Good afternoon, everyone, and welcome to another NachoTuesday. Today, I have Dr. Jay Feldman here with Otter PR, a PR strategy company. Without further ado, we'd love for you to introduce what you guys do. Sure, thanks for having me, Andy. I’m Jay, the co-founder and CMO here at Otter PR. We help small to mid-sized companies gain media coverage. This includes online articles, TV interviews, and podcast appearances. Essentially, we utilize other people's channels to reach a much wider audience, much like what we're doing here. So, tell us how you got to this point in your career. What led you down the PR path? As I mentioned earlier, I’m a doctor. I went through medical school and did a year of training as a family medicine doctor. During medical school, I started a medical marketing firm where we helped clinics, doctors, and hospitals with their digital marketing. Through that journey, I noticed that a lot of interest and money was flowing into PR. We were seeing viral media success for many of our clients. As PR really took off, we decided to focus on it. I realized there was a significant gap in the market for public relations, especially for small and mid-sized companies. The big players in the industry had exorbitant fees, with annual contracts starting at $100,000, and there was no good solution for smaller businesses competing against these giants. So, we leaned into PR and filled that gap. Since then, we’ve specialized in several industries, including medicine, legal, technology, and thought leadership. One thing I really appreciate about your services is how you’ve productized and packaged them in a way that’s relatable to small business owners. They know exactly what they’re paying for, which is fantastic and very affordable, especially for those who might be new to PR. A common concern with PR is whether it will yield results. I think you guys have done an excellent job of helping people understand the value and potential return. You offer different tiers of packages, allowing clients to start at a level they’re comfortable with and scale up as needed. It’s a great approach to developing a PR strategy and seeing what they can truly get from it. Totally agree. I would encourage people to Google the top 10 PR firms in the country. We’ll be on that list, but if you look at the websites of those PR agencies (except us), you won’t see any pricing. Productizing our services, adding transparency, and offering guarantees has really helped us stand out and excel, especially against companies that have been around for decades and may not prioritize client care. I’ve seen that with many larger companies. They can either be too small to handle many clients or so big that they don’t give individual clients enough attention. The secret to our success has been finding people who are fed up with working in the news and training them to be publicists. We’ve built a team of almost 70 full-time employees, many of whom come from journalism backgrounds. These individuals bring valuable networks and know what journalists are looking for. This approach has significantly improved our results and client satisfaction. That makes sense. They understand what journalists want and how to connect with the audience effectively. A lot of PR relies on relationships, storytelling, and sales. A good publicist excels in all three areas. They need to build relationships, craft engaging stories, and effectively sell those stories to journalists. It’s challenging to find and train good publicists, but that's really the key. When should a company consider developing a PR strategy, and what should they expect when they start? It’s crucial to start early. Competing with established giants that have social proof and widespread recognition can be daunting. An initial PR push helps establish social proof, build trust, and gain third-party validation from reputable sources like Forbes and TechCrunch. Another important time for a PR push is during fundraising. Media buzz and coverage in trusted publications can greatly influence investors and help secure the funding and valuation you want. A lot of people expect overnight results, but PR requires a long-term commitment. You need the right narrative and to pitch to the right people who care about your story and understand their audience. Once you start getting recognized in major publications, it adds significant credibility to your company, even if you're smaller. You also mentioned awards. I have mixed feelings about them. Some awards programs seem like a gimmick to charge setup fees, while others are valuable and can enhance your company’s reputation. What are your thoughts on awards programs? Should companies pursue them, and what should they watch out for? It’s funny you mention that. People should be cautious not just of awards that might not be credible, but also of the varying quality of PR. Not all news articles offer the same level of credibility and value. (07:46) Others will, for example, getting featured in TechCrunch isn't necessarily the same thing as being featured in CEO Weekly. Although they might sound similar, one has been around for a long time and holds a lot of backend trust and domain authority, making it far more valuable. The same principle applies to awards. For instance, being included in the Inc. 500 or Forbes 30 Under 30 are highly valuable programs that can significantly boost your credibility and traffic. However, because these awards work so well, many award companies and news publications take advantage of people’s desire for recognition by spinning up offers to sell these accolades. You need to be vigilant, filter through these opportunities, and decide which ones are worth your time and money. (08:39) That’s a great point. Earlier, we mentioned that everything starts with a compelling narrative. What process would you recommend for companies to craft a compelling story or narrative before they begin pitching? The story is often the hardest part. Many companies, especially when starting, don’t have a very compelling story. What’s compelling to you might not be compelling to the public. Many founders believe their backstory or product is exceptional, but it often isn’t as unique as they think. You should think of your story as a marketing headline. If it were an ad, would it perform well? Would it attract a lot of clicks and attention? Also, consider the news cycle. Is your story relevant to current events or trends? For example, if you developed a product related to COVID-19 during the pandemic, you could tap into the prevalent conversation. Making your story relevant to ongoing news can make it easier to get