With Julie Lilliston, Founder & President of Julie Lilliston Communications, a nationally certified woman-owned public relations firm based in Nashville. With a background in corporate communications from Weber Shandwick in Chicago, she has led award-winning campaigns, including the PRSA Silver Anvil and PRWeek Award-winning GoDirect campaign for the U.S. Treasury and Federal Reserve Banks. Her firm is recognized as a “Top 15 Public Relations Agency in Nashville” by UpCity.

Julie is an active leader in the PR and business communities, serving on PRSA’s Counselors Academy and as a past board member of the National Association of Women Business Owners (NAWBO) Nashville Chapter. She is a recipient of the Nashville Business Journal’s Women of Influence Award, an ATHENA Award nominee, and a 2022 Enterprising Women of the Year Champions Award honoree. She also serves on the Women’s Enterprise Forum with WBENC and the board of Citizens Savings Bank and Trust Company, the oldest continuously operating African American-owned bank in the U.S.

Join us in our conversation as Julie shares her insights on how businesses can leverage PR to build credibility, increase visibility, and drive growth. She breaks down the common mistakes companies make when approaching media and provides actionable strategies for crafting compelling pitches that get noticed. Tune in to learn how you can elevate your brand and establish thought leadership through the power of storytelling and strategic PR efforts.

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Takeaways & quotes you don’t want to miss from this episode:

• The power of storytelling in PR.
• Why are client testimonials gold in PR?
• The #1 PR mistake businesses make…
• Why access to capital and visibility remain key barriers.
• How to craft a pitch that gets media attention?

“PR is not selling. It’s like the anti-selling. It’s all around that urgency and relevancy.”

-Julie Lilliston

Check out these highlights:

• 04:11 Julie shares how she got into PR, mentioning her father’s early insight about her love for talking and writing.
• 10:37 How Julie uncovers great stories for businesses.
• 16:16 What are the three components of executive visibility & thought leadership?
• 22:58 The power of follow-ups…
• 52:46 Listen to Julie’s advice for business owners hesitating on PR.

How to get in touch with Julie on Social Media:

Imperfect Show Notes

We are happy to offer these imperfect show notes to make this podcast more accessible to those who are hearing impaired or those who prefer reading over listening. While we would love to offer more polished show notes, we are currently offering an automated transcription (which likely includes errors, but hopefully will still deliver great value), below:

GGGB Intro  00:00

Here’s what you get on today’s episode of Guts, Grit and Great Business®… 

Julie Lilliston  00:04

PR is not selling. It’s like the anti selling. It’s all around that urgency and relevancy. So if you don’t have those two things, those two components of, why do I need to write about this? What does this matter to the community that we write for or reporting to, and why? Now, if you really have to hit those things and hit them hard to get them to move and do it, being diligent and following up a couple times, and then, like, moving on to other targets and get some kind of feedback, but a lot of times there’s just, you know, no feedback, like, rejection is just part of the game, and it’s not even necessarily rejection. It’s just no response.

GGGB Intro  00:46

The adventure of entrepreneurship and building a life and business you love, preferably at the same time is not for the faint of heart. That’s why Heather Pearce Campbell is bringing you a dose of guts, grit and great business stories that will inspire and motivate you to create what you want in your business and life. Welcome to the Guts, Grit and Great Business® podcast where endurance is required. Now, here’s your host, The Legal Website Warrior®, Heather Pearce Campbell.

Heather Pearce Campbell  01:14

Alrighty, welcome. I am Heather Pearce Campbell, The Legal Website Warrior®. I’m an attorney and legal coach based here in Seattle, Washington, supporting information entrepreneurs throughout the US and the world. Welcome to another episode of Guts, Grit and Great Business®. I am super excited to welcome Julie Lilliston today. Welcome Julie.

Julie Lilliston  01:38

Thank you. Thank you. I’m so excited that we are meeting today this I’m really looking forward to this conversation with you, Heather.

Heather Pearce Campbell  01:45

Well, I have been as well. I know when we first connected, it was an obvious yes, and I thought, but I also have quite a pipeline, and so I think it’s been quite a time since you and I first chatted, but I’m super excited that you’re here, and I’m really excited for people to get to know you and a bit more about your topic of expertise. I feel like for a lot of businesses, they don’t get support in this area, and it’s a really important one. So for those of you that don’t know Julie. Julie Lilliston is Founder & President of Julie Lilliston Communications, an award-winning nationally certified woman-owned public relations firm in Nashville that helps businesses enhance their reputation, build their brand and grow market share. She cultivated her corporate communications expertise at Weber Shandwick in Chicago. Her work on the GoDirect campaign for the U.S. Treasury and Federal Reserve Banks earned a PRSA Silver Anvil and PRWeek Award. Julie Lilliston Communications ranks as a “Top 15 Public Relations Agencies in Nashville” by Up City. She is a member of PRSA’s Counselors Academy and served on the board of the National Association of Women Business Owners, Nashville Chapter as Past President. Julie is a recipient of the Nashville Business Journal’s Women of Influence Awards and an ATHENA Award nominee. She serves on the Women’s Enterprise Forum as 2nd Vice Chair of the Marketing Team with WBENC. Julie is an alumni of the Goldman Sachs 10,000 Small Businesses program. She serves on the board of directors of Citizens Savings Bank and Trust Company, the nation’s oldest continuously operating African American owned bank. She received the Enterprising Women of the Year Champions Award in 2022.  Julie has a Bachelor of Arts degree in English from the College of Wooster in Ohio. We were just talking about our Ohio Connections. That’s quite a resume. Julie, welcome. 

