215 | The Perfect Pitching Method to Get Your Small Business Featured in The Media with Gloria Chou PR
Don't wait until you're "more established" - start planting the seeds for media success now!
LISTEN TO THE EPISODE HERE:
Danielle dives into the art of PR pitching with Gloria Chou, an award-winning small business PR coach, as she shares her proven method to get your business featured in top media outlets. They talk about the mindset shifts needed to overcome the fear of rejection and share how to craft compelling pitches using Gloria's CPR method.
Don't wait until you're "more established" - start planting the seeds for media success now!
1. Understanding PR vs. Marketing:
PR involves positioning yourself as an expert and gaining credibility through earned media coverage.
Marketing, on the other hand, involves paid promotional activities.
2. Importance of PR for Small Businesses:
PR provides visibility, authority, and searchability, which are essential for building trust and credibility with modern consumers.
It checks all the boxes that other marketing efforts may not.
3. Overcoming Mindset Blocks:
Recognize that knowing someone in the media isn't necessary for PR success.
Cold pitching can be effective if done right, regardless of industry connections or prior PR experience.
4. Finding PR Opportunities:
Utilize tools like Google News Alerts, HARO (Help a Reporter Out), and social media threads like #journorequest to discover relevant opportunities.
Focus on seasonal trends, predictions, regulatory changes, contrarian viewpoints, and third-party data to craft compelling pitches.
5. Implementing the CPR Pitching Method:
Credibility: Establish your expertise with a brief introduction.
Point of View: Present your unique perspective or insights on a topic.
Relevance: Tie your pitch to current trends, seasonal themes, predictions, regulatory updates, or contrarian viewpoints.
6. Persistence and Follow-up:
Don't fear rejection; aim for five rejections per week to desensitize yourself to the process.
Follow up regularly, leveraging email tracking tools to gauge interest and maintaining engagement on social media.
7. Start Now, Don't Wait:
Begin pitching and seeking PR opportunities immediately, rather than waiting for perfect conditions.
PR efforts can yield long-term benefits, even for early-stage businesses, by building credibility, visibility, and authority.
By implementing these strategies and adopting a proactive approach to PR, small business owners can increase their chances of securing media coverage and enhancing their brand reputation.
[00:00:00] Danielle: Gloria Chou, who is a award winning small business PR coach and the host of the top rated podcast, Small Business PR. Her non traditional yet proven PR methods have allowed small businesses to earn media without needing to hire an agency, have industry connections or any PR experience.
[00:00:21] Danielle: Gloria's work has been featured in Forbes, Business Insider and over 40 plus podcasts. So today on the show, we talk about her proven pitching method to get your small business featured in the media. We also talk about the mindset around pitching and how often to follow up and so much more.
[00:00:40] Danielle: Can you tell all of our listeners, how did you get into this crazy world of entrepreneurship?
[00:00:45] Gloria: Ooh, girl, it's a wild ride. So for anyone who. Wants to do a dramatic career change this episode is for you So I actually used to be a government diplomat.
[00:00:54] Gloria: So like the bureaucracy of the bureaucracies and it was so Rule abiding it [00:01:00] was like every margin like what you wore If you can imagine it was almost like military esque and great benefits I had a pension I had the best insurance, but I felt like I had the golden handcuffs and I knew I was you know Wanting to do something that was a little bit more creative.
[00:01:14] Gloria: And I just, I don't know, I just rules just, they, it bothers me. So I realized it wasn't a good fit for me. And I gave up on all that and moved back home at age 30 and restarted my life and built my business from the ground up after that, after kind of a quarter life crisis or midlife crisis.
[00:01:29] Danielle: Can you tell us, like, what was that first spark of, I think I could do something on my own and I think I could get into entrepreneurship? What was that first, like, idea or spark for you?
[00:01:39] Gloria: It's funny because my father was an entrepreneur, but he passed away when I was really young and they always said that I took after him, his personality, his gregariousness.
