Private Training

The Difference Between Pitching A Media Lead, And Your Own Idea For An Article Feature

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Pitching the media is an art. Just like social etiquette is a thing in any culture, there exists an etiquette in emailing a person in the media with the hopes that they will feature your business. This act of emailing is called “pitching the media,” and there are 2 big difference ways to do it if you sell a product. Do it wrong, and you may irritate the media person. But it’s easy to do it right! Here’s how to do it right:

Pitching The Media With A Product For A Sale Or Deal

Sometimes the media will put out a call for a specific kind of product, like "Products for Breast Cancer Awareness." Usually the request will include if there needs to be a sale on the product, like 20% off or 75% off. When answering this lead with your product, you must follow the specifics of the deal request. If you cannot offer that sale, then do not pitch.

Do not use this media opportunity to introduce yourself and your business to the media person. This will only irritate them because they are reading so many emails that are sending in the sale info, that your "hey, here's why you should feature my business!" email is like a bump in the road of their inbox.

This does not mean that they never want to hear from you ever. But your job is to study the types of articles this media person writes, or TV segments that they host or produce. If they aren't meaty pieces that simply feature companies, then they are not a fit for you.

However. If something about this media person just compels you to pitch them - like you cannot not pitch them - then Tin Shingle gives you permission to pitch - but with NO ASK.

This means, you cannot ask for a feature, and you cannot ask them to talk to you. Do not ask them to schedule a phone call with you. You are sending them an awareness type pitch, and then leaving it at that. Wishing them a good day and good health. Do not offer to send them a sample. We all know what that means - it's an implication to test the product, and do something in return.

This way, the pressure is off. You've asked nothing of them. And they know of your product now. In the future, if they are working on a non-sales piece, they may think of your company.

Pitching The Media For A Feature Story

Pitching the media for a feature story on your business is everyone's dream feature. This should not be done when you are answering a HARO lead. Usually, PR Leads that just show up in your inbox - the low-hanging fruit - are asking for specific things.

Maybe make note of this media person for someone you want to cold pitch to. What does "cold pitching" mean? It means you are pitching the media person out of the blue They have asked for nothing, and you don't know what articles or TV segments they are working on. It's OK to pitch your dream pitch of the feature, but not when there is a call for a sale or deal or something really timely and specific.

For guidance on how to pitch a feature story on your business, join Tin Shingle and use our Pitch Whisperer Group to get guidance directly from me (Katie). You can also sign up for a Private Training session, which is 25% off for Tin Shingle members.

Why We Talk About Hair Blowouts During TuneUp Office Hours

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Not gonna lie, sometimes during the TuneUp Office Hour, we discuss COVID hair blowouts, and how that can become a media pitch idea. Because that is what makeup designer mixologist @nycluckychick has mastered for her curly hair during the shutdown. This is a media pitch that isn’t a feature on her business but can keep her name and company name in the news lightly.

We also discuss things like Grammy makeup themes as seen on the virtual red carpet and how to incorporate that into her customer newsletter to increase sales. In the past, @nycluckychick showed up and we discussed short, quick, and really effective ways of getting her new makeup brand in front of editors. Makeup artists love her brand and have reached out to use it for the Grammys!

Want in on this fun? Office Hours at Tin Shingle is a special opportunity for members only, where they call in with their questions, concerns, doubts, big ideas.

Tin Shingle Members can attend this TuneUp Office Hour session as a way to have a micro-brainstorming session on their own marketing needs. The time will be shared and moderated. Come join us if you haven't yet! Private Training is always available with a discount to Tin Shingle Members, and group connections are always appreciated. www.TinShingle.com/tuneup

TODAY: The Live TuneUp Returns

What To Pitch The Media This Month: January 

When: Wednesday, January 6, 2021
Time: 1pm EST
Where: At your computer or on your phone
Price: Free for all during this live broadcast

The live TuneUp is back this week for a look at what you can be pitching the media this month for coverage in national magazines as well as blogs and TV. There is a lot to cover, including ideas for, Home Decor, Finances, Taxes, Healthcare, Health Insurance, Amazon VS Shopify, Voter Rights, Mutual Aid Networks, and More! Get your 2021 Editorial Calendars out and let's go!