Julie Lilliston  03:51

Well, thank you. Thank you. I’m really happy to be here, and hello to everyone excited to get get going.

Heather Pearce Campbell  04:00

Yeah, absolutely. Well, I’d love to hear a little bit about how PR became the thing for you. Where did your interest in PR begin?

Julie Lilliston  04:11

It’s a great question, and it’s funny, because I think I have to think back to my dad, who said, well, because I like to talk a lot, I like to write a lot, and he’s like something in communications would work for you. And he totally called it when I was, like eight years old, and would get in trouble for talking in class a lot because I thought I had a lot to say. So it just kind of naturally came that way. It came through writing for me in being an English major in school and wanting to tell stories. And that really is, for me, what PR is all about. It’s about helping businesses tell their story, whether it’s about the owner, founder, entrepreneur, or whether it’s about their products or services, or what they’re bringing to market, and getting that out there in the community. And so very exciting and rewarding work to be able to connect all those dots for people and really get them excited about a business and about an industry. I do a lot in business to business communications. It’s kind of where I’ve specialized over the years. So it’s not really the sexy side of PR when you think of all the products and services in the glitz and glamor that celebrity can bring, that’s not usually where I’m focusing on my for my clients, and so for me, that’s kind of the the challenge and the the art of it, being able to tell a story that is exciting in an industry that may be a little inaccessible to some people and may not be as everyday and commonplace. So it’s fun because you have to get up to speed on a lot of different industries and verticals and a short amount of time and know just enough to be able to work with editors and publications and producers and things like that, to be able to promote your client and their services and products and get them the coverage that they need to help grow their business. That’s ultimately what it’s about. So I just get really passionate working with other small business owners and entrepreneurs and the things that they’ve been able to accomplish and do, and how they’ve been able to grow their businesses and contribute in a way that is so unique and beneficial. And for me, it’s just about finding the meaningful work the organizations. I do a lot with nonprofits as well, so that are serving the community. I just find that extremely rewarding to be able to help them elevate and tell their story and the stories of their the beneficiaries of what they’re doing in the community that, to me, it just has a lot of weight. And so to be able to contribute in that way through PR, which can get a bad rap of either, you know, hacks and flax, or it’s fluff, I don’t work in that world. You know, everything I do is just has a lot of meaning behind it. Otherwise, quite honestly, I can’t really get into it and get behind it like I have to really be excited and lit up about a client and about who I’m working with for it to really work. 

Heather Pearce Campbell  07:29

Yeah, well, you hear that. You know, even in business, people are doing business with people. I’m curious on the storytelling side, are the stories personal, like most of the time, Are you really telling people stories, or are there ways that you are truly telling stories that are just about the business? I’m curious about the overlap between the people stories and the business stories.

Julie Lilliston  07:55

Yeah, that’s a great question, and it really depends on the evolution of the company. So if there’s an interesting origin story where someone got into a field that they had no experience in and really started excelling and taking off and growing, that’s interesting to to media. So being able to figure out kind of what that backstory is, and how did they end up in an industry that they had, like tech, for instance, where they had no background or experience, but they had an idea, and they were able to see it through. Like people love to champion the underdog and love to get behind someone who had a lot of adversity in terms of their didn’t have a traditional path or maybe the backing, but were able to succeed. So that, to me, is very personal, even though it’s tied to business success. And you know, some owner, founder, small business owners, may be more comfortable with that approach than others, and sometimes it is really focused on more the business story and the growth and expansion, and focused more on their revenues and client growth. And so, you know, there’s a variety of different tactics and things you can do to tell those stories, working with their customers or their clients, for instance, and having them talk about what their experience has been. That’s a great way to show, not tell which you always learn in English and in writing classes to tell, you know, the story on behalf of a company. So having those partners and clients that can tell their story your behalf is worth gold in the PR world, because it’s, you know, earned media, we call it, and it’s, it’s, you’re definitely working very hard to earn any of that coverage. But I think that you know there’s, you just really look at all those different paths and ways that we can tell a story for business through case studies and those clients. Stories and testimonials. They’re really important because they’re they give that credibility and they’re authentic. This isn’t a paid advertising, you know, spokesperson type of role. They’re giving their real, lived experience and account. And that is, it’s worth a lot in the PR world and in the media world, they want to talk to people who’ve had experiences, good, bad, otherwise, challenges. You know, what was it really like, as well. So I try to package all that up and coordinate all of that on behalf of a client.

Heather Pearce Campbell  10:37

I love that. Are there some key buckets or areas that you look into to find those stories, like you just mentioned, you know, telling the client stories. Are there other areas, like, when you’re sitting down and beginning to work with a client? Are you looking in some of the same places to figure out what the stories are?

