Let's Talk PR: Not Just for Big Businesses

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Tune in as Sabrina Childress from Childress Enterprises joins us to talk about using PR to take your business to the next level. Sabrina has a lot of great tips and advice to share for entrepreneurs.

Hello, and welcome to the service based business society podcast. I am your host, Tiffany, and Bocher on our weekly episodes. We will dig into everything you need to know about scaling your service based business without losing sleep. With my experience in creating over seven figures per month, kind of passion for marketing, finance, and automation.

This show will provide tangible tips and techniques for scaling your business. Let's get started. Welcome back today. We are gonna be talking to Sabrina childre. She's an entrepreneur, a bestselling author, a philanthropist, and a business strategist. Over the years. Her client list has included many well known musicians, actors, actresses, political figures, medical innovators, not for profit.

She is a PR expert. Her. Business Childress enterprises has landed features in the Washington post thrive magazine, ABC Fox, CBS, the list goes on. She says, no matter how good you are at anything, a publicist makes you better. I think so many business owners don't realize that this is a component of the marketing strategy, that a good publicist can really level up your marketing game.

And it's almost something that feels like, oh, well, it's, it's a big business. But realistically getting people to know about your business, talk about your business. These are the things that help you get to become a big business. So let's welcome Sabrina and let's dive. Hi, how are you? Good. Good. I'm so glad to have you here and can't wait to discuss all of these exciting pieces with you.

I'm excited as well. I've been looking forward to it all day. awesome. Excellent. Okay. So why don't you give our audience a little bit of background about who you are and how you got here. Well, my name is Sabrina Childress of Sabrina Childress enterprises, and I am a serial entrepreneur who lives her life off of her bucket list.

Um, very unconventional to most people . Um, so currently I've, I've had a career in public relations for about 20 years now, um, and in doing so it allows me the freedom to have. You know, explore other positions, other careers, things like that. So I'm also a flight attendant and oh, okay. I'm executive director.

executive director of a domestic violence organization and on boards and, and, um, you know, co-owner, uh, clothing company, um, that actually we use for charitable, um, uh, charitable causes. So I just, yeah, I that's that's me in a nutshell, I'm, I'm a, I'm a, uh, paradigm. Yes. So serial entrepreneur definitely, uh, definitely kind of captures that.

So when, when did that kind of, what if you, if you think back, when did your first kind of entrepreneur, um, you know, what, what was that, how old were you when you had that first kind of entrepreneurial experience? I. Honestly can say I was nine years old. There you go. And I was watching a commercial, you know, you know, Saturday morning cartoons, right.

The stuff is on and, and the commercials are on. And there was a, I don't know if you know the empire commercial, you know, nine a day, two, 300. Okay. Um, you, you can't say it without saying it. Uh and I was like, I asked my mother. I asked my mother, why do people, you know, why, why do they advertise? And she said, because they need to make more money.

And from that point forward, every commercial I saw was like, oh my God, they must really need to make money because they're advertising . And then in my mind, I was like, I wanna make commercials because I wanna. I wanna make sure people make money because they need to do that. And that was just, it was on from there.

I know it weird, you know, good. It, uh, must be good marketing if you can still remember it, you know, this much longer that's, you know, that person did a good job. That marketing expert. That's awesome. Okay. Yeah. I feel like the entrepreneurs always. You know, there's like this moment where there's a shift where it's it's you understand something clicks that kinda aha moment of, you know, entrepreneurship and, and, and kind of that transformation in your life.

You talked about doing PR in addition to a number of different things. And so what types of businesses or people that are you doing PR for? Ah, so my latest, uh, list of clientele, um, actually was the voice of the Oscars this year, miss gen, Nora McDuffy. Um, so that voice you hear that announces all of the, uh, the, uh, categories and the awards and the commercial breaks and all that fun stuff, um, was one of my clients.

