Photo Courtesy of @justahandmaiden
Business 08 February 2018
Ashley Crouch is a woman of many talents. As the founder of Appleseed Communications, a premier PR firm for female entrepreneurs, Crouch knows the ins and outs of public relations like nobody else. Impressively, she also created Master the Media, an online publicity accelerator for business-owners who want to take their companies to the next level.
Crouch is also an award-winning visibility strategist and has written for the likes of Forbes, The New York Times, Business Insider, TIME.com and Refinery29, just to name a few.
We chatted with the PR expert about the changes she has witnessed in the industry, what she sees for the future of media and about tips on how to be the most successful in business.
1. Can you speak a little about how PR has changed in the past decade?
The landscape of public relations has dramatically shifted in the past ten years allowing individuals to hold more power than ever before.
First, the rise of social media has democratized how stories are heard, shared, and picked up by the more “traditional" media outlets. It has given the average person access to top journalists to pitch story ideas, and also share their stories with a global audience. For example, in the case of the #MeToo phenomenon, stories go viral in a matter of hours with global hashtag movements.
Second, media outlets have become increasingly fragmented, specialized and niche, which allows for high concentration of specific audiences and could help generate better ROI, but also allows groups of people to silo themselves off from one another creating cultural blind spots. Political groups are often caught off guard by the success of various candidates because they truly “never saw it coming."
Third, stories are pitched and shared in less formalized ways than ever. Press releases are much less effective and many stories get pitched through text message or growth hacking techniques baked into the product or company itself (encouragement to share on social, take action, sign a petition, are all examples that could lead to publicity). I teach people how to share their stories in pitch letters for maximum impact. It is easier than ever, if one has the skills.
Fourth, companies can generate their own “media" through video and content creation, then cross-publish it on large, national and global outlets, such as Huffington Post or Thrive Global. Or, articles can go “viral" on platforms like LinkedIn and lead to television opportunities for the thought leader.
Fifth, staff writers within media outlets are being let go at accelerated rates, creating a vast pool of high-quality freelance journalists that write for many outlets. If a person knows how to find them and build relationships, it can increase their chances of being featured on national platforms, because there are many outlets one journalist could assign the story.
Sixth, PR was often considered a luxury available to large companies with big budgets. Today, I consider it the new critical life skill that all individuals can and should learn how to do. By the year 2020, at least 40% of America's workforce will be freelancers. These individuals need to know how to position, differentiate, and leverage media to set themselves up for success. My mission is to train 1000 women how to package and share their story in the next six months.
2. When you launched Appleseed, what was the white space you were looking to fill?
Appleseed began to offer women entrepreneurs premier PR services at an affordable price point. Since that time, we have become the first “one for one" PR company to exist through our Seed Fund Project; for every client served, we offer microloans to women entrepreneurs in resource-poor nations to grow their businesses. We are working in nine countries right now with this profit for purpose model.
We just expanded our offerings to include an all-inclusive online visibility accelerator to teach the A-Z techniques for publicity and partner with the best in the industry for training on what really works. Our school of visibility, Master the Media, teaches entrepreneurs around the globe the principles of how to get media, write for top publications, speak on stages (and get paid), and leverage social media for maximum ROI.
3. We've all heard the dismal numbers in regards to how much funding female founders receive vs. men. Can you tell us any thoughts on how to counteract this?
Businesses need three basic things to be successful: 1. a great product, 2. funding in the form of paying clients, customers or investors, and 3. a powerful story. Which comes first? Not every business requires venture capital to be successful. But a company with funding but no story can fall flat. I teach how to package and share your story to leverage media, attract qualified clients and customers or investors if necessary, and demonstrate social proof and credibility. As for moving the needle with venture capital, the more we can increase the legitimacy of female-founded businesses and their proven success rates, the more we can normalize these ventures as sound investments. There are investment funds launching that focus or prioritize female funded businesses, and accelerators designed to help women entrepreneurs reach 1 million in revenue.
