8 Steps to your successful PR strategy | Vladlena Taraskina | Skillshare
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13 Lessons (44m)
    • 1. Introduction

      2:02
    • 2. Step 1 - Clarify your message

      4:01
    • 3. Step 2 - Prepare your press page

      5:17
    • 4. Step 3 - Make a list

      4:09
    • 5. Step 4 - Create an email campaign

      5:05
    • 6. Step 5 - Reach out

      4:43
    • 7. Step 6 - Follow up

      2:26
    • 8. Step 7 - Spread the word

      2:31
    • 9. Step 8 - Keep in touch

      3:13
    • 10. Use this database with journalist contacts

      2:04
    • 11. How to get contacted by the press

      2:22
    • 12. How to organize your PR

      4:01
    • 13. Wrap up

      2:06

About This Class

Learn how to reach out to the press and get your story published. 

I have created this practical step by step guide so you can reach out to millions of people, tell your story and increase your brand value. 

By the end of the course you will have a strategy how to build your winning PR strategy. 

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Why you should enroll

  • Course includes over 1 hour of high quality content, including links to key resources
  • You'll learn skills that will allow you to tell your story and get published
  • You'll have access to the instructor to ask questions. 

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About the instructor:

+ Worked in Online Gaming Industry and Venture Capital 

+ Founded 5 companies in the last 8 years

Transcripts

1. Introduction: hello and welcome to the course. In this course, you gonna learn how you can get published in any publication in any media outlet. So I love working with the press. I think it is a really great way to get your story out there and to connect view potential partners with your customers to get, um, more people on board with your idea with your story. So I have been working with the press over the last five years. I have been very successful and I've been published in many different medium. Andi, I would like to share review the eight steps which I have used every time I was working with the medium. And I think that it's really great way toe approach. It s so I'm going to present you the eight steps starting from clarifying your message and what you need to be communicating to the media to the journalist, then reaching out. So how you can email them other any other ways to reach out other any other ways which work better, more successful to actually publishing it. And I will share with you what you should do after it has been published also over the years have collected few tips and tricks. Um, how you can, for example, get contact details over journalist how you can let the journalists pitch to you. So few special tips and tricks, which I would like to share with you in this course which will help you to get published. So I am really excited to get into this course. The first lecture we're starting with is learning how to clarify your message, which you're gonna be communicating to the press. So I'm looking forward to start. Please let me know if you have any questions throughout the course. Thanks again for joining. See you. 2. Step 1 - Clarify your message: So let's start. The first thing you need to do when you are starting to reach out to the media and to journalist is to clarify your message in to understand what exactly you want What kind off message you want to communicate. This is the first thing you need to do. Basically, you need to identify which story you want to be telling. Now, eso how you on the position yourself, How you in a position? Your company. And on the other hand, you need to decide. Um, what is the story? Which you can tell the medium and is this story noose warfare. So the examples off stories which are news worth and which media will be interested in, is basically something interesting and something valuable. So, for example, you are just lounging your product or you are having a new release or you have made a big research and you can, uh, give them share with them. The data you have found out so something very interesting and very relevant also, maybe you started the partnership, um, with the company, which is really big, and it's really significant. So basically, um, it ah has toe be valuable needs to be something interesting. You cannot just reach out to the press and say that. Here you are. You are so amazing. Um, this is really great. How weather this is not a noose were fierce story. So what I have found very interesting. And what worked well for me, for my company's is reaching out to the medium with an infographic. So, for example, in my company, key to office, we have made an infographic about sharing economy. So basically, we mapped out all the sharing economy players on the local market and basically reposted it in the block. And then it was really, really interesting for the media because they're searching for good content. So they were interested toe further right about our infographic, but also, they have mentioned ask, which gave us, um, executive what we wanted. So if you have something like this is a really good idea toe start, Um um, making an infographic and then reaching out with this infographic with the press. Or also, if you are carrying out some study and you have some data to show So some interesting research in your field off knowledge in what you are doing eso Basically, the first step you have to start with trying to get published is to clarify your message. So what you are doing, why you are doing it? Why you are awesome. And what is this event or why should the press be interested in writing about you now? Also, I have to tell you that maybe if you're now not ready, it's better not to approach the press too early. But wait for actually this event and make it around an event. As I said, event Like launching, releasing also partnerships data. So something something interesting. Otherwise, you might just spend time reaching out and trying toe communicate and