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Vishwajeet Yadav

How To Easily Use PR To Grow Your Business! with Christina Nicholson

 

 


Episode Summary

This week’s episode of Win The Hour, Win The Day Podcast is sponsored by Win The Hour, Win The Day’s Signature Coaching Program the Winners Circle. Kris Ward who helps entrepreneurs to stop working so hard interviews, Christina Nicholson.

 

Christina Nicholson gives us a fresh perspective on PR! Listen in as she gives on simple and powerful tactics that can benefit your small business immediately.


Learn:
-How PR can get new clients, a new sale, a new email on your list, and more social media exposure.
-Why getting PR exposure to grow your business is much simpler than you think
-What PR really means for your business in the modern world.
And MUCH more!!!!

 

 

You can find Christina Nicholson at:
Website: https://www.mediamavenandmore.com/contributor/
Podcast: https://www.mediamavenandmore.com/become-a-media-maven-podcast/
LinkedIn: https://www.linkedin.com/in/christinaallday/
Facebook: https://www.facebook.com/mediamavenandmore
Instagram: https://www.instagram.com/christinaallday/

 

Win The Hour Win The Day
https://www.winthehourwintheday.com


Christina Nicholson Podcast Transcription

[00:00:00] Kris Ward: Hey everyone. Welcome to another episode of Win the Hour Win the Day. And I am your host, Kris Ward, and I’m super excited to have Christina Nicholson in the house. She is gonna talk to us about PR, but it’s gonna be a game changer. Let’s dive right into it cuz it’s a whole different kettle of fish than what you think of.

[00:00:15] Welcome to the show,

[00:00:16] Christina.

[00:00:16] Christina Nicholson: Thank you for having me, Kris. I’m excited to chat with you.

[00:00:19] Kris Ward: I love talking about PR and I think for so many people, PR sounds, I know for quite some time I thought it meant okay, once you achieved a certain amount of status or you’re an influencer and you’re important, then you have this PR person.

[00:00:31] I didn’t understand that it is the tool to give you social proof to give you influence, to give you access so that you more people can see the magic of what you do and that we should all be using pr like right from the get go, not waiting till we get to some sort of status.

[00:00:47] Correct.

[00:00:48] Christina Nicholson: Yeah. Like I didn’t even realize this was a mindset people had until

[00:00:53] I launched my media mentoring program, so I have the agency that does everything for you. But then I had people reaching out to me like, okay, I want this, but I can’t afford an agency. And so many people would say, oh, I’m not ready and this is why I’m not ready. And I’m like whoa.

[00:01:07] This is how you get clients. This is how people get to know about you. So they join your email list. So they follow you on social so they email you. Yeah. Like I think that’s just the perception of media. Like you see people there and you’re like, oh, they’re only there cuz they’re a big deal. They have a big company, they have a public relations agency, they have a big team, yada yada.

[00:01:27] No. That’s how you get all of

[00:01:29] that stuff.

[00:01:30] Kris Ward: Yes. We didn’t get the, I thought it was like the fanfare, like now the parade comes, cuz. You have to earn some sort of social status or influence, but that’s how you get it. The PR is the train to there. And I didn’t understand that for real. I eat it up now, but I didn’t understand it before.

[00:01:46] So let’s back up for a second. I’m not a big proponent of the whole, tell us your backstory cuz I’m like, I just wanna get to the good stuff. So does my audience. But what makes you really super unique at PR

[00:01:57] Christina Nicholson: Is that I used to be so annoyed by publicists and I did not wanna work with them because I was on the receiving end of all of their pitches as a TV reporter and anchor.

[00:02:08] And most of their pitches were terrible. They clearly had no idea what we did in a newsroom. So after I had a couple of kids and I wanted a more flexible schedule, I left tv, got a job at a PR agency. I was only there for six months. Because I had the worst boss ever, and then I went off on my own. Fast forward eight years, and we are here and I am pitching the media from the perspective of a TV reporter and anchor, and I’m teaching small business owners how to do that themselves as well.

