meet in order to appeal to a brand / company?
6- David, since you have worked for other PR agencies, why choose to work with NATA PR?
7- What does the future hold for PR in your opinion?
Bonjour ! Hello Everyone
Welcome to the NATA PR SCHOOL podcast
Episode Number 9
NATA PR MODEL No. 4
Give them the tools they need.
This tactic may seem obvious, but nothing beats being well prepared and having all the tools on hand to respond to last minute requests.
This simple tactic will allow you to maximize your results. You should know that certain categories of media and influencers, especially those specializing in beauty, receive hundreds of products per year, not to mention the hundreds of emails (press releases) per day they receive.
If you succeed in capturing their attention, you will need to have on hand and immediately:
1- The product itself to test it. Especially do not send samples. Media and bloggers are not consumers
2- A high-resolution photo (360 dpi) of the product on white background
3- The suggested retail price
4- A list of points of sale
5- A web reference, a website to find points of sale and / or buy directly online
6- The date when the product will arrive on store shelves (when you contact magazines, be aware that they work on their content 4-6 months before the publication of the paper edition.
If you do not have this information, it could cause you to lose a major article or blog post, as journalists will move on to the next product that is more accessible to them.
Resist sending any information if you don't have all the tools on hand. You only have one chance to make a good impression, and that’s always true when the media asks for information. If you don't have the image, picture, price and all the relevant information, then you've just missed your chance!
According to CISION's annual report on the state of the media, journalists in several countries still use the press release as a source of information: between 60 and 73% in some countries
Do you want to go further and train your marketing team in public relations?
Our trainings are for you.
Follow us on our social media to register for our next free webinars or our next training.
INSTAGRAM NATAPR SCHOOL
INSTAGRAM NATAPR_
The business and personal relationships that I have built over the years are probably what is most important in my life and are part of my success.
I have given a lot of thought to that word that describes our profession: public relations. And it is also the relationships, the connections that we make daily that bring me intense joy.
We talked about it with my partner, David Tremblay, and I during our Instagram Live on our natapr_ account.
A relationship, a person you know with whom you come into contact. It might sound serious, but relationships are at the heart of everything human.
A relationship is also making connections between things, which is also another of my passions.
Of course, I love connecting my clients with media and influencers, but nothing pleases me more than making connections between companies, suppliers we know, and our strategic partners.
Because I know I'm referring them to talented professionals.
Some brands we have work with in the past understand extremely well how to leverage our relationships and how valuable it is when entering a new market. Our connections often have deep roots in the markets we are serving and help them reach their target market a lot faster.
For example, the tour de force we recently achieved for a product launch:
- How to capture the interest of top beauty journalists about a new anti-aging cream that gave complexion, a little "glow"
We were in the middle of COVID, so it wasn't easy to produce an event with several people. While chatting with David, we came up with the idea of inviting reporters to a photoshoot in a beautiful studio owned by a local star.
RELATIONSHIP
It is the link, the relationship between people, and also things.
Even plants grow better when you talk to them, according to some studies.
Many of my long-lasting professional relationships transformed into personal ones and friendship.
What I tell all of our young employees who are at the beginning of their career:
- Become members of associations
- Find training in different fields
- Telle people you meet about what you do, tell them you're a PR professional
Cultivate friendship
It seems that we are more likely to live longer when we have a close circle of friends.
"We all need two or three good friends," says * Dan Buettner, author of the book Blue Zone. Not the ones you meet on Facebook or who only show up when things are going well, but the ones you can call a bad day knowing they will be willing to help. "
Friends:
Those who know all our flaws and love us anyway, as I personally love to say!
https://en.wikipedia.org/wiki/Blue_Zone
https://www.bluezones.com/dan-buettner/
Today we talk about step number 3 of the NATA PR MODEL
No 3 Identify the real influencers
With so many people online claiming to be influencers, it can be difficult to identify the real ones. Every day, our agency receives requests from influencers who want to be added to our media list and receive our press releases, or who are offering a paid partnership where they will promote our clients’ products.
