Episode 19

Episode 19: Andrea Pass, Andrea Pass Public Relations

Published on: 14th November, 2022

About this Episode: Do you know the similarities and differences between advertising and public relations? On this episode of The Backstory on Marketing, Guy Powell sits down with Andrea Pass, Owner of Andrea Pass Public Relations. As a public relations expert, Andrea Pass speaks on her experience in the PR field. She and Guy discuss the similarities and differences between advertising and PR and how both fields complement and play off of one another.

About Andrea Pass: Andrea Pass creates and implements public relations campaigns in a wide range of categories, including consumer products, lifestyle, business to business, education, health, wellness and fitness, and many more. Her company, Andrea Pass Public Relations, has expertise in national, regional, and local media relations outreach. Her strength and relationships, coupled with her knowledge of the ever-growing media base, results in securing top-tier targeted media placements to increase brand awareness, reputation management, and sales for established businesses and growing entrepreneurs alike. She also serves on the Board of Directors at the non-profit United Inventors Association (UIA). She is the Workshop Council Chair for the Performance Driven Marketing Institute (PDMI) and Membership Roundtable Chair of the New Jersey Association of Women Business Owners. She's a member of the National Association of Women Business Owners and has created the webinar series “Resonate to Revenue.” Andrea is also the founder of “Access Success Networking” and is a frequent guest speaker at various events and podcasts. 

Links:

Andrea Pass Public Relations Website: https://www.andreapasspr.com/

LinkedIn: https://www.linkedin.com/in/andrea-pass/

Facebook: https://www.facebook.com/AndreaPassPublicRelations/

Twitter: @NJ_Andrea

YouTube Channel: https://www.youtube.com/channel/UC5HpT2RNe_rpzIlliSD4X9A/featured

Instagram: @andrea_pass_pr

ProRelevant Links

Special Book Offer:

https://marketingmachine.prorelevant.com/

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Link to YouTube Video: https://youtu.be/_RqXtJC-57k

Transcript
Speaker:

Hi, I'm Guy Powell and welcome to the next episode of The

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Backstory on Marketing. If you haven't already done so please

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visit prorelevant.com and sign up for all of these episodes and

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podcasts. I am the author of the newly released book the

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Prepare your Team to Win, and

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you can find out more information on this at my

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website, marketingmachine.prorelevant.com.

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Today we're speaking with Andrea Pass. And we're going to talk

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about some of the aspects about PR and the difference between PR

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and advertising. So Andrea Pass creates and implements public

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relations campaigns in a wide range of categories including

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consumer products, lifestyle business to business, education,

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health, wellness and fitness, and many more. Her company

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Andrea Pass Public Relations, which can be found at

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andreapasspr.com, has expertise in national, regional and local

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media relations outreach. Her strength and relationships

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coupled with her knowledge of the ever growing media base

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results in securing top tier targeted media placements to

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increase brand awareness, reputation management and sales

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for established businesses and growing entrepreneurs alike. She

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also serves on the Board of Directors of the non-profit

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United inventors Association (UIA). She is the Workshop

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Council Chair for the Performance Driven Marketing

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Institute (PDMI) and Membership Roundtable Chair of the New

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Jersey Association of Women Business Owners. She's a member

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of the National Association of Women Business Owners and has

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created the webinar series "Resonate to Revenue." And

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Andrea is also the founder of access success networking and is

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a frequent guest speaker as at various events, as well as on

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podcasts. Welcome, Andrea.

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Hi, Guy, how are you?

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Oh, fantastic. It's so good to have you. And definitely look

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forward to hearing about, you know what your expertise is and

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how that fits in with advertising. Because I see

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advertising and PR really playing and working hand in

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hand. But before we get into that, so tell us what your

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backstory is and how you got into marketing.

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Well, it's very interesting, because I was always the

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publicity chair back in high school. And in college, I was

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always the person writing the press releases and closing the

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newspapers and making sure they'd send a photographer to

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come cover something. And so when I was in college, studying

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broadcasting, I was going to be a radio, TV film person and an

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on air talent. I realized how much I loved PR. And so when I

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got out of college, and I went straight to CBS in New York City

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with my little blue blue briefcase, wearing my little

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blue suit with my little blue shoes, and got a job at Woman's

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Day magazine because there was a freeze in the broadcast area. I

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realized I love PR and I was able to get a job in PR for the

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CBS Radio division. And my love grew from there. And I continue

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to write press releases, play stories, conduct interviews,

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arrange product reviews, and much, much more over my 30 plus

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year career. So it's very exciting. When you find

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something you love. You've never worked a day in your life. And I

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love public relations.

