Imagine stepping into a room where fifteen people are waiting to hear you pitch your idea. You’ve done your work, researched your audience, and know your topic inside and out. You have a strong goal for how you would like your audience to respond. So now all you have to do is connect with them.
Let’s leave the room for a second …
What does it feel like to watch someone speak about a topic they are excited about? Their face lights up. They communicate with emotion and confidence. They are engaged and engaging. Their energy is infectious. They are speaking with passion.
Passion is the key. When someone is passionate, we connect with them. Their passion does not have to be loud or over the top; it just has to be engaged, and we are right there with them. We catch the speaker’s enthusiasm. Watching, we find ourselves wanting to know more and leaning toward the speaker, nodding, and smiling.
So, how does this relate to a pitch—an appeal to someone for something that would benefit you both? It could be a pitch for a job, funding, collaboration, or product, but a pitch, a good pitch demands passion. If you have ever sat through a pitch that lacked it, you know exactly what we mean. A pitch without passion lacks the confidence to get your audience to want to be involved.
How do you find that passion? It’s easier than you think. Chances are, if you are working hard on something and want or need to share it with someone else, you have passion for that topic. It drives your work, and you are excited about sharing it. Direct that passion toward your audience by helping them understand why you are passionate about the topic. Why is it interesting? Why should they care about this topic? What’s in it for them? How will this information impact them? This makes your pitch confident, engaging, and exciting because your passion brings the audience to you, and together, you are changed in some way.
Ever wonder how some stories make it to the headlines while others fade into obscurity? As a former broadcast journalist and executive turned media trainer, I’ll let you in on a secret: it’s all in the pitch.
Think of a media pitch like a first date. You’ve got one shot to make a great impression, and nobody wants to hear your life story right away. Your pitch needs to be short, intriguing, and leave them wanting more.
Here’s how to play what I call “The Media GAME” – a foolproof approach to getting journalists to notice your story.
First, nail down your **Goal**. What do you want people to think, feel, or do after they see your story? Maybe you’re launching a revolutionary app that helps seniors connect with their grandkids, or you’ve discovered a surprising trend in local business. Whatever it is, be crystal clear about your endgame.
Next, know your **Audience** – and I don’t just mean the journalist. Sure, you need to know if you’re pitching to a tech reporter or a lifestyle editor, but you also need to understand their audience. Why should their readers or viewers care about your story? If you can’t answer that in one compelling sentence, keep working on it.
Now for your **Message**. This isn’t just what your story is about – it’s about finding its heart. Are you the first? The biggest? The most unexpected? Maybe you’re solving a problem nobody else has tackled. Whatever it is, make it snappy and make it count.
Finally, think **Engagement**. This is where most pitches fall flat. Journalists don’t want just facts – they want stories that pop. Give them surprising statistics, compelling characters, or stunning visuals. Tell them about the 85-year-old grandmother who’s using your app to teach coding to her grandkids across the country. That’s a story people will remember.
But here’s the real kicker: you need to make it ridiculously easy for them to run with your story. Package it like a gift with a bow on top. Offer interview subjects who are ready to talk. Have statistics and fact sheets ready to go. Think about photo or video opportunities. The easier you make their job, the more likely they are to bite.
Remember, before you hit send, ask yourself:
– Is this relevant right now?
– Does it pass the “so what?” test?
– Have I matched my pitch to this specific outlet?
– Did I include something unexpected or surprising?
Most importantly, bring some genuine enthusiasm to your pitch. If you’re not excited about your story, why should they be? Keep it short, make it pop, and always lead with your strongest element. Do this right, and you might just find yourself making headlines sooner than you think.
Now go forth and pitch with confidence – your story deserves to be told.
For October, we are celebrating stories: the ones we read, the ones we tell, and the ones we have loved forever. We thought it might be fun for each of our coaches to share a story that they love. And you will find them below. Enjoy.
Rumpelstiltskin – Terry Greiss
Rumpelstiltskin is the story of a “little man” who helps the daughter of a miller who has boasted to the king that his daughter can spin straw into gold. She can’t, of course, but Rumple can. He appears to her three times, and he asks for payment each time. The third time, she has nothing to give, so he asks for her firstborn child. She agrees. When he comes to collect, she refuses and begs him not to take the child. He tells her she can keep the child if she can guess his name.
