Nata PR School (EN)

There's a particular mystery surrounding the profession of public relations.

If you're not familiar with PR, the first thoughts that probably come to mind about public relations are:

• a personality or a company that is in hot water needs PR;
• executives who need to polish their image.

You're right because we're talking about:

• crisis management,
• reputation management.

However, for over 20 years, many agencies and numerous professionals have specialized in promoting consumer products.

I'm one of those pioneers who dedicated their knowledge and skills to public relations to showcase products.

I admit that after working with numerous artists, I wanted to simplify my life. That led me to turn to public relations for brands and products.

What traditional agencies called more than twenty years ago: "PR marketing."

And precisely over 20 years ago, when I founded NATA PR, the now famous haircare brand Kérastase hired my services.

This led me to develop expertise in "MARKETING PR."

I have loved highlighting Kérastase for over 13 years. Over time, we at NATA PR have become beauty, luxury, and high-quality product experts.

You might think you don't need public relations because you don't have a reputation to protect and no crisis on the horizon?

You're mistaken not to take a closer look at what public relations can offer you today.

I wanted to develop a quick guide to PR 101.

Basic Public Relations 101 can be powerful for:

• announcing the creation and founding of a new company
• launching a product
• celebrating an anniversary;
• securing funding after initial investment
• exporting
• sharing your trials, hardships
• highlighting creative or business partnerships
• promoting your local production, craftsmanship
• promoting programs you've implemented for your mental health and that of your employees
• presenting how you implement the 4-day workweek, etc.

The list of reasons to consider PR is long. You can interest journalists in your story if you have a product, service, or business activity that fits current trends.

For example, if your company cafeteria becomes vegan at the request of your employees, there's a story to tell here.

So PR 101 will be valuable to you.

Yes, you can post a text about your cafeteria on Facebook and LinkedIn. Still, if a journalist picks up this story, it will have a much more significant impact, reaching a larger audience.

And it's this article that will make you known and make new employees want to work for you.

PR 101

• Press relations are there to make you known
• Social media does not replace PR

And speaking of PR 101, as I mentioned at the beginning of this podcast, we are reopening the doors of NATA PR SCHOOL in a few weeks.

BE THE FIRST

There are limited spots; sign up for our waiting list to reserve your spot with priority.

Although NATA PR agency is a leader in promoting high-end products in North America, it is always easier for us to interest the media when brands have a story to tell.

The media loves:

• Founders who have a deep understanding of their product
• True stories behind the creation of a company or product
• Spokespersons who have real-world knowledge of their market and don't mince words

At NATA PR agency, we are experts in supporting companies entering the North American market. We know how to tell their story.

I remember a French beauty brand whose founders moved to New York with their family for five years to understand this vast market fully.

Even today, I greatly admire these founders who set aside their ego and immense European success to enter a market where they were completely unknown.

These leaders had the humility to go into the field to gather consumer feedback, which was not always positive about their packaging and products.

They then took stock to completely rework their product presentation, review messages, and information.

They listened to what their future consumers had to say and took the necessary steps for their products to be understood and appreciated in a brand-new market.

We were fortunate to introduce the founders to the media.

Yes, this was before the pandemic, and for five years, we could organize meetings with journalists who loved discovering the story of this brand.

We were the perfect intermediary to help this brand convey its story and culture and become known in a brand-new market.

Public relations to tell brands' stories are extremely powerful.

Want to learn more? Contact me.

I'm here to help.

Nata

What are public relations for, exactly?

The simplest answer:

Public relations are meant to make you known and increase your notoriety.

Why?

To gain the trust of your clients.

When they find themselves choosing between you and your competitors' brand, the chances of them choosing you, if they've heard of you, are multiplied by:

"80% of consumers say that familiarity with the brand (i.e., brand knowledge) makes them more likely to buy." Social Sprou

But if you're like my relatives and family, you probably wonder how public relations professionals do it.

My relatives will tell you about my work that

• I write press releases
• I send them to journalists

Yes, that's the basis of what all public relations professionals do.

But where public relations become exciting and strategic is in the what, how:

• What is the news?
• What are the keywords to present our information?
• How are we going to tell this story?
• To whom are we going to send it?
• When to send this information for maximum impact
• How are we going to present the news?

I love discussing all these points with my teams because no two public relations campaigns are alike.

Everything is different each time!

Let's talk about a concrete example:

A jeans company we've worked with for many years had just produced a video of utmost importance to them.

"Hurry, we need to send our video to journalists!" our client asked.

Yes, but what's the news?

"We want our customers to watch the video before buying their jeans online so they can make an informed choice based on the right size and the right style for them. And above all, we're trying to reduce returns by more than 30%!"

So I came up with the idea of suggesting to our client to create a surprise and title the press release as follows:

Don't buy jeans before watching this video.

Then, we wondered which media outlets were most likely to broadcast this news.

Our first choice was La Presse, the largest French-language daily in North America, where our client is based.

And yes, we got featured in this major newspaper and after that many other websites and publications.

What do you think?

Do you understand what PR is for a bit better?

Nata

Do you need help determining what sets public relations apart from marketing?

Let me reassure you: you are not alone!

First and foremost, I am a marketing professional, and during my training, we spent very little time on public relations.

It was during my first job as a professional that I truly discovered what public relations is.

You know me, I like to get to the heart of the matter quickly, so here it is:

To give you a quick idea of what sets public relations apart from marketing, you need to know that PR is a component of the marketing plan.

For those who haven't studied marketing, it's pretty simple.

There are generally 5 axes that makeup marketing.

The famous 5 Ps in English:

Product
Price
Place
People
Promotion (this is where public relations come in)

Yes, public relations are generally integrated into promotion (to make your product/service/company known).

Often, we find ourselves in the same budget category as advertising.

So marketing is a set of activities that can include:

• Defining a product (its name and packaging);
• Identifying the target audience (who are the consumers);
• Developing the sales network;
• Setting the price; and
• Choosing how to promote it (this is where PR comes in).

Suppose you think about the new spicy-flavored Coca-Cola. In that case, it's easier to understand the role of marketing teams that have certainly contributed to the image of this new product, its price, etc.

They have probably been involved in choosing PR agencies around the world for the launch of this novelty!

That's the difference between marketing and public relations.

And I can assure you that this distinction is not clear for a huge number of people.

And obviously, in the promotion part, you find all types of advertisements (traditional and online). This involves buying spaces or paying Facebook, Instagram, or Google to present your ads to their users.

Public relations are the organic part of your promotion plan, as you generally don't pay a journalist or an influencer to talk about you.

I say "generally" because there are gray areas, especially since influencers have developed.

We often work with influencers without paying them, usually in exchange for products or an experience.

However, we also often pay influencers, especially when a brand requires specific messages to be broadcasted by influencers.

But that's another podcast topic!

If you are like me, an early riser, sign up for our new workshop: 12:30 pm ET (New York time):

MASTERING THE ART OF GRABBING ATTENTION

Before the emergence of Instagram and TikTok, there was a very different understanding of public relations:

1. We were held to visibility results (number of articles, major publications, etc.).
2. Increase in visibility/awareness

Sales related to our PR efforts were not the primary measure, as our clients understood that we contribute to sales rather than directly generate them.

It's advertising that generates direct sales.

However, with the advent of social media, the perception of the role of public relations has shifted.

I remember being part of a beauty CEOs group where everyone complained about their PR agency:

• We don't know what they're doing.
• We can't measure our ROI (return on investment), etc.
  
  

I remember asking these CEOs: "But surely your agency has given you a plan, an execution schedule for PR campaigns?"

Answer: "Yes, but we don't know what they do every day."

That's when I realized that since social media posting speed is immediate, public relations needed to find a way to be in "immediate" and more frequent contact with its clients.

It's been about 5 years since we implemented weekly updates to inform our clients of what we've done during the week.

Before creating this new tool, we had our clients' trust, and most importantly, we allowed time for public relations to generate results.

As you know, we are in the age of instantaneity.

When I officially announced to our clients that they would receive a weekly report every Friday, the reactions were immediate and positive.

Now, our clients know what we do every day.

Even though it still takes time to get a major publication.

Understanding what we do has improved, especially among our young marketing directors early in their careers.

So, are public relations an investment or an expense?

Obviously, it's an investment to make yourself known!

You invest in your visibility and your reputation.

You might say that all of this is quite intangible, not concrete.

Well, put yourself in the shoes of your client who is in front of the tea section at the supermarket.

If they've never heard of you, which tea will they choose?

So, invest in your reputation!

We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.

I will reveal the agency's best tactics for capturing Attention.

A meeting not to be missed!

MASTERING THE ART OF GRABBING ATTENTION

Many leaders and marketing professionals believe that social media has replaced public relations.

"Why spend on public relations when we are well visible on the web and social media?" they think...

"What does public relations bring in?"

You would be surprised how many times I hear these misconceptions.

So, I invite you, from listening to this podcast, to be part of the elite club.

Even if you are just starting your business, do as multinational corporations and big brands, all of whom have an ongoing public relations strategy.

And yes, these big companies know that public relations is the best part of their organic marketing plan and that only public relations allow them to develop (or maintain) their reputation.

Advertising sells.

PR makes you known.

And, of course, PR contributes to your reputation and notoriety!

Why?

Well, simply because a third party is choosing to talk about you without being paid.

A third party can be a journalist or an influencer in the digital age

Yes, public relations contribute to sales.

If your clients hear and read about you, they will be more inclined to trust you and buy your products.

So, is PR still useful in the digital age?

Yes, absolutely!

Why?

• To develop relationships with media, influencers, and personalities
• Grab the Attention of journalists and influencers
• Make them want to interview you and write about you

We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.

I will reveal the agency's best tactics for capturing Attention.

A meeting not to be missed!

MASTERING THE ART OF GRABBING ATTENTION

When I was the marketing director, I firmly believed that one needed to have a flamboyant personality to become a public relations professional.

I considered myself privileged not to have to "sell" my stories to journalists.

If you've listened to episodes 135, 136, 137, and 179, where I talk about my discovery of public relations, you will see that, to my great surprise, I succeeded in getting my bosses, their projects, clothing collections, or record projects talked about very successfully.

I managed to do this while remaining true to myself, reserved and discreet, far from the spotlight!

So, I like to say that: I am healing myself with my public relations agency.

If you are like me, an eternal introvert, know there is hope and that connecting with the outside world can be learned!

Even today, I very often choose to stay at home with Ali, my dog, rather than go to a friend's party where there will be more than four people...

Let me tell you how long it took me to develop the NATA PR SCHOOL podcast...

Yet, I love to share and disseminate my knowledge. But I come from a time long before the era of "personal branding."

Where everything becomes a brand or a company with the advent of social media.

In this old school of thought, it was even frowned upon to promote oneself.

Public relations professionals exist to make their clients shine, not their own achievements.

So I tamed public relations, one article and one interview at a time.

If you fear shining, know that I understand you!

But the benefits are too important to ignore.

Getting known and seen in the era of essential videos allows you to:

1. attract the right clients to you;
2. increase your credibility;
3. clients will trust you;
4. you will increase your sales!

You know that photo with the personality of the moment that everyone happily posts and shares?

Well, I still forget to have myself photographed, and even worse, sometimes I do and forget to publish it...

So yes, I am treating my introverted side with public relations.

