47: Small But Mighty: Mindset, PR Strategies, and Brand Growth

In today’s episode of the Accidental CEO Podcast, I had the pleasure of speaking with Katrina Owens, founder of Knockout Directive, a brand and publicity consultancy focused on helping entrepreneurs and small businesses build personal brands and leverage public relations (PR). Katrina’s inspiring journey from corporate employee to thriving entrepreneur offers valuable insights for anyone looking to grow their business.

Here’s what you’ll learn:

Katrina Owens’ Journey to Becoming an Accidental CEO

Katrina shared her unexpected leap into entrepreneurship. After years of feeling disconnected in corporate roles, a pivotal conversation with her partner inspired her to channel her skills and energy into creating her own business. The journey wasn’t without challenges, but her ability to recognize red flags, step out of her comfort zone, and believe in her own potential paved the way for Knockout Directive.

“I couldn’t believe I could be more successful as an entrepreneur than in my corporate career. But I realized my insecurities were holding me back—it was all in my head.”

What Is PR and Why Does It Matter for Small Businesses?

Many entrepreneurs assume PR is reserved for big brands like Coca-Cola or Hollywood celebrities. Katrina debunks this myth, explaining that PR is about building relationships and increasing brand awareness and authority.

“PR helps you grow faster by getting in front of new audiences and positioning yourself as an expert in your industry.”

She highlights two critical benefits of PR for small businesses:

1. Brand Awareness – Expanding your reach to new audiences.
2. Brand Authority – Establishing yourself as a thought leader and industry expert, which can lead to increased pricing power and long-term growth.

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Practical Tips for Entrepreneurs to Start Using PR

Katrina offers actionable strategies for entrepreneurs to leverage PR without a massive budget:

• Start Local: Build your reputation within your community by attending events and pitching stories to local media outlets.
• Share Your Story: Focus on crafting a compelling narrative about your journey and value. This is often more important than having a polished website or media kit.
• Tap Into Podcasts: Appearing as a guest on podcasts is a powerful way to reach new audiences and demonstrate your expertise.
• Become a Speaker: Public speaking opportunities elevate your profile and position you as a trusted authority in your field.

“Don’t wait for everything to be perfect. Start small, focus on the basics, and build from there.”

Key Lessons from Katrina’s Entrepreneurial Success

Katrina scaled her business to six figures in the first year. Her key strategies included:

1. Say Yes to Everything: Early on, she took on a variety of projects to generate revenue and gain clarity on her strengths.
2. Streamline and Niche Down: Once she built a foundation, she refined her offerings to focus on her ideal clients and long-term goals.
3. Create Boundaries: Katrina emphasized the importance of structured schedules, including CEO days dedicated to working on her business.

Mindset Matters: Overcoming Insecurities and Growing Your Brand

For Katrina, mindset played a crucial role in her success. She encourages entrepreneurs to seek neutral support, such as business coaches or mentorship programs, to overcome self-doubt and grow personally alongside their business.

“You can’t grow your business without growing yourself. The time I spend in fear or doubt is much shorter now because I’ve done the inner work.”

Connect with Katrina Owens and Knockout Directive

If you’re ready to leverage PR to amplify your brand, connect with Katrina Owens:

• Instagram: @knockoutdirective
• Website: www.knockoutdirective.com

Final Thoughts

Whether you’re just starting out or looking to scale your business, Katrina’s story highlights the importance of embracing your unique journey, leveraging the power of PR, and staying committed to personal and professional growth.

Stay tuned for more actionable strategies on the next episode of the Accidental CEO Podcast!

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