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Listening Time 28 Minutes

Free Advertising: Using PR to Promote Your Business

With Amy Doary

Episode Overview

This episode is a guide for home service businesses looking to leverage public relations (PR) to build trust and reach new audiences. Through real-life examples, it breaks down a five-step strategy for securing a spot on local morning shows and creating effective key messaging. Listeners will learn how to prepare for news interviews, capitalize on media coverage for business promotion, and navigate rejections from media outlets. Plus, learn about the significance of partnering with meaningful organizations to connect with your customers. Join host Adam Sylvester, and Amy Doary, owner of ADPR. 

Show Notes

– Introduction to the episode and guests (0:30)

– The difference between PR and marketing (1:33)

– How to use PR to build trust and find new audiences (2:46)

– Real life example of a small business using PR to promote their business (3:50)

– 5 steps for getting a local morning show (5:00)

– Developing your key messaging for PR (7:10)

– Finding out who to contact for PR opportunities (8:50)

– How to pitch yourself and your business to a reporter (10:50)

– Preparing for a news interview with photos, video and a Q&A (13:32)

– Capitalizing media coverage to promote your service business and get new customers (16:55)

– What Adam and Amy love about Jobber (17:50)

– What to do if you’re rejected from media outlets (18:55)

– Adam’s personal experience with a TV station (19:40)

– Considering outlets outside of TV and radio, like fairs and contests (22:08)

– Find an organization or charity  to partner with that’s meaningful to you (22:44)

– Using news outlet branding and logos to promote your business (24:36)

– Adam’s takeaway tips: promote yourself a seasonal expert, give your audience value, pay attention to local contests for free advertising opportunities (25:50)

About the speakers


Adam Sylvester



Adam started Charlottesville Lawn Care in 2013 and Charlottesville Gutter Pros in the fall of 2020, in Charlottesville, VA. He likes to say, “I do gutters and grass! When it rains the grass grows and the gutters leak!” He got into owning his own business because he saw it as a huge opportunity to generate great income while living a life that suited him. He believes that small companies can make a serious impact on their communities and on every individual they touch, and he wanted to build a company that could make a big difference. His sweet spot talent is sales and marketing with a strong passion for building a place his team wants to work. Adam values his employees and loves leading people. While operations and efficiency is not something that comes naturally to him, he is constantly working to improve himself and his business in these areas. 




Instagram: @adoary
LinkedIn: Amy Doary

Since launching ADPR in 2015, Amy Doary has applied her 15+ years of PR expertise to craft impactful campaigns for top brands, celebrities, and public figures, including coordinating royal interviews and organizing press days with stars like Lady Gaga. Previously immersed in corporate PR, she managed crisis communications and internal messaging during pivotal corporate transitions. Inspired by entrepreneur friends and eager for a flexible schedule, Amy left the corporate world after a decade, founding ADPR to empower diverse clients through education, expertise, and community. Her work consistently reflects her commitment to excellence and her passion for the industry.

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