The ultimate guide to PR | Emilie Gerber (founder of Six Eastern) — Lenny's Podcast: Product | Career | Growth Summary

The ultimate guide to PR | Emilie Gerber (founder of Six Eastern) — Lenny's Podcast: Product | Career | Growth Summary | Galaxy of Podcasts

The Conversation Breakdown

Say what the news and request are

⏱ Untimed topic

Gerber favors a clear funding or launch pitch rather than burying the news in a long problem statement. Explain what happened, why it matters and what coverage you are seeking. Her confidence about obtaining funding coverage is experience and opinion, not a guarantee.

Match the reporter to the beat

⏱ Untimed topic

Find people who actually cover the company's area and inspect their recent work. Media roles change quickly, so an old contact list is not enough. A relevant note can be more useful than broad outreach to famous publications.

Keep the pitch short and specific

⏱ Untimed topic

Gerber says her strongest pitches are often around three sentences, with a subject line that makes the purpose clear. The exact length is a heuristic, not a rule that removes necessary facts. Thoughtful relevance matters more than a generic compliment followed by a long pitch.

Choose a spokesperson for the audience

⏱ Untimed topic

For podcasts, she asks what roles and kinds of guests the show features. A CFO-oriented audience may be better served by a CFO than the CEO. Match actual expertise and audience needs instead of assuming the founder must speak everywhere.

Qualify a podcast before pitching

⏱ Untimed topic

Check that it is still producing, listen to part of an episode and look at past guests. Search results can include inactive shows. Ask customers about what they listen to and watch to find relevant channels rather than relying only on ranking.

Do not confuse relationships with coverage

⏱ Untimed topic

Gerber sees relationships as helping get a response, not obligating editorial coverage. She argues that good reporters make decisions on merit. A useful cold note and professional help can start a relationship without social favors.

Follow up respectfully with new relevance

⏱ Untimed topic

She describes waiting several days and bringing new information rather than repeating a demand. Stop or move on when a pitch is not going anywhere. Selected coverage omits client case studies; outlet-specific advice reflects her interview-era view, not current publication policy.

The ultimate guide to PR | Emilie Gerber (founder of Six Eastern)

Executive Summary (TL;DR)

Key Takeaways

Say what the news and request are

Match the reporter to the beat

Keep the pitch short and specific

Choose a spokesperson for the audience

Qualify a podcast before pitching

Do not confuse relationships with coverage

Follow up respectfully with new relevance

The Conversation Breakdown

Say what the news and request are

Match the reporter to the beat

Keep the pitch short and specific

Choose a spokesperson for the audience

Qualify a podcast before pitching

Do not confuse relationships with coverage

Follow up respectfully with new relevance

Core Frameworks & Ideas

Beat-reporter match

Podcast qualification

Clear short pitch

Actionable Next Steps

Notable Quotes

The One Thing to Remember