Episode 43: Spring/Summer Story Angles Editors and Publications Will LOVE
It’s that time of the year again—spring and summer!
If you’re a business owner or an entrepreneur, this only means that you should have more reasons to do PR in these seasons.
From graduation to physical fitness to skincare, there’s an abundance of inspiration that you can draw from. Nearly everyone’s taking advantage of all the emerging and creative themes brought by spring/summer.
While all these seasonal details look promising and customary, it’s easy to fall into the trap of the crowded business owners who have been doing the same PR activities for a while but are still not noticed by the right people and institutions.
And yes, you may think that because it’s spring/summer, there’s not much room to explore for pitching yourself except by doing as everyone else does.
Also, you may be tempted to wait for the ‘right season,’ if ever there is, to pick up the pieces and pitch only around that time.
But hang on!
You have a story to tell. You have your unique perspectives!
You are an expert in what you do!
All it takes is for you to continue discovering and pitching story angles that journalists haven’t reported and that have the potential to captivate your audience.
In this episode, we’ll take time to emphasize the importance of story pitching during spring/summer. Most importantly, it’s also high time that we use our creative juices to write those pitches that editors and publications will surely love.
“There are always ways to pitch your story. Whether it's one that has data or has predictions, that talks about trends, maybe taking a stand, or sharing your perspective, there is always a season and a reason to pitch your story.”
-Gloria Chou
If you’ve been looking for some PR inspiration for this spring/summer season, now is the best time to tune in and get your PR groove going. Make these seasons matter by pitching stories and angles that will make journalists notice you.
This episode was made for you because there is always a reason to pitch your story in every season!
Topics We Cover in This Episode:
Why you need to pitch regardless of the season
Taking advantage of holidays and events for your PR pitch
The framework for finding unique and relevant angles
Using trends and expert insights to pitch your story
How you should approach PR as an expert
If you want to land your first feature for free without any connections, I want to invite you to watch my PR Secrets Masterclass where I reveal the exact methods thousands of bootstrapping small businesses use to hack their own PR and go from unknown to being a credible and sought-after industry expert. Register now at www.gloriachou.com/masterclass.
Resources Mentioned:
Gloria Chou's Masterclass: PR Masterclass
Gloria Chou's PR Starter Pack: PR Starter Pack
Gloria Chou PR Podcast: Episode # 2, The Pitch Framework
Additional Resources:
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Here’s a glance at this episode…
[1:23] Those are really specific days that you know that if you pitch in advance, which I usually recommend four to six weeks in advance, there is a high likelihood that the journalist will be assigned to write something about it.
[2:30] Remember, I'm always about making sure that it's relevant to right now. The editors will know that this is something that you're pitching right now for this year and not something that was a recycled pitch from five years ago.
[6:03] Another great pitch for spring/summer is apparel, fashion. With fashion, there's always seasonal trends, seasonal guides, seasonal colors, whatever it is. It is a great way if you're in e-commerce, retail, or apparel to pitch that angle for this season.
[7:58] There's always a way to make your product super relevant and newsworthy.
[9:57] Feel free to make sure that you can use data and maybe trends, an interesting point of view, and don't be afraid to take a stand.
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Gloria Chou 0:00
All right, everyone. You've heard me say this before, but there are always ways to pitch your story. Whether it's one that has data or has predictions, that talks about trends, maybe taking a stand, or sharing your perspective, there is always a season and a reason to pitch your story. And right now, at the time of recording we are in spring/summer. And so what a better way to help you get off your feet and start pitching than listing out all of the inspiring and very easy to do summer-spring angles that anyone can pitch that editors will love. So grab a pen and paper because this episode will probably get your mind spinning, and you're going to think of ways to tie what you're doing into a newsworthy pitch. That way you're going to be able to share your message and get the media to share it for you without paying for ads or agencies. Now how's that for a win-win?
Gloria Chou 0:52
Hey, friends, I'm Gloria Chou, small business PR expert, award-winning pitch writer and your unofficial hype woman. Nothing makes me happier than seeing people get the recognition they deserve. And that starts with feeling more confident to go bigger with your message. So on this podcast, I will share with you the untraditional, yet proven strategies for PR marketing and creating more opportunity in your business. If you are ready to take control of your narrative and be your most unapologetic and confident self, you're in the right place. This is the Small Business PR podcast.
