On this week’s episode of the Wealthy Woman Lawyer Podcast, we speak With Annie Scranton, the President and Founder of Pace Public Relations, an all-female, full-service media relations and communications agency specializing in TV, radio, print, and web placement. Prior to founding Pace, Annie worked as a guest booker for major networks including CNN, CNBC, MSNBC, Fox News, and ABC, which affords her a unique understanding of behind the scenes television, as well as a very large network of contacts.

Annie says, “One of the most critical steps that people really miss when they’re trying to promote and pitch themselves to the media is that you have to actually watch the show that you’re pitching yourself to. You have to actually read the newspaper, or the trade publication, or the magazine because you need to craft a pitch in a way to present yourself that is in line with the type of reporting that is being done by that outlet.” 

We chat about Annie’s journey to founding PPR, as well as:

  • Creating opportunities for self-promotion by speaking to greater issues
  • Strategies for making connections and getting press
  • Why having a media presence could help with your business’ growth
  • The literary division of her agency and the power of a book in promoting your business
  • And more

Listen now…

Mentioned in this episode:

  • Pace Public Relations’ Site
  • Pace Public Relations’ Twitter

Transcript

Davina Frederick: Hello and welcome to the Wealthy Woman Lawyer Podcast. Our mission is to provide thought-provoking, powerful and practical information to help you in creating your own sustainable wealth-generating law firm without overwork or overwhelm so you can live your best life. I’m your host, Davina Frederick, and I’m here today with Annie Scranton, president and founder of Pace Public Relations. 

Prior to forming Pace Public Relations, Annie worked as a guest booker for major networks including CNN, CNBC, MSNBC, Fox News and ABC. This experience gives her a really unique understanding of behind the scenes television and a very large network of contacts. Pace Public Relations is an all-female full-service media relations and communications agency specializing in television, radio, print and web placement. So, Annie, I’m so happy to have you here today on the Wealthy Woman Lawyer Podcast. Welcome.

Annie Scranton: Thank you so much for having me.

Davina: So I have so many questions for you today, on behalf of our listeners of women law firm owners. I want to start though just getting to know a little bit more about you and kind of your journey to the point where you decided to create Pace Public Relations and why you decided to do that. So if you just give a little bit about your background, that’d be great.

How Annie Got Into Media Relations and Publication

Annie: Sure, yeah. So I started my career as a print reporter and then shifted to becoming a TV news producer. And as you said in your intro, I worked at almost all of the major networks for about eight years during the first part of my career, and then I shifted to doing PR work 10 years ago when I opened up my firm, Pace  PR. We just celebrated our 10-year anniversary last month.

Davina: Congratulations.

Annie: Thank you. Thank you. And yeah, so it’s actually not really an uncommon transition for folks in the media to transition to doing PR work. But I guess what was somewhat unique about my transition was that I actually pivoted and opened my own firm. And that was not something that I had planned on or had a goal set out to do. It just sort of happened that way through a series of events.

Davina: Yeah. It’s interesting because I think your story is like so many women business owners. Some of us set out with an intention to create businesses and then others, you know, circumstances bring us to that point where we go, Okay, I’m just jumping in. I’m gonna do this thing.

Annie: Exactly, exactly. Yeah, I mean, we, I had a moment actually, where it kind of became apparent to me that this was a role that I was kind of meant for. When I was working at CNBC, I had gotten laid off because Donny Deutsch’s show had been canceled and that was the show I had been booking for. And I sent an email out to everyone I knew saying, you know, help. I just lost my job. If you know of anything, let me know. I was, you know, 28 at the time and, you know, didn’t have very much money saved up, not a lot of security, that kind of thing. 

And I got back an email that changed the entire course of my life. It was from a publicist who I had been working with booking his guests on Donny’s show and he said, Listen, I know you don’t do PR work. You’ve only ever been, you know, in production, but I have a client who’d be great for CNBC. Here’s his information. If you can, you know, pass this information along to any of your friends at CNBC who would book him and put him on their show, I’ll pay you $500. And I said, All right, well, let me give it a shot. 

And I did just that. I sent it to my friend who worked in the newsroom and she replied in a few minutes and said, Oh, he looks great. Can you come on Friday? And so just like that, I made money. But the bigger picture lightbulb sort of went off where I realized, you know, I was in this unique position to connect people who wanted to get on TV and get featured in the media with friends of mine, with close colleagues of mine that I had worked with for some time.