It is very likely that no one has ever known Rumpelstiltskin’s name. What must that be like? He is alone and friendless. It is interesting to me that he places such high value on the girl, and later the Queen discovering and saying his name. It also seems very clear that Rumpelstiltskin is the one in the story who values life most. The miller basically uses his daughter for bragging rights and gives her to the king. The daughter is highly transactional. She wants the job done. Her necklace, ring, and child are all “things” to barter with so she doesn’t die and can become queen. Since she doesn’t have a child, it is all abstract to her, and she can make this promise to get through this moment. Rumpelstiltskin is a lonely little fella, living by himself in the forest, who wants someone to love and to love him. A child. When he is tricked out of it, he cannot go on. There’s no reason to go on living. He kept his word. The queen outfoxed him.
Instead of being the creepy and evil antagonist of the story, my reading is that he is the most compassionate, the most vulnerable, and the most human character in the story.
Why Marcy McGinnis Loves, The Soul of an Octopus
I was absolutely enthralled by “The Soul of an Octopus” by Sy Montgomery. Her vivid writing transported me into the mysterious world of these incredible creatures, challenging everything I thought I knew about animal intelligence. I found myself forming unexpected emotional connections with the individual octopuses Montgomery introduced, chuckling at their antics and marveling at their problem-solving abilities. The description of two octopuses hugging each other with their combined 16 arms, and changing colors based on their excitement while mating was so vivid in its imagery that I ran to YouTube for video confirmation. The book’s blend of personal narrative and scientific insight opened my eyes to the complexity of marine life and made me want to learn more about all the wonderful creatures that live in our oceans. And oh, by the way, read this book and you’ll never order octopus in a restaurant again!
Lord of the Rings – Carol Schindler
My favorite story is The Lord of the Rings by J.R.R. Tolkien. I have read these three volumes many times and even read them out loud once. These books are classic books about the fight between good and evil. They are filled with heroic men, women, elves, and dwarfs who band together to fight for the survival of Middle Earth against an evil Wizard. My favorite character is Frodo, a humble hobbit who is asked to take the one remaining Ring of Power into the terrifying stronghold of evil and destroy it by throwing it into the volcanic fire in the Mountain of Doom, where it was forged.
This was considered an impossible task, but it was the last hope for Middle Earth. When asked to take the ring to Mt Doom, Frodo replied, “I will take the ring, although I do not know the way.” This line has stayed with me. It is filled with humility, courage, and hope. It helped me realize that things that matter are worth the journey, even if the way is filled with uncertainty. It was a message that went straight to my heart.
I often think of Frodo when faced with the inexplicable and impossible. That is the thing about stories; they inspire, guide, and help us live better lives and to make better choices. And it does not matter if they are fictional or actual stories of people living extraordinary lives. I have not faced any evil wizards in my life, but I have been asked to do things that seem beyond me, and remembering these stories gives me the courage to carry on. I will take this path, although I do not know the way.
The Paper Bag Princess – Temis Taylor
One of my favorite children’s stories is one I read to my daughter often when she was young, The Paper Bag Princess by Robert Munsch and illustrated by Michael Martchenko. I love this story because it breaks with the traditional narrative of a princess needing rescue. Princess Elizabeth takes matters into her own hands, outwits the dragon, and designs her own escape to return home wearing a paper bag rather than gowns and jewels. Elizabeth is clever, inventive, and won’t be bullied – good examples for any child (or adult). Plus, it is a great story for giving the characters fun voices.
