Hello there. I know. No one's on just yet, but if you're watching the replay, hi, um, so excited for today's live just, oh geez. Oh no. Lola, my dog just escaped. Um, today's just like getting down to basics and kind of planning the end of the year. You know what? I'm gonna do my mic. Isn't working. I'm gonna put in my ear buds. This will probably be better. Hopefully that's working. Okay. Can you guys hear me? Oh, good. People are on now. Can you hear me? Okay, let me know. I'll wait to second until I know for sure. Wow. Lots of people are jumping on. Good. Hi guys. Can you hear me? Just somebody say yes. I know I have a little delay. Okay. Hi Gail. Hi, Dar anyone? Anyone? Yes. Nelson. Hi Jen. Hi. Uh, let me know. Can we hear me? Yes. Okay, good.
Awesome guys. Welcome. I'm so excited to see you guys well to see your comments. Okay. Good. Awesome. Hi Kelly. Andrea. Good. This is great. Um, well first, really quickly because I'm so excited. Um, and so many people have like re reached out to say congrats, but, um, we're celebrating a, a big win for our profitable PR pros hub, our community of resources. Hi Barbara. Um, we were chosen by Inc magazine as one of their best in business of 2021 were a silver medal winner in the advertis and marketing category was kind of hard to figure out where to fit us in because that's the side of the business. That's all about supporting the PR community and the win is so awesome for so many reasons. Um, so let me just indulge me for a second. I have on my screen here, like a big, um, mood board that I created a couple years back.
And, um, just to kind of remind me of all the things in my life that I wanted to have as a priority or that thank you, or that I wanted to kind of manifest or just keep, keep in mind. And we started entering, um, entering different words just because we're like, well, why not? And you don't win if you don't enter. Thank you. Gayle says tremendous honor and recognition from Inc. Congratulations. Yeah. It's like, you don't get to win. They don't just like find you, you have to enter in order to win. And we've won some, um, PR week PR news, um, Reagan and industry awards. And I was awarded the gold Stevie, which is like a international competition, um, based on being a mentor and the coolest part of this. Okay. First of all, I have a cover of in magazine with a female founder on it to remind me, um, on my vision board.
That's like my whole desktop. And thank you, Barbara. And I just wanted to kind of remember, okay, that was my sign to get more visibility for us and our business. And it's so crazy because I mean, a, obviously we're not on the cover, something like that. And it's like a little, you know, it's, it's, it's amazing recognition, but it's like literally ink magazine and it's an award, which is so cool. And I entered it and was like, you know, there's probably no chance. I mean, these are like huge companies that are winning these awards and, and all of that. But the best part about this is that the information we provided were, it was literally a PDF. It was like almost 50 pages long of all of your feedback. Kelly was in there sharing her win. Um, a six figure, you know, rep retainer based on a cold pitch that she sent me an email about.
And we were all dancing around the room. The, that was in there. Literally, we just pulled together the feedback from our community about how much everybody here has supported each other. And that's how we won. , that's how we won. So I couldn't be more proud. I'm so honored and excited. And it's really just also crazy to me that this business that didn't exist. And it was sort of like a, in my imagination is something that we could all use that would benefit a lot of people. And I really wish that, um, something like this existed when I started my business, but it didn't. So I just built it. And then here we are a couple years later and we're serving thousands of members all over world. We support people in almost 30 countries and now being honored by, um, by, um, Inc best in business.
And it was something like companies making a difference. I don't something like that. Um, so I'm honored and thank you. It it's like we don't have a business if we don't have you. So thank you so much for being a part of our community. And, um, I share this with all of you, because literally all I did was like, take your feedback and put it in a document and say, don't take it from me, take it from our community. Um, and that was, that was all it took. So, um, thank you guys. I'm, I'm just, I'm super excited. It's, it's cool to like have this business that didn't exist a few years ago and, um, then get this kind of national, I think it's international, um, recognition. So, yay. Um, so the other thing is, did this dog come back? Oh, here she is.
Okay, good. The other thing is just keep that in mind, guys, um, visibility for your business, you can't win. You can't get, you can't get quoted in the media. we love that you're here too, Gail. Um, it's always the same people that show up, honestly, that have the best results that have the biggest transformations, people that are in our programs and still come to the free content we share every week. It's really impressive. So, um, you know, take note of that and also just know that we know it's what it's like for our clients. They're not gonna get pressed without pitching. So do it for yourself. Like there are so many people less qualified that are getting quoted as experts and getting that, um, you know, subject matter expertise that thought leadership associated with them. And they're not as good as you. So put your name out there, apply for awards, apply to be a speaker.
Speaking of which we just had, uh, masterclass yesterday. Um, was it yesterday with Steve Markman? My days are all blurring together. All about how, yeah, it was yesterday. Um, how to book speaking engagements for yourselves and your clients that is inside our program, the pitch lab, um, throw your hat in the ring, throw your hat in the ring. Um, I wanna make sure she's right under my roller chair. I don't wanna roll over her. So anyway, guys, just do it, throw your, throw your name out there and see what happens. I mean, we never entered any awards and we just decided it was a strategy we should implement. And now, I mean, they're all back here, but they're like adding up and it's super cool. And this one is obviously like really awesome. I'm really proud of it. So let's talk out how to create an effective press plan in the new year for your clients.
Um, obviously this is a great time of year to do this. We talked a little bit last week about how you handle clients. Oh yes, it was yesterday. And, and also was there, um, sometimes clients will say, well, you're not working half the month. You know, it was out taking time off for the holidays and they'll say, you know, we wanna discount. They don't usually say that it's usually smaller. Like, so that are like, wait a minute. If you're not working half the month, I want my money. So, you know, a good strategy for December when the media is a little slow is use that time to develop your strategy for the new year. And, um, we like to, and then you can kind of, it's not about like taking that time off. Honestly, I don't tell them, oh, I'm gonna be out of office.
Like maybe I have my team back filling or checking my email, or I just look at it. You know, I don't really travel for the holidays so I can check in, I don't tell clients. And, and Andrea who's here has the exact same approach. And she said, they don't get to know where I am at all times. Like, that's not, I've earned the right to just take my time and, you know, kind of keep my head in the game if I want to. And nobody says anything. So keep that in mind that you have that if you're providing value, it doesn't matter where or when, um, and client shouldn't be asking you for a discount, but one of the ways you can optimize this time and not really seem like you're, you know, not providing value is to strategize this time of year. And I hope that you're telling your clients, you're doing that.
