While a great relationship with an editor might get your pitch read, it doesn’t guarantee coverage – that is where the hard work comes in. Spending time crafting pitches tailored to an editor’s specific beat and interest sets PR pros up for the best opportunity to have clients interviewed or featured. Working closely with clients to ensure their stories weave naturally into newsworthy moments and trending conversations is key.
As the news landscape moves faster than ever, newsrooms grapple with layoffs, and new content mediums emerge, PR pros need to be ever vigilant as to where opportunities reside. Q4 is an excellent time for PR agencies to reflect on their 2025 goals, successes, and challenges, and to counsel clients on how they can stay relevant heading into 2026.
Below are four critical areas where PR people should be guiding their clients:
1. Have a Unique POV or Tangible Proof Points
Reporters don’t want to hear your client echo the same thing every other company in your industry says; they want unique commentary. A strong and differentiated point of view or proof of impact, such as a customer case study or data, can be the difference between top-tier inclusion and a pitch that lands flat.
2. Respect the Speed of the Media
When a story breaks, the media doesn’t wait. If your client isn’t ready with a comment or a compelling take within minutes, the opportunity can vanish as quickly as it appeared. Rapid response, especially in top-tier media, can be incredibly effective when done correctly. To prepare, PR pros should discuss what topics clients can provide quick thoughts on, the best times to reach them, and the expectations and time commitments of a rapid-response program.
3. Embrace AEO and GEO
AI is fundamentally changing how companies can be found – and PR is playing a big role in that. When your clients’ prospects give tools like ChatGPT or Perplexity prompts such as “what is the best enterprise CX platform” or “what are the best family-to-school communications platforms,” the results often highlight articles in high-value media where your client may have shared expertise or been featured for offering relevant solutions.
PR pros should also guide clients to pursue media opportunities in both leading industry outlets, as well as publications that frequently appear in AI-driven searches. When paired with AEO/GEO-focused blog posts and thought leadership on LinkedIn, this strategy helps enhance company visibility and credibility.
4. Bring a Positive, Solutions-Oriented Attitude to Every Opportunity
Successful PR partnerships thrive on collaboration and trust with the client. This includes listening to the clients needs, understanding what matters to them, and bringing a can-do attitude, while also setting realistic expectations. Saying “yes” doesn’t need to feel like an overpromise; it should mean offering practical solutions, creative approaches, and a steady optimism that keeps the momentum going.
Heading into 2026, the agency-client partnerships with the most value will be those that blend strategic foresight with positive and practical execution. By helping clients define their unique POVs, prepare for the speed of the news cycle, and optimize for AI-driven visibility, PR pros can keep their clients relevant and visible.
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 PR, the best outcomes don’t just come from a good idea or a well-drafted pitch, but from strong, collaborative partnerships between agencies and clients. Clients play just as big a role in PR success as the agency does.
Below are five positive behaviors consistently demonstrated by clients who get the most value out of their PR partnerships.
1. Clear Communication
Great PR is fueled by information. Effective clients keep their agency in the loop on company news, product updates, leadership changes, and even challenges. The more context we have, the more proactive and strategic we can be. For example, advance notice of an upcoming product launch or executive hire will allow PR teams to develop a strategy to maximize results. This can be inclusive of organizing media targets, prepping messaging (e.g., a press release or Q&A), and ensuring the story lands at the right time.
2. Goal Sharing
The best clients don’t just hand over a to-do list. Instead, they share business goals, enabling their PR partner to create a strategy that aligns with what matters most to them. This could be anything from growing awareness in new markets and needing localized media introductions to shaping core narratives to position a company as a leading voice in a new category.
3. Trust the Process
Results from PR aren’t always instant. From shaping executive thought leadership programs with crisp messaging, to reaching out to reporters with news announcements and sources, to securing top-tier coverage, building a PR engine takes time. and shaping thought leadership takes time. Clients that understand this and trust their agency’s expertise to deliver results that build momentum are ones that traditionally see great results.