Gloria Chou 1:23
The first one that I think you should consider is obviously one around the holidays. Holidays are one of my favorite reasons to pitch whether it's getting into a gift or product guide. There are holidays and important days all year round. In terms of spring and summer, we're looking at Earth Day or Cinco de Mayo, or AEPI or Mother's Day, Father's Day, July 4th, Parents' Day, you name it. Those are really specific days that you know that if you pitch in advance, which I usually recommend four to six weeks in advance, that there is a high likelihood that the journalist will be assigned to write something about it. Right now, obviously, I want you to do the research, and don't pitch a journalist who has never written anything around those days or gift guides or products. So make sure that you do your research. Now if you are in my PR Starter Pack, you have access to all the journalists, and what they've written about, So that makes it super easy. But if you're not in the PR Starter Pack, you can also do a quick Google search and find out whether it's on Twitter or RocketReach what the journalist is writing about.
Gloria Chou 2:30
So number two, in terms of a spring/summer story angle, you should consider is one about graduation, entering into a new job market. If you're a career coach or personal development leader, it could be something about what are the skills in demand. Remember, I'm always about making sure that it's relevant to right now. How has the jobs and skills market changed this year versus last year? That way to keep it relevant, the editors will know that this is something that you're pitching right now for this year and not something that was a recycled pitch from five years ago. We have so many PR Starter Pack members who are coaches and educators and helping people develop the skills to succeed in the career. They've all been able to maximize this angle to be able to share their advice on how to ace interviews, or how to dress for success, or public speaking things, or how to optimize your online presence so that recruiters can take note or even how to team build. I mean, there are so many things that could go on and on. But spring and summer is a great season to pitch something around graduation, new skills. Another thing is it could be around entering into a new school, a new grade. With graduation comes entering into a new grade level. So if you are in helping children or students, this could be a great education angle for you to pitch.
Gloria Chou 3:56
Another one that's really popular with our PR Starter Pack founders is the one around skincare cosmetics and wellness. Now as you know, spring and summer is allergy and skin burn season. So if you make a product or if you have advice that could help them save their skin, save their sinuses, those will always be really good. And there's tons of journalists and outlets covering wellness, cosmetics, beauty skincare that will be happy to accept those pitches. Now these pitches are super easy and straight to the point, and if you know how I write my pitches in the CPR method, which is the proprietary framework that I teach for all the founders, you can definitely check out the masterclass at gloriachoupr.com/masterclass to get a quick refresher on how to use the CPR method which is my credibility point of view and relevance angle to frame your pitch. You'll know exactly how to write the intro and use bullet points and a strong closing statement to be able to get on the editors radar. It could be something like, 'Three Ways to Save your Summer Skin While You're Going Back to the Beach for the first time,' or 'Three Ingredients that are Super Great for Summer, Allergy Season' or things like that, I'm just spitballing. I've written so many pitches for founders who make products serving this industry. So this is really top of mind for me.
Gloria Chou 5:17
Now, the other one that also is really popular with our community comes with fitness, and workout tips. So summer, there's the summer season, people are getting back in shape and coming out of hibernation. We have a lot of yogis and coaches, and people who will talk about movement, and also pain alleviation. So think about all of the ways that you can inspire the media and give them actionable tips on how to get your summer fitness and movement back. I also worked with an acupuncturist who has lots to say about how to prepare the body for summer season. Although it doesn't seem super relevant, there's always a way to tie what you're doing into something that's seasonal and relevant. So that's, that's the next one is summer fitness.
Gloria Chou 6:03
Now moving on. Another great pitch for spring/summer is apparel, fashion. With fashion, there's always seasonal trends, seasonal guides, seasonal colors, whatever it is. It is a great way if you're in e-commerce, retail, or apparel to pitch that angle for this season. It might be 'Three Ways or Three Colors for Summer-Spring', or Three of the Different Trends.' It could be how to give style advice, whether it's accessorizing or matching, or maybe best shoes for going from the gym to a night out on the town. These are just so many ideas, and I'm just filled with them. So I'm sure that after listening to this episode, your mind will be racing with many different angles that you can pitch for the spring and summer season as well.
