What would a feature in Vogue, Fast Company, Martha Stewart Living or Entrepreneur do for your business?
But that’s not for you, that’s for big companies with even bigger marketing and media budgets, that have been around for years, have established reputations and know the right people, right?
PR is even more important for you than the big guys, it’s the ultimate in FREE exposure, it can transform your business overnight, and its absolutely possible.
Today on the podcast we are going to show you exactly how to do it.
Even if you are just starting out, even if you don’t have a website built, even if …….whatever.
Gloria Chou is with us today and Gloria is an award-winning Small Business PR expert and pitch writer and she is going to explain:
What PR is and why you need it.
How it builds your traffic your authority and ultimately your business
The biggest benefit from PR( and it’s not what you think it is).
How to use PR to get you a seat at any table to you to be at.
How to write your pitch with her 3-step CPR Pitching Method™
3 FREE Ways to find the right people to pitch to.
This is the episode that changes your business trajectory forever.
Let’s get into it.
Our guest today is Gloria Chou
Gloria is an award-winning Small Business PR expert and pitch writer who teaches early-stage founders how to "hack their own PR" with her proprietary3-step CPR Pitching Method™, one that’s helped thousands of bootstrapped small businesses get over a combined 1 Billion organic views in top tier outlets such as the New York Times, Vogue, Fast Company, Forbes and more.
Links for this episode:
Follow Gloria on Instagram: www.instagram.com/gloriachoupr
Gloria Chou PR: More info Here
One Step Empire Website: https://www.shecorporated.com/one-step-empire-podcast
What would a feature in Vogue shape, Martha Stewart, living fast company or entrepreneur do for your business. Wow. Right. But that's not for you. That's for big companies with even bigger marketing and media budgets that have been around for years established reputations and know the right people. Nope.
PR is even more important for you than the big guys. It is the ultimate in free exposure. It can transform your business overnight, and it's absolutely possible today on the podcast. We're going to show you exactly how to do it, even if you're just starting out. Even if you don't have a website, even if, even if, even.
Gloria chow is with us today in Gloria is an award-winning small business PR expert and pitch writer. And she's going to explain exactly how to do it. We're going to talk about what PR is and why you need it, how it builds your traffic and authority and ultimately your business and how you can use it to get you a seat at any table that you want to [00:01:00] be at.
We're going to show you how to write your pitch with her three steps, CPR pitching method, and three freeways to find exactly the right people to pitch. This is the episode that changes your business trajectory forever. Let's get into it. So we have Gloria chow on the podcast with us today. And Gloria is an award-winning small business PR expert and pitch writer who teaches early stage founders, how to hack their own PR whether three-step CPR pitching method.
And she's helped thousands of bootstrapped, small businesses get over a billion organic views in big outlets like New York times Vogue fast company. Forbes and many, many more. And today she is going to help us get free exposure for our businesses too. I am so excited to have you with us Gloria today.
I'm so excited to catch up with you and get some amazing tips for our audience. Thanks for being here. Ooh,
Gloria: excited to be here.
Kristy: It's great to see you now. You're an award winning PR expert now, [00:02:00] but you had an interesting journey to get here. Can you tell everybody a little bit
Gloria: about. Well, if anyone's thinking of doing a dramatic career transition, this episode is for you.
So I actually started off, I wasn't the government. I was a us diplomat. So I had zero experience in PR. I mean, I thought my career was going to be an international politics. Um, and, but I always loved communication. Right. I always had this. For interviewing people. I remember when I was like eight years old, I would pick up the camcorder and start interviewing our neighbors.
So I just loved, loved, loved storytelling and drawing connections. And when I got sick and tired of kind of, you know, the government work, I wanted to work in PR because I'm an extrovert. I talked to everyone. I love to see people win, but I couldn't get a job for the life of me because everybody wanted agency experience and I didn't have agency experience, but I knew I could do it right.
I just basically left the diplomatic service, gave up my pension, got back on unemployment, had a little midlife crisis and rebuilt my career by getting the tiniest clients. [00:03:00] I mean like unknown startups, just two founders. Bootstrapping it. You know, in, in industries I've never worked in before, like AI and FinTech and I didn't have any contacts.
