Want To Learn How to Earn Media Coverage? These 39 Communication Pros Explain How

Yitzi Weiner
May 7, 2018 · 56 min read
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Lamont Johnson, CEO, The Art Department, LLC

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My Communications Background

Lamont Johnson is the CEO/Founder of The Art Department, LLC, which is a premier public relations firm that has clients in a wide array of industries including: beauty, fashion, lifestyle, health, business, entertainment and more. His company aggressively pitches clients for stories, segments, and profiles, which in turn, bring exposure to their businesses and the products/services that they are selling. Aside from pitching his own clients, he often consults with other PR firms (both smaller and larger) on how to garner placements for their clients.

Here Are My Top Strategies To Earn Media Coverage

Pitching is an art — and make this art a priority. There are many aspects to our career as publicists. Writing press releases, conference calls, creating PR plans, coordinating interviews, and more. But no matter how busy you are doing these things (which ARE important), always have on your pitching hat.

Briana Feigon, Director of Global Communications, Tictail

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My Communications Background

Briana Feigon is the Director of Global Communications at Tictail, the shopping destination home to the world’s greatest emerging designers. Feigon leads the brand’s global communications strategy: everything from PR to social media, events to partnerships. Prior to Tictail, Feigon worked at the PR agency, LaunchSquad, where she elevated the stories of consumer-facing technology brands including Facebook and Jet.com. Outside of work, she loves practicing Iyengar yoga, hosting dinner parties, and buying excessive amount of denim.

Here Are My Top Strategies To Earn Media Coverage

1. The Power of a Great Second Impression — as a PR person, it’s not enough to send one great pitch out of the blue to a reporter you’ve never spoken to in your life. Being experts in our field means making strong first impressions with reporters — that’s a given — but then coming back with an equally great second (and third and fourth and fifth) impression. What types of notes are you sending reporters when you’re not asking for coverage? How are you showing that you follow their writing and connect with their social media content and have similarities with them on a deeper level than the all-too-common email intro, “Happy Friday! Reaching out to see if…” Reporters want to work with PR people they know and trust and taking the time to build a sustained relationship with your media contacts is key.

Jacquie Jordan, Two-Time Emmy Nominated TV Producer, Author and New York Times Bestselling Publisher

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My Communications Background

Jacquie Jordan is the founder of the ten year old Silicone Beach based TVGuestpert, TVGuestpert Publishing and TVOnCameraTraining.com. TVGuestpert is a media development company that raises the profile of the Guestpert in the media and grows their client’s core business. With TVGuestpert, Jacquie works with businesses on their branding, promotion, marketing, producing and development, as well as their on-camera execution.

Here Are My Top Strategies To Earn Media Coverage

Put a Hook on Your Pitch

Brenda Loughery and Tracey Henry, Type A Media

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My Communications Background

Type A Media is a public relations and communications agency devoted to the cannabis lifestyle, brands and media. Type A Media founders and partners Tracey Henry and Brenda Loughery have emerged as thought leaders in the emerging field of cannabis communications, often lending their expertise and insights to panels and discussions with influential media, organizations and at events. The agency serves clients nationwide and has offices in California and New York.

Here Are My Top Strategies To Earn Media Coverage

1. Know YOUR brand story. The legal cannabis industry, for example, is in the midst of the so-called the “Green Rush,” and there is no shortage of new brands and products emerging in the market daily. That puts a premium on coverage in top media: both the cannabis-focused and the growing segment of mainstream media that is covering the industry. There is huge competition among brands to set themselves apart and earn coverage. Cut through the noise by learning how to clearly explain who you are, both verbally and in writing. Communicate your vision and brand in an effective way, and reporters will be more likely to take notice.

Kristen Tischhauser, Co-founder & CEO, talkTECH

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My Communications Background

As Co-founder & CEO, Kristen Tischhauser brings over a decade of public relations and marketing experience to talkTECH (http://talktechcomm.com). Under Kristen’s direction, the agency has developed into one of the fastest-growing U.S. PR firms for early-stage and established tech startups. She has managed communications for over $300M in collective venture capital funding announcements and facilitated media coverage for over 250 startups since the company’s inception eight years ago.

