Going back to PR 101, public relations is most widely defined as a strategic communication process that builds mutually beneficial relationships between an organization and its public. Those beneficial relationships extend to the media – the journalists and freelancers writing stories to educate their B2B audiences and helping brands build awareness and leadership in the meantime.
Sometimes, a struggle for PR professionals is building these relationships beyond being merely transactional. Real relationships take time, effort, and a clear understanding of the types of stories your media is looking for, and how your client can be a relevant, helpful source.
Are you looking to build better media relationships? Below are some tips to get started!
Research
When introducing yourself to reporters, you need to know what they have covered and how your client fits into their beat. Do not waste your time, or theirs, if there isn’t an immediate parallel between your client and their coverage. If you’re building a media list from scratch, conducting simple audits of competitive companies can give you a good idea of which journalists to reach out to. Additionally, it’s always important to be cognizant of reporters shifting roles – and, in some cases, media outlets being bought out – so that you’re always on top of the most relevant journalists and publications.
Well-Crafted Pitches and Rapid Response
The best way to get a reporter’s attention is with a snappy subject line and a well-written pitch that offers a relevant topic or metrics that positions your clients as the best source. Reporters get hundreds – maybe even thousands – of emails every day, so your message needs to stand out to grab attention. One practice that can help break the ice is reaching out to journalists who have written similar stories, letting them know you have a source with relevant experience for future stories. When working at relationship building, this can be an easy way to showcase you’re taking interest in their work by reading their articles, as well as your client’s value without pushing for a specific end result. Check out our blog on rapid response for more tips!
Exclusives and Embargos
Reporters love getting the first crack at new news, so having the ability to either offer an exclusive or giving them an early heads-up can be a great way to engage with them. Not only is a newsworthy story about your client on the horizon, but early access can also give them time to facilitate interviews where they can become more aware of your client’s expertise and build rapport. As a PR professional, you must set the right strategy for any type of news, but exclusives and embargos don’t always have to be limited to the big stuff, like funding or M&A. Offering reporters a heads-up on product news is welcome. When an opportunity presents itself, you must take it!
Hustle, Patience, and Time
Unfortunately, there is no magic formula to make a relationship work; they take time and patience. Some reporters can take weeks, if not months, to respond, so you have to keep at it. Being selective with your pitching and knowing when to ease off when you’re being aggressive are good skills to possess. Sooner or later, the hope is that your desired reporter will notice you, but you must not push so hard that you annoy them or completely break off the potential for a relationship. If you don’t think an angle is good enough, speak up and don’t pitch it! If you have a game-changing case study that demonstrates your client’s capabilities, you might be in the game. It all just takes time!
Reliability
When you’ve finally scored an interview for your client, and they show up prepared and engaged, resulting in a fantastic story, shout it from the rooftops! For you as a PR professional, this is your next step in your relationship with this reporter. Send them a thank you note and share the story on your LinkedIn, BlueSky, and X. This will show the reporter you care, and help drive more eyes to the story. Following this, you have to find a balance for keeping your client top of mind for future stories. A general rule is not to pitch the same reporter after a story has just run, as they tend to want to spread out sources for different articles. But if you have another important announcement, keeping them abreast of the news is an exception. The news moves at breakneck speed, so clients that can meet tight deadlines with informative, reliable commentary will be the ones that keep these reporters coming back to you.
Politeness and Respect
It should go without saying that reporters should always be treated with respect, even when you’re getting antsy about them passing on your story or not responding to your emails or phone calls. It happens all the time – even with reporters you may have worked with for years. While hustling and grinding are significant parts of the job, reporters have their own guidelines to help control their work. If they said “do not follow up,” do not follow up with them. If they say “Keep in Mind,” respect the note and keep them in mind for your next angle or announcement. Following their rules will make you stand out, hopefully leading to a strong working relationship.
Journalists are people, and like anyone, they vary widely in how they work. PR practitioners rarely know what stories they are working on, so luck and timing are also factors in landing interactions. However, knowing the reporters you are reaching out to, providing helpful information, offering a heads-up on news, and always being proactive keeps you in the best light.
The Ever-Evolving Role of PR: Staying Grounded in Timeless Fundamentals
Public relations is a field that has always thrived on adaptability, yet its core purpose remains unchanged. Sandra Stahl, a seasoned PR strategist, thought leader, and educator, explores this balance in her book, providing a forward-looking perspective on the role of PR in modern communications. While her book is an essential guide for those considering a career in PR, even experienced professionals will find valuable insights that reaffirm the enduring principles of effective public relations.
