- After working as an American diplomat, Gloria Chou changed careers and started a small business public relations firm.
- She’s mastered the cold pitch of emails and ended up on 30 podcasts.
- It follows the “CPR method”, which stands for credibility, point of view and relevance.
After thousands of cold calls and emails, Gloria Chou has mastered the art of pitching and helps hundreds of business owners gain media coverage, speaking opportunities, and partnerships.
Before being confident in her pitching skills, Chou worked as an American diplomat. After three years, she burned out, quit her job, and sought a new career in public relations. But she couldn’t get a job without previous experience or contacts in the industry. So, in April 2020, she launched a PR firm for startups and cold called every newsroom she could until she landed a cover.
âI started to understand what would make someone open their email,â Chou told Insider. She created a framework she calls the âCPR Methodâ – which stands for credibility, perspective and relevance – to help business owners present themselves to audiences outside of their customers. âThere is so much value in presenting yourself to not just the customer,â she said.
With this framework, she participated in 30 podcasts in six months and helped clients enter the New York Times, Forbes, Time and The Wall Street Journal. Being a guest on a podcast can increase your brand awareness and expand your own audience. His company’s Facebook group has 2,400 members. Chou declined to share exact numbers, but his company had six figures in revenue this year, which Insider has verified with documentation.
Chou shared the exact email address she uses to bring small business owners to a podcast and explained her CPR pitching method.
Go for a podcast
Before composing your email, research the podcast to make sure you are a good fit for its audience. Rating and reviewing the podcast gives you a better chance to stand out, Chou said.
âJust going above and beyond will make you stand out above 95% of other people,â Chou said.
She recommended not putting your name or your business name in the subject line – don’t do the email on yourself. Be concise and don’t go beyond three paragraphs. Download software that tells you when people open your emails and follow up within days of hitting send.
Follow the CPR method
Chou teaches business owners a simple framework for presenting press coverage. âIt’s a way of positioning yourself not as a salesperson, not as a founder, but as an expert with knowledge about the industry,â she said.
Your credibility is the value you add to a podcast or post. As a small business owner, you first need to establish yourself as an expert on a topic that you are familiar with. Chou’s email contains a simple sentence explaining why a topic matters to her.
Credibility doesn’t have to be awards, accolades or funding, she said. A founder can be credible whether he has had his business for years or has just started it. âEveryone has value and everyone has credibility,â Chou said.
Alternatively, you can trade in your credibility for a connection to the person – maybe you’ve read his book, share interests, or know some of the same people, Chou added.
Point of view
Next, explain what information you can offer as an expert, such as difficulties faced by others in your industry or big changes you have observed. Instead of selling your product or service, you add value to a conversation or topic.
âIt takes you one step beyond a founder in an expert position,â Chou said. “The experts have points of view.”
Finally, explain in your pitch why your point of view or story is relevant. Maybe it’s an event or a trend. If you are in a heavily regulated industry, you may be able to talk about the effects of particular policies or government spending.
âThe relevance tells the person that this is not recycled land from five years ago,â Chou said. “We want to talk in the future.”
Download the full email template from Chou’s website.