The Truth About Publicity + Making It Work For You with Christina Lenkowski – PODCAST EPISODE 8

Today’s episode is all about how the truth about publicity, how to master publicity for yourself in an attainable and approachable way – breaking down WHAT publicity for your business actually is and how to make it work for YOU by increasing your impact and your income. Christina Lenkowski is a publicity strategist and educator for online course creators and coaches and has 13 years of PR agency and consulting work. You can find her at christinaxpublicity.com.

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The Truth About Publicity + Making It Work For You with Christina Lenkowski

Christina is a kick-butt publicist and I had the honor of sitting down with her to kind of pick her brain on what publicity actually is (spoiler: probably not what you are thinking anyways) and how creatives can make publicity work for them – EVEN WITHOUT A PUBLICIST! You can do it and we are going to tell you how. Let’s dive into this.

We discuss the nitty gritty basics of the Truth About Publicity and why it’s so CRUCIAL for every business and how you can do it yourself – plus we talk about Christina’s publicity workshop going live on August 19th, 2020 (you can sign up HERE) and how you can sign up yourself!

*BONUS EPISODE NOTES*:

LISTEN HERE:

PLUS – LISTEN TO CHRISTINA’S PART TWO BONUS EPISODE HERE:

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BULLET POINTS FROM THE EPISODE:

• I always thought publicity was a scary word: it feels inaccessible to the average content creator.
  • Publicity has always felt exclusive – like it was meant for a celebrity or someone of high status.
  • IT’S NOT! It’s for every content creator or person with a platform (of ANY size).
• ‘What does publicity mean to you?’
  • Most people don’t actually KNOW what publicity is!
    • They think it was this big “man-behind-the-curtain” situation. It truly isn’t that way anymore (though it is still portrayed this way in main-stream media).
  • Podcasts are growing like CRAZY. 55% of American’s listen to a podcast weekly.
  • Publicity is one-part of the PR umbrella.
    • Public relations is anything to do to build your credibility.
      • Corporate communication
      • Community communication
      • Earned Media coverage
        • You don’t PAY for publicity – this is a mutually beneficial exchange of coverage.
        • This is unbiased, earned spots.
    • Publicity allows you to skip the “cold audience” part of the funnel.
      • This audience is coming to you after deciding already that they enjoy what you have to offer and are ready to learn more about what is available for you.
    • You have to be smart with your money when it comes to advertising.
      • You need to supplement your marketing budget with earned media coverage so that you are able to grow and scale while still making a profit.
• Publicity to profit:
  • It’s important to turn your earned media coverage into dollar signs.
    • You need to make sure you are taking advantage of sharing the coverage on EVERY platform you can.
      • This builds “expert status” for you and helps the platform that gave you a voice.
      • People tend to worry about sharing “too much” to their audience when it comes to this, but an important thing to remember is this: you won’t annoy the people that value what you are providing.
        • Let the people that don’t resonate with you unfollow or unsubscribe because those people aren’t who you are trying to reach.
        • You want dedicated subscribers/followers who want what you are providing.
    • Another way to build credibility and status is to create an actual page full of your press and media coverage.
      • Print is one of the coverages that people covet BUT that coverage doesn’t always turn into dollar signs.
        • There is NO call-to-action
      • When you are featured online, you can hyperlink and have a call to action.
        • This is the type of thing that is going to build your list like CRAZY.

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