EP. 17 / Side Hustle to Day Job: Sabina Hitchen on becoming the family breadwinner PLUS business PR tips from Sabina and Kim
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Do you feel locked into your current career, even though it’s no longer exciting or fulfilling? Do you daydream about starting your own business? But you just can’t find the time, money, or courage to take the plunge? Or maybe you’re not sure where to even start? Plus - want to know how to get PR for your small business, want to pitch the press and land amazing press?
Sabina Hitchen knows a little something about the career pivot. She went from high school history teacher to a career in PR—and even starting her own firm—before she realized her true passion was in educating others on how to build and publicize their own businesses.
Hear the amazing, perspective-shifting career advice Sabina’s dad gave her, how she became her family’s primary breadwinner and now counts her husband among her employees, and how she learned to get firm on her pricing.
PLUS Sabina shares some amazing PR tips, along with Kim’s own tips and advice from her years on the job as a TV news producer!
LISTEN BELOW! And don’t forget to ‘follow’ and leave a rating & review!
In this conversation with Sabina you’ll learn:
How she had the courage to start her own PR firm at only 26
What it’s been like for her to see the bond between her husband and daughter strengthen since the pandemic began
Her top 3 tips for product-based companies
How Sabina pitches herself as an expert
Her biggest DON’Ts for pitching to the press
Kim’s advice on pitching the press from being a news producer for a decade
Kim’s personal experience pitching and landing press for her own business (when she had her own jewelry business as a ‘side hustle’ and now running her own video & on-camera coaching business)
Takeaways from our guests:
Sabina Hitchen on becoming her family’s primary breadwinner after COVID hit her husband’s business in a big way: “I rapidly went from, ‘This is growing as a side hustle, something I'm super passionate about, but not pressured as much on growth,’ to, ‘I have to mimic my husband's salary in the next month and become the replacement breadwinner.’ And we freaking did.”
Sabina Hitchen on making the decision to establish firm pricing—for her own sanity and wellbeing: “I want creative control. I want time control. I want future control. And I'm not checking those boxes if I'm redesigning my business for everyone who comes to it.”
Sabina on the freedom and flexibility of entrepreneurship:“When you're working for yourself, you choose to leave. You have the freedom to start designing what your revenue model looks like. And guess what? We're not tattooing it onto our bodies! So if it doesn't work, if I don't like how that project went, I can change it. I can modify it. I can do something different.”
How to get PR for your business
Pitch local press and think about niche targeted outlets - don’t just aim for national outlets
Keep emailing journalists, bookers and producers. Even if they don’t respond you may still be in consideration
Pitch yourself as a part of the news cycle if you’re an expert. Stay current on news topics and see if you can be an expert source for an article or TV interview.
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FULL EPISODE TRANSCRIPT
Kim Rittberg (00:02):
She took her side hustle and blew it up to be her main hustle and became the breadwinner.
Sabina Hitchen (00:08):
So all of a sudden I was like, oh my gosh, this is my moment. I have, I would like to mimic my husband's salary in the next month and become the same replacement breadwinner. And we freaking did Kim. And I was like, literally remember being on the couch, being like girl, we got 30 days,
Kim Rittberg (00:25):
You'll hear Sabina Hitchen's incredible story. And her background is in publicity. So you're going to learn amazing tips about how to get PR for your business, whether you have a product or service based business, she has some dos and some don'ts <laugh>
Kim Rittberg (00:43):
Leave your lanyard and swipe card at the dorm. Welcome to mom's exit interview, a podcast for moms seeking fulfillment and contentment outside the traditional nine to five, whether you're considering taking the leap or you're already midair. This podcast is for you. You'll meet moms, poor consultants, entrepreneurs stay at home moms side hustles and part-time workers across various industries and levels. Plus every episode will have experts with tips so you can turn your inspiration into action. I'm Kim Rittberg. I was a Netflix executive and former head of video at us weekly, and I'm a mom of two. I quit the corporate world and I've never looked back, but I'm still on this journey. So join me. We don't need a boss to give us permission or a promotion to lead the lives we want.
Kim Rittberg (01:39):
If you haven't please drop a five star rating and review and follow the show that helps it reach more ears. And I've been spending my time writing up the tips in each episode so that you don't have to. So please make sure to subscribe to the newsletter. That's in the show notes. Lastly, if you like this podcast, or maybe you love it, maybe, maybe you're obsessed with it. And if you like this snazzy and lovely social media assets, I put out to promote it. Well, my day job is making award winning content, video and podcasts that helps companies grow their client base and revenue. I also help professionals be better on camera to grow their business. If that's something you would like to know more about, you can DM me on Instagram at Kim Rittberg, or you can reach out and sign up for my video and content newsletter as well.