Davina: Right, right. Well, you have worked with 70 different networks, you probably have a vast list of connections having worked in that industry for so long. So that’s huge. And in addition to that, a really, an understanding of how, what networks are looking for when they’re looking to book guests because I think that’s the thing that, you know, laypeople, people who aren’t accustomed to getting media or public relations don’t really have an understanding of the need to provide the network or the journalist something that they can make a story out of. 

You know, like, I remember working for a, in marketing for a large law firm here and their idea of media was, you know, to print out these kind of standard bios of their attorneys and send them to the local paper to have, you know, their headshot. And oh, we hired this person, or we promoted this person. And that was their idea of media. And they didn’t understand at all about the importance of creating a story and helping the journalist see that there’s a story here, you know, and doing that. And so your experience sounds, you know, you had that experience because you were on the receiving end of that.

Annie: Well, yeah. I mean, you know, and every person, every lawyer, every law firm thinks that what they’re doing is the most important thing and that everyone is being assisted in what they’re doing. And you know what, maybe it is the most interesting thing. Maybe it is so important. But the truth of the matter is, is that no one really cares. And, you know, I mean, just to put it so bluntly, we’re all getting so many emails, there’s too much content, there’s too much news to absorb. 

And so the trick, really, is to be able to make sure that the manner in which you are presenting the news about your firm or wherever you’re pitching actually is going to grab the attention of the producers or the journalists. When I was working in TV news, and this was 10 years ago now, I would get literally hundreds of pitches every day in my inbox. And so, and most of them were just made no sense. Most of them were not relevant for the show. Most of them had absolutely, you know, no way of providing kind of like information that the viewer could potentially use from this interview. 

And so one of the most critical steps that people really miss when they’re trying to promote themselves and pitch themselves to the media is that you have to actually watch the show that you’re pitching yourself to where you have to actually read the newspaper or the trade publication or the magazine because you need to craft a pitch in a way to present yourself that is in line with the type of reporting that is being done by that outlet, otherwise, you’re just not even going to get a response back.

Davina: Right, right. And we’re seeing that. You know, podcasting has become so huge now. And I know I get a number of requests for, you know, people being guests on my podcast. And just listening to the podcast is a great place to start. Listen to the podcast. See if it makes sense for you to speak to that audience and make sense, you know, of what can you share with that audience that would, you know, be helpful to them, right? And that can, and you could so easily get accepted on a podcast if you just meet that sort of basic criteria of having something relevant to say that’s going to help that audience you know?

Annie: That’s exactly right.

Davina: Yeah. So tell me, right now is probably a really interesting time in public relations because of all that is going on externally, you know, in the world. There’s the COVID-19 pandemic, there are, you know, the protests over racial violence and, you know, killings of black people and people out protesting and saying, you know, drawing the line in the sand about that. And you’re seeing so many companies come out now with have,  you know, having to put themselves out there and talk about what they’re doing in this new era that we’re in and it’s probably a very sticky wicket for a lot of companies and businesses, but it’s also an opportunity, isn’t it?

Never Hold Back Valuable Information 

Annie: Yeah. 100%. You really said it. I mean, now more than ever, and I feel like I’m saying this every day or every week or every month, like the news cycle is crazier than ever. But there’s always an opportunity to take advantage of that at the risk of, you know, I’m sounding crass, like just to, if you have a way to further the story and provide information that is going to be useful to the public during, related to the pandemic, related to Black Lives Matter, then now is actually a great time. 

And people have a lot of questions, you know, but particularly pertaining to legal issues, you know, in terms of all different sorts of things, you know, from their health care coverage to, you know, people wanting to understand their race as it pertains to employment issues. There’s been a lot in the news about divorce rates spiking, you know, from everyone kind of living together with their spouses for this duration. You know, so there’s a lot of different issues where the public really needs that content and that information. 

And so, if you and your firm are poised to answer those questions, then now would be a really good time to reflect on the types of clients and cases you’re taking on and see if the types of clients and cases you’re taking on could be representative of a trend that’s happening in light of all of the news and then, you know, packaged it up to a member of the media in terms of that this is a trend that’s happening is also a really good way to approach a journalist because then it’s less promotional about you and your firm but it’s more speaking to a greater issue that may resonate with their audience.

