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Feel like you have too much on your plate to focus on visibility? I get it— pitching podcasts or finding stages that get your message in front of more people is an important, yet non-urgent task.
I don’t have to tell you that if you want to grow your audience, you have to make it a priority.
So today I’m sharing my five ways you can simplify your efforts, save time and get more bang for your viability buck!
In this episode, you’ll learn:
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(Pulled from show transcript — please excuse any typos 😉)
1. Make sure you have your PR speaking kit ready on one spot.
What is actually a PR speaking kit and why do you need one?
Think of your PR speaking kit as your business card, CV, and work portfolio all in one document. Some people call it a media kit but I call it a speaking tool kit.
You don't have to be super fancy on this but essentially you want to have one spot where you have the resources you need when you book something.
Let’s take a closer look at what you should include in your PR kit.
Your bio is extremely important because it’s the first thing people read when they open your PR kit, so you want to make sure that it fully represents you and your brand. It’s also one way to show off who you are, who you serve and what you can offer.
Quick tip: You could have two versions of your bio: the first version is your beefy bio and you can have the other one a shorter version making it easy for a podcast host to introduce you.
I know quite a few people who do this in their little kits where they actually have their formal bio included plus they also have a readable bio which hosts really, really loved by the way.
Your images make a really big impact, so it’s important to only use a high-resolution photo for your PR kit — no pixelated or grainy shots here. One of your brand photos would really work well but feel free to use your Instagram profile photo as long as you’re looking at the camera and the photo quality is good.
Quick tip: Pick 3 to 5 photos that you'd love to share with. You can have a mix of formal looking headshots and some could be more casual.
If you go on a podcast interview or do a virtual summit, they're going to ask you for links on how people can follow up and connect with you so you want to make sure that you include your main links in your PR kit. You can put your:
Here’s how you can organize your PR speaking kit (this is what I exactly do – feel free to copy or tweak and incorporate your own ideas ) :
We have everything saved in a Google drive folder dedicated as external shares. I named this “External” and this is where we save anything that we share externally so it will be easier for us to find it without getting lost in different folders.
We then created a subfolder (called “Heather Sager - Media Kit”) in our “External” folder and this is where we put all of my photos that we share with people. I also have a Google doc inside this folder which contains my bio and all of my key links.
So what you want to do is to just have one single folder. You can do it either on Dropbox or on Google drive but for me, I think drive is more suitable since I have a Google doc and this makes things easier for me so that when I book a speaking gig of any kind, I can easily just send them my entire media kit folder.
2. Create a master document of your visibility opportunities (what you’ve done, what’s coming up and what you’d like to do in the future).
I want you to have a master writing list that includes podcasts that you've spoken on or virtual summits or guest speaking or whatever the opportunity you have be it virtual or physical stage), you're going to log it on that list.
You can do this in a spreadsheet. Personally, I use our project management tool for this and have a specific board called my PR board.
Why this is important?
You can create a subsection on your spreadsheet for your wishlist or your dream stages so when you have a podcast that you want to be on or virtual summits that you're eyeing, you can put that in there.
3. Have a one-page cheat sheet for your key topics, stories, and points.
This one-page cheat sheet is where you’re going to put your key messages that you want to hit so you can achieve your visibility goals. This is really important so that when you get on a podcast or do a speaking gig, you’re not going to wonder and ask yourself what do I have to talk about. It ensures that your visibility efforts are actually aligned with your business goals.
Also when you have your cheat sheet handy it helps you not to freak out on every speaking opportunity that you booked. Remember that if you’re stressing over on things, it’s not going to give you the best results when you show up.
Quik tip. Listen to your previous podcast interview and jot down what you talked about. Start there and make it your crappy rough draft then reflect back and ask yourself if that is what you really want to talk about? Check if you see any holes and gaps.
Capture those notes in a one-sheet as you go but do not just sit the whole day trying to make it perfect and have an ideal one-sheet pager instead think of how you can build the plane as you fly it. (May I recommend that you go back and listen to the last episode: Perfect speeches suck. Here's what to strive for instead - Ep #145 where I talked about perfection is complete and total crap and I’ll tell you why and what to do instead.)
4. Create a template that you can use to share and promote your media opportunities.
This is kind of an advanced strategy that I think you're ready for. As we know one visibility opportunity can be so much more powerful because it amplifies that we are an expert and it builds our authority–that’s why it brings me to this tip.
I want you to create yourself a template that you can use to share your podcast interviews or media opportunities. I recommend just doing it in Canva. You can make a little vertical story-sized graphic or it can be a square depending on however you're sharing it. You can customize your background or put your logo on it to make it on-brand.
Quick tip. Open up your podcast app on your phone. Screen record a clip from the podcast that works really well then drop that audio file in your Canva template.
5. Schedule your visibility audit.
Look back and debrief your visibility. You can do this once a month or minimum of once a quarter. You don’t need to spend five hours on this, 20 minutes is fine. Just be intentional with it and you'll start making progress. Here are some reflecting questions to guide you:
Curious as to how you can audit and improve your guest speaking results? Listen to Episode #109 to learn more about what metrics to track and how you can balance quantitative and qualitative result)
Previous Episodes / Tools mentioned:
Canva - graphic design tool
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