019 – Josh Elledge generates massive publicity on a shoestring budget

Starting his career as a Navy journalist and radio DJ, Josh Elledge built and now runs two very successful businesses:  Savings Angel and Up My Influence.  He has found a highly effective way to generate publicity at very low cost.  In fact, he has created more than $6 million dollars in media coverage for his businesses, essentially for free.  In this episode, Josh shares with us how he did it and he lays out the steps we can take right now to build our authority and promote our own businesses in the same way.

Josh Elledge generated $6 Million in free publicity

About Josh:

Josh Elledge is committed to democratizing PR & influence.  What does that mean?  Read on to find out!

This U.S. Navy veteran launched UpMyInfluence.com to help entrepreneurs attract the perfect audiences and grow their brands without the crazy costs associated with traditional PR companies.  UpMyInfluence’s purpose is to DEMOCRATIZE access to influence.  Josh believes he has a moral imperative to help entrepreneurs serve the world with their collective messages while growing their revenue!

UpMyInfluence was the natural outgrowth of his first startup, SavingsAngel.com, which has grossed more than $6 million in sales with less than $500 in advertising.  He did it all through building authority and serving audiences in the media.

Josh is a weekly TV consumer expert in Orlando, writes a syndicated newspaper column to 1.1 million readers, and regularly appears on more than 75 TV stations across the country.  All told, Josh has appeared in the media more than 2000 times.

Josh loves living in Orlando, FL with his wife and three children.


Josh’s Secrets to Generate Publicity:

Advertising is a tax you  pay for being unremarkable.  If you can focus on serving audiences … then you don’t have to pay for it as much.  If you’re a giving person who loves bringing value, there are a lot of stage you can speak on.

 

 

Exposure is everything.  When he didn’t have money for advertising, he reached out to radio stations, magazines, and newspapers to provide them content that would serve their audience.  The logic is that, if you give value to an audience, that will often result in positive media coverage; even if it doesn’t, you still create the opportunity to grow your network, which can be helpful the future.  This led to him becoming a columnist for his local newspaper, then a syndicated columnist, which led to TV appearances and syndication to 75 markets, with an audience of more than 1 million people.

If you pick one platform and dominate that platform, that’s how you become a social media celebrity.  Media now includes all influencers, including social media celebrities.

The more you can develop your own voice, the more comfortable you’ll be.

Your authority is your most valuable asset, so invest in growing it.  Authority and visibility is like developing muscle mass; you have to work on it.

Companies in the early stages should not be spending much money on PR agencies.

“Spray and pray” pitching is just spamming journalists; take the time to build relationships with journalists.  Focus on what you can do for the journalist first; you can ask for their help later.

Harness the power of relationships to create sustainable collaboration.

PR agencies should make the client the star of the show; the agency should try to remain invisible as they are facilitating the connection between client and media.

Agencies that insist on long-term, iron-clad retainers are just afraid.

The most important thing for us to be doing is growing our business.  That means we need to not just be the business operator, but the business owner; we need to be the face of the business.  Quit trying to grow your business from behind a computer screen; get out on stages.  Get media training.  Take your personal brand seriously.  How do you look online?  What are your indicators of authority?

 

 

Outsource as much of the business operation as possible; invest in growth by bringing in people who can speed up the system.  Hire someone to build your press kit with media clippings, headshots, etc.  Work on LinkedIn or Twitter; focus on one social media platform and outsource management of the rest of your social media.  Bring in an expert to help with strategy, social media management, copywriting, branding.  Pay for an expert; it’s money well spent.

It is the wise CEO who admits that they are not an expert in everything.

What keeps him motivated:  We believe we have a moral obligation to turn thoughtful entrepreneurs into media celebrities so we can increase their authority, influence, and revenue.

When you get to the point where you know that your product or service is going to change lives, then selling will be the easiest thing in the world.

PR professionals also have to eat their own lunch.  What does that mean?  Do public relations for yourself!

What is the best compliment someone can pay Josh?  “I appreciate your authenticity.”

Josh maintains that having a good press kit is essential for business leaders; and he puts his money where his mouth is.  Check out this example of an outstanding press kit.

 


 

Inspired to take action?  Josh can help; all you have to do is reach out to him.  Here’s how:

Contact Josh:

  Twitter:  @joshelledge
  Josh.Elledge on Instagram
  Up My Influence on Instagram

Special offers from Josh:

Other resources:

  Podcast Movement 2019 in Orlando

 

I’ve learned a lot from Josh and have implemented many of his tips.  I hope you learned a lot, as well.  If you enjoy this podcast and find value in it, please share it with a friend.  Here’s the iTunes link.