Here Are My Top Strategies To Earn Media Coverage

1-Look at what’s going on in the news (what’s trending) and see how you can insert yourself or product into the conversation aka current stories. Publicists call this a “newsjack”.

Lindsey Myers, Founder, Concrete Blonde Consulting

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My Communications Background

Lindsey Myers founded Concrete Blonde Consulting in November 2016 to pursue her passion for building reputations and revenues through marketing and PR solutions. A communications expert and entrepreneur, she has over thirteen-years of experience serving various industries including consumer products and services, lifestyle, hospitality and nonprofit companies in NYC and the Hamptons luxury market.

Here Are My Top Strategies To Earn Media Coverage

Tip #1 — Be Relevant — The news is comprised of things that are happening right NOW! That means if you are looking to position your brand you need to be offering up info that is relevant at this very moment. We always recommend that clients tailor pitches to be in line with current events and/or take a look at the calendar and tailor news to national holidays.

Christina Towle, Founder, BuzzBright PR

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My Communications Background

Christina Towle received her B.A. from Princeton University and has worked in production for Manhattan media companies including Wiley, Forbes Magazine, and ABC News helping with the launch of Good Morning America Weekend starting September 4, 2004. She has a proven track record of placements within national outlets utilizing consumer, medical, and natural brand media including Huffington Post, Redbook, Oprah, NBC news, Whole Foods Magazine, The Examiner, and Dr. Oz Show. In 2009, Christina was certified as a Clinical Nutritionist from The Natural Healing Institute of Naturopathy, which is why she is keen on promoting wellness brands and notable health influencers and celebrities. @_christinaliv

Here Are My Top Strategies To Earn Media Coverage

Passion: To attract attention you need to authentically be promoting brands and people that you sincerely use, follow, and recommend. There is a energy that follows true belief and people respond to that energy with enthusiasm. I work and use the health-inspiring brands I promote because the better I feel, the more I achieve!

Samantha DiGennaro, Founder & CEO, DiGennaro Communications

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My Communications Background

Since she founded DiGennaro Communications (DGC) in 2006, Samantha DiGennaro’s PR counsel is considered invaluable. Today, DGC ranks as one of the leading agencies shining a light on executives, companies and entrepreneurs looking to grow, develop and position themselves as successful leaders and a source of inspiration and insight to the market. Sam’s energy, creativity and vision drives DGC’s culture and sets the tone for deep and longstanding client, press, industry and influencer relationships.

Here Are My Top Strategies To Earn Media Coverage

Build your credibility with the press: Many executives want to be featured in top-tier media outlets, but getting high-profile press coverage out of the gate is a pretty rare occurrence. I recommend that executives work to build relationships with reporters. For example, you can offer briefings over coffee that allow you to showcase your industry smarts or story ideas, and you can also proactively share your POV on news of the day that is relevant to your area of expertise. Building relationships in this way allows for there to be a true value exchange. Once you’ve built a relationship with a reporter, a news feature or profile piece could be easier to come by.

Paul Panday, Talent & Content Publicist, Metro PR

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My Communications Background

Panday is a publicist at Metro Public Relations, one of the entertainment industry’s leading PR firms representing Digital Studios and some of YouTube and the Social Media world’s biggest stars. Panday specializes in translating the news of the Internet and pop culture to traditional mainstream press. On a day-to-day basis, he liaises on behalf of digital talent to amplify viral videos; support branded product and book launches; and secure press to drive personal PR narratives with philanthropy and events.

Here Are My Top Strategies To Earn Media Coverage

I work on behalf of “digital stars,” the Julia Roberts’ and Brad Pitts of Gen Z. And the biggest obstacle I encounter is the work of translating value: “Why is this relevant to my audience?” If you, too, work in the digital space, where 15 minutes of fame are fleeting, and, candidly there’s just a lot of junk out there, here is how to make your news pop:

Leah Taylor, Chief Communications Officer, Cast Influence

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My Communications Background

With over 17 years of experience in both B2B and B2C marketing, I excel in harnessing the power of social, digital, and traditional media to increase brand awareness, elevate market share and catapult revenues. I’m solidly credentialed in PR & social media, technically savvy, and backed by a vast network of influential contacts in media, music, blockchain, design, tech and finance. I’m a hyper networker, advising startups, VC’s and entrepreneurs on how to communicate their value proposition in an ever changing market. But most importantly, I really love what I do.