Davina: Right, right. Yeah. And so let’s unpack this taking advantage of an opportunity kind of thing. So I know, I mean, you and I have, you know, being marketing professionals, we look at what’s happening in the world and then how, you know, how to get our clients to tap into that, right? And, but a lot of people may hear that and go, gosh, I feel like I’m taking advantage of a situation. If I’m talking about COVID-19, right now, if I’m talking about Black Lives Matter and I’m doing it in a way that promotes my business, I’m taking advantage of something. 

And I want to kind of shift that mindset for people and help them understand that it’s, if you are not, if you can help people, if you can help the public, if you can help your prospective clients, you’re actually doing a disservice if you don’t get the word out to them that you’re available to help them navigate rocky waters, you know? 

If they’re sitting here going, how do I create a policy that, you know, that so I can navigate through this COVID-19 thing and have my people working but also keep them safe and keep my clients safe, if they’re sitting there with these questions in their mind and you’re not reaching out in some way to let them know that I can help you with that, right? Of course, they’re gonna pay. You’re in business. But you still have an expertise that is worth something and is of value. And so you’re really doing a disservice if you’re not letting people know that you have expertise that can help them, right?

Annie: I mean, that’s certainly how I view it, you know, because obviously, I’m in a public relations field. And, you know, but I think it particularly in the legal industry, you know, there’s kind of a shifting of the guards, so to speak, where I think some of the older partners at various firms are very hesitant to be public-facing too much because I think, like many industries, you know, the legal industry was much more so just about referrals and kind of being a little bit under the radar in terms of, you know, putting yourself out there. 

But certainly, with the younger generation coming up now, they, like everyone recognize the value of social media, of putting yourself out there, you know, all of that kind of, all of those kinds of tactics. And so without being able to have a plan and a structure in place, doing, accomplishing that can be very challenging. But to your point, I do certainly believe that if they, if anyone has valuable information that truly can help people, yeah, I think it’s great to put it out there. 

And, you know, it doesn’t mean you have to be, you know, front and center on CNN every night but there’s other ways you can put that information out there, like on your website’s blog, like on your own LinkedIn, you know, or through other social media or through your E-newsletters, like around to, you know, all of the firm’s contacts. 

And I believe that when you put out information that will be seen as helpful to your audience and you’re doing it just because you genuinely want to help and share that information, it obviously builds good will. It obviously kind of continues to keep you top of mind, you know, with the audience that you’ve just reached out to. And I think that that’s when more connections can be made. So I think not only you’re helping people, but I think it could also lead to more business.

Davina: Right, right. So let me ask you this. A lot of, you know, a lot of people listening to this podcast are women law firm owners, and they work locally. There are, you know, there are a few that may have law firm offices in different cities. Maybe very few in different states. But if you’re working locally, and you need to, so talk to us about getting press and what a good strategy would be for getting press if you’re looking to promote your firm locally. I mean, like, my business, I’m in a coaching business and so I have clients all over the United States and in Canada. 

And so anything national, you know, anything on the internet, anything national was great for me, right? And I don’t really focus on local press, but with a law firm, even, you know a lot of them are geographically locked. I mean, there are some that are internet virtual firms that may be able to practice something like bankruptcy, which is federal, you know? But what advice would you have for them? What’s a good strategy for making those connections and getting that local press? Or should they focus on national press?

Aim for Local or National?

Annie: No, I mean, listen, if your client base is local, then certainly that’s a great place to start. And that makes sense. And traditionally speaking, getting local pres is easier, right? Then getting national placements. So I would do a couple of things. The first thing you can try to do is to actually just introduce yourself to the various producers at your local network and to the various reporters at your local paper. 

And a good place to start would be by, going back to what I said before, researching and spending some time. Ho on, you know, your local affiliate wabc.com. You know, wnbc.com. Go to, you know, the desmoinesregister.com and spend some time on there and try to figure out, which should be fairly easy, which reporters and which anchors and which, you know, producers are involved with the types of stories based on your industry, whether that’s criminal cases, healthcare, you know, divorce, you know, there’s so many obviously, real estate, there’s obviously so many sectors that lawyers can be involved in. 

And once you have identified the right people to reach out to, one suggestion would be to craft an email in which you’re introducing yourself and say, I realized based on reading your previous stories or watching your previous pieces or listening to past podcasts of yours, that from time to time, you interview attornies and that you focus on stories related to X. And I wanted to introduce myself because I would be, you know, I would love to be an expert for you when you need those types of sources. And sometimes I also have cases relating to X and so I’d love to be able to share them with you. 