tell your story without any results. So that's the first step you need to do in the next lecture. I'm gonna talk about what kind of information you need to prepare on your press page. What should be included with which you can then go toe journalists and reaching out. So thanks for listening. See you 3. Step 2 - Prepare your press page: So let's get to the step to the Step two is to prepare the necessary information for the journalists. So when they decide right about you, they have everything they need. So in this case, you have two options. You can either collect the folder with all the necessary informations, um, or a word document where basically you describe everything and send it is, um, attachment to the email. Or you can have a separate page on your side where all of this information is included. I actually prefer the second option. So on my website, I have, ah, press page where I collect all the information and also in my Google analytics. When I'm sending out the emails, I can see how many people actually clicked, clicked on. It s so how successful I was in reaching out. So what should this page include? Ah, this pace should first of all, include one sentence speech off. What your company's doing on it has to be very, very straightforward and very clear. So the company acts is in the business off, and we're great because basically, that's everything you need. So when a journalist comes to this page basically, here she straightaway understands what you were doing. So got that. The next important beast is, um, more this more detailed description. So there you can already include details such as who your customers are. Do you have already customers? How much they're paying? Um, how big is your market? Who is your target audience? What are your future plans? Are you planning to expend? Um, are you planning toe? Have another product on the market. Who are you partners? How many employees you have? Where do you have your offices in which countries you operate. So basically all the key informations which are important for your business should be leased it there. How? Whether it should be also too long. Um, I think maximum, which would be one paragraph. So after that, I would propose that you include the press coverage which you already have So list all the titles off the press articles which you already have. It should include the press titles. As I said the title of the article, the name of the publication and link, and the date when it was published. Also the offer the journalists, if it is relevant, eso This is as well very important. Um, also, you should include the contact details. As a rule, you should have in your company one person who is responsible for the press relations. You either can have a separate person doing it or, for example, the Siocon can take this job over. But this is very important that it's not just a general email address, but actually journalists have one person. Either it is marketing department. Or, as I said, the CEO have one person to talkto, so it should be contact details with a phone number with the email address with Twitter linked in Facebook s. So basically this person can be reached at any time. So if there's something urgent, if they wanna cover your story includes your opinion. Basically, they have to be able to reach you. Also, it should include the potential topics which your which you are basically in Esso, in my example, with my company and sharing economy. Basically, it is a sharing economy office sharing a meeting room sharing be to be sharing, so this kind of things and also start ups and pron are ship female entrepreneurship. So basically, when a journalist guest this side, if they just lend their accidentally off somebody else lens there accidentally, they straightaway understand what kind of topics you're in your knowledgeable urine expert and when they should contact you. Also, more practical things on the space should include photos. Screenshots logo in a good quality, that is very important videos, if you have any, that's is well, nowadays, um, a very big thing, which helps to communicate your message easily. And basically everybody loves videos. So, um, this is everything which your press page would include. I would strongly suggest that you do this page before you contact um, anybody. It's gonna be very helpful for you to clarify what you're good at and on your position, which you want to take with the press. Eso I would suggest you do that straight away. In the next step, we're gonna talk about how to make a least off potential journalists who you should be reaching out. Um, and how so? Thanks for listening by 4. Step 3 - Make a list: So the step free is making a list off the targeted media and targeted journalists. So in this step, you need to think What are the dream Media outlets? Where do you want to see your story published? So how I do it is that I create, um, document in Google sheets. And there I started by listing the media outlets, um, media, for example, like Forbes or, um, Cosmopolitan or whatever it is for you, Uh, which is the dream or targeted media where I want my company to be published where I want my story to be told eso after I have done this least off targeted media outlets, I started to search for journalists who are writing for this outlet, um, and who are interested in my topic. So in the example, off office sharing with Kito office with my company. Basically, I look for people who are interested in first for real estate and who are writing about innovations in real estate. So that's a perfect fit for me. Also, people who are writing about sharing economy so I can teach to them a new concept off, um, office sharing, for example, on B two b area. So basically, I start to identifying each of this outlets people who are writing about the topics which are relevant to me. So I add them in the stable. Um, I have column, um, with the media outlet. As I said with the name off the journalist with the link to the article which they've written already on my topic. Andi, I start to collect