Defining PR in the 21st Century: The Importance of Staying Grounded
The world of communications is rapidly evolving, but at its heart, PR remains about solving problems through meaningful engagement with the public. Stahl sums up this idea perfectly:
“Public relations is about relating to the public in ways that solve problems. That’s the historical intent of this profession and will, ironically, allow us to capture the future.” (Stahl, p. 15)
One of the common pitfalls PR professionals encounter is becoming too focused on individual tactics or specific tools. The temptation to execute a campaign based on a client’s request, rather than identifying the underlying need or opportunity, can limit effectiveness. Stahl encourages PR professionals to adopt a holistic approach—one that integrates PR seamlessly into an organization’s broader business strategy rather than treating it as a siloed function activated only for product launches or crisis management.
The Art and Craft
PR is a finely honed craft, but today, it’s easy for the art to get lost in the execution. With new tools and platforms emerging constantly, it’s tempting to prioritize tactics over strategy. Stahl calls our attention to the fact that:
“Our future is not confined to our ability to own the latest tools available or make the most unique or innovative use of them. We don’t have a ‘swim lane’ or a ‘silo’ that confines our professional capabilities or growth.” (Stahl, p. 7)
This perspective is particularly relevant as PR professionals navigate an ever-expanding digital landscape. The tactics we use—social media, influencer partnerships, or AI-driven communication—may advance, but the fundamentals of PR remain broad, flexible, and more crucial than ever.
Key Takeaways for PR Professionals
Attraction vs. Promotion
One of the most compelling distinctions Stahl makes is between attraction and promotion:
“Anyone can have a megaphone. Getting heard and having that message resonate is something else altogether.” (Stahl, p. 47)
Promotion is a one-way broadcast, often ignored or tuned out. Attraction, on the other hand, is a mutual exchange where the audience willingly engages with the message. Effective PR requires cultivating authentic connections rather than merely amplifying a message as loudly as possible.
The Power of Listening
A vital but often overlooked aspect of PR is the ability to listen. Stahl emphasizes the importance of understanding stakeholders on a deeper level:
“We have two ears and one mouth, so we should listen 2x more than we speak.” – Zeno of Citium (336-265 BCE)
PR professionals should approach communication with the intent to truly understand, not just to respond. With active listening, we can uncover valuable insights about our audience’s motivations, concerns, and aspirations.
Balancing Innovation with Time-Tested Lessons
As PR evolves, it’s easy to get caught up in trends – or staying ahead of them. However, Stahl reminds us of the value in reflecting on the discipline’s history. Case studies, best practices, and historical successes offer lessons that remain relevant today. Michael Blash, Head of Internal Communications at Merck, points out that mining the past for guidance can be just as insightful as staying up to date with the latest industry shifts.
Understanding PR’s Role in Business and Society
PR is not just about brand awareness—it plays a crucial role in shaping the relationship between businesses and society. Stahl encourages professionals to view their role as facilitators, ensuring that businesses remain attuned to public sentiment and expectations. Bringing external perspectives into internal decision-making processes strengthens organizations and enhances their credibility.
A Nuanced Approach to Communications
A last key lesson from Stahl’s book is the importance of strategically selecting communication channels. Rather than defaulting to platforms that feel trendy or personally appealing, PR professionals must prioritize the channels that best reach and resonate with their audience. This means understanding the habits and preferences of stakeholders and delivering messages in the most relevant and trusted formats.
The Future of PR: Mastering the Balance Between Art and Strategy
As PR continues to evolve, its foundations remain steadfast. By balancing strategy with execution, listening with speaking, and attraction with promotion, PR professionals can build meaningful relationships that stand the test of time. Stahl’s book serves as an important reminder that while tools and tactics will change, the art and craft of PR remain limitless in their potential. The future of PR lies not in chasing the latest trends but in mastering the timeless fundamentals that define the profession’s true impact.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
When it comes to successful broadcast pitching, sometimes it’s luck, but a lot of the time, it’s about developing the right pitch, delivering it to the right person, and tying it to a timely trend.
Unlike other media, broadcast outlets operate on really tight deadlines and prioritize stories with strong visual and emotional appeal. Producers and bookers are flooded with pitches daily, so standing out requires a strategic approach.
Below are key tips to increase your chances of landing a segment and getting your story on the air.
Know the Audience: Step one is sometimes obvious, but it’s critical that you know the audience (who watches the show) and style (does the show have guest conversations?, etc.) of the segment. Understand what stories resonate with their viewers or listeners to ensure your pitch aligns with their needs. For example, don’t pitch a CEO for a business story to a consumer morning show that talks about the latest/ trendiest eye cream. You want to ensure that what you are pitching will resonate with the producer or the audience.
Leverage Timely Tie-ins: Highlight why your story matters now. Make sure your narrative is newsworthy, timely, and relevant, and frame it in a way that stands out from typical pitches. Look for trending topics, big upcoming events, or tap into breaking news that aligns with your story , making it even more compelling for producers who are looking for new ideas.
