Hello guys. Welcome to my weekly Facebook live show. I'm Jen Beon, the founder of generation PR and the creator of generation academy. This community profitable PR pros, this award-winning community, very proud of our ink best in business award. Um, thank you so much for being here might seem like a super basic topic and it actually is. We're gonna be talking about, um, lead times and pitches. Uh, the reason we're chatting about this kind of bringing it back to basics is because we're getting this question quite a bit. Um, you know, kind of managing the timeline of short lead, pitching long lead pitching, and it's good for a refresher. And it seems like things tend to change a little bit here and there in terms of lead times and what editors typically like to have in terms of a runway. So we wanna kind of play nice play by the current roles, and we always keep you updated on what's happening in PR what's happening when it comes to pitching the media, what moves the needle.
Um, and I think one thing I just wanna reiterate to anybody who might be new in this community, say, hi, if you're here. So I know who is hanging out with me today, um, we're running a PR agency. This is not stuff we're sharing based on what worked five years ago, five months ago. Um, we are kind of boots on the ground for you guys and we're, you know, doing what you're doing and we just want to help all of us, including me, my agency, my team, we all wanna stay ahead of the curve, Seren. Um, Serena, thank you for sharing that article. I am going to read it as soon as I'm done here. I appreciate you sending that over and just at first glance, I wanted to note that that was like really brave and really, um, empowering. It must have been empowering for you to write that article.
And so I'm excited to read it. And, uh, Serena, um, joined us on our last coaching call. We had earlier this week and for a little while, it was just the two of us. And I got to chat with her about her background and meet her business partner who also happens to be her mom who is like serial, successful entrepreneur. So I always appreciate meeting, um, other, you know what, I should turn the volume off. It's gonna go in and out, um, other female entrepreneurs and, um, you know, I mean, a woman that stepped into that role years ago, like as Sereno was growing up, always seeing her parents running successful businesses. Um, it's so inspiring. And I, I come from, uh, parents. Um, my, my dad is an entrepreneur. My mom, my mom is like, she could do anything she wants, but she is a masters in elementary education, reading improvement.
She was a teacher and stopped teaching. Um, around the time my brother was born and he's almost 50 . And then, uh, my mom sold real estate and then she helps my dad run his business and, um, you know, kind of keeps him on track and, uh, manages investments. And when my grandparents were still around, my mom was the really, the only one that could sort of help out with the family stuff. Um, even though they were her in-laws and not her, her parents, um, my mom's very, very savvy, but, um, it came up again yesterday for me, um, about this concept of being a present parent about wanting to have the kind of life where you're available to your family. You're present as a mom and can attend events. And all of that, I was actually invited by, um, this company called Kajabi and they are the incredible software platform that I use to run all of our coaching programs.
So anytime you've ever signed up for anything, we have, um, it's delivered to you on this platform, Kajabi. Um, I love it so much. I was, uh, they call it like a founding member, basically the day they launched the platform. I had been waiting for them to launch it. I signed up the very day. They launched about seven years ago, and now they're a $2 billion company, um, which has been really cool to see. I wish that I could have invested. Then I knew they were gonna do big things, but they have beautiful offices in Irvine and invited me to come and have an interview talking about my business and meet the CEO of the company. And it was really exciting because we talked about values and what my values are in sharing what I do, uh, strategies and tactics and connecting like people all over the world, you know, like Serena all over the world.
Seren is in Canada. We have members all over the world. Like we, at this point have at least 27 countries represented in our paid community, which is just like mind blowing. Um, and when I got to sit down with them, we were talking about, uh, sharing knowledge and sort of the knowledge economy and how we are sharing what we know how to do to help our community and make the world a better place. And it was perfectly aligned with their overall corporate mission. And I think because they were seeing the kind of business that I was running on their platform, the kind of people that I'm supporting with our programs and my story around, you know, being a mom, like being a former attorney, realizing that that probably wasn't going to be the ultimate path for me, because I didn't see a clear direction that would allow me to like have it all that I wanted to have as a mom, you know, being there for my kids, um, being an advocate for my son who is on the spectrum and has special needs.
Like last week we did a, I don't know, seven hour mediation for him to get the services and support that he needs in his education. And it's a fight. It's a, you know, strap on the battle armor, get your lawyer involved, seven hours, knock out, drag out to get the public school system to help us get him the support he needs. I know that I wouldn't have had the bandwidth. I probably wouldn't have had the ability to catch all of this stuff early and be an advocate for my son. So, um, I was able to share that part of my story and it was really exciting and very empowering for me as well. Um, to just really talk about the impact on my life that running a PR firm like leading law, starting an agency, um, in a totally different field, complete 180 and then making that decision, I guess about seven, eight years ago to say, how can I help, you know, how I'm sure there are other people out there like me that want to run their own business.