Julie Lilliston  10:56

Absolutely. So like we do a discovery session with a client, that’s kind of the first thing we do is really go through and understand their business model. That can be kind of complicated if you’re in healthcare or tech or other industries. So really understanding that in a way that you start to kind of uncover, you know, some of those stories. We call it story mining, and really figuring out what are some of the things that really stand out in terms of milestones that they’ve reached or achievements, and as I mentioned, some challenges and shifts and pivots they had to make. And it all comes through that session, a big part of it, and then diving in, another thing that I do is a messaging and positioning session with the client. So after we get some of the discovery in the background and all of their materials, we can get our hands on and kind of figure out like, Okay, how are we going to position them in the market? Who are some of their competitors? What’s the industry that they’re in? Where are they headed? What is that growth story? Then we start figuring out their overall positioning that we’ll be putting forth with messaging, which is essentially, you know, diving into some of the key messages about their business. And then, you know, what’s really important are those proof points. So, okay, you know you’re in this industry, and you’re leading. How can we prove that you’re leading in this industry, or what your market share is? And again, it gets to kind of the comfort level the client, what they’re willing to talk about, especially if they’re privately owned and run and managed, and what are they not comfortable talking about? So we have to have a compelling enough story for the media to be interested and to want to write about it. It can’t be so evergreen that they’re never going to get off the dime and write, you know. So that’s my job, is to figure out what those news hooks are, what are some of the things that the media is writing about, what are some of the trends and insights that the client can bring to particular issue. And so that’s where I really focus on for a lot of clients, is being able to uncover that. So there’s just a lot of lot of ways to work it, but yeah, really getting in and understanding a client in their business, and how they make money, and who their target is, in terms of a client, customer for them, because that’s where I want them to be in front of that’s where they need to be, from a media standpoint, a speaking standpoint, or awards that we might want to go after. Those are really the three components of what we call executive visibility and thought leadership.

Heather Pearce Campbell  13:47

Well, you mentioned, I put notes down. You mentioned messaging and positioning. And I’m curious how many businesses you begin working with where you realize they don’t even understand their own messaging or positioning. Are you finding that you’re really helping clients hone that, or are you showing up and and they often already have that figured out?

Julie Lilliston  14:11

It really depends, and I think a lot of it depends on where they are in their business. So if they’re, you know, maybe three to five years in, they’ve had some big shifts and jumps, things can be changing dramatically. They may not have changed their messaging, or maybe they’re changing their messaging. A lot, I run into that where it’s, well, we’re not doing that anymore. We’re focusing on this, oh, we’ve changed that. That’s the old logo, that tagline doesn’t work anymore. So they’re trying to figure out where they’re going and where they’re headed and what that is. So it can be beneficial to come in at that time and help them crystallize that once we take a really good look and do a media audit, take a look at the landscape, kind of see who’s out there and start honing that down. I think the biggest challenge with a lot of clients is that. They want to be everywhere all at once. So it’s who’s our client, our target? It’s everybody. No, it’s not like you really need to figure out. And so that’s what I do, is to kind of keep drilling down. Keep drilling down because, you know, time and resources are finite, so we can only focus on so many different types of targets and so many messages and audiences, we can’t be everywhere, so let’s figure out and prioritize, and I help them do that and help them walk through that process of you know, where do we really need to be focusing? Where are our potential buyers? What motivates them? How do they make their decisions? What resources do they go to in terms of print, online, broadcast, where are they getting their information? Because that’s where we need to be showing up. So to me, everything has to really ladder up to their overarching business objectives to be able to build a strategy and a plan and then execute that for it to be really effective.

Heather Pearce Campbell  16:01

Yeah, absolutely. Well, you mentioned that there, and I want to make sure that we get back to this, the executive visibility and thought leadership piece. And I think you said there are three parts of that. I know you covered them quickly give us the bullet points of those three parts.

Julie Lilliston  16:16

Yep, so for executive visibility, and where we really focus is on media relations, which can be, you know, that’s one bucket that could be all different types of tactics from interviews, providing expert commentary, Q and A’s contributed articles. So those bylines things that are a little more controlled, but also can be, you know, getting that press release pipeline going and letting the media know you know what’s going on with your company. Want product launches, new services, the growth you’ve had, strategic partners that you’re bringing in, or when you’re expanding and you’re growing your team, so those announcements about the new team members coming in, and then it also, you know, can involve, as I mentioned, like the interviews. So that’s where you know, as you start building up. And I recommend that people, you know, if you have not done or approached any kind of PR, any earned media at all, just really start in your own backyard, like, literally, just own your own local media and community, and everybody has some kind of Business Journal or business publication start there. Start getting those Q and A’s going, having the reporters who cover your industry get to know you. You get to know them. And once you start building that, and then going regionally, and then within your industry and the trades, and then you can build up nationally as you’ve gotten your track record, and you’re really growing a lot and you have a bigger story to share, you’d be surprised, like, how you get those relationships formed that then when they’re working on something, they contact you for input or to provide a comment or quote. So, you know, it really pays off to start there and just let it grow. The second piece is really around speaking engagements. So it’s kind of taking where the same type of areas that you’re focusing on and talking about in the media, and I work with clients to figure out, what are those three to five things that you really want to be known for, and that’s what we’re going to focus on in the media. That’s what we’re going to focus on for speaking engagements. And I do a lot in putting together proposals and call for papers, for clients that are really focused on their industry, national conferences, regional conferences, getting them out there, speaking on some of the trends and insights in the industry that they’re seeing, and that all leads to, you know, the whole thought leadership piece so and a lot of times, it’s for all different kinds of associations and professional organizations that are that are looking for experts in a certain field, and those are the types of opportunities that I seek and pitch for my clients. And then the third piece is really around awards. So you’d be surprised how much credibility you can get from some awards. And you know, you may feel like, okay, well, I feel weird submitting myself and doing this, you know. Or this feels, you know, self gratuitous or self promotional, you have to kind of get over that. Basically, it’s like you’ve done the work. Your team has done the work. It really helps build morale within an organization and a team for, you know, getting some of the recognition and awards in the business community, in your industry, in some of the national organizations you may be part of. I mean, you’ve done the work you should, you know, get the credit for it. So I’ve just let you just have to go for it. But it does a lot of goodwill in terms of an organization, in the team. And so you always have to tell people, kind of, it’s not necessarily about you, and put your face out there everywhere, but it’s about you’re doing you’re doing this on behalf of the company.

