I’m so excited to share with you a special edition of #FreeAdviceFriday – so much so that I decided to post this on a Thursday!
I haven’t done one of these columns for a while and for those who aren’t aware, this is where we speak with leading representatives from across the PR landscape who share their very valuable insights on how to master the art of PR.
And this week, not only do we get to hear from an established PR Pro, but also a publicist extraordinaire turned entrepreneur, Georgie Cavanagh, Co-founder of Carlotta + Gee, French linen bedding + homewares brand.
What makes this edition so unique is that Georgie is helping to build her own brand using the power of PR and applying the many skills she learnt in PR agency-land to create attention and drive business impact.
Check out her press page for some of the impressive coverage she’s landed which I’ve no doubt had a direct impact on sales. And from knowing Georgie’s skillset and following her brand, I know what’s featured here is just a snippet of the exposure she’s generated for her brand and business – all on her very own.
It just goes to show that as a small business owner, you absolutely can do your own PR and enjoy media (and business) success. As I always say, PR is not rocket science, anyone can do it. But if you don’t have years of PR experience up your sleeve like Georgie, all you need is a bit of a helping hand and someone with the know how to show you how it’s done.
So here are Georgie’s top 5 tips for doing PR for your own small business:
Set up your core channels: Ensure you have your core key channels set up and ready to go before offering any advice. I.e. your own social media (Instagram primarily, Facebook and don’t forget LinkedIn – of course every business will suit different mediums but these are the core). This means that they are all aligned, clean with fresh, consistent content and has your contact details so people can get in touch. Then ensure you are following all the key people relevant in your field so they can hopefully start following you.
Media targets: Start a spreadsheet with the key media you wish to target and understand them before approaching them. This could include who writes for the publications, who the main producer is, the hours they work, if they’re in the newsroom or now work remotely, what they share on their Twitter etc. This will help you understand them a little better.
Be prepared with imagery: Have your imagery ready to go. In most cases, if you reach out to a journalist and they like your story, they will either ask for an interview or more information, so have this ready as they’ll often want it within 24 hours. They will also ask for your images on file which they can now use as they no longer have the staff numbers to be able to send a photographer to you.
Talk to everyone: You never know who might be a journalist or even freelancing somewhere. Or if they aren’t, maybe their partner is and they’ll pass on your story. And remember that anything you say to anyone can be credited in a story so be careful what you say (even if you think they might be your friend).
Not everything needs to be perfect! Often it is the behind the scenes and the build-up that people enjoy following, so don’t forget to include them on your social media journey!
A big thank you to Georgie for taking the time out of her busy schedule being a publicity maven and running a highly successful linen company to share her valuable business and PR tips with us. We hope they help and inspire you to have a go! You might just be surprised and what you can achieve, all on your own.
If you do want to dive a bit deeper in the world of PR and learn more about how to use the media to help build your business, then check out our Mastering the Art of Media Relations Toolkit. Good luck!
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Carlotta + Gee is an all-natural, sustainable Australian linen brand offering 100% French linen bedding and homeware products in a wide range of warm, earthy tones. Their mission is to make your bedroom, and more specifically your bed, your favourite space in your home. The brand offers premium products which are stonewashed in volcanic stones to accelerate the softening process. Linen is a natural fibre made from the flax plant, and Carlotta + Gee’s flax is sourced from Normandy, France, where it’s grown free from chemicals or pesticides. Linen is extremely breathable and ideal for these warm summer nights!