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Fantastic. Yeah, and I think public relations is incredibly

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important. And you can, you know, sometimes you can hit it

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out of the park. But otherwise, you know, it's just kind of that

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constant building of your brand. Amongst not only, of course, the

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press and the media, but also the readers of all of that media

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or the viewers of all of that media. And it's so critical

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because it gives you that that expert or outside opinion on on

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what your business or what your product is all about.

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And definitely it's it's slow and steady wins the race. And I

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think you have to get out there and to have press coverage about

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your business, your product, your service your book,

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consistently. And to then reuse that press coverage is so

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important in the marketing mix. So there are so many elements to

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marketing, but public relations is one that should never be

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overlooked.

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Absolutely. So but before we get a little further, tell us about

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Andrea past PR and tell us about your company.

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Well, I you know I had always worked for public relations

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firms after I left CBS and it was great to work for all these

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other firms. But I found that I ended up growing this expertise

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in media relations, and a number of years ago About four plus

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years ago, I had this opportunity to finally hang my

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own shingle out. And I was so excited to start Andrea Pass

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Public Relations as my solopreneurship. And so I'm able

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to work with interesting clients in a wide range of categories.

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You listed some of them when you mentioned me, but I love working

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with authors. And I love working with consumer products and

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entrepreneurs that actually put their own heart and soul into

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their businesses. And so I have created this business, and met

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so many wonderful new people over the years, and have

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previous clients coming back to me or previous relationships

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reaching out to me over time, so my business has grown steadily,

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it's perfect for me. And I've been able to really balance that

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life work balance by having entrepreneurial paths, public

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relations.

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Yeah, absolutely. And lifework balance is is critical. And, and

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I will admit, as an entrepreneur myself, sometimes I wonder how I

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can improve that as well. But, you know, there also has to be a

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balance between advertising and PR. So tell us what you see as

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the difference between advertising and PR.

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And I think this, again, is something that so many companies

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and business folks are confused about, because in advertising,

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you pay for that placement, and therefore you create that

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content in public relations, it is editorial endorsement is

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editorial content that you're not paying for. So when you pay

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for something, such as an ad, the audience could be a little

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skeptical, because they know that you chose those words, and

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they know that you're selling them in public relations, the

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information is informative and educational. It is not sales

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driven. It's informative and educational driven, so that the

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reader or the viewer or the listener will absorb that

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content. And at some point, say, wait a minute, that is a

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business, a product, a service that I want to do business with.

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So it's a process in public relations. And it's not a

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guarantee, in advertising, you paid for something. So it's a

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guarantee, your ad will appear on the right bottom page, in

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such in such a newspaper or magazine, or your ad will appear

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at this time on a radio station or a TV station in PR, you can't

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guarantee that. But if you have a story and an effective public

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relations person telling the story, eventually that story

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will be out there. And you in turn, have that opportunity to

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use reuse. And we use that press placement to help grow awareness

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for your business.

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Yeah, absolutely. And we've actually done a lot of study and

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some of it's in my book, The Post COVID marketing machine.

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And there's more in my previous book, the marketing machine, in

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terms of how effective PR can be, as opposed to what you're

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saying is kind of the editorial endorsement with PR, as opposed

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to the paid placement that you get with advertising. And and I

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think you're right, I think the the the endorsement that you get

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through the editorial is a lot stronger and a lot more

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believable, and therefore a lot more influential about your

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brand than a than a paid placement that you might get

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with a with an advertising campaign.

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Exactly. And years to come. You find folks saying, Oh, I was

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featured in this magazine, or I was on this interview, or I was

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on this podcast or this TV station. And they talk about

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that. You never see a business person or hear a business

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person, say, Oh, I ran an ad in this magazine. It's not

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something you see or hear. And I think that having public

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relations on a consistent basis, helps you to grow your business

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helps you to stay relevant, and helps you to secure those third

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party editorial endorsements that you can use over and over

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and over again. So the thing about PR is not a one and done.

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And everyone is not the Kardashians, that every move

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they make is being covered. But there isn't enough media to go

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around to make sure that your business is in some sort of

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media that has an audience. And you never know with any audience

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you're reaching, there just has to be one and another one, and

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another one for you to grow your business. And so whether you're

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selling a product, or you're selling a service, or you're in

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a nonprofit, or whatever it is by getting press, you're

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reaching targeted audiences and getting your name out there.

