Hi guys, how are we doing today? Welcome to our weekly Facebook live show. I'm Jen Berson. I'm the founder of generation PR. We are a full service PR and social media marketing agency here in Los Angeles. Um, my client expertise is baby and kids, beauty and cosmetics and lifestyle. Um, any PR pros, no lifestyle sort of means whatever I think is cool that I wanna represent. Whatever I think is cool that I can do a good job for so, uh, lifestyle and in the past that's been health and wellness. Um, everything, you know, POS like anything I think is cool. I don't know. It's the catchall, like that's not my area of expertise, but I think I can crush it for you. Um, and I mentioned my agency because on top of running the, well, I have the agency, but then the coaching side, which is why you all are here.
Um, you know, we are teaching what is working now with the media? What is working now with running your business, getting clients, and I've realized I might be the only person that's kind of teaching agency, uh, strategy. So I'm like out of breath, I ran up the stairs. um, teaching agency strategy. Sorry, I dry my hair looks weird. I tried a new product and I do not like it supposed to be great. I got it on Amazon prime color. Wow. Not cute. It's a little funky. Um, but yeah, I realize our people teaching agency stuff that sold their agency like 15 years ago. Um, there's people teaching PR that have never, um, worked in PR specifically. They're just, uh, doing other things that they got earned media for themselves. And so they're teaching it, which is great. Um, but we are really focused on giving the best, most current up to date information to our community.
Um, anyone who is not in the pitch lab on Wednesday or Tuesday this week, I guess was Tuesday we had, hi Lindsay, how are you? My dear, um, we had a really good chat with Bryce Gruber about it was sort of an extension of the info I shared in our master class around, um, holiday gift guide pitching and how affiliate marketing factors into that. We also taught an affiliate class six or eight months ago, and this was a kind of media gatekeeper perspective on how affiliate marketing, um, plays in as a factor in their decisions, on what brands to feature, what products to feature. It's very, very interesting. Um, so I think honestly, like get in the agency accelerator and after two months you'll have access to all of that and not the agency accelerator, the pitch lab, um, you'll have access to all of that.
And it's just, and if you represent brands with physical products like I do, um, it is like must know information. So the reason I mentioned my agency and the fact that we are still in the trenches is because it informs so much of the information that we're giving to this community and how we help you stay on top of things, how we help you stay relevant. That's extremely important to me. I want all of us to feel like the services we're providing are essential. And where are my notes? Where did it go? I like totally lost. I have 10 windows open. Oh, there they are. Uh, all of the information we're sharing is essential. Hi, Dar, how are you? Oh, good. I love seeing all my friendly faces here. Um, so if you're not in the pitch lab, seriously, like two months worth of access, cuz it's just pay as you go it's $97 a month.
Get in there. And by the end of that period, you will have access to those master classes it's just worth having. It's just, I I'm like blown away. Like it ha we have had conversations with all of our clients to Infor inform their strategy around affiliate marketing and, and that it will also guide my decision on what clients to work with in the future, because we just had to let a client go. Um, oh, are you serious? Oh my God, Jacqueline. Oh my God. Hi, welcome. You just made my day. She said I'm new, but loving your podcast. I listen every morning on my ride to work. I'm so sorry about the audio quality. I like fixed my mic. Oh yeah. You can see it on camera. So hopefully it gets better from here on out, but um, that makes me so, so happy. And I'm so glad you're here and I'm so glad you found us.
Um, I think we're gonna be sharing some of that affiliate stuff on the podcast, but either way under $200, two months in the pitch lab and you need to know this information, our clients were like, wow, thank you so much. This is incredibly informative. And for anybody who bought access to the affiliate masterclass? Um, I think it was $47 a couple months ago, like six months ago. Um, we offered you a credit towards good morning. Hi Nelson. Why? I said good morning. Hi Nelson. Well, here it is. Morning for me. Um, we offered you a credit for, um, whatever you paid to apply towards the pitch lab, but I just realized that we need to provide people who paid. It was like 47 bucks guys. We need to get that chat with Bryce Gruber into that masterclass that they bought. So it's like more, it's like the gift that keeps on giving.
We just wanna, I, I thought about that as I was like getting ready and drying my hair today. I was like, why we have to share that with them. So if you purchase that 47 bucks, it was a really good, um, masterclass already. We will find a way to put that chat with Bryce. It was about 90 minutes. Very, very informative. So anyway, that's the latest, um, sad news to share. Hi Lisa. Um, if you're in the pitch lab is the affiliate platform mastermind on the platform? Um, it wasn't a mastermind Alisa. It was, um, you're pulling your hair out. Okay. So interesting. She is saying that she said I'm setting up an affiliate platform as we speak for a client. I'm pulling my hair out. Ha ha. We are, I'm working with Bryce to create tactical training around how to do this very thing for clients and add it as a service because this very reason of how stressful and tedious and all of that.