One of the ways that, um, we look at it, like we're making, we're getting in there and getting our hands and fingers into all our tentacles in their business. And so we'll set up the whole strategy for the new year, but it's like only we can do it because we're, you know, coming up with the approach and we're showing them that we have the plan and that they're going to be successful with their initiatives if we implement them. So I look at it as a way to kind of plan our way into continuing our relationship, hopefully for another year and beyond, right? That's our goal. Always your goal with your client should always be long term, ongoing relationships, not X and not continually in sales mode. That's the foundation of consistent, predictable, recurring retainer revenue. And that's the service pillar of my path to profitability.
That's in our agency accelerator. Um, I realize all those words, like if you don't know, what I'm talking about, it's overwhelming. Cuz it's like what? But, um, yeah, definitely not by hourly. It's so funny because Nelson is, is as adamant or more than I am about how we're billing for our time and how we're getting compensated for what we, what we know how to do clients asking for discounts and saying no, and actually raising their rate because you're providing more services is and confidently doing that because you stand behind your value. That's where we're trying to get you. And he's a seasoned pro and that's how he runs his business too. So, um, you know, that's the goal for you and if you wanna learn more about the four pillars, its strategy, sales service, and then scale that's for the agency accelerator of the content is supporting those different pillars.
And this is all about service. Okay. So we're heading into the new year. Um, it's time for you to work on developing this annual plan for your clients. So why should you create a press plan? It lets you show initiative with the client and or that they see you as proactive as thinking strategically. Um, oh, thanks, Dar, um, as planning and giving enough runway to be successful with all of their initiatives, their launches and things they have going on in the new year. Um, you're ready to ahead of the game and clients see that and you can collaborate with the marketing team and plan ahead for their launches and get the assets you need from them with enough time to, um, really be successful and time it the right way with when their launches and their initiatives are happening. And the me S starts to come in, you know, and have it be like really, um, aligned that strategic timing.
So, um, we actually develop oh, sorry. Decline. I think my phone said spams. Um, my neighbor just has a new puppy also and he just ran outside with no pants on good times. The stuff you get to see here up on a perch. Um, crazy. Anyway, so we developed a press plan template for our, uh, pitch lab members. um, and, uh, we just shared that out with the pitch lab members and it's basically like a template, like a spreadsheet. Uh, well there's two, so there's a, a template that is like a document and it shows the different sections, like, and I'll talk about it, object and tactics and strategies and goals and all of that, um, goals at the top client goals. But then also, so you kind of fill in the different, um, things that your clients are working on and your tactics and your approach and the, um, and the, um, it's like a spread spreadsheet and it kind of shows you the year and long and short lead and like where they kick in and what the clients, um, launches and other initiatives are and how to fill in different times of year.
And we'll talk about this, like those set in stone holidays and things that people talk about in the media consistently at the same time every year. Um, so that's in there just kind of, you can check into it that way, if you aren't really sure where to start or how to just start fresh for the new year for a client and then it's visual and it could be a shared document and you're always adding to it. And it really shows the client, you know, you're really locked in for the first six months and you're planning ahead for the second half of the year and they can see what that runway looks like. And then if dates change, you can move things around on the calendar. Um, but it's really helpful to see it visually and see how it all runs together. So we have all of that.
Um, you know, this kind of six month press plan template in our pitch lab just to make your life easier. Um, but a press plan should kind of layer in all of the different things that are gonna be important and relevant for your client. And we kind of look at it in terms of three layers. So layer one, like I mentioned, are those easy, like always gonna be there, the holidays, the seasonal trends, the themes that are usually happening at the same time each year back to school. So summer are travel Memorial day barbecues, you know, dry winter skin. Um, obviously the holidays like Christmas, you know, new year Hanukkah, DWAI, um, anything, and, and also January we know is like new year new you, how to keep your resolutions, um, why resolutions are the wrong way to go about it? Why resolutions fail, you know, and kind of get into that conversation about how to actually have meaningful change in your behaviors and your habits.
Um, that's always a talk in January or February, have you already, uh, dropped your resolutions or have your resolutions already failed? They always wanna make you feel like you're a big failure and then sell you something, um, get in on that. , you know, like don't be negative, but those things are always there. Valentine's state. The topics are always similar ever year. You know, COVID definitely threw a, the us for a loop because travel halted, you know, just grinded to a halt, anything in the hospitality industry, restaurant industry. Um, you know, so the timing around that was obviously different and holidays, you know, the shift was not about getting together with family. It was high. Do you celebrate when you can't get together with family? Um, so that was a little bit different, but those times of year are always talking about the same things.
And this was just a new kind of layer, maybe it's how do you, um, you know, reemerge successfully in a post COVID era and, um, you know, get that to seeing your family and how do you handle family members that are anyway, that's not like gonna be seasonal, but family members that aren't vaccinated or whatever. We had that as an issue for my Thanksgiving. And it kind of was like a problem. And, um, just a, a, you know, one of my, um, family members, daughters was not vaccinated and my in-laws were, are not comfortable with that. And they added her last minute. It was a really hard position to be in. Um, and mom, I know you're like watching this hi mom and listening, but you know, ultimately, um, you know, my family member who was connected, said your house, your rules, it's fine. We get it.
Um, but it challenging. So like, those are hard conversations, something like that may come up in the media, like how do you, you know, time of year for the holidays, any anyway, so that's the layer one. Those are the set in stoned holidays, seasonal trends, things that are happening at the same time every year. Um, Valentine's day, you know, summers usually weddings, all of that happens similar time in August is back to school. You know, you've got the Oscars. What is it usually like in March? I think, I don't know. Um, so those things tend to come up year after, year in the media and those we have in our calendar. So you can see where they fall. Okay. Layer one and then layer two are launches and marketing initiatives. Oh, hi, Natasha. Um, yes. So Gail said also look at holidays and observances, like national hotdog day, take your kids to work.