[00:02:38] Kris Ward: Yeah. And that is fascinating to me because, now having a podcast and we’re very lucky, people, a podcast has been well received. We’ve got, almost a th we’re like 10 , 10 away from 1,005 star reviews. So we’re super lucky, and I get pitched a lot. Now I do still do pitching. I still wanna be in another podcast when I’m talking about how to win back time and scale your business in less time.

[00:02:59] Get 25 hours back a week within the first month of working with us, all that stuff. And people want to offer me their services we’ll get you a more podcast. Or then they pitch me and I have to say, they do a horrible job of it. It’s dry, it’s boring, it’s a formula. You can see it. And I have a very unique way of doing my pitch where I get a lot of compliments on it, and I get indoors that people tell me all the time, Hey, we would normally don’t deal with that, or people maybe even at my level, but because your pitch was so good.

[00:03:29] So it is a game changer. It’s a game changer. So let’s talk about, first of all, we’re all used to say, okay, podcast, be a guest in podcast. That’s fantastic. But something I think that’s being neglected, and I used to lean into this back in the day, is local tv and that’s still something I think that we’re overlooking.

[00:03:50] And you mentioned that as well. So how does that work with local TV and where do we start?

[00:03:55] Christina Nicholson: Yeah. So I think when it comes to tv, like you said, there’s a million different forms of media. I think when it comes to tv, it is the most intimidating to people. But for that reason, it’s also where you get the most credibility.

[00:04:08] There’s so much that you can do to leverage a TV appearance, and I think regardless of where you live, you can a hundred percent get a spot on tv, whether you have a small market or a big market. I worked with somebody in my media mentoring program, and she lives in Denver, Colorado, which is a pretty big TV market, and first time she’s ever been on TV and now she’s like a regular, she goes on like once a month to talk about her expertise.

[00:04:35] So I think where you start, like from the very beginning, first you need to come up with good ideas, and there’s a couple of ways to do that. One is enterprising ideas where you’re really just coming up with them on your own. This is what we did in tv. Every morning we would have to go to a meeting and we would have to share story ideas like pretend nothing else is going on in the world.

[00:04:57] Share a story idea. Why should we do this now? What is new about it and what is next? Like you have to have that new now next factor to make it newsworthy. And then another thing that you can do, and this is gonna be like your low hanging fruit, is look at what’s trending nationally or locally. If it’s something happening nationally, how can you localize it?

[00:05:19] I remember there were so many times when I worked in tv, for example, when Corey Monti died, he was a character on Glee and he overdosed on heroin.

[00:05:29] Kris Ward: Yes. Okay.

[00:05:29] Christina Nicholson: Years ago. We did a story. Obviously everybody’s already talking about it. It’s gonna be covered, but how do we localize that story?

[00:05:37] We got somebody in South Florida who was a specialist in addiction and he talked about how heroin was a drug of the eighties and it’s coming back now. And so that is a local expert jumping on what’s happening nationally to get that local coverage. So you gotta think this guy just earned coverage.

[00:05:55] Potentially seen by millions of people. It’s getting on our website, he’s getting a back link. It’s gonna be shared on our social media, and then he can even take that TV clip and turn it into an ad on social media, put it on his website, put it on his marketing materials. There’s so much that you can do.

[00:06:14] But the first thing you have to do is have a great story idea and then after you ace that publicity on the first time. You can turn that into a recurring role like once a month on your local

[00:06:26] TV station.

[00:06:27] Kris Ward: Okay, I’m tingling all over. I’m getting me all hopped up here. I’m really excited because, okay, first of all, I wanna highlight what you said new.

[00:06:33] Now, next. That’s just really clear, really powerful. What’s new? What’s now, what’s next? Okay, so everyone write that down. That’s really poignant. New Now, next. Okay. The other thing I’m thinking of too is I live in a remote area. Look out the window. There’s some very friendly looking cows across the street.

[00:06:48] Okay.

[00:06:48] Christina Nicholson: Of course, they’re friendly. They’re

[00:06:49] Canadian cows.

[00:06:51] Kris Ward: They’re Canadian

[00:06:51] cows. So I now, I used to live on the Outsets of Toronto, but now I live in a remote area. But with the whole craziness of the last few years in lockdown, So I, there’s really no local market here for me where there was before, but I guess with the, how everything’s changed, I could be doing Zoom interviews on local TV shows.

