The ultimate guide to PR | Emilie Gerber (founder of Six Eastern)
Executive Summary
Emilie Gerber joins Lenny Rachitsky on clear pitches, beat-reporter fit, relevant podcast guests, channel qualification and respectful follow-up. Selected coverage omits client case studies. Agency results and outlet-specific remarks are her account and opinion, unverified here; coverage is not guaranteed. Untimed editorial topics are not video chapters.
Key Takeaways
Say what the news and request are
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
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
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
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
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
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
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 Conversation Breakdown
Say what the news and request are
⏱ Untimed topicGerber 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 topicFind 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 topicGerber 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 topicFor 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 topicCheck 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 topicGerber 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 topicShe 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.
Core Frameworks & Ideas
Beat-reporter match
Connect the actual story to a reporter's current coverage rather than a generic media list.
Podcast qualification
Check activity, audience, quality and guest fit before selecting a spokesperson.
Clear short pitch
State the purpose and news directly with enough facts to judge it, then follow up respectfully.
Actionable Next Steps
- ✓List reporters whose recent work matches the story.
- ✓Draft a short pitch with a specific subject and clear request.
- ✓Listen to a target podcast and check its current activity and guest fit.
- ✓Ask customers about their media habits before expanding the outreach list.
Notable Quotes
“The only thing that a relationship will get you is an open and an answer.”
“I think the much harder and more important part is being good at writing really thoughtful notes to the right people.”
“I would say my most successful pitches are three sentences”
The One Thing to Remember
Write a short, relevant note to the right person and make the news and request easy to understand.