Welcome to the first season of our new podcast. Help- I started a business, now what? At the beginning, there are so many decisions to make and so many things to do. It can feel like everyone else has their business figured out. It can also be really easy to compare your brand new starter business to others that are well established. In this podcast, we will talk about all those hairy first big steps that come with starting a business.
Our third episode features Stephanie Blanchard of Artisan Joy Magazine. She will share key things to think about to prepare for PR. So many small businesses have limited marketing budgets at the beginning, so we discuss how to go about getting free PR in the early days of your business. Find Stephanie here on Instagram. Check out the podcast on YouTube, Spotify, or read the transcript below. We’ve even included timestamps in case you want to zero in on one part of the show.
Episode 2 Transcription
00:00.16
Amber
Hello and welcome to the Help I started a business now what show. Otherwise known as the now what show- where we help new business owners those that have started their business in the last three years. We help you demystify all those things you’re supposed to be doing in business. Today I’m welcoming Stephanie from Artisan Joy a fellow publication in in the artisan space as well. So welcome to the show Stephanie and can you tell people a little bit about yourself and your background.
00:33.30
Stephanie Blanchard
Sure. Hi I’m ah Stephanie Blanchard I’m the publisher and editor in chief of artistan joy magazine. It’s a startup publication I started it in 2021. It started as a website and I interview creative entrepreneurs Also known as artpreneurs or art business owners. The reason why I started artistan joy back then was because I was a freelance writer I always wanted to work for a publication. But I had been in the freelance world I had just been writing for other businesses. So I really wanted to start something but I could never come up with the right subject because I felt like everything had been done and then one day this was in the middle of covid. It occurred to me that um you know I like making things but even more so I like talking to people who make and sell things. Whether at an art market or out I just I’m just always fascinated by those people. So I decided to start to writing about them so over the last couple of years I’ve fine tuned. You know what artistan joy is all about artists and Joy. Our mission is really to promote the work of creative entrepreneurs. So we’re a magazine and website that is a cheerleader for small business owners and small creative business owners.
02:00.20
Amber
Fantastic. So we’re here today to talk about that dreaded topic of PR and getting coverage for your business when you’re new. So let’s dive in and talk a little bit about things that people should be thinking about before they start approaching people. You don’t want to just cold approach people without having really thought through what your strategy is for the business. So can you offer a few suggestions for our listeners about things that they should prepare? Before they even get started with doing PR.
02:38.60
Stephanie Blanchard
Yes, so the very first thing that I would say is to think about your story and why you started your business because writers are looking for a good story to tell and people who own businesses will hear that in you know, just in marketing typical marketing advice about you know you know what is your story? So first think about that and can you write it in a paragraph? You could design earrings. But what’s the story behind it? Why are you designing earrings and what inspires you? So I think that is the very first thing I would say to a new business owner about getting press is Have your story down. That’s the first thing.
03:34.70
Amber
I like the “have your story down succinctly” like in a you need to initially start with a small paragraph. If it’s a novel people won’t read it.
03:40.43
Stephanie Blanchard
Yes.
03:50.83
Amber
When you’re going to talk with them because it’ll be overwhelming for the person that you’re sending it to. So I love that idea of have your story together before you start pitching – once you’ve got your story together with the hook or what’s a little unique or that influences that what else should you think about? Before you start reaching out for PR.
04:12.74
Stephanie Blanchard
The other thing is because everyone or most people have smartphones- One of the things that we’re accustomed to are nice photos. I’m not saying that you know you have to have professionally shot Product photos. But definitely have a few photos that you can send to editors or have it on your website of like well done photos like they look professional so they might not have to be professional. You could have taken them with your smartphone because there are all these Editing apps that make it really easy to take nice photos. But definitely have have that ready to go because just like you have your written story. Your why for your business. You need your visual story because essentially what PR is is that you’re you’re selling you yourself too and your work to an editor. So you need to entice that in back it up with some nice photos.
05:16.24
Amber
I Would absolutely second that from submissions and you have to especially if the if you’re talking to either a publication or anything going into print. You have to have high resolution photos because what is required for print. It is different than digital – with digital maybe not quite as much. You can get away with more with digital. But as you’re approaching PR think about that angle of is it online only is it going to be in print- like how is that going to show up. I would agree high-quality photos are absolutely necessary. So Any other tips you’ve got? We’ve got the first 2 have your story, have some good photos. Any other initial advice you would give people for getting started?
06:09.99
Stephanie Blanchard
So how I think if I was a new- if I was selling art or some sort of artisanal good. The first place I would start for media is with my local media. But not everyone knows how to go about contacting their local media. So to make it easy I would say start with local media and the way you find someone’s email address. Usually you go to the media’s website and somewhere a lot the really good publications will have editors. They’ll have the editor’s email addresses or at least a place where you could submit story ideas so look for that. And be aware. So say you’re going to pitch an editor for your local lifestyle magazine just kind of peruse a website or their magazine or the newspaper. Just see What kinds of stories that they feature. So just to make sure that you are not pitching the wrong editor because you might you don’t want to waste your time and you don’t want to waste theirs and you might wonder where they’re not responding to you. Also how when you’re reaching out to an editor or or journalist just know that they’re getting lots of emails each day and they might not respond right away and that’s okay. It’s not because your stuff isn’t good, it’s just they’re just getting bombarded with emails.
