Latest / Influencer Confidential / How To Pitch The Media & Press as a Creator / Influencer #295

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How To Pitch The Media & Press as a Creator / Influencer #295 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the currentin well,
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  Speaker 1: let's jump in. If you're a creator, influencer, founder, business
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  Speaker 1: owner and you are ready to start pitching the media
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  Speaker 1: for press, this is for you. It is part of
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  Speaker 1: a larger series that I'm doing that is trying to
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  Speaker 1: get creators to think about pitching in a different way.
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  Speaker 1: When we think about pitching, we think about brand deals,
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  Speaker 1: and yes that is important, but I want y'all pitching
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  Speaker 1: all the things. So so far in the series, we
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  Speaker 1: have covered pitching to other creators, We've covered pitching to
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  Speaker 1: get you as a guest on a podcast, and today
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  Speaker 1: we're going to cover pitching getting you media, getting you
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  Speaker 1: press features. And we have to obviously start by talking
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  Speaker 1: about the importance of this and how it can help
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  Speaker 1: your business. First of all, featured on press is an
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  Speaker 1: instant credibility boost. I get to say in my pitches,
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  Speaker 1: I've been featured on media outlets, like CNN and BBC
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  Speaker 1: News and Business Insider and Busfeed, and I get to
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  Speaker 1: use that in my pitch. So obviously having the credibility
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  Speaker 1: of press is very helpful in your pitch. It's helpful
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  Speaker 1: in your media kit having those logos or your company
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  Speaker 1: deck per se. It's also helpful. Maybe you want to
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  Speaker 1: include it in your email signature. I do. In my
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  Speaker 1: email signature, I say it's featured on, and I include
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  Speaker 1: some of my media hits I've been on. So not
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  Speaker 1: only is it a good credibility factor, it can also
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  Speaker 1: bring thousands of eyeballs, if not millions, to you. It
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  Speaker 1: can help you generate different leads and inbounds, and it
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  Speaker 1: could help grow your business. Right if you have a
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  Speaker 1: website or a blog, this is going to help improve
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  Speaker 1: your SEO, especially if it's coming from a major website
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  Speaker 1: that has a lot of traffic, it's going to funnel
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  Speaker 1: that traffic to you. So all in all, press is
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  Speaker 1: a good thing. But the type of press has changed, right,
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  Speaker 1: So it's not necessarily just what we used to think of,
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  Speaker 1: which are magazines and newspapers and TV shows of course,
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  Speaker 1: but there's so many ways now that creators can get
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  Speaker 1: press and I want to use that word lightly because
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  Speaker 1: even though I did an episode on like Getting You
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  Speaker 1: as a podcast guest that could arguably be considered featured on,
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  Speaker 1: you know, like in your media kit, you'd have featured on.
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  Speaker 1: But for me, it's like just getting you exposure and
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  Speaker 1: getting you in front of new eyeball. So yes, the
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  Speaker 1: podcast thing could be, But I want to talk about
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  Speaker 1: how do we pitch you to know good Morning America?
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  Speaker 1: How do I pitch you to Forbes magazine? How do
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  Speaker 1: we pitch you to different blogs that exists from other
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  Speaker 1: creators in your niche that are doing well, even to
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  Speaker 1: be part of different roundups, right, or even to be
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  Speaker 1: pitched to, you know, for someone's substack. I know that
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  Speaker 1: that is a new thing nowadays, and there's all these
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  Speaker 1: online newsletters, but like, imagine you pitch yourself to go
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  Speaker 1: to a newsletter and that brand has I don't know,
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  Speaker 1: a million people on their newsletter. Yeah, you're not getting
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  Speaker 1: paid for them, but they could be helping you grow,
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  Speaker 1: They could be helped you in other positions. Right, So
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  Speaker 1: press is interesting, Like if you're like, oh, I was
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  Speaker 1: featured on the Walmart newsletter, I don't know, I'm making
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  Speaker 1: this up. There's some crossover there and it could open
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  Speaker 1: the doors for potential partnerships and collaborations. So of course,
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  Speaker 1: if you are starting, we're always going to start at
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  Speaker 1: step one, which is build your list. So let's just
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  Speaker 1: say you wanted to build your list and you want
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  Speaker 1: to start small, because we're not going to pitch the CNN.