Kim Rittberg (02:22):
That's on my site, kimrittberg.com. And if you're hearing a little noise in the background, that is my son playing with his little truck in my office this morning. Today, we're talking to Sabina Hitchen I love this episode because I love talking about publicity and marketing because it's a part of my business, but also I love her story. There are two things I find super interesting. One she's launched her own business, actually two businesses, and now she's the breadwinner and her husband works for her. That's cool. So Savita runs press for success. It teaches business owners how to get pressed for their business. I absolutely love talking about publicity. Why Kim, do you love talking about publicity? Well, thank you for asking <laugh> I spent the first nine years of my career in TV news and lifestyle content. So I got pitched all the time, hundreds, hundreds of emails in my inbox on any given day.
Kim Rittberg (03:14):
So I know what a good pitch looks like and what a bad pitch looks like. I know what a great guest on TV sounds like and looks like, and what a guest that needs improvement looks like. Uh, and that's actually a part of what I do now as my business, I train people to be more confident on camera and how to craft the perfect message. Additionally, related to publicity in my past life, which would be my twenties. I'm sorry to inform you. I'm not in my twenties shock of all shocks. I'm not gen Z gen Z in their twenties. Anyway, don't die of surprise. But anyway, in my twenties, I had a jewelry business as my side hustle while I was working in TV. Yes. Okay. I know, I know I've chilled out a little bit. Don't worry. I do not have a side hustle on top of my job anymore.
Kim Rittberg (04:00):
What I realized from running my own jewelry business is that pitching the press is hard, even though I was in the press and I really did understand how to do it. I would get very dejected feeling really down if I'd send a lot of emails and like not get a response, but then I finally did get some really cool press features I got featured in women's wear daily, which is like the Bible for retail and, um, the New York post. And I got featured on some TV shows and I just felt validated like it validated my business. It definitely made me feel really good and solid about what I was doing. It also opened a lot of opportunities. Stores were more excited to semi jewelry because I was featured. So PR can do a lot for a business. Now you're gonna hear Savina's story and she's gonna bring you some amazing PR tips that can really grow your business. And I also have some tips of my own from my TV news career. Sabina's originally from Michigan. She started her business career in New York city. She moved to Maine during COVID, where she lives with her husband and her three and a half year old daughter Juliet. All right, Savina. I'm so excited to have you here. Um, I am going to, I'm gonna let the audience know that Sabina and I became acquainted via a clubhouse. It was the pandemic
Sabina Hitchen (05:15):
Old school. Now clubhouse clubhouse
Kim Rittberg (05:17):
Feels very old school. Now we met in the pandemic and by say met. I mean, literally only on audio. And then she and I have become like friends and we've never met in real life.
Sabina Hitchen (05:29):
I'm so excited for all the reunions we will all have with the people we connected with on clubhouse, but what a Testament to what is possible. Cause I feel like I know you, it's weird to think of these friendships I have with people in these collaborations and we have not actually connected or hugged in person yet. Oh
Kim Rittberg (05:47):
Yeah. I'm gonna give you, I'm gonna give you a hug, a hug. Okay.
Sabina Hitchen (05:49):
All the hugs, all the I'm I'm a Midwestern hugger. Oh my gosh.
Kim Rittberg (05:53):
Oh my God. I'm a new Yorker, a big, big strong hug. And then we stab you just kidding. <laugh> um, I'm just joking. Um, talk to me about your aha moment of not wanting to work for someone else. Why did you decide to work for yourself? Where were you in life? I, I know this was pre-kids Preki and everything like that.
Sabina Hitchen (06:13):
My, so my first moment of knowing I was gonna work for myself was actually accidental. So a long time ago, when I started my professional career, I was actually a high school teacher and curriculum designer in Chicago came over for my New York city, big apple moment and found myself working in publicity. And instantly I was like, what is this? And I love it. Like I had never, I was teaching high school in Chicago, political science and history. I had to Google what is PR the first day of my job. And I was working at ACAA like faked my way into the PR department to say this now. And, um, but from there was working at an agency. So I was in the PR world, but I really had that moment of like, I don't love this. I don't like working for other people, um, for a few reasons.
Sabina Hitchen (06:58):
And I felt like I have no control of my own time. I have no control of my own creative ideas. Like I was putting all my creative juice into something else and then I have no control over my future. Right. I don't know when I'm working for someone completely what that trajectory was, but I was also really young. So when I bounced and I accidentally started what became my first PR agency, I will say like out loud now there was a lot less risk. I was more afraid of like, what will everyone think of me if this doesn't work? That was like the biggest risk, but that was it. And within a year I had a PR agency in New York. We had offices in Chelsea. I had a fleet of people working for me, like matching laptops. That's when I thought I made it when like all my staff had matching laptops. And, and what
Kim Rittberg (07:45):
Color were the, what color were the laptops?