Heather Pearce Campbell  20:05

Well, and it’s you raised a really important point earlier about getting clients to help tell that story. And I think for anybody that is sitting there going like, Oh, this feels hard to go up for an award. Or, you know, which it can be. I think most humans are averse to, you know, often being in the spotlight or you know, and even people leading teams, but hearing your clients reflect back to you the importance of your work, the impact of what you’re doing, right? I think that can be a really affirming experience, and one that, especially in the small business world, a lot of small businesses don’t do enough of, oh yeah.

Julie Lilliston  20:50

I mean, you definitely like, ask for the review, the Google review, or the testimonials. Ask for it, you know, and just build it into part of your process. When you’re working with a client and they’re really happy with your work, they love to do it. I mean, for the most part, you know, it’s just a matter of time and fitting it into their schedule. For nominations, for awards, you can self nominate, or if you’re uncomfortable with that, you can ask someone to nominate you, like a client, and usually the initial nominations of some of these awards aren’t too cumbersome. It depends on the process. And sometimes they’ll send out a detailed questionnaire that does take more time to fill out and everything, and that goes to the individual who’s nominated. So there’s a process for a lot of these. Sometimes there’s review committees. Interviews could be a part of it, but I think it’s a really good learning experience. I encourage any small business owner entrepreneur to go for it and do it, because I think that just again, being nominated is an honor, and as you go up into more national level awards, how much more competitive they are, but it does bring a lot of of credibility and recognition for your business to do it.

Heather Pearce Campbell  22:05

No, it’s great feedback. And even the piece on, because I heard you say, build the asking for the testimonials and the reviews into your process. I read recently, because this is something I’m working on in my own business that like, on average, for businesses that do it, well, it takes anywhere from like five to seven follow ups, even with clients that adore you, right, just because of the scheduling and our days get so full, and if they haven’t calendared it, or they, you know, didn’t stop right then and do it, but that it’s successful, it will result in successful feedback. And people are not bothered by that. If you’re somebody I think, who’s really committed to your work and your business, or your business is really delivering an outstanding product, right? So anyways, just an important point to, like, the the gold is in the follow up, right? 

Julie Lilliston  22:58

Oh, it is that. That is definitely true in, you know, in media relations in general, if entrepreneurs are going to embark on some of that on their own, like, rejection is just part of the game. And it’s not even necessarily rejection. It’s just no response, right?

Heather Pearce Campbell  23:13

It’s just a non response, yes. And every time…

Julie Lilliston  23:17

I’m like, really, this is a great idea, this is a great pitch. This is everything I’m just, you know, packaging this all up for you beautifully. And it’s not even that they don’t have a feeling about it one way or the other. It’s the time, and particularly with media, it’s all around that urgency and relevancy. So if you don’t have those two things, those two components of, why do I need to write about this? What does this matter to the community that we write for or reporting to? And why now, if you really have to hit those things and hit them hard, to get them to move and do it, because, you know, newsrooms are so stretched, they have shrunk tremendously. So the follow up, you know, being diligent and following up a couple times, and then, like, moving on to other targets and other reporters at a particular outlet, it’s great to be able to get, I’m going to pass on this, but, you know, keep me informed what else they’re doing. So you’d get some kind of feedback. But a lot of times there’s just, you know, no feedback, yeah, can’t take it personally. You got to just move on and learn from it. And right?

Heather Pearce Campbell  24:32

I always appreciate those lists that get published around, like, people who’ve really achieved significant success, like, I’m thinking of the Harry Potter series, right? How many times she got rejected in pitching her right, her drafts? And I just think, you know, it’s important for us to see those kinds of stats and that information of just realizing it’s just part of the process. It’s just part of what we have to go through in the context of, of, really, any. Work that we’re putting out to the world. And so, yeah, it’s, I love it, like, just don’t take it personally. You know, keep at it. It’s so good. I think, I think earlier you said, Get over yourself. And it’s like, yes, how many times in business is that really the solution? Just get over yourself.