Arm In Arm – Carolyn Hall
I started reading at 3 years old and never stopped, so it is nearly impossible to choose just one favorite story … so many from different ages, places, and circumstances come to mind. But one of my go-to gift books is not a traditional story … it is, as the author Remy Charlip calls it, “a collection of connections, endless tales, reiterations, and other echolalia.” In other words, Arm In Arm is a fantastical collection of mini-stories told as much by brilliant illustrations as by brilliantly selective narrations. Selective narrations that are basically stories about telling stories! The reasons I love these is that they are encapsulations of journeys, moods, and interactions. The characters are cats, humans, octopuses, birds, stones, boats, string, snakes, and the pages themselves. They are funny, melancholy, have little life lessons, and can also be nonsensical. But most of all, each mini narrative stretches your mind just a little outside of where it was and leaves you wondering …
Every story I am drawn to re-reading does that. Deacon King Kong by James McBride, Jane Eyre by Charlotte Brontë, Kindred by Octavia E. Butler, A Wrinkle in Time by Madeline L’Engle, The Earthsea Trilogy by Ursula K. Le Guin – to name just a few. They all stretch my mind, startle me with brilliant narration, engage with emotion and characters that take me somewhere unexpected in voices that are strong and perhaps a bit magical. So, if you want a teaser that contains all of that and can spark a small child’s (or big adult’s) imagination … take a walk with Arm In Arm.
Four words. Four words can open up new worlds, provoke imaginations, create bonds between people, and bring great, overwhelming joy. They are words that most of us have spoken over and over again since we can remember speaking at all. They are four of the most powerful words in any language at any time. What are they? Tell Me A Story! From the Brothers Grimm to Hans Christian Anderson, from Dostoyevsky to Maya Angelou, we love to hear and tell stories, and the “market” for stories, great and small, has never and probably will never wane.
Interesting side note: the Grimms never set out to create fairy tales and certainly not childrens’ stories. They were working on an encyclopedia of German spoken language, and to capture the colloquialisms, dialects, and idiosyncrasies that were prevalent throughout the language, they spent years roaming around Germany collecting stories. Before they finished their project though, they ran out of money. All those years were they wasted? “No” said their publisher. “Hey, Brothers, you’ve got a gold mine here. Just publish these as fireside stories for the family”. And they did. These often-dark tales sold like wiener schnitzel and the Grimm’s went down in history. Later on, Disney got hold of them …but that’s a different story.
Through storytelling, we pass on traditions and skills, deal with fears and anxieties, and find “common ground.” Strangers become friends, friends become family, and it all can start with the words TELL ME A STORY
Today, in 2024, we still love great stories. Stories are so key to who we are as human beings that storytelling is used everywhere to inspire, motivate, and entertain. Exact Communication offers a Story workshop called Let’s Talk: Story. In this workshop, you will understand why and how stories move audiences, learn the elements of good storytelling, and prepare and deliver your own stories with feedback from peers and our coaches. And for October, our Story Workshop is 10% off.
You never know when an exercise will jump off the page and become a viable, palpable tool. But when it does…wow. You feel like you struck oil!
Years ago, I learned an exercise about ranting. You know what a rant is. It’s when you are so angry that you start to jump up and down, feel it in your stomach, and (sorry to say) use language that your grandmother would not appreciate. And all the yelling!
The exercise is done in pairs, and one person is asked to Rant at the other about a real subject that makes them angry for 90 seconds. The person being ranted at just listens. Then, they switch roles. After both people have ranted and listened to (The listening part is vital), the pair joins the whole group, and each person introduces their partner using this script: “This is my friend Terry, and what I’ve learned about Terry is that________.” You must say only positive things you learned from the negative rant. You look for the values beneath the rant. For example, this person cares about his family, or justice and fairness really matter to her. The subject of the rant is never mentioned. All that negative energy is transformed into what the person truly cares about.
So, I learned how to play this “game, and I went back to my real life. Sitting down at my computer and opening my email, I opened one from a colleague, and it was truly a rant! A rant with many sentences in ALL CAPS. My first response was to hit my keys hard and rant right back. But then I stopped short. I decided to play the game I just learned. I looked for what my colleague cared about – the values beneath the rant. I wrote, “Dear (Colleague), I can tell how deeply you care about your job, how much pride you take in it, and how important it is to you. All this makes you a great asset,”…..etc.
And I hit SEND.
Almost immediately, another email came back from my colleague, saying, “I think I hit the send key too soon. I apologize for the tone of my message. Thanks for understanding, and I look forward to discussing this with you at greater length.”
