Topic hub
PR
8 lessons and 117 quick tips on pr, pulled from Anaita’s most-watched videos. Each lesson comes with takeaways and a full transcript.
Lessons
The BE SEEN framework for never running out of content ideas
How beis turned negative bag reviews into a viral pop up campaign
What the Mikayla L'Oreal mascara controversy teaches brands about PR
Michael Hill Jeweller's missed marketing opportunity at their Bondi
Why Michael Hill's ice cream store launch missed the mark
Step-by-step guide to running a TV ad for under $1,000
Breaking down July luggage's marketing strategy
Why exposure builds more customer trust than reviews or badges
Quick tips
Run display ads on major publications for as little as $8 per 1,000 impressions instead of assuming they're unaffordable.
From: How to run cheap display ads on major news publications (638K views)
Target by interest rather than just age or gender to reach the exact right audience.
From: How to run cheap display ads on major news publications (638K views)
Use Canva to create simple ad creative that fits the required sizes given by the platform.
From: How to run cheap display ads on major news publications (638K views)
Film 5-second behind-the-scenes B-roll clips daily and store them to piece together later with a voiceover or trending sound.
From: The BE SEEN framework for never running out of content ideas (482K views)
Define a brand "enemy" - a concept, person or idea you fight against - and talk about it often.
From: The BE SEEN framework for never running out of content ideas (482K views)
Use storytelling content to show the human, emotional side of you as founder.
From: The BE SEEN framework for never running out of content ideas (482K views)
Share expertise content that proves you know more than anyone else in your industry.
From: The BE SEEN framework for never running out of content ideas (482K views)
Newsjack trending news or celebrity stories and add your own opinionated spin for extra PR.
From: The BE SEEN framework for never running out of content ideas (482K views)
Turn negative product feedback into a branded experience that generates more positive content than the criticism
From: How beis turned negative bag reviews into a viral pop up campaign (470K views)
Use founder or celebrity presence at experiential activations to amplify press and social buzz
From: How beis turned negative bag reviews into a viral pop up campaign (470K views)
Pair a reputation-repair activation with a relevant brand collaboration to extend its reach
From: How beis turned negative bag reviews into a viral pop up campaign (470K views)
Try TV advertising through platforms like 9 Ad Manager when Facebook ad costs get too high.
From: Running a $500 TV ad on Married at First Sight that generated $4,327 (388K views)
Target specific behaviours like relevant purchase categories and decision-maker roles to improve TV ad relevance.
From: Running a $500 TV ad on Married at First Sight that generated $4,327 (388K views)
Start with a simple 30-second ad showcasing one product rather than overcomplicating the creative.
From: Running a $500 TV ad on Married at First Sight that generated $4,327 (388K views)
Test TV ads with a minimum spend of $500 on a show relevant to your audience before scaling.
From: Running a $500 TV ad on Married at First Sight that generated $4,327 (388K views)
Controversy around an influencer post can drive far more sales than the ad spend itself.
From: What the Mikayla L'Oreal mascara controversy teaches brands about PR (264K views)
When followers try to 'debunk' a product, they often end up buying it and proving reach instead.
From: What the Mikayla L'Oreal mascara controversy teaches brands about PR (264K views)
A paid influencer partnership can pay off even if the influencer faces backlash, as long as the brand stays out of the blame.
From: What the Mikayla L'Oreal mascara controversy teaches brands about PR (264K views)
A long line at your launch means nothing if it doesn't lead to a taggable moment or a sale.
From: Michael Hill Jeweller's missed marketing opportunity at their Bondi (237K views)
Use in-line waiting time to showcase your product up close, like styled mannequins people can photograph and touch.
From: Michael Hill Jeweller's missed marketing opportunity at their Bondi (237K views)
Tie any giveaway (like ice cream) directly back to your product with an app or redemption mechanic that drives people into store.
From: Michael Hill Jeweller's missed marketing opportunity at their Bondi (237K views)
Jump on viral trends and songs to make your launch content more shareable.
From: Michael Hill Jeweller's missed marketing opportunity at their Bondi (237K views)
Design every launch touchpoint to end in either a sale or a piece of user-generated content.
From: Michael Hill Jeweller's missed marketing opportunity at their Bondi (237K views)
A line outside your store is worthless if it doesn't convert people into store visitors or buyers.
