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Kate's Coverage

Kate shares why she connects her professional work with the song “Steer” by Missy Higgins.

The “Steer” Connection:

• Empowerment: Kate plays the track before her bi-annual events to embrace its message of being in control of your own destiny.

• A DIY Philosophy: This theme of “steering your own path” mirrors the goal of her Meet The Press MasterClass, where she teaches entrepreneurs they don’t need expensive PR agencies to secure free media coverage.

• Proven Success: For 14 years, Kate has used this empowering mindset to help graduates successfully harness the media themselves.

In this Mamamia feature, Kate reflects on the “BS radar” that comes with dating in your 50s. After leaving her marriage in 2007, Kate spent seven years “deliberately single” to raise her two sons and build her business, the Meet the Press Masterclass.

Now 57, she views dating as a choice rather than a necessity. Her philosophy is simple: a partner must genuinely enhance her life, or she’d rather be on her own. She argues that the wisdom of her 50s makes her far more selective than she was in her younger years, refusing to settle after the “drama and angst” of her past.

To navigate the modern dating scene, Kate recommends:

• The “Dating Buddy” System: Finding a trusted group of friends to help spot red flags and keep the journey lighthearted.

• Essential Humor: Maintaining a sense of fun to balance the challenges of online dating.

• Self-Healing: Taking the necessary time to grow and heal before re-entering the dating world.

Kate sat down with Inside Small Business editor Mia Lockett and business owner Jacky Magid for an episode of The Small Biz Fix to discuss why DIY PR is often the smarter move for SMEs. She highlights that while many owners are intimidated by the perceived high costs of agencies, taking a direct approach can lead to more authentic storytelling and lasting media relationships.

Kate’s Case for DIY PR:

• The Owner’s Advantage: No one knows the intricacies of a business better than the owner, making them a “gold mine” of information for journalists.

• Direct Relationships: When you pitch yourself, you own the media connections. If you rely on a third party, those relationships often disappear the moment you stop using their services.

• Flexibility and Control: Traditional agencies often require a 12 month commitment and significant financial investment. DIYing allows you to be in the “driver’s seat,” pausing your efforts during busy periods or vacations without wasting a monthly retainer.

• Journalist Preference: Media outlets often prefer to speak directly with the source. Direct interaction allows business owners to unearth newsworthy stories they might have previously overlooked.

Kate discusses her unconventional approach to publicity, which bypasses the traditional agency model to give business owners direct media access. She focuses on “building media muscle” through her Meet The Press MasterClass, where clients pitch directly to journalists without “PR whitewashing”.

Key Insights from the Episode:

• Direct Access: Kate’s MasterClass links hand-selected business owners with journalists, allowing for multiple pitches in one session and eliminating “dud” pitches.

• Massive Exposure: Her graduates have secured thousands of hours of coverage on major outlets like The Today Show, Sunrise, The Project, and ABC News 24.

• Print and Radio Success: Participants frequently feature in national newspapers such as The Age and The Australian, as well as radio stations like 3AW and ABC Radio.

• Earned vs. Paid Media: The discussion highlights the superior credibility of unpaid (earned) media and provides the #1 free resource for connecting with journalists.

• Leveraging Success: Kate explains how to position yourself for PR and effectively leverage coverage to maximize business growth.

Kate joined the Mindflip Moments podcast to share a simple yet profound mindset shift that transformed her daily life: the power of swapping “have to” with “get to”. She realized that this shift in language reframes everyday tasks as opportunities, fostering a sense of gratitude and joy whether she is heading to the gym or working from home.

Beyond her mindset philosophy, Kate discusses her work as the founder of the Meet The Press MasterClass, where she breaks the traditional rules of publicity. By linking business owners directly with journalists, she eliminates “PR whitewashing” and ensures media outlets receive high-quality, juicy stories they can use immediately.

Kate weighed in on the great PR debate for Dynamic Business, providing expert advice on how SMEs can successfully navigate the world of DIY public relations. She emphasizes that while you absolutely can handle your own PR, you must avoid the “trip hazard” of pitching to journalists the same way you pitch to clients.

