The Small Business Black Holes with Alan Pentz

Earned Media Mastery: Mickie Kennedy's Guide to Impactful Press Releases

Sep 3, 2024

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Mickie Kennedy, founder and CEO of eReleases, discusses the evolution of his company from its inception over 25 years ago to its current status as a leading press release distribution service for small businesses. He details how eReleases works with PRNewswire to provide affordable national distribution for smaller companies, filling a gap in the market that larger wire services often overlook.

The conversation explores the impact of social media and the internet on the PR industry, the importance of crafting compelling stories in press releases, and strategies for increasing the likelihood of media pickup. Mickie shares insights on the types of press releases that are most effective, including data-driven releases and those that offer unique industry perspectives.

Throughout the discussion, Mickie offers practical advice for small businesses looking to leverage PR for growth. He emphasizes the value of earned media, discusses how to use media coverage to build credibility, and provides tips on building relationships with local journalists.

Episode Highlights:

[00:00:56] Origin story of eReleases and early success with data-driven press releases
[00:04:53] How eReleases partnered with PR Newswire to serve small businesses
[00:09:39] Impact of social media and changing media landscape on PR
[00:12:21] Common types of press releases and what makes them effective
[00:18:13] Strategies for creating compelling, story-driven press releases
[00:29:55] Using media coverage to build credibility and increase conversions
[00:35:00] Overview of eReleases as a business - size, revenue, and growth
[00:45:49] Advice for businesses on creating strategic PR campaigns

Quotes:

"We do try to coach our clients that, you know, going forward, uh, with a product launch incorporating a use case study."
"I always tell people, you know, look at the shark tank. Everybody that appears there opens with a story."
"Revenue is a little over 5 million, um, profit. Yeah. Profit is, uh, a few $100,000. So it's good for a very small business."
"If you have a story that resonates, um, it could go far on the wire because it's just available to so many people."

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