FEB/MAR TE&CO MAGAZINE 2023

Christina is exactly my type of entrepreneur. She is someone who knows that everything is “figureoutable.” And, if you pay close attention, it’s also teachable. And that is what she’s done throughout her impressive career.

Mine was accidental but it’s been an incredible ride. I had invented a product that didn’t exist before (a fashion line for medical boots). I hired a consultant who scammed me out of $25,000.

The good news to that is that it forced me to figure things out.

I realized publicity is free and I figured out a system that has allowed me to appear in over 1,000 media outlets including three appearances on the Steve Harvey Show, Dr. Oz, Forbes, Entrepreneur, Bloomberg, and many more.

Together with my clients we have over one billion views and over $100 million in sales from free publicity.

How long, background, what industries, etc.? Tell us more!

I’ve been an entrepreneur since I was in my early 20s. I sold real estate and then went into business with a friend. We had an event planning company where we threw huge parties and concerts for tens of thousands of people all in their twenties. We had the Dave Matthews band at an event two weeks before they were on the radio. I owned a retail boutique store for 10+ years which really allowed me to understand the value of customer experience and also PR.

I would regularly get our products featured in the Washington Post, and we got one of our vendors on the O List after attending the Oprah Winfrey Show.

I sold the store, broke my foot, and the rest is history!

If you had to narrow it down, what is your specific area of expertise?

My gift is uncovering what makes a particular person or company newsworthy. I come up with very creative story ideas the media loves. I’m an idea gal and I love to work with my clients on outside-of-the-box ideas that will have the media saying YES! To do this well, you have to be good at hooks. You have to hook the media in, and that’s another strength I bring to our clients.

What do you enjoy most about your work?

There is nothing I love more than turning on my television and seeing a client on television. I’m like a proud momma seeing her baby shine. It means they pitched a great story idea and got the yes!

And once they start and get a taste of it, I know they’ll continue pitching and continue becoming known in their industry.

In your own words, how would you describe the ROI of PR?

The ROI of PR is showing that YOU are the authority in the industry. YOU are the person the media chose to use to interview. There is third-party credibility associated with PR as well. They call it “earned media.”

It’s someone else telling the world how great you are. PR allows you to become known in your industry. It gives you visibility, credibility, and authority!

Do you have any case studies or stories that can showcase the ROI of PR/ Communications?

Antrina Curry, RN, BSN, owns a home health care company called Caring Hearts with Healing Hands. We got her on her local CBS station during lockdown by pitching a story, “YES! You can hug your grandmother!” The show aired live, and by the time she got back to her office, she had five new clients.

What is the best PR / Communications advice you give your clients?

Landing in the media is all about providing value to an audience. When you pitch, when you are interviewed, make it about them not you. You will reap all the benefits of being in the media. They need you to be an expert and provide information and value. You’re not there to sell yourself or your service. Be prepared and give good value and you’ll be invited back again and again.

Christina Daves, PR Strategist, is the best-selling author of the #1 best-selling book, The DIY Guide to FREE Publicity that shares her journey of landing exposure for a product she invented, medical boot fashions.

You’ll definitely want to follow Christina to get all of the PR tips and more on LinkedIn and Instagram @christinadavesofficial arcella, how would you describe your career in the PR/ Communications industry?

We look after each other, talk shop, and laugh about the woes of the day.

I met Marcella before she was Marcella Raymond Media when she was working as a reporter with Chicago’s WGN-TV News station. The day we met in particular was a ‘big news’ day, and there was a gaggle of press following us.

Marcella just so happened to be the first member of the media call me to cover our story —so I made sure to tailor the client’s questions and focus on her.

Aside from that, we’ve stayed in contact, met for lunch over the years, and a friendship began to form.

She’s just the best.

She has challenged my thinking and taught me so much about the art of PR in such a short amount of time. Her wit, her honesty, and quick thinking are why we come. Her warm heart is why we stay.

My 30+ years in journalism has prepared me for PR. I know what producers and reporters are looking for in a story. My jam is working with female owned businesses. Their passion is infectious. My clients include chef/ restaurant owners, authors, health and wellness coaches, small business owners, among others.

If you had

To

narrow it down, what is your specific area of expertise?

I can go into a business and find the best story to promote. “What’s unique about your business?”

“What kind of image do you want to portray?” The stories I feel work best with media outlets are the personal ones. As a journalist,

I get ten emails a day from publicists. Most go in the trash because they don’t have an interesting story.

What do you enjoy most about your work?

I love when a plan works! It’s so exciting to brainstorm with a client, come up with ideas and a plan to execute it. We also have to believe and trust each other in order to get the best outcome.

In your own words, how would you describe the ROI of PR?

A client cannot expect results overnight. You have to be patient. PR is a tool that when used over time, grows your business. The more your brand/name gets in front of the right people, the more you’re building awareness. The more you appear on TV, radio, in papers and magazines, you elevate your presence which brings more customers to your site and more money in your pocket.

Do you have any case studies or stories that can showcase the ROI of PR/ Communications?

I have a client who appeared on two Chicago newscasts in the same week. After the segments aired, visitors to her website increased 300%. That’s definitely a good investment!

What is the best PR/ Communications advice you give your clients?

You’ve come to me for a reason. Let me use my expertise to build and deliver a strategy plan that works for you. you’re building awareness.

Marcella Raymond is the CEO and Founder of Marcella Raymond Media. Keep up with her over at @ marcellaraymondmedia on instagram.