[00:01:47] Gloria: And I think only now that I am in entrepreneurship, I feel like I am being really true to my roots in a way. So it's like I found my way back home. It wasn't easy. I really wanted to have that smooth transition. I wanted to find a job before I left [00:02:00] and it just wasn't happening. I wanted to work in PR because I love to see people win.
[00:02:04] Gloria: I'm a natural communicator. I'm a natural communicator. I'm very persuasive. I love pitching and I applied to, I kid you not, over a thousand jobs. Like I can show you the LinkedIn receipts and all of the kind of PR communications things, whether it's tech PR, they all wanted very cookie cutter experience.
[00:02:19] Gloria: Did you work at an agency? And I never worked at an agency. And so I wasn't able to compete with their, uh, fit in the box requirements. So then I just had to hack it from the outside and thank God I did. Cause now I have a formula, a recipe for cold pitching that's relevant to me that I created and now I'm helping entrepreneurs around the world do their own PR.
[00:02:38] Danielle: And so can you explain to us just the basics?
[00:02:40] Danielle: What is PR and how does it differ from marketing or just social media? Is there a crossover?
[00:02:48] Gloria: Yeah, it's very kind of muddy, right? Because a lot of people assume that PR is a part of marketing PR, same thing. But for me, how I define organic earned PR is. Positioning yourself as an expert and having a credible news [00:03:00] outlet like the New York Times or Allure or Elle cover you.
[00:03:03] Gloria: It could also be a podcast where you're not paying to play. Raise your hand if you've gotten those scammy messages in your DMs I do every day of, Oh, we will feature you in this random 40 under 40 award that no one's going to see. Fees apply. So that is not PR. It's paid. And anything that is paid to me is paid marketing.
[00:03:21] Gloria: And I think a lot of people do take advantage of small business owners by pretending like it's PR when it's really not and charging thousands of dollars for a placement that really they can just buy their own ad and it doesn't get a CEO. It's not searchable. Remember your ads, your social media, it's not searchable.
[00:03:36] Gloria: You don't own that. And there's really no credibility, but because anyone can run an ad. But if you are being interviewed by the healthcare reporter or the front photographer at well and good, That is credibility that will allow you to showcase your work in such a high level that no amount of Instagram reels is going to convince your customer.
[00:03:53] Gloria: It builds trust, authority, it's searchable. And that is something that I think all business owners now need to have, [00:04:00] especially as we get more and more competitive and more saturated.
[00:04:03] Danielle: Why do you think that getting PR is important? What you said was like searchable, it builds like credibility, it builds trust.
[00:04:11] Danielle: Why do you think that is something that we need as entrepreneurs? What you said, why can't we just go viral on Instagram and do that? Is it the sustainability of it? Like, why do you suggest that your clients do that?
[00:04:25] Gloria: I think that PR is the only thing that checks all the boxes of visibility, authority, searchability, and nothing else checks all those boxes.
[00:04:32] Gloria: So, you know, your ads are not searchable. Maybe you get some visibility, but if they're not searchable and there's no authority your Instagram, maybe it's visible But there's no authority or searchability. So PR is the one that checks all the boxes for me It's something that gets you in front of more audiences with that credibility and we can oh, we all know right before you work with someone What are you doing?
[00:04:52] Gloria: You're googling them. You're typing them in the search bar and it's not just You know, and to be honest with everyone buying these robo [00:05:00] followers, I don't really care how many followers you have. I know that it's fake. I just look at your comments and you have two comments. So I know that it's fake. And so it's really about if I'm going to be working with this person, what is their point of view?
[00:05:10] Gloria: How are they portraying their values or missions? Have they been on any podcasts? Have they spoken anywhere? So it's really the combination of the search ability, the authority, and the visibility that makes a modern consumer who's very savvy now with all the tools to be able to decide to work with you versus someone else.
