Latest / The SmallBizChat with Melinda Emerson / How to Pitch Yourself for PR with Gloria Chou

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How to Pitch Yourself for PR with Gloria Chou · The SmallBizChat with Melinda Emerson

• 0:00
  3, 2, 1, 0, ignition.
• 0:06
  Lift off.
• 0:09
  Ending small business failure.
• 0:11
  Welcome to the small biz chat podcast with the number 1 small business expert, Melinda
• 0:17
  Emerson.
• 0:18
  Melinda's goal is to end small business failure, and she'll give you the information
• 0:23
  you need succeed and live the life you dream of.
• 0:26
  Now here's your host, the small Biz chat lady herself, Melinda Emerson.
• 0:34
  Have you subscribed to the small bizchett podcast?
• 0:37
  Well, it's time every Wednesday we offer listeners bite sized actionable tips to start
• 0:43
  and grow a successful small business.
• 0:45
  And just 20 minutes or so a week you can get a ton of insight and resources to propel your
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  business forward.
• 0:53
  Be sure to subscribe to the small beachhead podcast today.
• 0:58
  Hi, everybody.
• 0:58
  This is Melinda Emerson, the small bus lady.
• 1:01
  America's number one small business expert.
• 1:04
  Now let me introduce my next guest.
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  We are talking about how to get yourself to be more visible, and we are here with My guest,
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  her name is Gloria Chow, and she is an award winning small business PR coach.
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  And of the host of the top rated small business PR podcast.
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  Her untraditional yet proven PR methods have allowed anyone to get to top tier earned media
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  without needing to hire an agency or publicist or have industry connections or any PR
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  experience.
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  Some of her clients have been featured in Forbes, business insider, crunch based, and
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  she's been featured on over 50 plus podcasts.
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  Gloria helps early stage founders hack their own PR and go from unknown to being seen, hurt,
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  and valued with her proprietary 3 CPR pitching method.
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  1 have one that has helped over 10,000 small businesses get over combined 1,000,000,000
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  organic reviews in top tier outlets such as the New York Times Vogue, Fast Company Forbes, and
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  more.
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  For more information, go to Gloria Chow, PR dotcom.
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  Gloria, welcome to the small business chat podcast.
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  Oh my god.
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  Thank you so much for that intro.
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  I'm so happy to be here.
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  Oh my gosh.
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  Listen.
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  I I think lots of people wanna hear from you.
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  Okay.
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  So let's just jump in.
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  How can you go from 0 connections to landing a big media opportunity.
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  See, this is the thing that the agencies don't wanna tell you.
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  So listen up.
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  PR is really simple.
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  Don't let anyone tell you that it's not.
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  Okay?
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  PR is literally writing a pitch and sending it out.
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  It's writing a cold pitch and sending it out.
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  And if you know how to position your pitch, which is not your sales pitch, which is not
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  your marketing pitch, a pitch for a journalist, and you know who to send it to, then you can
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  just keep repeating that as a system.
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  So it's really about translating our sales pitch, which we're so good at as founders and
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  really turning it into something that is newsworthy.
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  So what does that mean?
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  Leading with an insight, a trend, something that's not all about you, something that a
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  journalist can use a value.
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  It could be three steps or 3 tips, or some insights that you're seeing, and we can dive
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  into that later.
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  Well, I think that's really important.
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  I don't know the how many of you know this, but I actually used to be a television producer in
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  my first career before I became an entrepreneur.
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  So, I mean, you're like strumming my pain.
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  Like, all these people pitching, oh, I wrote this book.
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  Okay.
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  So what?
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  Right.
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  You know what I mean?
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  Like, it it's amazing how even people pitch my podcast that way, and it's extraordinary how
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  often people are like, I'm just me.
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  Did you wanna talk to me?
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  No, actually.
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  That's amazing.
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  So can you talk about some of the myths out there that small businesses might be having
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  about getting PR and marketing for their business.
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  100%.
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  And this is the I actually love that you asked this first because it's really not about the
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  actionable steps.
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  It's about what we believe for ourselves.
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  And I think we so often believe we have to be a fancy startup, but we need to know somebody to
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  know somebody.
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  And that's why we never actually do our own PR.
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  And we think, okay.
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  Well, those are not Those are reserved for those big companies, right, who have the fancy
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  friends, and it's simply not true.