4. Provide Access
From making executives available for interviews to connecting PR teams with subject matter experts for story mining calls, clients who are willingly providing access to their executives set their PR team up for success. As any good PR person knows, the media moves fast, so quick access to SMEs makes the difference between landing a story and missing out.
5. Real Collaboration
The strongest relationships are built on mutual respect. Great clients see their agency as an extension of their team and are willing to collaborate like true partners: welcoming ideas, giving feedback, and celebrating wins together.
PR is a team sport. When clients bring clarity, openness, and trust to the table, they empower their agency to do its best work. And that’s when success happens.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
In media relations, mastering the art of the interview is crucial for subject matter experts. It provides the necessary skills and confidence to communicate their message effectively, especially in high-stakes situations. Interview prep is vital given there are many factors to consider, ranging from understanding the story angle and media outlet to perfecting verbal and non-verbal cues that convey a friendly and confident demeanor.
What are the key aspects of media training?
Media training involves preparing spokespeople to communicate effectively, stay on message, and handle challenging questions with confidence. It’s not about scripting or controlling every word; rather, it equips individuals with techniques to stay calm, clear, and authentic, no matter the situation. Good media training ensures that key messages are conveyed clearly while avoiding common pitfalls such as oversharing or going off-topic.
It can be overwhelming to remember every interview tip while trying to convey your message effectively. That’s where the greatest hits come in: remembering song lyrics—they often stick in your head effortlessly.
So, let’s use a few 80s and 90s songs to help us recall the key aspects of media training:
“Don’t Stop Believin” by Journey – Believe in your message and stay confident during interviews. You are the expert, and while there are some – hopefully few – instances where some reporters will try and trip you up, most are just trying to gather the best and most interesting story possible.
“Under Pressure” by Queen and David Bowie – Handling tough questions with grace and always tying back to your top three messages is key to staying composed. Remember: If you don’t know something, don’t speculate. It’s fine to let a reporter know that you will get back to them later with the needed details.
“Express Yourself” by Madonna – Be clear and articulate when communicating your message. Keep in mind that some reporters might need more explanation than others on various topics.
“Take On Me” by A-ha – Be ready to tackle any question, even the tough ones. This is part of interview preparation. This can be in the form of a detailed briefing document or a mock QA that includes some tough potential questions.
“Rhythm Nation” by Janet Jackson – If you get off message, take a pause. Give yourself a moment to get back on a steady rhythm.
In the end, media training is about thorough preparation and understanding that you are there to tell a story. By channeling the timeless “lessons” from these iconic songs, you can turn every media interaction into a top-tier performance.
If you need media training, please reach out – “We will, we will, rock you!” (Queen, 1977)
Whenever a client signs on for PR support, the ultimate goal is to obtain media coverage. For many types of clients, especially startups, “hard” news, which is the gold standard for connecting with reporters, is sporadic at best. In this case, media coverage is best achieved through proactive pitching, such as thought leadership interviews or byline placements.
When slow times happen – the dog days of summer are a big one! – clients still want results, and it’s our job to make it happen no matter what.
Let’s dig into a few ways that you stay proactive and productive when news is nowhere in sight.
Never Stop Proactive Pitching!
While this seems obvious, PR folks should be pitching constantly, especially when their clients’ announcement pipeline is slow. Trying out new and different angles or repurposing pitches that worked in the past (near-term) are a few places to start. Discussing byline ideas with your client that can be drafted for or placed exclusively in specific target outlets is also something to consider. Another idea to chat with your client about is the availability of customers who are interested in speaking to the media. If there are one or two available, their perspective and stories can unlock a host of new opportunities. Lastly, some clients are always looking to expand their vertical presence, so it’s always worth checking if there are new topics they want to put a stake in the ground on or discuss a particular trending issue. Being diligent about pushing your client to explore all areas of opportunity can open the floodgates of opportunity and help you build new relationships on their behalf.
Conduct Rapid Respond All the Time!
