Last year, I did a pro-bono side project for a (former) colleague.
The goal:
Debut the next installment in his anti-bullying series to a raving audience. Best part, the movie is written, directed, shot, and edited entirely by K-12 students for other students. Sells itself right, what news wouldn’t want to cover that story.
Well his previous attempts at press failed miserably. He just didn’t know what to do.
So I was happy to spend 4 hours crafting a release for him that media would beg to cover.
Back then my process included researching local media, finding the best writers for your story type, choosing the best angle, and writing a press release in a way that’s not taught in schools, but stands out in the newsroom. All of which still works today.
Remember I used to be a journalist, I know what journos want and NEED to see to say yes and want to call you.
The result:
Pitched 3 news outlets and one asked to cover the story within 11 minutes. Plus two more ten minutes later. All three said yes within 21 minutes.
In the end, the event was sold out. Five movie screens with roaring students and their families enjoying an entertaining movie that teaches about cyberbullying in a non-documentary style.
It was dope. My colleague wasn’t happy though.
He complained the whole way through.
Before I offered to help, he complained.
When I showed him my press release, he said it wasn’t good enough.
And even after he got the press and sold out his event, he was still disappointed.
Clearly, he had issues overall, which my journalism degree isn’t qualified to explore. Safe to say, I don’t talk with him anymore. Nor do I consult on press releases.
But 4 hours of work to sell out an event ain’t bad.
Or is it…
See, now I have a more direct approach that doesn’t involve a press release, press kit or hiring a PR team at $5K a month for wishful thinking.
And it only takes about 20 minutes to set up. Plus about 5 minutes for each online and offline media outlet you pitch. From HuffPo to your local paper.
All press is good press, and you can have that awesome press release (which I don’t do anymore) when you join TOP OF MIND.
The latest issue has both the press release I wrote for that dude, and why it works.
I also give you the ultimate pitch outline I use that has yet to be denied when done correctly.
I’m even taking it a step further and hosting pitch clinics inside the private community. If you have a specific topic and media or organization you want to pitch, I’ll help you craft the perfect message to get it.
Yup, it’s so simple it only takes 10 minutes to teach.
All inside when you click here: https://knoxuniversity.com/
See you on the inside.
Be well,
Max!