Sabina Hitchen (07:47):
They were red because we were called red branch PR. And we specialized in female founders and small business owners. And I'll tell you that's because of these agencies, um, the agency where I work that was early days of entrepreneurship. So those were like the bottom of the barrel clients. No one thought were exciting. They wanted the celebrities, the Susan Luci, all of that. And I was like,
Kim Rittberg (08:08):
Susan Luci. I love that was
Sabina Hitchen (08:09):
Big then. Right. And so then I was like the new girl they're like give her the entrepreneurs. And I was like, wait a minute. And I think it's important to say this because in life, what you do for living evolves and what you think you're gonna do, like, Hey listener, you don't even know what's around the corner for you. Right. So here I was thinking I was gonna maybe work at so's PR agency. I discover female founders. And I really think that changed the trajectory of my life. And then soon I started my own agency and, and off I went,
Kim Rittberg (08:38):
I need to ask this, I feel like so many moms, women, people, but one, especially women really have that doubt. And that, that lack of confidence, you're 26. And you're like, I'm gonna start an agency. Were you not scared? Like, did you not have the thing? Like, oh my God, I
Sabina Hitchen (08:54):
Dunno if I can do this. But what I mean, I'll be,
Kim Rittberg (08:57):
Yeah. How did you, how did you, how did you, what drove you to do that? And did you, were you scared?
Sabina Hitchen (09:02):
I, first of all, I was really scared. And I'll say honestly, like through all, all the big changes in my life, professionally in entrepreneurship wise, I was scared a lot of the time. I remember my first year of business waking up, always being like nauseous, just because like the weight of like every day, you have to figure out something different. You are like flying a plane, building the plane, Googling planes all at the same time. It's a lot. And there were not a lot of resources back then that we have. So I was, it was a lot of like in person meetups with other women being like, what are we doing? But I'll say that, um, my dad gave me this great piece of advice back then. Cause I was like, dad, should I do this? Like, what if it fails? He's like worst case scenario. You've got this great life experience. You've got a great story to tell your girlfriends over wine. He's like, they're gonna be talking about like data entry and you're gonna be like, well then I built a business. It didn't go the right way, but this is what I learned. And it, for me, it ended up going the right way. And it changed everything.
Kim Rittberg (09:54):
How long did you do it for and how many people were working for
Sabina Hitchen (09:56):
You? I did that for over 10 years. We ended up with an office in Dumbo. Um, and it went, it went up and down depending if I wanted to expand. Um, and then while I was running that business, um, I shrunk the agency a little and started another business. My first small business community. I feel like small businesses are like tattoos. Once you start one, you're like, oh my God, I get it. I want another, um, and I say this having zero tattoos, but that's, I
Kim Rittberg (10:20):
Was gonna say, I don't have tattoos either, but I understand the concept you have,
Sabina Hitchen (10:23):
You're addictive.
Kim Rittberg (10:24):
Then you, then you have the tattoo sleeve. Then you have the tattoo shirt, then you have the tattoo face. Like what's his name? That singer whatever. Oh
Sabina Hitchen (10:31):
My gosh. Um, oh yeah, yeah, yeah. If I was kidding
Kim Rittberg (10:33):
Below post Malone, post Malone. Yes.
Sabina Hitchen (10:35):
Yes. Um, sorry, keep going. I was first thing that guy, Adam anyways. Um, yeah, so I was doing that and I think once I got into it, then it was just like off. I went, I literally can't remember not working for myself. It's been so long now. Um, I mean, that's been over 15 years. Um, but you're right. I got into it and then I was into it for a long time. And then things started to change.
Kim Rittberg (10:56):
How did you decide to go from the agency to scale that down, to do something else? Like how did that come about?
Sabina Hitchen (11:02):
I think so this is, again, I feel like these are important things to say out loud. It's like you can work for yourself and start to hate it. And I did. And it was like, I was working with all these exciting women. But especially when you are a service based business, it's like you're watching so and shine and you're in the background being like my gosh. And then, and also just sometimes any kind of business, I don't care what you are. You really like, it just feels like this is becoming like Groundhog day PR is brutal. Um, so that was one undercurrent. And also it was wild bus business was changing like over the course of my agency in that 10 years, entrepreneurship in small business came from like a side note, like on a side column or like a Donny Deutsche episode to a whole lifestyle brand.
Sabina Hitchen (11:49):
Right. It was like the era of the girl boss and the Boston. What is, and women were starting businesses right. And left. And I was like, I wanna be one of those. And I didn't and I wanna help them. And I knew, so I was like unhappy in the agency. I also knew that small businesses needed help. Women needed help learning how to do PR. And so while I was running my agency, I was like teaching PR in restaurants and coffee shops and events and speaking. And I thought, let me dip my toe in. I created one class just to do while I was doing the agency. And there was such a response. I was like, there's something here. And so then came the moment where I had, so now I'm married right in the timeline of Sabina. And I had to tell my husband, like, I think I wanna quit being a PR agency. I wanna quit all of this. And I wanna make a leap into online education and community building and all of this. And also, this is why we were basically pregnant. Um, so I was like, let's say what happens, but it was, it was me quitting, basically a business of my own to start a new business. Tell
Kim Rittberg (12:50):
Me what exactly is press for success.
