Health and science holds a hallowed place in our modern society. As a result, if you're a communications or PR pro in the sector, when it comes time for you to amplify your message, factual accuracy is paramount. Many stories we read about health and science are...
Last December, I spoke to the editors of Tonic, VICE Media's new health channel for Millennials. As I often do when interviewing journalists, I asked about being pitched the opportunity to talk to an expert. One of the editors offered a typical reply. “I tend to get...
One of the big stories from the 2016 U.S. Presidential election was the proliferation of "fake news". Huge numbers of people were fooled into believing that President Obama had banned the Pledge of Allegiance in schools, and that Pope Francis had endorsed Donald...
"They’re the bane of my existence." "I absolutely hate them." "They drive me insane." These are a few of the actual comments I’ve heard from journalists about that all-too-common PR tactic, the phone call. Among journalists’ biggest PR pet peeves, 52 per cent say cold...
If you’re seeking journalists to pitch your ideas to and relying strictly on the beat system to find them, you’re limiting your range. All too often, an influencer's other areas of interest are disregarded, to the detriment of public relations. I once interviewed the...
When I interview print or online journalists about their editorial coverage and PR preferences, their answers are all over the map. Sure, they all want PR pros to target pitches more carefully, and most list email as their preferred method of communication. Beyond...
What makes a story worthy of coverage, either as news or as a feature? Some developments are so big that we can all agree they belong on the front page—the Flint water crisis, problems with the Obamacare website, etc. Others exist on the margins, depending on a writer...
Sometimes, when I try to interview a journalist about their preferences for dealing with PR people, they boil it down to two simple pieces of advice—"Know what I cover and read my stories." That, and maybe, "Send me an email." Usually, it means they’re pressed for...
Given all the challenges in reaching out to journalists, it’s surprising how many organizations fall short when it comes to setting up their online newsrooms. If the journalist is coming to you, they shouldn’t have to jump through hoops to get the information they’re...
Journalists often speak of their interest in covering trends, and tying your clients to larger issues in the news can be a fruitful tactic. This was probably the thinking when I received a press release about a Pennsylvania hospital’s efforts to "go green." Normally,...
Freelance writers provide an often-untapped opportunity to get coverage on websites and in a wide range of print media. But pitching them poses unique challenges—and based on my conversations with freelancers, this is a point that many PR pros seem to overlook. Some...
You’ve pitched an expert to a top freelance writer on assignment for a big consumer magazine. They take you up on the offer, and the interview seems to go well. Your expert is psyched to see their name in print, and so are you. Then the issue comes out, you eagerly...