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For many in PR, because of their own day-to-day experiences, the thought of accessibility for an audience may not register when strategizing communications. But the truth is that 61 million Americans live with a disability, according to the Center for Disease Control. And that is a sizable number to acknowledge when trying to release important information. 

PRNEWS is pleased to announce the honorees for this year’s PR People and Rising Stars Awards. From internal communications and community relations to crisis management, media relations and beyond, the individuals recognized this year cover the wide breadth and depth of the industry.

It’s not an easy time in general. Perhaps more so for media relations pros, who are pitching against several dominant stories and an eclectic pastiche of other items. Still, PR pros are nothing if not resourceful. The best are finding opportunities in the crowded field. Here are a few on November 19, 2020.

‘Tis the season to break out of the COVID-19 doldrums and deck the halls. The holidays seem to be arriving even sooner, as many look to find joy via decorating, music and fixating (or trying to) on the spirit of the season, rather than 2020’s awful news. Queue the Rockefeller Center Christmas Tree, which arrived a bit worse for the wear. So, do you ignore its raggedy appearance or lean in and have fun?

For it to be most effective, DEI efforts need to expand beyond being a function of HR, according to panelists at this week’s PRNEWS webinar, “Communicating Diversity, Equity and Inclusion Actions to External Stakeholders.” The question, then, becomes what PR’s role should be.

There’s no definitive way to pitch. Some prefer to send out news to as many content providers as possible and see what sticks. Other media relations pros opt for pitching a few time-tested journalists. As we get ready to discuss these topics and more during PRNEWS’ Media Relations Next Practices Virtual Event (Dec. 8-9), Deshundra Jefferson, chief strategic communications officer with Credit Union National Association, gives us a look at her pitching philosophy.

Upon first glance, you might think pharmaceutical companies are in a race to become the first to develop and administer a COVID-19 vaccine. This belief strengthens with every announcement coming out from Pfizer last week or Moderna, as we saw today. But communicators might want to look a little deeper, as a race can completely devalue the important, strategic work healthcare communicators do. The power of collaboration, rather than competition, emerges as the true message sent with each news release.

Beginning sometimes is the most difficult part of writing, be it a press release, statement, memo, news article, white paper or book. A pair of college teachers of business writing, Jonathan Rick and Chloe Baerwald, offer ideas for PR pros about how to start the dreaded cover letter.

Too many PR pros continue to conduct media pitching with the “spray-and-pray” approach, using a long list of media contacts that might be way out of date and contain the wrong information for content creators. Instead, a smaller, hand-crafted list is a better bet. Here’s a step-by-step method for creating such a list.

The Ring recall may prove daunting, as it appears to place responsibility on the consumer. Not only is support information hard to find on Ring’s website, but the company blames faulty installation for any fires, not the doorbell.