They wanna work for themselves. Serena and I had this very conversation about kind of realizing that it suits us best to run our own thing. And I'm sure watching her mom and her dad growing up, being there, having their, you know, working extremely hard, but realizing that it's for them and building their own businesses. That's how I'm wired too. Um, my dad, you know, like I said, he's a car broker and he has been my whole life. Everybody growing up would call Richard and get their cars. And my mom had various, um, things she did and then retired to support him in his business. So my parents were there and that was a very important part of my childhood. Um, I didn't know it any other way. And when I started practicing and I saw the long hours, the commitment to billable hours, um, knowing, let's say for example, last week when I had to take six, seven hours to do the mediation, I would've had to probably work nights and weekends to make up for that lost time. In my billable hours, if I was still an attorney, let alone having the challenge to actually take that time. When the school district offered me the mediation date, I don't know that that would've been possible. So it's just every day, every week, there is something else that comes up for me that makes me appreciate where I am. The business I've built, the decision I made all those years ago. Now 17 plus years ago to start my own PR firm. And so
It's a pay it forward situation, and that's why we're here. And we show up every week and we develop content based on what our audience is asking about. And that's why I'm here today. So welcome. Say hi. All I know so far is Serena's here. Who else is here? Say hi. Um, so this question about short and long lead, I know you guys are like pros. You're going, Jen, come on. This is super basic. We can take this conversation anywhere you wanted to go. I'll stay on my notes on this topic are pretty short so we can kind of blast through it. But we have talked about short and long lead and just sort of mentioned it. Hi, Elaine. Nice to see you. Um, we've talked about short and long lead and I have mentioned it in almost like a shorthand cuz PR pros. No, I'm just like shortly long lead and PR pros are like, yeah, I got you.
But every now and then people are like, well, what is short and long lead? So, um, and Jane, these are all amazing women in our, um, our community, our paid program, supporting, sharing. Jane. We missed you on our call with Bryce. Um, we all like brought your name up and she brought your name up and says, you guys just have this really fun text chat about sharing cat pictures. And I'm like, why am I not on that text chat anyway. um, yeah, I could definitely use some cute cat cattiness in my, in my life right now. Cuz I think you guys heard, I had to put my, my little sweet kitty to sleep a week and a half ago. Um, my 19 year old little boy that he's just the little, best little dude. I know. Oh no. Did you get C or everyone around you?
Jane fill me in. That is horrible. You were at Cosmoprof but did you get it? Ugh, yuck. Okay. Got she. Yeah, but you make it sound like it's on the horizon. Oh my God. Please don't get COVID. That would be everyone I know around here. Has it or has had it cleared up? Um, recently had a friend visit yesterday. She finally tested negative. Um, we were outside, um, and she has been testing negative from about, um, I think she said two weeks, but she still feels a little bit weird anyway. 33 people from the show. Oh my God. Were you wearing a mask inside? How, like what was the, the vibe? Was everybody kind of doing their own thing or? I don't know. I wear a mask when I go inside anywhere. People around here sort of do, um, especially people that work wherever I'm going, they seem to be wearing masks. So I do too as a courtesy, um, and also to keep safe.
Okay. So, um, I left there a week ago, so you're okay. Let's see. Oh no, no, no, no, no, no, no, no, no, no, no, no, no, no. That's mother's birthday. Oh my God. That's crazy. Oh my gosh. No, that's not gonna happen. She said everybody in her family dies on July 21st. Okay. That's not gonna happen. Happy birthday to your mother. I hope she's doing well. And I hope you, uh, get to spend time with her. Oh my gosh. That's morbid anyway. Back to long and shortly. Um, okay. So I know when you're kind of new to PR, it's hard to navigate timelines for pitching and um, you know, in all of the communities we have even the paid ones, but here in the profitable PR pros group inside the pitch lab, which also has a paid community or a community to support that. And then we have the agent.
Oh Jane, I'm so sorry. Oh my God. Oh my God. Okay. She said my mother's I'm so sorry not to laugh about it, but that was like very not. Uh, yeah. So I'm sorry to hear that. Um, I know that you're then referencing that today is her birthday, even though she's no longer with us here on earth. Um, okay. I'm just gonna start over here. Jane. I'm always sending you love. I hope you stay healthy. It sounds like it was a kind of crazy environment and I'm sure the emails keep coming about people's confirming that they have COVID, which is a little scary. Okay. I know, I know. Um, I know you and I are like, we have that shorthand. We can do that, but it's a little embarrassing round. I'm like, I hope you get to and you're like, no, she's dead Jane and I are cool.
You guys. Um, okay. So even in our paid communities, which tend to be like our more focused and serious members, we do get questions about pitching long and short lead. So as you think about your press plan for clients and you strategize your pitches every week, every month, and then what you're gonna do each week, it's really important and pretty essential to understand the differences between these two types of lead time publications. So you can take advantage of both the long and short lead pitch opportunities and time it, right. So let's talk about what they are, how you can start prioritizing long and short lead in your pitching routine and get on top of that ASAP. So just overview. What is long and short lead long lead pitching is almost always for print media. And when we say long lead short lead, it's the lead time or the amount of time, it takes for a pitch to convert to a feature.
And when that feature will run and we say long, we, because print publications take a lot longer to turn over, to produce basically from, uh, you know, what they're working on today. And then when that content goes live, it's usually about or not live, but it's printed. It's usually about four months. Give me one sec because, um, I don't know if you can hear, can you guys hear I'll close the door. If you can hear the loud sawing outside, cuz it's on my, on my microphone side, I can shut the door. Um, my neighbor's having construction. Uh, let me know and I can shut it just went off, but maybe you heard it and I can shut the window. Anyway. Um, the short lead publications are always, or usually always for online publications. It can also be those celebrity weekly magazines that tend to have about three to four weeks lead time. Sometimes you can squeeze something in as fast as like a week and a half. You can't hear it. Okay, good. Thanks Jane. Anybody else here? Say hi. I mean, come on, you guys know I'm not scary. Um, I know Serena's here, Jane's here. Um, so we've got most volume is gonna be online publications and then of course there are a lot of print outlet outlets that have online versions. So they have two separate departments. Hi. Hi Elizabeth. And you're in Texas. Hi. Hi.
