Blog - Branding

Listen to me:  you are an entrepreneur, a risk taker, and you're fearless!  How do I know this?  Because if you're reading this you either run a company, are launching a company or have entertained the idea of being your own boss.

This means you've had to do some scary things that require you to step outside of your comfort zone.  Nevertheless, day in and day out I hear people talking about how afraid they are to pitch when running their pr campaigns.

Here's a secret....sometimes I am too.  There's nothing more intimidating on some mornings than cold calling an editor or producer at Forbes, the Today Show, Tyra Banks, Glamour....Heck even when I'm calling my regular contacts at those outlets I can get nervous because I know that I'm probably interrupting them, I'm taking a risk putting myself or client out there, and I may trip up over my words and mess up the pitch. 

So there, I admit it, those thoughts run through my mind too.  The difference is, I really can't let them hang out and lounge in my brain, I have to keep 'em moving because the fact of the matter is, if those pitches don't get phoned or emailed in, they are doing no good sitting in my brain or my computer's hard drive.  It's my JOB!  And the it's your job too.  As hard as it is to get up the nerve to pitch, or to understand how to do it the right way and who to contact, if you want to have a successful pr campaign it will have to become less difficult for you. 

Here's the next secret/anecdote:  Yesterday I was pitching the Tyra Banks Show and I was nervous!  And I pitch them monthly at least!  But I knew that the producer's time was important and that when she is pitched she wants segments that scream "Tyra" and "FIERCE" (no lie).   She has said that before.   I wanted to be sure that I pitched her something that was on point, that would excite her, and that she would not delete it or hang up on me.  So I did my research, wrote up my script, and then decided to email it to her.  Within 5 minutes she wrote called me and wanted me to pitch it on the phone.  EEEK!  I've done this so many times I pitch in my sleep but when Tyra's producer calls you up you want to work it!  Instead of getting flustered I referred to my script, listened to what she wanted, and slowly and calmly told her what we could do for her, making sure it was on point with their audience and the style of the show.  SHAZAMM!  it worked!  All I thought afterwards was, thank goodness I stepped up to the plate and mastered my fear and didn't waste time on pitching that contact.  The more time you let yourself put it off, or focus on your fear, the more pitching time you're LOSING!  You could be booking segments!  And if they don't like it - that's okay!  Here's some more Tyra news for you - I pitch her all the time, do I get every segment on?  No!  Does she return all my calls and emails?  No!  Does she call me when she wants something?  Yes!  Do I keep pitching?  Yes!  Do I get nervous?  Sometimes!  Does that stop me?  Heck no!

Looking back, some of the best placements I myself have received have been places I had nerves reaching out to, but I knew were necessary.  Once I began the pitch I was fine, and even times when I messed up?  Well that's life, and that's what follow up emails are for!  (and why having a pre-written pitch script is a necessity.)  Just think, I would tell myself, what if you hadn't pitched that outlet out of fear or not thinking you could get in there?  You could have missed that amazing opportunity!  And the more I learned to conquer that fear the better my results were!

So now back to our thougths of fear of pitching and how to overcome those.  It's time to face our pitching fears and, as Tyra Banks would say, GET FIERCE!  In order to help you do that, I've created a list that will help you - in some ways quickly, and in some ways in the long term.  Some are little suggestions, others require time and effort, but I think and hope all will pay off!

GET FIERCE (at pitching) LIST:

Have a special space and time devoted to pitching.  You have to be in a good place mentally, you have to be focused, and feel at ease before you start reaching out.

• SCRIPT IT OUT: Whether you are pitching via phone or email, have a script that you can follow, or a pre-written pitch you can adjust for the outlets you are pitching and email, OR have the specific pitches for different outlets prepared before you pitch.  Basically don't just sit down and start to cold call people or email without a plan, and a plan you have checked over!

• KNOW who you are reaching out to first.  This could mean know which newsdesk you are calling and what style of news the program covers (as well as what part of the show you are pitching), or it could mean knowing the specific editor you will be emailing, and understanding their beat before you reach out.  In pitching, knowledge is power, and you want to be as aware of who you're addressing as possible.

• PRACTICE your pitch.  I still run things by my business partner at Red Branch PR, and Beth & Katie, when talking about pitches.  I practice over the phone with my mom sometimes when I have a new idea.  I never send out a pitch without it being checked over carefully (well almost never but when I don't I regret it).  The more you are used to and "feeling" your pitch the better it will sound.

• DON'T take things to personally!  The most successful publicists and entrepreneurs I know getting press are not too worried about sounding silly or being shot down.  If you don't try you'll never know, and if they say no, it could always be a yes another time.  And if it is a no, for good, remember there are scores of other (media) fish in the sea.

• DO be polite.  Introduce yourself before launching into your pitch, speak clearly and slowly, make it fast and to the point.  Follow up immediately if necessary in a short, concise email.

• Nurture and grow your relationships with the press!  These things take time.  These editors and producers are real people who need to be respected, they like to get great and useful information first, they enjoy being referred to people they may need for stories other than yours...Be a great resource!  Read what they write, get to know them, follow their work, communciate about it with them.  Grow that professional relaionship and be patient with it.

• BE PATIENT !  PR is a marathon not a sprint!  Take your time and realize even 2 great pitches a day turns into ten great pitches a week.  Twenty mediocre or bad pitches a week yield nothing.
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Now one last thing....I'm clearly on a Tyra kick today, and I have to say, say what you want about Tyra Banks, but as a business woman and public personality she is fearless, fierce, and I bet she pitches herself really well with no shame in meetings!  The result of this behavior?  More shows, licensing deals, and projects than I can shake a stick at!

I urge you to go forward and work hard to push yourself, take risks, and remember that the worst thing that could happen is a no (or maybe a hang up if they are not polite) but that's just a sign to move on for now!  Don't let it get you frustrated!  The next pitch could be THE ONE!