Explorez tous les épisodes du podcast Nata PR School (EN)
| Titre | Date | Durée | |
|---|---|---|---|
| 247- Vanessa Sicotte: A New Voice at NATA PR | 24 Sep 2025 | 00:32:35 | |
📺 Watch on YouTube ► https://youtu.be/YLX0O3FfkR4 For this episode, I have the pleasure of welcoming Vanessa Sicotte, design expert and founder of Damask & Dentelle, a digital platform dedicated to interior design. She is known for an approachable, vintage-inspired aesthetic and also hosts the Déco Thérapie podcast. Before launching Damask & Dentelle, Vanessa graduated in Marketing, then earned a Master's degree in Art History from Concordia University, and worked in the corporate world, including at Louis Vuitton and Canon. She created Damask & Dentelle after deciding to follow her passion for décor, and today embraces a new challenge by joining the NATA PR team. Vanessa explains how she defines herself first as a mom, passionate woman, and traveler at heart. These aspects have shaped her professional practice in design and as a storyteller. She built her career around one idea: our spaces are never neutral; they reflect who we are. She shares that Damask & Dentelle was born from her desire to democratize design and show that everyday beauty is found in the details. The name represents Quebec heritage—damask in English and dentelle in French—embodying the blend of heritage and modernity that defines her design vision. What surprised her most about PR is how deeply it's rooted in human relationships. Behind every press release and strategy, there's dialogue—a way to build trust with media, clients, and communities. This balance between long-term strategy and daily agility excites her enormously. To brands relying only on social media, Vanessa explains that while social media is essential, it doesn't replace the depth of an article or interview. PR adds credibility and resonance that lasts over time, anchoring stories in collective memory. She sees each social platform as a room in a house: each has its function, but together they tell a coherent story. For the future, she hopes to serve the NATA PR team and remain curious and open to new encounters, as PR, like design, is all about human connections. 📍WHERE TO FIND VANESSA: At NATA ➤ vanessa@natapr.com Podcast ➤ Déco Thérapie — available on all platforms LinkedIn ➤ Vanessa Sicotte Instagram ➤ @damask_dentelle Don't miss one of our last two cohorts of the year to learn how to get the media talking about you for free: September 29, 2025 November 10, 2025 🚨 GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en SIGN UP TO OUR LISTS ➤ www.natapr.com INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/ | |||
| 246- Even Influencers Use Public Relations | 10 Sep 2025 | 00:08:11 | |
Dear PR Friends! An article in BOF (Business of Fashion) recently caught my attention: it talked about influencers (TikTokers) hiring PR agencies to get themselves featured in traditional media. Interesting, right? When I tell you that PR is constantly evolving and knows how to take advantage of new technologies, I couldn't think of a better example. So why do these influencers want so-called traditional media to talk about them? Because TikTok stars are after the prestige and credibility that come with being featured in outlets like Vogue or the New York Times --- trading viral moments for lasting influence. An online article can remain accessible for years. And let's not forget about print magazines, which have an enviable shelf life compared to the instant nature of social media! I have to say, I love this: even these digital stars want to build something lasting, and traditional media still play a key role in growing their reputation. It may sound counterintuitive that, in an era dominated by influencer marketing, a TikToker with more than half a million followers would still be seeking traditional press coverage. But they've understood something important: media gives them access to millions of readers who never see them on TikTok... and also to brands that don't know them yet. As more and more creators aim to build sustainable careers beyond online fame, many are now seeking the legitimacy that only the press can provide. And those of you who follow me know my message well: PR is here to make you known. Don't miss one of our last two cohorts of the year to learn how to: GET FEATURED FOR FREE - September 29, 2025 - November 10, 2025 Sign up today! Don't miss our next FREE WORKSHOP on the #1 PR tool -- The Press Release here: September 17, 11 AM ET Nata DON'T MISS OUR NEXT FREE WORKSHOP ➤ https://event.webinarjam.com/register/41/m420ws7m TO SEE THE PROGRAM: HOW TO GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en 6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415 THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS ➤ www.natapr.com INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/ PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37 | |||
| 237- Let’s talk about 2025 goals | 07 May 2025 | 00:10:47 | |
Let's talk about 2025 goals. Can you believe it's already the end of April? I thought it was the perfect time to check in and share where I'm at with my goals for next year. I said it loud and clear: 2025 will be my best year yet. Here's what I've set my sights on:
25 years of NATA PR My plan was to celebrate in Miami with my whole team. But... with the current situation between the US and Canada, those plans are on hold. That said, I still managed to go on my first exploratory trip in February with two of my senior team members. Since then, things have gotten more complicated --- visa issues, trade talk tensions... One of my colleagues, who has a Ukrainian passport, got denied. So, the Miami celebration is postponed, but we're not giving up! We'll plan something here in Canada instead. Stay tuned. The two books The first book, about public relations, is moving forward --- I already have a plan and an introduction written. You might remember the title: No One Is Waiting for Your Press Release. The second book is a personal one --- it's about my mother. At almost 65, she made the bold decision to leave my father. I'm recording our conversations, letting her tell the story in her own words. I'm really curious to see where this project leads us. What's new at NATA PR I'm also revisiting my goals for the agency. But the most exciting news? I'm testing out a brand-new service offer. I've already found a company to try it out, and it feels so right. You know when you feel excited and energized --- like you're exactly where you need to be? That's the feeling. I'll tell you more about it soon. At NATA PR SCHOOL In 2025, I'll be offering four free workshops! I'm already getting ready for the third edition of my press release workshop. Join me and create your own press release in under two hours a week --- with a bit of help from ChatGPT! The next session is happening on May 8 and 9, and it's going to be the best one yet. You'll find the link in the show notes. Why this podcast? To pause. Reflect. And remind you: even if your goals are still in progress, it's never too late to revisit or adjust them. For me, goals are signals --- they get my mind and soul into motion. I often complete things later than expected --- and that's perfectly fine. What matters most is to keep moving. Life isn't smooth sailing, and neither is the entrepreneurial journey. But if you keep taking action, asking questions, and making changes, that's when things start to click. So, here are a few questions you can ask yourself:
One question I ask myself often is: What did I do today to move closer to my dreams? Recording this podcast is one of those things. If you feel like chatting about your own goals, I'd love to hear from you, Because alone, we move. But together, we grow. I also want to give a big thank-you to all my coaches---they've helped me get back on track whenever I felt stuck. Send me a message --- nata@natapr.com. I'm here for you. Talk to you soon, Nata
May 8, 9 2025 at 11:00 am ET WORKSHOP -- Write An Irresistible Press Release ➤ https://bit.ly/3Gj7tIl 6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415 THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37 SIGN UP TO OUR LISTS ➤ www.natapr.com INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/ | |||
| 147- Public Relations - Nobody’s Waiting for Your Press Release 2 | 21 Jun 2023 | 00:10:51 | |
Unless you are a publicly traded company required to disclose quarterly results or you are already well-known, know that no one is waiting for your press release. However, this does not mean that you should not communicate at all. On the contrary, if you don't, many of your competitors will, and they will occupy all the media space. I have already addressed this topic in Episode 122, where I present the angle of the press release, explaining that sending press releases is one of many things PR professionals do. As you can imagine, PR professionals do much more than send press releases. "No one is waiting for your press release" may sound provocative, but it is a simple truth that our marketing friends often ignore because they:
Well, no one is waiting for your press release because journalists/influencers:
However, the number one tool remains the press release, and over 76% of journalists wish to receive relevant information. No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known. *Source: Cision State of the Media 2022. INSTAGRAM GET FEATURED FOR FREE THE FREE NATA PR MODEL SIGN UP TO OUR LISTS | |||
| 146- Public Relations: Why Use a Spokesperson and How to Choose One | 14 Jun 2023 | 00:14:09 | |
Public Relations: Why Use a Spokesperson and How to Choose One With the growing popularity of influencers, I wanted to discuss the use of spokespersons. When you engage an influencer and establish the terms of a contract in which they are to present your product and use specific key messages and terms, you are employing a spokesperson to represent you. Here are some tips for choosing the right spokesperson:
For example, think of a celebrity chef endorsing and praising the qualities of Thermomix.
Employing a well-known brand ambassador in the cosmetics and beauty industry can influence consumer choices.
For instance, if you are introducing an innovation that has yet to become familiar to the general public, such as a new electric vehicle, using a spokesperson can provide detailed explanations about the hows and whys of the new device.
"Mommy bloggers" who share their stories and the products they discover to make a baby's life more enjoyable have a significant impact on their fans.
I recall a public relations campaign where we chose Miss Sushi à la Maison to launch the brand NATREL's new ice cream mochis. It was a tremendous success because of the high engagement of this influencer's community. She asked all her fans to share where they found the mochis in stores. The participation was explosive, and the brand sold out! Yes, using a spokesperson can have numerous advantages, but it is not always necessary. Some products find their consumers more easily through word-of-mouth or by having a public relations agency successfully engage numerous journalists to feature your product to their readers, fans, or listeners. However, choosing a spokesperson wisely and for the right reasons is crucial. People can sometimes comment or express opinions that contradict your brand values. Consider the example of the partnership between Kanye West and Adidas, which started successfully but eventually took a negative turn. If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com INSTAGRAM GET FEATURED FOR FREE THE FREE NATA PR MODEL SIGN UP TO OUR LISTS | |||
| 145- Public relations to gain consumer trust | 07 Jun 2023 | 00:11:22 | |
Bonjour, Hello and welcome to Episode 145 of the NATA PR SCHOOL podcast. Public relations to gain consumer trust Before the advent of the Web and the digitization of media, our public relations campaigns were evaluated in terms of advertising value. For example, if a quarter-page featuring a client's product were published in a magazine and purchasing that same quarter-page in the magazine cost $2000, we would multiply that amount by three, six, or even ten because it was commonly believed, based on studies at the time, that an article was read more than an advertisement. This practice was based on the fact that articles attract more attention than advertisements, and consumers place more trust in what is written in articles. Experts even claimed that editorial content was more effective than advertisements in persuading consumers. Educational and informative articles significantly influenced purchasing decisions more than traditional advertisements. I wanted to update this data to see what new research revealed. Here's what I found:
While the phenomenon of "Fake News" has had a significant impact on the credibility of journalists, compared to advertising effects, a review of a new car or beauty product will always carry more credibility with consumers simply because it comes from an independent third party who has tested the product and shares their opinion or expertise. One of our students at NATA PR SCHOOL, Antoine Bolduc, summarizes this effect very well: "After just one interview on local TV, I became an expert in the eyes of my followers and gained 400 new followers overnight." - Antoine Bolduc, Atypic Equipment Advertising generates sales, while public relations aim to make you known. Public relations will bring you the credibility and recognition Antoine Bolduc enjoys today. It's your turn! Sign up for our programs to learn how to integrate public relations into your marketing plan in less than 2 hours per week. If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com INSTAGRAM GET FEATURED FOR FREE THE FREE NATA PR MODEL SIGN UP TO OUR LISTS | |||
| 144- In the choice of a public relations agency, is bigger better? | 31 May 2023 | 00:11:29 | |
Is a large public relations agency better than a small one? Several factors come into play because each agency will have different strengths. I like to say that the perfect public relations agency is a bit like perfect love—it doesn't exist. But there is certainly an agency that is made for you! How do you find it? I suggest four tracks that will help you in your search for the perfect public relations partner:
Flexibility and adaptability A bigger public relations agency has more human resources, contacts, and important tools. But a medium-sized agency willing to become your partner will provide you with the flexibility you may need at this stage of your business development. An agency willing to regularly review its objectives and openly analyze its results with you will be a faithful ally. Feels like they have known you for a long time You know this instant connection that makes you feel confident from the first few minutes. In over 20 years of service at NATA PR agency, virtually all these collaborations have been successful. So don't hesitate to continue the exchanges with an agency that makes you feel confident and gives you the impression of knowing them for a long time. It's an excellent start! Always finds time for you Smaller public relations agencies can be more flexible, and reactive, and offer a more personalized service. They won't hesitate to reschedule appointments to accommodate you and connect with you. With smaller teams, agency leaders and experts can be more involved in each project. You won't have to start from scratch whenever a young account executive leaves the agency. Resembles you Medium-sized agencies can also specialize in specific domains or industries, which can be an advantage if you're looking for specific expertise. They resemble you and can become your public relations department. So, does size matter? Is bigger better? It's important to note that the size of an agency doesn't necessarily guarantee its quality or its ability to meet your needs. It's essential to consider other criteria such as experience, references, specific skills, the agency's culture, values, and ability to understand your company and industry. The best public relations agency is undoubtedly one that already knows you. If you wish to continue the conversation on this subject, please contact me. You can find my contact information on our website: natapr.com INSTAGRAM GET FEATURED FOR FREE THE FREE NATA PR MODEL SIGN UP TO OUR LISTS | |||
| 143- The Best Public Relations Agency: how to find it | 24 May 2023 | 00:14:42 | |
You are in search of the best public relations agency and wondering how to navigate through all these agencies that, from the outside, seem similar and offer similar services. Of course, nothing beats a recommendation from a third party that you know, but even then, be cautious as the recommended partner may not be suitable. I have experienced this several times. The best agency for you is not necessarily the most expensive, prestigious, or award-winning one. No, the best public relations agency is the one that:
The best PR agency offers you a customized plan Many agencies propose the same approach to all their clients. Yes, it may generate results, but will it be suitable for you, and will you achieve your desired goals? Feel free to ask the agencies how their proposal differs from what they offer to all their clients. The best PR agency knows your industry Even if the agency you wish to work with appears competent, if they are not familiar with your field or industry, whether it's agri-food or beauty, they will struggle to:
Are you hesitant to work with an agency that already represents multiple brands in your sector? Well, if that agency is not working with your direct competitor, there are several advantages to considering a closer partnership:
The best agency will develop useful KPIs Why did you decide to hire a public relations agency?