contact details off this person in the tips and tricks. I'm gonna show you a very interesting way. How toe find the contact details. But also, basically, you can just do a Google search on them. And what information I collect is the email address. If I can find it, um, also the twitter handle, um, the linked in and basically if there any other contact details. But what works the best from my experience is trying to reach out people on Twitter because there are not so many people who are writing toe journalist on Twitter. Basically, everybody is using an email and they get hundreds of emails every day, So it's really hard to stand out how weather if you reach out to them on Twitter, basically, you have higher chances because your message is going to be short is gonna be straight to the point. And it is easier for them to reply to you with a simple yes or no because they just get less requests on Twitter. So I would include as well the Twitter handle, Um, and over journalists, eso After had this list, I would propose that you have a t least 2030 contacts in the best case 50 because that hires the chances off you getting actually your story published, especially in the beginning, especially when you don't have already contacts with journalist eso in the resources to this lecture, I'm going to provide you with a template off how my list looks like, and then you can start feeling it out for you. So in the next lecture, in the next step, I'm going to talk about what kind of email you should right onto the journalist. So what is the first email and what informations that should include to make your chances higher to get published. So, um, thanks for listening. I'm going to see in the next lecture 5. Step 4 - Create an email campaign: So the step for after you have created the least off targeted medium on the journalist you want to contact is to design your first email and basically to start reaching out. So in this lecture, I would like to tell you what this email should include and what kind off structure it should have. So the first and very important thing with which you should start is thinking about your subject line. So the subject line is the most decisive factor off how journalist decide if it's gonna be interesting for them or if it's just gonna be a spam message, um, one off hundreds, which they receive every day. So nothing basically relevant for them. So basically, you need to think it through, and in this subject line, you should include basically a key summary off your story. So, for example, in the case off key to office, I ride that it's an innovative sharing economy. Ah, solution in b two b area, and basically also, you can write launching or really new release of new features or something like that. So basically has toe include your USB, and it has toe catch the attention of the journalist so think through very carefully what the subject line should be. It can be just press release 2016. How to get I don't know, onboard whatever. Basically, it can be generic. It has to be very value driven. So when it comes to the actual email to start with, you should talk to the person and you should talk to them as a person. And you should avoid, in any case, thes template messages and spam messages, which are two sales. Basically, journalist are people, and they want to be treated as people. So basically, you should craft at every email person. Otherwise, you're going to spend a lot of time and you're not going achieve any results if you just send the same email to everybody. So you should start by, um, calling the name. So hello, dear Helen or Mary? Oh, John eso Basically, you should approach the person by the name. Um then the opening should be a short introduction off. Why you're writing to this person on did it Shouldn't be the standard. I read your article ex wives that Andi basically, my company's awesome, and you should write about it. But you should again, right? The very personal message. So I know, for example, I know that you're interested in you written about sharing economy. Um, I just longed to start up in the same area. I think this might be interesting for you because so basically a person approached the person and explain, um, more details. Why? This might be interesting for them. Uh, the second paragraph should be a short description off what you do. It should be just 123 sentences. So, as I said, we are a company x weirding this and our USB Is this like we agreed because of this thing. And basically there you should link toe the press page, which we have discussed in the previous lecture where they can get more information. So basically here for more information, click on this link, and basically, they're they have everything they need at the end. You should include the contact details, how they can get in touch with you on and basically find out more information, and you should finish with a question. So are you interested to write about us? Um, is there anything else you you need so basically need a call to action. And basically your goal in this email is to get them to years or no. So basically, um, it would be good if they reply to you and say no, Sorry, we're not interested in at the moment, but come back to us or Yes, we're interested. Please provide us this information. So basically, um, this is more or less what you should be aiming for, so craft your first email. Um, get in touch with me. If you have questions. I can also look at it if you want. I can give you some feedback. If you posted in the discussion eso in next step. We're gonna talk about how you can reach out to them. So the step five is reaching out eso Thank you very much for listening by. 6. Step 5 - Reach out: So the next step is a step five, and it is about reaching out toe the journalist. So I would like to tell you about few channels which you can use to reach out. And I would like to share with you my experience, which works well, which doesn't work so well. So the 1st 1 in the office one is the email. Um, usually, journalists receive really a lot of emails every