A lot of these publications, like let's say in my industry's beauty allure will have allure print and allure.com. Um, there are two separate departments, separate media outlet opportunities. You're pitching online editors, online beauty editors. It's totally different content. Um, content writers and people considering content. So, uh, the print publication of allure or Cosmo or whatever would be long lead and the website is short lead, um, DC O butcher from Texas. Well hello, thank you for joining. Um, so we've got those two different considerations. Short leads are about a month to two months ahead if you're, let's say for example, if it's January your short lead pitching months that you're focusing on are February getting ready for March and wrapping up stuff that could possibly go live in January because those short lead opportunities can turn around pretty quick. I mean we've had stuff some that have been same day.
We've had some that have been the next day. If it's very timely, very relevant, you have a great relationship. You can ask them for a favor and kind of squeeze something in very, very quickly. Um, that's always like really awesome and very much impresses the client. It doesn't always happen. There's another loud car going by long leaded pitches are about, it used to be three months ahead, three sometimes typically about four to five months ahead of time. So when I say we're bringing this topic up, um, as a refresher, it's also because we have noticed that lead times are pushed back for print and pushed up ahead a little bit for digital. So lead times for digital seem to be shortening and lead time for print seems to be longer. Let me know if that has been your experience or what any of you that are on here.
Live with me, me have experience from your pitches, but keeping in mind this timeline, if it's January, your long lead pitching months, that you're focused on would be like, April-ish, you know, if that's ready to go and you're pitching. Um, and then if it's, uh, something you're like pitching maybe for the first time you're focusing on may and June, um, a hundred percent agree, Elaine says, Jane says more and more heroes are holiday pitching opportunities this week. And I have a note on that so they can be longer depending on the publication, depending on the type of feature, the reasoning kind of where it fits in. Sometimes company profiles or founder features take a little bit longer to pull together there's interview coordination. Maybe the publication's gonna come out and take headshots. Um, that happens less and less lately. Usually they'll take your submitted photos, which is always great and easy, but holiday gift guide pitching starts at least a solid six months ahead of time for those December issues.
So we're in July almost end of July. A lot of these publications, even the short lead guys are considering holiday gift guides and keep in mind that the focus is going to be around products that will generate affiliate revenue. I have pretty much talked about this every week in the last few kind of months. Um, we just had, like I was saying to Jane, we just had Bryce Gruber come into our pitch lab communi and talk all about how affiliate marketing opportunities, affiliate revenue opportunities, impact the editorial decisions they're making to feature products. I run a product based PR agency. So that's extremely relevant to me. Um, her conversation was very eyeopening, uh, really informative, elaborated on a lot of stuff we've already talked about and taught in our communities and just shed light and kind of reiterated, uh, what I've been saying all along and also like elaborated on it a lot.
It was very, very helpful. And actually we did a paid master class a couple months ago on affiliate marketing, um, and how it relates to PR and anyone who it was free for members of the pitch lab, anyone who enrolled in that it was like 47 bucks. Um, we took that conversation with Bryce and we added it or we are adding it. I don't know if it's happened yet. We're adding it to the product. So you get that for free because it is a natural extension of what you already wanted to learn about. And we just wanna give you that value. Um, cuz it's important for all of us to know. So if you purchase that, don't worry, it will be added to your program. You will get a, um, just like quick little thing. And then anyone who signed up for that if you paid 47 bucks and you're like, you know what?
This is really good. I think I want more, if you sign up for the pitch lab, that investment gets applied to your membership. So it's like a no risk to jump in for the first month. Um, anyway, I hope that, uh, makes sense, but we just wanted to continue to like beef up that content. So you could hear directly from an editor on what decisions and what moves the needle on the decisions they're making. So holiday gift guides were already pitching and there has to be a very strong, um, affiliate revenue component. Okay. So keep that in mind. So some examples of lead times that you need to keep track of. Um, so you know what short and long lead are now. So some examples of how this would pan out in terms of your organization and your strategy for clients. So lead time four to six months, this is national magazines, those heritage titles that work four to six, nah, not six, but like let's say three to four typically sometimes five plus when it comes to gift guides.
So if you're a pitching, a story four months is reasonable. That's when you should be thinking about it. If you're pitching a product, especially for holiday gift guide, you need to be thinking for gift guide about six months ahead because they're reviewing products, they're testing, they're thinking and weighing so much, they're coming up with like overall story ideas. Um, is it the recipient? Is it the, uh, product, um, amount like the price and that's like under 25 or is it a stocking stuffer? Like they're putting these ideas together and they're considering a lot. So those tend to take five, six months. Um, if there's a two to three month lead time, this is typically regional publications and they work about two to three months in advance.
I know Jane says I can't get any clients to have their holiday products ready before November. So this comes up quite a bit. I mentioned it in our holiday gift guide, pitching, uh, training because, um, we wanna get ahead of it and deal with this problem directly and find out from the clients what I mean, and if they're gonna drag and they don't have it ready, then there's only so much you can do. But if you can get an advanced sample or, you know, what's on the horizon, you maybe have images of, uh, sample that they've developed and you can pitch that out. You have a launch date. We have to find out from clients what their holiday initiatives are, any special programs, any, um, promotions, giftable, packaging, um, God, I've had an eyelash like poking in my eye for two days. Uh, and I was driving home yesterday from Irvine, likely my eye out because it was in there.
Um, so, uh, that's kind of what we wanna do is get ahead of it and know what's on the horizon and get as much information as possible, including access to samples, which it sounds like, uh, Jane's clients are dragging on that there's only so much you can do. And then they, they know like if they're not gonna get their act together before November, there's very little, you can do. And certainly not long lead. Jane's a pro, she knows this, but it's all, uh, there for us to tell our clients, this is the reality. I need it by this time or we're gonna miss the boat on long lead prints. And if they're okay with that, then fine. Um, you'll go hard on short lead, which is still really if it's before November, um, or like after November 1st, it's still really kind of cutting it close to the wire, but there are those opportunities.