And, um, I also have. Dr. Nicole Green. Who is she created the cure for cancer? Um, literally, so right now it's in the, um, trial phase. So there's a little laser it's called LAN technology and she's, I mean, amazing Google her. Um, Dr. Green and then, um, I have Dr. Uh, Brianna gainer, who is a, uh, clinical psychologist, but she's also a keynote speaker and she, um, does dynamic work with family and, uh, with families, sorry, um, and, and businesses, and yeah, so I'm pretty much working with people and SIA Tyson.

Oh my gosh. I can't forget. SIA. SIA is number seven on the gospel. Uh, as of this week, actually. Yeah. Awesome. So, um, so she just released a new song and a album. So yeah, I worked, I worked the whole gamut of, uh, industry in PR you know, it's interesting because certain parts of business really can be, um, All these different pieces.

And so that's the same within our business management agency. People always say, you know, what is your niche? Or as the American say, what is your niche? I always laugh. And so, um, and I, I say, well, we do service based businesses and I, and I've always focused on service based businesses and people, that's not enough.

You need to, you need to niche down. You need to, it needs to be more focused. You know, are you serving plumbing companies? Are you serving doctors? And I say, I like a little bit of everything. So I have always kind of pushed back on. That concept, because realistically there are certain pieces that whether it's a doctor or whether it's a keynote speaker or whatever, you know, you know, your piece and, and, you know, I always, I always joke, you know, whatever the people do when they get there, the service, it doesn't really make a difference to me.

I ultimately am looking at the operations and efficiency and whatnot of the business overall. So, you know, I'm not gonna be here to tell anybody how to do. Their service or their trade when they get there. So it, what if they do doesn't really matter? Absolutely. I'm like people don't there's, there's like this thought process, like you just said, niche down, niche down.

And I know that's like the trend, but let me be real clear. 20 years worth of experience can let you know if you enjoy it or there's something you're really good at, you know what I mean? And you're just like, you know what? Yeah. Let's do it. Let's do it. Why not? I mean, cuz like you just said, it's the same processes that I'm gonna go through with each in, you know, with each individual client, client, no matter, um, what industry it so right.

Why not? Right. love that. Yeah, no I, I totally agree. And um, there are it's it's definitely, I often wonder, you know, it's, it's the same thing and, and not to talk about politics, but E it's the same at the times of the election, it's kind of the loudest. Is, it feels like it must be the only, you know, when there's a, a mainstream opinion, like kneeing down or whatever, and it's like, well, everybody's talking about it.

And it's like, but is, is everyone talking about it? Or is it just like the loudest voices that you're hearing at that time? And so sometimes. It's kind of pushing back against what, you know, very successful people are doing and still following and being true to yourself. Absolutely. Absolutely. At some point I always tell people I'm like, even, especially in politics, they always wait till, you know, it's kind of the 11th hour.

Right. And then everybody, like you said, louds voice starts to screen. Right. Because they wanna drown out your thought and, you know yeah. Put their thought on top of yours. So yes. Tricks of the tray. Right? Absolutely. absolutely. So talk to me a little bit about PR in the. You know, from a service based business side and you know, what kinds of things should people be thinking about when they're thinking PR now?

I think PR I think, you know, big, like PR is like, oh, big. And, but I don't, I think that, you know, that's, that's the wrong. Probably way of thinking and that it's, it's realistically, every business needs to be thinking and considering this direction they do, they do PR is a lot of people confuse PR with marketing.

They confuse it with branding. Um, and, and PR is neither of those things. Those are components that assist, right? Like everything kind of works in conjunction. Um, however, PR specifically is all about the, um, the awareness portion. Of of a brand. And so if nobody knows that you have a product or that you created that great invention, right.

Then mm-hmm, , you know, that's where PR steps in and says, okay, let's get some attention and some eyes on this, um, you know, to let the world know what you've got going on and why it's important. And most importantly, what need does it solve? Um, I do come across. Smaller businesses, um, that I love to help. I, I, yet their idea of PR is like, oh, well, you know, we have a new, um, ice cream fr flavor, you know, coming out this week and, you know, next week it'll be different.

