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I Do My Own PR [SMART 100, 2018]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

My husband listened to me giving free PR advice to startups and small businesses that couldn’t afford our PR agency once too often. It was a lightbulb moment. Surely, there had to be a way of creating something that could give these people the advice they needed at an affordable cost. We wanted to level the playing field so all good ideas get in the spotlight not just ones with deep pockets. We are not a PR course or a PR agency. We’re a platform that enables people to get in the press themselves with the help of an expert.

2. WHAT & HOW

The purpose of this innovation is to…

give startups and small businesses an affordable way to get media coverage by offering a hybrid between DIY and done for you PR. They want media coverage, but they have no idea where to start or how to do it.

It does this by…

…giving users a proven process to follow as well as access to a PR expert at the points we know can be tricky. We also give them a list of media contacts and check their media materials. There are various packages to suit all budgets.

PARK Social Soccer talks about I Do My Own PR from Jocelyne Simpson on Vimeo.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

…the alternative is to Google how to write a press release, ask a mate for help, take a course or use an expensive PR agency which is not an option for many small businesses. We show you how to do it, build the perfect story and we’re with you for the journey.

Its various benefits to the customer/end-user include…

A proven process to follow, access to a PR expert when they need one. An up to date media list of contacts, help with messaging and understanding what makes a story, checking their media release and pitch emails.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

  • A PR course.
  • A masterclass.
  • A Webinar, (Or having a professional do it for you).

The alternatives either control the relationship with the media so when the money runs out, so does your communications. They leave you to get on with it with no guidance when you get stuck, which means a low chance of success.

5. TARGET MARKET

It is made for…

  • Startup and small business founders.
  • Small businesses with a marketing person or an admin person that wants to learn how to do PR.
  • Primarily, for Australian companies as the contact list is for Australian media, but the process works for any country (we have customers all round the world).

It is available for sale through…

Our website.

Our marketing strategy is to…

Use an integrated approach of paid, owned and earned channels. We are active on our company Instagram and Facebook pages. We use our personal LinkedIn for news and will be ramping up our LinkedIn business page. We have a weekly newsletter and we are using PR especially expert opinion pieces. We will be using paid Facebook more very soon.

 

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: I Do My Own PR – Smart 100 2018
(Please note – The form below is for judging purposes only and is restricted to the public)

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