Speaker 1 (00:02):
This podcast is for PR pros who are looking to discover the best strategies for landing their dream retainer clients and scoring them top tier media coverage. I'm your host, Jen B. And I want you to have a fulfilling career in PR that totally lights you up without sacrificing your personal or family time or your sanity. Welcome to the pitching powerhouse podcast.
Speaker 2 (00:33):
I'm so excited for you to listen in, um, on my chat with Angela Mastro geo Como, um, newly, and, uh, I, I just loved our chat so much. There were so many things that she said that I think will inspire you. Um, like me, Angela is a self-taught PR pro and she's the founder and CEO of muddy paw PR where she supports, um, musicians and a real expert in the music industry. And she has secured her artists in placements on, um, with regard to the music industry. These are top outlets, alternative press, noisy, American songwriter, Spotify, um, and she herself has been feature and Forbes refinery 29. She's been a speaker at south by Southwest, uh, truly an expert in this niche and just shared a lot about her philosophy around, um, trusting your instincts and business and, uh, just taking action and learning as you go, which really is how I figured things out in my business too.
Speaker 2 (01:46):
So we had a lot in common in that sense, and she is a member of our pitch lab program. And it was really cool for me to hear her experience in the program. And, uh, I even asked her cuz she said she took a PR course and call, I even asked her how our content compared to her, you know, tens of thousands of dollars a year college, you know, course and their curriculum. So it's kind of, for me, it was a really interesting answer. Um, listen in, as I chat with and Angela and uh, let us know to find her, um, you know, find me on Instagram, find Angela at the end. She lets us know how to connect with her. Let her know if you learn something on the podcast, if you feel inspired and Hey, if you like what you hear today and you're liking our show, please go ahead and rate us. That would be super awesome, super easy to rate us or give a review and it helps other PR pros find us. So without further ado, please listen in on my chat with Angela master.
Speaker 3 (02:59):
Angela, thank you so much for being here. How are you?
Speaker 4 (03:03):
I am great. Thank you for having me.
Speaker 3 (03:06):
I'm so happy. We were finally able to get an interview booked you and I have been connected for a long time. You've been in our community. Um, always smiling, always helping people out. Um, so I'm excited to dive into your story and kind of get to know you so our audience can get to know you a bit too. Um, tell us a little bit about yourself, what you specialize in. I know you're located in Boston. Um, tell us and you're newlywed. Let's hear it all.
Speaker 4 (03:38):
Yeah. So that's definitely, now that the wedding is no longer dominating my life, which definitely took up the entire length of the engagement. Yeah, I've been, I mean, I've been specializing in music. Some people call it entertainment PR, but music industry is what I specialize in. So working with emerging artists, sometimes we work with small festivals or, you know, other, there are companies that are in the music industry. Like if they're, you know, throwing an online summit conferences, things like that. But primarily we're working with those emerging indie artists and I've been doing that for about eight years now. I think I've been in the music industry over a decade and I've, I've dabbled in other industries. I did a little bit of lifestyle fashion and um, a little bit of those industries, but I think the music industry for better or worse seems to have my heart. So that's where I usually end up.
Speaker 3 (04:28):
Yeah. And, uh, how long have you had, so your, um, agency's muddy paw, so cute. Now that I'm a puppy owner and I totally relate to that. Um, you know, how long have you had had your own agency?
Speaker 4 (04:42):
I've had it for eight years. I mean
Speaker 3 (04:44):
It's so eight years on your own. Okay. Got
Speaker 4 (04:46):
It. Yeah, it was my, I had no PR experience prior to starting it. The only PR experience I had was that I had a blog for a couple years before that. And so I was used to getting press releases. I was used to working with publicists, but I mean, I, like, I think I took one PR class in college and it was not a good class, so I really didn't know what I was doing other than to, you know, figure it out on my own. And I, I was, I mean, some luck, some hard work, some, you know, all of the things that within, I think a year or so of starting it, I was able to make it full time. And then I discovered all the other perks like, oh, Hey, I can, you know, work for my laptop. I can travel while I do this. Uh, when, when really what I wanted was to not keep getting laid off for my job and hang out with my dog. That was really my goal. So everything else was a bonus.
Speaker 3 (05:39):
Yeah. Okay. So let me just sidebar for a second. You like a, a class in college, how does our you're in the pitch lab? How does our content, you know, be honest, like how does it compare to actually like a university course on PR? You know, what's the kind of difference.
Speaker 4 (05:59):
I mean, it's a million times better for a lot of reasons. Like at that, that course, like I said was not, it was not helpful at all. Like not even a little bit helpful, you know, they just kind of had me doing the standard things like, oh, this is how you write a press release. This is the structure. Like things that you could ultimately now Google press release template. Right. But you know, as far as your program, I mean, I can't even like, first of all, it's just, it's a time saver for one. Like I love all of the education around it. Like I love all the videos. I love the instructional element, especially if you're just getting started out. Or like when I was trying to switch from music industry to starting to dabble in some other industries, like, it was really good for me to have that refresher, even though I was, have been in it for so long, but also just having, you know, like the monthly execution plans or like the, oh my God, the living media list that you guys have is like, that's, I mean, that's, I can't, yeah.
