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H E A T H E R P I E D M O N T
H E A T H E R P I E D M O N T M E D I A
H E A T H E R @ H E A T H E R P I E D M O N T . C O M
H E A T H E R P I E D M O N T . C O M
I Won!…Now What?

Congratulations!
 Enjoy the moment
 Reflect on where you were and have been
 This is the first of many steps

Happy Dance…Over Back to Work
 Integrate the award into your brand
 “Award Winning”
 Put it EVERYWHERE!!
 Replay your story via your website and other media to include the
monumental step and what it means for/to your company.
 Ex: “From a tray of brownies made in a small kitchen and sold among
friends to a nationally recognized and awarded brand”
 Ex: “What began as a scribble on a busy mom’s day planner is now a
nationally awarded business….”
 Celebratory Discount
 This will:
 Pay it forward to your followers.
 Give you something else to tweet about.
 Create a stronger bond with your following and evolve a
New following..

Now to Extend It You need a few things:
The Press Release.
Pre-packaged samples.
A press packet which the award is the main
attraction of.
A pre-planned trip to the post office.
Set emails with the press packet attached.
A place to save new email contacts.
Current list of contacts regarding
the business.

Reconnect with the Media that
Already Covered You
 Reporters Love doing Follow-up Stories.
 This will both get you news and enhance your
connection to the media.
 When they cover it, Share it IMMEDIATELY.
 The Conversation:
 Begin by thanking them for the first coverage
and tell them you wanted to let them know
your news.
Obviously, thank them for the coverage.

Local Media
To Start:
 Find your Local Patch.
 Look for your local Examiner Reporter.
Trip to the supermarket or local coffee shop:
 Get every newspaper you can.
 Contact the editor or (better yet) a reporter that did a similar story.
 Why:
 Local Press Love Local Successes.
 They are always hungry for stories
you can only write about town hall meetings
so much.

The Levo Link
 Find A Women Driven/Based/Focused Website
 Pitch your story as a reflection piece and suggest you guest blog
 As an entrepreneur
 As a Mom Business Woman
 As an award winning businesswoman
(Dependent on the website content/strategy)
 Tip: If they are not interested in focusing on you, put it towards current events such as
Sheryl Sandberg’s Lean In Text
• What this gives you:
 Credibility
 Visibility
 Brand Recognition
 PR
 This can also be used for other subject sites
Such as one that focuses on:
 your type of product
 The audience it serves
 Your business as a whole.

National Press
 Do Local Press First
 Again, Contact Either the Editors And/Or a Reporter
that covered a related story or does a related beat.
 Announce the award
 Try to connect it to a local event/news story
 Follow up initial contact or they will forget about you.
 If they say call back..call back.

A Few Media Rules
Follow up after the first call 3-4 days.
Have an pre-written email for the “Send me more
info.” response.
Connect it to news if you can.
 Ex. Autism Month and Greenie Tots
 Obesity Issues too.
Keep in touch with a MEDIA FOCUSED Update
 They don’t want your newsletters, they want your story.

Social Media: Reuse and Recycle
 All news is recyclable:
 Change wording
 Revolve it around another agenda:
 Mother’s day..bake her a cake
 Connect it to current events
 Autism Awareness…Healthy Eating
 Change the picture on the media
 Be Ready:
 Create a word document of ready made tweets and Facebook posts
using the words:
 award winning
 Use Hash-tags and if possible high SEO Words

Product Pitches: Old and New
 Start with previously contacted companies first
 Call to give them the news and ask to either set up a meeting or send another sample.
 Tell them you are still l interested in them despite this new success.
 Always Follow-up
 New Pitch
 Know their rules first: Legal Department
 Know a name…Thank you Google!
 Have the Pitch Ready When You Call
 Ex. Legal Zoom
 Connect the dots for them via an objective they already focus on
 Ex: ColdFront: Poise and Menopause
 Know their buyer better than your own if there is any difference
 Who to Pitch:
 Sales Representative
 A Celebrity Spokesperson (Whoopi Goldberg/Poise)
 Development Manager

Steps to Making the Perfect Pitch
 Know every number/factor/issue in your product.
 Tell the story behind the product.
 Be okay with silence when you need to look back on
your notes.
 Be flexible with offers.
 If your business sells in a specific market/in a
specific marketing way, Know Why.
 Never Say “Maybe”..EVER.
(Some of these are from the Conference but deserve repeating)

Is it time to take new
steps?
How do you know?
Ask the experts you trust.
 Affiliate programs?
 New Product?
 New employee/Intern?
 Ask if it will help your
business thrive the way
you want.
 Plan and plan some
more.
Consider New steps that You May be Ready For

Board of Directors
 Conversation Tips
 Restart your last conversation if it has gone dead
 Possibly enhance their involvement
 Strengthen the bond while getting you some more nuggets
 Angel Investors
 Financial Advisors
 Business Coaches
 Experts
 Businesses like you…

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