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  Speaker 1: Maybe on day one, we're going to say, you know,
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  Speaker 1: best travel blogs or best fashion blogs, or your niche
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  Speaker 1: magazines like food magazines, and start to literally search on
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  Speaker 1: Google on Ai, go into Chat literally say hey, Chat,
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  Speaker 1: give me a list of the top fifty travel blogs
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  Speaker 1: that have won awards or that are ranking, or the
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  Speaker 1: top fifty travel magazines or food magazines like literally start
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  Speaker 1: looking and building your list in that way, you want
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  Speaker 1: to make your spreadsheet or however you're seeing organized in
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  Speaker 1: your pitches. But the most important is to make sure
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  Speaker 1: that they are categorized, so that when you are sending
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  Speaker 1: out those pitches, you're sending out a pitch per category.
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  Speaker 1: I also think it's really important when you start to
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  Speaker 1: think about, Okay, I want to pitch to the media,
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  Speaker 1: what are they already talking about. Who are the creators
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  Speaker 1: that they've already interviewed or the business owners they've already covered,
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  Speaker 1: and then how can you tie yourself into it. You
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  Speaker 1: could even search like Creator Interviews fashion or Creator Interviews
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  Speaker 1: and beauty and see who are the guests that they're interviewing,
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  Speaker 1: to see where they line up compared to you, and
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  Speaker 1: also seeing the type of interview features. So, for example,
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  Speaker 1: if I wanted to pitch to Good Morning America, which
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  Speaker 1: I do and I have, And when you're pitching media,
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  Speaker 1: it's like any pitch, you will get nos, you will
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  Speaker 1: get ghosted, you'll do all the things, and it does
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  Speaker 1: not mean we cannot pitch them again. But let's just
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  Speaker 1: say I want to pitch Good Morning America. Rather than
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  Speaker 1: thinking about like, oh, what is it that I want,
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  Speaker 1: I would probably want to research like what are things
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  Speaker 1: that they already talk about? What do they think is exciting? Yes?
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  Speaker 1: I can idea generate some angles and some storylines like
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  Speaker 1: around the creator economy or really interesting facts, But you
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  Speaker 1: want to have something newsworthy. You want to have that
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  Speaker 1: hook in your pitch. So give you a great idea.
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  Speaker 1: This girl that I'm working with, you know, ought to
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  Speaker 1: Awareness Month is in April. She wants to pitch all
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  Speaker 1: the major news networks with that angle. This is a
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  Speaker 1: timely pitch, This is trending. It has something that the
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  Speaker 1: editors or producers are like, oh, like, this feels like
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  Speaker 1: a story, something that has that urgency around it, around
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  Speaker 1: timeliness or a big stat that was released or something
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  Speaker 1: in your niche. You want to leverage that in your
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  Speaker 1: pitch to the media that you are listing. Even if
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  Speaker 1: you're just going after like a blog and you want
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  Speaker 1: to share, you know, your expertise in this blog article
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  Speaker 1: that you're pitching, still lean on that trending urgency style
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  Speaker 1: of pitch because that works really well for media. Like
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  Speaker 1: they're a news desk, they're looking for new, fresh information.
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  Speaker 1: Most of the times. Now there is a website I
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  Speaker 1: wanted to bring to your guys's attention. I'm just gonna
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  Speaker 1: be looking at my computer over here while I share.
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  Speaker 1: But if you were to go to Harrow, which is
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  Speaker 1: help a reporter l Back in the day, Hero was
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  Speaker 1: like where a lot of people would go and get
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  Speaker 1: press hits to be featured in media, and that's where
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  Speaker 1: the a list would go and be like we need this, this,
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  Speaker 1: and this. We're looking for these people to interview. Things
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  Speaker 1: have changed a little bit with Harrow, but they do
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  Speaker 1: have an expert search directory, so it's under Feature dot
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  Speaker 1: Com forward slash Experts forward slash Search, and you could
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  Speaker 1: literally create a profile to be an expert. So for example,
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  Speaker 1: they have five thousand experts in finance, or legal, or
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  Speaker 1: home and garden. So when media does want to, you know,
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  Speaker 1: find an expert in finance because they want someone to
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  Speaker 1: give a quote for a Wall Street Journal article, this
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  Speaker 1: is where they could begin and start. Makes the journalist's
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  Speaker 1: job so much easier. So if that's something that you're
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  Speaker 1: interested in, you know you're going to want to look
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  Speaker 1: into these sort of websites that exist that can help
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  Speaker 1: connect you with those opportunities. Similarly, there's another website called
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  Speaker 1: Quoted q woted. They are helping you connect with media
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  Speaker 1: as well, so they are going to help you you know, journalists, podcasters,
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  Speaker 1: news rooms, and they even have a section for content creators.