From: Why Michael Hill's ice cream store launch missed the mark (156K views)
Tie every launch activation directly back to getting people to see and touch your product.
From: Why Michael Hill's ice cream store launch missed the mark (156K views)
Use tech like an app to connect a fun hook (like ice cream flavour) to product discovery and a redeemable offer.
From: Why Michael Hill's ice cream store launch missed the mark (156K views)
Leverage trending content formats (viral songs, dances) to make your launch shareable.
From: Why Michael Hill's ice cream store launch missed the mark (156K views)
Target your TV ad by interest categories like business owners, not just demographics
From: Step-by-step guide to running a TV ad for under $1,000 (63K views)
Use the platform's AI video tool to quickly generate an editable ad from your website content
From: Step-by-step guide to running a TV ad for under $1,000 (63K views)
Pick your show and air dates strategically to align with your target audience's viewing habits
From: Step-by-step guide to running a TV ad for under $1,000 (63K views)
Read thousands of one and two star reviews of competitor products to find the exact gaps you can fix
From: Breaking down July luggage's marketing strategy (56K views)
Use podcasts, interviews and gifted influencers alongside paid ads to build brand awareness cheaply
From: Breaking down July luggage's marketing strategy (56K views)
When a market shifts (like Covid halting travel), look for where customer behavior is still normal and pivot there
From: Breaking down July luggage's marketing strategy (56K views)
Co-create new products with your existing customers to keep them coming back to purchase again
From: Breaking down July luggage's marketing strategy (56K views)
Use sponsorships and partnerships with major events to get international brand awareness fast
From: Breaking down July luggage's marketing strategy (56K views)
Track your website analytics against ad air times to confirm real traffic and sales impact
From: Results from running a $500 TV ad during Love Island (51K views)
Non-skippable TV ad formats can deliver much higher completion rates than typical digital ads
From: Results from running a $500 TV ad during Love Island (51K views)
Start with a small TV ad budget to test before scaling spend
From: Results from running a $500 TV ad during Love Island (51K views)
Stack multiple touchpoints (lookalike ads, Google Shopping, competitor search ads, influencers, PR) so customers see your brand repeatedly before buying
From: Why exposure builds more customer trust than reviews or badges (48K views)
Don't rely solely on trust badges or reviews to build credibility, exposure matters more
From: Why exposure builds more customer trust than reviews or badges (48K views)
Aim for customers to see your brand 15+ times across platforms to build real familiarity
From: Why exposure builds more customer trust than reviews or badges (48K views)
In clothing or makeup, make diversity and inclusivity your unique selling proposition, not an afterthought.
From: Why Verbose the Label's size-first website works (35K views)
Let customers shop by their actual size first to reduce friction and build trust.
From: Why Verbose the Label's size-first website works (35K views)
Use models that genuinely represent each size range so customers can picture the fit accurately.
From: Why Verbose the Label's size-first website works (35K views)
Use interest-based targeting on Facebook ads to reach people already interested in your product category.
From: 4 ways to build brand awareness for a new business (25K views)
Get online PR through platforms like Help A Reporter Out if you don't have a PR agency.
From: 4 ways to build brand awareness for a new business (25K views)
Pick influencers based on real engagement and influence over their audience, not follower count alone.
From: 4 ways to build brand awareness for a new business (25K views)
Target your competitors' names on Google Ads to build awareness and drive conversions.
From: 4 ways to build brand awareness for a new business (25K views)
If you can't win by competing conventionally, differentiate by doing something completely unexpected.
From: Why Raygun and Jojo Siwa are marketing geniuses (23K views)
Being polarizing or ludicrous can earn far more media attention than playing it safe.
From: Why Raygun and Jojo Siwa are marketing geniuses (23K views)
Use surprise gifting collabs with other founders to generate organic brand posts instead of paid ads.
From: Using a surprise gifting collab to get founders talking about your (22K views)
Partner with complementary brands to multiply reach from a single gifting moment.
From: Using a surprise gifting collab to get founders talking about your (22K views)
Don't let social content trends eat all your marketing time and budget
From: Why SEO and GEO matter more than chasing social media trends (22K views)
Optimize product descriptions, blog posts, and backlinks for SEO
From: Why SEO and GEO matter more than chasing social media trends (22K views)
Get PR and articles written about your brand to boost GEO/AI search visibility
From: Why SEO and GEO matter more than chasing social media trends (22K views)
Treat SEO and GEO as free, high-value traffic sources compared to paid social
From: Why SEO and GEO matter more than chasing social media trends (22K views)
Use PR sites like HARO or LinkMe to get free press coverage instead of paying an agency.
