Latest / Chatting with The Experts with Paula Okonneh / How to Get Media Exposure

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How to Get Media Exposure · Chatting with The Experts with Paula Okonneh

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  Hello and welcome to another episode of Chatting With Experts, where I speak with
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  amazing and phenomenal women from Africa, from the Caribbean, and in the diaspora.
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  Today's topic is How to Get Out There and Get Known.
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  In other words, how to get media coverage and stand out online to get clients
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  My guest is a powerhouse publicist, podcaster, and publisher of Speakers
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  Magazine, where she transforms emerging and best-selling authors, experts,
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  and entrepreneurs into standout stars.
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  She's the genius behind the scenes positioning, packaging, and promoting
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  top speakers, authors, brands, and subject matter experts because
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  she is the CEO of pamperrypr.com.
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  And with that, I want to m- welcome Pam Perry to Chatting With Experts.
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  Welcome, welcome.
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  Yeah.
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  Thank you so much.
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  Thank you so much.
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  How are you?
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  I am amazing.
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  Couldn't be better.
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  How are you?
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  Good.
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  Good.
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  Excellent.
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  Excellent.
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  Thank you so much for having me.
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  Absolutely.
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  I know I left out pieces of your bio because everybody who I invite to the show
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  has such an impressive bio, and yours-
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  They can Google it, Paula.
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  They can Google it.
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  It's like, it's not important.
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  Let's get into this conversation.
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  Like, they can just, like, it doesn't even matter, like, who I am.
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  It's like, "What is she gonna tell me?"
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  Well, I know you're a powerhouse podcaster, like me, and well,
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  when I say podcaster like me, I'm not a powerhouse podcaster.
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  You are.
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  But, you're here to talk about PR.
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  I've been doing it a long time.
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  Yes.
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  We are here to talk about PR.
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  Let's talk about that, Pam.
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  Yeah, so public relations in terms of media coverage,
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  it's a whole gamut of things.
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  PR is really one spoke in the wheel for marketing.
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  So before people can even buy from you, they have to be aware of
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  you, so that's where PR comes in.
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  All right.
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  I always hear about, you know, people talk about, well, they mix up sometimes
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  media and branding and public relation.
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  Break that down please because, you know, it's so confusing now where
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  we have so much out there to choose from, but I know there's more to what
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  you're doing than what people think.
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  they all fit together, so yes, it is true that PR, media, public relations
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  can be a lot of different things.
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  It could be crisis communications.
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  It could be public relations in terms of what it is a person is doing on
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  stage, what is your PR positioning.
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  And then also, you can't really get PR or media coverage unless you have a brand.
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  So when I say you have a brand, you have a platform, you have
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  what people think about you.
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  So if you were to pitch, say, Oprah, and they'll say, "Well, what is their
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  hook? What is their angle? What is their brand?" They're gonna Google
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  you, and basically that Google is your North Star about how you stand,
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  how the media's gonna look at you.
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  Because Google doesn't lie,
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  right?
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  So they wanna see what it is that you have, that other assets, whether it's
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  your speaker reels, your podcast, whether you've been featured in
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  online magazines like Madame Noire, or you've been in Essence Magazine,
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  or if you've been in Time Magazine.
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  They want to see the digital footprint that you have, and that all kind
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  of blends together your brand.
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  Once you have a brand, it's easy then to pitch you to the media
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  because they don't ever wanna bring anybody brand new to their platform.
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  They want some kind of cache in your name, some kind of little
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  bit of notoriety in your name.
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  So that's really where that is.
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  And then marketing is the whole thing, like, well, why do you want to have PR?
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  Because you want to either sell a book, get people to an event,
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  subscribe to something, get them in some kind of action.
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  And so I always say it goes with the whole AIDA, Awareness,
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  Interest, Desire and Action.
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  That's something I've learnt in college.
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  Awareness, meaning like getting people aware of you, then getting
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  them interested in you, then desiring what it is that you want them to
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  do, and then finally taking action.
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  So that's the AIDA method.
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  It's an old, you know, I just remember that from way, from steps from way back.
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  But the hardest thing today is getting awareness, getting people
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  to give you their attention.
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  Even with all what we have?
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  I mean, now, this is not like 30 years ago.
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  Noisy.
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  Mm-hmm.
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  It's very noisy now.
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  We have too many things, too many choices.
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  It's very noisy.
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  Before, it was like, okay, we have, like, TV stations, ABC, CBS
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  and NBC, and then televisions went off, I think probably at midnight.
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  Mm-hmm.
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  Right now we have, it's 24 hours.
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  It's seven and we got streaming, we got Plus television.
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  We have Tubi, we have YouTube.
