Ep. 158 / Be Your Own Publicist Using AI: Tools & Tips with Gloria Chou


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In this episode, we sit down with Gloria Chou, award-winning PR strategist and host of the Small Business PR Podcast. Gloria shares how anyone—especially BIPOC and female founders—can get featured in top-tier media like Forbes, Vogue, and The New York Times without paying a PR agency or having insider connections.

You will learn:

  • How Gloria went from U.S. diplomat to PR expert

  • Why traditional PR is broken—and how she disrupts it

  • The CPR Pitching Method (Clarity, Personalization, Relevance)

  • How to write subject lines that get opened

  • Tools to find the right journalists and contacts

  • Why being specific and timely is everything in your pitch

  • Pro tips for getting local TV coverage—even with zero connections

  • How to overcome imposter syndrome and confidently press "send"

    💡 If you've ever said “I’m not ready for PR” or “I don’t have a story,” this episode is for YOU.

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TRANSCRIPT:

(00:01) You are going to hear from Gloria Chou. She is an award-winning PR strategist and host of the top rated Small Business PR podcast. She is known for her untraditional yet proven approach to PR, which makes visibility and access to media accessible for anyone. Gloria helps BIPOC and female founders get featured organically and top tier media without needing PR connections or a large following.

(00:22) Her strategies have earned small businesses in nearly every industry niche over a billion organic views and features in outlets like the New York Times, Oprah's favorite things, Vogue, and Forbes without any pay to play. A former US diplomat turned small business advocate, Gloria has been on a 100 podcasts and was named pitch writing expert of the year in 2021 as part of the influ influential businesswoman awards and a Forbes next thousand honoree. Gloria, thank you so much.

(00:44) Oh, thanks for having me, Kim. So, I'm really excited. I'm excited for people to learn. I always find PR and you know I have been a journalist in TV for about 10 years before shifting to digital video. Um so to me PR is near and dear to my heart. I see publicists as my friends holding hands running through a flower of fields together.

(01:04) Um talk to me about how you first got into PR. You were a US diplomat. How did you get into PR? You know it's so funny. So it's a it's a kind of a crazy dramatic change. So while I was a US diplomat, so first of all, the reason why I got into diplomacy was because I grew up bilingual and bicultural. So I was always interested in anything international.

(01:23) Um, and so when I got into government, um, I realized it quickly wasn't for me. I'm not a bureaucrat. I'm more of a creative thinker and entrepreneur like people listening to your show. And I probably applied for over a thousand jobs in communications because that's what I was doing in in the embassy. I was writing speeches for the ambassador, but no agency or PR team would hire me.

(01:41) And I realized very quickly like, oh my god, this is a very gate kept industry and they had a very narrow focus on who they would hire. And so I had to kind of do it as an outsider, you know, I had no journalist contacts. I wasn't part of the cool kids club. I got a tiny little client who was an AI fintech.

(01:58) I had no idea what that was. Again, I had no background and no connections. I had to literally Google New York Times newsroom and I had to call the operator cold calling with sweaty sweaty palms. And from getting rejected thousands of times, I started to pick up on patterns on when the journalist would say, "Okay, well, tell me more.

(02:17) " And so from cracking it from the outside, now I have this framework where anyone who, you know, doesn't have any PR connections can be their own publicist. And I'll I'm excited to share that today. I think it's so important to kind of disrupt the status quo. I think traditionally, you know, PR agencies might work for certain companies, but for a lot of small business entrepreneurs, they simply can't afford those agency retainers.

(02:37) So, how can we make it still accessible for the rest of us? So, you just mentioned your framework. What is your framework to create a great pitch? Yeah. So, from calling, emailing thousands of times, I distilled it into my CPR method. So, CPR method is an anatomy of a pitch, which by the way, we're not born or taught how to do this.

(02:55) So, a lot of times it's scary, which I understand, but once you kind of master what it is that journalists want, you kind of get them to pay attention. And a lot of us think we're selling to the journalist, like we're marketing to our customers, and we're simply not. The journalist will never buy from us. So, we need to kind of approach it a little bit differently with specificity and relevance.

(03:12) So, CPR stands for credibility, point of view, and relevance. And how I like to start the email is obviously the subject line, right? The subject line is very important. Don't put your name or business name or pitch in the subject line. It's it's wasting time. You want to kind of put the subject line almost like it reads like an article, right? for example, like three AI tools that work for pediatricians or something like that.

(03:34) You know, something that's very specific and timely. Both of those things are timely and specific. And once they open the email, you want to get into the R in CPR, which is relevance. Because what is news if it's not relevant? So relevance, think in terms of not your benefits and features, but what is the season that we're in? Are there any major holidays? Is it back to school? Maybe there's something right now in the news.

(03:56) So try to see how you can piggy back on the news trends, whatever they may be. And a great tip is install a Google News alert, which is free by the way. You type in the Google search bar Google News alert and it pings you with all of the different uh stories about your industry. So you can start to think in terms of headlines and stories.

(04:13) It's a really pro tip and it's free by the way. So you start with the relevance. Uh so for example, we had someone who was a a speaking coach for introverts and she used a third-party data to say, "Hey, I recently found a report that says that certain introverts are better suited for C-level positions than extroverts." You see how that's interesting? It's kind of contrarian, right? And then she goes into three bullet points, which is my P and CPR, which is point of view.

(04:36) And then she gave three reasons why introverts were better suited for uh sea level positions. And then she concluded with two or three sentences about her credibility and how she's a speaking coach and whether or not she's been featured and how she can be contacted. So, it's a very clean and concise way of putting in everything you need for the journalist to say, "Tell me more.

(04:56) " It's not your unpublished autobiography. Do not attach a slide deck. It's going to go into spam. Use hyperlinks. And so, there you have it. So, I am a person who received thousands and thousands of pitches in my years in TV. And I actually used to be a part of this like panel of TV producers who would get live pitched by people.

(05:16) And so I've heard so many pitches and yeah, I definitely agree. I mean, I think that the credibility piece, it's funny. I still say to my clients, they'll say, I've even had people on my podcast and I say, "Wait, didn't you win these awards?" They're like, "Yeah." I'm like, "That needs to be in your bio. Like that needs to be front and center.

(05:33) The credibility piece is super important." And when I was in TV and I was a journalist, the relevance, like, who cares? Because I think one important thing is coming from my side which was content side is like we all have to make great content but we also have to answer to a boss. So if I give them like a useless pitch they're like what or my boss would say point blank who cares? He'd be like who cares about this? You have to I have to def I have to defend my pitch which is your pitch.

(06:01) So again you have to think about you know yes you want to get a yes and that person also has to sell you probably to someone else. So anyway I love this. So talk for me. I have a somebody has a locked up pitch. It's super good. Has a great subject line. How does that person get in contact with the writer or editor that they want to get featured through? Yeah.

(06:18) So, you know, PR when I distill it down, it's really it's really simple. It's writing a relevant pitch and sending it to the right person. And when you put the two and two together, you can create a system in your business where you're constantly pitching whether it's for business insider or podcast. And it becomes a system in your business.

(06:32) Um, I always say that marketing is you talking about you, but PR is your industry talking about you. So there is no higher leveraged activity because it also gives you that powerful SEO through the backlinks. Ads don't give you backlinks and neither do social media. So it's kind of a really important task.

(06:46) So how do we find them? Right? There are some free tools you can start with. So I talked about Google News alert. You can install that and you can copy and paste the journalist's name, the writer's name into an ever-expanding Excel spreadsheet and usually their email is available because it's public information.

(06:59) So you can start to create your own media database. So that's one thing. Another tool that I love is perplexity.ai. So I have been using AI to cut my time in half for my clients as well. Perplexity.ai is a much better news like a Google search engine. So use it for anything that you search. For example, you can say something like, you know, I love Kim's podcast. I speak on XYZ.

(07:21) Are there any other female podcast hosts who would be interested in speaking to me who's aligned? Boom. It'll give you all the different all of the different uh podcast shows. And then you can go start to go down a rabbit hole and get even more concise. So perplexity.ai AI is such a powerful way to start to do your research on who is likely to cover you, whether it's a founder story or not.

(07:41) You can ask it, hey, we have this interesting founder story. What type of publications cover founders features? Because not all of them do. Um, so that's a really great way. So that's perplexity.ai. It's free. A third one is you can sign up for these uh journalist requests. So things like HARO, which stands for Help a Reporter Out.

(08:02) You can also sign up for sourceofsources.com as a source and every day you'll get pinged with all the different journalists looking to interview people from all different industries and if you happen to fit that identity or profile then it's as easy as responding to that inquiry. We've had people in the program get featured on Forbes just within 24 hours.

(08:20) So those are free that you can sign up for. The fourth thing is Substack. So as you know journalism is changing and a lot of journalists are now freelance writing for many different things like staff reporters are just less and less now. So what are they doing, right? The freelance writers are going onto Substack to accumulate their own subscribers and telling them here is a story that I'm writing this week.

(08:43) Here's the deadline. Here's my email. Here's exactly how to pitch me. And so whether you're in lifestyle or parenting or physical product or not, there are freelance writers on Substack right now or telling their subscribers here are the stories. And so as long as you can follow them, then you boom, you're like, you just respond.

(09:00) and Substack has a really great intuitive thing where if you follow one writer it'll pop up with different suggestions in the same industry so you can really go down a rabbit hole. So talk to me about Perplexity message them on Instagram or or share their content on LinkedIn so that way they can see your name pop up in different places. Yeah, love that.

(13:47) What um I have a tracker on one of my things that I forgot. What any tracking uh sites that you like the apps, the email tracker that you like? I found that Gmail works better than Outlook. We've had people in our program get really great success with Gmail. For some reason, Outlook doesn't give really good deliverability. I don't know why.

(14:02) Um, I use Mail Suite, which is pretty basic, you know. I think it's only like 60 bucks a year, but there's GMass. I mean, there's streak. There's tons of different Chrome extensions for Gmail. Yeah, love that. Um, awesome. So, we cover Okay, I'm looking at my notes. I'm like, okay, AI tools to be your own publicist, how to find your writers, um, and how to get your good pitch.

(14:24) Um, talk to me a little bit about what are the main things that people are struggling with or getting wrong with PR. I think first thinking that like they need to do something groundbreakingly original and it's not about you finding a cure for cancer, right? It's just about you not so I always talk about pitching like peeling away the layer of an onion.

(14:46) And so when we first start, we pitch a very kind of general generic thing that's very fluffy, which is the first layer of an onion, not very flavorful. And what we want to do is keep peeling away the layer of the story to get to that very juicy core, which is very specific and relevant for one point in time.

(15:03) So for example, you and me, we get pitches all the time. And the pitches that go in the trash are the one that's like, oh, I'm a coach to empower women because women need to be empowered. And it's like, well, this pitch works in 1950 and 2050. So, how can we shorten that time horizon to make it super uh specific to what's happening right now? That's the work that we're here to do.

(15:23) So, I would say specificity and relevance are the two key ingredients for a really good pitch. And so, the pitches that really work are the ones that are like, okay, maybe not about helping all women, but like helping women navigate this problem using AI, you know, after Apple's privacy updates. You see how that like combines various levels of specificity? Those are the pitches that stand out.

(15:45) Yeah. And I I It's so true. It's funny. I just taught a thing about AI in content about how like generic being not specific is garbage. Like being generic is garbage. It's just not useful. It's the same thing with PR. It's the same thing with content. Like everybody can say the same thing. And especially with like AI and Google, it's like everyone has the same information.

(16:05) So you have to say like why are you unique and interesting, you know? Yeah. So, for example, there's a big thing right now with um you know, wellness tests. So, there's a lot of like gut biome tests. People are wearing like all sorts of aura rings. So, if you are in wellness, instead of pitching like here are ways that women can increase their wellness, talk about what's happening with all of the this obsession with tracking our data and maybe there's a reason why we don't need to do that.

(16:29) Or maybe like all these supplements are BS and ruining our liver. So, you see how that's very specific to the time that we are in. I think in 2025 like supplements and bio trackers have like exponentially increased in in terms of what people are spending on it. Um and so if you have something to say about that I think that'd be really interesting and specific.

(16:48) Yeah, I love that. Talk to me about I think one thing that I see a lot of people struggling with is when they're connecting with a potential reporter editor on social media. What do you recommend saying or doing so that it becomes a very fruitful relationship and it feels natural and not awkward or not creepy but you know awkward. Yeah.

(17:09) So you know obviously check to see if their DMs are open because a lot of times they'll they'll say don't DM me or email me. Right. But if they're, you know, engaging on LinkedIn and again journalists are writers, so a lot of them do post their latest article on LinkedIn. One of the easiest ways is just to engage, comment, and compliment um and share because they also want people looking at what they've what they've viewed.

(17:32) So if you can get more viewers, if you can get more engagement on their post, that's a good thing, right? It means that you you're invested in their writing process. So how can we share, like, and promote their articles? Um that's that's one layer. The second one is not only will you do that, but then you can say something like, "Hey, your article on, you know, time management for moms with ADHD really changed my life as I was going through a hard time.

(17:56) " Like, you see how heartfelt that is, right? It's saying that you've actually not only read, but you've actually taken what they said into account and it's actually made an impact on your life. So, that's actually a really great way to connect with them on a human level. Um, and what do you recommend for It's interesting because I came from TV.

(18:13) I'm always like I'm always like I don't know who the associate producer is for that show. You know what I mean? I think about it. I'm like you know I see a lot of people on TV show but actually like I'll be on LinkedIn and I'm like I see like producers or supervising producer but I I'm like even as an expert I'm like I can't even figure out who might be the contact for uh let's say I'm just trying to think about like you know an expert to come in or a founder or a mom story or whatever on some TV show.

(18:37) Any recommendations for TV? because I do think it's different where when people are writing about it for web or magazine their names are affixed and for TV not so much. Any idea any recommendations on finding the right person for a TV segment? Well, I would say there's difference between as you know like local TV and national TV, right? I think local TV is a great place to start because everyone loves a good hometown story.

(19:00) So, if you have a local angle, you have a brick and mortar, if you're giving to charity, that that's a great way to contact your local news desk. Actually, one of the easiest ways to get on is just to call them. And people just overlook the power of calling the newsroom. And for a lot of smaller stations, they're actually really friendly.

(19:17) But here's something to take notice. If you don't have 3 minutes of good television, if you make like a SAS software and if you don't have an office, it's going to be very hard for them to produce 3 minutes of visual TV. Um, what works better is like if you, for example, we have someone who is a baker in Vermont, right? And she does these food drives.

(19:34) That's really good because you can see her baking. It's visual. So, think about visually how you're going to take up those like one to three minutes of TV and offer them that while you're calling them and say, "Hey, here's what we have. Here's why it's great for TV." Like, we can allow you into our our brick and mortar space. We can also allow you to see the baking and process.

(19:53) So, that way that the TV producer can already kind of see visually how that that TV story is going to be synthesized. Yeah, totally. And it's the same, you know, I have anyone who's a longtime listener knows that I love talking about B-roll. And so if you're if the TV if the local TV news isn't going to come to you and you're either going to do your interview remote or you're going to go into the studio, you'll be supplying them with B-roll.

(20:14) So that's photos and videos that support visually your story. So if you're a founder, it's going to be you at your job. If you have some personal angle, it'll be you with your family or with your dog or traveling around the world or whatever your aha moment was. And so again, to to Gloria's point, you're going to need a very visual story.

(20:30) It's totally true. you're going to nobody wants to watch three minutes of the same person talking. So, they're going to ask you for B-roll or they're going to come film it. And the beauty of it is like a lot of places necessarily won't have the some places don't have the manpower to actually come to you.

(20:43) So, you could film it yourself and you can give it to them and um and film it horizontally just like a TV. You'll film it how they want it to be filmed. But that's a really really good point about starting with uh local news. Yeah, I love that. And um awesome. Anything that I didn't ask you? I feel like I'm we're learning so much and this going quickly because we're fasttalking New Yorkers. Yeah.

(21:03) Well, I know, right? No room for BS. So, and I talk about this a lot on my podcast. I actually invite the journalist to come in and um you know, I always say like how much does a person's social media following matter because I think a lot of times we think, well, only influencers or people with a lot of following get featured and that's simply not true.

(21:21) The journalist always says it's really not a popularity contest. It's really about the story and how it fits in with this scope of time. So I think a lot of times we don't even pitch because we have imposter syndrome or we think we're not ready. And I think the biggest mission for me is to advocate for especially people living on the margins and saying you do have a powerful story and you don't have to be a CEO of a Fortune 500 company to be featured, right? There's so many feel-good stories and journalists actually depend on indie brands and

(21:46) fresh voices because otherwise you would not be very credible, right? Like if you're only if you're only interviewing like Fortune 500 CEOs, you'll probably lose your credibility. So we're actually doing journalists a favor by telling them like these are the different perspectives, the different things that people are doing.