[00:07:08] That’s still an option for me. Correct.

[00:07:10] Christina Nicholson: Yeah. That is something like if there’s silver linings in COVID that is one of the things is we were open to the idea like, oh, we can talk to anybody anytime, anywhere. And for what you talk about Kris, it’s not necessarily speci specific to a location. No. So you could be on any TV station in any market at any time.

[00:07:34] And I think that’s something that a lot of people don’t think about like it’s not just going into your TV station to sit on a weekend morning and do your live three minute segment. You could be interviewed for any story at any time, both locally and nationally because of the

[00:07:51] internet.

[00:07:52] Kris Ward: Yeah, and because now I’m thinking like I have been working, one of the strengths of pillars to what we do is helping people have outsources and build a team that they can afford.

[00:08:00] The foundation be underneath that is completely different than how the corporate world works because they’re, it’s a very parentified system. You hire someone, you check on their work like a parent, child, teacher, student, and that creates a new job. And that’s why, small business entrepreneurs like, ah, I’m time to hire.

[00:08:15] I don’t, I can’t do my work. It’s just quicker for me to do it myself. And I’m like, ah, they should be managing you if you got things in play, right? So why I say that? I could be speaking to the whole, now that we’re moving towards virtual offices and how do you manage teams like that, and all the stuff that I’ve been doing for 10 years now lends itself to, cuz I said, when this all started, I said this is gonna be like more time when the women went off and took the men’s jobs and they came back.

[00:08:43] There was a whole shift in the marketplace and I said, there’s gonna be a whole shift. They’re gonna realize that this is very expensive and that people can work virtually. It’s all computers anyways. Gone are the days where you hand a piece of paper to your boss and say, is this right? That’s not thing.

[00:08:57] So I wasn’t even thinking that so I could be tapping into the bigger conversation. Even though my market is entrepreneurs, it doesn’t matter because then I become an authority and get some PR press that I can lend itself to my small business community.

[00:09:12] Christina Nicholson: Exactly.

[00:09:13] And not only that, but look at how many stories have been done about quiet quitting.

[00:09:19] I feel like when it comes to quiet quitting, that’s something that you could also jump on. When you see, numbers in the job market, like right now, we have a lot of people making layoffs in companies so then maybe people are gonna start their own business cuz they’ve just been laid off. I mean we saw that during Covid.

[00:09:37] A lot of people got laid off and they were like, I’m gonna start my own business. The quiet quitting. That’s because people want flexibility. They want their time back. . So there’s so many things Kris, like I feel like with you, you wouldn’t even need to really enterprise story ideas, just see what’s trending in the career market and you could

[00:09:54] lend your 2 cents and add some color to those data and that statistics, and you would just be like on TV everywhere all the time.

[00:10:02] Kris Ward: But see, you

[00:10:03] know where our fault, my faulty thinking would’ve been until you, because I think we’ve had other PR people on them on here, and I think every one of them brought some magic, but I think yours is even more powerful.

[00:10:14] It’s clarity. Where I would’ve got stuck on that is ah, but I deal with small business owners. I’m super passionate about them having a business that supports to life, not consuming it, having fun, all that stuff, right? And we’re not here to grind it out. So then I would’ve thought, oh, if I’m on all these local TV shows, like as if that’s my problem, I don’t have right now, but if I’m on TV talking to enterprise or what’s happening there?

[00:10:37] They’re not my people and my people are listening to podcasts are doing this. They’re not listening to those TV shows. They don’t have time for tv. So I would’ve thought I would be pulling away from it, not understanding that I’m just lending, I’m borrowing that authority and then I can bring it anywhere.

[00:10:53] Does that make

[00:10:53] sense to you?

[00:10:53] Christina Nicholson: I understand what you’re saying. I think maybe. It’s overthinking a little bit.

[00:10:58] Kris Ward: Oh

[00:10:59] yes, that resembles me very much. But what I’m telling you, yes, I resembled that. So what I’m saying to you, I agree with you now, you’re exciting me that. It is so much more accessible. It is so much more powerful.

[00:11:12] But like at the beginning of the conversation, I think a lot of people for the long time thought PR is something you got when you became important. And then I think that for me, and I can’t be the only one that got lost in this path was thinking, oh, but I can’t get getting on that show either they’re not my market and they won’t want me.