There's also monthly themes like March. Um, you know, February is black history month marches like women, um, inter uh, women's history and March 8th, which is my birthday is international women's day. So, and guys, this is like a very recent thing because my birthday has always been March 8th, but only in the last like four years. Has it been international women's day? Love it. Really cool. Um, but yes, and Gail, we include those in the pitch lab, in our monthly execution plans with those dates planned ahead for long and short lead consideration. So we got your back on those. We have an entire calendar that really sets them out. So you can plan your social media content and your pitches around those really, um, nuanced observances. So really good suggestion there. Um, especially if you know, like your client is a Don like a small donut shop, and there's always like national donut day, you wanna really go to town for pitching around that time.
Um, Natasha tell our friends, you enjoy our execution plans, cuz I know I'm gonna get a good, like some good feedback here. She really loves them. And Natasha's doing an amazing job of leveraging the content in there using them to develop her strategies for clients, using them to, to, um, help fuel her sales calls so that she can just be like name dropping public and different strategies sort of coming to her on the call. Um, she's always referencing those. Jessica says today's international pastry day. We just did an Instagram post about it and tagged our favorite ethical pastry brands. That's awesome. Oh my God. What, how timely for us right now that you do has jumped in with that strategy? Oh, Adrian. Yeah. Get in the pitch lab. You joined the, um, agency accelerator. It, they, they go really well together. They're they're they work great together.
Um, pitch lab is awesome. Like I really wish that I just wish all this stuff existed when I started. Um, and it's super cool. The pitch lab was developed about year and a half ago, right at the beginning of COVID we had the plan to create this membership. Natasha says it saves my life. I use it to strateg strategically plan and be ahead of the pitching cycle. It's the best she's really making good use of those. Um, so we had a plan to launch last year at the end year, it was a Q4 initiative. And when COVID hit, we talked to our members and a lot of them were losing their jobs at agencies or they were put on furlough and they were like, this sucks. What can I do? And we were just like, we got you, we did a, a COVID emergency bundle and helped navigate the media, got some, um, media, um, request from journalists.
And then I just said, we have to launch this pitch lab. We just have to, people need it right now because at the foundation of the program is something called the roadmap. And it's literally like a step by step by step approach to pitching the media. It's freaking awesome. Just that bit alone. We used to sell for 25, hun 24 97. So almost $2,500 just for the PR course. And now we give it to you as the foundation of the pitch lab. So if you're in the pitch lab for two months, which is less than $200, you get, cuz it's ripped out and it's like eight weeks of content, you will have the entire roadmap. And then you get, you know, two, three execution plans and all the master classes. So, and like the master classes are awesome. Actually Natasha taught a master class on how to kind of pull out the thought leadership, um, themes and expertise from your clients, you know, a talk, talk, talk, topics document, you know, what can they talk about?
I am in everything you launch. it's been a game changer to my life and my business. Ugh. Well, you know what, Natasha, you have been a game changer to my life. I mean, not gonna text all day long um, about literally everything we have, you guys should see our textings, we have the best and Antasha finds the best stuff on Instagram and TikTok and sends it to me. And I just like crack up it's the best anyway. Um, and I am so grateful you're here obviously, but, um, yeah, so she taught a masterclass based on that and has had a lot, lot of success with our clients doing that. Um, so all of that's in the pitch lab. So just keep that in mind, like it is here to serve you. And we launched it in about three weeks from the time I was like, we need to do this.
And Miranda was like, blah, you know, you're killing me. And I'm like, well, we'll figure it out as we go, but the community needs this and we just got it out there. And we got like 150 founding members, which was awesome. That means like in the first two months we got 150 founding members. So it was like super cool. Um, anyway, so, oh, here's the dog. So we have that, um, for you there and you can layer that in with your strategies, that contents for you there, uh, out to mention the monthly calls where we all collaborate and share contacts and we workshop challenging pitch angles. And she's saying it's literally priceless. It's awesome. Like the calls are so great. Oh, hi, Candace. Candace is in there. Um, it's so great because everyone is so open and giving and sharing and freaking smart and will give you a fresh perspective on something where you're like, oh my God, I didn't even think of that.
That's really great. Oh my God. I'm writing that down. Or can you share that contact for me? Um, super awesome. It's exactly what I hoped. You know, how, how I hoped people would support each other in that type of program. So, um, a, okay, so we've got number two. Oh, that was um, number one. Okay. Number two. Are your clients launches and marketing initiatives? This is like the third layer of the press plant. Um, oh, hi Megan. I can't wait for my first monthly call. Yay. I can't wait to see you there. Um, you were on the, uh, cocktail hour though, right? Is that right? Am I remembering the right? I'm sort of losing my brain. I have a puppy and we're not getting full nights of sleep. Although mom, I know you're worried about me not getting enough sleep, but she slept till almost 6:00 AM last night.
We're making progress. We're talking about moving the crate out of our bedroom. So I'm taking your advice. I really am. I listen. Um, anyway, so am Megan tell me, um, okay. Layer two launches the marketing initiatives. This is where it really comes in handy. Yeah. To get on the phone with your clients, get on a, a planning call. If you don't have, uh, um, something on the calendar, then use this last little bit before you decide to kind of ride off into the sunset to get on the phone with clients, you can take one of your biweekly calls and just say, this is gonna be a strategy planning session and get on with them and talk to them about their upcoming launches. Their internal marketing initiative is at least through the first six months of the year. I would love for you to get at least some visibility to the rest of the year, but they should essentially have their Q1 dates locked down.
You probably should have already been planning for this, but you wanna hear about Q2 and um, the whole, maybe second half of the year, um, Claire. So our puppy is, is a rescue. Her name is Lola and she's definitely part Husky. Um, and we think she's part lab. She has like furry floppy ears. She has like a low widows peak. She looks like Eddie monster. Um, and she she's doubling in size basically since we got her. And she's probably gonna double in size again and she's gonna be, we were told 40 to 60. And then our trainer said maybe 70 pounds, which is like, not at all what I signed up for, but she's really, really sweet. Just the sweetest. Like we had, um, kids over here over the weekend, like a little kid who was like throwing balls and, and just sort of T stumbling everywhere.
