This blog is geared towards brands looking to learn about PR, and PR professionals looking to keep up to date on the latest PR trends and news
Gift guides are known as the holy grail of product PR. Get placed in the right ones, and your product is sure to find success. Many high circulation outlets have long lead times for printing, so they have already closed their gift guides for the 2021 holiday season (and so has Oprah, who has already announced her Favorite Things for the 2021 holidays). There are, however, hundreds of online gift guides for national publications, popular blogs and social media that can provide tremendous exposure for your products. It’s just a matter of locating them, determining who to pitch, and of course, what to pitch.
One thing to keep in mind is that gift guides are highly competitive. When you are pitching for “regular” opportunities, each pitch likely tells a different story. When it comes to gift guides, every company is pitching for the same or similar products. The more you can differentiate your product and tell a story about it, the more likely you are to be...
As a remote PR professional, you’re likely aware of the industry tools that can help you get more coverage for your clients. Two of our favorites have been around for a long time and have developed a huge fan base: HARO (Help a Reporter Out) and ProfNet. Each works as a real-time, modern day editorial calendar—the reporter spells out what specific story they are working on and then, based on these descriptions, solicits pitches and responses from expert sources.
HARO is a free resource for both journalists and sources, and is supported by advertising revenue (although there is a paid version that allows you to receive queries early). ProfNet, meanwhile, is free for journalists placing requests, but subscription-based for those who wish to respond. ProfNet allows for a little more customization, allowing users to select the specific types of opportunities they want to receive. Both services send out an email a few times a day with requests...
Mental Health is one of the most important topics of discussion in recent times and rightfully so. As anyone working at home over the past 18 months can tell you, staring at the same four walls every day is not always good for the soul—or the mind. Those that were already working from home, such as remote PR professionals, were especially hard hit when the quarantine locked everything down; not only were they staying at home for work, but now they also couldn’t leave it for pleasure. That negatively impacted mental health for many.
Although restrictions are lifting, mental health should still be top of mind for remote PR professionals. Yes, that means taking better care of YOU and understanding how your actions can encourage others to protect your mental health as well.
Let’s face it, working remotely has some definite perks. For example, no one takes the last cup of coffee and leaves the pot on the burner, and no one’s...
In a world of shrinking media outlets, coverage is harder than ever to achieve. While some publications are folding completely, others are merely reducing their staff, or bringing on freelancers more than ever to cover additional stories. When reaching out in this environment, which is more beneficial for PR professionals in gaining media attention for their clients, a press release or a media pitch?
In most cases, it depends on the specific goal of the company. Here’s a look at the characteristics of each and when it makes sense to employ both to gain the widest reach possible:
Simply put, a pitch is an attempt to get the attention of a reporter or editor at a media publication interested in your news so that they cover it. A pitch can be tailored or customized to each reporter and outlet, and is designed to propose a larger, more in depth story.
It’s something every PR professional faces at one time or another -- gaps in the marketing cycle where it seems that absolutely nothing is going on. There are no new product releases, no customer announcements or events, no trade shows. There is seemingly nothing to reach out to the media with. It’s almost as if you have to create your own news to get coverage. And, actually, that is a pretty good idea.
When your company is in a slow news cycle, or you are just looking for new reasons to stay in touch and relevant with your colleagues in the media, data storytelling can help get you over the hump -- and potentially create an ongoing channel of news for your company.
It can be hard to catch the attention of reporters even when you DO have news. In fact, 47% of reporters and editors say they receive more than 10 pitches a day, and nearly 10% receive more than 50! How do we know that? Because a company did a survey of...
As sometimes solo practitioners, it’s not always easy for remote PR and Communications professionals to stay on top of the latest public relations tools, tips and tricks. If you’re lucky, you’re keeping your clients busy with new product launches, executive thought leadership blogs and articles, industry events, and interviews with media and analysts.
But it’s important to keep up to date with what’s going on in the industry, and that means frequently brushing up on PR fundamentals. Something you read will inevitably spark some ideas about how you could be serving your client even better than you are today. Staying fresh ensures you and your clients are always putting your best foot forward when it comes to media exposure.
As shown in some of our more popular blog posts over the past several months, great public relations can be boiled down to three key themes:
As a PR professional, you’re well-versed in writing guest posts/contributed content (same thing) on behalf of your executives, spokespeople, or even yourself. You’ve determined the outlets your audience is reading or watching, you’ve created a refined media target list, and you have a great topic in mind for your client or subject matter expert (SME).
More often than not however, the first step to getting your content published is pitching the reporter an abstract of what it is about. An abstract is an effective description of what you are proposing to write and a lot of reporters will ask for this FIRST to be sure the final content you deliver is aligned with their media outlet’s own objectives. There are some exceptions where an editor won’t want or need an abstract, but it’s always important to ask and tailor your process to what best fits theirs.
Think of your...
A contributed article is a great way to gain exposure for your brand and ensure your client’s name or company is considered a trusted authority. They are meant to serve as a vendor-neutral perspective by someone with concrete knowledge about a particular topic. Contributed articles (also called bylines) are one of the most used tools in a PR professionals toolbelt when it comes to serving their clients.
However, before securing media coverage, there is a lot of groundwork that needs to be done before seeing your (or your client’s) name published. Placing a contributed article starts long before the content is written and even before the pitch is crafted. In fact, there is a bit of reverse engineering that must take place. Here are some of the most critical steps PR professionals should take when trying to place their content.
Creating a target media list for your PR goals isn’t necessarily...
A lot of people think that the only time you need a PR team is when things go awry.
A crisis can happen at any moment and hopefully you have a PR team already in place that knows your business and its stories well enough to recover swiftly and effectively.
If you don’t have one in place, or if you’re curious on what sticky situations may arise, here are easy ways to help prevent a disaster from happening in the first place.
You are always better prepared if you know what's going on around you. By being in-tune with your competition and what’s happening in the newscycle and world, you have the opportunity to create messaging and a narrative that best serves you in a positive light. Your messaging and narrative is the backbone of every piece of communication for your company, internally and externally.
For example, years ago I worked with...
When you start to seek press coverage for your business, your media list—the repository that contains your research about outlets that your target audience reads—is your lifeline.
But getting to the point of being able to turn to your media list and pitch with confidence, there are several steps you’ll want to take to be sure that you’re targeting the right contacts. After all, a media list with the wrong contacts is just as bad as no media list at all (not to mention frustrating for those reporters on the receiving end of your pitch).
To start honing your media list, you’ll want to make sure that you’re targeting appropriate outlets for the articles you want to get published. For example, you probably wouldn’t want to pitch a story about off-roading vehicles to an online parenting magazine. If you’ve created a customer persona or multiple personas, then you not only have a...