4. Editors are no longer necessarily associated with just one publication, how do you keep on top of all the turnover?
Often, media databases are not up-to-date, since there is so much turnover. They are also usually out of reach for small businesses or entrepreneurs to afford. Instead, you need the skill set to know how to find the most up to date contact information and build relationships that transition through all platforms. For example, I pitched a story that went viral to the Senior Style Editor at Huffington Post back in 2013. In 2014, she moved to Mic. and offered to let me write a story for them. Now she is at Racked and we still keep in touch. It is about building real friendships, which I teach how to do.
5. What is the undercurrent philosophy of good PR, if you had to describe it in a few words?
Understand how to package and share your story for maximum impact in media.
I developed a proven Formula that anyone can use to plug in their message. It is already proven to work for students around the globe. You can access it here.
6. What are common PR mistakes you see people making over and over?There are five common reasons why people fail at generating media attention:
- They don't know what to say or how to tell their story well.
- They don't know who to contact so they never pitch themselves at all.
- They pitch themselves, but did it wrong and never heard back. (There are so many reasons people mess up a great pitch opportunity, such as a terrible e-mail title, a boring pitch letter, no story idea, making it too long, not including the right information, and many more. I give people my 5 time-tested pitch templates that proven to work here.)
- They didn't follow up.
- They got the opportunity and were not prepared, so the interview fell flat.
Happily, I teach how to overcome all of these problems with a free online masterclass, 7 Ways to Get Media Attention [In Half the Time].
7. What are the rules for using social media to pitch? Is it inappropriate?
Social media is an excellent tool for generating high-quality media opportunities if done well. For example, I secured an opportunity to produce one week of radio shows for SiriusXM radio for a new fashion brand - during New York Fashion Week - all from a well-timed tweet to a stranger. It must be done well.
For example, leverage social media to begin getting to know a specific journalist, their interests, hobbies, and how they view the world. Engage with them in an authentic personal way. This detective work will help you put your best foot forward when it is time to pitch.
8. You talk about how female entrepreneurs need "a celebration tribe." Can you explain what that is and why it's so important?
Men brag constantly. It is a hallmark characteristic of their performance, networking behavior, and upward social movement. It alerts everyone of their achievements and capability. Women, however, often feel uncomfortable sharing their wins. When speaking with women entrepreneurs around the world about why they did or did not share their professional wins, they told me they “didn't want to toot their own horn," or “look like they were bragging too much." But this lack of bragging or verbal celebration holds back our careers, and our personal performance.
Entrepreneurship is a lifestyle that requires sustained, long-term high performance from every individual. The world's leading high-performance coach, Brendon Burchard, has coached over 2 million students worldwide on the 6 qualities necessary for High Performance. Celebration is not just a nice fluffy thing; it is critical for the health of a company, a vibrant culture, and must start from the top.
So many entrepreneurs run on the hamster wheel, chasing the next metric, goal, or deal, and I was one of them. I remember working in a company where a huge milestone would be met, and there was no team celebration, no recognition, and business continued as usual: grinding. Over the long term, this influences the culture of the company and the morale of all its individuals. One begins to wonder, what is the point?
Brendon Burchard encourages people to “Strive Satisfied." He says we need to integrate the wins at every step of the journey in order to avoid burnout. Just as we need a tribe with whom we can share the struggles, we also need to feel comfortable sharing the wins with each other - without feeling like we are “bragging too much."
Celebration punctuates the journey of being an entrepreneur. It infuses the labor with meaning and offers a feeling of progress, which translates to more purposeful effort.
I foster a culture of celebration within my own company, starting with myself. Each Friday, I have an event in my calendar, “Fistbump Friday", where I calculate the personal and professional wins from the week. Within my media accelerator, students are invited to #BRAG and share their wins each Friday with each other. It is amazing to see how much everyone is accomplishing and encourages us to keep moving forward!
9. How do you see the future of PR and media evolving? Thoughts on bloggers and the power that they hold?
Media platforms will continue to fragment, become more niche, and expand as individuals create their own media platforms by harnessing the power of video and social media. The techniques for storytelling evolve for emerging platforms. Power bloggers and “influencers" will begin to generate as much if not more ROI than large mainstream traditional media outlets. Many brands will become media platforms themselves to maintain a loyal audience and generate buzz that drives behavior (i.e. sales, list growth, clients, and students). Overall, brands will need to know how to tell stories with more authenticity, consistency, and stay visible in an increasingly noisy market.
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.