WMTW 030: Trevor Young – PR Warrior and Author of Microdomination [Podcast]

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Updated on March 2nd, 2015

In this episode I’m talking with Trevor Young, the PR Warrior. He is the author of MicroDomination and has worked in public relations and communications for over 20 years. He has started and sold 2 businesses and merged a third with the world’s largest independent PR agency.

Personally he’s a passionate educator and loves listening to 1960s hard-bop jazz – he even gave me a quick sample while we were recording! He’s a Geelong Football Club supporter (which we won’t hold against him) and is plotting and planning the Great Australian Crime Novel.

We talk about:

How the media has changed – Paid, Earned, Shared and Owned and what you can do to maximise them.
How to craft a story and content to win publicity
What he means by The Connected Brand
And lots more!

Enjoy!

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Show Notes:

Day in the life of Trevor Young:

Portfolio approach
Writing research
Mentoring/coaching
Presentations
Workshops
Educational based

Marketing Philosophy:

Connected brand – how to better connect with the marketplace in a hyper networked environment.
Content and events, cultivating the enthusiasts of your brand
Collaboration and partnering with like minded individuals and orgs
All this comes before the Call to action

Major aha moments?

Serendipity and the fact that we are all connected – it’s a small world.

What else is working for you at the moment?

LinkedIn
Podcast – Reputation Revolution with LinkedIn group attached

What’s not working?

Hasn’t built subscriber list

What would you do if you were starting from scratch?

Blog first – to bring clarity, focus and form
Create a body of work.
Twitter as the second choice

What is PR?

Public Relationships
PR is not getting your name in the papers/TV/Radio – this Media Relations
Getting others to talk about you in a positive way
Speaking engagements, media briefings etc

Paid, Earned, Shared and Owned Media:

PESO
Paid – advertising
Earned – you’ve earned the right – eg story by a journalist/blogger
Shared – people commenting and retweeting etc – general public
Owned – your website, blog etc.
Know the journalists personally – the stronger the tie the better.

Hybrid blogs:

Techcrunch
Huffington Post
Mumbrella
Business Insider
Smart Company
Startup Smart
Entourage

Blogs:

Solo
Multi author – jeffbullas.com, problogger.com
Moz – SEO blog

Learning from others:

David Meerman Scott
Content Marketing Institute
Jay Baer
Mitch Joel
Mark Masters – ID Group
Dionne Lew – The Social Executive

Closing thoughts:

“You are the media channel.”

Connecting with Trevor:

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About the Author
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Toby Jenkins is co-author of Web Marketing That Works. He also released 33 free marketing templates, is CEO of Bluewire Media and co-hosts an iTunes podcast and has written for Fairfax Media, ProBlogger, Jeff Bullas and many other blogs. Toby is an Athens Olympian.

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