Is your client keen on sharing their perspective at any time on relevant topics flooding mainstream media? Did that hot news item that dropped this morning have a direct tie to your clients’ offering? There is always a time and place for rapid response. Even when there isn’t a big disruptive event on which to comment, you should always have a list of keywords in your alerts – Google Alerts and Talkwalker are both great – to track news happenings in real-time. While you may not secure an opportunity every time, this is a great opportunity to offer your client as a source to more reporters than you might typically hit with a general proactive pitch. It can also open doors to key media outlets that have been a struggle to break into.
For more on rapid response, check out our blog on the topic.
Pitch a Podcast!
Over 4.1 million podcasts currently exist, so there is a good chance your client could be a guest expert on one of them. What’s great about podcasts is that a lot of the time, while the episodes are topical, they are often evergreen, so pitching your client for a guest spot could come immediately or a month down the line. Any time, though, is a good time to participate.
A few things to consider:
- Your clients’ target media outlets may have an associated podcast, which is an excellent place to pitch your client. These outlets may even do a write-up alongside the podcast, which is a fantastic double hit.
- Some independent podcasts are run by industry thought leaders or influencers. This is a nice way to get your client in front of an audience that should know about your business/offering/product but also gives you the chance to showcase your clients’ industry expertise with their peers.
- There are podcasts run by industry organizations. If your client is part of one, has an interest in becoming part of one, or the organization takes perspectives from outside sources, this could be a great way to showcase your client within the organization’s community.
Don’t Forget Ed Cals!
Editorial calendars are becoming less relevant these days due to the fast-paced nature of the news and industry conversations. However, top-tier outlets like the Wall Street Journal and Forbes still rely on them. It’s imperative that PR people are aware of topics these outlets plan to talk about – it gives them a leg-up on the planned features that clients might have a shot at being included as a source. A bonus is that ed cal topics may be featured both online and in print – so that’s double the coverage!
We wrote a blog on ed cals, too, so check it out for more info.
Create DIY News!
Simply put, there are always opportunities to make news for your client to share. Think about previous announcements or company milestones they might not have promoted externally. This could be anything such as sales metrics, growth metrics, client wins, product announcements, new hires, and award wins. A few of these put together and you’ve got a momentum release! These updates can garner interest from trades and possibly uncover interview opportunities to discuss updates to where the company is heading.
If your client doesn’t have access to its own internal data, working with them to produce a consumer or business survey can also be a news generator. This entails using a platform like Pollfish or SurveyMonkey to ask questions that are directly related to a theme your client wants to own. Once the data is available, putting it into a nice report with a snazzy headline can be a game-changer when trying to pitch your client to national media. They love strong data – and even just one point can help them create a new story or bolster an existing story.
Leverage Your Relationships!
If you have been working with a client for six months or more, chances are you’ve created media relationships along the way. Even if you are already constantly proactively pitching them, you can always email your contacts to see what they are working on and if your client can provide any color to stories they are working on. While it may not always pan out, at the very least, it’s a simple way to keep your client top of mind without being too pushy.
The media can be fickle, but reporters are always hungry for content, and you will never know what they are working on. It’s important to keep your client in the loop – always be pitching, leverage your relationships, create newsworthy moments, and think outside the box. This will help you keep an edge in the fast-paced media landscape.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
At the heart of PR lies the mastery of communication. From crafting persuasive narratives to engaging with stakeholders, the ability to articulate ideas clearly and concisely is indispensable. However, public relations extends beyond writing proficiency; it encompasses active listening, strategic thinking, fostering connections, and much more.
Below are the 5 key skills necessary for any PR professional striving for excellence:
Maximize Strategic Thinking and Adaptability
PR thrives on agility and foresight. Strategic thinking coupled with adaptability allows professionals to navigate client requests, account management, pitching, ongoing projects, and any other potential tasks of the day effectively. As an agency-based PR professional, you’re likely working across different industries, too, so as each evolves day to day, anticipating trends, adapting strategies, and staying ahead of changes ensures campaigns and account initiatives remain relevant and impactful.