IT WORKED! The fire of the rant was extinguished, and my colleague felt heard, affirmed, and appreciated for who they were.
Listen beneath the rant. Listen! They wouldn’t be ranting if they didn’t care so much.
Oh, these games. We’re talking about some serious play here. And Exact Communication is the place to practice. Come RANT with us just because you care.
This month, we are focusing on Challenging Conversations. In our Navigating Challenging Conversations workshop, we take you through the experience of working through conversations that are at an impasse to practice finding common ground, listening actively, and noticing your own biases—all very important steps to making a much-needed connection. But first, we want to share a resource that greatly impacted us.
Review of How Minds Change
When my brother-in-law George was in hospice, I would visit with him often. One day, when I entered his room, he was reading “How Minds Change: The Surprising Science of Belief, Opinion, and Persuasion” by David McRaney. I commented that this book looked interesting, and he told me it was. He said a friend gave it to him, and he was beginning to read it, and so far, he liked it. We spoke about it briefly, and as a communication coach, I was interested in learning more. Sadly, George never finished the book, but after he passed, his wife, my husband’s sister, asked me if I would like it. I told her yes and took the book home.
“How Minds Change” is a fascinating look at the science behind what we believe and why we sometimes hold onto these beliefs for dear life. McRaney begins by sharing a story about Charlie Veitch, a well-known conspiracy theorist and a Truther who changed his mind. This sets up the rest of the book. While most conspiracy theorists never change their minds, no matter how many facts and science they are presented with, Charlie Veitch changes his mind. How did that happen?
Throughout “How Minds Change,” McRaney takes readers on a journey through his encounters with a diverse range of experts, including scientists, psychologists, neuroscientists, activists, cult members, and conspiracy theorists. These interactions provide a credible and insightful exploration of what it takes to alter a person’s beliefs. McRaney shares intriguing research and compelling real-life stories that shed light on the inner workings of our brains and minds, our steadfast attachment to our beliefs, and the strategies for inducing belief change and persuasion.
What impacted me most was learning that you cannot change people’s minds with facts and alternative ideas; you need understanding and empathy. You must find common ground, listen, and share your own stories. And, of course, all this takes time and considerable effort. The book is excellent and a must-read for anyone frustrated by the lack of conversation and dialogue in today’s environment.
At Exact Communication, we teach a Navigating Challenging Conversations workshop. In this workshop, participants learn how to recognize and connect through shared values and practice compassionate listening. The improv exercises help them find common ground and learn to reflect on what their conversation partners say. They practice having conversations where they discover that taking care of their conversation partner is their key goal in any conversation.
“How Minds Change” is excellent for understanding the concepts behind challenging conversations and approaches experts have found to help reestablish connection and trust. But, without putting these ideas and strategies into actual practice in a safe scenario, without going through the experience of feeling defensive, acknowledging your biases, and really hearing what the other person is saying and why, they remain theoretical and not integrated as a habit of mind. These approaches are more complex than you think and must be practiced. This is why we teach the Navigating Challenging Conversations workshop.
We at Exact Communication are lucky. We get to help scientists communicate their science effectively and learn about their incredible findings and advances while we do it!
The world thrives on science. It has helped us discover new wonders, new solutions to problems, and new ideas to explore.
Humans have always been curious about the world and have sought ways to examine, experiment with, and enjoy it. Yet much of the world’s discoveries have been shared with an exclusive audience mainly in academia and labs. As the public’s curiosity grew, scientists found themselves under more and more pressure to communicate their work. Not just in front of congressional hearings, although there are plenty of those, but to everyone. We became curious about weather patterns, cicadas, how our hearts work, and space travel. If you ever turned your eyes to the sky and asked your mother why it was blue, you know what we mean. We want to know, and scientists, like actors in a play, must break that ‘fourth wall’ and connect with us, their audience. This connection is what makes us feel valued and engaged in the world of science.
Our Science Communication workshop focuses on this connection. It helps scientists connect with their intended audience with authenticity and compassion, communicate with confidence, and craft their message so that their audience will care about the science being presented.
