Liana Zavo is a Global Publicist and CEO of ZavoMedia PR Group, a global public relations and digital branding agency that works with nonprofits, professionals, small business owners, and social impact brands to increase their visibility in the media, and online.
FWM: How important is storytelling when building a brand?
The key to acquiring great publicity lies in effective storytelling. It is no longer just about making your business known to the public through accustomed channels such as advertisements, broadcasts and other avenues by spending a fortune to gain attention. Acquiring the right exposure and winning your audience’s trust is achievable, but it can demand a great deal of preparation. As the CEO of a PR and digital branding firm, ZavoMedia PR Group, I’ve had my fair share of experiences and worked to become proficient in my field.
When discussing the principles behind PR with my clients, I explain that it is similar to storytelling. People love listening to stories. When they hear a friend or family member recommend a product or a business, it often piques their interest and prompts them to want to know more. Word-of-mouth referrals from family and friends are a form of earned advertising, they are the most trusted advertising format. Consumers tend to trust their peers’ judgment and follow their recommendations.
Simply put, PR is the process of communicating to the general public, establishing a connection by earning the audience’s trust and convincing them to support your business. It refers to the actions that a company takes to create its image and foster relationships with consumers, business partners and other stakeholders. Strategies are put in place to communicate with the public in a more persuasive tone. As a result, you earn trust, which positively promotes your business’s reputation.
FWM: Share your story that led to ZavoMedia PR Group to become one of the most recognized global PR agencies.
Behind the apparent overnight success of any viral brand, there is a culmination of essential steps and strategies that helped them build their authority to firmly influence the public.
In March 2022, my PR agency became an international brand with remote offices in London, Dubai, Australia, Paris and Singapore. Her success in the PR industry is the culmination of over a decade of experience, hard work, leadership and dedication to helping thought leaders, entrepreneurs and C-level executives gain authority and recognition in their respective industries.
Brand authority is a crucial factor for small businesses, and it can help you know where you stand in the industry. Even starting out, you can take advantage of your leadership position and nurture your expertise as you go along. With time, this confidence and authority can help your brand gain more traction and attention. People will come to you when they seek help because they trust your work and know you can give them what they need. In other words, brand authority reflects the trust people have conferred on your business; they believe and depend on your expertise as a leading authority in your industry.
As businesses struggle to stand out in an intensely saturated market, it’s easy to see why some companies give up early in the competition. While resources and tools are accessible in the digital mainstream, one can quickly get lost and waste valuable time figuring out how to dominate the industry.
FWM: What challenges have you faced while building your brand?
Starting a business isn’t a breezy walk in the park. When I started running my own, I realized how challenging it was to stand out in an overly saturated market. It can be daunting to traverse a path of uncertainty toward a goal of high conversion rates and booming success. But when I learned to define my niche, refine my skills and become an expert, I was able to create the authority that became my brand’s voice.
For new businesses, gaining a foothold and becoming an authority can be daunting. But through technology and social media, businesses can quickly widen their reach and gain more exposure. This is a good start for brands to build their presence and nurture growth to becoming an online authority.
FWM: How is ZavoMedia PR Group turning individuals into recognized experts?
Looking into the success of other personal brands, one of the common denominators is a confident brand authority. After years of experience and constant learning, I have developed a system of strategies that can help you create your own powerful brand presence.
Content is King, as they say. But it’s also expected that anyone can quickly generate content by looking up hundreds of resources online or repurposing old ones. So how can you stand out in a crowd of content creators? By producing valuable content unique to your brand that others can’t easily replicate.
To be recognized as an authority in your industry, begin to speak like one. Share personal experiences and even case studies to show your dedication to constantly evolving your business model to fit your target market’s needs. The relevant content that’s seen or heard on various platforms through articles, podcasts, live shows and webinars will highlight the authenticity of your brand.
FWM: Share PR secrets for entrepreneurs to build authority.
Social media proves to be a promising avenue that brands use to optimize their potential. Campaigns done across social media platforms are key to promoting your products and services. Keep updated with the trending topics and find where you can design creative campaigns using these trends. Holidays, festivals, film events and other popular activities can give you a good head start in planning specific social media campaigns.
Always remember to involve your audience and engage with them. Even with a limited budget, small brands have been able to work around these trending topics by thinking outside the box and trying new and creative ways to steal the spotlight.
The world is ever-changing; thus, it’s your job to keep up with the changes if you want to stay in the lead. Experts are always at the forefront and armed with wisdom and creative thinking; people look up to them for upcoming trends and predictions. Most business owners don’t know that they, too, can devise and start their own movements to build their authority.
A brand that can integrate or create a new and thriving trend, with other businesses following suit, can earn a badge as an authority that disrupts the industry. Being a pioneer and “in the know” means your brand can develop innovative ideas to reinvent the world and improve lives.
FWM: How important is it to network with journalists?
A practical and strategic method for brand authority is connecting with journalists and collaborating with local influencers who have a wide sphere of influence. They can help introduce your brand’s story and penetrate the local market with their established credibility and number of followers.
Local media outlets also provide a fantastic opportunity to boost your publicity and gain recognition when you’re just starting to build up your business. Getting published in newspapers, having guest appearances on shows and partnering with renowned personalities are all great ways to generate brand awareness and pique the public’s interest.
FWM: In March 2022, your agency became an international brand with remote offices in London, Dubai, Australia, Paris and Singapore. Can you share the proudest moment of your career?
Last year 2022 was the highlight of my career as a publicist, PR expert and personal branding strategist. Going global was one of the hardest yet rewarding experiences. I started my company in NYC on the UES and after the pandemic we moved to the heart of the city. It was a pivotal moment in my career. Once I was interviewed by BBC News London I was convinced I can help my clients get publicity in London and other countries after fostering relationships with the press and media. The proudest moment is knowing that I can make an impact on a global scale and help entrepreneurs and founders become recognized and gain authority on an international scale.
FWM: What is your superpower?
My superpower is helping people find their voice, authority and confidence in telling their story. I give voice to the voiceless. I have mentored close to 4000 young women from orphanages, high schools and first year of college.
FWM: Can we expect to see you as a keynote speaker in 2023?
I am flying out in March to London to speak at an international conference White Label Expo. I spoke at this conference at the Javits Center in NYC on PR and the significance it plays on small businesses. They found my Keynote impactful to so many people and want me to back and speak globally. As well since I am a Forbes thought leader and business influencer, I am writing constantly about new business ideas and how to implement new strategies in PR.
www.zavomediapr.com