(22:01) So just think of it that way instead of you like begging journalists who are sitting on their golden thrones. It's really a cooperative relationship and you're really helping them because the news is 24/7. There's so much content that needs to be made. So put your name in the hat. Everything you want is on the other side of the send button.

(22:16) I promise you it's it's going to be so much better once you start feeling comfortable pressing send more often than not. you're gonna be like, "Wow, why didn't I do this earlier?" It's so funny. I had a I had a jewelry business in my 20s and in on the side of working in media just because, you know, you know, rest for the weary.

(22:35) No, rest for the weary. Um, but one thing that I I wish I had had a different mentality when I was younger is that even though I was in media and I did understand that it is a matchmaking game, right? I have to fill time and they want to come to me. I started in news where really we were already onto trends and so I wasn't as responsive to pitches, right? So I sometimes I would get yes a pitch but like really I was already chasing a story I was interested in.

(23:03) But I wish that I had thought about it differently because when I was in jewelry I did feel that when I was pitching I was like asking and I was like hey I'm I'm you might like this jewelry and actually I did get a lot of features because my jewelry was good. Like I was selling it at Henry Bendle. I was selling it at Bloomingdales. It was actually it is and still was I still wear it but like it is unique and it is good and I think that in my mind I had too much of the uh asking please help me mentality instead of hey you cover cool stuff I have a cool thing and so you

(23:33) know I was featured for both ways I was featured for my founder story that I was uh I went to an American Idol style open call for designers at Henry Bendle RP but I woke up 5 in the morning my mom came with me I showed my jewelry to these buyers it was a no and And then the next year it was a yes and then I started selling my jewelry in Henry Bendle.

(23:52) So it was a very cool founder story that I got featured and then other times it was straight up products like I would be featured in you know roundup or worn on a magazine you know worn on a model but I do I do think it was helpful for me to over time realize you know I'm not asking or begging them like people like my jewelry.

(24:10) They're already buying it. And so I think the same thing with this service um service and products is really I agree with you that we all need to shift our mentality from hey please feature me to hey I think this might be of value to your listeners or like this story could help people right this can help people and I I um you know we get wiser as we get older.

(24:32) Um now Gloria tell me why is rejection our best friend? It's so good. So I I worked with a founder during COVID and um first-time founder and she ended up taking the program getting featured in like shape and allure and she was a she was a fitness uh she was a fitness uh coach and she kept thinking you know what I've never done this before and it's intimidating as hell but in my mind objectively the upside of them responding and me getting featured is like 100 times more than me not getting an email back which is like a momentary

(25:02) rejection. And so if if you were to objectively weigh that, which is getting a no response or the possibility of getting a response and getting featured, it's it's it's something it's like if if you were gambling, like I would take that bet all day, right? Because the momentary discomfort of like maybe not getting an email response back is like whatever.

(25:21) Maybe like it hurts for like one second. But again, the upside is so much more, so tremendous, tenfold, hundredfold . Um just keep thinking about that. keep thinking about weighing like the pros and cons. And if if if all it takes is sending an email, which maybe could lead to a feature, or if not, then you can ask a journalist, do you know if this could fit for anyone else? And that's how she got featured in shape is by turning a no into a maybe.

(25:48) Um that is going to give you like 10x ROI. So just keep pressing that send button. It's funny. Um my husband has a great perspective on it. I I'll tell him about like a pitch call that didn't go well or whatever. He's like, "If you're a successful business person, you get a lot of nos because you get a lot of nos if you're having a lot of meetings." I'm like, "Yes." Yeah.

(26:06) It's like, of course, you're not going to have 100% hit rate in any industry, in any whether it's PR, marketing, sales, anything. And so, getting nos means you're going to get some yeses because you have to get it's a numbers game. So, you have to get nos to even get a yes. And if you're not getting nos, it means you're not doing anything.

(26:21) Yeah. Um, I think I think it was one of the business coaches who said like your business will only rise to the level of problems that you're willing to solve, right? So, if you want a big following and if you can't deal with a couple haters, you're not going to get a big following.