Exact’s experiential workshop guides scientists to learn to take complicated data and explain it using clear and understandable language. It also helps them set realistic goals for their presentations, use stories and metaphors to connect, and, most importantly, share their passion for their science.
Does our workshop help scientists? You bet. But we get to explore the fantastic world of science, and our response is gratitude and awe.
We at Exact Communication are fortunate. We get to talk with scientists all the time. It’s our business. But scientists are out there waiting to tell you what they are doing…if you ask. Where can you find a scientist? Not long ago, I met one at my local dog park, and he had a story to tell.
Meet Stephen Garretson, an amateur astronomer and astrophotographer.
Steve and his dog Hazel. Me and my dog Ginger
Steve is passionate about the night sky and takes many photos of what is happening there.
I asked Steve about astrophotography.
Carol: Steve, how does one take pictures of the cosmos from Earth?
Steve: If you have a decent 35mm digital camera and lens, and a tripod, you can take pictures of the night sky, especially if you can get somewhere where it’s really dark. If you want to image galaxies or nebulae closer up, these objects are pretty dim so you’ll need lots of individual pictures that can be added together. And for that you need a telescope and a tracking mount that allows you to take longer exposures. I shoot from the observatory I built behind my garage and tend to use two or three telescopes simultaneously, each equipped with special filters and astronomy-specific cameras to get as much data as I can on a good night.
Here is an example of what you get when you mix technology, expertise, and a passion for astrophotography.
(The Cygnus Wall Image)
Amazing, right? But not knowing the cosmos, I had to ask Steve to explain what I saw in his beautiful photo.
Steve: That is the Cygnus Wall. It is part of a large emission nebula known as the North America Nebula, so named because its shape bears a strong resemblance to the continent. You can find it in the constellation Cygnus, the Swan. This composite shows the Cygnus Wall, the North America nebula, in which the Cygnus Wall is, and the rig used to take the image.
Carol: Stunning. And that rig is in an observatory that you built in your backyard?
Steve: That’s right.
Carol: I’d love to be your neighbor and sneak a peek at the cosmos every once in a while.
Steve: There’s a lot to see. It’s an extremely active area of star formation. What’s fascinating to me is that the nebulae I image are in our cosmic neighborhood; i.e., they are near enough to be in the line of sight from the Orion Spur of the Western Spiral Arm of the Milky Way. So, if I lived in a different neighborhood of our galaxy, I’d imagine completely different objects. And, of course, there’s the mind-boggling size and distances involved. As the author of “Hitchhiker’s Guide to the Galaxy”, Douglas Adams said, “Space is big.”
Steve is not alone in his passion. He belongs to the Longmont Astronomical Society here in Colorado. And if you are craving to meet some scientists, this is one of the places to do so.
Steve: When I first got into this crazy hobby, I looked around for a group of kindred spirits, folks with whom to share and from whom to learn. That’s why I joined the Longmont Astronomical Society. Within the larger group, I discovered a small cadre of imagers, and an even smaller set of them have become my dear friends and colleagues.
The Longmont Astronomical Society has existed since 1984 and has about 100 members. As you might imagine, the members are enthusiastic about astronomy and invite others who share this interest to join in the fun, no matter one’s level of expertise. It’s a great place for scientists, retired scientists, and others interested in our solar system and beyond to meet, learn, explore, and share the wonders surrounding our blue planet. And their meetings are open to the public. Check out their website: https://www.longmontastro.org.
At Exact Communication, we help scientists communicate their science so they can be heard, make a difference, and have an impact. By sharing his science, Steve has helped all of us know a little bit more about our night sky.
Here is our challenge for the month of August:
Find a scientist in your Community—any scientist will do—and ask them about their science. You may stumble into Awe!
Exact Communication’s own Marcy McGinnis relies on her decades of experience in broadcast news, higher education, and as a communications expert to help folks become top-notch performers in media interviews or when making presentations to small, medium, or large groups. https://www.exactcommunication.org/team/marcy-mcginnis/
We spoke with Marcy about her media training:
Exact:Who might come to you for media training?