I want to train all of us, how to do it, have a strategic approach to align it with, um, PR efforts because they are gonna go hand in hand. Um, publishers are expecting higher commissions and you need to be able to kind of handpick who gets what commissions. Um, there's a way to see what other competitors are offering so you can be competitive or beat them. And it is a factor in what media gatekeepers are considering when they're figuring out who to feature. So the pitch lab, um, will have, you've been in it more than two months, right? Because now you have access to everything. Um, it is, uh, a, a masterclass on a mastermind with Bryce Gruber and there should be an email going out about it. If it's not already out, it'll probably be out tomorrow. Um, but you'll have access to it.
It was just a very informative conversation. And then you can also go in Eliza and search affiliate and you'll see the masterclass just go to the section at the very, very end where it says master classes and you'll see all the ones that we've offered, including a, uh, rices as well as, um, as well as the, uh, original one. You guys can see this fly, that's all over my head. Um, so that's that I'm gonna jump into. Perfect. Awesome. Good, good, good. I'm so glad you're jumping into that. It'll get easier. Um, little, uh, sad note to share. Um, I had to put my cat down, so I mention it because Harley I've had the cat for 19 years. He's been jumping on my lap. Like, God, you feel like I'm gonna cry. He's been jumping on my lap for all of my Facebook lives, been sitting on my desk.
He's always a part of it. And he was just sad. His health declined really fast. So it was especially hard on my sons. So we'll miss him. And so many of you, um, like Jane and Beverly, like we connected specifically like personally around the cat because they love cats like I do. So anyway, super sad. Um, you know, anytime a pet dies. Thanks, Samantha. Um, yeah, so 19 years with my little buddy, my longest relationship I've ever had. my husband's a close second. So, um, okay. So we're gonna talk today about introducing, thanks, Amanda, Alicia. Uh, and Nelson's uncom probably uncomfortable with me crying and Jacqueline it's. Yeah, I know. It's just sad, but um, thank you. Uh, you guys were so sweet. Um, but it's like, I started my business at home 17 plus years ago and he was part of it, you know, always while I was working from home, always like near me and, um, you know, it's just a bummer, but Lola's been comforting me and it was, it was hard, but here we are.
Okay. Moving on. No more sadness. Let's talk about, um, introducing yourself and your clients to the media. Um, there. So it's interesting because Bryce brought up some points about, um, media relations and what stands out to her. It's really the things we've been saying all along inside our pitch lab, in this community, be a real person, injection personality into your media outreach. These are human beings on the other side, they want to deal with real people. They want to deal with people who are giving and supportive and open and all of that. Um, she specifically, and I don't know if you're on here, Natasha, probably not yet, but she specifically called out Natasha and said, you know, I love your pitches. You're just always very helpful. Your personality shines through. And she said, anytime any of my colleagues see your name pop up in their inbox, they're always happy to open your emails.
What a compliment, what an absolute compliment and at the heart of that was the fact that Natasha that's, um, you know, Natasha is, uh, just really personable, very helpful. Even if she's not pitching her own client, she will help media contacts find a source. So keep that in mind. Okay. So that's gonna be kind of the theme throughout all of this. Um, so let's see. Okay. So this came from a, a member of the profitable PR pros Facebook group. Um, I'm assuming that's, uh, Chrissy, it says Facebook user again, if that's you Chrissy, um, a ton of interest people gave commenting on this, um, thread in our profitable PR pros Facebook group that was, uh, from Jocelyn. Oh, well, who's not here. Um, you know, really talking about how do you introduce your company to media? There's so many changes happening across newsrooms, um, to rooms.
Um, so that's kind of inspiration and you know, I always always create training around topics that our community wants to know about. Uh, serene, can you not see me? Can you hear me? Everybody else can hear me, right? Somebody else would've said something, um, I'm just gonna keep going. So we know that the media landscape changes so quickly and it's always been important to have a very, um, proactive media relations strategy, but navigating introductions or reintroductions now is a bit trickier. So we know that, um, there's changes to which journalists are working, where they're moving around all the time. Even two, three weeks ago, there were 400 layoffs in, um, a lot of the heritage media outlets, um, writers that were told they were gonna get promoted, did not get promoted. Some were made freelancers. Some were let go all together, 400 media contacts, just all at once.
Am I still hear you guys? Um, because there's actually, I see all of you, but there's actually, they're putting in like FIS, like fiber optic in my telephone poles. Like literally right there. There's a guy on a ladder. So it's a chance. There's a chance he knocked down my internet. Somebody let me know if I'm here. Hello. Um, anyone Nelson, can you see me? Jacqueline. Um, you can hear him to me. Okay, good. Okay, good. I don't know why it took so long. Thank you guys. Okay, good. I'm gonna keep going. Hi, Alicia. Candace. Yay. I love it. Okay. I'm here. Okay. I'll shut up now. So, okay, good. how do you successfully make an introduction to the media, whether it's for you, your agency or your clients? Hi, Sasha. Okay, cool. Um, we always, like I said, start with nurturing strategies, like relationship nurturing strategies, like engaging with editors on social media.
Um, you know, here's a few ideas around that, but send a quick little note, super short and make a personal connection. Um, and it can go to them over email so that they can start to familiarize themselves with your email address and how your name comes up in email. It could say very simple, um, very simply an example of what kind of message I'm referring to is like, um, you know, hi Erica, I've been loving your content lately for business insider X, Y, Z article was inspiring for these reasons and like list one or two genuinely, like you read it, it resonated with you and why? Oh, and then the next sentence, it really resonated with me because I could see so much of my own journey in it. I wanted it introduce myself and my agency to you. We typically represent clients in the blank.
