How To Identify Your Why + Develop Press Angles

In order to create and execute an effective PR campaign, you must understand the fundamentals i.e. how to identify your why, develop key messages a media pitch, etc.

Creating the ultimate PR plan requires you to think outside of the box, be creative and focus on the important aspects of your brand. Before you can begin to craft a media pitch or develop your media list. You must first identify your why in business.

Think about why a media outlet would be interested in featuring you? What do you have going on that's relevant? Why would they be interested in your story?

So, you want to focus on what inspired you to start and your target audience.  Think about why you are attracting the target audience that you have and you what it is you have to offer them. Identifying your why gives a clear angle of exactly what you are going to pitch to  various media outlets and how you are going to pitch it to them.

Think about what problem you help your core audience solve? Why do they need you?  Even if you feel like you haven’t had that much success in business,YOU ARE STILL NEEDED!

People need your products and services and creating your PR plan will help bring visibility to your business (which equals more awareness and potential customers).

For example, let’s say you're just starting out with your lip-gloss company and you have started it because your daughter had an allergic reaction to some lip balm she purchased from the drugstore. That’s your why and apart of your brand story! So when you develop your media pitch, one press angle you could use is: 9 Year Old Starts Lip Gloss Company After Suffering Allergic Reaction.

And from there, you can expand your angles depending on the publications that you are pitching. But remember, it all starts with identifying your why and researching what messages resonate with your audience.

How To Secure A Brand Ambassador For Your Business

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So you’ve created the hottest cosmetics line, your packaging is on point and your website is absolutely stunning. Sure, you’ve even gotten a few press hits, but in order to take to the next level, increase your brand awareness and visibiliity, you know it’s time for a Brand Ambassador. But, what’s the first step? Who should you choose?

Here are 4 tips to help you secure a Brand Ambassador For Your Business:

  1. Focus on YOU- Think about your mission. What celebrity or influencer really embodies your core values? Don’t just pick someone because they have a huge following because that doesn’t mean that their following will translate into potential customers and/or sales. You want to choose someone who: a.) isn’t already working with your competition or someone similar to your industry, b.) is open to collaboration opportunities and can commit your Brand Ambassador Requirements. Create a list of 15-35 potential ambassadors and create a pitch for outreach.

2. Create Your Brand Ambassador Deck- This deck can be created in Canva. It should be around 5-7 pages. In the deck, you will include information about your company, founder, demographics and last but not least, the Brand Ambassador benefits. You need to decide what you are giving your Ambassador in exchange for collaborating with you. For example, you can give them free product every month + a percentage of affiliate sales using a special code.  Depending on who you are reaching out to, you may need to adjust the benefits according tho their needs and best interest.

3. Be Persistent- The outreach process can be daunting but you must be persistent. Again, depending on who you are reaching out to and their schedule, it could be awhile before you get a response. Think strategically. It may be best to start with your local radio/television personality and once you have run a solid campaign with them as your Brand Ambassador, you can use it as a case study to book a bigger celeb/influencer

   4. Protect Yourself + Keep Your Word- Once you secure your first Brand Ambassador, be sure to send a contract outlining all the details, dates they will receive product, how many times you want them to post on social media, etc. Last but certainly not least, make sure you are honoring your end of the deal. Each time you send product, provide them with a tracking number, require signature, etc. Make sure you provide them with all social media handles as this will assist in growing your following as well.


So, you’ve created your PR Plan, have all of the visuals/photos created and the website is perfect. You have your media list developed and now you are ready to pitch. But, wait! Before you press the SEND button on that email, let’s review a few things first.

Keep in mind that pitching to the media is an art. It takes time, good energy and a strategic approach.

