Hi guys, welcome to my weekly Facebook live show. I'm so glad you're here. If you're live or you're watching the replay you're doing well, uh, especially during this super crazy chaotic time. Um, and just thank you so much for spending any bit of your day with me. Um, you know, I know we're all pulled in a million directions and it means so much. I have so many people that show up every week consistently, and it's just awesome. So, um, if that's you or you're here for the first time, welcome, nice to see you or nice to meet you. Um, so I'm Jen Buron. I am the founder of generation PR, which is a public relations, award-winning public relations, social media marketing agency. I'm based in Los Angeles and we represent, uh, baby and kids brands, beauty and cosmetics. And, uh, I'm a former attorney. I've been running my PR agency for March.
So it's March I, oh my gosh. So 17 years right now, 17 years, uh, which makes me feel super old. Um, and my birthday's next week. So it's like, whoa, this is like all flying by really fast. Um, and then of course, um, about five years ago, I realized that a lot of people, people could benefit from information to enhance their PR skills, to really learn how to become a pitching powerhouse so that they can provide exceptional service to their clients and use that skill to make consistent, predictable, recurring retainer income, nothing better. Um, I guess truly passive income is better, but that's, you know, that's for another day. Um, so, you know, I share strategies with professionals, PR professionals on how to, uh, connect with the media, giving pitching angles and ideas, which we're gonna talk about a little today and then I want to help you run a profitable business.
So we created an agency accelerator, um, and it's awesome because somehow people from all over the world are finding us. Um, it is the frigging coolest thing ever. Um, I just spent the weekend in bend Oregon on a girl's retreat, uh, kind of like a mildly wellness focused retreat, more like a pause. Um, the event was called power of pause and I got to really reflect on my family and my business. And I just felt so grateful for this side of my business so that I can connect with people all over the world. I can share in their journeys, um, celebrate with them. And, you know, I'm really lucky that when they learn something, they tell me how it, how it had an impact. So to have that feedback is amazing. And, um, I just felt very grateful for it and, um, grateful for the good health of everyone in my family, my parents, my in-laws obviously my immediate family.
So, um, really good weekend of reflection. And then chaos, when I got back, um, you know, it's like, hi mom, everybody loses their minds. So, you know, getting back to into it, um, I always say like reentry was a little, a little, a little rough, but, um, wonderful weekend love being in nature. And I'm actually going to Santa Barbara this weekend for my birthday. Anyone who knows me, knows that's my absolute happy place. I love Santa Barbara, um, where I went to college. So, uh, well welcome. Thank you for joining. Um, we want to talk about, and it's interesting cuz this whole thing came up about keeping, um, keeping your clients' brands fresh and the eyes of the media, even if there's no launches or no specific news. Um, this concept kind of came up twice for me once, um, like in the last week.
So once in a pitch meeting for a company that said their old PR firm kept asking them for pitch angles. So, so the PR firm was asking the client to come up with the pitch angles and I was like, what? That's their job? Like what are you even talking about? And they said, yeah, we kind of thought, so we thought it should be their job, but they were asking. I mean, I guess we can ask our clients, you know, what launches do you have? What other initiatives are you working on? Um, we have an idea around this holiday. Can you tell me a little bit more around um, maybe it's mother's day and the founder is a mom. Let's talk about that. Um, but they said, no, they said, okay, what else do you want us to pitch? So that was a little frustrating and I know nobody in our community would ever approach a client like that.
That is completely the opposite of the service pillar. We focus on in the agency accelerator, which is really about obviously creating amazing results for your clients and just white glove service for them. So they never wanna leave. That's how you, you know, create a foundation of retainer income and then build on top of it and grow, right. You're never gonna grow if you land a client, do a bad job and six months later they're out. So obviously we need to come up with those ideas. That's our job as the comms pros and creative storytellers. Um, and another way that it came up was that we were initially hired by a client for launches and as we successfully launched several products for them, they wanted to convert to an like I always on strategy. So essentially not just law launch focus. I mean, we were still being paid on retainer, but the pitch is all centered around new product launches.
Um, when we pivoted to an always on approach, it means launches and we were able to secure additional retainer revenue for pitching their core collection on an ongoing basis and pitching them for business stories. So that sort of, how do we keep this brand in the media at all times, even if there's not a launch, we're gonna talk about some of the ways that you can do that for your client. But we were able to leverage the results that we got for the client and a, you know, we sat with you in our December planning meeting for 2022, and you talked about a lot of initiatives that are outside of scope and we'd love for you to prioritize. And we will come back with an additional, um, fee, you know, like a, a summary of the fees for the additional work. They didn't bat an eye.