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  So it's it's really about you honing in on that.
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  And realizing that you do not need time, money, or connections.
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  This those are the three things that you don't need to get PR.
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  And as long as you believe that, We can really get down to the basics of how to write and
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  structure that pitch and start pressing send because everything you want is on the other
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  side of the send button.
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  That's kind of one of my favorite quotes.
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  I love that.
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  I love that.
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  Everything you want is on the other side of the send button.
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  So don't be crazy with that.
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  Alright.
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  So now let's talk about how do I find the best angle to pitch the media?
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  Right?
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  You gotta have an angle, or it's just not gonna work.
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  Yeah.
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  One more thing before we get into it is the thing is we're doing journalists a favor and
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  journalists actually need fresh perspectives.
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  If they were just the mouthpiece of fortune 500 big companies, probably wouldn't be very
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  credible or ethical.
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  So think about it that way.
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  You're actually helping them.
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  So how do we actually help them?
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  Right?
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  We actually wanna turn our pitch, which is very kind of, you know, marketing brochure,
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  whatever.
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  We wanna turn that into something that's short that's concise that the journalists can work
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  with.
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  And so I have a 3 step CPR method that I came up with.
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  I kid you not from literally cold calling hundreds of newsrooms and throwing spaghetti on
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  the wall because I never worked a day in my life at any kind of agency.
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  I used to work in the government, so I had 0 connections.
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  I was not a cool kid.
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  I was like the person at the outside of the club, like, you know, the person with the
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  clipboard not letting me in the club.
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  So I was like, how do I crack this code?
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  How do I actually get onto, you know, a publication?
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  From all the pitches that I submitted, I realized that the best pitches that got
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  responses have 3 things in common.
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  They had seat, which is credibility, which is one sentence on why you're pitching, you are
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  credible because you are a small business owner.
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  You don't need fancy letters after your name.
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  So c in CPR stands for credibility.
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  P in CPR stands for point of view because it's all about positioning yourself as an expert and
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  experts have point of view.
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  So usually in the pitch, it looks like 3 bullet points.
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  It could be 3 tips.
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  It could be 3 insights, 3 do's and don'ts.
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  It could be a listicle, whatever, what have you.
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  And r in CPR method stands for relevance because what is what is news if it's not
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  relevant?
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  So think about the seasonality Is it winter?
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  Are you pitching something for skin care?
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  Is it winter eczema?
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  If you're a career coach, it could be about graduation season and people looking for jobs.
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  If no matter what industry you're in, there's either a regulatory or a policy angle that you
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  can tie it to, maybe it's commenting about what the Fortune 500 companies are doing and how
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  you're doing it differently, I could go on and on and on, but it's really about finding that
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  piece of relevance that's really going to get the journalist attention at the get go.
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  Alright.
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  So how do I find journalists?
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  Right.
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  Are they in the phone book?
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  You know, where am I finding?
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  Do we do we even still have phone books?
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  Anyway, but but my point is is that Where do we find journalists?
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  Like, how do I find this person I wanna pitch to?
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  I love that you asked that.
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  So we just covered what to pitch now.
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  It's who to pitch.
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  And it's definitely not the editor in chief of, you know, vogue and because they're doing their
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  own book tour, honey.
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  They're busy.
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  So what you wanna do is you wanna pitch to the specific writer of that beat, whether it's
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  sports, fashion, technology, entrepreneurship.
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  You don't wanna put, you know, like, a info act, New York times, or media ad you want to
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  know who that journalist is.
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  How do we do that?
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  Well, we can do it by first installing a Google news alert.
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  So Google news alert, it's a free tool.
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  You can install and every day it kings you with all of the articles being published on your
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  industry, and that's good for 2 reasons.
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  1, you get to train your brain to think in terms of headlines, subject lines, and you
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  start to be able to hone in that skill of knowing what stories people are writing about.
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  The second reason why you wanna do that is because guess what?
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  Once you get the article, you can copy and paste their name into an Excel spreadsheet and
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  you can start to populate your own media list.
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  Now there's obviously, you know, media portals, and then we have this in our program as well,
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  but you can start to do a grassroots like this.
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  Another couple tools there's a tool called Harrow, which stands for help a reporter out.
