Press releases are often associated with marketing strategies for large companies and corporations. But have you ever thought about writing and sharing one for your podcast? Mickie Kennedy, PR expert and founder of E-Releases, joins us this week to share why press releases are advantageous for small businesses, how to craft the perfect release to catch a journalist’s eye, and the strategies he’s seen work for podcast press releases before. This week, episode 176 of Listeners to Leads is about unlocking the power of press releases for your podcast!
Key Takeaways:
- Crafting a compelling story is essential for effective press releases.
- Trade associations can be a great resource for PR outreach.
- Strategic planning can significantly improve PR outcomes.
- Consistency in PR efforts can lead to better results over time.
Unlocking the Power of Press Releases for Your Podcast with Mickie Kennedy
As a podcaster and small business owner, you’re probably no stranger to the challenge of standing out in a crowded market. With so much competition, it can feel like an uphill battle to get your name and message in front of the right people.
But what if I told you there’s a powerful tool that’s often overlooked by entrepreneurs like us – the humble press release?
In a recent conversation I had with PR expert Mickie Kennedy, founder of eReleases, he opened my eyes to the incredible potential of press releases for businesses of all sizes. And let me tell you, it’s not just for the big corporate players anymore.
Mickie shared some game-changing strategies that any podcaster or small business owner can use to leverage press releases and unlock valuable media coverage. So if you’re ready to level up your PR game, keep reading!
Press Releases Aren’t Just for the Big Guys
One of the biggest misconceptions Mickie wanted to clear up is that press releases are only for large, established businesses. But the reality is quite the opposite.
“Press releases are generally for anybody that wants to get an announcement to the media that they hope would be turned into an article,” Mickie explained. “Journalists have to usually cover the big, large companies in a market, but they usually don’t get appreciation or accolades or people sharing that article, because, you know, talking about the latest iteration of Microsoft Office isn’t going to inspire a lot of people saying, ‘Wow, this is amazing!’”
In fact, Mickie shared that journalists actually love to shine the spotlight on small businesses, mom-and-pop shops, and lesser-known players in an industry. Why? Because these are the stories that tend to resonate most with their audience and get shared like wildfire.
“The people that journalists love to seek out and love to cover are the small businesses, the mom and pops, the people no one knows about,” Mickie said. “It’s not unusual for people to even put the spotlight on, you know, non-companies like Kickstarter campaigns or Indiegogos. So do not discount that you’re small as being a hindrance to your success. In many ways, it’s actually an advantage and probably will help you in regards to getting media coverage.”
Crafting a Compelling Press Release
Okay, so we know press releases aren’t just for the big guys. But how do you actually craft one that’s going to capture a journalist’s attention?
According to Mickie, the key is to focus on creating a compelling narrative and story arc, rather than just listing features and benefits.
“Journalists like to be seen as curators, and they like to put the spotlight on a business. A product or service that no one knows,” he said. “If you actually look at what they write, you know, since the beginning of time, we follow stories, and we went to sleep as children hearing little stories, and even when someone is sitting at the water cooler at work, they often share stories.”
So instead of just rattling off a list of your product’s features, Mickie recommends incorporating elements like:
- Publicly available data or statistics that demonstrate the importance or impact of your announcement
- A real-life case study or user story that brings your product or service to life
- A compelling quote from a customer or stakeholder about their experience
“When it comes to press releases, many of them write them as, this is what I want. This is the way I want to position everything. And you know, they send it to the world without thinking about, ‘Does it satisfy the needs of a journalist?’” Mickie said. “Journalists are gatekeepers, deciding whether this entertains or educates my audience. And ideally, you want it to be able to do both.”
Leveraging Surveys and Industry Insights
One of Mickie’s top strategies for creating newsworthy press releases is to conduct surveys and studies within your industry.
“It’s sort of borrowing a little bit about what you know that white paper was about. It’s generally, you know, asking some meaningful, timely questions in your industry right now,” he explained. “You end up with a link. I like 12 to 16 questions per page. So if someone stops halfway, you still have their responses. And then take that link and then go approach a smaller, independent trade association in your industry.”
By partnering with a relevant trade association to distribute the survey, you can tap into a captive audience and get the data you need to craft a compelling press release.
“Generally, when we do this, we usually get between eight and 14 earned media articles,” Mickie shared. “The least we’ve ever seen that I’ve coached someone through us four, but that was for someone in a very narrow and very particular space. But it always works and positions you as an expert.”
The key is to focus on the most surprising or impactful findings from the survey, and use that as the foundation for your press release. Mickie recommends including the full survey results on your website as well, so journalists have easy access to the data.
“The real magic is just picking those great questions and then focusing on the one that you think is probably going to be. Interest people the most as to why, why they felt that way, and what is the reasoning behind that?” he said.
Thinking Outside the Box with Press Releases
Beyond surveys and studies, Mickie shared some other creative ways to make your press release stand out, like:
• Incorporating personal stories and vulnerability. “There is a reason that every time someone appears on Shark Tank, the first thing they do is share their story, and oftentimes it’s a vulnerability. It just cuts through the clutter they share.”
• Taking a contrarian or unique angle. “If you gave someone your topic, there’s an expectation of what people would expect the topics to be. Maybe go in and be a little contrarian and sort of talk about, well, there are a lot of podcasts in this space, and many of them talk about XYZ. My spin on it is, I’m going to talk about this.”
• Curating a “top 10” list with your podcast or business included. “You’re going to have the nine that everyone expects to be there, the really big ones, the ones that people want. It shows that you’ve researched it well. You know the subject matter really well. These are a very tight nine that you should see and buried within there. You’re going to be the 10th one.”
The Bottom Line
When it comes to press releases, the old mindset of “it’s just for the big guys” simply doesn’t hold true anymore. As Mickie made clear, press releases can be a powerful tool for entrepreneurs, small business owners, and podcasters to get media coverage, build authority, and grow their audience.
The key is to get creative, think outside the box, and focus on crafting a compelling narrative that will capture a journalist’s attention. Whether it’s through strategic surveys, personal stories, or unique angles, there are so many ways to make your announcement stand out.
Ready to level up your PR game? Head over to ereleases.com/plan to check out Mickie’s free master class on his top press release strategies. It could be the missing piece you need to unlock earned media and take your podcast or business to new heights.
Be sure to tune in to all the episodes to receive tons of practical tips on turning your podcast listeners into leads and to hear even more about the points outlined above.
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LINKS MENTIONED:
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