Media Relations


Tools Abound for Media Relations, but Personal Relationships Continued to Dominate in 2020

January 5th, 2021 by

If 2020 taught media relations professionals a lesson, it’s about the importance of relationships.

Meeting media contacts in person, securing press tours and catching up over coffee have taken a backseat amid the COVID-19 pandemic. For savvy practitioners, though, continuing to build relationships with the media endured, and in many cases, thrived.

Two Words Can Boost the Response Rate of Media Pitches

December 8th, 2020 by

It’s flattering when someone asks for your opinion, which essentially is what a media interview entails. PR pros can use that knowledge and two words that will bolster relationships with content creators. These two words also will increase response rate to media pitches, says Brandon Watts, who recently wrote an e-book that required a lot of pitching.

John Kell and Seth Arenstein on PRNEWS Live

[VIDEO] PRNEWS Talks to John Kell, Media Lead at Chobani, About 2021 Comms Trends

December 2nd, 2020 by

This week PRNEWS Live welcomed guest John Kell, media lead at Chobani, to chat about 2021 communications trends.


Nerd St. Gamers, Brownstein Tap Local Media to Drive National Coverage

December 2nd, 2020 by

As our Media Relations Conference fast approaches (Dec. 8-9), we’re introducing readers and attendees to speakers lighting up our (virtual) stage. Here is a case study from Nerd Street Gamers and Brownstein, who will be sharing their local media approach during the conference.

newspapers lined up

Media Relations, From an Editor’s Perspective

December 1st, 2020 by

Most media relations pros have a favorite way of connecting with writers. How about building relationships with media staff whose names rarely appear on bylines, such as editors? A veteran editor provides insight in this brief Q-A as we get ready for the PRNEWS Media Relations Next Practices Virtual Event Dec. 8-9, 2020.

A Tall Order: Strategic Pitches Ensure Media Coverage for Historic Arts Venue During COVID-19

December 1st, 2020 by

We visited the web site of Newark Symphony Hall (NSH), the Garden State’s largest arts venue and one of its oldest. The first thing we saw is that NSH is closed for COVID. So, try getting support for arts-related projects when performances are suspended. Yet that’s the assignment for women-owned Violet PR, which won what seemed, on first glance, a dubious victory, to represent NSH.

Creative pitching during COVID

PR Pros Finding Creative Angles to Pitch During the Pandemic

November 19th, 2020 by

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.

woman working on phone

Do Your Homework to Whittle Down That Media List

November 17th, 2020 by

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.

media list

Tips for Building a Media List from Scratch and Avoiding Spray and Pray

November 13th, 2020 by

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.

Politics’ Ties to PR are Nothing New and Include Industry Pioneers

November 3rd, 2020 by

Millions will enter polling stations and vote for the next president. While many of us have watched this election closely, few have considered PR’s role. Whether used positively or negatively, all candidates