'Forbes' Writer Pauleanna Reid Drops Major Gems On How To Elevate Your Media Pitch
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.
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Taylor "Pretty" Honore is a spiritually centered and equally provocative rapper from Baton Rouge, Louisiana with a love for people and storytelling. You can probably find me planting herbs in your local community garden, blasting "Back That Thang Up" from my mini speaker. Let's get to know each other: @prettyhonore.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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ItGirl In Motion: Paige Shari Addison Shows Us Why She's The Hostess With The Mostess
Paige Shari Addison is the epitome of an ItGirl, which is why she is one of 100 ladies on xoNecole's inaugural ItGirl 100 list in partnership with Hyundai. Hailing from Atlanta, Georgia, Paige started her journey as a host in high school by hosting parties. Since then, she has made a career in hosting, from parties to big-name events, and she launched Strictly RNB, a platform for new artists and R&B lovers. Paige reflects on her creative path in the limited video series "ItGirl in Motion."
“My first curated event at Criminal Records was incredible. It was all for up-and-coming artists,” she says. “I needed a platform for us as a collective to be able to give ourselves the platform instead of asking for it, instead of looking for it. I was like, I want to make sure I let people get this experience that I would give as a performer but enjoy the experience with them. It was a dream come true.”
The Atlanta native also has her own line of acai bowls called Soulfull Bowls. She started it during the pandemic after events and parties shut down. But it was her love for eating acai bowls and the reactions others had to them that made her want to make it her next business move. Being open to creating new ventures in the midst of uncertainty is a bold move and one of the reasons why Paige has the “it” factor.
“Being an ItGirl means you’re just authentic. There’s an air to us. We have confidence that exudes from the way we speak, the way we put our lip gloss on, the way we walk, the way we talk. I show up as myself everytime I walk into a room. I’m hospitable, I make sure everybody’s good,” she says.
Get to know more about the hostess with the mostess in the video above.
See our ItGirl 100 list in full here. Click through the gallery below for some BTS moments of Paige and our partnership with Hyundai.
Director: Mikkoh @mikkoh
Production company: @polly___studio
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Editor: @30inthemorning
2nd Cam: Paul Nguyen
1st AC: AJ Paug @ajpaug Gaffer: Dennis Albert @dennisalbert_
Audio Mixer: Victor Chavez @vic_the__
PA: Rick Carreno @ispeakrick
PA: Tiffany Do @tivani.doee
BTS Photo: Prime @theartofprime
Car Detail: @sud_studs @slugglobal
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@xoNecole
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Feature image by Prime/ @theartof prime