So I literally had to dial the operator at the New York times and practice my elevator pitch enough, where they would pass me on to the intern, to the associate, you know, so I think just by cold calling hunter, Of times and emailing thousands of times I was able to crack the code. Um, and now I share my methods with anyone else that doesn't really come with a lot of experience or a book of contacts, because I never had that when I started you learned the hard way.
Kristy: Yeah. That's amazing. So, you know, for anyone that's not familiar with PR let's maybe start by, there's always some confusion there. Let's start by defining what PR is.
Gloria: Yeah. So, you know, I say this to my peer master class, but, uh, when I talk about PR, a lot of people are like, oh, you leave me, me, me and marketing.
And I was like, okay. So just, just hang on with me when you, so imagine a man and a woman are on a date, [00:04:00] right. And the man is telling the woman that he's a great guy. He comes from a great family. He's trustworthy, blah, blah, blah. Marketing, right. He's saying the right things to the right people to sell them on an idea.
Now, if the woman goes home from the date and her best friend, best childhood friend calls her up and says, you know, that guy you're on a day with, I've seen him volunteering at the cancer hospital. He is such a good guy, a true, rare gem of a human. You got to play your cards, right? That's PR that's someone else vouching for you.
So it's like, Ooh, you know, like in this day and age, it's so easy to pay money into the Facebook rabbit hole, billions of dollars. You know, that gives you a traffic, but it doesn't give you authority. It doesn't give you credibility. So the way I see PR is that it gives you traffic and authority because we know that just having eyeballs on your product is not enough to convert customers, at least not in this day and age.
Kristy: And there's so many benefits to PR as well, besides the initial exposure from the article or whatever it happens to be. There's the, you know, the, the logo on your [00:05:00] website for authority, there's all sorts of what are some of the other benefits that. With the PR
Gloria: exposure for me, it's really about the confidence because founders like, listen, if it was so easy, right, everybody would be getting in the New York times, but a lot of people are, are afraid to really work on their messaging and get clear on what is the unique value proposition?
How can I get someone interested in what I'm saying? Like in an elevator pitch? Five seconds. That's the work that a lot of founders do in order to get PR. And once they master that, they are speaking on panels at south by Southwest, they are being invited to rooms. They are getting no grants. And Sessa for me, the exercise of PR opens up an entire world for you.
It allows you to get into any room and be in any circle. And that's really what I teach is how to have that value driven conversation. So you can persuade people that you are. The industry expert, even though you might be bootstrapping, even though your website's not great, you know, it's, it's about [00:06:00] that perception of a.
I love that.
Kristy: And you know, I think PR at any level is, is valuable for many different reasons, but out of interest, what are some of the biggest stories either you or your students have landed?
Gloria: Well, you know, before I started. Bootstrapping small businesses. I worked with startups, right? Because I said I started cold calling and a lot of the startups I worked with at the seed stage.
I mean, when they had maybe two or three employees, one of them went on to just raise $500 million. This was in the period of three years. And so I always see that, you know, in breaking news and that's awesome. What I love is working with everyday small business heroes, salt of the earth, people, people like you and me.
And, uh, you know, I've worked with cancer survivors who made a medication label to take their medicine and thought it was a great idea and just got their stuff into target and Walmart. And they're speaking on podcasts, they're on panels around parents magazine. I've also worked with 2223 year olds who are just starting their career.
Right. And they positioned themselves using [00:07:00] my method and they got onto 10 plus. Like shape well and good bustle, Forbes, a lore. And they went on to one twenty-five thousand dollar grants. Right. And now their business has pivoted, but they know exactly how to communicate with the media. They have overcome the mindset challenges, and they're just so much more confident in everything they do.
So, I mean, I have so many other stories, as well as someone who I worked with, uh, who built his business with a, you know, he's a career coach. During the pandemic and using my methods, he was able to get onto Inc Forbes, 40 under 40 entrepreneur. And the, he actually sold his company successfully sold his company to X.
We work executives. And so talk about a win there. It's like full circle.
Kristy: Wow. And I love what I love about you. Gloria is you've got a soft spot for bootstrappers just like I do, you know, people. It is so, so many, especially women, so many women that are bootstrapping. So this is such a great. Um, a great thing to spend some time on for anybody who's bootstrapping, because the winds can be huge.[00:08:00]
So why, I think we've talked about this a little bit, but I'm going to ask it anyway in case there's some other tips you want to give, why should we be looking for PR the authority, the exposure, the confidence.
