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Free PR. (Ye
course two
Getting Free PR for your business
...................................2
Part Two: Your Pitch ................................5
Part Three: Reporters ................................8
Part Four: The Follow Up ..........................10
Founding Moms Story-Sharing Sequence........12
Pitch Templates / Twitter Pitch Practice ..........13
My Free PR Spreadsheet ...........................16
How Not To Be Annoying .........................17
Reflect & Share with Jill ............................18
Part One: It’s Free!
FoundingMoms.com
Part One
it’s free!
EVERYONE is getting featured in a media outlet!
Magazines, newspapers, blogs, radio shows, newsletters…
What about ME?
This is how The Founding Moms does it!
2
Let’s chat: foundingmoms.com/forum
1. Share stories of getting amazing press.
The book, Found It: A Field Guide for Mom Entrepreneurs, failed to get into The UPS
Stores even though it listed The UPS Store as a great reference for grabbing a mailbox
for your home office business.
Persistence ensued.
A magic tweet appeared when a mom thanked Jill for her great resource – The UPS Store!
RETWEET RETWEET RETWEET
The UPS Store sent a DM to Jill. Private messaging led to shared e-mail, and the
opportunity for FREE PRESS!!!
Jill ran to her local The UPS Store and filmed a kick-ass commercial and they ran it on
all of their SM channels including their newsletter.
TIP: Take exposure and promote it
Remember to be proactive with your pitching.
2.
Press begets more press.
You’re mentioned on your favorite blog.
Post it on your website, promote it on your Facebook page and other social media outlets.
Other media outlets review you because they hear about you everywhere.
3.
Paying for press is really paying for contacts.
3
You need to pay for contacts that you might never have, not contacts in general.
Let’s chat: foundingmoms.com/forum
Paying for press is really paying for contacts (cont.)
The climb is slow and steady. By the time you get to the top, you’ll know you need to pay
4
for press.
You’re going to get free PR for your business.
Let’s chat: foundingmoms.com/forum
Part two
your pitch
!! !!!
$$$
!!!!!
I’ll write a l-o-n-g press release, Jill!
NO!!! Don’t do it!!!
Here’s why!
this is how the founding moms does it.
5
Let’s chat: foundingmoms.com/forum
1. Think about your pitch.
Your pitch gets you in the door at media outlets.
Be creative!
2. A question will get you an answer.
Question: Would you be interested in talking to me about my business service?
Answer: No, that’s boring!
Tip: Be creative and fLamboyant
Question: Hey Jill, have you every taken a ride on a camel?
Answer: No, but I would love to! Do you have a camel?
3. Share succinct reasons.
2-3 reasons is enough.
length it should be everywhere!
Check out your Facebook page’s “About” section. See that short description? That’s the
4. Ask again! Another question!
Would you be free for me to interview you?
Would you be willing to review my free camel ride?
Tip: Slap a date on it so media outlets will pay attention.
5. Goal: Get a response!
Attract attention.
Become the expert for the reporter.
Don’t do the assume dance.
6. Reporters are on Twitter.
Take your whole pitch to 140 characters.
6
Let’s chat: foundingmoms.com/forum
Reporters are on Twitter (cont.)
You can use reporters’ twitter handles.
Tweet it, get reporters to follow you so you can Direct Message (DM) them.
Always share a name if they’ve helped you.
Jill, I have this pitch but who do I talk to?
Go to the Forum and compare notes.
7
Let’s chat: foundingmoms.com/forum
Part three
REPORTERS
How do I find reporters?
Where are they?
Can I hire you, Jill? NO!
It’s too easy not to do yourself!
this is how the founding moms does it!
8
Let’s chat: foundingmoms.com/forum
1. Create your list.
It’s excel spreadsheet time!
Who is your dream contact?
2. Start with local media.
You’re a blogger, include 10 other blogs.
You now have a list of media outlets.
Then add 10 more.
3. Gather contact info from websites.
Look at “Contact Us” or “Team” pages on company websites.
You can have a different spreadsheet for live events, website launch, or a book launch.
Add full name, e-mail, and website.
Tip: Focus and get it done! Doesn’t take long!
4. Reach out!
Use your pitch you have already done!
Find a personal link, twitter sent me, so and so sent me.
Decide on an interesting subject line.
Tip: Send e-mails one by one
Tip: If you don’t get a response – your pitch is not working
5. LEARN from what comes back!
You’ll start to learn what works and what doesn’t.
