If you read our previous blog about how to refresh your brand, you’ll know our first piece of branding advice is to have a strong and consistent mission and brand identity. Knowing your mission is also key to pitching your brand, especially when you’re pursuing media coverage.
Reporters and assignment desk editors are busy; they don’t have time for rambling pitches, so the more concise and compelling, the better.
To get started, think of pitching your business to the media the same way you would talk about what you do with friends, family, or even the person next to you in line at Starbucks.
If someone approached you and asked, “What do you do?” How would you answer? Try saying it out loud.
Go ahead – it might feel silly but it’s worth a try.
Now how do you feel? It might have taken longer than you thought to explain what you do and why you do it. If you found yourself stumbling over the best way to articulate your brand, you’re not alone. This is a roadblock for many people, from professionals marketing themselves for a job to entrepreneurs seeking brand awareness and media coverage.
If you want to share your brand with the world, you must be able to confidently share about what you do – and keep it within 15-20 seconds.
Here’s the formula we’ve found to be the most successful:
I (what) + (who) + to (results) = Elevator Pitch Perfection
Your elevator pitch should succinctly answer these questions:
- What verb best describes what you do?
- Who is on the receiving end of that verb? Who is your audience?
- What’s the result of your action on your audience? What’s your impact?
For example, at HAPPY, we (what) help (who) fast-growth businesses and game-changing entrepreneurs to (results) get their products and services in front of more customers and become the go-to in their industries.
At this point, we have a concise, natural way to let people know what we do, and it’s more or less what you’ll see on the landing page of our website. However, if you’re pitching your brand to media, you’ll want to add two more steps to this concept: how and why.
HAPPY PR’s “how” is right at the end of our mission statement: “with earned media, engaging content, and social media marketing.”
Our “why” starts with our founder’s story: Emily Richett started out as a news reporter, and while interviewing thousands of people, she saw how many of them failed to put their best foot forward during grand opening live shots and news segments. She knew she could help them maximize these opportunities in ways that would powerfully impact their businesses.
That’s why she started her own PR firm, and why HAPPY exists today.
Once you add your “why” and “how” statements to your elevator pitch, you have a solid media pitch that describes who you are, what you do, and why it matters!
As your business grows, your elevator pitch and even your mission itself might change. So don’t forget to revisit what you do and why you do it and adjust your pitches accordingly.
If your own pitching efforts just aren’t getting you the results you’re looking for, tell us about your business to see how we can help you accomplish your publicity goals.