Gloria: Yeah, for me, it's a lot of people are like, oh, I'm not ready, or I can't afford it. And the question I would ask, can you afford to be invisible?
You know, we're all online now. And how do you find, like before you get on a call with anyone, what do you do? You Google them and your Facebook ad is not going to be searchable. It's not going to be index. So having even just one piece of content on it, That's index, that's searchable, that's SEO optimized.
It's going to live on in the internet for decades. It's going to continue to give you authority, traffic and fill all of those buckets. Right. Um, that's really what you need. And then it just, in terms of the evolution of your own personal self, the confidence, knowing exactly how to position yourself as an expert and in doing so, being invited to all these different things, building partnerships, doing IgE live, um, you know, speaking on panels, whatever it is like I've had [00:09:00] people.
You know, speak onto south by Southwest. I had people use a CPR method to one, an innovative, uh, you know, a war from fast company. So it really is just about reframing yourself and getting yourself invited to every table that you ever have wanted to get into.
Kristy: No, I think I know the answer to this, but this is something I think everybody, especially if they're new is.
Can, can I do it? Can I I'm, I haven't been around for five years. I'm not the expert in my field necessarily. Is there a certain stage of business or a certain stage? I need to be at my career to be able to do it.
Gloria: You know, I I've written pitches for bedsheets and bath candles, and I've written pitches for startups who have gone on to raise $500 million and they all get featured.
So there's no such thing as a newsworthy company, but there is such thing as a newsworthy pitch. And we can talk a little bit more about that with my CPR method is really about reframing your marketing sales pitch and turning that into something that the journalist will care about because at the end of the day, you're not [00:10:00] selling to the jury.
Right. Remember, you're not being like buying my product. What you're trying to do is say, Hey, I know that people are talking about this topic, whether it's, um, you know, the relationship, I don't care what industry you're in the last few years have fundamentally changed everything. So there's always going to be an angle there.
Um, you know, I've, I've worked with people who do a meal planning or time management, and there's always an angle where you can help audiences by giving like a tips and tricks kind of thing. Or maybe it's taking a contrarian stand and say, you know, this diet fad really. That grade or I'm offering a new perspective by saying, Hey, I've surveyed my audience and they feel this way.
So there's so many different angles. I also love, um, like a seasonal angle. So if you're an e-commerce or if you're in crew you're coaching or tax season, right. There's, there's always something around the holidays. If you have a product that's great for earth day or you're in sustainability, I mean, I can just go on and on and on and on about.
Kristy: So let's, let's talk about that. I want to circle back and just talk, cause I know you have a very, very early stage [00:11:00] founder that you helped. Uh, she was looking at, uh, opening, uh, gyms and let's come back to that in a second. But before we do that, let's talk about the pitch. Let's talk about tips on getting featured.
Gloria: Yeah. So I think the number one exercise is like as founders. We're so used to our marketing message, right? Um, who it's for what's our ROI. Um, but I'm telling you, you really have to put on a different hat and do the mental gymnastics to change your marketing pitch into one that's newsworthy. So newsworthy means what it means that you are giving insight.
You're giving a point of view. You're taking a stand on something. Maybe you have a prediction, right. Something that's like, oh, I predict this trend will dominate. Six months. That's what I mean by establishing yourself, not as a seller of a product, but someone that has a point of view because experts have point of view.
Um, and so in terms of the actual pitch, we can go into the CPR method. That is the framework that I teach that kind of sums it up. [00:12:00] And it allows people to have a value driven conversation that positions them as an expert with the. Yeah. And your
Kristy: method makes it really simple as well. We've used that, uh, and it's, it makes it, it breaks it down.
It makes it really simple for anybody to take their expertise and figure out how to position that, which I love. And I think a lot of people don't realize it when you think of it, as you know, you're actually helping these journalists, right. You're helping these reporters because they have to produce stories all day, every day and they can't write them all from their own perspective.
They need people like you and me to
Gloria: weigh in on. Yeah, 100%, you know, it's journalism is not dead. It's not just the five big players that get featured over and over. I just had, uh, the entrepreneurship reporter from business insider on my podcast, and she said that she is constantly digging through her emails, looking for new sources and covering new voices because.