What matters here is determining your expectations and adjusting along the way. No one knows the future, so setting goals and KPIs helps direct efforts in the right direction. It's about the trajectory, not just the end result. Ultimately, the best public relations agency is the one that is passionate, listens to you, and supports you in your growth and journey towards recognition. The best PR agency will make you shine, and most importantly, they will love your company almost as much as you do. Feel free to reach out to us if you would like to continue this discussion with us. We are here for you!
| |||
| 142- Public Relations in just two hours per week with NATA PR SCHOOL | 17 May 2023 | 00:11:01 | |
If you want to make your business known, increase your visibility in the media, and save time by quickly learning the basics of public relations, then NATA PR SCHOOL's courses are for you! With over 20 years of experience in the public relations industry, our agency is the only one at this professional level to offer free training to teach you how to get free media coverage. By following our courses, you can quickly master our 6 simple steps method and take advantage of our weekly coaching to propel yourself quickly. Here's what our participants have to say: "After just one interview on local television, I became an expert in the eyes of my followers and gained 400 new followers overnight." Antoine Bolduc, Co-Founder Atypic Equipment "I am thrilled, and I can never thank you enough for the help and advice I received from NATA PR SCHOOL. The time and effort have paid off!!" Amal Amgaad, Communications Director YON-KA PARIS USA In addition to our free courses, we offer a twelve-module program for those who want to go further and quickly implement our process to get free media coverage. And our weekly coaching is there to help you avoid the most common mistakes and time-wasters. And all of this in less than 2 hours per week! There are twelve easy-to-master modules, and you can study one per week in just a few minutes and then put the exercises of each module into practice. I teach you our model in 6 simple steps, the first of which is the most important - determining why a journalist or influencer would talk about you. I show you examples of press releases, ultra-simple correspondence to contact media and influencers. I teach you what "guest posting" is, how to speak in front of the camera, and what simple tools you need to get free media coverage. Our course: GET FEATURE FOR FREE, is an access to the training we offer to all our new employees. Many have university degrees in public relations, communication, and marketing, but they have never communicated with journalists and influencers. So, it's all the practical part that I teach you, all the shortcuts to quickly generate results, and all of this in less than two hours per week. So why wait? Join our community of professionals and entrepreneurs determined to improve public relations and propel their businesses. Sign up now on our lists by downloading our free model here: THE FREE NATA PR MODEL https://prschool.natapr.com/The-NATA-PR-Model We look forward to accompanying you on your public relations journey and helping you succeed! I am your certified PR Coach who can help with your promotion and business development. I'm here for you. INSTAGRAM GET FEATURED FOR FREE THE FREE NATA PR MODEL SIGN UP TO OUR LISTS | |||
| 141- Public Relations – The Magic Formula | 10 May 2023 | 00:11:30 | |
In previous episodes I’ve told you how I found public relations while working for the Opéra de Montréal, Analekta and Parasuco Jeans, where I was head of marketing and communications. It would take me more than a decade of working in different marketing positions before I’d decide to make public relations my focus and create the NATA PR agency. This is all to tell you how you, too, can include public relations in your business—and that's what I can teach you at the NATA PR SCHOOL. Some of our students are like me—marketing pros who want to understand public relations and, most importantly, mix it into their marketing plan. Maybe that’s you. Like me, you probably watch what your competition is doing. You wonder why certain brands are more popular when the products and services you offer are just as good if not better. Why aren’t people talking about you? I get it! That’s what our clients ask us to do: get people talking about them. So we have all the answers to this question: Why aren’t people talking about you? More importantly, we know how to get them talking about you! One day, I decided to brainstorm with a friend of mine in advertising who was very familiar with what public relations agencies do, so that she could help me clearly define what sets NATA PR apart from its competitors. Well, it was thanks to this great lady of advertising, Chris Bergeron, that the NATA PR Six-Step Model was created—the one I'm always talking about and which I include for free in the notes of almost every episode of this podcast. The Six-Step Model is simple, and it’s our magic formula. I can teach it to you to save you precious time, showing you in a few simple steps how to apply it concretely in fewer than two hours a week. I’ve been using our model every day for more than a decade, here at NATA PR. I teach it to all our students and all our employees. I make use of this model every time I meet with new clients who want to retain NATA PR. So if you haven’t done it yet, it’s time to sign up, friends—because three months from now, where will your business be? Will you be standing still, or—with the help of the NATA PR SCHOOL—will you have made a giant leap into the future thanks to the professional support and training I’m offering you? By signing up now, you’re investing in yourself and your business. You’re giving yourself the opportunity to think and act effectively so you can get featured, raise your profile and boost your sales. That’s what public relations is for: getting talked about for free, so you become a known entity and your sales increase. Are your competitors getting talked about, and leaving you behind? We know exactly why. I have 30 years of experience in public relations and I run NATA PR, where we serve clients in every market in North America. And we know what works today. Getting Featured for Free is our most complete program—our magic formula! I’m offering you what I would have loved to find 20 years ago, but which wasn’t there in the very early days of the internet: simple, practical strategies to get your business featured and get people talking about you. I’ll see you in class! These are the links, and I’ll be here to guide you every step of the way. Sign up today! https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 140- Public Relations, Artificial Intelligence and ChatGPT | 03 May 2023 | 00:13:11 | |
If you’re like me and running a business, sometimes you need some time before testing out the newest trend in social media or the new technology everyone’s talking about. So here I am with my personal grain of salt about what I understand of AI and ChatGPT. If you haven’t done it yet, log on to ChatGPT and try asking this amazing tool what’s on your mind. No doubt you’ll be bowled over by how fast and how well it answers. My first question was: “What is artificial intelligence?” I got a pretty long answer at first, so then I asked ChatGPT for a shorter answer in French and English. Within seconds, here’s what came up on the screen: Artificial intelligence (AI) is the ability of machines to perform tasks that usually require human intelligence, such as reasoning, perception, learning, and interaction with the environment. It is a field of computer science that enables machines to analyze data, make decisions, and learn from experience without human intervention. What role will artificial intelligence play in public relations? Artificial intelligence (AI) has the potential to have a significant impact on the field of public relations. Here are some examples of roles that AI could play:
What does ChatGPT stand for and can you give me a shorter answer? Sure! ChatGPT is short for “Chat Generative Pre-trained Transformer,” which is a fancy name for a conversational AI language model. I understand that the power of such a tool can be frightening, but I can’t help seeing its advantages. Especially when it comes to understanding the trends and what’s on our contemporaries’ minds and to quickly find out what the media or your potential clients are interested in. With this, you can:
As ChatGPT told me: However, it's important to note that AI will not completely replace PR professionals, but rather it can be used as a tool to enhance their work and efficiency. So these new tools are ours to make good use of. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 139- Public Relations – Simplified (Easy, Effective PR) | 26 Apr 2023 | 00:13:29 | |
We're all aware that since the pandemic, companies around the world have been facing hiring challenges. Between you and me, how could it be otherwise when every business sector has had massive layoffs? So it's time to quit complaining and get on with it. I'm one of those bosses who has figured out that you have to be in permanent hiring mode and that recruiting young talent who have just finished their studies—if you give them a little time—can quickly prove to be more efficient than an employee who says they have three years of experience but who's bounced from job to job without ever really digging in. That means we'll just have to train them anyway. I can hear you saying, what? You train employees who might very well not stay with NATA PR? And my answer is yes! Plenty of them are going to leave, often six months or a year in, whether we train them or not. Yet I have to say, since I've made peace with constantly training and hiring, more than 70% of our new hires have stayed with us for more than a year. And if they do leave, it's often to go back to school, to travel since that wasn't an option for this new generation, or sometimes to choose another profession. I too benefit from this ongoing training by rethinking every move we make at NATA PR and how we can develop processes to make what we do here crystal-clear and easy. And you know what? My training sessions with my employees have become the basis of the NATA PR SCHOOL, where I teach you media relations, simplified. The first thing we do with our young hires is:
Step two:
Step three:
That's already 50% of the work. The next step—Step 3 in our model—is to identify what I call the “real” influencers. It's just a question of finding who's interested in the product or service you're selling. Yes, we have powerful tools to run media searches, but just like you, we'll Google it. Sometimes, reaching out three times to journalists/influencers whom we've done research on to find out if they've recently written about the same type of subject is better than sending out a thousand cold emails to a list of contacts you got from a friend. According to CISION's annual State of the Media Report, the #1 complaint of journalists is the low volume of interesting emails (barely 25%) based on the business sectors they write about. So you'll understand that there's no point in sending them an email about a new clothing collection when they only write about electric cars. But will you get more from them if the information you're sending them is related to the topics they cover? So now it's your turn to include simplified PR in your marketing plan. Enrol in our programme and I'll teach you our fast and effective method that will only take an hour or two of your time each week. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 138- Public Relations: Events – Yes or No? | 19 Apr 2023 | 00:12:20 | |
Public relations, the way we do it here at NATA PR, means creating events for product launches, new collections, and more. You might wonder when an event is necessary and whether it’s worth the time and money invested. Well, a public relations agency can help you see things more clearly. Since I took my first steps in marketing, I've been very keyed in to allocating budgets to get people talking about something new. And yes, sometimes you’ll get identical results without an event, in terms of media coverage or influencer mentions. If someone’s trying to sell you on an event at all costs, ask your agency to propose an event-free strategy and see what they come up with. It’s hardly news that convincing journalists and influencers to attend a product launch can be tough. The brands who have the resources will try to outdo each other, offering press trips to idyllic locales. But what if you’re a local brand with, shall we say, limited resources? You’ll have to be creative and come up with an event that will provide, say, new content that adds on to what the journalists and influencers are saying. We were asked to come up with an event for the launch of skin care products for post-menopausal women. Of course, beauty reporters are interested in the topic—they want to share the new products and trends with readers and subscribers—but why should they bother to attend when they can receive the new products and information from the comfort of home? Here again, the NATA PR Six-Step Model is so useful to us, and Step 1 answers the question: Why should they bother to attend? Here are some answers that spurred us to propose a custom event for our client:
Our ideas: After custom skin care, women in menopause or post-menopause are looking for makeup solutions, and often have to update their wardrobe. So, we designed a three-part event:
The designer agreed to let us host the journalists in their store, which we set up for the event. Working together with the cosmetics brand, a portion of the cost of the clothing was covered by the beauty brand, and the journalists could choose a blouse and a pair of pants in their size. This event, which was carried off with the most limited of budgets, was a real success. So yes, events have their purpose, but be sure you’re clear on your objectives and priorities before you embark on the adventure, because the cost could rival a wedding. So you can imagine the astronomical sums that some brands invest in these events. https://www.instagram.com/nata_pr_school/ FAITES PARLER DE VOUS GRATUITEMENT https://prschool.natapr.com/evergreen_fr GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 236- Public Relations : Top Tip To Grow Your Business in Tough Times | 23 Apr 2025 | 00:09:18 | |
The global economy is shaken. U.S. tariff announcements and the unpredictable decisions of some leaders are creating widespread uncertainty. Here are two essential reflexes to adopt: Stay visible (take a cue from those who dominate the media!) Are your competitors out there while you disappear? Bet on local That’s where a strong PR campaign becomes powerful. It helps you get seen, recognized… and chosen. Like you, I sometimes feel like pulling back and going quiet. But I know now is the time to do the opposite. Let’s not give our clients—current or future—a chance to forget us. Need a little boost o get visible?