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  We have so many options.
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  We have Roku, Apple TV, Amazon Fire.
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  And so people really can watch what they wanna watch when they wanna watch it.
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  So I'd just like to just thank anyone who's watching right now
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  because time is a very big commodity.
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  It's the most expensive thing.
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  And so I just appreciate people who do give their time really watching
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  something, because there's a million other choices, a million other things
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  that they could be watching on their phone, on their tablet, on their laptop.
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  So it is the number one thing, getting attention.
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  That's why TikTok took off so fast, because it was very big
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  on getting people's attention.
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  Yes.
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  So how do you transform, you know, like someone that's doing.
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  One of the things that you, I noticed is that you transform emergent.
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  So if someone's emergent, they should come to you as a author…
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  yeah
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  as an expert.
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  Yeah.
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  When I say to you- Not really.
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  Yeah, not really.
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  I don't do PR.
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  Like, I don't do publicity for people who are emerging.
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  Okay.
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  I help people get to the point where they are going to need a publicist.
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  Gotcha.
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  So a lot of times people say, "Oh, well if I just get a publicist, it will he-…"
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  Well, a publicist then has to help you with maybe your website, helping
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  you with your photos, helping you get together your offers.
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  All of those things that lead up to, like, okay, a publicist.
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  Like, I'm working with a, someone who has done marketing, not marketing,
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  but someone who has done work with Jill Scott and Issa Rae and Will
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  Smith, and that sort of thing.
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  She already has a brand.
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  So basically I can call a TV and radio station and say,
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  "Hey, let's book her." Okay?
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  She has a brand already.
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  She has a name.
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  She's been out there.
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  Versus someone who's just starting, it's hard to really sell them in
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  because they're just starting.
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  Mm-hmm.
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  But in order to be sold in, you have certain things that you need, steps that
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  you need to get ready, set, go and speak.
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  So I tell people, I said, "In order to get ready, one of the things you gotta get
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  your mindset right. You gotta understand what it is you're going to do, what is
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  your offering, all that kind of thing." Set phase, getting the assets together.
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  Professional headshots, even if you're gonna be doing Zoom.
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  Professional camera, getting your lighting together, all those things.
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  speaker reel, speaker, media kit, press release.
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  That's the set phase.
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  And then go, how to pitch.
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  Who do you pitch to?
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  What do you say?
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  What are some of the things?
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  And then speaking on stages, what that's involved, how to really pull that
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  together because then that's a whole nother thing that people have to do.
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  So, there's two sectors of people.
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  People who need to work with a publicist but they need to get ready, so I
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  have, like, a program for that, and then those that are really ready, and
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  then I work with them getting them booked into the main places where
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  they need to be, whether it's Oprah Essence or online publication, whether
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  it's The Root, those kind of things.
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  Depending on their platform of what is how to match them to the
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  media that makes sense for them.
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  And that's where a lot of people don't have clarity, so then they have to
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  go and, like, let's work with where you're going because if you don't
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  have clarity, then I can't book you.
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  So the publicist doesn't say, "Well, what do you do?
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  Let me, let's figure this out for you." The publicist wants to
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  just pitch you and get you on.
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  Where someone else who doesn't have that clarity, they have
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  a whole lot of work to do.
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  That's kinda like a fallacy.
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  People like, "Oh, I just need a publicist to work that out." It's
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  like, I don't have a magic wand to really do all that for you, okay?
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  It's just like I try to help you, but the magic is not in the magic wand.
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  It's really, like, getting clarity first, the foundational things.
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  Got you.
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  So listening to you, so you would work adjacent with someone who could, l- like
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  a coach, for example, who would help that person get clarity with where they
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  wanna go, and then once they have that clarity, then you can work with them.
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  Yeah, once they have the clarity and the assets.
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  And the assets, of course.
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  Mm.
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  Okay.
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  All right, got you.
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  And then you-
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  They need assets
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  All right.
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  Do you… So question for you.
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  So do you do things like, well, maybe not, 'cause I was gonna say,
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  like, personality, you know, the personality testing and so on.
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  That's not you because-
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  No
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  mm, mm, mm, mm.
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  Yeah.
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  At a certain point in time they come already ready, and they're-
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  Okay … an expert already.
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  They just need packaging.
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  Uh-huh.
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  So the packaging and the promotion is what a publicist would do, help you with.
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  So a lot of times publicists will work with stylists, because sometimes
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  people need an entire brand.
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  So it's not like, "Oh, I'm gonna run out and do a photo shoot." Okay, well,
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  I put together, I have in my Ready, Set, Go a brand photo shoot planner, because
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  a photographer can only take pictures based on what you come up with and what
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  you say you wanna use these photos for.