So to clarify there, we got an additional, uh, fee for the monthly retainer for business press and for like an you're calling it always on approach, which means we're going back to their core collection of products and pitching them. You know, whenever there's something that's an opportunity or things are a little slow. Um, we are working on strategic partnerships, which is gonna be once a quarter with a quarterly management fee and we are working on a celebrity ambassador with a one time project fee, not covered in scope. Okay. So, and then in order to do that, sorry, looking for, so come out of the street, um, in order to do that, we created an addendum, no, an no an addendum or an amendment, uh, what do we call it? I'm an attorney. I should know this, um, amendment. I think it was an amendment, um, to the scope of work.
Let me just tell you specifically, hold on addendum. Okay. So, so addendum is like keeps all the same terms of your original retainer agreement, but it adds in additional terms that you agree on together. So we just updated the description of services and the fees associated with it, and the best news of all we lost in a 12 month contract, an additional 12 month contract. So super great. All around. Very, very happy about that, but just wanted to kind of share that, oh, look at you. Oh, hi guys. Okay. Yay. Yay. 17 years. Hi, Sarah. Um, just wanted to share that there's an opportunity, uh, to, you know, leverage these strategies I share to create additional revenue for you. Um, maybe your scope of work with clients is really narrowly tailored so that if they start to see results and they're really high, happy, they wanna increase scope, let's do it.
And here's how much it costs. Okay. Um, and never, never be afraid to talk about an additional fee if it's beyond scope. Um, we've been talking about this a lot and the lower paying clients will push and expect everything is pay is included for what they're paying typically, because they're gonna try to form a friendship. Um, and it's hard to say no to a, like someone you're friends with and people, uh, in my program will say, well, I thought it was going above a and beyond. And we try to get them to pull it back and we let them know you're basically working for free. Um, you're overdelivering and not getting paid for it. And I hate to say it that you're getting taken advantage of. And when you pull back, they will lash out at you. Typically it's like a gaslighting strategy. It's like, oh, we're friends, you know, oh, I want you to be a part of this.
And you're like me, okay. I wanna do that. Um, and then you get really into it. And then it's like, could you just like, I know we talked about this being, um, a launch for this, but you know, I actually think there's another story angle and I kind of want it to, to be about both. And you're like, yeah, okay. That, you know, but you didn't agree to that you planned your project budget, which I don't love projects. And I know Nelson's gonna agree with me. You plan your project budget around a specific thing, and then they, you know, they, you know, you, uh, you give them an inch and they take a yard. So just be careful about that and notice that it is always your lowest paying clients. Okay. Um, but I wanted to give you some strategies today to really keep your pitches fresh.
Um, even if there's no news. So part of the magic of P are, is the excitement. Like you get to help your clients, you get to help brands, launch, um, you know, new products. Everybody's texting me about their Wordle score. Like, why am I the hub of Wordle? Are you let me know in the comments of everybody's still doing Wordle. If you know what I'm talking about, seems like I everyone's doing it. But like my mom, my husband, my brother, his girlfriend are all texting right now. We in three, my husband got it into like, and they're asking me, what did you get? I'm like, I'm working. I don't have time to do that. Even though I really would like to, but it's like all day word, all word anyway. Um, I like the New York times crossword puzzle. So I need to spend a little time focusing when I, when I do it.
But, um, anyway, when we are involved with product launches, we get to create a lot of excitement around a specific time and a specific initiative. And, um, you know, we get to kind of support their growth along the way. And we're using interesting stories and angles or launches or initiatives they're working on to, um, I don't wanna hear a score so funny, I, um, in order to, uh, oh, look at this, oh my gosh, you guys, I'm missing all these comments in order to keep them relevant all the time. But what happens if there is no news for them to pitch, it is up to us. It's up to us as PR PR comms pros. It's up to you to keep pitching and keep a brand interesting, fresh and relevant, even when there's nothing new happening. And I wanted to cover some important strategies to help you keep pitching, to stay excited and engaged, um, and you know, be really pumped to continue working with a brand when there's nothing newsworthy happening and feel comfortable, feel like excited at the end of the month to share results.
Um, you know, that you're keeping momentum going even during down times. And you're earning that retainer because if you are going to be on retainer and not engage just for projects around launches, um, there has to be a consistent flow and, and I know it ebbs and flows and that's okay too. But showing that creative thinking and finding ways to align and be strategic, um, to get them in conversations, the media are having, that's gonna keep you, you know, locked and loaded beyond a six month retainer. They're gonna say, well, we can't, you know, let them go because it's constant press and like we're everywhere. So, um, so one of the things we do. Okay. So just to, um, just to give context, I personally represent brands with physical products. Um, so strategy that we focus on is the brand's hero products and a hero product is a best seller that really performs well or is beloved by the brand.
It takes center stage. It could be the thing that if you mention the brand, somebody will say, oh, you mean the one that does this? Um, it's a best seller. Maybe it always sells out. Um, if your client could sell one product, it would be this hero product. Okay. So it should be something that they are consistently known for, uh, or that they are known for, or consistently sold out of like a cult product. That's like the cosmetics word for these products that everybody has to have. It's like, you know, you'll hear stats like one, um, NAS, orgasm blush is sold every 42 seconds. I mean, I'm just making that up. Or, um, you know, one Revlon lipstick is sold every 10 seconds. I just saw something about this. Uh, oh, uh, uh, beauty, blender, the sponges, right. They try, you know, they have a whole line of products, but when you hear beauty, blender, you don't think about their foundations.