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  Speaker 1: So I thought that was really cool. So again, these
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  Speaker 1: places exist in this world. What is different though, is
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  Speaker 1: like I feel like you could put yourself in this room,
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  Speaker 1: but you could also still direct pitch. So just because
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  Speaker 1: you join maybe like a Harrow or Feature dot com
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  Speaker 1: as an expert doesn't mean you just sit and wait, right,
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  Speaker 1: you can have your profile setup, then you can also
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  Speaker 1: be an active participant and go after the newsworthy things
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  Speaker 1: that you want to send out. Now, something that I
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  Speaker 1: think a lot of creators kind of think about is
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  Speaker 1: like what type of outlet do you want to reach
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  Speaker 1: out to? Like, if you are going to reach out
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  Speaker 1: to your local news like let's just say I'm in Miami,
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  Speaker 1: I want to reach out to the local newsdesk. It's
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  Speaker 1: obviously very different than if you wanted to pitch like
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  Speaker 1: a magazine or you know, a newsletter. So also identifying
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  Speaker 1: the types of press that you want to pitch is
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  Speaker 1: going to help you. I do think that there's something
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  Speaker 1: very special about live pitching because if you go to
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  Speaker 1: the news routes and you do want to do like
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  Speaker 1: more television appearances and more guest appearances, this is obviously
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  Speaker 1: could be very strong for your portfolio versus if you're
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  Speaker 1: on like a website, very strong for your clickthroughs and
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  Speaker 1: your blog. So something to consider. Also, you always want
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  Speaker 1: to think about like where do the writers live? So
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  Speaker 1: I always joke like influencers live on Instagram, right, where
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  Speaker 1: do the writers live? A lot of them are on
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  Speaker 1: you know, websites, maybe like x they are doing short
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  Speaker 1: form content threads. We're seeing lots of writers live on substack.
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  Speaker 1: It's like the writer's Paradise LinkedIn. Writers live on LinkedIn.
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  Speaker 1: Meet them where they're at, right, Like follow certain journalists
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  Speaker 1: that you're into. You read an article you loved, see
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  Speaker 1: who wrote it, Go find that person, connect with them,
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  Speaker 1: Connect with that journalists on LinkedIn, or follow them on Instagram,
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  Speaker 1: or see if they have a substack. You also sometimes
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  Speaker 1: don't even realize like all the people that exist until
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  Speaker 1: you see it. Right, So the next time you are
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  Speaker 1: reading an article or watching a new segment and you
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  Speaker 1: see that anchor's name or you see the person who
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  Speaker 1: wrote the article's name, take note and add it to
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  Speaker 1: your hit list so that you can reach out to them.
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  Speaker 1: But you have to connect with journalists. And again, when
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  Speaker 1: you pitch the something that's a story, that's an angle,
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  Speaker 1: you're making their life easier. Something we talk a lot
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  Speaker 1: about in pitching, especially in our pitching program, is value
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  Speaker 1: based pitching. Right, so my students know step three in
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  Speaker 1: the course value based pitching pitching an idea, pitching a concept,
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  Speaker 1: pitching a solution being valuable, not what you can get
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  Speaker 1: from it, but what can you help others with. So
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  Speaker 1: I'll give you an example. If you are pitching a
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  Speaker 1: journalist and you're like, listen, like autism or in this
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  Speaker 1: month is coming up, I have a child with autism,
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  Speaker 1: and I want to talk about like travel hacks to
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  Speaker 1: get through TSA with kids, this spring break again whatever.
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  Speaker 1: You are basically giving them the story. And now you're like,
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  Speaker 1: I can help support this with expert testimonials and explain
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  Speaker 1: to you or doing some sort of interview sort of series.
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  Speaker 1: You're literally giving them that value. Here's the value, here's
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  Speaker 1: the pitch, and this is how I can support you
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  Speaker 1: right now. Funny enough, a lot of creators, similarly to
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  Speaker 1: our other pitches, are also including their media kids in
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  Speaker 1: the pitches because again they know it's going to help
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  Speaker 1: the journalists see them as a credible source, professional expert,
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  Speaker 1: because that is what the media kit does. Don't forget y'all.