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  So photo shoot planner will talk about poses and the kind of props that you
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  may need, the kind of colors that go with your brand, maybe a background,
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  maybe behind-the-scenes photos of you, maybe in action at work, on the stage.
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  So it's all-inclusive.
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  So when you're doing a photo shoot, it's not just like, oh, just get a photographer
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  out there, but that's part of the PR of it because we need those photos.
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  You're gonna spend two or three hours with the photographer.
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  We're going to need those photos.
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  You're gonna need your makeup, your hair, your styling, all of the things,
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  the props, whether you have a magic wand or you have a prop of a microphone
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  if you're gonna be a podcaster.
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  You know, that kind of thing.
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  So props that I tell you that you need to bring.
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  That's what the whole holistic thing about a publicist that can work with
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  you, because you have that clarity.
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  So then it's like, okay, these are the things that we need, but the foundation
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  of it is just getting in that ready phase.
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  And also, too, when someone starts getting a lot of PR, they can expect some things
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  to change, how people see them, and then also how they see themselves as well.
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  That's important 'cause they're two different angles.
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  How people see them and how they see themselves-
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  Mm-hmm
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  … you know?
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  Yeah, if someone sees themselves, say I may book them on a Times Square.
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  The, uh, a billboard.
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  A billboard.
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  Mm-hmm.
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  And they go and they see themselves.
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  It's a different way where other people are seeing them, but also it translates,
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  like, how they see themselves now.
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  wow.
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  Yeah, I have arrived.
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  I really am what I say I am.
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  so those are the kind of things when I put people in… I remember I had one
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  client that I had on a billboard in, you know, in Detroit, in a big, large
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  billboard, and she was just flabbergasted.
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  Driving down the street one day and seeing herself on that billboard.
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  She's like, "Oh my God, that's me." And, you know, I see it in people
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  anyway for them, but now for them to see them themselves is really
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  transformational for me, seeing, having them see themselves like that.
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  Or even just the cover of a magazine.
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  You know, sometimes people say, "Oh, you know, I see, you know, the
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  cover of the magazine, you know."
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  Melody, she was also on Times Square.
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  She saw herself on the Times Square as well.
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  And, it just translated how she saw herself.
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  Now, she was a business person, she was a coach.
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  But now seeing herself more like that, celebrity CEO is really kind of funny to
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  see people see themselves now as that.
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  I was like, "Yeah, that's what you are now."
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  So another person or another, professional you'll probably have to have in your
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  toolkit would be like a, this may sound out of, may sound out of the world,
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  out of this world, is like a therapist.
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  Someone to now tell them, "Okay, now you're at this point. This is how
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  you now, you need to walk in that."
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  Because you may see yourself like, okay, this is the point you wanna
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  get to, but you know, it's like when you get there now, it's how
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  to now walk in that limelight,
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  It is.
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  That's a big, big part of it.
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  I will tell people I'm a publicist not a therapist, but you may need
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  a therapist after working with a publicist because there are some
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  things, the mental things that go on.
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  And, one of the things is that there's a saying that says, " Oh, don't believe,
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  you're believing your own hype." Because they say publicists hype you up.
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  we are.
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  We're supposed to put your best foot forward.
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  Uh, we put out the hype, all those things.
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  But at the end of the day, we're still the same people.
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  We're regular people.
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  But the publicist puts out the hype for you.
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  You don't live in the hype.
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  The hype is just what we do.
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  You don't live in the hype, so don't believe the hype.
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  You're not gonna be in the hype state all the time.
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  You're not always gonna be on the billboard all the time.
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  You're not always gonna be on the cover of the magazine all the time.
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  So I always tell people, I said, "Do not take this literally. It is
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  just what we do, and that is just for that moment, because you're only
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  as good as the next PR outlet hit." So yeah, you could be great today.
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  Don't live in that, because people forget it tomorrow.
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  Yeah, that's why people have to do PR all the time, because it's one media hit to
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  the next.
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  That's reality.
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  That's the world.
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  It's the I-N-G, and it's marketing.
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  It's I-N-G.
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  It's not just like, "Oh, I marketed once." Okay, well we gotta keep doing it.
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  McDonald's does marketing all the time.
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  Ford Motor Company markets all the time.
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  Even though we know those brands, it's something we have to do all the time.
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  And so you have to find a new twist, new angle, new way of getting
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  refreshed in front of an audience that is like, "Oh yeah, I heard about
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  them." Okay, well, no, this is new.
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  This is different.
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  Now that brings me to a question about Speakers Magazine.
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  That's how I got to know about you.
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  Tell me more about that.