It's not really like fresh news, you know what I mean? So definitely throw your name in the hat. Every single person I work with right [00:13:00] now in my PR program is a bootstrapping founder that has never been featured before. And so it is absolutely possible. To be featured and no, you don't have to have an advanced website.
You can just give a LinkedIn or just a little brief blurb. Remember the journalist is not wondering where else you've been featured. They're just looking for a new, interesting insight. So let's say you are a career coach. It could be something that. The 2022 skillsets, right. Or what's hot on the market.
Or I just wrote a pitch yesterday for someone and they are a mid-level coach for middle managers. And the whole thing was about how, like, you know, full-time job, full-time work used to be a dream. Now it's a turnoff because people don't want to work full time. So they don't put that in your job description.
Right. There's always something happening. There's always something relevant. Um, right now live stream shopping is really interesting, like Tik TOK, right. Retail, what's happening with e-commerce. So I can't, you know, there's an angle. You just have to find it and you can use the CPR method to structure your pitch, that it's not overwhelming [00:14:00] for the editor to read like 10 paragraphs.
Kristy: Yeah. And that's the key, isn't it? Because we, we tend to lead with, you know, who we are and what we do. And they don't, that's not what they're there for. They don't
Gloria: care. They do not care at all. And in my PR master class, I actually revealed two pitches word for word that got featured. And you'll notice that they're short, that they don't talk about yourself.
It's not an, an unpublished autobiography. It's literally a. Here's what consumers are talking about. Here's what Rihanna. We're at the red carpet here as a trend. This is why I think this is important. Here's what I found. You know, this is my perspective. Here's how I can be reached. That's it. Boom. Right.
And, and we can talk a little bit about the framework of the CPR method. CPR stands for. Credibility point of view and relevance. You really want to have all three things in your pitch, credibility. It doesn't mean you've been featured. It doesn't mean you've won an award. It can be one sentence saying I have seen those firsthand and I can speak about it.
Or I am a mom. [00:15:00] And I've witnessed this happen. That's all you need. It doesn't need to be crazy. Now that the C stands for credibility, a P stands for point of view. That's where you put in your bullet points or your one, two threes, right? So like three ways to, um, homeschool your ADHD child, or three ways like gender roles are changing now with code, like whatever that is.
I like that. Um, but it can also be bullet points. Or if you're, if you're pitching for a product guy, like you have physical product, you want to get into a gift guide. It could be three reasons. Why are like anti eczema cream is formulated differently than others. Right? One, it comes in this jar to, I it's got mushroom elixir in it, three, whatever.
Right. So that's kind of how I like to structure it. And then you have a very simple and very confident ending in saying. Hey, like, I'm, I'm happy to chat more about this. Uh, maybe send you a sample, you know, if it's low cost to you, uh, you know, I'm not saying you have to give away free merch and then just be like, let me know when is a good time to chat.
So you see how that tone is very confident. You're not begging, you're not like, please speak through [00:16:00] me. Right. So it's, I always say. Knowing how to do your PR it's, it's both a tactical thing and I've given you the CPR method, but it's also the mindset work that you have to do as a founder to just feel confident that you have something to say that you deserve to be featured because you are, you do, you do deserve it.
Kristy: And, and I love it. I love your method because you're, you're basically doing part of the work for them. Right. You're giving them the story that potentially they could write. They don't have to think of it themselves. You're telling them why you're the person to feature. Um, it's amazing. And I know there's people out there that are thinking like, you know, I'm, I'm new, I'm too new to this, or I'm too new to my business from just getting started.
And why do they want to listen to me? So can you tell us the story about that amazing woman, founder that was opening with him? She didn't even have a website.
Gloria: She had nothing. Yeah. I mean, so many people that I work with just have an idea they're literally crowdfunding on, on, on Kickstarter. But before I tell you the story, you know, the question is like a, can you afford to be invisible and be PR is actually the best way to protect your [00:17:00] idea.
So a lot of people in my Facebook group were like, I have this proof of concept. I'm really afraid of people copying my idea and yeah. What better way to protect yourself then being cited on like a bus feed or a well, and good to say that you are the first to do this. Right? So it's all, it's like your insurance almost.
So that's, you know, it doesn't, there are other PR coaches out there, but if you Google me there's I have been on so many podcasts talking about CPR methods. So it's like good luck trying to steal that. Right. So I really encourage you to frame it differently and ask better questions. Uh, second one is Tanisha.