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  You can sign up as a source, and every day, it will ping you with all the inquiries from all
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  different types of journalists wanting to interview diverse people.
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  You can also be on Twitter and all the follow a hashtag called journal request And that way you
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  can see what journalists are looking for who to interview and whether or not you fit that that
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  demographic or not.
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  I love it.
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  I love it.
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  You're giving some serious free game out here.
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  Alright.
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  So let's talk about the actual pitch itself.
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  What are the do's and don'ts of sending a pitch to the media?
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  Okay.
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  So we can talk all about this.
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  Right?
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  But just really high level.
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  If you want your pitch open, it's really about subject line.
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  We have to optimize for the subject line so that it can get opened.
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  A lot of times, we are not actually, none of us are really taught this how to pitch to the
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  media.
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  So I understand that it's uncomfortable, and you're like, what do I write?
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  Do I put my name in?
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  No.
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  You want your subject line to quickly tell the journalist what the story is about.
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  So I don't want name, company, please feature me.
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  I don't want anything scammy that looks like a marketing email, like, an offer for you.
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  It's it's really just it should read like a subject line, you know, like, 3 best skills for
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  2024 graduates looking for jobs.
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  You see how that's very specific.
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  You want that to be in the subject.
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  Now that we have a subject line, you want to optimize for the body of the email.
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  You want it to be concise in my CPR method, the p, which stands for point of view, I usually
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  like to have 3 bullet points.
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  So 3 insights, 3 tips.
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  I like freeze because you don't wanna to go all the way really long.
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  You don't want just 1 or 2.
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  You wanna just give the journalists just enough to show them that you have more to say, but
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  you're not gonna put it all in the in the pitch.
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  I also don't like it when it starts to sound like an unpublished, unpublished autobiography
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  about how you went hiking in Nepal, and you have this business idea.
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  And then you might, you know, your business partner.
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  No.
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  It's really about the issue.
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  And so the more it sounds like you and your company and and it sounds like, you know, what
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  it would be on your sales page, It's going down the wrong path because guess what?
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  You're not selling to the journalists.
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  The journalist is never gonna buy from you.
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  So we really have to tweak that pitch take off our marketing hat and really put on the hat of
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  an expert.
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  What is the insight?
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  What are the predictions?
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  What am I seeing in my customers?
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  And, no, it doesn't have to be groundbreaking stories.
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  I think a lot of people get tripped up because they say, well, everything's already been said.
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  Or, you know, who am I to pitch this?
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  This is obvious to you.
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  Well, it's not about being obvious or groundbreaking.
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  It's just about being in the disc in the discussion And I'll give you an example.
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  We had someone who was a Pilates teacher, and she, I kid you not use our method, and she got
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  featured in a story in 2023 called what is Pilates.
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  So this just goes to show that there is readership from every level.
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  The new cycle is constantly turning out content So don't let the fact that you don't have
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  anything groundbreaking to say.
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  Stop you from pressing this end button.
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  I love it.
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  I love it.
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  Now I have a follow-up question to this.
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  Do you send an attachment or not?
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  Such a good question.
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  I get that as all the time.
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  I personally don't like attachments because a, the spam filters are very, are very advanced
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  these days, and you wanna do whatever you can to increase that deliverability.
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  So we talked about subject lines So you don't wanna add more friction.
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  What you can do, because we all have more we wanna say that we can't stuff in a pitch, use a
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  hyperlink.
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  And if you do something that's visual, like fashion apparel, beauty, art, you can put in
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  one photo.
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  You can put in one photo that's beautiful, that's high quality, but not super huge in
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  size.
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  And you can embed it into, you know, the the actual pitch.
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  And you can simply say for more information, you know, about us or or or this X Y Z, just
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  hyperlink it hyperlink it to your about section, hyperlink it to a, you know, folder
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  but hyperlink it so that the journalist, if they want, can click on it and go somewhere.
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  But I would not I would not recommend attachments.
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  No.
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  Alright.
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  Well, when we come back, we're gonna talk about the do's and don'ts of press releases.
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  You're watching the small biz check podcast, and we will be right back.
• 12:01
  Hi.
• 12:01
  I'm Melinda Emerson small biz lady, and I wanna welcome you to small biz lady university.
• 12:06
  Our mission here is to end small business failure.