You know, you think about the little pink sponge, that's the hero product. So if a product is sold out, that's newsworthy that in and of in and of itself makes something cool. Um, I would fashion a pitch around that in terms of a huge waiting list. Um, you know, obviously don't make that up and so out could be supply chain, supply chain issues. That could be the case too. Right. But you can leverage that into a story. Like I have a client right now that has their hero product sold out. So we are creating a story around the product that's sold out twice. And, um, how many people are on the waiting list and, uh, you know, the celebrities that are using it that are known for beauty and skincare and, you know, having gorgeous skin. So there's a story there, the right outlets that we'll pitch it to will pick it up.
So that will make something really cool. And these hero products, and it could be a whole collection and it could be something like that whole collection that they're known for. That can be something you go to, to pitch during kind of dead times of year. So can you take an in, uh, an existing product, um, or even a service? So if you're a service provider, I hope that you're taking what I'm saying and sort of adapting it to fit the work that you do. Um, yeah. Okay, cool. Thank you. Um, this one's really good. So, um, uh, hold on, where did it go? So come up with a fresh way for people to use it. I have mentioned before the, uh, way that we were able to take a, a hair care, very high end hair care company, that their hair, uh, hero product was a, a mask and a tub like this, like a thick hair mask.
And it was out on the market for two and a half years. So it's not new. So in order to make it newsworthy, we talked about like, rehydrating your hair. So summer months was like swimming in the ocean or swimming in a pool in the chlorine or the salt water really dries out your hair. So you need a deep penetrating hair mask. And in order to do that, you would take a little scoop, put it on a plate, pop it in the microwave for 30 seconds or whatever we said, and now it's warm. So it'll penetrate even deeper and make your hair softer and more moisturized. We just talked about putting your hair up on, um, like in a, you know, whatever for half an hour, like putting it in a shower cap that angle garnered so much press for a product that had jaw sat, you know, on the market for two and a half years.
So how can you retool it? Um, highlight some of the benefits of the product. Hi, Natasha. I just wanted to let you know. I see you here. Hi. Hi. Um, some of the benefits of the product or ingredients maybe that have never been featured, um, maybe there's something about the ingredients. Like they are truly certified U S D a certified organic, um, or there's a specific ingredient that functions like, oh, hi, are you mad at me? Cause I had you outside. Oh my God. Hi. Hi. Okay. Hi. Hi Lola. Okay. I know, but you had to go to the bathroom and I had to go on Facebook. Um, I, my housekeeper, uh, let her in. Thank God, cuz I could hear her barking out there, but she's like, whatcha are you doing? Why didn't you come get me? Um, and now she, thank you. Thank you so much.
Um, hi. Hi Serena. Um, so yeah. Oh my puppy, she's getting so big. She's such a good girl. Kevin took her to work yesterday and said, so he has an office. He rents on a floor with like all these entertainment people. I think like Bobby Brown is in his office suite, which is super weird. And his wife they're filming a show. Yeah. The puppy is so big. Um, and I think he said Derek Fisher, who was on the Lakers, it's just like an odd mix of people. Um, a lot of people in the music industry, but he's just running an office. So Lolo was wandering the halls and everybody was smiting with her and he said she was really good. So I was like, great. Take her to work once a week. You know? Cause it's hard when I get up, she gets up. Um, well I'll, I'll tell you where to find out if you wanna come see him.
Um, anyway. Yeah. So it's always, he comes home and he is like, okay, this is what happened in the office today. Uh, Natasha it's where, um, we filmed your, um, case study video, obviously, you know that, but um, now Bobby Brown, I think maybe when you were there too, Bobby Brown has an office, Derek Fisher, there's all this like Tupac and E merch because the guy that own, that runs the office floor, he has the licensing deal for the merch. Uh, yeah, come on up, come on up and borrow it. It's a pretty, pretty sweet spot. So, um, and Lola about to go to work yesterday. Um, anyway, so it could be ingredients. It could something in the way it performs. Um, it could be, you know, some way that you are, it could be the craftsmanship, um, some way that you are positioning it as remarkable as compared to the competitors.
Right? So hero products will also offer you the opportunity to BA to pitch based on consumer confidence. So if a product is a best seller or a cult favorite, like a specific baby toy, this is all my niche, you guys. So whatever. Um, then and yeah, Lola is a celebrity mascot. She totally is. She had a lot of attention yesterday and she didn't poop in there, which is like, I mean she poops in here. Why didn't she anyway? Um, we're still training her, but for some reason she was too excited to like actually go to the bathroom all day yesterday. Um, yeah, I live a new addition too. And BB D that's my generation Dar like totally my generation. Um, so there's, you know, some product that, um, your clients are known for, you know, like an eyeshadow or whatever that, um, becomes the thing, uh, like think about anyone who knows Charlotte Tilbury pillow talk, right?
