#547. How to Build Your Authority with Effective PR. With Josh Elledge.
Josh Elledge, Founder of upendPR and Chief Executive of SavingsAngel, joins me on this episode of #Accelerate!
[1:20] Josh says the single biggest challenge that salespeople face today is getting out of our own way. It’s so important to adhere to a script or a system based scientifically on what works, with authenticity, for the customer.
[3:14] It’s an open question how much sales has improved from the “old school.” Customer-centric selling has long been a topic. Business selling has to be about the prospect. We may not be evolving fast enough in that direction.
[6:06] SavingsAngel was launched 10 years ago to cut the family’s grocery bill by coupons and sales. It is an automated data site, building membership through PR. Josh used PR firms to promote it, but they all failed him.
[10:27] Because Josh felt traditional PR methods were ineffective, he started upendPR as an anti-PR type of firm, to use current marketing methods. They have a great success rate for their clients.
[11:31] Andy hired a reputable PR firm for the release of one of his books, and paid big money for no results. Facebook can calculate the predicted return on an advertising investment. But a PR campaign isn’t an advertising campaign.
[12:45] The number one job of a business is to grow. Network with influencers and serve large audiences. The more you give, the more they will want to reciprocate, and the more they will look to you for value, and engage for a deeper dive.
[18:26] Josh contrasts PR with social sharing. The best way to get the respect of influencers is to be an influencer. Build yourself into the position of being an authority. An unknown running ads on Facebook will not be noticed. PR is the path.
[20:18] Radio, blogs, print all may reach your targeted client. Traditional media sources are hungry. Approach writers in industry publications. Josh discusses PR placement (instances where you get quoted). People want to be part of a movement.
[26:17] There is a playbook for startups to build their brand, and it usually neglects PR. Effective PR builds your authority.