To such an extent that one day, during a workshop, we were asked to step out of our comfort zone, to do something we wouldn't dare otherwise.

Does that sound familiar?

Well, I couldn't understand this concept until I realized that I live outside of my comfort zone all the time, communicating, interacting with the media, influencers, and our clients.

As you might have guessed, my comfort zone is when I am alone at home.

For me, the pandemic was a happy moment because I didn't have to meet people or attend events.

Today, it has even become second nature to step out of my comfort zone, and I almost enjoy it.

So yes, public relations can be a shock treatment for introverts, but it is a beneficial treatment.

We are preparing a workshop in the coming weeks where I will teach you the art of capturing attention, which will be offered next April.

Step out of your comfort zone and sign up for our lists so you don't miss anything: www.natapr.com

I am here to help you

Nata

Amplification is a term that has come to the forefront with influencers.

Many of our clients "amplify" the content created by the influencers they collaborate with.

You have probably seen social media advertisements where an influencer uses a foundation or extols the virtues of a product.

Well, here, either the brand has, with the influencer's agreement:

1. added advertising directly to the influencer's post;

2. obtained the content produced by the influencer and turned it into an advertisement.

The objective here is to:

1. make the brand and the product known;
2. increase awareness;
3. grow demand and sales.

Does this remind you of something?

Yes, it's exactly what public relations do, hence my advice, when possible, to:

Combine PR with your social media campaigns.

Public relations are simply another effective means to amplify the brand and its products.

PR professionals put everything in place to obtain positive press coverage.

At NATA PR agency, we specialize in promoting consumer goods.

Our primary goal is to ensure that many journalists and influencers write or shoot videos about our clients' latest releases.

And know that you can also amplify your press coverage.

It's a trend that I see more and more among new companies discovering the effect of PR on their visibility.

It's about:

"As seen in VOGUE - ELLE - FORBES, THE PRESS, etc."

Quick tip

Once a major media outlet publishes an article about you, you can repost it on your social media platforms and your newsletter and even turn it into an advertisement as long as you mention the media that featured it.

For those with vast experience like mine, remember those movie posters where you could read positive reviews from major newspapers/magazines.

Well, the same rule applies here.

Amplification is not a new concept; it's just the new means at our disposal that have changed.

There are several ways to amplify a brand, whether through PR, influencers, social media, or advertising.

But for this amplification to work, it's essential that the messages are impactful and reach your target: your customers.

Again, PR can help you here:

• it defines key messages;
• and keywords;

To sell, you need to:

• let your customers know you exist;
• capture attention;
• be read!

We're preparing a workshop in the coming weeks where I'll teach you the art of grabbing attention.

Sign up for our lists so you don't miss anything: www.natapr.com

I'm here to help.

Nata

Undoubtedly, you hear about artificial intelligence every day, just like me.

I started to ponder what "intelligent" public relations would look like? Public relations like the ones we practice at NATA PR agency.

Here's what came to mind:

Intelligent public relations are:

• Thoughtful;

• Take the time to analyze the context;

• Don't follow trends. 

Thinking

Thinking means making connections. And with the speed of social media constantly streaming content, thinking has become a luxury.

A luxury not to be ignored if you have a business that wants to retain its market share.

Consulting an "intelligent" public relations agency is an excellent strategy to help you think better.

How do we recognize a public relations agency that practices intelligence? Well, here are some clues:

• The agency won't tell you at the first meeting that it can solve all your communication problems;
• The agency will ask you for information about your competitors, your market, your challenges, and what you want to achieve;
• It will honestly tell you no if it feels it can't serve you well;
• It will ask you for time to make you a tailor-made offer: an intelligent offer.

Taking the time to analyze the context

An intelligent public relations agency will take the time to:

1. Listen to you;
2. Ask you questions;
3. Analyze your market;
4. Do research.

Depending on your market and the targeted clientele, working with TikTokers can be optional.

We have clients who don't work with personalities or spokespeople and don't even want to hear the word influencers.

But these brands like opinion leaders. A chef who chooses to talk about a device like Thermomix will undoubtedly have an impact on your clientele, for example.

That's the added value of intelligent PR: proposing activations and communications that go beyond current trends.

Not following the flavor or the month

This means:

1. Not selling you an event at all costs, even if you're celebrating an important anniversary.
2. Not imposing paid partnerships with influencers/TikTokers of the moment simply because they have a large community - there's no indication that they are potential customers.
3. Sharing our field knowledge with clients, telling the truth, and not selling ready-made recipes.

Intelligent public relations truly care about their clients and feel they are part of the adventure. These intelligent agencies see you from the inside and not just through smoke and mirrors.

So I invite you to seek out intelligent partners and agencies, strong in their expertise and heartfelt intelligence.

We are preparing a workshop that will be offered next March.

Sign up for our list so you don't miss anything: www.natapr.com

I am here to help you.

Nata

You're probably like me, and you love shortcuts.

You may have discovered ChatGPT and the time and money it saves you.

And here you are with your new product, program, or service that you're launching in a few weeks, and you want sales to be instantaneous.

I understand you!

And I would like to promise all our clients that in a few months, dare I say a few weeks, the major media will all be excited and will report and write articles about them.

But although humans love the shortest paths, they often need time to adopt novelties and process new information.

"How long does it take to get noticed?" several of our clients ask us.

There is no universal answer to this question.

I have seen many campaigns have different levels of success (faster or slower) depending on several factors:

• Is it a product that meets a pressing need?
• Do trends favour promotional work?
• Is it a product that creates instant desire?

Remember the COVID-19 vaccines; there was a real pressing need, but it was a global emergency. Have you noticed the extent of the media coverage obtained by pharmaceutical giants?

Yes, I know it's an extreme example, but it perfectly illustrates a pressing need.

I love trends because we often rely on them to get our clients noticed.

Think of the vegan wave that affects not only the food industry but also cosmetics and even fashion.

A new Ferrari, a luxury product, can create a pressing need and instant desire among our journalist friends (and their consumers), depending on the industry.

Suppose you participate in a reality TV show viewed by millions of people. In that case, your fame will skyrocket; overnight, depending on the country, you will be recognized on the street and gain thousands (sometimes millions) of followers on your social media.

But for the rest of the universe, it's different, it often takes:

1. time;
2. telling your story from several angles;
3. investing in continuous communication and presence.

So, how long does it take to get known when you're just a mortal or a young company?

Several months, sometimes years, by being consistent with a continuous public relations strategy.

I invite you to sign up for our lists so you don't miss anything. www.natapr.com

I am here to help you.

Nata

"We've already sent out press releases and never received any requests.

I've often heard this phrase from skeptical new clients unfamiliar with public relations.

These are often companies that have invested little in marketing and advertising.

Yet, they see their competitors getting media attention and being active on social media platforms.

They want to do the same but are only sometimes willing to invest the time and money necessary for a public relations agency to develop a proper campaign.

These companies have several things in common:

1. They were founded long before the Internet era.
2. They experienced success at a time when competition was low.
3. They have a limited marketing department.

They contact us because:

1. Younger companies, often born on the web, are starting to take significant market share from them.
2. They believe just one press release is enough to get major interviews.

These companies believe that in a few months, or even just a few weeks, they will be more visible than their younger competitors, who have built themselves up on the web, social media, and public relations.

How often have I seen these companies thank their marketing director and terminate contracts with agencies they work with, convinced that the formula was wrong and that everything cost too much?

On the other hand, their competitors understood that they needed to invest in their image, promotion, public relations, and partnerships with different brands or spokespeople.

It takes time for the magic to happen.

And already, some of these companies have either disappeared or are on the verge of disappearing.

Your tolerance is likely insufficient if you see advertising, public relations, and social media as expenses rather than investments.

You won't be able to do what your competitors do:

1. Keep getting featured and talked about
2. Be present with their consumers
3. Tell their story and share their successes

If your customers only see you in the supermarket where your highly visible young competitor is on the same shelf, which product will they choose?

So yes, public relations is much more than sending a press release and waiting for someone to contact you.

We sometimes send out more than a dozen weekly press releases and know how to grab attention.

I invite you to subscribe to our lists to avoid missing anything.

As you may know, our program aimed at getting you known and featured for free by journalists and influencers is in its 4th edition.

The doors will close on February 13th, and given that I dedicate all my time to managing a relations agency, I don't know when I'll be able to offer this training again.

I'm really looking forward to seeing you in class and helping you get known!

Because the more people talk about you, the more you are featured on social media and online, the more you'll gain the trust of consumers who will want to buy your products and services.

Every day, you see journalists and influencers talking about brands similar to yours, but you don't know why they're not contacting you to talk about you?

I understand how you feel.

And I also know how to capture the attention of journalists and influencers.

Even better, I can teach and show you how to do it!

Have you created an exceptional product or service that will help many people, but few know about it?

It's useless to invest huge sums in production if you don't have a marketing plan that includes the right tools such as public relations and social media to make yourself known.

• You don't have a specific plan yet.
• You have a better product than your competitors, but no one talks about it.
• You've tried social media, and it doesn't sell.
• You've spent a lot of money on influencers, but it hasn't paid off. 
• You don't know how to use public relations.

If you recognize yourself, know that you're in the right place.

Our training program is for you if you have a service or product to launch or if you want to know how to attract the attention of the media/influencers.

I've spent a lot of time thinking, testing, teaching, creating, and improving the material to simplify your work as much as possible.

The NATA PR SCHOOL is for you if:

• You want simple tactics to learn how to use public relations.
• You're looking for an easy method (6 steps) based on practice to implement immediately to make yourself known.
• You want to learn how to select the best media and influencers to get noticed.

If you want the guidance of an experienced expert to develop a customized PR campaign according to your needs.

So, the NATA PR SCHOOL is for you!

I don't know any similar program created and taught by a public relations agency leader.

I became passionate about public relations when I was a marketing professional.

The NATA PR SCHOOL is a tailor-made and accessible program for everyone who wants to integrate public relations into their tasks, just like I did when I was a marketing professional.

It's simple; I could recruit you to come work at the NATA PR agency once you've completed the program.

Even if you don't want to do your public relations yourself, you'll understand what your public relations colleagues and agencies under your supervision are doing.

DOORS CLOSE ON FEBRUARY 13, 2024

We open the doors on February 6, 2024, and will close them on February 13, 2024.

I rarely offer this program since I dedicate most of my time to managing the NATA PR agency.

Don't miss it!

GRAB YOUR SEAT TODAY!

Before becoming an expert in public relations and founding NATA PR agency over 20 years ago, I held the position of communications and marketing director for ten years, working for companies such as an opera house, a theatre, a record label, and a television production company.

My last marketing job was for a clothing brand in Canada and the United States: Parasuco Jeans.

As I only sometimes had the budget to hire a PR professional for my team or retain the services of a public relations agency, I wondered how I could incorporate this activity among all my other marketing responsibilities.

This led me to develop the famous NATA model in six steps.

In fact, I asked myself the following questions:

1. What was the maximum time I could dedicate to PR?
2. Which media/journalists would most likely tell my proposed story?
3. Why would they talk about what I had to offer?

I used to believe that only extroverted and talkative personalities could excel in public relations.

I had the misconception that if I couldn't boast about a project launched by the company I worked for, I couldn't convince a journalist.

