April 30, 2025 • 32 mins
PR success can create a snowball effect for your nonprofit, ALL at once. But how do you do it?
In this episode, I’m talking to former U.S. diplomat turned PR powerhouse Gloria Chou, who’s helped thousands of entrepreneurs and small organizations land over 10,000 media features without needing an agency, big budget, or insider contacts.
Gloria shares why traditional PR is often gatekept and how you can break through using her "CPR Method" (Credibility, Point of View, and Relevance) to craft pitches that journalists actually want to open.
You’ll learn how to find your nonprofit’s most compelling angles, leverage seasonal and cultural moments, and build a foundation for long-term visibility and impact.
If you’ve ever thought your nonprofit was "too small" or "not newsworthy" enough, this conversation will change your mind.
Resources & Links
Connect with Gloria on Instagram at @gloriachoupr and DM ‘DANA’ to grab her pitching freebie. You can also watch Gloria’s FREE masterclass.
Grow your list of media contacts at Source of Sources and sign up for Google News Alerts.
This show is brought to you by iDonate. Your donation page is leaking donors, and iDonate's new pop-up donation form is here to fix that. See it in action. Launch the interactive demo here and experience how a well-timed form captures donors in the moment they care most.
Let's Connect!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
news kind of has this contagious element where you
know if one thing gets picked up, then more people want to pick
you up.
So it's definitely the onething, I think, out of all of
your marketing, that reallycompounds, whereas if you make,
you know, one social media post,it's kind of gone in 24 hours.
But with PR, not only does itcreate a snowball effect, you're
also gathering that precious,precious SEO which we all need
(00:20):
because we don't own ourplatforms.
We don't know when we're goingto be shadow banned or the
algorithm changes.
So it's really important toreally think about PR in a
different way.
It's not adding PR to yourplate, but it's really the
foundation for everything youcan do.
Speaker 2 (00:34):
I'm Dana Snyder, your host of the Missions to
Movements podcast, and my pathto philanthropy has been
anything but traditional.
This show is your weeklymastermind, designed to give you
the ideas, insights and supportyou need to push the boundaries
of what's been done before innonprofit marketing and
fundraising.
Whether you're looking to builda magnetic monthly giving
(00:56):
program, elevate your personalbrand or create partnerships
that amplify your impact, thisspace is for you.
I'll bring you solo episodesand conversations with industry
leaders offering actionablestrategies and fresh
perspectives that will move youand your mission forward.
Let's turn your mission into amovement.
(01:22):
Okay, listeners, something I getasked about all the time is how
do we not be the best keptsecret?
How do we get the word outabout our organization?
How can our executive directoror this person be featured?
Or we just had this reallygreat monthly giving program be
released.
How do we get it out into thenews?
What's newsworthy, etc.
(01:43):
All the things.
So today's guest, gloria Chao,is a former US diplomat turned
PR powerhouse, has literallyhelped thousands of small
businesses and entrepreneurs getfeatured in some outlets you
might recall, such as Forbes,the New York Times, vogue,
without needing a big agency ora Rolodex of media contacts.
(02:07):
She is the founder of her ownbusiness, which I love, gloria
Chao PR and the creator of thissignature PR method that's
helped her community land over10,000 media features.
Yes, you heard me correct.
Her superpower is reallyteaching everyday business
owners in this conversationnonprofits how to confidently
(02:28):
pitch yourselves and share yourstory, because she believes
every founder deserves to beseen and heard.
I am really excited for thismini masterclass during this
episode today, and I thinksomething that I also love about
your mission is that your workis really focused on making sure
that women and theunderestimated voices are part
(02:49):
of the conversation, so thankyou so much for being here today
.
Speaker 1 (02:52):
Well, thanks for having me, Dana, I'm excited.
Speaker 2 (02:54):
Yes, okay.
So I want to jump right in.
You teach a pitch forward no PRbudget needed.
Approach to media, which I'msure everyone is like hallelujah
, we're in the right place.
What do you think are some ofthe biggest misconceptions that
people have about gettingfeatured in press?
Speaker 1 (03:13):
I think the biggest one is that you need to be at a
certain level of business or youneed to have a celebrity
endorsement or something to getfeatured.
And the reason why we thinkthat is because I think for the
longest time, and still now, pris very gatekept by the industry
(03:40):
, right, that wants to chargeyou five, 10 grand a month for
six months.
And so, because it's sogatekept, I just started cold
calling.
I realized that journalistsactually want to talk to the
founder, they want to talk toyou.
They actually don't feel moreimpressed if there's like a
publicist or a PR rep.
And so how do we bring this inhouse?
How do we make it more feasiblefor a nonprofit is by doing
(04:00):
this ourselves.
And you know it's not this big,big, complicated thing.
It's not about you being anewsworthy company or nonprofit
there's no such thing.
But there is such a thing as agood and a bad pitch, and so
we're going to go into that is,how do we turn our marketing
spiel into something that ajournalist will care about?
So that's the biggestmisconception is that there is
such thing as fundamentallynewsworthy things and not
(04:21):
newsworthy things, and it's justnot true.
You can always get featured,you just need to know the right
way to pitch.
Speaker 2 (04:27):
Love that.
I know.
So my prior world.
I lived in New York City and Iworked for a pretty big PR firm,
dkc, and I think it's so trueof working.
I didn't do the media side ofthings, I was on the digital
team but I saw it all the timeand then now having my own
company for eight years and justthe scrappy way that I've gone
about things can yield similarsuccess and getting featured
(04:49):
where you want to, in specificniches.
And I think to your point, manyorganizations can feel like
they don't have this buzzy,newsworthy story, but I think
that's like a myth story that'sbeing played in our heads.
What are a few simple angles orframeworks that you think about
(05:14):
when it comes to turning aneveryday impact into something
meaningful that media would wantto cover?
Speaker 1 (05:20):
Yeah, I think that, as founders and organizational
leaders, we're always thinkingabout the benefits and features
for the end consumer, right?
So in this case would be thedonor.
But the news is different,right, we have to think about
what are the cycles, what arethe seasons, and how can we
piggyback on a bigger story.
So, instead of benefits andfeatures, think about the season
you're in.
So is it Q1?
, is it Q4?
Think about your bigger.
(05:42):
What's happening in thelandscape, like what is the
trend that's happening withgiving?
Is there a bigger company thathas gone back on their
initiatives and you're saying,well, actually, we're actually
going.
You know, for example, dei is ahuge one right now, and so,
talking about something that isin the news, something that's a
little bit contentious, reallyusing that to state, like, what
your values are, that's alsoreally big.
Another one is I love data aswell.
(06:03):
So, anytime you can have, pullyour audience or do any kind of
a quick survey, and that'sproprietary data that you can
offer to the journalists, right?
So you can say we surveyed ouraudience and here's a new trend
that we're finding and giving,and that's really interesting,
because the journalist is notgoing to have time to do that
surveying.
I also love the contrarian pointof view.
So if everyone thinks that youknow in your industry people are
(06:24):
going this way, but then you'reactually finding that well,
it's actually headed in adifferent direction, that's
great.
Pitch that.
Anything that is regulatorywith what's happening right now
like I said, di is one of thembut what other companies are
doing?
So if there's a federal orlocal kind of policy change that
affects your industry, pitchthat, because that's always
going to be relevant Things onsocial media.