So think about, um, back to, uh, regionals, which are usually about two to three months, these are the publications like magazines there's um, you know, like the modern luxury publishers have all of the local markets where the era Hamptons, like all of that, um, they are gonna be focused on news and products and stories that are about your city, your state, the region where they're published. So there has to be a, uh, local connection is the company based in the area as the founder from the area are the product sold in certain, uh, brick and mortar that are in the area. Think about that when you're pitching local regional. And that tends to be two to three months out. So to put this in terms of the three biggest gift, giving holidays, regional magazines, start to collect items for mother's day in like February, March father's day would come in around like March, April and Christmas is like Christmas holiday time is around September.
Okay. Um, let me just put this as a note in the comments, cuz somebody told me that that was very helpful when we did that for last week's chat and they actually pulled the copy down from the comments and then made it their own and used it to send to the media as like an introduction to their client, to the media. This was last week's live. And um, this was Alicia. She came on our call and told us that it converted like crazy. And she finally got the attention of the editor she's been pitching so long, simple, simple tweaks, and it had great results for her. So check that one out from last week. Okay. So now one to two months lead time, these are online versions of these national heritage publications. Um, it could also be, uh, really well run, uh, websites with lots of content that they're looking for content, um, you know, like refinery 29 or like, uh, birdie beauty, these sites that have big editorial teams behind them. And obviously they're looking for affiliate revenue as well, but they're working a month or two out. And that also
Includes, like I said, the national online versions of print heritage publications, they, uh, would be focusing on, let's say mother's day around March father's day start pitching the next month in April and for the holidays start pitching in October. Um, follow up, follow up with new ideas, new angles, just keep at it because they're gonna continue. As long as their articles are running and generating revenue, they're gonna keep, there's no reason not to keep posting content about products, because if it's, if it's generating revenue, they're gonna go back to that content all day long. And actually if your product is converting specific, especially well for them, they will rerun the article with a new headline. They'll include that product in another article, um, around a similar topic, uh, like I have a, my client with the L E D face mask, which is like, they're the best.
I love them. So so much. Um, we did an article with daily beast and it converted very well. They made a lot of money on it because the affiliate commission was pretty high, cuz it's a high price point item. They reran the same article with a new headline. They retooled it a little bit with another new headline. So three times so far in daily beast, the same essentially same article as run. And it's awesome. I mean, we're just like, Hey guys, they ruin the article again and the, the sales spike. It's awesome. Awesome. Awesome. Um, and then whenever there's like roundups that the product could fit, they're featuring it because they're, they know that it converts. So, um, keep in mind, don't just pitch once follow up, you know, new angle, new ideas, here's how you can feature it. Um, and we also know not to really like hide the eight ball when it comes to the affiliate revenue opportunity.
Don't hide it. It used to be kind of like, oh, available on Amazon. Now it's like commissions on our website. You know, we're on share of sale. Um, commissions are this like reach out, we could set up a custom commission or whatever, like that is not, uh, presump presumptuous. Now it's really driving decisions and moving the needle. So you can mention it. You can mention if you know, stats on how products convert. Um, and Bryce also said, um, I'll just touch on it very briefly, but doing a keyword research and understanding search volume on certain topics that have a high search volume, but a low, uh, like a low results that come up when they search. Um, those are untapped opportunities. So if your client would fit into a certain search topic and there's not a lot of content competing, but people are searching
For a product or a solution to a problem. And the volume of that search is really high, but the results that come in are low, like there's not a lot of info on it. Tell an editor that and let them know this is something like, you know, we have a good relationship and like, this is kind of a little bit of an untapped search topic and our client's product fits in really well. They're gonna be looking for those metrics. This is a new, uh, data driven world and editors are considering search volume. Like that's just how it is these days. So Google is your friend. Look and see what people who might be looking for your clients' products or services might be searching and look for searches that have a high volume, but a low return of results. I hope that makes sense to you.
If you need to know more, that is inside the masterclass, we just added to the pitch lab with Bryce Gruber, talking about affiliate marketing. It was excellent. It was very, very informative. And if you bought the, um, affiliate marketing masterclass, we're putting that in there for you because it's really informative, uh, publications with a lead time of a month. If you have just a month left, you can still focus on good coverage for let's say regional local TV, newspapers, um, daily online publications. If it's a smaller podcast, um, you know, bigger podcast tend to book their, uh, client, their guests out way in advance. If it's a smaller one, but very topic specific, um, you know, pitch that out. You still may have the opportunity. So you do have like a month-ish, um, you can still pitch these types of publications, but the clock's ticking.
So think about, um, let's say mother's day gift guide for short leads, digital versions start signing that out. And like late March, early April father's day, you know, late April early may and then holidays would be like November before Thanksgiving, before a black Friday. And then if they have some kind of a last minute gifting consideration, especially if there's an affiliate opportunity tied to affiliate affiliate affiliate, you guys cannot be in PR, especially for products without understanding how affiliate marketing is working. So I know I'm sick of saying it and I hate that this is like how things are done these days, but it is. And so, you know, it's a game, we have to learn the rules of the game. Sorry, I should bump my mic. And you know, don't hate the player, hate the game, but learn the rules so you can dominate it, right?
You wanna help your clients navigate this new world and advise them so that you don't spin your wheels for months. Like we just did with a client, we thought we could overcome the affiliate thing. Ultimately it was really a factor that we couldn't overcome. I let a client out of their contract early, cuz we were getting frustrated, spinning our wheels. We didn't wanna spend any more of their money when we weren't getting the kinds of results that we expected. So it's a factor and you should be talking about it when you are vetting your new clients and you should bringing it up to advise your current clients about the landscape, the media landscape and how that's a factor. Okay. Um, and like I said, attend that conversation with Bryce and the affiliate training and the holiday gift guide training that we just did and I'll really understand it and drive it home for your clients.
Um, I hope that that all make sense, cuz it's very important. So another thing to keep in mind is to start letting, uh, TV opportunities know as early as you can. But most of the time they'll make a decision. Um, a couple days ahead of time to start coordinating the segment. Sometimes it's day of we had Nelson who, I don't know if you're on here, usually you say hi, I'm assuming you're not, but Nelson landed a national, um, TV opportunity. I think day of um, for a client, the client CEO was not available. He had the son come on, who was very Telegen ready to carry the segment, did a great job, but they, uh, kind of came up with an alternate alternate strategy knowing that the CEO couldn't make it. And he was able to land hi Brandy. Um, he was able to land a feature on a national TV for an interview.
I think they were even in studio because he was local and they made it happen. So sometimes it could be as quick as day of if they have a guest cancel. Hi Sasha. God, I love all of you people. I love everyone on here. I love it. Love it. Love it. Thank you all for being here. Um, so keep that in mind. Um, let's see. Uh, this is interesting. So, um, some morning shows will book guests ahead of time. We have on here a good day, Austin. I mean, that's also like the today show. I had a client come from LA or uh, San Diego to appear on the today show. We booked it out. You know, knowing that that event was coming up, it was for the Kentucky Derby and NBC was hosting the televised Derby. Um, and they knew that was coming. So they booked her.
I don't know, like 10 days in advance. And then we coordinated like the shipping and they had to ship all of her products for the table and get her a hotel and pay for her travel. That was long time pre COVID, but they will book in advance. Um, sometimes day of if someone drops out, you just never know. And then, um, anything that's sort of less than a month, it doesn't hurt to ask. So if you're in that zone, it's end of November, December, maybe like black Friday, cyber Monday after Thanksgiving is over and done and everybody's moved on. You're in that sweet spot towards the end of the year. It doesn't hurt to ask focused on any last minute pitches on daily publications. So if you find yourself hoping for like a major national PR feature within a short timeframe, tell clients that's not possible, you'll have clients reach out in November potential clients and say, we wanna be in gift guides and you have to say, you've missed the boat because even if you think you can land those quick converting gift guides, it's pretty unlikely.
And you also, aren't gonna jump in in November and have a strategy in place, build a media list, start pitching and have anything really of any substance converting in December. So like I know we all wanna do whatever we can to land clients, but you can't tell a client October, end of October, November, like, yeah, I'll pitch you out for holiday gift guides. It's just not gonna happen. But if they're already, you know, on your roster and you've pitched other times other ideas, but they still have something maybe that could be a last minute thing, like overnight shipping for the price of, uh, standard shipping or free shipping or a digital delivery of a gift card or something like that. Um, you can pitch for those last minute publications, daily publications, digital like, you know, online versions of print magazines, um, maybe even newspaper, uh, that's a daily that has a daily feature or TV shows, but think of a plan B and come up with might what might be relevant in, you know, a few months out so that you, if you have somebody that's like paying attention to your pitches, figure out how you can make it relevant for after the holidays.
Right. Um, oh my God. How was this short notes? It is not short notes. Okay. Hold on. Uh, we have also, um, uh, very quickly because we talk about this a lot, but uh, some holidays that you could be pitching to land print media features digital. Give me one sec.
Hi LOA. Who's here. I think it's just a package. Yeah. Okay. Um, you know, near year's resolutions, think about that. Valentine's day mother's day. These things are always happening at the same time. Every year we build in these, uh, leads and these ideas, um, in our, in our pitch execution plans in the pitch lab. Um, okay. So, and then just quickly, how do you incorporate long and shortly pitching into your press plan? Um, obviously we're creating press plans for every one of our clients and it'll inform your pitching strategy, keep you organized, um, help you get what you need from your clients. And it'll give you that timeline so that you're getting all of it in the right timeframe to be successful for your clients. So in your press plan, you need to incorporate things like holidays, any launches or other initiatives they have long and short lead pitching.
So you have all of that planned out and you have a pretty big picture of what you're gonna be working on every month. And you have enough timeline to incorporate those bigger high visibility things that you want to be focusing on for your clients. So what does it actually look like on a monthly, weekly and a daily basis? Um, in any given month, you should always be pitching both long lead and short lead, but they're different topics. So long lead in a certain month will eventually become your short lead pitches in another month, which means that you can repurpose those previous pitches. Um, you can take a look back on what might have gotten some traction and go a little deeper on that angle. You can look at something that didn't really get a lot of response and retool it and then pitch it again for short lead.
But you take a look at what happened. It's almost like a little bit of a preview of how your short lead pitching will convert. So you can retool, you can go back to it and like get more traction out of those pitches and you take your long lead pitches, you retool them for short lead. And that means that you keep that you are keeping tabs on multiple months worth of editorial calendars and opportunities for each of your clients at all times, not to overwhelm you or anything like that. I know it sounds like a, to a ton of work and that's because it is, but that's why we created that shortcut for you to effortlessly have all of those lead, uh, long lead short and long lead and short lead months, information pitch angles and all those editorial calendars right at your fingertips every month.