Marcy: Anyone who’s been asked for an interview by a media outlet or anyone who wants to pitch themselves for a media interview – and we’re talking television, radio, print, online, or podcasts. Or anyone who’s going to “perform” before small, medium, or large groups.
Exact: Where do you start with your clients?
Marcy: Since any kind of public speaking can be nerve-racking, I first calm them down a bit. I explain that doing a media interview is to their advantage. It’s a way to get their message out to a larger audience. I explain the role of a reporter is to conduct an interesting interview that will help their audience understand the topic and want to learn more. I help them speak in short, clear sentences, learn how to pivot from certain questions, and how to speak with authority, authenticity, and enthusiasm. We practice a lot with mock interviews followed by peer feedback (if there’s more than one in the training) and feedback from me and my Exact colleagues.
Exact: Do you encourage your clients to say “yes” to requests for interviews?
Marcy: I encourage my clients to do their homework and ask a lot of questions before they say “yes” or “no” to an interview request. It’s up to them to decide if it’s to their advantage to agree. Questions might include: What is the outlet? Who is your audience and how big is your audience? (national? local?) Will the interview be live? When and what time will it air? What is the subject of your story or segment? Why do you want me? Who will interview me and what is their expertise on the subject? Will you interview anyone else in the segment? The point is they should get as much information as possible to decide whether to use that outlet to get their message across to that particular audience. And if they do say “yes” I encourage them to practice with me first!
Exact: Who are some clients who’ve benefited from your training?
Marcy: I’m excited that so many of the people I’ve trained have shared their messages with television audiences, specialty magazines, on-line publications, and podcasts. I’ve helped doctors, nurses and other health care providers get the word out about specific programs that benefit the public. I train scientists working to fight climate change or save endangered species to hone their messages and share their successes. Non-profit organizations use me to train their spokespeople. The list is long. So many people are doing interesting and important work that the public needs to know about. Media interviews are just one way to spread information far and wide. The experience doesn’t have to be as daunting or scary as you think. It can even be fun. Call me!
Ever wondered why we’re drawn to connect with others? It’s not just a choice; it’s in our brain’s DNA. Our brains are hardwired for connection, a fascinating concept that delves into the very essence of our social nature.
This intricate process involves brain chemistry, understanding and interacting with others (social cognition), and managing our emotions (emotional regulation). It’s a complex interplay that relies on a handful of chemicals and neurotransmitters, some of which you’re likely familiar with, that significantly influence our behavior.
Picture this: you’re having a great time with friends, laughing, and sharing stories. That warm, fuzzy feeling you get? That’s oxytocin, the ‘love hormone’, at work. It’s released during positive social interactions, fostering trust, empathy, and social bonding. It’s like the glue that holds our relationships together.
But it’s not the only thing in our beautiful brains that helps us to connect. Dopamine is a neurotransmitter associated with pleasure and reward—enjoyable social interaction causes our brains to release dopamine, reinforcing the desire for further connection and social engagement. It feels good, and we want more. Oh, how we love to feel safe and rewarded.
And then there’s Serotonin, another neurotransmitter and a mood regulator. Serotonin has a wide range of functions in the human body, and it contributes to the feeling of overall happiness and well-being.
Connection and attunement, the ability to understand, resonate, and respond to the emotional states of others, creates a supportive environment where we feel comfortable expressing our thoughts, feelings, and perspectives openly. Effective communication allows for sharing ideas, concerns, and potential solutions, leading to a deeper understanding of the problem. There, in a nutshell, is what Exact Communication is all about and why we are so passionate about connecting and communicating. We are more likely to collaborate, work as a team, and problem-solve when we feel connected. And yes, our conversations become more meaningful, and we are more resilient.
Yeah, all that and more. Our brain is a fantastic organ. You can help it by fostering behaviors that allow the brain to release these powerful reactions. One of them is getting enough sleep. Others are socializing, mindfulness exercises, getting enough sunlight, listening to music, and expressing gratitude. And, of course, a healthy diet.
Then again, while ice cream may not help me connect with others, it does make me feel really good.