Get ideas! Join us live on today's broadcast! 

If you can't make it to this free broadcast, Tin Shinglers with the Media Membership get 24/7 access to watch any TuneUp whenever they want. Apply for Tin Shingle membership today to get access!

Where Can You Watch TuneUps You Missed?

If you miss any live, free class, you can watch all of Tin Shingle's Training TuneUps from our website! Tin Shingle's Media Membership gives you unlimited streaming of all online classes we recorded. Organized by topic, including Instagram, Photography, Facebook, and more. Browse our library of TuneUp Replays here.

Tin Shingle is your partner in getting the word out about your business. Generating buzz is our jam, and it can be yours too.

Loving what you're hearing in the Training TuneUps, but need help applying it to your business? Schedule a Private Training Session with Katie to get you on track. Share ideas, doubts, and goals. Come away with actionable items you can start on now to carry out your marketing campaigns. Tin Shingle Members get a Discount on this service. Contact Us for coupon code.

Giving Magazine Cover Space To Breonna Taylor To Budge The Needle

Oprah Magazine and Vanity Fair dedicated their covers to justice for Breonna Taylor. Photo Credits: Oprah Magazine and Vanity Fair

Oprah Magazine and Vanity Fair dedicated their covers to justice for Breonna Taylor.
Photo Credits: Oprah Magazine and Vanity Fair

Marching in a protest group through streets - either a downtown neighborhood or a suburban one - a few phrases are chanted: “Take Up Space!” or “Talk About It!” or “Say. Her. Name! Breonna Taylor.”

All of these phrases are shouted in an effort to be heard, because the silence of of laws, signing settlements, coloring justification, and passing of responsibility is deafening. Breonna Taylor was a 26 year old daughter, sister, girlfriend, EMS worker.

Police entered her home using a “no-knock warrant,” were encountered by a gunshot from Breonna’s boyfriend who thought he was defending their home against a robbery while Breonna was sleeping. She died after being shot 8 times and left to bleed out. Breonna’s boyfriend was arrested for shooting a police officer in the leg, and Breonna Taylor’s killers have not been arrested.

Shootings that were captured on video ending in tragedy seem to offer different examples of what to study in police reform, social justice, and why Black voices are not heard, which culminated in the Black Lives Matter movement this summer, that continues into fall. But 186 days after Breonna’s death, no arrests have been made in her name, and people nation-wide are not satisfied.

National Magazines Enter Activism On Behalf Of Breonna Taylor

At least two major magazines dedicated their covers to Breonna Taylor: Oprah Magazine and Vanity Fair. Oprah Winfrey has always appeared on the cover of her magazine, and giving the space to Breonna Taylor was the first time she did that for another person. This action was followed by buying 26 billboards in Louisville, KY, one for each year of Breonna’s life.

Vanity Fair, which was helmed by Graydon Carter for decades, is now edited by Radhika Jones, who has made it a point to shake up the message, take a direction from former V.F. editor in chief, Tina Brown, and put more women of color and interest in general on the cover. Vanity Fair commissioned the artist Amy Sherald, who painted Michelle Obama. Read more about Amy here.

Oprah’s magazine cover dedication was reported on by several media outlets, including ET Canada with hosts Graeme O'Neil, Keshia Chante, and guest co-host Akil Augustine. Akil called Oprah’s cover gift “significant” and was thoroughly impressed. Keshia additionally remarked on the billboard move by pointing out: “I love the fact that the cops are driving around looking at those billboards, feeling the pressure.” Watch the ET Canada clip to hear Oprah talk about it, and notice where the billboards are placed throughout town, next to everyday ads for an oil change.

