Collective Hub 101 Masterclass
I attended a Collective 101 ‘Pitch to the media’ masterclass to have a stickybeak at what takes place and to mingle with entrepreneurial peeps in Sydney.
These intimate events are run by the popular go-to guide Collective Hub and run for a couple of hours, usually on a week night. It’s the first time I’d been to one, so I was quite intrigued.
Where it takes place
Based in their office on Kippax street, the event kicked off at 6.30pm and we were greeted by friendly faces and a small selection of goodies. Luckily one of the gifts was a diary, because we are halfway through the year and I’m still not very organised. There were also some food treats from Eat Fit Food, and a couple of copies of the Collective mag.
The session leader
Chief Operating Officer Allan Fletcher was the main speaker for the night, taking us through the dos and don’ts of how to pitch to the media.
Allan has worked for some of the biggest publishing companies in the world (including the BBC, ACP Magazines and Bauer Media Group) in both the UK and Australia. So, if someone knows a good story when they see one, it’s probably him.
As I’ve worked in PR agencies and you could say, ‘heard it all before’, I wasn’t quite sure what to expect. But after a while I realised that some of the things mentioned, do slip by at times, especially when we are trying to do a million things a day and keep up with the next new thing.
The talk started with the basics of pitching a story idea, such as researching the publication and knowing who you are talking to.
Important things to remember before pitching include:
- Remember editors have huge appetites and need good content.
- They are busy, so do the hard work for them. Make sure your email is well structured and you get straight to the point.
- Think about your audience and who you are trying to reach.
- Create a value exchange – what’s in it for the reader?
- Build a relationship.
Allan revealed some of the well-written and successful emails they’ve received at the magazine and then some of the poor, strange and somewhat cheeky emails that didn’t even get through to the ‘cut’ or ‘keep’ pile.
It’s amazing what some people think they can get away with!
Networking with the crew
Then, after the presentation, each member of the group had a chance to get up and pitch their business to the crowd. From doggy apps to cool charity initiatives, the level of confidence in the room was quite impressive.
I still find it hard to get up and speak in front of a room of people so I can’t imagine how it feels when you are a one-man band, trying to make people buy into your ideas. Pretty ballsy!
The friendly atmosphere helped though, and the group was around 20–25 which made it easier to speak up and network.
To quote Allan here, it’s worth remembering that;
“you only meet people doing amazing things if you step outside of your everyday”.
If you want to know more about these events or fancy popping along to one, head over to Eventbrite.
Follow the Collective hub on Instagram and look out for new dates.