Be Concise: It’s especially important in broadcast pitching to keep your pitches concise. Producers are busy, and usually on deadline, so they appreciate pitches that get straight to the point. Use a compelling subject line and hook and present the key details in a clear, short format.
Embrace Personalization: Who doesn’t like to feel the love!? Avoid generic mass emails – they don’t work for producers. Referencing a past segment to explain why your story is a great fit for their program or taking the time to tailor your pitch in other ways shows producers that you understand their content and can increase the likelihood of your story being considered.
Provide Supporting Materials: Include relevant assets such as video clips, b-roll, or images, and be ready to offer additional information or interviews promptly. For broadcast, visual assets are critical so that the booker or producer can see the subject matter expert in action and get a sense of how they will be on camera.
Successful pitching is a mix of preparation, persistence, and knowing how to frame your story in a way that resonates with both producers and their audiences. The above tips can help ensure your pitch is not only opened, but seriously considered by busy broadcast producers/bookers looking for stories.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
As PR professionals, we are charged with staying on top of the news and events happening all around us – and 2024 has been a non-stop year! With the convergence of major global events, geopolitical tensions, extreme weather, economic challenges (hello, inflation), and the U.S. presidential election, trying to break through the media noise with a well-timed, well-written and compelling op-ed has been challenging.
Have an opinion? So does everyone else. Afraid to offend with a strong stance? Your competitors and others aren’t.
The lessons below may not be new, but they are a strong reminder that timing is everything and words matter. As Einstein famously said, the definition of insanity is doing the same thing over and over and expecting different results. If at first, you don’t succeed, try again – or it may be time to pivot.
- Make a crystal clear argument – The meaning of an op-ed is an opinion editorial – not a marketing blog or byline article. If there is no clear opinion from the author, then it’s not an op-ed. Make a convincing case for why your opinion holds weight without putting those with opposing views down. You can be bold and provocative without being harsh.
- Consider timeliness – One of the trickiest parts of placing an op-ed is writing quickly enough to submit your piece within the very tight time frame of the news cycle. A strong op-ed should address a current event, trend, or hotly contested topic. Knowing the outlet you are writing for is also a key part of successful placement – audience matters. Your op-ed should be tied to something relevant to the publication’s audience to increase the likelihood of getting the editor’s attention.
- Provide a unique perspective – What can you offer to a debate that is unique and provides a different point of view from what has already been argued time and again? Analogous to the business strategy of finding the blue ocean, think critically about what hasn’t been already said to find the untainted argument that hasn’t been made yet.
- Find support for your POV – When appropriate, support your argument with evidence; include recent statistics and high-quality research from credible, objective and respected sources to back up your claims.
- Be concise – Most op-eds should stay within 500-800 words and are written for the average reader. Leave the jargon for the experts.
- End with a clear call to action – By the end of the article, it should be clear to the reader what you are asking them to do – is your goal just to make them aware, change their opinion, or do you want them to take initiative and make a move?
- Don’t overlook the trades – We all would love our clients to be featured in the NYT, Washington Post, or other national outlets – that’s why the competition for getting an op-ed placed in those outlets is so fierce. It’s one of the best ways to get a bold opinion out there in front of millions of eyeballs. In fact, the NYT typically receives more than 1,000 unsolicited op-ed submissions a week. If your first choice for placement falls through, or it becomes clear that an article is not getting the attention of the national media, don’t sit back on the trades. In a recent study of B2B leaders and executives, 82% said trade media coverage directly impacts purchase decisions. Getting your point of view in front of the right audience can be just as important as getting in front of a wide audience.
- If all else fails, post to LinkedIn – If you are confident that you have a strong op-ed, and have checked all the boxes to make sure it’s a compelling piece, then it just might be that the window of opportunity has passed; timing is tough to always get right. But don’t throw away a good op-ed! If all else fails, having your client post the piece to his or her LinkedIn can build thought leadership and visibility within their network. If it sees a lot of engagement, you can boost it to get it in front of more – and new – targeted readers.
A good piece of content is valuable no matter what and has legs beyond its first home, so opine away!
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
By Annmarie Ely
Many subject matter experts shine when they’re given the opportunity to discuss their area of expertise in a long-form audio interview. Participating in a podcast can allow them to convey their excitement for the topic they’re discussing, and also share more detail about a subject than they might be able to in a typical TV segment or written article.
We interviewed Matt Leon, former host of the KYW Newsradio In Depth podcast, who shared valuable insights on what goes into creating a great podcast episode. On his podcast, he covers a variety of news topics that impact listeners’ everyday lives, ranging from trending issues in education, healthcare, and policy to mental health and wellness.
Thank you to Matt for taking the time to conduct this interview! You can explore KYW Newsradio’s podcasts here.
Can you briefly tell us about your background in journalism?