Speaker 4 (06:49):
I like we were, you know, we were talking before and just time being invaluable. That was, that's kind of what made it a no brainer. So yeah, definitely out over, over the college course, I took times a million.
Speaker 3 (07:02):
I love hearing that. I didn't, I didn't know she was gonna say that I was just kinda curious, cause our aim is obviously with everything we do it's it has to be practical. It has to be something that you actually need to know now to apply to your, you know, PR pro. And, um, it has to be like the current cutting edge strategies or like what's relevant in the media now. And it's so funny because I mean, same, I went to college four years of undergrad. Mine was a research university, UC Santa Barbara and everything they focus on is all around research, which most people don't make a living in research. And then law school, you don't learn how to practice law. You learn critical thinking so you can pass the bar and then you learn how to practice law in a law firm. So we wanted to give people way to, you know, quickly learn a skill, hone that scale, become a pitching powerhouse and then make money, you know? Um, and for, you know, I'm, I'm so grateful to hear that even eight years in and I love that you are self-taught. I am too anyone listening. Um, if you haven't had a ton of experience, that is okay, you can be self-taught, you know, Angela as a really successful firm with a really competitive niche being totally self-taught and no one has ever said to you, I promise you, I'm just making an assumption. Oh, you never worked in a firm. Well, I'm not interested in working with you. Right. Has that ever come up?
Speaker 4 (08:35):
No, nobody cares. If you just get the job done then that's it.
Speaker 3 (08:38):
Yeah, yeah, yeah, of course. Um, so that's so awesome to hear. I'm I'm glad you found us so that you can, you know, get these time saving resources that are U useful in your business, but, um, what were you doing? I know you had some unfulfilling jobs, it sounds like some of them resulted in layoffs, which is super lame. What, um, were you doing before you started muddy paw?
Speaker 4 (09:04):
It was really tough. I mean, when I started it, I was in my early twenties and you know, I had gone to college, I did everything I thought I was supposed to do. And then I kept, I kept taking jobs. That, to be honest, I didn't even like, they were not interesting. I was, I was literally like, literally I was swapping between, I would go in the bathroom at least once a week, honestly, probably every day. And I would cry because I was so bored and I know that sounds really like, but like I was, it was so unfulfilling and I, I know you hear people say this all the time, but I, I wish I was the type of person that could just work and collect a paycheck and go home. I honestly think I would probably like life would be a lot easier, but I can't, like I had to, you know, I just, I, I didn't feel like my company valued me.
Speaker 4 (09:46):
I didn't feel like, you know, I was, this was my purpose was to like, cuz what I was doing. I did a lot of different odd jobs, a lot of admin work. The last job that I got laid off from was, uh, it was, I think it was associate editor for this magazine that would go out to different high schools to help them place in college, which on paper sounded fun. Cause I was like, oh, I'll get to write. But it was so boring and yeah, I just felt super, super unfulfilled and basically just bouncing from one job to the next, trying to make money and start my life, but never quite getting there, never, quite having a pass to what that looked like. And yeah. And then, you know, and then, like I said, just crying in the bathroom. So yeah.
Speaker 3 (10:28):
Speaker 4 (10:29):
I know it is sad. It is sad, but it would've been a lot more sad if I had just let that continue versus taking the, to change it. You know, that, that would've been sad to be trapped in that forever to be feeling stuck forever. So yeah, I mean, in the end, like getting laid off sucked, but I just took a couple freelance jobs and I decided to start the company and yeah, I just, I mean the energy of not knowing what you don't know, like I'm so glad that I didn't have any idea what I was doing because I just did things and I, you know what I mean? I wasn't comparing myself. I was like, oh yeah, I'm just doing it. Um, you know, of course I wish I had had a little bit more guidance. Cause like I said, I had zero training, but yeah, I just, I just dove in, I think sometimes that's kind of what you have to do is just if, if you know, in your gut, something has to change you honestly probably also know what it is that needs to change. I think there's no secret anything. It's literally just making it happen and doing it.
Speaker 3 (11:29):
Yeah. Oh gosh. Do I love that? I mean, totally agree. Um, it's kind of like what I say often in our pro grams sleep and the net will appear, you know, and, and there's no greater motivator than needing to put food on the table and knowing that you have to make it work or else, you know, you have to go back to a job that maybe you'll cry every day in the bathroom. Like this is your dream and you have to make it happen. So you're willing to do whatever it takes to learn as you go. And I love what you said about trusting your instinct. And I think so many people, um, like have that instinct that they're not always paying attention to and trusting your gut is kind of a skill you have to hone. And as a business owner, it is such a powerful tool.
