EPISODE 6: HOW TO DETERMINE “AM I PITCHWORTHY?” WITH YOUR COMMUNICATIONS EXPERT Heather Adams
Live Date: June 21, 2021
Show Description: As Your Communications Expert, Heather guides you on today’s episode how to determine “Am I or is my brand pitch worthy?” Once you've determined if you and your brand are pitch worthy or not, she shares what the next steps are to begin the pitching process. Then it’s time to walk into how you start making yourself known, specifically to media outlets. Today's episode is for you if you are interested in trying to make yourself attractive to media outlets, if you want to secure coverage that grows your business and brings you clients, and if you want media exposure that raises your visibility, credibility and ultimately benefits your bottom line.
This Episode Will Teach You:
Three questions to ask yourself to determine “Am I or is my brand pitch worthy?”
How to establish your credibility
Ways to fit into the current conversation and trends media are covering
Essential elements to a press kit
What to consider when selecting a spokesperson for your brand/company
Three components of a good pitch
Different formats of media
Long vs. short-lead media
Earned vs. paid media
Biggest Takeaways:
There are the three things that I want you to think about when you are determining, if your brand is pitch worthy.
Number one is what problem am I solving for my customer?
Number two is how can I establish credibility?
And number three is how can I fit into the current conversation?
When you're pitching an editor or a producer, you want to think about the person listening to the show, watching the show, reading the magazine. You want to think about the end consumer. That’s who you are targeting. So when you're creating a press kit, you are creating with that end consumer in mind and how you are benefiting, assisting, and helping them.
In a pitch you need to get to the point quickly because if the producer or editor reads the first two sentences and they're not engaged, then they're not going to keep reading. And ultimately the way you get the email/pitch opened is to have a standout subject line. Make sure that you have a really effective, compelling subject line so your email gets opened to begin with.
What to consider when selecting a spokesperson (or spokespeople)
What makes them the expert?
Media training
Likeable
Well-spoken
Engaging
Components of a good pitch
Customize your pitch to the respective outlet and contact
Get to the point quickly
Have a standout subject line
Quotables:
“And you're trying to figure out if your brand or your overall business or organization is pitch worthy. So I want you to first start by thinking through the lens of what problem am I solving for my consumer. Think about who your ideal client is and what problem you are solving for them. One problem, one solution.” 3:28
“I want you to write down specifically what it is that your brand is doing to rise above the noise in an oversaturated market. I guarantee you, there are other people doing the exact same thing you are. So how are you distinctive?” 5:13
“When you're pitching an editor, when you're pitching a producer, you want to think about the person listening to the show, watching the show, reading the magazine. You want to think about the end consumer. And so when you're creating a press kit, you are creating with that end consumer in mind and how you are benefiting, assisting, helping.” 15:23
“When I say get to the point quickly, get to the point quickly, because if they read the first two sentences and they're not engaged, then they're not going to keep reading. And then the whole way you get it opened is you have a standout subject line. So you've got to make sure that you have a really effective subject line to get the email opened to begin with.” 20:32
“We have influence. We don't have control.” 25:20
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