07:52.45
Amber
Yes I I would agree with that as well I have for Handmade Seller- I’ve got a submission process where we have people fill out a whole interview form. It’s actually not unusual. Well one, you can’t follow up with every single person necessarily and so don’t be offended. Because people can get inundated with things but for us the the story submission type process is something we look through when we’re looking for new stories. So you could submit it and it literally is months before someone comes back with it. And I’ve had that happen where someone filled out an application and it was three or four months before I followed up with them because my publication cycle was only going to occur so often and so even with websites and and publications whether they’re digital or print. There’s a lead time component to that and it’s probably much longer than people realize. So I think that I think you’re right with the if you’re getting all kinds of stuff or they’re getting all kinds of stuff. It might take a little while or it might take months in some cases so that’s definitely a fair point.
09:10.38
Stephanie Blanchard
And it’s it is okay to follow up after I’d say you know after maybe I’m a few weeks of gone by I think it’s okay to send a a follow up email. I think most people would be okay with that. Another tip that I wanted to mention for people is to think about timing when you’re pitching pushing us your brand. There are all these calendars online that you can find about what’s happening in a month for instance February is coming up so reporters- they have this lead time. So for instance now, if you’re interested in pitching a reporter your product say you make. Heart-shaped earrings. Well valentine’s day is coming up so that might be you know a good topic for your email writing to an editor with a photo of your heart-shaped earrings um other stories for February or you know black history month, Super Bowl like if you’re an artisan that makes some sort of food party food. That’s good for super bowl. You might want to pitch that wedding and bridal that’s happening in February and so just think about you know what’s going on so I would try to think a month ahead of what’s going on in that season and that might be an easier way to catch an editor’s attention. Not so much for a publication like Artistan joy because we’re not. We don’t have and enough themes or I don’t go by a month. What’s happening in a month but other publications do especially local ones.
11:04.66
Amber
And I love that idea of approaching some of your local media. So let’s let’s talk a little bit more about that. Because I think too you know everybody’s looking for that fresh new take or that other content and especially in that supporting of local Businesses. So can you can you speak to a few more examples around some local media or things you’ve seen? I think it was a great topic that you brought up because once you start looking around. There is far more local media than you realize. For most people,it’s in the free circulars that are distributed. It’s in all kinds of magazines. It’s all over the place. So Let’s talk a little bit more about people starting with their local Media. So any other insights or tips you might offer as it relates to that.
11:54.33
Stephanie Blanchard
Don’t be intimidated by reaching out to your local media. All the local media people that I have met they’re all very nice people and they’re in their jobs because they like what they do local media doesn’t pay that well right? So they’re they’re doing it because they love what they’re doing and they like meeting people, learning about businesses, and local media is all about so from what I see is all about supporting small businesses. So you know they want to talk about small businesses and that’s why the your angle is so important. So that it’s okay and sometimes us media outlet will sponsor some sort of event or say they’ll be at a crafts fair. You might not have a table there but just know that local media might be there. So if you’re out day to day. Let just talk to people about your business because you never know who you’re going to be speaking with. And it’s just having that connection- connecting with an editor or connecting with somebody who knows an editor. Don’t be scared by your local media. There are people just like you and they love where they live just like you do and they do want to support what you’re doing.
13:26.28
Amber
In one potential angle- So let’s say because this is for early businesses that that we’re speaking to here. Let’s say you’ve decided you’re going to be at the farmer’s market. Every weekend or however often your farmer’s market is. One potential angle then what’s helpful for your local media is as you’re pitching a story, also incorporating that they go to the local farmers market and so there’s a couple of nice angles for local media in being able to tell the story. Highlight things that are happening and where you find things locally. As much as we’re in an online world I think too often people don’t utilize some of their local resources to the extent that they could. Where those resources want to be there because they are actually there to support the local businesses and the local commerce and so I love the thought that even though our publications are national and international I love talking about also supporting and sharing the love with all of your local publications as well.
14:30.64
Stephanie Blanchard
It’s a good way to practice- like sort of lose the fear of reaching out to a media outlet because it can be scary because it’s almost like sales in a way. So that could be for many people. It can just be scary Also speaking up Farmers Markets. So say you are you have ah a table at a farmer’s market um, chatting with the people who organize the market because they’re always connected. To media because that’s part of their job is to bring people to the market so they might already be connected with an editor who will be interested in in your story so you know make friends with the people who head off the market so that you know they can Expand your network and help get press that in that way and you could be part of a a larger story that a journalist is working in their their source is a farmer’s market or some other type of market.