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Yeah, absolutely. Although I will take exception in one

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exception, when a founder or the owner does talk about their ad,

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and that's when they do a suit per bowl ad. And they do get

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press, you know, they do get press around the fact that

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they're running their first Superbowl ad, which is, but

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other than that you are so right. You don't you don't hear

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anybody talking about well, did you? Did you see my ad campaign

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or whatever? It is all about? Did I? Did you see the article

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in the Wall Street Journal? Or did you see the article in

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Forbes or whatever it happens to be?

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Yeah, and I think that when it comes to the Superbowl, and this

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is always a fun story. I, I was representing an expert in the as

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seen on TV category, those infomercials, whether they're

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two minute or half hour infomercials. And so I decided,

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I'm going to use his expertise to talk about Super Bowl ads.

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And he didn't have a single ad running, his company was not

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running any of their infomercials during the

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Superbowl. But I convinced top to your television, to have him

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on the day after the Superbowl to analyze the commercials from

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his standpoint, and what really worked and what didn't work. And

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it worked out perfectly, because he got tremendous press

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coverage, his phone was ringing with inventors wanting him to

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bring their products to market. And so it all worked out well

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for him as an expert in the as seen on TV direct response TV

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space.

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And that's I think, where PR in that specific case can really

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support advertising. Because now you you get the ad you paid for

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the ad on the Superbowl or whatever. And then you get

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people talking about it. And it's the it's the press

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relations that folks like you and your company do to then X

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accelerate and enhance and amplify even the advertising

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because you are able to talk about something like that, and

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it is actually newsworthy, and people do want to hear about

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that.

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Exactly. And the thing is, is that because in this case, my

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client didn't have a stake in the game, they were focused on

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the fact that they had an expertise in the infomercial

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category. In this particular case, they weren't supporting

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any Coke versus Pepsi. You know, or Ford versus GM. They were

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giving editorial content, educational content,

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informational content, so it wasn't selling. It was

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editorial. And so that's what made them a great source. I

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mean, I represented a lawyer who specialized in divorces. Well, I

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have him speaking about celebrity divorces, even though

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he has nothing whatsoever to do with their case. That's why they

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do want to interview someone else. So it works out well, when

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you have an area of expertise. And you can bring that to the

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forefront. And a public relations agencies such as

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Andrea, past public relations, can tell your story and get you

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out there in two ways. One is in general, just proactively and

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the other is breaking news. So if there's breaking news, and

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you can comment on the breaking news, then someone like myself

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works you the client into that story, even though you might

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have had nothing whatsoever to do with that breaking news. If

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there's an angle, I find it.

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Yeah, absolutely. And, and that's, that is critical, I

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think. And again, that is where, you know, you can be a separate

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kind of a communications channel over and above your, your paid

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media. So so so we've kind of talked a little bit about why it

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is so important and why it's important to your marketing mix.

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But let's let's go specifically into that. What do you see how

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how that can really help, let's say a large or a medium size,

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medium sized brand versus then potentially even a small

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business? How does? How does that work for both both sides of

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the of the the sizes of the business?

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I don't believe the size matters, I believe whether we're

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solopreneur, or fear or both, I'm million dollar billion

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dollar company, you need to be in the press with content. And

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so by offering that content in your area of expertise, or

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having a product reviews, reviewed, or a book talked

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about, those things are all important to your growth and

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your bottom line. Because what's important is press can be

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reused. We are now in this world of content. We are all absorbing

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so much content. And when I'm having meetings with groups, and

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I say, okay, who's absorbed content today, even if the

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meeting is at nine in the morning, and everyone raises

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their hand because they've already watched the news, read

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the newspaper, read a magazine, listen to a podcast, then on

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social media learning about the news of the day. So we're all

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starting our day already absorbing content. And so public

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relations is important in that you and your business, and

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product and service are part of the content. So by getting in

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there, you can be reusing that content on your website and in

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your social media. But if it's not dated, use it over and over

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again. Because the, the reader or the viewer or the listener,

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is not paying attention to the data was released, they're

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paying attention to the content. And so I was just reading

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something on forbes.com. And I said, Oh, you know, this email

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came through with this interesting topic. So I clicked

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on it, the article was from 2017. Obviously, Forbes felt it

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was still relevant. Now, I have a PR person. So I'm looking at

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dates, and I'm looking at by lines, the average person isn't

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there looking at content. But when I read the content of this

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particular article, it had to do with anything, it did not have

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to do with something that was old news. However, if you are

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going to rerelease a book, for example, make sure you update

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the copyright date. Because folks don't want to review a

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book that came out in 2015. They want to know, it came out

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recently. So that's important when you're releasing a book.