Thanks to Jennifer Sanchis of PRIME Research in Oxford, England, for the kind words and recommendations!  Check out her blog.

Also thanks to Dwayne Alexander, who runs both Alexander PR and The Content Place for his kind words and feedback all the way from Auckland, New Zealand!

That’s it for this episode.  Now, go out and do something really good in the world!

 

010 – Great story seeks teller as OnePitch plays matchmaker

Episode 010 - OnePitch

Matchmaker

Jered Martin discusses OnePitch, which he co-founded with Rebecca “Beck” Bamberger in San Diego.  OnePitch serves as a matchmaker to help journalists and publicists find each other with the right story idea (or pitch) at the right time.  Think of it as eHarmony meets Bumble, but for communication professionals.  OnePitch screens out the vast majority of pitches that are not a good fit for a particular journalist, and delivers only those story ideas that are closely matched with the journalist’s interests.  The journalist can browse pitches anonymously and connect with a publicist when they see a story idea that interests them.  According to Jered, “We’re offering a platform that’s relevant, but not invasive.”

Jered described the value proposition that OnePitch offers journalists in that they use a categorization process to tailor pitches to journalist’s needs.  “You are going to receive at least one email a day that is going to have only the most relevant things you want to write about.”  He noted that, “The beauty of OnePitch is that, as a journalist, you can expect to only receive the most relevant inquiries.”

For publicists, OnePitch helps them connect with the journalists who are most interested in their story.  Say goodbye to the “spray and pray” approach of blindly sending releases and pitches to every journalist in the hope that one will be interested.  Jered noted that, “We care if their story gets coverage.”

Jered Martin

In discussing the rise of chat bots in a wide range of customer-facing businesses, Jered noted the unique value of engaging a human being.  “One thing we pride ourselves on at OnePitch is the high level of customer service and personalization.”  He pointed out that, “It’s really important to understand how folks communicate and why they communicate.”

About Jered

Prior to co-founding OnePitch, Jered earned a BA in Communication Studies with a minor in Marketing from Cal State Long Beach.  He gravitated to a career in communications out of a deep desire to help people.  Jered entered the public relations and marketing world through work with BITE San Diego, which he described as “A walking food tour, with history.”  He started as an intern and worked his way up to eventually being the head of operations for BITE San Diego, as well as working for Beck at BAM Communications.

Team Coordination

In discussing how the OnePitch and BAM Communications teams maintain high performance, he noted the importance of senior leaders taking the time to mentor their employees, having regular face-to-face communication, and having an internal messaging tool, such as Slack.  According to Jered, Slack is a great way to easily keep everyone on the same page.

As for project management for the OnePitch team, Jered discussed how the team ran into scaleability challenges as the team’s work grew.  The project management and collaboration solution they settled on is a combination of Hubspot, Trello, and Slack.  Jered noted that, “We have to have a solid system to organize and manage everyone, and without Hubspot, I would be pulling my hair out.”  He also discussed the importance of tools that work well together, noting that “One thing that is great about Trello is that it integrates with Slack.”

Other Projects

In addition to his work on OnePitch, Jered also is part of Tech Coast Angels, the largest angel capital firm in San Diego.  He’s working with them on a volunteer analyst program, in which his team conducts due diligence on start-up firms.

In addition, he is also working with the Young Leaders of the Americas Initiative, to support their program for entrepreneurial women.  This program brings female entrepreneurs from countries throughout the Americas to Southern California to see how business is done in the United States and to provide them with mentoring opportunities.


Also mentioned in this episode:

Leveraging technology in creative new ways to support marketing, such as Burger King’s campaign that hacked Google Home and Amazon’s Alexa, and the Netflix‘s Stranger Things homepage takeover of Mashable.

The importance of not making assumptions, as presented in The Four Agreements.

Why we should always be in learning mode.

The importance of authenticity in communication.

Jered’s view that public relations and marketing are merging.


Join the OnePitch beta for free at OnePitch.co

Contact the OnePitch team:

  OnePitch on Twitter:  @onepitchpr

  OnePitch on Facebook:  @onepitchpr

  Jered on LinkedIn

  OnePitch on Instagram:  @onepitchpr

  email at info@onepitch.co

  call 833-PITCHIN  or  (833) 748-2446


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