Pace PR’s President & Founder, Annie Scranton, was recently featured on Selling in a Skirt with Judy Hoberman on C-Suite Radio. Get a sneak peek into the episode with the transcript below, then listen to the full interview here!
Are you a woman who is ready to excel in her career and life? Are you ready to be a professional saleswoman by using your inherent qualities? Are you a woman who wants to be better prepared for a leadership position? Then you’re in the right place! Selling in a Skirt with Judy Hoberman is about women in business, work-life balance, leadership and current events related to gender communications.
Judy: You know, when you’re just starting out, you want people to discover you and like you. You’re willing to offer your services for a pittance, or ask for nothing at all, because you’re so grateful for the opportunity to showcase your talents. But eventually, you have to put food in the refrigerator. A friend of mine who’s a business consultant asks each of his clients, “What keeps you up at night?” And he follows it with, “Who helps you with that?” So when I first launched my consulting venture, my concerns were very clear – I needed income. I kept thinking, ‘If I’m as awesome as everyone says that I am, why am I not booked solid for training, coaching and speaking?’ I give some pretty impressive information, and break it down so people can start implementing it right away, and I’m there to help solve their challenges. Well eventually, I realized that I was too accessible. Initially, I thought that being readily available was a great thing. The problem was people could hear me share valuable insights and strategy without paying for it, and I had to ask myself: ‘How do I change my behavior to be more of a businesswoman and less of a friend?’ That was not easy for me… I needed to be more forthcoming about finances without telling anyone that my bank account was dwindling… I had to believe in my own value and worth, or no one else would. So one of the biggest investments I made when I first started was hiring a PR agency to help with promotions…
How can you get noticed by the media? My guest Annie Pace Scranton is here and ready to talk about media. She started Pace Public Relations 10 years ago. Before forming Pace PR, she worked 8 years as a seasoned TV producer booking for major networks such as CNN, Fox News, CNBC, MSNBC and ABC. Since then, she’s been leveraging this experience and expertise to grow her agency, where she focuses on getting her clients regular TV and media coverage on large networks. Highlights of her work include assisting with media relations efforts and landing numerous tier 1 placements. She also spends time speaking at conferences on the topics of PR, women in business and the importance of personal branding. So, Annie, welcome to the show, I am super excited to have you here.
Annie: Thank you for having me. Me too.
Judy: So let’s start with the discussion of the day – getting your name out there in the media. What does that mean or look like to you?
Annie: Well, to me it looks like getting yourself featured in traditional media, so, that’s what my firm focuses on. There’s four buckets that we think of when it comes to traditional media. There’s broadcast television, radio and podcast, print – which means newspapers and magazines – and there’s digital – so really well-read websites, like Business Insider and Huffington Post. So when we think of getting yourself out there in the media, we think of landing an interview, Q&A or a write-up in any one of those forums.
Jude: Ok, so why is it so important to get noticed by the media? Can’t we just do this ourselves?
Annie: Well, you’d have to do it yourself in order to even be considered by the media. So doing the work and making sure you have a successful business model, and an interesting and compelling message to share, is absolutely the entry fee to get featured in the media. But what we find with our clients is that referrals and word of mouth can only go so far. Just by getting this visibility in some of these really well-read publications or highly watched segments just opens the door to more potential clients, customers and elevates you and your brand that I don’t think you can do on your own. When you’re featured on CNN or the Wall Street Journal, it’s going to raise your credibility and legitimacy to so many people, and that’s what I believe is the differentiator between doing a great job on your own, and doing a great job while also being featured in the media.
Judy: I totally agree. I was featured in Thrive Global as one of the seven women to watch on International Women’s Day, and I have to tell you, I was humbled, I started to cry of course because I was so excited, and I sent it out everywhere. So when I saw it in your bio, I was like, we have a parallel life here.
Annie: It just means so much. These are people and brands that many of us really look up to and find aspirational. And if you’re lucky enough to be included in them, it just really helps to set you apart. It also gives you a boost of confidence, too. Where you’re like, “Ok, I was featured in one of these publications, I really am kicking butt at my job, I really am one of these seven women to watch.” And I think it’s something that’s a proud moment and that most people will be genuinely happy for you when you share it.
Judy: Yes, most people, that’s true. So tell me, do you think that social media is considering media?
Annie: It is media. I do not consider it traditional media, but it certainly is media. And media in the broader term can mean so many things, but in the broadest simplest level, it’s any way that you and your company are able to be external facing, to be putting yourself out there in the world. All of us have social media – any of us can have Twitter, Instagram, what have you. And what you put out there on those handles is representative of your brand, and we all have public facing brands that dovetail in the media. So yeah, I would say it’s part of the media, for sure.
Judy: Someone said something to me recently. They said that when a company or a publication decides to feature you, they do look at social media to see how many followers you have. But people buy followers. There are companies that absolutely have millions of followers, but there are also people that buy them, and they’re not really followers. So what’s the difference? If a big publication looked at you and saw that you only had a couple hundred followers, would they change their mind?
Annie: I think that it makes it an easier sell to get into one of those publications if you have a larger following. But I don’t see it as a barrier to entry in the media. I see it actually being an issue where some of our clients are looking to publish books or land speaking engagements – those are really areas where the publishing world is not what it used to be. So it’s very hard now for books to make money. So when a publisher is thinking of taking on a new project, they’re not looking to take on a new author with 15 followers, because they need that that author to have a built in audience where he or she will be able to sell that book. But in terms of traditional media, that’s not true.
Learn more about the importance of getting your name out into the media, and how a strong PR team can help you get there – listen to the full episode on Selling in a Skirt on C-Suite Network.