Um, and then some other older kids and she was so chill. She didn't bark, she didn't act aggressive. She didn't like resource guy, Gar uh, guard. She was so sweet and really just very appropriately behaved around kids. Um, and so that was like really kind of exciting cuz she's our ever really been around kids other than my kids. I'm talking about you uh, but she's awesome. It's my first dog. My husband's first dog we've ever had and we jumped in head first with a puppy. Anyway, we're loving, we're loving her. Um, okay. Yes. Yeah. She's so sweet. So, okay. Getting on, getting on a hall, getting on a meeting with clients, we know they may not have specific dates locked down for the year, but get a timeline to the best of your ability because you're going to have to plan in advance. You need your assets for clients.
You need like product descriptions, all the details, you know, uh, obviously imagery, you would love high res product shots on a white background. It would be awesome to have some lifestyle photography. I realize not every client can offer that to you. Maybe you have a service where you provide that to clients. I'm talking about, get in there with them and just sink your tentacles into their business because showing your value is the way to be able to stick around long term. That's what I want for you long term contracts. So that's how you can show them that you are going to, um, support them with all of their success. You don't have to, like we definitely, for most clients are not providing product photography. Our clients come to us and they have that, but you're gonna need it. And if they don't have it, you're not gonna be successful.
So they have to get it. So maybe you can help them. And then you show how valuable you are to them. And you, you know, you definitely want to know these things ahead of time so that you're not left unprepared when a client announces a launch and we've had them do this. They're like, yeah, we're launching a new product next week. And we're like, uh, come again. What like, do you think that your PR firm should know about that? And they don't think to tell you, so you have to get on the phone and ask them. They will not always tell you. So that's a strategy planning session, right. And getting a solid runway for things in advance. So you're now layering into the calendar, their launches, their initiatives, their, um, you know, things that they're up to like any sort of a, like a brand recognition or something they do every year.
Maybe it's like one of their, um, environmental causes. They do like a beach clean in the summer and you wanna get a lot of influencers to attend. That should be on your radar. Okay. So that's, you know, marketing initiatives and, um, launches for them, product launches and then layer three. You're gonna plan for long and short lead where there's nothing else. So those are the hero products like, or the, um, times where you're filling in the gaps with hero products, um, a planning sheet that was shared, um, Kathleen, there wasn't for this, but I actually do have it in my program. Um, my, my, uh, pitch lab program, we did share that resource, um, a template for the actual press plan and then a Google sheet with the calendar and some suggestions of holiday themes and things that you can plug your clients, um, products and launches into.
And then, um, the month you execution plans that we give every single month. So you always have access to last month and this month or this month's and next months, depending on when you jump in, um, that's in there too. So those are like part of our paid programs, but this is just like overall strategy of what you should be thinking about for press plans and setting your client up for success in 2022 and setting yourself up as the person who's gonna do it for them. Right. Sorry, buddy. Um, anyway, okay. So where there are sort of gaps, it is your job to keep your clients relevant in the eyes of the media. That's your job. So if there are no upcoming projects or launches for a client, you still have to pitch them to the media, you still need to get results. So what are you going to do this?
This is where we use like hero products, um, products that are just cult status or we sort of position called status, or if they sell out that snooze worthy, it's something the brand is known for. Um, it's their signature service, it's their signature products. Maybe you use the founder story or you pitch the founder for podcasts or business, um, pitches. Those are sort of during the dead times of year and not every client is gonna have the same, um, cadence of pitching because music industry clients are absolutely different. And, um, author clients are gonna be centered around a book launch and a book tour. So there aren't always the same types of pitches for all types of clients. So when you have these sort of dead zones, that's when you have to come up with other ways to keep them relevant. So that is founder stories.
It could be, you know, struggles the founder had when they were developing their company or developing their signature offer. Um, it could be, you know, lessons learned along the way. It could be just, um, you know, sharing their expertise, um, getting them out there, getting them visible, also just planning. Maybe they we've asked clients too. Do you have any products that are kind of under the radar? Like they're really good, but maybe you didn't do a launch around them before we got here and people don't really know about them. We can leverage those products too, if they're really great, they have a certain ingredient. Um, you're responsible for keeping things fresh and relevant, even if there is nothing from the client that's new to work with. So, like I said, take tips from the CEO, dig into them, maybe expand on one tip and create eight, like a pitch around that.
Can you take an existing product and offer it up for a fresh way, offer it up in a fresh way. So here's an example. I've mentioned this before, but it was like so insane how well it worked that I keep having to mention it. So, um, we had a client, I cringed use this term. Hi Megan, but what's your take on PR stunts during the dead times, charity, philanthropy, um, et cetera. So stunts like, you know, I don't know, it has to be thoughtful. It has to be on brand. It can't be in poor taste for the purpose of getting attention. Um, you know, if it's like a, like a love bomb sort of thing, or, you know, like something that's really visible, but it's spreading a positive message and spreading love and you know, I've never honestly done a PR stunt. Um, I know what you're talking about.
It's like some sort of initiative that's maybe, you know, on the street and you're getting people into like a mobile makeover bus or something like that, as long as it's import taste and it's not going for some kind of shock value, cuz those tend to backfire, honestly, especially now when everyone's offended at everything, honestly, it's like, I don't wanna put something out there. That's like, oh, we're going for shock value. And then it's like gonna fall, you know, on the wrong on like offend people or be, um, sort of the wrong approach. And everybody's like, you're canceled. I mean, I don't, you know, believe even any of that, but um, you know, yeah. If it's something you can do that's tasteful and on brand and aligned with their, their values then yeah. PR stunts can be very corny or very horribly done. Yes. Dar is right.
It can go in that direction very easily. And I don't wanna be responsible if for that. I don't wanna be responsible for like this failed thing that just had a backfiring effect. Um, but here's the one thing that we did do. So for a hair care brand, you know, that we represent a lot of beauty brands. They hadn't released a new product in two and a half years. Um and so they had this really be beautiful deep conditioning hair mask and like a tub like that sort of pace, consistency, really moisturizing and had a very luxurious smell and um, spa like smell. So we came up with the idea to scoop a little bit out, plop it on a plate, stick it in the microwave for 30 seconds, get it warm arm, you know, and put it in your hair and put on Uman wrap, not super glamorous or like a TA like a head wrap towel or something and leave it on for half an hour.