For many of the influencers we meet every week, this is a fleeting endeavour that lasts just a few months or years before they move onto something else. In these cases, it is not easy to see how they develop.
However, although the term influencer is overused, some influencers manage to stand out, creating a double occupation and making a good living out of this genuine profession. Noticing this, a few years ago agencies began to educate themselves in how to represent these influencers.
A completely new industry was born and has been becoming more structured ever since.
The role of influencers
Today, influencers sell their services to companies, to present and promote products to their community. For example, we often see them using an item or appliance in their kitchen (YouTube) or enjoying a hotel room (Instagram). Brands and companies post the content the influencers create on their own social media platforms.
At NATA PR, we distinguish influencers – who we have categorized – from journalists, even though some of them have real influence on social media and the Internet.
Below you will find the most common categories, as defined in articles by Bertrand Bathelot on the website www.définitions-marketing.com.
DEFINITION
In a marketing context, and in its broadest sense, an influencer is an individual who, by his or her status, position, or media exposure, can influence consumer behaviours in a given universe.
CATEGORIES
• Media celebrity influencer, used in celebrity marketing.
• Thought leader influencer, whose influence often depends on their professional standing (chef, therapist, finance expert, etc.).
• Social or digital influencer, who is approached for the purposes of influence marketing(blogger moms).
• Media influencer, (not always paid) targeted for PRcampaigns.
It is worth remembering that Hollywood and pop music undoubtedly created the first influencers and continue to produce personalities that drive the imagination. Think of Marilyn Monroe, who will for ever be associated with Chanel No. 5.
How can we find the people who will have an impact on our clients?
Don’t spread yourself too thin. Try to find five contacts, three in traditional media and two web influencers.
Here are some examples of questions you can use to find contacts:
-
Who is your client or target (age, gender, specific social group)?
-
What media do they consume (newspapers, specialized magazines, TV, radio, lifestyle blogs)?
Google searches
1-Consult Vogue USA (fashion magazine)
2- Check the publication date of the most recent articles or blog posts
3- Conduct searches on LinkedIn, Instagram, and Twitter (still useful!)
4- Try to find their email, which may be next to their signature on the article
5-Purchase or subscribe to publications
Today we keep exploring the NATA PR MODEL – 6 steps to get known and we will talk about the Step number 2
Nothing rivals public relations when it comes to telling your story and then sharing it with journalists/influencers who talk about entrepreneurs like you or products similar to your own.
Have you noticed which articles catch your eye the most? The ones that make you say: “Oh! I didn't mean to spend so much time reading this paper or these celebrity magazines on my phone!”
People love being told stories, and the media are experts at it. Writing articles that will grab their readers’ interest is their profession and their purpose.
In the digital age, sometimes it feels like we know too much about each other’s lives. But there is nothing better than a good story told in your words about your personal experience. It’s like a feel-good movie.
So, have you completed step one of our model and determined why the media would talk about you? Now it’s time to move on to step two: telling your story.
But what if you’re not a writer? That’s fine – neither are we! And that’s why we use what we call the “point form” technique to get our ideas down.
Here’s how it works:
SUBJECT: NATA PR’s 20th anniversary
FACTS:
-
Founded by Natalie Bibeau, a marketing expert and business coach, because she wanted to serve her clients better by creating a different kind of agency that puts brands and products at the forefront.
-
The first Canadian agency to specialize in promoting brands and consumer products.
-
The agency's success stories – campaigns (choose a product for the media we’re addressing: fashion, beauty, food, etc.)
-
Guess Jeans
- Ferrari
- Kérastase
- Le Creuset
- Caudalie
-
Strom Spa
-
COVID solutions for all the agency’s clients. Weekly, monthly and three-month plans.
-
New service in response to COVID, which will launch in September: NATA PR SCHOOL – training for small and medium-sized businesses that want to combine PR and social media using in-house resources.
As you can see, creating your initial copy is as easy as that. It’s also a great basis for your outreach email, which is the first message you want to send to a journalist to get a sense of their interest.