So whatever niche you're in, you know, in the beauty space, which I know that you cover regularly, some of our current clients include and you keep it very short list. Your clients in bullet points with about one or two or three words, max, um, describing what it is like organizational tech app, like super short, short, sweet, and then follow up with, we are always keeping our eyes peeled for innovation in the space or what's happening within the space. And we're on top of trends and updates in this area. I'm here to support you. Is there anything you're working on right now where I could be of assistance to you looking forward to working with you? Super easy. Um, oh, good. Okay. Naisha can you tell us what it is exactly. I'm gonna copy this and drop it in the comments. I think let's see. No, it's not.
Hold on. Copy. Oh, it did. Okay. It did. Okay, cool. Cool. Cool. Um, Naisha said my email is two lines and works every time I get a response from that more than my pitches, sometimes Naisha tell us what it is, exactly what you write. Okay. Because that's very helpful to know short, sweet to the point. And if you guys don't know Naisha is, um, in our winning pitch vault. So she has pitches that she submitted to us for national and, um, local features that she secured for her clients. In fact, Naisha, I think you are the very first, um, PR pro we featured in the winning pitch vault. I'll never forget it. We were so grateful. You shared your pitches with us. Um, anyone who doesn't know the winning pitch vault is something we pulled together for people inside the pitch lab. And it is, um, dozens of pitches in different niches that you can see the actual pitch and you can see the press that resulted and then any follow, you know, follow up, back and forth.
Hi, my name is Naisha and I read some articles of yours. I feel that my clients will have stories that may fit your audience in the future and would like to, um, like to know how you prefer to be pitched. Awesome. See, helpful. Yeah. Jacqueline. Well, sounds like you need to start falling Naisha yeah, this is the best part of this community. Um, people are seasoned pros, they get results and they're sharing their tactics. They always love to tell you how they wanna be pitched. So that's what gets the replies. Oh, very savvy. Okay. Awesome. Very cool. And keep it super informal again. Personality. Let the personality shine through. They're gonna wanna just talk to you if you're like robotic. It's like, I don't wanna deal with this corporate. Hi Christine. Um, so there you go. Yeah, I think it's really helpful. Um, so that's really easy.
That is coming from a place of service and support it's informing. Uh and that's when she jumps in, um, when they reply she'll then sell her client pitch the client once she has an open dialogue, which is great. And at that point you've already informed the editor that you're aware of their, um, publication, the content they cover. And, um, you're helpful, you know, you're coming from a place of service service. I can't talk today. Okay. So I love that. It's very simple. And again, it's like all about simplicity. Um, if you want to introduce a client of yours to media contacts, there's kind of two main scenarios. Oh my God. I think my prime day stuff is coming. There's a big Amazon truck outside. What did you guys get on prime day? Anything good? Um, any like comfort shopping, anything you were waiting for?
Like a big ticket. Um, our ice maker died our little countertop Opal, and we were so sad without it. And they had a deal on Amazon $150 off. It was still a major splurge, but, um, I think it was worth it. Anybody get anything? Good? Tell me what you got ni uh, Natasha and I were texting, like, what did you get? And it was like fun. Oh, you're so good. You're so good. Alicia. I was like, okay, well I need this fish cleanser or night cream. And like, I absolutely did not need any more skincare. Like I can promise you. Um, but it's just fun to get a deal new be prime day. Yay. Prime day. But Sasha, what did you get? Okay, so two scenarios, if you are introducing a client to the media, one is it's a new client to your current media contacts.
And two is a current client of yours to a new media contact. See the difference. Okay. So to introduce a new client to media contacts that you already know you've worked with, they know you, um, first you wanna really assess whether the client has had PR representation before. If I say anything or I should say whatever I say today, this is to me, the most important, um, oh, congrats, Tia. Um, okay. Hold on. Amanda says nothing big, got a package of new class food storage containers because yeah, I did that too. Um, not on prime day, but from Costco. And I'm so glad I did it. It's way better than plastic. Oh my God. I just had a bug hit in my head. This is the hazards of working with your windows open. Um, okay. So the very first thing, and this is really important is this is the most important thing I'm gonna say today.
You wanna assess whether the client has had representation before, um, because the chances are these contacts have heard about or heard from this brand through their other representative, if that's the case and they have had PR um, expertise or contacts in the past, the goal of the message is to inform the media that it's you, they should contact now. So you are letting them know I am now the agency of record. I am gonna be your point of contact for anything as it relates to this company. If you have any questions or needs, please come to me. Okay. And you can, you know, you're, you're positioning it. Like you're already familiar. You've probably heard from the brand, we're the contact now. So we got you, whatever you need, come to me, we'll take care of you. Okay. Um, start off excited and introduce the new client.