Here Are My Top Strategies To Earn Media Coverage

TIP #1: HOW DOES YOUR TARGET AUDIENCE GET THEIR INFORMATION?

GG Benitez, CEO, GG Benitez & Assoc. Public Relations

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My Communications Background

GG Benitez, founder of GG Benitez & Associates Public Relations Inc., is one of the industry’s leading independent public relations professionals with full-service capabilities. She is renowned for her expertise in delivering buzz-building campaigns that elevate products and services into premier brands. As a seasoned strategist for media placement, branding, personality management, and celebrity/influencer programs, she has built a stellar reputation for helping clients realize their full business potential while supporting their vision and goals.

Here Are My Top Strategies To Earn Media Coverage

“From our almost decade track record of securing strong media placements for our clients, we have learned what some of the most strategic ways are to earn strong good media coverage. Our Top 3 Tips Include:

Katy Hendricks, Director, Client Services, CooperKatz & Company

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My Communications Background

Katy Hendricks has a decade of experience spearheading award-winning PR campaigns in the home, health, real estate, education and technology sectors for CooperKatz & Company, Inc. In addition to being a tried and true publicist, she also leads the agency’s social media and content marketing strategy team. Katy recently moved to Tampa, FL from New York City helping to expand the CooperKatz footprint.

Here Are My Top Strategies To Earn Media Coverage

Give reporters what they want — a good story. Too often publicists get caught up in corporate speak, which can be easy to do when we’re the conduit between our clients and the media. But announcements and messages are not enough, and journalists are turned off by the boardroom jargon that we all know too well. It’s our job to breathe life into those message and humanize them, so that the end reader or viewer feels an emotional connection.

Alexandria Ott, Founder & CEO, Chrome City

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My Communications Background

Born and raised in San Diego, Alexandria learned the ropes of the PR industry from her father Tony, who owned OTT PR for a majority of her life. Her love of media is evident in the breadth of roles she has held over the past decade, ranging from media strategist to author, event planner to advertising executive. In 2014, she founded Chrome City as the result of her desire to tell a deeper story on behalf of her clients.

Here Are My Top Strategies To Earn Media Coverage

1. Understand Your Audience: Get to know the writers you are pitching. I suggest getting to know them personally by meeting with them for a meal, cocktail or coffee. Ask about their life and what they like to write about. Research their past before you meet with them and ask questions about what you’ve learned based on your research. Take notes on their partners, their travels, and the way they like to be pitched in order to remain up-to-date with their lifestyle and practices.

Augustin Kennady, Media Relations Director, ShipMonk

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My Communications Background

Augustin Kennady is the Media Relations Director for ShipMonk. He graduated from Columbia University in 2013 and immediately sought work at the intersection of technology and commerce. This path led him to ShipMonk, one of the premier names in the eCommerce fulfillment space.

Here Are My Top Strategies To Earn Media Coverage

Follow Kendrick Lamar’s advice: be humble. This first tip is so important, because you have to understand that there are innumerable qualified publicistis and companies out there who have exceptional pitches. Avoid sounding like a braggart at all costs. Approaching a pitch with a sense of confident humility will set you apart from many other publicists.

Liz Anthony, President, Mariposa Communications

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My Communications Background

Liz got her start in the corporate public relations department at Coach, where she oversaw regional press and events. In time, Liz segued into the fast-paced agency world, moving to a boutique firm specializing in fashion accessories. In early 2009, with her passion, talent and eye for irresistibly chic and stylish designs, Liz set out on her own. She founded her fashion PR firm, Mariposa Communications, to provide unparalleled services to a selection of designers, whether established or on the rise.

Here Are My Top Strategies To Earn Media Coverage

Be Thoughtful: Do your research and find out exactly who to reach out to at what exact time. Understanding the member of the media’s beat, outlet’s editorial calendar and overall working style is of the utmost importance. Always remember that this is a real person you’re pitching, with social media it is easy to see what interests them both personally and professionally.

Susan Gold, Executive, SGC

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My Communications Background

Susan Gold is an expert in branding, creating business development options and dealmaking. She’s a former producer as well as a triathlete and has fierce clarity when it comes to PR and Marketing opportunities. She partners with Onelia Estudillo who has formidable experience in the traditional PR and Social Media space.