When I say editorial calendars, those are the publications putting usually together in a, um, advertising, uh, what do they call it? Media kit, right? So it's not usually for PR pros to know what to pitch it's for advertisers to know what issues to consider when paying for their ads. So they know what those issues are gonna cover. Well, we take all of those media kits and we go through them and it's very time consuming. We have people who have had interns do this on their agency side. It takes hours and hours. Plus you're calling in all of these different media kits. We do that for you. So every month in your monthly execution plan, you're gonna see what publications are working on for the upcoming month and what they're working on for, for a long lead timing. And so you're planning your long lead pitches.
And then, like I said, eventually become short lead pitches. So we have those editorial calendars right at your fingertips every single month. That's what, uh, one of the benefits of being in the pitch lab is for you. So you receive that compliment or comprehensive monthly ex execution plan. And it's packed with every single bit of info that you would need to create pitching strategy account for long and short lead opportunities each month. And they include all of those big holidays that kind of sit at the foundation of your press plan. And then all those small holidays that your client might wanna tap into. If they're very specific like national pizza day, national lipstick day, um, any kind of famous birthdays, hundreds of media opportunities from editorial calendars, we pull together for you in different niches. And I also sometimes will share like a productivity and a time management tip to help you stay productive, plan your weeks, all of that effectively in one place.
So, and the amount of like, uh, feedback we've gotten on how people are using these execution plans, it is awesome. They're using them to mention on sales calls. So they sound really dialed into the media and what they're working on. And when, um, you can get on, uh, your sales call have that right in front of you highlighted with the different, uh, publications and say, oh, you know, by the way I happen to know allure is doing their, um, best of beauty issue on, um, in September. And we'd love to get ahead of that. So, uh, we put a proposal out to you, but I would encourage you to consider starting on the first of the month, because we'll still have the opportunity to get you in front of those editors at the right time. And they're like, damn, you're on top of your stuff.
You know what the media is up to. We want you to appear and be as dialed in, um, as a media insider as possible. We also have people using them to pull together, uh, six to 12 month, um, strategies for clients. Um, we, I use them, um, really on sales calls, like a lot, a lot, a lot, a lot. Hi, I knew you were here. I mentioned you by name Nelson. I talked about your last minute national TV opportunity with the CEO unavailable and the sun jumping into take advantage of that opportunity. I thought that was a great example and I'm happy that you're here. Um, so the execution plans are just one of the facets of the pitch lab. And then of course we have those incredible expert master classes, our amazing community. And then, then the core educational content stacks that we've developed as like a PR roadmap.
And it was really cool because yesterday when I went to Kajabi, I mentioned at the top of the call, I was visiting the software company that runs the platform that, um, I host all of my coaching programs on. I got to talk about this and I got to talk about, um, you know, all of the way that we're organizing our content so that this membership will continue to give you value month after month. The foundation of it is how you pitch the media as an expert, how you provide media earned media, um, services to a client for a retainer fee. What is that service? So the foundation is the roadmap. It is an eight or so week program all around pitching the media and that content alone we used to sell for $3,000, 29, 97. Um, it was my program, press success, and we completely revamped it and focused it on PR pros.
So you get that. And then you get, obviously these monthly execution plans, which are gold, there's so much value in them. Um, and the best part is that you save all this time, you have a plan at your fingertips and it's less than a hundred bucks a month. So it's really, really great value. I mention it because if you're really thinking about the fundamentals, um, you know, and you join this conversation on lead times, because you were curious about these fundamental ideas, this is your like PhD in PR right here for like a millionth of what it would cost to go to a university and get less practical training. So we aim to make all of our content, a no brainer decision, um, extremely valuable tactical, actionable, practical training that you can implement right away. And it's always updated with current. Um, what's working now strategies really, really good stuff.
So that's the pitch lab. Um, but then of course, if you wanna keep honing your PR knowledge and you want the secret sauce strategies that are working from experts in the field, I have this, uh, kind of free insider secrets guide. Um, Elizabeth Hy, is this specific to tangible products like beauty products, or would this be for PR professionals that represent other industries? Yes, it is. For every everyone we have. So beauty and product side, um, is particularly relevant to me cuz that's my background. So I talk about it more, but the program, um, the pitch lab is designed for all PR professionals. We have somebody come in and talk about authors and a masterclass. And then of course those execution plans, those fundamentals, um, there's monthly pitch angles, things that you can adapt to your client's needs, the overall strategy of how you're pitching the media that we teach step by step in the roadmap that's in there too.
Um, and of course the community, we have people that represent, um, authors, Sally, I don't know if you're on here right now. She tends to join. She represents, um, authors, children's book authors. We've had people come in and share expertise on, uh, how to pitch the music industry. Um, even pitching a new artist. Um, we had ANCA Jackson come in and teach that. So there's, um, master classes that do deep dives and all of that as well. So yes, Elizabeth, it is beyond just product PR. We designed it to be like all ranges of niches as well as all ranges of expertise. So Sally Jane, um, Serena, Elaine. Oh, and Elaine does, uh, book PR. Elaine, do you have, are you still on here? Do you have any insight to share, um, or author, author media outreach with Elizabeth around the pitch lab and uh, um, are you in the pitch lab?
I know you're in the agency accelerator plus put her in the pitch. It's hard to remember, but, um, it's all, it's all in there and it's designed for people at all levels. So if you're brand new, you're like, I don't know a thing about PR come in and we'll teach you. And if you're ready for mastery like Jane, Elaine, Serena, um, I'm trying to say Brandy Sasha Nelson, of course there is something there for you too. And of course the community is like the best anywhere available for PR professionals online. So I hope that helps. And if you're curious again, I'll post that link, um, pitch lab, the pitch lab is really good and I'm very proud of it. It was really awesome to get to share at Kajabi headquarters. That again is the software. I run my programs, um, that we, uh, we launched the pitch lab at the beginning of COVID and from the idea to implementation and sending it out to our community.
