Each week as Smallbizlady, I conduct interviews with small business experts on my weekly Twitter talk show #SmallBizChat. This is excerpted from my #SmallBizChat interview with Amanda Vega @Amanda Vega began her career at AOL as a chat moderator 17 years ago. During her tenure at AOL she helped to develop Instant Messenger and Love@AOL. Amanda has written of two books PR in a Jar and The Social Media Bible. She’s a serial entrepreneur started her first business at the age of 22. Currently, she is the CEO of Amanda Vega Consulting, a firm of over 120 people in 15 countries. Her firm handles PR, web, and social media strategy for companies big and small. Her firm is technically the oldest social media management company with engagements in the industry dating back 10 years. For more information: http://www.prinajar.com
Smallbizlady: What is public relations?
Amanda Vega: Public relations is simply the interaction and visibility of your company or brand by the press. This includes radio, TV, print, and online. Using the reach of the press, you gain and build relationships with the public – therefore the root of the name: public relations.
Smallbizlady: We hear stories all the time about newspaper and tv station cut backs. Does the press still matter?
Amanda Vega: Yes. The press, regardless of their internal revenue stream challenges, will always be a powerful and necessary tool for complete branding and growing a company.
Smallbizlady: Is a press release sufficient for public relations?
Amanda Vega: No. As a dear friend of mine titled her book “a press release is not a PR strategy” clearly states – it’s simply not enough to push a release onto a wire service and call it day. You truly have to reach out with thoughtful stories and create a beneficial relationship with the press to gain genuine interest.
Smallbizlady: Does the Rolodex still matter given the online accessibility of the press?
Amanda Vega: Sort of. There is certainly no replacement for the long hours and large financial and time investments that true PR practitioners make in building relationships with the press that matters for their clients. Much like building true friendships – there’s no way to replace the genuine connections built from actually spending time WITH a journalist or producer. That being said, so many journalists have finally become comfortable with some social tools and email, you can begin to forge relationships online now where before it was only by cold calling.
Smallbizlady: Do journalists still read the wires, or do they prefer email or fax?
Amanda Vega: It really depends on the journalist. We have some that still prefer a fax, and some that only take pitches inside of the email and will not open attachments.
Smallbizlady: How do I begin a PR campaign?
Amanda Vega: First of all, you can’t think in terms of campaigns. You have to think in terms of building a relationship and creating a brand. That being said, the first rule in good PR is to actually READ and WATCH the articles and shows that you are interested in being on. There’s nothing more offensive to a journalist or producer than to receive a pitch that isn’t a good fit, or has been recently covered. It sounds simple, but it’s truly a lost art form.
Smallbizlady: How do I find the journalist contact information?
Amanda Vega: There are a number of database services out there from Cision to MyMediaInfo that collect this information. However; for the small company the costs are usually quite prohibitive. If you follow the publication or news show you can often get a name at the end of the show in the credits or in the byline of the magazine. Social media is great for searching out these people and getting an email address or Twitter handle.
Smallbizlady: How often should I pitch the press?
Amanda Vega: You should really pitch only when you have real stories to tell and changes that are interesting to the public. So plan on pitching one story a month on average. Be advised, a new hire isn’t news or interesting unless it’s a HIGH profile person from a major company. A new product may or may not be of interest – depending on truly how new or different it is.
Smallbizlady: How many times should I contact a journalist or producer?
Amanda Vega: From what our friends in the industry tell us after years of pitching, it only takes 2 instances of communication to resonate. If they don’t respond after that, they likely aren’t interested. Remember, though they are inundated with requests – if your story really does pique their interest, they will keep you on file and contact you.
Smallbizlady: How can I guarantee that the press will take my stories?
Amanda Vega: There are no guarantees, but I will tell you this – it seems to take 4 months of pitching to land the first story in print. Basically it’s because of this: you push a pitch and it sits on a desk of a magazine editor. She is already working on two issues down the line. By the time she gets to you, does interviews, gets pictures and product, you are now in an issue 4 months from when you pitched.
Smallbizlady: How much revenue should I expect from a press story?
Amanda Vega: As for monetizing press – the thing we do know is that press attention and mention has more than double the value of advertising. So if your audience resonates with the medium where you gained press, you have a good chance of making money.
Smallbizlady: How to you work with start-up business owners?
Amanda Vega: We like to reach out to small and start up businesses and offer them our self-serve PR in a Jar package. This gives you all of the lists, pitches, and a mini plan of action to get you on your way. This way you are armed with the tools you need, but aren’t paying our full service agency for the hours of time it takes to make calls and take journalists to lunch. For more information: http://www.prinajar.com
If you found this interview helpful, join us on Wednesdays 8-9pm ET follow @SmallBizChat on Twitter.
For more tips on how start or grow your small business subscribe to Melinda Emerson’s blog http://www.succeedasyourownboss.com.
Melinda F. Emerson, known to many as SmallBizLady is one of America’s leading small 
business experts. As a seasoned entrepreneur, professional speaker, and small business coach, she develops audio, video and written content to fulfill her mission to end small business failure. As CEO of MFE Consulting LLC, Melinda educates entrepreneurs and Fortune 500 companies on subjects including small business start-up, business development and social media marketing. Forbes Magazine recently named her one of the Top 20 women for entrepreneurs to follow on Twitter. She hosts #SmallBizChat Wednesdays on Twitter 8-9pm ET for emerging entrepreneurs. She also publishes a resource blog www.succeedasyourownboss.com Melinda is also the author of the national bestseller Become Your Own Boss in 12 months; A Month-by-Month Guide to a Business That Works. (Adams Media 2010)
Very informative interview!
So many small business owners/entrepeneurs are really missing out because they don’t know how to promote their business. And sometimes all it takes is a few well-placed telephone calls.
Thanks for posting this article . . . I’m sure many will benefit from it!
Karen—
Thank you for your comment. I think small business people must be their best sales and PR person. PR is really a softer sales pitch, armed with the right information, I believe anyone can generate PR which is equivalent to paying a public relations firm a $5000 per month retainer. Know your audience, build your story, make your pitch. Be relentless.
Continued success,
Melinda
I love the book and quote, “A Press Release is Not a PR Strategy” because it takes more than a press release to achieve your goals. You must network, market, listen, engage and adapt to a variety of factors in the world of PR. For example, there’s a lot of talk about the convergence of PR, social media and marketing. Melinda, is there a line between PR and Marketing, or do they overlap? Where do you think PR is headed in 2011?
–Stacey Acevero @prweb
Stacey—
Thank you so much for your comment. Press releases have really evolved in the last 3 years. As for. “Where do I think PR is headed in 2011?, I will answer that in a blog post before the end of the year. I’ll be sure to send you the link.
Best—
Melinda Emerson
Melinda, another great post. As a former newspaper person, I can say that Amanda’s observations hit the bullseye. Thanks for sharing this valuable info with the small biz community 🙂
Akweli—
Thank you so much for your comment. I think “do it yourself” PR is really important for small business owners to understand. Amanda was a terrific resource.
Best—
Melinda