It's official, podcasts are a PR goldmine. 41% of British people listen to a podcast on at least a monthly basis, meaning you have a tantalising and relatively barrier-less opportunity to introduce new audiences to your brand. Better still, thanks to our Ego Delay Technique (EDT), we're placing our clients on the most listened-to and respected shows every week. Now it's your turn to leverage the Ego Delay Technique in your PR pitches.
But first, here's how we developed EDT
Long before instagram made 'life quotes' as popular as breathing, I watched three lawyers talking in the ladies' toilets. What one of them said left me speechless. With unshakable confidence, she leaned into her young apprentice and said:
"You can never rely on someone's interest in your affairs, but one thing you can guarantee, is their investment in their own."
Awed by her wisdom, I wasn't surprised by it, after all, she was a character created by my favourite TV producer of all time: the multi award-winning genius David E. Kelley. I first saw that bathroom scene — in U.S drama series Boston Legal — over twenty years ago, yet to this day, it plays in my thoughts each time I pitch clients for podcasts, TV, radio, print or online. Why? Because when I reach-out to these media publishers, that quote directly influences how I craft my opening paragraph.
Lets see how.
It's arrived. It's new. It's OTTIMO!
Baked in just 60-seconds, with an OTTIMO pizza oven, your favourite pizza is ready in a blink. Whether it’s rich and smoky, light and airy or hot and spicy, with OTTIMO, it's always an appetising plate without the agonising wait!
During my recent appearance on FBI behavioural analyst Robin Dreeke's podcast, dazzling parallels were drawn between my work as a PR specialist and a documentary maker.
Thanks to Robin's insightful questions, many of which explored my childhood, we unearthed one character trait that enables me to secure high-profile media coverage for my clients with great ease. Now it's your turn to experiment with this trait.
So, what's the trait? It's EMPATHY — the ability to understand and share the feelings of other people.
We've already shown you how empathy can be used to cleverly deflect awkward interview questions, but truth is, if understanding the needs of others is hard for you, writing a compelling press release that attracts valuable media attention is an almost impossible undertaking. Why? Let's see.
Which of these coffee confessions sounds like you:
"Sometimes, I talk softly to my coffee."
"I think about coffee more than I think about humans, tbh!"
"I wish [insert partner's name here] looked at me like coffee looks at me."
"I love coffee, but sorry — those statements are weird. Get help."
Here's a sentence I never thought I'd say, but I mean it: an alleged scandal in the cat food industry is going to make your next piece of writing instantly more interesting to your audience.
In a week where Ronnie O'Sullivan won his seventh World Snooker Championship title — equalling the existing record held by Stephen Hendry — our client, portrait painter Jamie Wilkinson, proudly hand-delivered an original artwork to the new Ronnie O'Sullivan Shop in Meadowhall, Sheffield.
According to estimates, the average adult makes approximately 35,000 decisions every day. Shopify - the company that generated US$4.611 billion last year - leverages this fact better than any brand I've ever studied. How? By spraying their web visitors with a deluge of clear direction; which as we'll see later, relieves them of the stress of having to make yet more decisions.
A dating disaster I recently endured has no place in an article explaining how to win business awards, I admit it, but my date was guilty of the one social error found in almost all mediocre business award submissions. So, if you want to engage, captivate and persuade a judging panel (instead of sending them into a deep sleep), here's what not to do.
Jesus - if you told me that Tesco Mobile's new national campaign would feature a crude play on the words 'shit', 'piss' and 'fuck', I'd recommend less booze for you.
"Seriously, put the bottle down and step away", I'd advise.
Never underestimate how stupid I felt standing in London's busiest underground station taking pictures of chicken nuggets bolted to a wall. Genuine shame. Happily, there was also an upside.