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Beyond Publicity: What Your PR Agency Can Do

ImPRessions - Crenshaw Communications

A startup or early stage company that’s considering a public relations budget may be wondering what PR entails. While winning media coverage can yield immediate gratification, public relations represents a long-term commitment comprising many activities. The PR team or agency’s prime directive is to manage the reputation of the brand – and it does that from many angles. 8 things PR does beyond media pitching. For more on writing stellar bylines , see our earlier post.

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How a PR agency can contribute to your communications strategy, and how to select the right agency for your business

Onclusive

A strong PR agency that aligns with and understands your business can be an invaluable strategic adviser and resource for your brand in this endeavor. However, not all brand and PR agency relationships are created equal. Why work with a PR agency, and is it right for your organization?

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Meeting the COVID-19 agency start-ups

Stephen Waddington

Nine entrepreneurs talk about the agencies they’ve launched during the pandemic. COVID-19 is creating a wave of disruption and opportunity in the media, marketing and public relations. If you’ve started an agency during the COVID-19 crisis please get in touch. agency

A PR Intern’s Guide to Agency Lingo

ImPRessions - Crenshaw Communications

You’re about to be thrust into the fascinating world of public relations – where people naturally speak their own private language with various business slang and PR lingo. PR intern’s guide to agency lingo. When a journalist decides to transition to public relations, they say they’re “going over to the dark side.” Earned media – Interns need to learn this term first, since it’s among the things clients bring on agencies for.

How to pitch health writers during a pandemic

PR Daily

You can still pitch non-COVID stories, but the current crisis has deeply disrupted how health care reporters are approaching their work. Their jobs are crucial for keeping the public safe and informed about what’s happening in the world today. Pitch non-COVID related news.

How machine learning can perfect your pitching

PR Daily

PR agencies can use algorithms, AI and machine learning to better target journalists by predicting which ones are likely to write about specific topics based on what they’ve previously written. Here’s an example of using market basket analysis to identify reporters likely to write about “probiotics” based on their previous coverage: Step 1: Collect the data. This means that if they had written about these terms, they were slightly more likely to write about “probiotics.”

Want the Best Pitch? The No-Fail Checklist For Improved B2B Public Relations

B2B PR Sense

In the B2B public relations sphere, it’s hard work to find a journalist to open your email, let alone cover your story. Their finger is already poised on that delete button, so you need to give them a reason to open and consider your pitch. Think of your pitch as the opening of a sales call. If you can’t do this, your pitch is toast. Your Checklist to a B2B Public Relations Email Pitch That Hits It Out of the Park. Personalize Your Pitch.

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How to Improve PR Pitches to Hispanic Media Outlets

Glean.info Blog

Aided by those demographic trends, media outlets serving Hispanics have become a powerful channel for public relations. When sending a pitch in writing, open with a greeting, introduce yourself, explain the reason for your message, and conclude by thanking them for their consideration.

PR Tips For Reactive Media Pitches

ImPRessions - Crenshaw Communications

PR teams can take advantage of sudden extra relevance by immediately pitching a client as a news source to media hungry for pertinent expertise. Here are the PR fundamentals for reactive media pitches. PR tips for reactive media pitches. Once you spot the opportunity to showcase your client’s expertise, it’s time to pull together a smart media pitch – on the double. Others will also write follow-ups that lean on your SME’s expertise.

An Open Letter to Public Relations Professionals

B2B PR Sense

Yet today, many PR professionals, armed with media placements and endless pitches, are still grounded in the past, since it's so comfortable. Confession: I, a B2B PR agency owner, also have one foot still firmly planted in the past. What Public Relations Professionals Need To Know. Today, earned media represents 50% of a PR agency's revenue, but over the next five years, according to the Communications Report, it's expected to fall to 37%.