Julie Lilliston  25:18

Getting over yourself and getting out of your own way, because you could talk yourself out of anything that you want to do. You really can. And you know it’s you just have to take that step and do it. And then you’re like, oh, man, you know that. Why I sent that off? I probably shouldn’t. Why did I send this? And then what if they respond and they actually want an interview? How? What am I going to say? But it’s all a learning, and you just have to have the confidence and belief in you know what you’re doing and in your business and what you have to offer. I think that the other big lesson, I think, with executive visibility and thought leadership, is that PR is not selling. It’s like the anti selling, it’s having others talk on your behalf. It’s educational. And that’s what you’re doing. You’re sharing your expertise and insights that people can’t get anywhere else. And that is what is selling. Then your business on your behalf, because you’re talking about you’re sharing those, again, those insights and the trends and where things are headed, and that’s what you know, the media really respond to and want to write about, and consider you for being a potential source for additional commentary, because you provide that to them, and you provide it to them in a way that’s timely. You know, when they send you know, hey, we’d like your comment on this, and if it’s something you know about you, you’d have to respond like, within there on deadline. You can’t just let that go, Oh, I’ve missed that opportunity, you know. So it’s prioritizing it but definitely, I think when you get the opportunity and you’re sharing your expertise, that it’s, it’s not about, like, you know, your pricing and all of the features and benefits and things of these products that you have, it’s what is the end result. How does this really help the community? How does it solve a problem? Talk about what the problem is. Here’s what the solution is. And you know, people get it, and they will look you up. They will connect with you online. They will reach out. It will drive the traffic you know to your website or to find out more information. So I think that’s a big distinction that people have to understand.

Heather Pearce Campbell  27:33

No, I think that is important. It really important because I think for a lot of people in business, the selling part and selling yourself, selling your business can feel uncomfortable, but any of us can talk about something that we love. And so often, I think businesses are born of a unique problem, right attached to a unique solution, which is why their business is successful. So I think talking about that feels way easier than anything that that looks or feels like selling, right? 

Julie Lilliston  28:05

Yeah, yeah, absolutely. And there are some, you know, founders, CEOs I work with that are just natural sales people. They’re just immediately going to go right to where the best, where it’s, you know. So I have to, like, kind of coach them in focusing on, you know what it is we’re here to talk about, and some of those stories and anecdotes and the things that they’ve experienced, you know, in their in their business, that they can talk about that are issues and, yeah, the problems that they’re solving for for clients and their customers.

Heather Pearce Campbell  28:36

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Heather Pearce Campbell  30:19

Well, I heard you say multiple times that you know, one of the things that it takes to get media interested in your business and your products or services is understanding the urgency and relevancy piece. How do you help people find that? How do you help businesses find that, even if they’re they’re feeling kind of at a loss for for what about their business is urgent and relevant, right? Because they just don’t see it. Yeah?

Julie Lilliston  30:45

Oh, yeah. That’s exactly it. They a lot of times, you know, they’re focused on things looking, you know, how far ahead down the road, and where they’re going, and so they don’t see, like, the little gems along the way, and they may not recognize, and know, like, that’s really something that we can use as a story. So that’s kind of part of my job is, like helping them figure that out. Like, this is where we need to focus. This is interesting. And could you do, you know, an introduction to your client, and then I get on the phone with the client and start, you know, quick call asking them the questions that I need. Would they be willing to talk to media? Would they be willing to share their insight and experience and that kind of thing, and get them on board with participating in it? Because the client may feel like, is that really anything you know? How do I know the other big piece in PR, it’s really a ton of reading and research and reading and understanding about the industry and what media writing about. And so in coming up with pitch ideas and creating like this proactive pitch bank for clients, that’s what we do, is really dig in and figure out what are the trends, what are the things that we can really pull from that we can ask the client about, to kind of drag those stories out of them or their clients, so we can develop that and get that out there. It’s hard to see for yourself. I think it’s that kind of that lack of objectivity that you may not have or may not see it. But certainly, you know, once business owners have been in the industry long enough, they know who the main players are, they know where there may be some gaps there, you know, where they can step in and fulfill a need. You know, they know where they’re headed. And so it’s just being, you know, comfortable talking about that publicly, you know, in in the media. But you know, it starts to perpetuate once you start building momentum in the PR world. And PR is really the long game, you know, it’s definitely it takes a good six months or more to start building up that traction, and again, starting in your backyard, getting out regional industry wise, then national. You know, it takes time to build that up. But what happens is, once you start getting this kind of coverage and getting the ball rolling and promoting that through your social media and on your website and sharing that, then you start getting the reactive opportunities where then reporters and publications and opportunities start coming your way that you’re not out there pushing you know it’s coming to you. So it you definitely see that happen with clients, and it’s a wonderful thing when it does, because you know that everything you’ve done to build up that foundation has now gone kind of to there’s always another level, and so you’ll get to that next level, and then just keep going from there. So it takes that commitment to be able to keep going and putting the resources there. But, you know, ultimately, you should, you know, the phone should be ringing in terms of, you know, getting your sales should be growing. It all needs to tie into everything you’re doing, from your, your business strategy standpoint.