I graduated with a degree in Radio & TV from York College of Pennsylvania in 1996. I have worked at radio stations in Hanover and York PA; State College, PA; Jefferson City, MO; and KYW Newsradio in Philadelphia, PA since 2002. I am also a play-by-play sports broadcaster for the University of Pennsylvania and Thomas Jefferson University.
How long have you been involved in podcasts and what made you want to get into hosting and producing them?
I have been hosting and producing podcasts since 2019. But I really turned most of my attention to them during the pandemic in 2020. I enjoy being able to focus and do deep dives on many different topics, which is really what drew me to the idea of podcasts.
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
I have had many great collaborations and interactions with PR reps. The best come from an understanding of what I’m looking for and the types of topics/ideas I like to pursue. Our work together at Delaware Valley University in Doylestown is one example.
As a PR professional, what are some things to keep in mind when working with a podcast? Are there any specific elements you look for in a podcast pitch?
I think from a PR professional standpoint, when it comes to pitching, know who you are dealing with. Understand what they look for, the type of guests they are interested in, and just as importantly, the type of topics and guests they won’t be interested in.
For example, we were recently pitched a story about the dangers of solitary confinement and a lawsuit looking to end it in Pennsylvania. It resonated because it is an incredibly important topic, but one that not a lot of people know a lot about or understand. It was also pitched with a guest we had worked with before and we knew was very familiar with the material. All of those things made it very appealing and easy for us to say yes.
What makes someone a good podcast guest? What do the most engaging guests bring to an episode?
The best podcast guests have a passion for the topic they are talking about. That makes for a great conversation and a great experience for the listener.
As for what makes a podcast guest interesting, someone who is able to get their ideas and points across in a concise, engaging manner is important. A great guest also has the understanding and ability to have a back and forth conversation with the host on the topic (instead of being scripted) and is able to think on their feet.
By Hannah Davis
No matter where you are in your PR career, establishing and maintaining relationships with journalists is an incredibly important part of the job.
We sat down with Christina Samuels, the Deputy Managing Editor for The Hechinger Report, to discuss her perspective on working with PR professionals. Christina oversees coverage of early childhood education, as well as K-12 education in the South. Samuels previously worked at Education Week, where she covered topics such as educational equity, special education, early childhood education and school district governance. She also had stints as a staff writer at The Washington Post and The Miami Herald.
This interview provides great insights into best practices on achieving effective communication and continued relationships between journalists and PR experts. Many thanks to Christina for taking the time to speak with us! You can read Christina’s stories for The Hechinger Report here.
Can you briefly tell us about your background as a K-12 education reporter and editor? How long have you been reporting on education topics, and what motivated you to focus on this field?
Right now, I am the Deputy Managing Editor at the Hechinger Report. I oversee early childhood education coverage and also other K-12 education coverage, as needed. Previously, I was at Education Week from 2004-2021. I also covered early childhood there for sometime. Prior, I was covering education at The Washington Post for five years.
One of my colleagues at the Washington Post went on maternity leave and she covered education and so I fell into it in a really nice way. At that time, the Post had a lot of resources to cover one beat, so I was covering just Prince William County schools. I formed a great relationship with one of the principals and could often call him for quotes. It was a nice way to start covering the education beat because I could say, “I don’t understand this budget, can you tell me how this works?” and he would explain it. At that time, the standard movement was just getting started. Kids are interesting; one thing that’s great about education is it touches every single important topic that you can think of. It touches family life, how we deal with each other in society, how we want to raise our kids to be. All of those things just come together in the education field.
Collaboration with PR Professionals
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
In general, what has been most successful is when people have an understanding of my beat, especially when I was writing more. Right now, because I’m an editor, I don’t write directly as much, but I do get a lot of pitches. When people do understand what it is that I write about, and can connect it in larger ways, that is when a pitch can be successful. What often happens is people will see a story we’ve written and they’ll say, “Ah I’ve got a client who or something that relates to what you just wrote,” and I always think, “Well it’s too late now, we just wrote about that”.
The best public relations interactions I’ve had are with people who are thinking like reporters. They’re thinking before the story is written – “what is the story here?” It is always successful when people can give you a tip, not even necessarily about their particular client, but that they can think of a subject matter. For example, here is a subject you might be interested in and also I’ve got some people you can speak to.
Effective Communication
What are some common misconceptions reporters might have about working with PR folks?
I would say maybe our misconception is we don’t always know whether a PR person will be a help or hindrance to getting the story. That probably isn’t the best attitude to go into with anything – wondering how we can get around the PR person is probably not a very useful way of thinking about the relationship. That being said, something that has come up a lot for me is there are so many more PR professionals than reporters. This is a very sad truth. The journalism industry is contracting in a very painful and ugly way so there are only a handful of people in the early education realm. When there’s only 1-3 people in a newsroom covering that specific beat, we get so many pitches and it becomes a lot. There’s probably too much of a level of mistrust, and it would be better for everyone to not assume this from the start.