So can we get that in the news? And you're like, okay, let's sing about that. Right. Like, is it, yeah. I mean, yes. Maybe locally we can pitch that, but like, is that something that, that Forbes needs to hear about? Not really. Right, right. Um, so you've gotta definitely make sure. Scaling when you're working with your PR rep and, and, and being realistic about, you know, what's plausible and what's not because again, everybody wants to get on Oprah's, you know, lists and, and that type of thing.

Right. Realistically, does it happen for everybody know, does Joe Schmo just end up like that? No. Like, you know, shooting on lucky, starting that, but, but PR is important for every company, even if it's just a press release about, you know, your quarterly earnings. Um, oh my gosh. I don't know if I can say it.

Uh, there's this young lady. Of course she can in Chicago. I was like, I dunno, she, I, I haven't met her. I, I actually literally am planning to meet her this week. Um, so she doesn't even know so surprised. Um but, uh, she has right qua cupcakes in Chicago. Okay. She was, she. It was a feel good story for Chicago.

But when I tell you it touched a nation, just like her being on local television, because she was, you know, obviously pandemic stuff, you know, you opened up a cupcake shock. I mean, you know, people aren't really paying five bucks for a cupcake anymore, you know, and business is slow. And so she, she. Appeared on, uh, morning news orders started flooding in and she put up a post about how now she's in the green.

And she had been in the red for a couple of months, even to the point where, you know, she's so much in the green that she had to buy like new equipment. And she's gonna expand just in one week, um, to shipping nationwide. And I was like, girl, I, we need to talk. Because that, that type of thing right there that, so I use a cupcake example.

That cupcake example is a great cupcake example, right? It's like, that's a nationwide story that needs to be told mm-hmm . And if you don't have somebody helping you tell that story, you know, that narrative can either get smushed very quickly, you know, or, or die out fairly quickly, um, or be spun in a direction.

You don't want it to spin. I am definitely gonna. Visit her and try her products. Um, awesome. And, you know, just kind of talk to her free of charge, right. About what else she can do to, you know, to help her business. But again, that's an example of how PR worked for a small company that, you know, didn't know whether they were gonna survive next week.

So how does, how does a business owner decide what our good opportunities and what are bad opportunities? And so, you know, you. Uh, we've all seen an increase in cold email and cold DMS and all these kinds of things. And everybody's got some kind of opportunity to, you know, represent their brand or be in their article or these types of things.

And a lot of them are, you know, paid opportunities. And so how does a business owner who's getting all of these, you know, messages and things, how can they decide what is a good opportunity for their business or what things they should just be avoiding altogether? First? I always, I would advise a business.

Number one pay very close attention to the emails that you're receiving. Right. So, you know, a lot of them, nine times I send, I hate to say it are spam. And when I say spam, that doesn't mean like, you know, it's the kitchy guy behind the computer, you know, going on. Ha ha. Right. Um, you know, sometimes it really is, you know, just.

Just a little darling up the street who just started a business and they're promising a lot that they cannot deliver. Right. And you wanna believe that it's, this is gonna be this amazing thing. So, you know, I know it sounds lame to say, but do your research. Right. And I mean, anybody could build a website, anybody could buy followers, right.

And say, I got, you know, a million followers and that type of thing, run it by two, three other people, whether that be in your business or somebody who's very computer savvy, because again, never click on links by the way. I always point to when somebody sends me a link, I always point to it with my mouse.

And it'll show you at the bottom of your screen where it's gonna go. And typically not again, nine times outta 10, you could tell that it's, it's probably something spamming, but in deciding on moving forward with the paid opportunity that you're gonna pay somebody to do, um, honestly, make sure that you have a clear.