So you know what celebritiesare doing, maybe what colleges
(06:47):
are doing, all those things.
So those are some really quickways you can start to formulate
in your head Well, what can Ipitch?
That's not just all about meand what I'm doing and really
zoom out to what other peopleare covering.
And so it's just about beingrelevant.
And I always say having a goodpitch is two things is you need
to be relevant, but you alsomake it very specific.
So how can we peel away thelayer of an onion?
(07:10):
I always call pitching layer ofan onion.
The top layer is very fluffy,it's not very flavorful.
So keep peeling away the layerof an onion to get to that
really good, solid, juicy corewhich is going to be a very
specific and relevant pitch.
Speaker 2 (07:24):
Yes, and you share a lot of good examples of this.
So Gloria has her own podcast.
Since I know, listener, you'rehere listening to a podcast
Small Business PR and in one ofyour recent episodes you were
talking about pitching aroundMother's Day and getting a
Mother's Day gift guides, andthis is very topical for when
even this episode is coming out.
But even thinking about in a VIPintensive I'm doing right now
(07:47):
as an organization featured onreally amplifying youth
leadership, and so I wasthinking about graduation, back
to school, like moments whenkids are just like really top of
mind and parents, and how canyou get featured talking about
like youth leaders or there's somany cultural moments that are
happening all around us andthink about those things that
(08:10):
press are naturally wanting tohear stories about and how can
you be like I'm going to makeyour job easier, here's an
amazing featured piece or thatcan be included in what you're
working on.
So I love that you share theseideas all the time on your show
too.
So, listener, if you want todeep dive as the year progresses
on more of Gloria's ideas, youcan check out her show too.
(08:32):
Speaking of pitches, you have amethod that's called the CPR
method and can you walk usthrough how a nonprofit might
use that to pitch to a localnational trade outlet?
Yeah, no-transcript.
Speaker 1 (09:14):
So don't be too hard on yourself if you're like well,
I didn't know this because noone's really taught this, but
from the years of pitching Irealized that if your pitch has
these three elements, it'spretty solid.
The whole point of the pitch isnot to write the story for the
journalist, it's just give themenough information to say that
you are an authority on whatevertopic and that give them an
idea of kind of possibilitiesand see where they go.
(09:35):
They're the person writing it,so it's on them to write the
article, but you're just givingthem enough information.
So C stands for credibility, pstands for point of view and R
stands for relevance.
And the way I usually like tostructure a pitch is you start
with your subject line, becauseyour subject line is the most
important thing.
That dictates whether or not itgets open.
So your subject line should notinclude your name, your company
(09:57):
or the word pitch.
They already know that and it'snot going to be relevant to
them.
So instead you almost want itto be kind of reading like a
title of an article, right?
So something like you know, thegovernment is cutting funding
for X, Y and Z.
Here's how we're helping.
Or it could be like you know,2025 research reveals that blank
, blank, blank.
Here's what we're doing.
(10:18):
So it almost reads like it'sspecific and it tells them
exactly what it is.
So don't bury anything.
And then, when you start offthe email, avoid all the
pleasantries.
What you can do is you cancompliment on their work.
Speaker 2 (10:28):
So you say don't say, how was your weekend, how Nah?
Speaker 1 (10:32):
Or, like you know, a lot of times people will try to
do a clickbaity subject linelike, oh, a message for you,
caitlin.
It's like, well, they thinkit's spam.
So you want it to be verydirect and objective and so you
want to start off with whateverthe relevance is.
So maybe there is a new reportor finding showing that youth of
this population needs specialhelp, right, and they're not
(10:53):
getting it in public school.
So maybe if you're doingsomething that's helping that,
then put that there so it couldbe data-driven.
Like I said, it could be aboutwhat's happening in the bigger
landscape.
You can say this Fortune 500company is rolling back policies
on DEI, but here's what we'redoing to help marginalized folks
, whatever that is.
(11:16):
And then you go into your threepoints, which is a point of view
, and it's usually about tips orinsights or how you're helping.
And then you conclude with oneor two sentences about your
credibility.
So maybe, if you've beenfeatured before any awards,
anything that's unique aboutyour story, why you're different
as a nonprofit, why yourapproach is different, maybe
your legacy, or how many peopleyou've helped, and for more
information you can put ahyperlink in there.
So don't attach these bigattachments.
(11:36):
That's going to trigger theirspam filter and said I really
like hyperlink.
Find out more about us, findout more about this initiative.
That's really the gist of it.
If you are pitching for apodcast which I know that a lot
of people do and we have a wholepodcast training in our PR
program is, instead of the threeor four bullet points I like to
say, here are the questions Ican answer on your podcast.
And that's really great, becauseyou're doing the work for the
(11:57):
podcast host, and bonus pointsand this is from our mutual
friend Ellen Yin is if you canactually attach a screenshot of
you giving that person's podcasta five-star review yeah, you'll
separate yourself from 99.9% ofthe people who pitch, I promise
.
So those are all the ways to geton the radar.
That's kind of the nuts andbolts of it, and it helps you
(12:20):
turn your like, me, me, me pitchinto something that is more
relevant to their audience,Something that has to do with
what's happening in the worldright now, whether, again,
whether it's data backed or it'sseasonal.
For example, right now we'regetting into graduation, right.
So if you do something withhelping youth perfect certain
skills or maybe job placementlike that would be great is to
talk about unemployment.
You can even pull up anunemployment report.
You know the state of jobs,right Things like that, or
(12:41):
housing.
I know there's a lot with likehousing rates and access to
equitable housing, withinflation and all the things.
So if you're doing somethingwith that, pull up the news.
There's so much you can do inthe nonprofit sector that you
can just easily reference what'shappening in the news, because
there's so many ways that peopleare struggling and so many ways
that your nonprofit is helpingto fill a really needed gap.
Speaker 2 (13:00):
Yes, so this is no templatized press releases, is
what I'm hearing.
Do not send that out to ajournalist.
Speaker 1 (13:08):
Well, you can send it out, but the email still needs
to be a CPR method and you cansay I've.
You know, since you cover thiskind of news, I've attached a
draft of our press release.
But you don't want to just likegive them a press release
without context, context, yeah.
Speaker 2 (13:21):
Okay, is there anything to sharing that you've
read something similar tosomething that they've published
, so that you show that you'vekind of done a little bit of due
diligence, or does that notmatter?
Speaker 1 (13:34):
That's actually the second tier of like.
So I think about differenttiers of effort, right?
So the first tier is kind ofwhat I told you, but a better
way that probably get you evenmore on their radar is in the
first paragraph with yourrelevance.
If you can also say I lovedyour article, that you covered X
, y and Z, it really inspired me.
That's why I wanted to reachout to you, because we're doing
(13:54):
this initiative, so that'sactually even better because
you're simultaneously showingthem that you've done the work
and you're giving them acompliment.
And journalists, I mean,they're humans, right, so strike
your ego.
Use social media.
They're on social media as well.
What I like to do is I teachthis kind of follow-up method
where you send an email andinstall an email tracking
software please.
Like.
That way it'll tell you who'sopening it and you don't have to
(14:15):
make up a drama in your headabout them hating you.
It's really not.
Maybe it's the vulnerability orout of office with you.