How can PR professionals best tailor their communications to meet the needs of education reporters?
It’s helpful when PR professionals offer something that I perceive can advance a topic. For example, a hot topic right now is the struggle for parents to find affordable child care – and I get a lot of pitches about this. Someone can say, “Hey, I have an expert who can talk about how hard it is for parents to find affordable child care,” but what is the next part? That in itself is not a story and it’s also a well-covered topic at this point. It’s hard. Journalists are asking PR professionals, “Well, what’s new,” and you’re working with your client who wants to get a particular story out there, so I would imagine there is a disconnect sometimes.
I will always respond to someone trying to tell me that something is new, or just different, or a little twist of a take on it. An example to follow on this one is if you then said, “Parents are struggling to find affordable childcare and where it’s the hardest is infant care. Here’s an organization that is trying to make it easier for home-based providers to get started.” Then I would say that’s a twist on it and we’re going somewhere. As opposed to, “Yeah it’s hard, and here’s an expert who will tell you how difficult it is”.
I will say, and I cannot speak for all, but specifically at Hechinger, we really respond to solution-oriented stories. We definitely want to explore the problem, and honestly some stories don’t have a solution, but I think at least here, really pulling out the, “So now what, what can we do?” That type of thing will get our attention.
What communication strategies do you find most effective when working with PR professionals? Are there any specific elements or information that you consider essential in a press release or pitch related to education topics?
Shorter can be better. There’s a lot to sift through. The sense that someone is writing to me, the Deputy Editor at The Hechinger Report, as opposed to a massive mailing list, is useful. It’s tough to break through as there’s only a few of us. Personalization is key. Elements that can show or demonstrate that you’re familiar with me are important. Knowing our audience is useful – I feel like that is almost more important than the exact length of the press release or starting with a specific salutation.
People who I have a long term working relationship with could say, “Hey Christina, I have this person who seems like they have a whole lot of knowledge on X topic, do you think that’s something you might be interested in?” I don’t mind having that type of back and forth with someone who I already have that relationship with. This is the awful secret – sometimes you can have all the things and have a client who can be the perfect spokesperson with measurable results to back it up, and our newsroom just doesn’t have the bandwidth or a reporter who can cover it. Sometimes it’s just down to the timing. If it had been a month earlier or later maybe the answer would have been different. I hate that it’s so capricious because it would be great to be able to say here’s the perfect recipe but that’s just now how it works.
Advice for PR Professionals
What are some best practices for PR professionals to build positive relationships with reporters of any beat? How can they effectively pitch stories and information to you and your colleagues?
It used to be the norm to meet for coffee, maintaining relationships without trying to pitch anyone a story. You know what the shame is – I feel the sense that Covid changed a lot; I now work from home, and to get me out of my house takes a lot. It is harder now, but I will say friendliness is never a bad thing, especially if you are plugged in. If I were covering early ed and someone said I represent this major early ed player, of course we’ll make time. It’s important for us to immediately see the connection. I’m always happy to talk on the phone. Especially with any major players in the for-profit childcare space. Perhaps it’s good to give people the option to meet for coffee. Some people want to get out of the house, but PR professionals can’t go into these types of meetings expecting something from journalists. Laying that foundation and getting the ground rules out is important. Something that is always enticing to me is you can say, “This can be off the record, but I’d love if there are things that come up in our conversation where I could connect you with people later on, would be great,” so you don’t feel like it’s a total dead end. I think that good reporters should be open to that. There is a mutual understanding here that is easy to navigate.
Is there anything else you’d like to share about the dynamics of working with PR professionals?
The PR professionals that I’ve really enjoyed working with are people who understand what it is that they do. I’m not going to expect someone to have read every single article, but having some insight into our readership, and someone who can think like a reporter in some ways stands out. Think about the story. There is hardly any story that I can write that is just about one person or company or situation; but they can fit into larger contexts. This is where you might say, “How does the person or organization or my client fit into a larger story here? How can they be a part of the larger story?” They aren’t always going to be the star, but they can be a part of a larger topic and narrative, and I think those are the best pitches. It’s even better when we get a freelancer who wants to write the story, however the pitches from freelancers and the pitches from PR professionals are all the same. They should show knowledge of the subject and some knowledge of what our audience is looking for.
The expectations of both clients and journalists are high, and balancing them is key. Clients want coverage maximized and with top-tier outlets, and the media wants stories about topics and trends that their readers care about and will engage with.