[00:05:26] Danielle: So for those listeners who are like, okay, that sounds great. I want to get more PR opportunities. They're like, where do I even start? Where do I look for these opportunities? So how do people like intentionally look for those opportunities or do they have to just wait and hope to be randomly chosen for one of these articles in order to be featured in Forbes or Entrepreneur or wherever?
[00:05:50] Gloria: I'm glad you said that because I think to do anything, whether it's PR, whether it's marketing, there's always that mindset piece and then there's that actionable tactical thing.
[00:05:58] Gloria: So let's, before we dive into how to [00:06:00] actually get PR, let's talk about the mindsets that are stopping people to get PR. The biggest mindset block is I need to know someone and journalists only cover people that they know. And that is so far from the truth. We have hundreds of people in our program who are literally at home, stay at home moms.
[00:06:14] Gloria: They don't know anyone in PR. They never really talk to a journalist. It's just about positioning your pitch in a way that the journalist will be like, Interesting. Tell me more. And it's not about you having Awards. It's not about you being in business and having to meet revenue levels. It's just about the pitch and cold pitching absolutely works.
[00:06:32] Gloria: It's how we've been able to do it. And it's how journalism works. Here's another thing. Journalists are trying to stay integrous. The whole point of journalism is that they are believable. And so how do they become believable? By not being the spokespeople of Fortune 500 companies. So they need to always be interviewing regular small business heroes, people from all walks of life, and that's how they remain credible.
[00:06:53] Gloria: So it's up to us to put our name in the hat and really just press that send button. And I know it's really hard because this is not something we [00:07:00] wake up and we just automatically know how to pitch ourselves like there's no one teaches us that. And that's why these agencies are charging 10, 000 a month on retainer.
[00:07:09] Gloria: Because you're just taught to hand over the keys to them. My whole ethos is that we own our story. No one will care about our story more than we do. We know about our customers, we know about the solutions. We can see what's changing in our industry, maybe predictions. And so use that to, to formulate a pitch and pitch it to a journalist.
[00:07:26] Gloria: You can find journalists online, you can follow them on Twitter and we're, we can get into my pitching method, but don't let anyone make you feel like PR is this. This complex thing you have to pay a lot of money for, or there are certain gatekeepers and you have to go through someone. Absolutely not true.
[00:07:41] Gloria: PR is very simple. It's literally writing a pitch and sending it out, pitch and sending it out. And if you know how to write a good pitch and in my CPR formula helps you do that. And if you know who to send it to, which is literally an email address of a journalist, then you just keep sending, following up and it creates a system of visibility in your business where you're [00:08:00] constantly getting featured and planting that seed.
[00:08:02] Danielle: Where do you find these opportunities? How do you actually find those opportunities that are right for you? Because it could be overwhelming and maybe we don't know all the opportunities or all the different outlets that are out there that would be best for us.
[00:08:16] Danielle: So what do you recommend for people who just are coming to it, not really knowing where do they fit in? What kind of, um, platforms are available for their specific business.
[00:08:26] Gloria: And this is what I teach a lot in my signature PR masterclass. It's really about transforming your features and benefits, which we all know as founders, we know how to sell, but translating that.
[00:08:36] Gloria: Not by selling your features to the journalists, but leading with a story, leading with a point of view. And so how do you train your brain as a founder, as a seller of services to something that a journalist will like, you need to be a good steward of the news. So I recommend everyone install a Google news alert, which is free.
[00:08:53] Gloria: And if you install a Google news alert for your industry, whether it's wellness or, or. Google will ping you with all the different articles [00:09:00] being published on your industry. That's going to help you think in terms of subject lines. Think in terms of what are the stories and headlines, instead of thinking about that, you're thinking about the three trends for winter health food diets, whatever that is.
[00:09:12] Gloria: So it's about leading with the trends. So install a Google news alert. You can also sign up for something called HARO, which stands for help a reporter out more grassroots way every day. You get hundreds of inquiries from journalists wanting to interview people from all walks of life and you can do a quick filter to see if it matches your industry.