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  So I started it because, a lot of the magazines would not feature my clients.
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  So I said, okay, instead of waiting to ask, be asked to the
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  table, create our own table, and that's what Speakers Magazine was.
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  So I basically put together a magazine where Les Brown's been on the cover,
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  Kim Coles, those kind of people, and then people in between that you haven't
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  heard of that are really amazing speakers, but they have to hold events.
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  They hold signature events, and those are the people that are on the cover.
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  People who are on the cover have signature events, and the magazine
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  is circulated at their events.
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  Given to people at their events.
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  In between are other speakers that are, go along with that theme.
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  If it's leadership, then people who speak on leadership are in that magazine.
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  If it's about wealth building, then people who talk about
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  wealth are in that magazine.
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  September is our magazine for self-improvement, self-improvement month,
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  so people who are therapists or people who help other people improve their
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  lives, that's the theme of that magazine.
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  On the cover is Mike Quinn.
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  He has a book launch coming out.
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  He does events.
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  Those are the kind of things.
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  August is a magazine that's gonna be at Martha's Vineyard.
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  those are the people at the Martha's Vineyard African American
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  Film Festival, so people who are interested in that field.
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  But it's so many.
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  I've been doing it 10 years.
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  It's so many amazing speakers, and they're on the website
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  speakersmagazine.com.
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  They're in the physical issue.
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  You know, whether they're in the physical issue or they are, in the issue,
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  what I call, like, the online issue.
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  The online issue online, not the website, but the online issue have
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  speakers' reels embedded into there.
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  Because so many times people say, "Well, I don't know how to find a speaker."
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  Well, here's Speakers Magazine.
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  Go online, watch their speaker reel, and you can book people here.
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  Inside the magazine is, like, who they are, what they do, what are
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  their speaking topics, and then their reels are there, so you can hear it.
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  A reel is, like, two minutes and 30 seconds.
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  So Speakers Magazine's run into 10 years.
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  The last four years we've done Speak Sell Shine to help people
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  get their speaker reels together, their photos and all of that.
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  So yeah, I'm excited about this because this is where so many people…
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  Laticia Nicole speaks every week now.
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  She's speaking every week.
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  She's been on the cover three times.
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  She holds events and that sort of thing.
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  She has books.
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  but it's a way where the general media may not have picked her up.
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  So we, we pick it up.
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  Senita's another one.
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  She's in the Washington DC area, but she has a wonderful story, and she
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  speaks, and she's speaking, I think at the Urban League is where she's
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  speaking at their national conference.
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  And she just has been doing really, really well.
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  But again, the traditional media would not pick up those kind of things.
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  Yolanda, another one.
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  She launched her book and launched an event.
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  Again, this kind of like helped set her on the map of where she's going.
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  People who were in here were speakers, other speakers
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  that were at her conference.
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  So she had a conference, and then within this were other people
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  who were at her conference.
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  So that was really the whole point of it, and I made it
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  this size because I miss Jet.
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  If anybody remember Jet, it was Ebony Magazine, and then there
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  was Jet, and Jet was like the small size of pocketbook size.
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  Yeah, the magazine.
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  Mm-hmm.
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  And that was the size I wanted to make it.
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  Easy to carry, easy to consume.
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  Okay.
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  All right.
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  Woo.
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  All right.
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  Thanks for explaining what that was, what that's about.
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  I saw your face light up, and so I knew I had to bring that up.
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  Uh, yeah.
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  I have a ton of them over here.
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  I have a ton of them.
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  This lady here is doing so well.
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  She's in the DMV area, and she has a YouTube channel, oh my God, Wyevetra,
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  and just really started speaking.
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  As soon as she was on the cover, she started speaking at
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  a group called, women's ministry groups and women in government.
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  She started speaking, and she's just on fire.
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  She just needed exposure.
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  That's really what it is.
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  I wanted people to just get out there and get known.
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  That's really the whole point.
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  They were already good.
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  They just needed to be on other platforms.
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  On other platforms.
• 18:30
  And that's part of what you do.
• 18:31
  You say you work hard to get your clients.
• 18:36
  Help your client's brand and get paid like a superstar.
• 18:40
  Yeah.
• 18:40
  And that's what you do.
• 18:41
  You get them-
• 18:42
  Yes
• 18:42
  … get exposed, get exposure, get paid, which is important, and so
• 18:47
  that they can continue to do what they're passionate and good at doing.
• 18:52
  Mm-hmm.
• 18:53
  And, you know, get other people out there aware.
• 18:56
  'Cause as you said, AIDA, awareness, desiring-
• 18:59
  Interest.
• 19:00
  … and action.