N Nata
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37 6-STEP GUIDE TO PRESS RELEASES THAT SELL➤ https://prschool.natapr.com/pl/2147718415 THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS ➤ www.natapr.com INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/ | |||
| 137- How I Found Public Relations (3/3) | 12 Apr 2023 | 00:12:07 | |
In the previous two episodes, I told you how I found public relations at the Opéra de Montréal and the Analekta record company. So let’s move on to when I was head of marketing and communications at Parasuco Jeans and hadn’t yet chosen to go all in on public relations. I’m telling you my story in three acts, just to show you how, years later, I developed the basis of what I teach you at the NATA PR SCHOOL. So when I was at Parasuco Jeans I discovered the impact magazines have on fashion. Even now, even in their online version, the major magazines like Vogue, Elle and Marie-Claire are instrumental in sharing fashion trends. I quickly learned how to take advantage of these fabulous glossy print magazines for Parasuco. Several fashion stylists quickly figured out they could contact me to come and borrow clothing from upcoming collections. Thanks to the connections I made, Parasuco even made the cover of ELLE Canada. That’s when I understood how profitable it was to trade services: I’d open up the showrooms for them where upcoming collections were presented to buyers. Journalists and stylists could borrow pieces from future collections and take photos to publish them in the pages of their magazines. Eureka! Sure, it took time and energy, but the results were amazing and well worth the investment. Images and pictures are just as crucial today, because plenty of outlets will talk about new products if the brand sends them high-quality images. In the past, the major magazines would produce practically all the images that appeared in their pages, but nowadays if you don't have the images they're asking for, you simply won’t make it into the magazine. So this is where Step 4 of the NATA Model becomes clear: Give them the tools they need. Images and videos are fundamental tools. And this is what we teach you at the NATA PR SCHOOL. Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 136- How I Found Public Relations (2/3) | 05 Apr 2023 | 00:14:50 | |
In episode one of this three-part series, I told you how I found public relations at the Opéra de Montréal, where I began my career in marketing and communications. Today’s episode covers phase two in my PR discoveries because, despite my success in spreading the word about Opéra dans la rue and the Opéra 18-35 programme, several years would go by before I moved fully into public relations. My first loves were marketing and communications, and I stayed on that path for a few more years before launching NATA PR. After four years with the Opéra de Montréal, I made a quick detour into the world of theatre at Espace Go, once again as marketing and communications director. Then I moved back into music with Analekta, one of Canada's top independent classical labels. As marketing and communications director, I was asked to take special care of the company’s star performer: Angèle Dubeau. She’s a classical violinist who is still a top name in Canada, even today. Angèle knows how to stay accessible to her fans and give them the performances and recordings they want. So I was still laying the groundwork for the NATA six-step model. Step one, which is figuring out why journalists would talk about Angèle Dubeau, was often a cinch. During those blessed CD years, she would put out a major new release each year. It didn’t take me long to see that we needed a catchy title, but most importantly, to alert the media. Sending out a press release about a new classical album is one thing, but these weren’t Celine Dion’s latest hits! So I had to set goals and sometimes do four to ten calls before I got any calls back from reporters. This was a time when there were still journalists who covered nothing but classical music, and a national radio station—CBC/Radio-Canada—that was entirely devoted to it. The updates and alerts were incredibly effective. At Analekta, I discovered the various points that public relations and sales had in common. Because there too, to attract interest, I had to make a real effort, and do some things repeatedly. The phone was my best tool. I would prepare my main message and my secondary messages. I always left very short voice mails, repeating my name and phone number twice, very slowly. The voice is a force I liked using, as I’m doing today with the podcast. It was also at Analekta that I figured out I could get a feature story for a new item or event. Gregorian chant was having a moment, and Analekta’s founder had the brilliant idea of contacting the monks of Saint-Benoît-du-Lac, less than two hours outside Montreal, to propose a recording project. It was a first for the monks, and they were eager to do the project. Gregorian chant—as they still practise it today—is sublime. The record brought their musical practice to a lot of people. When I was wondering who would actually want to talk about this project, I thought about the newscast, and a culture reporter named Paul Toutant. I proposed he do a story on site during the recording. And just as I thought, he was very receptive. However, he requested an exclusive on the piece. Since it was the major news show and millions of people tuned in every night, it didn’t take me long to realize this was a good idea. Exclusives are a key strategy, and in this case it was very lucrative. It made the album a smash hit. This award-winning story got a lot of attention––more than eight minutes of a one-hour major news show! I’m delighted to say once again that my passion for public relations goes back more than 30 years, and that after 10 years of working at many companies as marketing and communications director, I created the NATA PR SCHOOL so I could teach you the ABCs of public relations—which are still the same today—so you can easily integrate them into your marketing plan while combining them with your social media. Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 135- How I Found Public Relations (1/3) | 29 Mar 2023 | 00:12:31 | |
This program is based on my own discovery of public relations several decades ago. I know from experience that if you pay attention and learn the fundamentals of PR, as I did, you can easily do it yourself. If you’re a small company with few human resources, or a startup, you can use PR to make yourself known, to grow and to attract investors. I studied classical music at university, combined with postgraduate education in arts administration. I began my career at the Opéra de Montréal as a young intern, where I quickly found the marketing and communications department. It was a real wake-up call for me. I still love marketing and promotion. For three years I had the good fortune of working as marketing and communications manager, and I had a public relations expert on my team. As I have a very creative mindset, I founded two new programs during those two years: Opéra 18-35 and Opéra dans la rue—a programme to make subscriptions accessible to the next generation of opera fans, and a mini-festival to bring opera to a wider audience. Since the head of public relations in my department was very busy promoting the regular season, I decided to jump in and do the PR for these two programs myself. Pressed for time, I wondered how I could get these two new programs talked about in short order. This is where I came up with the steps in our six-step method, the first of which is: Why would they be talking about you? I’m not nostalgic, but it is amazing to see, as we travel down our path, whatever it is, how the bases of what we create are often already in place. So it didn’t take me long to figure out that I could contact local TV, radio and newspapers to talk to them about these new events. If you’re a regular listener, you know how interested reporters and influencers are in whatever’s new. I even gave interviews on the radio, where they wanted to talk to me about Opéra dans la rue, this free mini-festival that was so accessible. I also found out, at the start of my career, that journalists like talking directly to creators and entrepreneurs. So they were surprised to see that I was the one contacting them, and some of them were curious to hear me talk about my projects. I understood that one of their mandates was to tell the people about what's new—in this case, a public service that could interest their listeners and readers. I was responding to step one in the NATA model: why would people talk about my project? As you’ve realized by now, in the case of Opéra dans la rue, the reasons were:
I’m delighted to say that my passion for public relations goes back more than 30 years, and that after 10 years of working at many companies as marketing and communications director, I created the NATA PR SCHOOL so I could teach you the ABCs of public relations—which are still the same today—so that you can easily integrate them into your marketing plan while combining them with your social media. Now it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 134- Public Relations is Affordable – Advertising is Expensive | 22 Mar 2023 | 00:15:10 | |
What are the benefits of advertising and public relations? And what’sthe difference? This is the fourth episode in which I help you answerthose questions, and continue to share what I know to help you tellthem apart. My ultimate goal is still to help you make informed choices when you’redeciding how to integrate public relations and advertising into yourmarketing plan.
Obviously, if you’re just starting out and have a newly launched product outthere, your budget won't let you do that kind of advertising campaign– it wouldn’t make sense. However, public relations and socialmedia are within your reach. At NATA PR, which I founded more than 20 years ago, I’ve seen plentyof trends and schools of thought emerge along with social media. Someclients believed that influencers were the new, and the onlyworthwhile, brand ambassadors. However, every day we still seeproducts and companies partnering with the artists, athletes andcelebrities who often make headlines in mainstream media. Others who would swear only by the Facebook ad, which of course generatesthem sales, hadn’t figured out that investing in their reputationwould probably have helped them last longer. Since the advent of social media, the lifecycles of promotion fashions andtrends have sped up considerably. That’s why you may have heard of360o campaigns, which simply means getting yourself seen and promoted onseveral platforms, not just investing everything in one likeFacebook, even if it’s very profitable for you in the short term. New brands can launch cheaply online and, if these young companies alsosucceed in getting talked about, they can quickly start to eat intoyour market share. But let’s get back to our point. We're talking about spending here,specifically how much less public relations can cost you thanadvertising. During the pandemic, when many people believed theInternet and online sales would continue to skyrocket, some of ourclients hired digital marketing agencies to continue boosting theironline results. Some of those agencies had even recommended that ourclients take the budget they had for public relations and give it tothem. So I crunched some numbers to find out how much the most recent onlinead campaigns by that agency had cost versus our PR results, e.g. thecost of acquiring new subscribers to their newsletter vs. a publicrelations campaign. Some of you will tell us that it's not the samething, and we agree 100% – but here are the results: It cost our client between $5 and $10 per new subscription, per emailacquisition. As for our reputation campaign, it figured in cents:$0.005 per potential reader/listener/fan. Several big brands that retain the services of NATA PR are investing solelyin two areas: social media and public relations. Naturally, there's no magic formula that works for everyone all the time. But wehave convincing case studies and, as I like to repeat, largecorporations don't hire a public relations agency just for fun –but to get results. So it’s up to you to include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL | |||
| 133- Public Relations for Reputation – Advertising for Sales | 15 Mar 2023 | 00:11:12 | |
Public relations and advertising get very different results. We’re on episode four now, and we’re still talking about what makes PR different from advertising. To find out more about how PR is different from advertising, please listen to our three previous episodes. One vital element that only public relations will give you:
If I ask you to name the celebrities you know who aren’t in your circle or your industry, you’re going to realize that you know them through the filter of media and social media. You know them because the media talk about them. For those of you who follow this podcast, you’ve often heard me mention Elon Musk’s name. I know it’s an extreme case, but it illustrates nicely how Elon Musk came to be known and succeeded in developing his reputation using public relations, not advertising the Tesla. The same is true of every celebrity, but also for the business people in your community or in your country who you know because you’ve read articles about them in the media you consume. So, if you choose to include PR in your marketing plan, the number-one reason should be:
Sure, PR will ultimately help to boost your sales, because consumers are more willing to purchase what they know or what they’ve discovered through the media and social media. But be careful not to get confused, because the role of PR is actually to “get you known.” Advertising never plays that role. Advertising has many advantages, the main one being to generate sales. Here’s what Wikipedia tells us: Advertisingis a form of mass communications, the goal of which is to attract the attention of a target audience (consumer, user, voter, etc.) to persuade them to adopt a desired behaviour, such as purchasing a product, voting for a candidate, or conserving energy. Public relations is an amazing tool for increasing a brand's credibility, regardless of what industry you're in. It gives consumers more confidence in your products. Public relations adds to this long-term cumulative effect, which increases your online presence. By combining social media, press releases to journalists and organic collaborations with influencers, all our clients see their reputation grow, which does a lot for their future sales. The top luxury brands like Chanel, Louis Vuitton and Gucci, along with the global brands like Nike, Adidas and New Balance continue to get themselves talked about, to maintain their reputation from one generation to the next. Yes, social media plays an important role here, but the media, which are also online, still play a critical role which lets them hold onto that precious reputation and their reach among their customers. At NATA PR, we’re not anti-advertising—quite the opposite. We believe that combining PR, advertising and social media can produce amazing results. So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. And most of all, don’t forget to add a comment if you think our podcast is helpful. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 132- Public Relations is a Marathon – Advertising is a Sprint | 08 Mar 2023 | 00:11:42 | |
How do you tell advertising and public relations apart? When and why should you use one or the other—or both? This is the third episode in which I help you answer those questions and continue to share what I know to help you tell them apart. The ultimate goal is to have you integrating public relations and advertising into your marketing plan. Are you wondering whether public relations lasts? Know that any journalist who grants you the privilege of talking about you or your product leaves traces, especially online:
When you spend your time and your budget on public relations and influencer awareness, it can take time to see results, and they’re not always immediate—but they do last. Anyone doing an online search for your product will see those articles pop up and will get information about you. I recall an exchange with a young marketing professional, to whom I was explaining what it is we do, and he told me: “We have a client who does exactly what NATA PR offers its clients. Journalists and influencers regularly talk about this brand, which brings a steady stream of visitors to the website. And what they ask us to do is simply “retarget” their visitors. In other words, the brand in question had hired this digital marketing professional for a retargeting campaign, to offer the brand’s products again to all visitors to the company’s website. Here again, you see advertising becomes much more effective when you offer potential customers the products of a brand they’ve already heard of. And this digital marketing pro went on to say: “That’s exactly what’s happening, they’ve integrated public relations into their plan; it’s the best organic part of their marketing plan!” This means that the brand succeeds in getting talked about without paying journalists and influencers. So advertising is much more transient, although it’s very powerful in this case:
At NATA PR, we’re not anti-advertising—quite the opposite. We believe that combining PR, advertising and social media can produce amazing results. So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL | |||
| 131- Public Relations for Credibility – Advertising for Appeal | 01 Mar 2023 | 00:11:06 | |
What are public relations and advertising for? We’re continuing to look into this area, which we began in the previous episode. If you can’t tell one from the other, you’re not alone—even the pros sometimes get confused. Advertising students and trainees often skim over the topic of public relations in their coursework. Since it isn’t often considered a major component, they’re only taught the basics—but it’s a powerful tool that should be part of every good marketing plan. As we discussed in the last episode, advertising and media relations are both promotional, but they get different results:
As I’m writing these words, I’ve just been won over by an ad for an “Ultrasonic cleaner” for cleaning eyeglasses and jewellery. Since it’s reasonably priced ($24.98), I figured I could just get it now to try it out and, if the quality wasn’t the best, I wouldn’t have lost much. You see how the ad seduced me. This product solves a problem: I wear glasses practically 24/7 and I’ve always wanted one of those little devices. Longbefore I saw this ad, I’d seen lots of the little boxes in magazines and on social media. You know those quick videos where they show you that if you dunk a tarnished piece of jewellery, you instantly see a cloud of filth detach from the item and float in the liquid. When you lift out your jewellery, it’s clean as a whistle and sparkling too. That’s right where the ad could have pressed the “want” button for me, because I was feeling a compound effect. A backlog of images and information that only PR can provide, combined here with social media. A couple of years ago, we took advantage of the opposite effect to grab the media’s attention about a steamer for smoothing wrinkles out of clothing. The brands T-FAL and ROWENTA were selling appliances like the TOBI, whose ad was causing a stir in a small market, and the ROWENTA was more effective. I had pitched a public relations campaign to our client, and we’d approached magazine editors as well as editorial stylists. We’d shown them our appliances and they had had a chance to use them. These approaches netted us some good press, and I remember that the SEB group, which distributes and sells its brands in North America, had named us as an example and that we had been one of their case studies at international meetings. You see, when I talk about combining the strength of PR with social media and advertising, this is a perfect example. So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 130- PR Likes Novelty – Advertising Goes for Established Brands | 22 Feb 2023 | 00:10:22 | |
We often confuse advertising practices with what public relations does. What’s the purpose of each? Clearly, the purpose of both is to generate sales, but the way they appeal to consumers is different. Of course, advertising and media relations are part of any good marketing plan. But the results are very different for each approach:
While PR likes novelty, advertising goes for established brands. This may seem obvious, but it’s much easier to sell a product to a customer who’s already heard of it. And this is where public relations plays its role – often underplays it, really – unlike advertising, which is more like a marching band. At NATA PR, we’re experts in sharing our clients’ news. We already know which journalists and influencers will want to be the first to showcase our latest finds. There are so many of these go-betweens whose top goal is keeping their readers, listeners and fans up to date. You’ll see why time is such a key factor for public relations to work its magic, whereas advertising can be more immediate. Other PR experts used to like stirring things up, like AI and Laura Ries, who launched the cult PR book “The Fall of Advertising and the Rise of PR.” Naturally, this was before the Internet and the infinite advertising power of Facebook and Google came into play! At NATA PR, we’re not from the school of thought in which PR can fix everything. But we know that if you can harness public relations, advertising and social media, you can create a massive force to reach consumers. So if you have a new product or business, it’s to your advantage to use public relations at the start of your campaign. We’ve often advised our newsmaking clients to catch the interest of several journalists and influencers first, through a public relations campaign, before moving on with advertising. There are multiple reasons why they would talk about you or your product. But the simplest reason is still that it’s new. So it’s up to you to take advantage of this, and include PR in your marketing plan. If you want to discuss it in person with us, get in touch now at www.natapr.com https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 129- Public Relations – Follow-Ups and Reminders | 15 Feb 2023 | 00:10:40 | |
In this episode, I’ll be talking about Step 6 in the NATA PR model for creating a public relations campaign with traditional media or influencers. It’s a key tactic for getting the attention of media and influencers—what I like to call reminders. And here’s where I think media relations—the way we do it here at NATA PR—has something in common with sales. If you’re selling products and services, what I’m saying here should sound very familiar. You contact a client the first time to sell them your products, and it’s not likely you’ll make that sale right away, is it? It’s possible, of course—you’ve really done the homework on your timing and your contacts, and you know your product is what they generally purchase, or you have THE solution to a specific problem. The same is true with follow-ups and reminders to journalists and influencers. You rarely get a response to your first email unless you have news that fits with the stories the journalists are working on: a stand-out new product in electric cars, for example. In that case, you’ll get the attention of niche journalists/influencers pretty easily. However, our day-to-day at the agency has shown me that this is not true for all our clients. And this is where follow-ups and reminders can generate the results you want. How many follow-ups and reminders should we do? By doing a little research online, I’ve found a range of answers on this point. But they all agree on more than two. Obviously, you won’t hit your sales targets with a single reminder. Some experts suggest as many as seven. But you’ve got to take pains not to annoy that journalist or influencer. Use a light touch here to score points. So if you send your press release just once and pray to the PR goddess, the odds are that you won’t even get a single response. And this is what new clients often tell us when they contact us: “We’ve sent out press releases and it's never done a thing.” As I always say, unless you’re Elon Musk, Celine Dion or the Cirque du Soleil, no one’s out there waiting for your press release. That doesn’t mean that your news isn’t important unless you're an A-list celebrity. But it does speak of the volume of news that journalists are sent—so you should never hesitate to put yourself back in their line of vision. I hope I’ve convinced you of the importance of Step 6 in our model. Play around with this! Try sending some attention-grabbing reminders. Change your email subject line. Share some news that isn’t in your press release. Be sincere and honest. Be real. And don’t forget that you’re sending this news to human beings! If you want to learn more about our six-step model, download it now and get in touch. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 128- Public Relations – KPI and Metrics | 08 Feb 2023 | 00:12:32 | |
In this episode, I’ll be talking about Step 5 in the NATA PR model for creating a public relations campaign with traditional media or influencers. Today we’re talking about metrics, choosing metrics, and how metrics is simply the best tool for moving forward toward the success you want. As some of you know, I’m fascinated by the professional coaching industry and its growth in recent years. I’ve been using professional coaches every year for many years, so I can make progress and measure my results. In 2020, in fact, I decided to earn my certification from one of the most reputable and qualified schools: The Life Coach School. For me, choosing and setting targets that can be measured is simply the best tool. It’s what our amazing brains can use to help us find solutions that match our needs and move us forward toward the success we desire. Whether you’ve taken on your own media relations or you’re working with an agency, you know how important it is to set quantifiable targets – what we like to call Key Performance Indicators (KPI). You’ve probably already heard the term, which simply means defining the key factors you’re going to measure when the campaign is over. Here are a few examples:
What you choose to measure—your indicators—can vary widely. If you’re on your own and starting to send out press releases, set yourself simple targets for the number of contacts and follow-ups. You can start with as simple a list as five carefully-chosen media outlets or influencers, and test their interest and their responses. Set yourself follow-up targets with them—four, five or six with different angles and news. Between you and me, achieving 100% of the targets you set isn’t essential, especially when you're just starting out. What is vital, however, is identifying what works and what can be changed and improved. Public relations is not an exact science, and that’s what keeps me so interested. I especially like Alain Fernandez’s definition of metrics. He’s talking about economics here, but it applies to us: “You don’t measure to control, but to steer. In our corporate approach… we’re too quick to associate the terms ‘metrics’ and ‘indicators’ with ‘control’.” He goes on: “… You must move away from the approach of upstream planning and downstream reporting, toward a dynamic and responsive approach: measure/act/react.” In short, you’ve got to choose which measuring points will answer your questions. If your target turns out to be hard to measure, like increasing your visibility, it’s even more important to make it quantifiable—in other words, something like writing three articles on the company’s history. I hope I’ve convinced you of the importance of Step 5 in our model. Look at it as a game and have fun measuring the actions you take and the results you get. If you want to learn more about our six-step model, download it now and get in touch. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 235- What is a press release? | 09 Apr 2025 | 00:09:19 | |
Welcome to a new episode of our series on THE PRESS RELEASE. Many believe that writing a good press release is complicated. However, after more than 30 years of experience, I can assure you that the simplest ones are the most effective. A press release is simply a tool designed to make the work of journalists, columnists, and influencers easier. The press release remains the number one tool in public relations. It’s the foundation they use to talk about you and your products. However, achieving simplicity requires expertise. A press release is not a literary work—it must be direct and capture attention. With rapidly evolving artificial intelligence tools, writing a press release is easier than ever. However, you still need to assess whether the result is effective. If you rely solely on AI without understanding what makes a good press release, your message might miss its mark. At NATA PR SCHOOL, we teach you how to write impactful press releases that sell. We also use AI, but with a critical eye: we review, refine, and improve every text. The key is choosing the right words—the ones that truly represent you and leave a lasting impression. Writing a press release is an excellent exercise in clarifying your message. We are all fascinated by AI, and many of our clients are exploring how to use these new tools, dreaming that they might replace many employees. But I am convinced that those who will not be replaced are those who possess knowledge. Keep learning, and stay curious. To discover public relations at your own pace and schedule, I invite you to check out our express training: PR 101—a 30-minute workshop for $19.95. Public relations aren’t going away; understanding them better will give you a competitive edge. I started my career as a marketing professional and developed a passion for public relations through experiences where I didn’t always have the budget to hire an expert or an agency.
Stay curious, check out our PR 101 training, and let me know what you think! Any questions? Contact me at nata@natapr.com Nata
PR 101 - 30-Minute Workshop ➤ https://bit.ly/4dVTx37 6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415 THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS ➤ www.natapr.com | |||
| 127- Public Relations – Essential Tools | 01 Feb 2023 | 00:10:58 | |
In this episode, I’ll be talking about point 4 of the NATA PR model to create a traditional public relations campaign, or one with influencers. If you’ve been asking yourself what tools you need to get people talking about you, then this episode is for you. Have you identified why people would talk about you, written your press release, and found five to 10 genuine influencers or journalists who are interested in your product, service or sector? If so, you’ve already done more than 80% of the work. So, what’s missing? A visual aspect to illustrate your story! It seems simple, but remember that image quality is crucial. You might interest a journalist with an excellent subject, but then they suddenly refuse to talk about you because you don’t have high-definition photos or images of your product on a white background. In this era of social media, if you don’t have photos or videos, you barely exist. If you don’t know what the right type of image looks like, browse some online publications that feature your industry or your products. Do you know which images and photos are used in articles? More than 80% of the time, they’re provided by the company or brand that’s looking to get featured. What visual do you want to accompany the text written by a journalist or influencer who chooses to talk about you, your service or your new creation? A strong image could well tip the scale in your favour. Underestimate the power of images at your peril. It’s also what will grab the attention of readers or followers of the influencer you’re working with. At NATA PR, knowing what works is second nature, because it’s what we do every day. That said, here are some stats to convince you how important certain tools are. Every year, CISION group releases a “State of the Media” survey of more than 3,800 journalists across approximately 2,160 media outlets, spanning 17 regions across the world. These figures are tangible evidence of what we see at the agency. Over the last six months: 81% used images in their articles 46% used videos 41% used infographics 39% used social media posts More than half of journalists (54%) go so far as to say they would be more likely to cover a story if provided with multimedia. Going by journalists’ most-used multimedia elements from the last half of 2021, images may be the fastest way to get out of journalists’ inboxes and onto their editorial calendars. Not only do photographs, videos, audio clips, infographics and illustrations help contextualize a story, they add a visual or aural dimension that has been proven to increase consumer engagement. I hope this has convinced you how important it is to have high-quality images. The web and social media are swarming with professional photographers. Make sure you use them! If you want to learn more about our six-step model, download it now and get in touch. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 126- Public Relations – Growing your contact list | 25 Jan 2023 | 00:11:11 | |
Step 3 in the NATA model: Identify the real influencers Far be it from me to think there are real influencers and fake influencers. The trick is to identify those who are relevant for you, your product or your service. Those who bring you REAL results. Where to start Nothing beats a real-life case in illustrating how to grow your own contact list. Let’s take a student who’s creating high-end perfumes:
You can start with a list of five contacts, then add one or two new contacts each week, and see how they respond to your proposal. Our fragrance-creating student started with a list of 10 contacts, which she added to over time. With about 20 contacts on her list, she was able to generate five articles and references on her new perfume. It’s a myth that you need weeks or months of full-time work to build your list. Take it one step at a time. This advice applies to any country and any market. The basics of PR are the same in every market. It’s also a myth that your list has to have thousands of contacts to get results. What matters is finding the REAL ones, the right influencers. Google – Your best friend Yes, it’s one of our top tools at the agency, and you can access it too. In the past, we had to subscribe to a media list and wait for updates to find out about, say, journalists on new programs. Today, though we’re still on those media lists, we do online searches daily to find, for example, who wrote articles about Valentine’s Day last year in Vogue USA (Valentine’s Day + Vogue). You see how you can easily refine your searches to find the RIGHT influencers. FIVE MINUTES OF FUN It’s easy to create contact lists and add to them every week. Try it out for five minutes, then tell me what you were able to quickly find. As we all know, everything’s online nowadays. Make Google your best friend and find contacts you can use. If you want to learn more about our six-step model, download it now and get in touch. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 125- Antoine Gagné J7 Media – Podcast and Advertising on Facebook | 18 Jan 2023 | 00:27:25 | |
This episode is also available in video format ► https://youtu.be/vnl0RTttwXE
Antoine is an expert in social media management, and J7 Media has evolved over the years to become a 100% Facebook advertising agency since 2017. This specialization has allowed J7 Media to manage more than 30 million dollars annually in Facebook advertising, and it has three case studies on the Facebook site itself. In 2018, J7 Media was among the first agencies in the world to obtain the Facebook Marketing Partner badge or Meta Business Partnercertification. A podcast enthusiast, Antoine hosts three weekly podcasts: Hypercroissance (a 100% entrepreneurship-oriented podcast – I’m a guest on Episode 58), Social Selling (a 100% Facebook ads-oriented podcast) and Commerce Élite (a 100% e-commerce-oriented podcast).
Where to find Antoine Gagné et J7 Media: https://www.linkedin.com/in/antoine-gagn%C3%A9-69a94366/ AGENCY PODCASTS Hypercroissance https://www.j7media.com/en/our-hypergrowth-podcasts Social Selling https://www.j7media.com/en/social-selling Commerce Élite (FR) https://podcasts.apple.com/ca/podcast/commerce-%C3%A9lite/id1621999577 | |||
| 124- Public relations – Tell your story | 11 Jan 2023 | 00:09:55 | |
In this episode, I’ll continue to explore with you our six-step model that we use every day at the agency to create public relations and social media campaigns. If you don’t already have a copy of this model, you can get one by clicking on the link at the end of the episode: THE NATA PR MODEL. In episode 123 I talked about step one, which is THE first question you should ask yourself: Why would they be talking about you? Once you’ve identified why “they” (journalists or influencers) would be talking about you, step two is telling your story. You don’t need to be a writer If you run a company or have a job, you almost certainly have to write emails every day. Telling your story should be just as easy as your regular discussions with clients or suppliers. We’ve developed a point-by-point technique at NATA PR that helps us get straight to the point when we’re talking to journalists or influencers. The purpose of this technique is to make information easy to read and maximize the chances of a journalist talking about you. Practise this technique using these simple questions. Answer them and then remove the questions before sending your email: WHAT: • Brand Z is launching a new vitamin C serum. WHY: • The vitamin C doesn’t become oxidized and retains all its properties that help reduce skin pigmentation. • It’s a completely new patent from company Z and they are the only ones in the world that have it. WHEN: • It’ll be launched on X. WHERE: • On X’s website and in reputable pharmacies. CONTACT: • Please don’t hesitate to get in touch if you have any questions. Getting journalists’ or influencers’ attention is one thing. Getting them to actually read your email is another. If it’s long, it’s very likely that they simply won’t read it. You’re asking too much of your target audience. If you want to develop this technique with us, why not sign up for the NATA PR SCHOOL (link at the end of the episode)? We’ll teach you the basics of how to create simple press releases that sell. Indeed, although emails are essential, press releases are still the number one public relations tool that can help you tell your story in more detail. Some of our students used this method before they even finished their press release and they managed to get interviews with local TV channels, newspapers and trade magazines. If you’ve got what they’re looking for, it’s likely that they’ll reply and talk about you. Is a little voice in your head telling you that it can’t be that easy? Well, think again! By keeping your message simple and accurate, you’ll increase the chances that your target audience will want to read what you’ve written. You’re making their job easier and giving them information that’s easy to digest. If they can read the whole thing with one glance, you’ll get their attention. If you want to learn more about our six-step model, download it now and get in touch. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 123- Public Relations – First Question | 04 Jan 2023 | 00:12:43 | |
For those of you who are just discovering NATA PR SCHOOL with this episode – we have a six-step model to guide you as you create your public relations or social media campaign yourself. We use this model every day at NATA PR. Step one in this model is so simple and, hands down, one of the most important. It’s THE first question you should ask yourself: Why would they be talking about you? “They” being the target of your choosing: a journalist or influencer. So why would the journalist from the daily that you read routinely be talking about you? If you read this journalist’s articles, you know that they’re interested in companies that sign contracts abroad, have set up programs for their employees, have developed tools to help their customers out during a recession, and so on. Do you see where I’m going with this? Some of the journalists we talk to regularly, for example, specialize in fashion and have a regular column on local fashion. So, we know that journalist is on the lookout for that kind of news. It’s up to us to share it with them. What we call trends—the hot topics—are good indicators as to why journalists/influencers would want to talk about you. Identifying the latest trends has become a daily habit for me. Obviously, depending on when you’re listening to this podcast, the trends I name here may be over – or not. Here’s an example of what I mean:
We have clients who are offering new products but also want to keep their best-sellers in the news. It’s often by means of these trends that we get the word out. We have an agrifood client who’s an expert in frozen foods. Stories about the economic, nutritional and zero-waste aspects of the frozen food industry are an excellent way to get the brand talked about. We could also team up with nutritionists or chefs offering simple recipes featuring frozen foods to inspire journalists to include them in their stories (on recipes or economics). There are multiple reasons why they would talk about you or your product. But the simplest reason is still that it’s new. Say you’re selling a new vitamin C serum that will give skin that glow. That’s all it may take to get the attention of beauty reporters, because their job is to catalogue everything that’s new in their sector and what’s local. A beauty brand made here, as we like to mention, may get its moment by highlighting that it’s local. If you want to find out more about our six-step model, don’t hesitate to download it and get in touch with me. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 122- Public Relations – No One’s Waiting for Your Press Release | 28 Dec 2022 | 00:11:28 | |
I’ve often heard business leaders, who were coming to us for our public relations services, question how we managed to generate results. They’d tried it out with their in-house team, and here’s what they would tell us: “We’ve often sent out press releases and had no one ever respond. It just didn’t go anywhere.” This belief, which is still quite embedded, that all we do is send out press releases tells me a lot about what these business leaders know about communications and public relations. Here are the questions I ask them when they believe that sending out press releases is ineffective:
Be aware that no one’s waiting for your press release, unless you’re a publicly traded company and you have to report your earnings every quarter, or you’re already very well known. Still, that’s no reason not to release anything at all, quite the opposite – if you don’t do it, many of your competitors will and they’ll take up all the media space. In over 20 years, I’ve lost track of the brands that have had great success even before the internet and which, in recent years, have realized that their younger, better-known competition is busily eating up big market shares. Yes, young companies that know how to get featured and who communicate regularly are dislodging them. No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known. Let’s have a little fun. Why not put yourself in the place of the journalist you’re trying to reach? Let’s have a seat in their office, at their screen. What are they after? Here’s what they’re thinking:
Knowing what this journalist is thinking, all you have to do is make it easier for them and send them information they can use. Simplicity always wins here. Write a short press release that contains basic information free of hype. Make sure you have high-quality, high-resolution images and list your prices, points of sale, and so on. Just the facts. If you want to know more about the number-one public relations tool, the press release, don’t wait to get in touch with me. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 121- Public Relations and Good Timing | 21 Dec 2022 | 00:10:38 | |
You’ve written your first press release which contains relevant information. Your catchy title should capture the attention of journalists and influencers. But you’re wondering what’s the right timing for sending it out. This is an excellent question and, as you might suspect, there’s more than one answer. Monday morning: not unless you’re a major company that’s already well known. Monday mornings are often very busy for media and influencers, just as they are for you. It’s back to work after the weekend, and people often empty their email inboxes and prepare the week’s agenda. Generally speaking, we avoid sending out press releases on Mondays. But be aware, if your news is connected to the headlines, Monday mornings could be the ideal time. At NATA PR, we maximize the impact of our press releases by sending them out on Tuesday, Wednesday and Thursday. However, since we have to create weekly action reports for many clients, I ask my employees to prepare those on Thursday and to write press releases that can be sent out first thing Friday. Again, it all depends on your line of business, but be aware that Fridays are a good time if you need to speak directly to journalists or influencers. On Friday afternoons some journalists will be busy wrapping up articles for the weekend, but in our business, where we’re often approaching magazines, Friday has always been an excellent day. We’ve even held events on Fridays. There is this misconception among public relations professionals who specialize in promoting products, who assert that Fridays are not good days to send out press releases or hold events. This is wrong, but be careful, because if you decide to invite influencers/journalists to visit a new spa or shop, you’ll have to let them know in advance. We’re talking several weeks here, to maximize the number of journalists and influencers who show up. At NATA PR, we have, many times, organized press trips with groups of journalists or influencers on Fridays. In those cases, we notified the media and influencers weeks ahead of time so they could block off that time in their schedule. These are often short press trips to visit a new spa or tourist attraction 60-90 minutes away from downtown. By giving them ample time, we let them schedule their workweek so they can finish up earlier on Friday and join us on the press trip. There’s no one-size-fits-all guideline here – we’re in a world that’s constantly changing. Nothing’s stopping you from asking three journalists and three influencers what they think the best times are to be invited to presentations/events. One thing is for sure: good timing is a key component in the success of our events and our public relations campaigns, and the timing that worked before the pandemic may not be a useful standard anymore. Make sure you have that time, because if you only have 10 days to send out invitations and confirm who’s coming, there’s a good chance that your media and influencers already have something on their calendar. https://www.instagram.com/nata_pr_school/ FAITES PARLER DE VOUS GRATUITEMENT https://prschool.natapr.com/evergreen_fr GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 120- Public Relations and the Compound Effect | 14 Dec 2022 | 00:11:24 | |
I covered this topic in the previous episode, when I talked about demarketing. You don’t need to listen to the previous episode first, because I’ll give you a little background: in Episode 119 I gave the example of our client who had created an excellent video and wanted influencers and the media to share it on their platforms organically (without being paid). The more I think about what I call the PR compound effect,the more I find that the concept, which I invented, makes sense and totally applies to our human behaviours. For us at NATA, the PR compound effectis created through our constant communications, through the connections we’ve established and nurtured over time. These connections take on their full value whenever we need a message that’s off the beaten path, as in the case of this video from our client who sells jeans. That’s the work we do every day here at NATA PR – offering influencers products that get them to know our clients. This example perfectly captures how important the “time” factor is in public relations. You already have connections with influencers and the media. They’ll be receptive to your next press releases and more inclined to talk about you. Now, the PR compound effectalso applies with the media, and we often build our public relations plans and many of our service offers with this very simple tactic: messaging on a single theme or a single company at several key moments in time. To illustrate this PR compound effect tactic even more easily, I’ll tell you what we set up for a client who, let’s say, didn’t have the most attractive products like beauty, fashion and design can be. I like to work on these accounts from time to time, because they get us to move away from our usual contacts and re-examine what we’re doing day to day. In this case it was an association that included makers of PVC doors and windows. These manufacturers’ stories were fascinating, because PVC had been proving itself since the ‘60s in terms of durability, flexibility and environmental protection. So I laid out the themes we’d build our campaign on, and the key moments when we were going to send out each of our three press releases.
As I often say, no one’s waiting for your press release, and sometimes there’s no way to know if the topic will interest the media. Sometimes they’ll respond to our second or third press release. They could be interested in PVC windows, but it’s not the right time for them to write an article about it. Maybe you’ll hear from them after your third press release. That’s why time is the most important element in our profession. And the snowball effect lasts a long time, for brands that communicate regularly. If you’d like to know more about the compound effect and how to develop a PR campaign that will hit the mark, don’t hesitate to get in touch with me. https://www.instagram.com/nata_pr_school/ FAITES PARLER DE VOUS GRATUITEMENT https://prschool.natapr.com/evergreen_fr GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 119- Public Relations and Demarketing | 07 Dec 2022 | 00:12:28 | |
Recently, a client asked how they could promote an excellent video that explains in detail how to choose the right jeans for your size and body shape. Even though it’s interesting to offer videos, the major media outlets will seldom share them on their platforms. That’s why PR professionals are reluctant to promote them. Even if we explain it to our clients, they secretly hope we’ll be able to get their video in circulation, and they’ll be disappointed in the results. Keep in mind that for major media outlets, sharing any video like this means:
But times are changing, and we don’t hesitate to show these videos with our press releases. With influencers especially, it’s easier to get confirmation of views. If they choose to share your video without being compensated, it’s probably because they already know about you, they like your products and your brand, and they want to support you. That’s the work we do all the time here at NATA PR – offering influencers products to get them to discover our clients. When I talk about the importance of the “time” factor in public relations, this is the perfect example. You already have connections with influencers and media. They’ll be receptive to your next press releases and much more inclined to talk about you. So, to present this video, we chose to go with the “demarketing” trend, which in this case means promoting reduced consumption. The title of our press release: Don’t buy jeans until you watch this video. Since our title is an attention-grabber, many media outlets viewed the video and congratulated our client for this initiative. We know very well that many of them won’t be able to share it, but I like these initiatives for setting up what I call the PR Compound effect. And our client’s video was developed for this very reason – to reduce the number of returns. It’s a huge problem, as you can imagine, and one we don’t talk enough about. What could be better than demarketing for making customers aware of this problem: consume less, consume better? PATAGONIA used this strategy in a Black Friday ad that appeared in the New York Times: Its title was “Don’t Buy This Jacket.” And indeed, there’s no better way to explain this ad than with public relations. The explanation is included in the blog section of their website. Clearly, the company knows a thing or two about SEO. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 118- Public Relations and Company Values | 30 Nov 2022 | 00:11:33 | |
We are witnessing profound changes in what I call “social tolerance.” Now I’m not an expert or analyst of the deeper social currents that we all observe. But I’m talking to you here as a trend watcher in this podcast. Since #metoo, #blacklivesmatter and #cancel culture, I’ve been fascinated by the mass movements that come to life on social media. Since I’m a woman of my times, and very often in agreement with my contemporaries, I think these movements are needed if society is to evolve. I’m filled with sadness when I think of all those women in Iran and Afghanistan who are deprived of freedom and can neither speak their minds nor use their talents. What a waste for a society to deprive itself of women’s intelligence – which could do so much to help their loved ones and their fellow citizens. In many countries, they’re quite simply working without 50% of the population, under the cover of beliefs and values. I’ve seen how these people acted when what’s now defined as toxic behaviour was tolerated. Let’s be watchful, and sensitive to what the human race will no longer accept. That in itself has a profound influence on our personal lives, but of course on our professional lives as well. That’s why I wanted to talk about company values in this episode because, as we saw at Adidas recently and with many other companies that are quickly withdrawing their sponsorships or financial holdings, it’s also important to have these discussions now and to broadcast our values as a company, before a crisis arises. This is where public relations can help you lay out your values to the public. How do you handle these transitions to, say, offer equal pay to the men and women you hire? What actions does the company take? What processes are in place during the hiring process and once the employee is on board? A company’s employees can become tremendous ambassadors and convey your values. A company’s values generally reflect those of its leader, who is, in a sense, their guardian. It’s the basis for building a team, and it will help you quickly decide whether or not new employees share the company’s values. Share your values with the help of a public relations professional. Broadcast them on your social media and your website. It’s the heart and soul of your company. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. https://www.instagram.com/nata_pr_school/ FAITES PARLER DE VOUS GRATUITEMENT https://prschool.natapr.com/evergreen_fr GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 234- No One Is Waiting for Your Press Release | 26 Mar 2025 | 00:11:02 | |
Welcome to the first episode of our series on THE PRESS RELEASE. In this episode, we're tackling a crucial topic: "No one is waiting for your press release." Unless you're a celebrity, journalists aren't sitting in front of their inboxes eagerly awaiting your latest press release. However, this doesn't mean your press release is useless. On the contrary, it's a powerful tool to define and control the message you want to convey to the public and the media. The "forgotten press release" syndrome is all too common. Why do so many press releases end up ignored in journalists' inboxes? Poor targeting often means the message doesn't reach the right people at the right time. Irrelevant information dilutes the impact of your story. And bad timing can cause your press release to be buried under a flood of other news. For us, a press release is, first and foremost, a tool that helps define what the client really wants to communicate. We often reshape their entire perception of what an effective press release is. A press release is not the place to tell your company's whole story—it's about:
For a press release to be useful to journalists, it must be clear, concise, and relevant. Make sure it answers the essential questions: who, what, where, when, why, and how. To grab their attention, offer an interesting angle, key figures, statistics, and strong quotes. A good press release gets straight to the point: avoid jargon, use direct language, and highlight the key message in the opening lines. Including accessible contact information and additional assets (prioritizing photos) can also make a big difference. A well-crafted press release is much more likely to be picked up and turned into an article.
Remember: a press release is a tool that makes journalists' jobs easier if they choose to cover your story. Maybe “"No one is waiting for your press release," but it still, event today, an essential tool! Any questions? Contact me at nata@natapr.com.
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415 THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model PR 101- 30-Minute Workshop ➤ https://bit.ly/4dVTx37 GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en SIGN UP TO OUR LISTS ➤ www.natapr.com | |||
| 117- Unboxing – a public relations tactic | 23 Nov 2022 | 00:12:30 | |
Originally, unboxing meant filming a product as you were taking it out of its packaging. These days, there are plenty of strategies for getting influencers and YouTubers to unbox products on their social media platforms, wowing their followers and other viewers. Years ago, I thought it was all pretty pointless. It still seems a bit strange to me today, but history proves that when this tactic is well thought out, the numbers speak for themselves. People just love watching videos of products being unboxed. Of course, what our clients who use the unboxing tactic want is to introduce a target customer base to their latest products and grab the attention of newer and younger consumers. For the past few years, the big brands have been ingeniously vying to stir up envy and be chosen by the key influencers in their industry. We work with a lot of beauty brands, and the boxes being sent to influencers can be luxurious enough to warrant being added to their collection. As you can imagine, big groups like LVMH and L’ORÉAL and brands like Chanel can deploy enormous resources to create genuine beauty boxes at very high volumes, and therefore at a reasonable cost. These companies are experts in creating desire in their customers and influencers, and everyone wants the amazing Guerlain or Skinceuticals boxes. Over the past few years, unboxing has reached new heights in North America with “advent boxes,” which reveal one of a company's products for each day of the countdown to Christmas. These are amazing boxes that you can open a section of each day. You can see how this tactic would get the same influencer to talk about you for several days. Beauty brands – but also tea, chocolate and other gourmet brands – really outdo themselves in creating these fabulous boxes, which customers can also purchase. Our marketing friends like to think this is a tactic unique to them, but I can assure you, this is pure public relations:
It’s the very foundation of what we’re doing every day at the agency: introducing our clients’ products with no money changing hands first. It’s possible that later, we could pitch a paid collaboration with influencers whose communities have the best reaction to the products being presented. So, yes, unboxing is a public relations tactic. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. FOLLOW US ON INSTAGRAM https://www.instagram.com/nata_pr_school/ GET FEATURED FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 116- Public relations: Myth #3 – PR is just for crisis management | 16 Nov 2022 | 00:11:26 | |
What the public knows about public relations is primarily how it's used for crisis management or reputation management. Obviously, no company or individual is ever really safe from a crisis, and obviously, PR can prevent and manage crises and reputations. But it's a myth to believe that’s all it's for. So, what is public relations really for? Here are a few answers:
When you use public relations to get known, be aware that your success could inspire future generations to join your industry, be part of the next generation, or even get started in business. “Getting others talking about you is ‘fundamental,’” stresses Hubert Bolduc, Vice President of Communications & Public Affairs at Cascades, “especially for publicly-traded companies, because investors often make decisions based on the news making the rounds in the media.” He adds, “With the tight labour market, companies increasingly have to raise their profiles to attract applicants, and they have to boost their company's brand image in its sector if they want to ensure continuity.” “The media and public opinion both abhor a vacuum. If you're not taking up space, others will,” adds Bernard Dagenais, a professor in the Information & Communications Department at Université Laval. I totally share his views, and I very often say that if you or your company are not connecting with journalists or influencers, your competition will step in. So, if you feel like you're seeing your competition everywhere, even though your product is superior, and you're not getting any calls or requests from journalists or influencers, I’m here to tell you that that company is reaching out to the media and sharing news continuously on its social media platforms. It’s not a coincidence. That company knows how to communicate and probably has its own communications strategy. I hope I've managed to show you the many advantages of public relations, beyond crisis management. If you want to get known, there’s no substitute for public relations when you combine it with your social media. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. FOLLOW US ON INSTAGRAM https://www.instagram.com/nata_pr_school/ GET PEOPLE TALKING ABOUT YOU, FOR FREE https://prschool.natapr.com/evergreen_fr THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 115- Public relations: Myth #2 – Half-Truths | 09 Nov 2022 | 00:12:14 | |
At the turn of the last century, you could still get away with inventing your own biography – but things have changed a great deal since then in free countries with access to information and social media. Public relations, as practised in democratic nations, relies on principles of truth and transparency which PR develops with journalists and the clients’ various target communities. Agencies like ours wouldn’t last very long if our press releases served up a steady diet of half-truths. Today we hear a lot about greenwashingand cultural appropriation, for example, and internet users are quick to denounce companies that make outsized promises even though they’re just obeying the law, or certain brands that launch “Conscious” collections that use just a small percentage of recycled fabrics in their clothing. Watch out for these practices, because internet users will seize upon them. And it could spread through public opinion at the speed of light. Yes, it’s a myth that public relations issues half-truths or spins its messages. If you want to reach your consumers at a deeper level, nothing works better than the truth. That’s what we recommend to all our clients. Don’t say your products are natural if you don’t have the data to prove it – even if the law does allow it with a lesser percentage. It’s best to say “99% natural” – if you can prove it – and state what’s in the remaining 1%. If you’re interviewed to talk about your business or your product, tell the truth. If you don’t know the answer to the reporter’s question, don’t make it up. Just say you don’t know. And in a crisis, the truth is always the right idea. If a product is defective, our expert advice is: Say so – and soon. To anyone whose job it is to speak on an issue, we say:
Telling the truth garners respect. You become trustworthy to your clients. It’s the best strategy if you want to last and prove to your consumers that you’re genuinely interested in them. What about your mental and physical health? If you want to be well, there’s nothing better than telling the truth. Should you tell the whole truth? I sincerely believe so, but I’m also willing to be delicate and empathetic while I’m at it. The truth can hurt – even if you don’t mean it to. In Canada, there’s a big movement called the Truth and Reconciliation Commission of Canada*, which provides a process for guiding Canadians through the difficulties of exposing the facts about the Indian Residential Schools system, as well as establishing the foundations for lasting reconciliation in Canada.Without truth, there’s no reconciliation. Interesting, isn’t it? I hope I’ve convinced you that half-truths have no place in the public relations business. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. * CANADIAN ENCYCLOPEDIA FOLLOW US ON INSTAGRAM https://www.instagram.com/nata_pr_school/ GET PEOPLE TALKING ABOUT YOU, FOR FREE https://prschool.natapr.com/evergreen_fr THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS | |||
| 114- Public relations: Myth #1 – PR can’t be measured | 02 Nov 2022 | 00:11:00 | |
In the marketing world, we’re all bound by performance as well as metrics – and public relations is no exception. Return on investment is part of our routine. So it’s completely misguided to think that public relations can't be measured. However, it’s true that there are several ways to measure the success of a public relations campaign, and that public relations, like advertising, is not a science. You have to consider public relations as a game, and you and your agency can decide which goals to achieve, whether it’s:
The quickest and easiest way to measure the success of your SEO strategy, for example, is to figure out how many conversions your SEO actions have generated,and public relations fits in with an SEO plan. A conversion can simply be a target you set to be met on your website. You might want to increase your newsletter subscriber numbers or how many sales you get through your website. These are the so-called key performance indicators (KPI). There isn’t a single service offer we provide that must set out KPI to be achieved. Since you can check everything using Google Analytics, it’s up to you to decide what’s important for your company. Some suggest up to 13 KPIs, but two or three is quite enough to measure the impact of a public relations campaign, such as:
Some of our clients measure the success of our work by the number of times they appear in print and online women’s magazines. The number of feature articles and interviews is another particularly good indicator, and you can set targets for each of these. I hope I’ve convinced you: public relations is very measurableand strategic, and it means a lot more than just a press release. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. FOLLOW US ON INSTAGRAM https://www.instagram.com/nata_pr_school/ GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 113- Public Relations: More than just a press release | 26 Oct 2022 | 00:11:12 | |
We frequently meet marketing professionals who know very little about public relations. For those who study marketing, PR is often taught very superficially. Most of the time, our marketing friends’ careers have meant developing brands and, above all, driving sales. The “consumer appeal” aspect, which involves getting them to choose your products over your competition’s and should be part of any good marketing plan, is often overlooked. If there’s any discipline that can provide that “fantasy” element, it's public relations. But what’s harder to understand here is the time it takes to get the desired impact: an article about your company may or may not generate instant sales. What’s often left out of all this measuring is the impact of a series of articles over time. For our friends in marketing who just want to generate sales, the compound effect can seem unpredictable. But PR will have a direct effect on your search engine optimization or SEO. One essential is true, and that is that the press release is indeed the #1 tool in any announcement or campaign. But there are a few more questions that should be part of this discussion:
We have an A-to-Z list of questions that go even further, especially if we add an “influence” component to the campaign. Let’s focus for a few moments on these three questions and their possible answers: Answer 1 – You want to reach new consumers, reach out to future investors, get your expertise out there, and so on. Answer 2 – You can decide over time which approaches to take: is TV your priority, or the major newspapers? Are women’s magazines your top target? Answer 3 – PR = simple: Obviously you can do a lot to simplify PR operations, and that's what I teach you at NATA PR SCHOOL, if you choose to do it yourself. But if you’re looking to hire a public relations agency, then you should draw on all its expertise and resources. Sure, you can come up with a list of media outlets and send them all a press release, but you’ve got to know which news and images you want to put out front – and when. Have you thought about the effects and the demands of issuing that press release? As you can imagine, “we just want to send out a press release” can have major impacts for your company, and it can irritate journalists if it doesn’t answer their questions or give them what they want in terms of sensitive information, content or images. I hope I’ve convinced you: public relations is highly strategic, and it means a lot more than just a press release. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 112- Public Relations: Where do you start? | 19 Oct 2022 | 00:10:25 | |
Launching a public relations campaign or contacting media when it’s new, or the first time, might be as intimidating to you as mountain climbing, a ‘mission impossible’, or the Olympics. You may think that reaching out to journalists is, well, beyond your reach. One thing is for sure – if you believe: “I don’t know anything about it, I’ll never manage,” you’ll have trouble taking the first step. It’s that first step that I want to explore in this episode by suggesting your opening move, because of course your voyage into the PR universe could start out differently; you could choose to approach influencers. Public relations isn’t mathematics, nor is it an absolute truth. What I’m suggesting to you here is your opening gambit, to help you master – and learn to love – public relations. To familiarize yourself with the media universe, there’s no better place to start than the specialized press – such as the trade publications. How do you define what falls under ‘specialized press’? Wikipedia: **A trade magazine, also called a trade journal or trade paper (colloquially or disparagingly a trade rag), is a magazine or newspaper whose target audience is people who work in a particular trade or industry. The collective term for this area of publishing is the trade press. Trade publications keep industry members abreast of new developments. In this role, it functions similarly to how academic journals or scientific journals serve their audiences. If you want to get talked about – like your competition does – but you’re not very adept at it yet, it’s a great idea to start with the specialized magazines in your industry.
Personally, I love these publications when I want to learn about what’s happening in a certain community. WWD (Women’s Wear Daily) is one of my most frequent reads, because I find out everything about the fashion world there. It’s an international trade paper, but an easy example to understand when you’re talking about a certain industry. Sometimes we’ll contact them to let them know about new shops in certain markets. Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. *https://www.acrimed.org/-La-presse-specialisee- **https://en.wikipedia.org/wiki/Trade_magazine Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 111- Public Relations: Alone or with an agency? | 12 Oct 2022 | 00:08:45 | |
When I founded NATA PR in 2000, it was just me in my living room. The internet was just becoming accessible, and we all had to hook up to a phone line to get on. Do you remember the sound – and most of all the time it took to download an image? We were a long way from high-speed internet. I was a one-woman army. I didn’t yet have the budget for an accountant who would pay my taxes every month and do the payroll for my employees every two weeks. I did my own promotion and business development in addition to performing my clients’ public relations work. In those first years, I was even doing my own billing. So, I wasn’t an accountant, but I could do the basic work of an accountant while also growing my business. You see where I’m going with this… yes, you can do simplified PR operations yourself too. That’s what I teach you at NATA PR SCHOOL. I’ve lost count of how many employees I’ve trained in my more than twenty years. So, I’ve developed a proven, simplified method for making graduates with degrees in public relations more effective. These are bright, talented young people who had never contacted a journalist or influencer in their lives before they worked at NATA PR. The issue is those university programmes that are so traditional, and not always adjusting to the reality of the business world. I could tell you a long story about it in another episode. So, I developed a six-step method to show you that you can take your PR in hand and do it yourself, until the time comes when your business has grown enough that you can afford the services of an agency, like I do now with the accounting firm I use. Not only will you get talked about, but you’ll gain so much insight on public relations and appreciate its benefits. I talk about it in earlier episodes: PR is the best organic part of any good marketing plan. This is especially true since the pandemic: more and more newspaper and magazine readers are viewing their content on a device (smartphones, tablets and computers). So – why not take advantage of that? Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 110- Public Relations and Connection | 05 Oct 2022 | 00:11:27 | |
Since the NATA PR SCHOOL adventure began, I’ve been thinking about the public relations profession. I’ve already covered the relations part of “public relations,” because it's really the most important word in everything we do, even as the internet—in addition to the diversity of the markets we deal in—has expanded our horizons and multiplied the number of our contacts, which is constantly growing. Before influencer was a job description, when we were hosting new product launches to the media and so on, we were happy if a dozen journalists from a key sector showed up, but today you have to have 30 or 40 influencers. We sometimes arrange two types of events: one for journalists and another for influencers. My partner has worked with an agency specialized in experiential marketing, where more than 70 influencers confirmed their attendance at an event held for a well-known hockey player. What I still like so much about everything we’re doing today is the fact that the rules from before the advent of the internet that apply to journalists still exist, and that we’re still just as free to exercise our creativity in product presentations and product launches to get our influencer friends interested. Journalists want to know the facts, the basis, the ingredients, and the brand’s history. Influencers want to have an experience – to find themselves in different places where the product is in context, where they can test the product while sharing the experience with their fans, in stories, on TikTok, and so on. The “I was there” aspect is often what gets influencers involved. However, the watchword is still relations, which for me goes even further when we add connection to it. I explain to my students and my employees that we’re lucky to be able to connect with journalists from all around North America, and now in Europe where we work with some of our clients. We’re broadening our connections every day, and all it takes is a meeting, a coffee or a one-on-one product launch with a journalist for the communication to last, and then continue virtually through our online connections, e-mails and mailings. Even today, there’s no substitute for meeting face to face. We’re human beings, and connection is the reason we’ve evolved and survived. It’s still so vital today to making progress and preserving our mental health. Connection is a vast subject. I’m sure I’ll come back to it in future podcasts. I want to stop here by sharing a quotation from Cathy Englebert, Commissioner of the WNBA (Women’s Basketball Association): “No matter what technology and shiny new tools we use in our business, we should always come back to relationships.” GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 109- Public relations: How do you get featured? | 28 Sep 2022 | 00:14:09 | |
What is public relations for? You can set yourself plenty of targets, like raising your profile or getting known, but the ultimate goal – the most important and the one that every public relations campaign is about – is getting people to talk about you, to feature you. But how do you achieve that goal? What makes a journalist or influencer decide to give you an interview or agree to talk about you? Getting talked about boils down to six super-simple steps, which we teach as part of our NATA PR SCHOOL program. Step one is to figure out why anyone would talk about you. If you’ve developed a better car than Tesla, for instance, step one is following in the footsteps of whoever routinely talks about Tesla.
Take the time to do some research and find out what the current trends are, because that's what will interest journalists. Know that you’ll find EVERYTHING on Google, which has even become its own verb. On your marks, Googlers!
Many of our clients spend so much time developing their product or service, but don’t put any thought into how they’re going to promote their creation before it’s ready for launch. And yet:
Tell yourself it’s a privilege if a journalist gives you an interview or agrees to talk about you. Nothing is forcing them to do it. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 108- The Jane Fonda of public relations | 21 Sep 2022 | 00:10:15 | |
As many of you probably know, time is a strange concept that seems to pick up speed as the years go by. One day, I celebrated my fiftieth birthday and I asked myself, how is this possible? Yesterday I was 35, and now here I am 15 years later. I still remember it like it was yesterday – I was the youngest employee at the Opéra de Montréal. I was 24 years old and, after a bachelor’s in music, I’d just finished my graduate degree in arts management at Concordia University in Montreal. My role models were musicians, pianists and politicians, who were 20 years older than me at that point. After a bout of depression the day after my 50th birthday, I wondered, was I still loving my career in public relations? The answer was yes, because my two deepest motivations are still the same: 1- I love learning new things. 2- I love discovering new ideas. Public relations is a constantly changing universe, fuelling novelty and new ideas, which are the engines that drive this business forward. So yes, I still have just as much love for this marvellous profession, which is about getting businesses and visionary leaders known and launching new products. I have to admit, there are fewer and fewer people from my generation – the fifty-somethings – doing launches or new product events. Many, probably the last ones to receive generous pension plans, have left their jobs as journalists or executives, opting for early retirement. And the pandemic has only sped this process up. For a few years there, our clients were fixated on the Millennials (Generation Y): there wasn’t a single service offer or PR strategy that didn’t put them at the bullseye of the consumer target. And since they’re now becoming the new thirty-somethings, it’s time for our clients to start obsessing over Gen Z: the next wave of potential customers. The youth cult was still everywhere, but nothing kept me from looking elsewhere… but where?! When I saw Jane Fonda on the cover of ELLE Magazine, and a few months later as the cover girl on the ultra-famous Paris Match, it was a revelation. Fonda is known for her commitment to the environment and now, at over 84 years old (she was born in 1937), she’s more active than ever. One of her latest accomplishments is her role in the wonderful Netflix series, Grace and Frankie, which is now in its seventh season. More recently still, the French paper Le Monde told her story in a series of five articles. So, might our clients be interested in something other than young people? *Baby boomers are the generation born between 1946 and 1964. Millennials were born between 1981 and 1996, and Gen Z arrived between 1997 and 2010. So, generally, Zillennials are 40 and under. Curiously, no one seems to be paying attention to Generation X, born between 1965 and 1980. Taken from the following article: https://www.lapresse.ca/societe/2021-02-18/la-generation-z-a-la-conquete-du-monde.php Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately. GET PEOPLE TALKING ABOUT YOU, FOR FREE https://prschool.natapr.com/evergreen_fr THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR SIGN UP TO OUR LISTS * NEW MEDIA CANADA: https://nmc-mic.ca/2021/12/02/digital-newspaper-readership-continues-to-grow-research-shows/ | |||
| 233- Public Relations: Get Featured Without Spending a Fortune! | 12 Mar 2025 | 00:06:16 | |
What if journalists and influencers finally started talking about you and your product in 2025? You see your competitors and companies you admire featured in the press, on TV, and by influencers every day.
This is no coincidence! And it's much more accessible than you think. Imagine attracting media and customer attention without investing thousands of dollars in advertising or influencers. In our training starting on March 24, 2025, I'll show you how to use public relations to boost your visibility—without an advertising budget.
Think again! With our "Get Featured for Free" program, you'll learn:
Real results, a proven method, and most importantly, accessible to everyone! Don't let your business stay in the shadows. Sign up for our six-week program and learn how to reach out to journalists from day one.
In this program, you'll learn in less than 2 hours per week:
I'll guide you through each step as if you were a new employee at NATA PR, freshly trained. Every week, for six consecutive weeks, you'll have direct access to me to ask your questions. And I'm here to help you succeed!
Questions? Contact me at nata@natapr.com I can't wait to see you in class! Nata
GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en 6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415 THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model GET FEATURED FOR FREE ➤ https://prschool.natapr.com/evergreen_en SIGN UP TO OUR LISTS ➤ www.natapr.com INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/ | |||
| 107- Public relations: A tenfold increase in online results after the pandemic | 14 Sep 2022 | 00:10:37 | |
A few weeks ago, we were presenting the results of an annual campaign for a client in the tea business. Before the pandemic, in 2018-2019, we’d also completed a one-year contract for the company's 20th anniversary. We got excellent feedback, because for any company, a 20th anniversary is a noteworthy achievement, and plenty of media outlets were sharing the story of this tea house. Once our 2021-2022 report for that client was finished, I was able to do a comparison with the previous contract. Imagine my surprise when I saw that the results had increased tenfold, with virtually the same number of articles and mentions. So, I took the time to break down our results – which suddenly seemed unusual. Had we made mistakes in our math? No indeed! No mistakes. We usually only compare our results with the previous year, so it’s rare for us to do a comparison that goes back two or three years, as we did in this case. Here’s what I learned:
This probably seems obvious to you; we all know that internet use exploded during Covid. Still, I hadn’t accurately measured the difference: a growth factor of 10 for this agrifood client. I also made some comparisons with clients in the beauty sectors, where some companies increased their readership by a factor of more than 10. According to the most recent Vividata* study, released in October 2021:
For those who read and listen to us regularly, you know I often say that public relations are a very powerful tool. And there’s no better way to boost your search engine optimization (SEO). So! Now you know that PR is more powerful than ever, and major media outlets are seeing more and more readers access their content on a mobile device. Here’s what Vividata revealed: 59% of Newspaper Brands readers access newspaper content on a mobile device. I love looking at the major media’s social media, where I can see their content at a glance. Forbes, The New York Times, Le Monde and others are using Instagram and TikTok really creatively to draw readers to the articles published on their websites. And for all those reasons, nothing can replace public relations. And it makes me happy to see that our clients are also benefiting from online growth thanks to our services. Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately. GET PEOPLE TALKING ABOUT YOU, FOR FREE https://prschool.natapr.com/evergreen_fr THE FREE NATA PR MODEL https://prschool.natapr.com/Le-Modele-NATA-PR * NEW MEDIA CANADA: https://nmc-mic.ca/2021/12/02/digital-newspaper-readership-continues-to-grow-research-shows/ | |||
| 106- Public Relations: Annual or project-based contract? | 07 Sep 2022 | 00:11:36 | |
As you know, I enjoy talking to you about the challenges our agency NATA PR faces. Quite often, we’ll be asked if we can work on a project basis rather than full-year. Here are four reasons why investing in a very short-term contract with a public relations agency isn’t the best decision you can make:
If you retain the services of an agency just so they can invite the media and influencers to your event or launch, you’ll most certainly be denying yourself the major benefits of publications that might talk about you after your event, simply because the journalist in your section wasn’t free to attend your launch, or maybe that influencer who’s crazy about your product category is on vacation or unavailable for personal reasons. That’s why we always recommend several months, even for a store opening, because that’s how you’re going to maximize your visibility and your investment. So, you can work with PR agencies on a non-annual basis, but if they’re trying to sell you one month’s services, don’t fall for it. You’ll be disappointed with the results. With media relations, you can make sure you’re being talked about by a third person (journalist or influencer), which will give you credibility. Advertising can’t play that role, although we do believe in targeted ads that bring you sales. One of our clients, who we did PR for when they opened their first store in Canada, is still getting mileage out of several articles that appeared in major papers in that market for weeks and months after the store’s unveiling. While some customers see these articles and then go to the store, others discovered our client in fashion magazines that covered its new store after the opening. If our job had just been to announce that opening, our client wouldn’t have seen any profit from those major after-effects, which often appear in publications weeks after the launch or, in this case, the opening of a flagship store. Time is extremely important for public relations. Even though we sometimes get a winning hand and can generate appearances and spontaneous coverage, it’s not generally the case. Public relations is a very powerful tool for ensuring your credibility over the long term. PR isn’t a substitute for advertising, and advertising is no substitute for PR. The best recipe is knowing how to blend them. Pairing public relations and social media is the first step, if your budget is limited. Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model SIGN UP TO OUR LISTS | |||
| 105- When a designer name becomes a trademark | 31 Aug 2022 | 00:17:42 | |
In this episode, we talk about brands and trademarks that use surnames and designer names. I’ll be speaking with Claude Laframboise, a content creator and events expert, stylist, columnist and expert in design and fashion. Claude started and directed magazines for many years and he now collaborates directly with brands to promote them. He’s also a long-time friend, and in this podcast we’ll be talking about brands that are named for their creator. The idea came to me when Claude mentioned that the bracelet I’d received as a gift was an Elsa Peretti. “Unlike the American designer Halston, Elsa didn’t sell her name, and she had a very prosperous career with Tiffany’s,” he told me. If you want to watch a great series and find out more about how Elsa Peretti got her start at Halston, check out the Netflix production, Halston, from 2021.
You can find Claude Laframboise on: And at NATA PR! HALSTON https://www.netflix.com/ca/title/80245103 Reach out to me so we can continue the conversation! Join me and sign up to our lists and training sessions where I show you step-by-step public relations tactics that you can implement immediately. GET FEATURED IN THE PRESS FOR FREE https://prschool.natapr.com/evergreen_en THE FREE NATA PR MODEL https://prschool.natapr.com/Nata-PR-Model GET ON OUR LISTS | |||