Welcome back. Let's do a quick review of those stories and the elements of what makes news for each. Let's start with clutter. Timing funding announced Tuesday, significance $64 million investment that's a big number, prominence atomic, oh, Google Ventures and fifth wall. Those are high profile investment companies proximity. It's a Culver City company.

So that's why the Los Angeles Times is writing the story. But they have a presence in Chicago. conflict. Cities are blocking Self Storage developments. That's a challenge. human interest, picks up stores and returns goods to people.

Some of us have too much stuff, and this company is helping alleviate that. That takes us to the second story collabing play timing opened in November. significance. This was not reported, but I did some research. A full 17.9% of households in LA reported self employment income in 2012. According to US Census data, that was Five years ago, imagine what that number looks like today.

Prominence not applicable proximity 1800 South grand Boulevard in Glendale. That's why the local paper covered it. Conflict is tied to human interest. And there's two of them. First, you end up sacrificing sleep because you have to finish your work. But you also want to spend time with your little one and second, need the independence from their children to concentrate.

That's tough. Finally, human interest. collabing play was created to provide a productive setting for remotely employed parents. Without the double duty of babysitting. It's a problem solution, and it also saves money. The third story monster timing annual burger week starting today.

Significance it's the seventh annual prominence, Andre Guerrero is an acclaimed fine dining chef. Proximity. It's an LA company but they're taking their inspiration from a different part of the world. That's interesting and unique conflict makes it sound like a give any of the most decadent Bistro burgers in LA or run for their money. So it's not the most expensive burger in the world, but it's pretty darn good. human interest stamp your burger passport, hashtag burger Lord.

There's a couple learning lessons from this particular story. And that's why I included it. First, this is the seventh annual event, which means before that there wasn't one. So when in doubt, if you want to generate your own publicity, create your own event. I also want to talk about stamp your burger passport. So we're always interested in collecting badges for things to showcase how we're climbing that ladder.

And hashtag burger Lord, who doesn't want to be the burger Lord by the end of the week, it's an incentive to come back each day. That takes us to our second assignment. Your assignment is to pick one of the stories and writing email pitches. If you were the publicist for that company. What would You include for your subject line. How would you catch the reporter's eye in the first sentence?

And what supporting points would you include? The reason I suggest writing pitches for other companies is because it can take the pressure off writing about yourself or your own company. It's also a good practice technique. The more you write, the better you'll get.