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But when it comes to products, as long as your product is

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current, and available. And that's a big challenge, we can't

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publicize something that people can't buy. So don't say Oh, my

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products coming out next year? Well, no one wants to hear about

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it. Now, because most people aren't waiting, the only time

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you're waiting is for the next model of a car. But other than

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that, you're not going to wait for anything other than maybe

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the next version of the iPhone. So keep in mind your timing,

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because you want to make sure that you're getting the message

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out at the right time for your business.

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Yeah, absolutely. And I hate to say it Guilty as charged. I

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always wanted when I long time ago, when I was a product

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manager, a brand manager, basically, I wanted to get PR

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ahead of my launch, so that I could start to generate some

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interest and make sure that my product was in their technology

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pathway. And, and of course, you know, if it's not available that

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the press doesn't, they're just not going to write about it.

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But, you know, you can still get, you know, once it's

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released, once it's available, then that's when it's

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newsworthy. And that's when the editors are going to be more

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likely to write about it, because there is something that

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is of hopefully of interest for for their readership.

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And keeping in mind that if you have a product or a book,

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available for sale, before it launches, that works, as long as

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you can get that book, or that product sample to the press for

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testing, or review beforehand, then it's okay to launch

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beforehand. There are many book publishing media outlets that

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require that you pitch them a minimum of 90 days before the

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book comes out with an advanced reader copy, but those have gone

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down tremendously. So a lot has changed. And I think that

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sticking with those changes, and understanding the changes, has

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helped me grow Andrea pass public relations, because it

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isn't the same world that it was five years ago, 10 years ago,

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even three years ago. So we have to understand that the world has

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changed my world tremendously in that I can make phone calls, and

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they're going to tell me to send something to an email address.

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It doesn't matter. It's the way that it is. So I have to have an

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effective email, and have effective relationships, but

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always meeting new people and learning new media outlets.

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Because keeping in mind that so much of today's new media is

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homegrown media. And homegrown media is put together by people

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who are not trained journalists, their business people or their

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average folks that have something they want to talk

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about. And the average folks have a great audience, because

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you never know the size of someone's audience, but more

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importantly, their reach. And an example was I had a product

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review the same week on Huffington Post, which had 1.5

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million unique viewers a month. And a mom blog that had 900 Zero

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click throughs from HuffPost 25 sales from the mom blog. So you

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just you just don't know you another example is I had a story

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of a client in a daily newspaper in a key market. And then the

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person also did a podcast. No feedback from the newspaper

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article. She sold out from her podcast appearance because

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people who were listening said this is a product I want and

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they went to her website and bought it. So you just You know,

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because we wear so many hats, and listen, you're a marketing

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pro, you understand all the hats that people wear. But the fact

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that you and I are talking about business right now has nothing

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to do with the fact that I love to travel. I exercise, I go

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bicycling, you know, I have all these hobbies. So we wear so

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many hats. So to reach people, in the different places they're

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absorbing content is an important part of the public

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relations mix.

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Yeah, and that definitely is critical. And also, you know,

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you talked about the mommy blog versus the Huffington Post, and,

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and, you know, and the one doing significantly better, you know,

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and that's where I think the relationship and the expertise

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of the public relations team or person or company makes so much

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of a difference, because you want to make sure that if this

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product is specific for the mom, the mommy blogs, as opposed to

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the general audience, maybe on Huffington Post, then you know,

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you don't want to waste your time going after hustle,

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Huffington Post, you want to go after the mommy blogs, and go

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after the ones that are going to be interesting so that you can

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actually get 15, or whatever it was sales out of that 900

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audience instead of zero out of a 1.5 million. Makes a lot of

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sense.

