Dear BAMf Podcast: Episode 19 with Nikki Parker

Dear BAMf // Episode 19: Nikki Parker of Insight Partners explains how clients can build their media profile and how to communicate the importance of PR to executives.

In this week's episode of the Dear BAMf podcast, we speak with Nikki Parker, Vice President of Marketing Strategy & Communications at Insight Partners. Nikki has extensive experience implementing integrated communications and marketing programs, as well as running strategy for businesses of all sizes — from startup to IPO. In this episode, Nikki explains how to convey the importance of PR beyond simply media relations and into a larger strategy. She also tackles some meaty PR questions from listeners, like this tricky one about getting buy-in from higher-ups: 

Dear BAMf,

I've been fighting tooth and nail at my company to keep our agency on board. The agency has been going above and beyond during this pandemic and has been successfully securing placements. I honestly didn't think it would be feasible. My CEO, whom I report to, says that our company just doesn't care right now, "about press and media attention." I know we're in the middle of this pandemic, but I think this is so short sighted. And I would hate to see my agency cut because of the "right now" rationale. What's your advice here?

Listen now to hear how Nikki advises this writer to move forward.

Dear BAMf: Episode 19

Episode 19 highlights:

• (01:00) Nikki shares her tips on how to build your clients profile. Ask your client where they would like to be placed and create detailed steps to get your client mentioned in  the top tier pubs. For events, collaborate with smaller corporate events and partners, and create your own mini event. 
• (08:07) How to explain the importance of public relations to those who may not understand it. Some tips from Nikki: Educate executives and clients early on and continuously. Expand the conversation beyond media relations to actual strategy. And share results with data and case studies.
• (20:25) How do you convince a CEO that media training is critical? Start by practicing with your CEO to see where they are. Be a guide by showcasing how media training has helped their competitors and contemporaries. Pull quotes from other CEOs in articles and headlines to paint a story. Incorporate a personal testimony that showcases how media training helped you become a powerhouse at crafting statements. To strengthen your process, have your CEO look at media training from a crisis perspective and unpack worse-case scenarios, emphasizing that media training is about protection and insurance. Last but not least, have the entire company do media training to avoid calling one person out.
• (26:17) How to stand out as a thought leader when your name is not recognizable:
  • Be authentic
  • Be relevant
  • Say something that stands out
  • Take a different point of view
  • Speak about the data
  • Have your digital presence match your story and interview narratives 

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