How to Use Social Media for PR Networking

This post details how we went from having zero contacts at large brands to sourcing partnerships with execs at PolicyGenius, Instacart, SoFi, hims/hers, Ramp, TD Bank and more. I spent the first 10 years of my career on the publisher side, so we had a slight head start there. But when it came to sourcing brand deals, we started from zero. Whether you’re a founder, an SDR, or just trying to invest in your network, these 5 steps will get you there: 1 - Start with what you have. Look through your network for people tangentially related to your target industry. Literally sift through every current contact you have on LinkedIn. Ask them for coffee. Pick their brain. I was learning about the PR industry in parallel with building my network - each meeting helped form our roadmap, while also building a network. People like helping people, but they don’t want to feel used. Be genuinely curious. Do this at least 10 times^. Step outside your comfort zone. If 100% of people say yes, you aren’t asking enough people for coffee. 2 - Parlay into more conversations. Every conversation should end with “who else should I meet with?” If you're charming and your goals are clear, this will lead to new conversations. Follow up (show them you listened), but don’t be a PITA. Networking is a long game, don’t bug them every 3 days. At this stage you are planting seeds, not picking flowers. 3 - Ask for feedback, not sales. No one wants to be sold, but everyone wants to feel like their opinion matters. Don’t lead with “wondering if they’d be interested in our product,” but instead “I want to get their feedback on what we’re doing.” This will make you 10x more likely to land meetings. 4 - Create Content. My posting on LinkedIn has directly led to over 20 deals for Stacker. But they did not come from people sliding into my dms with “hey can we work with you?” It was through connecting with interesting people in the space, them evangelizing what we do, and 2 months later introducing me to someone that they thought could be a client. If you plant enough seeds, some will turn into fruit. Editor’s note - do this yourself. People can tell when you’ve paid someone to write for you, and it’s turning into a huge turn off. I think if I paid an agency to write my content, I’d have twice as many followers, but half as many meaningful deals coming through. 5 - Nurture. Just because a conversation doesn’t end with “wow I should intro you to this potential client” doesn’t mean it won’t be valuable long term. People like to help people that they like. So cultivate relationships, put out into the world what you’re seeking, and trust that its a process. This post is about building a network that will reap deals over the mid to long term. These are not tips for how to close deals next week. Is it frustrating that this takes time? Sure. But I guarantee that if you start today, you’ll be in a much better place a year from now. Building a network is a snowball - gotta start somewhere.

Congrats!! You got quoted in a major outlet. Won an award. Spoke on a panel. Now what? Too many people land something worth showing off and then hide it under a newsletter link or vague line in their bio… and then it’s back to business as usual. But visibility isn’t the win. What you do with it is. Here’s how to make your PR moment work harder for you or the company you represent: - Pin your best feature, interview, or client win to the top of your LinkedIn profile. - Pull the strongest quote and turn it into a post to build thought leadership or a solution your offer if you're services based. - Use screenshots in your carousels or posts to build trust in real time. - Mention it in your About section in a way that positions you as a go-to expert. - Send it to decision-makers before a pitch call, so you enter the convo pre-framed - Use it in conversations as a reason to re-engage cold leads. - Arm your champions with the link so they can forward it on your behalf - Add it to proposals, speaker bios, and pitch decks - Make it searchable... not just something you posted once and forgot Your online presence should work like an advocate, not just a placeholder. So if someone’s checking you out on LinkedIn, make sure what they see moves the conversation forward. Visibility might get you 15 minutes. Positioning gets you remembered for a lifetime. #TheLinkedInBlackBelt

Ever wonder how to go from liking a journalist's post to landing a story in their inbox? It's not as daunting as it seems. The bridge from social media to email is real, and you can cross it without setting it on fire. Let’s dive into how to build that bridge effectively! 1️⃣ Engage Like a Human First and foremost, don't be creepy. Journalists are people too. Comment on their posts with genuine thoughts. Share their articles adding your personal insights. Show interest in their work, not just their potential to boost yours. 2️⃣ Show Your Value Become a resource, not a nuisance. If they’re discussing industry trends or challenges, add your two cents where relevant. Your expertise should shine through naturally. This builds trust and increases your chances of a welcomed pitch later. 3️⃣ Respect the Boundary Once rapport is established, mention that you have a story idea. But be clear: their social media isn't the place for your pitch. Here's a friendly script: I have a story idea I think you'd love—it aligns with [their beat]. I'd rather not pitch here since I know this space is for fun. Is there an email you prefer for pitches? No rush, totally understand if not right now! 4️⃣ Pitch Perfectly If they share their email, that's your cue. Craft a pitch that's tailored and references their recent work. Show them you know their beat. Keep it concise and relevant. 5️⃣ Maintain the Relationship Whether they take your pitch or not, keep engaging. Relationships are investments. They’re not just onetime transactions. Journalists appreciate thoughtfulness and professionalism. Respecting their space shows you’re a reliable source. Want help crafting your first email pitch after getting that green light? Let’s connect—drop me a message! The key to success in PR is not just making connections but maintaining them. And it all starts with that first thoughtful interaction. #media #mediatraining #publicity