It was three weeks from the idea to launching it. And we had 150 members in the pitch lab in two, in the first two months, which was UN I mean, I was like, are you kidding me? It just further, uh, proved that best community for sure. Yeah. Sasha, thank you for that. And she shows up all the time. Like it's just really cool because this in this community's really invested in their own development, their own growth in, uh, becoming the best experts possible. They're sharing, they're open, they're giving. It's just like nothing I had experienced prior to launching this in my whole, you know, at the time like 15, 16 years in PR, um, you know, I was like, I wanna share what works and get other people to be, you know, giving and open and share and like build it. And here they are the best community do we have?
Uh, yes, that is the agency accelerator. So Elizabeth sank, do you have training on attaining more clientele for yourself? That is a huge part of the agency accelerator. Um, we also, now that I think of it have like a little mini quickie program. That's very, very good. Do not like let the price or the fact that it's a quick program, um, fool you because there's so much value in it. It is called, uh, hold on. I forget it's called, uh, lead to landed. Yeah. How to find and secure your dream PR retainer clients. Um, Elizabeth, all of our programs are here, but lead to landed is like just a really good, uh, overview to get your very first few clients. It's very inexpensive. Um, and then of course the agency accelerator is everything you need to launch, grow and scale a profitable agency, do it on your terms, get the right client it's there's strategy to it.
It's not just like, I'll take any clients I can get, cuz I need money. That's no way to build a business. We are strategic intentional. Everything's a stepping stone. We go through your story, your background, how to really laser in on your niche, add value, go deep on the clients you serve and how you serve them. So you can, uh, charge the most possible because you're the sought after go-to expert in your field. Um, that's kind of the key to it. So people in our program that follow that approach are building businesses that they absolutely love. Um, I just had a conversation yesterday for the podcast was yesterday, two days ago with Rena Goodwin and she is an agency accelerator and kind of followed that approach. And she sounds, we sound a lot alike. She's like, I love my business. I'm so happy every single day.
Like I pinch myself, I love my clients. I'm so passionate about it. Um, she's kind of a reformed people pleaser. So she has boundaries in place. So she can be a mom and be there for her kids, but also run a really successful business doing work. She loves with clients that she's passionate about and that's what we teach in the agency accelerator. And I'll link to that here too. Just so you, um, can learn more about that. I think it might be, um, it's a wait list, wait list right now. Um, but if you get on that wait list, when we launch next, you will be first to know, um, Ari, am I saying that right? Ari or Ari? Uh, you can hopefully phonetically tell me, please explain more about the media contact database and how it works. Um, if you wanna get more of a walkthrough and learn more about it, specifically, schedule, schedule a, what does it look like? Okay, hold on. It's not it's there. So I'll just link it here. If you scroll to the bottom media contact database, I'm just giving you links so you can learn more, but schedule a, uh, walkthrough like a information call with my team. Um, you can reach out to Miranda support com com
Um, but basically the media contacts database at this point is thousands of media contacts. And we are getting contacts from our community. So they're responsive. They are the, the editors that our cl that are members of our community have worked with to place stories and their PR like they wanna hear from you, right? And so they're organized by niche. It's run in air table. You can create a list and download it. Um, it's updated all the time. So if someone goes on maternity leave, we're hearing about that and we're going in and updating it in real time. We have hundreds of podcasts. We have niche specific content. And if you get in there or you have a certain niche and you're like, eh, it's a little scant, I would need more. We will go to our community and we will build in more. So like we'll add tech or we'll add fashion, we'll add beauty, we'll add business publications.
They're all in there. And I think the key, there's a few things there. First we wanted to develop something that would be affordable so that our community would have amazing training and never feel that they weren't legit because they can't afford precis or muck rack or any of these other platforms that are really expensive for someone just starting out. And then we have heard from people that do have precis or do have all these, you know, melt water and other platforms that ours is more responsive and ours is more up to date. So I will say there's not tens of thousands, but it's the contacts you need. It's the ones that would actually get your clients excited. It's very, um, uh, niche specific for the publications. You would want your clients to be featured in. And it's current because our community is sharing what they're learning.
Um, uh, when you say thanks for the list, Jen, it makes a difference. What do you mean? I'm, I'm, I'm getting confused. Media contacts, database. What's the list? Is it this contact database, Sally? Is that what you're mentioning? Um, but, uh, it is, um, up to date contacts, pure community curated. It's almost like a co-op uh, yeah, the media contacts database. Yeah. Sally has it. So these are members that also have expensive ones. I have CI I'm paying for thousands of dollars for bells and whistles that we never ever use. So this is just contacts. It's not like distribution service. It is contacts that are specific and organized by niche and updated from our community based on who they're working with, who has placed stories, who's responsive. Um, we want you to get access to the right person at the right publication when you need to.
So it's super affordable. And if you sign up, I had an expensive list as well, and it was so useless. Yeah. Ours is just like, I wanted it to be affordable. I wanted it to give all of our members maybe that are just starting out some legitimacy, credibility, that confidence to go in pitch new business, to prospective clients and say, yeah, I have a very responsive database. I can reach those publications. They're in my database and they're very responsive. So that's what it's all about. And again, it's not tens of thousands of contacts. It's the right ones that you need. It's updated frequently. We're hearing from our community and, um, adding more, if they need more contacts or if someone moves or lances for a new publication, we will add that in. So I hope that helps. Um, and Sally, uh, Ari, uh, Sally is saying that it's a good, um, you know, valuable list.
