Strategy of the Week

The week's strategy: Use op-eds and letters to the editor to get positive media attention for tough subjects. Op-eds are also budget-friendly and position your executives as authorities on the matter at hand for future media coverage. Isobelle Surface, director of communications for Odyssey House, a New York City substance abuse and mental health agency, deals with issues like homelessness, drug abuse and mental illness on a daily basis. But she finds the media prefers not to tackle those topics unless "there's bad news like a crack-addicted or mentally ill person commiting a crime," she says. "It's not always that kind of news.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.