Return on investment. Make sure you have a clear budget laid out, because again, it's everybody there. I don't know if you remember, there was, you know, when with Facebook and all this, um, Instagram and whatnot, and it was all about, oh, Facebook ads and Instagram ads and doing ADSD and doing ad yes. Facebook gets rich, Instagram gets rich, right.

And you don't see any return on investment what's happening. Right? You're like, oh, well it was only $20. And then you did another 20, another 20 cuz they kept telling you to keep going. The problem is. you, don't a couple of things are happening, right? You don't, you, you either aren't understanding your audience, right.

You aren't selecting the right demographics. Um, but there there's something going on there and you need to know what that is and have a clear understanding before you process that payment. Right. And if a person can't tell you that, then you need to not work with them. Right. Okay. Yeah. So focusing on the results and, and the tangible.

you know, return on investment and not just, it's good for business. It's good to get my name out there. Brand awareness is great. Or, or is that to a point still offer value brand awareness offer value? Or is that what you're referring to? No, just say, you know, like, oh, this, you know, I'm gonna be in this article and you know, it's gonna might get my name out there and it's good for good for branding.

Those types of things is that's, that's a lot of, you know, people say, well, it's not too much money and, and maybe it's. Maybe it's good to just get my name out there, you know, is that a good train of thought or that in my business is what we call a horrible train of thought because, okay. Here's the thing.

Um, with, in public relations, we do earned media. What is earned media earned media is I have a relationship. I built a relationship with these, you know, with the journalist, with the station, with the outlet, whatever it is, and, you know, I've pitched them. And they're like, Hey, this is a really good story that we can not just, you know, not just for a five minute story.

Right. We can see we, yeah. You know, taking this multiple ways. Um, and it costs you nothing, right. Except for your, your public relations fee. Um, When you do paid media, um, and there's, there's a spammy thing going on, actually on Facebook with it there. I don't know if you've seen it. This guy, he says, oh, I can get you on Fox in 24 hours for $97.

Yes. I have seen this one. he cannot. Okay. What it is is the guy puts, um, uh, he has like an. An affiliate page and he creates like a, you know, kinda like an ad or an article where, oh, we mentioned you whatever, which is why the disclaimer, remember this people, which is why the disclaimer says don't contact Fox.

If there's an error, contact this other information that tells me right there, it is not Fox. right. That's doing that. So yes, earned media is earned. Media will take you so much further because, and I'll give you the example with the, with the Oscars. Um, Geno was act she's an, a voiceover. Who also had an and actress, sorry, who also had a role, um, on Grey's anatomy.

Right. Okay. And so we rolled that into, you know, Hey, she's gonna be the voice of the Oscars. Um, and we had some smaller outlets pick it up at first because then we already knew the bigger outlets were just gonna pick it up and run with the story. So that, that initial earned media turned into double to triple the coverage because they took those smaller.

Pieces of coverage and transfer them, um, transfer them into larger, you know, media segments. So, right. That's important if you want to, you know, so make sure you don't pay. You're not nobody if, unless it's an ad, but if it's not an ad, do not pay somebody to put your name in lights. Don't do it right? Oh, come on.

Sometimes it's I feel, you know, sometimes it's interesting. It's um, you know, sometimes when it feels too good to be true, it that, you know, the beyond Fox 24 hours, $97, there's a few variations of, of that. And I it's. So popular on Instagram as well. It's, you know, I've got this story running and, you know, if you pay any risks, I'll include you and, and whatnot.

So, yeah, very interesting. Um, and when we're looking at these different opportunities, you know, it's so, and, and I don't even, I don't notice it as much, but for a while there was every single person had the same, you know, at a scene on, on their website and all of these, you know, someone's brand new and they've, they've been as seen on everywhere and, and it's, um, I, I haven't noticed it as much.