• 12:10
  So all the courses here are about 2 things, how to become your own boss, or how to make money
• 12:17
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• 12:17
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• 12:19
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  support@malindamersondot Melinda.
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  Take care.
• 12:56
  Hi there.
• 12:57
  Welcome back to the small bizchett podcast.
• 12:59
  I'm Melinda Emerson Small Biz lady, your host, and we are talking with Gloria Chow about DIY
• 13:07
  PR to raise your visibility for your small business.
• 13:10
  Alright, Gloria.
• 13:10
  I'm back to you now.
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  Tell me about press releases.
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  Is it pass a or is it just about these two paragraph pictures and keeping it moving?
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  I need a press release?
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  And if so, how do I write 1?
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  So press releases, just to give you a one on 1, there's different buckets of media.
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  So there's paid media, which is our ads And then there's own media, which is what we write
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  and put out into a newswire.
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  So that's where press releases fall into.
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  It could be press releases.
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  It could be blog something that we own.
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  And then there's earned media, which is, you know, getting someone at, like, New York Times
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  revoked to to to mention us, and then I talked about how you can do that.
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  So press releases do have a place in time.
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  You wanna use them strategically.
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  Usually, what I like to do for press releases is to ask myself this question.
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  Am I launching something and is it time specific?
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  And so if you can answer yes to both those things, like if you have a launch, if you have
• 13:57
  a research survey that you wanna get out, if you have a partnership, if something that is
• 14:01
  time specific, then, yeah, use a press release because a a press release is a business
• 14:06
  announcement that is for that moment in time.
• 14:08
  And it goes and lives on the internet for decades.
• 14:10
  It's gonna bring you SEO.
• 14:11
  It's gonna give you backlinks, and it's a powerful way for people to search you and find
• 14:15
  you very quickly online.
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  It doesn't replace all the other buckets of pitching, but it definitely is a way if you
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  are, you know, launching something to get it out there.
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  Another reason why you might wanna press release is if you are truly the first to do
• 14:28
  something.
• 14:28
  So I work with with a lot of founders doing really innovative things, and they might make a
• 14:33
  skincare oil with adaptogenic mushrooms, and they might be the first one.
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  And so, yes, they would probably wanna put that they are the first to formulate this elixir or
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  whatever that is.
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  So that is also another reason why you might wanna use a press release.
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  And here's some do's and don'ts about press releases.
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  You don't want that press release again to stuff 5 to 10 different pieces of story.
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  You would want the press release to be very focused on what it is that you are launching,
• 14:56
  and it's not gonna be the autobiography of your whole entire business.
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  I don't want it to be longer than one page.
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  I want it to be super concise about what it is that you're announcing, and then that's the
• 15:06
  really the first kickoff process.
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  So I think a lot of people think A press release is kind of like a story or it has to do
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  many different chapters.
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  It needs to be concise, kind of like a resume.
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  You've heard that before.
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  The longer a resume is, less compelling it is, right, because you're like, why do I need to be
• 15:21
  convince someone to hire me if I have, you know, so much?
• 15:24
  So you wanna be able to say it in a very concise way.
• 15:27
  I usually have a very powerful headline and a sub headline.
• 15:30
  The headline is a what?
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  The sub headline is a how, and then I usually go into 3 or 4 paragraphs max.
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  So it should fit in one page.
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  A one page press release is really the golden standard.
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  I love it.
• 15:42
  Excellent advice.
• 15:43
  Alright.
• 15:43
  Now let's switch gears a little bit.
• 15:44
  I wanna talk to you about product businesses.
• 15:47
  And, you know, is pitching yourself for gift guides really an effective way to do DIYPR?
• 15:55
  Oh, I love this so much because product makers are my people.
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  And I think for so long, we're told, well, just either just pay for ads.
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  Just keep feeding the algorithm machine.
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  And no one really teaches anyone how to get into a gift guide because you you either think
• 16:08
  it's scam Melinda pay to play or not.
• 16:10
  But here's the thing.
• 16:11
  We have hundreds of founders We have one that actually just got on elle magazine yesterday,
• 16:15
  and she pours the skin oil, like skincare cleansing oils in her home.
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  And she was they're mentioned with Dermalogica, a multimillion dollar company.
• 16:22
  So it's absolutely, available to you.
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  All you have to do is think that it's available to you and use a CPR method again.
