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On today’s episode of the WorkPlay Podcast, we’re chatting with Gloria Chou! A seasoned small business PR coach, who brings a unique perspective to the WorkPlay Method, having transitioned from a career as a U.S. diplomat and documentary producer to helping women product owners gain visibility in the media. Her journey into PR is unique; she has no prior experience in traditional PR or marketing agencies. Instead, she relies on her relentless drive and creativity to navigate the industry, learning the ins and outs of pitching through trial and error.

Understand Your Pitch Structure

Gloria emphasizes that a well-structured pitch is crucial by saying, “PR at its core is really simple. It’s writing a good pitch and sending it to the right person.” To create an effective pitch, Gloria focuses on three key elements: credibility, point of view, and relevance—her CPR method. She explains, “If my pitch has these three things, it’s got a really good chance of being answered. By making sure your pitch includes these components, you greatly increase your chances of getting noticed by journalists.

Identify the Right Journalists

Knowing who to pitch is just as important as crafting the pitch itself. Gloria advises, “It’s not going to be the editor at Well and Good because they’re busy, and it’s not going to be buzzed.com because that goes into an internet black hole.” Instead, she suggests finding the specific journalist who covers your niche or beat. Gloria recommends using tools like Google News Alerts to “create a news alert for articles on your topic,” helping you build a targeted media list. This focused approach ensures you connect with journalists who are genuinely interested in your story.

Leverage Seasonal Relevance

Gloria believes timing your pitches to align with seasonal trends can make them more effective. She mentions, “You always want to pitch for that,” highlighting the importance of relevance. For example, if you’re in the product space, think about what’s timely for upcoming holidays or events. She suggests, “If you’re getting into Q4 and you make skincare, you’ll want to focus on ingredients for cozy, moisturizing, winter skin.” By aligning your pitches with current trends, you increase your chances of grabbing the attention of journalists looking for timely content.

Utilize Email Tracking Tools

To gauge the effectiveness of your pitches, Gloria recommends using email tracking software. She says, “Install an email tracking device. I use MailTrack.io,” which allows you to see if your emails are being opened. This insight can help you determine whether your subject line or pitch needs tweaking. If a journalist opens your email multiple times, it shows interest, and that’s a good sign to follow up. Gloria advises, “A great way to follow up is nurturing the relationship by complimenting them on their latest article,” which can keep the conversation going.

Create High-Quality Visuals

Visuals play a significant role in making your pitch stand out. Gloria says, “If you make a product, and if you want to pitch to something that’s more of a millennial, like a Well and Good or a PopSugar, then the aesthetics probably should match.” High-resolution images that align with your target audience’s preferences help build your credibility. She emphasizes the importance of “really good visuals to show that you’re an authority on the topic.” By investing in quality visuals, you can make a lasting impression on journalists and boost your chances of being featured.

Gloria’s Advice to Current and Future WorkPlay Members:

“It’s really important to have really good photos and to have your website, ‘buttoned up’ because what you’re going to do in that pitch is you’re going to embed one or two photos so that the hyperlink is a beautiful way for them to find out more.” –Gloria Chou

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