To my surprise, I realized that by presenting a project simply and without "fluff," I could capture the interest of major journalists!

I discovered that I maximized my visibility by:

1. Proposing a subject in the right way.
2. Doing some research to find the right journalist.
3. Making relevant follow-ups.

I got into the public relations game, and in less than 2 hours per week, I managed to generate interviews and articles.

I became passionate about public relations and love their evolution through social media and influencers.

NATA PR receives requests to develop public relations campaigns every week for often exciting and innovative services and products.

Innovative companies

But as these companies cannot yet afford the monthly fees of an agency – we're talking about several thousand dollars per month.

Marketing professionals

Marketing professionals and social media experts also consult us to integrate public relations into their tasks without knowing where to start.

So, I decided to create a tailor-made, simple, and accessible program for those who want to integrate public relations into their tasks, just as I did when I was a marketing professional.

This is the fourth version of the program, which is now highly effective.

You will love this program and even have fun doing it:

• 6 modules,
• 6 short videos and exercises,
• 6 live meetings with me.

Once you complete the program, I might even consider recruiting you to work at NATA PR.

Even if you want to avoid managing your own public relations, you will understand what your public relations colleagues and agencies under your supervision do.

DOORS OPENING

We open the doors on February 6, 2024, and close them on February 13, 2024.

I rarely offer this program because I dedicate most of my time to managing NATA PR.

Take advantage of it! 

GRAB YOUR SEAT TODAY!

I like to say that public relations is like going to the gym.

You can read about the subject, understand the basic principles, and even discuss it with your colleagues, but if you never go to the "PR gym," you only grasp a vague theory.

It's like reading about muscle development and never lifting weights to build them.

Or, for those familiar with meditation, think about those who claim to have read about it and understand without ever having meditated for a single minute in their lives.

Do you see the extent of the lack of knowledge?

We often have these discussions about our profession with many of our marketing friends.

They believe they know everything about public relations, yet often only possess a vague, outdated theory.

But beware, know that I am a marketing professional, and I speak about my colleagues with great affection.

But I know everything they don't know or don't understand about public relations.

They don't know that public relations:

• is the organic core of any good marketing plan,
• is there to build connections with influencers who talk about our clients without remuneration,
• represent 80% of PR results, which are articles and mentions online, thus on the web,
• is a major element contributing to the enhancement of companies' SEO,
• allow for a massive increase in brand visibility,
• help reach new audiences,
• consists of articles and online mentions you can share on social media.

Solopreneurs, marketing specialists, I invite you to come to the PR gym with me.

Even if you don't want to do your own public relations, you will understand what your public relations colleagues and agencies under your supervision do.

Our new program includes 6 modules and 6 live sessions with me. It's like if you were coming to work at NATA PR agency, and I had to quickly train you to generate results.

It's simple, effective, and fun. Yes, public relations is a profession where you can truly have fun.

Book your spot today. The doors open on February 6th and close on February 13th, 2024.

Sign up for our lists to not miss anything.

I am here to help you.

Nata

Are you, like me, looking for shortcuts to quickly understand and apply the basics of a new activity?

Theory isn't your thing?

That's precisely what has been on my mind for several years now.

Whenever I need to learn and understand how to use a new tool, I turn to someone who can help me and teach me the shortest paths to achieve my goals.

I remember asking a blogger (the influencer profession didn't exist yet!) to show me how to use Twitter. The same goes for Instagram and TikTok; there are several accessible online courses. I even enrolled in a fantastic Instagram course created by a German influencer!

The quality of the courses available on the internet is truly remarkable.

Also, like many solopreneurs and start-up businesses on the web offering exceptional products and services, they contacted our agency, NATA PR. I wanted to create a course with our best strategies and most effective shortcuts.

Many of these businesses that contact us every week still need to have the necessary revenue to afford the services of the NATA PR agency, paying several thousand dollars in fees per month.

So, the course I propose is designed to be accessible in 5 easy payments of $500 per month. It consists of 6 modules, and I accompany you every step of the way.

I completely redesigned our method. This new version is even more condensed and simplified.

Highly effective, the NATA PR SCHOOL will allow you to generate results even more quickly.

You know you need to go beyond your social media to reach a larger audience in the coming months and wonder where to start?

You see your competitors getting attention in magazines, on major media websites, and by influencers, and you wonder how to do it?

That's why I created the NATA PR SCHOOL: to teach you how, in less than two hours per week, you can integrate PR into your marketing plan to increase your visibility and sales.

There are three things you can easily do every week to prepare:

• Watch what your competitors are doing.
• Read what is written about them.
• Check the headlines in your industry.

These three simple actions will prepare you for the NATA PR SCHOOL training, where you will have direct access to me every week to fully integrate the 6 modules.

And all of this in less than 2 hours per week!

Our training, GET FEATURED FOR FREE provides access to a course we offer all our new employees.

Many have university degrees in public relations, communication, and marketing, but they have never communicated with journalists and influencers.

So, I teach you all the practical aspects, all the shortcuts to generate results quickly, and all of this in less than two hours per week.

So why wait? Join our community of professionals and determined entrepreneurs looking to improve public relations and boost businesses.

Sign up now on our lists by downloading our free template here:

There's nothing better to rekindle our inspiration than to take a closer look behind the scenes at major companies, those brands that evoke our admiration.

Some may find studying the success of giants discouraging, but I suggest a change in perspective.

Let's consider this exercise as simple and fun game.

Why not choose to think that these success machines represent a world of possibilities? 

It's much more exciting than saying, "I'll never make it" or "it's impossible."

After all, humans created them and knew how to implement the necessary tools to, among other things, make themselves known and get people talking about them.

These achievements are based on three fundamental activities that enable companies to reach their clients and consumers:

1. Advertising
2. Public relations
3. Spokespersons

Indeed, you can combine these activities to maximize visibility and sales, but you can also choose to focus on a specific activity.

For example, you can target spokespeople if your product appeals to influential moms on Instagram or TikTok.

The web offers unprecedented democratization, allowing the launch and promotion of a business at a lower cost and talking about it on social media.

You can undertake various actions without breaking the bank, quickly test products, affordable advertising campaigns, and public relations.

In the past, to sell products, one had to open expensive shops, print brochures, or negotiate with stores to sell products on their shelves.

The path to fame could be long and very costly.

Today, major companies systematically integrate public relations into their marketing plans, often in parallel with advertising.

Some luxury houses even prefer advertising and public relations, excluding any collaboration with ambassadors, a choice that alone deserves a dedicated podcast.

However, regardless of their strategic choice, all these companies use public relations.

They evolve like you with the new possibilities the web, social media, and influencers offer.

I particularly appreciate this quote attributed to Mark Twain, Marcel Pagnol, and others: 

"They did not know it was impossible, so they did it."

I invite you to explore this world of possibilities: integrate your own public relations into your marketing plan at a reduced cost.

If you dream of making yourself known, of making your voice heard through an exceptional solution or product, our program at NATA PR SCHOOL is designed to help you realize your dreams step by step.

Join me when the doors of NATA PR SCHOOL open on February 6, 2024.

If you're listening to this episode after that date, sign up for our lists to stay informed about our upcoming training sessions.

Feel free to contact me for a free consultation to determine if this program is right for you.

I am here to help.

Nata

Several years ago, I was single and didn't take vacations. I didn't want to travel alone, having done it numerous times before, and I preferred occupying my mind with running my beloved business and promoting our clients.

However, I felt a certain weariness and mental fatigue, and my brain needed a break.

Like many of you, I have to make a living, and I don't have unlimited financial resources.

I allowed myself to dream and let my mind imagine what I would do if I didn't need to work.

I pictured myself searching for the best university courses worldwide: an art history course in England, business training from renowned professors at Harvard Business School or HEC, and so on.

I could, at least for two weeks, pretend to be financially independent and attend a training program somewhere in the world.

Spanish is a language I know but don't master perfectly, so I envisioned myself taking intensive Spanish courses in Barcelona, a city I had always wanted to visit.

I did some online research and found that the University of Barcelona offered intensive courses for 4 hours a day over 15-day periods.

Those vacations were among the best in my life. I love learning, and there's nothing better than allowing my brain to indulge in new learning activities for two weeks.

I returned home with renewed and fantastic energy.

I love learning, and I believe learning new things is accessible to each of us. Just find what interests and motivates you.

I also love understanding how social media and TikTok work and implementing new processes to grow the NATA PR agency.

Among the many quotes from Warren Buffet's partner, the famous Charlie T. Munger, who passed away in 2023, I particularly like this: "Those who keep learning will keep rising in life."

So, yes, learning the basics of public relations will make you a bit wiser, but more importantly, it will give you:

• A head start over your competitors
• An understanding of the power of words
• Practical knowledge of the media
• A powerful tool to make yourself heard

You dream of becoming known, of making your voice heard because you have a solution, a wonderful product that can help so many people.

Our program at NATA PR SCHOOL is precisely for that. It aims to help you achieve your dreams, one small step at a time, one little dream after another.

So, come work with me during the next opening of the doors to NATA PR SCHOOL on February 6, 2024.

But if you listen to this episode too late, sign up for our lists to stay informed about our upcoming training sessions.

Feel free to contact me for a free consultation to find out if this program is for you.

I am here to help you.

Nata

Do you still have dreams to fulfill? Are you dreaming of new achievements, new experiences that excite you?

Since the beginning of the pandemic, the world has undergone significant changes, and we find ourselves on the brink of an economic recession. Conflicts are shaking several countries, and human communities worldwide are affected by unspeakable atrocities.

In my opinion, dreaming allows humans to:

• survive
• envision
• achieve

It is not uncommon for many of us, caught in the work-family cycle, to lose sight of our dreams. Some even stop dreaming altogether.

So, what do you do when there's not much mental space left for dreaming?

I particularly appreciate the technique of James Clear, the author of the book "Atomic Habits." He suggests asking yourself, "What is the smallest step you can take to move in a new direction?"

Often, when I lack inspiration, especially when I have no desire to complete a task, I set the timer on my iPhone for 10 or 15 minutes.

This technique always proves fruitful. I am constantly amazed at what I can write or accomplish in 10-15 or 30 minutes.

I encourage you to do the same to awaken your dream machine, your wonderful brain.

Start with what is possible today: what is the small dream you can activate right now? For example, if you've wanted to start meditating for a long time, why not:

• take 5 minutes to meditate in your car before going home, allowing yourself to imagine being on a beach in Bora Bora,
• find a meditation podcast to listen to on your way to work.

A few weeks ago, I started making a list of small and medium dreams that I regularly revisit:

• have dinner at the Tour d'Argent with my loved one,
• have fun at work and experience more joy.

Dreams have powerful engines. Simply writing "have fun at work" provides instructions to my brain. I take advantage of my visits to clients, invite my teams to share these moments of pleasure, and we have lunch in a luxury store's café just for the joy of it. The pleasure of sharing and realizing small dreams. That's what will gently lead you to bigger dreams.

Do you dream of making yourself known, of making your voice heard because you have a wonderful solution, a product that can help so many people?

Our program at the NATA PR SCHOOL is precisely for that. It aims to help you achieve your dreams, one small step at a time, one little dream after another.

So, come work with me at the next opening of the doors of the NATA PR SCHOOL on February 6, 2024.

