We all know the best way to get the media to pay attention to our pitches is to get to know them personally.

This may seem like an impossible task, especially if you're send out tons of information and get little response in return.

But it's not impossible. You just might be targeting the wrong crowd.

Major magazine editors are hard to reach. There is no doubt about it. They are busy people inundated with hundreds of people pitching them things all day long. All while they have an important job that they are paid to do – edit the current issue.

If you flip through the issue of any current magazine, you'll find many articles with a writers name attached to it. Typically these writers are not listed in the masthead because they are freelancers working for a variety of publications. The great thing is that these writers need sources, and in some cases products, to complete their features.

If you take particular interest in an article that fits with your business, note the writers name and search for them through Google. Often times, they have their own personal websites with an email contact. Send them a brief personal note complimenting them on the article you read, and ask if they ever need sources in the area you work in (or, if relevant, if they sample products). This is a great way to start a relationship with a media professional and let it blossom over time.

This also works well for industry "experts" that you may find on television. If you notice an expert on a national show that is presenting products, use the same strategy above (make sure in this case you are contacting them regarding the testing of your products. They would not need expert advice if they are the "expert" already)

As always, I'd love to hear your feedback on how you've built relationships with the media. Please leave a comment below!

While attending a women entrepreneurs conference this week, the topic of the 30-second pitch came up quite often. While most business owners are aware that they need one, and many already have one, when it comes time to actually delivering the pitch it leaves many in a tongue-twisted mess.

A 30-second pitch is always important to have in any situation to answer the question “what do you do?” This is relevant for dinner parties, networking events, sales presentations or even when you meet someone in line at the grocery store.

But when it comes to the media – your 30-second pitch is often chopped to about one sentence. The media has a very short attention span, and if you can’t get to the point when speaking to them directly, how will a producer trust you to deliver juicy, newsworthy soundbites to their audience? If your product can’t be explained in one sentence, how will it be featured on a magazine page with a small caption next to it describing its benefits?

For example, Living Proof haircare line is one company that was mentioned at the conference. The VP of Marketing for Sephora mentioned how impressed she was that they had attained so much media coverage in such little time with few resources. I took a quick look at their website, and loved the product description for their “Full” line – “Makes Fine, Limp Hair Look and Behave Like Thick Hair.” Boom. We know exactly what it does in one sentence, and are intrigued enough to ask more questions and try the product.

There is no secret formula to designing your quick pitch, but there are a few exercises you can begin with:

• Pretend you bumped into the editor of your favorite magazine on the street. They ask, what do you do? Write down exactly what you would say (don’t worry if its more than one-sentence at this stage).
• Now look at your description and see if there is anything you can chop out (for example – too many adjectives, like powerful, beautiful, delicious, etc).
• Look at the product packaging of other successful competing products. There isn’t much room on a package – meaning the description has to be concise. If you’re a service-based business, check out taglines and websites of other successful providers.
• Come up with 3-4 one-sentence pitches based on your research for your own product/service.
• Gather a group of “testers” (family, friends, neighbors, co-workers) and give them your one-sentence pitch. Note feedback.
• Revise, revise, revise!
• Once you’re comfortable with your pitch, practice it daily – even if you just deliver it once into the bathroom mirror. Before long, you’ll be so comfortable delivering it, you’ll never stammer again when talking to the media!

Some other one-sentence pitches I like:

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The relationships you want. Start here.
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