Keep in mind that the media receive hundreds of emails every day. A direct, clear, and brief first message will increase your chances of getting their attention. There’s always time to send them more information later.
And the more personal your story, the more interesting it will be to readers and fans of the platforms where you want your story published.
We've created a new service at the agency where we teach companies and personalities the basics of public relations so they can market themselves and combine it with social media.
Today I wanted to tell you about my desire to learn and why it has allowed me to succeed in my businesses. If you have lost this reflex to learn new things, I invite you to listen to this episode because I think I have found how to make you want to learn again through five steps.
But before I reveal my five steps to you, here's why I love learning so much:
WHY LEARN NEW THINGS
1- It helps me stop repeating the same mistakes and move on when I'm stuck
2- I can be successful and grow
3- I can go further
I love to learn, even when I’m learning about something I don't like.
Here is the perfect example: human resources were not, let's say, a passion for me.
But I knew I had to give it my attention to keep growing. We had experienced tremendous sales growth of over 40%, and my partner and I innocently thought that the team in place was as happy with these successes as we were. They were going to have salary increases, new members on the team to share the tasks ... well let's say without going into specifics, that it's not what happened.
Because of this, I chose to work with a professional to support me in my reflection and restructuring of our company. Something that entrepreneurs like me, who are passionate about business development, often neglect ...
And I was able to get involved in improving all aspects of our human resources because of my desire to learn, and even learn about things I don't like….
I went from "Human resources are not my greatest skill" to "I'm learning to get better and to manage human resources better".
So, if you want to grow and make yourself known, I suggest you activate your desire to learn with the following five steps:
1- Create desire (and feed it)
2- Be curious
3- Openness
4- Tame failure
5- Progress
Want to learn how to make yourself known and experience this pure joy? Join us!
Use our model for marketing yourself or your product!
Get yourself known using our NATA PR MODEL - GET THE VISIBILITY YOU DESERVE
NATA PR MODEL : No 1- Why would they talk about you ?
Today we keep exploring the NATA PR MODEL – 6 steps to get known and we will talk about the 1st step :
1 Why would they talk about you?
High profile journalists, bloggers and influencers are in strong demand. Before contacting them, it is a good idea to ask yourself a few questions:
1- Why would they talk about you?
2- How do journalists choose their article subjects?
3- Why does your competitor manage to get people talking about his company and its products, but not you?
Identifying your reasons for being talked about is the very first step in the NATA model. This how we start of building all or our PR – Social media campaigns. It help us develop what we call the Key Messages which are simply what you want the media to deliver to their readers.
To help you define the best angles (reasons they would choose to talk about you), here are 10 questions
10 questions to find strong angles, reasons why a journalist would talk about you.
1 What are the unique elements of your product?
2 Is it the only one, the first, a novelty?
3 Is it an innovation
4 Do you offer a method, a product whose origins go back to the Egyptians?
5 Do Hollywood stars or you’re a local personality use your products?
6 Do experts use them (athletes, entrepreneurs, , chefs, specialists, dermatologists, etc.)?
7 Is this new technology? Electric cars
8 Is this the 5th, 10th, 75th anniversary of the company or brand?
9 Is this a classic revisited by talented artists, designers of today?
10 Are you a local brand?
Defining and finding out why they should talk about you is the first step in our model. And once this important part of the campaign has been identified, you can define key sentences, keywords to use in your press releases, but also on your website and your social media.
Not taking the time to clearly define these reasons will make it very difficult for you get the attation of the press and bloggers.
Once this first step completed, and that you have made specific choices, it will become very easy to tell your story which is the 2nd step of the NATA PR MODEL
The NATA PR Model is the backbone of our public relations campaigns and an effective guide for understanding. It is the basis for our actions. Each step can be expanded depending on the resources you have. However, we have used this version to run massive campaigns for global businesses.
The NATA PR Model is equally effective for multinationals as it is for small businesses with local reach.
Get yourself known using our NATA PR MODEL - GET THE VISIBILITY YOU DESERVE
Thank you for listening and join us next week – À la semaine prochaine !