But if you're listening to this episode too late, sign up on our lists to stay informed about our upcoming sessions.

We look forward to hearing about your PR dreams for the next year. 

I am here for you.

Nata

Here we are, near the end of the year, and perhaps, like me, you are motivated by future prospects and the upcoming year.

The ending year of 2023 has been filled with challenges for me: my partner left the company, and we had to find new offices for our teams in Montreal and Toronto.

Some of our new collaborators struggled to integrate into our culture and create what we asked of them. We had to let them go.

And not to mention the numerous changes on the client side, where we saw a turnover from 2 to 3 new marketing directors for several of them.

Some of the goals I had set for myself have been achieved, but I had to reassess my projects and concentrate on finding solutions to all these challenges that presented themselves one after another. To the extent that I often said I couldn't wait for 2024.

We are almost there, and I am preparing this podcast with enthusiasm because I love projecting into the future.

Why set goals for three, two, or one year? Well, simply to better use your wonderful brain.

Let me explain. Our brain is here to serve us, and we often don't know how to use it well. So, setting goals allows your brain to search for solutions for you.

For example, if I am looking for new strategic partners to recommend new clients to me. Writing, for example, finding 2 new strategic partners will put my brain on the lookout for these new partners and suggest going to networking events or conducting different searches on LinkedIn.

I will open up to information about companies that would not have otherwise caught my attention.

It's like deciding to buy a Polestar 2 car, and suddenly, you see them everywhere on the road.

Setting goals has the same effect. When you select a goal, whether financial, weight loss, growth, or something else, you give your brain a direction.

Then, you need to make it easier to determine when you want to achieve your goal.

To return to my goal of finding 2 new strategic partners, I decided to identify one in January and contact them. The next one is planned for March.

This year, I mentioned that I wanted to go to yoga three times a week. Well, I didn't manage at all.

But three months ago, revisiting this goal, I told myself that I could at least go once a week.

I am now at 2 times a week.

See, you have to revisit your goals, and sometimes, when the world forces us to put our energy elsewhere, nothing stops us from returning to our wishes.

I often set ambitious goals that make me act but that I only sometimes manage to achieve in the desired time.

Often, I need a few more months or even a few years.

So, don't give up on your dreams; tell yourself that you just need more time.

If your goals are very high, try to make them measurable. You want to generate an extra million in revenue this year; what does that mean per month, what actions do you need to take, and what do you need to put in place?

Do you aim to increase your visibility and become known to a more significant number of potential clients?

Our program at NATA PR SCHOOL is precisely for that. To help you set easily achievable goals in less than 2 hours per week.

So, come and work with me during the next opening of the doors of NATA PR SCHOOL on February 6, 2024.

But if you listen to this episode too late, sign up on our lists to stay informed about our upcoming training sessions.

Looking forward to hearing about your goals for the following year. How do you proceed? What works for you?

I'm here for you.

Nata

If you are an entrepreneur or even a young marketing director, it is highly likely that the sale of your services and products occupies your thoughts, perhaps even obsesses you.

Increasing your revenue is undoubtedly a major priority.

I completely understand!

Have you noticed that certain words and phrases you use generate more interest, reactions, and even lead to sales?

I would like to discuss with you the importance of words and how public relations can be a powerful tool to disseminate your messages and keywords.

Practice over the next few days and note what catches your attention in advertising, articles you read, or on social media.

Why do some messages grab your attention?

- Color

- Typography

- Animated images, etc.

However, what will have a lasting impact is THE WORDS!

The words you choose will resonate, or not, with your potential clients.

Choosing the right words, often called keywords or key messages in our profession, is of crucial importance.

Think about it, as these words will determine whether your product or service will be chosen.

There is a universal rule here that resonates with all human beings: our brains are constantly seeking solutions for our survival.

Yes, it's a bit strong to talk about survival, but it's the same mechanism that prompts us to buy one product over another.

If the words you choose respond to these brains seeking solutions, ways to "survive," you will be successful.

Think about survival, even for us fortunate enough to live in North America, in a peaceful country with abundant resources, as solutions to our concerns:

- Sales

- Notoriety

- Losing weight

- Earning more money

- Taking time for oneself.

Certainly, the survival mode has nothing to do with our contemporaries living in war-torn countries, but our brains function in the same way and respond favorably to the "right words."

Finding what will resonate with journalists and influencers is an extremely important part of our work as public relations professionals.

So, come work with me during the next opening of the doors of the NATA PR SCHOOL on February 6, 2024.

If you listen to this episode too late, sign up for our lists to stay informed about our upcoming training sessions.

I look forward to hearing the words that resonate with you and bring you sales!

I am here for you.

Nata

It took me a while to succinctly describe what the field of public relations is all about.

When you visit the websites of public relations agencies, you'll notice numerous creative descriptions to illustrate PR services. It's normal if you need help understanding what PR professionals do.

I've explored various directions to describe our activity: 

- increase visibility

- enhance brand value

- boost notoriety. 

All of this is true but remains unclear to the majority.

A reputable agency, which I won't name, goes for the motto: 

"We make every conversation count."

"It takes a little magic to earn a place in culture..."

Even I don't understand what this prominent agency offers.

Yet, the very nature of the public relations profession remains unchanged: building relationships with journalists and influencers to get our clients talked about in traditional or social media. Period.

What has changed is the advent of social media and the rise of influencers.

Well, today, I would tell you:

We make our clients known.

We get them featured for free.

We get them known—plain and simple.

How do we do this? Well, through our relationships. Yes, the most important word in "public relations."

Does that sound obvious to you?

This concept of "making known" came to me when I was working with the fantastic Kris Plachy, an exceptional business coach.

During a Zoom meeting a few years ago, she asked me, "I have an idea of what public relations is, but what do you actually do?"

Spontaneously, what came out of my mouth was:

"We help our clients get known."

And the wonderful Kris responded with, "Ah! I understand now!"

So, don't get discouraged if you still need to clarify your main message and services.

One of our students pinpointed what set him apart from all his fabulous services by enrolling in the NATA PR SCHOOL and reflecting on what would compose his first press release. He found his central message.

So, yes, public relations bring clarity to your messages and services when they are of a high standard.

We've decided to reopen the doors of the NATA PR SCHOOL on February 6, 2024. But if you're listening to this episode too late, sign up for our lists to stay informed about our upcoming courses.

Clarity may seem simplistic and insignificant, but everything falls into place when you've found that sentence, the answer to:

- What do you offer?

- And why would they talk about you? Which is the first step in the NATA model.

Want clarity? Contact me, and I'll be happy to help.

I'm here for you.

Dear PR Friends, if, like me, you own your own business and numerous competitors operate in your industry, could you tell me in a single short sentence what sets you apart from the competition?

In what ways are you different?

This is a consideration we don't take lightly at NATA PR agency. Every year, this theme comes up for discussion.

What sets us apart from other agencies offering similar services?

Every year, the answer to this crucial question varies and evolves. I felt the desire to share my initial thoughts on this matter this year. I'll probably revisit it in a future podcast episode because it's a crucial point and often the cornerstone of all our PR operations with our clients.

I remember, a few years ago, I enlisted the services of Chris Bergeron, an advertising visionary who has now become an author and Vice President of Strategy, Inclusive Creativity at Cossette.

It was with her that I developed the famous NATA Model: six steps for a successful campaign that you can download for free at the bottom of this episode.

The answer that year to the famous question "What sets us apart?" was:

Our method, our structure – we have a defined plan and need to make it tangible to explain our services that remain mysterious to several of our clients.

Today, the definitive answer to what sets us apart has not yet been identified.

With all the profound changes we have undergone since the pandemic, my initial answers are a return to the basics:

- As we are a bilingual agency (French-English), our Francophone side gives us a human warmth that Anglophone agencies lack.

- We work with pleasure.

- We are attentive.

- We offer outstanding/quick service.

- Our expertise is unique.

New agencies do not offer the strategic support that we have due to the thirty years of experience of the founder. Yes, me, your humble servant.

I am always in the mindset of a beginner who has much to learn and yet possesses what I call "data," my useful statistics that often prove accurate.

I don't like to talk about extensive experience; it sounds very pompous.

But it's certain that I have accumulated years of knowledge that are extremely useful.

We train our teams, we support young talents, and above all, we help them grow within our company. This gives us a unique, exceptional culture and allows us to offer outstanding service.

That's where I am in my initial reflections.

The second wave will come with our teams from different offices in LA, Miami, Toronto, and Montreal.

It's a fantastic opportunity to exchange ideas with all these different markets and diverse cultures.

So, stay tuned for more.

We'll talk about distinction in a future episode.

And you, what sets you apart?

One of our students is ready to send out his press release. His superiors have asked him to do so as quickly as possible, before the opening of the new store. "Everyone needs to know that we have a new store," they tell him.

After reviewing the essential information, my final question was quite simple: what images do you have on hand for journalists to illustrate their articles?

My student had no images of the store or sketches, which are now computer-generated and provide a very close idea of reality, the famous "renderings."

You can send a press release without images, and you may have the chance that the nearest newspaper can send its photographer. But it's risky.

It's better to wait until you have all the information, and the images of the new store are crucial here.

If the new point of sale is on a busy street, having an image of the store's facade will be most useful.

We simply cannot do it without images of quality today. And this is where step number 4 of the NATA PR Model comes into play, reminding us that images are essential.

At NATA PR agency, we invited journalists to the opening of a flagship store for a major international brand, and we received the photos only a few days after our event.

Well, the media waited to receive the photos to publish articles. And that's for the best because an article without an image does not have the same impact and will not capture the attention of many readers.

I challenge you to find an article in a magazine or newspaper that is not accompanied by an image or a photo. You will see that it's rare, and I promise you will have a hard time finding even one.

The press release still has its place, and photos have become indispensable. According to CISION's survey on the state of the media: 73% of journalists request and use them.

I suggest prioritizing photos over videos if you have to make budgetary choices. Photos will be useful on your website and social media and accompanying your press release.

With high-quality professional images, you increase your chances of getting noticed. Imagine a product you want to promote that has no photos. The same goes for a store, a new shop, etc.

If you sell services like us, photos of you will be useful.

What to do if you have no image to accompany your press release?

Well, delay sending information until you have an image.

You often have only one chance to make a good impression. If a journalist contacts you after receiving your press release and asks for images, they will move on to the next issue if you don't have a photo to represent your product or service.

Here is step number 4 of our model: the necessary tools. You can download it for free at the bottom of this episode.

One of the great mysteries surrounding public relations professionals is undoubtedly everything related to their contacts and the famous lists of journalists, formerly known as the address book.

And as perception and beliefs are often more powerful than reality, our clients believe, probably like you, that we know all journalists and influencers in the universe by their first names.

They think that we know all the media in the galaxy and that we know exactly what is happening in real-time on social media.

We are indeed present in the media and influence field, and we have significant knowledge of what is happening there. But, my dear PR friends, possessing all this knowledge in real-time is impossible for a human like you and me.

I hear you, and you're probably thinking, like me, that this might be one of the things that artificial intelligence can bring us. Honestly, I hope so. It would allow us to save a lot of time that we could use to approach and serve our clients even better.

It's simple, all our employees at the NATA PR agency, from the assistant to the senior account manager (including myself), spend hours doing contact research every week.