Build Relationships and Networking
Nurturing relationships is a key attribute of successful PR professionals. Whether it’s maintaining relationships with journalists, coordinating with clients, or forging partnerships with publications, the ability to build and sustain meaningful connections is paramount. It involves active engagement, trust-building, and a collaborative approach to achieve shared goals.
Measure Impact and ROI
Perhaps one of the most crucial elements in PR is understanding the impact of campaigns and media coverage. Using measurement tools like MuckRack, Meltwater, and TrendKite, as well as analyzing data such as unique monthly visitors, share of voice, and domain authority enables PR professionals to demonstrate the tangible value they bring to the table. Clients care about the numbers. It’s about quantifying success, refining strategies based on results, and aligning efforts with overarching business objectives.
Monitor Online Conversations
Keeping a pulse on media trends and conversations is crucial. Monitoring social media, relevant national and trade outlets, and other digital platforms allows PR professionals to gauge public sentiment, identify trends, and rapidly respond when appropriate. Actively listening to the necessary audiences and engaging in meaningful conversations contribute directly to brand perception.
Leverage Social Media for Campaigns
Social media isn’t just a tool; it’s a powerhouse channel for PR campaigns due to its capacity to reach and engage audiences. To leverage social platforms effectively, PR professionals must understand current trends, foster active engagement, and strategically harness these platforms to amplify their message. Adept use of social media can position clients as thought leaders within their respective industries, gaining them credibility in the marketplace. At the end of the day, the key lies in crafting compelling, platform-specific content and authentically engaging with audiences.
Mastering these five skills is a journey of continuous improvement. At 0to5, we integrate these skills into our PR initiatives daily, enabling us to deliver campaigns that exceed expectations. Embracing these capabilities empowers PR professionals to navigate challenges, drive impactful campaigns, and elevate public relations industry standards.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
By Sydney Peterson
According to research by PRovoke Media, the PR industry grew by nearly 11% in 2021. Public relations can be powerful for your organization if you use PR to its full advantage. A strong and well-implemented PR strategy can help increase visibility and awareness and build trust and credibility with your key audiences.
Whether you want to improve your business’s PR efforts or hope to get started, one of your first steps in moving forward will be drafting a PR plan. To prepare a PR plan to set your organization up for success, it is essential to consider these four elements.
1. Know Your Brand
Deeply knowing your brand is the first important step in your PR plan. Your brand must be consistent through your website, social media, marketing, and any other external messaging. Your brand is everything about the business: who you are, what you do, how you look, and who you appeal to. If your brand’s image doesn’t match the mission you want your organization to represent, now is the time to change it. It is never too late to give your brand a refresh. If you are already content with your brand, then your PR plan can focus on other areas. In this case, ensure your newly drafted plan aligns with your current brand.
2. Know Your Target Audience
Now, who do you want to appeal to? Who is your existing audience? When evaluating your target audience, you should first ask these questions. If you aren’t seeing the results you hoped for with your business, reassess whose attention you’re grabbing. For example, you should consider which media outlets your target audience would follow and strategically target those outlets to reach your audience. After cross-referencing your current audience and your target audience, make a list of who you’re missing. Then, you are ready to draft a strategic PR plan to reach your target audience.
3. Know Your Goals
When outlining your objectives and strategy, remember to keep the big picture in mind. When defining your goals, it can be beneficial to include input from different people at the organization. Employees from different departments, positions, and backgrounds can offer unique perspectives that can help inform your strategy and make it stronger.
4. Know How You Will Measure and Track Results
As we all know, there is always room for improvement in both business and personal life. There is no time like the present to assess performance benchmarks and identify critical metrics for your organization. Measurement is vital for understanding where to focus going forward. It helps to be selective when choosing targets for improvement to ensure a high achievement rate in these areas.
Once the plan has been developed with input from across the organization, you will be set up for success to begin implementing your strategy and, using PR to improve your brand’s standing in the marketplace. This will allow you to utilize the power offered by a strong PR strategy.