attention. Additionally, assess your level of expertise. What problem are you solving, and what unique knowledge do you have? If you can identify this and connect with journalists who are interested in your specific area of expertise, you’ll find it easier to secure media coverage. (10:21) That’s a great point. What are some of the top PR narratives or stories happening this year that brands could potentially tap into? One major narrative this year is the election cycle, which has polarized opinions on both sides. Brands can tap into related narratives, although many prefer to avoid polarizing or political topics. For example, one of the major cell phone providers recently experienced a significant hack. If you’re a software provider with a security product, like a firewall that prevents hacks, this is a prime opportunity to leverage the news cycle and pitch to journalists covering cybersecurity and technology. (11:28) Many times, people want to highlight their features without tying them to a larger narrative or something that matters to the public. Instead of simply announcing a new feature, relate it to a broader story or current events to make it more impactful. Additionally, big events within your company, such as raising $10 million in a Series A round, are noteworthy. These are stories that business and technology publications care about. Major changes or achievements, like hiring a former CEO from a prominent company, are also significant news stories. Capitalize on both global events and notable internal milestones. (12:24) What tips do you offer for companies to get in front of the media or to make their pitch stand out? The biggest piece of advice is to build a relationship before making a pitch. If you’re sending a cold pitch to someone who doesn’t know you, it will be a hard sell. Your pitch needs to be exceptional if you’re starting from scratch. Leverage any notable partnerships or brand deals that might catch the journalist’s eye. A relationship makes a significant difference; journalists are more likely to consider pitches from known contacts. You can also use tools like Quoted or HARO to see what journalists are looking for and provide expert quotes based on their requests. Additionally, a press release can be distributed via wire services like AB Newswire or Newswire.com, which may attract journalists if it’s a compelling story. (13:42) Another tip is to reference prior work that the journalist has done to show that you’ve done your homework. For example, mention articles they’ve written about similar topics and explain why your story would be relevant to their audience. This approach shows that you’re pitching them for a reason and not just using an automated email tool. If you’re going to cold pitch, personalize your emails after researching the journalist and their previous work. This can be the difference between having your pitch read or ending up in the spam folder. (14:33) It’s important to focus on quality, not quantity. Make sure you understand what you’re pitching, why it matters to the journalist, and why it’s relevant to their audience. Journalists are ambassadors for their readers, so aligning your pitch with their interests is crucial. PR companies can be particularly effective because they have established relationships with journalists. When they send an email, journalists are more likely to take it seriously because they’ve worked with the PR firm before. (15:20) Absolutely. PR firms not only maintain relationships but also stay updated on the news cycle. This continuous monitoring helps in crafting pitches that are relevant both to what journalists usually cover and to current events. Understanding what journalists write about and aligning your pitch with their beat is essential for top-tier media coverage. (16:12) What other time-proven PR strategies can tech brands utilize? Utilize the right tools if you’re handling PR yourself. Tools like Quoted can help you find and respond to requests for expertise. Meltwater and Cision are useful for bulk pitching journalists, allowing you to compile a list, find their emails, and send personalized pitches. However, the fastest way for a tech company to achieve media coverage and results is to work with a reputable PR firm that already has established relationships and a deep understanding of the sector. Quality often trumps quantity, and leveraging a PR firm's existing connections and expertise can expedite your success. (17:08) Usually, that’s hardly the case, unfortunately. We’ve had clients come to us saying that PR isn’t working because they tried it in-house and it failed. Upon investigation, we often find they signed up for a database, wrote a poorly crafted press release and pitch, and then spammed it to thousands of irrelevant journalists who weren’t covering their topic. Naturally, this approach doesn’t work, and they end up receiving negative responses. There is an art to PR as much as a science. If you’re learning it for the first time, you’re likely to make mistakes. Personalization and relationship-building are crucial components that cannot be overlooked. (17:33) What’s the worst that could happen? Some people might worry about getting blacklisted if they spam the wrong people or send too many terrible messages. Indeed, I’ve seen journalists write negative stories about poorly executed pitches. They might frame a company in a negative light based on a bad press release, even if the intention was positive. This can lead to negative feedback and blacklisting. In one unique situation, we had to manage a crisis where a negative story was spun from a poorly crafted press release. This aspect of PR, dealing with crises, can be quite interesting and challenging. (18:55) Sometimes, bad news can be spun into something positive. While the adage "all media is good media" isn’t always true, the sooner you can intervene and mitigate negative press, the better. There’s often an angle where you can transform a negative story into a positive one. In many cases, we either counter the negative story with a positive narrative or use the negative story strategically. We conduct creative strategy meetings to determine the best approach, involving contacts and resources to manage the situation effectively. (19:54) It's essential to have a strategy in place before you go out with your story. Even the best stories can have potential pitfalls, so anticipating possible negative outcomes is crucial. A well-prepared PR strategy can address any adverse effects promptly if they arise. Indeed, the best stories often have a controversial aspect, which can make them more likely to go viral. We enjoy working with clients who