Sabina Hitchen (12:52):
Press for success was a, was the PR master class. And then it became bigger and bigger. One day we did like high five figure sales of the class in one day, it was like this big boot. Like we promoted it, but it was crazy. I was like, this is potentially huge, but we have one product. And then I said to my husband, well, do you know what I've been fantasizing about for 10 years? Like having almost an online school where there's streaming classes of different topics related to PR and buzz building and visibility boosting there's interviews with members of the press at how to work with them. And with them, there are success stories selling how they did it. There are PR leads you can download every day. It's like a whole universe created to allow small businesses to run their own press. And it was my fantasy and, and we dove into it and like anything it's expanded over time, but it was a dream I had. I can physically remember being in a taxi cab with the client, telling me all about what they wanted me to do for them. And in the back, I was just like the, all the things like thinking of what I wanted to do and now we're doing it.
Kim Rittberg (13:56):
And I'm gonna say, cause I feel like sometimes when I tell my story, I'm not always clear that I worked in news for so long, but I'm such an advocate for press a mm-hmm <affirmative> I worked in news for nine years. So I was pitched all the time, different stories. So I've received thousands of pitches so I could see a good pitch. I could see a bad pitch and there are no bad pitches, only bad writers, just kidding. But anyway, yeah. Um, I also ran my own jewelry company and I had to pitch yes. With my mom, with my mom, my lovely mom helping me. Oh yes. I had to pitch the press. I had to craft amazing subjects. I had to craft interesting, you know, short paragraphs. And then of course, good images. Jewelry is all about the images. But I got a couple of features about me, like TV producer, turn jewelry designer. And then, um, how I lined up at five in the morning at the department store Henry Bendle for an open seed, like American idol to get a chance to show there. And I got it. Like it's that mix of, I got feature stories about me and also product placement for my jewelry, but I really learned how to be on the other side of pitching the press. And it's so hard. Like I remember being like, wow, no wonder publicists exist. This is time consuming. And it's hard, you
Sabina Hitchen (15:09):
Know, what's funny. Cause, and we'll, I know we're gonna talk about it later, but my husband works for me now and he is a long time, like decades, long awarding journalist. And he's like, whoa, on the other side is so different. I was like, check it out over here. Like it's different, it's different. But it's like, you're like you say, it's essential.
Kim Rittberg (15:26):
Sabina had started press for success as a side hustle. The membership community was on the side while she was running her publicity agency. So she closes her agency and she focuses on press for success. And she has some consulting clients, but suddenly her husband who was a journalist for many years and then had a lucrative media consulting business. Well, when COVID came, his business took a big hit.
Sabina Hitchen (15:50):
So all of a sudden I was like, oh my gosh, this is my moment. And I was the option, right? So I rapidly went from, this is growing as a side hustle. Um, something I'm super passionate about, but not pressured as much on growth to I have. I would like to mimic my husband's salary in the next month and become the same replacement breadwinner. And we freaking did Kim. Like I, I don't even I'm like, so I didn't even, I was like, literally remember being on the couch and being like, girl, you got 30 days
Kim Rittberg (16:24):
Subpoena told me how she started growing fast to replace her husband's former salary.
Sabina Hitchen (16:29):
So just so I'm like clear to everyone, nitty gritty wise, that was a combination of growing our membership and me taking on high profile PR consulting clients for myself in a way where I valued myself more than I ever have before. Cuz it was time to play ball. And I had worked in PR forever. I'd gotten everyone everywhere. I knew I was teaching well. And I was like, it's time to boss up girl. Like I had so many talks to myself and I did like in my, and what
Kim Rittberg (16:57):
Does that mean? Charging what you're worth? Not, not undercharging. Like what does that mean? Stepping up?
Sabina Hitchen (17:03):
I would be too flexible on pricing. And so number one, I wasn't, I'd say number one, I was way flexible with people's pricing or giving too much of myself within what they can pay. Right. I want to help so many people get present their own thing. I was like letting clients pay very little for a lot of work. I then for clients moving in, started charging, what was my value instead of like, does this sound like too much? I think that I will own as a woman. I did that a lot. I don't do that anymore. I know how much I can produce. I also know that when I, as a service provider, charge enough money, I can give better service. I can expand my team to serve you. I'm not trying to cram a lot of people in. So when you start to own, this is the, the clientele I work with. This is the price I am. This is my value. More people believe that and come to it becomes like the self fulfilling prophecy of like, this is how we roll now in this agency,
Kim Rittberg (18:03):
S Sabrina explained that because she knew she didn't wanna go back to PR agency work. She created custom consulting programs where she consulted with companies on how they can do the PR within their business. And on top of that, she had the press for success membership program.
Sabina Hitchen (18:19):
I did not wanna have to go back to agency work and work for myself again. Right. Um, which again, you can, when you're working for yourself, you choose to leave. You do that exit, like your mom's exit interview. You have the freedom to start designing what your revenue model looks like and they're and guess what? We're not tattooing it onto our bodies' friends. So if it doesn't work, if I don't like how that project went, I can change it. I can modify it. I can do something different. Um, I just know I wanna hit my numbers and those can change. And they shift for us too.
Kim Rittberg (18:54):
I feel like a lot of people, myself included with the pricing. Right? So how did you, you said, okay, you had some clients who wanted to work with you, but they weren't paying you enough. You finally really got more clear on what you would charge. What would you do with those people who still had money to bring mm-hmm <affirmative> not as much as you want, where do you let that client live?
Sabina Hitchen (19:14):
So I used to then say, okay, well, if your budget is, you know, this here's what I can do within that. But I don't do that anymore because to me again, it's making me then create work for myself, creating new programs to meet everybody's needs. So now if you want to work with us and there's, there's not just me in the company anymore doing this, but it's, if your budget is enough to work with us and is bespoke one on one coaching consulting way, this is what we offer. If this is not something that's right for you, investment wise, the promise doesn't feel right to you join our membership community. And those are our two options. Um, because otherwise I'm redesigning my offer for everybody. And I'm not going back to what I promised myself in my twenties, just like, I want creative control. I want time control. I want future control. And I'm not like checking those boxes if I'm redesigning my business for everyone who comes to it.
Kim Rittberg (20:06):
So how does it feel to have your husband working for you?
Sabina Hitchen (20:09):
Sometimes I get to do like really exciting things like this and this makes me thrilled. I get to pursue my biggest professional dreams. My husband is 1000% behind me. Yeah. He's working for me the whole time I was growing this. He would did everything during the pandemic to keep this child occupied when school didn't exist, but I lose some of that and that's been the hardest. I'll just say, so it's like, do we go on this adventure together? Or does one of us go like, would he go back to media? And this is always the best choice for us. Um, and allows us to be on this family adventure. That is, um, that even Juliet's sort of a part of now, um, she knows we have work calls. She knows mommy and daddy has to work. So it's a good thing. Then there's this beautiful part because Julia and Alex have this bond that is like, so she even has an English accent because she spent so much time with
Kim Rittberg (21:01):
Him.
Sabina Hitchen (21:01):
He's English. Um, so
Kim Rittberg (21:03):
Like, why is there a British girl in this main people? Literally you're like what?
Sabina Hitchen (21:08):
And she says things like, where's my swimming cost to you mom. And I'm like, what? Um, that was, I was dying when she said that the other day. So again, there's a beautiful thing. I see happening with them. And she sees what an amazing strong man is, who supports her mommy. And so there's that, but the friction there, because I know what I'm like, I feel like I'm giving up things still sometimes, or I'm missing out or I'm jealous. They went blueberry picking for the first time. I didn't go, I directed my sadness in like, into like anger at him or like, you know, there are those moments that you, I'm sorry. I feel like you do have to give up stuff. Sometimes
Kim Rittberg (21:42):
You'll have to take her pumpkin picking it's around the corner. You know, you gotta take a pumpkin 50 <laugh> and then, you know, the goal was to make sure your goal financially was to make sure that you're meeting the salary as before. Yeah. I can assume by how you're talking about it seems like meeting it, exceeding it. What
Sabina Hitchen (22:01):
Definitely exceeding it. And what's great is we're like we're growing every month. We're scaling both in revenue and size of our business, but we're also in this place now that we've gotten to the point where we could exhale a bit. We're like, okay, cause the first couple years, while we are moving through the pandemic, while we're shifting roles, they were probably the two most stressful years in my life. It was like so much. I was internally and trying to manage. And every parent out there knows it was a lot. But then also doing that with us, starting to work together and changing parenting roles. It was a lot to take in. It's still wild if you told us when we were dating. So our anniversaries tomorrow, our nine year anniversary. And if you had told us that when we were dating, we'd be working together. We'd be like, you're insane.
Kim Rittberg (22:47):
<laugh> um, okay. A couple of like big picture questions and then I wanna do tips. Yeah. Okay. Got it. What is the vision you want for your life?
Sabina Hitchen (22:59):
Oh yeah, a hundred percent. I want to be able to have the freedom to design a life that allows me to serve in bigger and bigger ways. I'm bigger and bigger in stages. Um, small business owners to inspire them, to teach them and to still have the space, to live with my family in a way that we can travel, that we can be present that I am not running through work ideas when I'm sitting on the floor with Juliet doing princesses. And I'd say that part, I'm almost there, but big picture. I want more of that space to do both without feeling like they're cramping, each other's style.
Kim Rittberg (23:40):
I like that. We all, I think that one thing I've learned from doing the podcast is that everybody struggles with reconnecting your disconnecting from work and reconnecting to home. Mm-hmm <affirmative> in the house with the children. And I think that that's like kind of a universal thing. Um, yeah,
Sabina Hitchen (23:56):
It's kinda a universal struggle.
