Zen E-Course - Email

PR has changed more than ANY OTHER go-to-market mechanism in modern history. Shockingly, strategies have remained the same…and that’s led to diminishing returns. To connect the dots between PR and your bottom line, you need to understand the new PR landscape. Our 5-Day MBA in Modern Day Earned Media covers:

Learn exactly what you’ve been missing, what ACTUALLY works in 2024, and how to guarantee the effectiveness of your PR.

Day 3: The One Reframe That Unlocks Strategic Visibility with Customers and Partners

When I deliver keynote speeches, I often ask the audience what they define as media. The answers usually range from traditional outlets to social platforms, such as LinkedIn, YouTube, Facebook, and so on.

And this is a fair answer. All of these ARE social platforms.

However, I urge the audience to reconsider their definition of media because it’s actually something even broader.

People are the media.

Do you look for restaurant reviews on Yelp or TripAdvisor before you go eat someplace new?

Have you ever gotten a DM from a trusted colleague with a recommendation that saved you hours of research?

Do you belong to a WhatsApp or Slack group where you turn for resources?

These are all examples of people as media.

This third-party credibility is incredibly important, especially if you sell to discerning audiences.

And there’s something else most people don’t know:

Social and media have split.

Here’s what you need to know about social + media and what the rise of dark social means for you….

PR does not equal traditional media.

It isn’t…

The NY TImes

The WSJ

<Insert any other big name publication> people get excited about

Today, EVERYTHING is media.

Here’s what that might look like:

➡️ Niche Podcasts: The podcast every CRO or CSO or CMO (your target market) religiously listens to.

➡️ Curated Newsletters: Substack gems hold immense power over specific audiences.

➡️ Instagram Live sessions featuring collaborations with key influencers.

➡️ LinkedIn Fireside chats with your CEO and top client that can be livestreamed.

➡️ Instagram lives with influencers who actually know how to engage your audience.

➡️ TikTok accounts that creatively engage with relevant topics and trends.

➡️ Virtual conferences that attract thousands of industry professionals.

➡️ Twitch streams for live interaction, especially in tech and gaming.

➡️ Reddit AMAs (Ask Me Anything) for direct Q&A with your audience.

➡️ Pinterest boards curated around themes pertinent to your target market.

➡️ YouTube channels with great reach via search key terms

➡️ Prioritize the RIGHT type of PR to drive business outcomes.

Here’s an example from our client files:

Challenge: Forbes was launching their very first tech-driven SaaS platform for entrepreneurs—Forbes8. They needed to not only create awareness for the new platform but also gain buy-in from top thought leaders and influencers in the B2B space. We had to provide thoughtful content and strategic amplification to drive results.

Strategy: We put our GTM Influence Model into action. We launched a one-day remote TED-talk-like summit focused on business resiliency. We recruited 12 B2B thought leaders. After presenting, the content was then broken into multiple soundbites, and speakers shared them on their respective LinkedIn profiles.

This was a triple-punch use of influencer marketing, as each influencer 1) invited their audience to hear them at the summit, 2) created content relevant to their experience, and 3) further amplified that content on LinkedIn. At the same time, we pitched the event to journalists and then did a post-pitch on key takeaways. Both rounds of pitching resulted in coverage.

Results: The influencer marketing campaign, along with the earned media and content creation, was the most successful digital marketing campaign of all time for Forbes.

Over 1200 individuals signed up for the paid SAAS platform as a direct result of the summit and our holistic approach.

“Zen Media knocked it out of the park for us. They pulled this entire summit and campaign off in less than two months! Seeing some of the most respected influencers talk about Forbes8 on social media was just the cherry on top.” -Tom Davis, CMO of Forbes

Just envision the success you and your organization will have when you broaden your lens around what media actually means.

I’ll explain more in tomorrow’s lesson, because this sets you up perfectly for our next topic:

Learn How to Turn Headlines into Selling Opportunities

I’ll reveal my exact strategy for finding trends in your industry and how to approach them in clever, creative ways.

So get ready for some fun!

See you tomorrow,

Shama

Day 4: Learn How to Turn Headlines into Selling Opportunities

When a former White House administration staffer tweeted their dislike for our client’s ice cream, it created a you-know-what storm for them.

Luckily, against the advice of many, the CEO listened when we recommended that we fight hate with…ice cream…and used an open letter to invite the White House to an ice cream social.