Kate’s DIY PR Essentials:

• Find the Story: Journalists aren’t interested in your “thing”. They want to know what is newsworthy about it or what specific issues it solves for their audience.

• The Story Behind: Successful DIY PR is always about finding the deeper narrative behind your product or service.

• Consume the Media: Before reaching out, understand what a specific outlet or program is currently covering.

• Avoid the “Do-Over”: Knowing a journalist’s recent work ensures you don’t pitch a story they have already run.

• Relevance is Key: Tailoring your pitch to the specific target media makes it more relevant to both the journalist and their viewers or readers.

Kate was featured in the Summer 2023 edition of Inside Small Business, where she sat down with editor Tim Ladhams to discuss the undeniable power of storytelling. She emphasizes that while business owners are naturally in love with their “new baby,” the biggest mistake they make is pitching to the media the same way they pitch to potential clients.

Kate’s Key Storytelling Pillars:

• Engine vs. Caboose: Kate explains that the issue a business solves and the story behind it is the “engine room”, the business itself just comes along for the ride like the caboose.

• Breaking Tunnel Vision: Owners often focus too much on their specific product or service. True growth opportunities lie in the story that sits behind the “thing”.

• Earned vs. Paid: Kate warns against being seduced by paid advertorials, which often do a disservice by focusing on the product rather than the compelling narrative journalists actually want.

• The Agility Advantage: Any business is big enough for the media; it simply requires a shift in thinking to get out of the business and into the problem the business solves.

• Real Results: By switching a pitch from a product focus to a solution-based story, Kate has helped businesses secure massive mainstream coverage, including segments on A Current Affair that generated hundreds of thousands in revenue.

In this Birds of a Feather profile, Kate details her transition from running a boutique PR agency to founding the Meet the Press Masterclass. After her marriage ended, Kate pivoted her business to support her two sons, moving away from high-retainer agency work to empower startups with DIY publicity skills.

Key Highlights:

• The Pivot: Kate developed a two-day masterclass where entrepreneurs learn to craft media releases and pitch directly to journalists.

• The Mental Game: To battle imposter syndrome, she personifies her self-doubt as “Huxley” and leans into her confident inner voice, “Madam Secretary.”

• Kate’s Advice: She advocates for strict prioritization to remain present in life, famously noting that “you can only wear one hat at a time.”

Kate clarifies the vital distinction between “pay to play” schemes and genuine earned media for Inside Small Business. She warns SMEs that paying for inclusion in a publication is not publicity, but rather “glamourised advertising” that lacks true editorial integrity.

Kate’s Insights on Authentic Publicity:

• The Merit Rule: Earned media is achieved on merit alone, when a journalist deems a story newsworthy and relevant to their specific audience.

• The Credibility Trap: While “pay to play” packages might look impressive, they lose credibility once people realize the coverage was purchased.

• Timeless Value: True editorial coverage is an exceptionally powerful asset that remains valuable for use in proposals and on websites forever.

• Identifying Real News: Rather than succumbing to the seduction of paid editorial, business owners should focus on uncovering the genuine news stories already existing within their brand.

• Integrity Matters: Mainstream journalists cannot be bought; any outlet charging for “editorial” is compromising the very integrity that makes media coverage effective.

Kate explores the “art and science” of securing free media coverage, noting that while both can be learned, the ultimate test is successfully getting in front of a journalist. She explains that many small businesses struggle with this final hurdle, but understanding the two distinct sides of the publicity coin can help owners master the game.

Kate’s Publicity Masterclass:

• Art and Science: Generating publicity is a blend of both creative storytelling and a systematic approach.

• The Final Exam: The true test of any PR strategy is the moment you must engage directly with a journalist, producer, or reporter.

• Mastering the Pitch: Understanding how the media operates allows SMEs to move past the initial learning phase and successfully pass the “last test” of media outreach.

Kate explains why a positive approach is a competitive advantage in the media. While news cycles are often dominated by negative stories, she highlights that there is a significant audience “craving” uplifting content.

