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.
As the media landscape continues to change, it’s important for PR pros to keep in touch with reporters and editors beyond pitching stories. Since the start of your PR career, you have likely heard about the importance of building relationships with journalists, and it is true. Your relationships with journalists are important —and should be treated as such.
Diane Harrington, Editor at Smartbrief, is a veteran communications pro and has seen it all—including the good, the bad, and the ugly. Our team had the chance to catch up with Diane to ask her the questions that keep PR pros up at night. We’re excited to have her share her knowledge and insights!
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
I love PR reps who have a client list and ideas connected to each that they can share with me.
I’m also especially grateful when PR folks have “regular people” I can talk to—not just an edtech vendor or a random customer who happens to use your client’s product. More often than not, journalists want inputs on issues, solutions, and stories.
Writing about a new product on its own isn’t enough. Give me great, fresh story ideas and all the players I need to talk to, and I’ll be your friend for life.
I’ve also had a couple of PR reps be extraordinarily patient with me as I try to find time to work on a couple of articles. They occasionally ping me (no more than quarterly) to see if it’s still on my radar and they let me know if something new has happened in the topic area or with their client that may shape my piece.
Savvy PR reps also will pass along random info: “Hey, I hear you’re planning something on student mental health. I ran across the name of a great school psychologist—just wanted to share it in case they can help with your story.” That keeps your name in my mind. And when I tell people I’ll put something in my ideas and experts folders, I’m telling the truth: I really do have folders with those titles filled with emails that I like but that won’t work right now.
What are some common misconceptions reporters might have about working with PR folks?
I’ve been in the journalism/PR/marketing field for 40+ years. While I’m so grateful to run across savvy PR reps, too often I get a spam-style press release on a subject that’s far too general. It’s clear that it’s gone to 1,000 other journalists and that no thought has been put into how it will work for my publication.
Not all publications are alike, and many PR reps think, “Oh, let’s send this to all the education publications.” Read the reporters’ work for a while and figure out what makes them different, and tailor a pitch accordingly. If you know I don’t run press releases or articles on a product, take the time to create another formulaic press release that at least addresses that fact.
How can PR professionals best tailor their communications to meet the needs of reporters?
Give specific examples of how a product or solution can be used. Broaden your mind to narrow the story. Provide examples that haven’t been used everywhere else. That may be the secret to your success.
Are there any specific elements or information that you consider essential in a press release or pitch?
Like a good newspaper story: Who, what, when, where, why and how. But focus on which one of those is the most important to a given publication. Most PR reps know that my publication doesn’t print “new product” stories, new CEO stories, or events that are happening tomorrow in another state. If it’s in my city, or very nearby, that’s helpful. Otherwise, I need to be sent the information in a way that works for my publication. Or sent “In case you weren’t aware” for my files. Regardless, 99% of PR people send me the stuff I don’t need and can’t use.
What are some best practices for PR professionals to build positive relationships with reporters of any beat?
Don’t email incessantly. 95% of editors won’t respond to every email. If you don’t hear back, 99% of the time they’re not interested. Please do not email the reporter every day or two to follow up.
Try to convince your clients that it’s better to have sustained interest in them throughout the year—a story in this publication now, a story in another publication 3 months later, and so on. Rather than to have them all crammed into one or two months and then forgotten. The debut of a product doesn’t equate to a story. Think about the stories that you’d want to read about that product six months from now. Set up those circumstances: Ask the client if they can do a trial of it at a school so you can gather anecdotal information. Find out if they have already done one or have studies, etc.
In our blog series, Media Moments, the Zer0 to 5ive public relations team highlights a variety of media coverage secured by the team on behalf of our clients every month. Check back each month to see the team’s ongoing work.
In public relations, the ability to offer a variety of stories is critical to capturing the interest of journalists. These stories can range from funding news and product news to human-interest stories and interesting executive points of view.
