Empower your PR with a data conversion lead for public relations

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hi guys it's Rachel why not business and marketing success code and I'm Kate Carnegie founder of KC media and in today's episode we are going to be talking about the difference of PR and marketing cheese PR I'm marketing however also you need both your business and we're gonna teach you how do you use both for your business and make a lot of money doing it stick around okay so this is a big question that we both get asked a lot so first of all what is PR and what is marketing how do they differ do I need both do they work well together so I think the big thing to differentiate is that public PR is public relations and it's basically brand awareness so it's my job as a public relations consultant to come in and assess the brand or person which should still have a brand and make it known to the public yeah and that is my ultimate goal and by making it known to the public I use different tools I use social media I use the media I used blogs I use podcasts I use all of those different tools and what it does is it builds what Rachel calls the know like and trust factor so yes what key thing is awareness if this isn't the typical marketing sales funnel okay top of funnel strategy yeah okay you need to build awareness if you have good PR you're building your credibility in your marketplace whether it's local or whether it's international mm-hm you know Kate does both but you need to build that awareness people need to know who you are what you do what's your expertise what makes you different what makes you different yeah and you're building that know like and trust factor klt which is huge and I think it's very underestimated or undervalued maybe yeah but in this day and age especially with social media there are people that are getting that know like and trust factor on their own yeah and they're really really good at it but the majority of people aren't and the majority of people need the services that we provide public relations and marketing yeah to build that know like and trust and and back to the media part would ya or an expert in she gets crazy media coverage for all of her clients is like you want to build that credibility because if you have like you know you're posted in the National Post or entrepreneur calm or whatever it is or like CNN CNN yeah then you have instantly you're you have credibility people want to know like and trust you and they want to know that you're on these big networks right and it's also - its if you want to build and this is a big model that I work with building an expert or spokesperson model yeah in order to be an expert or considered an expert in the media you need to have someone behind you that has created that whole persona right Arizona branding yes yes and and and that's where it works together so for Rachel I look at Rachel and I say Wow okay well here's this you know millennial woman business entrepreneur killing it knows everything to do with marketing it's not hard for me to pitch her up to the media so that's who she is and let's melt that personal brand right so then this is where they work together so right now we've got PR so we get into marketing so we have PR and actually you know what that's a good point that we kind of missed before you go into PR you do need to make sure that your personal branding or your brand whether it's a company product whether it's a person personal brand that needs to be clear right yes it really is it marketing needs to come in branding - yeah branding first then awareness know like and trust and then this is where we get into more of the marketing realm is all her yeah so when it comes to marketing sometimes people even say marketing and sales they kind of go together because the point of marketing is to bring in those leads and create those turn those leads into customers why don't you tell people for people who don't know when I first started I said what's a lead right okay so the lead is somebody like when I when I look at this funnel this gives you a better visual of it it's this is cold traffic meaning hold people they don't know you that's where we're building that awareness okay now they know you and we're warming them up so like this is cold up here and this gets warm warm warm hot hot needs sales yeah that's a sale but a lead is a warmer person so they know who you are you've built up that know like and trust maybe they come onto your email list so you actually can't capture them as a lead meaning you capture their email you capture their number maybe you have a call with them okay they're not you haven't made that sale yet or maybe warming up maybe they just follow you on social media maybe they made a comment yeah and then when your posts and there's two types of leads there's coldly there's warm leads we will get into those in another hole oh yeah exactly that could be you know this could be I'm writing it down so you lose sex two sections right here you have the cold leads first and then you have the warm leads and then that comes to the sale so in marketing what we're doing is creating using different tools like a sip an online sales funnel whether it's online or we're using different promotional you know whether we're sending it at a promotion via email or on social media we're using different tools to drive to lead and drive to the sale that is the real difference PR brand awareness know like and trust marketing a little bit of that too but not as much big brand like like pure is big brand awareness okay marketing is more targeted brand awareness looks smaller and then marketing is driving into that sale and then let's get into because Disney both oh yeah yeah but there's nothing worse than going to a marketing agency that says they do PR but they actually don't are going to appeared agency that says they do marketing just because and they really don't be very careful with that and if you know and ask to see ask to talk to some of their previous clients or look for their testimonials or that sort of thing because I have come across that with clients who have