And now you have a deep penetrating hair mask. Okay. So this product had been on the line for two and a half years. When we pitched that out, we got so much press like top tier B the press for that, um, just a new way to use an old product. Um, and it just was different and it, you know, it got, it was received like gangbusters. So think in those terms too, was there a product that got a lot of attention and there's another angle or approach for product that's equally compelling? Like go back to dope gen. Thanks. I mean, um, it's just a good example because it, it actually works. Right. Um, here's the other thing you could do is highlight the benefits, how it solves a problem, the ingredients that have never been featured before what's remark about it. That's like the third layer.
So you're looking at the calendar and you're not gonna be pitching their everyday products or not their everyday products, but their existing products during your launch period or during other major initiatives that they have or during the holidays, unless it really is aligned with that angle. So, you know, if clients are like, you need to be pitching everything at all times, you have to say, that's not how it works. It's just not how it works. Like we're going to leverage your, you know, cattle of products when we need to, but launches take precedent and, you know, seasonal trends angles. We know the media are going to be talking about that's a priority. Okay. So that's layer three are, um, you know, really filling in the gaps with hero products or leveraging things. The CEO has said, pitching them for an interviews or business features. They take a long time.
You need to tell them that those are a little bit harder to secure and they take longer because you have to really share the story and get in there and like get in the nitty gritty and get somebody to give your client that much, um, attention and want to tell their story in a compelling. So it takes longer tell them that. Um, but like I said, a really good way to do this monthly is through the pitch lab and they'll give you exactly what you need, um, and what you should be doing kind of one to two months ahead of time. And then we just release this CA like annual kind of, um, calendar template and the press plan template. Okay. So then, and also here's another thing in the pitch lab, we have an entire like module all on the press plans and really explaining these things.
So your final press plan has to cover these things. I'll tell you what they are and just know that our template has it in there to remind you and to let you know what to ask for. And we go in deep explaining what each one is and how they're different, um, how you position these things to clients and really put together a press plan. That's gonna move the needle for them, gonna make you look really good. Um, show them that you tell, totally get what they're up to, what their, you know, objective their goals are. And you know, really, oh, it's starting to rain. Oh, we love it when it rains in California because we so desperately need rain. And of course my younger son went to school in shorts and a t-shirt refusing to put on a jacket or pants. I'm like the school's gonna call me.
He said, I'm, I'm fine. I don't get called. What is it about kids or boys that just don't wanna dress appropriately? I just don't understand it. I, I don't understand it anyway. Um, so, okay. You are going to cover your goals, your client's goals. That's at the top. That's like the big dreams that they have for PR. This is the why. Um, I just got on the phone with a friend of mine from law school. She reached out to me and she's like, I hired a PR person. And, um, yeah, Claire saying, we live in Seattle and my boys wear shorts every day and they're eight and 10. So mine are nine and 11. So I'm just like a year ahead of you almost 10 and 12. And I, what is it? My older son is now in, um, private school with a uniform he's in like a special program that supports kids with ADHD and dyslexia.
Um, and so he has to wear a uniform and there's pants. And so he's like open to wearing the uniform pants, all of a sudden, which is awesome. And he loves the school sweatshirt. So he will wear that. But when he was in public school, never, he just never wore pants. Um, Kelly says it was 12 degrees yesterday and one of my boys wore shorts. T-shirt no coat. I decided it was hell, it was going to die on that's what, and I know it was probably one of your kids. We have similar kids. It's just, you have to pick and choose your battles, especially when you know, you are not going to win Kelly. And I have the types of kids where, you know, you are not going to win, so it's not worth the energy. You know? So one of my kids, I know I can push it and he'll be like, okay, the other one is like, no way.
Absolutely not. . And you know, you're not breaking through that, that wall. Um, okay. Covering in our press plan goals. Um, yeah, your client's big dreams for PR. So I was talking to my friend from law school and she was like, I hired a publicist and they didn't get anywhere. They were just, weren't getting it. They weren't getting it. And I asked, asked her her first question, well, what are your goals for PR? You know, like, what are you looking to accomplish? She was like, I don't know, what do you mean? And I said like, what are you trying to have happen as a result of having a publicist and getting media attention? She was like, well, I don't know. And I said, new clients, she was like, yeah, that would be nice. I said, well, how do you get your clients? And she said, it's all word of mouth .
And I'm like, okay. So probably media, like, do you think that if you got an article you would get, she represents like sports teams, like major Le you know, major national, you know, national sports teams, NFL NBA, a I be. And she was like, no, my clients wouldn't generally be reading an article. I'm like, okay. So is it about thought leadership? And she's like, I don't know that I really care about that. I'm like, so what do you want PR to do? Like, how is your PR pro going to know how to support you and what your goals are, how to create a strategy when you haven't shared any goals? She was like, huh. And this is why a lawyer shouldn't do PR um, except for me. So that was a little, you know, interesting. And I referred her to a friend that does, um, PR marketing for PR firms and marketing for, for law firms.
Sorry. And he was like, I talked to her and I just don't even think she'd be, she should be spending money on this. She needs to like redesign her website and have let's start from there. But she doesn't need PR because she doesn't know what she wants. So that's number one, sit down with clients, really figure out their big dreams, their hopes, what is it that they're looking to achieve with PR so that, you know, if you get it, it's a home run and then two is your strategy. So how will you execute and work to achieve these goals? It's not the tactics. That's the, what? This is the, how, like, what are the big, um, you know, like the things you're going to execute and work to achieve these goals. So we dive more into what specifically they are in the pitch lab. There's an entire lesson on this, but just know it's like goals, objective, uh, strategy, objectives, tactics.
So objectives are, and I know you all hate this and I don't love it either, but it's these specific measurable outcomes that you're working towards. So, you know, if you achieve them that that's successful, if you can measure it, you know, that you've gotten it, maybe it's, uh, we don't love saying a certain number. Maybe it's like a certain person, percentage of growth or, um, you know, over the six month period, like a number of top tier outlets or a certain, um, increase in press from before, or, um, you know, the volume of, of media, you're gonna reach out to like, what do you want to, um, connect it to, or the visibility like to choose something the client's satisfied with, but you think you probably are going to achieve and then surpass it. We wanna exceed expectations, but this is where you get in alignment with their expectations.