And what I like to do is alsofollow up on social media and
engage with their content andshare it, and so that way you're
kind of like your leads right,you're omnipresent and you're
having multiple touch points,and the good rule of thumb for
following up is I like to followup once a week, you know, for
three weeks, and if they'reopening it and they're not
(14:37):
responding, then it just meansthat there's not a place for it.
But here's the thing the newscycle and the content cycle.
It's always evolving.
That's right so instead of justsaying, hey, following up on
this, you can reply to the samethread and in your follow-up
give them a compliment or say,hey, this is also happening in
the news, or this is a newchange, or you know what I mean.
So with every follow-up youwant to give them something a
(14:57):
little bit different, to kind offreshen up the angle, and that
way they can see kind of thethread of what you're pitching.
Speaker 2 (15:02):
Yes, and from somebody who I get a ton of
podcast pitches.
I mean I just got one rightbefore we were about to jump on
and I quickly looked at it.
I was like none of this isrelevant and I could tell it was
a copy and paste that had nocustomization to what my show
was about.
And when they do, you can justtell it's so much more
(15:22):
thoughtful and I immediatelylike sorry to the person, I
deleted it Because there's no.
Like you could tell there wasno point and effort into
reaching out about what the showis for, so it wouldn't be
beneficial to that person either.
It'd be like a waste of theirtime if it wasn't going to be
actually helpful.
Okay, so those were amazingtips.
Do you have any specificstories where somebody landed
(15:45):
coverage without a publicist ora big media list and what made
that pitch stand out Like?
Is there any client that you'veworked with where it was like
oh, my gosh, every day we didsomething.
Speaker 1 (16:00):
So I mean, we have someone who's working.
She's a Southern educator, soshe's, like you know, used to be
a school teacher and shepublished a book and her whole
thing is about like unconsciousbias and AI, and so, again, I
kind of liked that, because it'skind of a contrarian angle.
So we use a CPR pitch and tonot really talk about her book,
right, like that's kind of moreself-promotion, but about the
(16:21):
ways that AI is advancing therights of some people but then
also discriminating againstothers.
And she got featured right awayin like a national science
journal.
We also have someone who has anonprofit and it's basically to
get rid of fast fashion and tomake fashion more sustainable.
Speaker 2 (16:37):
Oh, my gosh Woman of my own heart, whoever that is,
yeah.
Speaker 1 (16:39):
Yeah, and she got featured on, like ABC news,
because she was doing this thingaround Q4, when people tend to
do a lot of consumerism, a lotof over-consumerism, and so she
was doing a way to give back forpeople who you know you can
recycle your clothes instead ofthrowing them into the landfill.
Speaker 2 (16:56):
So good.
I actually had a thought of allthe Mother's Day guides that
are coming out, where I was like, instead of just another thing,
that organizations could pitcha monthly giving program Give
your mom a gift every singlemonth that gives back, and it's
a totally different appeal andyou could have it be for a cause
that's close to her heart andit's like I'm sure that's not
(17:18):
what's getting pitched, it'smostly listicle things of your
bags or clothing or something,and it's such a different twist.
So I don't know, by the timethis comes out at the end of
April, if that's still going tobe relevant for hitting some of
these newsstands.
But for any types of listicleslike that, if you have a little
bit more of like a long leadtime frame which I guess is
another question does there needto be weeks and months in
(17:42):
advance in the digital newscycle or is that just mostly
still for print?
Speaker 1 (17:47):
yeah, so print is going to be like three to six
months in advance, but fordigital they can turn it around
very quickly.
There's also a lot of like lastminute gift guides, right, and
also like after Christmas, howdo you spend your gift card.
So I would say, don't pitchmore than six weeks in advance,
but kind of the four to sixweeks before holiday is usually
the sweet spot.
So, as the time that we'rerecording it's beginning of
(18:08):
April and this is actually theperfect time to start pitching.
And I actually would say if youdo have something that's local,
a hometown story, that's reallyfeel good, and you have
especially a local community ororganizational give back angle,
call your local newsroom.
You would be surprised.
They are looking for thesepeople.
This feature and we had whomakes like a subscription box
(18:29):
for one snack and one book andshe actually gives back to local
hunger initiatives and she gotfeatured on local tv like three
or four times just because sheled with that angle right based
on you for hunger drive.
So I think that you shoulddefinitely everyone listening.
If you do have something thatgives back to a local initiative
or your partner with a localorganization, pick up the phone
(18:52):
and call the newsroom and I knowit's like a scary thing, but
they won't bite, I promise, andI've found so many people
featured just by calling, andyou can say something like, hey,
are you doing any storiesfeaturing local organizations
that give back or hometownheroes?
And most of the time they willsay yes and they'll give you the
email for the person who is thedecision maker.
So usually it's like theproducer or the editor and you
(19:15):
just email them the pitch usingthe CPR method and you follow up
and boom, it's just a matter ofwhen are you going to do the
segment, you know so Amazing,Amazing.
Speaker 2 (19:22):
This is so good.
So let's just say thatsomeone's listening right now
and they're like okay, I want toget featured on a podcast in a
digital outlet on our local news.
What do you think is the veryfirst thing that they should
work on today?
Speaker 1 (19:49):
Q4?
.
Is it Mother's Day, is it?
You know whatever that is.
So use the CPR method to fleshout your pitch.
First, what is the angle?
You know, is your towndevastated by a hurricane or a
lack of funding, whatever thatis?
And then, if that is the angle,then you're going to call and
lead with that.
Speaker 2 (20:01):
So good, and I think what we forget is I remember
when I worked at a nonprofit,when I first started my work, we
did something once and then itgot syndicated and picked up on
all these other channels andpeople are like I'm seeing you
on this and this and I was likeyou are how?
And I didn't understand what itwas at the time.
But you have to remember,because now news is this 24-7
(20:22):
news cycle.
They are always needing to filltime slots.
So I heard people it was likeyou were on at 11 pm and then it
was 7 am and then it was.
I was like what you never knowand a lot of the news stations
have this syndication where it'spassed along multiple online
(20:43):
news websites, not just thetelevision stations.
So you never know that trickleeffect that happens when you get
placed one place that they'regoing to use it across multiple
other channels for visibility.
Speaker 1 (20:56):
Yep, and so that's another myth.
It's like, oh well, if I'vebeen featured once and I'm not
going to be featured again.
It's absolutely not true.
News kind of has thiscontagious element where if one
thing gets picked up, then morepeople want to pick you up.
So it's definitely the onething I think out of all of your
marketing that really compounds.
Whereas if you make one socialmedia post, it's kind of gone in
24 hours.
(21:16):
But with PR, not only does itcreate a snowball effect, you're
also gathering that precious,precious SEO which we all need,
because we don't own ourplatforms.
We don't know when we're goingto be shadow banned or the
algorithm changes.
So it's really important toreally think about PR in a
different way.
It's not adding PR to yourplate, but it's really the
foundation for everything youcan do, because you can have one
(21:37):
article or one podcast and youcan turn that into 20 different
pieces of content for socialmedia.
That's a much smarter way to doit than to just grind your
gears on social media all dayand you don't even know if
you're ever going to get to theright people.
Speaker 2 (21:50):
A million percent, and I think what's so valuable
is listener.
You, as nonprofit leaders, youare a subject matter expert in
the cause area that you arefocused on and you might not
realize that you have so manyblogs, webinars, presentations.
