So, um, i- if someone's to do PR on their own, how do they start to manage that?

First things first is really nailing your story and, and why does anyone care about it? Uh, y- you're really thinking about your specific perspective and narrative voice and what you're bringing to the table that's different from others.

You know, if you think about three unique things about you, you know, the first one you might have in common with your, your competition.

The second one should, you should start to separate from the pack a fair amount.

But by the time we get to the third, you should be standing wholly unique from others.

And, you know, once you get that, that- Information about you really settled.

Start to think about, "Okay, well, who am I trying to reach now? Is it, you know, the business community? Am, am, am I a nonprofit?" You know, like what, what are you trying to impact? And working backward from there, what are the avenues to get to them? Is it your local business journal? Is it podcasting? It...

So I guess my question to you on that is how do founders, business owners, right, who have been getting along and becoming successful without a ton of PR, how do you help them understand that this takes time and that there's an investment and it's not guaranteed?