Phone Pitching 101

Shift Communications

Phone pitching is a great way to ensure you’re working with the right target and that you gather instant feedback. Spend some time researching your target and their recent articles to confirm he/she is still at the publication and covering the topic you’re pitching. Reporters are notorious for hating phone pitching because they are very busy and on deadline. You don’t want to be the PR person who is pitching them a story that has no relevance to their beat.

The Essential Elements of an Effective Pitch

Shift Communications

During my first year at SHIFT, I have learned several pitch writing techniques and seen some success, but I’ve also had days when I’ve received radio silence from reporters. It can be a challenge to generate an exciting pitch when there’s a lack of news or SME availability, but the key to grabbing a reporter’s attention isn’t always what you have to offer, it’s how you present it. They are boring and vague, which ultimately drains the life out of your pitch.

How to pitch to journalists during the pandemic

Prohibition

Be clear and concise when pitching to journalists during the pandemic. If the product that you’re pitching requires people to be outside to use it, involves travelling or requires multiple users it’s probably not appropriate to talk about.

Buzzwords to Avoid When Pitching ANYONE

Shift Communications

Finally, it’s pitching time —but despite your best efforts, you can’t seem to get media interest. Journalists and editors have many reasons for passing on pitches. Many claim to receive 200 plus pitches a day, some relevant to their editorial priorities and some…not so much. However, pitching a story that is in line with a reporter’s beat does not necessarily make a good pitch. Why: Avoid anything that overhypes in your pitches.

PR Agency Life 101: Understanding the basic agency organization

Shift Communications

Basic Agency Organization. The PR agency world can be a confusing one—especially for someone looking in from the outside. Let’s take a look at the basic agency organization of a PR firm and what the different people do. These teams look similar across most agencies with a few cultural twists at various firms. Functionally, however, most agencies operate in roughly the same manner. Agency Life Public Relations

New Tech Tool Aims to Predict the Probability Your PR Pitch will Resonate with Reporters [PR Tech Sum]

Sword and the Script

There’s a recurring story in PR that goes like this: A long-time agency executive grows weary of expensive PR software that overpromises and underdelivers. In software you’ve got to build something before anyone – customer or investor – is writing a check. Reporters get pitched – a lot.

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How to add some personality to your PR pitch

PR Daily

What most people don’t realize is that building relationships with writers begins at the pitching stage. That’s why Fractl interviewed 500+ writers at publications like Bustle, CNBC and Huffington Post to uncover how developing your personal voice can help your emails get opened and read—and get some responses. Most writers at high-domain-authority publications said they receive over 30 pitches a day, and about 23% admit to never reading them.

Incorporating the Media Business Model into Pitches

Shift Communications

Over the past few weeks, I’ve been looking at outbound media pitches and reconsidering the way we should be approaching media. We’re given a piece of news from a client and, based upon our knowledge of the media, we shape up a pitch. As long as you know your contact well and the pitch is sound, this generally works. Basically, we should approach the pitch as a business transaction. In my experience, pitches generally talk about the news and that’s it.

8 Innovations in Public Relations Technology to Watch

Sword and the Script

Vendors are giving us reason to be optimistic about public relations technology – from AI that will predict your pitching success to more tangible PR measurement and attribution. This blog is just a cover story for an incredible marketing and PR agency serving B2B tech.

Blogger Pitch Smackdown: SEO Linkbuilders vs. PR Pros

Rock the Status Quo

The Differences in Pitch Style & Purpose Are Helpful to Understand I love PR, I love SEO and I really love how well they intersect to grow client reach and conversion. So when pitch samples hit my desk for my bad pitch column, Rock The Pitch , or I get pitched myself as a blogger, I know instantly where it’s coming from: a PR professional, a business owner/entrepreneur or someone trying to get an SEO backlink. As a PR pitch, I’ve seen worse.

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Making the case for small and mid-size PR agencies

PR Daily

Along with the trends toward tiny houses and craft beers, there is a growing affinity for boutique public relations firms, the author writes. Perhaps the flight to startups, craft brands and smaller agencies was a reaction to the era of dehumanization and disengagement, which, Gallup surveys assure us , continues today. At big companies and agencies, people feel—and are—interchangeable. Little agency, big edge. The giant agency can afford to lose you.