At 0to5, we’ve embraced a number of strategies to secure valuable media coverage for our clients. Here are some of our most tried and true:
- Craft a Compelling Narrative: At the heart of every great story lies a compelling narrative. Whether it’s about the company’s journey, an impressive milestone, a groundbreaking product, or an inspiring team member, it’s important to hone your story to resonate with the intended audience. Ask yourself, “Why should they care?” Using relevant industry topics and personalization, a PR pro can create stories that are not only relatable and memorable, but also pique the interest of the intended journalist.
- Offer Unique and Valuable Insights: In a sea of perspectives, standing out requires unique insights and valuable expertise. It’s important for subject matter experts (SMEs) to actively participate in industry discussions, whether at a conference, in a byline, or through expert commentary, and offer data-driven insights. By providing information that adds value, PR professionals position their clients as a go-to source for industry-related topics.
- Capitalize on Your Client’s High-Profile Collaborations and Partnerships: Clients often align themselves with complementary, industry-relevant organizations or influencers that have their own brand and traction. Leveraging these high-profile collaborations and partnerships can help your story and attract the attention of media who have covered the partner in the past.
- Build Authentic Media Relationships: Building strong relationships with journalists, influencers, and industry experts is invaluable when you’re looking to garner strong media coverage for your clients. Investing time in understanding unique preferences, specific interests, and varying writing styles gives the pitcher an upper hand in knowing exactly what stories they’ll be most likely to cover. It’s important to engage with the media authentically, offer valuable insights, and be a reliable resource that cultivates trust.
- Leverage Social Media and Digital Platforms: Media coverage doesn’t stop once the interview concludes and the story is published. Social media has proven to be a powerful tool for bringing additional attention to your story. By consistently sharing valuable content and engaging with audiences, companies can create a digital footprint that captures the attention of journalists and influencers alike. Moreover, the strategic use of hashtags and tagging relevant entities further amplifies potential reach.
Garnering great media coverage is an effort that requires a strategic approach and persistence. By focusing on compelling stories that offer valuable insights or uniquely interesting storylines, nurturing reporter relationships, and leveraging digital platforms, you will find success in your media relations efforts.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
The right media coverage can significantly impact your brand’s visibility and reputation. Knowing how to effectively leverage your coverage is essential to reaching the widest possible audience and achieving your marketing and PR goals. The following strategies and tactics can help your business maximize its media coverage and drive brand awareness.
The All-Mighty Press Release
Press releases are vital for sharing news, enabling businesses and organizations to communicate significant developments and events to the media and the public. They generate media coverage, enhance visibility, and provide a structured, professional way to convey information. Press releases help share achievements, product launches, financial reports, and more. They also serve double duty as a valuable reference point for journalists and contribute towards a positive public image while maintaining transparency for your business.
Once your team drafts and approves your press release, the best way for quick and widespread distribution is to share it through a distribution service like PR Newswire or BusinessWire, then follow up by emailing the release to key reporters and publications in your field.
After the press release has been distributed on a wire service and delivered to reporters’ inboxes, a few more strategies can help you reach a broader and more engaged audience. The first is to share the press release on your company’s website. Posting on your website can significantly enhance your search engine optimization (SEO) efforts.
Leveraging social media is another effective way to optimize your press release’s reach. Share it across social media channels, and consider pinning it to the top of your business’s page or profile. Make your content more engaging by creating graphics with pull quotes and relevant images to accompany the post.
How to Share Great Media Coverage
Now that your press release has gone out on a wire service and been pitched to reporters, you hopefully have some great media coverage! While many folks will find your article in print or directly on the publication’s website, you can employ additional strategies to maximize your brand’s reach and visibility.
Sharing media coverage on your company’s website is a fundamental step that archives and showcases your news and increases organic search traffic. Consider prominently featuring news on your home page to ensure that visitors to your site immediately see and recognize your company’s success and momentum.
Leveraging your social media presence is also crucial for sharing media coverage effectively. Be sure to include a link to the article and consider tagging the reporters and media outlets responsible; this helps you engage with journalists and enables them to easily repost to their audiences. Additionally, you could update your LinkedIn profile or, in the case of platforms like X (Twitter), your bio with a mention such as “As seen on CNBC” to bolster your credibility.
Another approach is to draft and share posts about the media coverage on behalf of key figures within your organization, such as executives, featured spokespeople, and partners or clients mentioned in the article. Consider turning the placement into an advertisement to reach a targeted audience directly.
Similar to sharing press releases, including your media coverage in email marketing efforts is a valuable tactic to ensure your key stakeholders and supporters can access the latest news and are well-informed about significant developments. This approach broadens your reach and ensures that individuals with a vested interest in your company’s achievements are kept in the loop.
Beyond email marketing, there are additional avenues for disseminating your media coverage effectively. One such approach is incorporating media mentions into investor decks and sales presentations, bolstering your credibility and showcasing your company’s recognition to potential investors and clients. Another is to share your media coverage with industry and networking groups to engage a targeted audience and position your company as a thought leader and an active participant in relevant communities.