We had a whole talk about this yesterday, talking about the speaker presentation and how clients think that you, and though they've never done a speech or they don't have like their pre-revenue in their business, they're gonna go and speak and, and be a keynote at their university, or be a, a panel leader at a, you know, huge conference for ink magazine. You know, no, that's not reasonable. So you have to get expectations align, or they will always be unhappy because they won't, you'll be like, ah, we're crushing it. And they'll be like, we're really not happy with you. And that happens all the time. And it always comes back. Client to satisfaction always comes back to expectations that don't align with what's reasonable. So that's your job to set it. So the tech, uh, the objectives can really show the client.
Um, what's the difference between goals on how many outlets you pitch versus how many they actually win? So goal, that's not a goal. A goal is like an outcome of PR like, um, the goal would be, um, positioning our brand as the up natural skincare. Um, you know, all natural doctor derived skincare line doctor created skincare line in the clean beauty industry, you know, as a top, you know, top five or something like that, that's a goal. Um, but when you're talking about, um, how many you pitch versus how many they win, that would be an objective. And the difference between those two is basically what you're willing to commit to. I don't wanna commit to wins because I have no control over it. Um, we will put together a list of the publications that we're gonna pitch and the pitch angles. Those are more, um, tactics.
Those are the specific activities and efforts that we're gonna complete as part of our outreach strategy. So in order to, you know, like a strategy would be pitch top tier media, um, women's interests or beauty publications for, um, upcoming product launches, you know, short and long lead, like, um, publications for upcoming product launches. That's a strategy, um, align our ourselves with one key industry, um, influencer who will be a spokesperson for the brand or that we can leverage their insight to pitch media. Like, so that's a strategy. The tactics are like, who are you reaching out to? What are the efforts you're gonna make? How many people are you talking to? So the, what you're talking about, how many pitch versus how many they win, that's an objective that you can measure specific and measurable, but I'm not gonna commit to wins cuz I can't control that.
So we'll talk about specifically what outlets we're pitching and we'll even say like the list is representative. It doesn't have every single person, but we'll say we will pitch all of these outlets and then we'll report like we did, you know, we did that. It's measurable. We did it. We sent those out. Um, you know, maybe we aim for like a, you know, 5% conversion. I think that'd probably be pretty good, 10% conversion on your pitches. That's another measurable outcome. Um, you know, if you're doing social, it could be growth in communities. I don't love that. I don't love growth because you're like committing to growing and it's it's so outta your hands, they're really, these social platforms are really paid to play, honestly. So it's hard if you're not doing a paid, um, paid social around it, but that's the difference. Okay. So what you're talking about is goals are actually, um, uh, objectives and the goals are, what does the client want?
You know, establish the founder as a thought leader in the natural beauty space. Um, like maybe they're going to try to sell a business. A goal of PR could be SU you know, F favor, um, uh, use, you know, secure business, press favorably. It'd be like favorably position, the, the company in business and trade publications. Um, and the objective would be, um, you know, so that they can be, uh, ripe for acquisition. You know, something like that. Usually they won't share that with you, but I've had clients that have and said, this is a, like push hard for this cuz in the next year, like this is a big, like we're talking to PE firms and we really need this. So, um, that was a goal. And then the objectives were, you know, reaching out to 10 top tier business publications to interview the founders and discuss company growth.
Okay. So you can see that's the objective that you can measure. Um, those are and like how many, so the, that that's the strategy is who you're reaching out to. And the objectives are like the measurable, like this many, this type, all of that. And then the tactics are like getting in the nitty gritty. And this is, I'm not doing a great job because it's all kind of merging together in how I'm presenting it, cuz I'm really not doing a great job of like distinguishing. It is in the pit lab in depth to show you how to specifically do this with examples that are better than what I'm doing right now on very little sleep. Um, but it's okay. So outreach, strateg, hold on, go goals are your client's big dreams for big for PR what do they want it to achieve? Big picture outreach strategy is how are you gonna execute and work towards achieving those goals?
The objectives are specific measurable outcomes that you're working towards. Can you measure it? Um, impressions, visibility, other KPIs that are important to them. You work to establish those KPIs. Those are your objectives. And then tactics. This is the specific activity and efforts you will complete as part of your outreach strategy. So the pitch angles who you're pitching it to what the follow up approach might be. Um, all of that, those are your tactics. So sometimes people confuse strategy with tactics. Tactics are the actual activities. Like what are you physically doing every day for them to work towards those objectives that will secure that goal for the client. And this is explained in detail in the pitch lab. So I hope that clarifies and then of course a pitching calendar. So we have, well, we just went over that and then we have those templates, but it, it should Inc great those set in stone elements, the info you gathered from the client on launches, marketing objectives and holidays, seasonal themes, other like Mar marketing initiatives.
Okay, good. I'm like that. I'm like, Claire's like, what are you talking about? Okay, good. I'm so glad that that helps. Um, and your seasonal themes, launches marketing initiatives and have that all broken down by month. Um, we have also worked with clients to position launches because we had clients that have launched hundreds of products a year, like hundreds. So maybe it's a new colorway or a new pattern of an existing product. To me, that's like a sea launch or like a bronze launch. Um, a silver launch could be an extension of a certain collection and new products that tie into an existing collection and like leveraging the success of the collection and offering new, um, products that all work together with it. Something like that would be like a silver launch. And we had, and then there's gold launches. Those are like brand new categories, innovative products, um, you know, new offerings from the company that are breaking into new categories, like major initiatives.
They have first time it's ever been at retail new products that have never been seen, not just new colorways or extensions of the line, but like new categories. Those are gold launches. And we had the activities broken up, broken down by launch. So it was like gold launches. We do this silver launches. We do that. And bronze launches. We do this because you can't treat every single F thing as a gold launch. The media, we were worried about media fatigue. So you have to tell clients like if they're launching a ton of stuff, most clients don't, but if they're launching a ton of stuff, you have to prioritize and find out from them what their highest and next level priorities are. And then the, the bronze launches are like nice to have. So maybe it's a slow time or maybe someone's already covered a product.