[00:09:28] Gloria: You can also get on Twitter or LinkedIn and follow certain threads such as hashtag journal request, which means that journalists are looking to interview people for a specific thing. Those are all very kind of grassroots thing. But I think the first thing that people do is they always go to the easiest thing because they just want a dopamine hit, whether it's making a real alert.
[00:09:47] Gloria: And I always say PR is one of those. 10, 000 an hour skills that you're creating a long term asset for your business. And here's why, and you know, this because you and I both have a podcast. I would rather hone in on my pitch and then [00:10:00] maybe send 20 pitches out and get onto one podcast. That first, yes. And that one podcast will give me 20 pieces of repurposed content that I can make for reels, YouTube shorts, audiograms, quotes, carousel posts, then spend two days on social media, trying to fight the algorithm.
[00:10:15] Gloria: Few founders do that. So same thing with PR. Don't worry about where you're going to find them per se. First write down the five story angles, which are the five talking points for you to be the go to person in your niche. And there's, and then right when I said that, I know people are going to be like, well, everything's already been said.
[00:10:32] Gloria: So we're always creating these invisible barriers for us. I'll tell you something. Someone who was a Pilates teacher who's in my program, she got featured in an article called what is Pilates in 2022. So it just goes to show that there are stories 24 7 for every type of reader, for every learner at every stage.
[00:10:51] Danielle: I would love to dive in deeper to your pitch because One of the things, and this has been a theme for something I've been sharing with our community a lot, [00:11:00] is around this idea of being okay with rejection. So first of all, obviously, we need to get over the fact that not everyone's going to say yes to our pitch. But how do we give ourselves the best chance of there at least being an inquiry. What you said about journalists saying, tell me more, tell us like how, what does that look like?
[00:11:20] Danielle: How can we get on people's radar so that there's a better chance that our pitch is going to be actually opened and read and potentially considered.
[00:11:28] Gloria: When I think of pitch, I think of any communication where you don't really know the person on the other side, so it could be a voice note or it could be a DM, so it doesn't have to be this long pitch.
[00:11:38] Gloria: Actually, simpler is better, but I always tell my PR students, I want you to get five rejections a week. Because then you just realize that journalists are not out to get you. They are getting hundreds of pitches in their inbox. And you are competing with a very pushy and expensive PR person. So you need to learn how to advocate for yourself as an entrepreneur.
[00:11:55] Gloria: And once you do that, you just realize that sending out pitches and not hearing back is a part of the [00:12:00] process. And then you're going to start hearing back and all of those seeds that you planted are going to flower. We had someone in our PR program who just got on Elle magazine for her facial oil. She is like a one woman show, like pouring this in her garage.
[00:12:15] Gloria: She's a chemist and she's up against like the top 10 face oils. Tata Harper and Peach and Lily, like these most and dermal. And she was number two. Amazing. And then she said that the story of how she got on was she pitched a year ago and she didn't hear back, but she was like, you know what, I'm gonna follow up with her seven months later.
[00:12:31] Gloria: Followed up with a journalist, no response. Kept liking her stories. Boom. All of a sudden she gets an email. Hey, we just listed your oil as the top 10, not pay to pay, not affiliate, like purely just from her planting those seeds. So you're not going to hear back from every journalist, but here's also what I know.
[00:12:48] Gloria: I also have journalists come on to my podcast to talk about what their inbox looks like. And of course, you're not going to email you back. Then you're going to think that you'd expect something, but they read their emails and they're filing it very [00:13:00] intricately. By by topic or category, so you never know when their editor is going to assign them a story.
[00:13:06] Gloria: They're going to go back and do a search and you need to be there. So you need to get your name in the hat that you need to just be in the arena.
[00:13:13] Danielle: And just that I think that so many of us hold ourselves back from. Pitching or putting ourselves out there because we're afraid of it's funny because it's what's the worst thing that can happen and I think about that too. It's like the worst thing someone can say is no. And then you're just in the same position as you were if you didn't pitch, right?
