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Have you given up on getting press? Are you tired of chasing the media with no results? Let's face it, many a business owner has been there, and it ain't fun.  That said, it also isn't a good business strategy to stop pitching these outlets all together, and the pitching that you are doing could be worth a lot more than you even realize.  Again, you can score those reasons in the first part of this "don't give up" set of stories.

SEE ALSO: 2 Reasons Not to Give Up Pitching the Press Even When They aren't Responding

Now that you've read part one and hopefully agree with me, let's discuss what you have to be sure you're doing when you're regularly reaching out to these (currently) silent media targets to ensure that they there's an eventual, positive ROI that comes out of it, and that you're staying in their good graces.

Here are your rules for "repetitive" pitching:

Don't send the same pitch over and over.  As you learned via the first article in this one-two punch of PR inspiration, the lack of the response from the media you're experiencing doesn't necessarily mean they aren't  receiving or reading your emails.  In fact, many of them are, and they could be considering your product, service or expertise for a future story.  Don't ruin it by playing the role of broken record. Don't ask them "did you get my pitch/press release." Instead, tantalize them even more and sell yourself even better: 

1. Share new and fresh angles of your story
2. Highlight different products, collections or uses of your product
3. Follow trends, studies and hot topics and tie yourself, business or expertise into them
4. Offer seasonal stories or products
5. Show how your expertise is wide - share different angles or hot topics you can speak to every month, add new details that highlight why you're an awesome expert

Our point is, keep being interesting and buzzworthy.  Keep showcasing yourself at your best.  Remind them you exist in new and fresh ways.  Even if at the end of the day you're simply trying to pitch your expertise, you can pitch different tips or angles within every follow up pitch.  You can still include your core messaging, motto or design aesthetic in each pitch, but surround that messaging with some new, shiny wrapping paper!

Another rule when doing repetitive pitching concerns how you're pitching them.  If you keep reaching out to an editor via email and hear nothing for months, why don't you change the mode of communication?  Pick up the phone and give them a quick ring.  An easy way to do this that I find very effective is calling them and briefly introduce yourself while asking to confirm if they're the best person to reach out to in regards to [insert your area of business or expertise here]. 

When you do this you not only make it easy for them because you're not throwing an entire pitch out at them (you're giving them a simple yes or no question to answer), but you're also going to find out pretty quickly if they are the best person you should be pitching.  If they are, you can just let them know that you'd love to share your "XYZ" with them and will reach out to them on email immediately.  I like this phone tactic as it lets you connect on a more personal level and reminds you that yes, you are in fact reaching out to a real (and correct) person.

Don't have the nerve (or ability) to reach them on the phone?  Head to Twitter!  Don't just dive bomb them with a pitch, follow them, get to know them, retweet them, and ease into that relationship.

When all is said and done, however, your best tactic when repeat pitching is to be sure every pitch showcases your brand and business in a new and exciting way or angle.  If you're a jewelry designer this could mean one month you share your spring collection, a few weeks later you share a celebrity-inspired pitch, a month later you share only your earrings, and so on...By switching up the angles and remaining relevant to the media outlet's audience, you're increasing your chances of communication with your target contact in the future.

Before I let you head off to craft some strategic and well-crafted pitches, I want to remind you of one last thing:  when you're writing these pitches on a regular basis, be sure that you're always keeping the media outlet and their audience in mind. Be sure they're angles reflect stories or ideas that benefit them, not simply stories you want to tell.  The more you make yourself relevant to their readers, viewers or listeners in every single pitch you write, the more likely they'll be reaching out to you for that press hit you really want to have happen!

Unsure of whether you're writing your pitch well in the first place?  Tune into one of our several pitch-focused podcasts!

It's nearly mid-December and no doubt you're busy.  You're decking the halls and scouring the web (and local shops) for last minute  gifts.  Here's one more thing to add to your list - actually 5 more to be precise: Five Hot Topics you should be considering while planning your PR strategy for the end of the year into 2014. 

The truth is, though you may be ready to wind down work for the holiday season, the news never sleeps, and these topics are going to be getting hotter and hotter as time marches on.  We know that you may not have had a moment to think them through yet (or even think of them yet in general) but don't worry, that's why we're here!

Take a moment and check out the five ideas below, let them hang out in your head for awhile and see if you can think of any clever ways to create a newsworthy (that's key) story out of them by tying them to your products, service, expertise, business or yourself into them!