A talk was a, a lipstick color and it was so ridiculously popular. They grew it into an entire collection and it's eyeshadow and it's eyeshadow, it's lip gloss, lip liners. Um, it's a, it's now a color, so they have it for cheek. And actually I think I'm wearing it, but, um, you, you can play that best selling aspect up in your pitches and make people feel confident about covering that item and purchasing that item. So, you know, sometimes our clients will tell us things and we're like, that's not actually newsworthy, but if they mention something like, oh, blah, blah, blah, sold out again, hero, product, waiting list, cult favorite, like, you know, headline grabbing and that type of copy. Let's get back to the, um, affiliate marketing piece that type of copy will convert really well to clickthroughs and purchasing decisions. Um, so if your client's on, you know, Nordstrom target, um, Amazon, Amazon's the number one for the affiliate opportunities.
If your client is on these sites with good reviews, like solid reviews, and it's a reasonable price point, that's like cult favorite. Like if you think it's sold out and it has happens to be available on a site, you're like, oh, oh my God. Like I just, I, I got it. Oh my God, I gotta get it because like, what if it's alls out again? Right. Boom. So that will move the needle. Um, and you know, it's, it's very beneficial to the media outlet as well. So, but always be truthful. Don't make that up if it's not true. Okay. Okay. Number two, share the founder story. Um, this is a good idea. If the founder of a brand is interested in getting featured as an expert, so they can start to become a known authority in their space. So like my client, for example, is the founder of a natural skincare company or, um, mostly certified organic it's like 99%.
Um, and she happens to be an MD and she's extremely smart and she's very committed to clean beauty and products that are also luxurious and perform. So we're able to pitch her as the founder. She's been running this company for a decade and adding new products to it and their process and their, um, you know, their process for developing something new and the iterations it goes through before. It's actually on the line all the way down to the packaging. The packaging has to be post consumer and also recyclable. And I'll tell you, the media doesn't wanna cover recyclable because that puts the burden on the consumer and nobody is recycling it. So if a company is saying recyclable, that's passing the buck and passing the responsibility and media is now saying, you know, it's BS because they don't actually get recycled. So the, the brands the companies are having to do more to eliminate, you know, post-consumer waste.
So just keep that in mind, don't always pitch recyclable because it kind of like a, a useless nothing. Um, but this founder is awesome to talk to. She's got a great personality and, you know, we're always talking about her in the context of, she was like a, a, a very legit MD and, um, has a great story about why she created the line. And it gives this for ran so much credibility. And she's an authority in the natural beauty space. And that also helps to create consumer trust for the claims that we're making about the products. Um, obviously they don't claim anything that they can't claim, but in terms of what they can say, how it, um, the ingredients, the fact that 99% of the ingredients are us da certified organic, um, how they stack up against the competitors that are also making similar claims.
She has a way that she can share that expertise. So you can pitch different story ideas around top that will, um, demonstrate her their expertise and get them in on the conversation that they wanna be known for. So work with your client, um, inside of our program, the pitch lab, we actually had Natasha who is here listening. Natasha, will you tell, I always forget, um, establishing your authority as an expert. Um, she taught a masterclass on how to sort of pull out the topics from your clients that you can use to pitch their brand story, to pitch them as an expert. Um, and that is a masterclass inside of the pitch lab. So if you are a member of our pitch lab, you will gain access to all of those master classes. There's a ton of 'em, but, um, Natasha, if you can re we were texting this morning, trying to REM remember what it was called, but, um, if you can remember or put it in here, but it was really helpful.
So it's the kind of thing you have a conversation with your clients. You keep a running list of talk topics is what she calls it, and then you can start to pitch those out and they can weigh in on the story because they've already told you they're an expert on it. Okay. Um, heading to the pitch lab now. Okay. Now, um, go to all the way at the end. So I know at this point you have access to everything. So go all the way to the end, to master classes. And Natasha's might be like the second to last one. And then we had one from Tony Boylan. Who's a, a, you know, former journalist and his has a funny, funny name. What do we say it was Natasha? Um, it's like, it's like, uh, why media are jerks or something like that. Uh, why journalists can be such jerks confessions of a former reporter and how PR pros and better understand their prey with Tony Boylan.
It was really good. Um, and we have many, many more coming, so yeah, Naisha, that's where you'll find it. And it was a really, really good, really good talk, great information, um, for just this particular, um, idea for creating evergreen content or like evergreen story ideas. Um, okay. Number three, create business profiles on the brand. So see if your client is interested in getting brand profiles, not just on the products, but on the founder, the founder's lessons, their journey to create this business. What is the business doing? Maybe there's a give back component that has really, um, been successful. Who did I talk to? Oh my God. Yesterday. I'm like losing track of all the, um, one of the companies I most recently talked to told us that they have given back back a couple million, um, through a giving initiative. And I'm not remembering who just told me that.