Here Are My Top Strategies To Earn Media Coverage

First and foremost, know your audience. Who are you contacting and why? What’s in this pitch for them? How are you helping them with their project demands and deadlines. Second, know your stuff! Read a few recent articles written by the person you are pitching. Get a feel for their topic matter and style. Then pitch your story in a way that aligns with their fair and offer a compliment specific to their work. Finally, be precise. Know elements your writer may be looking for and emphasize them. Be their solution when you pitch and when you earn their coverage, thank them and stay in touch.

Elliot Tomaeno, Founder & CEO, ASTRSK PR

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My Communications Background

Elliot is the Founder & CEO of ASTRSK PR. Throughout his 10+ years in PR, Elliot has held leadership roles at Morris + King, Enloop, Ballou PR and Wyndstorm and has worked in cities on both sides of the pond including San Francisco, Paris, London and NYC. He has been featured on Business Insider’s ‘Top 50 PR professionals’ list in 2013, 2014, 2015, and 2017 as well as Adweek’s 30 Under 30 in 2015.

Here Are My Top Strategies To Earn Media Coverage

“While it can be tempting to hide behind your computer screen all day, it’s worth remembering there’s great value in face-to-face interaction. Don’t hesitate to arrange a coffee date with a journalist — or, better yet, invite some all to an open-bar launch party sponsored by your business. If you take this route, be sure to make a speech — or perhaps a brief toast — to talk about your brand, demo your product, and, obviously, thank them for attending.

Chevy Donato, Senior Account Executive, Now + Zen Public Relations

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My Communications Background

Experience in fashion and accessories PR with a strength in influencer outreach. My primary focuses are delivering traditional press placements in top tier media and garnering frequent and meaningful influencer social media mentions for my clients.

Here Are My Top Strategies To Earn Media Coverage

A publicist’s job is all about building meaningful relationships with press, influencers and other publicists; you are only as good as your contact book! Making sure that you consistently research media moves, send targeted pitches that are on topic with an editor’s beat, and nurture your relationships by networking are the most important things a publicist can do. Getting to know an editor or blogger over lunch or coffee goes a long way… and it’s always important to support the ones that support you; click their links, read their articles or blog posts, watch their videos, and go to their events, too! — — these simple things are always more memorable than simply sending free product samples and keep you top of mind for opportunities. Our industry is more digital than ever before and it’s essential for a publicist to adapt quickly to changes and understand that social influencers are here to stay; make sure you know the ones you are working with are legitimate and have real, engaged followings. Most importantly the products you pitch them should be something you could actually see them using organically if they weren’t being sponsored. The best way to do this is to get to know them. If you can’t meet them in person, make sure you read their blogs and frequent their social media pages often. You will earn more frequent and meaningful press by building these relationships!

Carrie Simons, CEO, Triple 7 Public Relations

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My Communications Background

Carrie Simons is CEO and President of Triple 7 Public Relations, a leading boutique publicity firm with offices in New York, Los Angeles and Nashville that handles corporate consulting, brand development and entertainment publicity. Celebrating over 10 years of success, Carrie and her executive team spearhead publicity campaigns for recognizable celebrities and experts, TV networks and studios, festivals and events, book launches and corporate initiatives. She credits the outstanding experience of her team members and the company’s commitment to only representing quality clients with its ongoing success. More information on Triple 7 PR and its clients can be found at http://triple7pr.com.

Here Are My Top Strategies To Earn Media Coverage

“I always find the most successful press coverage is generated for those campaigns that I am truly passionate about because that passion resonates in the conversations I have with media. As a result, Triple 7 PR only signs clients that we are excited to represent. Through this internal litmus test, we know that we offer value to the stories told by media through the clients we’re pitching.

Matthew Aversa, Founder/CEO, Twenty One PR

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My Communications Background

Matthew Aversa founded Twenty One PR in 2011, at the age of 17, creating a public relations, social media, event production and branding company for the 21st Century. His background and expertise are in talent relations, hospitality clients, charities and thought leaders at the top of their respective fields. After starting the company in New York and working with clients such as the United Service Organization (USO) The Four Points by Sheraton, Jedediah Bila (The View), Lauren Makk (The FABLife), Richard Pryor Jr., ROK Beverages and more, he expanded his company to Los Angeles. Aversa now represents clients and companies on both coasts. Now, at 24, Matthew takes pride in being a millennial who understands how millennial’s think, act, and play but more importantly how to create and maintain a brand for generations.

