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Learn how to handle your own PR at your own pace with our expert training.

PR isn’t rocket science if you know what you’re doing. It’s easy!

Free publicity is the holy grail for most businesses, and for good reason. Publicity can transform your business.
PR is ‘the gift that keeps on giving’ when it comes to marketing your business; Google loves it, you can promote it in social media, you can use it in sales, you can post it your website and even put it on your wall if you have a bricks and mortar office.
If you can come up with a good newsworthy angle about your business, the media will run it for free. Nix. Nothing. Which makes it a no-brainer…but just in case you still need convincing, here are ten reasons why you should do PR

Here are the ten reasons you should do PR

  • It allows you to explain your business or product
  • It positions you as an ‘expert’ in your field
  • Stories are far more powerful than ads
  • You can keep using your publicity long after the initial story runs
  • It is fantastic for SEO so your customers can easily find you online
  • It drives people to your website, event, or store
  • It gives you more bang for your buck that any other type of marketing
  • It increases sales and gets the phone ringing
  • It can give you huge spikes in visitors to your website
  • It’s FREE! You don’t have to pay for them to run your story

Let me just say it again. If you can come up with a newsworthy angle about your business, the media will run it for free. Nix. Nothing.

Our Offer

The eWorkbook
B2B or B2C WorkBook
We have a tailored approach for you to follow, depending on whether you are targeting other businesses (B2B) or if you have a consumer product or service (B2C).
Designed to take you right through the process, these eWorkbooks are jam packed with advice and examples.
Once you open the PDF you will notice there are spaces for you to type your own notes and practice writing your own release which means you can keep everything together as you prepare your campaign.

Each book covers off:

  • what you need to get together before you can get started
  • how to create a newsworthy angle
  • how to write a media release
  • the different ways you can approach the media
  • how to do follow up to ensure you maximise the potential of your campaign
  • and then what you can do with the publicity once it has been published.
They are very easy-to-read so you won’t be intimidated by the idea of doing your own PR. In fact, the books tell you how to run your own campaign so well that once you have completed them you will be itching to get started straight away!

Six Video Training Lessons
Learn at your own speed from these video tutorials which run for about 30-40 mins each. Join other small business owners who attended our popular online PR boot camps.
In each of the lessons you will hear Jules offer examples and advice to real business owners, as well as explaining the entire PR process, from start to finish in a simple, easy to understand way.
With lots of visual examples, the boot camp lessons are invaluable learning tools. Each lesson goes into a lot of depth about all aspects of PR and how the media works.

The 6 video lessons cover:

  • Week 1: Getting started
  • Week 2: Identifying your media targets
  • Week 3: Your media release and newsworthy angles
  • Week 4: Contacting the media week
  • Week 5: Doing it!
  • Week 6: Follow up, clippings and planning the next campaign
Work on your own business so that by the end of the sixth video, you will be raring to get started on your own campaign!
Journalist Interviews
The inside word – your secret weapon!
Hear how journalists and producers think and what they are looking for in these short, fascinating video interviews.
Jules has interviewed members of the media so you can see that they’re lovely, ordinary people. Our interview series includes two different morning TV producers, a major journalist, freelance journalists, a radio producer, a local newspaper editor and more. These candid interviews give you an insight into the minds of the very journalists you are approaching.

We ask them…

  • What is your job and what you do?
  • What are you looking for when someone pitches a story to you?
  • How many emails do you get and what makes one stand out?
  • How far in advance do you like to be contacted?
  • Do you need photos and why?
  • Do you like to be followed up?
  • How can people maximise their relationship once a story has been published?
They really let you see and hear how ‘normal’ journalists and producers are and the information they let slip will help make your job easier. It makes it much less scary when you know the kinds of people you will be approaching and what they need from you.