You've given Look at those forsome angles and how they can be
(22:12):
relevant to today, becausejournalists, press are looking
for those experts to plug intopieces.
Maybe it's not today, but theymight save you as a reference to
be quoted later down the lineand they're going to look for
those experts.
So make sure that your voice isknown so that when they're
thinking about it they can findyou.
One last question before I headinto my ask and receive section
(22:34):
contact information.
I know people are like okay, Isee the New York Times of the
world or even our local paper.
How do you find who to emailand the actual address?
Speaker 1 (22:47):
I'm glad you said that, because people make PR
seem so complex.
But from what I found, if youboil it down, pr is really
simple.
It's writing a good pitch right, using the CPR method and
knowing who to send it to.
So we talked about what towrite with the CPR method.
Now let's talk about the secondhalf of the equation, which is
who to send it to.
And it's not going to be, youknow, editor at voguecom or at.
(23:07):
What you want to do is focus onwho has written before about
your industry.
That's right, and it might notbe.
There's no such thing as anonprofit writer, but it might
be the labor reporter.
If you're doing something withlabor, it might be the economic
reporter.
So think about what's theindustry beat that the
journalist is most likely tocover you.
If you do something local, itcould be the metro.
We call it like Metro New York,which means like all things
(23:30):
happening in the local New YorkCity.
So now you might be asking okay,well, how do I find these
journalists?
So there's a couple things.
First, I want you to install aGoogle News Alert, which is free
.
You just type in the search barGoogle News Alert and it pings
you with all the stories, thedigital stories about your
keywords, and so what you can dois you can copy and paste the
journalist's name and theiremail A lot of times it's public
(23:50):
information and you can startto create your own ever-growing
list of media contacts.
Smart, that's the first thing.
The second thing is you can signup for sourceofsourcescom,
which is like the new Haro,which was a helper report.
That's no longer so source ofsources.
You sign up to be a source andyou get emailed three times a
day with up to 20.
I have this, yeah, increasefrom journalists and it could be
(24:13):
anyone.
So you know, you might be anonprofit leader, but you can
also speak to whatever industryyou're in, whether it's energy,
parenting, education.
So think broadly, not just ohwell, they're not looking to
interview a nonprofit person,but you might be an expert in
economic policy.
Yeah, looking to interview anonprofit person, but you might
be an expert in economic policyright or education, so that
(24:33):
could be for you as well.
Speaker 2 (24:34):
I have an example of this as we're going through it,
so I just want to give anexample on this.
Like SOS media queries, what itis is like they have different
topics.
I just opened it up on my phoneright now as an example.
They have a beauty and wellness, which you might think is not
nonprofit.
However, what it says is theimportance of outdoor play for
children and teens.
Okay, I know so manyorganizations that could
probably talk to the importanceof outdoor play and have a whole
(24:55):
bunch of stats for this.
When you click on it, it givesyou the name, the email, what
the outlet is, the website andthe query.
Literally, I am reading thisand I can think of so many
nonprofits that I know in mymind that could send an email to
be qualified for this.
Another one group chat safetyfor tweens and teens.
This is for Verizon.
(25:16):
Y'all you are creditable totalk about so many of these.
Share your thoughts onimproving workforce
accountability.
Speaker 1 (25:23):
There's a one on DEI, because I got that today too.
If you're an HR leader in DEI,yeah, yes, yes, I see that one
too.
Speaker 2 (25:30):
Yeah, so this is a great.
It's free.
I don't remember what's thewebsite for it.
I can put it in the show notesSource of Sources S-O-S
sourceofsourcescom.
Okay, Perfect, We'll do that.
Sorry I cut you off midway, butI wanted to share like
literally is we're not blowingsmoke.
Speaker 1 (25:50):
Yeah, so the first one again is a Google News Alert
, and so that the second one iswhat you said is you know?
We said source of sources.
The third one that I've beendoing a lot of training around
in my PR community is Substack.
So a lot of freelancejournalists now are using
Substack, which is like aprivate blogging, like a
WordPress, to reveal to themwhat stories they're writing on
before anyone else finds out.
And I get people featured in 24hours just by answering to
journalists Substack.
(26:10):
So, whether you're in beauty,fashion policy, economics,
follow these journalists andthey will always have a section
of like.
Here are the stories I'mworking on for this week.
That's exactly what it is and,again, you can answer to that
and that's always really good.
And the thing about Substack isthat it's free and of course,
they're going to want you toupgrade to paid, but an ethical
journalist will never keep thatbehind a paywall, so you can
(26:30):
just keep the free subscription.
Obviously, if you want tosupport the journalist, you can
upgrade to a monthly.
They're usually anywhere fromlike $6 to $12 a month, so it's
not an exorbitant amount.
Yeah, so I follow a lot ofthose journalists.
The fourth one is to followhashtags on social media.
So on X, which is formerlyTwitter, and on LinkedIn, you
can just follow hashtags likenonprofit or giving or whatever,
(26:51):
and a lot of journalistsremember they're writers, so you
can just type in the search boxand find who are the people who
are writing.
You can do the same onInstagram, too, because if
they're a journalist, you'llactually be able to see under
their name that they're ajournalist or a writer and
they'll tell you.
Here are the outlets that Iwrite for, and it's great to use
that time.
You're already on social mediawatching animal videos or
(27:13):
cooking videos.
Maybe divert some of that toactually connect with
journalists, and they love it ifyou can engage with their
content, and most of them Iwould say 99.9% of them they're
very friendly and so they'll beable to answer you on DMs If you
use the CPR method.
So it's not like an annoyingway, but it's kind of how you
can add value.
Always think about how you canadd value to their readers.
(27:33):
They're looking for ways tointerpret new policies.
They're looking for ways tointerpret insights and data and
discover new things to helppeople make sense of what's
happening in the world and youare a conduit of information, so
step into that frequency.
Speaker 2 (27:46):
Amazing.
I mean mic drop right at theend.
Gloria, thank you so much forbeing here.
I always like to ask what isone thing that you would like to
ask for help or support on?
Speaker 1 (27:57):
Oh, thank you so much for including me.
You know, I think for me, likePR, at the end of the day, it's
not about the logos and the SEO.
It's really sacred work to mebecause I think for so many of
us we're just not really seen inmedia and it's just the same
people over and over, and so howdo we make it accessible so
that we can have more peoplefrom all walks of life, all
(28:17):
lived experiences, and showcasetheir story?
And so this is really sacredwork for me.
And so if you know anyone whoalso believes that, watch my
free PR masterclass, go toGloriaChalpearcom slash
masterclass.
Follow me on Instagram and Ishare a lot about my story.
I actually got shadow bannedbecause I was talking about DEI,
so all of the things and mypersonal story as well.
And I'm at GloriaChaoPR that'sGloria C-H-O-U-P-R, and if you
(28:41):
actually DM me the word Dana,you'll get another pitching
freebie to start your journey.
Hey, yeah, so you can startfilling out your own CPR method
and like tons and tons, tonsmore.
So that's really.
My ask is how can we get morepeople featured?
And if you are someone and youknow that your story deserves to
be featured, then you owe it toyourself to really be your
(29:01):
number one advocate.
And, of course, you can takethis in-house right.
You can hire an intern orassistant, but knowing how to
pitch and knowing how to be youradvocate is really the number
one skill everyone should have.