said well I worked with this marketing agency and they said they did PR and I said well you don't know that's not how it works and same with me I couldn't tell you how to do it reversed sales funnel I'm still trying to figure it out but that's why I work with Rachel because that's her expertise but now let's get to our oh I because this is it can be difficult for for PR versus marketing yes so our why if you don't know is we return on investment so you're obviously you know if you're hiring a PR person or agency or a marketing agency or both like Kate and I you have to you know whatever amount you but and let's say you put $1,000 in we want to return on that investment right so whether it's two thousand is three thousand be doubling your investment whatever it is with PR it because of its that type of funnel it's that awareness it's harder to measure your ROI however remember you can't get this and let you have this remember that it is part of that ROI it's it's an it's be hard it is hard cuz when I go into these meetings to really give people an understanding of PR I have a lot of people that say you know I only want to do it for two months or I only want to do it for a month or I don't want to do for a couple weeks and when I first got started I said okay you know what I'll show you what I made up I can do it and you know what I can't I can do anything but now when I get into meetings and now when I meet with potential clients I say okay I really need to make this work you know I like to say six months if they can only do three that's fine but it's not that it takes me that long it's that once you build momentum you don't want it to stop yeah so once I built up this brand which takes a bit of time but once the media then knows who they are knows who that expert is and knows that hey let's go to Kate for Rachel let's get Rachel on today because there's a story in the news about you know business and she can comment on everything that takes time yeah so your but turns out that know like and trust with the media as well and it's and it is there but there are metrics to show it more so for marketing yeah then there is with PR but it is more of a long-term and while I do think that marketing and PR work hand in hand I think and you tell me oh yeah but you tell me if I'm wrong with marketing you can hit sometimes you can hit those targets faster you can tend yeah exactly yeah so I mean you and like typically the mine but my PR helps marketing so a client comes to me and she has this and she has PR she's has the credibility in the media she's got a big social media following she's an expert an influencer he she knows she had he probably doesn't mean pure you know yeah but I mean or she has she has PR and she's built this great brand and awareness well that makes my job so easy yeah right now if somebody comes and they don't have that it's hard hey you gonna be tapes longer because we have to stop we have to talk we have to start at the top of funnel we have to build the awareness and build that know like and trust first right is the biggest thing I think that people have to understand you need folks and I can do a little bit of both on your own like you don't need a PR yeah I sell Tim you don't need a marketing consultant you can do it on your own too but it's just easier and more less time-consuming obviously I think that's where they maybe tap into our programs that are available online what it really is you know think about it simply because we are here to give knowledge you know that's our main priority so if you're an entrepreneur at home hey thanks for joining us you're watching you're going K that's all well and good but I can't afford this okay some of the big things for PR my top things are to put yourself out there don't be afraid to you know shout your brand from the rooftops you know some media and yep social media is a great way to use it and pitch yourself put yourself out there also read a lot and follow the news follow the news cycle because if you can tie into what you do to what's happening in the world that's how you're gonna get media attention so if I said to you what are some of the like really key things that an entrepreneur can do at home on their own for marketing if they can't afford it you would say social media for sure I would say social media and I would say yeah I mean social media is a free tool right and use all the platforms we have other episodes going up to these a little bit deeper we can't obviously cover it all today but watch our other episodes cuz we do go deeper I used you put on it I don't have money for KTR when I first started I use I and I recommend store if you're starting out choose one platform and go all-in on that first and then start branching out like I went all-in on Instagram I built a monthly six-figure business off Instagram alone in less than six months and it's true you know oh yeah no no you know just Instagram so like and the reason because of Instagram and again I have a whole office pentagram but the reason for Instagram is because it's a visual and it's also you can do video and you're building that know like and trust so that right there is a huge tip for building that PR or awareness and know like and trust so and then going into the marketing aspect yes so I hope we've given you kind of a breakdown of the difference between the two but how they work well together right and the biggest tip that I have and I think I've learned it from you as well and you have learned again is ask questions if the people that you're looking to potentially work with aren't willing to answer those questions can't show you their background can't show you what they've done can't tell you who their contacts are don't have any testimonials that's a big red flag yeah don't work with them yeah because you'll your money will be down the toilet yes absolutely and we have we're gonna include some links below for some resources employee resources and trainings that you can get from us and we hope you stay tuned we have lots more coming make sure you hit subscribe hit the bell and we'll see you on the next one all right good job girl you