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This week on Inside PR David Jones and Martin Waxman discuss how to go about obtaining media and/or PR publicity as a small business.

Show Notes

00:26 Martin opens the show.

01:29 Martin mentions that Talk is Cheap, Centennial College‘s unconference is back in Toronto on November 12 and Inside PR will be recording a show at the conference in front of an audience.

02:31 Dave mentions Gary Schlee, who used to run the Talk is Cheap program.

07:53 Dave discusses the wiki he set up: socialmediacasestudies.wetpaint.com.

08:05 Dave mentions Peter Kim and his blog, with a list of (originally) 234 social media marketing examples and how it gave him the idea for his wiki.

09:39 Dave mentions people such as Maggie Fox at Social Media Group and Kate Trgovac who have provided social media marketing examples and links in the right way.

11:00 Martin talks to blogger relations.

11:16 Dave talks to blogger relations.

13:16 Dave gives a hat tip to Peter Kim and Dave Fleet. Dave started the Social Media Training Wiki on Wet Paint last year.

14:10 Martin introduces the show topic: How to go about obtaining media and/or PR publicity as a small business.

15:55 Dave mentions that you have to ask yourself if you are “F.B.O.” (the First, Best or Only). You have to ask yourself what your story is and how you are unique.

20:20 Martin discusses how to reach the people you want to reach (such as media people).

24:46 Dave discusses having modest expectations.

26:49 Dave mentions Mabel’s Labels, a company started by two women, that makes very durable labels for kids clothes, and how their mention on The View created word-of-mouth popularity for them.

28:10 Martin talks about trends.

30:17 Dave mentions the CBC show Dragon’s Den, where people come in and pitch their business ideas to potential investors.

31:45 Dave discusses another good idea to getting media/PR publicity; getting in touch with someone in the industry.

32:54 Dave summarizes the five ways small business can get publicity for themselves: 1) Figure out what your story is 2) Who do you want to reach? 3) Refine your pitch 4) Have modest expectations 5) Learn and recalibrate.

33: 39 Dave closes the show.

Our theme music is Streetwalker by Cjacks and is courtesy of the Podsafe Music Network; Roger Dey is our announcer.

This week’s episode was produced by Janna Guberman.


  1. Thanks for the mention, and I think one of the primary challenges for those of us with great case studies is that we are so busy working for our clients, it’s hard to have the time to actually sit down and capture it all!

    Glad to hear you’re supporting the Talk is Cheap unconference at Centennial, SMG is proud to be lead sponsor of that event. Should be great!

  2. Thanks for the mention, guys! For the record, we don’t keep expectations low. We still think Oprah may call any day now :o) But yes, we do have to manage the little stories along the way. You can’t assume the billion dollar “favourite things” call will come!! (but it’s a nice little fantasy to have during coffee break)

    Another great podcast! We’ve learned so much from bloggers and podcasters like yourself.


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