As we serve clients all over North America, we have an ocean of media and contacts at our fingetips. We have tools and databases that are very useful to us.

But just like for you, our number 1 ally remains for now: Google. Finding the foremost journalists is one thing, but when looking for freelance writers that the media works with, there is nothing better than Google to help us in our research.

If you are like many of our NATA PR SCHOOL students, alone in your marketing department, or a solopreneur who needs to maximize their time to promote their products and services, nothing beats step no. 3 of the NATA PR Model, which you can download for free at the bottom of this episode.

After answering the first question of our model and telling your story in the 2nd step, you are wondering to whom to send your information.

Which journalists and influencers will be interested in your story? Yes, that's step three. And to start, you may only have 5 contacts: 2 journalists and three influencers.

But if you have done your research on Google, you know that these 5 contacts often talk about your industry and are interested in the services you offer.

Where to start to find what we call the real influencers?

Well, see what the brands you admire and your competitors are doing.

What are the specialized publications in your industry? Does your local newspaper talk about entrepreneurs like you?

Focus your research circle on a minimal number of media/influencers and add a few contacts (2-3) each week.

It is better to have a list 10 contacts of what we call "real influencers" interested in your activity than a list of 2000 contacts that a friend provided you.

According to CISION's annual media survey, journalists say they receive less than 25% of press releases that are useful to them… so see, do your research and contact the real journalists, and your chances of capturing their interest are significant.

THE FREE NATA PR MODEL

I've already talked about my initial impressions of ChatGPT in episodes 140 and 161. Since then, I've extensively used this new tool, which has, in a way, become my new assistant for writing my podcast texts and translations.

For those who may not know, I always record 2 podcasts per week, one in French and one in English.

Once again, I've noticed that my curiosity has become increasingly useful. The fear of making mistakes or not knowing has greatly diminished over the years. It's simple, I know, and I accept not knowing.

And it's from this realization that I move forward. The thought that keeps me going is always this one. I'll share it with you, and use it if it resonates with you:

"I know I can always learn new things."

This simple thought creates in me an emotion of energy and strength, making me want to explore.

So, that's what I do with the free version of ChatGPT. I experiment and learn to use it better and better.

For those familiar with our six-step model, you probably know that we encourage you to tell your story at step 2 (download the document for free at the bottom of the episode). This is where ChatGPT comes into play.

The second step is often challenging for many of you who have the belief that you find it difficult to write or that you lack writing talent.

Well, dear friends, no more excuses! ChatGPT is your new assistant. Yes, you know, it's that new virtual employee who writes beautifully and translates astonishingly.

Yes, I love using ChatGPT, which allows me to work faster and can write better than me.

I always write an initial version of my podcasts in French, my native language that I'm quite proficient in. There are certainly more than ten episodes that I then send to my virtual assistant, ChatGPT, and ask it to correct my text and provide an improved version.

And every time, I'm amazed by the quality of the suggestions. Yes, I continue to modify some parts of the text that I find don't exactly convey my thoughts, but the improvement is astounding.

I even teach you how to use it at the NATA PR SCHOOL, precisely when we address step 2 of the model: telling your story.

I propose a very simple technique to start writing your press releases or outreach emails, which is the point form technique.

For example:

• NATA PR Public Relations Firm

• Established in 2000

• Specializes in luxury and high-end consumer products: beauty, design, fashion, and food

Results

Of course, here's a more concise version of the presentation of NATA PR:

Founded in 2000, NATA PR is a public relations firm specializing in luxury and high-end products, covering the fields of beauty, design, fashion, and food. Our company is known for its ability to promote excellence and innovation within these sectors by establishing privileged relationships with the media and opinion leaders. NATA PR embodies elegance and uniqueness, offering a trusted partnership for brands looking to shine in a demanding market.

My final edited version:

Founded in 2000, NATA PR is a public relations firm specializing in luxury and high-end products, covering the fields of beauty, design, fashion, and food. We establish privileged relationships with the media and opinion leaders. The agency's expertise in network development, public relations, social media, and message creation to reach and engage consumers is anchored in its creed: "We influence the real influencers."

So, no more excuses, PR friends! Go explore ChatGPT. The more specific questions you ask it, the more it will provide you with texts that suit your needs.

THE FREE NATA PR MODEL

When I talk to students from the NATA PR SCHOOL or entrepreneurs, one of the topics we often discuss is how to make sure our emails are read and generate interest.

How to capture the attention of the media and influencers through public relations, but also how to get the attention of consumers.

Although this is our profession, this step, which is also the first of the six-step NATA model, is one of the most important steps we use every week.

Step 1 of the NATA model is this famous question: Why would they talk about you?

If you don't have our model, you can simply download it by clicking on the link at the bottom of this episode.

Many brands and some of our clients frequently ask us this question. So I decided to explore this crucial step again in this podcast.

One of our students who is in the process of writing his first press release also shared his sales email with me.

Well, you can also use this question to create your first introductory email because, yes, public relations as we practice it is very similar to selling .

I often say that we do "soft selling," a form of gentle sales.

Our profession often involves suggesting our clients' products and services to journalists and influencers.

We "sell" them the idea that their readers or fans will be interested in our clients' products/services.

We must generate the desire to talk about our suggestions, in a way, create an emotion of desire in our interlocutors.

The same goes when you approach potential customers who don't know you.

You must:

1- Identify what their issues, problems, and irritations are.

2- Offer them your solution and make it desirable.

For journalists and influencers, you must:

1- Identify what their readers/fans are looking for and like.

2- Offer them these ideas.

When you answer the first step of our model: why would they talk about you? – the answer could resemble the headline of a newspaper article.

For example: Company X launches a new product Y.

Or Company X incorporates artificial intelligence into the development of its formulas.

The latest developments and current trends will interest journalists and influencers.

Your potential customers, on the other hand, are looking for solutions to their issues: lack of time, weight loss, their competitors are making a lot of noise, etc.

The shorter and more aligned with what they are seeking your answers to these questions are, the more positive results you will achieve.

The more answers and sales you will have. It's as simple as that.

Humans seek solutions to their problems.

Become the solution they are looking for.

Let’s say you are looking for ways to increase your sales, and the following questions obsess you:

1- How to increase your visibility?

2- How can you make yourself known?

3- You wonder how to get people talking about you in the press and on social media.

And yes, we have the solutions for you at NATA PR agency and NATA PR SCHOOL.

See, use the same questions and see what your answers are.

Sometimes you need to experiment to generate reactions and capture your audience's interest!

THE FREE NATA PR MODEL

Why Take Advantage of Public Relations

Influence is taking up an increasingly prominent role, and you might be wondering why you continue to use public relations. This question is asked by several brands, including some of our clients. That's why I've decided to explore these questions with you.

As many of you probably know, I am no longer at the beginning of my career, and I, like you, see how the web and social media are evolving. I'm certainly one of the last people at NATA PR to watch traditional television and read certain printed newspapers and magazines. However, like my younger colleagues from Generations Y, Z, and A, I continue to evolve and read numerous publications on my computer and tablet.

I particularly enjoy discovering how major media outlets use social media, such as The New York Times, Le Monde, Vogue, and many others.

So, why continue to leverage public relations?

1. First and foremost, to continue maximizing your online visibility.

2. To avoid ceding the entire space to your competitors.

3. To continue communicating intelligently.

What do the major companies you admire do to increase their visibility?

1. They implement online and traditional advertising programs.

2. They develop both organic and paid influencer programs.

3. They use public relations, especially for print media (20%), but primarily for their online presence (80%).

So, why deprive yourself of public relations?

If you don't communicate with journalists in your industry and never support their publications, don't be surprised if they don't talk about you. However, if you continue to send them relevant information and content, they will continue to cover you and your updates.

At NATA PR, we only develop a proposal with a public relations program, of course, complemented by an influencer program (organic and paid).

These programs share many commonalities and converge at fantastic opportunities. Recently, the Elle Canada team, to whom we sent one of our clients' complete Khol collections, had fun with our client's products on their TikTok account.

See, this is just a small example, but it's only possible if you have an integrated public relations program in your marketing plan.

If you establish a partnership with an influencer and use them in one of your advertising campaigns, know that traditional media outlets and many magazines will be interested in this news.

Once again, if you don't communicate what you're doing to traditional media, these visibility opportunities will not be extended to you. Major brands and your competitors who understand how to benefit from public relations are communicating with these journalists and will get the visibility you are looking for,

If you're not among these propositions, it's as if you don't exist.

Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.

The link is at the bottom of the episode.

I hope to see you at the workshop

Workshop/3-DAY Challenge 

Hello PR friends! For this episode, I wanted to explore a topic that is relatively new to me and my team and is certainly evolving: affiliate programs.

We understand the principles of these programs and have implemented them for a few clients. But we aim to make it a well-oiled and effective service to offer to our clients.

Perhaps in a few months, I will have a different opinion of what many in the United States call "Affiliate PR."

So, here's where we stand today and what I understand about "affiliation."

The platforms where influencers can sign up to receive a percentage or a fixed amount of the sales they generate are becoming more numerous.

I am particularly looking at what Amazon is doing in this regard, as they often lead the way in all things related to the web.

So, why am I interested in affiliate programs? For over a year now, every time we present our clients' products in New York or Los Angeles, stylists, and an increasing number of journalists in the fashion industry, ask us if our clients have an arrangement with their publishing house to talk about their new products and insert a clickable link.

And yes, that famous link that readers can click to go to our client's sales site, where they will be offered a percentage if the sale is completed, of course.

As is often the case, our American friends are ahead of the curve on this topic, but I see more and more magazines featuring products with links that direct the reader to the websites of Sephora, Amazon, major pharmacy chains, or any site other than that of our clients.

We can understand why magazines are embracing this new system because traditional advertising revenue often no longer suffices to ensure their survival. These new earnings are obviously essential, it must be said.

Affiliation is also offered to influencers who talk about certain products to their community, offering them a code or a specific discount.

This code allows the brand to know if the influencer's community is interested in their brand and is purchasing their products.

And quite often, it's not the influencers perceived as representing the brand in the best way that generate the most sales.

More than once, we have seen our clients' opinions change upon seeing the sales of influencers who were not among their top candidates.

But when the sales roll in, the aesthetics of photos and videos suddenly become less important.

Yes, sales speak, it's the name of the game.

What about you? Have you implemented an affiliate program?

Are you satisfied with it? I would love to hear from you on this subject.

Feel free to contact me; you will find my contact information on our website.

Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.

The link is at the bottom of the episode.

I hope to see you at the workshop

Workshop/3-DAY Challenge 

If you've been listening to this podcast for a while, you probably know that I'm a big fan of coaching, to the extent that I even obtained a certification from the Life Coach School.

Several years ago, I became interested in the work of some American coaches who offered online training and were using Zoom long before the pandemic. One day, I wanted to enroll in the program of one of them, who had decided only to accept coaches into her program. Since I had already subscribed to her "self-coaching" course, which had benefited me greatly, I thought, why not become a coach? It would be helpful in my relationship with my employees.

That's how I became a coach; this certification is very serious. I even have to take an exam every year to renew my license.

For the skeptics, know there are good and not-so-good business coaches, just as there are excellent and less brilliant dentists and doctors.