About Jules
For the last fifteen years, Jules has been teaching small business owners and entrepreneurs how to grow their sales and get their customers to start ringing them, after getting featured for free in the media.
She has owned and operated a number of small businesses herself and ran a PR agency specialising in small business clients, start-ups and entrepreneurs for well over a decade. She has worked in most disciplines in marketing, both in Australia and overseas, and loves to share her knowledge and experience.
HYOPR has helped over a thousand small business owners to make over $20 million of dollars’ worth of media exposure by running their own PR campaigns. By following her process, Jules’ students have been on Sunrise, Studio 10, Sky Business News, 3AW, 4BC, 6PR, Macquarie radio and been featured in Better Homes and Gardens, Inside Out, Anthill, Good Weekend and national newspapers such as The Age, Herald Sun, Courier Mail, Adelaide Advertiser, The West Australian and more. Some have even appeared on ACA – for the right reasons!
Jules manages to simplify the whole process to make handling your own PR an easy, achievable part of your marketing mix.

PR Bootcamp Lessons



 

   
Getting started

   
Get comfortable with a notepad, a pen and a drink for 40 information packed minutes to get your media publicity campaign started. Listen and watch as Jules teaches a group of small business owners how to do it. In the first session, she discusses your brand logo, the value of great photography, your ‘bio’, using quotes, tips for your product, survey findings, samples and trials to support a media release with the best possible chance of publication. You’ll hear that journalists have ‘do’s’ that include an industry format for your correspondence and ‘don’ts’ such as emailing a release to many journalists, where an exclusive might be what you (and they) want.

 

 

   
Identifying your media targets

   
This lesson helps you identify your primary and secondary target markets and the media they watch, read and listen to. Jules workshops an approach to radio, TV, online and print producers for each participant’s business. In preparation for contacting the media, Jules helps you plan for success by discussing publication lead times, contact timing, your availability and the invaluable media contact list. With your media release, a catchy angle and ‘cheat sheets’ in hand, you will be ready with a targeted ‘to do’ list for the publications and shows that speak to your audience. The media are always content hungry with so many programs and publications to fill. You will be amazed at just how approachable they are!

 

 

   
Your media release and newsworthy angles

   
Lesson 3 zeros in on newsworthy angles for your media release. ‘Newsworthiness’ is about coming up with a news story. Journalists tend to keep and reuse tips and tricks. They can be republished easily, so it may be published a number of times! Write your media release with a relevant tone for the reader (not the journalist!), a simple compelling message and a catchy subject line following media industry format standards. Stand out among thousands of emails with your witty subject line, a concise, informative first paragraph and clear business website links!

 

 

   
Contacting the media

   
In Handle Your Own PR lesson 4, Jules will clue you in on contacting the media. You’ll learn experienced tips on contacting print and TV journalists via email or by phone. You’ll also learn how to target the journalists most likely to publish using media listings, and other services. Remember that the media (including bloggers) have a huge appetite for story content. You’ll find them friendly and approachable, as long as you carefully time your pitch and come well prepared. Many successful story pitches have a catchy subject line, strong story, quality photos, samples and research. Be ready to work up a scenario during your discussion with the journalist as to where your story might fit. A ‘cheat sheet’ might help you with nerves and persuasion! This session provides contact tips and best of all – communication role plays. Jules spells out how written and phone conversations work across print and TV media, using product stories to illustrate her points.

 

 

   
Doing it!

   
In lesson 5, Jules gets down to running you through the pitching phase of your PR campaign. With a targeted media contact list, a sizzling media release and tons of tips, Jules guides you through using those tools in the approach process. Cast your media net wide and broad, always remembering that the media machine constantly needs a combination of materials to maintain the diverse enjoyment of their readers, viewers and listeners. It can take some patience. Make the numbers work for you! There are a million more approaches and ideas coming your way in this penultimate lesson.