[00:11:30] Or if they do want me, it’s not, I’m not speaking to my market. But what you are saying, It is the social proof. Who cares what show you’re on about anything. Really,

[00:11:41] Christina Nicholson: and there there could be overlap. Every single media outlet can serve you a different purpose. So yes, it could be the social proof, it could be something you leverage later, or you could tweak your talking points a little bit.

[00:11:54] So even if the story were jumping on like these big companies making layoffs, You don’t know that those people laid off. They could be watching and they could be starting their own business or they could be getting jobs at smaller, like you don’t know a hundred percent who’s watching? I once got a client in a website called Trend

[00:12:11] Hunter, and they had a product and they were focusing on moms.

[00:12:15] And I remember the client wasn’t like too excited about it, but a producer for the Rachel Ray show saw. And they were like, oh, we can include this in one of our segments for our mom lab. And that led to them getting coverage on the Rachel ratio because a producer there saw it. So there’s so much that can happen that you don’t even know.

[00:12:34] And if you can speak to that topic, there’s no reason why you

[00:12:38] shouldn’t.

[00:12:39] Kris Ward: Wow. Okay. You keep talking cause I’m over here just fantasizing with different things I could do. I left the interview and I’m just like, okay, I gotta go, I gotta go do stuff.

[00:12:48] Christina Nicholson: The possibilities are at endless people.

[00:12:50] Kris Ward: Yeah. Okay. So I think it’s really exciting and I think probably, would you not argue Christina?

[00:12:57] Heaven help us, especially small business community that we, this is something that we’re missing out on. Like I think there’s huge opportunities here that we’re just not even talking

[00:13:05] about

[00:13:06] Christina Nicholson: a hundred percent. And I think it’s for a couple of reasons. One, people have the mindset that they’re not ready. So I hope by now we have squashed that.

[00:13:13] Okay. If you’re ready for a new customer, a new client, a new sale, a new email on your list, then you’re ready for this. Okay? And two people just don’t know where to start. So that’s why, like I do what I do. Okay, let me help you get started. You just have to do it. Stop making excuses. This is what you do, step by step, okay?

[00:13:29] And just do it.

[00:13:31] Kris Ward: Okay,

[00:13:31] so where would we start? Tell us the local TV shows. Tell us what are the misnomers

[00:13:37] there?

[00:13:37] Christina Nicholson: Yeah, so when it comes to local tv, you just kind have to understand like the show formats. Like you’re not gonna lead the news at 6:00 PM like those are for like the harder news stories.

[00:13:48] Kris Ward: Yeah.

[00:13:48] Christina Nicholson: Look at what they’re covering on the weekend mornings. Okay. Look at what they’re covering on the weekday mornings and on the afternoon shows. Cause that’s when things are softer. That’s when they can bring in guests to chat. That’s when they also have a little bit more time to be a little bit more creative. Okay?

[00:14:05] So those are the newscasts that you’re gonna wanna pitch. And again, you’re gonna have your idea, hopefully you’re jumping on something that’s trendy that people are already talking about, prove it’s newsworthy and it’s not just you trying to promote yourself. That’s probably the biggest mistake people make.

[00:14:19] Cause I’m sure you when you receive the pitches to be on the podcast. So you definitely wanna do that. So as far as who to contact and how to get their information, Journalists are on Twitter. Okay, so look on Twitter a hundred percent. And then also go to that TV station’s website. And they always have a news team page.

[00:14:38] They have an about page, they have a contact page. And I would suggest looking, watching the news and seeing, okay, who are the anchors of the morning shows, who’s anchoring the afternoon shows? And then you also have the contact information for the TV station. And many times it’s the generic one just let us know about news, whatever.

[00:14:56] But put in your subject line like 9:00 AM weekday show, and then they will forward it to that producer or they know what show you’re pitching. So you know, it doesn’t get lost in the shuffle of people who don’t know that

[00:15:10] information.

[00:15:11] Kris Ward: That’s a good tip. Okay. And then when you do that, we write a little email cause we know we don’t wanna send attachments, they’re not gonna open them, stuff like that.

