On this episode of The Press Playbook, I sat down with Jordan Hart, Senior Account Executive at BAM, to talk about how they helped their client, Baton, land a founder profile in Inc.
Unlike other placements, this wasn’t about a funding announcement or product launch. The focus was on telling the story behind Baton and its CEO, and how the company is helping small business owners sell their businesses more easily.
We break down how the pitch came together and why structuring it like a story made it easier for the reporter to run with it.
Below are the key moments and takeaways from the episode, or listen where you please:
Guest: Jordan Hart, Senior Account Executive at BAM
Client Featured: Baton Market
Key Placement: Inc.
Episode Focus: Founder storytelling and pitch structure
I introduce Jordan and her role at BAM. She shares background on Baton, a marketplace that helps small business owners sell their companies by connecting them with buyers from across the country.
Instead of pitching product news, the team focused on the founder’s background and how Baton was built to help small business owners who often struggle to sell their companies.
Jordan explains how the pitch was written almost like an outline for the article. Founder background first, then the company story, followed by the problem Baton is solving and the results they’re seeing.
The pitch also included strong metrics like Baton’s close rate and platform growth, which helped show the real impact behind the company.
One interesting takeaway was how language can change the way a story lands. Instead of using terms like SMB, the team focused on talking about “mom-and-pop business owners,” which made the story feel more relatable.
Jordan’s advice for founders is simple: Give your PR team your time. Even occasional conversations about what’s happening inside the company can lead to stronger stories and better press opportunities.
This episode is a great reminder that founder stories don’t always come from big announcements.
Sometimes the strongest placements come from a clear narrative and a pitch that helps the reporter immediately see the story.