[00:13:33] Danielle: It's not like you're worse off. And if anything, you've built that relationship like you said, right? You're right. You're continually building that connection, building that relationship. And I know for us, like a lot of the collaborations that we've done and things have been years in the making. So I think like, I love what you're saying about planting those seeds.
[00:13:52] Danielle: What would you recommend for following up with. The journalists that you're pitching or people that you're pitching for those [00:14:00] PR opportunities. How does that work?
[00:14:02] Gloria: The beauty is in the follow up and I teach a method where you email and then you follow up on DM, which is the socials. And I realized that we didn't talk about the pitch yet.
[00:14:09] Gloria: So we're going to, we're going to get there and talk about the framework, but in terms of following up, I like to follow up every week. And here's the thing. Don't send any emails to anyone until you install an email tracking device, if it's being opened or not. So you can get data and information about whether or not they're opening it because that way you're not going to make a big drama in your head about, Oh, they hate me because they don't hate you.
[00:14:29] Gloria: They don't know you. So get that email tracking device installed. See if it's being open. If it's not being open, it could be a deliverability issue. It could be they're out of office. If it's being open multiple times, that's a good thing. It means that they like the pitch. They're just trying to find somewhere for it.
[00:14:45] Gloria: In which case I would keep following up, maybe comment on their articles, share their articles. Remember journalists are writers. So comment, you know, keep them warm, like you would a lead. And you never know it means that they really like it, but they're trying to find a place so definitely in the follow up You have [00:15:00] to follow up and journalists are not gonna blacklist you I would rather our small business owners who are so timid because we're not taught this I would rather you err on the side of being ultra annoying because they just know that ability to It is going to be stronger than your ability to reach for it.
[00:15:15] Gloria: So you're competing with these PR people, lean on the side of following up too much. And I think you're in, in the better direction. So many small business owners, it's very unnatural for them to even send that first pitch. And then they send in, they go hide in the closet and it's no, like you sent it, just keep sending it.
[00:15:30] Gloria: It could transform your business because just that one, yes, Danielle, that one, yes, is going to cause a whole. Like momentum shift in your business is going to compound like a snowball effect. We had someone who makes a swimwear and she didn't spend any on ads after she, I don't know, went through thousands and thousands of dollars with no return.
[00:15:48] Gloria: And she's like, you know what, I'm going to pitch. English was not her first language. She had an accent and she was very shy and she just followed her methods and kept pitching and kept following up. She connected with a stylist who actually writes for [00:16:00] Cosmo and then she was able to get on Cosmo and Elle and Vogue and Condé Nast and all of these things.
[00:16:05] Gloria: And then she was on Oprah. She was on Oprah's Favorite Things. She went from not pitching at all to having dozens and dozens of beautiful press features that provided backlinks and SEO, and she never, to this day, hired an SEO person. She never spent money on an agency. It was purely pitching, and she actually used the method, which we will talk about, the CPR pitching method, to pitch to wholesalers.
[00:16:26] Gloria: As well. So if you're in retail, this is definitely something that could help you.
[00:16:30] Danielle: Okay. Let's talk about the pitching formula.
[00:16:32] Gloria: So from all the times that I cold pitched, cause remember I never worked in PR, so I didn't have a contact book of people to call. I was literally throwing spaghetti on the wall, trying to get these unknown clients into CNBC and Wall Street Journal and all these places.
[00:16:47] Gloria: It was tough, but I, after my. Hundreds of rejections and phone slammed in my face. I started to pick up on a pattern of what worked. And so I put it into this framework called the CPR pitching method. And this is a [00:17:00] framework of a pitch that gets you to a yes from the other person. The whole point of the CPR pitch is to position you not as a, please, I'm desperate.
[00:17:08] Gloria: I'm trying to sell something. I want to get featured. And it turns that desperate energy into one that positions you as an expert of someone that can be a solution for their readers. And it's about leading with the trend or the insight and not so much about your benefits and features. Because remember, you're not selling to the journalist.