And you're like, Hey, by the way, we have this other pattern or this new character we introduced or this new, um, version of this popular product, then you can go back to them and they may find a new way to work it in cuz they already like it. So that goes in your pitching calendar, their marketing initiatives. And then you break it down month by month and it could just be an Excel spreadsheet or a Google sheet. That's what we share with you in the pitch lab. And you fill it in, you just get on the phone with clients and maybe you, you make a copy of it. You sort of clean out anything that was left over as an example from my client. And you're all working in the shared document. That that's how we did it. We got, we all got in the shared document and we're like, okay, what do you have coming up?
What are those launches? And then you back into the timing long and short lead when you're pitching. And that's how we do our, um, our plans inside the pitch lab, our monthly execution plans backing into the timing that what media is thinking about and when, so you have that ready to go. So that's what it will include. Your final press plan. We have a template for it, but it's goals, strategy, objectives, tactics, and this pitching calendar shared calendar, if you want it to be and just seeing the big picture for the year, and then you're in there, you're like in the nitty gritty with your clients, you're the one who has the roadmap for their success. Do you give a copy of the PR plan and strategy to your clients? Yeah. If, if we're paid, you know, if we're on retainer. Absolutely. Definitely not before.
Definitely not before, but here's the DL Candace. Um, I'm pitching a client right now that hi Derek, um, I'm pitching a client right now that it, it has the potential for us to get in with like a huge like parent company of 10, 15 brands and the it's the F it's the son of a founder of a very famous, like when I was a teenager, this was like a brand everybody used and now they're the sun, you know, the sun has, has launched many, many products and we did a whole proposal for them. Um, and I feel very confident that it's either us or nobody. Um, and I feel like it's worth the risk a little bit, uh, to give them so we got on the phone and he was having a hard time. This is a guy who's been around, he's done press, you know, with his dad's company and with his companies, he kind of knows what he's looking for, but we were trying to be big picture thanks, Nelson.
We got one new client. Um, I think we may secure three by the end of the year, which is good for us cuz it's been a little like slower, um, natural skincare company. I'm super excited about this is a multiple and mass market skincare company, um, and hair care and then a, um, really popular baby monitor. Um, yeah. Yes, we share them. But on this pitch call he was having a hard time seeing how it applied to his brand, just the, he needed more like, I don't think they're fishing for strategy. And honestly with this one it's it would be so huge. So I'm willing to go that extra mile. I don't think they're in the business of like ripping people off. Um, I did not get that sense at all. I talked to his team also represented one of their competitors that they're most interested in having the same result and approach they were honestly just do for us what you did for them.
And I'm like, yeah, I get it. You know, you're, you're a competitor like, well, you know, and that was the client we fired. That was the client I told you guys, I was like, you cannot abuse my team I'm out. So we have this big opening and contacts that have been interested in hearing about this particular niche from us. So I do believe they're probably gonna hire us or you know, not go with PR or like they'd never mentioned the budget and it's a good rate. So I'm willing to go the extra mile. So for a situation like that, we gave him an updated kind of one sheet with a few of our different, um, strategic recommendations. And I just provided that to them and if they take it and run with it, so be it, you know, um, I do believe that they value our expertise because they know of us from their competitor.
And so I don't think that by giving them that strategic for this particular potential client that I'm really like, um, not valuing our work, trust me the retainer fee. And there definitely shows that we, we are Val you know, providing value. So I'm not worried about that anyway. So yes, Candace, I do share as long as we're retained and if clients ask for it before you're retained, you clearly say this is something we provide. Once we are retained, that's your IP, you know? So you have to protect it. And obviously I know you do Candace with your, um, existing clients. You share it. And angel said, I'm glad you covered this again. I delivered my first DIY press plan this morning and I think I nailed it. Awesome. I'm sure you did. Oh my gosh. That's so fantastic. Good for you. Um, great. I love you guys.
Look at all those you you're basically telling Facebook that this is very relevant. so that's good when you give those hearts and those thumbs up it boom. That's probably Natasha that you're telling Facebook, like this is good content and I like it. So, um, well that's what I have for you guys today. And I'm so like, I'm just still on a high I, from this in win. I feel like just so lucky, you know, to have all of you come and show up every week and cheer each other on and be here for me. And, um, it's just awesome. I mean, to even be recognized for something that I freaking love to do, like that's the secret it to happiness and success in your life is do something you absolutely love and people are appreciative of it, or they acknowledge that it's that it's helping people.
Oh my God. Like I'm just the luckiest. Like that's just awesome. Cuz that was not the future that was waiting for me in law. Absolutely not that never. Oh, I'm sorry, Lola. Um, that never, would've been a path for me. It's like money, money, money, money, money, you know. Great. Money's great. Um, thanks. So yeah, we could be landing three new clients. Um, I'm pretty confident about two, um, and I'm asking one of my old clients to do, uh, be a referral for me. And she has like a super, super major, impressive new job title, um, for a company like co CEO for a company that just went public and became a billion dollar company. That's all I'm gonna say. So I mean, how can you, and she's like, when we work together, they were really happy. So how can you not, how does that not like just position us right at the top of the list.
Um, anyway, so wish just luck I'll report back. You know, sometimes we don't win these things and it's just like, what can we learn from it? Sometimes you can't learn anything from it. And the key is just never take it personally. I never do at least. But, um, yeah. So I'll keep you guys posted and I hope you all have a wonderful week. I'll stay on for one more minute. Um, Darius says I love entertainment, PR branding and publicity. Awesome. Yeah. Um, I just interviewed, um, the brand groupies yesterday, um, for our podcast and they were awesome and just it's really, I it's no doubt, there's no doubt in my mind why they're successful. Um, they represent like construction architecture, um, types of firms and they do all of that. Like you do dairy, like, uh, PR branding, social media, um, a lot of marketing, you know, public facing stuff.