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5 Tips For PR Pros Too Busy To Write

ImPRessions - Crenshaw Communications

A top public relations agency is a busy, demanding workplace. The day-to-day schedule can include a number of discussions with clients or new business prospects, proactive pitching to media and fielding follow-up questions, managing projects with vendors, overseeing media monitoring and anticipating possible impact for clients, and more. Clearly it can be challenging to find the focused time for longer pieces of writing. . Yet quality writing is vital in PR.

Phone Pitching 101

Shift Communications

Phone pitching is a great way to ensure you’re working with the right target and that you gather instant feedback. Before making the call, spend plenty of time researching the target and their recent articles to ensure he/she is still at the publication and covering the topic you’re pitching. Reporters are notorious for hating phone pitching, they are very busy and on deadline so this makes sense. Plan your pitch in advance.

A Journalist’s POV: 3 Questions From A PR Agency

ImPRessions - Crenshaw Communications

If your story has resonance to residents of Westchester County, look to John Bruno Turiano, longtime senior editor of premiere regional publication, Westchester Magazine. John was good enough to answer our “three questions from a PR agency” for this post. What is one thing every PR person should know about pitching Westchester Magazine? Read the magazine, know the section and the editor and write your pitch like you were writing the story.

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5 Success Strategies For PR Pitching

ImPRessions - Crenshaw Communications

Successful media pitching in public relations has always relied on the combination of a good idea, well-timed and well-packaged to offer up to appropriate journalists. Many times, however, the factor that turns a pitch into a pitch-perfect placement is chutzpah! The writer had put out a request and the agency’s product seemed to fit, but after a pitch letter and sample, promptly declared the product a “me-too” and scrapped it from the story.

Do’s And Don’ts Of A Successful PR Agency Partnership

ImPRessions - Crenshaw Communications

Have you decided that 2017 is the year to form a partnership with a new public relations agency? Whether it’s your first foray into agency PR or you’re an old hand at such relationships, we have some advice to help you and your team create conditions for success. One of the worst and most counterproductive things that can happen to an agency team is to be blindsided by something a journalist unearths about a client company.

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Survival Guide for Your PR Agency Internship

Barokas

For aspiring public relations professionals, starting your career with an internship at an agency is a great way to build valuable skills and learn more about the many areas of PR. At first, the agency world may seem overwhelming. Agency work can sometimes cause your brain to run a million miles a minute, with many pressing tasks for multiple accounts. Write down the details of each task and any questions you may have. Every day is different at an agency.

PR Agency: Multi-National versus Boutique

Polaris

That was many years ago and here I am today running my own PR agency. My first assignment was assistant product manager on Becel Margarine , a heart health brand with an active public relations program managed by the client team and Burson-Marsteller. After Unilever, I worked for a boutique PR agency that specialized in beverage alcohol and gourmet food. Boutique PR Agency: The Pros. The team that pitches the business works on the business. Public Relations

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How To Write A Rock-Solid PR Plan

ImPRessions - Crenshaw Communications

Write a rock-solid PR plan. The practice of public relations is about telling stories, and all good stories have compelling themes. The themes will guide pitch angles, content development, and thought leadership strategy. When GDPR was approaching, tech PR teams were sure to pitch their data privacy experts for bylines and expert commentary. Additionally, always make room in the plan for reactive pitching.

Should PR Pros Pay-to-Play for Media Placements in the New Media Ecosystem?

Glean.info Blog

PR pros may increasingly encounter pay-to-play offers: A publication offers a favorable media mention in return for payment. The media landscape has fragmented as bloggers, influencers, freelance writers and some publications, desperate for income, seem ready to try almost anything.