Several years ago, I hired an advertiser to get a fresh look at what we were doing and better define who we are.
I wanted to find ways to express how different we were, compare to other agencies
Long stories, but when I founded NATA PR 20 years ago, very few agencies were specialized in promoting products, consumer goods like us.
The goal was to simplify our work processes because, as public relations experts, we have a talent for making things complicated!
Through these meetings and conversations with our advertising friend, we created the NATA PR Model. Moreover, it was this advertising expert who defined the different steps in our model. We have been using this model for many years and, although we have made a few adjustments, it has proved to be the simplest tool for explaining what we do to our clients.
We created this toolkit at the agency when we were defining our processes. We were in a period of strong revenue growth and so it was paramount to write down everything we were doing to pass it along to our new employees. Our goal was to create an ISO-like operating method, which was precisely what we did. Through this process, we finalized the NATA PR Model.
The NATA PR Model has six steps. Each step is important and, when all six steps are followed, the model has proved to be highly effective.
These six steps provide a manageable overview of a public relations campaign that might otherwise seem intimidating.
Just like advertising campaigns, PR campaigns have a beginning and an end.
The six steps are:
- Determine why journalists/bloggers would talk about you
- Tell your story
- Identify the real influencers
- Give them the necessary resources
- Assess the impact
- Follow up (reminders)
A little careful thinking at each step in the process will allow you to put your creativity to good use. If you want to apply the model on your own, I would suggest that you define a few points for each step. Next, check what one or two journalists or bloggers who have shown interest in your product have had to say about it recently. What did they discuss? What are they writing about now? This could help guide your actions.
The NATA PR Model is the backbone of our public relations campaigns and an effective guide for understanding. It is the basis for our actions. Each step can be expanded depending on the resources you have. However, we have used this version to run massive campaigns for global businesses.
The NATA PR Model is equally effective for multinationals as it is for small businesses with local reach.
It is interesting to look back after a few months to see how the subjects treated on the Web, and the media have evolved.
Here are a few of them:
1- We put the economy on hold: closing of businesses and services.
-What are companies doing to help their customers, their employees?
2- We want to help the medical profession: production of masks clothing for hospital employees. Frontline employees our “guardian angels.”
3- Local consumption
4- Pivot - how to reinvent yourself
5 -What will we do this summer?
-Difficult to travel - a summer in my back yard
-Swimming pool, chalets
-Local tourism
6- Back to school? What back to school?
-Safe lunch box
-I lost my job
-I want to change my life: 41%! according to some surveys
-New life in the countryside
-New job
7- Buying local: a trend or a movement? - Still several months ahead of us to find out.
8-New companies new services:
-New airlines
-The return of drive-ins
-Baking your own bread
Were you silent during the pandemic? It is not too late to claim your rightful place today!
Do some researches on Google to see what your competitors have done, or what they have not done….
- PR is like going to the gym
- PR is selling
- PR is fun, highly creative, ingenious
- PR is strategic
- PR loves Social Media
- PR flexible, adaptable
- PR: you're the expert – build your credibility
- PR: best economic tool -will increase your SEO
- PR: media and bloggers are still looking for good stories
- PR = building relationships
Find full show notes, transcript, and links to resources at http://www.natapr.com/en
Are you tired of seeing your competitors featured in blogs or newspapers instead of you? You feel you product or solution is better, but you never receive requests from journalists or influencers to tell your story?
You’ve tried advertising and paid a lot of money to influencers without significant results?
We know how you feel and have the solution you’re looking for.
I’m your host NATA, and I help clients just like you to get the visibility they deserve. After 20 years, NATA PR has cracked the code on how to make your brand known and shine. We have created a simple six-step model that we use every day with all our clients at the agency to create successful campaigns that combine social media and PR!
Hit the subscribe button and join us every week, and I promise to teach you simple, easy steps that you’ll be able to implement in your day-to-day work. Start getting known today and attract your customers now!
And don’t forget to download our free NATA PR MODEL on how to create a successful campaign at natapr.com.