Um, there was some amazing G oh, oh, oh. So, uh, Jen, one of the members of our, um, agency accelerator plus was telling us about a face or a, like a Twitter account that's, um, rate my dog and it's like millions of followers. And, um, the person will take a cute picture of the dog and like, give it cute comment. Yeah, I know. Um, but didn't she say that they had given back like a couple million dollars and raised money by highlighting, um, causes in need for animals. And they had raised through that account, like at least $2 million in given back. Um, that's a huge, yeah. Yeah. It's a great, it's a great story there. So anything around a give back or the founder's journey, um, especially if there are lessons learned or adversity hierarchy, adversity overcome, you cannot talk, you cannot turn off Natasha's brain when it comes to like ideas and pitching, she is the best of the best it's, it's absolutely amazing.
Um, but side note, you guys in our agency accelerator plus coaching call yesterday. So that is members of our agency accelerator can join us for monthly coaching and community. Um, and you can stay as long as you want, or you can leave. It's sort of like come and go monthly, our call yesterday. And our hot seat for a new member was like, yeah, Natasha says, I love the call so much. I was like, okay, there's 20 lessons to be learned right now. And it's a little bit of a tough love situation, but you will thank us later. And then Natasha reminded me that we, we gave her her power back. Yep. That is an amazing way to say it. And that's what it felt like. I mean, I think she was like, oh my God, like, what did I get myself into? But, um, Natasha.
And she said, she emailed me last night to thank me. Beautiful. Natasha reminded me that when she first joined the program, we did a similar hot seat with her and gave her some tough love. And, um, it's changed her business. It's made her, uh, only take bigger clients, um, know when to spot red flags, know how to stand her ground. How did you miss it, Sally? Um, you're in plus, right? That's the monthly on agency accelerator on top of it's separate from pitch lab, Sally. Um, I, I, I'm sorry that I don't remember if you are or not. I just there's a lot that I have to manage, but, um, I think you are. Yeah. Um, it was really good. It was really, really like, whoa, it was crazy. And I just so happened to like have known the company she was talking about. Um, oh, that's why.
Yeah. It's plus, so that's our monthly, um, you know, coaching component. Um, oh, okay, good. Thank you. Anyway, side note. Okay. Well, yeah, that's where it was, but, um, very, very good like information there, but, uh, we, yeah, yet. Oh, come join us, Sally, Sally always participates in everything and I love seeing her. Um, anyway, so in this case of creating business profiles on the brand, you shift, uh, Natasha saying Sally, it's so good. It's a great mastermind. Yeah. And you know what I was saying, um, for this particular woman to go back to the it and let her know that, that, that, that her mastermind of established seasoned PR professionals, PR veterans who are also coming from a journalism background suggested, or highly suggested that this approach should not be taken, that it would be a big disaster and it would backfire on both of them.
Um, that was one piece of it. But, um, yeah, it's a phenomenal group, super smart and so helpful. Oh my God. Yesterday I was like learning so much and feeling like we gave so much. Yeah. Um, we literally gave her a script to go back to her client and take back the power. It was awesome. Yeah. I was like, and, and she happened to have a call with the client the next, you know, the next hour. So like, we, she was like, I gotta go. And I'm like, but you need to know. And we gave her new positioning angles. I was like, you need to know how to address this with her. So I can't leave you like all frazzled because we're like, that's bad. That's wrong. Don't do that. This was a mistake, da, da, da. But we came together and we're like, okay, here's what you can say to take your power back.
So good. So good. Oh my God. Um, so when you're shifting from their typical type of publication, like consumer publications, or like parenting lifestyle, beauty, publications, wellness, um, whatever, two business focused outlets on entrepreneurship, um, this is where you highlight the founder and the business instead of the products, but you all also need to be ready and you should have these things in advance, or at least the agreement from the client. They're willing to talk about it, but typically something around metrics, revenue, growth, stuff like that is going to come up. It's going to come up like don't expect to into Forbes if you are pre-revenue don't we had an, again, another masterclass with, uh, Dr. Cheryl, uh, Robin Robins. Why am I, why does not Dr. Cheryl Robbins? Oh my God. Why am I like losing my mind on that? And she is a contributor to Forbes and came in inside the pitch lab and taught us a masterclass all around, like what to do, what not to do what Robinson Robinson.
Okay. Dr. Cheryl Robinson. So that is also in the pitch lab. This masterclass she taught was so informative. These guest classes are like, she's so great. Natasha introduced her to me. She is a, a great friend, um, of Natasha's. But anyway, um, yeah, you can't, your client's not gonna get these business driven stories unless they're willing to share some sort of a metric on like audience growth or, or, uh, revenue growth or, um, you know, something percentage of growth over the year, you know, that's going to come up. So if your client's like, mm we're a public, we're a pub, you're not a public company. So we don't need to talk about those things. Then you need to say, well, then I, can't probably secure you press because it's going to come. And I can't go to that length and then know that I can't give any metrics because it's going to kill the relationship.
