PR strategist teaches entrepreneurs how to get noticed.
Two-time best-selling author Christina Daves teaches entrepreneurs and business owners how to get their products and services noticed. Through her business, PR for Anyone, and together with her clients, she has received more than a billion views and more than $100 million in sales from free publicity – often appearing with celebrity hosts such as Hoda Kotb and Steve Harvey.
However, public relations was not something she went to school for and she didn’t have experience in marketing, promotions or broadcasting, either. But she was an entrepreneur and this new journey in public relations began when she was getting ready to step into New York City with a broken foot and an ugly medical boot.
“My husband and I were on the train [from Washington D.C.], headed to New York City, the Fashion Capital of the World, and I was on the internet looking for ‘medical boot fashions’ and ‘medical boot accessories.’ There was nothing there. And he literally saw the lightbulb turn on over my head and thought, ‘Here we go again on another entrepreneurial journey.’”
From here, she created Cast Medic Designs and invented fashionable accessories for casts and medical boots. Her first television interview to promote her products was on The Steve Harvey Show in Chicago. This is where she learned a valuable lesson about branding.
“Everyone thought, ‘Cast Medic Designs, CMD. Oh, how cute!’ – because that’s also my initials, ‘Christina Moldenhauer Daves.’ I thought so, too, until I was on The Steve Harvey Show. It was my first television appearance ever and he fumbled through the name of my company. I eventually rebranded to Heal in Style, which is easier to say.”
Daves and her husband mortgaged the house to start the business. She went to her local library, became a quick study in public relations and developed a strategy to gain visibility. Sales took off. And her accessories have been worn by celebrities, including Diana Ross when she sang for then President Barack Obama.
“It was a great way to make people feel better when they were recovering from a broken foot or a surgery. And there are so many people who are in medical boots for life, like people with diabetes. Now they could finally be fashionable,” she said.
Daves appeared on television programs all over the country and attended numerous conferences and conventions to promote her products. But she found what people really wanted was her expertise in how to get their businesses noticed. She systematized her PR strategy and then tried it out on a friend. “She ended up on The Dr. Oz Show, twice in less than 60 days.”
That’s when Daves started PR for Anyone. She also has written two bestselling books: “PR For Anyone” and “The D-I-Y Guide to Free Publicity, 100+ Things You Can Do to Get Media Coverage for Your Business Now,” which is the original book updated with case studies.
She offers tips like, “If you build it, they will come.”
“You need to build your brand,” she says. “This is so important. People have to know who you are, what you stand for, who you help and how you help them. And you have to be able to do this quickly.”
Another tip she offers is: “Always provide value first.”
“Whenever you pitch to the media, you always have to put it in the perspective of what’s the value to their audience,” said Daves. “Why should they put you on? What are you going to do? It’s about what you can give to their audience. Anytime you think about PR, think about that.”
Another PR tip she offers is: “I think I can. I think I can.”
“It’s so important to believe in yourself. You have a unique gift. It’s almost your job to share it with as many people as you can. And media is that opportunity to allow you to share your gift with the world,” she said. “Be confident in what you do. You’re not going to pitch something that you don’t know about. You’re going to pitch about your expertise, what you’re good at. And go for it. Share your gift with the world.” FBN
By Bonnie Stevens, FBN
Daves also is a lifestyle host on television programs in the Washington, D.C. area. She is a guest QVC host and she features successful women over the age of 50 in her podcast, “Living Ageless and Bold.” Find her at ChristinaDaves.com.
Hear more from Christina Daves on Zonie Living at Star Worldwide Networks https://starworldwidenetworks.com/episodes/generating-greater-visibility-for-your-business-with-christina-daves-video.
Courtesy Photo: Christina Daves is a publicity strategist and lifestyle host who learned how to obtain massive media coverage and exposure for her invention and now shows others how to do it.