So we're now the point of contact. Please come to us. You can give an overview of the client. So you can share like two to three sentence generally about what the company or the client is. You're assuming that media, um, that PR firm has reached out to them, but you don't know for sure. Like, you're pretty sure. Um, sometimes they'll give a turnover list of all of the media outlets they've reached out to, but they never really mention contact names. Um, and in fact, if you do that for a turnover, when you're done working with a client, you don't have to give your contacts. You don't have to say who they are. You can say a department, or you can say which publication and like maybe the title, like, uh, you know, director of commerce or whatever. Um, but don't give ever your media contacts.
But if you get a turnover list, you'll have a sense that they've reached out to those contacts before. So you are reminding them. We're now the point of contact, come to us, brief overview of the client. And then it is a good opportunity to include two to three timely relevant bullets around pitch ideas. And you can talk about those in the sense of like, if you're working on any stories around these topics, P please keep this client in mind, bullet, bullet, bullet, like simple. These are the topics that, you know, keep in mind for us right now. And then if you have a client with products, um, which we usually do mention product samples, if you're able to give them position it, like we'd love to refamiliarize you and get you reacquainted with this brand. We'd love to send you the newest, latest, greatest, whatever on your, um, send it your way.
I'm gonna see if I can pull up this in here too. Just so it's in the comments that is if you have product samples that you could send, if you're working with an expert client, offer them up for interviews around specific relevant topics. So like two to three areas they could speak on and then close your message by saying, you're looking forward to working with them, reiterate how excited you are about your new client and how you can't wait to work together and just keep it short, helpful, short, and sweeten to the point. Okay, good. We got that hearts thumbs up. So I know where we are and I don't have water. Oh, gimme a heart. Um, and then the other scenario is introducing, okay, good. A current client to a new media contact. Like if they move to a different publication or their beat gets switched, follow a similar process to what we already talked about, except switch out the excitement for the new client, um, with the excitement about the new connection that you're making.
So, uh, something like, Hey, we've noticed that you've started to cover X, Y, Z with this publication. Um, and this is happening more and more. Now, hold on, I'll drop this copy in here. This is happening more and more now as staff budgets are getting cut and certain, um, writers are covering more and they're writing more and they're responsible for additional coverage. So they've already been with the publication, but now they're working in a niche or writing in a vertical that is going to be relevant to your client. So, you know, Hey, we've noticed you started to cover X, Y, Z in this publication. We're really looking forward to working with you, congrats on your new role, um, share about the type of clients that you work with. Because if this is the first time you're reaching out to them, because you never pitch them when they were writing for another vertical, they don't really know you, your agency or who you represent.
And then you wanna encourage the journalist or this editor to see you as a resource. So ask if they're working on anything that you can help them with, or if there are any ways that you can serve them now, you know, how could I be of assistance to you now, please let me know, and then focus on informing and ask for support. Um, don't ask for too much right away, like Naisha does, she'll do that intro. How do you wanna be pitched? Um, and then they'll tell her, and then she'll turn around and pitch 'em. So it's like the second point of contact, but at least they're, um, responsive and they're getting pitched in the method that they prefer. So that's a really good tactic. So don't start out asking for too much, um, right out of the gate, you know, don't go all the way on the first date.
You wanna like, you know, gently get to know each other and then come at it from the mindset that you're here to help you wanna help this person do their job, make their life easier by, you know, maybe offering your expertise in the space, not like from a cocky perspective. Like I know more than you do. Um, well, it could be, I'm assuming this is Chrissy. Tell me if it's not, she said, are these totally new outlets you've never pitched before? Um, it could be publications you've never pitched before, or it could be writers or editors that are new at that publication, or that have added a vertical. I had a feeling, I dunno why that keeps happening, um, that have added a vertical that, um, they were not writing for before. And now that is somebody that you need to be pitching. So, um, maybe they're covering startups now, whereas before they were covering like tech PR kind of similar synergy, but not all startups are tech PR and not all tech PR startups.
So now they're doing both and maybe, um, you have a startup, but it's not a tech company. So you never pitched the tech writer before, but now they're covering startups at the same publication. So it could be either scenario. Um, okay. So you're going to make their life easier by offering your expertise in the space. And again, you're not coming at this from like this cocky perspective. Like I totally know. It could be just like I found this informative study that I thought was really relevant. Um, it was very interesting to me and I just, you know, wanted to share, um, email Suzanne. Um, so, uh, Aw, nice. I like the idea of introducing yourself and asking how they like to be pitched. That's what you're saying, right? That is Nisha's tactic. Exactly. Yes. And she posted a quick little, um, blurb in the comments here, Chrissy all the way up so that you can see how she approaches it.
But yes, and I gave some verbiage around an introduction email that we would send that's in, it's in the comments too. So, um, but you have expertise in this space. You're also showing, um, and Holly's asking you Naisha what do you do for your subject line? You're showing that you are like an expert, you're deep expert in this niche. You've been working in it a long time. You're very up on trends, industry news. Um, you know, you're assuming the journalist does their research too, but they can see you as somebody that is in the know on things that they're potentially working on. So you'll get it. Like there's a shorthand that you guys can speak to each other. Um, so that is a way to offer up yourself as an expert in the space. And then also you can play matchmaker with sources or companies that are relevant to the articles they're writing, even if they're not your clients.
