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Ummm, No! That's Not How It Works

Ummm, No! That's Not How It Works

By Dr. Cheryl Robinson & Tara Ackaway
We’re a resource for navigating the media and entrepreneurial landscape. Ummm, No! takes you through the proper and professional strategy of connecting with media platforms and scaling your business. We share what we wish we knew when we were starting our businesses. We explore everything from failures to triumphs and guest hosts. Dr. Cheryl Robinson is an international speaker, creator of Embrace the Pivot & a regular contributor at ForbesWomen. Tara Ackaway is CEO of Social Wise Communications. Bad a** publicist. Social media branding extraordinar. Let's go from Ummm, No! to Hell, Yes!
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Episode 18: Know Your Worth, Then Add Tax
Everyone has value that they bring to the table. There’s a difference in mindset from paying your dues to deserving to get paid for the value you bring to the table. As an entrepreneur, you have to know your worth (how much your time and skill-set is worth) and then add tax to your pricing. You deserve to get paid!
April 6, 2021
Episode 17: What Is An Advertorial & Why You Should Avoid It While Building A Brand
Everyone with a product or service wants to be featured in a top tier media outlet like Good Morning America or New York Times. Some people resort to advertorials, which is becoming more popular in the media landscape as competition grows. Advertorials are paid articles in publication and cost thousands of dollars. However, not all are legit - many are scams. In this episode, we discuss what an advertorial is and why you should avoid it as you build out your brand.
March 23, 2021
Episode 16: How To Deal With Re-Entry After The Pandemic & How To Maintain Relationships
As the world opens back up our lives are going to drastically change once again with in-person events, commute times and vacation plans. The time that we used to have to jump on a Zoom call because we were home is no longer going to be reality. How do we maintain the relationships we’ve cultivated over the past year. Join us on this episode of Ummm, No! as we explore how to deal with the anxiety of dressing up again and the fostering of friendships.
March 16, 2021
Episode 15: How To Keep Your Client Relevant & Why People Should Care About What You Have To Say
As a writer, the worst interview you can have is with a person whose answers are all rehearsed, they only give surface answers and all of their answers can be found in another article. There are ways to stand out, make an impact and share meaningful stories. On average, writers receive 1,500 pitches a month. During the pandemic, everyone started a CBD oil company, skincare line or fashion brand. You have to stand out. No one cares about your product. If that’s what you lead with, your article success rate will be low. Lead with your story, people will care; it will differentiate you from the other thousand people doing what you’re doing.
March 9, 2021
Episode 14: Your Procrastination Is Not My Problem
Dr. Cheryl Robinson & Tara Ackaway share ways on how to mentally refresh. It’s important to have a clear headspace. One way to be at peace is to adopt the “your issue is not my issue” mentality. Instead of trying to contort yourself to fit everyone else’s needs, go into the situation peacefully and hold your ground. 
March 2, 2021
Episode 13: Amanda Samaan, founder of Revolver PR, discusses the importance of networking to advance your career as a publicist
Nominated for Orange County’s 40 Under 40, Amanda Samaan founded Revolver PR and has spent years assembling an ever-expanding client roster in the world of sports, entertainment, and lifestyle, elevating brands and personalities to new levels. Representing top-tier talent like Mike Ness and BJ Baldwin and producing automotive and cinematic events like Fast and Furious franchise’s “Furious 7.” Today, Samaan and Revolver continue to focus on these industries, overseeing PR initiatives for lifestyle clients Jeffrey Court, FGPG, Paris Hilton Fragrances, and the likes of NY Giants wide receiver Dante Pettis, retired Ravens running back Prince Daniels Jr., Minnesota Twins short stop Royce Lewis, San Diego Padres Catcher Austin Hedges, and MLB “super-agent” Scott Boras.
February 23, 2021
Episode 12: Having the ‘student mindset’ keeps you ahead of the trends in your inudstry and helps you build relationships
Continuously learning is a recipe for success. If you are the smartest person in the room, find a different room. In PR, media and entrepreneurship it’s important to research trends, pop culture and the news. This will help you grow your business and help you remain relevant in the industy. Dr. Cheryl Robinson and Tara Ackaway share ways to remain a student in an ever changing world.
February 16, 2021
Episode 11: How to properly communicate your message to writers, clients & publicists
Communication is key to success. Whether you are pitching to media, pitching to clients or writing an article, the way a person communicates determines how well the message is perceived and shared. Dr. Cheryl Robinson and Tara Ackaway share how to affectively share messaging and be heard and recognized.
February 9, 2021
Episode 10: Setting Expectations Before, During & After Landing A Feature
Into every situation, one must set expectations. While pitching, understand that writers get anywhere from 500-2,000 pitches a month. You may not land a feature right away or even a response. After the feature, writers have expectations - always promote the article and tag the writer. 
February 2, 2021
Episode 9: Understanding the power of the media kit
Media kits are essential whether you’re an established brand or a startup. It provides writers & media outlets with the most up-to-date and relevant information needed for an article. Google Drive is a good place to create the media kit folders. Organizing the information from the start can help during a short deadline.  Episode 9 shares the do’s & dont’s of the media kit. 
August 25, 2020
Episode 8: The power of local media - don’t underestimate its benefits
Everybody wants to be featured in top tier media publications. That would be nice! But, what credibility do you have? It is very difficult to get national coverage when you don’t have local coverage. There are many benefits in securing spots in local media publications, including gaining and developing credibility. Writers are more inclined to entertain a person and/or company that have been featured in other publications. Join us on this episode as we explore the benefits of landing local coverage.
August 18, 2020
Episode 7: Why it’s NEVER OK to ask to see a draft or rewrite an article for a writer
We’ve all been there: “why did I say that?” It’s ok. We’re all human. However, when you‘re speaking with a top tier media publication, it’s important to be composed. Media training is helpful because it’s NEVER OK to rewrite an entire article and ask the writer to take down the original article and replace it with the rewritten one. Also, it’s industry standard for quotes to remain as is. That’s why media training is so important. 
August 4, 2020
Episode 6: Consider pivoting your pitch, story angle & clients expectations to get featured
On Episode 6, we explore what’s been going on lately in the media landscape with people still working from home and how you can pivot in the media landscape.  Always be open to pivoting! Things may not go as planned and you’ll need a backup in order to get featured in top tier media publications.
July 28, 2020
Episode 5: From the editorial side, what makes an article aesthetically pleasing w/Jess Licciardello
The chic publicist & sassy writer chat with Jessica Licciardello, creative director for Bella Magazine, about what makes an article aesthetically pleasing from the editoral side of media. We discuss pictures for articles and how publicists can assist in making sure that their clients story is also revealed through photos placed in the article. 
July 21, 2020
Episode 4: 3 Tips on how to connect with writers
It’s so important in the media landscape to know your role. Whether you’re a publicist, writer or client, there are certain expectations that need to be met and managed. The writer gets the story out there, the publicist provides as much information as possible and the client is supposed to share an enticing story.  There are bullet proof ways to connect with writers from top tier publications and there are ways which guarantee that the writer will never answer your email or want to write about your clients. We share how to positively build relationships with writers.
July 14, 2020
Episode 3: As much as you want to, DON'T burn a bridge in media!
The Sassy Writer & Chic Publicist emphasize that burning a bridge in media will set you back in the long run. We share stories of how publicists and clients have burned a bridge, and how hard it will be for them to mend the relationship. Relationships are your most valuable asset. Knowing when to ask for a favor is critical. If you've reached out to a writer, DO NOT follow-up in less 48 hours, especially under 24 hours. Let's go from Ummm, No! to Hell, Yeah!
July 7, 2020
Episode 2: How to manage disappointment & expectations when it doesn't go as planned with an interview
Have you ever been disappointed after securing an interview at a top tier media publication? Maybe you were looking forward to interviewing someone or maybe you were looking forward to your client being featured on a national talk show to only having your expectations knocked down a notch. In Episode 2, Dr. Cheryl Robinson and Tara Ackaway help you manage expectations, what NOT to do and HOW TO manage certain situations. 
June 30, 2020
Episode 1: Avoid these pitching mistakes to get a Yes
The theory is that any press is good press. There is some truth to that; however, first, you have to get the attention of an editor, writer or producer. There's an art to pitching. With hundreds of thousands of pitches going out every day, not all are up to par. 9 out of 10 pitches will wind up in the trash folder. If the subject line doesn't POP, it doesn't matter the content of the pitch because the email will never get opened.  Dr. Cheryl Robinson, the #sassywriter, and Tara Ackaway, the #chicpublicist, share tips & tricks on how to properly pitch to media outlets. There's a right way and there's a wrong way. Learn to avoid top mistakes revealed in Episode 1 so that you get a Hell, Yes! instead of an Ummm, No! Follow us on Instagram: @ummmnopodast
June 23, 2020