Kim Rittberg (23:58):
Yeah. And one of, you know, it's interesting. One of the, my vision has been to have to continue to have this unstructured free time with my children. Cause I feel like I know them well, which I'm like, Ooh, I hope I continue to know my kids. I feel like I get not just like a calendar event here and there, but like unstructured free time with them. So I'm hoping that's a part, that's a part of it. This month I'll be joined by fast company, deputy editor, Kate Davis, Kate's the host of a podcast called the new way we work, which is a show about the changing landscape of work life. How appropriate for this audience. Kate has a miniseries airing all month on her show called ambition diaries. Ambition. Diaries includes interviews with 14 mothers and daughters from across the country about a lot of the issues that are so crucial to us.
Kim Rittberg (24:46):
Economic mobility, discrimination, work, life balance, and the recalibration of ambition in a post pandemic world. So very true. Kate will be joining me on mom's exit interview to talk about what she heard from these women about the creative ways they found balance between work and home life and how many of them reinvented their careers. We love to hear that, right? If you wanna sneak peek at ambition, diaries, head over to fast company.com/ambition, dash diaries, or subscribe to the new way we work, wherever you get your podcasts. So Bina is such a wealth of information. I know this because she and I have hosted panels together on how to get press and how to be awesome. Once you're getting that press in my own business, I help businesses and professionals craft a great message and be awesome on camera for social media or for TV or podcasts because I've booked and trained thousands of people for live TV. I have a lot of opinions on this too, so I absolutely made sure we got some awesome PR tips for you and your business. Can I get some, your top three PR tips for product based companies?
Sabina Hitchen (25:51):
Okay. First of all, remember your products, your bread and butter. So I want you to make a list of editors like shopping editors and commerce editors, because they're constantly churning out shopping guys, not just for holidays anymore, right? So you wanna figure out who the shopping editors are, who cover your beat. You want to seek out people who are on air experts, because a lot of product people think they have to pitch the producers to get their products on those shopping segments. But it's actually people who are on air experts who go on and do those things. So start doing your research for those people. So that's like on the product end, right? But then remember you are not just your product. You're also a story. So instead of just being about your, what all the time, like we always like to talk about with former guests here as well, like Patrice, it's your founder's story, your profile story. You wanna start practice telling that like the whole, why, how, who what's driving you? What got you here? What's the transformation and that you can practice telling locally. And if you can draw a small circle, you can draw big circles and you can tell other places as well.
Kim Rittberg (26:54):
I love that you reminded people about their own story because I had a jewelry company. I was pitching for people to feature my jewelry, but I ended up getting at least one, if not two features about myself as like I was a TV producer doing a jewelry business on the side and like how I grew that, how I showed up with my jewelry at five in the morning to show it to the, to the buyers at an open call. So that's an interesting story that I was like auditioning to be a designer at Henry Bendle. So it's a great reminder to people that they do have a great story and everyone has a story. No matter what it is, you just have to dig deep to find it. Um, and next expert or service based PR tips.
Sabina Hitchen (27:35):
So whether you're like a service provider, a coach, an author, the fastest way for you to get yourself into the press and beyond sharing your story, of course, like, how did you get here? Why are you an expert is sharing advice. So I would love if you like seasonally it. Sorry. I just had a weirding
Kim Rittberg (27:53):
Flash. Wait, actually, I'm gonna ask that question again because I think it could be a good little social media clip. Okay. Um, you what? Yeah. What now? Social media. What? Um, no,
Sabina Hitchen (28:02):
You're cut to do what you said.
Kim Rittberg (28:04):
Oh, I thought you were like me, me, me, me, me. Um, alright. Savita, give me your top three tips for experts or service based providers.
Sabina Hitchen (28:14):
All right. So whether you are a coach of any kind and author and expert of service provider, your fastest way to get press is number one, sharing your expert tips. So I would love for you every season, even once a month, if you're really feeling yourself to have some seasonal expert tips rooted in your expertise, the industry you're from, you can share with the TV, with.com, newspaper who cover your beats. So see yourself as an expert who needs to share expert tips. The second thing I want you to do is start watching news stories and say, can I piggyback on this in some way? So the whole, um, you know, queen Elizabeth dies king Charles, uh, assume was a position that's what's happening in real time right now. So if you're a family therapist or relationship coach, can you work us through that situation right now? Right? There's always an expert who can piggyback on a story and share more and that's gonna get your expertise in the press. So those are to the biggest and fastest ways to get your service out there is by assuming the expert role, when you share that advice, it's like a spotlight on your business.
Kim Rittberg (29:18):
I love that. And let's say someone wants to pitch on an editor or a writer of a business based outlet. What should they write in the subject line or in the email that will get them? Cuz they're pretty much saying here's my advice. I wanna be quoted as an expert. What's a great subject line. Or how do you pitch that?