The power of media coverage in shaping a company’s reputation and bolstering its visibility cannot be overstated. Press releases, distributed through wire services, serve as a structured and professional means to communicate significant news and updates. Amplifying the impact involves strategically sharing the release and its corresponding media coverage on company websites, social media platforms, and email marketing. By combining these methods, businesses can effectively maximize the impact of their media coverage across diverse channels, ultimately influencing perceptions and driving success.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
By Colleen Martin
One of my favorite parts of my job as a PR professional is cultivating a strong rapport and relationship with various reporters, where there is mutual respect and trust between us. They aren’t just a person on the other end of a transaction (pitch) to “win” coverage for my clients, but human beings with families, stresses, pressures, deadlines, and, no doubt, unique and interesting backgrounds that helped them get to where they are today.
However, if you ever read the “Bad Pitch Blog,” which puts PR folks on blast on X (Twitter) for often almost comically poor behavior, it can often seem like PR and journalists are like frenemies with dissonant interests. But dig a little deeper and you will find that the best PR professionals know how to build trust with journalists, deliver them incredible sources and stories worthy of their time and energy, and understand what the key ingredients are to help journalists do what they do best: tell a great story, with speed.
I recently had the honor of interviewing Elizabeth Heubeck, a staff writer for Education Week, one of America’s most trusted resources for K-12 education news and information. Elizabeth, who covers education angles and intersections in significant news events, cultural phenomena, and high-demand topics and issues, and I recently collaborated on a few stories, which were truly great pieces.
A big thank you to Elizabeth for taking the time to conduct this interview with me! You can find her latest stories in Education Week here: https://www.edweek.org/by/elizabeth-heubeck.
Can you briefly introduce yourself and your background as a K-12 education reporter?
My career has been a mix of marketing and journalist writing. I wrote about education and children for most of my career; I had a stint writing for a parenting outlet and wrote a lot about children’s health issues earlier in my career. I joined EducationWeek four years ago and have only been a full-time employee for the last year. I am considered an enterprise reporter, which means I can write about whatever I want.
What motivated you to focus on writing about education?
As a parent and spouse of a lifelong educator, I have always had an interest in education. I thought early on I would become a tutor to help kids with reading but I ended up writing about education instead.
Collaboration With PR Professionals
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
I have been fortunate to have many successful interactions with PR people, who respond quickly, understand whom I need to talk to, and quickly connect me to the right people. Everyone is on a deadline, and we typically only have a few days to submit each story. It can be a catch-22 though, some days, we only have a 1-2 day turnaround, and if you want to make the story compelling, it usually requires talking to an actual person rather than regurgitating data over email. Sometimes, there isn’t enough time to make that happen. That’s when a PR person can be immensely helpful. They have their finger on the pulse and can connect us to folks fast.
What are some common misconceptions reporters have about PR people?
What I hear the most from my colleagues is that PR folks are like annoying salespeople. The woman who shares a space with me told me that one day, she walked away from her desk for two hours, and returned to 900 emails, mostly from PR people. That’s not an exaggeration.
When you are on deadline and under the gun, it can be easy to overgeneralize that ALL PR people hound you. Often, we just hit the ‘delete’ button – probably 60-70% of emails get trashed. Many of them aren’t targeting the right person. I keep getting emails about the U.S. Coast Guard. News flash – I don’t write about the Coast Guard!
Effective Communication
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, etc.?
Phone calls have gone by the wayside. I have actually never received an unsolicited phone call from a PR person. What is effective, beyond a tight, well-written, short (couple of paragraphs) pitch that is targeted to what I write about, is getting ahead of trends; now that’s a godsend. Sometimes I will receive a pitch on a topic, immediately after I wrote about the same thing, what your industry calls “rapid response,” but if you aren’t sending me a unique angle or saying something different, then why would I write about it again? Take our partnership to the next level by helping me get ahead of a trend. If you have a relationship with a reporter, the occasional phone call is okay – but cold calling is usually a waste of time.
Advice for PR Professionals
How can PR professionals best tailor their communications to meet the needs of education reporters?
At the bare minimum, know what we cover. I would also invite PR people to reach out and say, “hey, what are you covering in the next few months?”
How far in advance are you planning stories?
I will put story ideas in buckets based on timing and typically work 1-2 months ahead. I might have something planned for this month, and have other ideas that I will file away for a future month.
Are there any specific elements or information that you consider essential to a story?
If you have background information on a topic that is super easily digestible about a product/service/curriculum, so that we can easily refer back to it – that is phenomenal. We need strong sources, especially educators that can vouch for something working well.
What advice do you have for PR professionals looking to build positive relationships and trust with reporters?
