The Friday 3: November 26, 2021

Get Your Media Pitch to the Top of The Inbox l The Friday 3: November 26, 2021

Every week on the Friday 3, I share what’s happening in the intersecting spheres of branding, pitching the media and psychology.


1) I'm discovering...

that my philosophy on pitching the media was recently validated by one of PR’s mega-pros, David Meerman Scott.


Meerman Scott is a thought leader I follow to make sure my strategies are on track.


Meerman Scott says email spam is sending email that is both unsolicited by the recipient and sent in substantively identical form (press releases) to many recipients (often at the same time) Unfortunately, way too many PR people are spammers. Because it’s so darned easy to send broadcast messages to hundreds or thousands of journalists, many PR people are spamming with unsolicited and unrelenting commercial messages in the form of news releases and untargeted broadcast pitches.


After years of pitching media, I too have found targeting specific individuals in specific outlets to garner much better results than generic pitching.


The first step is researching and finding out who is in charge of your category of content.


For example, while pitching my client who is a chef, I tracked down who produces cooking segments for The Today Show and GMA. Then, I wrote to the producers of those shows with a pitch that mentioned the actual name of their cooking segments. Sometimes I even refer to a segment I have seen on their show/platform. The reason I do this is to let the producer(s) know that I have a vested interest in their show and I’m not just sending in a random idea to any platform.


So, as David Meerman Scott would say, “If you email pitch is not targeted, it’s spam.”


To make sure you pitch to the media doesn’t end up in the spam can, remember my equation for success:


Tailored Pitch + Targeted Outlet = Less Spam + Greater Result


2) I'm taking a deeper dive into...

the concept of intersectionality by watching the Academy Award Winning Film “Moonlight.”


In therapy school, we are learning how to work with diverse and marginalized communities.


In doing so, we study intersectionality. Intersectionality is a framework for understanding how aspects of a person's social and political identities combine to create different modes of discrimination and privilege. The term was conceptualized and coined by Kimberlé Williams Crenshaw in a paper in 1989. Intersectionality identifies multiple factors of advantage and disadvantage. Examples of these factors include gender, caste, sex, race, class, sexuality, religion, disability, physical appearance, and height. These intersecting and overlapping social identities may be both empowering and oppressing. For example, a black woman might face discrimination from a business that is not distinctly due to her race nor distinctly due to her gender, but due to a combination of the two factors.


The film “Moonlight” is a class example of intersectionality, as the main character (Chiron) is black, poor and gay. In this Academy Award Winning movie, director Barry Jenkins and co-screenwriter, Tarell Alvin McCraney. trace the life of a young black youth through his adolescent years into adulthood.


If you’d like take learn more about intersectionality, you can read about the basic concepts here.


You can watch the trailer to “Moonlight” here, or the entire film on Amazon Prime Video!


Speaking of masterpieces...


3) I'm welcoming...

this last year of the month with a musical masterpiece by George Winston called “December.”


This album always sets a calm and peaceful mood as we enter the coming holiday season. It works well for holiday dinners, wrapping gifts or just hanging out by the Christmas Tree.


You can listen here to the full album free on YouTube here.


How are you welcoming December? Email me some of your favorite traditions, as I’ll be counting them down and sharing them in the weeks to come.


Warm Regards,

Marta


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