Throughout October, the Zer0 to 5ive team worked diligently to place a range of features and mentions on behalf of clients.
Check them out!
CNBC Make It for UTI
Promoting an individual’s story to highlight a broader trend can be a great way to tap into the national conversation. On behalf of Universal Technical Institute, Inc., the team pitched a story about a successful alumna from Concorde Career Colleges – the organization’s healthcare division – for CNBC’s “Ditching the Degree” series. Read the article here.
Axios for NWEA
Regularly proactively pitching experts who can discuss key topics in education can get you on the radar of reporters so that when they’re covering a related topic, they will reach out. After pitching education experts to Axios on behalf of education clients, a reporter reached back out to request a comment from an expert on the impact of severe weather on students and schools. The team was able to connect this reporter with a researcher from NWEA, resulting in a story quoting one of the organization’s researchers. Read the article here.
SiliconANGLE for Sony Innovation Fund
A new round of startup funding can be intriguing for journalists, especially if they are offered exclusively or under embargo. On behalf of Sony Innovation Fund and its portfolio company, Sidero Labs, the team leveraged an embargo strategy in advance of a funding announcement to generate interest from key journalists covering Kubernetes technology. This outreach resulted in a detailed feature by SiliconANGLE for the portfolio company, mentioning Sony Innovation Fund. Read the feature here.
The 74 Million for AERDF
In an age when media outlets are looking for insightful content and points of view, it is helpful to work with clients’ experts to develop bylines and op-eds that can be submitted and published. The team worked with the Advanced Education Research and Development Fund (AERDF) to develop an op-ed for The 74 on the need for educator and community engagement and federal investment in education R&D. Read the piece here.
SD Times for Onymos
In the tech sector, news on enterprise software and products frequently captures media interest. Recently, the team utilized a major product update from Onymos to inform the tech trade media about the enhancements and advantages for enterprises using the product. This effort led to coverage in SD Times. Read the news here.
Fordham Institute’s Ohio Gadfly Daily for YouScience
As a public relations team, we often can’t control where our media placements end up after their publication or who sees them. This is why we feel a great deal of excitement whenever an article we placed – whether it was months or years ago – continues to provide value and visibility for clients beyond its initial worth. Recently, the Fordham Institute’s Ohio Gadfly Daily highlighted YouScience, stemming from a feature that the team secured with a Fordham executive for Education Next two years ago. Read the mention here.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
In our blog series, Media Moments, the Zer0 to 5ive public relations team highlights a variety of media coverage secured by the team on behalf of our clients every month. Check back each month to see the team’s ongoing work.
As a public relations professional, persistence and resourcefulness are crucial to achieving results for your clients. This might involve conducting regular touch bases with journalists to build strong relationships and stay updated on what they are working on. It may also mean leveraging a new piece of exploratory research to garner the interest of a particular journalist or following a specific news event to determine if there is a relevant opportunity for your client to provide a comment.
At Zer0 to 5ive, we work diligently to make things happen and use the points of view, content, and resources available to build stories journalists want to pursue and publish.
Learn more about how we secured some big wins for our clients in September.
Business Insider for Digital.ai
Patience and relationship-building almost always pay off. When conducting outreach on behalf of a client, you never know if it will align with what a journalist is focused on at that particular time. That’s why you must regularly check in with them to determine what they are working on, remind them of what your client can offer, and simply remain a trusted resource for them.
This tactic worked for our team recently on behalf of Digital.ai. After months of building a relationship with a Business Insider journalist, he finally contacted us to request a conversation with the CEO of Digital.ai to discuss how coding jobs will continue to change in big ways with AI. This opportunity resulted in the CEO being a key voice in an article on the topic. Read the piece here.
Dark Reading for Onymos
Monitoring the news – whether through local or national TV broadcasts, checking media outlet newsletters, or reading through social media – is an excellent way to identify immediate opportunities for your client to provide their perspective.
