Media has the power to create conversations, establish trends, and sway consumer opinions and you need in ASAP. The problem is, every time you reach out to a media publication for coverage, you're met with unanswered emails and cold shoulders. While you may feel like this lack of communication is a reflection of your product, it's actually a reflection of your packaging.
If you're an entrepreneur who feels like pitching is a pain in the ass, the truth is you're just not doing it right, sis. Luckily, Forbes Senior Contributor Pauleanna Reid slid through this year's ElevateHER Crawl and dropped gems that had our tribe dripping in entrepreneurial expertise. According to this Canadian-girl boss, although she gets several brand pitches on a regular basis, the majority are wrong AF.
"On a weekly basis, I receive at least a minimum of 50 pitches. 47 of those pitches are incorrectly done. Your goal is to not get your email deleted. So I'm going to tell you how to run your race."
Forbes Writer Pauleanna Reid's Expert Tips On How To Pitch To Mediayoutu.be
Read on to learn how to effectively R.A.C.E. when you pitch yourself to media brands and increase your chances of getting your story heard:
R is for Readiness
Photo by Carol Lee Rose for xoNecole
Stay ready so you don't have to get ready. The opportunity of a lifetime could show up on your doorstep at any time, and Pauleanna says that this is a major key that entrepreneurs often overlook when pitching their stories:
"You want to make sure that you have creative collateral ready at all times. Press kit, media kit, you'd be surprised how many people do not even have a headshot. I can't write my article without creative collateral."
The writer also noted the importance of having a clear vision. Your brand story is the backbone of your business and Pauleanna says it's important that we tell it right:
"Make sure that you can articulate your story. How are you contributing to a conversation on a community level, on an industry level and the world at large?"
A is for Audience
I hate to break this to you girl, but you can't sell to everyone. While you may want to believe that your consumer is every consumer, that's just not facts.
Everything ain't for everybody and this is also true when it comes to your business.
"Your company addresses a need for a specific type of person. You need to figure out where this person lives. Not geographically, [but] what publications are they reading?"
The writer/entrepreneur shared that it's important to target your audience so that you can pitch to the appropriate publications.
"At 'Forbes', we have a millennial audience that's very entrepreneurial. They value solutions. So you're not going to pitch me an inspirational story, I need action steps. I need to know what problem you are solving. The worst thing you can do is pitch me and your first line is 'I want to share my story in 'Forbes'.' No, you don't. You're not ready."
C is for Contact
It's not about what you know, it's about who you know and Pauleanna gave us some valuable tools to make sure you're in touch with the right people:
"You need a contact to get a contract. So how are you going to find these contacts? You're going to your Twitter advanced search, and you're gonna look for the words 'editor', 'deputy editor', 'writer', [and] 'journalist'."
Sites like Hunter.io and HARO can give you the Rolodex of your dreams and even potentially double your income.
E is For Execution
Photo by Carol Lee Rose for xoNecole
Let's be clear. Pauleanna and every other editor in the world is tired of you sending those long-ass emails once a week. Less is more, and this especially applies when it comes to pitching your brand to a journalist. Contrary to popular belief, we don't need your life story, sis. Condense your brand's narrative into no more than 600 words the next time you send an email. Pauleanna explained:
"Organize your emails. People are not putting paragraphs. People are sending me pitches that are 1000 words. Edit your email, and I guarantee you can get your pitch in less than 500-600 words."
Pauleanna made it abundantly clear that editors are not one of your little friends. Make sure to come correct:
"Another thing is, I am not your sweetie. I am not your love. I'm not your honey. My name is not Paula... Spell my name right and give me that respect. I guarantee you will not be able to enter another inbox if you misspell the editor's name."
The author also offered some yasss-worthy software to help us keep up with our emails after they're sent:
"You can use YesWare, you can use Toot. You can use MailTracker. Girl, I'm giving you all the gems. Track your email because it will help with your follow up."
Watch the full video of Pauleanna's inspired rendention of a TedTalk by clicking here.
- The Only 10 Slides You Need in Your Pitch - Guy Kawasaki ›
- Pitch Perfect: Your Guide to Writing the Perfect Pitch – Express Media ›
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- Perfect Your Pitch — Media Darling ›
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- 78 \\ How to Get Featured on the Media & Perfect Your Pitch with ... ›
- Perfect Your TV & Film Pitch Panel | BRIC ›
- How to Perfect Your Elevator Pitch - Visiting Media ›
- BRIC Media Talks: Perfect Your Pitch | BRIC ›
In a xoNecoleexclusive, the iconic actress opens up about embracing this season of her life, new projects, and overall being a “bad motherfucker.” Gabrielle reveals that she was 37 years old when she was diagnosed with perimenopause and is still going through it at 51 years old. Mayo Clinic says perimenopause “refers to the time during which your body makes the natural transition to menopause, marking the end of the reproductive years.”
“I haven't crossed over the next phase just yet, but I think part of it is when you hear any form of menopause, you automatically think of your mother or grandmother. It feels like an old-person thing, but for me, I was 37 and like not understanding what that really meant for me. And I don't think we focus so much on the word menopause without understanding that perimenopause is just the time before menopause,” she tells us.
Gabrielle Union
Photo by Brian Thomas
"But you can experience a lot of the same things during that period that people talk about, that they experienced during menopause. So you could get a hot flash, you could get the weight gain, the hair loss, depression, anxiety, like all of it, mental health challenges, all of that can come, you know, at any stage of the menopausal journey and like for me, I've been in perimenopause like 13, 14 years. When you know, most doctors are like, ‘Oh, but it's usually about ten years, and I'm like, ‘Uhh, I’m still going (laughs).’”
Conversations about perimenopause, fibroids, and all the things that are associated with women’s bodies have often been considered taboo and thus not discussed publicly. However, times are changing, and thanks to the Gabrielle’s and the Tia Mowry’s, more women are having an authentic discourse about women’s health. These open discussions lead to the creation of more safe spaces and support for one another.
“I want to be in community with folks. I don't ever want to feel like I'm on an island about anything. So, if I can help create community where we are lacking, I want to be a part of that,” she says. “So, it's like there's no harm in talking about it. You know what I mean? Like, I was a bad motherfucker before perimenopause. I’m a bad motherfucker now, and I'll be a bad motherfucker after menopause. Know what I’m saying? None of that has to change. How I’m a bad motherfucker, I welcome that part of the change. I'm just getting better and stronger and more intelligent, more wise, more patient, more compassionate, more empathetic. All of that is very, very welcomed, and none of it should be scary.”
The Being Mary Jane star hasn’t been shy about her stance on therapy. If you don’t know, here’s a hint: she’s all for it, and she encourages others to try it as well. She likens therapy to dating by suggesting that you keep looking for the right therapist to match your needs. Two other essential keys to her growth are radical transparency and radical acceptance (though she admits she is still working on the latter).
"I was a bad motherfucker before perimenopause. I’m a bad motherfucker now, and I'll be a bad motherfucker after menopause. Know what I’m saying? None of that has to change. How I’m a bad motherfucker, I welcome that part of the change."
Gabrielle Union and Kaavia Union-Wade
Photo by Monica Schipper/Getty Images
“I hope that a.) you recognize that you're not alone. Seek out help and know that it's okay to be honest about what the hell is happening in your life. That's the only way that you know you can get help, and that's also the only other way that people know that you are in need if there's something going on,” she says, “because we have all these big, very wild, high expectations of people, but if they don't know what they're actually dealing with, they're always going to be failing, and you will always be disappointed. So how about just tell the truth, be transparent, and let people know where you are. So they can be of service, they can be compassionate.”
