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Amy Rosenberg saw the initial messaging in its controversial ad as progressive, displaying how fitness isn’t about pounds and inches — but letting endorphins and commitment take center stage for a woman who brings exercise back into her crowded life. However, with Peloton straying from the norm, Rosenberg believes the messaging also could have used another look—by those with a more feminine perspective.

How can a pitch really stand out in a crowded inbox? A panel of experts from both sides of the comm fence including Laura Brusca, vice president for corporate communications at Forbes, Tom Butts, content director at TV Technology, Monica Melton, assistant editor at Forbes Innovation, Howard Mortman, director of communications at CSPAN and Seth Gilpin, product marketing manager at Cision, dispensed wisdom at the How to Pitch Reporters on Email panel at the PRNEWS Media Relations Conference on Dec. 13 in Washington, D.C..

TV journalist Soledad O’Brien offered attendees at last week’s PRNEWS Media Relations Conference plenty of tips about storytelling and pitching. For example, when telling an ostensibly dry policy story, she looks for people whose lives are affected by the policy.

Journalists and public relations experts discussed adapting to new media strategies at the PRNEWS Media Relations Conference in Washington, D.C. on Dec. 13. The panel, “Rethinking Media Relations in the Age of New Media,” included Brandon Arolfo, head of PBS digital studios, Sara Fischer, media reporter for Axios, Nicole Smith, director of corporate communications at IAC and Katina Arnold, vice president, corporate communications at ESPN.

The work of public relations typically happens behind the scenes, but at yesterday’s 2019 PR People Awards and Rising Stars 30 & Under Awards PRNEWS put the spotlight on the communicators behind some of the year’s most impactful work. While the awards honored individuals, many of the recipients emphasized the importance of their colleagues in their success throughout the year and in their careers.

Press releases may be fading in popular PR practice, but in some cases they’re part of the regulatory regime. Business Wire, a distributor of press releases, and the data firm Onclusive collaborated on a survey of 17,000 press releases. Some of its findings are surprising.

Mankind’s digital exhaust is social science’s Big Data. We create digital data with every post, purchase or picture. This offers social scientists access to previously unimaginable reams of data. Coupling that with new computing power and the possibilities are endless, argues Peter Zandan, global vice chairman of Hill+Knowlton Strategies. Brands can decode what makes ideas spread, how purchasing decisions are reached and who and what influences influencers. It’s time to prepare, he writes.

Last week,  we talked with Joshua Otten, CEO of Ronin, the largest branding agency for cannabis and hemp businesses. We spoke about his journey from PRØHBTD to Ronin, how quality content can make the difference between a commodity and a lifestyle, and why the future of cannabis branding will live on streaming services.

When it comes to newsjacking, there’s a thin line between victory and defeat. Some brands can come off as desperate without well-crafted messaging. Instead of trying to reinvent the wheel with a new marketing campaign, sometimes a great strategy can come just from social listening.

In our regular Lessons Earned feature, former Cargill and State Farm CCO Mike Fernandez recalls three examples when it was advantageous to be fearless. This attitude led a 23-year-old Fernandez to confront a senior member of the Senate. It also prompted him as a new CCO at two well-known companies to whack at sacred cows.