I was skeptical for a long time about these self-proclaimed coaches. However, when you meet an expert who has decided to share their experience and knows how to impart knowledge to help you progress, I promise you that your opinion of coaching will change.

If you try coaching, it's crucial not to stick with a coach who doesn't suit you. I've worked with several excellent coaches in recent years, and each time, it has allowed me to make great strides in my business and increase my revenue.

What do public relations and coaching have in common? Coaches, just like us, professionals in public relations, are here to:

1. Help you progress faster.

2. Find the best shortcuts.

3. Contribute to growth.

HELPING YOU PROGRESS FASTER

As you know, you need to make yourself known to amplify your impact and reach. PR allows you to expose yourself to many potential clients quickly. It's one of the significant advantages that PR offers.

FINDING SHORTCUTS

PR is a fantastic tool for finding your keywords and attention-grabbing press release headlines that are unique to you. There's nothing like PR to summarize your journey and tell your story. Yes, PR helps you find the shortest paths to reach your goals.

GENERATING GROWTH

If you've founded a business and created products and services, it's undoubtedly to sell them and make a profit. Once again, you invest time and money in making yourself known and getting people talking about you.

And public relations are here to contribute to your visibility. The more your consumers hear about you, the more they'll trust you and be inclined to buy what you offer them.

So, here's to PR and coaching for going further, faster!

Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.

The link is at the bottom of the episode.

I hope to see you at the workshop

Workshop/3-DAY Challenge 

One of these areas for improvement by our marketing friends is the belief that the media and influencers are obliged to talk about the latest developments in their company and that it's only natural for their CEO to be interviewed on the news.

"My marketing friend told me, 'This TV show wants to discuss products made from oats, so it's obvious that they should feature our new locally made 100% oat-based drink.'"

It's challenging to make them understand that things don't always go in the direction they assume.

Because this TV show may choose not to feature your oat-based drink.

When a journalist or influencer talks about you or your product without being paid, it is a privilege.

I choose my words carefully here because this journalist or TikToker is not obligated to talk about you. Freedom of the press does exist.

How often have I heard, "The press must talk about us. We are an advertiser!"

Well, my dear marketing friends, there is no connection between you, the advertiser, and the journalist deciding whether to give you their attention.

The same goes for influencers. They have an even greater freedom because they are not bound by journalistic rules.

They are also free to test your products and share their experiences as they see fit with their followers.

Especially if you don't pay them, this mention is "organic," therefore unpaid.

But this is where the magic happens, my marketing friends.

Nothing is more powerful than this intermediary between your product, service, and customers.

Yes, times are becoming increasingly challenging, and sometimes, the line between an article and advertising is thin. But what would a magazine, an Instagram account, or TikTok be if all the articles were sponsored?

Yes, BORING!

You may tell me, my marketing friends, that the opposite is true: without advertising money, the media cannot survive.

Indeed, one can only exist with the other, and already, several publications have disappeared or become solely digital, leaving behind print media.

Yes, that's true.

So, my marketing friends, part of the responsibility for this balance falls on you.

If you want Elle magazine to talk about you, it is appropriate, when you have an advertising budget, to consider this publication in your advertising placement.

If you want significant media outlets to talk about you, dedicate a portion of your advertising budget to them and not solely directed toward the Google, Facebook, Instagram, and TikToks of the world.

Yes, getting yourself talked about on the news, in a magazine, or on an influencer's account is a privilege.

Also, if you're interested in exploring a part of our program, I invite you to sign up for our Workshop/3-DAY Challenge. It consists of three short 30-minute presentations where you can start writing your press release and finding journalists and influencers.

The link is at the bottom of the episode.

I hope to see you at the workshop

Workshop/3-DAY Challenge 

When was the last time you successfully spoke to a receptionist in person? A position that has become exceedingly rare hasn't it? This type of job has vanished with the advent of personal computers that have infiltrated every worker's desk.

I recall predictions of the disappearance of numerous jobs with the introduction of computers into the workplace about three decades ago.

Indeed, several professions have disappeared or transformed: travel agencies and other services have become scarcer since we all have direct access to online reservations from our computers.

If you are a leader, you probably, like me, have a virtual assistant who, from the comfort of their home, assists you with administrative tasks.

The famous and fabulous executive secretaries who knew as much about the company as their bosses have all disappeared.

History is repeating itself here with AI, but this time, I fear that the disappearance of several professions and jobs will be massive and rapid.

So, what will be the impact on public relations?

Specific positions that, for example, required humans to use their judgment in selecting online articles (media monitoring) will undoubtedly disappear.

Moreover, these jobs were already becoming less common.

Here is what we can expect as news these days:

"Artificial Intelligence: a company lays off half of its employees" – The French 8 PM news (1)

I believe that AI will be a fantastic tool for PR professionals to:

1. Conduct online research.

2. Find contacts, journalists, and influencers even more quickly.

3. Create even more precise campaign reports.

For now, these new tools still need to be corrected and are more likely to assist workers than replace them. But the speed of development of these tools can be concerning (2).

However, I don't think PR professionals will be replaced by AI tomorrow because:

1. Nothing can replace the conversation you have with another human being.

2. Emotions are what drive humans to act.

3. In-person meetings are just as powerful and remain essential.

But one thing is sure: we will work differently.

I admit that for aiding in writing and translation, Chat GPT is a powerful tool.

It's as if we all have access to an assistant who can help us improve our texts and plan and organize our work.

Also, we are opening the doors to our program this fall.

Please reserve your spot because we will close access, and we don't know when the program will return.

We're opening the doors to our program this fall.

Grab your seat today!

We'll be closing access, and we don't know when the program will reopen.

When people ask me who I am, I often say that I'm an introvert on the path to healing through a public relations agency.

Perhaps you're like me, preferring to stay at home rather than attend networking cocktails to tell your story. 

I understand you!

But one thing is certain: every time I've challenged this deep urge to isolate myself, I've benefited from it.

Even if I hadn't met any interesting potential clients at these events, I came back with an extra dose of energy derived from these connections that we, as human beings, even the most introverted among us, all need.

So, if you're part of what I call "the disconnected" club, you know that getting noticed is important for your business, for you, your loved ones, and your employees.

Getting noticed may seem presumptuous to some.

It's a false belief.

Think about the person to whom your product could make life easier and more beautiful.

Yes, even a body lotion that soothes and reduces itching can be a genuine source of happiness. My fiancé is one of those people with very sensitive skin. This lotion will soothe him and allow him to use his wonderful brain for something other than scratching.

You see, if no one knows about your wonderful lotion, it won't soothe my partner's skin, and it will be difficult for you to sell it.

Daring to show yourself, to expose yourself, and to contact a journalist or an influencer may seem like a daunting task.

But I promise you that, by doing it repeatedly and seeing it simply as a game, you'll develop a taste for it and reap more benefits than drawbacks.

I've come to love business development because I know that we will serve our clients at the highest level, and this money will allow me to increase the salary of my talented team.

That's my primary reason for convincing a new client: to improve the lives of my employees, raise their salaries, and enable them to develop their talent, their full potential.

Yes, money is important and it allows us to do good around us.

So, make your products and solutions known, remove your ego from the path, and help others.

Share your solutions with authenticity, a word that has become popular lately.

I love this word: authenticity, which, to me, is also synonymous with truth and honesty.

Public relations are the ultimate tool to demonstrate your authenticity and grant you credibility.

So, why get noticed?

To help others, sometimes just a little bit, improve the lives of our fellow human beings.

So, I also expose myself every week with my podcast, the "PR Rendez-Vous," live on LinkedIn and YouTube, because I want to help you, make your new solutions known that will bring well-being and even happiness to our fellow human beings.

This is precisely what we teach at NATA PR SCHOOL: how to get people talking about you, even if no one knows you.

We're opening the doors to our program this fall.

Grab your seat today!

We'll be closing access, and we don't know when the program will reopen.

Get featured for free: That's our program, and you'll learn the fundamentals of PR.

I promise you'll achieve astonishing results by dedicating less than 2 hours a week.

I'll see you in class.

You might be observing your competitors or companies you admire, who always seem to be making headlines in the media and collaborating with influencers. And you wonder, how do they do it?

One thing is for sure: it's not by chance that you read about their stories in the "business" section of the local newspaper. They've made strategic choices based on the following:

1. Developing a Visibility Strategy
2. Sustainability - Creating a Memorable Brand
3. Combining Social Media with PR and Advertising Efforts 

The Power of a Visibility Strategy

First, you must decide to invest time in planning before taking action. The companies you hear about have chosen to invest time and money in their visibility. What is often referred to as "com" on the European side to indicate communication is part of their marketing plan.

They've understood that investing in public relations and communication allows them to develop their story and get people talking about them.

Sustainability - Becoming a Recognizable Brand

The first step to getting people talking about your business is to create a brand that stands out. Visual identity is important, but the message is even more crucial. What makes you unique and different? Why would a journalist talk about you? And why would an influencer agree to try your products and share their experience with their followers?

Getting people talking about you will help you build credibility. This can be done on social media, of course. Still, nothing beats an article in a newspaper, a magazine, a television interview, or a podcast appearance to propel you and expose you to thousands, if not millions, of people.

Combining Social Media and Public Relations

Social media is a powerful tool for increasing your business's visibility, and combining them with public relations, meaning broadcasting your interviews on your platforms, will significantly boost your visibility.

In my work with NATA PR agency, I consult various online social media platforms daily.

A young man representing influencers we've collaborated with managed to get featured in a local newspaper and on some websites. This young professional talks about TikTok and its influence in general, a topic of interest to both the media and businesses.

After these articles were published, his LinkedIn followers significantly increased, and I'm sure service requests followed suit. His appointment book must have filled up.

Yes, the content he shares on social media is interesting, but these interviews propelled him.

This is precisely what we teach at NATA PR SCHOOL: how to get people talking about you, even if no one knows you.

We're opening the doors to our program this fall.

Grab your seat! 

We'll be closing access, and we don't know when the program will reopen.

Get featured for free: That's our program, and you'll learn the fundamentals of PR.

I promise you'll achieve astonishing results by dedicating less than 2 hours a week.

I'll see you in class.

You're probably like me, and when you don't know something you want to possess or new knowledge you'd like to acquire, there's always a little voice telling you that you won't succeed, that it's complicated and reserved for professionals who have studied in this field.

But since the advent of the Web, my beliefs have changed because there's so much accessible information. Obviously, you need internet access, but once that step is taken, if you think about it, there's a true democratization of knowledge. We can find practically everything online.

So here are a few simple steps I suggest you try to start building what I call your list of genuine influencers/journalists:

1. Ask Your Fans: If you're very active on social media, ask your fans which media, magazines, or other sources of information they consult.

2. Follow the Path of Success: Find online where your competitors and brands you admire are being discussed.

3. Specialized Publications and Podcasts

Ask Your Community

Conduct a small informal survey if your community is on Facebook, Instagram, or TikTok.

- Which magazines do you read online?

- Who are your favourite influencers?

- Which website do you visit most frequently?

These are already excellent leads.

Follow the Path of Success

Whether you're on Facebook, Instagram, or not registered on our platforms.

1. Identify 2 competitors and 1 company that inspires you in your sector.

2. Analyze their online presence using Google – by using the NEWS filter or Google alerts.

3. Check your competitors' social media.

The goal of this approach isn't to blindly copy your competitors but to understand what works well in your industry and use this information to enhance your strategies and performance.