[00:15:19] Can I, could I, in my case, could I have a, sometimes what I have is I use Bomb and there’s a video in there that it’s not a link, it’s a video and it’s even got a gift. There’s movement to it. And sometimes I even hold up the person’s name. Is that too creative? Or they just wanna read really quickly.

[00:15:34] They don’t have time to open an email.

[00:15:36] Christina Nicholson: I would say they wanna read really quickly. Just because they get so many emails. Gotcha. And you wanna be short sweetened to the point, like the days of pitching with press releases has been over for years. People like, it’s not the seventies or eighties don’t send a long boring press release.

[00:15:51] Instead, it’s Hey. If you’re talking about this, I’d love to come in and add X, Y, z. I’m a local, like the fact that you’re a local person is what’s gonna make you stand out if you are pitching locally. If you’re not pitching locally, then don’t worry about that. Just say where you’re based, and again, why you are the person to talk to about this.

[00:16:09] Like specifically why you, what makes you different, and don’t be afraid to get super specific. This is another mistake people make, is they’ll keep it so generic.

[00:16:20] Kris Ward: Yes.

[00:16:21] It’s like those are the ones I get. I don’t know what you do. They’re so generic and I bet you some of these people, and they’re coming from PR companies, I bet you do have something to offer my show, but you’re trying to cover all the bases and send these to a hundred people.

[00:16:34] And so I don’t know what you offer. It’s so vague. I’m not interested cuz it’s too

[00:16:38] vague.

[00:16:39] Christina Nicholson: Yet. Like you can’t visualize No. What that interview is gonna be about. You don’t know what your audience is gonna take away because you’re just saying stuff that everybody else has heard before. If you’re pitching Kris okay, gimme an example.

[00:16:52] Cuz you say your podcast pitch is the bomb. What do you do when you pitch other podcasts that makes it so different from everybody else who does what you do.

[00:17:00] Okay,

[00:17:00] Kris Ward: here’s what I do, which is not gonna fall into your formula, but let me add to what you just said for a quick second, is I also think something I learned along the way, which goes against what we would think is you try to write these emails or whatever, it sounds so professional, but the example you just give Hey, if you’re talking about this, I’m your answer.

[00:17:16] Like to the point, cut it down to the bare bones instead of all this flowery stuff. And I used to think you throw your shoulders back and try to sound professional, but no you wanna have a meaty conversation with someone who’s busy. Get to it. So I think that’s a big takeaway that everyone should pay attention to.

[00:17:31] For me, what I do is I do my homework, so I’m gonna check out the podcast, I’m gonna listen, and then I just, I say this here. Hey. So hey Steve. So super excited. I was so thrilled. I tripped across your podcast. Actually, that’s not what I say. I have a dollar scripted out. Hi, Kris

[00:17:43] Ward here. And what I’m about to say, I think has a lot of weight to it because I would describe myself as a podcast junkie, Christina, when I tripped across your podcast I think I ate up three or four episodes before I said, Kris, you need to move on with your day.

[00:17:55] And some of the things I notice, and then I will give them a couple compliments about things that they do. And I said, you know what? It was really just. Easy learning, or I’ll say something and I, and they’re sincere what I say. And then I say, as I was listening, I thought you and I could have a really needy conversation.

[00:18:11] I’ve actually written this book “Win The Hour, Win The Day,” and included my backstory below. People tell me all the time, it’s a lot more depth and scope to this than they originally understood. And I think it would really lean in your bigger messaging. Now, I sped that up. I do it a little bit better. And it’s a little bit softer, but I’m complimenting them.

[00:18:29] I’m showing them I’ve done my homework, I’m showing them my personality. I’m saying I’m going to over deliver for their audience. And that it would lean into their messaging, and that seems to be very well received.

[00:18:40] Christina Nicholson: Yeah, I love that. I love that because they’re getting an idea of what the interview is gonna look like.

[00:18:45] And it’s the same for tv. I have I had a mentoring client who got a local segment on TV in San Diego. Huge market. First time on tv, and we pitched around the fall. This was us enterprising an idea, what are people talking about in the fall back to school. So we put together a back to school pitch, and in that pitch she had five different talking points.