Kate’s Advice for SMEs:

• The Power of Positivity: When seeking free publicity, it pays to be positive in both your story pitch and how you engage with journalists.

• Audience Demand: Drawing on research across 17 countries, Kate notes that there is a consistent, hungry market for “good news”.

• Leading by Example: With 25 years of experience helping hundreds of businesses, Kate found that leading with positive ideas helps pitches stand out from the “dud” or dull ones typically received by media outlets.

Kate shared how “cause days” serve as a prime opportunity for small businesses to break into the media landscape without the need for a traditional agency. She notes that while starting a publicity journey can feel daunting, especially for exhausted business owners, simple tools like a Google search can provide the inspiration needed to take that first step.

Kate’s Insights on Leveraging Cause Days:

• Media Magnetism: Cause days draw intense media attention to specific “slices of life,” making them an ideal hook for businesses to align their stories with what journalists are already looking for.

• Overcoming the “Too Hard” Basket: Many owners avoid publicity because they believe it is scary or out of reach, but Kate emphasizes that generating your own media is achievable with the right starting point.

• A Simple First Step: Inspiration for a pitch doesn’t have to be complex; identifying a relevant day on the calendar can bridge the gap between a new product launch and actual news coverage.

• Generating Your Own Media: By understanding these cycles, SMEs can move from being “exhausted” by the prospect of PR to successfully capturing thousands of dollars in free exposure.

In this SmartCompany Plus article, Kate outlines a five-step strategy to maximize the impact of a PR pitch. She emphasizes that a single pitch can lead to multiple pieces of coverage if handled strategically.

Kate’s Five-Step PR Strategy:

• Pick a Target: Tailor a one-page media release to a specific outlet rather than sending a generic blast.

• Do Your Research: Identify the right journalist and explore the outlet’s “other tentacles,” such as podcasts or social media, for additional opportunities.

• Focus on Add-Ons: Offer “added value” like first-person articles, live video sessions, or audience giveaways to engage the media.

• Support the Journalist: Provide high-quality photos or suggested interview questions to make the journalist’s job easier.

• Plan Ahead: Think about these extra steps early to build lasting relationships that lead to repeat coverage.

In this article, Kate warns that while professional relationships take years to build, they can be destroyed in moments. She identifies five key relationship killers to avoid:

• Micromanaging and overstepping boundaries.

• Taking credit for others’ work or failing to acknowledge contributions.

• Breaking trust through inconsistency or lack of transparency.

• Poor communication, specifically failing to listen or being dismissive.

• Focusing on “Me” instead of “We”, prioritizing personal gain over mutual success.

In this piece for The Age, Kate outlines how small businesses can secure high-impact publicity without a massive marketing budget.

Key takeaways from the article include:

• Editorial coverage provides a level of third party credibility that paid advertising simply cannot buy.

• The most effective “free” promotion often comes from providing genuine value to a journalist’s audience rather than just asking for a favor.

• Niche publications and local news outlets are often more accessible and can offer a more engaged, targeted audience for small business owners.

• Consistency is vital. Building a media presence is a long term play that requires regular outreach and maintaining professional relationships with key media contacts.

Kate provides a guide for small business owners looking to break into the world of breakfast and morning television. She notes that while these slots are highly sought after, landing an appearance is achievable with a strategic, human-centered approach.

Kate’s Morning TV Tips:

• Pitch the Person, Not the Product: Producers look for relatable “human interest” stories rather than blatant advertisements for a business.

• The Power of Proximity: Morning shows often prefer local stories or guests who can easily travel to the studio for live segments.

• Visual Appeal: Television is a visual medium; Kate suggests thinking about how your story can be presented with interesting props, demonstrations, or a dynamic background.

• Be a “Safe Bet”: Producers want guests who are confident, concise, and won’t freeze on air, so demonstrating previous media experience is key.

• Follow Up with Care: Building a relationship with producers through polite, well-timed follow-ups can set you apart from the “noise” of other pitches.