Do you think there's kind of a down trend in just, you know, putting logos and, and whatnot on your website and, and trying to use all of these pieces for purely for credibility? Well, you know what, um, I don't think there's a down trend. I think the people who actually receive that coverage should put it there.

Um, and then link it. That's the important thing. Yeah. You would link it to the original or the. Story. Right. So, you know, it's evidence based, right? It's not just, you know, I'm just slapping four logos up here and saying, this is what happened. Right. Um, right. And even if, and I, again, business tip here, if, make sure you print, when I say print, like PDF save, or, you know, actually print so you can scan it later.

I always, I'm a paper type of girl, the article, because again, links could break, you know, there's other things, but once you do that, archive it right on your server. And then that way you can always link it to, you know, if the link breaks, you can always link it to the actual PDF. So you do have that material, you know, to use for, for future use.

Right. But I don't, I don't think there's a down trend in it. I think there's more of a scrubbing, um, fact checking type of yes. Thing. Okay. You know, happening and I'm makes I'm here for it. yeah, for sure. For sure, absolutely. It's um, I, I was in a Facebook group the other day and someone said, does that mean that you work for all of these businesses and someone, someone laughed and commented and, and made a, a, it was a tech company who had like all of these, but they were very new and they had all of these, you know, we work for, and it was, and, and.

Someone said, I don't really, ah, they're like brand new. It was, it was just kind of like so far, it was not necessarily very authentic. Yeah. You're like, oh, so you've been around six months and you've been where now? And, and again, one out of a million probably, but you know, if a person is spouting it that way, it's probably not true.

probably not right. right. It comes back to that if it's too good to be true. yep. So, absolutely. When would you suggest that someone starts working with a PR uh, professional, like yourself or, or someone similar who's going to, you know, help work and with them on some of these other opportunities. And this is going to, I, I don't want this to sound CRA, but it's, it's a fact.

Um, so there's two things. One, when you have a, you know, an item or a project, again, that solves a specific and you need to get that information out. and two, when you have a budget of 2000 a month or more, and the reason I say that is because most beginning publicists, um, will charge about 1500 and, um, to retain them.

A lot of people don't realize, um, there are some, you know, small business that are like, oh, I can't kind of afford that. You know, can I just do like an hourly or, you know, something of that nature hourly ends up costing you more than the retainer. So it's best to say, okay, my budget is, you know, 6,000 for the next three.

Okay, great. We can work with that. Let's, let's do something with that. Um, or if you don't have that kind of budget, you can honestly say, Hey, um, you know, can you not necessarily teach you how to do it? Because obviously that's a, you know, a whole college situation right. That you have to go through. But, um, you know, like you can say, Hey, here's my product.

Can you write my press release? Can you release my press release for me? Okay, fine. That's a, you know, one off fee and that type of thing, right. That fee may be two, $300. So it's better if you need to piecemeal it, do it that way, but work with a professional that has relationships and. Any PR reps should be able to show you a portfolio.

You know, they should be able to link, you know, Hey, this is these look as seen on, right. I've got my clients, this coverage. I've, you know, uh, I've been here, I've done this, um, here, you know, not just here's my resume, but here are my references. Um, And I'm gonna be honest too, in the PR world, we, we focus ourselves so much on our clients that we forget.

We tend to forget to say, Hey client, can you leave me a recommendation? because a lot of our businesses, word of mouth. So, you know, you don't even think to say, even though like we're trained to do it with, for our clients, we're not doing it for ourselves because we're like, Oh, yeah. Should have asked for that.

You know what I mean? mm-hmm but we, we do get it, obviously, you know, people are satisfied with your business, but yeah. Well, I know how to automate that process for you. If you need that, you let me know. that's my area of expertise, so, all right. there you go. So when it comes to things like testimonials and, and whatnot, We've got Google reviews.

There's, there's some ongoing issues with Google reviews being removed. And the Google algorithm is a bit of a work in progress at the moment. Um, and you've got things like Facebook and Yelp and whatnot. Originally the, the text review on a website was, uh, sufficient noticing a lot more video testimonials now.