Not only was the ice cream social a success, the media went wild. The client trended on Twitter (now X) for 6 days straight.

They received more reach than 7 Super Bowl ads combined.

And there is no reason it can’t happen for you and your brand.

Sometimes these opportunities present themselves.

Other times, you can create them!

Like the one time we needed to drive registrations for Capital One’s Annual YMCA Turkey-Trot. (Fun fact: Dallas has the largest Trot in the country!) We decided to see if we could win a Guinness World Record for the highest number of people in a given spot dressed up as turkeys.

It worked! We won!

This isn’t limited to White House-level press, by the way. Here are 10 ways to capitalize on moments and turn them into sales:

Showcase your expertise by providing valuable insights or commentary on trending topics or news events related to your industry.
Share success stories or case studies that demonstrate how your product or service has helped customers overcome challenges or achieve their goals.
Leverage user-generated content, such as testimonials or reviews, to build trust and credibility with potential customers.
Create a sense of urgency by offering limited-time promotions or exclusive offers tied to specific moments or events.
Use moments to highlight your unique value proposition and differentiate your brand from competitors.
Develop targeted landing pages or sales funnels that align with the specific moment or opportunity you’re leveraging.
Engage with your audience on social media by responding to comments, questions, and concerns in a timely and helpful manner.
Host webinars or live events that provide valuable information and showcase your products or services in action.
Collaborate with influencers or thought leaders in your industry to tap into their credibility and reach a wider audience.
Continuously monitor and analyze your sales data to identify which moments or opportunities are driving the most conversions, and double down on those efforts.

By implementing these strategies, you can turn moments into powerful selling opportunities that build credibility, drive engagement, and ultimately boost your bottom line.

Here are some ways you can look around at what’s happening and tie it back into your brand:

Practice makes perfect.

Also, this is where you can use the power of AI to come up with content ideas. Remember that the output will only be as good at the input.

Bonus Video: How to Make Your Content Marketing Better with AI. (This is on LinkedIn so drop me a note when you are there!)

See you tomorrow,

Shama

P.S. We practice what we preach! Most press releases are incredibly boring, so we launched SnoozeOrNews.com—a fun, AI-based tool that actually tells you if your news is worthy…or if it’s a snooze and how to fix it.

Day 5: PR-Enabled Sales: 5 Steps to Go From Credibility to Close

Show me the money!

“Ok, Shama, I feel like I can go toe to toe with anyone in PR now and I’ve learned a ton, but how do I connect the dots to sales…new business logos…more customers…we gotta land and expand…ya know, business results?”

I am psychic. I know. (Well, only partially. I have ended up as a conduit in the past for certain messages…but I’ll tell you that story another day!)

You now understand what PR is, how it works, and even that you need a distribution plan to go with it! What’s missing is a link between all that and actual sales.

If I tell you that earned media is a long game, I won’t be the first.

What I will tell you is that it’s all in HOW YOU USE PR. Specifically, how you tie your earned media wins into your sales process.

And, even more specifically, how you tie them into each level in your funnel.

Here’s how to make it happen, step by step:

Step 1 – Establish Credibility (Relevance)

Identify your target buyers’ key pain points, challenges, and aspirations through customer research, interviews, and analysis of industry trends.
Create a content calendar that maps out the specific topics, formats, and channels you’ll use to address these buyer needs and showcase your expertise.
Develop a mix of content assets, such as blog posts, whitepapers, research reports, and webinars, that provide your buyers with deep insights and actionable advice.
Partner with respected industry publications, associations, and influencers to secure earned media placements that amplify your thought leadership and reach your target audience.
Leverage customer success stories, third-party validations, and awards to build social proof and demonstrate the tangible impact of your expertise.

Step 2 – Align with Sales (Relevance)

Schedule regular meetings with your sales team to gather insights on the most common questions, objections, and decision-making factors they encounter in conversations with buyers.
Map your thought leadership content and earned media coverage to specific stages of the buyer’s journey, from awareness to consideration to decision-making.
Create a centralized repository of sales enablement assets, such as pitch decks, product sheets, and ROI calculators, that incorporate your thought leadership messages and proof points.
Conduct training sessions with your sales team to teach them how to effectively use your content and media coverage in their outreach, conversations, and follow-ups with buyers.
Establish a feedback loop between sales and marketing to continuously gather insights and optimize your content and messaging based on real-world interactions with buyers.