And that's what, um, Natasha has done. And it has earned her a really solid reputation with the media because they see her as helpful, informative, connected. She's a super connector and they're gonna come to her. Um, or remember that she offered somebody up as a favor, not even as a client. And they're gonna say like this person's really awesome. And they were very helpful to me, very clutch. So that is what Bryce commented on about Natasha's ability to make connections with the media. And also the personality. I, I mentioned that at the top of the call, but there's quite a few more people on now. Um, let your personality shine through, no matter what you're doing, your introduction pitch, your normal pitches, who are you like, what's your personality, let that come through so they can feel a connection to the person behind the email and you are connecting to yeah.
Helpful approach Sasha. That's what you are. You're coming in in. You're like just a helper. You're giving generous, open caring. You've got a big network and you're willing to share. Um, and then, uh, letting them know that you're in the know about niche, content, resources, clients, they're gonna say this is an agency that specializes in the content that I'm covering. I'm gonna go to them first because they might have a client or they might have a contact that fits my needs, or they can point me in the right direction. Okay. That's how you make meaningful reciprocal relationships. Um, uh, okay. So Naisha is answering Holly pitching preference. I kind of want to disguise the email so they know it is not a pitch yet, but curious enough that I'm asking to open. I also keep, oh, she said that the title is pitching preference. Um, and so that, the reason for that is she wants to keep it, um, clear.
It's not a pitch. And, um, that she is hoping that they'll open it and keep track of how they like to be pitched, which helps when I'm doing media outreach. So just putting in the subject, pitching preference, maybe like a question mark, do you ever put a question mark so that they will open and be like, this person wants to know how I wanna be pitched. I'm just building the relationship at that time. So it's a brand new that's that sort of first scenario I talked about of making a new connection, um, to the media contact. So, uh, we had some really good feedback from members of our profitable PR pros, community Marissa Valona, um, mentioned that she has some insights about this scenario where she'll stay in very close contact with all of our clients, industry media. So when one leaves we ask who's replacing them, and if they're on good terms with their replacement, we ask for an introduction and then we usually get a very nice referral as a great source.
And if a media contact leaves and they don't have ties to their replacement, uh, uh, Marisa will reach out to their replacement as soon as they arrive. That's usually when they are not busy yet. And merely getting ramped up to understand the players, congratulate them on the new position and offer ourselves and our clients as sources. So instead of being like, here's a pitch, what can you do for me? Pay attention to me, write about this. It's Hey, congrats on your new, your new gig. Um, please consider me a source. We're here for you. We are here to support you, however you need it because we focus on this niche and our clients are all aligned with the content you're gonna be covering. And then, um, offering clients as a great source for background information. Even if the journalist doesn't intend to use them in the stories, that's really helpful.
This background information piece is very helpful because they're getting acquainted and your client is making that connection. It probably will come back at a later time for an actual media opportunity. But in the meantime, your clutch, you're just there being really helpful. Um, yeah, Naisha, that's a great idea. So smart to start the relationship, the moment they get hired so that they see you as a source and great info on background that you're not even asking like, oh, if we talk to you about background, like please feature us. Maybe they will. Maybe they won't, but you've just solidified a solid relationship with that journalist and your client and your agency kind of like forever, unless you do something yucky to mess it up. And speaking of doing something yucky to mess it up, um, you know, we've had members come on here as recently as like last week, talking about how, um, Naisha I love it here.
You give a little in this community and get a lot. I love that tip. See how this is. I mean, I love it. Yeah. Marisa shared that really, really solid tip. You shared your strategy that you said always gets a response. Love that so much. Um, the yuckiness that people post is that they're securing features on New York times or Forbes and their clients are like, I'm too busy. And we all got furious about that because what the hell were you hired for, if they're not gonna actually talk to the media that you've secured for them, you've now jeopardized your relationships. And the way I always look at press wins is that they're my wins too. They are our agency's wins too. It shows we secure media in these outlets. We leverage that content to secure bigger clients, higher retainers. That's the path to profitability framework.
And I go like this because it's a spiral staircase. You kind of elevate your way around the circle strategy, sales service scale. That scale piece comes down to leveraging the results. You get to draw in more clients at higher retainers because you have proven results when you're a client Fs that up because they're like, I'm too busy. Like, I'm sorry, you're too busy for Forbes in New York times. Who do you think you are? That is incredibly damaging. So you're working so hard to build these relationships. You get a live journalist on the hook and your client blows it. That is like a serious discussion. If not a call to terminate the agreement. And a lot of our members have conduct clauses in their contracts that will talk about this very thing. When clients don't show up for interviews, or they're putting off talking to a journalist after you've secured, uh, an opportunity, um, that's detrimental to you.
So keep that in mind as well. When you're building these relationships that you've worked so hard, this is so valuable to other clients. And if you have one client come in and behave badly, you could potentially risk that relationship because of that client's conduct. So we hate that. Um, and it's so frustrating. Um, but we've, we've also covered in training before how to deal with a non-responsive client. And I don't mean that they're like they don't have a heartbeat , um, that they are not replying to your emails. They're not getting you the info you need. We've covered that. So you can search for that here in one of our, like hundreds of videos that we have, but we covered that specifically. So we love this tactic, Marisa shared about giving background information and they appreciate this. For fact, finding it goes so far to establish a close relationship.