Specialized Publications and Podcasts

- Search online for the top 5 magazines / podcasts specialized in your industry.

- Identify the top TikTokers, Instagrammers, influencers, etc.

Podcasts, magazines, blogs, and specialized websites in your sector cover news specific to your competitors.

And why not directly contact the journalists who cover your industry? You can build and nurture relationships with them. If you follow 1 or 2, you'll be informed when they publish articles related to your competitors.

We're opening the doors of NATA PR SCHOOL, and I invite you to come work with me. You'll see that by investing less than 2 hours per week, you'll be able to generate results.

Grab you seat today!

Suppose you've been following this podcast for a while. In that case, you should be able to name quickly, at your fingertips, three reasons why public relations remain valuable despite the digitization of media and the rise of social media.

Let's have some fun. Even if you need to become more familiar with PR, I invite you to press the pause button on your device and jot down on a piece of paper or a blank Word document on your computer, the first three things that come to your mind.

Give yourself 60 seconds, then come back here to compare your answers.

Of course, there can be other reasons besides these, but the three most frequently mentioned reasons by our clients are as follows:

1. Credibility – Enhance trust

2. Visibility – Make your product or solution known

3. Clientele – Attract the right customers to, of course, increase your sales

Indeed, public relations can be used to launch a product, inform your clients about changes within your company, new job offers, services, products, etc. However, all these reasons can be grouped into three main functions:

CREDIBILITY 

Nothing matches public relations in bestowing credibility upon you. Your community might already be aware of your exceptional products or services. However, when journalists or influencers express interest in your product or tell your story, your credibility leaps forward and increases far beyond what you might have imagined.

VISIBILITY

Making your product or solution known is our clients' second most frequently cited reason. You could offer 100% biodegradable and natural cleaning solutions, but sales might only satisfy if few people know about them.

This seems obvious. However, remember that consumers are more inclined to purchase what they know. To better grasp this, think of word-of-mouth, which fulfills the same function but on a much smaller scale, reaching a handful of people simultaneously.

When a friend recommends a restaurant they enjoyed, you will likely make a reservation. Public relations have the same effect but on a more extensive and faster scale.

CLIENTELE

Attracting the right clients to increase your sales. 

If part of your clientele is from something other than Generation Z, they might not be constantly on social media. 

Undoubtedly, social media are excellent tools to present your products and services, but many clients still read the local newspaper on their electronic tablet in the morning.

Then, they take their car to work while listening to the radio in the morning and evening. Nothing replaces public relations in enabling you to reach all these media outlets, including specialized reviews in agriculture or beauty.

So, why not take advantage of it?

 If you've just launched your business and offer new solutions or products, public relations can be your ally if you understand the basics.

Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.

The electrification of vehicles is experiencing significant acceleration, and we can undoubtedly thank Tesla, a company we all know for its significant contribution.

If I were to ask you why the Tesla brand is familiar to you, you would probably respond with:

1. Tesla was the first successful 100% electric car brand to occupy public space.

2. Its founder, Elon Musk, is omnipresent.

3. Tesla constantly generates discussions about its vehicles and has become the benchmark brand.

If you are new to public relations, know that Tesla became known through them. If you are familiar with the company's name and its founder, it's because you've read or heard about Tesla.

You may or may not like Elon Musk's opinions and behaviours. Still, we must give credit where it's due: Elon Musk is a talented communicator who knows how to run successful public relations campaigns and get people talking about him and his companies.

The good news from this podcast is that you can draw inspiration from the same principles to make people talk about you.

And that's what we proposed to TAIGA Motors.

TAIGA has entrusted us with its public relations mandate, and we apply the same PR principles used by Tesla, which greatly contributed to its success.

Have you noticed that Tesla still doesn't advertise? It doesn't need to yet and follows in the footsteps of several other major brands like Starbucks and Lululemon, which became known through public relations campaigns.

About Taiga (TSX: TAIG), it's a Canadian company that is revolutionizing the world of motorsports with revolutionary off-road electric vehicles. Adopting an optimized engineering approach, Taiga pushes the boundaries of technology.

Before retaining our PR services, the media showed interest in TAIGA without the help of an agency because it was a new company that courageously went public on the Toronto Stock Exchange.

Once it became a public company, challenges quickly became more difficult to overcome, and financial aspects took the forefront, leaving technological achievements far behind.

That's where we stepped in, and I must thank the marketing team for seeking an agency that knows how to accompany them on their journey to increase the visibility of their products.

Public relations are excellent for telling your story. However, what excites me even more about this profession is the opportunity to provide journalists and influencers with firsthand experience of our client's products.

We all have much to learn by studying the success of companies that manage to be featured frequently. 

Determining why the media talks about them and why the media and influencers would talk about you is the first step of our model.

What makes Tesla so present in our minds when we name an electric car brand?

Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.

For this episode, I have the great pleasure of welcoming Jean-Yves Dionne, a pharmacist, speaker, trainer, scientific advisor in natural health products (NHPs), and, to me, a media personality, as he has hosted health chronicles on the radio for several years.

Jean-Yves defines himself as a communicator, pharmacist, and expert in natural health products (NHPs) and Health. He is a speaker, trainer, researcher, documentalist, writer, and counsellor in the broadest sense in the field of Health and NHPs.

If, like me, you wish to take charge of your Health and do not have easy access to a doctor, I highly recommend consulting Jean-Yves, who founded "Franchement santé" (Honestly Health), to make appointments with him. 

His knowledge of health science, pharmacy, and natural products makes his advice indispensable.

You will find in the notes of this episode at the bottom and all the necessary links to reach Jean-Yves Dionne. Jean-Yves has written several books, including the famous “Bon Stress Bad Stress”, the first book in French to establish a connection between nutrition, anxiety, and mental disorders.

I had the opportunity to collaborate with Jean-Yves during the launch of the book “SOS Bones - Strong Bones at Any Age”, sponsored by Genuine Health, who had hired our PR services to promote their products. Unfortunately, this book is no longer in circulation."

 I wanted to invite him on the occasion of the 155th episode of our podcast because Jean-Yves Dionne has extensive knowledge of traditional media, which, like me, he has seen evolve.

And since then, he has integrated the Web to continue disseminating his messages and information.

Where to find Jean-Yves Dionne

If I have yet to convince you in the previous episodes that learning the basics of PR will give you a strategic advantage over your competitors, this new episode should persuade you.

Some of our clients may think, just like you, that public relations are only meant for those who want to attract the attention of traditional media such as newspapers, print magazines, television, and radio, which are supposedly becoming obsolete. However, this idea is completely wrong, and I am here to prove otherwise.

You might believe that visibility in the media is outdated, and the only future path is online advertising and influencers. Well, let me tell you, dear friends, that these ideas are far from reality.

At NATA PR agency, we meet new clients every month seeking solutions to increase their visibility and sales. Recently, all our clients have noticed a decline in online sales and the ineffectiveness of their Facebook ads. Furthermore, they have realized that many potential customers simply do not know about them.

Indeed, advertising and social media are valuable tools, but with the proliferation of platforms and the massive amount of information being disseminated, a significant portion of your potential clientele is not where you might think.

Some of your customers still listen to the radio in their cars, read the local newspaper, and continue to watch television, perhaps on their computers, but still accessible.

Public relations are the best organic part of a good marketing plan. 

And only PR will grant you credibility and make you known to many potential clients.

When an intermediary such as a journalist or an influencer talks about you without you having to pay them (what digital marketing specialists call "organic" or, for those unfamiliar with the term, means "without monetary exchange"), you gain credibility and enhance the trust of your consumers.

Recently, a company shared their experience with paid collaborations with influencers, which cost them a lot without bringing significant results. However, they continue receiving customers who refer to a television interview over two years ago.

Please, understand me; I am not saying you shouldn't work with influencers. On the contrary, it's essential to strike a balance and choose the right influencers, taking the time to test the interests of their community before committing to a costly contract that could disappoint you.

Indeed, Generation Z uses TikTok, and if you want to reach this audience, you should be present on this platform. However, how do you reach customers aged 30, 40, 50, and older, who have purchasing power and would buy your products if they knew about them? How do you reach them if your entire budget is allocated to TikTok and influencers?

Public relations are not THE only solution, but they are a cost-effective tool that brings results, and they should be part of your marketing toolkit, especially at the beginning when you launch your product or service.

Our clients sell online and swear by articles in magazines, major newspapers, and television. They benefit from visibility in print and online through significant media websites and social media. Journalists specializing in their industry bring them strong credibility and confidence in their products and services.

Your potential customers are not all impulsive buyers. Many consult multiple sources before investing in a car or beauty product.

An article in a local newspaper has more impact on them.

Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.

You may be wondering what PR (Public Relations) is about and why it's important to learn its fundamentals. In this podcast, I will explain how PR can be beneficial.

Let me reiterate that public relations are much simpler than you think. In summary, this is precisely what we teach at NATA PR SCHOOL: making yourself known by investing less than two hours a week.

Some individuals, including many business leaders, may consider PR outdated, but I want to emphasize that a television interview remains highly valuable.

Whether on a local or national scale, such an appearance grants you considerable credibility within your community and can help kickstart creating your subscriber list. Local radio and podcasts can also offer significant visibility.

Let me share the testimonial of one of our students, Antoine Bolduc, after just one television interview:

"After a single interview on local TELEVISION, I became an expert in the eyes of my followers and gained 400 new followers overnight." Antoine Bolduc, co-founder of Atypic Equipment

Television isn't the only option, primarily if your product targets a younger audience, as TikTok could be essential in your strategy. 

However, why not use mainstream media while remaining active on social media and creating content on TikTok? 

Indeed, it's entirely possible to adopt this dual approach.

Traditional media outlets have online platforms like websites and social media accounts like Facebook, Instagram, and even TikTok. It's up to you to make the most of these opportunities!

Little secrets: 

1- Journalists love to interact directly with you. Although they are used to dealing with PR professionals, they appreciate obtaining information directly from the source, which is an advantage for you!

2- No one knows your product or service better than you do. While an excellent PR professional can enhance your image, you can undoubtedly provide information quickly that even an expert needs to have at hand.

If you're starting a business, your story will interest the media. For instance, if you're launching a new type of vegan clothing that allows nature lovers to enjoy guilt-free outdoor walks, it's a story that will appeal to many!

Learning the basics of PR is simple. I offer to guide you for a clearer understanding, and I promise that by dedicating less than 2 hours a week, you will achieve astonishing results.

Learning the basics of public relations will give you an edge over your competitors, and it's much simpler than you think.

That's what I teach at NATA PR SCHOOL: how to integrate the fundamentals of public relations into your marketing plan in less than two hours per week.

I used to believe this profession was reserved for those who had studied it for several years. But, between you and me, PR is a bit like accounting.

When you start your own business, you may not have the budget to afford the services of an accountant, so you create your own invoices and handle your taxes yourself.

So PR is similar. You can incorporate beneficial PR actions that will bring you visibility and credibility, and one day, as your business grows, you can engage the services of an accountant and a PR agency.

Your understanding and respect for these two professions will be a significant advantage. There's nothing like doing specific tasks yourself before entrusting them to a third party.