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Exactly. And understanding that there was a variety of media. So

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you get a little of this, and you get a little of that, but

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you stay relevant. I worked for a firm years ago, that had a

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client that everything was based on KPIs. What are the KPIs? What

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are the unique views per month? How many readers what's the

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circulation? How many people watch this TV station, they

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didn't care that they weren't getting the click throughs. And

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the buys, they just cared about numbers. And it frustrated me to

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no end. Because we started doing pay for play. I hate pay for

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play. No, I don't. I'm not saying that people don't watch,

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pay for play, or absorbed pay for play. It's just not part of

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the public relations world that I grew up in. And I want to

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still be a part of. So it's important. And I just had

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someone reach out to me to do a proposal to become their PR

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firm. And they said, Well, what KPIs and I did not answer the

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question in my proposal. I said, it doesn't matter what what the

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numbers are. What matters is that you're out there reaching

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target audiences. And no one is absorbing something today. I

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shouldn't say no one, very few people are absorbing something

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today and buying today. Yeah, we all think about something, you

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know, Amazon Prime days, or multiple times a year, people

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are now planning in advance will this item be on sale. And then

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they'll purchase it or for the most part, we might see an ad or

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we might read an article, or we might hear an interview. And we

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say, That's interesting, I'm going to keep that in the back

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of my mind. And when I'm ready for that purchase. That's who

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I'm going to reach out to. And so it has to be layering. That's

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a term I always use talking about public relations, from the

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time I was a baby, PR person. And it's all about that

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layering. And I think in marketing, I remember learning

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seven times before someone really absorbs the message. Same

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in PR, in order to get the message out, you have to get the

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message out over and over and over again.

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Yeah, that is that is so true. Although I if you don't mind,

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I'll take a very small exception. to your, to your

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point about what magazines or publications you want to be in.

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And, and there are actually two audiences for your product.

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There's the paying audience. And then here's the audience of the

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CEO. If the CEO wants his name, or his brand name and the Wall

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Street Journal, then you got to do what you got to do. And it

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doesn't matter whether they're gonna buy anything or sell

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anything. You just got to, you know, play to the ego of the

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CEO. So sometimes he gets stuck and things like that. I'm sure.

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I have a funny story. When I was first starting out at one of the

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PR firms, I think was even the first PR firm I was at, at no,

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it was the second the second PR firm I was at I represented an

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attorney from Chicago. And all he wanted was to be the

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Cosmopolitan magazine bachelor of the month. Okay, having

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nothing whatsoever to do with law. Well, obviously there are

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only 12 issues a year. There is only one bachelor in each issue.

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So I'm working my little patootie off sending pictures

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and this was, you know, background quotes. Over and

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over. I finally get him to be the Bachelor of the month in

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Cosmopolitan Magazine. He was more excited about this than the

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cover. I got him in the Chicago law journal. And the interviews

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I got him on financial news shows and and other business

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shows. All he cared about was that and, and I laugh about it

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to this date, but he's paying the bill. That's what he wants.

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Okay, I'll focus I don't agree, but I don't think he got a date

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from it. But it's a fun story to tell all these years later.

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That is a pretty good story. That is a pretty good story.

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I've got another question for you. We did a ways back for a

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big brand. It was Miller Miller Brewing Company. And it was I

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think it was Miller Lite. And they wanted to determine they

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wanted us to determine what the value was there a positive value

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for positive PR, and was there a positive value for negative PR?

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And just what, and I don't know, if you've done any, any work in

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that respect to let's say, mitigate negative versus, you

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know, build positive, just. And then after, after we hear your

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perspectives? I'll give you the answer that we had for for

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Miller?

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Well, I think that most press is good press, even if it's

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negative, because it gets people talking about you. Obviously, if

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your product caused a problem, to a large audience, then that

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you've got to fix that very, very quickly. You've got to make

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good, and you've got to have crisis communications to do

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that. But I still feel that all press is important and good

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press. Because then they're talking about you. And let's

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just talk about the beginning of the pandemic, for goodness

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sakes, Corona virus for Corona beer, because that's the name of

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it. And, and but they found ways to stay in the news positively.

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They did not change their brand name. They're still selling,

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there was probably a dip the beginning because people had

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this fear. But of course, no one was getting COVID or Coronavirus

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from drinking a Corona beer. But I think that all press is

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relevant. It's good press but have a good public relations

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person or team who can address negative press and turn it

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around as appropriate. Or make sure you are issuing whatever

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statement to apologize and fix the negativity.

