Simple, Easy, Impactful PR: Why + How to Start Now

As far as cheat codes go, this is a pretty good one (don't worry, there's no actual cheating involved, you goody-two-shoes, you). You built your business because you have something valuable to offer - products or services that make people's lives better. But if you're like many business owners I work with, you might be struggling with how to actually find those people and, when you find them, how to connect. Maybe the term "PR" feels like a little much, or you're wondering if you even need that yet. Or at all.

Here's the truth: right now (like literally this very second), your ideal customer is out there is looking for exactly what you have. Ready for part 2?

Helping them find you doesn't just benefit you - it's good for both of you.

PR isn't about inflating your ego or using bro-marketing "hacks" to fluff up your stats - it's about making it easier for the right people to find you, meaning you and the brand you've build get to have a bigger impact and help more people.

You, after reading this article

Logos Are Your Legal, Ethical Cheat Code

Let's talk about the power of borrowed credibility. When a potential client lands on your website and sees logos like Cosmopolitan or Forbes or even your local newspaper, something clicks in their brain. In an instant your brand gets to borrow the trust these publications have built over decades (or longer). I've seen this firsthand - the publication logos on my website and portfolio have helped me land client after client (after client ... after client ...). And for e-commerce, having a picture, video, or testimonial from a well-known influencer can work wonders. This concept can be applied for truly any industry.

It's not magic or taking the easy way out, it's psychology. When someone's considering investing in your products or services (and as we all know, good things rarely come cheap), seeing publications they already trust have featured you helps them feel confident that you're who you say you are and what you have to offer is worth what you say it's worth. It's like having a mutual friend vouch for you before a first date - you can skip the whole awkward are-you-secretly-a-serial-killer thing and get right to finding out if you're right for each other.

But how do you get featured in publications to be able to have those logos up on your website? Well, my friend, let me introduce you to your new best friend.

The Jab-Jab-Jab-Right-Hook Method: PR Edition

Full disclosure: Gary Vaynerchuk created this concept for content creation, but I learned it from a client I did whitelabel PR work for years ago. It works beautifully for building relationships with publications and those in the media and it's effective. I've gotten a client featured in Bloomberg using it, have built reciprocal relationships with small and large influencers alike using it ... it's tried and true (and the best part? It's not difficult or time-consuming).

Let's TL;DR it real quick: jab-jab-jab-right-hook is all about building social capital with someone before asking them for a favor. Journalists and influencers are bombarded all day every day with pitches, so throwing yours into the mix isn't going to do anything but get you ignored. Instead of blindly blasting pitches everywhere and hoping something happens, we're going to pare back that effort, combine it with a lil strategy, and let the power of time and relationship-building do its thing.

First, The Jabs: Building Real Connections

Think of jabs as relationship-building moments where you're giving something without asking anything in return. A great example is an engaging, thoughtful comment on an Instagram post or an email expressing gratitude for a recent article. We're not talking about dropping generic "Great post! 🔥" comments - anyone can spot the self-serving, lackluster motives a mile away. Instead, think about actually giving something that will make a difference to your target.

When you share their articles, add your professional insight. Don't just retweet - tell them what resonated and why it matters for their audience. When they post questions, respond thoughtfully. See them sourcing experts for an article? Share relevant data or research that could help.

Space these interactions a few days apart. Just like you wouldn't send three texts in a row to someone you just met, you want to pace your interactions. This isn't about playing games - it's about being professional and respectful of their time.

Then, The Right Hook: Making The Ask

Here's where it gets interesting. Many of us (especially women) have been conditioned to apologize for taking up space or asking for what we want. We dance around our requests, worried about being "too pushy" or "too salesy."

Let's flip that script: If your business genuinely helps people, then promoting it isn't self-serving - it's actually doing a service. The cool part, though, is that isn't just about you and your direct clients or customers. That journalist you've been building a relationship with? They need good stories. That publication? They need valuable articles for their readers. That influencer? They ultimately need interesting content to keep drawing in views and sponsors. As long as you're going about it the right way (which is more work than the easy way!), you're not bothering anyone by pitching your story; you're offering value.

Making This Work In Real Life

Let's break this down into actual, doable steps:

Step One

First, take some time to pick your targets - 3-5 publications, journalists, and / or influencers who align with your ideal audience. Don't look for high follower counts and go from there - study their work and find one to three platforms they frequent to interact with them on. Dig in to make sure a partnership would benefit both of you. And, especially when you're just beginning, starting small is a great plan. Tackle your city's local newspaper and get that logo up on your site so you have credibility to go to a larger publication.

Step Two

Next, plan your jabs. Create a reminder to check out their website, Instagram, Twitter (sorry, I refuse to call it X), Tiktok, Youtube ... wherever they post regularly. From there, give yourself a couple minutes and engage. (Pro tip: If you find yourself struggling to come up with genuine responses to their content, they're probably safe to rule out as an option.) I typically space my jabs out every few days for at least a couple weeks before throwing in a right hook, but play around and see what feels doable and sustainable (that's the key!). Remember, we're building relationships, not checking boxes.

Step Three

Track your outreach (because your brain is already full of plenty of important things as a business owner). An easy way to do this is to download my free JJJRH (Jab-Jab-Jab-Right-Hook) Outreach Tracker - it's the actual format I've used that will help you stay consistent without getting overwhelmed.

Click here and I'll send the tracker your way! Then keep reading below.

Step Four

Finally, when the time is right, hook away. Make your ask. After several genuine interactions, pitch your story confidently. No apologizing, no "sorry to bother you," just a clear, concise idea delivered professionally. This can look like asking them to feature your product, offering to buy them a virtual coffee while you share about your business, briefly describing a specific idea for an article and why it's a fit for their readers ... etc.

The Mindset Shift That Changes Everything

Here's what I want you to really drive into your brain: PR isn't about bothering people or begging for attention, and it's certainly not just for big companies with big marketing budgets. It's about building mutually-beneficial relationships where everyone wins - you, the person or publication featuring you, and, of course, the clients and customers out there whose lives are going to be better when they find you.

When you share your expertise through PR, you're helping journalists and publications serve their readers while connecting with people who need what you have to offer. It's like a forest ecosystem that thrives when the different parts flourish together. It's business at its best: everybody wins.

Your Next Steps

You've built something impactful. Now it's time to help the right people find it.

1. Grab the free JJJRH Outreach Tracker

2. Take some time to. your first publication target

3. Put a recurring jab reminder in your calendar (I recommend setting aside 15-30 minutes every couple days just to do your jabs)

4. Keep that momentum going

Remember: Your expertise matters. Your solutions work. Your products are worth the investment. And somewhere out there, someone is hoping to find exactly what you offer.

Have questions? Shoot me an email - I'm here as a resource for you.

Ready to get started? Download your free PR Outreach Tracker and take the first step toward getting featured.

P.S. I've included some AI prompts in the JJJRH Outreach Tracker to help you come up with ideas when you're feeling stuck. Download the tracker to find them!