Yeah. How are you? Depending on the industry? I hear a lot of my clients specifically say that their clients don't necessarily want everyone to know that they're using them because it's either. Their secret it's like their secret weapon, or they want to be able to just kind of pretend that they did it on their own.

And so, you know, do you find that that's a little bit in the PR industry that you're kind of working behind the scenes and, and so it, sometimes it. Someone doesn't wanna scream from the rooftops. Hey, I had a professional help me with this. Absolutely. More and more like there, there wasn't time in, in life, right.

In PR life where people were like, yes, my agency is this person. Or, you know, my PR rep is this person. Yeah. Um, in the music industry or entertainment, honestly, entertainment standard to say my publicist is right because you know, of course they always wanted. Collect. Um, but every, in every other industry, especially small businesses and not for profits, they really want you not to say anything they don't want.

So what I do is, um, in addition to my NDA or it's in my NDA, my nondisclosure agreement with my clients that, you know, I won't release your name, obviously I won't, you know, take your, you know, any of your proprietary information, but I won't really share name without your permission. Right. And, and under any circumstance, four, five years after the fifth year.

Okay. Then I can say, okay, I worked with, you know, Susie and, and that type of thing. I can say it, I can say it publicly. Um, but I, in every agreement I have that in there just because there are a lot of people who they, they just don't. And I, I mean, I. I have a list of those people that I've worked with myself that, yeah, you would never know that I was behind all of it, but right.

And it, it, it, it's kinda a double edged sword though, in that respect, cuz it's like, you kind of wanna toot your horn. You're like I was behind that project or I was, you know, behind all this media coverage or this, you know, this thing and you can't, you, you just can't. Yes. And I think, you know, it definitely certain industries more than others, you know?

No, one's gonna, no, one's gonna say, oh, I didn't take my car to the mechanic, but you know, I, I joke because. You know, a few years ago, went in and got some Botox in the forehead because I was looking a little, a little stressed, little tired and so all of a sudden I was like, oh my gosh, what? Like one day I was wrinkle free.

And the next day I was like, what happened? Something happened overnight. And so I went in and on the way out, they were asking for Google reviews and in exchange for the Google review, they were going to give you a $50 MasterCard, like visa pay, prepaid $50. Okay. Just to leave. Review, which I is actually illegal, but anyway, uh, you know, according your goals, you're not allowed to, you're not allowed to incentivize people leaving your reviews at all, but so here they are.

And I thought $50. I mean, it really paid for like a whole part of the service. And I was like, okay, But then I thought, but then my name is gonna say that my Botox experience was awesome. Yes. I dunno if I want that. And so now I can joke about it now, but in that moment, when I was really feeling insecure about and like rushing off to get, you know, my, for four.

Yeah. I think in, I don't wanna do that. I don't, I, I, you keep your $50 yes. It's and, you know, That is the great, oh my God. I love it. that's a great example. I'm sorry, but you know, if you were at the mechanic and they said, Hey, You know, can you leave us a review? He would think, oh, sure. Why not? Right. Like it's, it's, it really is kind of that, um, different clientele and knowing your audience.

And I think, you know, the mechanic would not offer $50 because I'm sure people would be, well, you know, if they just asked and you had a good experience, you'd think, sure, why not everybody uses a mechanic. It's not a big deal, but it's those other areas where there's still and, you know, little, little.

Public, you know, in your, you said you've been 20 years over 20 years? Yes. 20 years. So what kind of changes, what kind of changes have you seen in the last, uh, couple of years that you think are really gonna continue on in the next five years? What, where, what kind of growth and changes in the PR industry?