Okay. Um, strategy four, create data driven stories. So does your client have surveys or case studies that are packed with data, um, or have they done their own research or is there some recent independent research study that was done that your client can align with or, uh, be somehow related to? So research and statistics are a great way to land, press especi. If you can package it in a way that communicates the data and tells a story where your client can have a voice in that story, or be, um, something that aligns with the findings of that story, you know, makes sense. So, um, if there's some kind of data, um, independent third party studies are the most compelling, but if you, your client has surveys, case studies, some sort of transformation, uh, or multiple transformations that they can use to, you know, align with like a statistic, something data driven.
That is, uh, a great thing to work on as a filler story during your slow period. And, um, we typically find that a client does need to be willing to interview in order to supplement a story like that. Um, so keep that in mind and you can't pitch data, that is an iron clad, your, your writer is staking their reputation on your word. And so you have to come with, you know, how was like, you know, research when people say research, like, I, I researched, you know, Google searching something and just reporting on the top three things you find is not research. That's not research. That's like internet searching research is like independent with quality controls and control groups and vetted and peer reviewed. Like, is there research like that, that you can point to, because that will really give you so much strength. Um, media loves to report that.
And then maybe there's like a big study that came out over the new, you know, in the news, like, um, you know, children's attention spans have decreased from an average of 10 to now an average of four seconds and technology is to blame, okay. Maybe your client has a product that limits screen time, or your client has a product that is so exciting and compelling. It gets kids off of screen time. Um, you know, or you, you know, do something where you're doing nature tours or family, you travel in nature, like device is not allowed. You know, it's like more than ever, you know, based on the study, children need to be out in nature and here's how they can do it, you know, something along those lines. So, um, make sure the data is supported and, um, you know, don't ever like fake anything because that's huge, right? Big, big Nono, um, strategy number five is dig into what is trending currently. So we will typically call this newsjacking, which means using current events and news stories to promote Something in a particular way. So if it aligns right. Um, And let me see, did I say this here? I just wanna make sure
I don't think I did. Um, I'll get, I'll get to this, but, um, Oh, the vodka,
The vodka example. Yeah. Okay. So the vodka example, I will say to my point that I was just trying to look and see if I was talking about it, never tap into a tragedy, a negative news story, something where it is a tragic situation, um, people dying, um, violence, don't tap into that and newsjack to align your brand with that story. So Natasha did a TikTok. She saw a query in one of the media groups that she's a part of around, or one of the editors were, was putting a PR pro on blast, um, for pitching non Russian vodka options. Um,
Yes. Oh, this is great. Jane, I'll get to that in a second. I really like that. Um, so don't, that's obviously newsjacking in the worst way possible, you know, using a tragedy, a very upsetting situation to promote your vodka brand or like talking about an alternative to a Moscow mule. I mean like mortifying, um, you know, not a good look, so never news Jack on a tragedy, unless your client is like a psychologist that can offer coping strategies, um, you know, uh, and even then lightly, right. But, you know, never do that super, super important taste. So we, um, you can approach this in a few ways. So when news breaks reporters and analysts will often look, I know the fact that I have to say that I know, uh, will often look for experts to comment on the story. You can pitch your in as an expert source to speak on a topic and be quoted in the story.
You could also focus on how your client's brand ethics, their products, the founder story, all of the stuff that makes, uh, the brand, what it is, how that aligns with what's happening. That is current in the news, like an example is global warning, uh, global warming, um, and all of these sustainability angles that you can, uh, tap into around, um, cleaner packaging. Again, not recyclable, particularly the BD industry will not cover that, but packaging is made from post post computer co post consumer waste. If it is compostable, that's not the same as recyclable. Compostable is totally different stuff like that, um, is relevant. Um, I love the conversations that happened during these it's so fun. Um, the other thing you can do to kind of stay on top of this is set up a Google alert on your phone, your laptop, um, and listen to daily podcast news podcast, and sign up for industry newsletters to stay up to date on what is happening, particularly in your niche.
Um, I have a call at noon, so I'm gonna wrap just, I mean, before, um, noon, cuz sometimes I go a little over, so I just wanna make sure I get to everything. Um, and then also there's a ton of viral content happening on TikTok, particularly TikTok, um, less so Instagram and Twitter, but it happens there too. So it's important to know what's trending and see if it's relevant. So this is important for a lot of different niches, like for beauty brands, there's like this no makeup makeup or the clean girl look, um, new highlighting and contour strategies. Again, you guys makeup is my niche. So these are the things we go to. Um, so these things that are like, I just saw something on TikTok trending. It's like the beauty DS, like the expensive Charlotte Tillery and the exact do from wet and wild.