So she's on episode three of my small business bureau podcast. She was a 20 something year old and she wanted to crowdfund for a physical gym during COVID. So not only does she not have the funding, she had no investors. She did not have the space. There was no gyms being opened, but instead we use the CPR method to frame her fitness experience, to help the fitness industry come back even stronger after.
After the pandemic, right? So [00:18:00] how can the fitness industry come back? How can they be better? How can they be more inclusive? And so that was the pitch. And she really took the PR starter pack, which is my paid PR program and ran with it. I think her first feature was shape magazine and it actually came from a DM that was rejected by someone who said, oh, this is not a great fit for me, but because she's tenacious, she's a not give up.
She said, well, do you know who this would be a great fit for? And she's like, you know what, actually, I do have someone. Yeah shape. So don't be afraid to ask. Don't be afraid to be persistent because as long as you lean into your why, and you're not a used car sales, but it's just, she wasn't selling anything.
She was selling a perspective that could help the industry. As long as you keep leaning into your why. It's not going to feel burdensome to keep being persistent because you're actually helping the journalist. And so she really tapped into that energy. She got on shape wallpaper club, industry, pop sugar wall, and good.
Just kept rolling. Yeah. Within like two months, if you, if you Google her Tanisha Simone, and literally [00:19:00] within two months of working with me, and then she won a twenty-five thousand dollar grant from American express, and now she doesn't even have that business anymore. She completely pivoted and now she launched an app.
So here's another, um, you know, busting your limiting beliefs is yes, you are allowed to evolve. You are allowed to change everything around us is. Okay, so there you go. So
Kristy: for anybody that's listening, she had no business yet. She just had a concept. She didn't have a website, nothing really. And she got, you know, incredible, incredible exposure.
So you can do
Gloria: this. If I can do it with. No book of contacts coming from politics, no journalist, not a single journalist, just cold calling. I'm sure you can do it.
Kristy: And let's talk about that. So let's talk about context because once we wrap our head around what we want to be the expert on what we want to give our perspective to, how do we find these people that
Gloria: were pitching.
Yeah. So from a very grassroots way, I want you to [00:20:00] do three things. And I actually say this, I think we had, um, episode 23 of my podcast. I talk about the PR tools that are free and my favorite ones are, um, HARO, which stands for help a reporter out. So H a R O you can sign up to be a source and every day it'll ping you with hundreds of different increase from journalists, looking to interview people from all over.
So that's a very grassroots way. Number two is I want you to. Doll a Google news alerts. So for example, if you are a, like a sexual wellness coach, you can put in those words and Google will give you an alert of all the different publications that are out, um, digitally. And so you can start to train yourself into thinking of what type, what types of stories get covered.
What are the headlines look like? And then you're actually, when you actually write the CPR method pitch, you're feeding that subject line back to them, right? There's a way to write subject lines. That's very concise. And to the point, and then also you can start copying and pasting. The names of journalists who have published that and then put it into your own Excel spreadsheets that that's very grassroots.
Another [00:21:00] way is on Twitter. There is this hashtag called journal requests or PR requests. And it's basically journalists who are like, Hey, I'm looking to interview this person. Let me know if you fit the bill hashtag journal requests and you can just sift through all of them to see if they, if they match, you know, obviously check out my masterclass, make sure that when you do respond to them, it has a CPR framework.
So you're not, you're not overburdening them. And that you can get to that. Yes. So those are kind of all of the grassroots and obviously. In my PR setter pack, there's a searchable, optimized downloadable list of over 60,000 media contacts. I actually just worked with a backend developer to make it a searchable database.
I think when you joined, uh, Chrissy, it was, it was like, um, actual files. And now it's like a searchable database. So.
Kristy: It's amazing. I was, I was telling Gloria that when, when I first signed up for, because I had been struggling to, to do PR on my own for a little while beforehand, and just to get the right context and not only get the right contact, but know how to approach them.
Right. Like, know what they normally write about and [00:22:00] all of the things. And, and this is when I got, when I got into the PR starter pack and there was all of this information, it was like, you know, it felt like maybe it was a mistake. It was like, there's, there's so much here is this really. We don't really have access to all of this and it made a difference.
