Here’s a question I normally ask potential clients who want to work with me to power their PR: “Do you follow Nigel Botterill? What about Daniel Priestley?”
Most of the time, they say “yes”.
This helps a lot, because a lot of my methodology follows Nigels’ approach (via Entrepreneurs Circle) to “Getting and Keeping Customers” (plus I run EC’s PR) and my ideal client is likely a Key Person of Influence (KPI) or at least strives to be.
Now, the next question is: “Do you know Marcus Sheridan?”
Now this one is less frequently answered with a resounding YES!
So I then prompt them with: “The ‘They Ask You Answer’ pool guy. Funny chap. American.” or “He wrote ‘Endless Customers’, a follow up to TAYA?”
The reason I bring Marcus in is because if you GET what he advocates, the PASSIONATE education of your audience/market, you will get PR.
It’s just a switch from communicating with your potential customers directly, to going via a trusted source with a megaphone. The press.
So when I got a chance to ask Marcus a question last week, I jumped at it:
“Marcus, from a PR perspective I’m curious… when a company becomes the trusted teacher in its space, as you describe, do you see the wider industry starting to seek them out?”
Marcus’ answer: “Oh Greg, this is a GREAT one!”
More on what Marcus had to say about WHY it is a “great one” next time. In the meantime, I would urge you to seek him out and if you don’t already, seek out Nigel and Daniel too.
You will learn a lot and when you’re ready to turn on the power of PR, you will be ahead of the game!
PS here’s what I have written before about Marcus, TAYA and PR: