Path to Visibility – Details, episodes & analysis

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Path to Visibility

Janice Mandel

Business

Education

Frequency: 1 episode/10d. Total Eps: 15

Getting visibility for your small business or personal brand can be tough. On this weekly show, I share insight about how to do exactly that based on 25+ years working in public relations for companies like Procter & Gamble, American Express, Microsoft and running my own PR agency. I know that small business and personal brands can benefit from many of the same strategies that big brands use to attract attention. I will guide you through how-to episodes and interviews with some of the best marketers and journalists out there. My goal? To provide you with practical, actionable advice about how to build interest and excitement for what you do without having to spend a lot of time or money. Follow to never miss an episode!

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🇨🇦 Canada - marketing
01/04/2025
#73
🇨🇦 Canada - marketing
09/09/2024
#58

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https://www.linkedin.com/in/janicemandel/
14 shares
https://www.linkedin.com/in/johntyreman/
1 share

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Score global : 53%

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#14 - How to Get Discovered by Your Ideal Target Audience

Thursday, June 8, 2023 • Duration 28:07

Do you struggle to attract the kind of clients, customers, and opportunities that you really want for your small business or personal brand?

This isn’t uncommon and it can be so frustrating!

But there is a reason why this is happening AND a solution to the problem. It takes a bit of work, but it's not hard or time-consuming.

All you need to do is some good old-fashioned, target audience research.

Often overlooked, target audience research is key to almost all successful marketing campaigns.

And it's especially crucial for small business and personal brands which can't afford to waste time or money!

In this episode we'll uncover the power of target audience research and how to use it to help boost your visibility and attract the kind of clients, customers, and opportunities you’ve always wanted.

Tune in for details on :

How to conduct basic customer research.
How to create a target audience research guide.
When and how to use online resources to gather valuable insights.
How to do customer interviews and surveys.
The importance of understanding your audience's specific needs, goals, and desires.
How this knowledge can help you build trust, credibility, and set you apart from competitors.

By the end of this episode, you'll be well-equipped to make informed decisions about how to better understand you ideal target audience so you can save time, money, and effort while attracting the kind of clients, customers, and opportunities you've been dreaming of.

Thank you for listening!

Links mentioned in this episode:

Here’s the prompt I wrote to see whether Chat GPT could help identify my target audience. It worked great! Try it for yourself by replacing the copy in brackets with words relevant to what you do:

I am a [public relations expert with many years of experience]. I’d like to teach what I know to people who could really use [PR knowledge to start or grow their business or personal brand.] What kind of target audience should I market to?

Feel free to steal or adapt my LinkedIn target audience message for your own outreach.

Send me podcast topic requests: janice.mandel@stringcom.com

Connect with me on Linkedin or follow Path to Visibility on Instagram.

Listen to past episodes on Apple Podcasts, Spotify or your favourite podcast player.

Please Follow and Review Path to Visibility. It really helps spread the word!

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#13 - How I Built My Personal Brand with Andrea DelZotto

Thursday, April 27, 2023 • Duration 37:13

This week I talk to Andrea DelZotto, a successful corporate executive turned entrepreneur about the ups, the downs…and most importantly the realities of building a personal brand.

Andrea spent most of her career as a senior executive at Canada's leading condominium developer, Tridel Corporation where she built a leadership profile for herself within the company and beyond.

This includes a social media community of more than 6000 followers where she shares her thoughts and opinions on a range of topics. Which led to her becoming a frequently consulted voice on real estate industry topics and issues, and a sought-after speaker.

Side note: Toronto is one of the most active condominium development markets in the world. With nearly 250 cranes in use we have more cranes than New York, Boston, Los Angeles, Seattle, San Francisco, and Washington combined!

As you'll see from our interview, the profile Andrea has today is the result of hard work and strategy. She’s honest and vulnerable about what she shares. The result is both helpful and inspiring advice and some direction for those of us in the midst of building a personal brand during the inevitable times when we may start to feel a bit lost.

Here's what we covered:

Why in hindsight Andrea would start her personal branding journey sooner.
How NOT to be boring.
Figuring out your message --the professional and personal.
How to know when you're ready to take on high profile speaking engagements.
The surprising secret to personal branding success.
How to deal with setbacks and critics.
Staying up to date on key topics.
The importance of relationships.

Connect with Janice on LinkedIn.
Connect with Andrea DelZotto on LinkedIn or TikTok

Thank you for listening!
Links mentioned in this episode: Concrete Cardinal

#4 - How a Small Business Can Win Big with PR

Thursday, February 16, 2023 • Duration 22:00

How can public relations benefit a small business or personal brand?

Today is part one of a two part mini training to help you understand what public relations is and how it can benefit your small business or personal brand.

This week I talk about the importance and benefits of public relations for a small business and next week I’ll cover the value of personal branding as a way to distinguish your business and make it more approachable.

In today’s episode:

{03:22] What is PR?
[03:56] How is it different from advertising?
[04:19] Common misconceptions
[07:04] 5 key benefits for small businesses
[08:41] How brands like Coke build buzz with PR
[09:44] How events get you in front of your target audience
[12:00] Why Public relations builds credibility
[13:37] The importance of consistent messaging
[15:22] PR in a crisis
[19:00] How PR can take you “from no one to someone practically overnight”

Links mentioned in this episode:
#3 – Digging Deep: How a Small Company Made it on the Global Stage with Alan Coutts, former CEO of Noront Resources

Influence: The Psychology of Persuasion

Thank you for listening! Connect with Janice on LinkedIn.

Rate, Review, & Follow
Please consider rating and reviewing this show. It's a big help because it helps introduce us to more people with small business and personal brands so they can them discover how to increase their visibility.

And if you haven’t done so already, please follow the podcast!

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#3 - Digging Deep: How a Small Mining Company Made a Name for Itself on the Global Stage with Alan Coutts, former CEO Noront Resources

Wednesday, January 18, 2023 • Duration 35:59

How can a small, cost-conscious business effectively communicate their message?

One of the goals of this podcast is to help small business owners learn how to use public relations to build their visibility and reputation so they can have the kind business they’ve always dreamed of.

One of the ways I want to accomplish this is by interviewing successful small business leaders, marketing experts and journalists who will share advice and best practices.

Today’s guest turned a small early stage, Canadian mining company with only 12 employees into a global player that was sold for $650 million.

We’re going to hear from Alan Coutts, former CEO of Noront Resources (now known as Ring of Fire Metals) about how he made that transformation happen and hopefully you can take away some lessons and apply them to your own business or personal brand.

In this episode we'll cover:

[5:06] The importance of developing messaging that resonates.
[7:36] Why its vital to understand how you are perceived by your customer or audience.
[10:57] How to get comfortable with and use public relations successfully.
[20:43] What turned Alan from a social media skeptic into a believer and advocate.
[32:13] How his company earned a seat at the table with big global players and was just as influential as them.

Thank you for listening! Connect with Janice on LinkedIn.

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#2: The Value of Being Quoted in the Media and How to Make it Happen

Wednesday, January 18, 2023 • Duration 25:22

How do you get started with media coverage for your business or personal brand?

Getting quoted in the media is a great way to make people aware of your product, service or company in a way that leads to them seeking it out.

As a public relations consultant for more than 25 years, working with big brands like Microsoft, Swiffer, Febreze, and American Express, I'm often asked for advice on how to get media coverage, and I'm happy to tell you that it's not that difficult.

Many people want more visibility and would love to be known and sought after. The true value of PR is exactly that. People will hear about you and seek out your product, service or company.

Media coverage is one of the best tools for generating this kind of demand. In this episode, I break down, step-by step, how to get quoted in the media, which is the fastest and esiest way to benefit from media coverage. I will cover other methods in future episodes, but learning how to get quoted is a great place to start--and it's easier than you think.

[05:04] You don' t have to be featured in a major news outlet to get value from being quoted in the media.
[08:24] The reason people see you differently once you've been in the media and how that can build momentum for your business or personal brand.
[10:08] The key to using media coverage and social media to build awareness for your product, service, company or personal brand.
[13:02] How being quoted in the media can help you target your message to a specific audience.
[16:29] The 5-steps to take if you want to get quoted in the media including: where to be quoted, how to create a targeted media list, how to get to know journalists you want to pitch, how to reach out and follow-up

Thank you for listening! Connect with Janice on LinkedIn.

Links in this episode:
Why I started this podcast
Media List Template

#1: Why I Started This Podcast

Wednesday, January 18, 2023 • Duration 04:47

Hi, my name is Janice Mandel and welcome to the very first episode of the Path to Visibility podcast which is all about helping small businesses and professionals learn how to raise their visibility so they can build their business or personal brand.

I’ll be coming to you every week, and I’ll be talking about all the ways you can build a profile and reputation for your business or yourself, so you can get your message out to the audience you want to reach.

I’m not sure what brought you here today…maybe the title got you curious.

Or maybe you’re feeling discouraged because you’ve been working hard to raise your visibility but you feel like you’re not where you want to be.

Or maybe you’ve gotten some good results but you’re not sure how to keep the momentum going.

Whatever the reason, I’m very happy that you found you way here.

Because I’m going to take you under my wing and show you how to create the kind of visibility and reputation you've always dreamed of.

Let me just take a minute to tell you a bit about me—because you may be thinking…this all sounds great Janice, but what qualifies you to teach me.

