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How do you your story to multiple media outlets? That’s a question I get asked quite often. Many people feel they have one story and that one story might not fit in every media outlet. It’s up to you to tweak the story so that it works wherever you send it.

I just interviewed someone on my PR Champions show and he summed it up so visually. He said to think of your story as a diamond. It’s one diamond but that diamond has many facets. They are all part of the same diamond but there are so many angles to it.

Take your diamond, aka your story, and think of each facet as a different media outlet. That facet needs to tell the story so it fits the diamond but is also it’s own unique story.

Here’s an example. Let’s say you are an expert in stress reduction. Here are 5 stories you could pitch to various media publications, all highlighting your expertise but tailored to the unique media outlet.

  • First for Women – Destressing Stress
  • Self – Making Stress Healthy
  • Parenting – Kids and Stress – Warning Signs
  • Wall Street Journal – Reduce Stress at Work
  • Real Simple – 30-Day Stress Makeover

You can see how I used stress as a topic for every pitch, but it works specifically for that media outlet. Identifying your facet will make it easier to get the yes when you are pitching that media outlet exactly what they want and can use.

Last week I gave you ideas to pitch for the rest of the year. Watch that and then figure out which media outlets you. should be pitching to and put your various stories (i.e. facets) together and pitch away!

There are tons of videos on my YouTube channel HERE or read the posts on my blog HERE You’ll see how easy it is to land in the media IF you follow a process that I have already created for you.


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Hi, everyone. It’s Christina Daves with this week’s Free Publicity Friday PR Tip. This week, I’m going to borrow something that I heard today, every Monday, I record for Daily Ad Brief. I have a show on there called PR Champions, and I interview really amazing people in the PR space. One gentleman that I spoke with today is Paul Furiga and he gave me the greatest analogy and said I could steal it from him. So when you’re talking about pitching the media and you’ve got a story, and there’s kind of really one core story, of your company or your product or your brand or whatever that is.

But he said, think of a diamond and think of all of the facets on a diamond. It’s still one diamond, so it’s still one story. But think of every piece of that, could be different stories that you could pitch various media outlets. And that you’ve just gotta change your story to be like the facet on a diamond – still all part of it. but just tweak it for that particular media outlet.
And I just love that. And diamonds are so valuable and your story is so valuable so make sure you’re telling it the right way to each media outlet that you’re pitching.

So that is this week’s Free Publicity Friday PR Tip. If you’d like to learn more, feel free to set up a call with me at We recently launched Pitch Club Cafe, where every Wednesday, we come in with our group for an hour and you actually get your media pitches done. So it’s really fun. Check it out Or if you have questions about that too, set up a call with me. I think I might have said it wrong before. And I look forward to chatting with you and helping you figure out the facets of your diamond and landing in the media.