(26:36) So, only when you're able to deal with what comes with having a following and being, you know, in a magazine, yeah, maybe your high school friends will see it or they'll judge you, but if that's, you know, if you can't even deal with that, then maybe you're not ready to get featured, right? So it's like at what mindset do you have and what is your priority is it? So you know I think that's just such an interesting quote. Totally.

(26:56) Um and talk to me before we before we hop off your exit in five words your exit from being a diplomat into being an entrepreneur. Most aligned decision I ever made. Love it. And talk to me. Okay. In your spare time you you dance. Your husband's a DJ and you're an investor in psychedelics and mental health.

(27:18) Talk to me about that. Oo, this is this is a heavy one. Um, I've talked a lot about the generational trauma that I have healed. I think we're all here to basically heal the generational stuff so that we can change the world, right? So, my mother grew up in communist China. My father passed away when I was three.

(27:36) And I grew up with like aunts and uncles and and different family members. I only spent like around eight years with her because she had to work. Um, and so we just had decades and oceans between us, language, culture, and I just never felt like I felt close with her. Right there, here was this woman that I could never understand and vice versa.

(27:53) And it was through psychedelic plant medicine and sitting in ceremony where I felt tremendous grief. I I actually visualize her in the hospital holding my little hand with my father's dead body in the hospital. And even though I knew that that was her story, I had so much resentment from her not calling me and not being there for me for all the years that logically I understood she had a tough life, but it was the resentment just, you know, kind of didn't let the love come in.

(28:20) But in that moment, I just cried and I was like I just let out all this emotion and I felt her deep grief in my bones. this woman who didn't have the love of her life, who didn't have the love the life that she wanted, who was in a foreign country, and I think the grief just opened up like so much love and compassion, and it it forever changed me because I viscerally felt it in my bones.

(28:43) Um, and so through that experience, you know, like she hasn't changed. She still says things that are really triggering and you know, but because I've softened and I created an opening um for love and I don't react like as as dramatically as I used to, now we I we talk like every other day. I mean, I went through four years of not seeing her, right, during covid and now I fly her business class around the world.

(29:03) I just want to make the time up to this woman with the time that we do have. So, I flew her business class. I took her to Morocco and Spain and Italy over Christmas and she just feels for the first time in her life so seen and loved and her whole being is radiating. So it really goes to show that like the change starts with us, right? When we heal ourselves, we heal those around us and I can see that with her and how it's transformed.

(29:26) So that's kind of in a nutshell. Oh, that's amazing. And then so you now you invest in psychedelics and mental health organizations because of your experiences. Oh, that's great. Yeah. Yeah. I really do believe it's uh it's it's it's definitely a way for us to tap into ourselves and the deep love that's within us that no amount of talk therapy can do.

(29:48) I think we need to feel it um and not just rationalize it. You know, I do think that talk therapy helps, but I think for certain things you need to feel it like in your bones to be able to really take aligned action. So, you know, I think plant medicine is just a window, right? It's not like you you do it and then you're forever changed, but it gives you answers.

(30:04) It gives you feelings um that you can then take aligned action, but it's a practice that you have to go like every day. So, I I wouldn't say that that's the end all be all, but it's definitely a catalyst for for many things that if you were to take aligned action, your life could truly change. Amazing. So, Gloria, how can people connect with you? So, I'm on Instagram.

(30:23) I share a lot about my story with my mom. It's Gloria Chou PR. So, that's Gloria C-H-O-U-P-R. And I would love for you to watch the free PR training that actually gives you step by step the CPR method. I show a screenshot of it. People have seen it and gotten featured. Um, you can go to gloriachoupr.com/masterclass to watch it for free.

(30:41) And if you actually DM me on Instagram the word Kim, I will give you an additional pitching freebie so you can get cracking on your CPR pitch. Awesome. Thank you so much, Gloria. Thank you.


Timestamps & Highlights:

  • 02:39 – 03:08 – Gloria introduces the CPR method for writing effective pitches.

    03:52 – 06:08 – Tip: Use Google News Alert to monitor relevant news.

    06:08 – 06:44 – How to approach journalists after crafting a strong pitch?

    06:44 – 07:10 – Tools #1 & #2: Google Alerts and Perplexity.ai.

    07:10 – 07:56 – Tool #3: HARO and SourceofSources.com.

    08:22 – 08:59 – Tool #4: Substack for connecting with journalists.

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