From: Build brand awareness for under $1000 (21K views)
Run a $20/day Facebook ad targeting a lookalike audience of your email subscribers.
From: Build brand awareness for under $1000 (21K views)
Target your biggest competitors' audiences on Google at $20/day to steal attention.
From: Build brand awareness for under $1000 (21K views)
Post one TikTok or Instagram Reel daily to compound organic reach for free.
From: Build brand awareness for under $1000 (21K views)
Host a private dining event for influencers instead of paying each one individually for posts
From: Why influencer dinner events beat paying for individual posts (19K views)
Budget around $2,000 to run an influencer event for 15 people versus $5,000-$10,000 per single influencer post
From: Why influencer dinner events beat paying for individual posts (19K views)
Use a PR agency to help organize and invite influencers to your event
From: Why influencer dinner events beat paying for individual posts (19K views)
Don't trust marketing results shown on a webpage at face value; numbers can be edited with browser inspect tools.
From: How agencies can fake marketing results with a browser trick (19K views)
Vet agencies carefully since some present fabricated results as proof of performance.
From: How agencies can fake marketing results with a browser trick (19K views)
Stop relying on traditional press releases, journalists are scouring TikTok for stories instead
From: Use newsjacking instead of press releases to get media coverage (18K views)
Pick controversial but not triggering or sad news stories to comment on for PR attention
From: Use newsjacking instead of press releases to get media coverage (18K views)
Add a short negative hook, ideally around six words, to grab attention
From: Use newsjacking instead of press releases to get media coverage (18K views)
Share your polarizing opinion using humor, education or relatability rather than pure negativity
From: Use newsjacking instead of press releases to get media coverage (18K views)
Directly call out the publication you want to feature you in your content
From: Use newsjacking instead of press releases to get media coverage (18K views)
Never expect friends to buy from you; a legitimate business should sell on its own merit.
From: 5 things I refuse to do as a business owner (18K views)
Avoid hiring or working with friends and family since it can destroy relationships.
From: 5 things I refuse to do as a business owner (18K views)
Skip celebrity giveaways because they simply don't work.
From: 5 things I refuse to do as a business owner (18K views)
Don't chase luxury magazine features unless you're the main cover story; it rarely drives sales or traffic.
From: 5 things I refuse to do as a business owner (18K views)
Learn to run your own ads instead of paying an agency an ongoing monthly retainer.
From: 5 things I refuse to do as a business owner (18K views)
Turn public criticism into a branded experience instead of ignoring or denying it.
From: How Beis turned viral bag complaints into a PR win (14K views)
Use founder or brand ambassador presence at PR stunts to amplify media coverage.
From: How Beis turned viral bag complaints into a PR win (14K views)
Collaborate with adjacent brands during a PR moment to extend reach and buzz.
From: How Beis turned viral bag complaints into a PR win (14K views)
Give your brand name a double meaning and a tongue-in-cheek tone so it sticks.
From: How to build a cult brand out of a boring product like sanitary items (13K views)
Design packaging that looks nothing like existing competitors in your category.
From: How to build a cult brand out of a boring product like sanitary items (13K views)
Build your launch event and content around a theme that reinforces your brand's story.
From: How to build a cult brand out of a boring product like sanitary items (13K views)
Partner with brands outside your category to create buzzworthy collabs.
From: How to build a cult brand out of a boring product like sanitary items (13K views)
Add a community-first touchpoint, like free product access, to build goodwill and awareness.
From: How to build a cult brand out of a boring product like sanitary items (13K views)
Take a piece of trending celebrity or industry news and give your brand's expert opinion on it to build authority.
From: How newsjacking gets your brand free PR and media coverage (12K views)
Have a somewhat controversial take, since these videos consistently perform better and drive more engagement.
From: How newsjacking gets your brand free PR and media coverage (12K views)
Use newsjacking as a free alternative to paying a PR agency, since it can get you picked up by media publications.
From: How newsjacking gets your brand free PR and media coverage (12K views)
Add an interactive activity at brand events because it gets people talking and engaging instead of standing around awkwardly
From: Why interactive activities make brand events more memorable (9K views)
Don't trust revenue figures quoted in founder press articles without verification, they're often inflated.