Keep your communication targeted and avoid bombarding reporters with constant pitches. Less is more! If you are in a stage where you are supporting a reporter with a specific story, identify strong sources at the onset and make introductions in a timely manner.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
Know that timing is incredibly important for us – we are almost always under a time crunch. Put yourself in the position of a journalist, “What would I want to get out of it?” If you do those things, it can be a really phenomenal synergistic relationship between us, or really annoying. It is critical to be super responsive. Journalists who have flipped to PR really get it.
By Sydney Stressman
I have worked with Steven Aquino many times and have gotten to know him well over the years. His work as an accessibility and assistive technology reporter holds so much importance. He has my utmost respect. Today, I had the opportunity to interview Steven about his job, reporting on accessibility in the technology sector, and his perspective on working with public relations professionals.
Thank you, Steven, for taking the time to share your insights with me. You can read Steven’s stories on Forbes here: https://www.forbes.com/sites/stevenaquino/
Can you briefly introduce yourself and your background as a technology reporter?
Hi there! My name is Steven Aquino, and I’m a freelance technology reporter based in San Francisco. I’ve been running a one-man newsroom full-time since May 2013.
You can read more about my journey on my portfolio site.
As to my beat, I cover all things accessibility and assistive technologies. Classically, that pertains to the hardware and software of products like the iPhone. Over time, I’ve grown and evolved my coverage to encompass lots of ways disability and technology intersect. They include healthcare, adaptive clothing, autonomous vehicles, and even Hollywood with film and television. So long as tech companies such as Amazon and Apple insist on leveraging their massive war chests to roll their own streaming services, the tie-ins will remain strong and utterly relevant.
How long have you been reporting on technology/DEI topics, and what motivated you to focus on this field?
As I said, I’ve been a journalist since 2013. Next May marks 11 years.
How I got started in the industry is kind of a long story, but suffice it to say I’ve always loved to write and I’ve always been told I’m *really* good at it. In my prior life teaching special education preschool, I was the school’s unofficial IT person—always setting up devices like computers, iPads, iPods, and more. We used iPads to augment the curriculum with my students, and I wrote about it in my first-ever bylined story. That story immediately went semi-viral, so much so that it got picked up by Apple and their PR team reached out, which led me to snowball to opportunity after opportunity after opportunity that shaped what my career looks like today.
Can you share examples of successful collaborations or interactions you’ve had with PR reps? What are some common misconceptions reporters might have about working with PR folks?
I have experience covering companies big and small, from behemoths like Apple, Google, and Microsoft to smaller, scrappy startups. I’ve attended media events and received regular review units of key products such as the iPhone. Those all involved cultivating and nurturing relationships with PR folks over all these many years.
As for misconceptions, I think reporters are oftentimes jaded in thinking PR folks exist merely to market and push happy/favorable coverage. That’s true to a certain extent, but the majority of my interactions are with people who not only have a job to do for a living, but who are genuinely interested and believe in whatever they’re selling.
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, and more?
I typically work with the usual email pitches and press releases. I also find email interviews more accessible for me, although I know you learn in journalism school they aren’t the best because it’s harder to press people and ask follow-up questions. I get that logic, but email interviews really do make my job easier and more expedient.
I’ve also found texting with PR people more accessible too. It’s easier and more efficient than using email and has the side benefit of being an avenue by which to cultivate the personal end of the relationship. I’m very much an introvert, and texting has enabled me to establish long-standing relationships with people that transcend work. It’s been a great tool with which to network on multiple levels. Of course, I’m not super close with every single person this way, but the point is having a person’s personal number implies trust and care.
How can PR professionals best tailor their communications to meet the needs of technology reporters? Are there any specific elements or information that you consider essential in a press release or pitch related to technology/DEI topics?
I think it’s important not just to mass-mail a press release and call it a day. If possible, I think it’s more prudent (for both of us) to have the comms person tell me a story—tell me what, then why, and let me decide. Sometimes a press release is okay and all I need, but more often they feel sterile and lack the deeper context that’s crucial for my reporting on such an abstract, wide-ranging topic and community.
What are some best practices for PR professionals to build positive relationships with reporters of any beat? How can they effectively pitch stories and information to you?
Don’t be transactional. I know what your job is and you know mine. But we’re also human beings who thrive on interpersonal relationships. You don’t have to be besties with everybody—that’s impossible—but some of the best relationships I enjoy right now masterfully straddle that line between professional and personal. And we’re both better off.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
Three big points I get asked about an awful lot.
- Just because I agree to interview your client does not automatically guarantee coverage on my end. It’s kinda like a job interview—I’ll interview a bunch of people, but I’m not hiring all of them.
- I’m not sending you interview questions in advance unless we’ve agreed on doing an email Q&A.
- And I’m definitely not sending you my story prior to publication so you and/or your client can inspect it. That’s not at all how reporting works, unless in certain circumstances.