Speaker 2 (29:12):
So good, amazing.
Thank you so much for all youdo and telling your story and
starting your business andhelping all of the amazing
entrepreneurs and owners thatyou have, and everybody here
listening today, thank you.
Thank you so much for tuninginto today's episode of Missions
to Movements.
If you enjoyed our conversationand found it helpful, I would
(29:33):
love for you to take a moment toleave a review.
Wherever you're listening.
Your feedback helps us reachmore changemakers like you and
continue bringing impactfulstories and strategies to the
show.
Don't forget to hit thatsubscribe button, too, so you'll
never miss an episode, anduntil next time, keep turning
your mission into a movement.
news kind of has this contagious element where you
know if one thing gets picked up, then more people want to pick
you up.
So it's definitely the onething, I think, out of all of
your marketing, that reallycompounds, whereas if you make,
you know, one social media post,it's kind of gone in 24 hours.
But with PR, not only does itcreate a snowball effect, you're
also gathering that precious,precious SEO which we all need
(00:20):
because we don't own ourplatforms.
We don't know when we're goingto be shadow banned or the
algorithm changes.
So it's really important toreally think about PR in a
different way.
It's not adding PR to yourplate, but it's really the
foundation for everything youcan do.
Speaker 2 (00:34):
I'm Dana Snyder, your host of the Missions to
Movements podcast, and my pathto philanthropy has been
anything but traditional.
This show is your weeklymastermind, designed to give you
the ideas, insights and supportyou need to push the boundaries
of what's been done before innonprofit marketing and
fundraising.
Whether you're looking to builda magnetic monthly giving
(00:56):
program, elevate your personalbrand or create partnerships
that amplify your impact, thisspace is for you.
I'll bring you solo episodesand conversations with industry
leaders offering actionablestrategies and fresh
perspectives that will move youand your mission forward.
Let's turn your mission into amovement.
(01:22):
Okay, listeners, something I getasked about all the time is how
do we not be the best keptsecret?
How do we get the word outabout our organization?
How can our executive directoror this person be featured?
Or we just had this reallygreat monthly giving program be
released.
How do we get it out into thenews?
What's newsworthy, etc.
(01:43):
All the things.
So today's guest, gloria Chao,is a former US diplomat turned
PR powerhouse, has literallyhelped thousands of small
businesses and entrepreneurs getfeatured in some outlets you
might recall, such as Forbes,the New York Times, vogue,
without needing a big agency ora Rolodex of media contacts.
(02:07):
She is the founder of her ownbusiness, which I love, gloria
Chao PR and the creator of thissignature PR method that's
helped her community land over10,000 media features.
Yes, you heard me correct.
Her superpower is reallyteaching everyday business
owners in this conversationnonprofits how to confidently
(02:28):
pitch yourselves and share yourstory, because she believes
every founder deserves to beseen and heard.
I am really excited for thismini masterclass during this
episode today, and I thinksomething that I also love about
your mission is that your workis really focused on making sure
that women and theunderestimated voices are part
(02:49):
of the conversation, so thankyou so much for being here today
.
Speaker 1 (02:52):
Well, thanks for having me, Dana, I'm excited.
Speaker 2 (02:54):
Yes, okay.
So I want to jump right in.
You teach a pitch forward no PRbudget needed.
Approach to media, which I'msure everyone is like hallelujah
, we're in the right place.
What do you think are some ofthe biggest misconceptions that
people have about gettingfeatured in press?
Speaker 1 (03:13):
I think the biggest one is that you need to be at a
certain level of business or youneed to have a celebrity
endorsement or something to getfeatured.
And the reason why we thinkthat is because I think for the
longest time, and still now, pris very gatekept by the industry
(03:40):
, right, that wants to chargeyou five, 10 grand a month for
six months.
And so, because it's sogatekept, I just started cold
calling.
I realized that journalistsactually want to talk to the
founder, they want to talk toyou.
They actually don't feel moreimpressed if there's like a
publicist or a PR rep.
And so how do we bring this inhouse?
How do we make it more feasiblefor a nonprofit is by doing
(04:00):
this ourselves.
And you know it's not this big,big, complicated thing.
It's not about you being anewsworthy company or nonprofit
there's no such thing.
But there is such a thing as agood and a bad pitch, and so
we're going to go into that is,how do we turn our marketing
spiel into something that ajournalist will care about?
So that's the biggestmisconception is that there is
such thing as fundamentallynewsworthy things and not
(04:21):
newsworthy things, and it's justnot true.
You can always get featured,you just need to know the right
way to pitch.
Speaker 2 (04:27):
Love that.
I know.
So my prior world.
I lived in New York City and Iworked for a pretty big PR firm,
dkc, and I think it's so trueof working.
I didn't do the media side ofthings, I was on the digital
team but I saw it all the timeand then now having my own
company for eight years and justthe scrappy way that I've gone
about things can yield similarsuccess and getting featured
(04:49):
where you want to, in specificniches.
And I think to your point, manyorganizations can feel like
they don't have this buzzy,newsworthy story, but I think
that's like a myth story that'sbeing played in our heads.
What are a few simple angles orframeworks that you think about
(05:14):
when it comes to turning aneveryday impact into something
meaningful that media would wantto cover?
Speaker 1 (05:20):
Yeah, I think that, as founders and organizational
leaders, we're always thinkingabout the benefits and features
for the end consumer, right?
So in this case would be thedonor.
But the news is different,right, we have to think about
what are the cycles, what arethe seasons, and how can we
piggyback on a bigger story.
So, instead of benefits andfeatures, think about the season
you're in.
So is it Q1?
, is it Q4?
Think about your bigger.
(05:42):
What's happening in thelandscape, like what is the
trend that's happening withgiving?
Is there a bigger company thathas gone back on their
initiatives and you're saying,well, actually, we're actually
going.
You know, for example, dei is ahuge one right now, and so,
talking about something that isin the news, something that's a
little bit contentious, reallyusing that to state, like, what
your values are, that's alsoreally big.
Another one is I love data aswell.
(06:03):
So, anytime you can have, pullyour audience or do any kind of
a quick survey, and that'sproprietary data that you can
offer to the journalists, right?
So you can say we surveyed ouraudience and here's a new trend
that we're finding and giving,and that's really interesting,
because the journalist is notgoing to have time to do that
surveying.
I also love the contrarian pointof view.
So if everyone thinks that youknow in your industry people are
(06:24):
going this way, but then you'reactually finding that well,
it's actually headed in adifferent direction, that's
great.
Pitch that.
Anything that is regulatorywith what's happening right now
like I said, di is one of thembut what other companies are
doing?
So if there's a federal orlocal kind of policy change that
affects your industry, pitchthat, because that's always
going to be relevant Things onsocial media.
So you know what celebritiesare doing, maybe what colleges
(06:47):
are doing, all those things.
So those are some really quickways you can start to formulate
in your head Well, what can Ipitch?
That's not just all about meand what I'm doing and really
zoom out to what other peopleare covering.
And so it's just about beingrelevant.
And I always say having a goodpitch is two things is you need
to be relevant, but you alsomake it very specific.
So how can we peel away thelayer of an onion?
(07:10):
I always call pitching layer ofan onion.
The top layer is very fluffy,it's not very flavorful.
So keep peeling away the layerof an onion to get to that
really good, solid, juicy corewhich is going to be a very
specific and relevant pitch.
Speaker 2 (07:24):
Yes, and you share a lot of good examples of this.
So Gloria has her own podcast.
Since I know, listener, you'rehere listening to a podcast
Small Business PR and in one ofyour recent episodes you were
talking about pitching aroundMother's Day and getting a
Mother's Day gift guides, andthis is very topical for when
even this episode is coming out.
But even thinking about in a VIPintensive I'm doing right now
(07:47):
as an organization featured onreally amplifying youth
leadership, and so I wasthinking about graduation, back
to school, like moments whenkids are just like really top of
mind and parents, and how canyou get featured talking about
like youth leaders or there's somany cultural moments that are
happening all around us andthink about those things that
(08:10):
press are naturally wanting tohear stories about and how can
you be like I'm going to makeyour job easier, here's an
amazing featured piece or thatcan be included in what you're
working on.
So I love that you share theseideas all the time on your show
too.
So, listener, if you want todeep dive as the year progresses
on more of Gloria's ideas, youcan check out her show too.
(08:32):
Speaking of pitches, you have amethod that's called the CPR
method and can you walk usthrough how a nonprofit might
use that to pitch to a localnational trade outlet?
Yeah, no-transcript.
Speaker 1 (09:14):
So don't be too hard on yourself if you're like well,
I didn't know this because noone's really taught this, but
from the years of pitching Irealized that if your pitch has
these three elements, it'spretty solid.
The whole point of the pitch isnot to write the story for the
journalist, it's just give themenough information to say that
you are an authority on whatevertopic and that give them an
idea of kind of possibilitiesand see where they go.
(09:35):
They're the person writing it,so it's on them to write the
article, but you're just givingthem enough information.
So C stands for credibility, pstands for point of view and R
stands for relevance.
And the way I usually like tostructure a pitch is you start
with your subject line, becauseyour subject line is the most
important thing.
That dictates whether or not itgets open.
So your subject line should notinclude your name, your company
(09:57):
or the word pitch.
They already know that and it'snot going to be relevant to
them.
So instead you almost want itto be kind of reading like a
title of an article, right?
So something like you know, thegovernment is cutting funding
for X, Y and Z.
Here's how we're helping.
Or it could be like you know,2025 research reveals that blank
, blank, blank.
Here's what we're doing.
(10:18):
So it almost reads like it'sspecific and it tells them
exactly what it is.
So don't bury anything.
And then, when you start offthe email, avoid all the
pleasantries.
What you can do is you cancompliment on their work.
Speaker 2 (10:28):
So you say don't say, how was your weekend, how Nah?
Speaker 1 (10:32):
Or, like you know, a lot of times people will try to
do a clickbaity subject linelike, oh, a message for you,
caitlin.
It's like, well, they thinkit's spam.
So you want it to be verydirect and objective and so you
want to start off with whateverthe relevance is.
So maybe there is a new reportor finding showing that youth of
this population needs specialhelp, right, and they're not
(10:53):
getting it in public school.
So maybe if you're doingsomething that's helping that,
then put that there so it couldbe data-driven.
Like I said, it could be aboutwhat's happening in the bigger
landscape.
You can say this Fortune 500company is rolling back policies
on DEI, but here's what we'redoing to help marginalized folks
, whatever that is.
(11:16):
And then you go into your threepoints, which is a point of view
, and it's usually about tips orinsights or how you're helping.
And then you conclude with oneor two sentences about your
credibility.
So maybe, if you've beenfeatured before any awards,
anything that's unique aboutyour story, why you're different
as a nonprofit, why yourapproach is different, maybe
your legacy, or how many peopleyou've helped, and for more
information you can put ahyperlink in there.
So don't attach these bigattachments.
(11:36):
That's going to trigger theirspam filter and said I really
like hyperlink.
Find out more about us, findout more about this initiative.
That's really the gist of it.
If you are pitching for apodcast which I know that a lot
of people do and we have a wholepodcast training in our PR
program is, instead of the threeor four bullet points I like to
say, here are the questions Ican answer on your podcast.
And that's really great, becauseyou're doing the work for the
(11:57):
podcast host, and bonus pointsand this is from our mutual
friend Ellen Yin is if you canactually attach a screenshot of
you giving that person's podcasta five-star review yeah, you'll
separate yourself from 99.9% ofthe people who pitch, I promise
.
So those are all the ways to geton the radar.
That's kind of the nuts andbolts of it, and it helps you
(12:20):
turn your like, me, me, me pitchinto something that is more
relevant to their audience,Something that has to do with
what's happening in the worldright now, whether, again,
whether it's data backed or it'sseasonal.
For example, right now we'regetting into graduation, right.
So if you do something withhelping youth perfect certain
skills or maybe job placementlike that would be great is to
talk about unemployment.
You can even pull up anunemployment report.
You know the state of jobs,right Things like that, or
(12:41):
housing.
I know there's a lot with likehousing rates and access to
equitable housing, withinflation and all the things.
So if you're doing somethingwith that, pull up the news.
There's so much you can do inthe nonprofit sector that you
can just easily reference what'shappening in the news, because
there's so many ways that peopleare struggling and so many ways
that your nonprofit is helpingto fill a really needed gap.
Speaker 2 (13:00):
Yes, so this is no templatized press releases, is
what I'm hearing.
Do not send that out to ajournalist.
Speaker 1 (13:08):
Well, you can send it out, but the email still needs
to be a CPR method and you cansay I've.
You know, since you cover thiskind of news, I've attached a
draft of our press release.
But you don't want to just likegive them a press release
without context, context, yeah.
Speaker 2 (13:21):
Okay, is there anything to sharing that you've
read something similar tosomething that they've published
, so that you show that you'vekind of done a little bit of due
diligence, or does that notmatter?
Speaker 1 (13:34):
That's actually the second tier of like.
So I think about differenttiers of effort, right?
So the first tier is kind ofwhat I told you, but a better
way that probably get you evenmore on their radar is in the
first paragraph with yourrelevance.
If you can also say I lovedyour article, that you covered X
, y and Z, it really inspired me.
That's why I wanted to reachout to you, because we're doing
(13:54):
this initiative, so that'sactually even better because
you're simultaneously showingthem that you've done the work
and you're giving them acompliment.
And journalists, I mean,they're humans, right, so strike
your ego.
Use social media.
They're on social media as well.
What I like to do is I teachthis kind of follow-up method
where you send an email andinstall an email tracking
software please.
Like.
That way it'll tell you who'sopening it and you don't have to
(14:15):
make up a drama in your headabout them hating you.
It's really not.
Maybe it's the vulnerability orout of office with you.
And what I like to do is alsofollow up on social media and
engage with their content andshare it, and so that way you're
kind of like your leads right,you're omnipresent and you're
having multiple touch points,and the good rule of thumb for
following up is I like to followup once a week, you know, for
three weeks, and if they'reopening it and they're not
(14:37):
responding, then it just meansthat there's not a place for it.
But here's the thing the newscycle and the content cycle.
It's always evolving.
That's right so instead of justsaying, hey, following up on
this, you can reply to the samethread and in your follow-up
give them a compliment or say,hey, this is also happening in
the news, or this is a newchange, or you know what I mean.
So with every follow-up youwant to give them something a
(14:57):
little bit different, to kind offreshen up the angle, and that
way they can see kind of thethread of what you're pitching.