Our team leveraged and expanded the insights provided by Onymos‘ CEO regarding LinkedIn’s use of user data for AI training to engage journalists. As a result, his commentary was featured in Dark Reading. You can read the article here.
Traxion.GG for Sony AI
New, interesting research can be a gold mine for media opportunities. This summer, Sony AI‘s Gaming and Interactive Agents Flagship Project released new, exploratory research that introduces a super-human car racing agent whose sensor input is purely local to the car.
Considering the media’s past interest in the project group’s research, we shared this latest research update with select journalists. This led to an in-depth feature with Traxion.GG that included insights from one of the research authors. Read the feature here.
The 74 Million for NWEA
Pitching executives for their opinions to be published is a crucial strategy for amplifying thought leadership, expertise, and brand visibility. These executives possess unique insights and knowledge that enable them to offer a valuable perspective on industry trends, challenges, innovations, and more.
As such, our team pitched a comprehensive point of view from an expert at NWEA focused on literacy. This piece resonated with The74’s opinion editor, resulting in its publication. Read it here.
KSL-TV for YouScience
Television remains a powerful platform for building credibility, reaching a broad audience, and establishing thought leadership. After months of work with Utah’s KSL-TV on behalf of YouScience, the news station spoke with company experts and a student who has utilized the YouScience Aptitude & Career Discovery tool to guide her toward a career path aligned with her natural strengths to build an exciting segment for their nightly broadcast. The story told in the segment was also supported by recent YouScience data. Watch it here.
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)
In our blog series, Media Moments, the Zer0 to 5ive public relations team highlights a variety of media coverage secured by the team on behalf of our clients every month. Check back each month to get a glimpse at the team’s ongoing work.
During the summer months, public relations professionals historically face challenges in securing media opportunities and coverage. However, as news cycles and coverage continue to change, it is more important than ever for journalists to report the latest news and most interesting stories to their audiences. This shift has turned what used to be slow periods into opportunities.
This summer, we’ve observed a wide range of news and stories capturing the attention of journalists from different industries and outlets. These include topics that are interesting to journalists, such as those related to trending subjects and data, as well as access to high-ranking subject matter experts or executives.
See which topics resonated with the media in our August highlights.
CNBC Make It for Universal Technical Institute, Inc.
Pitching an individual’s personal story is a great way to grab media interest in a topic or trend. In response to rising interest in the skilled trades among Gen Z, our team pitched an interview with a recent graduate of Universal Technical Institute to CNBC. This outreach resulted in a story about the graduate and how going into the skilled trades positively impacted her life. Read the story here.
TechRepublic for Onymos
Journalists are always looking for new and exciting data that can be connected to broader trends or uncover fresh insights about a specific industry. They are also interested in obtaining this data exclusively or under embargo so that they can be among the first to report on it. That’s why our team conducted embargo outreach to a select list of outlets before releasing Onymos‘ SaaS Disruption Report: Security & Data. This approach enabled us to secure coverage with TechRepublic, which was published on the day of the report’s release. Read the article here.
EdWeek Market Brief for HMH
The most impactful interviews are with executives or subject matter experts who can dig into various trending topics, demonstrating the depth and breadth of their expertise and knowledge. In fact, such interviews often lead to multiple opportunities for further discussions or the creation of several articles covering different aspects of the topics discussed. This can be exemplified by an EdWeek Market Brief article featuring HMH, which resulted from a conversation the organization’s CEO had with the journalist earlier this summer. Read the article here.
Design News for Nauto
By highlighting the background of a subject matter expert or executive, we can demonstrate why they are a valuable source for current events and trending news topics. This is an effective way to secure coverage for a client, especially considering the ever-changing nature of newsrooms and their coverage. As a result of previous relationship-building and accurately demonstrating an expert’s knowledge and point of view, our team secured coverage for Nauto with Design News on autonomous vehicle systems. Read the article here.
eSchool News for AERDF, HMH, NWEA, SchoolStatus, & YouScience
Many schools across the country start heading back to school in August. This leads the education media to develop stories about what to expect in the upcoming school year. For these stories, journalists seek predictions from academic experts, researchers, and education technologists. Our team leveraged the insightful thoughts from AERDF, HMH, NWEA, SchoolStatus, and YouScience in August to secure coverage with eSchool News. Read our clients’ education predictions here.