 

 

   
Follow up, clippings and planning the next campaign targets

   
Lesson number 6 sees Jules bring together the previous sessions and discuss how to make the most of your publicity coverage both prior to and beyond being published. You create a 12 month PR plan, learn how to encourage ongoing journalist relationships and get savvy with social media reach. We discuss publishers expectations and deals, prizes, the ‘finessing’ of story exclusivity, one story = many pitches, ‘date danger’ and how to feed the Google SEO ‘monster’ through mutual website links. Think about celebrity customers, blogging for loyalty, attracting investors, expanding your base with digital marketing and feeding back to journalists on story outcomes. Learn to use your website, Facebook, Instagram, Twitter, Google Plus, Linkedin and other social media to build your brand awareness. You’ll get some great tips on using company and personal profiles to leverage media stories and learn how meta tags (file names) are written for search engine appeal.

 

 

   
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Don’t hold me back! I want to learn how to make my business stand out

   
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Journalist Interviews

Chloe Flynn – Senior Supervising Producer for The Morning Show (Ch 7) and The Daily Edition (Ch 7)

Chloe is the person you will be pitching your story to! She offers some great insights into how her day works, what she wants in a story and what she hates. As the Senior Supervising Producer, Chloe is the final decision maker as to what makes it to air for both The Morning Show and The Daily Edition. Chloe has been working in television for over a decade and has worked on many of the morning shows over the years.


Tori Green – Producer For Studio 10 (Ch 10)

Tori is just lovely. She is also the person you could be pitching your story to. She has taken a few HYOPR ‘students’ and had them on the show or featured their product live on air. In the interview she explains how to get on if you have a product and what she is looking for. Her style is very different from Chloe Flynn.


Susie O’Brien – Senior Journalist Herald Sun (Vic), Adelaide Advertiser (SA), Sunrise (TV) media commenter and more

Susie is the perfect person to contact if you have a good story for the Herald Sun or The Advertiser. She has a really lovely, approachable manner and has been a professional journalist for many years. She is always looking for good stories, ideally backed by research and with a good picture opportunity as well. She clearly tells you what she wants in this great interview.


Heidi Armstrong – Presenter Macquarie Radio Network (with Steve Price) and Sky Business Channel 

Heidi is brilliant! She supports small business owners and has a half hour show on both Sky Business Channel and a radio show that is syndicated across 52 radio stations nationally. She is always looking for people to interview on her TV show, and guests to join her and Steve Price in the studio for the radio show. She has some great tips to offer.  


Nina Hendy – Freelance journalist focused on business, marketing and  entrepreneurship

Nina’s articles appear in The Sydney morning Herald, Smart Company, The Age and other key business media. Nina is passionate about freelancers and the benefits to HYOPR customers of pitching to them. Nina also has some great advice about pitching a business story.  



Shane Conroy – Freelance journalist focused on business and lifestyle

Shane is our great friend and the copywriter for most of our media releases. He is also the ex Editor of children’s titles and has been the Features editor for the Qantas in-flight magazine. He now freelances to a number of different media. Shane explains what saying ‘thank you’ to the journalist after you have been featured might do for you…and a whole lot of other great information.


Scott Podmore – Editor of The Warrandyte Diary and ex-Sunday Herald Features Editor

Scott is a lovely guy who, after 16 years working at the Herald and Weekly Times, focusing on Travel, Entertainment and Sports, decided to go local! He offers lots of advice for people who want to approach their local paper. He also touches on what it was like working at the Herald Sun.


Buy your training now

Standard

$799

  • 6 Video Lessons

  • Interactive Workbook

  • Journalist Video Interviews

  • 2 Months Free PR Software

  • 10 Free Contacts Per Month

Deluxe

$999

  • 6 Video Lessons

  • Interactive Workbook

  • Journalist Video Interviews

  • 2 Months Free PR Software

  • 10 Free Contacts Per Month

  • Plus

  • 45 minutes on the phone with Jules

  • Free media release tweaking (worth $150)

Special Additional Bonus

Offer 1

2 Free months on the Handle Your Own PR Platform

Plus 100 bonus contacts

Worth over $450


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Offer 2

A massive $3000 off done-for-you PR.

We normally charge $12k for 4 months of done-for-you PR.
You get $3000 off.

Only available to 4 business per month


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frequently asked questions