For my part, I am primarily a marketing specialist. When I held marketing leadership positions for companies, I only sometimes had the budget to hire staff or engage the services of a PR agency.

So instead of completely setting PR aside, I wondered what actions I could take in a minimal amount of time that would generate maximum results.

In less than 2 hours per week, I fit PR actions into my already busy schedule.

Applying the basics of PR allowed me to generate television, radio, and newspaper interviews and mentions in magazines and on websites.

I realized that PR is very similar to business development, you know, those famous "cold calls" or contacts via LinkedIn, or maybe you still make them by phone, depending on your industry.

Learning the basics of PR means integrating simple and repetitive gestures in less than 2 hours per week:

• Find the right contacts (journalists or influencers) in your industry. Start with 3 to 5 contacts.

• Identify why they would talk about you.

These are two straightforward steps that are part of the foundation of PR.

Already, many of our students are benefiting from their PR learning experience with us:

"The NATA PR School experience is truly unique! It's like entering the secret world of PR gods and acquiring the tools and tricks of the trade without having to study for years!" - Janylène Turcotte, ACC, C. Hyp - CEO and founder of HypnoCoach.ca

The impact of social media on public relations

The world of public relations has undergone significant changes since the emergence of social media.

There is material for several podcasts on this subject, and I already address some aspects in episode 149. Here, I continue my reflection with you on the impact of social media on public relations.

With the rising popularity of Instagram, businesses increasingly turned to influencers to promote themselves and their products, leading to significant changes in public relations.

Several agencies even removed the term "public relations" from their company name and description, transitioning from YZ Public Relations agency to YZ Communication or YZ Marketing.

I remember my partner and I extensively discussed this: should we change our name? But something told me that "public relations" is part of well-known professions, just like lawyers, notaries, or advertising agencies. There is a certain permanence in disciplines or categories that are deeply ingrained in our collective subconscious. When you search on Google, "public relations agency" still appears prominently (over 70 million results in French and nearly 2 trillion entries for "Public Relations")!

The future has proven us right in retaining the "PR" term associated with NATA. NATA PR, a public relations firm or agency, is what we still are while evolving and integrating social media and influencer work into our services.

We specialize in the so-called "organic" visibility that algorithms favour, meaning articles published online without monetary exchange.

For me, social media still represents additional opportunities for communication and connection, especially with potential clients of the brands we collaborate with.

The public relations industry has indeed undergone significant changes in recent years in terms of new technologies, media channels, and new communication opportunities with clients and businesses.

However, this poses a massive challenge for our clients in effectively managing these new forms of engagement.

Many are now realizing the growing importance of public relations in reaching a portion of their customer base that is not constantly present on social media.

The proliferation of platforms continues, and we are currently witnessing the emergence of Threads, directly competing with Twitter. But throughout all these years, from the introduction of fax machines to the first personal computer (yes, that small beige box...), I have come to realize four things:

1. Nothing replaces face-to-face interactions, human encounters, and, of course, meetings with journalists and influencers.

2. Even if you are highly active on social media, it only represents a portion of your target audience.

3. After the pandemic, brands believed that online sales were the new panacea, yet customers are returning to physical stores today.

4. Social media is like fashion. Each new generation gives rise to its own platform.

Indeed, it is always fascinating to see how humans use these new tools.

And what is your current favourite social media platform?

I hope you enjoyed this little PR break. Don't hesitate to leave us a comment.

Hello, and welcome to the 150th episode of the NATA PR SCHOOL podcast.

For this episode, I am pleased to host Pamela Samedy, a senior account executive at NATA PR.

Pamela is an incredibly talented public relations professional. She holds a university degree in public relations and began her career at NATA, where she quickly climbed the ranks to become an experienced account executive (Senior Account Manager). She was recently recognized as Étoile Montante, an Emerging Star by Le Grenier aux Nouvelles.

I wanted to invite her for the occasion of our 150th episode because she witnessed the birth of the NATA PR SCHOOL training program and was part of its very first cohort of students. Since then, all employees at NATA have benefited from this training, which allows them to quickly grasp our profession's practical aspects.

Thank you for accepting my invitation, Pamela. I wanted to invite you because you can inspire those who, like you, aspire to become professionals in public relations.

I always start with a simple question for my guests:

1. Who are you, Pamela Samedy?

1. How would you describe your work when someone asks you what you do?

2. What are your primary responsibilities at NATA PR?

3. As someone with a university degree in public relations, how would you describe the education you received and the one provided by the NATA PR SCHOOL? What do you think sets them apart?

4. What excites you about the field of public relations as we practice it at NATA PR?

5. Influencers play an essential role for our clients. How do you think their role will evolve?

6. How do you see the evolution of public relations, especially considering you entered the job market during a pandemic?

7. To conclude, what do we wish for you?

To find out more about our program:

We know that social media has significantly impacted how businesses, organizations, and individuals manage their public relations.

Sometimes, companies consult us and are convinced that social media will meet all their communication needs and allow them to reach their clients efficiently.

However, it is important to note that social media does not replace public relations but expands and complements them. Here are a few points to consider:

1. Not all consumers are connected on TikTok, Instagram, or Facebook. Many still rely on online and traditional media, which still hold a significant place in society.

1. Evolution of the media landscape: Traditional media has also adopted social media to disseminate information and interact with their audience. Journalists and media professionals use social media to search for stories, find sources, and share their articles.

1. Integrated strategy: At NATA PR, we integrate social media into our public relations efforts as part of a comprehensive approach for our clients. Social media is a powerful tool but does not replace traditional practices such as press releases, relationships with journalists, influencers, and media partnerships. An effective public relations strategy must combine social media and traditional methods to achieve the best results. This is what all the major brands we work with do.

1. Online reputation management: Social media has given individuals increased power to express their opinions about brands and organizations. Online reputation management has become essential in public relations. PR professionals carefully monitor social media, manage negative comments, and respond to emerging issues to protect the reputation of their clients or companies.

Therefore, although social media has transformed the public relations landscape, it does not replace it. Instead, it offers new opportunities to amplify brand voices, reach new generations, engage directly with the public, influence traditional media, and manage online reputation.

I recall a client who reallocated their public relations budget to create an in-house social media department. However, when they returned to us three years later, no major media outlets had shown interest in them or covered their new initiatives.

When we took over the project, several journalists believed the brand had closed its doors.

An effective public relations strategy must always consider social media while integrating traditional practices.

Social media allows real-time interaction with the public. Companies and organizations can engage in conversations, respond to customer questions and concerns, and manage crises more quickly and effectively. This ability for direct engagement strengthens the relationship between brands and their audience.

So, for those who believe that public relations are a thing of the past, they need to be made aware that public relations have integrated social media into global strategies to maximize the reach and influence of their clients for many years.

Would you like to continue the discussion? Feel free to reach out to me. 

We all have an image in our minds of what a press release is. This communication tool is deeply ingrained in our collective unconscious. Yet, only some marketing professionals understand the purpose of such a document, which undoubtedly explains the confusion between a press release and an advertisement.

My teams hear me talk about the confusion surrounding the use and content of press releases every week. We work closely with our clients' marketing departments, which is normal since public relations is a part of the marketing plan, and its role is to ensure cohesion and execution.

But you would be surprised by the extent of their confusion regarding press releases. Here's what our marketing colleagues indicate or ask us to include in our press releases:

1. This press release needs to be sales-oriented

2. We want a press release highlighting that our products are the best sellers in their category

3. The personal stories of the founders are not adequately conveyed in the press release

There is a misconception that a press release should be sales-oriented, whereas its purpose is to inform and present facts. A press release serves to:

1. Inform

2. Present basic information about a product or service.

3. Transmit facts and information

4. Facilitate the work of journalists and influencers.

A press release is not:

1. A sales tool

2. An advertisement

3. An accolade for creativity or success

4. A literary creation

Dear marketing professionals, you can trust your public relations agency, especially if they have successfully served clients for many years and have built trust with journalists and influencers.

A press release is not an advertisement and is ultimately very simple. We regularly offer free training on how to create a press release that captures the attention of journalists and influencers.

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:

1. Confuse press releases with advertising.

2. Believe that the results, mentions, and publications will be instantaneous.

3. Think that journalists/influencers are at their service.

Well, no one is waiting for your press release because journalists/influencers:

1. Are unaware that you have spent years creating and refining your product.

2. Already have a long list of topics to cover.

3. Have already been contacted by your competitors.

Some facts to know:

• 43% of journalists cover more than 5 topics (education, environment, cuisine, theatre, books, etc.).

• 36% of journalists write 4 to 9 articles per week.

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.

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:

1. Social Influence: Influential spokespersons can have an impact on consumer buying behaviour. Their recommendation or use of a product can positively influence consumers' attitudes and purchasing decisions, especially those who admire them or aspire to be like them.

For example, think of a celebrity chef endorsing and praising the qualities of Thermomix.

1. Differentiation: Using a spokesperson can help differentiate a product from its competitors. When consumers are exposed to numerous similar options, a charismatic or unique spokesperson can capture their attention and motivate them to choose the associated product.

Employing a well-known brand ambassador in the cosmetics and beauty industry can influence consumer choices.

1. They are conveying Key Messages: A skilled spokesperson can effectively communicate the key messages of a product. They can utilize their charisma, expertise, or experience to compellingly highlight the product's features, benefits, or values, which can influence consumer perceptions and attitudes.

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.

1. Emotional Resonance: Spokespersons can establish an emotional connection with consumers. Their fame, personal story, or personality can evoke positive emotions among consumers, strengthening brand attachment and generating a sense of closeness.

"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.

1. Virality and Sharing: Campaigns with spokespersons are more likely to be shared on social media and go viral. The appeal of the spokesperson can motivate consumers to share advertisements, videos, or messages related to the product, thereby increasing the reach and impact of the campaign.

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.

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:

1. Content marketing generates three times more leads than paid advertising on search engines. - Content Marketing Institute

2. 70 to 80% of users ignore paid ads and focus on organic search results." - Search Engine Journal

3. 37% of consumers trust articles or blogs written by experts. - Nielsen

4. 74% of consumers trust educational articles and whitepapers when evaluating a company. - Demand Gen Report

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.

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:

1. Flexibility and adaptability

2. Feels like they have known you for a long time

3. Always finds time for you

4. Resembles you

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.

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:

1. Offers you a customized plan
2. Knows your industry
3. Has served clients similar to you
4. Develops Key Performance Indicators (KPIs) based on what is valuable to you

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:

1. Understand you
2. Write press releases using the appropriate technical terms for your industry correctly
3. Develop a contact list they do not already possess.

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:

1. The agency knows the journalists/influencers who will be interested in your company or product.
2. The agency will quickly know how to make you shine in the eyes of journalists, capturing their attention and generating publicity for you.
3. In certain sectors such as fashion, luxury, and beauty, you will benefit from the synergy of other brands in your industry and gain more visibility.

The best agency will develop useful KPIs 

Why did you decide to hire a public relations agency?

1. You want magazines and newspapers to talk about your product - so ask your agency to set a target number of features (e.g., 5 magazines, 10 websites, 3 newspapers, 2 podcasts, etc.).
2. You want to increase the number of visitors to your website - set a percentage increase goal, for example, 5%, 10%, etc., depending on what makes sense.
3. Cost per thousand impressions, etc.

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!

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: