Pitch Public Relations

Sometimes you have to give a little, to get a lot.

We represent an array of consumer product companies. It’s one of our specialties. In the case of these innovation solutions and new brands, editors often want to see the product up-close and personal. After all, how can you test to see if a smart new pet dish really eliminates spills (www.neaterfeeder.com) or write about a scrumptious yet healthy bread option (www.speltrightbaking.com.) This means our clients have to send out product samples to interested press. But in turn, they get terrific editorial features that often include a real personal perspective - The “I tried it and love it” kind of write-up. In some cases, sharp high resolution images and a savvy pitch will do the trick and we’ll land a hit right away. But in other cases, the reporter wants to experience the product first-hand. It’s often the price you pay for an editorial feature.

We also often coordinate with editors on exclusive discounts and giveaways; both great ways to get media exposure. Woman’s World Magazine has an ongoing column featuring terrific products and offering their readers a chance to purchase at a small discount. The magazine directs its readers right to the product website and encourages them to type in a special code to get the special deal. We’ve coordinated this feature for many of our clients with much success and we’ve set-up similar discount editorials with Real Simple Magazine, All You and others!

Hybrid Mom Magazine is a terrific outlet that features the entrepreneurial story of mom-based companies. Along with an extensive Q & A feature, they also give away the product to a lucky reader. This adds more fun and interest to the story and is a win-win for the magazine and our client. We’ve set up these type of giveaways with many other outlets including Parenting Magazine, SheFinds.com, etc.

Along with the expense of hiring a public relations firm, companies have to plan to send out product for editorial review and giveaways. Remember; it’s still way cheaper than buying ads in those same publications. Some time you have to give a little, to get a lot.

Ann Noder

My two boys start back to school next week. Say what? I know in much of the country this doesn’t happen until after Labor Day. Here in the Phoenix-area, many schools have an extended year schedule. That means kids get just a 7 week summer break and then have additional time off in October, December and March.

Truth is, I’ve been in the back to school spirit for months! That’s because we’ve been actively pitching several great companies for this type of seasonal feature and we’ve locked in tremendous coverage for the months ahead.

ReUsies (www.ReUsies.com) are an alternative to plastic sandwich and snack bags. Easy to watch and reuse, they also come in an array of styles, colors and sizes to make lunchtime fun.
Look for ReUsies in Hybrid Mom Magazine, Ser Padres Magazine, Working Mother Magazine, ParentsCanada Magazine, CafeMom.com, About.com, and many more!

The Original HomeWork Box is the first product in the Moms Made Easy line (www.momsmadeeasy.com.) Gone are the days of ripping apart the house on a last-minute search for a glue stick or a crazed hunt for a permission slip. The Original HomeWork Box is a hip-looking storage solution for school work.
For HomeWork Box, we’ve locked in Parenting Magazine, Woman’s World, ParentsCanada, New York Post, LA Parent, Orange County Register and many others.

Pitch is also working with Mommy Messages (lunch box notes), CastCoverz! (stylish covers for casts, splints, slings) and MiaMy (fun friendship jackets) which all lend themselves to great positioning for back to school. You’ll see all of these products featured by countless online editorials, magazines, newspaper and broadcast features in August and September!

I’ve blogged before about the importance of timeliness. But it truly is a key factor in PR. This is especially true for magazine editors who strictly feature items that coincide with the season.
Now those back to school August and September issues have gone to print and we’re moving on to the holidays! Mistletoe, hot chocolate and presents. Perfect for July, right?

Ann Noder

This week’s Blog is courtesy Pitch Publicist Melanie Anderson…

It may be blistering hot outside, but inside the offices of Good Housekeeping, Parents, Family Circle, and countless other national magazines, the chill of the holiday season is in the air. High profile publications such as these typically plan issues 5-6 months out. Which means if you have a product that would make a great Christmas gift, now is the time to start pitching these editors for consideration in their coveted holiday gift guides.

“It’s all about timing” is a key phrase in PR, and those savvy to it know the importance of pitching the media at the right time. Pitch client Mommy’s Messages has kept us busy with media outreach since May, which proved to be great timing for this product. With back to school coverage being a campaign goal, a slew of regional family magazine editors across the country have scheduled features in their August issues. Now, as back to school season nears, the Pitch team turns our focus to short lead media outlets such as key online sites, newspapers, and TV.

Timing is everything. Know your targeted media. Understand their editorial timelines and respect what is “current” for them.

Melanie Anderson
Publicist

My very first job in news was for KTAR-AM, the premiere news and talk station in Phoenix, Arizona. I was still attending the Walter Cronkite School of Journalism at Arizona State University when I landed one of a few coveted paid internships. For me, it eventually turned into a part-time job. As part of my duties, I would broadcast the news headlines at 3:00 a.m.. Not sure too many people were listening at that time, but it sure was great experience and great fun.

Radio can be a terrific medium when it comes to publicity. Listeners are typically loyal and attentive. We just booked one of our clients for Martha Stewart Radio through Sirius Satellite. The show boasts 5 million listeners so this is a great opportunity for key exposure. Over time, we’ve worked with many other key radio outlets including syndicated shows which air on stations throughout the country. Now, there are also key internet radio stations - online broadcasts on various niche subjects from business to parenting.

When it comes to booking radio, producers are looking for compelling guests and experts. They want their listeners to walk away informed, enlightened and entertained. To secure the spot, we offer up key talking points that the guest can cover. This also helps keep the interview on track and focused. When an interview goes really well, the producer will often re-book the guest for additional shows. Tamara Monosoff, CEO of Mom Inventors Inc., has become a regular on ‘The Business of Life’ on KTVA-AM in Los Angeles as a result of her terrific initial interview.

Radio is no dying medium. It offers an excellent opportunity for consumer exposure. Maybe just not at 3:00 a.m.

Ann Noder

This week’s Pitch Blog is courtesy Marybeth Grass, Media Coordinator.

This coming weekend, most of us will be gleefully knee deep in all the usual traditions - picnics, parades and fireworks. But beneath all the fanfare of the 4th of July festivities, we all recognize having our freedom is most worth celebrating. In particular, freedom of speech is something more and more of us embrace and exercise not just with our family, friends and co-workers, but with the entire world, thanks to the Internet.

One particular form of online communication that continues to get people noticed is what I’m doing here - blogging. It’s by no means a new revelation but a timely subject and a good reminder of how putting yourself out there to be heard can be an effective tool to get noticed by the media. Taking the time to voice your insight and opinions about your service or product allows you to establish yourself as an authority in your line of work. This doesn’t always mean the media will seek you out, banging down your door for an interview, although that can certainly happen. More importantly and realistically from a publicity perspective is it can be a helpful tool to get you noticed when you are approaching members of the media. Sparking the interest of the press can be half the battle. If you can point to a variety of different content, including a history of pertinent and thoughtful blogs, it can become a great source for media to draw upon for quotes as well as seal the deal for interview opportunities.

Here are some tips to keep in mind to start or maintain a blog that stands out to the media:

-Newsworthy Content: It seems obvious that the best course of action is to write a blog worth reading but there are countless ones out there that don’t heed this advice. Engaging material that provides insight on new trends, issues, etc. related to your niche/expertise will keep newsmakers coming back for more.

-Pay Attention to the News: Current events that affect your business, whether in a negative or positive manner, can be the perfect blogging topic to showcase your viewpoint, one which the media might be hungry for and has not tapped into yet. For instance, if there is a safety concern reported on the news for the type of product you sell, posting a blog about what to look for or avoid when buying a product could be just what a reporter is seeking out for a follow up story.

-Be Consistent: Determine how often you want to blog and then stick with it. If you want to be taken seriously, be current in your posts. Nothing say you don’t care or perhaps don’t have anything relevant to say than to have your latest blog date back weeks or months ago.

-Be Detailed to a Point: So much to read online, so little time to do it. Get to the point while providing some meat to the matter and then stop there. Longer blogs are not unreasonable if the content warrants it but otherwise keeping it shorter increases the chances of it being read on a regular basis.

-Get the word out: Use social media sites like Twitter and Facebook to get noticed and connect with others and create word of mouth about your blog and ultimately about your business. Building a readership creates a presence for you when you’re introducing yourself to media.

The good news in this day and age there are some many different ways to reach out to the media and public. Blogging may be one of the older mediums in social media but it still remains one of the more effective ways to communicate your freedom of speech. Happy 4th of July!

Marybeth Grass
Pitch Media Coordinator

Partnerships in public relations can be vital.

Pitch client, Reading is Fundamental (RIF), gets phenomenal press for its programs. RIF provides new books to millions of needy children across the nation. In just the past four months, media coverage has included USA Today, Working Mother, Babble.com, Washington Post, Family Circle, Wired Magazine and much more.

But now, the spotlight is about to intensify as RIF and Macy’s have teamed up to create Book a Brighter Future™, a national partnership to raise awareness and support of children’s literacy. From June 30 through July 31, Macy’s customers can give $3 and receive a coupon for $10 off one purchase of $50 or more at any Macy’s store nationwide. Macy’s will give 100% of every $3 to RIF.
The partnership adds more muscle to the Reading is Fundamental story and ultimately is a win-win for both the organization and the corporation. What’s more, an A-list celebrity will be serving as a national spokesperson - for national TV interviews when the event kicks off! We can’t name the celebrity just yet - but just wait.

This type of collaboration is effective at getting public interest in a non-profit and helping boost its charitable efforts. It’s also a savvy media strategy. Currently, Pitch is coordinating with the celebrity and Macy’s teams to work out TV coverage plans and we’re conducting media outreach to key parenting, shopping, and family outlets in an effort to spread the word: ‘Shop at Macy’s this summer and millions of needy kids will benefit!’

Look for this story in the weeks ahead on TV, in print and online.

Ann Noder

I just spent the past two days with an inspiring group of women. Count Me In invited me to speak at its Make Mine a Million $ Business event in Newark, NJ. You can read about the fabulous event in today’s Wall Street Journal! Count Me In is the leading national non-profit provider of resources, business education and community support for women entrepreneurs who want to grow micro businesses to million dollar enterprises. Founder Nell Merlino started the movement after learning that out of over 10 million women businesses; only 3% of them have hit the $1 million milestone. She’s made it her mission to change that.

Nell is an amazing woman. She was the creative force behind Take Our Daughters to Work Day, which moved more than 71 million Americans to participate in a day dedicated to giving girls the opportunity to dream bigger about their future. At the Newark event, Nell spoke eloquently about her passion for women in business. The event also focuses heavily on perfecting the elevator pitch. Elevator pitches are typically one-to-three minute speeches that hit on key elements such as the company’s business model, revenues and growth strategies. The name stems from the hypothetical situation of sharing an elevator ride with an investor. Without judgment, Nell gives the women harsh feedback. One of her favorite quotes is ‘if you can’t tell it, you can’t sell it.’

In Newark, I connected with one woman who, following a divorce, went from stay-at-home mom to women’s shelter with her two children. Now, many years later, she runs a $300,000+ company with several employees - including her son. Another was stuck at the $400,000 revenue level before joining Make Mine a Million. Just a few years later, she’s a $10 million enterprise. None of the women in the Make Mine a Million program will tell you it’s been easy. Many have struggled with the down economy, changes in regulations that affect their businesses, and the lack of financing from banks. But they all move forward and take comfort in knowing there are other women out there working through the same issues, toward the same goals.

It was an honor to lend my PR expertise to the event. Thank you to all the women who listened, took notes, and asked such relevant questions. It was truly my honor.

Ann Noder

Typically, we book our clients on TV, then sit back to watch as they hit their moment in the spotlight. It’s always a thrill. Four years ago, it was especially so. I went to New York City as several of the clients I was representing were in a segment on the national show, The View. Back then, Rosie O’Donnell was one of the hosts. In fact, it was her debut week.

Back in the green room, I had the opportunity to celebrity-watch and help the producer prep my clients. The segment was fantastic and for added fun, I got a picture taken with Rosie just before she went on. It was also a great opportunity to meet face-to-face with the show’s producers and bookers.