In terms of why Breonna’s killers have not been arrested, Akil remarked that the system is set up to “protect the police officers, and not protect the citizens,” while making a point to say that a blanket statement about all police is not helpful, just like a blanket statement about Black people is not helpful. Graeme reflected: “What is the system that is set up, that you can't arrest a police officer? It's been 151 days and they are still trying to figure out how to charge these guys.”

Up in New York, local community leader and speaker for Black voices, Ali T. Muhammad of Next Step Hudson Valley, has been encouraging his audience to explore “qualified immunity” as to why Breonna Taylor’s killers have not been addressed.

Why Have No Arrests Been Made For Breonna Taylor’s Killers? An Attorney Explains

Here at Tin Shingle, we have a member who is an attorney and civil justice advocate, author Mark M. Bello. He draws upon over 40 years of courtroom experience in his Zachary Blake Legal Thriller Series. From his participation in Tin Shingle’s Pitch Whisperer Program, where he crafts different story angles to pitch to the media to get coverage for his fiction books that draw from his 40 years of legal experience, we knew he’d be just the expert to go to for an answer on why justice has not been achieved for Breonna Taylor.

The answer as to why no arrests is not easy, and Mark did not like to have to provide reasons for why the needle is not moving. [Note: Today 9/15/2020, Breonna Taylor’s family received a $12 million settlement from the city of Louisville, KY, which included police reforms signed into law. But her family ultimately wants the police officers arrested, including the one who issued the no-knock warrant.]

TIN SHINGLE: Mark - as readers everywhere are doing homework on the laws protecting police officers in Breonna Taylor’s shooting, are you able to provide guidance on what readers can research in order to discover why nothing has happened for Breonna Taylor? Is it “qualified immunity” that police are provided? Can you share some terms with our readers that will help their understanding of the current system?

“Katie: This is a complicated case, much more complicated than the cases of George Floyd and Jacob Blake, where there seems to have been little or no threat to the officers who killed the two victims. I'm not certain you're going to like my response. Remember this comes from a social justice advocate who has literally ‘written the book,’ Betrayal In Black, on the issue of an innocent Black man being gunned down by a police officer.

”In the Breonna Taylor case, the main issue is the validity and necessity of the so-called no-knock warrant (which has been discontinued in Kentucky [since her shooting]). One could argue that if the warrant is valid, so was the shooting. Inside the apartment, Breonna Taylor's boyfriend, Kenneth Walker, hears a commotion outside the door, fears a break-in of some sort, pulls out a gun, and shoots through the door. Almost every lawyer or law enforcement officer will tell you that officers who are shot at have a right to return fire. That's where the concept of "immunity" comes into play. Kentucky law actually permits the officers (and even ordinary citizens) to return fire in self-defense.

”As you well know, there has been a stream of unarmed black men shot by police over the past few months and years and things must change. But these officers must be judged on the facts and the law as it applies to this case. And this is a much harder case than, say, Floyd and Blake.

“I see 4 possible justifications for charges:

  1. That the officer continued to shoot long after any danger was eliminated. (Ex-) Officer Brett Hankison was fired by his chief (effective June 23, 2020, and he is not happy about it) for "extreme indifference to the value of human life," by "blindly firing ten rounds" into the apartment "without verifying they were directed at someone who posed an immediate threat." (It seems to me the argument is countered by the fact that shots were fired at the police from inside the apartment—the argument seems to be predicated on how many shots Hankison fired rather than the fact that he fired in self-defense, which is tenuous at best).