Heather Pearce Campbell  33:54

Absolutely, well. I mean, PR itself is just, I think, very important form of marketing, right? It’s what it is. And for companies that do it well, even small businesses, and I love your advice around, start in your backyard, because I think a lot of people, especially small business owners, are at a loss of like, how do you get this ball rolling? How do you get started right now, I imagine, when you are pitching your client stories to any media outlet, like there’s a special way that that gets done, meaning that you have to condense down a lot of information into, you know, something that, from your your perspective, sells your client right? How can you give us some just some gems that you’ve learned over the years in in that process? Because I imagine, what’s another piece that business owners don’t do well themselves?

Julie Lilliston  34:53

I think, yes, that’s a great question. I’m glad you asked it, because it I think the thing that I have learned. Learned over the years is, you know, once you get to know the media that cover this industry and who they are and what they write about, and again, the relevance and urgency, and you’re thinking and looking in that lens of like, why should they write about this? And why now, why should they cover it? And you feel like you’ve got that it has to be really short and concise, like a few sentences a paragraph, put the links into the website, you know, or to to a micro site, or wherever the information is that they can learn a little more. Offer up, you know, an interview, and here’s who the the spokesperson is. And, like, that’s it. Like, it really has to be so extremely short. So I think a lot of times, clients may be sending out, you know, just volumes like a pitch that goes on and on for, you know, way too much information. Like, you’ve got to hook them first and get them interested, and then we can spend the time and educating them about, you know, why this is important, and setting them up with the other interviews that they can do and who else they can talk to, and the other resources that you have. But if you overwhelm them from out of the gate there, you’re just going to get the no response, or I don’t have time to take this on. Like this seems like overwhelming or a huge amount of education that they have to do just to get up to speed on what it is that you do.

Heather Pearce Campbell  36:18

Like, so we don’t know where this fits, right? You receive something like this, and it’s like, Where does this fit if it is not so short and concise and to the point? 

Julie Lilliston  36:28

Yeah, so it really comes down to being very familiar, and it really understanding the particular outlet and the actual reporter, editor, whoever it is you’re reaching out to and pitching and knowing that this is something that is exactly up their alley. And so you have to really fine tune in the more highly targeted list you have. I think the other thing that people do is then send something out and just kind of blanket it. And I’ve sent out this pitch to, you know, 1000 you know, volume does not work here. I very much believe in kind of hand picking and, you know, figuring out what’s going to work with this particular outlet or reporter and what they’re writing about, and then if you get the no then moving on to another outlet, another reporter or and you’ve had, I’ve had cases too, where, you know, they may be like, well, this isn’t right for me, but so and so might be interested in covering this and referring you on to someone like, follow up with that, you know, and mentioned Hey, you know. And again, it just comes down to their priorities. What’s already on their plate, what’s breaking news? If you have something that’s really a hot news item, then you want to offer, like, an exclusive on do that, like there’s a merger or an acquisition or strategic partnership or something that’s really high news value, go to the biggest outlet that you can that has covered you, and if familiar with you, and offer it to them. And if you know, once you get their agreement on the exclusive, and you know, work with them then to tell the story. And then once that appears, you can send it out to everybody else to cover it, but honor that agreement. So, you know, there are different, different ways that you can, can work it in different approaches, but I think that, yeah, sending either too much or to too many is kind of one of the things that I see a lot.

Heather Pearce Campbell  38:20

Oh, I imagine, like the let’s just throw spaghetti against the wall and see what sticks with this. Yeah, yeah. What would you say? I mean, I want to hear about a couple things, some of your what you would consider either favorite or even unusual wins. But also, just generally, what is it that you love most about your work?

Julie Lilliston  38:42

Oh, wow. Let’s see favorite or unusual wins. That’s a good question, because I feel like every you know, win that I’ve had has been my favorite, you know, for a while, I think that. Let’s see. I have to think about that a little bit. 

Heather Pearce Campbell  38:58

No worries,

Julie Lilliston  38:58

I may answer the second question. Yeah, totally. Which is around, kind of restate that again. The second question, yeah, what do you why I do what I do?

Heather Pearce Campbell  39:08

What do you love most about your work? Like, what do you find when you’re in those moments of, like, oh my gosh, this is why I do this, right? What do those moments look like?

Julie Lilliston  39:19

I think you know, the moments where it’s like, this is why I do this, is being able to take a client who may not have had, and I’ve worked with a lot of, you know, small businesses who may not have ever sent out a press release or have had no exposure in the media, and very minimal have not done that at all, and being able to get them really comfortable and in a rhythm with doing interviews and getting coverage and seeing the impact that that has on their business. I mean that to me, plus it, you know, builds their confidence and the trust that we have to have. You know, as a client and consultant relationship, that they’re trusting in the strategy and the approach that we’re taking, and feel good about that. And we start to get the momentum going, and we start to get the hits, the multiple hits, you know, that I like to get for a client, I feel like that is really rewarding to me, because we’ve been able to take them from, you know, no exposure or not much exposure. And the thing of it is, you know, a lot of these companies that I’m working with, they have done some really tremendous things. They just haven’t really been out there talking about it. And a lot of companies maybe like to be, you know, quiet or in stealth mode, you know, but at some point, if you’re going to grow, you have to get out of that.