And Marisa said, we find that by doing this, we end up talking to media all day, every day with them being the ones to reach out to us first. And some of them will even text them for stories. And it's a really solid way to keep the story pipeline full for clients. So you've got those quick responses. Um, we've got those quick responses that are getting the attention that, you know, your clients are all benefiting from, and you've got this open dialogue and there's a shorthand. And you're like maybe even texting, which I love that me giving her cell phone number to journalists and able to just quickly, um, get back to them when they need a source. So very helpful there. And I love that strategy being just, you know, there for them. The second they start their job before they get busy, like, hi, I'm here to help you.
We got clients that fit the bill. We, if you need some background or on X, Y, Z, like please consider us. Um, so that's a great, great approach and Naisha loved it too. And see that's the like reciprocity that happens here, which I love so much. Um, I'm gonna drop in a link to our PR insider secrets PDF. That's very good. And then Nelson, oh man, I know this really, uh, pisses him off. She said, he said, Jen, it happened to me this week on Monday, a major TV station here in Toronto, wanted to do a story with my client and they wanted to do it that day. The CEO said he was too busy that day. I told him that if he turns it down, he'll never, um, the hit will go away, never come back. And I told him to find a way to make it happen.
And he sent his son to go on camera and, um, hit. And my hit got on the 5:00 PM and the 6:00 PM newscast that night loved that. I'm so glad you were able to salvage that opportunity. Um, really good thinking. Hopefully the CEO's son was, um, telegenic and also media trained. And if not, it wasn't like too hard hitting of questions like, you know, crisis coms or anything like that. I don't think it was. But, um, I loved that, uh, pivot and the, the quick, uh, approach to actually save that opportunity. And a same day hit is like just a gift that's dropped from heaven above and you gotta seize it. And now you've got those clips, that footage, um, and that's your win, which Nelson knows, you know, he's been doing this long enough to know that those are the wins you leverage. Nelson's gonna put that in his capabilities deck with all of his press wins and his client testimonials, that's what he uses instead of a proposal to win business.
And he has shared his corporate deck inside the profitable PR pros free Facebook group. You can search Nelson's name or just click on his picture and you'll see all his posts in the group, but that win is Nelson's win also. So the fact that you guys figured out a way to make it happen and his son was great on camera. I'm so happy to hear that because it could have been like a big time disaster. And obviously you probably knew that he would be great on camera, which is why you agreed to that tactic. So, um, great job, uh, salvaging that. And, um, a lot of CEOs, um, aren't always willing to give up that seat, even if they can't make it. They think nobody else can represent the company better than them and it's them or nobody. So I'm glad that I would assume the sun works in the business as well.
So good job. Uh, does anybody else have any more tips on not so much introductions, but how are you fostering relationships? Oh, good. Okay. So now send linked out to the TV hit. I'll take a look at it when I'm off, um, my life, but how else are we fostering relationships with the media? It has so much more of an impact beyond just stories like, um, you guys know, I just had Bryce come in and we paid her because I value people's time. And you know, I just wanted to give her like her like a rate, you know, to cover her expertise. But when she first sent out an email covering this topic and I was like, I need to know more about this. Like, this is exactly what I've been talking about, but there's more here that I need to ask you. I sent her a quick message that was literally like, do you have 15 minutes?
Can we chat for 15 minutes? I didn't tell her what she said on the live. I mean, you could have been asking me to donate a kidney. Like I had no idea what you wanted, but she told me that she said my team and I have never annoyed her so she was willing to take a call with me because in the 15 years we've worked together, our team's always been helpful, not annoying. She said something that is super annoying is when companies will text her in an urgent way or send her an email that's urgent. Like they need to talk to her. Can she get on the phone? This is really urgent. And then she will get on and start talking. And the urgent thing is a product launch or some BS like that, where it's like, that's not urgent. Like I don't need to stop everything I'm doing to listen to your product launch with the heck.
Like, why are you even wasting my time? And that's frustrating and that's annoying. And basically if you annoy a journalist, they don't wanna talk to you. So not even for story pitches, but also not even if you just wanna get their insight on something, you know, journalists, she was very happy to talk to us about how affiliate marketing is affecting the earned media landscape. Because if we understand how to play the game, we can do a better job for her. Um, it was super informative and, um, a lot of it has to do with search volume, keyword, searching, finding high search volume with low results and getting in early so that those publications can capitalize on the search volume and be one of the top hits in terms of results. And then having products that tie in as a, a product that is gonna be beneficial to you, if this is your problem, or if you're looking to do a certain thing, you have a high rated, low price point product on Amazon and people are searching for solutions to this problem that the product solves golden, especially if nobody's really covered it.
So you can present those opportunities to journalists in a way where it's like, you know, just for you, especially if you have that relationship, like I was doing a little keyword research and I notice the search volume on this term, but the results were not, you know, there weren't a lot of hits. So I think it's a good opportunity. And we actually have a product that solves that need kind of interesting, right? So that was really informative. And that opportunity to connect with that journalist bring her into our program, pay her to share her expertise with our community came because we have always had a good relationship and been helpful, you know? And I think the personality too, we do that with our clients. We want them to like working with us, it's harder to fire somebody. You really like, like we just let the client go because honestly, we were not getting results because they did not have a great way to earn affiliate revenue for media.
