Earlier this year I was the featured guest on Bill Ringle’s podcast, “My Quest for the Best” on how to master earned media. I described my book, “21 Day PR Action Guide” and promised I’d post this free access to the book.
In the #MyQuestforTheBest podcast, Bill and I discussed how PR can catapult your expertise and business to the readers and listeners of major business media like CNN and the Wall Street Journal, and how that can help you attract new clients and customers. Among the examples I use is how to pitch print and broadcast people directly. I wanted to write this blog post as a follow-up because I have a Fast Company earned media placement with a client this week to share with you to further teach you how to score earned media for yourself (to learn the differences between earned, paid, and owned media, listen to the podcast).
My Australian-based client Catherine Mattiske hired my PR team at Wasabi Publicity to score interviews and placements with the business press. Her book, “Unlock Inner Genius: Power Your Path to Extraordinary Success,” helps team members find their individual and collective “genius quotient.” Fast Company writer Stephanie Vozza responded to Wasabi’s pitch about email ping pong and then chose to interview Mattiske about her expertise in leading virtual teams. It’s a topic challenging most companies as they continue to find their footing in a pandemic world.
So remember, while you may have a goal of getting your product and service out in the world, the press has their own agenda and will see if you fit inside their scope of content needs. If you want to control your message, choose paid or owned media. If you can dance with the press and serve as an expert, then by all means pitch your expertise!
Catherine danced and the result is an excellent article that will benefit businesses around the globe.
My 21-Day PR Action Guide is full of templates to help you craft press pitches; however, I’m choosing to share with you right now the winning pitch that won this freelancer’s attention and the Fast Company placement.
CASE STUDY PITCH:
Dear Stephanie:
You were just cc’ed onto an email thread, copied into the drama of people yelling in CAPS, dodging requests, making excuses, and writing stories that — if printed — could wallpaper a small house.
Is there a better way? How can we end the cycle of email Ping-Pong once and for all?
I have Catherine Mattiske, the globally recognized training expert best known for inventing the Genius Quotient (GQ), who has four tips on how to eliminate email Ping-Pong from your inbox and your life.
1) Connect — You Own a Phone; So Do they! After two back-and-forths, just pick up your phone. Stop emailing and texting and TALK. It will save aggravation on both sides and you’ll resolve what you need to quickly by actually — gasp — connecting with the other person.
2) Be Positive — You’ll Catch More Flies With Honey. Don’t be the one whining, complaining, or acting like a sad sack. People will connect better (read: respond and do what you need them to do) if you are positive, upbeat, respectful, pleasant, and poised for action. This will make your message stick and you’ll be upping your influence game at the same time. Winner!
3) Stick to The Facts — Leave The Drama for the Movies. Keep emails, texts, and voicemails drama-free. Stick to the facts and think “report” rather than “story.” No one wants to wade through the backstory — it’s likely no one even cares. Make sure your communication includes facts, lists, and the appropriate level of detail. Too much for an email? Then send a video message, call them, or meet.
4) Keep It Short — People Sigh When They Get Wallpaper Emails. Instead, save the wallpapering for remodeling the dining room, and keep your communication short, concise, and to the point, tailoring it to their preferred way of learning.
For more information, visit the online press kit at CatherineMattiske.OnlinePressKit247.com and the public site TheGeniusQuotient.com.
About Catherine:
Global business educator and author Catherine Mattiske is the founder of TPC — The Performance Company, a leading training and consulting organization that has worked with Fortune 100 companies worldwide. Established in 1994, TPC has offices in Sydney, Los Angeles, New York, London, Singapore, and Basel (Switzerland). The author of more than 30 books, her latest is “Unlock Inner Genius: Power Your Path to Extraordinary Success” (September 2021). Discover your team’s Genius Quotient at thegeniusquotient.com.
After receiving the pitch, Stephanie scheduled a half-hour interview via Zoom with Catherine. Please notice the pithy takeaways. The pitch creates an easy read for the receiving writer. Furthermore, it summarizes the expert’s tips so the staff writer can then craft her own copy and include the expertise inside her own voice.
After you listen to the podcast and download the 21-Day PR Action Guide, note this current case study and model your own expertise and takeaways in a similar fashion. Then choose a few press people you find on the internet or in your local town and pitch them!
When you succeed, write to me! I’d love to feature you too.
