How to Craft Timely PR Strategies with PR Pro Samantha Bryant – Podcast Transcript

SPEAKERS

Lexie Smith, Samantha Bryant

 

Lexie Smith 

Samantha and I’s relationship was born from Instagram, but I recently got to meet her in person when I was visiting my co founder of Ready Set coach in Denver at a networking event, which by the way, was not only the first networking event I had attended since 2020 in person, but I also had my four month old daughter Ashton with me. And I had to change a diaper in front of Samantha So Samantha, thank you for not shutting me. Welcome to the show. I’d love to kick things off with what do you like to do outside of work for fun,

 

Samantha Bryant 

so many things. So um, I am lucky to live in the state of Colorado. So we do a lot of outdoor things around here in my off time love to go discovering new hikes in the area. We really love camping and traveling, actually, just this past summer. We got a camper and RV and so we traveled in hit up some of the national parks and we were you know, adventuring and camping along the way with my two kiddos.

 

Lexie Smith 

Super fun, you know are as a family favorite pastimes are generally upside but with the little nugget being so young, we haven’t been able to do that this summer, mainly because we were told by the doctor to keep her more shaded and haven’t invested in one of those, you know, hiking backpacks. But I look forward to returning. And hopefully next time, I’m in Denver doing a few more outdoor things as well. Just hard with the little ones.

 

Samantha Bryant 

Right, exactly. I totally understand that. And I’m happy to give suggestions. Got some great kid friendly hikes here. So

 

Lexie Smith 

I will I will raincheck you on that one. One of the things I went gaga over when we met in person was your background and your story. So please share with everyone, you know, high level some of the key highlights of your career up until today.

 

Samantha Bryant 

Sure, um, so I actually started my career in the Chicago area. And I have, you know, a variety of backgrounds, like you said, but I think it all ties in to public relations. But I first started out in the very beginning, I actually had an internship at a talent agency in Chicago. So I helped pull the comp cards for different models and actors, actresses for various requests that we received from different TV shows, movies, commercials, and even events where they were looking for creative talent. So I started out there I have a journalism background. I went to the University of Iowa School of Journalism. And so after the talent agency, actually got into TV production on NBC Universal

 

Samantha Bryant 

in the show was the Jerry Springer. Show, which I know, is crazy. But um, it was a lot of, you know, experience and finding different stories, connecting with different people all across the nation, you know, just different backgrounds and sharing their stories. And so I was on the the production end of things. And so what I did is I helped, first of all, secure their stories. So I would call, you know, find different areas where I could call them get different stories reach, you know, reach out to people who actually called into the show and get their stories. And then from there, I’d have, we’d have them come out to Chicago for the show, I love to the relationship building there as well, where I got to connect with each and every person that came on the show. So right from the minute they stepped out of the limo at the studio, to taking them out to eat around town, some of them was their first time in Chicago, then, you know, take them to get wardrobe and get their hair done. So that was a pretty fun aspect, and then right up until they went on stage. So that was definitely, you know, an experience to remember. And then from TV production, I actually branched out, I was looking to go into writing, actually, and wanted to get back into the reporting end of things. So I went to a PR agency who was hiring a PR writer, and they were actually in need of some people to work on their accounts, sort of where I got my start on the PR and things. This agency specifically focused on growing franchises across the nation. So we did a lot of target marketing in various markets where it would be a franchise who said, you know, we’d like to add 15 Coffee locations in Denver, let’s say so I would reach out to the Denver market and let them know about this franchise and their expansion. And then the other end of that is telling the franchisee stories. So there were so many franchisees behind all these franchises. And it was so nice to connect with them. We had retired teachers, we had pilots who actually decided to go into franchising, military. So all sorts of stories there to share. And I think that’s with PR, I think it’s you know, sharing that background, sharing those stories, is what really, really makes it interesting. And people can relate to those stories. So, but yeah, and there were all different subjects in terms of the franchises, different businesses, I worked with fat burger. Martin rising, dry cleaning was one, there was a biodiesel energy company that actually created biodiesel from the oil at fast food restaurants, which was really interesting. Coffee juice smoothie places, all sorts of different companies there. And that’s another thing is, you know, diving into each you know, each topic for each business is really interesting, too. And I love that aspect of PR. So then from there, I actually went to an agency that focused on corporate clients. I was on the corporate end of things. So I worked with McDonald’s. When they launched in the cafe, I did a lot of different events throughout the city to launch the McAfee McAfee products, worked with some Olympic athletes came into town and there was an event with Gabrielle Union. So a lot of you know, different excitement there with that also helped with the Thanksgiving Day Parade and getting the McAfee product out there more. And then I know we connected on this. I worked with Laurie Grineer when she had products on QVC. So I was pitching her various products. And I actually spoke with some of the the Shark Tank producers when I was at that agency before the show launched know that you had the the Shark Tank connection as well. So that was pretty fun.

