Business Storytelling with Valeria L. Palmertree

It can be so hard to see our own brand and business journey because we are IN IT every single day.

One of the areas that I see a lot of my clients struggling with is pitching themselves. Pitching yourself is really important from an SEO perspective because backlinks help you move up in Google rankings. 

Valeria L. Palmertree runs The Palm Tree Type, a consultancy business where she helps clients understand and share their stories. In my conversation with Valeria, we talk about storytelling, business, and how to navigate that pitching process. 

Listen/watch the full conversation with Valeria below:

Can you walk us through the process of how you help clients uncover their stories? 

Valeria: Usually I walk them through what I call a story identification process, where I, in a way, act like a journalist interviewing them, trying to glean insights into who they say they are and who their audience is.

The magic is in gleaning those things that come out as they're talking. I walk out of that meeting and develop editorial story angles. And if they approve those, then we build a media list and then outreach can begin.

Some clients come to me with a very well-articulated story. They are so confident in who they are and what their story is, and they want to spread it with the word. In that case, the process is a little more simple. We determine who their target media outlets are, what their audience looks like, and what that audience is consuming, whether it's online media or print media. Then, we put together a public relations plan that usually consists of outreach ideas. 

But, I can't stress enough that everything ladders up to the brand story. The messaging on websites, social media copy, and advertising are all connected to the essence of that brand. 

Do you find that a lot of people already have a strong essence, but they're not really able to see it or even to put it into words?

Valeria: I would say eight out of 10 clients are sitting on their story and they just cannot seem to see it. Most clients come to me and they say, “I have no idea what my story is.” And then we started the identification process and I act as a mirror, essentially. I help reflect back to them who they actually are. 

Most clients are standing so close to their story that they just can't even see it for what it is. And, in some cases they're very dismissive. They have this amazing story and they're like, “Why would anyone be interested in that?”

And I'm like, well, actually the New York Times would be very interested in that story. Others maybe have a fairly good grasp of their story, but they cannot articulate it and that's okay. I coach them through the messaging aspects of it. 

Small businesses are constantly evolving. How can a small business navigate their brand evolution and start to understand where they are right now in terms of their brand story? 

Valeria:  The most important thing for any brand regardless of its size to keep in mind is authenticity. Of course your services and maybe your focus area—those logistical business things—are going to change, but I would argue that the essence of what your brand is like, what makes your brand, your brand doesn't really change much.

A lot of clients often get lost in precisely that issue. They say, “A month from now, my brand is going to change because instead of focusing on lifestyle, I'm now going to focus on health.” Well, how you're focusing on either of those industries is probably the same, right? Because you, as a brand, haven't really changed; your services have.

Differentiating the brand essence from the brand offerings gets you a little bit closer to articulating your actual story, not just what you're selling. 

So have that internal conversation and get a grasp of at your core: what is your brand about, what are those core brand values? That is really what differentiates you from your competitors.

Your services can change monthly if you want them to, but what you bring to the table holistically as a brand and authentically as a brand, that's where the story lives. 

For someone who wants to attract more media opportunities that are a good fit for them, but they're feeling stuck, what is just one tip that you can share? 

Valeria: Well, I'm going to pretend that they have their story nailed down. Aside from having a good grasp on their story, the most important thing is to actually engage in media relations. 

My wisest advice to clients would be to not wait until they have something to say. Start cultivating those relationships now, whether it's with a local paper or a wellness blogger. Learn about what stories interest them and then how you might be our resource for them. Is there a trend you can speak on? Is there a perspective that you can offer based on your field?

The biggest misconception that some clients come to me with is that media coverage just kind of happens overnight. Well, it just doesn't work that way. And that's why I say relationships are my currency. I truly take them that seriously. It's cultivation over months and years. 

It's easy to get caught up in the allure of top tier media, but what media actually resonates most with your audience? Where does your story make the most sense? A lot of these niche publications, or the blogosphere, may be a better place for your story than some of these other big publications. 

So, you asked me for one tip, but I would say that it's the cultivating of relationships and then knowing who those relationships should be with. 

Valeria’s Bio:

Valeria is a writer, editor and professional storyteller with more than 15 years of public relations experience – spanning from managing communications programs and media relations within the travel/hospitality and corporate communications sectors, to hosting immersive culinary experiences at the James Beard House and guiding crisis communications response during the Deepwater Horizon Oil Spill (and now, during a global pandemic).

To find out more about Valeria and her work, check out her website: https://www.thepalmtreetype.com/ and follow her on Instagram: https://www.instagram.com/valenptree/

Listen to other Digitally Overwhelmed podcasts below