Are you gonna, are you predicting print media is going by the wayside and, um, I feel like it will return, but it's gonna take a Hiat. And that's just my, you know, prediction and it's sad to see, um, because yes, we live in a digital age, but there's nothing like paper, you know what I mean? Like, so there's nothing like that, that trend of saying, you know, 40, 50 years later, like grandpa was in a magazine, you know what I mean?

That type of thing. So that's one thing. And then it changes. Every, I shouldn't say every, I don't wanna quantify it that way. I will say this, uh, or I'll put it this way. Um, there are a lot of people who don't realize that yes, the college portion, right. Or the higher education portion of being a publicist, um, or in public relations just in general is very important.

What's equally important is the experience. So those internships and, you know, even as an adult, I don't care if you're, you know, you're switching over into the field, find someone to. With because, you know, I, I like to say they gave you a college education for free, right? Because what you learn in that book is not necessarily what's happening in the real world.

And you know, and again, all those, those, uh, tricks and tips and stuff like that, that really, you know, set you apart. You're not gonna learn in a classroom, half the things we learned in the classroom that we do outside. They're like, that's unethical. , it's not now. But then, you know what I mean? Like when you're in a classroom, Because the world keeps changing.

Right. So they're like, oh, and now you're like, wait, I thought we couldn't do that thing. And now they're like do that thing. You know, those are two changes that are just like, they're kind of, they're important to recognize because you have to, and I, I don't like this word pivot, but that's the best way it describes you have to pivot and you have to kind of include pivot was overused during this entire pandemic.

oh my goodness. Pleasant. It. Oh, everybody was pivoting pivot. Yes. Was the word of the pandemic pivot. Yeah. Yeah. So I totally, I just think at this point, you know, you, you have to make that kind of transition or be able to integrate those, you know, those new things into, you know, your, your plan and it's, it just gets more challenging because I, I, I know how to use social media.

I have, I manage other people's social media. I don't wanna manage my. Because I manage so many other people's and that's horrible to say, because I run a beyond business. , it's a horrible to say, but it's honest to God truth, you know, it's, it's like the, the, the fitness, you know, instructor that works out all day and then they come home.

They're like, I don't wanna work out you. I did that already. Totally 100%. And I think everybody has their different pieces that there are, that they love. And then there's other pieces that they don't love. I mean, I am not, I, I, Instagram is like a necessary evil to me. You have to be there in order, you know, just because you're supposed to be.

But realistically, if, if I never. Like open Instagram ever again. I, I would be fine with it. yeah. I'm like, oh no, I'm good. I'm and then like take cuz everything. I feel like it does your industry or your company a disservice when you have to, to your way into to, into their hearts. Right. Um, because like, let's say.

I don't know your animal shelter. Are you really dancing with the, with the dog to get people's like that's I feel like it's kitchy. It's real kitchy. I could live without it. It's so popular right now though. It's it's I, I, I don't dance. I'm not a dancer. I wasn't a dancer. When we were doing dances, like in school, I was the person who was like, oh no, the dance is coming.

So I didn't dance then. And I don't dance now. Um, and there are, but you know what? I always just look at, um, like the production value on some of these, like, you know, you, you're scrolling through TikTok and you've got like eight nurses and they're like on some choreograph number. Yeah. And I always just like, how long did it take you to, to do that?

How many takes? I want the behind the scenes. I wanna know what it actually took to make this happen. absolutely. Cause people, I mean, people were like, everybody is like, let's, let's jump on this trend and let's do it. And then you. 40 takes later. You're like, I give up, like, it's not gonna work out. It's not gonna work out.

But yeah. I, you know what? It takes a lot of time and energy to, to accomplish all of that. And, and the people who get paid to do that are well worth it they're worth their weighting salt, you know, or yeah. Worth their weight in gold, not salt so yeah. Agreed. I was like, is salt really expensive where you're from?

I went he used to be, look, was it the Himalaya? You go, let's go. Fences, right. yes. Yeah, yeah. Yes. It's worth your way in the pink salt. So if, um, if people were gonna implement one tip from you that would, you know, they could implement today, that would offer them great success tomorrow. What would that be? I would say to build personal or semi-personal relationships.