And so the name of the game really is to make yourself useful to the reporter and the media. It’s really important to remember that the journalist or the reporter doesn’t owe you anything. They don’t even owe you a response. But if you can make their life easier because they’re, every day they’re under deadline and it’s a tight, quick turnaround. And so every day they need to hit that deadline and produce. And so if you’re able to be available to them to give them what they need to, you know, tell the story or put together a new piece, then they’re gonna see you as really valuable. And that’s kind of part of how you build the relationship.

Davina: Right. And it’s even more of an issue now for journalists for content producers, right? On, because in addition to television, there’s, you know, networks are also running social media content now as well, just like all the rest of us in business. You know, there’s this pressure and this need to put out content on social media. And so in addition to what they may be doing on a TV show or radio program or whatever, you might also find that there’s such a turn of news and meaning to act quickly because the news cycle is a lot shorter than it used to be years, you know, even 10 years ago, right? Because of the media.

Annie: Yeah. Oh my god. I mean, it is changing, like, all of the time, you know? And so the only way, you have to really consume the news and consume the news of that particular outlet that you want to get featured. And if your dream is to be featured in, you know, The New York Times Sunday Lifestyle section, you got to read that every Sunday, you know? If you really want to be featured on your local market, you know, Sunday morning show, you have to watch that show every Sunday. There’s just no other way around it. And then from there, it should give you an idea of how to present yourself.

Davina: Right. Right. You really need to be available too because especially with the short news cycle, what it is, I mean, people are looking for sound bites and, you know, responses. I mean, I know it used to be in PR, you definitely, you know, you wanted to be available when that reporter called, you want to, but now that cycle is even shorter. I mean, do you remember like what a cycle was for people returning calls for you? Calls to you if you had something that was hot that needed to be discussed? Or, you know, because that’s critical.

Annie: Yeah. You’re so right about that. It’s gotten even quicker. You know, I have producers who reach out to me sometimes and say, I need a guest on the air in 10 minutes. You have somebody who could phone in to the show. I mean, that’s, you know, a little more uncommon but it just happened to us last week, you know where there was breaking news live on air on cable network and they needed to get somebody on the phone to break it down for them. 

But that is such a critical part of it is if you really want to get yourself featured in the media, then you have to make yourself available to the journalist reaching out to you because if you’re not available, number one, they’re going to find someone else who is and then number two, they’re going to remember that for next time and they may not call you, you may not be the first call on their list next time.

Davina: So let’s talk about the advantage of media guest appearance and media spotter getting your article or something in a well-known publication as opposed to something like advertising or even creating your own content and putting your own content out there on your social media or in your website or whatever. Let’s talk about the, why somebody would want to be, you know, interviewed on TV or have their article published or something like that.

Why Have Guest Appearances?

Annie: Well, I mean, you know, our clients have many different reasons for it. You know, the, probably the main one is that they believe that by having a media presence and doing interviews or writing articles or getting featured on a podcast or a show will help their business, and that is true. It, the number one way that PR, the type of PR that my firm does, which is called Media Relations can help any of our clients is that it helps clients to build their overall brand awareness and also raises their legitimacy and credibility. You know, in any industry, but we’ll stick with the legal industry, there are, you know, 700 other firms or lawyers who probably do exactly what you do, right? 

And so, using the media to set yourself apart from others in your space is a really great way to make yourself stand out. And so, you know, if a potential client is really deciding between two law firms and they go on one law firm’s page and they see that, you know, they’re, one of their partners was just recently doing an interview on, you know, Good Morning America, that may say, oh, wow, well, there, he’s really legit. We should probably go with them, you know? 

Or they get to watch a video of you and get a sense of who you are and how you react and how you deduce the information that was presented in that segment. So I think it’s very valuable and my clients also then send out that clip in their e-newsletters. They post on their website, they post on their social media and people pay attention. People see it, you know? 

And it’s all about, like, you know, in this era of being online and connected and connectivity in 24 seven, you have to be putting content out there. And so it’s also a way to just put more content out there and a way for your audience to understand that you’re somebody who’s actually now a thought leader in the space. You’re somebody who, you know, tier one, highly respected media institutions reach out to, you know, for viewpoints. So that is definitely one reason. 

Another reason that various clients reach out to us to get featured in the media is because they may be looking to raise capital and it’s important for their companies to have various media clips to put in their decks and their presentations to VCs. So, you know, that’s another area. And then clients come to us because they understand that if they want to write a book or pivot in their career, having media clippings that are in line with that pivot or in line with the area that they want to write a book in, will help their overall growth and make them seem more attractive to a potential publisher or to a prospective employer in a different industry.