Um, we haven't heard about wet and wild in a long time. Right? Well, TikTok made it viral. Um, and the product that they recommended is, is gone like everywhere, sold out everywhere and people are selling it on Amazon for like 10 times the price for wet and wild you guys like it's insane. Um, so can you tap into that somehow? Um, uh, and how about all the black history month missteps? Yeah. It's like people have the right idea, but the execute like their hearts in the right place, but the execution is way off. Um, you have to be careful with your clients and if they're doing something that's a misstep or super cringy, you have to like cut them off and, and remind them of the optics. And um, you know, a lot of it is performative allyship. Um, you know, there's a lot that we have, have to kind of coach our clients on around things that they don't really, that's not their area of expertise.
So, um, another example of this with like newsjacking is, um, again my niche baby and kids products, um, there's a lot of, um, you know, with all the stress in the news, there's like a movement words, um, gentle parenting. Um, we've also seen a lot of cool viral, viral bento boxes, like lunches that are in little tens that are divided. And, um, Gail says, I keep a list of them. If you think that is something that would benefit our community and you don't mind sharing. I know that there are a lot of people that would love to see it and it would be so helpful in getting people to understand the nuances and why being at paying attention to that is so important and how it can easily go wrong without, you know, even if they don't intend for it too. Just something that isn't, um, it's not down the right way.
You can let us know, but I think that would be really useful and people really, um, yes. Yeah. Sarah's saying think you have to watch how people will use Ukraine too. Some is a good idea. And some of it is off brand. I, I mean, unless it's like showing support solidarity, um, compassion, empathy, and the way that they are supporting and giving back, not just a post with a graphic, but actually, um, the causes they are supporting and how their customers, their audience. So it's like educational on how, if they wanna contribute, here are the places where your funds will have the most impact. I think something like that if it's done the right way, um, will be you really, um, you know, impactful and is probably the right approach to it. Don't talk about it, be about it. Awesome. That's great. What's who's that quote from or where, uh, it's like a Gary V thing or something.
Tell me who said that cuz that's so right. Okay. Um, if you can take a social media trend and make your clients relevant to what is happening with that trend and pitch a compelling story, you're going to potentially land some great press that happens very, very quickly and something that we already know that that angle has some kind of viral component to it. So probably it'll happen quickly and there will be some traction quickly. So these are these like pounce on them moments. Um, sometimes you're up all night because you get that idea and you know, you have to be in an editor's inbox in the morning. I forgot. That's okay. Um, it's just one of those like good ones. That's just like a good reminder. Um, so, uh, you know, it's about getting, um, seizing the moment. Let's say newsjacking seizing the moment coming up with these great ideas so that you can align your clients with these discussions and strategy six. And I, we will recap all of them is, oh, sorry, my neighbors outside of the dog. Um, it was in a hip hop song. I know. Well that's gospel, right? Like that is, uh, that's the, that's the important, um, news.
Yeah. Oh good. Ricky Ricky saying my client international medical core is delivering medical services on the ground in Ukraine. So it's been a crazy week on my side, tons of great press. And Ricky showed up to our, um, agency accelerator, um, rec you know, uh, lesson three call that was three hours on Monday, fully tuned in the whole time. Um, and he she's here. So I love, I love your, um, commitment to, you know, you know, like education and growth and all of that is so great. Okay. Then strategy six. This is basics you guys, it's just, don't forget about the, the them go back to the basics and focus on seasons. So this is where you formulate your seasonal pitches. This is the foundation that we talk about inside the pitch lab. Very, very simple, but like we take a layered approach to building your press plan and pitching starts with what's set in stone like holidays and then seasonal trends and themes.
You know, we know that on a 12 month cycle media is talking about similar things at similar times plus holiday that never move, you know, um, would your client be focusing on back to school marketing? What about summer travel or anything that's around like a Valentine's day date idea, these things they're going to come up during set times, and we know that, and then it's obviously backing into the timing for long and short lead, which we give you all of that inside the pitch lab and our execution plans. But now is the time to really hone in on what applies most to your client with the dates that are already set in stone. And that's the best way to plan ahead and get creative. So there are more kind of obvious holidays of the year, like Christmas, new year Hanukah, um, just sort of December in general is like holiday season Kwanza, um, and other big holidays, like, you know, mother's day, um, father's day, all of those things that are Easter, um, you know, set in stone on the calendar, but there's also a really, um, creative way to tap into the small tailored holidays throughout the year.
Um, like the range kind of, of more serious ones like international women's day, which does anybody know an international women's day is I'm gonna sit my latte while I wait. I'll give you a hint. It's coming up soon.