Speaker 3 (12:23):
Um, especially when it comes to client selection and those red flags. Right. You know, we always talk about that and it's just that gut in instinct. And that comes into play also with, when you connect with a client, where do you see them fitting in and how do you tell their story and what will resonate with the media and then realizing maybe something doesn't work and pivoting quickly. It's like not being so connected to thing where you're not willing to switch it up if it's not working, but having that gut instinct of like, this is what, you know, it's like that kind of vision of here's how I'm gonna tell your story and you know, getting to be able to do that. I think all of it kind of ties into just telling yourself, like I have the skills to do this. I know I do. And the points and the little fine tuning of the strategy and whatnot, I'll learn as I go. And it works. Right?
Speaker 4 (13:23):
Yeah. That's the key. I mean, I think you really hit the nail on the head there. It's so easy to get stuck in. Oh my God, everything's not perfect. I don't have exactly this whatever, but I mean, you will get stuck forever on that. You, you do have to, like you said, can fine tune it as you go, but if you're staying in the same place forever, you know, there's nothing to fine tune. So you you've gotta just do the thing, get the client, you know, except that you might kind of suck for a little bit. That's okay. You know, that's probably like, that's fine. You'll you will figure it out if you keep at it. And if you give yourself the tools and the I'm an encouragement that you need.
Speaker 3 (13:58):
Yeah, totally. Um, love that. And if you didn't notice, I just am trying to entertain this dog, throwing toys as quietly as possible. Um, so I wanna hear too, how did you niche down? I mean, this is a big thing that I preach because I truly believe, you know, that statement, uh, the riches are in the niches. Um, when you niche down, you become a sought after authority and you can charge higher rates. You can usually attract more premium clients because they're willing to pay more for somebody who is truly a subject matter expert and you've cultivated all of those media relationships. So I love of that. You have a pretty narrow niche. How did you land on, you know, music industry and sort of entertainment, um, more broadly, but I know you really niche down in music.
Speaker 4 (14:49):
Yeah, yeah, yeah, yeah. It's I think I've heard you talk about this before actually, and, or yeah, I don't think I'm imagining it. I think I've heard you talk about this, which is that it's really, it really came down to when I knew that I wanted to start my company, I thought about where my existing network was, where my existing connections were and where my existing skillset was. And then I know sometimes that feels tricky because sometimes we think that we don't have those things, especially when we get into overthinking, but I promise you, you do there, there is a network you have, and that's really what it was for me. So like I said, I'd had this music blog for a couple years prior where I was just, you know, I was writing reviews. I, I was interviewing bands. And so I was connecting with labels and publicists and managers.
Speaker 4 (15:37):
And so when I knew that I wanted to start a company, I naturally thought PR because of that experience. And, and I felt like it was a natural transition of my skills, which is, you know, writing and relationship building. And also the things I wanted to do, I think is a super important piece of this. Like, please don't build a business based off what you think is gonna make money because it's hard work. And like, you have to be excited about what you're doing. And I was, I was excited about like, I loved the getting to work with these musicians. I loved the potential of what I could see. And I think that was it too. I, I thought of all these things like, oh my God, I'm gonna do this. And I can change this in the industry and this can happen. And, you know, I was excited when I thought about all of those things.
Speaker 4 (16:17):
And since I had that existing network and everything, it made it an easy decision to go, okay. It should be, I should be focusing on these people that I already have relationships with. It just made sense. So I don't think it always has to be so calm, complicated and overthinking. And what am I gonna, like, you can always change it, you know, if you pick a niche and it doesn't work in six months, just change it. That's okay. But you've gotta just start where you are and, and get moving. And then, and then, like you said, fine tune.
Speaker 3 (16:48):
Yeah, definitely. Um, I love, I mean, you basically just, I reiterated the point that I'm always making in. Um, I mean even have like a little minicourse on it, it sounds like you might have even taken it, um, called lead to Landon. And it's really just about, um, finding those very first few early clients and starts with defining that niche. Um, and it also comes down to like what you said, you know, your network, but things that you're gonna love long term, you know, you don't just follow where you think the money is because it gets to be really kind of boring and unfulfilling. But if you choose something you're personally passionate about, then that passion comes through when you're talking to clients, all of that and your pitches, you know, and you know, the industry because you're a fan of it and you're a consumer of that content.
Speaker 3 (17:41):
So it makes a lot of sense. And I mean, you, you really just like laid out the points that I really try to stress and you're right. When you really think about it that way, if you don't overthink it, it becomes pretty evident. And then things kind of fall into place. And hopefully it leads you down a path where you're working in an in industry that you're really excited about it. Sound, I can hear that excitement in your voice that, you know, eight years later you feel like you chose a niche that you're excited to wake up every day and see what emails are waiting in your inbox, because you're helping clients in an industry that you absolutely love,
Speaker 4 (18:20):
Which is key because the emails never stop.
Speaker 3 (18:24):
Yeah, for sure.
Speaker 4 (18:25):
So you have to enjoy getting into your inbox for sure.
