The first secret that we're going to go over is not everything you do is newsworthy. And for a lot of founders, this can be extremely challenging, because clearly, they've built this company. And I think everything that that company does is great. And to them, for the most part, probably, maybe not. There is a lot of startups and a lot of businesses and a lot of things out there in the world. And news media and reporters are really distracted.

So they need to understand why you are unique. But in reality, you're unique, just like everyone else out there, so you really do have to stand out. So it is really important to know, when you're pitching media, and we'll get to that in a second. The relevance what they write about why it's important to them and why it's important to the world. And so there's a lot of pitches that people just don't care about. And when I say been there done that, that just means it's something that's old school, it's been in the news cycle, it's kind of stale.

If you're a CEO from a nobody company that no one knows about, you have some sort of opinion. No one really cares as well. If you've gotten a funding round, unless it's a really big round, again, not a lot of people are gonna care. The other thing is, is is the solid, why and we will talk about that when we develop your narrative for your company. But a solid why, really means the internal reason why you're doing something and it shows through if you're not sincere. And then the other thing, which is the biggest thing is that you have no idea what the reporter you just pitched actually reports on.

And that can be annoying on both ends because then you'll be like, well, I really kind of don't know what you do and they don't know what you do and it gets confusing. So a few things to watch out for. When pitching again, we'll talk a little bit more pitching in a second. But again, remember that not everything you do is newsworthy, you really have to be deliberate. And you have to be really internally focused to say, Hey, is this really something that's newsworthy? For not just me, but for other people.

The other thing is, is that when you do do a pitch, you don't want to fill it full of buzzword Bingo. Words like paradigm engagement, thought leadership, blockchain, monetization, all of those things. That is just noise. Everyone says that. No one really cares what they care about is really what your idea is, in the most simplest way, it can be communicated. And that's what we're going to talk about when we talk about the narrative.

But before we do that, one of the things I love to do in these classes is do these little PR experiments. So if you're on Twitter, take a moment and tweet this to at the sandbar with the hashtag seven PR secrets and What happens so next up is secret number two