And another hint is just coming up. Yeah. March 8th. And you know, what else? March 8th is, it's my first day. So it's so funny. It's like international women's day. And I'm like, this is a new thing because I've been born on March 8th for a very long time. And this international women's day is like about four years old being on March 8th, but love it. It's so great. Um, so yeah, you can thank you. You can tap into something more serious, but then also the funny ones like national donut day or national lipstick the day or national, like love your dog day, you know, stuff like that. That is great for pitches and, um, really cool social media content. Um, and like I was saying inside the pitch lab, we create these monthly execution plans that are so comprehensive. Um, we're working on one right now for, um, for April, which will be delivered to our members in about two weeks or less.
So in advance of April, they will have the entire month laid out in front of them and what topics they should be pitching for short lead and long lead outlets. We give them pitch themes and pitch angles. We give them all the upcoming holidays and we also give editorial calendars of thanks, Nelson. We also give editorial calendars of, um, different publications and what they are on in specific issues, short term and long short lead and long lead. And they end up being the last one was like 57 pages. And it's beautiful. It's not like 57 pages of just text and you're gonna lose your mind. It's really well designed. So you know exactly where to find everything. This one, I wrote like a, a little, uh, productivity story, like tip around, um, productivity that I've been implementing in my own life and sort of made it like a story.
Um, but lots of good stuff in there. And, um, that's just for the members of the, of the pitch lab, community, these execution plans. And I know, you know, Natasha who's on here has told us that they loan are worth the price of the membership. And also, um, that, and I do this too, that she's using them to build out her client strategies. And she is also, I mean, I name drop on sales calls like, boom, oh, sorry, just, just name, drop that magazine over there. And, and the fact that they're working on a story for August that is the perfect fit for your brand, you know, so I'm showing potential clients how in the know I am, because I can say exactly what that publication is working on. That's a relevant fit for them, just a little nugget, you know, and I do it all the time in their like, oh yeah, I didn't know that.
So cool. So it's, uh, it's very useful in a number of ways. So what they include are calendars with month long, observances, big holidays, smaller holidays, plus famous birthdays of note, which is kind of fun. And they're full of resources and tips, and really, um, up to date, strategic editorial calendar pitch angles, to help you plan out your strategy. And we also have a component where we're, we're focused on diversity and inclusion. So, you know, um, like, uh, Gail was saying, um, you know, we're gonna have an approach to black history month that gives the right context and has that, um, DEI, uh, approach minds set, baked into how we're sharing with you, uh, best guide ever. I'm reading it right now, LOL using it for pitch and content ideas. Yeah. So she has the March execution plan, which she's had for about two weeks now.
Um, they're awesome. Like so proud. So, so good. And, um, you know, I know that this topic today where I shared six strategies on keeping your pitches fresh, one focus on the brand's hero products, two share the founders story three, um, create business profiles on the brand for, um, create data driven stories, five dig into what's currently trending and six go with the seasons, you know, back to the basics layer in your strategy that, um, you know, helps you to create and strategize pitches. Um, um, and that's what we are getting inside the pitch lab. It's not just the ideas like that. It is like actually building out the approach, um, the angle, the approach, the idea. Um, so if you're in a rut with a client you're kind of struggling, you should join the pitch lab. It's awesome. It's very, very good. Um, I'm gonna actually drop in in here, uh, a little link to not showing the pitch lab, but a freebie that we have are inside our secrets guys.
But, um, the cool thing is that like we do on these calls, you can strategize pitches with other members, get tons of tips and resources, fresh ideas at your fingertips every month. This is very salesy, but I promise you, like, we created this as an absolute, no brainer, no brainer investment in yourself and your business. It's like 97 bucks a month and you can cancel anytime. Um, and if you get in there and, and there's anty even tell you, there's an entire foundation, that is a step I step PR program. You can go through it as a refresher, you can train your team with it. It is so deep and it is so high level beginners will become masters. And if you've been doing PR for years and years, I promise you, you will learn something in there. I learn stuff all the time and I'll be like, oh yeah, what do we say about that?
A that's really good. And half the time I'll text my team, that was really good. Like that was really good. So, um, I'm always worried about like making it the best in delivering value. And every time I record I'm like, that was so good. Like people are gonna love this. So, um, that's inside there too. Plus master classes and a community and a monthly coaching call and it's 97 bucks a month. You guys, so check it out. It's well worth it. And you don't have to commit. There's no fee to join other than your monthly payment. And it's really awesome. And I have a call right now. It's actually a big call. Um, hopefully guides, a decision we are making. That is something I'm very excited to do, and I hope I can make it work out. So I will keep you posted on that.
But thank you for being here. If you have any ahas takeaways, anything you wanna share with us post in the, uh, profitable PR pros group. Listen to my episode, um, of the pitching the powerhouse podcast this week with Amanda. Um, am, am I, am I remembering right? I, um, oh my God. Is Amanda Holdsworth. Yeah. Um, I talked to so many people. Hold on. Let me see. I, yeah, Amanda Holdsworth. Oh my God. It's really good. It's super, super for good and inspiring. And she's amazing. So that was great. If you love the podcast, write us all that good stuff. Not thank you for being here. Have a great rest of the week and take care of yourselves.
