03/08/2026
I have a Google Alert set up to notify me of any news articles published that touch on my area of expertise (for Unwind Co, in this example).
Each morning, I (or Claude) scan it. I immediately know whether a story is one I can pitch on because of my Messaging Strategy.
Here’s what that means.
A Messaging Strategy is the document that defines the specific themes you want to be known for. In other words, the KEY IDEAS you want your name attached to every time they come up in the news.
When a story lands in my alerts, I can compare it against my strategy and the answer is immediately obvious as to whether I should pitch or skip.
WITHOUT a Messaging Strategy, you’ll end up pitching on anything vaguely relevant, get knocked back or ignored, and you’ll lose your motivation for pitching all together.
The Messaging Strategy is what gives you the confidence to go from being someone who does “a bit of everything” to being the person people call when your theme(s) is in the news.
IN SHORT:
1️⃣ Set up a Google alert for the themes you want to have an opinion on
2️⃣ Start making content around them (this builds the confidence to speak on them)
3️⃣ Begin pitching the media on what you’d add to the conversation
BUT, none of this works until you first know what you want to be known for.
If you’d like help developing your own Messaging Strategy, comment “MESSAGE” and I’ll be in touch.