Here Are My Top Strategies To Earn Media Coverage

Stay Up To Date

Gabriel Reyes, President, Reyes Entertainment

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My Communications Background

Gabriel Reyes is President and Founder of Reyes Entertainment, a pioneering entertainment communications agency with expertise in the Hispanic, Multi-Ethnic markets. He is a seasoned professional with an established track record of creating impactful communications campaigns that deliver measurable results for film studios, TV and OTT networks, celebrities and lifestyle brands, I offer strategic planning and execution in the areas of media and talent relations, digital, social media and special events production. I am a passionate and valued team player who brings added creative skills in social media, talent management, special event production and TV/film development.

Here Are My Top Strategies To Earn Media Coverage

1. Write impeccably and tell a compelling story. Most people and also companies have a story, many of them are quite compelling and worthy of of media recognition.

Vijay Lalwani, Founder & Chief Communicator, The KOKI Group

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My Communications Background

A veteran of several top agencies, Vijay is a results-producing PR & Marketing Communications professional offering over 17 years of experience working with both established global brands and startups. He is experienced in both consumer b2c and corporate b2b communications across a variety of categories including tech, health & wellness, beauty, food & beverage, travel & hospitality and more.

Here Are My Top Strategies To Earn Media Coverage

Define A Clear Objective

Kim Straus, PR Manager, HelloFresh

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My Communications Background

Kim holds a diverse background in consumer lifestyle and corporate communications, with 6+ years experience across CPG, fashion, automotive, real estate, food, entertainment and beverage/spirits PR. Kim offers skill in media relations strategy, event coordination and project ownership, finding success with hundreds of editorial placements in top-tier publications like the New York Times, Wall Street Journal, Cosmopolitan, Women’s Health, Men’s Journal, Seventeen, PEOPLE, and several more. Kim currently leads consumer PR at HelloFresh.

Here Are My Top Strategies To Earn Media Coverage

1. Always do your research: know who you’re pitching, know their audience, and think if this would resonate with them. Most people blindly pitch like throwing paint on a wall to see what sticks. You have to do your research.

Stefany Cesari, President, The Same Paige

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My Communications Background

Stefany founded The Same Paige in 2011 with the goal of sharing and celebrating genuine hospitality. With more than a decade of PR experience across various industries, Stefany found her niche in the world of bars and restaurants and is perfectly happy surrounded by good food, good drinks, and good people.

Here Are My Top Strategies To Earn Media Coverage

1. If you don’t believe in the story you’re pitching, no one else will either! Make sure you actually now what you’re talking about. If you truly believe your client’s burger is the greatest in New York City, its going to be so much easier to convince a writer to include it in their roundup of the best burgers.

Ross Garner, Chief Operating Officer, Media Maison

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My Communications Background

Ross Garner is the COO co-owner of the boutique full service PR and Marketing firm Media Maison which focuses on lifestyle consumer products. With a NO BS approach to PR, Media Maison produces top tier placements for their clients.

Here Are My Top Strategies To Earn Media Coverage

1 — BUILD RELATIONSHIPS — this is what your clients are buying from you. You will only ever get so far with blind pitching. You need to cultivate strong relationships with editors, producers and influencers in various markets. Our best placements come from working with people we know and trust. A major morning show producer once told me she gets at least 1000 unsolicited pitches a day — and she deletes them all. She looks to those people she knows and trusts them for the best items for segments.

Jenelle Hamilton, Founder & CEO, Jenelle Hamilton PR

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My Communications Background

As an founder of Jenelle Hamilton PR, Jenelle has pioneered her own path in the beauty, fashion, and lifestyle space. Hamilton’s stellar portfolio of clients includes Andre Walker, best known for his hairstyling work for Oprah Bob Mackie, a fashion designer and costumer known for dressing icons such as Diana Ross and Cher; and the dynamic duo behind Mented Cosmetics, a beauty line created for women of color.

Here Are My Top Strategies To Earn Media Coverage

1) Social Media — Utilize social media to get into the conversation. So many of my clients have received media coverage by being active on social media. Follow a list of editors who frequently cover your industry, read their articles and add feedback or insight to their stories.