Step 3 – Extend Your Distribution (Reach)

Develop a targeted social media strategy that promotes your thought leadership content and earned media placements to your ideal buyer personas across key channels like LinkedIn, X (Twitter), and industry-specific forums.
Identify and partner with influential bloggers, podcasters, and social media personalities in your industry to expand the reach of your thought leadership and tap into new audiences.
Invest in paid amplification tactics, such as sponsored content, social media advertising, and native advertising, to boost the visibility and engagement of your thought leadership assets.
Use marketing automation platforms to create and deliver personalized content experiences that guide buyers through the sales funnel and keep your brand top-of-mind.
Actively participate in industry events, webinars, and online communities to share your insights, build relationships with potential buyers, and establish your brand as a go-to resource.

Step 4 – Engage Your Buyers (Reach)

Segment your buyer database based on key criteria like industry, job title, company size, and behavior, and create tailored content journeys for each segment.
Use lead scoring and behavior tracking to identify the most engaged and sales-ready buyers, and prioritize these accounts for personalized outreach and follow-up.
Develop a lead nurturing program that delivers a steady stream of relevant, valuable content to buyers at each stage of the sales cycle, keeping them engaged and moving toward a purchase decision.
Equip your sales team with the tools and insights they need to have personalized, value-added conversations with buyers, such as conversation starters, objection handling guides, and case studies.
Continuously monitor and analyze buyer engagement data, such as email opens, content downloads, and webinar attendance, to identify the most effective tactics and optimize your approach over time.

Step 5 – Close and Measure Sales Impact (Revenue)

Work with your sales and revenue operations teams to define the specific metrics and KPIs you’ll use to measure the impact of your PR and thought leadership efforts on sales outcomes.
Implement tracking and attribution mechanisms, such as UTM parameters, marketing automation tags, and CRM integration, to tie your content and campaigns directly to pipeline and revenue.
Regularly report on key metrics like RFP invitations, sales cycle length, win rates, and average deal size, and analyze trends over time to understand the full impact of your efforts.
RFP Invitations: Monitor the number of times your brand is invited to participate in RFPs or other sales opportunities as a result of your increased credibility and visibility in the market.
Sales Cycle Length: Measure how your content and engagement efforts impact the time it takes for buyers to move from initial interest to final purchase.
Sales Velocity: Monitor how your PR and influence activities affect the speed at which deals move through the pipeline and close.
Win Rates: Analyze how your credibility-building and buyer engagement efforts impact the percentage of deals that result in closed business.
Average Deal Size: Measure how your thought leadership and earned media presence influence the size and value of the deals you close.
Conduct win/loss analysis and buyer interviews to gather qualitative feedback on the role your thought leadership and earned media played in their decision-making process.
Use these insights to continuously refine your strategy, optimize your content and tactics, and double down on the approaches that are driving the greatest sales impact.

By following this detailed, actionable approach to PR-enabled sales, you can create a powerful link between your earned media efforts and tangible revenue outcomes.

That’s because when you organize your PR-Enabled Sales approach into these three phases —Credibility (Relevance), Distribution (Reach), and Close (Revenue)—and following this step-by-step approach, you can create a focused, measurable strategy for influencing buyers and driving sales outcomes.

Remember, the key is to think holistically about how your PR and thought leadership can support and accelerate every stage of the buyer’s journey, from initial awareness to final decision-making.

By aligning closely with your sales team, leveraging data and insights to optimize your approach, and measuring the metrics that matter most, you can demonstrate the true business value of your PR investments and drive meaningful growth for your organization.

BONUS: Here are 50 templates you and your team can (and should!) be leveraging for your sales efforts.

Today, you learned that while earned media is awesome, it can only work for you if you know how to use it.

You’ll see the best results if you are operating from this crucial intersection of PR, Content, and Social.

Also, if you have found this email course valuable, please share it!

Here’s a ready-to-go tweet or update for you: “This course on how to connect PR to ROI by Shama Hyder at Zen Media is a must for leaders across the board. You can sign up at: zenmedia.com/5day-mba/. Thank me later.”

If you tag me, I’ll come say thank you!