So, but yeah, so there's there's and you have a free masterclass, correct? On, on your CPR
Gloria: method. Let's talk about that. I mean, it exactly shows you line by line. The pitch that I wrote to get someone into fast company, to get someone to Martha Stewart, living apartment therapy. Um, and we actually liked dissected on the masterclass and I have people who messaged me, who I've never met on LinkedIn.
They're like we got our bed sheets into Canadian. Vogue or here, you know, like, and it's just like, that's amazing, right? Because like I never came into PR with any agency experience. I was not a part of the cool kids club. So to be able to just share what I've learned with other people, like that's like, I feel so grateful.
So if you want to watch it right now, it's available. You can go to Gloria [00:23:00] chow, pr.com/masterclass. My last name is spelled C H O U. Gloria chow, pr.com/. That's
Kristy: amazing. We'll drop that in the, um, in the show notes as well. I think that's how I started working with you two week. I just took the three math class and it had so much value.
And then from there, so it's, it's a great resource, actually refer people to it all the time. So thank you. You bet. I guess just before we close up here, I just, I wanted to ask you a couple of things as far as, as top tips. So one of them is just any final tips for using the media in general, to grow your business, especially for bootstrapping early stage women founders.
Gloria: Yeah. I think obviously like I've, after you've done the HARO and the Google news alerts and everything is, I want you to see if you can utilize a very simple survey, right? Because a lot of times, like we don't think that we are goldmines of information, but we are, we are connected to our audience, our community.
And if I had [00:24:00] someone just do like a really simple, like Google forms, you know, the one that best successfully sold his company during pandemic. And he literally was on LinkedIn. He's like, Hey guys, Doing a quick three question survey. If you graduated in 2008 recession or 2020 pandemic, let me know your views about your college education, your level of optimism.
I'll give you a $5 Starbucks card. And then he was able to take those survey responses and he was able to start conversations with people at the New York times and tech crunch. So think of. Creative ways you can survey your audience. It doesn't have to be involved. You don't have to be a data scientist.
It could literally be on Google forms or survey monkey. And you can just go on Facebook or Instagram. Once you collect that data, you automatically are an expert, right? Because you have proprietary data. It doesn't mean you need to have a data set or pool of 50 people. I mean, it could, it, it could literally be like 20 people, you know, but that's.
No one else is doing and B the journalist definitely isn't gonna do it. So if I was a journalist and I [00:25:00] was interviewing someone who had data and someone who had no data, I probably will want to respond to the person who has data first,
Kristy: what a great tip. So creating your own expertise. That's exactly.
Perfect. If you're just starting out and then, you know, you, you're a woman founder, obviously, whether it relates to PR necessarily, or just being a woman founder, what's the best advice you've got for newer women, founders, maybe something you've you were told or something you've learned in your own experience?
Gloria: Well, you know, I think as women we're always taught to take care of everyone and elevate everyone. First, I challenge you to make this year, the year of you. And I know you're aligned with this cause you tell me this all the time. This year will be the revolution of you. Let's stop being martyrs. Let's start to rise up.
Let's start to own our worth, and don't call your side hustle, a side hustle, right? And, and obviously landing press and doing PR. That's gonna make you realize it's so much more than just a side hustle, but really own your worth and know that no matter [00:26:00] what you're doing, um, people are watching. People are listening, even if they're not commenting.
What you're doing now, and it's imperfect form can really help other people who are looking and just waiting for that nudge. So be that person, be that person who is inspiring other people by taking that step and, and just pressing the send button because everything you want in life is on the other side of the.
You know, that's great
Kristy: advice. And I absolutely agree with you. I always say we don't play small around here. It's not a side hustle. It's not a little business, right? Yeah, absolutely agree. So we're going to put the link for Gloria's pre-master class in the show. If you haven't got show notes on the platform that you're listening to, you can always head over to one step empire.com.
That's the podcast website, and we've got all the shows there. We've got all the show notes, all the links, all the good things. Um, so it's one step empire.com. And I just want to say, thank you. Thank you so much for joining us today, Gloria. This is really going to be incredible information for so [00:27:00] many women listening to kind of step out there and.
You take control of their story and get their story out there and get some exposure for their business and find that confidence. So we really appreciate you being here.
Gloria: Thank you so much for having me.