PR coach Heidi Anderson. Photo: Belle Verdiglione.
Let’s be real, public relations (PR) can feel like a beast, especially when you’re juggling a million other things as a businesswoman. But here’s the kicker: it doesn’t have to be that way.
PR should be fun, empowering, and accessible to all of us – not just those with big budgets to spend on agencies. That’s why I’m so passionate about making PR easy and effective for powerhouse women like you.
I spent 10 years behind a microphone as a breakfast radio host in Perth interviewing some of the world’s biggest names — including the Kardashians and Robbie Williams — and another 10 years pitching and doing PR for women just like you. This is why no one does PR like me. Yet, the real magic for me happens when I help women like you land dream publicity, whether that’s a TV spot on the Today Show, a guest appearance on a top podcast, or a feature in a major online publication or here on SHE DEFINED.
Most of the women I work with want to change the world – they have Oprah and Tony Robbins plastered all over their vision boards but they get stuck sharing their message to their community on social media and they stay playing small with their impact. Social media is their comfort zone and they need a push to step outside their cosy bubble so they can create that impact they so desperately want to achieve.
The power of DIY PR
This is where I come in with the power of DIY PR!
So, how do we get there? It all starts with a method I’ve refined over the years: the ‘hour of power’. This is my go-to strategy for DIY PR, and it’s something I use with hundreds of clients to help them build confidence, pitch like pros, and secure the media coverage they deserve.
The formula is very simple: dedicate just 60 minutes to PR each week — that’s 20 minutes of research, 20 minutes of writing, and 20 minutes of pitching.
It’s about taking consistent action, just like you would in the gym to strengthen your muscles. The more you flex those PR muscles, the more confident you become, and before you know it, you’ll be landing the media opportunities that expand your brand beyond social media.
Here’s how you can get started:
Step 1. Research
Start with 20 minutes of research. Stalk the publications, podcasts, and TV shows that align with your brand and audience – and by stalk I mean buy the newspaper in your local area and read it every day.
Or listen to the dream podcast you want to be a guest on (at least three to five episodes) before you send the pitch.
This research is equivalent to bingeing. Binge the media you want to be featured in or on, like you would your favourite TV show on Netflix.
Insider tip: Use tools like Rocket Reach, LinkedIn, or SourceBottle to find the right contacts.
Your goal? To know exactly where your story fits and who’s the best person to pitch it to – this isn’t a copy all contacts in and paste the pitch over and over.
Know who you’re pitching to and know their audience, like you do yours.
Step 2. Write
Next, spend 20 minutes crafting your pitch or writing about your story. I failed English at school (just so you know) and I went on to write for some of the biggest media publications with a weekly column when I was in radio, which led to my memoir, Drunk on Confidence, being published.
The only way I got better at writing was to write. My first step to rocking the laptop was getting drunk on confidence. And the only way to build confidence is through doing the thing that scares you (it’s a real psychological practice called exposure therapy – look it up).
This is how I got better at writing and pitching, by doing it over and over and over again.
When writing your pitch, it should be concise, compelling and tailored to the person you’re reaching out to. Start with a hooky headline that grabs attention. Spark curiosity in the email subject line. For example, think about when you’re scrolling through your favourite podcast or magazine, what gets you to press play or buy the magazine? It’s often the headline.
Personalise the pitch by addressing the recipient by name and referencing something they’ve recently done — an article, an interview, or even something they have shared online recently. Summarise who you are and what you’re offering, then suggest a few angles they could take with your story.
Lastly, don’t forget your street cred – share details about who your are and what you’ve done that will grab their attention.
Step 3. Pitch
Finally, it’s time to pitch. Use that last 20 minutes to press send, whether it’s an email, a DM, or an application form for your favourite podcast.
And if you’re drunk on some serious confidence, maybe you might even call the journalist or editor and pitch your story. My client Naomi did this straight after she sent an email to the TV show The Project, they picked up, and she was on the show to talk about her mission about kindness.
The secret sauce is in the follow up. If you don’t get a yes straight away, please don’t give up. Send it to someone else, tweak the pitch, or try a different angle. Persistence is key.
PR is all about building relationships
At the heart of PR is relationship-building — relationships with journalists, producers, podcast hosts, and most importantly, with yours and their audience.
Public relations = relationships in the public. It’s about you using your voice to share your expertise and story in the public arena. When you think of it that way, PR becomes less daunting and more about creating opportunities for yourself and your business and mission to shine.
Why DIY PR?
Why should you take the DIY route? Because PR isn’t just for celebrities — it’s a powerful tool for anyone ready to share their story and have their expert opinion heard as a thought leader.
The truth is, there’s no better time than now to do your own PR, with publications around the world pumping out thousands of pieces of content daily. They need you, and your story could be exactly what they’re looking for.
Your hour of power commitment
So, what’s next? I challenge you to commit to your own hour of power. Set aside 60 minutes each week to research, write, and pitch. You’ll be amazed at how quickly your confidence builds and how soon you’ll see results.
It’s time to step into your power, pitch like Kris Jenner, and create that water cooler talkability that has people talking about you and your brand for years to come.
Remember, the more pitches you have out there, the more yeses you’ll get.
