Speaker 1: Journalism and PR work hand-in-hand, it's a win-win. And it doesn't have to be a professional PR, it has to be someone presenting a story that's newsworthy that you know they can publish. It's really important to build a relationship with journalists so they know that they can come to you as a resource, that you have product that can help them when they need to write a story that includes you. I think that before you have a story, if you take a long-term view with PR, it's the relationship that counts. It's not that every time you have a story that you need published, you hit up your friends who are journalists. I think it's that ongoing relationship and dialogue with them. I mean, often I'll have a meeting with a reporter and I won't pitch our clients and I will listen to where they're going, the new direction that they're taking, what they're looking for and then we'll go away and regroup and come back organized with the right pitch. I consult journalists all the time about trends that are coming out, about restaurant openings. They know their business so well, they're ahead of it. I learn so much from them. If you want to form a relationship with a journalist, you've got the time to follow them on social media. Really identify the top 12 journalists that you would love to write about you and start following them. Comment on their blog posts, retweet their posts, engage with them. Let's say you read Jonathan Gold's article on a Saturday about the latest restaurant opening in LA. His email is published there at the bottom of the article. I would write straight away to him and say, loved it, I can't wait to go and try that paella, for example. What a wonderful story. Follow him on Twitter, follow him on social media and engage with him. And then hit him up and just say, and since this is your beat, I wonder if you're interested in this. And if it's appropriate and you have a story that's newsworthy, they want it. I think that journalists really are looking for content. They're overworked, they're underpaid, they're strapped and understaffed in those offices. They're looking for good stories and from reliable sources. So it's a process of education. Keep them up to speed on what you're doing so that when you are ready to get a story, you're able to make the ask and you're informed. And editors publish editorial calendars. If you do your homework, and anyone can get access to these, you can find out what the publications are writing about each month. You can target your pitch to suit them. You know they're going to write about holiday. If you have a story that you can creatively insert into holiday, reach out to them and send them your product. That's the other thing. Say, I would love your feedback on this. As opposed to, please write about this. Say, I'd love it if you'd try it. We have invested a ton of time in getting product into the hands of the journalists before we've worried about crafting the message. Even journalists can say it better than any of us can. You know, they're the experts at this. Often, if you just get it in their hands, they are going to write about it and speak about it in ways that you and I couldn't conceive of. It's really vital, the subject line. So many friends of ours who are journalists who are inundated with tons and tons of emails will say, I'll decide from the subject line whether to read my email or not. So you may have the longest, most beautiful pitch and photos. It's never going to get read if you haven't got a good subject. So we say editorial calendars are key. Doing your homework, writing a press release, follow the format. Our website shows multiple examples and I talk about how to write a dynamic press release. Do these steps, follow them, and you'll get the results.