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


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. If you’ve started an agency during the COVID-19 crisis please get in touch. Why start an agency in 2020, during lockdown? Why start an agency in 2020, during lockdown? agency


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Beyond Publicity: What Your PR Agency Can Do

ImPRessions - Crenshaw Communications

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. The agency will take any company’s broad or vague notions about what it wants from a PR program and translate it into a clear, tailored strategy, which will inform a set of specific tactics. A PR agency can conduct a brand perception audit to establish a baseline on which to build or change reputation.

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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. If you’re pitching a reporter a resource that ties in with the latest COVID-19 development, pitch them as soon as possible.

A PR Intern’s Guide to Agency Lingo

ImPRessions - Crenshaw Communications

PR intern’s guide to agency lingo. The PR team might pitch some less tailored info about the company for general brand visibility ahead of a new product announcement or a big funding announcement. Earned media – Interns need to learn this term first, since it’s among the things clients bring on agencies for. As opposed to paying for advertising, PR pros earn media coverage by pitching stories reporters want to write, and readers want to see.

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.”

How to Improve PR Pitches to Hispanic Media Outlets Blog

Though it might seem unorthodox, pitching through social media and text messaging is not uncommon for Hispanic outlets,” says Jon Salas , a publicist and multicultural strategist. Create strategies that are hyperlocal, advises the Balcom Agency. An interview with Telemundo.

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.

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


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.

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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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.

Journalists reveal what makes them open your email pitches

PR Daily

Stories fall flat sometimes, even good ones and the reason often is that the pitch didn’t get through to the right person—or didn’t even get opened. Getting them to consume your email pitch in the face of many others is a nut many in PR are still trying to crack.

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. Most writers at high-domain-authority publications said they receive over 30 pitches a day, and about 23% admit to never reading them. Chin up: This means that the other 77% of writers are likely to give your pitch a chance. The most important aspect of media outreach is researching where and who to pitch.

9 expert tips for writing press release headlines

PR Daily

When writing a press release, even experienced PR pros can get tripped up. proven tip for writing a press release headline? There needs to be a sense of shock and awe as media are deluged with press releases, pitches and alerts every day. Samantha Jacobs is the founder Hemsworth Communications , a PR agency that specializes in the travel and leisure industry. The post 9 expert tips for writing press release headlines appeared first on PR Daily.

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

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.

Pitching 101: How to Pitch a Holiday Gift Guide Blogger


But, if you want your pitch to be noticed in a flood of product releases, do your homework and know journalists’ and influencers’ inclinations. To help us sort through all that, we talked to Erinn Sluka , the blogger and influencer behind Parenting Healthy , who gave us a few tips on a successful holiday gift guide pitching effort. What is your advice for PR professionals trying to pitch your Holiday Gift Guide pages? Can you be pitched via these channels?

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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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. Media media media relations phone pitching

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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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.

Survival Guide for Your PR Agency Internship


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.

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

PR Daily

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. More than half (58%) consider in-house PR pros credible sources, but only 37% consider agency PR pros the same. You can also increase your pitch success rate by sending it at the right time, on the right channel. Picking up the phone is risky: The majority (69%) don’t like receiving pitches through calls.

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

ImPRessions - Crenshaw Communications

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? Because we move so fast and are always on deadline, we appreciate brief, super-focused pitches that tell us everything we need to know. Read the magazine, know the section and the editor and write your pitch like you were writing the story. John Turiano.

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3 ways collaboration helps PR agencies

PR Daily

Organizations and PR agencies grow and change, but collaboration never comes into existence because a CEO writes a memo proclaiming that henceforth, “Amalgamated Widgets will be a collaborative workplace.” The patience and time put in to create a collaborative culture offers benefits for both employees and agencies. Clients—and their PR agencies—obsessively search for ways to differentiate themselves from competitors. PR efforts don't exist in a vacuum.

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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.

PR Agency: Multi-National versus Boutique


That was many years ago and here I am today running my own PR agency. After Unilever, I worked for a boutique PR agency that specialized in beverage alcohol and gourmet food. To round out my experience I also spent 4 years at multi-national Hill and Knowlton and 4 at an integrated marketing communications agency. If your company is hiring a PR agency, I’m qualified to offer a perspective on the pros and cons of large versus small firms. Boutique PR Agency: The Pros.

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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. Moving along, the pitch never delineates the actual news and how it’s going to affect people. By contrast, consider the following: No question, knowing the journalist’s name gets the pitch off to a good start. Creating a pitch that delivers on the above proposition takes time.

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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How To Write A Rock-Solid PR Plan

ImPRessions - Crenshaw Communications

Write a rock-solid PR plan. 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. A good PR plan includes a variety of pitch angles and story ideas to drive media interest under each theme or message.

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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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.

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


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. How do you prefer to receive pitches?

The Secrets to Successful Pitches: Q&A With Michael Smart


With more and more people pitching reporters every day, your pitches may be falling under the radar. You need to adjust your tactics and learn “ The New Rules of Media Pitching.” ” At his recent webinar, media pitching coach Michael Smart shared his tips for creating newsworthy pitches, engaging with reporters on social and identifying the outlets your media list may be missing. ” Want to get all of Michael Smart’s pitching tips?

Smart PR: 6 Stories NOT To Pitch Media

ImPRessions - Crenshaw Communications

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. Unless it’s an editor’s specific job to report on moves or changes to the corporate org chart, he won’t appreciate you clogging an in-box with pitches.

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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Pitching etiquette – How to effectively follow up your media pitch with a journalist

Public Relations Sydney

A media pitch effectively sells a story idea to a journalist and is often in the form of an email, though it can be pitched over the phone as well. The key is to know how to draft a winning media pitch. So now you’ve come up with a great story idea, researched the publications and journalists to contact and sent the media pitch. Remember journalists receive hundreds of emails and phone calls a day and unfortunately not all media pitches are investigated.

KFC suspends ‘finger lickin’ good’ during COVID-19, McDonald’s introduces Spicy Chicken McNuggets, and personalized email pitches net 83% positive replies

PR Daily

Fractl analyzed more than 100 email pitches and found that personalized queries were met with more positive responses. More than 83% of responses were positive, compared to the 60% of positive responses received using at template email pitch: Image courtesy of Fractl.