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In this episode of Shelf Talks, host Roberta interviews Gloria Chou, an expert in public relations for small businesses. Gloria shares her unique journey from being a US diplomat to becoming a PR coach, emphasizing the importance of storytelling and visibility for female founders. She introduces her CPR pitching method, which focuses on credibility, point of view, and relevance, and provides actionable tips for crafting effective pitches, finding the right journalists, and following up. The conversation highlights the power of PR in building retail partnerships and empowering founders to confidently share their stories.

00:00 Introduction to PR for Small Businesses
03:17 Gloria's Unique Journey to PR
05:58 Understanding PR vs. Marketing
09:09 Crafting the Perfect Pitch
12:19 Identifying Relevant Journalists
15:12 The Art of Follow-Up
18:06 Leveraging PR for Retail Success
21:14 Success Stories and Practical Tips
24:09 Connecting with Gloria and Resources

• PR is about your industry talking about you, not just marketing yourself.
• The CPR method stands for credibility, point of view, and relevance.
• Pitching is about writing a relevant pitch and sending it to the right person.
• Follow up is crucial; it keeps you top of mind for journalists.
• Use Google News Alerts to build your media list.
• HARO is a great tool for connecting with journalists.
• Be specific in your pitches; tailor them to current trends.
• Retail partners look for confidence in your product's visibility.
• PR can help with fundraising and gaining credibility.
• Empowerment in PR is about feeling safe to be seen.
  
  
  

Gloria's Instagram: https://www.instagram.com/gloriachoupr/?hl=en

Haro: https://www.helpareporter.com/

Source of Sources: https://sourceofsources.com/

Substack: https://substack.com/about

Google News Alert: https://www.google.com/alerts

Perplexity: https://www.perplexity.ai/

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Sign up for our Weekly Newsletter to be the first to know when new episode drop! https://mailchi.mp/ed3697f76617/shelf-talks-podcast

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode!

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

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Hope you have enjoyed the full episode with Sarah McNamara & Rochelle Jacobs, Co-Founders of Naturally Serious Skincare and took away some learning about the readiness it takes to launch in retail stores.

On this mini drop, here are 3 powerful questions I asked Sarah & Rochelle specifically about launching into retail stores - Enjoy! (and learn).

1. What is the one thing you wish you knew before you launched in retail?
2. What’s one piece of advice you’d give to beauty entrepreneurs hoping to get into retail?
3. What have you found are the best places to connect and speak to retail buyers?

Listen to the full episode and learn more about how Sarah & Rochelle started their brand and landed on Sephora.com.

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Sign up for our Weekly Newsletter to be the first to know when new episode drop! https://mailchi.mp/ed3697f76617/shelf-talks-podcast

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode!

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us a text

In this episode of Shelf Talks, host Roberta interviews Sarah McNamara and Rochelle Jacobs, co-founders of Naturally Serious Skin, a clean beauty brand. They discuss their backgrounds in the beauty industry, the inspiration behind their brand, and the innovative product development process that led to their patented blend of ingredients. The conversation also covers their marketing strategies, the importance of consumer feedback, and the challenges they faced in their first year of business. The founders emphasize the significance of building trust with consumers and their commitment to sustainability in the beauty industry.

Chapters

00:00 Introduction to Naturally Serious Skin Care
03:09 Founders' Backgrounds and Early Influences
05:58 The Birth of Naturally Serious Skin Care
10:03 The Importance of Clean and Clinical Beauty
12:15 Patented Ingredients and Their Significance
15:18 Navigating the Beauty Industry During COVID-19
18:12 Product Launch Strategy and Initial Offerings
21:12 Innovative Marketing Approaches
24:08 Customer Feedback and Product Reception
29:25 Innovative Cleansing Solutions
29:55 Sustainable Packaging Practices
31:32 Navigating Business Growth Challenges
34:54 The Power of Passion in Partnerships
36:48 Creative Product Naming Strategies
39:42 Driving Sales Through Authenticity
41:49 Adapting to Industry Uncertainties
45:47 Building Brand Awareness and Community

Naturally Serious Skincare Website: https://www.naturallyseriousskin.com/

Naturally Serious Skincare Instagram: https://www.instagram.com/naturallyseriousskin/

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Sign up for our Weekly Newsletter to be the first to know when new episode drop! https://mailchi.mp/ed3697f76617/shelf-talks-podcast

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode!

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book