And I know I said this was a 5-day course…but I’ll have something else for you tomorrow. It’s a surprise. :)

See you then,

Shama

Day 6: How to Stay Relevant on Dark Social (Extra Credit)

Ready for some extra credit? I’m about to throw you some jaw-dropping stats.

In today’s B2B landscape, thought leadership content is more important than ever.

But B2B brands aren’t going all in. Why?

It isn’t as easy to track as other initiatives.

Here’s the thing, though:

Even if it’s hard to measure, it’s still meaningful.

According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, 52% of decision-makers and 54% of C-level executives spend over an hour a week consuming thought leadership content. 73% report trusting this content more than marketing materials.

And they don’t leave comments. They don’t hit the like button.

They share it on dark social, privately.

The impact is undeniable.

75% of decision-makers have explored a product or service they weren’t considering after consuming thought leadership content, and 60% realized their organization was missing an opportunity thanks to it.

If you thought those numbers sounded impressive, wait until you read this:

90% are more receptive to sales outreach from companies that share consistent, high-quality thought leadership.

86% are more likely to include these companies in the RFP process (seat at the table, anyone?), and 60% are willing to pay a premium to work with them.

You can’t make this up!

As long as B2Bs continue to choose the merely measurable over the meaningful, they’ll keep missing golden opportunities. Now that you know, you can stop your brand from falling into this trap. Stay vigilant by frequently asking yourself these 4 questions:

Question 1: How does our thought leadership content support our overall business goals and objectives?

Action: Ensure that your thought leadership content strategy is aligned with your company’s overarching business objectives, such as increasing market share, driving revenue growth, or establishing your brand as an industry leader.

Result: Ensure alignment with business objectives.

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Question 2: Does our thought leadership content address the most pressing challenges, questions, and aspirations of our target audience?

Action: Conduct thorough research to understand the needs, preferences, and pain points of your target audience. Develop thought leadership content that provides valuable insights, solutions, and perspectives that resonate with their specific challenges and goals.

Result: Stay focused on customer needs.

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Question 3: How can we track and measure the engagement and impact of our thought leadership content, even if it’s not as straightforward as other marketing metrics?

Action: Implement a comprehensive measurement framework that goes beyond simple metrics like likes and comments. Track indicators such as time spent on page, scroll depth, content downloads, newsletter sign-ups, and referral traffic. Use surveys and feedback loops to gather qualitative insights from your audience on how your content has influenced their perceptions and decisions.

Result: Accurately track engagement and impact.

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Question 4: How can we ensure that our thought leadership content is effectively integrated with our sales and marketing efforts?

Action: Collaborate closely with your sales and marketing teams to develop a cohesive content strategy that supports the entire customer journey. Use thought leadership content to nurture leads, support sales conversations, and establish your brand as a trusted resource. Provide your sales team with the tools and training they need to leverage thought leadership content effectively in their outreach and interactions with prospects.

Result: Synergistic integration with sales and marketing.

And that’s a wrap! You’ve reached the final email of the 5-Day MBA in PR. Congratulations!

You now know more about earned media and PR than the majority of business leaders out there.

Over the past week, you’ve seriously leveled up your knowledge and your game.

On Day 1, you explored different types of PR and learned how to choose what makes sense for you.

On Day 2, you discovered why a strategic distribution plan is vital to the success of earned media efforts.

On Day 3, you identified a crucial media reframe needed for maximizing visibility.

On Day 4, you figured out how to leverage contemporary events to your advantage.

On Day 5, you connected the dots between PR and sales.

And today, you learned why thought leadership content is critical—even if it isn’t as easily directly measurable as other initiatives.

This is enough to make you a very savvy business leader when it comes to PR. You should be able to ask the right questions and start driving results!

And if you found this e-Course helpful, send it to a colleague! It would be the ultimate compliment.

But the truth is, I can only go so deep in an email course.

So, if you’re wondering how I can work in a deeper capacity with you, there are a few ways I can be of service:

I can come speak to your company or industry—not just on earned media but on how to actually stay RELEVANT in a world that is changing at the speed of your feed. I’ve spoken for everyone from NASA to Marriott. You can check my availability here.
You can hire my awesome team at Zen Media to execute on behalf of your brand. Day 1 to Day 5 and then some. Here’s what clients have to say about working with us.

I genuinely hope this has been useful for you in your journey.

This isn’t goodbye, but more of an I’ll see you later!

All the best,

Shama

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