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Tools of the Trade is a feature to highlight the many tools that help make advertising and marketing folks successful. The tools can be anything that helps people perform at their top form, from a favorite drafting table to the best software program to a lucky pen, a vintage typewriter or a pair of headphones.
Next up is Jim Capalbo, CEO at CapCo PR in Chicago.
What is one tool you use all the time at work, and how does it inspire your work?
39 Seconds is my new go-to tool. It’s a new platform that flips traditional outreach on its head. Instead of sending cold emails or pitches that often go unanswered, 39 Seconds allows you to record a 39-second personalized video and send it to hard-to-reach contacts—whether they’re journalists, investors, or decision-makers. Here’s the twist: the recipient gets paid a small bounty to watch your pitch and provide feedback. The payment can be directed to their account or donated to charity, making it a win-win. It’s an innovative way to stand out, show respect for someone’s time, and create meaningful connections in an otherwise crowded digital space.
Why is it your favorite?
39 Seconds is a game-changer for PR professionals like me who specialize in media relations. What makes it my favorite tool is its ability to grab the attention of busy journalists and decision-makers in an incredibly saturated space. Traditional email pitches often get buried under hundreds of messages, but 39 Seconds cuts through the noise by offering recipients a tangible incentive to engage with my pitch. It’s not just a pitch—it’s a statement that I value their time.
I use 39 Seconds daily, particularly for high-priority pitches, such as offering exclusives or reaching hard-to-contact reporters who are flooded with emails. The platform enables me to create and send personalized 39-second videos, ensuring each pitch feels tailored and genuine. This personal touch not only helps me stand out but also makes the pitching process more dynamic and engaging—a welcome shift from the routine of traditional, text-heavy emails.
The portability is another huge advantage. Whether I’m at my desk, traveling, or working from a coffee shop, I can record and send pitches with ease. All I need is my phone or laptop. It’s a tool that fits seamlessly into a fast-paced PR lifestyle.
How did you acquire your tool or hear about it for the first time?
I first heard about 39 Seconds from its founder, Adam Hollander, whom I’ve known for over a decade. In 2015, Adam created FantasySalesTeam, a platform that gamified sales motivation using fantasy sports mechanics, ultimately leading to its acquisition by Microsoft.
When he introduced me to 39 Seconds, I was immediately struck by the brilliance of the concept—it flips his earlier success on its head. Instead of incentivizing sales teams, it incentivizes pitch recipients. Knowing Adam’s track record, I had no doubt this platform was worth trying, and it’s been a game-changer for my PR work ever since.
How does it help you be successful?
Success in PR boils down to three key elements: standing out, building relationships, and earning trust—and 39 Seconds helps me achieve all three. By offering journalists and other recipients a small bounty just to watch my pitch, I demonstrate that I value their time, immediately setting myself apart from the flood of generic pitches they receive every day.
It’s also a strategic investment in relationships. Media relations is about fostering long-term connections, not just chasing one-off placements. 39 Seconds starts the conversation on a foundation of mutual respect, making future collaboration more likely. The video format adds a layer of personality and authenticity that written pitches can’t match, helping me engage meaningfully and build trust that keeps me top-of-mind for future stories.
While this approach requires more time and money upfront, the results speak for themselves—higher response rates, better placements, and stronger relationships. It’s an investment that pays off in quality over quantity. I typically get a reaction from about one in six 39 Second pitches I send out.
Does it have sentimental value?
Absolutely. Having worked in PR for over a decade, 39 Seconds feels like a modern take on the fundamentals I started with. It brings back the personality and connection of phone pitching, which has largely faded over time. There’s something both nostalgic and forward-thinking about using video to reintroduce that personal touch in today’s digital-first world. It’s more engaging than email and less intimidating than phone pitching since you can re-record the video until it’s just right.
Do you think your tool could go viral?
I think 39 Seconds has a ton of potential to go TikTok viral, especially because of its Twitter/X integration. Imagine pitching someone like Mark Cuban or a major celebrity through the platform. If they respond—and they often do—it’s a public interaction that can quickly gain traction. The ability for followers to see, engage, and celebrate those wins in real time is incredibly shareable and taps into the kind of organic buzz that TikTok thrives on.
Additionally, the tool’s unique concept—paying people to hear your pitch—has that “wow” factor that resonates with TikTok audiences. It’s innovative, relatable, and instantly sparks curiosity, all the ingredients needed for viral success.
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