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5 Things I Learned From Pitching Top Publications

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Everyone can publish a post on Facebook, go live on Instagram, or record a Youtube video. While social media is making out to be a serious business for experts and influencers around the globe, there is nothing that says “I am the expert” as much as a feature in a top magazine.  

There is still a certain mystery about traditional media; they are a bit of a closed club with no clear membership guidelines. During the last 4 years, I pitched and placed stories in multiple media outlets from top tier magazines like Forbes and Entrepreneur to national TV like NBC. 

Here are a few things I learned that would hopefully help you to share your expertise using the power of media:

1. No one cares if you are a best-selling author

Neither do they care about your “top-rated app” or “new exciting startup.” The number of your reviews or rankings alone are not a good foundation for an interesting story. Sure, that’s an important achievement for you. However, asking a journalist to feature you solely on the basis of being a best-selling author won’t do. You have to dig deeper. 

Imagine you are on a plane about to take off for a 4-hour flight. Next to you is a stranger starting a conversation. If you open with a list of your achievements, that will likely just be awkward. Instead, what if you get to know your seat neighbor, and when the moment is right to tell them about a book you’ve published or company you’ve built, you might be in for a long and interesting conversation. Journalists don’t care about your list of achievements, but they do want to hear from people who lived through some outstanding experiences and lived to tell the tale. 

“People don’t care how much you know until they know how much you care.” – Theodore Roosevelt 

2. This is a place where your degree finally matters

While employers no longer care about where you went to school and which diploma you are holding, the media still does. Every journalist and editor that holds a value of objectivity would make sure to find at least a few original sources for their article. They would often look for studies, personal interviews, and some expert opinions. And how do they know someone is an expert? Diplomas, certificates, and other proof of your knowledge come in handy. 

You are much more likely to be quoted by a journalist if you hold any of those official certifications. Just send your short bio to a few journalists covering topics in your area and ask them to put you on file, so they come to you next time when they need a source. 

Pro tip: Editors appreciate diverse sources. So, even if a journalist already featured your competition, you can still get a spot in the next article.

3. Find a new angle to something that’s already widely discussed

One of my favorite techniques is called “stupid majority.” There is a great TEDx talk about it by Jerry Silfwer. He suggests that one of the best ways to get your message across is to debunk a popular belief. 

For example, about 30 years ago, the general public believed that fat was one of the unhealthiest food types, with a large body of studies of links between cholesterol and heart disease. The “stupid majority” already had an awareness of the topic. Here enters the “smart minority,” telling us that it isn’t all that easy. In fact, there are “good fats,” which are essential for your nutrition. Where there is already an existing conversation, it’s easier to enter with some new facts, examples, and studies, rather than trying to pitch a whole new topic never discussed before.

In your industry, ask yourself what are some things that everyone believes and you know is wrong? 

4. Know who you are pitching: Contributors vs staff writers

It goes without saying that before contacting anyone with a cold pitch, you should do your research. Apart from analyzing their topics, style, and area of interests, it’s important to understand what their primary reason for being a writer is. 

There are 2 main types:

Staff writers are paid to write. They have weekly and daily quotas for the number of articles they should turn out. In the reality of today’s media, one staff writer might be covering a spread of different topics and need to stay on top of many of them. Point out a new trend or research when contacting them – it might be a great start.

Contributors and freelance writers usually do writing on the side. Often, those are entrepreneurs with primary business outside of the media platform. They often use media platforms to position themselves and sometimes, to promote their services. They only publish when they find something really exciting, as there are no minimum requirements for them. With contributors, it would help to build some personal connections first and show them how a conversation with you might support their needs.

“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.” – Dale Carnegie

5. The Media moves fast. So should you

When you’ve been sending pitches and finally get a “yes” or even a “maybe,” you have to be ready to follow up with more information very quickly. We are talking hours, not days. Stories move quickly and often being picked for an article comes down to sending the right information at the right time. If you follow a few reporters, you’ll see they sometimes turn out a few stories a day and the best way to respect their work is by giving them accurate information fast.

Media exposure can provide an enormous advantage when it comes to attracting investors to your startup or establishing your authority as a personal brand. Keep these tips handy when you start building relationships with the writers. 

Have you ever tried to be featured in other top publication sources? If so, what did you do? Share your stories with us below!

My name is Natasha Zo. I’m a media relations specialist, artist, and salsa enthusiast. For me all these career paths of mine boil down to one core interest: I love to meet people, discover stories that are worth sharing and help those people to be heard. I’ve helped multiple authors and entrepreneurs to score that Amazon bestseller title and amplify their message through the power of media. Currently, I’m running a PR agency that helps wellness thought leaders to raise their expert status by building a media presence.

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Success Advice

Why One-Size-Fits-All Leadership Will Always Fail (and What Works Instead)

The surprising truth about leadership styles that can make or break your team’s success.

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Why one-size-fits-all leadership doesn’t work
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Leadership has always been as much about people as it is about performance. Ken Blanchard, in his influential book, “The One Minute Manager”, put it simply: different strokes for different folks. (more…)

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What Every New CEO Must Do in Their First 100 Days (or Risk Failure)

Your first 100 days as CEO could define your entire legacy, here’s how to make every move count

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The Leadership Shift Every Company Needs in 2025

Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

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Bridging the gap between employees and employers
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In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”

While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.

Why This Gap Exists

Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.

What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.

Tools and Techniques to Bridge the Gap

Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.

1. Practice Mutual Empathy

Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.

2. Maintain Professional Boundaries

Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.

3. Follow the Golden Rule

Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.

4. Avoid Micromanagement

Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.

5. Empower Employees to Grow

Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.

6. Communicate in All Directions

Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.

7. Overcome Insecurities

Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.

8. Invest in Coaching and Mentorship

True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.

9. Eliminate Favoritism

Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.

10. Recognize Efforts Promptly

Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.

11. Conduct Thoughtful Exit Interviews

When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.

12. Provide Leadership Development

Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.

13. Adopt Soft Leadership Principles

Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.

The Bigger Picture: HR’s Role

Mercer’s global research highlights five key priorities for organizations:

  • Build diverse talent pipelines

  • Embrace flexible work models

  • Design compelling career paths

  • Simplify HR processes

  • Redefine the value HR brings

The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.

Treat Employees Like Associates, Not Just Staff

When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.

Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.

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Entrepreneurs

What Makes an Entrepreneurial Leader? Traits of the World’s Best Innovators

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