Speaker 3 (18:30):
Anyone who heard that if we don't edit that out in post, gotta open the door for the pub. Okay. You're outside. Enjoy. It
Speaker 4 (18:37):
Is surprised mine hasn't barked. So
Speaker 3 (18:40):
She is looking at me like, take me on a walk already. She's she loves to get out there. But, um, so I, I, I love that that's, that was your approach. And you continue to reiterate, trust your gut, just make the decision and move forward. And that honestly, we're very similar in that way, but honestly, like a lot of people, I feel very uncomfortable in a situation where it isn't all figured out. Um, my husband being one of them and he really had to take a leap of faith without knowing, you know, leaving his corporate job, I think seven or so years ago. And it took a few years to really hone in on what he loves to do, but had he not taken that leap and really tried a bunch of things and figured it out and sort of stumbled into the, you know, and he really, he went all in at the first of this year and started his own business, doing the thing that he loves.
Speaker 3 (19:37):
But up until then he was, you know, kind of like you said, freelancing, picking up consulting work. Um, and had he not done that he wouldn't have landed on this thing that he absolutely loves that supports a lifestyle. I mean, it is really good to be my husband. Okay. He is playing tennis five days a week, four days a week, um, working with great clients that he really believes in. And, and he, you know, he's so excited about it. So, um, I think even for anyone listening, who isn't comfortable sitting in the fear or the, a doubt or lack of certainty, that's where you find your path and that's where you find something that is going to light you up inside. I mean, I just see it in your expression when we talk about what you do and to go from jobs where you're, you know, odd jobs are almost where you're worried that you're gonna get laid off and your work is not appreciated and going in the bathroom and crying, like I cannot imagine anything more sad and stressful to running a business, getting to hang out with your pup, working, you know, from the laptop, wherever I know you're gonna, it sounds like you're going on your honeymoon in a couple months or next month, um, you know, uh, over, you know, internationally.
Speaker 3 (20:58):
So if you check in on your work, it's not gonna take away from, you know, just, hopefully you have a plan in place to
Speaker 4 (21:05):
Zip out. Yeah. I, I mean, that's, that's been the best thing. I mean, yeah. It's, I could ne I could never go back. I could never go back never. I mean, like we've done so much and I don't, I have to say, I, I don't even really, to be honest, like traveling that much, but the ability we do seem to travel a lot, even though I like, cuz my husband really loves traveling and like, we we're going to Paris in April. We just got back from a skiing trip in Vermont. Um, my first time skiing, I felt very posh. Um, and, and like, like being able to do that and yeah, exactly. And like, I couldn't do that in the office. I feel like, can I take this time off? Or like, yeah. And just being able to go and also just making, I mean, I'm somebody who hates to feel, I hate to feel controlled. I hate to feel like I have to. And so being able to say, okay, I'm gonna check my emails in the morning and then I'm gonna check them at night and, or not at all one day. And that's fine having that power over my own life. It's, it's made an enormous difference in my mental health and my anxiety, my happiness. Yeah. It's been huge.
Speaker 3 (22:10):
Such a good point. Yeah. That's when, um, I've said that I redefined my definition of, of success when I started my own business, because it used to be about like a prestigious job or prestigious, you know, you at a big firm making a lot of money meant I was successful and I made it and that could not be more opposite of how I feel now. It is that piece of like the happiness, that, and the fulfillment that comes with controlling your schedule and, um, working with clients you love and really having to, I mean, I'll go to a parent conference at school in the middle of the day. I don't have to tell anyone where I'm going, or my husband wants to go for a hike in the middle of the day. It's like, yeah, let's do it. You know, it's like that. And for you to recognize what an impact on your mental health. Oh my gosh. I could not agree more.
Speaker 4 (23:08):
I know it's the best taking things out. I, I just started learning to figure skate and I just came out right before this. I was at a lesson and I go
Speaker 3 (23:16):
Speaker 4 (23:18):
I know who am I like, how am I like music industry rock? And then I'm like, I'm skiing and figure skiing. But like I, and I practice every day in the middle of the day. And like, again, not having to ask permission for that and being able to work everything else around it. Mm there's. Nothing better. That freedom is just, yeah, I can't, I can't have it taken away ever. Like, so
Speaker 3 (23:37):
I won't, no, you won't have to. I, I know I say that never. I could never go by ever, ever, ever. I mean, um, so thank you for sharing that. I, I know that will inspire someone out there who is like, it is possible, you know, and I don't have to have it all figured out and I can't go on like this with my mental health being compromised every day in a job, you know? And I love what you said. You can't just clock in, get the money and leave. You wanna feel like your work's pretty shaded and it's fulfilling to you. Yeah. And I think most people want that, but sometimes they convince themselves that, um, you know, career fulfillment, at least I did was for like teachers and artists that right. You know, you know, things you, you know, couldn't make money doing. And that if I wanted to feel fulfilled in my life, it would be in my personal life. And that my career, my, um, income would support what I wanted to do in my personal life. So, you know, I was working to live essentially. Um, so I, you know, now that I know it is possible to do something you love every day and feel fulfilled and make great money. And it sounds like you discovered that too. Um, there's nothing better. I, yeah,
Speaker 4 (24:54):
I know what, like what else, what else could you want really? I mean, stupid at every angle at that point.