[00:17:24] Gloria: The journalist is not going to buy from you. Because if you were, then they would say, why don't you buy an ad? I'll give you the number to our ads department. We don't want that. Right? So it's about transitioning that pitch. So C stands for credibility. It's just a one sentence like I am a, Mom, and I created this course to help other moms because I was dealing with this issue.
[00:17:43] Gloria: It doesn't have to be like you have a media feature. It's just one sentence. And then, so that's credibility and P in CPR stands for point of view. I like to have the pitch with three. I like threes. So three bullet points, three tips. It could be three New York, New Year's rituals for [00:18:00] X, Y, Z. It could be three, uh, immunity boosting ingredients to put in your soups.
[00:18:04] Gloria: If you're in food and wine, it almost reads like. An article in a way. So instead of saying three reasons why my product is the best, it could be talking about a trend and what you're noticing for that. So if you're a photographer, I'll give you an example of talking for the point of view would be, here's the reason why a bourgeois photography shoot is the best self care gift you can give yourself the season instead of three reasons why you should get my photography.
[00:18:29] Gloria: So that's point of view and R in CPR stands for relevance. It's the most important part of the pitch because What is news if it's not relevant? And so I like to start my pitches with the relevance right off the bat. So back to the photographer example, the relevance is as people. So this is a pitch we actually wrote and she got on well and good, beautiful spread.
[00:18:48] Gloria: She's a photographer and we pitched her photography services as a Valentine's day gift in a gift guide, which is very uncommon because it's not a box gift, but here's how the pitch really [00:19:00] works. We wrote the pitch. It was as shoppers are looking for non box gifts and more experiential gifts. I would want to talk about three reasons why a Boudoir photography shoot is the best self care self empowerment gift of the season.
[00:19:13] Gloria: And then she went into the three dot three points, the point of view, one, two, three, right? She talked about empowerment, she talked about feeling sexy, talk about reconnecting with yourself. And then she concludes with the C sorry, CPR. It stands for, I like to say confidence or credibility. So she literally just said, My name is Andrea and I'm a New York based photographer and I have worked in the field for X amount of years and I've seen how the Boudreaux photography is really transformative and here's how I can be reached.
[00:19:40] Danielle: Credibility can be just so powerful. Who you are, what you do, how long you've been in the industry.
[00:19:46] Danielle: So, tell us, what are some other examples of relevance when it comes to pitching? What are some things that we should look for when it comes to our businesses and how we can relate it to what's going [00:20:00] on, let's say, in the media or seasonally?
[00:20:03] Gloria: So actually have the top 10 story angles. So seasonal is a big one. When we're talking about cold, like winter, flu, coziness. If it's summertime, we're talking outdoor activities, graduation, new skill sets. If we're talking about end of year, it could be about self care. It could be about holiday parties.
[00:20:16] Gloria: It could be about reflections, family dynamics. So there are so many different seasonal relevances with the time of year, the season and holidays. So if you're in sustainability, it could be something around Earth Day. If you're mental health, it's mental health awareness day. So that kind of is pretty straightforward.
[00:20:31] Gloria: And another one I like to do is to give a prediction because no one has a crystal ball, especially during the time of recording we're in Q1. So it's as simple as saying my three big predictions that these three trends will be big in 2024, whatever industry you're in.
[00:20:45] Gloria: If you're in fitness, it could be that if you're in food and wine, it could be ingredients or wine from which region.
[00:20:51] Gloria: If you're in travel, it could be these are the hottest winter escapes this year. If you're a bridal, it could be like three bridal makeup trends for the minimalist, chic, uh, bride. So [00:21:00] I could go on and on. That's a prediction. And then there's a regulatory one. I, because regulations and policies are always going to be newsworthy.
[00:21:08] Gloria: So is there some piece of policy that is affecting what you're doing? If, if you are. In education, is there something happening with education board? Is there a new finding that says that this ingredient is actually quite toxic and they're banning it? So there's got to be something if you're in finance, right?
