Kayleigh-May's Digital Digest

Hey there, gorgeous! 

Your digital bestie, Kayleigh-May here, Today, we’re diving into the world of press pitching. Yes, darling, it’s time to get your brand the spotlight it deserves, but with a twist of wisdom and a sprinkle of savvy strategy.

The Truth About Press and Success

Let’s kick things off with a little gem from Ali Kriegsman’s book from chapter 8, How to Build A Goddamn Empire. Ali drops a truth bomb that’s hard to ignore: press does not equal success. Shocking, right? But here’s the deal: While press is great at building trust with your audience, and expanding your reach, it’s not just about getting your name out there; it’s about making sure it lands in the right ears and eyes, and stays consistent. So many brands get their dream press, and then just fizzle out because they were not able to keep their customers attention. 

My Journey with a PR Company

Now, let me share a bit of my own saga. When I launched Kayleigh May LLC, home of the most luxurious silk scrunchies you’ve ever laid your hands on, I was over the moon to partner with a PR company. They seemed to get me, my brand, and our mission. I thought this was the golden ticket to reaching a new audience and expanding my customer base.

I sent out thousands of dollars worth of scrunchies, each packaged like a little piece of my heart, to brands and bloggers curated by the PR team. The catch? There was no guarantee these pieces would ever see the light of day in the press. And, as fate would have it, while some microbloggers did feature my products, the coverage was often riddled with inaccuracies, missing links, or, even worse, no readership.

The return on investment? Let’s just say it was a learning curve steep enough to ski down. The most eye-opening part? Realizing that my precious scrunchies were landing in the hands of people whose audiences didn’t align with my brand’s target market.

Kayleigh-May’s Method to Press Pitching

So, here’s my golden nugget of advice: tread carefully with PR companies. If you decide to go down that path, #1 ensure that you can afford it and are not taking a loan that you will not be able to pay back, then ensure they’re laser-focused on connecting you with brands, bloggers, and influencers who share your target audience. And if you’re sending out products, make it a two-way street—they write or talk about your product, or they send it back.

Don’t fear, though I believe there’s a more personal, more impactful way to get your brand noticed: direct press pitches to journalists at major media outlets. Here’s how to do it with finesse and flair:

• Research Is Your Best Friend: Dive deep into the magazines and websites you adore. Find out who’s writing articles that resonate with your brand’s ethos.
• Personalize Your Pitch: Once you’ve got your sights set on a journalist, craft a pitch that speaks directly to them. Mention their work, explain why your brand aligns with their beat, and make it clear you’ve done your homework.
• Be Concise and Captivating: Journalists are swamped with pitches. Make yours stand out by getting to the point quickly, but with enough sparkle to catch their eye.
• Offer Something Unique: What makes your brand different? Why should they care? Give them a story, not just a product.
• Follow Up, But Don’t Stalk: A gentle nudge after a week or two is fine, but respect their space and time. If they’re interested, they’ll get back to you.
• CRM!: When you finally get that dream press piece, it’s important to remember the significance of Customer Relationship Management. You should try to engage with your new customers, ask them for their reviews, create a loyalty program, and make a personal connection with them. Trust me, they’ll want to support you and your business in any way they can!

(Many of these tips are from the book How to Build a Goddamn Empire by Ali Kriegsman, I highly suggest you read the book!!) 

Wrapping It Up with Love

Starting your own brand is an adventure filled with highs and lows, but remember, it’s all about finding the right people to share your journey with. Press pitching, when done right, can open doors you never even knew existed. So, take these tips, tailor them to your unique brand, and step out into the world with confidence.

And remember, I’m always here, cheering you on every step of the way.

xoxo,

Kayleigh-May

TRY THIS press pitching template:

Subject: [Engaging Subject Line that Captures the Essence of Your Pitch]

Dear [Journalist’s/Editor’s Name],

I hope this message finds you well. My name is [Your Name], and I am the [Your Position] at [Your Company’s Name], a brand dedicated to [Briefly describe what your brand does and its unique value proposition]. I’m reaching out to share an exciting story that I believe would be a perfect fit for [Media Outlet’s Name].

Why Our Story Matters: [In a few sentences, describe what makes your brand’s story unique and newsworthy. This could be a groundbreaking product, a unique approach to a common problem, or a compelling company story.]

Aligning with Your Readership: I’ve been a fan of [Media Outlet’s Name] for quite some time, and I’m particularly impressed with how you cover [specific topics or themes relevant to the outlet]. Our story aligns well with your content and would certainly resonate with your readers because [explain how your story fits the interests and preferences of the outlet’s audience].

What’s in It for Your Audience: [Provide details about the key aspects of your story that would intrigue the audience. This could be exclusive insights, a unique angle on a trending topic, or a behind-the-scenes look at your brand.]

Availability for Interviews/Additional Information: We would be thrilled to offer an exclusive interview with [mention who is available for the interview, like the CEO, a product developer, etc.], or to provide additional information and high-resolution images to complement the story.

I have attached [mention any attached press releases, a media kit, or relevant documents] for your reference. I believe that a feature on [Media Outlet’s Name] would not only captivate your audience but also shed light on [mention the key message or the impact of your story].

Thank you very much for considering this opportunity. I am eager to answer any questions you may have and am looking forward to the possibility of working together.

Best regards,

[Your Full Name] [Your Position] [Your Company] [Contact Information: Phone Number, Email Address, Company Website] [Social Media Handles]