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Simple PR for Creatives
How to Discover Media Outlets That Fit
Simple PR for Creatives
How to Discover Media Outlets That Fit
Lesson Info
How to Discover Media Outlets That Fit
00:00:02.17 --> 00:00:05. This is going to be an action packed segment I'm so 00:00:05.06 --> 00:00:07. excited to be talking taking you through this crash 00:00:07.73 --> 00:00:10. course and the media so what we're going to be doing 00:00:10.61 --> 00:00:14. now is actually taking a look a bit more about how 00:00:14.24 --> 00:00:16. the sausage is put together right how does the media 00:00:16.78 --> 00:00:19. put together so that you can be approaching them and 00:00:19.09 --> 00:00:22. giving them exactly what you need that will make your 00:00:22.24 --> 00:00:25. outreach so much more effective this is what makes 00:00:25.35 --> 00:00:29. your success rate just skyrocket so if you've done 00:00:29.03 --> 00:00:32. any sort of media outreach blogger outreach any pitches 00:00:32.61 --> 00:00:35. before and you haven't had a lot of success you're 00:00:35.68 --> 00:00:38. probably going to find out why in this next segment 00:00:38.52 --> 00:00:41. so what we're gonna be covering i...
s what goes through 00:00:41.19 --> 00:00:43. a journalist mind when she gets your pitch so when 00:00:43.59 --> 00:00:45. this first lesson we're going to have an actual q 00:00:45.97 --> 00:00:49. and a with a journalist and she's going to be telling 00:00:49.07 --> 00:00:51. you directly what it is that she's looking for when 00:00:51.84 --> 00:00:54. someone's pitching what it's like in the news room 00:00:54.22 --> 00:00:56. so you can get this insider information that's gonna 00:00:56.8 --> 00:00:59. help you be that much more effective in your our beach 00:00:59.7 --> 00:01:01. then I'm going to take you through a framework that 00:01:01.79 --> 00:01:04. is going to blow your mind I mean whenever I show 00:01:04.75 --> 00:01:07. this to people they see the media and an entirely 00:01:07.46 --> 00:01:10. new light they're able to see all these amazing opportunities 00:01:10.83 --> 00:01:14. it's unbelievable how much information you confined 00:01:14.42 --> 00:01:16. on a media outlet that is totally public information 00:01:16.92 --> 00:01:19. I'm so excited to show this to you and then finally 00:01:19.67 --> 00:01:22. I'm going to give you the tools so that you always 00:01:22.12 --> 00:01:24. know whether you're gonna work with a particular media 00:01:24.15 --> 00:01:26. outlet so right now you have a list started you know 00:01:26.92 --> 00:01:29. you might have three outlets on it maybe have one 00:01:29.25 --> 00:01:31. maybe you have ten doesn't matter we're going to go 00:01:31.67 --> 00:01:33. back to those media outlets at the end of the segment 00:01:33.93 --> 00:01:36. and make sure with all the information that we have 00:01:36.71 --> 00:01:38. that they're really good fit for you so that you're 00:01:38.59 --> 00:01:40. not wasting your time reaching after the wrong people 00:01:41.37 --> 00:01:42. you don't want to waste your time reaching into the 00:01:42.81 --> 00:01:44. wrong media outlets but you also wanna make sure you're 00:01:44.9 --> 00:01:47. reaching your customers and reaching your goal so 00:01:47.12 --> 00:01:49. we're going to tie that all together again at the 00:01:49.0 --> 00:01:49. end of this segment 00:01:51.32 --> 00:01:53. what I want to kick off with right now on this lesson 00:01:53.57 --> 00:01:56. five is this q and a with the journalists I am so 00:01:56.76 --> 00:01:59. excited so have a little bit of things to talk to 00:01:59.09 --> 00:02:01. you about first but we have an emmy award a three 00:02:01.88 --> 00:02:04. time emmy award winning producer who's worked with 00:02:04.84 --> 00:02:07. nbc in chicago who's going to come and talk to us 00:02:07.52 --> 00:02:10. directly and give you some insight into what's going 00:02:10.36 --> 00:02:13. on in the movie newsroom before we bring her up I 00:02:13.61 --> 00:02:17. just want to give you one key takeaway and this is 00:02:17.07 --> 00:02:20. I mean if you take away one thing from simple pierre 00:02:20.02 --> 00:02:23. from creatives I want it to be this one thing because 00:02:23.12 --> 00:02:27. keeping this in mind you cannot go wrong you will 00:02:27.48 --> 00:02:31. never stray which is this you have a common goal with 00:02:31.69 --> 00:02:34. the media the right fit media for you and for your 00:02:34.51 --> 00:02:37. customers you have a common goal and that is providing 00:02:37.56 --> 00:02:40. whether solutions and inspirations to your mutual 00:02:40.94 --> 00:02:41. audience 00:02:42.82 --> 00:02:45. is long as you keep in mind when you're approaching 00:02:45.15 --> 00:02:47. a journalist when you're approaching a blogger if 00:02:47.17 --> 00:02:49. you're approaching a producer like catherine who are 00:02:49.21 --> 00:02:52. going to hear from in a minute that you are co creating 00:02:52.41 --> 00:02:55. content for this mutual customer that you have a job 00:02:55.41 --> 00:02:57. to do and you can do it together and that you can 00:02:57.83 --> 00:03:00. collaborate and do that job even better help them 00:03:00.8 --> 00:03:03. do their job even better help you get the results 00:03:03.59 --> 00:03:06. you want from there you know we'll talk later about 00:03:06.21 --> 00:03:08. what your pitch templates should be what you're media 00:03:08.3 --> 00:03:11. or its outreach to be what pitch etiquette can be 00:03:11.45 --> 00:03:12. you know we're going to talk all about that in our 00:03:12.99 --> 00:03:16. last our last segment but if you keep this in mind 00:03:16.81 --> 00:03:18. you are not going to go wrong 00:03:19.22 --> 00:03:21. if you just remember that common goal that you have 00:03:21.98 --> 00:03:23. your approach cannot go wrong 00:03:25.52 --> 00:03:27. so I wanted to share with you a little bit then of 00:03:27.57 --> 00:03:30. information about what it's like what it's like in 00:03:30.13 --> 00:03:32. the media so that you can remember about these things 00:03:32.2 --> 00:03:34. that you have in common so there are actually some 00:03:34.74 --> 00:03:37. studies that come out every year about what are the 00:03:37.41 --> 00:03:40. worst jobs in the u s and it's done by I think a company 00:03:40.95 --> 00:03:43. called careercast is who does it and they do rankings 00:03:43.64 --> 00:03:46. of the worst jobs and there's all kinds of jobs right 00:03:46.64 --> 00:03:48. there's like people who are working in mining people 00:03:48.56 --> 00:03:51. who work in oil rigs well guess what shop is always 00:03:51.43 --> 00:03:54. on the bottom of the list you want to care to guess 00:03:55.52 --> 00:03:58. yes, being a reporter is always at the bottom the 00:03:58.01 --> 00:04:00. list and there's some reason for that because what 00:04:00.18 --> 00:04:02. they're using to rank is you know what kind of deadlines 00:04:02.69 --> 00:04:05. and pressures you face, what kind of hours you work 00:04:05.69 --> 00:04:08. and what kind of paid you get right? And so journalists 00:04:08.25 --> 00:04:11. really do have constant deadlines salaries are not 00:04:11.7 --> 00:04:13. great, you know, they're selling really aren't great 00:04:13.59 --> 00:04:15. and there's been a lot of cuts around newsrooms in 00:04:15.48 --> 00:04:17. the world are under increasing pressure and they have 00:04:17.81 --> 00:04:21. incredibly grueling hours and so just remembering 00:04:21.23 --> 00:04:23. this that they're doing a job and they're doing it 00:04:23.51 --> 00:04:26. on this really tight timeline will help when you approach 00:04:26.81 --> 00:04:29. them because you want to help them with this idea of your trying to help them do their job better if you go to them with great content that serves your mutual customer, you are giving them a gift you could be making their day right because you could take that like I need to source another idea I need another idea today another one another one another one you could take some of that pressure off of them if you approach them with that in mind but it's not all bad I mean people are journalists and ah lot of people go in a journalist for the same reasons maybe that you're going into your business or that you do creative work so journalists have a lot of pride in seeing their work published just like you have a lot of pride in putting your work out there right there so motivated by those feelings that there ah lot of them are out there because they're doing a public service right? They feel like they're public servants that there's there's a lot of a mission based and their motivations they're also master craftspeople I think sometimes people forget when they're reaching out tio somebody who is especially a trained journalists that they are trained storytellers they are on the hunt for good stories and they aircrafts people just as much is a jeweller maker's a craft person is somebody who is running a restaurant is a crass person is a designer's across percent whatever your craft is just know you have that in common with the journalists they're experts and their craft and you can learn a lot working with them they also do it because they want to meet interesting people right? You can't go into that profession if you don't want to hear great stories and meet interesting people and that can be a really great benefit for you when you're getting your message out there because you want to tell that great story and of course telling great stories again that is why they're in this industry right they want to tell great stories they want to connect people with information that they need and that they're looking for and so when you're working when the media it's you know your best course of action is to understand what they're trying to dio and not look so much at I want media coverage for me which of course you d'oh that's why we're here but looking at how can I help them do that job knowing that will benefit me so it's a little bit of a shift in the mind set it's not a gimme gimme it's a mutual you're both winning it's a win win relationship and a lot of people can feel scared to reach out to a generalist because of the things I talked in the first place they're really busy you know you feel like they're getting one hundred pitches you're out there competing with a bunch of people but if you just know you know we're gonna be hopefully creating something together and collaborating it can take some pressure off it can take some of that off their job at the end of the day is really creating this timely and relevant content for their readers. And, you know, that's, where you can come in and say, like, okay, I can help you create this time we wrote the content. That is your match.
Class Description
When it comes to your business, pretty much all press is good press. Mentions of you and your work in blogs, podcasts, magazines, on TV, and elsewhere raise your profile and puts your business in front of a whole new audience – for free. But hiring a public relations agency can break the bank, especially for creative freelancers and entrepreneurs just starting out. In Simple PR for Creatives, Brigitte Lyons will show you how to harness this powerful tool yourself.
Brigitte has lived and breathed PR for more than a decade, and she specializes in working with creative professionals. In Simple PR for Creatives she'll teach you the PR basics and offer a step-by-step approach to generating buzz on a budget. You'll learn how to get real press attention using tools tailored to the needs of freelancers and small business owners. Brigitte will show you how to:
- Put together a media contact list
- Get journalists to write about your business
- Earn important endorsements
- Create an effective editorial calendar
You'll learn insider tricks for fitting your product or service into the editorial mission of your target publications and increase the likelihood of your pitch getting picked up. You'll also learn the most effective ways to pitch and the perfect times to do it.
PR isn't reserved for other, more successful people. It's a great option for enterprises of all stripes and sizes, and it's easier than you think – learn the ropes in Simple PR for Creatives with Brigitte Lyons.
- What will we cover in this course?
- Know Your Why
- What's the Best Media to Get Results?
- Define Your Key Message
- Develop Your Media List
- How to Discover Media Outlets That Fit
- Q&A with Journalist Kathryn Janicek
- How the Media is a Product
- Where Does Your Message Fit?
- Design Your First Campaign
- Q&A with Artist Megan Auman
- Find the Right Contacts
- Transform Your Message Into Headlines
- Trending Topics with Tara Gentile
- What to Gather Before You Pitch
- The One Pitch Template to Rule Them All
- Pitch Ettiquette
- Leverage Your PR Coverage
Jess Laine
This is one of the best CreativeLive classes I've taken. I knew nothing about PR before this class and after taking it I was able to send my first pitch within a week. If you follow along with the workbook provided you really can come up with a pitch template that can can be tweaked to work for just about anything. I really appreciate how simple and enjoyable Brigitte made this class. No fluff, just great straight-to-the point actionable information. It's obvious she cares very much about helping creative people use PR to grow their business. Thanks Brigitte!
a Creativelive Student
I honestly started watching this class thinking that I didn't need PR for my business. I know Brigitte is super smart, and I wanted to check out the live stream to see if I could pick up any tips for my own clients. I was so wrong! I loved this! Within the first 30 minutes I had taken so many notes and gotten so excited about the possibilities- that not only seemed helpful, but relatively easy and FUN- for my business. I ended up purchasing right away and I know I'll be referring back again and again. Thanks for the great class!
a Creativelive Student
What a terrific, informational and inspiring course! We now have a solid plan to move forward with our PR, and the know-how to accomplish our goals, only 8 hours after logging in to CreativeLive! Thanks in advance to Brigitte for making the murky world of PR crystal-clear and accessible. Best wishes, Lori Covington, Writer, Jeanette Walker Jewellery, Prince Edward Island, Canada


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This week was once again full of great tasting wine and I enjoyed the diversity of the wines I am lucky enough to taste. Below you will find three tasting notes of new wines that have recently appeared from my cellar.
Roche Mazet Syrah-Rose Brut
I was very surprised when I realized this was a sparkling rose from the Languedoc. I have never tasted one before and I didn't know what to expect. The colour was pink with some salmon hints. Roche Mazet has a mineral and red fruit aroma with red berries and strawberries. In the mouth this sparkling wine was light with too low acidity. The palate was fruity – red and black fruit flavours with pronounced blackberry and raspberry. The wine has an interesting bitterness (I would say it tastes a bit like water that you wash black fruits in – but more concentrated that water itself) that was in balance with the residual sugar. The finish was short but overall the wine was surprisingly good and I would love to buy it again especially that the price-quality relation was very good.
– – – Roche Mazet Syrah-Rose Brut; France, Languedoc, Pays d'Oc IGP; Syrah; #47.3/14; 12% vol.; about 8 Euro – – –
Chateau du Cros Loupiac 2006
A very good sweet botrytis wine from Loupiac. Nose is amazingly fresh with lemon zest, orange skin, sweet mirabelle and quince. On the palate Chateau du Cros is quite light and very refreshing (even if it is 2006 and has 14% of alcohol) with lots of lemon freshness, lemon rind, beautiful mirabelle and sweet yellow cherry. On the palate I noticed a lack of acidity and a bit too much sweetness but for this price the wine is simply amazing.
– – – Chateau du Cros Loupiac 2006; Loupiac, Bordeaux, France; Semillon, Sauvignon Blanc, Muscadelle; Vignobles Michel Boyer; 14% vol.; #47.3/14; about 7 Euro in market in Sauternes; – – –
WINE OF THE WEEK – Chateau La Conseillante Pomerol 2009
This is an excellent wine I could drink every day but I would have to be a billionaire to do so ;) You can already smell the beautiful aroma of chocolate, truffle, plum and spices when approaching the glass. An amazing balance on the palate, complex black fruits and hot spices. Long finish with black pepper, liquorice and some lovely French oak flavours. Chateau La Conseillante 2009 is an elegant complex wine that gives lot of pleasure. I find Chateau Conseillante very interesting as it is not only one of the oldest Pomerol properties but also is unusual because it is like Cheval blanc the property lies on the border of Saint Emilion and Pomerol. A special wine and if ever you have the opportunity to taste, make it worth your while.
– – – Chateau La Conseillante Pomerol 2009; Heritiers Louis Nicolas; Jean-Michel Laporte; Merlot (81%), Cabernet Franc (19%); 14% vol; #47.3/14; about 180 Euro; Robert Parker – 96/100; Wine Spectator: 96/100; Jancis Robinson: 17/20 – – –

subset: commoncrawl


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A Novel Polymeric Trileaflet Heart Valve Prosthesis
Award Information
Agency: Department of Health and Human Services
Branch: N/A
Contract: 2R44HL078049-02A1
Agency Tracking Number: HL078049
Amount: $483,048.00
Phase: Phase II
Program: SBIR
Solicitation Topic Code: N/A
Solicitation Number: N/A
Solicitation Year: 2007
Award Year: 2007
Award Start Date (Proposal Award Date): N/A
Award End Date (Contract End Date): N/A
Small Business Information
HUBZone Owned: N
Woman Owned: Y
Socially and Economically Disadvantaged: Y
Principal Investigator
Name: SCOTT CORBETT
Phone: (978) 646-1684
Email: firstname.lastname@example.com
Phone: (978) 646-1684
Email: email@example.com
Business Contact
Name: ROBERT KUNG
Phone: (978) 777-5410
Email: email@example.com
Phone: (978) 777-5410
Email: firstname.lastname@example.com
Research Institution
AbstractDESCRIPTION (provided by applicant): The goal of this proposal is to produce a fully characterized polyurethane heart valve prosthesis that will be ready for clinical evaluation. Existing replacement valves suffer from several shortcomings. Specifically, biological tissue fixation and methods used to mount the tissue to the supporting stent of bioprostheses cause time dependent structural changes such as calcification and leaflet wear, which lead to valve failure. The flow disturbances created by mechanical valves include high velocity jets, turbulence and areas of stagnation, which cause blood cell damage, lead to thrombus formation and necessitate the use of anticoagulation for the rest of the patient's life. The trileaflet polyurethane valve, originally developed in the design of the AbioCor replacement heart has demonstrated excellent durability and hemocompatibility in clinical evaluation. This type of valve has the potential to address both the blood compatibility problem of mechanical valves and the durability problem of bioprostheses. The changes necessary for adapting the AbioCor trileaflet valve design to the requirements of a prosthetic replacement valve was the focus of the Phase I project. The novel methods for reducing the forward flow pressure loss ensure superior hemodynamic performance without compromising valve efficiency, durability and fluid flow patterns through the valve. Phase II studies will be primarily concerned with optimizing the design of the polyurethane replacement valve, and completing the necessary requirements to support a submission for clinical trials. We will be also be evaluating valves made from bisphosphonate-modified polyurethanes, which have displayed substantial resistance to calcification. The valve design will be optimized to address potential issues with calcification and blood compatibility. A novel dynamic in vitro calcification model and an in vitro blood compatibility model will also be used to compare polyurethane valves with tissue valves. In depth fluid dynamic studies on critical areas are planned to quantify any potential for thrombus formation (stagnation) and red blood cell damage (high shear regions). Finally, in vivo animal experiments are planned to verify both hemocompatibility and calcification resistance provided by the polyurethane valve design. Existing replacement valves suffer from several shortcomings. We anticipate that the anticoagulation therapy requirements of mechanical valves can be substantially reduced by using a polyurethane trileaflet valve. We further anticipate that a polyurethane valve design can potentially mitigate the calcification and durability problems of bioprostheses associated with tissue fixation and leaflet mounting. Finally, a polyurethane valve can be manufactured at a substantially reduced cost compared to existing valves. In summary, the valve proposed in this research will lead to a new generation of replacement heart valves that improves upon the shortcomings of existing replacement valves, reduces the cost burden on the health care system and improves the survival rate of patients with heart valve prostheses
* Information listed above is at the time of submission. *


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Our new little boy is nearly two months old now, and we have been out and about with him a lot lately. Now that the weather is (mostly) warm, people are seeing his legs for the first time, and we are getting a lot of questions about them (when out and about people tend to notice that there is something brace-like on his legs). Since this blog is mostly for friends and family, and I haven't been able to update all of you, I thought I would share some information about our little guy's legs and feet.
M was born with bilateral club feet (which we knew about from ultrasound) and hip dysplasia (which we didn't). The two conditions are often connected, and tend to be genetic. We were referred to a pediatric orthopedic surgeon at McMaster Hospital and have been making frequent trips there ever since.
Her plan was to correct the hip first (the primary problem was the left hip), and then the feet. So he is wearing a Pavlik harness, which holds his hips in place. You can see the leg straps on him here. (Kid photos are still links to my Flickr account, where friends and family can see them.) You can also see the angle of his feet in this photo.
While he wasn't thrilled about it initially, he adapted quickly as babies do. He wears the harness 24/7, which means his last real bath was nearly six weeks ago (he gets sponge baths, and we can open sections of the harness to clean under them). You can imagine how he smells! While it isn't fun for any of us, it is working well--the hip is correctly positioned now, and we are just waiting another week or two for the socket to grow a bit more around the ball of the joint.
After the harness comes off, we will begin treatment of the feet. The plan is serial casting, to gradually stretch them into the correct position. Beyond that, I only know what I have read--there will likely be a period after the casting where he has to wear special boots with a bar between them, all the time at first and then likely just overnight.
So that's what's going on with the baby's legs!


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