[00:19:08] And they were very visual because if she’s gonna come in the morning and talk about packing a lunch for your kid to go back to school. Then she’s gonna bring some food. We’re gonna put it on a table, we’re gonna set it up nice and pretty. And she did that. She included that, and she said that, you know what makes her different?

[00:19:23] She’s not just a dietician, but she specializes in working with parents who have kids who are picky eaters. And then she shared some stat, some stats, and some data. That talked about like how many picky eaters there are, how it affects ’em, anxiety, all of the things. She literally sent that like on a Monday, Wednesday, they got back to her and they were like, Hey, we want you to come in next week.

[00:19:43] And it was booked.

[00:19:46] Kris Ward: That is a really great example on what I would think is the most over talked about mundane topic ever. It’s back to school. We’re packing lunches, what can we do differently? Okay. You know what I mean? And who’s gonna I, I think if I had your job or I was at the, on the TV show, I’d be, oh, Back to school.

[00:20:04] How can we make bologna sandwiches or peanut butter jam sound interesting again?

[00:20:07] Christina Nicholson: Exactly. Cause you know they’re gonna cover it.

[00:20:10] Kris Ward: Yeah. But what you did, I totally get it now. Okay. That’s awesome. All right, let me get outta your way. Continue. Throw us more of your wisdom, .

[00:20:18] Christina Nicholson: So that’s just one example of the back to school thing, cuz they’re gonna cover back to school again.

[00:20:23] What is a different angle? What is a different take? Like a chiropractor could do, like the weight of the backpack, how to distribute the weight, what to put in the backpack, what not to put in the backpack. I There’s just so many different angles and that’s why I say looking at something that’s happening locally or nationally, that’s your low hanging fruit.

[00:20:39] Like what’s already being discussed and how can you put your spin on it. And it could be almost anything. Like even with you, Kris, like I talked about the career field, what’s happening with women in business. So here’s another example. I was working with Jessica Stansberry, who’s a big YouTuber, helps women build businesses from home.

[00:20:56] She was in my media mentoring program and I said, okay, what you do is cool, but we can’t just pitch what you do. That’s too promotional. So we went to Google and we typed in moms making money from home, and then we filtered two things. One was the news tab, so we’re only looking for news stories and the other

[00:21:14] was the last month. So we’re only gonna see news stories that happened in the last month, and we found a news story. It had again, data and statistics, and it said four out of 10 breadwinners are moms. So I said, okay, perfect. We will use this as our pitch. Like this is something in the news. Four out of 10 breadwinners in the Homer

[00:21:35] moms. Here we have a local mom in Charlotte, North Carolina. Again, never been on TV before. Getting on TV in a huge market because she’s a local person who helps people become the breadwinners in their home. So here’s a local person, just adding some local context, adding some color to these stories, making it more conversational instead of just those data and statistics.

[00:21:59] So we pitched that story and I think she holds the record. We literally had our first conversation, 9:00 AM on Monday by noon. She was booked with that pitch, with that angle on TV in Charlotte.

[00:22:10] Kris Ward: I think another thing you do amazingly well. Cause I’ve talked to a lot of PRs people cuz it has, once I understood the concept, it really did start to interest me.

[00:22:19] Interest me. And I think that it’s overlooked and misunderstood by, on so many small business owners and entrepreneurs. But a lot of what I hear, and I know there’s some truth to this, but a lot of what I hear is, okay, you go on Twitter and we find out how to find out that the journalists are here and whatever, and then start building relationships and like their stuff and all this and then that.

[00:22:37] And I get there is strength to. And that is a great supportive program, but it seemed like a new job and it seemed like a, telling somebody every day at school that they’re pretty, and eventually two years from now, they’ll be your friend or something, right? So what yours seems to be far more strategic and there seems to be a plan so that you can be proactive with it and navigate through it within some element of how much you put into it is how much you’re gonna get out versus.

[00:22:59] Just hoping to like somebody, there’s relationship building and that has its element, but that’s not the only payoff there.

[00:23:05] Christina Nicholson: It’s just like in any business and anything you do in life, relationships help you.

[00:23:11] Kris Ward: Yeah, they have

[00:23:12] Christina Nicholson: I have relationships with a ton of people who work at a bunch of local and national stations.

