In this episode of Mastering E-Commerce Marketing, host Eitan Koter talks with Gloria Chou, an award-winning PR strategist and host of the Small Business PR Podcast.

Gloria helps small businesses, especially female and BIPOC founders, get featured in media outlets like Forbes, Vogue, Oprah’s Favorite Things, and the New York Times. Her unique approach doesn’t rely on expensive ads, PR agencies, or large followings.

During their conversation, Gloria shares practical ways entrepreneurs can start earning organic media coverage. She introduces her easy-to-use CPR pitching method, showing exactly how to write messages that journalists actually read and respond to.

Gloria also explains why organic PR often works better and lasts longer than paid ads or influencer campaigns. She highlights common mistakes brands make when reaching out to journalists and offers clear advice on how to fix them.

Whether you're new to PR or just looking for ways to get better results without overspending, Gloria’s strategies make it simple to get started right away.

This episode offers clear tips for any entrepreneur who wants more visibility for their business without complicated processes or high costs.

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Guest: Gloria Chou, Founder and Chief Strategist at Gloria Chou PR LLC

Gloria Chou’s LinkedIn

Gloria Chou PR LLC

Watch the full Youtube video here:

https://youtu.be/kNvdZ8YbYXo

Takeaways:

• PR is about being seen, heard, and valued.
• Organic PR is more credible and sustainable than paid ads.
• Crafting a relevant pitch is crucial for success.
• The CPR framework stands for Credibility, Point of View, and Relevance.
• Identify the right journalists by looking for commerce or shopping editors.
• Timing is key; pitch seasonal products ahead of time.
• Common mistakes include not following up and focusing too much on product features.
• Press releases can establish authority and protect intellectual property.
• Measure PR success through SEO and traffic analytics.
• Building relationships with journalists can lead to long-term visibility.

00:00 Introduction to PR and Its Importance

03:00 Understanding Organic PR vs. Paid Advertising

05:54 Crafting a Relevant Pitch: The CPR Framework

08:59 Identifying the Right Journalists and Media Outlets

12:03 Timing Your PR Efforts: Seasonal Strategies

14:59 Common Mistakes in PR and How to Avoid Them

17:59 The Role of Press Releases in PR Strategy

21:05 Measuring Success in PR Campaigns

23:50 Building Long-Term Relationships with Journalists

26:53 Final Thoughts and Next Steps for Founders