Here are 4 ways to get the media to say Yes To Your Pitch:

  1. Personalize Each Pitch According To The Writer/Editor- Writers/Editors are EXTREMELY busy. They have deadlines to meet, events to attend and of course, news, to report. No matter what the beat is, every industry is constantly buzzing with new trends, celebrity tie-ins, updated reports and more. If you want to  secure press in a timely manner, it is crucial for you show that you’ve done your homework- the very first time you pitch. It’s not enough to say: “Hi Marianne” and then go into your pitch. Compliment the writer on their latest pitch, ask what they are currently working on and let them know how your client is a fit. Make sure it’s CLEAR that you know who they are, what they like to cover and what they are interested in.

2. Ask For What You Want- Focus on your overall goal for outreach. Do you want a feature or interview? Do you want to be featured on their online news segment? When you are pitching, let the writer know how you’d like to work with them and the publication. Again, it’s important to be specific and do your research. Before you pitch and ask for the feature, make their job EASY. For example, if you are pitching for a local TV segment, include the name of the segment, 3-5 talking points, why the audience would be interested and you/your client’s reel.  Editors/writers have enough on their plates, you want to be a valuable resource/liaison, show them that you are an asset to their job. Have all materials including the press kit, photos, bio, etc on hand, stay ready so you don’t have to scramble and get ready.

3.) Following Up Is Key- Most times, you won’t get the yes you are looking for the first time you pitch, so it is important for you to follow up with the key outlets you want to reach. Do not follow up with the same pitch. Instead, ask if it is something that they are interested in. Pay attention to the stories that they have written during the time that you pitched them and follow up with how your business/client is a fit and/or how you can add a different perspective to the story line.

    4.) Check The Submission Guidelines- This may seem like a simple step, but it is one that people often overlook. Every outlet, especially those that are digital have certain guidelines on how to pitch them. You must also look at the editorial calendar to assist you in developing press angles that are in alignment with the outlet themes, media coverage and more. You can also create a press calendar for your business/client(s) based on the editorial calendar as well.

6 Steps To Garnering Press With A New Media Contact

I’ll never forget the moment when I got an email from an editor at Vibe Magazine telling me that I landed my client an interview!

I was sooo excited! I couldn’t believe it! I had just opened my firm a few weeks before and was nervous about pitching this client , (who I considered to be MAJOR at the time), because I didn’t have any media connections on the top tier national level.

And what’s a publicists with no media connections? Not a publicist at all, right?

The bottom line is this: We all have to start from somewhere! Don’t allow yourself to get discouraged because you don’t have established relationships with the media, YET!

Here are 6 Steps To Garnering Press With A New Media Contact

  1. Be Intentional-Research their most recent articles. Is what you want to pitch a fit? Does it seem like something they would be interested in covering? Follow them on social media. Make sure you know the publication that they currently write for and the beat that they are covering (If you don’t know what a beat is, I suggest you Google it, ASAP!).

  2. Check With Your PR Bestie- Before hitting send on that initial email/pitch, check with your PR bestie. Perhaps they already have a contact for that editor or outlet  and can send an introduction on your behalf. This is why collaborations and connecting with other publicists are key. You never know how you can help each other

  3. Introduce Yourself Via Email- If your bestie doesn’t know the contact personally, be the amazingly proactive publicist that you are and reach out directly via email. Let them know who you are, what you do and the clients you represent that you feel would be a fit for upcoming stories, etc. Ask them what they are currently working on, compliment them on the latest article.

  4. Send A Soft Pitch- Don’t bombard them with media kits, press releases, etc. Send a short and sweet email, no more than 5 sentences about your client and ask if they would like to receive more information.

  5. Follow Up- When pitching to the media, following up is key, especially when you are trying to build a relationship with a new contact. They may not respond the first time because they don’t recognize the email addy, are on deadline or uninterested in covering at the moment.

  6. Show Up And Show Out- When you finally get that email stating that they want to cover/set up an interview, be sure to thank them for their time, send over all materials, talking points, etc. Once the interview takes place, make sure you and your client are on time, polite and have a great energy. After sending everything over, thank them again and follow up for the press clipping/link