have such stories because they have the potential to generate significant attention, provided the strategy is executed correctly. (20:22) How can a company leverage positive press? PR offers multiple benefits, including SEO advantages, backlinks, and increased domain authority. Articles and news coverage can drive traffic, lead to new impressions, and potentially boost sales. Moreover, social proof is significant. Companies should utilize positive PR coverage on social media, turn it into blog posts, feature it on their Press page, use it in advertising, and include it in pitch decks for investors. Leveraging press coverage to increase conversions is often overlooked but highly effective. We use social proof and press on our landing pages, sales pages, and even in email signatures. (21:45) Positive press adds credibility, which can lead to higher conversion rates, especially in highly competitive fields. People are more likely to trust brands with authority or a solid reputation. In industries where trust is crucial—such as cybersecurity, finance, or banking—having endorsements from reputable sources like CNBC, Bloomberg, and Forbes can significantly impact a potential customer’s confidence. For industries where trust is less critical, like new social media apps or low-cost consumer products, extensive PR campaigns may be less necessary. However, for higher-value purchases, like a $1,000 technology device, it’s important to build trust and generate buzz, as demonstrated by the success of campaigns for products like the Oura Ring. (23:07) As a newer PR company, one of our biggest challenges was building trust with clients. Competing with long-established PR firms that have deep-rooted relationships was difficult. Our pitch had to be unique, focusing on our innovative approach and the value we could provide, rather than relying on longstanding connections. Overcoming this challenge required demonstrating our expertise and the effectiveness of our methods, showing that while we may not have the history, we bring fresh, impactful strategies to the table. (23:35) Our pitch was that, as a new and young company, we’re not just another number. We’re hungry and determined, so we’ll work tooth and nail to make things happen for our clients. We charged less and built our case studies over time, which helped us overcome the challenge of competing with established PR firms. Early on, we faced several PR challenges. For example, we represented a congressman from New York who was involved in a major crisis. You might find details by searching “Congress New York sex tape.” Managing such crises, especially as a new PR firm, meant biting off more than we could initially handle. But these experiences taught us valuable lessons. We learned what we could and couldn’t handle and hired the right people to manage complex situations. It’s paid off, as we are now ranked among the top 10 PR firms in the country. (24:38) Indeed, what we’re doing is working. It’s a testament to our ability to handle significant challenges, including scandals, and come out stronger. Pushing ourselves to the limits has been crucial for growth. For instance, moving to New York City was a challenge, but it made us better. I believe everyone should experience living in New York for a few years to grow personally and professionally. It’s similar to business—surrounded by motivated and driven people forces you to adapt and improve. (25:26) I also appreciate the contrast between city life and nature. I grew up in the Seattle area and still visit often to escape the concrete jungle. We used to go to Upstate New York to hike with our dogs in the mountains. It’s essential to have a break from the city’s intensity. I’ve heard a lot about the Catskills. Since I don’t have a car in New York, I often think about how to get there, whether by train or plane. It’s true that no one in New York City has a car, making it tough to travel outside the city. We used to borrow a friend’s car from Long Island to visit Upstate New York. Renting a car to explore the Catskills and enjoy a cabin there is something I plan to do. It’s beautiful, especially this time of year. (26:48) New York Tech Week is coming up, so things will be really busy here. If you’re in New York City during that time, you should definitely check out our event. I wish I could attend, but hopefully, next time you’re in the city, you’ll look us up. (27:20) For those interested in learning more about PR, I haven’t gained much from books specifically about PR. My reading in recent years has focused more on business development and mindset. One book I’d recommend is Choose Your Enemies Wisely by Patrick Bet-David. It presents innovative ideas on competition and strategy, which are particularly relevant in PR, especially during a crisis. Understanding how to frame competition differently can help you grow faster and be the best you can be. (27:48) While some advise ignoring competitors and focusing solely on your own growth, understanding the competitive landscape can be valuable. As for Otter PR’s future, we’re already working with major clients like Alibaba and U.S. Congress members. Our mission is to level the playing field for small to mid-sized businesses that can’t afford the high fees of big PR firms. We aim to provide them with exceptional service and media coverage to compete with larger players. (28:16) We’re close to hitting 70 employees and hope to reach 100 by the end of 2025. I’d like to secure more significant brand deals, such as with Coca-Cola or Nike, challenging traditional PR firms. I’m confident we can achieve this goal. (29:16) If you’re starting out and need to compete with industry giants, raise funds, or care about your company's valuation, you need PR. Otter PR offers month-to-month services, putting the onus on ourselves to secure top-tier coverage every month. We only take on clients if we can guarantee high-quality coverage. Our services are affordable compared to others, with several thousand dollars a month, and we promise top-tier results. Our team, based in Orlando and St. Pete, is ready to meet you in person. (30:06) To learn more about Otter PR, visit our website at otterpr.com or follow us on social media at @OtterPR. We’re everywhere and will start retargeting ads for the next 30 days if you visit our site. (30:26) You can also find us as a partner in the Services Marketplace. We’re positioned as one of the best places to buy SaaS and services. I look forward to growing our businesses together and seeing us move up the leaderboard. Thank you for having me, Andy. It’s been fun! (30:52) Great, thank you! I’m excited to see where we go from here.