To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.
In our blog series, Media Moments, the Zer0 to 5ive public relations team highlights a variety of media coverage secured by the team on behalf of our clients every month. Check back each month to get a glimpse at the team’s ongoing work.
There are many different ways to generate media coverage on behalf of clients – from news announcements, thought leadership, and customer stories, to data reports and meeting with reporters at events. All, though, require a good story and patience to see the coverage through.
Our media features and inclusions in July resulted from outreach efforts leveraging data, industry trends, news, and customer stories. Check them out below!
The Washington Post for NWEA
Journalists love reporting on stories that have data to back up industry trends. Since 2020, NWEA has released many reports tracking students’ academic progress since the start of the COVID-19 pandemic. NWEA continues to share insights into how students are doing compared to their peers and highlight interventions that can best support learners. Timing is everything, so our team used an embargo approach to share the newest data-backed trends with The Washington Post. Read the article here.
K-12 Dive for AERDF
Stories with real-world impact are appealing to journalists, especially if you are able to connect them with outside sources to give different points of view. On behalf of the Advanced Education Research and Development Fund (AERDF)’s EF+Math Program, 0to5 pitched a story about an innovative program that is helping students learn math while having fun. The story, which features Fraction Ball, includes photos, a video, and perspectives from multiple sources, which helps capture the impact of the program. Read the story here.
VentureBeat for Nauto
Sometimes, patience is key when looking to nail the right story for your client. Nauto, a provider of AI software for driver and fleet safety, began its dialogue with VentureBeat during CES in early 2024. While scheduling challenges were present, the team remained persistent, and was able to facilitate a ride-along with the reporter to witness the Nauto tech in action, resulting in a full feature article. Check it out here.
Forbes for YouScience
National data garners national attention. YouScience, the leading technology provider dedicated to solving the skills gap crisis for students and employers, released their annual “2024 Female Students and STEM Report,” which resulted in an article offering strategies for increasing STEM career exposure for female students. Check it out here.
Diginomica for Onymos
There are always opportunities to reconnect your clients with reporters that have covered them previously. From backgrounders to commentary on industry trends, building a rapport of consistent, timely and thoughtful interactions is how reporters establish their go-to sources. 0to5 reconnected Onymos’ CEO with diginomica to discuss how no-data architecture is changing the software landscape, which resulted in a feature piece on the topic. Read about it here.
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
Working with trade outlets is a valuable way to reach leaders in an industry with targeted, thoughtful content. The retail industry, in particular, is constantly changing and it’s important for the industry’s business leaders to have content that puts a microscope on what’s happening every day.
We recently interviewed Dominick Miserandino, the new CEO of RetailWire, a leading retail trade publication covering the latest trends and insights in the industry. As CEO of a publication, Dominick offers a unique perspective on how PR professionals can work with media outlets.
Thank you to Dominick for taking the time to conduct this interview! You can explore RetailWire’s coverage of industry insights and trends here: https://retailwire.com/
Would you please briefly introduce yourself and your career background?
I started as the creator of TheCelebrityCafe.com, one of the first online pubs, and then Inquisitr, Adoramapix, and YouNow. I’ve probably worked on over 100+ e-commerce and media sites as an advisor.
What motivated you to join RetailWire as the new CEO?
The retail space, and this B2B market in particular, is rather unique and presents a new set of skills to learn and challenges to overcome. Before this role, more of my background was in B2C.
What are some of your goals or priorities as the new CEO of RetailWire?
Step one is to immerse myself in this world. Learn the players and partners.