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Report: 83% of journalists use Twitter—but most still want email pitches

PR Daily

As more publications cater to the rise of digital content and social media, so should PR pros. Though most journalists check digital publications before Twitter for their news, 83% listed it as the most valuable social media platform (a 13 percent increase from 2018) and 38% said they plan to use it more next year. More than half (59%) said stories that are easily localized (or relevant to their readers) increases sharing, so don’t forget to make it matter to those you pitch.

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Smart PR: 6 Stories NOT To Pitch Media

ImPRessions - Crenshaw Communications

In public relations , it’s not always obvious what is and isn’t a story. Based on our experience, we’ve identified examples of when NOT to pitch that will help make clearer the line between self-serving nonsense and the stories journalists need. Avoid the following pitches, and make media contacts look forward to your ideas or contact you when they need an assist. The agency backed it up with current newsy facts and set about pitching it.

There’s No One Path to Agency or Industry Life

Shift Communications

As with many industries these days, people come to agency life from all walks. They prove that it doesn’t matter where you went to school or if you have a PR, marketing or design degree – or even any direct industry experience – to get hired at an agency and be a kick@$$ pro. So whether you’re looking to make the move to agency life or to the industry in general, as someone who took a nontraditional path, let me be the first to say that it’s 100% doable.

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A Journalist’s POV: 3 Questions From A PR Agency

ImPRessions - Crenshaw Communications

In public relations, it’s often said that you’re only as good as your media contacts. We at Crenshaw pride ourselves on nurturing real relationships with journalists, beyond mere constant pitching. For clients for whom key trade or vertical publications are important, those connections are doubly important. Can you cite a few traits of the ideal public relations person? Personalize a pitch. Crenshaw Communications PR Fish Bowl public relations PR

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A journalist dissects a lousy pitch and a good one

PR Daily

The primary reason that journalists ignore PR pitches today is the same reason they ignored them 25 years ago: The pitch is generic. Worse, many PR folks don’t take the time to understand the targeted publication, nor do they think through the type of story that’s going to resonate with its audience. Moving along, the pitch never delineates the actual news and how it’s going to affect people.

Pitching Business and Technology Contributors: Q & A with Freelancer Anne R. Gabriel

Cision

Gabriel has spent over 30 years as a professional in the communications field, writing about business and education technologies as a journalist and marketing communications consultant. Moving fluidly between the worlds of journalism, business technology writing, marketing and PR, she does everything from writing editorial for C-Level IT publications to providing marketing support for organizations ranging from start-up to Fortune 500. Anne R.

How to Build Rapport and Pitch Media Using Twitter

Shift Communications

Ah, Twitter: Land of snarky comments, pithy observations, celebrity smack downs, breaking news, and, if you’re a savvy enough public relations professional, pitching opportunities. If you’ve never pitched on Twitter before, you could be missing out. Some reporters also aren’t on Twitter or don’t like to be pitched on Twitter, so you’ll want to find that out as well. Use that to your advantage by referencing that in your pitches.

Your audience with the public

Stephen Waddington

A n essay about the impact of the internet on corporate communication, marketing and public relations over the past 20 years. This is when telecom operators such as BT started to offer broadband to consumer users, and wireless networks appeared in public spaces. The benefit is a direct and sustained relationship with publics. Much corporate marketing and public relations remains focused on the organisation rather than the intended public. writing

10 keys to pitching success during the holidays

PR Daily

Conventional wisdom calls for PR to avoid media pitching during the holiday season, unless the story has a definite holiday-related theme. That perception prompts PR agencies and departments to shift into low gear—or completely stop producing and pitching before and after the holidays. The reality is that the holidays can be a great time for a publicity push. Because most PR departments relax, PR pros who pitch in December find less competition for media attention.

4 steps to successfully hiring a PR agency

PR Daily

New business is vital to an PR agency looking to grow, and putting together a pitch can be a huge amount of work. But the client also has a responsibility to ensure that the pitch process—and ongoing relationship—is as effective as possible. Starting my career in a PR agency and moving to an in-house position, I have been through a number of agency pitches from both sides. Every pitch starts with a strong request for proposal.

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