by Brittney Borowicz | Featured Contributor
Working in marketing and public relations has introduced me to many people. These people have operated different businesses, worked in different industries and had different personalities.
Despite all their initial differences, these people all had one thing in common: As soon as they hired me they asked, “so, how are you going to get me on *insert major news network/website here*?”
I am a huge proponent of establishing each of my clients as a thought-leader in their industry. To do this, I start by helping each client create cohesive and educational content that engages their audiences. Upon explaining this to clients, I find that many of them have something else in common: they want to be viewed as a thought-leader and featured in these major media sources but don’t want to do the work to get there.
Many times their reasoning lies in not having the time or bandwidth to create content. Other times, their reasoning lies in the mentality that they are too good, or even the best, and they shouldn’t have to start small just to get big.
While some people are lucky and thrust immediately into the spotlight, it very rarely happens that way. So for those of you who have not quite had your 15-minutes of fame yet, and even for those of you who have, here are 3 reasons you are never too big to say “no” to those smaller media opportunities:
- “Started from the Bottom Now I’m Here” – You might know this lyric from Drake… And it may seem funny to you that I am quoting Drake in this blog post. Trust me, I have a reason. Many times, the people you see on Conan or the Today Show were not just put there for no reason. The people you see on TV or in articles online typically started their career in a much smaller way… at the bottom, let’s say. For example, Gary Vaynerchuk, marketing expert, started his career by writing blog posts that had only 6 readers and by recording video interviews that only had 19 viewers. Over time, Gary gained a following and as his influence grew, so did his audiences. Because Gary never said “no” to these small audiences, he was able to get his name out there to the people who mattered and to the people who would eventually feature him in major media outlets.
- Depth vs. Width – Another important aspect of never saying “no” involves going deeper with your audience versus wider. This means that rather than speaking to thousands of people who may or may not care about what you have to say, take the time to nurture the relationship you have with your current community. As with all marketing, building trust and likability with your followers largely lies in fostering that partnership you have with them. The best way to do this is by strongly focusing on them and their needs rather than on the people who weren’t engaging with you in the first place. Understand that even though this is a smaller audience, they will hang on to your every word because you already have their like and trust and those are the people you want to give your all to. Opportunities with big networks may only come once in awhile, but you will always have your community to support you.
- Having Humility – Let me repeat part of the title of this blog post: You are never too big to say “no.” You may have already done thousands of videos to less than 100 people or written guest blog posts to audiences of 6, but there is always value in doing more. You may have already made a name for yourself, but that doesn’t mean somebody won’t find new information in what you have to say. Each small opportunity has the potential to lead to a greater one… whether it is with a bigger audience or even a business transaction that you didn’t expect.
So, even when it seems like a ten minute interview won’t be worth it or a guest post to a less-traveled blog won’t make a difference, think again. Take those opportunities to nurture the relationship you have with your advocates and use them to perfect your message to future, larger audiences.
Brittney Borowicz is an integrated marketing professional with a strong communications background specializing in journalism, public relations and social media. Originally from the northwest suburbs of Chicago, Brittney has spent the past few years working with entrepreneurs and start-ups in the Chicagoland area to enhance their marketing and social media efforts.
Prior to her current role as the Marketing Manager for an embedded networking company, Brittney realized her affinity for all things media and marketing while working in radio and television and as a professional presenter. Later, she began working at a couple of small marketing agencies in Chicago as a Public Relations and Sales Director and Account Manager, which required her to be well-versed in coordinating specialized public and media relations strategies, creative marketing initiatives and cohesive sales process implementations.
As a strong believer in intimate consumer/brand involvement, Brittney helps her clients create content that engages and educates brand audiences while establishing each individual or company as a thought leader in their industry.