1. Valentine's Day
You're thinking of last minute holiday gifts and perhaps New Years/New You stories, but don't forget that Valentine's Day is right around the corner and the media won't be waiting until February 14th to talk about it!  Also, don't forget, this isn't just a holiday for product people.  Think of how your service or expertise could help people out during this holiday (from tips on throwing a romantic meal at home, how to purchase jewelry for a loved one, how to cope with loneliness during Valentine's Day and more).
Related article: How do I pitch the press for Valentine's Day?

2. Awards Season
People "in the know" in the world of public relations know that wintertime is "Awards Season" time.  That's right: SAG (Screen Actors Guild) Awards, Golden Globe Awards, Oscars and more.  As you may have noticed, the nominations are already being announced, and the buzz around all the Awards (and everything related to them) will get louder and louder, peaking with the Oscars in March of 2014.  Whether you have tips on getting fit for black tie affairs like these or hair/makeup suggestions for nominees, now is the time to begin planning your Awards Season Spin.
Related downloadable #PRTuneUp class: Celebrity and Stylist Outreach Secrets
 

3. Super Bowl Sunday
February 2, 2014 is Super Bowl Sunday.  How will your business tie a story or promotion into it?  Will you create a press worthy event for "football widows" to attend?  Will you share healthier versions of super bowl snacks with readers or viewers of your favorite news outlet?  Will you share tips on throwing a great Super Bowl Party?
 

4. American Heart Month
February 2014 is National Heart Health observance time.  This will coincide with everything from the celebrity Red Dress fashion show to national Wear Red Day to charitable donations made for purchases that will in turn support heart health causes.  How will your business take part in this month?  Start thinking about it now!
 

5. It's Resort Season in January - Oh yes, though there will surely be snow on the ground in most states in January, the retail and media world will also begin the start of "Resort Season" (also known as "Cruise Season".  This is the time of year when people escape the cold, wet and miserable weather and head off to warmer climes, on cruises and to beaches around the world.  This means you can activate the PR strategy part of your brain now and think about how you can tie your products, services, expertise or business to this topic.  Need more information on Resort Season?  Check out this article in Racked to learn more about it!

Got a plan for how you're going to build a theme around any of these seasons? Tell us about it!

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Days after attending the 3rd Annual Women in Business lunch hosted by Westchester's business magazine, 914Inc., I picked up a copy of the Hudson Valley Magazine from my local drugstore here in Beacon, NY (yes, we still have a local drugstore that isn't Rite Aid!), to read the December issue of our regional magazine. This month covers how female entrepreneurs, CEOs and small business owners are taking care of business. I was honored to be included in the editor's letter that kicked off the issue.

Olivia Abel, editor in chief, interviewed me for my take on what special challenges women entrepreneurs face these days. The challenges that women entrepreneurs face are quite different for each circumstance and usually relate heavily to family and time. She included a few of my thoughts in her editor's note, which I'll share here with you as well:

Perfection. Women are natural organizers and can multi-task very well. These are ingredients to a recipe for success. However, women who can quickly foresee the success of a business venture can be easily let down or disappointed in themselves if things aren't going exactly as planned. It's important for women to forgive themselves when they are working their hardest and sacrificing personal time for the pursuit of their business. (Alli Webb, founder of Drybar, also feels this way, as we learned in our business success secrets interview with her.)

Guilt. Women are consumed by guilt, and it's a really hard habit to break. There is no room for guilt in business relationships. Guilt about having a negative conversation with someone when a situation needs improvement can often lead to no conversation at all, and thus no improvement in a situation.

Family. Women are nurturers, and in business this can work very well as they listen to the needs of their businesses and shift accordingly. But the pull of family responsibilities is strong, and women often are taking care of household tasks such as cooking, cleaning, and directly caring for the children. This is quite time consuming, thus leading to time away from growing their business. On the upside, however, unplugging in this digital day in age has become increasingly difficult, so a forced unplugging when spending time on family or household can lead to a recharged brain and fresh ideas.

Networking. It can be difficult to find a networking group that gets to the core of your business needs. But once you fine one, you'll realize that women are great at sharing and like to help each other.

Being "Worth It". Entrepreneurial women have created something from scratch. There is no boss telling them to stay after 5pm, or working on a family vacation. Entrepreneurs decide to work these extra hours, not take personal calls during the day, and sometimes say no to personal invitations when really, she needs to be working on her business. Women sacrifice for others, but rarely for themselves. And as a business owner, a woman must think that she and her business are "worth it" in order to do what needs to be done.