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Yeah, yeah. And I think that makes a lot of sense. One of our

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other clients, and actually, we talked about them in my book,

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post COVID marketing machine. obliquely, we can't talk about

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them directly for confidentiality reasons. But one

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of their goals was to overwhelm first, well, first of all, to

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overwhelm the negative press that was coming out of one

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source. And then secondly, to mitigate that press so that it

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started to actually, you know, go down. And, and they were

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actually very successful. But it was a it was a an association

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and Business Association. And, you know, it was kind of

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fascinating. But then, you know, you brought up beer, and this

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when Miller Miller Yeah, absolutely. So with Miller, they

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had been running a, I guess you'd call it a racy ad,

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certainly not today, politically correct. But it was an ad that

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was definitely on the edge of being, you know, very racy and

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politically incorrect. And today and today's standards, and so

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the women, a lot of the women's groups and women's media and

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things like that were very negative on it. And and, you

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know, exploitation of women, and then the sexualization and the

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blah, blah, blah. And Mila then continued to, to, to run the ad,

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because we had shown them that even though they were getting

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positive press, from the men's side, and from the general side

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of things, that press was very effective, actually five times

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more effective than the ad itself, number one, and then

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number two, the negative advertising was two times more

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effective than the ads. So the negative PR was TWO TIMES as

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effective as the as the advertising and because you're

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getting just like you said, all of this exposure, and and in

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their case, it's uh, you know, it's a reputable brand and okay,

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the ad might have been a little racy. I mean, you could even say

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some of these Calvin Klein ads or racy or whatever. And so And

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yet they continue to do them. And that I'm almost certain is

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because they are measuring the effectiveness, just like what we

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do, you know, in my company pro relevant is we measure the

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effectiveness of the advertising the paid, and then the, and then

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the PR, whether it's unpaid and and then when They're, it's

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positive or negative. And you know, and if it's positive, and

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it's if it's so giving you a good ROI, then, you know, then

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go for it, keep going for it. And you know, that's that's a

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different decision, you know, what we can at least say is that

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the advertising is working.

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And I think in today's world, there are so many things that

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have become politically incorrect. And so you do have to

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be careful, which is why companies really need the time

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to get other opinions on how they're releasing something,

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what the content is, how are they saying something, because

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you don't want to slip and offend anyone, at least I would

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never want to slip in offend anyone. There are other people,

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I guess, who might want to offend people. But I think that

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you have to be conscious of your word choice. And your image

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choice in going out there with whether it's an ad, whether it's

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a marketing campaign, whether it's a PR campaign, you've got

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to think it through carefully in the way that you word,

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something, and especially the way that you're going to conduct

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an interview. And I have certain clients that I have to do media

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training with. There are other clients I don't have to do media

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training with, they're more experienced at interviewing, and

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they know the right way to interview. But media training is

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very important part of Andrea pass public relations, because

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there are many clients who have not been out there giving a

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talk, giving an interview, providing a quote. And so media

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:

training is really important when it comes to getting the

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message across. But I had someone say to me the other day,

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well, how many message points do you give? And I'm big on the,

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you know, threes, three messages. But I said, but each

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interview might be different if we're targeting different

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:

audiences. So your message might be different in specifically

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what she what her area of expertise was really in, in team

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building and human resources. And I said, but it could be

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different from remote workers contract workers versus full

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time employees in the office out of the office. I said, so we

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can't just do cut dry? Yes, these are the three message

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points. That could change when you're giving a message out

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there. Yeah,

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absolutely. And I think you're right, you do have to? No

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question you have to have the PR training. And I was lucky

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enough. When I was in, I mentioned this a long time ago,

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I was the product manager for high tech product, and I was the

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I was the spokesperson on the company side and and I got

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trained. And it was it was a blast. And I learned a lot and

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:

I, you know, you you, you need to be retrained and you know,

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updated every once in a while just to make sure you're on

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message and stuff like that. But it really does make a

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difference. And I applaud you that you do such a good job with

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:

training because you really want to stay on message. And you know

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whether you have one message point or three or whatever it

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is. And those messages then have to be also very well tied to

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your audience or the audience of that editor. And if you can do

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that, then then you've definitely been able to be more

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likely to succeed with your PR.

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:

And what's important is also recognizing that when you are

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giving a message, don't tie it to a date. Okay, it's one thing

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:

if you have a new product, and it's going to be for the holiday

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:

season and you're having a sale that's different. But everything

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:

else doesn't matter what day your book comes out. No one

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:

cares about that date, or what date you might be participating

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:

in a seminar unless you're trying to sell tickets to the

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:

seminar, for the most part, be evergreen. That way, there's the

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content that you can use over and over again, because it's not

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dated. And that's what's really important since I was saying

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today is I'm giving out the day, it doesn't really matter what

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the day is, as long as the content is informative,

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educational and timely.

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:

Yeah, absolutely. And I like your point about not dating it.

