Blog - PR: Random Acts of Pitching™

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!

Brands often spend lots of time and money investing in their pr campaign, from pitching to branding materials, and then forget one of the most simple rules for getting lots of visibility - have your product on, with, or near you at all times.  This doesn't mean toss your business cards in your handbag, but involves great preparation, which we'll talk about now!

You never know who you will meet or what chance encounter could turn into a brand breakthrough.  You also can't ever forget that when walking around you pass hundreds, even thousands of people every day.  If you are visibly wearing or making a point about your brand, thousands of people have a chance of experiencing that message, here are some examples of how you can better ensure this:

1.  If you have a product that can be worn (accessories, apparel, or even a shirt with your logo on it) wear it.  Wear it to parties, to the gym, out to dinner, to parent-teacher conferences, and give it to your friends and family to wear.  Make sure it pops up everywhere and it's visible.  Every single day I wear my clients or Collective-E members products and I wear them proudly.  If I'm at a media event I'm especially going to be wearing them.  Just today I was wearing my Entrepreneur T-shirt from Collective-E to the gym (more because I was feeling inspired and proud to be an entrepreneur, less because I wanted to promote my company).  Well low and behold, not only did I attract the attention of several people at the gym (hard not to with the word ENTREPRENEUR emblazoned across your chest, with my company name and website on the back), but I was approached by a blogger outside of the gym who was curious about my tee as well - missons accomplished: cardio and creating relationships!

I also must tell you, and this is the truth:  Collective-E members create stunning accessories, and there has not been one day that I was wearing one of their pieces that I have not been approached by someone who asks who created it. See them in our Accessories section of hte Entrepreneur Directory, and also see those in Jewelry.

2. Be sure you and everyone you know who wear your product (family, friends, employees) can deliver a 15-30 second piece of information about your product so when they wear it or are asked about it they can not only entice someone with their response, but also tell them your website.  No use wearing your brand if no one can find out more about it!

Not only do I tell them the designer and the website, but I add a cool note about their story ("lawyer turned designer", "west coast designer who creates the modern woman's best friend necklaces", "chronic illness was the catalyst fot this cool bracelet") and believe me, people listen!

3. Don't fret if you don't create a fashion product, there is still hope.  If you have a food or beverage line, find a way to bring it with you wherever you go.  We all know there is not a party, event, meeting, or gathering of any kind that Gourmetibles, Sweet Muse brownies or Fretzels don't arrive at without snacks.  That's great marketing! If you create a product that requires it being used outside of a public setting, bring it with you anyways if you can fit it on your person, you never know when it will come up in conversation.  If that is an impossibility, bring a small look book, photo, or other piece of information you can easily leave with someone as a reminder.  Also be sure you deliver your tagline or soft elevator pitch to leave a lasting impression.

4. Service professional?  Live and embody your service.  If you don't sell products then you must be your own product, your own living embodiment of your brand.  Health expert?  Look good, feel good, give off that vibe, and when people ask you how you do it, give them a few pointers and the link to your website.  Stylist - look the part!  Make-up artist?  Show up with a great "face on" and when people ask why you look so good reveal a beauty trick or two and leave them wanting more!  Even if you have a website that helps families take care of the aging, or one that gives tips on finding a great playground for kids, be sure you are a fountain of knowledge about these topics - your stories can be your "product" you take with you, and thusly you can always have it on you. 

5.  Remember - being a great source of knowledge or having a cool product on you is one thing, but being a pain in the behind is another.  There is a fine line between interesting and sharing useful information at a good point in a conversation, and being the person everyone avoids at parties because they know you just come to network profusely and talk about yourself or your product.  The key with always having your product or story on you is to be subtle.   Wait for people to come to you and tell your story naturally.  Otherwise just be there and be interesting and believe me, people will start talking! 

Beyond regular pr leads, day in and day out we are working on ways to get our members in the press.  These Random Acts of Pitching™  our team carries out, whether they be answering editors’ calls for product for a last minute photo shoot, creating segments with national television programs, pitching new products to Daily Candy, or bringing members products and stories face to face with newsmakers through deskside appointments and meetings, you are never far from our minds.  For a sneak peek into how Random Acts of Pitching works, here are a few of the spots I visited today on behalf of the Collective-E PR team….

This was a busy PR week over on my end.Random Acts of Pitching were abundant!  Mother’s Day may have just passed but the long lead magazines are in fall fashion mode pulling products and experts for the upcoming issues.  Not only did last minute requests come in to us from magazines including People StyleWatch and Good Housekeeping (to which member products were sent immediately...no time for an official PR Lead), but I also hit the ground running on Tuesday and was hopping into Hearst, Meredith Corporation, and Conde Nast for fall desksides.  This means I’m able to share products and services face to face with the editors who decide what fills their magazines pages.

This is also exciting because I’m able to introduce them not only to cool and fitting member products, but also to our Entrepreneur Directory on the website.  The Directory makes it easy for editors and producers to find items for their story in a quick and easy manner – all they have to do is search under the category they are looking for and they’re immediately connected with emerging designers, breakthrough products, qualified experts – you name it thanks to you they can find it. 

The Directory also makes my life easier – when I need to pull a specific product for a story, or if I want to create a story for the press all I have to do is search the Entrepreneur Directory and see what items I have to work with.  That’s exactly what I did this week on several occasions!  Beyond the regular pulls our team does for editor requests, this week CBS, ABC and the CW wanted us to send them segment ideas, which we did by going through our members’ stories and companies. CBS also wanted us to help fill a beach segment – easily done with the Directory!  On Wednesday we received a last minute call from Reuters who were looking for women who were small business owners for a story they had a quick turnaround on – not a problem because we were able to send them a list of suitable subjects within the hour. 

As I write this I’m actually about to hop on a train with our PR team in tow and visit another set of editors with more stories, products, and of course tips on how they can use our Entrepreneur Directory to help them!  We will also, of course, find out what stories they are working on for the future – one of my favorite parts of pr because I always love knowing what was coming in magazines ahead of time – the secret scoop! 

We’re wrapping up the day visiting Emily Blumenthal who runs the Independent Handbag Designer Awards of which Collective-E is a sponsor. This year it’s going to be “big name heavy” as we celebrate the hottest emerging handbag and shoe designers at the New York Historical Society and honor Sam Edelman, Lulu Guinness, and Devi Kroell.  Emily supports our CE members and invited them to share anything they want in the VIP gift bags which means getting your brands in front of the press and other tastemakers!  She was also sitting right next to me when I called the product placement producer for The Ellen DeGeneres Show to plan member products and giveaways for their upcoming season.  Score!  Hopefully her good luck will run off on me again today when I stop by.

I’m sure more Random Acts of Pitching™ will happen today not only with me but with our entire pr team!  It’s so thrilling to be part of a team who is always thinking of innovative ways to get your stories out there – just wait until you see what we have in store next – stay tuned! And more importantly, join Collective-E as a member so that you can be included in our Random Acts of Pitching™!

* Editor's Note: Upon posting this, Sabina received word that two members she pitched at Better Homes & Gardens will be pulled into for a shoot this Tuesday for the fall fashion issue in September and one in October!