Karen Hansen, President, Bullseye Communications

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My Communications Background

Karen is a PR, Media, and Communications professional with more than 20 years of experience working with organizations to grow their brands. Her firm represents blue chip clientele in the entertainment, media, tourism and sports industries. Her PR agency has been named as The Best Place to Work and she has also earned accolades such as one of the Top Ten Female Entrepreneurs to Watch.

Here Are My Top Strategies To Earn Media Coverage

The Bullseye Communications team uses a range of successful techniques when executing PR strategies to deliver the highest-level media coverage for our clients. Knowing that the work we do can truly impact a company’s performance is a distinct motivator when creating comprehensive communications campaigns.

Brooke Palmer Kuhl, President, RSBP Events + PR

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Here Are My Top Strategies To Earn Media Coverage

My business evolved out of event marketing into PR. That was due to the fact that the number one lesson in PR is exactly what it is. PUBLIC RELATIONS. You relate, you pitch what is a true story, it becomes relevant.

Paula Conway, Media strategist, Founder and President of Astonish Media Group

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My Communications Background

Paula Conway is a five-time author and media strategist who started her career as a Broadway Press Agent. In addition to working as a writer for prestigious newspapers and magazines including The New York Times, New York Post, New York Daily News, InStyle, Good Housekeeping, and the Robb Report, she has represented wide-ranging brands from Fortune 500’s to early stage startups, as well as many celebrities. Paula has been featured in Forbes, the Wall Street Journal, OK! Magazine, People and Reader’s Digest among many. Her first book, The Beauty Buyble, was an Amazon best-seller. Paula holds a B.A. from NYU and M.F.A. from Columbia University.

Here Are My Top Strategies To Earn Media Coverage

First, you need a good story. A good pitch is simply well-presented storytelling, and without it no one will listen. Secondly, answer these questions: what’s at stake? Why now? Why should I care, why should anyone care? Then offer the twist: what is so uniquely different about your client, or your client’s product or message that makes this compelling?

Brianna Broad, Account Director, kglobal

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My Communications Background

Brianna Broad is a strategic communicator who builds and amplifies brands, tackles challenging and reputation-damaging communications issues, and effectively markets client messages or products. Currently an Account Director at kglobal, a Washington, D.C. communications firm, Brianna trains executives for media interviews, has served as a crisis media advisor for Dole Food Company, and leads media relations and event teams for clients in the retail, technology, and food industries. She has placed hundreds of client stories and secured interviews in top news outlets including The Wall Street Journal, The Washington Post, Associated Press, NPR, and Sirius-XM.

Here Are My Top Strategies To Earn Media Coverage

1. Spend quality time on your pitch and story idea. Remember…this email has a significant amount of weight as to whether or not a reporter will even respond to you. It must be concise and creative, and achieving those two things is no easy task. Refrain from writing a pitch and sending it right away (unless it’s time sensitive). Brainstorm with your team, tear your drafts apart (yes, drafts is plural), and put yourself in the reporter’s shoes before you hit send. Don’t be afraid to share it with a fellow colleague to see if it passes the sniff test either. If it’s not newsworthy, make it newsworthy. And if it’s a dead end, be able to recognize that and move on to another (and better) idea.

Kellie Walsh, President, KWM Communications LLC

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My Communications Background

Kellie Walsh started her career working in the high paced world of transaction PR. Today she serves as President of KWM Communications LLC a boutique strategic communications agency that advises predominately financial firms on profile raising, media relations programs, change management and crisis communications situations. Kellie has worked with some of the world’s largest private equity firms to leading asset and wealth management firms throughout her career and is known for her passion, unique insights, strong media relationships and drive to see her clients succeed.

Here Are My Top Strategies To Earn Media Coverage

1) Be strategic: I will often say that media pitching is like a game of connect the dots. It’s more than just reading what the journalist has been writing on recently and talking about on Twitter. You need to look for common themes between your pitch and their coverage area. Maybe it’s the next evolution of a story they did previously or a new twist on a topic they are writing on more frequently. It shows you did your homework and we find pays dividends over the long-term.

