Congratulations! You got quoted. You landed the podcast interview. A local television station featured your expertise. Whatever it is, it’s exciting to see your name, face, or company in the spotlight.

Naturally, your first instinct is to share the link on your socials, newsletter, and anywhere else you can think of. Because you’re excited. And you should be.

But before you go crazy blasting it everywhere, cool your jets. You’ve put in a lot of effort getting noticed. Let’s give that moment a little more life – thoughtfully.

Always send a short thank-you note to the journalist, host, or interviewer. Be specific about what you appreciated, this is way better than being generic.

I can’t believe I have to say this, but don’t use your thank-you to ask for another feature or complain that the piece wasn’t exactly as you had imagined. That’s just rude.

💫 Pro Tip: Like, comment on, and share posts from the journalist or outlet. Do what you can to help bring attention to their work too.

A thank-you shouldn’t be the end of the relationship. Check out Think Like a Reporter - Part 2 for more on becoming a source reporters want to call.

Yes, your mom is excited you’re on the news—as she should be. Customers, on the other hand, would like to see a reason to care.

An example of what I mean:

Instead of saying: “So excited to be featured on the podcast!”

Try: “What should you do when a client asks for work outside of the original agreement? I joined [podcast] and spilled the beans on how to handle those difficult conversations and keep the relationship intact.”

See what we did there? We’re still celebrating, but we’re also telling people what’s in it for them.

Sounding familiar? Giving the audience a reason to care. Same rule applies when pitching a story.

💫 Pro Tip: Link to the original piece and credit the publication or host. Often, podcast hosts will send promotional images or clips you can use to promote the episode.

Choose places where it makes sense - your owned media!

Maybe you didn’t have time to explain something fully in your interview. Now’s the chance to give a detailed answer. Maybe something funny happened during the interview that no one saw. You can share that.

There are so many different ways to go about finding a starting point for your next piece of content. Think carefully about your audience and what benefits them.

Remember the goal of public relations isn’t to get immediate sales. The goal is to build your reputation and credibility.

⚠️ Special note: If you’re expecting coverage from a large national outlet, prepare for a possible increase in interest. Make sure your website is up to date, visitors can easily understand what you do, and your contact information is easy to find. Any products or resources mentioned in the coverage should be easy to locate.

Do this now: Pick a past interview, article or podcast appearance.

Write a fresh introduction that answers: Why would my customers find this useful today?

Then share it in a relevant place.

Get PR techniques from recent news.

Kelly Clarkson took to X to complain, naming the small business after being told she couldn’t buy a mechanical bird.

Some say that because she’s a rich and famous celebrity, she runs the risk of looking like a vengeful, spoiled baby who was told no and is now having a fit.

Others will say she stood up for herself and did nothing wrong.

Seems to me she got her feelings hurt. Emotions can be powerful and, left unchecked, can cause harm to you or others.

The situation raises a useful question: What happens when frustration becomes a public post?

A moment’s outburst can put your hard-earned reputation at risk.

💫 Key Lessons: Guardians of Reputations, here’s your reminder:

Useful PR Resources.

Having a hard time finding something to say other than “I’m thrilled about…”? Try using this tool by James Herring for a good laugh and inspiration. It’s a cheeky reminder to give “thrilled” a rest.

Better yet, don’t just replace it with “delighted” or “excited.” Give the quote something worth saying.

Try this formula:

Experience + an opinion or observation you can back up.

Instead of:

“I’m thrilled to see the results of our new product.”

Try something more specific and applicable to your situation:

“In my 30 years in this industry, I’ve never seen results as immediate and drastic as the ones we’re seeing now.”

Now we’ve given the reader something beyond how “thrilled” the CEO is.

Gatlin, the 4-year-old miniature schnauzer, is a “woo greeter.” What’s a woo greeter, you may ask? When this attention seeker wants to say hi, he holds his head back and barks, “Ah-wooooooo!” Very well-trained Gatlin brings “all the joy” to his owners and to everyone who passes him on the street. Gatlin, you got my attention!

Oh, the silly drama adults bring on themselves. Its good to remember, what doesn’t kill you makes you “Stronger,” but when a magic shop tells you no, “Walk Away” before “A Moment Like This” becomes a PR problem and causes your reputation to “Breakaway.”

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

🕶️

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