Gabrielle’s transparency is what makes her so relatable, and has so many people root for her. Whether through her TV and film projects, her memoirs, or her social media, the actress has a knack for making you feel like she’s your homegirl. Scrolling through her Instagram, you see the special moments with her family, exciting new business ventures, and jaw-dropping fashion moments. Throughout her life and career, we’ve seen her evolve in a multitude of ways. From producing films to starting a haircare line to marriage and motherhood, her journey is a story of courage and triumph. And right now, in this season, she’s asking, “What’s next?”
“This is a season of discovery and change. In a billion ways,” says the NAACP Image Award winner. “The notion of like, ‘Oh, so and so changed. They got brand new.’ I want you to be brand new. I want me to be brand new. I want us to be always constantly growing, evolving. Having more clarity, moving with different purpose, like, and all of that is for me very, very welcomed."
"I want you to be brand new. I want me to be brand new. I want us to be always constantly growing, evolving. Having more clarity, moving with different purpose, like, and all of that is for me very, very welcomed."
She continues, “So I'm just trying to figure out what's next. You know what I mean? I'm jumping into what's next. I'm excited going into what's next and new. I'm just sort of embracing all of what life has to offer.”
Look out for Gabrielle in the upcoming indie film Riff Raff, which is a crime comedy starring her and Jennifer Coolidge, and she will also produce The Idea of You, which stars Anne Hathaway.
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Feature image by Mike Lawrie/Getty Images
Taylor founded Mastermind MGMT, an agency that represents some of Hollywood’s best “image architects” like Roach, Kellon Deryck, and Kollin Carter, who are responsible for creating unforgettable style and beauty moments for celebrities like Zendaya, Megan Thee Stallion, Taraji P. Henson, and more. Taylor and her company possess an array of functions, but her biggest role is to be her client’s advocate. We hear endless stories about how creatives aren’t paid or underpaid in the entertainment industry, but Taylor ensures that her clients get their piece of the pie. The entrepreneur opened up about her company and her non-profit, Mastermind Matters, in an exclusive interview with xoNecole.
“I always say that I'm an artist advocate first, deal closer second. So my primary focus is to just make sure that the artist is getting everything that they deserve, whether it's compensation or, you know, certain accommodations, but just making sure that they have everything that they need to be able to show up and provide the best service that they're hired for,” she explained.
“So you know, in the beginning, it was hard because I didn't have any experience, and the artists who I was working with at the time–we were learning together, meaning neither of us had assisted anyone. We didn't have mentors in our specific fields. So every deal was like a new learning experience for us from the styling side and also from the business side, and so it took, you know, doing some research, using some very creative tactics, to find out information in the industry and just starting to request accommodations that I knew other artists were granted, who maybe didn't look like my artists.”
Photo by Christopher Marrs
Ten years later, there’s still not many people who are doing what Taylor is doing. However, things have gotten easier thanks to the research and connections she made in the beginning. During Mastermind MGMT’s ten-year anniversary celebration, she announced her non-profit, Mastermind Matters, which is a 501(c)(3) non-profit that focuses on helping young entrepreneurs through a 12-week program. The program is divided into “two routes.” The first route is for aspiring creative artists who want to start a business from their talent and all the things they need to learn about business, such as taxes, life insurance, etc. The second route is for practicing creative artists who are already in the industry but need resources such as how to plan for retirement or how to sustain themselves if they can’t work for a short amount of time, i.e., the pandemic.
“I just feel that I'm able to have a business and be successful because of their art as well. And so there are things that I know, I tried to teach it to them but understanding that I can only do so much because I'm not a subject matter expert in those fields,” she said. “So I at least want to be able to provide the resources, and then if they make their grown decision not to do it, then that's on them. But you know, I could be guilt-free and taking advantage of the resources that I'm also providing to them.”
Taylor continues to be an innovator in her industry by always pushing the boundaries of creativity and thinking one step ahead of everyone else. The Chicago-bred businesswoman is moving into the tech space thanks to a new invention created with her clients in mind, and she is looking forward to bigger collaborations in the future. Follow Mastermind MGMT on Instagram @mastermind_mgmt for more information.
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Feature image by Christopher Marrs