[00:21:23] Gloria: It's could be about like tax policy So there's so many different relevant things coming out It could be on the local level the state level or federal but that's always going to be relevant Another thing you can talk about is you can bring in a third party data and it doesn't have to be you We're not data scientists But we had someone who's a communication coach for Introverts, and she just brought in a third party extent survey or something.
[00:21:47] Gloria: And she said that a recent report found that introverts are actually better suited for C level positions than extroverts. And then she went on to talk about it and she actually got on Huffington post. She got on introvert deer [00:22:00] and please use third party data as relevance. Another piece of relevance is taking a contrarian point of view.
[00:22:06] Gloria: So we had someone who was an influencer and content creator. Still pretty early. There's so many of them and, uh, he was teaching people how to do video and the pitch we wrote for him was about three things that the Instagram gurus are telling you that's no longer going to work this year. So she talked about the three things that everyone's teaching that's no longer working and he was on multiple magazines just literally with a headline.
[00:22:27] Gloria: So hopefully that gets your people like to think about the different various angles that are available.
[00:22:32] Danielle: What I'm hearing is like basically a unique angle to your industry or maybe even a way to think about it would be something that you, that maybe bothers you about your industry that you can maybe flip around and say, Oh, this is maybe it's like a, your unique take or we see this on Instagram a lot, like hot take.
[00:22:53] Danielle: And then it's sharing something that you believe that maybe is contrary, everything that's [00:23:00] going on. Okay. Like around you are different, different people in your niche that are sharing certain things. So I, I love that. I would love to just finish off with sharing. Maybe an encouragement for the person because I feel like there's probably a lot of people listening of like, wow, this is really cool.
[00:23:13] Danielle: That would be a dream to be featured in a magazine, an article, any kind of publication. But they think, oh yeah, that's something cool, but I'll do that later once I'm like more established more. I'm sure that's what's going through people's head right now. Why do you think, why do you think that people should start now rather than wait until maybe they're like more ready?
[00:23:37] Gloria: I always say if you're ready to take someone's money for your product or services, you are ready to start pitching yourself because how else are you going to sustainably get in front of people? We know that ads tracking and privacy policies means that our ads are going to be through the roof and we're not going to be able to target the people.
[00:23:53] Gloria: That's just a fact. We know that Instagram is changing their algorithm every day. Every day, influencers are leaving the platform. I can barely in front of, [00:24:00] get in front of my own audience, let alone new audiences. So as business gets harder and harder. We need to roll up the sleeves and do the work that's really going to move the needle for us and not just those little things that's not going to move us anywhere.
[00:24:11] Gloria: And that's really the differentiation between kind of a entrepreneur who's just beginning and someone who is highly optimized. Someone who understands that for every hour of activity, I am creating an asset. And so that's PR, that's giving a media appearance, that's being on a magazine, that's being on a podcast, that's repurposing.
[00:24:27] Gloria: So just from a mindset level, I think in order to create more value, we have to think in terms of our, am I doing busy work or am I creating an asset now for me, I have an intrinsic motivator and this work is absolutely sacred to me. It's really not about logos and branding. And I know there's a lot of other visibility coaches that kind of just talk about business and sales.
[00:24:48] Gloria: But for me growing up as a daughter of immigrants, I, whenever I looked at magazines and what. It means to be successful. I never saw myself reflected in that ever. And so for me, it's [00:25:00] really about rewriting media representation. We cannot make the media representation be more reflective of all of our lived experiences if we don't pitch our stories.
[00:25:09] Gloria: And so that's the work that I am here to do and that's the work that my, our community is here to do because we are mold breakers and we want to change that. When I want to Google entrepreneur, I don't want to see another white man. I want to see people from all different parts of the world and reflecting that back at me.
[00:25:25] Gloria: We need to pitch ourselves. We need to tell the world about our stories and what better way to do it and what powerful way to do it than to get PR for ourselves.