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So when should a company begin their PR outreach for whatever

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the event or action is? When should they start today? All

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:

right, we're done.

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:

What's important is that as soon as you recognize that you need

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:

public relations, which should be at the beginning of your

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:

rollout, start planning because this way the public relations

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:

person can start layering, getting you out there to talk

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:

about things. As soon as you're ready to roll. What do you need?

Post-COVID Marketing Machine:

:

Your website? Some people say websites are antiquated, no

Post-COVID Marketing Machine:

:

serie people go to websites, have an updated website, have

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:

updated social media, be active on social media. Today's

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journalists want to see that you're active makes Sure your

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:

staff, your friends, your family, anyone you know, is

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commenting and liking, just like, make sure you put up

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:

comment and do the same for your colleagues. Because some

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:

journalists want to see that you have those active followers,

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:

that's really important for today's journalists. So get that

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:

all up and running before your official launch, and have public

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:

relations ready to go. Because there's no bad time to start

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:

public relations. There's only good time to start it. And

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:

today, whatever day that is, that you're absorbing this

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:

content, today is the day, don't put it off until Oh, it's this

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:

season, or I'm going to have revision on my product or book

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:

or, Oh, I first need to hire a few more people. Well, you're

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:

dilly dallying, don't put it off, because you've got to be in

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:

it to win it. And public relations should be stuck part

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:

of that marketing mix from the beginning.

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:

Yeah, yeah. Understood. And I will admit that sometimes it's

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:

hard to, you know, to figure out when when to do it. But I kind

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:

of agree with you. You know, even before your launch, you

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:

want to make sure that you're ready for that launch. And that

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:

just takes time. But then Alright, so let's say you

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:

launched you did your outreach, then why should I continue doing

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:

PR? What What, why should I keep going?

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:

stay relevant? The minute you stop true, you can use the prior

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:

press placements, but having new content with new messages, keeps

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you relevant. And in the public eye. I have many journalists who

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get back to me and say, You know what? I haven't interviewed so

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:

and so in a year, I'd love to have him or her back on? Or do

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you still represent so and so can we get a quote? Well, when

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you're a public relations agency, or a consultant, if you

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represent the client, sure, you're going to share that with

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:

the client. But I find that when I'm no longer representing that

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:

client, to do the work that's involved with setting up even

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:

one interview, it's back and forth, back and forth, back and

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:

forth. I'm not going to do that for a former client that I don't

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:

think will come back. And so it's important to know, which is

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:

why a public relations camp, the campaign can't be one month one

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:

and done. It's got to be ongoing. Because the fact that

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:

you were quoted in an article 10 years ago, that's great. But if

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:

you've been quoted in 100 articles, or 100, media outlets,

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:

even better, so stay in it, don't give up on it, and make

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:

sure it's part of your effective budget.

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:

Yeah, absolutely. And, and that makes a lot of sense. Because I

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:

think, and even advertising paid advertising, you have to have a

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:

continuous message and just be present, when and if that

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:

consumer that you're targeting wants to purchase something in

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:

your category, you're at least in their minds, you might be top

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:

of mind. So that they'll remember you when they go to the

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:

store or they go to the online e commerce site. And similarly

Post-COVID Marketing Machine:

:

with with PR, you want to be continuously top of mind, so

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:

that when that consumer and finally does go off and want to

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:

purchase something, they remember you and then they'll

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:

they'll they'll consider purchasing your products. So

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:

very important. I think that that continuous message is

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:

really good. I unfortunately, I hate to say have so many

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:

clients, even on our side, they advertise inconsistently, they

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have a bad quarter, and then they give up and okay, there's

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cash flow, but to cut down to zero, and then to start up again

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and cut back to zero and start up again, it is never as

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effective as being a lot more constant. And I'm sure it and

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based on what you're saying it makes the same difference and

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provides that same value and PR.

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Exactly. And again, social is where it's at now. So businesses

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should be on LinkedIn, Facebook, Instagram, Twitter, not as much,

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but okay. And if you could do tick tock, that's great. But you

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need to be active and involved, you can't have your social die

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down, and then expect it to pick up, you've got to follow media

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outlets. If they're font, if you're following them, then you

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can tag them, tag them on a story or on something else

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that's happening. So you really have to think this through

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effectively and work with the right team. And it's all about

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teams and and knowing who to work with. And we all don't gel

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with one another. It's not perfect. But if you're going to

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find the right people that you gel with, and you're going to

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have an effective long term relationship, and I think that

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since I started Andrea paths, public relations a few years

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ago, I really connected and build wonderful relationships

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both With my past clients, my current clients prospective

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future clients, and of course, the media. So it's people do

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business with people they know, like and trust. And the same

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holds true for public relations.

