Why a ‘Nobody’ Is Getting So Much Publicity

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We weren’t Dr. Jaime Kulaga’s first choice for a PR firm.

“The first publicist I went to said, ‘What are you thinking, self-publishing your book?’ And ‘What are you thinking, going up against a lot of well-known authors?’ ” Dr. Kulaga recalls.

“They said I was a nobody, so they wouldn’t benefit from representing me. I said, ‘I thought that’s why I was hiring you – to become a somebody!’ ”

First of all, Dr. Kulaga was never a “nobody”! That’s a horrible thing to say to anyone, let alone a person with her empowering message and impressive credentials. (She holds a Ph.D. in mental health counseling, is a licensed counselor and a certified life coach. Her book, “Type ‘S’uperWoman – Finding the Work-Life Balance: A Self-Searching Book for Women,” offers practical advice for women with seemingly endless responsibilities.)

Turns out, the media loves her.

In the six months since Dr. Kulaga was told she’s a “nobody,” she has been quoted in hundreds of print and online publications, including Glamour, Self and Cosmopolitan En Espanol magazines, and Yahoo! Shine, which has a whopping 25.5 million visitors per month (vpm).

An article she wrote for Beliefnet (6.6 million vpm) was published in full, along with a photo of her and a great introduction by a blogger for the site.

Dr. Kulaga made herself available for every interview request from journalists during her campaign with us, which paid off in a huge way. Cynthia Hanson of Life & Beauty Weekly interviewed her and the resulting article was published on 114 TV station websites, including MyFox Dallas-Fort Worth and MyFox Chicago.

The hits just keep coming. You’ll find Dr. Kulaga in the May issue of Prevention magazine, although her campaign with EMSI officially ended March 26. (As we do for all print clients, we continue to mediate interview requests for as long as journalists make them.)

Why did Dr. Kulaga get so much publicity and, more important, what can you learn from her experience?

I thought you’d appreciate getting those answers from Dr. Kulaga herself, who kindly shared her thoughts:

“Be realistic – don’t start out expecting to sell a million books or make a million dollars.” This is important, Dr. Kulaga says. “If you’re not already well-known, it’s going to take time to get there. We’ve all got to start somewhere! Be patient.”

“Go above and beyond in making yourself accessible and providing what journalists request.” Knowing it would take some time and effort to get her name out motivated Dr. Kulaga to do everything in her power to boost her chances for success. “When publications requested that I write an exclusive article for them, I did. When a journalist wanted to interview me, I accommodated their schedules,” she says. “I didn’t pay any attention to how big or small the publication was because, the way I see it, the more I can get my name out there, the better.”

“Never close the door on an opportunity.” After her campaign ended, Dr. Kulaga got a request for a radio interview! “I hadn’t signed up for a talk radio campaign – the request came through EMSI’s outreach to the print media,” Dr. Kulaga says. “Fortunately, I wasn’t nervous about doing radio but if I had been, I would have done it anyway. You never know which opportunity will be the opportunity of a lifetime.” (As it turns out, Dr. Kulaga did such a great job on the show, the host promised on air – “I’ll have you back and not just once!”)

Of course, a number of factors affect the quality and quantity of publicity a person receives. Having credentials helps, as does publishing a book that demonstrates your expertise. It’s essential to have a message that resonates with the media, and the timing can play a critical role.

But the fact remains, nobody’s a nobody! If you’ve got what it takes and you have an important message to share, you can be heard, too.

Thank you, Dr. Kulaga, for sharing your story,
Marsha

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