 

Lexie Smith 

So I’m going to jump in real quick because let me just recap for everyone. I mean Jerry Springer, we have fat burger. We have McDonald’s and we have Lori Guinier from Shark Tank. I mean, these are huge accounts and big names and I remember just standing there in Denver like listening to you say that and when you got to your Laurie Grenier I’m like, Oh my God, my Shark Tank I don’t know you’re new listener to the show. You might not know my background, but if you’re a longtime listener, you do. I got my start in LA, the LA PR world from working for a winning Shark Tank brand. We ended up doing a lot of PR for Shark Tank comm bunnies in our partner shark was boring. So anyways, small world, huge shark tank fan. So we had the all of these experiences culminated, you know, led to where you are today. So what is it that you are doing today?

 

Samantha Bryant 

Right, so I actually moved to Denver from Chicago, just about 10, almost 11 years ago, I want to say, and when I moved here, I was reaching out to various agencies just to get the lay of the land in the PR world here. And I actually stumbled into freelancing, doing it for myself. And, you know, I realized, after all these years working at various agencies and all the different client accounts that I managed, that, you know, I did have the confidence to move forward and do it all on my own. So 11 years ago, I started my company, Samantha Bryant, PR. So I’m a public relations consultant. So I help different, you know, clients, help get the word out and do it all on my own, which is great, as a mom, you know, I have, I have flexibility, I’m able to do you know, what I love, travel, my passion, and then also get to continue. You know, having those client relationships and relationships with the media and Denver, it’s such a great, great community. There’s so many entrepreneurs here, and so many people, you know, doing their own thing. And, you know, so many small businesses to support, as well as the the PR world here, it’s so supportive. There are so many agencies here, that I’ve actually helped them with accounts that they need an extra hand on. From my end, being a freelancer, I’ll come on board and help I helped an agency here with the Valle international dance festival, helped with some bakeries, even a potato company, just a wide variety right now. And actually, for the last 1011 years, I have been working in the education space. So I work with Connections Academy schools. So I initially started with Colorado Connections Academy, and inspire Connections Academy, which is in Idaho. And then from there, I branched out and now work with Arizona Connections Academy, Utah Connections Academy, and Wisconsin Connections Academy. So it’s been an incredible, you know, 10 years working with them. You know, there’s so many students stories to share. It is an online public school for grades K through 12. And it’s tuition free. So yeah, I’ve just truly, truly enjoyed connecting with all the families behind the school and the students and the students is such a wide variety we have, you know, your professional athletes, the students who come to Colorado to train to be in the Olympics. And then we also have students where it’s just really a much better fit for them than the traditional brick and mortar setting.

