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Ep 336: Building a Brand through Public Relations with Tam Lawrence
Elzie asks Tam Lawrence how entrepreneurs and business owners can gain earned media through public relations. Tam dives into the conversation by explaining how public relations plays a fundamental role in branding and marketing. She shares a quote from Bill Gates emphasizing the key value of this department in a company. Tam points out that many business owners overlook the public relations aspect of their business and just focus on the advertising part.
She further elaborates on how public relations helps businesses project the intended message in a manner that resonates with their audience. And how they can use the same message to create newsworthy content that can be picked by reporters, thereby yielding earned media attention. Tam explains the difference between an advertisement and a protected or entrusted source. She also highlights how a publicist works to bring out the stories in businesses and ensuring that those stories become newsworthy. She states that a well-planned public relations campaign can help businesses gain earned media as opposed to paid media, which costs more.
Highlight:
00:56 - In public relations, we're able to help business owners really formulate a message that speaks or resonates, not just with consumers. Because when you're going into earned media, like 4, 6, 12 or 58, whoever you're going to go to, the thing is that they have to see, how does this fit for their consumer? How does it impact the end user? How does this not seem like an advertisement piece? And so a lot of times where people try to go at it themselves, it's an advertisement so they send you back the rate chart. Whereas when you're going through a publicist, you're going through a protected or entrusted source. And so we work to help reporters find stories and so if we can take that story and make it newsworthy, then it gains earned media versus having to pay for media. So I think that's the difference.
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