day, their inbox. So it is really hard to compete and to get their attention. So I would say this'd is, um, a good option how, whether or not optimal, it could also call people up or whether I would recommend that from my experience, that hasn't worked very well because people are usually very busy and they don't want to be interrupted from their work, Especially when you're trying toe call them up and, um, sell them on something in this case, your idea so. But it could work in certain cases. If you have, for example, a personal contact with this person. If you met he moher before another option is over. Twitter, as I already told you, this is really awesome. Way to reach out toe journalist. If they're active on Twitter, you can check out their profile again, read for what they're interested in. You can either command on one of their tweets or you can directly reach out to them by sending out a short information about what you do and basically asking if they would be interested to write about you. Another option is using linked in if you have a premium subscription on the them. I have tried that out. You can ascend, um, several males for linked in which is called in male. Andi, basically to the journalists and practically everybody is there. So, um, if it is worth for you, you can pay on this monthly subscription and then reach out and depends anything on your plan. But I had a plan with, for example, for two context per month, which is kind of OK, you can also, there is a test version and you can get a trial for some time, so you contest if that works out for you or not at all. Another thing I wanted to mention to you Is there two types off messages which you are sending out toe the journalists and the way you can work with them. The 1st 1 is that you offer them exclusive condoms. So you're just sending out this information to this journalist to nobody else or tothis media outlet on. This might be attractive because everybody wants to be first. Everybody wants to have exclusive and information for their audience. Everybody wants something interesting and exciting, and you can, if you can provide that, that might be very interesting. And another type is embargo. So basically it is an arrangement when you tell the journalists that you're releasing your product, for example, in September, and you're right into them now, but they're not allowed to publish this article before are these days because then you can communicate of everybody. So this article gets published on this certain day on. Not everybody likes this option, and there's, like different, um, different feedback from it. Some journalists don't work with than some eso. Basically, you need to consider that, but it's basically good to know for you that you have as well this kind of options. Another option, when reaching out to journalists, is working with the PR consultant. It might be sometimes expensive, but also you might get a good raid, and basically, they would have already all the contacts. And they can just more personally reach out toe the journalist. They know how, Whether I've I prefer toe myself, established the contact with the journalists and basically have this personal communication and personal contact is well for the future. So thank you very much for listening in the next lecture. I'm gonna talk about the next step about following up. Um and so thank you very much for listening. I hope this is helpful. I'm going to see in the next lecture. 7. Step 6 - Follow up: Hello Sold. This lecture is about to step six, and Step six is follow up. Eso basically not everybody is going to reply to your initial email, and it makes sense to follow up. In my experience with works, Best is to fall up within 234 days. So not in two weeks, not in three weeks, but almost straight away. And what I write in this follow up email is I ask if the email was received. I'm again shortly summarizing what? My company thus and politely saying, I'm sorry for bothering you. If it's not interesting place, say no. If it is interesting for you, let's set up a Skype Co. Or if you want more information, look at my Web page here from four for more if you want to write about it. So basically what it is is that if your message waas if the journalist radio message and they wanted to reply her whether they forgot, basically, you remind about yourself and you increase your chances off basically being published. I think it is really good how Asian overuse it. So if you followed up once, maybe follow up twice if it is really important for you, but don't fall off 10 20 times. Don't keep writing to destroy analyst until they block you. So basically, be very polite. Be very nice. And, as I already said, write a very personal life message. So not a general sales e email and basically as its had treat treat them nicely. And I think by following up, you can increase the chances off success. So in the next lecture, we're going to discuss the Step seven, which is, um, in case your article was published. And I'm sure if you reached out to enough journalist, your article will be published. What you should do afterwards, because it is as important to do the work after your article was published this before, so thank you very much for listening by. 8. Step 7 - Spread the word: Hello. So this is the final step. Step eight in this course to your successful PR strategy. And the final step is keeping in touch with the journalists with With who? You have built it up the relationship. So who replies, um, to your emails Who, um, followed up who basically wrote about you. It is really, really important that you keep in touch and you keep them updated. So next time when, for example, you release a new product or a new feature, you can straightaway reach out to them instead of doing the work again. So it is really, really crucial. In the next section, I'm going to show you one deep off how to manage these relationships, how I manage them on to make it really efficient. So, um, what you should do the most important thing as the final step is the idea off establishing