Zero-Cost PR Hacks: How Small Businesses Can Get Media Attention with Mickie Kennedy, Founder of E-Releases

Mariah Parsons hosts Retention Chronicles podcast, sponsored by Malomo, which helps e-commerce brands enhance their post-purchase experience. She discusses with Mickey Kennedy, founder of Earleases.com, the importance of press releases in building brand credibility and reducing churn. Mickey emphasizes the need for storytelling in press releases and suggests using industry surveys to stand out. He highlights the effectiveness of targeting smaller trade associations for media coverage. Mickey also advises using AI to assist in press release creation and stresses the importance of authenticity and human interest in PR strategies.Episode Timestamps:Introduction of Mickey Kennedy and Earleases.com 2:39Mariah introduces Mickey Kennedy, who runs earleases.com, a press release distribution service.Mickey explains that earleases.com offers press release distribution at a fraction of the cost of traditional services like PR Newswire.He emphasizes the value of newsworthy press releases, which can lead to media coverage in major publications and influencer mentions.Mickey shares a personal anecdote about his early career in telecom and how he learned to craft press releases that garnered media attention.Mickey's Journey into PR and the Importance of Storytelling 22:49Mickey recounts his transition from a telecom startup to writing and distributing press releases.He discusses the importance of storytelling in press releases, sharing an example of a press release that highlighted a unique data point and led to significant media coverage.Mickey explains how he pivoted earleases.com to use PR Newswire for distribution, noting the effectiveness of wire services over email for reaching journalists.He highlights the challenges of media databases and the importance of targeting relevant journalists and publications.The Role of PR in Acquisition and Retention 23:04Mariah and Mickey discuss the intersection of PR and retention, noting that PR can help build credibility and trust with customers.Mickey explains how PR can reduce churn by creating a sense of trust and emotional connection with customers.He emphasizes the importance of sharing authentic stories and images in press releases to engage journalists and readers.Mickey shares tips for founders on crafting effective press releases, including the use of AI tools to assist with writing.Strategies for Effective PR and Retention 27:37Mickey outlines a checklist for creating effective press releases, including focusing on storytelling, data points, and industry surveys.He explains the benefits of conducting industry surveys and how they can position a brand as a thought leader.Mickey provides tips for finding and collaborating with smaller trade associations to gain media coverage.He emphasizes the importance of authenticity and human interest in press releases to stand out and engage journalists.Conclusion and Call to Action 33:11Mariah thanks Mickey for sharing his expertise and insights on PR and retention.She encourages listeners to subscribe to the podcast and follow them on social media.Mariah provides a final shoutout to Malomo, highlighting its benefits for e-commerce brands looking to enhance their post-purchase experience.She invites listeners to visit go.malomo.com to learn more about branded order tracking and how it can improve customer loyalty and revenue.