Sabina Hitchen (29:34):
So I do two things. The first thing I do is before I even go to them, I'm gonna go if you're online, like CNBC, make it, anything like that. CNN business reporters go to their page where it shows all their recent stories. So that way before you would head in there with some advice, you are framing your advice in a way where you're like, oh, she always delivers advice like this or she's really into advice. That sounds like that. So I'm gonna frame my advice in that way. So before you even write your email, do a little bit of research, then you'll instantly be like, oh, I know how I'm gonna show up to this email. And then when I'm doing subject lines, instead of trying to be clever, like a newsletter, I just straight up say like, you know, um, three ways you could be sabotaging your own businesses, success through your newsletter or whatever it is. I'm just straight like expert tips. Um, I don't try to hide what I'm asking for. I go very clearly into it. And then sometimes if I wanna be very clear what I'm doing, I'll write even like pitch in the subject lines, they know a pitch is coming through. But to me it's more important to be really clear in that subject line of what they're getting.
Kim Rittberg (30:37):
I absolutely love that. Um, I, I, I also was thinking about, um, well, you were just think about the expert. Uh, you had such a good piggybacking now I'm forgetting it
Sabina Hitchen (30:48):
On the news stories or seasonal tips.
Kim Rittberg (30:51):
Oh new. Yes. So having been a news producer for many years, I love your idea of timing to something current. Because one thing I realized when I was a news producer, we generally had our go-to experts who would be on camera, but you never know when that person's like sick or picking up their kid or can't be on camera is traveling or whatever you wanna be like first off the bench. So you wanna build that relationship. Maybe they respond and say, Ooh, I'd love to quote that for online or Ooh, maybe next time you can be on camera. Let's stay in touch, stay in touch, keep pitching timely stories. Cuz that is a really good opportunity, especially to like get in the flow of being a person that that producer or writer goes to for quote exactly whether it's on camera or online showing
Sabina Hitchen (31:33):
Up. Like if you're in their inbox once a month with a seasonal set of tips, some of those you can plan for like we know what's happening through the end of the year and others you're responding in real time to really exciting things happening in the news. You can add to the conversation that they keep seeing you in their inbox. Like Kim saying, then all of a sudden they're like, oh, you know what? We need someone who's into kids' nutrition. And Dr. Nancy's in here every month, giving advice on kids' nutrition, give her a call. And so you have to show up consistently to get there. Like the biggest win in PR is not the best the prettiest or the most connected is the person who consistently delivers high value content because everyone quits. But if you're on the highway, like long term sharing advice consistently, that's gonna put you above all the other people.
Kim Rittberg (32:16):
And one thing I know that I think you and I talked about in maybe a clubhouse room a million years ago. Mm-hmm <affirmative> was also, I like everyone else. I hate rejection. So when I get know, I'm like, Ugh, I'm so terrible, blah. You know? Um, but any response, even a no is a good response because it takes time to send every email. So if that person's like this isn't for me, you can then be like, thank, thank you so much. Is there another colleague that it might be a fit for? Or this isn't for me right now? You can write back. Um, thanks so much for your response. Um, I'm gonna be follow up with you in another few weeks. No problem.
Sabina Hitchen (32:49):
So at least exactly.
Kim Rittberg (32:50):
At least like you're now it sounds silly, but look in your inbox, at least now you're that little arrow reply. Like they see, oh my God, corresponded with
Sabina Hitchen (32:57):
You almost. I'm always like what's one last thing I can say without being annoying. And then also remember even when you're not seeing them respond, um, they could be put a, in a folder on file. They could be keeping notes on you for something else. And also every single email always say to people, every pitch email has two purposes a yet when land press like that's a no brainer B it's teaching people who you are. It's teaching them. You are a professional and polite, but also you are like an authority in your space showing up with high value content. You keep showing up like that. People are gonna learn it. So there's always a good reason to send an email, even if you don't get that press.
Kim Rittberg (33:34):
Yeah. And one thing I wanna add also to people listening is make sure to include an image of you. And if you have a link to a video that you've done, if you've done any, either new segments or even sample segments, like any social video that someone can see what you, what your vibe is, how you are on camera. That helps them. Especially when you're pitching obviously TV or even podcasts. Like they wanna know that this isn't your first time on air, cuz that's really hard for the producer because the producer has a boss to answer to. So they book someone who's super nervous and clearly very inexperienced. It's bad for the producer. So you wanna just be like, I've, I've done lots of live TV hits or I've done these local shows. Here's a link to one of them. So that way, when they're presenting it to their boss, they're like this person's experienced. Don't fire me. It's gonna be good. <laugh>
Sabina Hitchen (34:19):
Exactly. And I remember like what you said, just BEC some people are like, oh, but I have no other proof. Cause I haven't done TV yet. It's like the chicken and the egg. But like you said, you've got Instagram, you've got a phone instead of dancing and pointing start giving tips related to your expertise, the tips you fantasize giving on TV, start giving them to your Instagram audience. Number one, you're creating great content. Number two, you're creating your proof that you can deliver good content on camera
Kim Rittberg (34:44):
A hundred percent. Okay. Savina, Savina. What are some don'ts of pitching the press?