15:39.50
Amber
I also love something you touched on- it’s a great way to practice and start to lose the fear of it. If that’s really new for you and it feels really awkward and you’re really just not sure what these processes look like in timing. Working with a lot of your local media- People can help you start to get a feel for it. How these processes work and well what is their process because no two of us have the exact same process either. For those listening we all have kind of slightly different processes slightly different timing. Slightly different requirements for them and so working with people locally as well. You start to get some examples and a sense of that and it’ll even lead you to ask better questions when you’re working with other outlets about their process so you can understand it and it’s not quite so scary. There’s so many benefits to being able to do that. So Do you have any last any last words of wisdom you want to add before we have people follow up with with where they can find Artistan Joy and how to be featured any other last items?
16:36.19
Stephanie Blanchard
Absolutely. Yes, So this is for people who are you know were talking to people who are just starting their businesses. But what I will say for someone is to sign up with a website called Qwoted and HARO which is help a reporter out. You can register on those sites. What those 2 sites do is reporters can go onto them and say hey I’m looking for a story.
I’m looking for sources. It could be I’m looking for I’ll just use this example again. Valentine’s gift ideas and they could put that query into help a reporter out or quoted and then you can search through those queries and respond if your of relevance to what they’re looking for. So that’s another place that you can be a potential source where reporters are looking. Less for the local media and more so for for national but it’s an idea and it’s easy to do because you just sign up on the website.
18:02.86
Amber
And I’ve actually used those for previous companies as well and been able to land coverage been able to land writing articles and submitting for other businesses I had a friend that ended up on a Netflix show with her company because it was a through Help a Reporter out. They had put an open call out. Of course they didn’t say it was Netflix so you just don’t know who because it’s national. You don’t know who’s putting that out there and so that is a great idea for the there’s all kinds of interesting things that come through. Those sites like Qwoted and Help a Reporter Out – they don’t always identify themselves either. It can be kind of nondescript and a little bit cryptic too. So it’s a great way too. But you know what do you have to lose and okay so you spend a little bit of time you invest a little time in. Getting that pitch because it has to has to be crafted to what that reporter asks for but still that’s a great way to to try and get some reduced cost, free or usually it’s free coverage. I don’t think anybody can charge anything if they’re using those as sources. So I believe that those are I think they have to be free I’m not 100 % sure of that.
19:16.80
Stephanie Blanchard
At least with Help a Reporter Out that I’m not sure Qwoted but I mean I’ve used both of them to find sources. So I yeah I think that’s like legit straight PRr where you know. They are journalists looking for sources not pay-to- play type things. Oh that’s what something something a small business owners new ones should be aware of as like true journalism is.
Some you have to pay to get put into a story. So just be aware that there are some magazines out there that you do pay for to be included but they’re very clear with that. But from a traditional standpoint a periodical newspaper magazine unless you’re putting an ad in one of those publications getting if a reporter’s interested in your story. You shouldn’t have to pay pay for it. That’s something that surprised me.
When I started Artistan Joy people asked me- oh How much does it cost to be in your magazine and I was and because I’m from you know my background is in Journalism I I was just surprised and um, that’s not it. It’s not to say that the paying to have a story shared about you is a bad thing just be aware of of those two.
20:54.58
Amber
Yes, and and I’ve seen the same thing of the we call it basically the free versus Pay-to- Play. Our our magazine is free I know yours as as well and so I always try to be very clear with people. This is free. There’s no cost and and when I email and when I follow up or even if I cold reach out to people because I know they could contribute to a story of being very clear about about the fact that it is free. So That’s another great point of just awareness that there are markets that exist that are pay to play versus free outlets as well.
21:27.90
Amber
All right well this has been super helpful. Can you tell anyone that is listening to this how they can actually apply to be in Artisan Joy and where can they find the magazine?
21:37.35
Stephanie Blanchard
So if they go to Artisanjoy.com at the very top of the homepage. There is a be featured button just click on that it will take you to a very simple form. And ask for your email, your name, your last name, your website or social media page and the country that you live in and you submit that and it usually takes me a bit to get back to people. But I am very open to covering.
Artistan Joy is a platform where you know I’m promoting the work of artists and Artisans So I try to cover as many stories as I can, and nice pictures help with with that because you know we’re a Magazine – something that’s visual and online and visual. So having a nice picture is is important for for my brand. So just whoever is pitching keep that in mind.
22:44.20
Amber
All right. Wonderful! Well thank you everyone for listening today and we will catch you next time.
Want More Now What Show?
We hope you enjoyed this episode on getting more PR for your business.
Want more of the Now What Show? Check out these previous episodes:
Episode 2: Establishing a web presence with Erica Martin
Episode 1: How I got my first large custom order with Lindy of apothecary 19
Want more reading on getting PR for your business?
We’ve got several additional articles for you to read:
