The Public Relations Blog

Avoid creating friction between you and journalists after a story goes live.

Getting a positive story featuring your company in the news is always cause for celebration. Your company will likely want to thank the journalist for the article and see if you can keep pitching your company to that journalist. However, this can actually cause problems with your company’s relationship with that journalist. Here are some problems to avoid so your company can maintain positive relationships with journalists.

There are 10 elements of news and newsworthiness, but two outshine the rest.

When it comes to determining whether a story is considered newsworthy, there are many factors journalists and editors evaluate. However, at the core, many argue that newsworthiness ultimately comes down to just two key elements: geography/proximity and subject matter relevance.

Use these strategies to slice, dice, and personalize your company’s media segments.

Pitching journalists can seem chance-oriented, like throwing spaghetti against a wall to see what sticks. To boost your opportunity for success, you need an organized system for keeping track of media contacts and targeting pitches. The key is to segment your lists into smaller groups with shared interests. Here are smart ways to slice and dice your lists for better pitching results.

Here are the key takeaways, tips, and trends from analyzing media pitches to improve your company’s outreach.

An extensive analysis of over 14 million pitches sent to journalists over the past year reveals several noteworthy trends and best practices that PR professionals should know. By understanding when and how reporters prefer to be pitched, you can refine your own media outreach strategy for greater success. 

Secure media attention amid mass journalist layoffs, a saturated pitching environment, and the rise of new media.

The journalism industry is in a constant state of evolution, and the current media climate is harder to navigate than ever. Even after you’ve crafted the perfect story that is novel, timely, and relevant to a publication’s target audience, you might still be left scratching your head waiting for a reply. 

A Propel media barometer report details what pitches reporters are responding to, what gets left unread, the best days to pitch, and more supported with industry data.

Let’s see what works and what doesn’t in today’s newsroom.

The right connections will open doors for your company, but the substance remains most crucial in earning media coverage.

It's common for public relations firms to emphasize their close connections with journalists as a top selling point. The idea is that leveraging personal rapport can make it easier to pitch stories and gain coverage for clients. 

However, many experts argue that while relationships matter, their actual influence is limited. Bottomline, reporters decide what to cover based on newsworthiness, which poses an important question: Are strong media relationships vital for earning coverage, or are their power overstated?

Reach niche audiences more effectively but risk visibility using tier-two wire services.

Editor’s note: This article was produced using automated technology and then edited and verified for accuracy by a member of Axia Public Relations’ editorial team.

News release wire services are useful for companies to distribute their news to wider audiences. Tier-two services have less reach than well-known and widely used tier-one services such as PR Newswire and Business Wire; however, tier-two services have acute advantages specific to the outreach they can offer.

Classify media tiers, identify interest, select quality options, and stay informed about competitors to prioritize media outlets.

Earning media coverage is essential to a successful PR campaign, and it’s important to remember not all media outlets are created equal when earning coverage. For example, an outlet you may be excited to earn coverage with may not be exciting to the client.

Knowing how to categorize and prioritize media outlets as you build relationships to earn media coverage is essential in maximizing your efforts and securing coverage that matters to your executives.

Writing an effective headline for your news release is a critical skill for professional communicators. Journalists could receive hundreds of news releases in a day, so standing out in their busy inboxes is no easy feat. A compelling headline, however, is the secret sauce to pique interest and entice a reader to click and read.

If you want your press release to stand out in a crowded media landscape, follow these seven elements of captivating headlines:

Top-tier media coverage is a surefire way to expand brand visibility, yet it’s not the only option for your company.

In the complex world of public relations, securing coverage in top-tier media outlets like The New York Times or The Wall Street Journal is often seen as the ultimate achievement for brand visibility. However, this may not always be feasible or even the most effective strategy for many companies.