I'm tired of hearing PR = traditional media. Most agencies are getting it wrong too. 🙃 It isn’t… The NY Times The WSJ  <Insert any other big-name publication> people get excited about Even if you land in a top-tier publication, chances are people will read about it like you are right now - on their LinkedIn feed - rather than the actual media platform where it was published. These traditional platforms may provide varying degrees of credibility, but they don't provide distribution. Today, EVERYTHING is media. Here’s what that might look like: Targeted Content: - Niche Podcasts: Identify the specific podcast your ideal CIO (Chief Information Officer),  CMO (Chief Marketing Officer), or whoever listens to based on their industry and interests. These podcasts are GOLD for moving prospects from awareness to consideration. - Curated Newsletters: Seek out targeted Substack newsletters relevant to your niche, not just "gems." Think "Bankless" for crypto enthusiasts or "The Information" for tech insiders. - Engaging Collaborations: Partner with influencers who genuinely understand your audience and know how to engage them on platforms like Instagram Live. Look for influencers who spark conversations and promote meaningful interactions. - LinkedIn Fireside Chats: Host live-streamed chats with industry leaders and your CEO, and top clients. This adds credibility and attracts a wider audience. - Leveraging Trends: Create TikTok accounts or tie into those that creatively engage with relevant trends and topics specific to your industry. Interactive & Community-Driven: - Virtual Conferences: Participate in or host virtual conferences that attract your target audience, offering valuable content and networking opportunities. - Twitch Streams: Consider live-streaming on Twitch for real-time interaction, especially if your target market is tech-savvy or in the gaming industry. - Reddit AMAs: Host Reddit AMAs (Ask Me Anything) on relevant subreddits to directly engage with your audience and answer their questions in an informal setting. - Pinterest Boards: Create curated Pinterest boards around themes your target market actively searches for, showcasing your brand's expertise and visual appeal. Content with Reach & Impact: - YouTube Channels: These channels have content optimized for search, and one interview alone can drive targeted traffic. - Data-Driven Insights: Prioritize creating content backed by data and industry insights that your target market craves, like reports, white papers, or infographics. Remember: If you aren't seeing the results you want with PR, it's almost ALWAYS one of two things. Either your definition of media is too narrow (and hence, strategies are outdated and underperforming), and/or you don't have a distribution plan to go with it. #pr #publicrelations #strategiccommunications #marketing #tech #b2b

Here's how I get PR & paid speaking gigs. (Without any outreach. My 3 tips ↓ ) _____ #1 Optimise your LI profile Make 3 things clear: What you do (your authority 'area') How you do it (your unique process) Who you do it for (your audience) Then add solid social proof (99% of people miss this) Case studies. Testimonials. Statistics. Skill recommendations. PR/client logos. All help you build trust ^ Don't have good social proof? Do the work to get it (before chasing PR). Quick tick-offs Make sure you're profile is publicly visible Upload a professionally designed banner Include clear offers and call-to-actions Ensure your current location is accurate Add a simple booking form or contact info _____ #2 Share lots of visual content Pictures on stage. With mics. Professional shots. Podcast footage. Video clips. Behind the Scenes. Make sure your all visuals are consistent (logos, banner photos, colour grading) This transforms you from a person on LinkedIn to: A distinct brand with a clear POV & personality. Show podcast hosts, interviewers, event organisers etc: a) you're comfortable on stage / camera b) you're extroverted (enough to help them) c) you've put effort into your public image Good visual branding also stands out on newsfeeds (making you more memorable in your space). _____ #3 Craft & share your story arc People 'like' LinkedIn posts. But it's stories that: - Build emotional investment - Get remembered - Compel action Infuse a distinct story arc across your content (that captures your 'brand' story) This should include a before vs after transformation Something that is a) inspirational or b) aspirational Where did you start Where are you today How did you get there What challenges did you face How did you overcome struggle What did you learn along the way Stories showcase your values! Value creates alignment This is what people mean when they say: Build community > followers Your vibe attracts your tribe. Some gurus say vanity metrics don't matter. But brands/events/podcast hosts care! They prefer people with large audiences (that they too can benefit from) That's just a fact. _____ Repost if you found this helpful ♻️ _____ PS. Looking for an event speaker? (I'm opening space up for August) 🎤 I specialise in marketing, personal branding, DE&I, entrepreneurship, employability and careers.

If you aren't using LinkedIn for media relations, you're missing an opportunity. And one of the best ways to do this is to be a proactive commenter. Here's what I mean: There’s a lot of emphasis on creating great 𝘤𝘰𝘯𝘵𝘦𝘯𝘵, but probably not enough on creating great 𝘤𝘰𝘮𝘮𝘦𝘯𝘵𝘴. Commenting should absolutely be part of your PR strategy. It helps with visibility and is a great way to break the ice and “get to know” someone before you pitch them an idea. (Not to mention the fact that you will reach their audience as well.) So think about doing the following: -When a reporter from one of your “wish list” outlets posts one of their stories? ➡️ Leave a thoughtful and insightful comment. -When an influencer posts about a trend that is relevant to your industry? ➡️ Leave a thoughtful and insightful comment. -When a potential partner posts about a recent development in their business? ➡️ Leave a thoughtful and insightful comment. Just remember: helpful, kind and value-filled comments work well. Shameless plugs or AI-generated comments…not so much. My advice: proactively work with your execs or #PR clients on commenting (and posting) best practices. Because in the majority of cases, the reporters you want to reach are on here. ---- Want #PR tips or help with your PR strategy? Hit the 🔔 or connect with me 👆 #publicrelations #PR #mediarelations #thoughtleadership