We kind of brought that up. We thought we could overcome it. Ultimately we couldn't, we let the client out of their contract early, the results were not stellar. I was always honest about it and said, I'm not happy. I'm assuming you are not happy. We're trying everything. It's not for lack of trying. And our client got it. She knew that we were doing everything we possibly could could to get media. And we parted ways and the team reached out and they were like, go shopping on our site, tell us what you want. We'd love to send you like a really, you know, generous, parting gift for the work you did for us. So, um, you know, and that comes from having the kind of relationship that's open, honest, supportive, you're a partner to your clients. Um, think about that same approach. You're a partner to these media contacts.
You're making their life easier, their job easier, you know, their niche, you know, what they cover, um, or what they're going to be covering because you've been working in this space for a long time, or this is what you specialize in. So start getting them to see you and your agency for that. And that sounds like what Marissa Valona inside our profitable PR pros, Facebook group, what she does and how she is able to get a two way conversation happening with media contacts basically all day, every day, where they're coming to her. So, um, and Marissa, if you're watching this, I'd love to know who, uh, like what your niche is or what some of your clients are and do. Um, but that's really helpful. So that's what I have for you guys today, but I would love to hear if anybody else has like a very strategic way inside the pitch lab.
We cover this quite a bit in the roadmap, all around media relations, building solid relationships with journalists, um, you know, strategies for how to do that, how to leverage Twitter, how to leverage, um, Instagram or LinkedIn. Um, you know, what do you do before you ever reach out all of that is inside the pitch lab as well. But we wanted to cover these specific scenarios where you're introducing yourself to an new media contact your, your agency or yourself as the PR professional, and then where you're introducing a new client to an existing contact or you're or you're, uh, introducing an existing client to a new media contact. Oh, good. Sasha says this was really good. Thank you, Jen. You are welcome. And Sasha, thank you for being here. Sasha, are you in any of our programs? I'm so sorry that I don't know for certain, but I know you come on here a lot and I'm just curious, um, uh, thanks Chrissy.
Have a great day, too. Great. As always. I'm so glad to hear that. Um, not, not, you know, not that it matters either way, Sasha, but I just wanna, I just, for my own curiosity, um, and if you're not, I just so appreciate you coming here, you know, most weeks and hanging with me, um, once a week on Thursdays. Um, oh, you pitch for yourself. Okay, awesome. Um, what do you pitch, like what, when you say you pitch for yourself, are you pitching yourself as a expert in some way? Um, not yet. Just curious, what you pitch, do you have your own clients or you're pitching yourself to the media as an expert with expertise to share, um, love being here. Yay. Uh, what programs do you offer? Oh my God. What don't we offer ? So for the PR professionals of the world, we have an entire suite of programs designed to help you nail media relations and turn you into a pitching powerhouse.
That's the name of my podcast, pitching powerhouse. And then we have, um, uh, what is it, um, lead to landed, which will help you find your first few retainer clients. And then, um, we have the pitch lab, which is a monthly membership. Oh, that's what I told you. Um, uh, Chrissy says they're all super helpful, totally worth the money. Thank you for saying that. Not in the programs yet. I pitch myself as an expert. Awesome. The pitch lab would be helpful for you too. Um, and I have a program called media magnet, Sasha. Um, I think I can give it to you. Um, send me a DM here on, in, on Facebook. It's like, I don't know, 97 bucks or whatever, but I'm happy if you gimme your email, I'm happy to give you media magnet. It might help you like fine tune your pitching for yourself as an expert.
Uh, let me know. I'm happy to gift that to you. Um, and then, uh, we have, um, arm MES. We have also agency accelerator, which will help you launch grow and scale a profitable PR agency. I have a proven framework I've developed called the path to profitability. My framework is copyright protected. It's my very proprietary, but we share that with you. So you see like how it all fits together. And it's how the program is structured. Um, Jacqueline, uh, I have some PR experience, but only offered as needed for clients depending on the project, but I've always been success. Okay, awesome. Well, you know, Sasha, if you don't need it, you know, uh, but you know, I'm happy to give it to you. Hi. Okay. Yeah. Or Armas, what are you looking, um, for help with? I can direct you and we have also just by the way, like a gazillion free resources.
I mean, like so many, I think they're all here. Let's just, I'm just plopping in links just to be helpful. Um, and Jacqueline, um, I think I can drop that in for you too. I just don't wanna forget. Will you sent me a DM? Um, cuz I don't wanna forget. Um, but Ermias here is a link to our free resources and if you ever need something specific, just ask us and we'll point you in the right direction. We have 17 gazillion things. Yes. Okay. Thanks Jacquelyn. Um, yeah, so that's what I have for you today. Uh, let me know. You are so welcome. Welcome to our community Jacqueline. And thank you so much. How did you find our podcast? Just outta curiosity. Cause sometimes honestly I'm like, oh yeah, I have a podcast. Oh I need it. Apologize. Um, answering the question and what I do.
