How To Grow Your Personal Brand with PR: The Step-by-Step-Process to Land Coverage With Kathy Casciani

Are you tired of constantly churning out social media content to build awareness, credibility, and visibility for your personal brand as a woman in business?

Good news—there's another visibility stream to leverage, and it's easier than you think: public Relations or PR.

You don’t need to be a large company with deep pockets to benefit from the power of PR. And more good news: garnering PR is a teachable skill. Now more than ever, the media wants to hear from subject matter experts, small businesses, and even solo businesses. 

This week's expert guest is Kathy Casciani, founder of Azul PR + Communications, which helps founders of service-based businesses and professional service providers use their subject matter expertise to gain visibility and land media coverage. 

Learn: 

• What is a PR and what it's not
•  How PR is changing and what it looks like today 
• Why small businesses can (and should) do their own PR
• Dos and Don'ts for PR + never do this one thing to a journalist)
• How to use social media to connect with journalists 
• The 3Cs to landing PR the right way

Link
Connect with Kathy Casciani on LinkedIn

Ready for PR?

Ready to get started with Personal Branding & PR?  Contact me to learn more about how to build your personal brand and PR strategy roadmap. Learn more at https://michellebgriffin.com/theroadmap/

Ready for more in-person connection? My next in-person brand and business retreat will be announced soon. Contact me for more details. 

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Transcript

How to Get Started With Public Relations to Grow Your Personal Brand: The Step-by-Step-Process to Land Coverage Now

Michelle B. Griffin: Welcome everybody to this week's session of Ask the Brand Therapist. I'm your host, Michelle B. Griffin. Today, we're diving into the world of public relations, a topic crucial for visibility and leadership in your industry. To guide us, we welcome Kathy Kashani, founder of Azul PR and Communications in San Diego, California.

Kathy Kashani: Thank you, Michelle. After years in the agency world and serving big brands, I shifted to help smaller, emerging businesses harness PR and thought leadership.

Michelle B. Griffin: Kathy, PR often seems inaccessible to smaller businesses. How can they start making their mark?

Kathy Kashani: The key is recognizing that PR is about earning trust and reputation through other platforms. Tools like LinkedIn and Twitter have democratized access to journalists, making PR more achievable for smaller businesses. Start by sharing your expertise on your own platforms, then research where your audience spends their time.

Michelle B. Griffin: So, it's not just about aiming for high-profile placements like Forbes or the Today Show right out of the gate?

Kathy Kashani: Exactly. It's about starting where your audience is most likely to see you, which could be in niche or industry-specific media. Building from there creates a foundation for larger opportunities.

Michelle B. Griffin: How can our listeners identify and connect with the right journalists?

Kathy Kashani: Today, many journalists are accessible via social media. Follow them, engage with their content, and understand their beats. Tools like Haro and Quoted can also connect you with journalists looking for sources.

Michelle B. Griffin: Any tips on crafting pitches that get noticed?

Kathy Kashani: Focus on a compelling subject line, be concise, and tailor your pitch to show you understand the journalist's beat. Explain why your story matters now. Avoid attachments and follow up wisely, adding value with each contact.

Michelle B. Griffin: Kathy, for businesses considering hiring PR help, what should they look for?

Kathy Kashani: Find someone who understands your industry and offers a "done with you" approach. While PR is teachable, having an expert can expedite the process, especially when time is limited.

Michelle B. Griffin: Before we wrap up, any final advice for our listeners?

Kathy Kashani: Start by polishing your digital presence and bio to reflect your expertise. Then, dive into researching and engaging with journalists. Remember, specificity in your expertise sells.

Michelle B. Griffin: Kathy, how can people connect with you?

Kathy Kashani: Find me on LinkedIn at Kathy Kashani, and visit Azulcommunications.com, though I'm most active on LinkedIn.

Michelle B. Griffin: Kathy, thank you for shedding light on PR's power and accessibility. To our listeners, remember, PR is within reach. Start laying your foundation today. Join us next week for more insights on building your brand and making an impact. Take care, everyone!