Heather Pearce Campbell  40:35

So right? Nobody really wants to be long term the best kept secret in their industry.

Julie Lilliston  40:40

Exactly, exactly. And I hear that a lot like, nobody knows about us, nobody hears about us. We want to grow. So being able to help them do that is is really fulfilling and exciting. And I just, I love collaboration. So to me, PRS is really collaborative at all levels. You know, me with the client, and then me with the media, and then getting the client and the media to get because with media relations in particular, a lot of it is out of your control, so you really have to trust that and believe in yourself and what you’re doing and how you’re presenting your company and what you’re talking about that you’re getting it across to media. And that’s hard to do. I mean, you know your business more than anyone, but it’s really hard to do in a concise way that someone who’s completely unfamiliar with the technology or whatever it is, and you have to educate them in a way that they get it and they’re excited about it and can write about it. So it could be complicated. So it’s, you know, that comfort level, I think, where clients they’re like, are we going to be able to see this before it comes out or before it airs? It’s like, that’s advertising, that’s not PR. And I have to, you know, educate client, because they just haven’t had the experience of it. And it’s, you know, they’re just not familiar. And so that, you know, lack of control can, can really be an issue. And so again, the trust has to come in that we’ve done everything we can. They may talk to competitors, if it’s an industry roundup type article, and that’s fine, you’re a part of that. You’re included in that. So you have to be confident in what you’re putting out there, that you’ve got it covered. But the other thing, I think, like one of the biggest wins. You know, I’ve worked with some great nonprofits over the years, and one that I was really excited about this year that came through was a cover story for a client we back south, which is part of the WeBank, the Women’s Business Enterprise National Council. But this client is we back south, so they’re headquartered in New Orleans, and they’re celebrating the 30th anniversary and this year, so we’ve been working with different publications, and, you know, helping to tell that story, and working with biz New Orleans for a number of years for different things that we’ve done so to be able to get that story in collaboration with my client. And you know, working on that relationship over the years was a really big win. Great win for the organization. Great win for the national organization as well, because our national conference will be in New Orleans next year, so it’s kind of helping to set that up, in a way. But that was a really great win, because they’ve done tremendous work helping to certify women owned businesses all across there’s our five state region that they run and manage, and that network is highly valuable for women business owners so.

Heather Pearce Campbell  43:36

Well. And I know, yeah, that sounds like a great win. And I know before we went live, you and I were talking about your experience in a couple of different networks, and utilizing those as not only a way to build your own business, but to support other women owned businesses. Do you want to share a little bit about your own journey and your own business building path?

Julie Lilliston  43:59

Yeah, absolutely. And it’s funny, it kind of came organically. When I started my business as a result of a layoff, actually, and wasn’t sure what I wanted to do, and a friend had called me to find out about doing some consulting. And I’m like, sure. And once I did that, and I realized I could work with business owners, I can do this on my own, this is awesome. You know, taking all those best practices I learned at the global agencies and bringing them to smaller businesses that for me was just like, if I could figure out how to keep this going and grow this, this is where it’s at for me. So, you know, here I am. I’m celebrating 10 years this year, and thank you. Thank you. And so getting as a part of that growth was getting tapped into some organizations. One is the National Association of Women Business Owners. NABO been a part of that, pretty much since I started my business and great network, because my agency were a remote agency, so I work with other consultants. And other 1090 nines. A lot of them are women business owners. They running their own companies that have various expertise that I could tap, and vice versa. They bring me in on a PR piece, if they’re doing social media or content marketing or some other aspect that I don’t specialize in. So that, for me was a great network of colleagues, creative partners, collaborators, but then also led to business and the other network, the Women’s Business Enterprise National Council we bank, is the number one certifier of women owned businesses across the country that the fortune 500 are a part of and support and our corporate members. So when they’re looking to source, and this is through their procurement or the supplier diversity, diverse owned businesses, they work with the WeBank network to do that. And I think there are about 20,000 WBE women business enterprises that are certified through the WeBank network. So for me, being a part of that, you know, in our region, and then nationally, and being part of the organization, and I serve on the forum for national WeBank, which is about, I think, around 250 or 300 women, it’s a great network. We help do educational programs for all of the WBEs, and to be a part of that from a learning and leadership standpoint, has been really important, just to give back and to help support other women owned businesses, and also to grow my business, because they’re really working with the other women business owners who don’t have the internal PR, marketing communication support. Are looking for resources who provide that. So it’s been a great network for me. So I just recommend anyone looking looking for those national networks to figure out kind of where they are and and how you can grow and expand your business that way.

Heather Pearce Campbell  47:00

Oh, I think it’s such a fabulous reminder about the power of, you know, not only collaboration, which I know you’ve mentioned multiple times, but being in networks, where you have those opportunities and you’re constantly relationship building. And I think it’s really super important for women as well. I mean, you know, I track statistics quite often related to business and, you know, watching what happened during the pandemic, to women owned businesses, to women in the in the work field, you know, the workforce, and then what happened towards the end of that and post pandemic, with all of these women starting new businesses, right, not returning to the traditional workforce, but also, you know, bumping into so many hurdles that are that are really specific to women owned and minority owned businesses, and so I think it’s super important for us to be in circles that support those businesses, absolutely.