Sabina Hitchen (34:50):
Oh my gosh. One of my big don'ts is that when anyone decides they want to pitch the press, they're like Oprah today, show those are my dreams and you need to stop dreaming just based on what sounds exciting and like PR sexy and think, what do I really wanna get out of this? Where is my audience? And do I want to really lead with those two places to be my big goals? You're overlooking the beauty of local press. Another big no-no like local press has become where it's at. It's a great place to practice to share your story, to build a fan base. So again, expand what you think is possible in terms of like, don't just think of those places, but also expand what you think is possible. Don't think to yourself, all I can do is like niche crafting magazines, because that's what I do instead of expanding to like there's a universe of media opportunities waiting for you. Don't be your own biggest obstacle.
Kim Rittberg (35:45):
And to thank you, not just for coming on the podcast, cuz like yeah, thank you. But also thank you for being so positive. I feel like your optimism and your positivity is totally contagious. And I think that that's definitely a big part of your success because I think it's like, it's no coincidence that you're teaching people how to grow their own business. You're helping them grow and you are thriving. I think like it's no surprise that you're you are very positive and optimistic. I think that I'm sure that's a big part of it. I'm sure you're scrambling to write down those amazing tips, but don't worry because I have a newsletter. Yes. I take the time to give you all the tips and takeaways. So go to the show notes and just click on that link. Subscribe to our newsletter. We also have a blog on mom's exit interview.com. I am sure you wanna know more about Sabina so you can check her out pressforsuccess.com and you can follow her on Instagram at Sabina knows. Okay. Here's when we feature a real mom sharing a story from her own life in its happiest, funny or grossest moments. This one is from Emily Warren, an independent copywriter and content consultant, specializing in storytelling for business.
Emily Warren (36:51):
My family and I recently had to make a big life pivot when a plan to move to the suburbs completely blew up at the last minute. And we are now living full time in a really small town where we have a tiny beach house and we're integrating ourselves into the community. My two kids are starting at a brand new school out here and so far so good, but in our haste to make it good. Uh, we signed up my younger daughter to play soccer. She's never played on a, a sports team before and has only done after school soccer. Doesn't really even know the rules of the game, but we had a hunch. She would like it, but we didn't tell her about it until the first practice was approaching and we had to go buy cleats. And when we told her she threw a huge fit, was really mad that we signed her up for something without asking.
Emily Warren (37:35):
And she was claiming she was refusing to do it. And she doesn't like soccer and she wasn't gonna go. But of course we made her go and sure enough, as we suspected, she really liked it. It turns out a kid in her class from the new school happens to be on the team. And that girl's father is the coach and she had a blast and after only just two practices, they just had their first game. And they won after being down in the first half. And she even got a chance to try scoring a goal and she didn't score, but she had a really good time. And now she loves soccer just as we predicted. And it felt like the biggest mom win ever because I did all the leg work to find the league, to find the team, to make sure there was a spot for her. And I ordered the uniforms and did all the registration forms in time so that she could actually try this out. And now that she likes it, I just feel so validated that we made the right decision and that we got it done. It's a win.
Kim Rittberg (38:34):
I love that. And that makes me think about my struggles with my son doing swim. And I would have to give him the thumbs up so hard and smile. So furiously that my cheeks were in pain because he was just really struggling and hated it. And that just this summer, he finally got over the hump. It could swim a little bit and then it becomes, you know, feeds on itself. You swim a little, you feel pride in it and then you could swim more and then you feel like a big kid. So I was like, yeah, that felt really good. Uh, and go, Emily, go good for you. And if you wanna submit your real mom moment, I would love to hear it. So email me through mom's exit interview.com and send it in and ask promise. When I get feedback, I'm going to read it out.
Kim Rittberg (39:14):
So here, this one is from Tiffany Isaacson. Tiffany, thank you for reaching out. She said, I'm enjoying your podcast. And I wonder if you've considered an episode addressing the shift to a new path for women who have grown or college-aged kids. And so I followed up with her and got some more ideas from her. So that's gonna go on the to-do list for upcoming shows. So if you have feedback and other stuff that you wanna hear, make sure to send it in and it'll go on the list. Uh, she also said, thanks for sharing great content. So I always love a little compliment. You know, we always love some positive feedback. <laugh>
Kim Rittberg (39:51):
Thank you so much for listening. We wanna hear from you tell us what topics you want us to cover and what questions you have for upcoming shows and experts. We will read everyone and we will use them. You can find us everywhere, go to www.kimrittberg.com, scroll down to find the contact button, or you can DM me on Instagram at Kim Rittberg, or you can leave your feedback right inside your review in the podcast app. Please follow the show in apple, Spotify, or wherever you listen and leave a review in a five star rating. And don't forget to share it with people who will find it valuable. It's truly meant to be a resource. And this is mom's exit interview. I'm your host and executive producer Kim Burg. The show is produced by Henry street media. John Haitz is our editor and Aliza. Friedlander is our producer and publicist.