Speaker 2 (15:02):
Yes, and from somebody who I get a ton of
podcast pitches.
I mean I just got one rightbefore we were about to jump on
and I quickly looked at it.
I was like none of this isrelevant and I could tell it was
a copy and paste that had nocustomization to what my show
was about.
And when they do, you can justtell it's so much more
(15:22):
thoughtful and I immediatelylike sorry to the person, I
deleted it Because there's no.
Like you could tell there wasno point and effort into
reaching out about what the showis for, so it wouldn't be
beneficial to that person either.
It'd be like a waste of theirtime if it wasn't going to be
actually helpful.
Okay, so those were amazingtips.
Do you have any specificstories where somebody landed
(15:45):
coverage without a publicist ora big media list and what made
that pitch stand out Like?
Is there any client that you'veworked with where it was like
oh, my gosh, every day we didsomething.
Speaker 1 (16:00):
So I mean, we have someone who's working.
She's a Southern educator, soshe's, like you know, used to be
a school teacher and shepublished a book and her whole
thing is about like unconsciousbias and AI, and so, again, I
kind of liked that, because it'skind of a contrarian angle.
So we use a CPR pitch and tonot really talk about her book,
right, like that's kind of moreself-promotion, but about the
(16:21):
ways that AI is advancing therights of some people but then
also discriminating againstothers.
And she got featured right awayin like a national science
journal.
We also have someone who has anonprofit and it's basically to
get rid of fast fashion and tomake fashion more sustainable.
Speaker 2 (16:37):
Oh, my gosh Woman of my own heart, whoever that is,
yeah.
Speaker 1 (16:39):
Yeah, and she got featured on, like ABC news,
because she was doing this thingaround Q4, when people tend to
do a lot of consumerism, a lotof over-consumerism, and so she
was doing a way to give back forpeople who you know you can
recycle your clothes instead ofthrowing them into the landfill.
Speaker 2 (16:56):
So good.
I actually had a thought of allthe Mother's Day guides that
are coming out, where I was like, instead of just another thing,
that organizations could pitcha monthly giving program Give
your mom a gift every singlemonth that gives back, and it's
a totally different appeal andyou could have it be for a cause
that's close to her heart andit's like I'm sure that's not
(17:18):
what's getting pitched, it'smostly listicle things of your
bags or clothing or something,and it's such a different twist.
So I don't know, by the timethis comes out at the end of
April, if that's still going tobe relevant for hitting some of
these newsstands.
But for any types of listicleslike that, if you have a little
bit more of like a long leadtime frame which I guess is
another question does there needto be weeks and months in
(17:42):
advance in the digital newscycle or is that just mostly
still for print?
Speaker 1 (17:47):
yeah, so print is going to be like three to six
months in advance, but fordigital they can turn it around
very quickly.
There's also a lot of like lastminute gift guides, right, and
also like after Christmas, howdo you spend your gift card.
So I would say, don't pitchmore than six weeks in advance,
but kind of the four to sixweeks before holiday is usually
the sweet spot.
So, as the time that we'rerecording it's beginning of
(18:08):
April and this is actually theperfect time to start pitching.
And I actually would say if youdo have something that's local,
a hometown story, that's reallyfeel good, and you have
especially a local community ororganizational give back angle,
call your local newsroom.
You would be surprised.
They are looking for thesepeople.
This feature and we had whomakes like a subscription box
(18:29):
for one snack and one book andshe actually gives back to local
hunger initiatives and she gotfeatured on local tv like three
or four times just because sheled with that angle right based
on you for hunger drive.
So I think that you shoulddefinitely everyone listening.
If you do have something thatgives back to a local initiative
or your partner with a localorganization, pick up the phone
(18:52):
and call the newsroom and I knowit's like a scary thing, but
they won't bite, I promise, andI've found so many people
featured just by calling, andyou can say something like, hey,
are you doing any storiesfeaturing local organizations
that give back or hometownheroes?
And most of the time they willsay yes and they'll give you the
email for the person who is thedecision maker.
So usually it's like theproducer or the editor and you
(19:15):
just email them the pitch usingthe CPR method and you follow up
and boom, it's just a matter ofwhen are you going to do the
segment, you know so Amazing,Amazing.
Speaker 2 (19:22):
This is so good.
So let's just say thatsomeone's listening right now
and they're like okay, I want toget featured on a podcast in a
digital outlet on our local news.
What do you think is the veryfirst thing that they should
work on today?
Speaker 1 (19:49):
Q4?
.
Is it Mother's Day, is it?
You know whatever that is.
So use the CPR method to fleshout your pitch.
First, what is the angle?
You know, is your towndevastated by a hurricane or a
lack of funding, whatever thatis?
And then, if that is the angle,then you're going to call and
lead with that.
Speaker 2 (20:01):
So good, and I think what we forget is I remember
when I worked at a nonprofit,when I first started my work, we
did something once and then itgot syndicated and picked up on
all these other channels andpeople are like I'm seeing you
on this and this and I was likeyou are how?
And I didn't understand what itwas at the time.
But you have to remember,because now news is this 24-7
(20:22):
news cycle.
They are always needing to filltime slots.
So I heard people it was likeyou were on at 11 pm and then it
was 7 am and then it was.
I was like what you never knowand a lot of the news stations
have this syndication where it'spassed along multiple online
(20:43):
news websites, not just thetelevision stations.
So you never know that trickleeffect that happens when you get
placed one place that they'regoing to use it across multiple
other channels for visibility.
Speaker 1 (20:56):
Yep, and so that's another myth.
It's like, oh well, if I'vebeen featured once and I'm not
going to be featured again.
It's absolutely not true.
News kind of has thiscontagious element where if one
thing gets picked up, then morepeople want to pick you up.
So it's definitely the onething I think out of all of your
marketing that really compounds.
Whereas if you make one socialmedia post, it's kind of gone in
24 hours.
(21:16):
But with PR, not only does itcreate a snowball effect, you're
also gathering that precious,precious SEO which we all need,
because we don't own ourplatforms.
We don't know when we're goingto be shadow banned or the
algorithm changes.
So it's really important toreally think about PR in a
different way.
It's not adding PR to yourplate, but it's really the
foundation for everything youcan do, because you can have one
(21:37):
article or one podcast and youcan turn that into 20 different
pieces of content for socialmedia.
That's a much smarter way to doit than to just grind your
gears on social media all dayand you don't even know if
you're ever going to get to theright people.
Speaker 2 (21:50):
A million percent, and I think what's so valuable
is listener.
You, as nonprofit leaders, youare a subject matter expert in
the cause area that you arefocused on and you might not
realize that you have so manyblogs, webinars, presentations.
You've given Look at those forsome angles and how they can be
(22:12):
relevant to today, becausejournalists, press are looking
for those experts to plug intopieces.
Maybe it's not today, but theymight save you as a reference to
be quoted later down the lineand they're going to look for
those experts.
So make sure that your voice isknown so that when they're
thinking about it they can findyou.
One last question before I headinto my ask and receive section
(22:34):
contact information.
I know people are like okay, Isee the New York Times of the
world or even our local paper.
How do you find who to emailand the actual address?
Speaker 1 (22:47):
I'm glad you said that, because people make PR
seem so complex.
But from what I found, if youboil it down, pr is really
simple.
