There are few better ways to show off your expertise as a small-business owner than to show what you know by writing a column in a business magazine and/or hosting your own radio show.
That’s Step 3 in Hope Katz Gibbs’ new book, PR Rules: The Playbook, and it’s the topic that News Channel 8 reporter Angela Stribling discussed with her on the Dec. 24, 2014, episode of “Let’s Talk Live.”
And scroll down to read the transcript from the interview — then share it with your entrepreneurial friends!
Angela Stribling: Your book is “PR Rules: The Playbook,” and in it you share your trademarked “8 Steps to PR Success.” You’ve been coming on “Let’s Talk Live” for the last several months to discuss the specifics of each step — and today we’re up to Step 3: “Write a Column in a Business Magazine,” and “Create Your Own Radio Show.” Why is this important?
Hope Katz Gibbs: When it comes to creating a successful PR and marketing campaign, you essentially need to use every tool imaginable to shout out why your products and services are the best. There’s no better way to do that than to write a column or host a radio show that shows off your expertise.
Angela Stribling: So how do you get started writing a column?
Hope Katz Gibbs: The key is to educate your audience, whether it’s in print, on the airwaves, or as a podcast. As with everything we talk about in “PR Rules: The Playbook,” the first thing to do is create a strategy, and step-by-step map out your plan.
- Name your column. When I created Be Inkandescent magazine, I knew that I wanted to create a go-to place on the web that was a treasure-trove of information for entrepreneurs, by entrepreneurs. And I wanted to brand it around my PR firm, Inkandescent Public Relations. BeInkandescent.com was a logical name.
- Map out the topics for the 12 articles you plan to write for the year. This holiday season is the perfect time to plan, so you can be ready to write in January.
- Craft a pitch letter to send to potential publishers, like myself.
- If you can’t get in on the editorial side, consider buying space in a publication. This is called an “advertorial,” and it serves the purpose of being an ad and an editorial column.
Angela Stribling: As for creating a radio show, I know you produce a radio network called Inkandescent Radio, and each week you post episodes for the dozen shows on the network. How can a small business get started doing this?
Hope Katz Gibbs: Doing a radio/podcast show is great because it actually lets your voice be heard. Again, be strategic about planning ahead for this:
- Name your show. I’ve got several on the Inkandescent Radio Network, including “Inkandescent Entrepreneur Show” and The Truly Amazing Women Radio Show, among others. My clients also have shows, including financial planners Egan, Berger & Weiner, who host the Finance Rules Show, and David Bruce Smith’s Grateful American™ Radio Show.
- Create a mission and vision for the show.
- Make a wish list of guests you’d like to interview for the show. Then start calling around to set up the interviews.
- Identify a good place for your show to air. There are several places that you can host your show, including Blog Talk Radio, and of course the Inkandescent Radio Network. No need to reinvent the wheel. Go with an organization that can set you up.
Angela Stribling: Last time you were on, you gave people homework, which is great food for thought. So let’s do that again. What three things do you suggest people do to make sure they have columns and a radio show that people will want to read and listen to?
Hope Katz Gibbs: Here’s your homework.
- First, be sure to educate your audience. So when you are coming up with the topics for your column and radio show, be sure you are teaching something important.
- Make sure the articles and shows are interesting, fun, and informative.
- Get in there and have fun yourself! You will certainly learn something.
Angela Stribling: Thanks so much, Hope! Be sure to check out “PR Rules: The Playbook,” available on Amazon at www.PRRulesPlaybook.com.
If you have questions for Hope Katz Gibbs, check out her website: www.InkandescentPR.com.