And they're bringing like the sexy factor to this not sexy industry. And when you talk to the, and their backgrounds in fashion and like major couture fashion houses, it's really interesting. And they've kind of taken that, that, that was like a drama filled world with like political, you know, it's like very political maneuvering and they've applied like their sort of sexy factor and their overall approach for like PR and social media to really merge and support each other to like architecture firms and an HVAC company. I'm like, there's nothing less sexy than an HVAC company. And they're like, yeah, but we got in there and sexed it up and they're founders of thought leader and the indu in the construction industry and we love it and we love it and there's just so happy and it's like, okay, that is contagious. That passion for what you're doing and loving your work and all of that is just infectious.
Okay. Um, Megan, hi, Megan, are there any tips in the pitch lab for organizing a particularly scatterbrained, but very willing to work client who is in seed round, looking for VCs for their startup at up pretty specific. That's very specific. Megan, that is definitely something that I think you should bring to one of our monthly coaching calls. Um, that's the kind of thing that our community can help out with. But one of those things that I think would be very helpful for you is to get on the phone with them. I love that they're very willing to work. They just need to know what to do. You have to extract things out of them. So you need to get on the phone with them extremely Pacific. Okay. No tennis today. Okay. Got it. I'm like managing my kids. Um, so you can get on own with them and you can just type like copious notes, just get them to just brain dump on everything, you know, everything, where'd you get this idea, what, who you hoping to serve?
Um, they're looking for, um, VCs or maybe PE firms, um, you know, what's the benefit for them getting in early, um, you know, who does the app help? Like what's their strategy really think about every facet of this. Um, you know, you're, I wouldn't imagine helping them connect with VCs, but media will fuel that excitement for the app. So apps are hard to pitch. Um, but if there's like a proven founder, that's part of the story. So you need to just get them to do like a total brain dump and ask them questions and just take notes. And if there's scattered, you need to be the one organizing all of that. And then you come at it with your angles, your approach, your media contacts that you want to reach out to, and you go through all of that and you align the content they spoke about with a pitch that's relevant and timely for that media outlet.
And then if there's traction or they want an interview, you tell your founder how to approach it. Like, what are the talking points? Or you media train them, or you ask for the interview questions in advance and you get on the phone with her. That's not one where she's ever gonna sit and write it down or take the time to type it up. You need to get on the phone and ask her the questions and let her do a brain dump for those specific things. And then you need to like clean it up for her. So just keep in mind that a, a person like that is not always going to sit and hunker down and get you what you need. You have to create a process where you eat or have what you need in advance. Where did we talk about this? I feel like we talked about this in a past live and I think on my podcast, and I can't remember the episode, but really with like a CEO, that's hard to pin down or a little bit scattered.
It was like, how do you deal with difficult clients? I think, um, it was like couple weeks ago. It was very fresh in my mind, but you have to have a process in place for getting what you need in a timely manner. And you can't wait on her for things you have to actually ask for it or have it pretty much 90% done in advance. So that's like some of the front end work that you do. I hope that helps. I know it's very specific. Um, thank you so much. I've been doing things in email, but it's not real time enough. No, no, no, no. Get on, get on a zoom, get on the, get on the phone, get on a zoom, ask her for what you need and just let her brain down. Let her talk, talk, talk, talk, talk. So this is actually how Miranda and I work, because guess who's particularly scattered it's me.
I'm, I'm scattered because I have so many things going on and like, I can't sit and focus on when there's writing. I can't, I don't always have the bandwidth to sit and write. You know, it's, it's hard for me. There's just like C client calls. I don't have a big chunk of time. I'm shuffling the kid somewhere or they're coming home. The dog's gotta go out. I'm dealing with client calls. Like I'm running two businesses. So when Miranda needs something from me, she will just be like riff on this topic and I'll just talk and she types it all out and then she'll put it together in a way where it actually makes sense and makes me sound like, I know I'm talking about, which is really cool, honestly. Um, and like she puts all of these together, right? Like I she'll say, talk about press plans and I'll be like this.
And then she'll, you know, when we research and pull things together, um, and then I'll just brain dump and she'll type and then she cleans it up. So you need to get something like that going Megan, because if she has to sit and type everything back to you in an email, she's not gonna do it. She's gonna, she's gonna leave stuff out for the sake of being quick. We all need a Miranda. Oh my God. Life changing. Today's her birthday. Oh my God, you guys, you know, it'll be really amazing if you could, in our group profitable PR rose, please tag Miranda NIOS and wish her a happy birthday. She is so incredible. Um, she does so much for this community. It is unreal. She will get on the phone and talk to anyone and help them figure out what they need and how we can support that.
I mean, it's unbelievable. Um, you know, I've already be like reached out and told her how I feel. Please send Miranda and tag her a message of happy birthday. It's December 9th. If you're watching on the replay, this is her birthday. Um, and she's just an amazing, wonderful person. So happy birthday Miranda. And we all need a Miranda. Um, we've grown together actually, cuz she was just my I VA, but she was like amazing. And I had this feeling about her. I'm like, she's really organized and she's really great. I should probably like have her. I don't know what I need her for, but I'll just like tell her my business and she can figure out stuff. So she started out as my VA and then over time I was like, you really need to kind of step up and be an integrator. Yeah. Dar just had her birthday last Monday.
Right. Is that right? Um, you need to step up and be my integrator. And she was like, okay. And was totally, and now she freaking crushes it. She owns it. Everything is a system. Everything is a process. Every single thing we do is systematized. It's UN unbelievable. So yeah, if you can have a Miranda it's it's next level. And I told her, you know, I would not have worn won that award if it wasn't for her. I couldn't show up here every week and have content and a newsletter and a podcast and a blog and a YouTube channel and social media, like all this stuff, if she didn't yeah. November 29th, if she didn't create all these processes and actually I run them. So I get to show up and just do what I love and not actually get in, in the weeds for the most part.
So yes. Please wish her happy birthday. Um, yeah, she's the best. Okay. So you guys are set, Megan, get your client on the phone, you gotta lock her down and just get her to brain dump and then you need to organize it. And if there's something else in real time that she's talking, you'd be like, Ooh, that's interesting. Let's go a little deeper with that. Or can you clarify that it works great for a scattered CEO. Okay. Awesome. Okay guys, thank you so much. I appreciate you all being here. Um, you're the best community on the internet. Hands down. Full stop. And thank you guys. I will see you next week. Have a great day. Bye.