Baruch Labunski. CEO, Rank Secure

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My Communications Background

Baruch Labunski is an entrepreneur, internet marketing expert and author from Toronto, Canada. He currently serves as CEO of Rank Secure, an award-winning web-design and internet marketing firm.

Here Are My Top Strategies To Earn Media Coverage

The best way to ensure you get good media coverage is to have a good story, if there is no story then most editors will be able to see through the pitch and it will be unsuccessful. With that story, you have to be able to get it to the right people and make it stand out. It’s not easy but if you’re pitching the right story in the appropriate media channels then you’ll have much better success. You have to consider the perspective of an editor.

Bonni Pear, Executive Vice President/Director of Lifestyle & Entertainment Brands, Motion

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My Communications Background

Still referred to in Chicago media circles as “the lady who repped the circus,” Bonni Pear has spent the last three-and-a-half decades representing high-profile clients including Ringling Bros. and Barnum & Bailey, Disney On Ice, Medieval Times and Simon shopping properties in the nation’s third largest media market and across the country. A principal in Miller-Pear Public Relations for 20-plus years, Bonni merged her agency in 2014 with Motion PR, which recently acquired integrated marketing powerhouse AgencyMSI to become Motion, a multi-disciplined creative communications firm with a client roster that includes Serta, The Home Depot, Simon Property Group, Feld Entertainment, Kenmore, Die Hard, Tractor Supply and Becker Professional Services. One of Chicago’s most well-known and highly-respected PR professionals, Pear’s impressive media relations track record stems from decades-honed creativity, strategic insight, media savvy, and a database of contacts that would be the envy of most public relations pros.

Here Are My Top Strategies To Earn Media Coverage

Know the reporter’s work. In pitching, one size does not fit all. While I’ve admittedly broken my own rule in the face of impending deadlines, I strive to avoid contacting a reporter until I’ve read or watched at least three of his/her pieces on a related topic. I’ll often reference a recent story the reporter wrote, and tie that into my pitch. (After all, reporters have egos too.) Speaking to the medium is also key. In a print pitch, I’ll probably be stressing the credentials of the expert available for interview, while the same story pitched to a TV reporter will focus on the action-visuals available to support a quick soundbite.

Joe Culotta, Communications Manager, Hispanic Leadership Fund

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My Communications Background

8 years of public and government affairs experience in several industries including advocacy groups, ecommerce, and in house advertising/pr agency.

Here Are My Top Strategies To Earn Media Coverage

#1 Learn the art of pitching. Pitching is sales and just like any sales job, you need to practice your pitch and perfect it. You need to sell the journalist that publishing your story is a win/win situation. It’s a win for them because it will get them to generate clicks to their website, new subscribers and readers while keeping their audience informed and/or entertained. It’s also a win for you because you’re getting a story published that’s hitting your target audience.

Jason Sulham, Vice President, Broadreach Public Relations

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My Communications Background

Jason leads the development of client project strategy for Broadreach Public Relations in Portland, Maine. He also leads the firm’s public affairs offerings and advises clients on crisis communications matters. Since 1999, Jason has worked extensively on high profile political campaigns and strategic communications and crisis communications efforts for a diverse list of clients that include corporations and non-profit organizations of international prominence.

Here Are My Top Strategies To Earn Media Coverage

1. Write it Yourself: From op-eds to bylined articles, sometimes the best and most effective strategy to earn media coverage is a thought leadership plan. Thought leadership allows you to write (or produce) the story you want published yourself. It not only guarantees the work gets done, but you have control over the message.

David Gerzof Richard, President and Founder, BIGfish Communications

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My Communications Background

David Gerzof Richard is President and Founder of BIGfish Communications, a boutique PR firm in Boston. In addition to running BIGfish, he is a partner at GreatPoint Ventures, a professor of marketing at Emerson College, a lecturer at Harvard University and a curator for Summit Series. He holds a master’s degree from Emerson College and a bachelor’s degree from Boston University.

Here Are My Top Strategies To Earn Media Coverage

1) Tailor each and every pitch to media. Blasting an announcement out to hundreds of reporters is not, and never will be, an effective means of pitching. A personalized approach yields far better results. Just because someone’s beat is “tech” doesn’t mean they’re going to care about every single pitch that has some semblance of a tech angle. Do your research to understand the intricacies of a reporter’s beat and craft your pitch to address their interests. They will quickly be able to tell if you’ve done your homework or not.