 

Lexie Smith 

So I love the , diversity of your portfolio even to this day, and how many different industries you’ve crossed into. It’s something that I resonate with a lot. It’s the spice of life. But one of the first topics I want to dive into today, you inspired at the event, I keep mentioning, and quick context to everyone. It was a mastermind. So basically, we were all brainstorming ideas for attendees. So someone would pose a challenge, and we would all brainstorm solutions to that challenge. And Samantha, at one point, the fact that it was some sort of themed month, which I don’t remember, it’s completely escaping my mind, and offered a few relevant pitching ideas to the woman in the hot seat of this mastermind. Which brings me to the topic of timeliness. I want to dive in and talk about how can we ensure we are sending timely pitches. First and foremost, Samantha, can you walk everyone through what exactly I’m referring to when I say a timely or quotes pitch?

 

Samantha Bryant 

Yes, exactly. So a pitch is basically, you know, a quick way to generate some interest from a reporter about the story you have to offer. So it’s not as formal as a press release. Immediate pitch is very tailored, very specific and personal. And I think being personal is key when you’re reaching out, because, you know, reporters are people just like us. You know, they have a lot on their plate. They have a million emails every day of people reaching out to them and I think being specific and personalized is absolutely key when reaching out. So you know, it’s brainstorming various angles on whatever your industry your company is in. Some of those angles just happen to be timely. It can depend on just you know, current of events, current news, as well as different, you know, monthly topics or is now you know, it’s back to school. And you know, during the event, it was a coach, I believe a wellness coach and talking about ways for people to, you know, improve their well being improve their lives. And September is National self improvement month. So that’s what it was.

 

Lexie Smith 

Thank you. Yeah, so super, super timely, you know, and Samantha just highlighted a few different elements timely can mean tied into current events, it can mean tying into a theme of a month, it could be really paying attention to the calendar. So do you have any resources you personally like to use or refer to in order to come up with timely pitch ideas?

 

Samantha Bryant 

Sure. Well, number one is just being on top of current news and events. So you know, a lot of it is just watching a lot of news, reading a lot of news, just being in the loop on a lot of things. And then I also just like your basic, you know, I look up holiday calendars. There’s a good one, I always like it’s holiday insights.com. And it basically offers up I mean, there really is a day for everything. There’s a month for everything. So there’s a way to tie you know your story into those. So yeah, there’s like National Margarita Day, National Wine day, taco day. Really, if you can think of it, it probably exists. Yeah, that’s a one that I really, really like to refer to. And I also like, you know, different sources like harrow actually Help a Reporter Out where you can look and see what reporters are covering or what’s on their agenda over the next few months. And I always like to sift through that. And then sometimes I’ll pull different, you know, timely topics from that, as well. So, yeah, those are ways versus

 

Lexie Smith 

squirrel on the holidays. In college, I was in a sorority, and one of our themed gatherings was a holiday, you want to dress up like a holiday. So I went on and found probably the most random holiday or day that I could international fairy day. Really, I just wanted to dress up like a fairy. So you’re not kidding, when you say there’s pretty much a day for everything there. But I am curious, you know, let’s talk a little bit about Okay, so I’m sitting down, I’m googling all these things. What’s the timeframe long lead for short lead to pitch meaning if I am sitting in September, and I’m I know it’s a relevant month for me, Am I too late to actively pitch that thing right now, what’s kind of, in your opinion, the threshold there for when to start pitching to be timely?

 

Samantha Bryant 

I think it’s when you set out to pitch timely events, I think it’s important to go through those calendars, you know, January through December, and pick out the ones that work for your business, and then you can kind of get the lay of the land. So you know, you know when the dates are when you need to pitch them. But long leads you definitely need a lot of time. So you need you know, anywhere from three, sometimes four months because a lot of those long leads are already working on their coverage and you have to work well in advance. But a lot of the you know, local papers and even like online outlets for those are more short leads and television of course, so I’d say you know, you’re good anywhere from two to three weeks beforehand. But yeah, you really have to take time to sit and think about the long leads and come up with your plan of attack and actually have you know, the timeframe planned out there.

 

Lexie Smith 

This topic is one that I feel like is debated and I have used different strategies as such throughout my career, and that’s around press releases. Some people will do more an embargo style press release and just for everyone listening and that basically means sending an unpublished press release to the media saying you know giving them a heads up saying we’re going to be releasing this press release on said date. So you’re, you’re sending it to them ahead of time. So that’s one strategy, people will take flipside, there is same day pitching of a press release you just put out into the world. And Samantha, I’m curious to know your thoughts on both of these strategies, if you have a different strategy, just in general how to go about being timely with press releases.

 

Samantha Bryant 

Sure, I am actually a big fan of the embargo press release, especially if there is a certain publication that your client really, really wants to be in, you have a good relationship with them. And you want to offer it up to them first, as you know, sort of the exclusive story. So I am a big fan of that. In terms of distributing press release, I think it should be very timely and well ahead, especially if it’s a long lead publication. And I am always actually team, you know, media pitch and following up with with that, that personalized and tailored media pitch.

 

Lexie Smith 

So do you think there’s ever a circumstance where you, let’s say you put out a press release of a wire? Today, it’s Wednesday, at 6am? Is there a case for Okay, now, it’s live on the wire to send out media pitches now? Yeah,

 

Samantha Bryant 

I mean, I think once it’s on the wire, I would almost Wait, you know, a day or two, or just kind of let it settle, see what pickup it might get. And then from there, you, you know, start reaching out with that tailored pitching because each publication is looking for something different. So it’s a way of pulling out different aspects of the press release and making it tailored and you know, presenting lifestyle publication with more of the the lifestyle end of things. And perhaps there’s a business publication where you want to, you know, use more of the business specific growth angles, that’s the format usually like to follow their

 

Lexie Smith 

thank you for peeling back the curtain a little bit there. For us, I too, am a fan of using a press release, you’re leveraging it for an exclusive if you can, if it makes sense. I would, I would say also everyone, like use those sparingly, not every single press release is worthy of an embargo exclusive. So you know, don’t reach out to Forbes every single time you have a press release a month ahead and say, here’s an exclusive, like make sure you really save those moments will save your moments anyways for the use of a press release. But I digress. Anything else regarding timeliness, on strategies? Anything else that I haven’t mentioned? So we talked a little bit about, you know, calendars and lonely verse shortly, we talked about press release, is there anything else you think would be helpful for people listening to here regarding just kind of auditing themselves as to whether or not a given pitch is timely, I think it’s good

 

Samantha Bryant 

to sit down, you know, with your publicist, and just kind of determine, like I said, the lay of the land. So basically, you want to have a PR plan of attack. And know, you know, when you’re reaching out to certain publications, and you know, what your timing, what timing you want on that, in addition to timing, I am a big fan of, you know, the the tailored media list as well. So I think it’s important to go through those media contacts and make sure you’re reaching out to the right people, and not just blindly sending out a timely pitch because then it it won’t go anywhere, you want to make sure that you can reach out to reporters who are specifically going to cover those various topics.

 

Lexie Smith 

Yeah, that’s such a great point. You know, for everyone listening, if you made a media list six months ago, it might it probably isn’t up to date. So if you’re about to go go about pitching, do a quick check to make sure your contacts are timely in the sense of they still work at that outlet, or, you know, have they changed roles, do you know have their beats change, just do a quick audit before you really start to spearhead any sort of campaign? I think that’s really great point. One more kind of topic on timeliness. And then we’ll pivot to one other thing. I want to talk about follow ups. And again, this is something everyone has different opinions and strategies on. But one, part two part question one, are you pro follow up? And two, how would you suggest timing a follow up correctly?

