On this episode of The Press Playbook, Kendall Aldridge sat down with Carolyn Noel, one of BAM's newest team members, to break down how the team helped Pinnie Health land coverage with CBS.
We talked about turning breaking news into a media opportunity, using real data to make a pitch stronger, and why founders shouldn't be afraid to challenge the narrative.
And here's a fun detail: Carolyn helped land this placement within her first few weeks at BAM!
Below are the key moments and takeaways from the episode, or listen where you please:
Episode Overview
Guest: Carolyn Noel, BAM team member
Client Featured: Pinnie Health
Key Placement: CBS
Episode Focus: Newsjacking, rapid-response pitching, data-backed storytelling, and developing a strong point of view
Key Moments & Takeaways
00:00–03:05 | Meet Carolyn + Her Journalism Background
Carolyn joins The Press Playbook for the first time!
She shares how she got her start in journalism, working at a local newspaper before transitioning into public relations.
We also talk about how her journalism background helps her understand what makes a compelling story and why connecting with people is such an important part of both professions.
03:06–05:30 | What Pinnie Health Does
Carolyn introduces Pinnie Health, a physician-led care navigation company helping older adults and caregivers navigate Medicare.
From understanding insurance benefits to coordinating specialists and managing prescription costs, Pinnie Health helps make a complicated healthcare system easier to understand.
The company also recently launched an AI-powered texting tool to help people get answers to their questions.
05:33–06:59 | Finding the Opportunity in Breaking News
With Medicare enrollment in the news, the BAM team was closely watching for stories where Pinnie Health could offer expertise.
When the Trump administration announced plans for $90 checks for certain Medicare recipients, the team saw an opportunity to go beyond the announcement.
Instead of simply repeating the news, they asked what the checks would actually cover and whether they would make a meaningful difference.
07:00–08:45 | Building a Pitch With Data and Expertise
Carolyn explains why this pitch stood out.
The team had access to Pinnie Health's call data and could offer co-founder Ed, a physician who works directly with patients, as an expert source.
That combination gave journalists a credible perspective and real-world information to help them tell a deeper story.
08:45–10:05 | Finding the Right CBS Reporter
Carolyn had pitched CBS reporter Megan before but didn't have an established relationship with her.
After seeing that Megan had recently covered Medicare, Carolyn knew the story could be a strong fit.
The pitch was timely, relevant to Megan's coverage, and offered information that could help expand on the existing news.
10:06–11:55 | Why Founders Need a Strong Point of View
Carolyn shares her biggest piece of advice for founders looking to land press.
Don't be afraid to challenge the narrative.
Reporters receive countless pitches, so having a unique, well-supported perspective can help your company stand out.
For Pinnie Health, that meant being willing to explain what the $90 checks might not solve, rather than simply commenting on the announcement.
11:55–12:36 | Final Advice and a BAM Welcome
We wrap up by celebrating Carolyn's first appearance on the podcast and the Pinnie Health team's CBS placement.
It's a great example of how timely pitching, strong expertise, and a different perspective can turn an existing news story into a media opportunity.
Final Takeaway
You don't always need your own breaking news to land meaningful coverage.
Sometimes, the strongest opportunity comes from paying attention to what's already happening and figuring out what your company can add.
For Pinnie Health, that meant pairing real data with an expert willing to ask tougher questions.
And that was enough to get CBS interested.
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