Speaker 3 (25:00):
Yeah. It's the best. Um, so, um, what I know that you've overcome a lot of mindset challenges, um, particularly around kind of charging what your worth as you grew in PR maybe kind of starting out and figuring it out as you went along, you didn't, um, feel super confident in charging the, you know, like a, a market, right. To, um, can you talk about how you overcame those challenges and, um, you know, kind of what that did in terms of your business, like that transformation that allowed in your business?
Speaker 4 (25:40):
Yeah. Well, it will come as a surprise to no one that raising my rates and sort of working through those mindset issues. A of course, of course it leads to a lot of things. Number one, of course you're happier, but it's not just the money, it's the clients. So it's yes. When you raise your rates, like, oh my God, it's the caliber of client just changes.
Speaker 3 (25:59):
Speaker 4 (25:59):
Right. Like, totally. It's it's especially like I get it. Like when I very first started doing this, I was charging. I don't even know what, like hundred dollars, $200, $300 a month. I mean, something stupid.
Speaker 3 (26:10):
Oh my God.
Speaker 4 (26:12):
I know. But I was like, well, I don't know what I'm doing. It's like, okay, well there's like, okay, fine. But like, you know, being several years in and you know, when I got to the five year mark and I was still charging, I think for even five years, I was still charging ridiculously low. And, you know, you justify in all kinds of ways, you can say, well, this industry just doesn't have money. Well, people don't wanna, you can do that for literally any industry. Um, and when I, but when I raised the rates, which for me, it came from a place of burnout. It was either raise my rates or, or stop the business because I, I couldn't keep doing it the way I was doing it. Especially as, as I got older. Right. What, what I wanted at 20 was not, you know, the income level at 20 was not necessarily income level at 25 or 30 that you want, like your life changes and okay.
Speaker 4 (26:59):
Maybe I don't wanna just make bills. Like maybe I wanna put money away. Maybe I wanna travel. You know? And so when I got to the point of burnout, it, it became a very clear decision where it was okay, you love what you're doing, but like, you're not charging enough. And so you're having to take on too many clients, which also means you're not showing up for them as well, because you're exhausted all the time. And so I started kind of steadily raising and then not so stead raising. And, you know, it was so freeing because what I had agonized over for so long, nobody cared. First of all, like I, you know, when I would raise it by say, $500 a month, like no people still were signing up. Like it, wasn't making a difference. And again, it brought in a better quality client. Like, I I'm sure you've experienced this, which is the clients almost without fail. The clients who are the most aggravating want the most, want you to answer are always the lowest paying clients. And then the clients, literally Every time, every time. Right. And then
Speaker 3 (28:03):
I'm nodding my head by like up and down, because I preach this, I talk about it on every live. I talk about it in the agency accelerator. I know you're not in that program, but yes. 1000000%. Yes. Yes. And it's crazy. And you're like, why do I do this to myself? And you raise your rates and you attract higher caliber client who also respects boundaries. There's more professionalism. It's so much easier. And you're making so much more money working less like it's, it's amazing. I love that. You discovered that.
Speaker 4 (28:32):
Yeah, it is. I know it sounds scary at first. And you're like, oh, I don't know what can I, but I mean, I'm telling you it, it's not, once you actually do the, the scary thing is that like everything right. The overthinking in the lead up. But when you actually do it, it really is not that at least for me, it wasn't that scary. And it made a huge difference very, very quickly also, like, why do you wanna be like, like trying to find all these clients that are just gonna be aggravating and not pay you and exhaust you and like put that energy and defining the client that, you know, that is going to pay you well and respect you and, and that you're gonna have fun with and remember why you love what you do. Like that's just gonna fuel everything.
Speaker 3 (29:12):
Yeah. Yep. Listen, anyone listening that is going to majorly save you? Um, it's a hard lesson. Yes. When you're in it to learn. But, um, I literally just had, I was a voice chatting. Um, one of my coaching students on, um, on, uh, uh, Instagram and this exact, really exact thing we were, and this morning, and I was like, it's the lesson you learned? And actually it's not that expensive of a lesson, but you know, now you know it and now, you know, not to do it. So love this. I mean, anyone listening, just, if we, if you get anything from today that is like a very, very useful powerful lesson. So, um, well, let me ask you, so, um, you recently joined the pitch lab. What inspired you to do you that, I mean, knowing that you've been practicing PR for seven, you know, plus years at that point, when you joined us, what was the reason and how has that program and the resources in there, how have they helped you build your confidence or kind of made your, make your life easier?