• 19:01
  Yes, yeah.
• 19:02
  Is a lot of things that you need.
• 19:02
  They have to have awareness, then they have to be interested, then
• 19:05
  they have to desire it, and then they have to take the action.
• 19:07
  So it's AIDA.
• 19:08
  It- it's definitely- A-
• 19:09
  A-I-D, I missed the I. Yeah.
• 19:11
  Okay.
• 19:11
  yeah.
• 19:11
  That is so, so key.
• 19:13
  Every touchpoint of your brand is something where people are looking
• 19:17
  at and, lack of better word, judging.
• 19:20
  Mm-hmm.
• 19:20
  And, it's can be something as simple as your Zoom camera, something as
• 19:25
  simple as your voicemail message.
• 19:27
  Sometimes you'll just say, "Well, you know, I didn't set up my
• 19:29
  voicemail message." Well, no, leave that voicemail message when
• 19:32
  people call if they don't get you.
• 19:34
  Make it exciting.
• 19:35
  Make it so that they know a little bit more about you.
• 19:39
  Drive people to your website.
• 19:41
  You know, "Hey, I'm not here right now, but go to pamperrypr.com. You can download
• 19:45
  my free ABC, da da da. And then in the next, 24, 48 hours I'll get back to you."
• 19:52
  I love that.
• 19:53
  But at this point in time, at least they know what they can do in the meantime.
• 19:58
  I love that, and that's a simple thing to do.
• 20:01
  Yeah.
• 20:01
  Everybody has voicemail.
• 20:03
  Everybody's got… For now, right?
• 20:05
  Yeah.
• 20:05
  At least for now.
• 20:06
  yeah.
• 20:07
  Yeah.
• 20:08
  Ooh, I could talk with you forever, but I'm looking at the time.
• 20:11
  So for those who have joined us, and those who are listening later
• 20:14
  on or viewing this on YouTube, how can they get in touch with you?
• 20:18
  pamperrypr.com.
• 20:20
  That is where they'll find all the things.
• 20:23
  Everything.
• 20:24
  And I even have it at the bottom of my screen here on the Zoom.
• 20:27
  I always tell people, too, that's a little trick.
• 20:29
  I said, "You know, sometimes you can just put in your name, but sometimes
• 20:32
  put in your website," because people are staring at these little boxes
• 20:34
  and they're just staring and staring.
• 20:36
  Stare, let them stare, and then let them have them go somewhere and do something.
• 20:40
  Okay.
• 20:41
  So pamperrypr.com is right there on there.
• 20:43
  It's a branding touchpoint.
• 20:44
  And then once you're… Obviously, if they go to the website, the website
• 20:47
  is good, it'll convert, meaning that, people will take an action there.
• 20:52
  You know, whether they connect with you or they download something
• 20:54
  free or they buy, you know?
• 20:56
  Love it.
• 20:57
  And I always tell people, I said, "Have a buy button on your website."
• 20:59
  That's kinda like the point.
• 21:01
  Love it.
• 21:01
  I need to change mine.
• 21:02
  I just have my name, so.
• 21:05
  Note to self.
• 21:06
  And for those of you who are listening online or those who've joined us,
• 21:10
  if you'd like to be a guest on my show just like pamperrypr.com, and
• 21:17
  that's how I found her actually.
• 21:18
  I was on LinkedIn and I saw her, and I was like pamperrypr.com.
• 21:23
  Pr.com.
• 21:23
  Mm-hmm.
• 21:24
  Yeah, reached out to her and I asked her, and she said, "Yep." So if
• 21:28
  you'd like to be a guest on my show without me having to go to LinkedIn,
• 21:32
  reach out to me on my website which is chattingwiththeexperts.com.
• 21:36
  I'm also on LinkedIn, and my business page there is Chatting With the Experts.
• 21:41
  On Instagram you can find me, and my handle is @chat_experts_podcast.
• 21:49
  I am also on Facebook, which is chattingwiththeexperts.com, and on YouTube
• 21:57
  please subscribe to our channel, which is chattingwiththeexperts.com, and there
• 22:02
  you'll be able to listen to this interview if you missed it, that is if you're not
• 22:06
  in the audience, and all of the other phenomenal women who have shared their
• 22:12
  expertise just like she did with you.
• 22:14
  And now for those of you who are in the audience, join us and ask her all the
• 22:20
  questions that I have not remembered to ask her or totally skipped my mind.
• 22:26
  Thank you, Pam, for being a guest on Chatting With the Experts.
• 22:29
  Thank you so much.
• 22:30
  Thank you.
• 22:30
  Thank you so much, Paula, really appreciate it.
• 22:33
  Absolutely.