Tag Archives: pitching

Why Evergreen Stories Die

Evergreen stories mean the content is permanently fresh and always newsworthy – sounds like a media pitching slam dunk, right? Unfortunately, in today’s constantly moving news cycle evergreen stories don’t make it to air because they can be pushed for another day, and another day, and so often fall off a producer’s radar.

I’ve heard from practitioners who brainstorm evergreen topics internally and then get their clients, who are experts in a specific field, to layer on a juicy details germane to the moment – yet on the flip side I know folks who confirm evergreen topics with their clients and then pitch out when they can piggyback on a hot topic in the news. No matter the process, the fact remains that our end goal is to secure a story and an evergreen story alone won’t open up doors much less land a spot on the nightly news.Read the rest of this entry

From Mail to Maker’s Mark: A Scale for Assessing Flack-Reporter Relationships

Every PR pro has been in the scenario: the team is gathered in a conference room. The topic of media comes up, and various names are bandied about. Then the boss growls, “who has a relationship with that reporter?” The implication is clear: in a business of connections, the person doing the pitching should have someRead the rest of this entryRead the rest of this entry

Merry Blog Christmas

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Bloggers Need PR Outreach Tactics Too

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The Funny Thing About The Media

The media never ceases to amaze me. In my 15 years in the PR business, I am still amazed at the impact news outlets have in influencing its audience. Moreover, it is still quite enlightening to see how the press decides what to cover in their news outlets. I don’t typically cite clients when I’mRead the rest of this entryRead the rest of this entry

Time for Journalism’s ‘Name-and-Shame’ Game to End

I’ve never understood the point of the “name-and-shame” tactic employed by some journalists who feel aggrieved by what they perceive to be an undue amount of pitches from PR pros or just plain spam from PR agencies.Is it that they are trying to teach us a lesson? A Daddy (the media) knows best, and ifRead the rest of this entryRead the rest of this entry

When Not to Pitch: During an Earthquake (or a Hurricane)

Dear PR colleagues: Pls do not pitch earthquake-related stories unless you rep an earthquake preparedness company/expert. I wrote that tweet Wednesday afternoon in response to a tweet from Forbes media reporter Jeff Bercovici that he, like every other reporter it seems, had received an irrelevant earthquake-related pitch from a PR pro. And Friday afternoon, IRead the rest of this entryRead the rest of this entry

Don’t Count Newspapers Out Just Yet …

For any PR pro who has jumped on the bandwagon and thinks that newspapers no longer matter, I urge you to read a great report just out from the Poynter Institute. The report sought to measure the total online and print reach of newspapers in their local markets, and the results may surprise you. First:Read the rest of this entryRead the rest of this entry

Public Relations at South by Southwest

We’ve had it on our calendars for months. March 10-15, Austin, TX. South by Southwest. Maybe you have a client making an announcement there. Maybe a new, young startup out to change the world. Maybe you represent a global brand rolling into town with a caravan. As a communications pro, you have a game plan.Read the rest of this entry

That’s a little ‘pitchy’ dawg

Oh yes, it’s that time of year where thousands of contestants try out to be the next American Idol. There are some great singers, some really awful ones, and then there are those that are a little ‘pitchy.’ I’ve been getting a lot more pitches lately that are starting to remind me of Idol contestants.Read the rest of this entryRead the rest of this entry