What are some trends or topics within retail that you are interested in seeing RetailWire cover in 2024?
We are editorially trying to expand our in-depth coverage, as well as our general consumer audience coverage. I’m happy that our readership has gone up about sixfold since we started on this in fall 2023.
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
Not as of yet with RetailWire, but I’m looking forward to it. In the past, the most successful stories were ones that were unique. Years ago, I had a writer doing a video inside the Krispy Kreme headquarters, interviews with Led Zeppelin, and behind-the-scenes at the White House. Those that worked well were quite a bit more than a press release, and thereby other outlets grabbed them too.
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, etc.?
Straight to the point. I actually remember the dialogue with the Krispy Kreme one:
“Do you want to send a writer behind the scenes of Krispy Kreme?” Yes.
It’s so much better than most press pitches, which are guesswork:
“We have an amazing brand that would like to do something with you.”
Ok, what brand, what would they like to do? Are you just asking the writer to copy your press release?
How can PR professionals best tailor their communications to meet the needs of retail-focused outlets?
For retail, as well as any media outlet, know the outlet itself.
Are there any specific elements or information that you consider essential in a press release or pitch related to retail?
I think so much is just knowing the outlet and cutting to it.
I’ve had days of literally 200+ emails from publicists and I don’t want to guess what the goal is and who the client is.
How can PR professionals most effectively pitch stories and information to RetailWire?
Right now we have two fronts: trending general business news and the real in-depth pieces. Understanding these two fronts is the first step. If you have something in-depth, unique, or trending on Google News to share, we love it.
If they don’t, most pitches come across as: “I know you’re covering trending topics, but this will be trending.”
But then it’s not a fit for the moment. Fitting a square peg in a round hole is just going to break the peg.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
I’ve been an advisor/shareholder of well over 100 publications and find the best pitches are direct and simple.
In our blog series, Media Moments, the Zer0 to 5ive public relations team highlights a variety of media coverage secured by the team on behalf of our clients every month. Check back each month to get a glimpse at the team’s ongoing work.
When reaching out to the media on behalf of our clients, we generate interest and secure coverage through various approaches. One of the most successful and popular ways is connecting our clients’ points of view to key trends in a particular market or aspect of life. Another successful approach is showcasing a customer with a compelling story that highlights the positive impact of a specific company or technology on their business.
Our media features and inclusions in June resulted from outreach efforts leveraging industry trends and customer stories. Check them out below!
KQED for SchoolStatus
Absenteeism is a priority topic for education writers, and they are always seeking data to support their stories. SchoolStatus had access to anonymized data through its platform, allowing the company to analyze and highlight emerging trends nationally and in certain key states. Our team utilized these trends to pitch a story to the NPR affiliate, KQED, focusing on absenteeism in California and successful intervention strategies that schools can implement with SchoolStatus as a key thought leader on the topic. Read the article here.
INSTORE Magazine for Jewel360
The ability to find a customer that is willing to talk about the products they are using publicly can be a difficult feat. However, these stories are goldmines for both brands and media. Brands love to see their customers happily talking about their services, and media love to speak directly with customers to hear their stories – the challenges, successes, and everything in between. Upon receiving an exceptional customer story from Jewel360, our team took a targeted approach to pitching, with the goal of securing a feature placement in INSTORE Magazine, the premier jewelry trade publication. This approach was successful, resulting in a nice profile on the customer and a mention of Jewel360’s platform. Read the feature here.
Work Shift for Universal Technical Institute, Inc.
A notable trend reported by journalists covering the workforce, economy, and business is the growing interest in skilled trades among students and workers. As this movement continues to impact the future of work and the economy, journalists constantly seek unique perspectives and anecdotes to enhance their coverage. Our team pitched Universal Technical Institute, Inc.’s (UTI) experts to discuss this movement and share the benefits of providing practical, industry-relevant training to students and workers. This approach resulted in an in-depth piece published by Work Shift. Read it here.
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.