Julie Lilliston  48:02

I mean the amount of resources, and then thinking, what are some of the barriers for growth of women-owned businesses, access to capital. It’s, you know, having the network and the funding resources and the education and getting the opportunity. I can’t tell you how many introductions I’ve had, how many referrals I’ve had, and vice versa. I’d love to do that for others too, that I’ve hired, hired women owned and partner with refer, and it’s just a powerful network. So I definitely, yeah, being able to tap into those it’s so beneficial, because you never know what’s going to happen, but the what I find such comfort in, in you never know, like, yeah, the next pandemic or whatever’s happening. I feel like I have every resource that I need, pretty much at my fingertips, no matter what it is, if it’s, you know, accountants, if it’s legal support, if it’s any type of service that I need, or expertise that I need, or partner, I’m going to be able to find it through those networks. That’s amazing.

Heather Pearce Campbell  49:09

I mean, that’s that is what I call a resource rich business, right? Because so often it really is about who we know. Well, it’s such a good reminder, I will put links to both WeBank and NABO in your show notes. So for folks listening that are like, especially women that are like, whoo, I need to belong to those networks or look for some similar networks. We can direct them that way. I know we’re bumping up here against the, you know, the top of the hour for our schedule. I am curious, do you show up online? Where do you show up online, and where do you like for people to connect with you?

Julie Lilliston  49:50

Great. Well, thank you, yes. So definitely you can connect through to my through to me, through my website julielilliston.com. That’s a great way. I’ve got a form on there to fill out. And the other way is through like Instagram, @julielilliston, or LinkedIn is a great place to I think those are all great resources.

Heather Pearce Campbell  50:16

So yep, folks, pop over to the show notes page. You can find those always at legalwebsitewarrior.com/podcast, find Julie Lilliston’s episode, and we will share links to her website, to her two socials. I was going to say, You better be on LinkedIn. I know that a lot of my people are on LinkedIn, so I know yours are as well. And then also to WeBank and NABO, and then, you know, anything else you’d like us to share in the meantime, I know you had offered, when you know, when we were talking earlier, a special gift or opportunity to anybody who’s listening. Do you want to share a little bit about that? 

Julie Lilliston  50:54

Yeah, great. Yes. I’d love to offer anyone who’s interested in a 30 minute complimentary consultation to discuss your biggest PR challenge. Be happy to get online with you and talk that through and brainstorm some strategies and ideas. Just go to my website and fill out that contact form and mention the show, and we can get that set up. That’s amazing,

Heather Pearce Campbell  51:18

Super, super generous. So if you’re listening, pop over again. The links will be in the show notes, legalwebsitewarrior.com/podcast, look for Julie’s episode, and you can connect with Julie and have her give you support on one of your biggest PR questions or issues, which I think is a huge opportunity to any small business owner listening Julie. It’s been so fun to hear about your world and your work and have you, you know, I could tell how much you care about it the way that you carefully walked us through the various elements of you know each of the things that you cover with your clients, and I can see why you love it. You know, you talk about all this relationship building and collaboration and the amount of trust that people have to have, and it just sounds like a really fun side to your work. So thank you so much for being here and sharing this with us. What final action step take away would you like to leave with our listeners today?

Julie Lilliston  52:19

Well, thank you so much for having me. This has been an absolute blast. I’ve loved it, and hope that I’ve had, you know, some words of wisdom, or some, you know, thought starters for clients, but I think, like for your audience, the the number one thing I would say for people is just to, just to go for it. Basically, don’t be inhibited by, oh, you know, I’m not big enough, or I haven’t really accomplished anything you have and you are. 

Heather Pearce Campbell  52:46

And just get over yourself.

Julie Lilliston  52:48

Get over yourself, and get out of your own way. I guess that’s really, that’s really what it is. Because, yeah, you just need to take those, those first few steps in reaching out to some media to tell your story.

Heather Pearce Campbell  53:03

Well, it reminds me there’s a quote somewhere, and I’m sure I’ll get it wrong, but I love it. I used to hang it in my office by my desk. It was like, starting is half the battle, right? Just get started. And I think that’s, you know, a lot of times in life, in business like that, is the hardest part is just to start something and get in momentum. So I know certainly that, yeah, this conversation will make it easier for people to understand that world and to also, you know, pick a place where they can get started. So super grateful to you, Julie. I’m so glad we connected. I’m going to pop over and make sure that we’re connected on socials as well, and really look forward to being in touch. 

Julie Lilliston  53:41

All right. Well, thank you so much. This has been great. Appreciate it.

GGGB Outro  53:46

Thank you for joining us today on the Guts, Grit and Great Business® podcast. We hope that we’ve added a little fuel to your tank, some coffee to your cup and pep in your step to keep you moving forward in your own great adventures. For key takeaways, links to any resources mentioned in today’s show and more, see the show notes which can be found at www.legalwebsitewarrior.com/podcast. Be sure to subscribe to the podcast and if you enjoyed today’s conversation, please give us some stars and a review on Apple podcasts, Spotify or wherever you get your podcast so others will find us too. Keep up the great work you are doing in the world and we’ll see you next week.