  2. Despite reports that the officers targeted the "wrong apartment," they did not. Subsequent reports indicate that Breonna Taylor was a former girlfriend of one of the principal targets of the investigation (Jamarcus Glover has since been arrested) and the officers were looking for evidence they suspected was inside the apartment. However, that could have been done in a much safer manner, under the circumstances. They could have showed up at the door, in broad daylight, knocked and announced themselves, and served and executed the warrant. There is no evidence that the people inside (Taylor or Walker) were any threat to their safety. The type of warrant used was unnecessary for subject of the warrant (Taylor). Neither Taylor nor Walker had a criminal record or were targets of the broader investigation (although Taylor was, indeed, the target of the warrant, a fact that has also been misreported). So, some type of negligent execution of or method used argument could justify charges.

  3. There have been allegations made (we'll see what the investigation reveals) that the warrant itself was fraudulently obtained. Detective Joshua Jaynes applied for the warrant alleging that a postal inspector verified that a drug dealer was receiving packages at Taylor's home. Post-office representatives claim that allegation is false. Jaynes could be charged with swearing falsely to an affidavit for a warrant, and if Mattingly and the third officer, Myles Cosgrove, knew it was false, they would forfeit their right to argue self-defense.

  4. There has also been an argument made that no one rendered treatment and that Taylor lived for several minutes after the shooting without care or treatment. An additional "indifference to human life" charge might justified if this allegation proves to be true.

“The bottom line, however, is, under Kentucky state law, the use of deadly force is justified by anyone, the police or a civilian, if he or she believes such force is necessary for protection against injury or death (which is certainly the case here). I doubt we will see any serious charges filed here (unless the warrant is proven to be totally bogus or fraudulently obtained).

”Still, this is a very troubling situation when we consider social justice issues. These ‘no-knock’ warrants need to be reconsidered in light of 4th Amendment protections that suggest that a 'man's home is his castle', secure from unreasonable search and seizure. From Cornell Law School: “The right of the people to be secure in their persons, houses, papers, and effects, against unreasonable searches and seizures, shall not be violated, and no warrants shall issue, but upon probable cause, supported by oath or affirmation, and particularly describing the place to be searched, and the persons or things to be seized.”

“I would certainly argue that this "search" was unreasonable under the circumstances. Unless there was some concern that a crime was being committed inside the apartment and/or evidence was being destroyed at the moment of execution, there was no justification for the methods used to execute the warrant. (Think about television shows where the criminal is flushing drugs down the toilet as the police enter the premises.)

”The city of Louisville has banned "no-knock" warrants (a victory for the 4th Amendment), and, in general, I think these warrants should only be justified when there are very exigent circumstances. Officers should not be allowed to shop for ‘law & order’ friendly judges, and the application process of obtaining a warrants, with the evidence supporting it, should be a formal court proceeding, with a court reporter recording all conversations between the judge and the officers involved.

”I hope this helps to clarify things; I'm not sure this is what you were looking for. Clearly, this case is not similar to Floyd or Blake or similar cases of unarmed black men being shot by police (unless the whole warrant was a racist sham and a deliberate attempt to harass and terrorize two black citizens—of course there is absolutely no evidence of that). I am happy to answer additional questions.”

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As we explore the intricacies of the law, policing, and education, homework is certainly needed to be done. If you are an author or expert in your field, you can absolutely pitch your knowledge points to the media. Whatever you are thinking, or wishing would happen, pitch it. If you have an opinion on how the NFL, NBA or now professional tennis players are making statements, and how they can make those statements better or more concise, pitch it to the media! Talking points are looked for by reporters, producers and booking agents all of the time.

Tin Shingle’s Pitch Whisperer program can help. Start your membership today and start pitching.

Private Training is also available for those who need a little hand-holding on their time.

Private Training Workshop In Motion

Conducted a Private Training Workshop for these ladies yesterday, who have varying degrees of comfort online and with social media. This session covered a lots of Technical. A next session can indulge in Strategy.

Are you in need of Strategy and clever ideas? You can go pro with Tin Shingle with our Private Training Sessions. Booking on Monday’s only right now. Save your spot! This session was hosted in person in our Beacon, NY office, but can be condicted remotely via video conferencing. We make it easy.  www.tinshingle.com/private-training

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