With your clients in the service based business. Um, so know who, you know, know their birthdays, know if they have an uncle in the hospital, know, you know, if they have children and what their ages are. Um, just little things that you can honestly gain this insight by just simply having a conversation. And what I mean by that again, is not jump on the phone and go, what's your favorite color?

You know? Who's your favorite aunt, you know, things like don't do that. Just, you know, in general, when you do your client follow ups, you know, Hey, how's it going? Uh, you got any fun plans this weekend, those little things are going to teach you, you know, Hey, oh, my client likes to canoe. Okay. My client likes to, you know, XYZ.

So, and then you can tailor things around. You know, interacting with that, with that particular person, um, based on their interest and, you know, the reason is twofold, right? Like, yes, you get to know them and you do create a rapport. And then the, you know, the bigger buy-in really is that when it comes time for you to renew the contract for you to, you know, ask for more money for you to do, you know, whatever it is, you need to do that giant thing you need to do with your client.

They're more apt to say yes, or just say, you know what? I trust you, do whatever you need to do. Right. Because you've built a rapport with them. Um, I, you know, I, even with journalists, I, you know, I'll send lunch I'm I might, I'm in Chicago and I'll be like, Hey, you're in LA. Um, you know, when we were talking and I already know that they love Panera, you know what I mean?

and I'm like, Hey, I just sent you lunch. I know you're gonna be at Judes at three o'clock, that's it. And they're like, oh my God, thank you. You know, like just a simple gesture will go a very, very, very long. I think that, that, that is such a brilliant example, but it's, it's knowing and listening, not, not just listening for always just the business piece or the, how am I gonna fix your, your problem or your challenge, but, but that building that relationship the whole way through.

Absolutely. Absolutely. And I'm like, I, one of the things that I pride myself on is I, and I know some people think, oh, that that's really old school. You know, we just send an email or, you know, that type of thing. I tell anyone in the PR. Pick up the phone. Yes. You can send in your weekly email or you can say your thing, but just pick up the phone, even if they don't answer just, you know, hi, it's Sabrina.

I'm just checking in. Um, you know, it's four o'clock on Friday. I'll be, you know, I'll be in Monday at 10. If you need anything, very simple, create a human connection and. There's a old saying, I think in law school, I believe, or lo you know, uh, people in law school, the person asking the question is really the person leading the conversation.

Never forget that. Yes. If you're the person answering the questions, you're not leading that conversation. Right. And so right as the business owner, as a service based business, because you need to find out certain pieces of information, you know, and you need to do it expediently most. Ask the right questions.

It'll get you a long way, right? For sure. Absolutely. Well, thank you so much for being here. It's been so great chatting with you about this, this piece that I think almost has a little bit of mystery behind it. It's it? You know, it is behind the scenes a lot of the time and, and so important that businesses of all sizes start thinking and, and introducing this concept into their business.

Yes. Thank you for having me. I'm like, this has been a lot of fun. I'm you know, I'm dusting off the old chops. No, I'm kidding. Um, but, but, uh, I, I hope. I hope any, you know, any tidbits and, and, uh, things that are on your, not just this particular episode, but you know, on all your episodes really help, you know, the, the entrepreneurs and the, the small business community.

Because again, we need all the help we can get. Awesome. Well, thank you so much. And if people wanna connect with you, where can we find you? Um, you can visit sabrinachilds.com or you can find me on Instagram at, uh, author Sabrina children. Well, we are all out of time for today. If you guys have not joined the service based business society, Facebook community, make sure you head on over to Facebook and we can continue the conversation.

Be sure to also follow the show by going to any podcast app and searching surface based business society. Click subscribe, click the fifth star and leave us a written review. Have a great week, and we will see you.

Let's Talk PR: Not Just for Big Businesses
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