Speaker 4 (30:22):
Yeah, it saved me an incredible amount of time. I mean, what inspired me to join were, were sort of two things. I mean, first I was wanting to change the way we do things a little bit. So I wanted to expand a little bit some of what we were doing, the way we were running our campaigns, you know, again, being self-taught was great for getting started, but I, I knew there was a ton of stuff I was missing. I, I knew there was a lot of like basics of like just the structure of things and, and the way that, you know, I, I don't know, like I knew there was stuff missing from being self-taught and I knew that I already, I knew that I could sort of build on it and that could help me again, like bring in more clients, run my company so that I was spending less time on the things that were wasting my time.
Speaker 4 (31:06):
So that was part of it. And also wanting to explore new industries. Like I, I briefly and, and still do sometimes in addition to music wanted to do, you know, like a little bit in other things, like I wanna do a bit more, um, on the lifestyle side, meaning like, you know, a little bit of fashion, or like maybe so wanting bit between wanting to give my, give myself a refresher from the instruction that I never had from working at a PR company and then wanting to explore how things are done in other industries. And honestly, I dunno if this's too far of a tangent, but honestly like seeing how people do things in other industries was also really, really eyeopening for how I run things in my I industry because the music industry is not like other industries in a lot of ways. And being able to see how things are happening and being pitched and all of that in other industries and take that and apply it to what I'm doing was really, really helpful because nobody in my industry is doing things that way.
Speaker 4 (31:59):
You know, people aren't looking at like the monthly execution plans that you have and like people aren't doing that, they're just going, here's the music. But one of the things we've always done in my company is, you know, we've always looked at beyond the music and we look at, okay, what's the story behind it? What's the angle. And so, yes, it may be a music artist, but like right now we have somebody who, um, obviously we're pitching his music, but he's very big in, you know, everything having to do with health and wellness and yoga. And so for, and having access to the media list with those things on it, or being able to look at the monthly execution plans and go, okay, yes, he's a music artist, but we know that we're pitching this, you know, yoga and health and wellness angle. So what outlets do do you have on that list that we can do that, or what might be coming up in a, you know, the monthly execution plans that was really, really helpful. Um, so I know this is a really long answer, but it was, it was just really wanting that refresher and really wanting those resources because like we've talked about time is such a valuable resource. And I just, I, yeah, I just don't, I didn't have it to waste anymore. Like I, you know, maybe thought I used to.
Speaker 3 (33:00):
Yeah. Yeah. Um, I, I love hearing how you're using those execution plans and, um, they've evolved since we started, but one of the things we recently added that you've seen since you joined are the, so the way that they're organized for anyone listening that doesn't, they're giving you pitch angles and ideas for timely, relevant, targeted pitches, given long and short lead, uh, timing. So that, you know, if it's, um, you know, if it's April, you know exactly what you need to be pitching for short lead in April, and then what you should be pitching for long lead in April so that you can have things landing in, you know, September, October. Um, so we give you those timely relevant ideas and calendars, but we also added the editorial calendars of all these publications. And we'll give also what they're working on in the short term and what they're working on in the long term.
Speaker 3 (34:05):
And, um, seeing it all in one place, I had never seen anything like that. And I thought, how cool would this be? You know, to take this information and make it just at a glance, right. And, you know, ha to, to my team for doing it was extremely time consuming, but what I've seen, um, members doing, it sounds like you are using it to tell the stories of your artists and know what publications would be open to receiving that information about that artist and when it's the right approach. Um, I've also seen members that will name drop on sales calls and kind of like thumb through it and, you know, know that there's a client they're talking to in the, um, you know, health, food space. And they'll look at those relevant publications and say, you know, yeah, I know that, um, you know, healthy living magazine in September is focusing on their, um, green smoothie issue or whatever.
Speaker 3 (35:06):
And you can weigh in on your daily smoothie, you know, to that level of detail on sales calls makes you seem like such an insider, right? You're like, I know this publication and they're working on this at this time and we can pitch you for that. And, and people are closing clients kind of using that approach. So it's like name dropping in the best possible way and showing what an industry insider, we call it pitching powerhouse, which is the name of our podcast. And I would say you are definitely a pitching powerhouse, but I love hearing how, um, you're using the, the execution plans and what a time saver they are for you, because that's exactly why we did it.
Speaker 4 (35:46):
Yeah. I've never, I've never seen anything like that. And also I love that idea about the sales call. That's a really good idea. Yeah. Putting in my back pocket,
Speaker 3 (35:54):
I love that. Like, you're, you're getting on a call and you sort of go, okay. Um, let me pull out my last two, you know, my current and my next, or my current and my last and just get ready to start name dropping, you know, which publication is working on what, and when, and you're like, bam, like nobody else is gonna compete with that, you know? Yeah. It's just, yeah. It's, it's awesome. So I do it, you know, we put the effort in, I might as well leverage it to close clients. Right. Um, so use that next time and report back and let us know, um, you know, what, uh, results you have using that strategy. But if you, um, you know, we have a lot of people listening at different kind of stages in their career. I love that you are established at this point and also still, you know, recognize limitations being self-taught same with me.