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Yeah, absolutely, absolutely. You know, what I like and PR,

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public relations to business to business selling, because in the

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end, what you're doing is you are selling a certain number of

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column inches or certain number of seconds or minutes in an

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article or a radio or whatever it happens to be, you are

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selling that content. And so you're basically, you know, for

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b2b businesses, that's what you're doing. You're you're you

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haven't, your audience is slightly different, but you're

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in the selling process. And, and if you're successful at selling

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that company, and getting it in there, then that's, that is such

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a, an opportunity for that business to grow and maintain

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their sales and what have you.

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And that's what I'm doing all day long. I'm selling a story.

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I'm selling an interview, I'm selling a product or a book, but

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I'm selling it to press contacts, to make sure that they

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cover what you're what you're doing what you're all about. And

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you just never know who a contact or where a contact is

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going to come from. So why not be in it? Why not be into

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various media outlets? Give yourself a chance, because you

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just never know, and then use the content. And I know I sound

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like a broken record, but don't let it be okay, this appeared or

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I did this interview. And then it's never to be found again.

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Yeah, absolutely. And, and that that is kind of another topic

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which we could spend a whole nother hour on is how to tie

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your social marketing activities to your PR activities, because

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you want the both of them to work together in a virtuous

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cycle so that each one of those can build on each other. And to

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your point to be able to recirculate that PR article in

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all of your social media properties makes it makes a ton

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of sense.

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It was funny a number of weeks ago, I reposted a picture on my

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social media of me and a colleague at the Ellen DeGeneres

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Show. And you know, we were there. I was representing chef

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Wolfgang Puck. And we were in LA doing this. And we were in the

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green room. And I said to my colleague, who is still a very

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close friend of mine, I said, Oh, we have to take this picture

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in front of the Ellen sign. And so I posted it recently. And the

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feedback I got, are you there now? What's happening? And it

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was hysterical, but but reposting things opens dialog.

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And I love I had met the late great Joan Rivers at a TV studio

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when I was there with a client of mine. And I love to repost

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that picture. Because so many people have memories of Joan

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Rivers. And so reposting things, whether it's the recent past or

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the more distant past opens up a dialog. And that's what we're

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all about today. Having dialogues.

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Yeah, no, I agree with that. So before we close, is there one

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particular message that you would think you'd really, really

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want to get across?

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The message is, is that every single business needs public

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relations coverage to grow their brand awareness, stay in the

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media, stay relevant, and drive sales. So if you're thinking

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about public relations, today is the day to make that step. And I

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hope that answer your past public relations might be that

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firm.

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antastic. And I agree with you, and I really appreciate it. And

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that's a that's definitely a great message to get across.

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Well, Andrea, thank you so much for being a part of my of our,

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of our podcast. And so glad we were able to talk about PR and

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advertising. Those are two incredibly important aspects of

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a marketing machine to be able to get out in the marketplace so

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that you can build and grow your your brands. Where would you

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like your or our viewers and audience to go to find out more

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information about you and your company?

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Well, please visit Andrea pass pr.com I do have an Appointments

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tab for a complimentary half hour consultation about the

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value of public relations. So please check me out there on in

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link on LinkedIn, enter your pass and on Facebook Andrea pass

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public relations. So I hope we can connect.

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Fantastic So Andrea pass pr.com Andrea pass pr.com And she's

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clearly an expert in the business and definitely knows

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how to get the press arm of your company working very well to

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support the growth of your company. So with that, please

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stay tuned for other videos in this series of the backstory Be

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on marketing, please visit marketing machine dot pro

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relevant.com to download the first chapter of my book, The

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Post COVID marketing machine. And there's many, many other

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valuable excerpts and other pieces that I think you'll also

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find valuable. And don't forget to sign up for more episodes on

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this podcast series and if you like this one, please rate it

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with five stars. Andrea, thank you so much.

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Thank you for having me guy.

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About the Podcast

The Backstory on Marketing
with Guy Powell
Guy Powell, President of ProRelevant Marketing Solutions, interviews marketing and analytics experts about how the industry is evolving and what data-driven marketers need to succeed today. Find out more about Prorelevant Marketing Solutions at https://prorelevant.com/