Mastering Health and Wellness PR: An Interview with Brittney Lynn

Health and wellness PR can be a game-changer for growing your brand, increasing visibility, and building credibility in your niche. Whether you’re a dietitian, personal trainer, or wellness entrepreneur, public relations can help you reach new audiences, drive more traffic to your website, and even boost your SEO.

To shed light on how small business owners can get started with PR, I sat down with Brittney Lynn, a seasoned PR expert.

Why Health and Wellness PR Matters

Many of my clients don’t have any press or features when they come to me. They often say, “I’m not sure where to start or what to pitch.” That’s why I brought in Brittney to talk about how to break into PR without spending a fortune. Brittney, can you tell us why PR is important, especially for small health and wellness businesses?

The Benefits of Free Wellness PR Opportunities

Brittney: PR is crucial for entrepreneurs because it’s often free. When you get featured on a podcast, interviewed for an article, or appear on local TV, it doesn’t cost anything. Of course, you can hire someone like me to do PR and pitching, but you can also do it yourself if you’re just starting out. The key is finding the right press opportunities that fit your brand.

There are two main benefits to PR:

  1. SEO Boost: Many press features include a link back to your website, which can improve your site’s ranking on Google.
  2. Brand Recognition: Even if a feature doesn’t immediately lead to sales, it builds your authority. Getting your name associated with respected publications or podcasts helps establish credibility.

Balancing Brand Building and ROI in PR

Jess: You mentioned two types of PR: brand-building and ROI-focused. Can you explain the difference?

Brittney: Sure. Brand-building PR is about getting your name in front of larger audiences or well-known publications. For example, if you’re featured in a big magazine, it might not lead directly to sales, but it adds prestige. On the other hand, ROI-focused PR is more niche. These opportunities are highly targeted to your ideal client, so they’re more likely to result in direct sales.

Jess: I can totally relate. A few years ago, I set a goal to get 35 features in a year. I ended up with over 40 features—guest blogs, podcasts, virtual summits—but the real ROI came from the more niche podcasts that directly reached my target audience.

How to Find the Right Wellness PR Opportunities

Brittney: If you’re in the health and wellness industry, start by thinking about where your target audience spends their time. What podcasts do they listen to? What blogs do they read? Don’t just pitch yourself as an expert—pitch where your ideal clients are.

Jess: Exactly. It’s about finding the right fit. For example, if you’re a personal trainer for moms, pitch yourself to mom-focused podcasts or blogs, not just general fitness outlets.

Tips for Crafting a Winning PR Pitch

Jess: So, once we find the right opportunities, how do we pitch ourselves?

Brittney: I always start with a pitch template that includes these key elements:

  1. Introduction: A quick sentence about who you are and what you do.
  2. Reason for Pitching: Be clear about why you’re reaching out. For example, “I’d love to be a guest on your podcast to talk about…”
  3. Unique Angle: Tailor your pitch to the specific audience. Show that you’ve done your research.
  4. Bio and Credentials: Include a short bio and any relevant features or press you’ve had.
  5. Suggested Topics: List a few specific topics you can talk about. Make it easy for them to say yes.

Jess: Great advice. And I love that you mentioned making it unique. Nobody wants a generic pitch.

Following Up: The Secret to PR Success

Brittney: Follow-up is key. About 40% of the press I land for my clients comes from following up. People are busy—emails get lost, or they might need a reminder. A simple follow-up email can make all the difference.

Jess: Yes! I always tell people not to take it personally if they don’t hear back right away. Persistence pays off.

Sharing Your PR Wins

Jess: Let’s talk about what happens after you land a press feature. How important is it to share those wins?

Brittney: It’s huge. Sharing your features builds trust with your audience and strengthens your relationship with the host or publication. Plus, not everyone in your audience will see it the first time. Don’t be afraid to reshare features over time.

Jess: I agree. I’ve had clients tell me they don’t want to come across as bragging, but it’s not bragging—it’s sharing valuable content.

Keeping Track of Your PR Efforts

Brittney: Another tip: Keep a spreadsheet to track your pitches. Note the date you pitched, whether you followed up, and if it resulted in a feature. It helps you stay organized and ensures you’re not pitching the same place too frequently.

Jess: Yes, and don’t forget to link to all your features on a dedicated press page on your website. It makes it easy for future opportunities to find you.

Mistakes to Avoid in Health and Wellness PR

Jess: Before we wrap up, are there any common mistakes you see people making in PR?

Brittney: Yes, a few:

  1. Not Following Up: As I mentioned earlier, following up is critical.
  2. Generic Pitches: Always personalize your pitch. Show that you understand their audience.
  3. Neglecting to Share Features: If you’re not sharing your press wins, you’re missing out on added exposure.

Jess: Thanks so much for sharing all these insights, Brittney. This has been incredibly helpful.

Final Thoughts on Health and Wellness PR

Jess: If you’re in the health and wellness space and want to grow your brand, PR is one of the best ways to do it. Start small, stay consistent, and don’t be afraid to put yourself out there. Remember, every press mention builds your authority and helps you reach new audiences.

Brittney: Absolutely. And if you’re feeling overwhelmed, just start with one pitch. The more you do it, the easier it gets.

I build high-impact websites for health pros so they can spend less time on social.

BRANDWHYS PODCAST

RECENT POSTS

WEB DESIGN SERVICES

SEO SERVICES

Take the 2-minute State of Online Business 2024 Survey!Sure!