Speaker 3 (36:43):
I'm always trying to educate myself. And, um, and when we put all this content together with these execution plans, I have a team helping me. So I'm learning a ton every single month that I'm like, that's so good. Like, this is so good every month. I'm like, oh, chef's kiss only getting better. Um, so, but I love that you, um, you know, have been working in PR for a while and you're using it to sort of, uh, hone and refine your skills. Um, you know, maybe what kind of transformation or positive result or outcome have you experienced since joint? Not just our program, but even the community itself, the profitable PR pros community.
Speaker 4 (37:24):
Okay. Well, can I tell you this? This is my, like, I don't even know how to say this part of me doesn't wanna say, cause it's like embarrassing that as a publicist. I didn't know this before, so I get, okay. So probably my first inter well, I don't know. I can't remember the timeline of this, but I remember hearing a podcast with you on it. It was right before I joined. It was maybe, I don't know. I think I was part of the community, but I hadn't joined the program yet. And I'm trying to remember which podcast it was. It might have been, were you on Amy Porter? You were on Amy Porter. George's podcast, right? So it was that one. Yeah. And I remember hearing you on there and even though so embarrassing, even though I've been in PR for however long, at that point, I don't like at least six years, I had never, I'd never heard of har, which is like, I know, but like how, what I have, right. Like nobody told me that. Yeah. And I, I heard you, I heard you talk about, I was like, Ooh. And so
Speaker 3 (38:15):
Anyone listening who doesn't know, because we can't assume everyone does Harrow stands for help a reporter out. And it is a daily, multiple times a day, um, free. I believe it's still free. It's run by Cision. Um, it was created by Peter Shankman. He sold a decision many, many years ago, but it's a way for journalists to connect with sources. So they're looking for experts to quote or additional information on a story they're writing. And it is a way for them to put out a call for experts or ideas. And, you know, there's ways that we advise that you can leverage that resource because it's very competitive. Now there's hundreds of thousands of people that are getting it and they're responding in one second, but it gives you an idea of what the media is talking about, what they're interested in learning about. And sometimes you can kind of steal some ideas and use it to pitch your own client. Maybe they don't get that particular story, but now there's a viable story idea that your client can be a part of. So anyway, back to it didn't know what Harrow was. Okay.
Speaker 4 (39:22):
So I didn't know thats. It was. And I was like, oh my God. And so I started, I started like, I subscribed to it and everything. And through using har this beautiful tool that I never would've one existed without you. I, and I'm saving the best for last year. Okay. So here's a buildup. I got my client, I got my client who was just, was just, but now was like a year into starting her personal styling business into, in style. That was very exciting. And then I was like, well, I'm gonna do some PR for myself. So then I started through responding to these inquiry. And then for myself through that, I got, uh, refinery 29 business insider and Forbes Forbes was like my complete. Yeah. So I don't
Speaker 3 (40:10):
Speaker 3 (40:11):
Amazing. Oh my God. And that was all responding to queries in hero. Oh, wow. So it's still anyone listening. Who's like, hero's dead, not dead. Still useful. You gotta be quick. You have to answer the exact question that they're asking for succinctly and, um, nothing more, you know, cuz they'll delete it and also put in the subject line. Sometimes they're putting out a lot of calls. Right. So put it in the subject line so they can search. Um, sometimes they'll tell you exactly what to put, but I love that so much. That's fantastic. And did you see kind of an uptick in your business at all? Or any, were you able to leverage those amazing? Oh,
Speaker 4 (40:53):
You had leveraged it all the time. It's like pin on my LinkedIn profile every now and again, I post it to Instagram. I have it as like a headline on everything. I have it in our, um, like our PDF when we send rates. We're like we've had, and on our website too, which we're redoing now, it says like clients featured in Forbes business in like in addition to all the music outlets, like being able to say like we've had clients featured in there. Yeah. I mean, it's like, I, how are you not gonna think that company knows what they're doing? You know? Totally.
Speaker 3 (41:22):
Yeah. Yeah. And you have the goods to, you know, back it up. I mean, so many people are claiming that and they're really doing pay to play. We've done a whole talk about this kind of shady, you know, obviously not what we're teaching, but um, to have that as earned media and you know, to go, uh, from self-taught, you know, it's almost like laid off, hanging out with the dog to self do self-taught agency owner who gets to work, hanging out with her dog every day. It's
Speaker 3 (41:53):
Goes from like a sad, like want wa to, oh yeah. Yes. Like I'm doing it on my terms. I love it. And I can tell your story is gonna inspire so many people. I really, really appreciate it. And um, I like maybe, um, let me see. Let me see. Do do, do, do I, okay. This one's easy. How about, let's just kind of wrap up with, um, what would you give, what advice would you give to aspiring PR pros? Um, either folks who might be considering getting into it or, um, someone who is maybe at a firm or freelancing and you know, there's maybe something more out there for them that they're interested in exploring. What would you tell them?