From: Why founder revenue numbers in press articles are often fake (8K views)
Don't compare your business's progress to numbers from PR-driven articles since they can be misleading.
From: Why founder revenue numbers in press articles are often fake (8K views)
Use your platform to publicly advocate for policies that affect your industry, not just to promote your products.
From: Speaking on Channel 9 about the budget's impact on founders (8K views)
Target branded, long-tail, and competitor keywords in Google Ads to capture high-intent search traffic
From: Four strategies that built Hero Packaging into a cult brand (8K views)
Give away free product samples in exchange for email addresses to build your early customer base
From: Four strategies that built Hero Packaging into a cult brand (8K views)
Use a PR agency to get placed in industry publications and general media for broader awareness
From: Four strategies that built Hero Packaging into a cult brand (8K views)
Create taggable, shareable, saveable content and encourage customers to post unboxings and hauls
From: Four strategies that built Hero Packaging into a cult brand (8K views)
Honor your commitments even when you're not at your best -- it can open unexpected doors.
From: How Anaita got booked on The Mentor podcast (7K views)
Prepare for a big podcast by listening to past episodes and rehearsing answers as if the host asked you live.
From: How Anaita got booked on The Mentor podcast (7K views)
Don't over-rely on pre-shared questions since hosts often throw them out mid-interview.
From: How Anaita got booked on The Mentor podcast (7K views)
Send a genuine thank-you note after every podcast or interview to build the relationship.
From: How Anaita got booked on The Mentor podcast (7K views)
Demand specifics - data, screen recordings, and step-by-step tactics - not vague buzzwords, when evaluating advice.
From: Why conference speakers rarely give actionable advice (7K views)
If you're speaking at a conference, show exactly how to execute an idea, not just the result it can produce.
From: Why conference speakers rarely give actionable advice (7K views)
Partner with creators to enter communities your brand wouldn't naturally reach
From: Neutrogena's Booktok product launch with Serena Kerrigan (6K views)
Tie your product's core benefit to a creative concept the partner's audience already loves
From: Neutrogena's Booktok product launch with Serena Kerrigan (6K views)
Give media a story to cover, not just a product announcement
From: Neutrogena's Booktok product launch with Serena Kerrigan (6K views)
Build content around the exact questions your audience is already Googling.
From: Anaita announces the launch of Lady Startup Academy podcast (5K views)
A rebrand or marketing spend cannot fix a business that's already in financial distress
From: Betts Shoes collapse shows marketing can't fix financial distress (5K views)
Relying on legacy and past customer loyalty without innovating lets newer competitors steal market share
From: Betts Shoes collapse shows marketing can't fix financial distress (5K views)
Pumping more money into marketing when you're already losing money rarely turns things around
From: Betts Shoes collapse shows marketing can't fix financial distress (5K views)
Film 5-second behind-the-scenes clips daily and store them to stitch into content later
From: The BE SEEN framework for never running out of content ideas (5K views)
Define an enemy your brand fights against - a thing, person, or concept - and talk about it often
From: The BE SEEN framework for never running out of content ideas (5K views)
Use storytelling to show the human, emotional side of your journey as a founder
From: The BE SEEN framework for never running out of content ideas (5K views)
Share your expertise and educational tips to establish authority in your industry
From: The BE SEEN framework for never running out of content ideas (5K views)
Newsjack trending news or celebrity stories with your own opinionated spin for free PR
From: The BE SEEN framework for never running out of content ideas (5K views)
If you don't have a marketing budget, invest time into content, SEO, and outreach instead of money.
From: 5 tips for scaling a business shared at a marketing event (0 views)
Build brand awareness quickly through PR, ads, and platforms like TikTok before copycats catch up.
From: 5 tips for scaling a business shared at a marketing event (0 views)
Grow owned assets like your email list and social following from day one, they're the foundation of your community.
From: 5 tips for scaling a business shared at a marketing event (0 views)
Track CLTV, AOV, return rate, and purchase lag, and work to improve them instead of just spending more on growth.
From: 5 tips for scaling a business shared at a marketing event (0 views)
Create one piece of content and repurpose it everywhere your customers and competitors are, not just one platform.
From: 5 tips for scaling a business shared at a marketing event (0 views)