It's writing a good pitch right, using the CPR method and
knowing who to send it to.
So we talked about what towrite with the CPR method.
Now let's talk about the secondhalf of the equation, which is
who to send it to.
And it's not going to be, youknow, editor at voguecom or at.
(23:07):
What you want to do is focus onwho has written before about
your industry.
That's right, and it might notbe.
There's no such thing as anonprofit writer, but it might
be the labor reporter.
If you're doing something withlabor, it might be the economic
reporter.
So think about what's theindustry beat that the
journalist is most likely tocover you.
If you do something local, itcould be the metro.
We call it like Metro New York,which means like all things
(23:30):
happening in the local New YorkCity.
So now you might be asking okay,well, how do I find these
journalists?
So there's a couple things.
First, I want you to install aGoogle News Alert, which is free
.
You just type in the search barGoogle News Alert and it pings
you with all the stories, thedigital stories about your
keywords, and so what you can dois you can copy and paste the
journalist's name and theiremail A lot of times it's public
(23:50):
information and you can startto create your own ever-growing
list of media contacts.
Smart, that's the first thing.
The second thing is you can signup for sourceofsourcescom,
which is like the new Haro,which was a helper report.
That's no longer so source ofsources.
You sign up to be a source andyou get emailed three times a
day with up to 20.
I have this, yeah, increasefrom journalists and it could be
(24:13):
anyone.
So you know, you might be anonprofit leader, but you can
also speak to whatever industryyou're in, whether it's energy,
parenting, education.
So think broadly, not just ohwell, they're not looking to
interview a nonprofit person,but you might be an expert in
economic policy.
Yeah, looking to interview anonprofit person, but you might
be an expert in economic policyright or education, so that
(24:33):
could be for you as well.
Speaker 2 (24:34):
I have an example of this as we're going through it,
so I just want to give anexample on this.
Like SOS media queries, what itis is like they have different
topics.
I just opened it up on my phoneright now as an example.
They have a beauty and wellness, which you might think is not
nonprofit.
However, what it says is theimportance of outdoor play for
children and teens.
Okay, I know so manyorganizations that could
probably talk to the importanceof outdoor play and have a whole
(24:55):
bunch of stats for this.
When you click on it, it givesyou the name, the email, what
the outlet is, the website andthe query.
Literally, I am reading thisand I can think of so many
nonprofits that I know in mymind that could send an email to
be qualified for this.
Another one group chat safetyfor tweens and teens.
This is for Verizon.
(25:16):
Y'all you are creditable totalk about so many of these.
Share your thoughts onimproving workforce
accountability.
Speaker 1 (25:23):
There's a one on DEI, because I got that today too.
If you're an HR leader in DEI,yeah, yes, yes, I see that one
too.
Speaker 2 (25:30):
Yeah, so this is a great.
It's free.
I don't remember what's thewebsite for it.
I can put it in the show notesSource of Sources S-O-S
sourceofsourcescom.
Okay, Perfect, We'll do that.
Sorry I cut you off midway, butI wanted to share like
literally is we're not blowingsmoke.
Speaker 1 (25:50):
Yeah, so the first one again is a Google News Alert
, and so that the second one iswhat you said is you know?
We said source of sources.
The third one that I've beendoing a lot of training around
in my PR community is Substack.
So a lot of freelancejournalists now are using
Substack, which is like aprivate blogging, like a
WordPress, to reveal to themwhat stories they're writing on
before anyone else finds out.
And I get people featured in 24hours just by answering to
journalists Substack.
(26:10):
So, whether you're in beauty,fashion policy, economics,
follow these journalists andthey will always have a section
of like.
Here are the stories I'mworking on for this week.
That's exactly what it is and,again, you can answer to that
and that's always really good.
And the thing about Substack isthat it's free and of course,
they're going to want you toupgrade to paid, but an ethical
journalist will never keep thatbehind a paywall, so you can
(26:30):
just keep the free subscription.
Obviously, if you want tosupport the journalist, you can
upgrade to a monthly.
They're usually anywhere fromlike $6 to $12 a month, so it's
not an exorbitant amount.
Yeah, so I follow a lot ofthose journalists.
The fourth one is to followhashtags on social media.
So on X, which is formerlyTwitter, and on LinkedIn, you
can just follow hashtags likenonprofit or giving or whatever,
(26:51):
and a lot of journalistsremember they're writers, so you
can just type in the search boxand find who are the people who
are writing.
You can do the same onInstagram, too, because if
they're a journalist, you'llactually be able to see under
their name that they're ajournalist or a writer and
they'll tell you.
Here are the outlets that Iwrite for, and it's great to use
that time.
You're already on social mediawatching animal videos or
(27:13):
cooking videos.
Maybe divert some of that toactually connect with
journalists, and they love it ifyou can engage with their
content, and most of them Iwould say 99.9% of them they're
very friendly and so they'll beable to answer you on DMs If you
use the CPR method.
So it's not like an annoyingway, but it's kind of how you
can add value.
Always think about how you canadd value to their readers.
(27:33):
They're looking for ways tointerpret new policies.
They're looking for ways tointerpret insights and data and
discover new things to helppeople make sense of what's
happening in the world and youare a conduit of information, so
step into that frequency.
Speaker 2 (27:46):
Amazing.
I mean mic drop right at theend.
Gloria, thank you so much forbeing here.
I always like to ask what isone thing that you would like to
ask for help or support on?
Speaker 1 (27:57):
Oh, thank you so much for including me.
You know, I think for me, likePR, at the end of the day, it's
not about the logos and the SEO.
It's really sacred work to mebecause I think for so many of
us we're just not really seen inmedia and it's just the same
people over and over, and so howdo we make it accessible so
that we can have more peoplefrom all walks of life, all
(28:17):
lived experiences, and showcasetheir story?
And so this is really sacredwork for me.
And so if you know anyone whoalso believes that, watch my
free PR masterclass, go toGloriaChalpearcom slash
masterclass.
Follow me on Instagram and Ishare a lot about my story.
I actually got shadow bannedbecause I was talking about DEI,
so all of the things and mypersonal story as well.
And I'm at GloriaChaoPR that'sGloria C-H-O-U-P-R, and if you
(28:41):
actually DM me the word Dana,you'll get another pitching
freebie to start your journey.
Hey, yeah, so you can startfilling out your own CPR method
and like tons and tons, tonsmore.
So that's really.
My ask is how can we get morepeople featured?
And if you are someone and youknow that your story deserves to
be featured, then you owe it toyourself to really be your
(29:01):
number one advocate.
And, of course, you can takethis in-house right.
You can hire an intern orassistant, but knowing how to
pitch and knowing how to be youradvocate is really the number
one skill everyone should have.
Speaker 2 (29:12):
So good, amazing.
Thank you so much for all youdo and telling your story and
starting your business andhelping all of the amazing
entrepreneurs and owners thatyou have, and everybody here
listening today, thank you.
Thank you so much for tuninginto today's episode of Missions
to Movements.
If you enjoyed our conversationand found it helpful, I would
(29:33):
love for you to take a moment toleave a review.
Wherever you're listening.
Your feedback helps us reachmore changemakers like you and
continue bringing impactfulstories and strategies to the
show.
Don't forget to hit thatsubscribe button, too, so you'll
never miss an episode, anduntil next time, keep turning
your mission into a movement.
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