 

Samantha Bryant 

I am 100% Pro follow up. I think that it’s really important. You know, not only are journalists slammed with just different emails and story ideas, but you know, that helps as well to build those relationships. And I think that’s key when it comes to PR. But yeah, I am definitely pro follow up. So what I usually like to do is send a pitch. Let it marinate about you know, two to three days if I haven’t heard anything back have a Quick email follow up, or you know, I like I’m a big fan of picking up the phone and giving them a call it kind of can be a little old school in that way. But I actually think reporters really appreciate that. And I have had some that are like, Oh my gosh, I never saw your email. You didn’t show up? And then they search for it. And they’re like, oh, yeah, here it is. Yeah, I’d love to cover this or, you know, even talking to them, you can get a sense of what’s on their plate right now. They’re like, great, you know, I’m working on this story. And my editor just assigned me. So that’ll be my focus for the next two weeks. But you know, once I’m wrapped up with that, I’d love to move forward with your idea. And sometimes they asked you to follow up with them. You know, they’ll say, I am working on this story idea. Can you please follow up with me within the next two weeks, and I should be ready to move forward to talk with some of your sources? I think that it’s it’s definitely an important part of the PR puzzle. So

 

Lexie Smith 

yeah, I, you know, I’ve found a lot of success following up on the phone with local reporters, people kind of within my community, which is the perfect segue into really the last kind of topic I wanted to briefly touch on today, which is surrounding community relations and word of mouth marketing, which I know this is an area you do focus on with your clients. So can you give some examples of different ways a brand or a company can utilize community to drive brand awareness,

 

Samantha Bryant 

I think my number one would be community events, and how you can get involved with that. So there are so many, especially here in Denver, you know, there are various fitness yoga, and they’ll pair up with the local ice cream shop and have, you know, a yoga ice cream social kind of event. Or, you know, in the past what I’ve done. So in Chicago, I worked on this event, it was called SkyRise, Chicago, and it was an athletic event where for a nonprofit where people would climb to the top of Willis Tower, which was 108 floors. And so we were trying to drum up, you know, interest from athletes in the community, who we thought would be the perfect audience the perfect fit to participate in this event. So I had reached out to different Lululemon stores in the area and actually set up and created a yoga event for people to come and yoga and then learn about this local athletic event that was taking place. So it’s finding you know, your your audience, let’s say it’s athletics, let’s say it’s, you know, small business, and maybe there are various networking events that you could sponsor or maybe you have a great space that you can host. So there is a way to collaborate with other businesses and you know, within the community, and it kind of broadens problems your audience but but yeah, I highly recommend reaching out to community and there’s so many different opportunities to where you can find your proper audience in the proper fit.

 

Lexie Smith 

Totally agree. Love collaborations, love networking, love events. Speaking of events, one of my favorite types of events is a happy hour, which then leads me to my next question. So we talked a bit about pitching today, I have to ask at happy hour, what can we find you sipping so it can be alcoholic or non alcoholic? Of course,

 

Samantha Bryant 

being in Colorado, I am a huge fan of craft breweries. There’s so many around here. So I love a good craft beer. And I usually go for like the wheat, the wheat beers. But I just absolutely love finding a good brewery with a patio and sitting out in the sunshine and having sips of a nice cold beer.

 

Lexie Smith 

Do you have any local breweries that come to mind is one of your favorites or like you’d want to give a shout out to?

 

Samantha Bryant 

Oh, yeah, where do I even begin? I’m so into more than one two. I love Breckenridge brewery. And there’s actually one here in Littleton and it’s very family oriented. So you can sit in the sun outside is just very, you know, Colorado, I have kids running around and dogs and so that’s a really fun one. They have a food truck. And then another one that I recently discovered. It’s called cerebral brewing, and they have a great patio and usually food trucks and some delicious beers. So those are some of my favorites just to name a few. But there are many, many come back,

 

Lexie Smith 

I need to come back and explore them. I love I’m from Portland, Oregon, and we have a big craft beer scene there as well. So, you know, once I turned 21 I started really enjoying that scene. And that’s something I appreciate about Colorado as well. So I’m on board with the craft beer. My last question Samantha is for anyone interested in connecting with you or working With you, where would be the best place for them to connect

 

Samantha Bryant 

so you can find me on Instagram. It’s at Samantha Bee publicity and I share some you know, tips and trends and some funny reels on there. Or my website which is Samantha Bryant pr.com And you can find my contact information there.

 

Lexie Smith 

Perfect. And until next time, cheers.