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In a world where every brand has a story, how do you make yours stand out? Today, on She Is Unstoppable, we delve into the art of using public relations not just to tell your story but to make it echo and impact the world around you. If you’ve ever wondered how to turn your business narrative into a magnetic force that attracts attention, builds trust, and creates an unforgettable presence, this is the episode you’ve been waiting for. Our guest, Hayley Knight, co-founder of Be Yellow, teaches us how to use PR to speak to our audience and captivate their hearts and minds.
Key Insights from the Episode
[00:02:14] The Importance of PR
Hayley Knight emphasizes the crucial role of PR in building loyalty, trust, and an expert profile.
“PR helps build loyalty and trust, share your brand story, and position you as the expert and leader.”
[00:03:08] Key Strategies for Effective PR
Hayley’s top strategy is knowing your audience. This advice echoes what Sharon Osbourne shared with Deanna years ago.
“If you don’t know your audience, you can have all the PR in the world, and it won’t get you anywhere.”
[00:05:38] Tracking PR Effectiveness
While PR isn’t as easily measurable as digital marketing, Hayley suggests creating a mini-marketing strategy around known PR pieces to track their impact.
“Consistently monitor your coverage and look at engagement metrics like comments, likes, and shares.”
[00:07:36] Steps to Creating a PR Strategy
Hayley outlines the essential elements of a PR strategy, from understanding your audience to having a flexible crisis communication plan.
“Your PR strategy should include your ideal audience, key messages, tone of voice, PR goals, and a crisis communication plan.”
[00:13:08] Working with Be Yellow
Hayley shares that Be Yellow focuses on purpose-driven businesses and helps them build their PR strategies by first understanding their story.
“We work specifically with purpose-driven businesses and help them build their PR strategies through understanding their story.”
[00:14:57] Examples of PR Goals
Hayley provides examples of achievable PR goals, such as training thousands of women in menopause awareness or simply building a press profile.
“PR goals can be small and achievable, like getting a press release covered by 10 outlets.”
[00:17:58] Crafting the Perfect PR Pitch
Hayley emphasizes keeping pitches short and relevant, using data points and making them personal to stand out to journalists.
“Keep your pitch short and sweet, use data points, and make it relevant and personal.”
[00:20:01] Common Mistakes in PR Pitches
One of the biggest mistakes is getting the journalist’s name wrong. Hayley stresses the importance of attention to detail and building trust.
“Get the journalist’s name right and spell it correctly. It’s a rookie mistake, but it can cost you.”
[00:21:52] Building Relationships with Journalists
Hayley suggests using LinkedIn to connect with journalists and making pitches personal to build strong relationships.
“Introduce yourself, provide your contact information, and ensure you are available and responsive.”
Final Thoughts
Hayley Knight’s expertise in public relations offers invaluable insights into building a magnetic brand story. From knowing your audience to crafting the perfect pitch, her advice can help transform your PR strategy. If you’re ready to elevate your brand’s presence, consider reaching out to Hay
ley Knight and her team at Be Yellow for expert guidance.
For more insights and to connect with Hayley Knight, visit her on LinkedIn or email her at ha****@******ow.life. You can also follow Be Yellow on Instagram at @beyellow.life. All links are available in the show notes.
Stay connected with us on Instagram at @deannahinsz and @wearesheiscollective.
Remember to subscribe, leave a review, and join us next week for more empowering stories and strategies. Keep striving, and stay unstoppable!
BIO
I offer a fresh and innovative approach to PR, and integrated communications services and work with, and champion socially responsible businesses that want to develop authentic, empowering and engaging communications that connect with their audience.
I have over 10 years experience in PR, and have worked with various types of businesses, from start ups, to large brands including Hilton, BAFTA Young Game Designers and Pride in London. I love to share brand and personal stories, and develop viral led content and PR campaigns.
I’m a TEDx speaker, and Elle UK’s 23 under 30 entrepreneurs, and the PR commentator for the Mail Online and Metro.