[00:23:17] That doesn’t mean they’re going to cover whatever I pitch them. At the end of the day, if it sucks. It doesn’t matter about what your relationship with the person is. It doesn’t matter if they’re your best friend. Yeah, if your pitch is bad, your pitch is bad. So as, as long as you have a good story to tell and you have a good pitch, honestly, the relationship takes a backseat.

[00:23:37] Kris Ward: Okay. Okay. All right, so we can pitch tv. We just have a couple minutes left. I think another thing that’s often ignored is the potential of blocks. That seems like a whole different thing, especially if you’re writing to say, can I write?

[00:23:53] Christina Nicholson: Yeah. So I feel like a lot of people want to get that online exposure.

[00:23:59] And we keep talking about pitching, but like a way to almost guarantee consistent coverage on a regular basis is by being a contributor to an online outlet. So for example, I wrote one article a week for Ink Magazine for two years, and some people will say, oh, you’re working for ink for free yada.

[00:24:19] Okay. But I’m. I’m not spending money on ads. I am in Ink Magazine once a week and I am taking that article that I write. I’m sharing it on my social media. And then people on LinkedIn would be like, oh, you’re in ink, you write for ink. I wanna write for ink, I wanna get an ink. How do I get in there? And then that leads to a sales conversation.

[00:24:38] So think of where if you had all the money in the world, where would you wanna pay to advertise. Instead of advertising figure out a way to get featured in there and even better if they’re accepting contributors, become a contributor. And you are writing about your expertise maybe on a weekly basis.

[00:24:57] And then another amazing benefit to writing for an outlet is it opens the door for you to interview so many people. So if I said, Hey, I wanna interview you for my blog. They’re not gonna be interested. But if I say, Hey, I wanna interview you for Ink Magazine, they wanna be in Ink Magazine. So I get to meet some pretty cool people and build relationships with some influential people that I can, again, share on social media, tag them.

[00:25:21] Then they share it, then their audience sees that they shared something that I wrote about them, and then their audience becomes my audience. Like, There’s so many ways you can leverage being a contributor to websites.

[00:25:31] Kris Ward: So I didn’t know. I guess I. I don’t know. I guess they thought somebody knocked on your door and blessed you with a star and found you.

[00:25:38] Again, not understanding the PR I guess I assume these people in ink were pursued by ink or something. I, when you talk about blogging, I’m thinking, okay, how do I get on a parallel blog of somebody’s website that’s whatever, is it been in business five years or at my level, per se? So I didn’t even think about that as pursuing larger outlets, trying to be a contributor.

[00:25:58] Happy to do it for free. And would’ve thought as a luxury, just didn’t even know that was a route.

[00:26:03] Christina Nicholson: Oh my gosh, yes. Because you gotta think these outlets they like right now, especially, they just need content. They need to push out so much content on a regular basis that they are happy to get an expert to write for them for free.

[00:26:17] People are even paying, which I don’t suggest this. This is a whole other conversation. Yeah. But there’s things like the Forbes Coaches Council. Yeah. And the Entrepreneur Leadership Network where people will pay them to write for them. That’s just another form of advertising. I don’t suggest doing that because you don’t have to do it like that.

[00:26:35] Yeah. And you lose your credibility when you pay to be in a place.

[00:26:38] Yeah, a

[00:26:38] Kris Ward: hundred percent. Oh my gosh. I could talk to you all day, Christina. Seriously, . Christina, where can people find more of your brilliance?

[00:26:45] Christina Nicholson: Thank you. If you wanna become a contributor, visit 16places.com because at sixteenplaces.com, I put together a list of 16

[00:26:54] high quality websites that are currently accepting contributors, what they want you to contribute about and the contact information of who you need to contact. So 16 places.com will get you that. I also have my own podcast, become a media maven so you can come listen to me. If you’re not tired of hearing me talk, you can check out, become a Media Maven on the app.

[00:27:12] Okay, on social media, I am at Christina all day and I talk back if you talk to me.

[00:27:18] Kris Ward: Okay, I’m gonna check out all those resources and they’ll be in the show notes. And you have been a blast. We so appreciate you here and everyone else. We will see you in the next episode. That was fantastic.