Always ask for the data from clients and internal sources for insightful pitches and media coverage: Delia from Coinme

While majoring in the Music business, Delia wanted to become a Music Manager, but her professor suggested to become a publicist for a stable income. She loved writing and hence she pursued Public Relations. From working with Lisa Vanderpump from The Real Housewives of Beverly Hills while interning and then moving on to a tech PR firm and more. She currently works for a crypto startup, Coinme.

Check out her story:

Transcript (Auto-Generated)

0:00I think data is going to become more and more important.

0:04one to build trust with journalists, you know, to prove that hey, this angle does have some footing in the real world and to to build trust with customers, you may have the best product in the world, but do you have the data to back it up that you’re actually product is actually helping people solve problems and make their lives better?

0:33I was actually a music business major.

0:35I wanted to be a music manager and go into the music industry and as I was about to graduate and transfer from a community college to a university on deciding upon, you know what exactly, I was going to transfer to my music business professor said that, you know what, you should become a publicist because you have a more stable income than a music manager, right?

1:01And so, you know, I, I definitely considered it and it was, you know, it was a good writer, I love writing and it’s something that I love to do.

1:08So I decided to become a public relations major with major in journalism, with a concentration in public relations, got my bachelors and then did an internship with a entertainment pr firm.

1:26I worked actually worked with lisa Vanderpump from the real Housewives of Beverly Hills, so that was cool.

1:32and then from there I actually went to a tech pr firm you know, because it offered me a little bit more opportunity and I started working with consumer tech clients and like apps and you know products and things like that.

1:49And then eventually I found crypto and started working with a Bitcoin A.

1:56T.

1:56M.

1:56Company and you know I was no crypto earlier doctor I didn’t know anything about it and I learned so much about this new system of digital currency that’s evolving and that’s when coin me took notice of me as a candidate because I I knew about a Bitcoin A.

2:16T.

2:16M.

2:16And coin me.

2:18What we do is basically we work with coin star and Moneygram in the United States to offer the sale of Cryptocurrency with.

2:26So it’s giving access to people who may not have digital access to digital finance.

2:33So yeah I got hired in house and now I recently got promoted to manager of communications and brands and yeah there I am.

2:47So that came when I was at the first tech pr firm I was at when I was an assistant account executive you know in charge of doing all the reporting for our clients.

2:57We did weekly and monthly reports.

2:59And you know the ceo when when you know we were a smaller tech pr firm we constantly had to prove our R.

3:06O.

3:06I.

3:06To our clients to retain them and so we got this platform called air pr and from it pulled in the coverage and it showed you know what the monthly visitors of the publications were and then something called ad equivalency which means basically you know if you were to spend this is how much you would have to spend to get this much ad space based on the PR that you got.

3:33And it was a really power powerful tool to show our oi to our clients.

3:38I remember the Ceo was trying to up the retainer one of the clients and expand our work with them and she showed the roo the ad equivalency that we were producing for him and it convinced him to up the retainer.

3:55So it was a really powerful data point to prove our ally at the last Pr firm I was at I learned that data is a really good tool to use with the media.

4:12You know I I point to data in my pitch to kind of support the angle that I’m trying to convey to them.

4:19And it’s really good proof point and it’s also a way to get into the news.

4:25So a client but back to that Bitcoin A.

4:28T.

4:28M.

4:28Provider I was working with at the Pr firm.

4:31They didn’t have any announcements or news to promote.

4:34So we actually we decided okay let’s make some news let’s run a survey.

4:39This was back when the pandemic was starting and people were saying there was like a coin shortage and you know people were turning to digital payments and e commerce and so people were saying cash is dying and we want to see people isn’t really dying.

4:54And so we did a survey to see people’s cast you usage if they were actually using cash if they carried cash.

5:01And it turns out yes, they still use cash.

5:04But there was a pivot going to digital payments because e commerce and contact less payments and things like that.

5:11And we were able to take that data, do a press release and pitch to the media and get them coverage based on that.

5:17So I learned that, you know, surveys are really powerful tools to get data to then pitch to the media in terms of data points.

5:31you know, for for what I do for coverage, I would say the monthly visitors of a publication, you know, knowing that data, it helps me convey to, you know, the executive that I’m trying to get to do the interview.

5:46Hey, you know, this publication is worthwhile.

5:49We should, we should do it also share a voice.

5:53I get quite quite competitive with it because it’s basically a pie chart of what share of voice we have among our competitors.

6:01And you know, I love to see if like we’re dominating that week.

6:05It makes me feel good and that my team is really, you know, pitching good and, and, and you know, working.

6:12So yeah, I think those are the two data points that are my baby for data.

6:22We were using meltwater but we recently turned decision decision bought trend kite Years back and I really loved trend kite.

6:32So so yeah they now own it and we use it now basically read the news, you know, definitely keep reading the news.

6:45It’ll make you a better pr professional.

6:48If you’re looking to start in pr firms are really great training grounds.

6:53As you figure out what vertical that you want to go into, they offer you X a different one.

6:59So it’s really great to start at a firm And always always always ask for the data.

7:04Your clients and the companies they have it internally.

7:07You just have to ask for it and you can you can get some meaningful insights from it and then turn that into a pitch to get some coverage.

7:14So always ask for the data.