Heidi Krupp-Lisiten, Founder & CEO, Krupp Kommunications (K2)

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My Communications Background

Heidi Krupp-Lisiten launched her namesake, award-winning agency over 20 years ago and since has defined and shaped the “Elevated Living” marketplace. K2 works with some of the world’s best-known thought-leaders and consumer brands across health and wellness, self-improvement and general lifestyle marketing. K2’s proven approach starts with understanding cultural trends and truths which inform the creation of a brand narrative that connects with target audiences and inspires them to pursue happier, healthier and more productive lives.

Here Are My Top Strategies To Earn Media Coverage

“Despite living in a digital world, we can’t dismiss the power of physical connections. Just as in our personal lives, relationships and trust are built over time. By taking the extra step and getting to know a media contact, you will be able to tailor your story pitch to what appeals to them, delivering a better ‘hit’ rate. Since I was producer in the past, I’ve come to learn that it’s important to treat the media as a client, we want to package and serve them relevant stories and deliver what they need, when they need it.

Allie Danziger, President & Founder, Integrate Agency

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My Communications Background

At the age of 24, Allie started Integrate, one of Houston’s first public relations agencies to ​specialize in social media​. In the past ​nine years​,​ and under Allie’s leadership, Integrate grew from a one-woman​-​show to a team of more than forty to become ​one of Houston’s top,​ ​award-winning, full-service agencies. Through her work in the industry, Allie has been named a Houston Business Journal “40 Under 40” in 2011; was an honoree in Houston Business Journal’s first-ever “Women Who Mean Business” awards; awarded a “Savvy Sister” award by Houston Women’s Magazine; was dubbed one of “Houston’s ‘It’ Girls of the Year” and one of 40 “Women [Who] Basically Run Houston” by Houston Chronicle; is a member of the prestigious Entrepreneurs Organization; and donates her time to Dress for Success as the president-elect of the young professionals organization, Women of Wardrobe.

Here Are My Top Strategies To Earn Media Coverage

Tip 1: Make their job easy.

Jacqueline Agudelo, Director, North 6th Agency

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My Communications Background

Jacqueline Agudelo is an Account Director at N6A. She oversees one of the more diverse group at the agency with clients spanning the food and beverage, hospitality, customer service, media/ad tech, HR, and benefits industries, among others. Prior to N6A, Jacqueline honed her skills at an award-winning boutique PR agency where she handled guerrilla marketing, promotions, and communications for well-known consumer, media, and entertainment brands.

Here Are My Top Strategies To Earn Media Coverage

1. Understand the media landscape: From reading their recent articles to checking out what they have to say on social media, it is important to keep a pulse on what your target reporters are writing / passionate about. Journalists have taken the painstaking effort to be the masters of their craft, and as such, it’s crucial to take the time to be thorough when researching and understanding their beats.

Jane Tabachnick, Publicist, Jane Tabachnick & Co

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My Communications Background

Jane Tabachnick is a publicist and book publisher who helps entrepreneurs and experts get featured in major media. Named one of the Top 100 People Online by FastCompany, she is the founder of Simply Good Press which helps experts reach wider audiences via book authorship.

Here Are My Top Strategies To Earn Media Coverage

The top 3 strategies to earn media coverage are:

Andrew Valdes, Account Supervisor, Metro Public Relations

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My Communications Background

Andrew Valdes is an Account Supervisor at Metro Public Relations — a full service public relations and creative marketing agency based out of Los Angeles. Andrew oversees the development, management and execution of publicity campaigns for Metro PR’s roster of top studios, production companies and digital platforms. Prior to Metro, Andrew managed media relations campaigns for numerous multi-platform entertainment brands including DC Entertainment, Hulu, Paramount Pictures, Warner Bros. and more. Andrew is a graduate of Occidental College with a B.A. in Film & Media Studies.

Here Are My Top Strategies To Earn Media Coverage

1) Research: Take time to carefully research and curate your press targets. Go beyond the keyword Cision pulls and familiarize yourself with the outlets you’re pitching. Today, most major media outlets carry a bevy of multimedia options ranging from digital video content, social media activations, podcasts, guest contributor/op-ed features, etc.

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