Over the years, I’ve worked with those same staffers. Next week, it’s back to The View again. Not for me personally, but Pitch client ShaveMate. This terrific all-in-one razor has been a client for the past year and been featured by major outlets in print and broadcast. But The View has been a client goal. Now, it’s mission accomplished. The show is including ShaveMate in a special segment on Father’s Day gifts. It’s taping Wednesday and will air on Friday, June 18th just before Father’s Day weekend.

The national boost is great timing for this razor with shaving cream inside. The product was recently picked up by Walgreens stores nationwide. Now that the company has landed the drug store retailer, it’s important they sell off the shelves - and get re-orders. Any manufacturer will tell you; getting distribution is fantastic, but if the product doesn’t move quickly, it can be devastating. A national TV hit like this can spark consumers to go looking for the product featured.

This time, I won’t be traveling to New York to oversee the taping. I’ll be nearby in Newark, NJ, presenting PR tips to hundreds of women business owners. But I’ll be watching with pride as the segment airs!

Ann Noder

This week’s Blog is from Pitch Publicist Andrea Evenson….

In today’s world, words like “Twitter” and “Facebook” are in our day to day vocabulary…..but what did we do before them? How did we get our name out there and keep up with friends…beats me! But I rejoice the day they came around.

Social networking is key for new businesses trying to build a brand. It boils down to basic math; the more people that know your name, the more people will visit your site, they will then tell their friends, and their friends will then tell their friends, and so on and so forth. For start-ups, it’s an easy and affordable way to spread the word!

Big name celebrities and major companies are joining the trend too! These social media outlets allow you to network via the web. You can follow companies and people that are not only of interest to you, but can also be of interest to your company, it’s a two way street! Here are some tips on how to be successful in Social Networking:

1) Keep your business and personal info separate. You want to portray yourself as professional as possible.

2) It’s not a popularity contest! A big number of fans or followers may seem great, but if they are not of real use to you and your company, there’s really no point.

3) Be active in your posting. Keep your followers informed of all press, updates or big news regarding your company.

4) Be sure to give ‘shout outs’ to those who tweet/post about you. It keeps the communication lines flowing and will show others that their posts do not go unrecognized.

5) Don’t post too many things at once. You want to make sure each posts gets the same amount of attention so space your posts accordingly.

6) Be sure to posts links to your Social Networking pages on your company’s website, and be sure to provide company information, including your website, on your Social Networking pages.

7) Make sure your posts cater to your audience. If it’s not pertinent business information, it should not be broadcasted to your wonderful followers.

The 21st Century is the age of communicating over the web, so get with the times and take advantage of everything these great sites have to offer. Follow these easy steps and you’re sure to be a social networking pro in no time!

Andrea Evenson

This week Entrepreneur Magazine published its Annual 100 Brilliant Ideas issue. On the list is Pitch Client Spoonful of Comfort! We’re so proud of Marti Wymer and thrilled to have helped her amazing start-up. This Florida company delivers chicken noodle soup, dinner rolls and chewy oatmeal raisin cookies, made fresh daily. Each order is beautifully wrapped and arrives on the recipient’s doorstep, ready to eat.

The Pitch team generated outstanding exposure for Spoonful of Comfort; including Self Magazine, Real Simple, Yahoo, The Today Show, InStyle, USA Today and so much more. Since Spoonful’s launch, month-over-month growth has been phenomenal. Sales during just the first six weeks of 2010 surpassed the entire total from the year before and now Marti has hired a fulfillment team to meet increased demand. Bottom line, she’s booming!

It’s nice to see good things happen to good people. Marti Wymer started Spoonful of Comfort from her own personal experience. In 2007, she received a call from her mother who had just been diagnosed with cancer. Marti was living in Florida, busy with work and kids, and unable to make the trip back to Canada right away. But she thought about how, as a child, her mother used to make homemade soup when she was sick - and how she’d love to send a batch back to mom now. The idea of Spoonful of Comfort was born. Just six weeks later, Marti lost her mother.

Now, Marti takes great joy in helping others send a little bit of comfort to loved ones wherever, whenever. We take great joy in her success!

Ann Noder