Next year when I release a new training program I’m doing something a little different to market it – I’m hiring a publicist to get coverage in Australia for myself and the product.
That publicist is Kerry McDuling, who is going to help me get exposure in Australian media, which I expect will translate into a new stream of subscribers and customers for my business since I haven’t really tapped into the offline media world much.
While having one of our initial meetings I explained how I am looking for interesting entrepreneurs to write a column for my blog and Kerry, given what she does (she runs the business herself and has many clients paying her four figure sums for publicity services), was an ideal candidate.
She agreed to come on board and share with you some insights into what publicity can do for your business, what she has learned helping her clients and also some experiences from her life running the business, transitioning from an employee to her own boss.
Here starts her first article where Kerry gives you a brief background into how she became a publicist…
I am a publicist… a personal publicist, to be exact. It all sounds very Entourage, and I guess it is to a certain degree.
What I do, effectively, is work with extraordinary people in their fields (authors, athletes, speakers, industry professionals, entertainers, entrepreneurs) to build their profile among their key audience. That is via the media (TV, magazines, newspapers, radio, online media), direct to their own database of contacts and clients, online, through channels such as via other businesses, and through speaking opportunities.
The process includes working with clients to uncover their potential, points of differences, and service/product offerings, as well as how they present to their audience. For example, one of my clients is the national industry body for a sport made famous, or infamous, by Brisbane’s own Steven Bradbury – Speed Skating. (Bradbury became famous in Australia for winning Olympic gold in speed skating when all the competitors in front of him fell over.)
Speed skating represents an interesting challenge because effectively I am promoting a winter sport in a country better known for its outdoor, summer sports, like swimming, rugby, cricket, etc. However, after a few years of working with them, we have generated a great profile for the sport.
Recently I was in Melbourne for the first Speed Skating Open National Championships to be held at the new Icehouse rink at Docklands. It was pretty exciting, because I arranged for Totally Wild Extreme, a children/teenager magazine style show, to film and host an episode from the rink, co-hosting with one of Australia’s first winter medallists, short track speed skater Richard Nizielski. This was a huge win for the sport, because by raising its profile, we are increasing athlete participation and also sponsorship opportunities.
Other ways that businesses make use of the services of a publicist are, for example, to increase traffic to their webpage.
Another client of mine runs boot camps on property investment. She also has two mentoring programs. The first is Sapphire Club – a membership based online club that offers a wide variety of resources and a community of like-minded people. The other one is Patty Cash Club, for people who are really serious about achieving their goals. Through distributing interesting, relevant and useful newsworthy content directly to property-related media, such as Australian Property Investor who print articles online and in their printed magazines, we have created an increase in traffic to her website www.jenniebrown.com.au.
Follow this link to see an example of an article we put together for Jennie and got published on the API website.
I don’t think my personal story is particularly interesting and I am still working towards my goals (yes, they do change almost every day!), but I thought I would give a very brief overview of the woman who calls herself Kerry McDuling.
I was born in South Africa and emigrated with my parents and younger brother, firstly to Ireland, then to Australia, arriving here when I was 14. Finishing high school, I graduated with a Bachelors degree in Psychology and Journalism, initially thinking I was going to be a Psychologist, but instead followed in the foot-steps of my father and grandfather, and wrote for a living.
I had my first story as a freelance journalist published at 17, and my first educational textbook published at 22. In between, I fell into an internal communications role with a sporting industry association, before travelling for six months around Europe with my Dutch boyfriend (now my husband).
After my travels, I was Features Editor of a travel magazine, before finding my way back into corporate communications and public relations, as the National Communications Manager of an international real estate organisation. I was there for a number of years before I effectively burned out due to trying to do too much (I had taken a few clients on the side and was privately looking after their PR).
Working full-time for someone else was never a concept that gelled very well with me. Somehow I stuck it out for a total of around five years with three different companies, but I felt like I was constantly stuck in a rut, and could never get my head around that “employee” mentality. I don’t want to sit in the same office all day, every day, looking at the same people. I always knew that I was destined for greater things.
Because I had already built up my consultancy on the side, while still working fulltime, I found it more-or-less a smooth start when I left full time employment. It also so happened that the real estate organisation for which I worked were unable to replace me, so became a client! The rest of my clients turned up as referrals or word of mouth. Attending networking events proved helpful as well, and I met a number of my clients this way. This is how my clients continue to seek me out, and I have found that there is not a shortage of entrepreneurs who understand the value of increasing their profile.
I never set out to be involved in this industry. I had intended to graduate from University and be a journalist. But, as luck would have it, no news organisations in Brisbane were hiring, and I wasn’t interested in moving to the outback, so landed my first job in corporate communications. I don’t have any specific qualifications in Public Relations, and its not really necessary, with the journalism degree being sufficient. I am however attempting to complete a Diploma in Public Relations just so I can say I have it.
Back to this blog and why I am here. I have to be honest, when Yaro suggested I contribute to Entrepreneurs Journey, I was actually quite taken aback. Yes, I am an entrepreneur and on a journey, we all are, but I never write nor speak publically with my own voice or thoughts. I guess this is because, as a publicist, I am effectively a ghost. What I do each and every day is push my clients forward into their influential public arenas, but never myself.
So, this being said, you can imagine the disconnect I feel right now, writing about myself. When Yaro asked me, my immediate reaction was “no way.” Firstly, who is really interested in my story anyway, my journey – I mean, there are so many others who have achieved more at a younger age. I am still struggling with so many concepts that go with being in business.
Yes, I believe that I am very good at what I do, but there are other aspects that I am trying to figure out – such as getting the right people working with me, finding that all elusive work/life balance, managing stress, etc, etc. And having said all that, where am I going to find the time to write a weekly blog, when I have a barely-started diploma I enthusiastically enrolled and paid for at the beginning of last year and which sits in my office mocking me all week long. Plus, I haven’t written anything for myself for so long, where would I even start?
Over a coffee and very sweet chocolate pudding (yes, I am on a low-sugar diet, but I was stressed, ok!), I casually mentioned Yaro’s suggestion to my (amazing) business coach, who swiftly informed me that this was exactly what I needed to do.
By the end of our session, I was actually feeling excited and immediately skyped Yaro to tell him I was going to give it a go. This is why…
After about four years in business, I still haven’t got it exactly right, but you know what, I am in a much better place than I was in 2007! And maybe if someone else can learn from my experiences in business, just one other person, well, that’s a pretty good feeling.?
I am so passionate and enthusiastic about what I do – I eat, live and breathe publicity – and it has allowed me to meet and work with some of the most inspiring people in business today, all on their own mission to find their purpose. I want to share how you can build your business through growing your profile, and also share the experiences of my clients. As I said, they are really amazing people in so many different ways.?
I have always said that I don’t do any publicity for myself, aside from going to networking events, because I would rather focus my energy on doing it for my clients. I also haven’t really needed to, because all of my clients come to me via referral, But…what is it they say about practising what you preach…? Maybe it’s time that I stepped out of the shadows, and stopped being a “ghost” for a while. ?
As well as being a personal publicist, I am a business owner, so no doubt there will be some lessons to be learnt about my tried and tested methods – still a work in progress – to building the ideal business. And, if you want to be a publicist yourself, I am sure you will learn that too along the way.
I’m preparing new articles for you now that will teach you what publicity can do for you and how to go about attracting the right kind of attention for your business, profile and brand. Publicity is one of the most cost effective sources of exposure and web traffic, so this is something every business owner should look at.
In the meantime, if you have any specific questions regarding Publicity, please leave a comment to this article. I’ll have more for you very soon.
Kerry McDuling
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