An Interview with PR Coach and Consultant Elena Verlee

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We recently asked international PR expert Elena Verlee to give us a few tips on successful public relations.  She has 17 years of experience in PR and is a self-proclaimed serial entrepreneur who has consulted everyone from mompreneurs to billion dollar companies, and has recently written two eBooks on PR for small businesses.  You can learn more about Elena and her vast services at PR in Your Pajamas and How to do Your Own PR. 

GMC: What’s your favorite low-budget PR trick?  

EV: Social media and social networking sites have made getting publicity more accessible – and it’s free.  While it can be very hard to reach “traditional” media like magazine or newspaper reporters because they are inundated with emails,  influential bloggers are much easier to approach and build relationships with. Since reporters read influential blogs, it may lead to a story in their magazine in the future.  The point is, just get coverage somewhere because you’ll never know what it may lead to.  Social networking sites like Twitter and Facebook allow you to connect not just with friends, but media and business leaders in a way that wasn’t possible before.  There is even a database of media on Twitter so you can reach out to your favorite reporter that way.

GMC: How much time do you think the average small business needs to spend on PR each week and why?  

EV: Like anything, you’ll get what you put into it. Even just 30 minutes to an hour a week can generate results if you are consistent and patient.  I’ve worked with clients that have landed multiple interviews within the first week of doing PR, and there are clients that are not getting much coverage and then land a cover story several months into their campaign.  With PR, the more media coverage you get, the more the media wants to cover you – it’s a process that gains momentum the longer you do it.

GMC: Many companies are cutting back on things like advertising, due to economic stresses.  Do you feel that’s wise?  Why or why not?  

EV: I think marketing activities that are not working should be cut whether it’s an economic upturn or downturn!  For most small businesses, advertising is not the best medium because it does not establish credibility and it can be very expensive.  The same budget put into PR can achieve more significant results and a media story can be leveraged – on your website, in newsletters, in prospecting materials for example.  Find out what’s the best way to use your marketing budget to reach your target audience and stick to it.

GMC: What do you tell someone who finds PR intimidating?  

EV: Anything that is new to us is intimidating – we fear judgment, criticism or failure.  That’s understandable.  Our fears are usually unfounded or at least are minimized once we start learning and gathering information. Remember, not doing anything won’t move your business forward either. Think of PR as simply a way to communicate the passion you have for your business.  Think of working with a reporter as a partnership – they need you just as much as you need them.  Local newspapers for example, have a mandate to cover local businesses.  Reporters in your city are always looking for a cool business or entrepreneur to profile that is local, rather than one 3,000 miles away.  If you look around, besides your big newspaper, there are countless free newspapers or magazines, websites that may cover your company, newsletters and so forth that are based in your city.  I’ve had national magazines and national TV stations contact us after reading a story I’ve placed in those free newspapers.

Thanks so much, Elena!

Again, for anyone in need of some good PR consulting, or to learn how to do your own PR, you can contact Elena Verlee through her websites at PR in Your Pajamas and How to do Your Own PR.