Davina: Yeah, yeah. That’s a really good point. And I was thinking of the legitimacy and credibility of having a third party, you know, when you’re promoting yourself through your own media pages and things like that, people say, well, of course, they’re gonna say this because they’re promoting themselves, right? 

But when you have a news source that is interviewing you, that completely shifts and makes you appear, you know, makes you appear to be more of an authority on something because, like you said, this respected news outlet is reached out to you to interview you out of all the thousands of lawyers they could have interviewed on this subject. So I love that. And it’s a nice segue into my next question about the book and the literary agency division that you have at your company. I am in Orlando, in the Orlando area. 

And so your first book project was Jeff Ashton’s In Perfect Justice, which for those of us in, I mean, all across the country, people were watching this case being prosecuted by Jeff Ashton. Casey Anthony was being prosecuted for the murder of her daughter, Caylee in 2008. But those of us in Orlando were really like on the edge of our seats about this whole case. And so you guys, that was your first book project. So tell me about that.

Annie: It was, I mean, it was crazy. We got connected through an on-air reporter who had been on Court TV and then subsequently at HLN and I had been a producer on HLN so I knew this correspondent. And Jeff had worked with her, you know, over the course of like 15 years, you know, from different appearances on Court TV and, you know, different cases and things like that. And Jeff recognized that this was clearly going to be the biggest case of his career and that also, he was already wanting to retire and so he was absolutely planning to retire right when the case ended. 

So he recognized that it would be important to kind of have some loose plans in place for when that retirement happened. So that way, he could tell the story of working on, you know, on this case because obviously, you know, as a prosecutor, you can’t really do anything media-wise while you’re still in office. And so what happened was the day after the case ended, we have coordinated interviews for Jeff to go on The Today Show and, you know, a bunch of, The View, a few other shows. And one of the other things that we did was I set up a meeting with a dear contacts of mine, Lisa Sharkey, and she’s the Senior Vice President at Harper Collins. 

Lisa and I had worked together at Good Morning America years ago. And so, I set up this meeting and said, I think you need to talk to Jeff. I think you guys could be interested in it. And we left the meeting with an offer, you know, for them to write the book. And so, in all candor, I had, I wasn’t even a literary agent at that time. But I became one and I quickly learned what I needed to do, because I recognized like, Okay, I need to help Jeff, you know, tell his story and get it out there. 

And in all honesty, it wasn’t really that much different from doing PR work, you know? Anybody can, more or less, you know, become an agent and represent somebody in that book deal. But for me, it was, it happened because I had the super close connection, you know, to Lisa at Harper Collins and so I was able to make that introduction and get it and make it happen very, very quickly. And, you know, they offered him a great deal. It became a New York Times bestseller and, you know, it was a great success for Jeff, clearly, and it was a nice feather in my cap, as, you know, because it was early days of me starting out.

Davina: Yeah. And it’s, I love your story of both how you started the agency and then how you started this division because I think it’s just, it’s so, that’s an entrepreneur’s story right there. You see this opportunity to connect somebody and then you make that happen and then you go hmm, there’s a business here, you know? I can continue to do this. This was a great idea. So I love that. And let’s talk about the power of a book for promoting your business and why, what self-publishing versus having a publisher, talk to me about that a little bit.

Self-Publication vs Going With a Publisher 

Annie: So, the benefit of self-publishing is that, anybody can self-publish, right? And so if you have an idea and you have already written your book and you want to get it out there, it’s a fantastic time. It’s a fantastic way, I should say, to be able to do that. The issue is that you’re going to be incurring all of the costs yourself to publish that book and it’s not cheap. And you won’t have any support besides other support that you retain yourself to help promote the book or sell it or get it out there in any way. So, you know, if you have the means and you have the time, it could be a great way. 

But I certainly think everybody should at least give it a shot to get a traditional publisher because obviously, you won’t be incurring those expenses. Hopefully, you’ll be making money from the process. And also, you’ll have, you know, obviously, a whole team in place who can help sell it online, get it in bookstores and promote it. So, you know, it really just depends sort of how much your book idea will resonate, you know? It depends on how well known you are, how, you know, how big the audiences, and it doesn’t need to mean that it’s, you know, meant for millions of people. 