Gloria Chou 6:53
Now that brings me to my next angle, which is wedding and event season. We are coming out of a pandemic and people are ready to meet in-person to celebrate, to catch up, and wedding season is in full swing. So even if you're not in the wedding industry, it might be something about events, activities, gathering conferences. Those things are also super seasonal and relevant. Which brings me to my next angle, which is travel and outdoors. Spring and summer is the time to get outside, to move our bodies, to get in nature, to visit a new city. It could be something about traveling with kids or families or couples or with pets or elderly parents. I recently wrote a pitch for someone who is in the PR Starter Pack about the best way to travel with your pet across country. I've also written pitches for using various travel bags and how to stay sanitary and hygienic when you're traveling with kids and using different compartments. We were able to turn her bag into a pitch that had to do with traveling with kids. There's always a way to make your product super relevant and newsworthy. Another one that's coming back is tourism and all of this talk about tourism and travel and international borders opening. So that could be another interesting angle as well.
Gloria Chou 8:13
Now that leads me to my next pitch, which is spring and summer food, wine and recipe stories. We have incredible founders in the PR Starter Pack who make hot sauces, who plan activities, who are dieticians. There's always something clever and interesting about recipe ideas or new ingredients, or how it can affect our health and what people are loving to eat this season. So think about that if you're in the food and wine space. The last one is— Spring is the season of new beginnings, and as you know, home decoration, remodeling is seriously having its moment. So if you are in anything to do with organization, design, architecture, real estate, think about pitching an angle about that. Whether it's spring cleaning, or refreshing your decor, whether it's getting our patio ready for summer grill season, or refreshing your kid's playroom, these ideas I swear I'm not just coming up with them by writing them down. I actually just set it now and all of these ideas started coming out. There are so many ways. There's so many angles. Now I know you might be thinking, 'Well, Gloria, you just wrote all of these down and then record it.' But I actually did not write any of these examples down. As I was telling you about these angles, all these ideas just came to mind right now. So think about what are the trends, how it's different, and follow the CPR method. If you want to know what my CPR pitching framework is that has helped thousands of founders frame their pitch and get clarity on what to write, you can listen to episode number two of this podcast. So, I've given you many different angles to think about when it comes to spring- summer. Feel free to make sure that you can use data and maybe trends, an interesting point of view, and don't be afraid to take a stand. If you have a contrarian point of view or a point of view that's very different, or if you have a prediction to make, make sure that you do that. Because remember, experts have points of view. And that's what we're positioning you as— as an expert. The more you're trying to sell your product and talk all about what you're offering, the more likely it is that the journalist is going to say, 'Why don't you buy an ad instead?' And here at Gloria Chou PR, we are all about making sure that you get the recognition and visibility without having to pay for ads.
Gloria Chou 10:33
That is why you're here listening, and I'm so grateful for you. Please subscribe and rate and share this podcast. I plan on also doing another installment for winter season and fall. And if you know of any small businesses who would benefit from learning these strategies, please feel free to share this episode with them. Thank you so much for being here, my friends. And don't forget to send me a DM on Instagram. If you have a topic that you want me to talk about I am at Gloria Chou PR. That's Gloria C-H-O-U P-R.com. So shoot me a message and I cannot wait to talk about what angles you're thinking about pitching. All right, my friends until next time!
Gloria Chou 11:14
Hey, small business hero. Did you know that you can get featured for free on outlets like Forbes, The New York Times, Marie Claire Pop Sugar and so many more, even if you're not yet launched? Or if you don't have any connection? That's right. That's why I invite you to watch my PR Secrets masterclass, where I reveal the exact methods 1000s of bootstrapping small businesses used to have their own PR and go from unknown to being a credible and sought after industry expert. Now if you want to land your first press feature, get on a podcast, secure a VIP speaking gig or just reach out to that very intimidating editor. This class we'll show you exactly how to do it. Register now at Gloria Chou pr.com/masterclass. That's Gloria Chou c-h-o-u pr.com/masterclass. So you can get featured in 30 days without spending a penny on ads or agencies. Best of all, this is completely free. So get in there and let's get you featured.