Well, for the last 20 plus years, I’ve been doing public relations for some of the biggest brands and companies in the world.

I started out at Hill and Knowlton which was the world’s biggest PR agency at the time and I worked with clients like Microsoft, American Express, Nintendo and Procter & Gamble launching products like Windows, the Membership Rewards program, Super Mario, Swiffer, Febreze and many others.

These are all well known brands now, but when we launched them they were unknown and I was part of the team that were responsible for coming up with ideas and plans that would help create excitement and demand for these brand new products.

Procter & Gamble eventually hired me and as their head of public relations for Canada. So needless to say I’ve helped manage dozens of brands over the years.

More recently I ran my own PR agency working with small and medium sized businesses in financial services, real estate development, mining and other industries.

Trailer: Path to Visibility

Wednesday, January 18, 2023 • Duration 00:54

#12 - How to Build Visibility on LinkedIn with Mark Williams aka Mr. LinkedIn

Thursday, April 20, 2023 • Duration 51:46

On today's episode we talk about how to build visibility using LinkedIn with my guest Mark Williams, aka Mr. LinkedIn.

Mark knows pretty much everything there is to know about LinkedIn. He's a very busy LinkedIn trainer and hosts the popular LInkedInformed podcast.

I've been listening to him for years and know first hand that Mark is always on top of the latest LinkedIn features. And fortunately for us, one of the services he provides is training on how to use LinkedIn to get noticed and increase your visibility. Right up our alley!

This episode is filled with practical advice and tips that will help you build a bigger and more effective presence on LinkedIn.

We cover a wide range of topics including:

[11:16] How to network on LinkedIn
[17:30] The value of your LinkedIn profile
[18:38] How to build a purposeful following
[21:59] The hidden value of a DM conversation
[39:28] How often you should post
[44:16] Whether or not to include a link with your post

Connect with Janice on LinkedIn.
Connect with Mark Williams on LinkedIn

Thank you for listening!
Links mentioned in this episode: LinkedInformed Podcast

To listen to more episodes, head to Apple Podcasts or Spotify. Please Follow, Rate & Review!

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#11 - Media Pitching with former national news journalist Steve Ladurantaye

Thursday, April 13, 2023 • Duration 40:50

In today's episode I speak with former national newspaper and television journalist Steve Ladurantaye about the do's and don'ts of media pitching.

Steve's extensive background in journalism, including positions at The Globe and Mail, CBC and Twitter, makes him the perfect person to offer insights and advice on how to effectively work with the media.

Listeners will come away from this episode with a deeper understanding of how to generate compelling story ideas and position themselves for success in the media. Whether you're a small business owner or a professional building a personal brand, the insights shared in this episode will help you elevate your visibility and reach a wider audience.

During our conversation, Steve offers valuable tips about how to use the news media to build visibility for a small business or personal brand. Our discussion covers wide a range of topics , including:

Breaking down the myth of the "intimidating journalist" and understanding how to approach media with confidence.
Identifying the unique and compelling stories that small businesses have to tell, and how to frame them for the media.
Understanding the needs and preferences of different types of media outlets, and tailoring your pitch accordingly.
Leveraging your expertise to become a go-to source for journalists in your industry.
Building relationships with journalists over time, and maintaining a strong presence in the media ecosystem.

Get the free resource mentioned in this episode:
Grab Your Free Guide Here - Cracking the Code: How to Get Quoted in the Media

Connect with me on LinkedIn
Follow the Path to Visibility on Instagram

Thanks for listening!
Please Follow, Rate & Review!

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#10 - How to Attract Attention in Your Local Market

Thursday, April 6, 2023 • Duration 19:49

Get the free resource mentioned in this episode:
Grab Your Free Guide Here - Cracking the Code: How to Get Quoted in the Media.

In today's episode:
Do you ever see a colleague or competitor being interviewed by a local media outlet and wonder, "How did that happen? Why are they being interviewed? Why not me?"

Or maybe you see them and think, "That's fine...no one pays attention to local media coverage."

In today's episode I start by discussing the benefits of becoming well-known in the city or town where you live. There are three important reasons why you should take the time to build awareness for your business or personal brand in your local market. Then I talk about what you can do to increase your visibility and influence in your local market.

You'll learn:

[3:49] Why you should build relationships with local media, events and thought leaders.
[5:25] How local influence creates new opportunities.
[7:07] The benefits of being top-of-mind locally for your business or expertise .
[10:35] How to get featured in local media.
[12:50] Build buzz by collaborating with other local businesses to host a networking event for prospective clients.
[15:06] The benefits of teaching at a local college or university.

Connect with me on LinkedIn
Follow the Path to Visibility on Instagram

To listen to more episodes, head to Apple Podcasts or Spotify.
Please Follow, Rate & Review!

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