Tip: After I send my pitch, I connect with them on LinkedIn
You have your list, you know how to pitch, you know how to follow up with LinkedIn.
Questions? Go to the FORUM!
9
Let’s chat: foundingmoms.com/forum
Part four
The Follow Up
Are you following up?
You HAVE to follow up.
I know, I’m supposed to do it often, but...
this is how the founding moms does it!
10
Let’s chat: foundingmoms.com/forum
1. Follow Up!
This is the most important thing in your day!
But Jill, when should I follow up?
Back to your spreadsheet, put in dates! Put in info!
2. Be persistent.
If you follow up, you are persistent, not annoying!
Am I annoying, Jill?
If you elicit a response, you’ve done your job.
3. How often?
It depends on your industry and the people.
Larger publications will get back only when really interested.
Local media are more likely to get back to you.
Tip: 3-1-3
Follow up at least three times. Original message followed 3 days later, then one week later, then 3 weeks or a month later.
Tip: The 3 follow up will share new news!
You will eventually get the Don’t Call Me if you are truly annoying. Great job!
Share what you learn in the Forum!
11
Let’s chat: foundingmoms.com/forum
Founding Moms Story-Sharing Sequence
facebook
newspaper
& radio
My
amazing
story
blogs
12
twit
ter
Your Amazing Story
Jill had an amazing experience when The UPS Store
agreed to run with her homemade commercial.
Where will you share?
Jill used HootSuite to share it on Twitter.
When will you share?
Jill shared it on YouTube.
Keep sharing!
Jill shared it on Twitter.
Let’s chat: foundingmoms.com/forum
Founding Moms Pitch Template
Introductory Greeting
Very Important Question
2-3 succinct reasons
Hello Jill,
Would you be available to be our special guest at the
grand opening of our new coffee shop?
1. We think you would have a great time mingling with
our other Founding Moms.
2. Along with enjoying our brand new coffee there will
be a chance to win great prizes for your business.
3.
Secondary Question
Slap a date on it
13
Could we send you several vouchers to enjoy our coffee
with your friends at your convenience?
Please do join us this Friday to get the jolt of caffeine
for your weekend bliss.
Let’s chat: foundingmoms.com/forum
My Pitch Template
Introductory Greeting
Very Important Question
2-3 succinct reasons
Secondary Question
Slap a date on it
14
Let’s chat: foundingmoms.com/forum
twitter pitch
This is what 140 Characters looks like:
How many characters can I fit in this teeny tiny box? It seems kinda ridiculous right?
However, we can fit our pitch in this silly box Jill!
Twitter Pitch is only 140 characters:
your turn:
Okay, your turn again. Seriously, it takes practice!
last try, i promise!
15
Let’s chat: foundingmoms.com/forum
My Free PR Spreadsheet
RANK company
name
contact
1
Chicago
Tribune
2
Founding
Jill
Moms
Salzman @foundingmom
linkedin
connect
first follow
contact up
Sending
today.
3 days,
1 week,
3 weeks
Today!
Yes!
3
4
5
6
7
16
Let’s chat: foundingmoms.com/forum
notes
3-1-3,
I’m
down!
How not to be Annoying
(or how to be annoying)
3-1-3
3 days
After your first attempt, send a follow up.
1 week
After your first attempt, send your second follow up.
3 weeks
After your first attempt, send your third follow up.
3rd time is the charm – add your exciting updates!
Mark your calendar!
17
Let’s chat: foundingmoms.com/forum
reflect and share with jill
share your thoughts at www.foundingmoms.com/forum
18
SPREAD THE WORd: tweet it!
Loved #theFMC video course on #free #pr! Have you seen it? http://
#1:
www.foundingmoms.com/fmc
Link shortcut: http://ctt.ec/7kWR9
Hey #FoundingMoms, what are you putting in your #pr #pitch today?
#2:
Share it with me! #theFMC
link shortcut: http://ctt.ec/fW6JA
Thanks to #theFMC I’m improving my #pr #pitch for #reporters. Any
#3:
tips on how you do it?
19
link shortcut: http://ctt.ec/yPkOW
Let’s chat: foundingmoms.com/forum
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Free
The Founding Moms Free PR. (Yes, Free. We Said Free.) Workbook - Jill Salzman • Copyright @ 2015 The Founding Moms, LLC • No part of this book may be used or reproduced
in any manner without written permission from The Founding Moms, LLC although contributions in the form of chocolate always help. • www.FoundingMoms.com