you as an expert in the circum field. Eso basically the next time a journalist things off a certain topic. In my case, for example, sharing economy, the journalist has to think about me and my company. So basically you have to ride log articles about it. You kept per constantly on social media communicate this idea. So, um, the journalists constantly see that you are doing something. So next time he or she writes an article about, for example, chances off sharing economy in the future on brisk Savitt, he or she is going to think about you and get in touch with you. This is the best strategy, and you have to invest quite a bit of time into it. But at then they pays off because you will have a free, um, advertising and a free option toe. Tell your story. And, as I said, to attract awesome customers, new partners and future employees. So it's really awesome. And I think you should totally invest your time in developing your PR strategy. So in the next section, I'm gonna tell you about the tips and tricks which I have found which work really? Well, I'm gonna share them with you. And, um, I hope this has been useful for you. If you have any questions, let me know otherwise I'm going to see in the next section 9. Step 8 - Keep in touch: Hello. So this is a step seven off what you should be doing in order to be successful. New, pure strategy. So Steph seven is actually after your article was published. Eso I assume that you have contacted around 40 to 50 journalists, and I'm really sure if you followed the structure, which I have given you, um, one off. The journalist has decided to write about you. And your story was published. How weather. This doesn't end here. And after it has been published, it's really important to thank the journalist and, um, toe write a personal message, saying that is really important for you that your story was told and thank you very much. And basically, you would like to keep in touch and, um, again thanking he more her for the opportunity. And I think it is really important toe give back in tow. No, I acknowledge the work which was done. Uh, after also the article was published. It is really important to leverage and to take the most out of it. So you should plan really? Well, um how and when you will be spreading the article yourself. So the first thing ill suggest is to plan deposit on your social media. And if the article is important enough, you can also, for example, in Facebook, boost the Post to attract more people to it. You should share the article on your personal page if it's relevant for you on Twitter on Instagram. If you're there, have accounts. Basically, you should invest your own time in order to get the most out of it and to share the article yourself. Also another way is to send out a newsletter to your customers saying, Hey, we've been featured in this, um, press outlet and we're really proud of ourselves and place. If you want more, read about it and share it with your friends. So another really awesome thing, which you can do, is after you've been published in, um, this media outlet you wanted. And if it's a global one, you can then go to your local newspapers magazines only and blog's um, and then ask them if they want to write about you because you've been already featured there and you basically want to share with them your story. It works really well, I think, because they get a confirmation that, um, your company's interesting enough. And, um, I think they will be very happy to write about you. Then if you can provide the more information and maybe give some on exclusive in force or an interview. So this is another good tip, which you can do. So, um, in the next step in the final step, I'm going to talk about keeping in touch with journalists and building up your networks and the importance of it. Eso Thank you very much for listening by. 10. Use this database with journalist contacts: Hello. In this lecture, I would like to show you how to find contacts. So journalist in a very easy way. So there is this website called my crack on. Basically, you go to Makro dot com and there you have to register. And basically what decide thus is that you can search for either people by names, title keywords, topic companies to toe handles and hashtag. So are you concerned by articles? So where the topic, um, And when you search, for example for, let's say, mashable, I'm interested toe have my company featured there. You get all the people who are writing from Ashbrook who are registered, and basically you can check their profile out and you can see there contact details and the articles they're writing and in more information about them. So the twitter and everything. So basically it is a really, really good source off, um, finding the contact information, finding the names of journalists, finding the articles which are relevant to your topic. Eso Basically it is a really awesome database. If you want to unlock more features like Medalist A Lord's coverage reports. Unfortunately, you have to pay for that somehow, whether if um, media is one off the key parts of your business. I I think it is worth worth to invest money in it. So register here, Have a look. Try searching for keywords. Topics also, if you know them Names of the outlets where you want to be featured search by that, um, Czech research. The journalists were the writing about what they're interested about. Very important. So thank you very much for listening. Buying. 