Okay. Got it. Got it. Got it. Um, starting an agency trying to get freelance clients 10 plus years in PR. Oh congrats. Okay. Uh, Armas. You may wanna check out the agency accelerator. Um, oh, you found me on YouTube. Oh yay. Okay. This is so cool. I just hit 500 followers on YouTube and I know like my kids are like, oh my God, I only has 60 million subs and uh, 60 million. He's like weak and I'm like, I have 500 and I'm so freaking excited. are you kidding me? Like 500 people found me on YouTube. Um, Jacqueline typed in public relations and Spotify. Oh yay. I'm so glad. Okay, cool. Um, that's fantastic. Honestly, my team is doing such a good job and then they'll message me. And they're like you're number one in entrepreneurship in like Bulgaria. I'm like, yay. Like it's like Australia 17 in entrepreneurship in Australia and uh, I cannot gift you the agency accelerator, but I promise you.
I know you're kidding. I of course I know. You're kidding. I promise you Tia, when you're ready. It is worth every penny and then some, um, promise you and anyone who's here. I'm trying to think of who is here. Chrissy probably left. Um, and Nelson's not in it. Usually I have Jane or Sally a Naisha are you in the agency accelerator? I know you're in the pitch lab. Um, I promise you it's worth every mention. Oh, Chrissy's here. She says worth it. Um, and I know Chrissy was kind of on the fence for a while about joining cuz it's an investment, but I promise you, it is like you will fast track your results. Uh, oh Amanda, what did you say here? Almost better than getting your degree. I have a degree in PR and Jen provides real world application to the theory of the degree.
I'm gonna just screen grab that, Amanda. And that's the point is oops. Oh, NTAs in pitch lab. Yes. I know you are. Cuz you come on our calls. But um, that's the point is like, this has to be practical. Like I went to law school. There's nothing. They don't teach you practical. They teach you how to pass the bar. Not how to be an attorney. They teach you how to pass the bar. And in college I went to a school that's centered around, um, research. So you're not learning anything practical. You're learning research based theories and how you test theories. And that was U C S B. Um, so it has to be practical. It has to be. And that's why I started this call with how I run an agency because we're doing this every single day. This is not like theory or something that worked 10 years ago.
It's like we are doing this here's what's happening every day. Here's what the journalists are telling us now. And these journalists are our contacts cuz we run an agency. So I hope that helps. Um, Armas, if you're interested, I will link you directly to the agency accelerator. It may be, um, uh, closed right now with like a wait list. Um, but you can put your name on the wait list. I don't know. I'm just gonna, yeah it did. It bounced me to a wait list. It's so frustrating. I wonder how we're gonna. Um, but there is a, uh, free like training that we do and I think it leads to the opportunity to enroll. And if not, then let me know. And we'll find a way if you're looking to like, it's how you set up the strategy around launching your agency, your pricing, your niches, how you form your business, where you get your clients, filling your client pipeline.
What do you put in your proposals? It's it's awesome. It's strategy, sales, service and scale. And like every step of the way, all the way strategically to scaling your agency, leveraging your contacts, building your team. And we totally revamped that content in the last two months. Um, so you make more money and you love your business. That's the goal. Leverage those 10 years of experience with PR and build your dream agency, supporting clients that you love and that you're obsessed with and that are willing to pay you a premium to get access to you and your expertise. That's the sort of foundation. So, um, anybody else have any questions I'm gonna hit the road. Thank you all so much for being here. I love this community so much and I have to say like watching the comments and watching Naisha share and watching, um, you know, Amanda share her thoughts on our programs and Jacquelyn joining us through the podcast and our muse finding me on YouTube.
Like there's a reason that we are all coming together and this is a total shift in this industry that did not exist. This camaraderie, this support, this feeling of like, when I win you win, we all can benefit each other. It didn't exist. And you know, 17, 18 years ago I created an agency with nobody willing to share anything because it was like, if I give you my secrets, then it's to my detriment. And I'm like, there's work for everybody. You guys like what I do, you don't do my niches. Aren't your niches. And even if they are not all clients are the right fit for me and not all clients are gonna work for you, like there's room for everyone. So the fact that we're all coming together, all over the world from all different, uh, lead sources, you know, it's, there's a reason and you know, when you're meditating or whatever you're doing, you're in yoga and you're in, Shavana think about what that reason is for you.
Why do you think you found us? Why do you think you ended up typing in P you know, public relations and Spotify and finding me, or how did you find me on YouTube? There's a community here, strategic connections. It's exactly right. And, and how we're all bettering each other's, you know, experience in this industry. So keep that in mind. Um, I love you all. Thank you so much for being here. We are all in charge of our careers and you being here is your way to, um, find the information you need. Find the connections you need, find the comradery, the support and community that you need to go out and IMEs. I'm talking to you, build your business yourself, build a business. You love one that makes great money. I don't want you to be a freelancer. I want you to be the leader of your business. Be that visionary. Aw, thanks, Sasha. Um, so keep that in mind. There's a reason you're here. Okay. Whatever you need. We have it. We've been doing this a long time. We have tons of resources, so okay. Have a wonderful day. Thank you so much. And also for the love for my little Harley that passed away my little buddy, I miss him. So yeah. Appreciate you guys. And I'll see you next week. Take care.