Speaker 4 (42:39):
I hope that this doesn't sound too simple, but I do think it's simple. I don't think it's easy, but I think it's simple. The best advice I could give is really just to do it. Like just do something preferably every day, make a step towards what you're doing every day and just, just do it. Like you don't need to plan. You don't need any of that. You need to pick a niche doesn't you can change it. That's fine. Pick a niche, pick a price point, put together your rate card. Like I, mine is still it's like, so not high tech. I still just used pages to create mine. It's like a PDF. Like it doesn't have to be super and just go and start emailing your friends and Hey, I'm starting this. Do you like, I, for sure this was the case for me. This has been the case for my clients. Like when I did a bit, like, I don't even think we got into this. Like I did a bit of business coaching. Like you just like, they're always gonna be your first. Almost always. They will be your first clients, your friends and family and the people you. So if you just get that going and then you just start, you know, emailing people, you know, Hey, this is what I have going on. Just keep the ball moving. You know, I think that's really important. Just start, you know, just start.
Speaker 3 (43:48):
Yep. Totally agree with that. And I wanna reiterate the point you made about reaching out to your network. They don't have any idea what you're up to. I mean, you barely know what you're up to, but if you decide right, if we're like, well, we're just figuring this out. But if you decide you're going down this path and you can clearly articulate who you serve and how you serve them and how the person you're reaching out to can help move things forward it for you. People want to help. They just don't know how so you make it easy for them. This is how you can help me. Um, and they're happy to make connections, even if you write it up for them. So it's super, super easy. So just know that you get clarity with action comes clarity. Okay. I always say leap in the net will appear, but another thing that's very obvious to me and you've reiterated it and how your career evolved action creates clarity and you have to take, you gotta go, you have to take action and get started and it, your business will look totally different as it evolves over time.
Speaker 3 (44:56):
Oh God. Than it does when you start and you just won't know what's, you know, waiting for you. If you don't just give it a go,
Speaker 4 (45:08):
It's also going to change like the, I, it's just certainly true for me. The business that you might think you want right now, once you actually get going and see what, see what that looks like, like it's going to change the clients you wanna work with might change the price point, your specialty, like all of that stuff. But again, you don't know until you just get started and start working with people and doing the things and kind of figuring out, you know, where your specialty and what do you really love and, you know, and, and then it can evolve from there. So it's, you know, don't spend so much time stressing about, you know, figuring it all out, you know, just, just, just go, just start, see if you even like it, you know? Right.
Speaker 3 (45:48):
Exactly. See if you like that. And if not, there's something else, you know, right. In this niche, in this industry that you can do go until you try. So I loved that so much. There's so many, um, inspiring things that you shared that I think are gonna help people really see that it, you know, it doesn't have to be hard. It can be simple. Um, not totally easy, but simple. I love how you stated that. Um, yeah. So Angela master geo Como, Tyler, Mrs. Newly married founder of muddy Popp PR how can people connect with you if they wanna stay connected? And, um, also let them, you know, anyone listening, let Angela know what you learned in her interview and how maybe she inspired you. How can they connect with you? That's
Speaker 4 (46:35):
Very sweet. Yeah. So probably the easiest way if you wanna get in touch directly. Um, my email is Angela muddy, paw pr.com. My Instagram is, I don't know. I, I have to change this since I've gotten married, but it's still Angela underscore Mastro. And then if you wanna check out the company at all, it's muddy, pop pr.com and then the Instagram is just muddy, pop PR.
Speaker 3 (46:59):
Love it. Well, thank you so much for your time today. I love this interview so much. I think you and I are very similar in a lot of ways. So I'm just like nodding my head in agreement on everything you said, and I wanna congratulate you on all of your success and thank you for all of always being, uh, very, um, open and sharing and, and, uh, giving member of our community. Thank you so much.
Speaker 4 (47:21):
Thank you. It's an, it's an amazing community. I have to say. It's one of the most supportive, if not the most supportive communities I've been in. So, and that's really a Testament to, I think you and the culture you've built. So thank you too.
Speaker 3 (47:34):
Ah, I love hearing that. Thank you so much. Have a great rest of your day. You
Speaker 4 (47:38):
Speaker 1 (47:41):
Thank you so much for listening to this episode of the pitching powerhouse podcast. If you're ready to up level your pitching skills so that you can provide stellar services to your clients, you should think about joining the pitch lab, check out the link in the episode description to learn more. So the pitch lab is this awesome, incredible monthly membership experience, where you will get the proven formula for crafting PR P pitches that actually convert and get tons of strategic, timely pitch angles. So you never run out of pitch ideas again. Oh, and you also get access to incredible monthly execution plans that save you hours of time and include irresistible pitch angles that the media cannot are with relevant and timely strategies and topics for PR coverage. During current events, holidays, monthly awareness observances say that fast three times seasonal events and more you'll be able to create PR content that makes your clients stand out. Even if you are new to PR. So check out the link in this episode's description to learn more and as always be sure to tune into next week for another incredible episode, packed with the insights you need to become a pitching powerhouse.