But if there is sort of, you know, proof or, you know, that there is going to be a good number of folks who are going to be interested in your project, then that goes into part of the proposal that you put together for a publisher where you say, I know for sure that this group of, you know, women or this group of lawyers or this group or whatever, will really want to read this book. So, you know, there’s a couple different options., it just sort of depends on which one would be right for you.

Davina: Yeah. And I think about for, you know, for attorneys, there’s a tremendous opportunity to write for their audience. And so many, I think, have a fear of sort of giving the farm away. If I put, you know, insider secrets in my book on how to do it yourself or whatever, around a particular topic, maybe estate planning or divorce or something like that, that people are just going to go and do it themselves. But in fact, I think you can use books like that to position you as literally the person who wrote the book on the subject. 

And I mean, that’s going to differentiate you from other, a lot of other lawyers and law firm owners who haven’t done that. And most people are going to, you know, read something like that and go, yeah, this is too much for me. I really need to hire an attorney. So and of course, the attorney they’re going to want to hire is you. So I mean, I think it’s a great way for people to get the message out there. And then that also can lead to, even if they self-publish, it can help them get more media opportunities if you have a book

Annie: Oh, 100%. Yeah, I mean, a book is a great way, first of all, upon the launch of a book to get media because that’s really a moment when you publish a book when it first comes out, that in and of itself is considered newsworthy, you know, to be able to reach out to members of the media. But then similarly, you know, having a book is that sort of great qualifier, that great boost in terms of your own legitimacy and credibility that really can be attractive for a member of the media to reach out to you. 

Davina: Mm-hmm. So do you have, if somebody’s got a book idea sort of burning in their soul that’s related to, well, whether it’s related to their work or not, what kind of suggestions or recommendations would you have for them in creating a really good publishable book?

Annie: Well, the first step for writing a book, once, obviously, you have the idea for the book, is you need to put together a proposal. And so the, and even if you’re planning to self-publish, I think you should still do it because it’s just a good exercise in making sure that you’re sort of on track and have thought everything out clearly. 

So the proposal includes a one to three-page summary of the book. It includes an outline of each chapter and a paragraph or two describing what each chapter would entail. It includes an actual written chapter or two. It includes information about the author like your bio. It’s very important to put in there, if you have a great social media following to include the statistics of how many followers you have because it’s really hard to sell books these days. And so publishers like to take on new authors who already sort of have a built-in audience. 

And if you’re somebody who’s already been doing the media a lot, definitely include that because then that would obviously be enticing for the publishers to know about as well. You want to have in there comparative titles. So similar books that did well and sold a lot of copies that then can make the case for why your book should do well. And so those are the main components. And then once you have that together, that’s what you would send to a traditional publisher in the hopes of trying to get that book published.

Davina: Right, right. And all of that, everything that you’ve described today in our conversation sounds like a whole lot of work. So that can really be the advantage of having a, I mean, there’s so many advantages to having an agency like yours to sort of guide you through this process because you wouldn’t really know what to do, first of all, and then if you do know what to do, maybe you read some books, you know, having somebody who’s done it hundreds of times before and also has the connections are really the advantages of hiring agency, right? What else?

Annie: Yeah, I mean, I think that, you know, hiring an agency is definitely, you know, the, is going to give you a leg up, you know, in terms of any outreach, whether it’s on the media or the book side because, you know, just when you hire an agency and it automatically presents the image that you are big enough, quote-unquote, to have, you know, an agency representing you, you know? And it also indicates that you’re doing things the right way. Not like, people certainly can pitch and get interviews on their own. 

You can certainly pitch and publish a book on your own. But 95, 99% of the time, it’s going to be through the proper channel, you know, that these types of things take place. And I think it also just leaves out that element of like, you know, it just makes you more professional, rather than saying, Hi, I’m writing this book, will you please publish it? Like it just kind of makes you, it kind of puts you in a different category from the get-go.

Davina: Right, right. So if we want to find out more information about Pace Public Relations, tell us where we can find out more about you or connect with you.

Annie: Well, you can find me online at pacepublicrelations.com, on Twitter, we’re at pace_PR. And those would be probably the best two ways to reach out to us.

Davina: Great. Great. So I thank you so much for being here today, Annie. I think you shared just a wealth of information that our women law firm owners can use to start thinking about maybe trying to snap up those media opportunities, or at least, you know, get their antenna up and start paying attention for those opportunities and thinking about where they might want to be invited to speak. So I thank you so much for being here and sharing that.

Annie: Thank you so much for having me.