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Public relations expert Jenna Guarneri shares advice for business owners in a new book: Read an excerpt

Jenna Guarneri is the founder and CEO of JMGPR. Her mission to help “innovators bring their ideas to the masses” continues with the release of her book “You Need PR: An Approachable Guide to Public Relations for Early-Stage Companies,” in which she shares tips for everything small business owner expand their business. You can read an excerpt below.

PHOTO: Jenna Guarneri’s book, “You Need PR: An Approachable Guide to Public Relations for Early-Stage Companies.” (Inc. original edition)


Public relations requires you to have a strategy that consists of a constant flow of communication. This even applies to JMGPR, a PR agency ourselves! Outside of our day-to-day work with clients, we hold meetings to discuss our own content strategy. For example, we place great emphasis on bi-weekly blogging, which targets potential startup clients, and Instagram, which targets college students interested in PR and potential internships with JMGPR. The PR world is competitive and content helps us show up in more search engines and increases the likelihood that someone will come across us organically.

The world as we know it today is filled with noise, and because your business is competing with so many different noisemakers, it will be increasingly difficult for your message to be received by your target audience. By continually developing and publishing new content, you increase the likelihood that your audience will see, absorb, and engage with a message. You also lay the groundwork to grow your audience by creating relevant and engaging content that people rely on, connect with others, and genuinely look forward to. Moreover, by continuously developing content on a specific topic, you establish yourself as a leader in your respective field, which will further contribute to the growth and development of your business.

Content helps you be part of the conversation. It’s like going to a party in a room full of hundreds of people. You don’t know anyone, until you decide to strike up a conversation with a small group hanging out next to the buffet. Open dialogue will help determine your common ground with these people. The more interesting the topics, the more likely the group is to engage in conversation and the more likely they are to bond with you. The same goes for public relations. As a business, you show up to the party with one goal: you want to build new relationships, but you have to shout over the music to get people to hear you.

The type of content that works best varies from company to company. It’s about finding your sweet spot. By now I’m sure you’ve come across a TED Talk video or two online, but what many people don’t know is that the very first TED Talk in 1984 was a combination of technology, entertainment and of design and included a demo of the compact disc (CD), e-book and 3D graphics. As you can imagine, the event didn’t go so well and they actually lost some money. It wasn’t until 1990 that the founders would try the conference again, but this time they would bring a new roster of presenters representing a wide range of industries, attracting an audience that shared the traits of curiosity and openness. of mind. In 2001, TED was bought out and turned into a non-profit organization, with further changes that included the launch of an audio and video podcast series, TED Talks, where the best TED content would be posted for free online. In just over two months, these six podcasts have reached over a million views. By providing its audience with free access to some of the world’s greatest thinkers, leaders and teachers, TED has become a household name and, according to the TED website, in 2012 TED Talks celebrated its billionth video view.

Create meaningful content

To build relationships with people in an already crowded space, you’ll need to present content that has both meaning and purpose. Lyfe Marketing published a report highlighting that 78% of consumers prefer to learn about a business through articles rather than advertisements, and 70% believe that organizations providing personalized content want to build good relationships with them.1 Good content can build trust and establish credibility. . By explaining your company’s points of differentiation, you enable the product or service to sell itself. You show how innovative you are without saying that you are an “innovator”. It’s like when a company claims to be the “best”; of course, no one will believe them. You must allow consumers to develop their own perception of you. By providing consumers with quality, insightful and factual content, you meet them halfway. You are presenting information waiting to be perceived.

PHOTO: Public relations expert Jenna Guarneri is the author of the book

PHOTO: PR expert Jenna Guarneri is the author of the book “You Need PR: An Accessible Guide to PR for Startups.” (Courtesy of Jenna Guarneri)

A great thing about content is that it pays off. There are minimal fees involved in setting up and running your choice of platform. It is easy to figure out how to do this. Thanks to the internet, there are an endless number of how-to videos you can refer to. In terms of content development, there are websites like UpWork, Fiverr, and Guru that have thousands of specialists available for one-time projects. Verifying the person for your specific project can take some time, but with candidate profiles, reviews, and pass rates included for each specialist, you’ll have a good idea of ​​who the person is before you hire them. Once you’ve worked with them on a project or two, you’ll be able to judge whether you like their work or not, and they’ll get to know you and what you expect, so it becomes easier to work with them on a more regular basis. .

Communication channels: the different forms of message transmission)

The internet has provided us with an endless number of forums that allow us to reach a wider audience with our thoughts and creative content. The forum that will work best for your business will be based on your business goals. If you specialize in legal services, for example, your audience is likely made up of thought leaders who are constantly looking for new reading content. These individuals are more left-brain dominant and more analytical and methodical in their thinking. Platforms like a blog or Twitter will be better received by them, as it will stimulate deep thoughts and conversations, rather than Instagram or video, which targets more the right-brain dominant person who is more creative and visual.

Copyright © 2022 Jenna Guarneri All rights reserved.

Public relations expert Jenna Guarneri shares advice for business owners in a new book: Read an excerpt originally published on

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