You can be poisoned or liberated by stories: How Jason Njoku raised $3,000,000 with a story and what you can learn from it
Our stories shape us, and the stories we consistently listen to can change the trajectory of our lives and businesses. Doubt me? Binge on stories of why you can’t succeed and you’ll eventually manifest it.
As bestselling author Ben Okri put it “To poison a nation, poison its stories. A demoralised nation tells demoralised stories to itself. Beware of the storytellers who are not fully conscious of the importance of their gifts, and who are irresponsible in the application of their art”
Amazon CEO Jeff Bezos understood this when the Wall Street Journal featured Amazon on its front page in an article titled, “How Wall Street Whiz Found a Niche Selling Books on the Internet.” After the article was published, the number of Amazon orders doubled overnight. Bezos knew the power of publicity.
In 2013, Amazon acquired the book review and community site GOODREADS for $150 million after the Wall Street Journal reported on the site's impressive growth and 16 million active users. Similarly, IROKO TV CEO Jason Njoku raised $3 million in funding in 2010 after an article written by Sarah Lacy about their company was published on Techcrunch.
As billionaire PayPal co-founder Peter Thiel once said, "Selling your company to the media is a necessary part of selling to everyone else. You should never assume that people will admire your company without a PR strategy." PR should be baked into your personal or company brand awareness strategy. After all, if people don't know you, they won't buy from you."
Here are 5 PR strategies to start using for your business
1. Engage with local news outlets: Small businesses can reach out to local media outlets, such as newspapers, radio stations, and TV channels, to share their company story, new products or services, success stories, and community involvement. This can be done by sending press releases, pitching story ideas, or inviting journalists to visit the business. Notice the mindset is YOU DO THE REACHING OUT, STOP WAITING FOR THEM TO REACH YOU.
2. Partner with influencers or bloggers: Collaborating with influencers or bloggers who have a strong online presence and a relevant audience can help small businesses reach a wider audience. This can be done through sponsored content, product reviews, or giveaways. It is important to choose influencers or bloggers whose values align with the business and whose audience would likely be interested in the products or services offered.
3. Utilize social media platforms: Small businesses can create and maintain active social media accounts to engage with customers, share updates, promote products or services, and address customer feedback or inquiries. Building an online community through platforms like Facebook, Instagram, Twitter, or LinkedIn can help establish a positive brand image and attract new customers.
4. Participate in community events: Getting involved in local community events, such as fairs, charity events, or festivals, can help small businesses generate positive PR offline. This can be done by setting up a booth or sponsoring an event. By being present and engaging with the local community, businesses can build relationships and establish a positive reputation.
5. Support a cause: Aligning with a charitable cause or nonprofit organization can not only help small businesses give back to the community but also generate positive PR. Businesses can donate a portion of their sales or organize specific events or campaigns to support a cause they believe in. Sharing these initiatives with their audience through both online and offline channels can generate goodwill and attract socially conscious customers.
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