11. How to get contacted by the press: Hello. In this lecture, I would like to show you another way how to get in touch with journalists and how to get your story partners. Basically the website, um which is really awesome for that. It's called heros o help. A reporter out just happened in Togo and you land there. And basically it is a service which provides journalists with sources for upcoming stories and any opportunities. So if you have a story, you have to click here. I am a source, and basically what you need to do is you have to sign up for for email here, and basically what you get is that you get media opportunities delivered to your inbox three times a day, and I would like to show you how that looks like. So basically, this is an email, which I got yesterday. Um, and here you have an index off topics off during a list which are writing about these topics and who are looking for sources. So they're potentially looking for your story. There's a lot of topics, as you can see, depending on the day and here you can get more information and basically see um, the details and If you click on on that, you can. He see here the email address, how you contact the journalists and basically already the questions and the requirements wouldn't you to include? So it's really handy if you can, um, identify the journalists. And basically, if they're already interested in the topic, it's much easier toe beach to them and toe basically get featured, So check it out again. Help very border dot com. Sign up. Get your emails. Reach for them, See if it is valuable for you. If your topic is coming up in the emails, anything is in really awesome and easy away toe get featured on to get in touch with journalists. So thanks again. Um, I hope this has been helpful by 12. How to organize your PR : Hello. In this lecture, I would like to give you an overview off strike and the way how to organize your communication with the press in your Gmail. So I've been using strike for a few years now, and it is basically a plug in for your Gmail, which creates a pipeline in your Gmail. So there is a free option. And also, if you wanna have other features, you have to pay how weather for me. I've been using the free option, and it's actually enough. So this sales pipeline from strike you can use for different purposes. Here it's written sales, product development, deal flow, fundraising, support, hiring real estate. I found really useful as well to use four communications with the press. So I'm gonna show you how I have. It's structured so you can understand. And, um, if you would like to implement it in your Gmail in your communication. So here's my inbox by Gmail and basically here. When I connect Strake, it shows up here on dope and also chose up here I have different pipelines and the problem which I'm going to show you is the PR pipeline. So press relations here in the pipeline. You have different stages. You can set them up yourself. Ah, the stages, which I chose is basically first contact. So everybody who I just contact getting to this stage than people who replied to me that they're interested to write about my company end up here Then if the article was drafted, then if it needs everything, So if I need to add something, it lands here. And finally, when article was published, that lens here also if it didn't work out, basically lands here in an archive. So, um, to create a new box to create a new contact. It's very easy. You just click here new box and then you can write, for example. Um, any kind of publication you want. That's the stage. The writer. So who is the journalist when I want this article to be published? Um, I can assign it to other team members, and I can add some nose. So if I click on this box here, basically here, I haven't overview off. All the information's all the emails I have, um, I can add a task. I can add comments, so it's really great and has a really good overview. So basically, um, when I decides toe email the person I just, um, click here, email all on it straightaway opens here. Also, another really great option is you can save some template emails. So, for example, here on my different, um, templates, which I'm using and here I can manage them. And I can create a new one, um, very easily. And then I can use it in my other, um, e mails, and I can customize it there. Also, you can track the email so you can see if your email was opened. And here is the box thing where you can add it to the existing books or create a new books in your pipeline. So basically, it is really great overview in one place in your Gmail. If you work with Gmail, it's really awesome. And here you can basically track on which stage you are in communicating with the journalist. So I hope this'll was useful. I would really recommend for you to try this two out and tested and ah, set up your first pipeline and see if we were exiled for you. Um, so thank you very much for listening. And I'm going to see the next lecture 13. Wrap up: Hello. So this is a republic chur. I would just to quickly go over off everything. What I discussed with you eso We have started out in a section off eight steps how to build your PR strategy and how to get your story published. So we started out with the first step, which is to clarify your message basically what you want to tell the journalist. And if this story is newsworthy, the second thing is preparing the press page. So water should include on bond. Basically, the most important informations on the first staff was making a list and, um, defining the target media and finding out the journalists who are writing about you talk topic and collecting the contact information to them. The fourth step was to create a email campaign. So I told you how you can design your email. So basically, people also read it and open it and reply to it In the fifth step, I discuss how you can reach out the most efficient way on. In the sixth step, I talked about following up and the importance of it in the seven step. I talked about what you should after your story was published and the final step about building up the relationships and keeping in touch with the journalists for your future. Um, I have also included a section about tips and tricks where have shared a few very useful tools, which I found in working the press, which are really insider tips, and you should check them out and use them as well. So I hope this course has been useful for you. If you really loved it, I would really appreciate if you could leave me a review. And I hope you join my next courses. If you have any questions, place right in the discussions, or just ask me, thank you very much by