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  Speaker 1: If you want to learn how to build your media
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  Speaker 1: kit or learn how to put a pitch together, this
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  Speaker 1: is what we do here at Sidewalker Daily. It is
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  Speaker 1: our strength, not just in brand deals. People have used
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  Speaker 1: my pitching program to fundraise for TV shows that they
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  Speaker 1: have pitched to pitch media, to pitch themselves on podcasts. Okay,
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  Speaker 1: so whatever you're pitching, I know I can support you with.
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  Speaker 1: That's literally what we teach. Go ahead and take a
• 10:33
  Speaker 1: look at our Pitching to Brands master course in the
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  Speaker 1: link below. I'm giving you a code take five hundred
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  Speaker 1: dollars off the program. Get yourself pitching, get yourself learning
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  Speaker 1: how to find the contacts, knowing what to say, putting
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  Speaker 1: your materials together, follow up strategies, pitch examples, rates, and more.
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  Speaker 1: You can go ahead and check out that and more
• 10:53
  Speaker 1: inside of our Pitching Brands master Course. Now, I have
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  Speaker 1: a lot of friends who are journalists, because remember I
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  Speaker 1: come from the pr side. I've done a lot of
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  Speaker 1: my fair share of pitching to journalists. And I'm going
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  Speaker 1: to tell you something. They do not want long, long pitches.
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  Speaker 1: They want clear story angles, like just give it to
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  Speaker 1: them and they're going to let you know yay or
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  Speaker 1: nate right away. I think that's the most important thing
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  Speaker 1: that differentiates this style of pitch to other types of
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  Speaker 1: pitches is that it is a very clear angle that
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  Speaker 1: you're sending the writer to see if they want to
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  Speaker 1: write on that or not so. Story angle, story angle,
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  Speaker 1: story angle. This is what you're giving them. You can
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  Speaker 1: give them two to three in bullet points if you'd like,
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  Speaker 1: and then that should be the real real focus. You're
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  Speaker 1: going to also want to make sure you include relevant
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  Speaker 1: links or you're going to include that media kit we
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  Speaker 1: talked about as a PDF, so that they can go
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  Speaker 1: ahead and quickly take a scan at you and your
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  Speaker 1: business and what you do. Now again, if you are
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  Speaker 1: pitching yourself and you're like a fashion blogger, let's you say,
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  Speaker 1: or a travel blogger, you may not want to send
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  Speaker 1: them your twelve page media kit, right. You may want
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  Speaker 1: to create a two pager that is just for press
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  Speaker 1: an outreach in this category because they don't have time
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  Speaker 1: to be looking at all of that. They're not a brand,
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  Speaker 1: they're not tu to do a brand deal with you.
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  Speaker 1: So having a two page media kit, I feel like
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  Speaker 1: is a better strategy when pitching media. So press builds
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  Speaker 1: authority online. It is a very important part of your biz.
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  Speaker 1: Start pitching y'all these local media outlets, you know, national,
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  Speaker 1: do what you have to do. Build your list, get
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  Speaker 1: the brand's email, build your database, and put yourself out there.
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  Speaker 1: You never know who's going to respond. That is the
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  Speaker 1: best part of pitching. The next style of pitching opportunities
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  Speaker 1: we are going to talk about is getting you on stages.
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  Speaker 1: How can we get you to pitch yourself to be
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  Speaker 1: a paid speaker, to put yourself to different conferences and
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  Speaker 1: workshops and put you on stage because that should be
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  Speaker 1: also a part of the things that you're pitching. So
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  Speaker 1: I hope you guys are enjoying this series so far.
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  Speaker 1: Let me know in the comments and I'll see you
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  Speaker 1: in next episode where we're going to dive in to
• 12:48
  Speaker 1: all things getting you ready to pitch yourself to be
• 12:51
  Speaker 1: on stage and public speaking jobs. Can't wait and see
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  Speaker 1: you guys. Then, I hope you enjoyed today's episode. If
• 12:58
  Speaker 1: you did, make sure to rate, review, and subscribe to
• 13:01
  Speaker 1: our show and visit Sidewalkerdaily dot com for more resources
• 13:05
  Speaker 1: on all things influencer marketing and social media. Until next time,