Shopify Masters
· with Jessy Klein-Fofana
· March 11, 2025
· 34 min
Summary
Jessy Klein-Fofana, founder of LaRue PR, demystifies public relations for e-commerce businesses. This episode provides a pragmatic guide to building a sustained PR strategy, moving beyond sporadic campaigns to consistent media presence. Learn to identify newsworthy stories, craft compelling pitches, and leverage media coverage to amplify brand awareness, credibility, and ultimately, sales.
Key takeaways
Develop a year-round PR strategy by identifying evergreen newsworthy angles within your brand, rather than only pitching product launches or seasonal campaigns.
Craft compelling pitches and press releases by focusing on unique angles and achievements that resonate with journalists and their audiences, highlighting what makes your brand genuinely interesting beyond its commercial offerings.
Utilize both traditional and digital media channels, including podcasts and online publications, and understand how earned media contributes to SEO and content marketing through valuable backlinks and increased brand visibility.
Prioritize building authentic relationships with journalists and influencers; personalized outreach and consistent, respectful engagement are more effective than generic mass pitches.
Measure PR success beyond vanity metrics by tracking its impact on website traffic, search engine rankings, and ultimately, sales, to demonstrate tangible ROI for your efforts.
Implement budget-friendly PR tactics such as leveraging your existing network for introductions, creating valuable thought leadership content, and responding proactively to relevant media inquiries without needing a large agency budget.
Jessy Klein-Fofana, the founder and CEO of LaRue PR, explains how a well-rounded PR strategy can help you keep your brand in the headlines all year long.
Frequently asked about this episode
What does this episode say about brand & content?
Develop a year-round PR strategy by identifying evergreen newsworthy angles within your brand, rather than only pitching product launches or seasonal campaigns.
What does this episode say about organic & seo?
Craft compelling pitches and press releases by focusing on unique angles and achievements that resonate with journalists and their audiences, highlighting what makes your brand genuinely interesting beyond its commercial offerings.
What does this episode say about founder & leadership?
Utilize both traditional and digital media channels, including podcasts and online publications, and understand how earned media contributes to SEO and content marketing through valuable backlinks and increased brand visibility.
What does this episode say about brand & content?
Prioritize building authentic relationships with journalists and influencers; personalized outreach and consistent, respectful engagement are more effective than generic mass pitches.
What does this episode say about brand & content?
Measure PR success beyond vanity metrics by tracking its impact on website traffic, search engine rankings, and ultimately, sales, to demonstrate tangible ROI for your efforts.