Um, I know several of our members say that they have a lot more success reaching contacts on our list than they do incision and other lists. And, um, there was one word thing, oh, you get it for free. So if you sign up for the pitch lab for a year, which will have value every single month, what ends up happening is you get two months free. So let's say it's 97 a month. Um, you pay for 10 months. Yes. You're very, very welcome and, and reach out again to [email protected] for Miranda. And we'll tell you more about it. Um, so if it's 97 a month, you get, when you sign up for a year, you pay for 10 months, you get two months free. So that's the year you get the media contacts database for free. So already there it's a $500 savings, um, and you get immediate access.
So normally we would go month to month and the content drips out every week. If you do for the year, you get full instant access. So if you wanna spend this weekend and deep dive on everything, there is so much there for you. And another thing I mentioned yesterday when I was in my meeting with my platform is that I love the app. So they have an app, um, Kajabi and you log in and all of the content we have for you is available on your phone, on the app, on the go, we have audio, we have video, you can download all of the, um, supplemental PDFs and resources and everything. So that's another thing that I think really meets our community, where we are, um, you know, moms on the go busy women, like running around, doing a million things. And if you have a little bit of free time, you are going to, I'm trying to get on so I can show you.
And of course it's like multistep, let's see, um, uh, Hmm. It's a multistep process to get on, but, um, I don't know why it, um, Hmm. Anyway, we'll see. But, uh, it's really valuable to have it on the go. Like you're waiting on carpal line or you're like waiting for a prescription to get, you know, pop in your earbuds and listen on the go, people, go for a walk and listen to our content and there's audio or video. So that's another thing that's really valuable is having all of it available on an app on your phone, which I super love. Um, oh, what does have any, oh, no, we don't want that. All right. So that's what I have for you guys today, anybody have any other questions for me? Want me to point you to any resources, any wins you wanna share? If we can celebrate with you? Um, we just secured a self, uh, best in beauty award. Let me see. I clipped it. Can I share with you? Hold on.
Oh yes. Look at that. So, perfect. Uh, no, is it, can you still hear me? Um, anyway, self best in beauty award for our, uh, red and blue light therapy mask for acne. Yay. So I clipped that and sent it to the client that was this week. Um, super cool. And, uh, yeah, we're chucking along here. Okay, good. Thanks Nelson. Um, anybody have any other questions for me or anyone that's on here about any of our programs or any resources that you're curious if we have thanks. Our client is so happy. There's a couple little problems with it. Like they mentioned red light therapy, but that one's red and blue infrared and near infrared. Um, so they feel like it's kind of a missed opportunity. Um, the tester called it like a hard mask and it's actually soft, um, silicone. And so the client's like, can you adjust that? So we're trying, but
They'll itself is still obviously so valuable and, and such an honor for the client. And we had a really cool CLO cross collaboration with a, an enormous billion dollar, um, beauty brand run by a very amazing celebrity. Um, we developed a deck for that. Anybody that's in the agency accelerator, if you wanna see our deck, um, I'm happy to share that. Um, but they loved that this was an award-winning device and they were, uh, they felt like even though they are way bigger, way more established that collaborating with our product would give them some credibility in the skincare space. So we were like, okay, you know, yes, of course like, whoa, you know, find a way to make it mutually beneficial. Like you are a hundred million followers. Um, hi Allie, how's baby. How are you? I see you're getting tons of press for your clients.
I love how you feature it all the time. All is really great at sharing her client wins on her, uh, social media. That is a great way to like hook new prospective clients and reel 'em in, cuz they'll see the kind of work you're doing. Um, and then another one of our members Michelle is, uh, working baby is great. I am great. I'm so happy to hear that. Um, the, uh, another one of our members Michelle wanted to focus on promoting her own business and have a media, um, like outreach strategy and a pitch ready to go to pitch herself. And I suggested that we'll put her in the hot seat on the next coaching call for agency accelerator plus, and we will get her, uh, we'll like kind of group think and workshop and overall strategy for her to pitch the media. What are some angles?
How can we position her? What sort of, you know, all of that will come up, um, on our coaching calls and the benefit of it is hot seats allow you to, um, when, even if you're not the one in the hot seat, you learn by hearing how we're workshopping issues that other people are experiencing, um, angles and ideas you can start to think about for yourself. Um, maybe you, would've never even thought to put yourself to the media as the media expert yourself, but now that's on your radar. Um, hot seats are very valuable, even if it's not you getting that benefit from the conversation, you're still learning by listening. Um, so that's kind of, uh, exciting and hopefully Michelle will be able to join our next coaching call. So we can all start talking about pitching the media for us getting credibility for us as experts. So, um, anybody have any other questions? That's what I have for you today. Super basic one. But I think, um, because it's come up time and time again in our community, we're all curious about those changing lead time,
Short lead, long lead, what sort of qualifies as both? How do we work those activities into our pitching, um, act activities? How do we work those lead times into our pitching activities? So we timing it right. And uh, yeah, I hope that was helpful. And we're always here for you. If you have any questions at all, all reach out to me, you're an agency accelerator. Yeah. Reach out to me. Um, and I'll share, we created this, uh, collaboration partnership deck, um, which reminds me I have to send it to the team because I forgot after the call, I was like, I had like six calls that day on Tuesday to make up for the fact that I was out of office all day yesterday, filming an interview with my software platform that runs my program. So anyway, that's what I have. That's the latest I hope everyone is doing well. I'm glad baby and ally are doing well. Um, I love all of you. I'm so grateful for this community. I will say it every single time. Um, I appreciate you all so much. Thank you for making all of us better and have a great rest of your week. And I will see you next week with another episode of our, um, live Facebook live show in profitable PR pros. What love you guys? Take care. See you soon. Bye Jane. Don't get COVID.