• 16:29
  So with products, think about the seasonality and what you're pitching for.
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  So is it something for Valentine's Day?
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  Is it something it's a gift for mothers?
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  Is it something that is better for end of year?
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  Don't put your entire, like, product suite into one pitch.
• 16:43
  Select the best selling thing for that angle.
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  So what I mean is you're not gonna send them an order form.
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  You're not gonna send the journalist 5 products.
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  You're not it's gonna be, this is why this product is perfect for Father's Day, or this is
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  why this product is perfect for the conscious consumer who's trying to reduce, you know,
• 17:00
  their waste to 0 because we don't have packaging and everything's eco friendly.
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  So very be very, very specific about that.
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  And it's about pitching, connecting, and here's another hack.
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  If you are pitching for a gift guide, please be specific with the dollar amount.
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  A lot of times we have gift cards and and raise your hand if you've seen this, it's like a gift
• 17:18
  best gift for under a $100 or best gift for stocking suffers.
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  Let the journalists know how much it is if it's a premium price point, if it's a stocking
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  separate price point, a link to buy it, like, where is it on Amazon?
• 17:30
  Is it on Target?
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  Where do we buy yet.
• 17:32
  And where do you ship to?
• 17:33
  So that way, the journalist knows if it's gonna be in time or not for that holiday.
• 17:38
  Right.
• 17:38
  And then the thing about gift guides, they're about 6 in 9 months in advance.
• 17:42
  Right?
• 17:42
  They're not, like, that's not a quick thing.
• 17:45
  It's like you gotta pitch early.
• 17:46
  Right?
• 17:46
  Well, for print, for print, yes, but for a lot of the founders if you want digital searchable,
• 17:51
  I mean, people write last minute gift guides, even like, you know, 24 hours before, you know,
• 17:55
  if you have something that's digital, it could be a gift card.
• 17:58
  And here's another thing that a journal has told me.
• 18:00
  She says, we even write gift guides for after Christmas.
• 18:03
  How do you spend your gift cards?
• 18:05
  So there's always a reason.
• 18:07
  There's always a season.
• 18:07
  You just have to really take advantage of that and know that there is a blue ocean of
• 18:11
  opportunities for you.
• 18:12
  You gotta get creative.
• 18:13
  I'll give you another example is We had a a bourgeois photographer, and we were able to use
• 18:18
  the CPR pitch to pitch her bourgeois photography as the best self care gift this
• 18:23
  Valentine's Day, and she got on well and good.
• 18:25
  So just be creative with it.
• 18:27
  You know, there's there's always definitely an angle.
• 18:29
  You just have to find that angle.
• 18:31
  Alright.
• 18:31
  What is the best business advice you've ever received?
• 18:35
  I said it before.
• 18:35
  I'll say it again is everything you want is on the other side of the send button.
• 18:39
  Why have it not be you?
• 18:40
  Why not put your name in the hat?
• 18:41
  Don't wait.
• 18:42
  You deserve to be seen, her, and valued.
• 18:44
  Thank you so much, Gloria.
• 18:46
  You are a wealth of information thank you all for joining me for this episode of the Small
• 18:51
  Bishop podcast.
• 18:52
  If you are an author speaker coach or consultant looking to learn how to become a
• 18:56
  national brand, I want to help you attract corporate brands, media opportunities, and more
• 19:03
  at my Brandy Demand 6 month group coaching program.
• 19:06
  Which starts on March 20th.
• 19:08
  I'm teaching a to z how to build a $1,000,000 brand, and I've worked with over a 150
• 19:15
  corporations and I wanna teach you how to do it too.
• 19:17
  So all you have to do is head over to smallbizladyuniversity.com for more details and
• 19:22
  sign up today because space is limited.
• 19:26
  The mission of the small bitch tech podcast is to end small business failure.
• 19:30
  And I wanna leave you with this.
• 19:31
  You never lose in business.
• 19:33
  Either you win or you learn.
• 19:35
  God bless everybody.
• 19:41
  Thanks for listening to the Small Biz chat podcast with Melinda Emerson.
• 19:45
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday for more
• 19:51
  fantastic information and interviews.
• 19:54
  You can find more sources and small business success strategies by visiting Melinda's
• 19:58
  website succeed as your own boss.com.
• 20:01
  Thanks again for listening, and we'll see you next week.