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Tips for building authentic media relationships and maximizing coverage


Reporters have a lot of daily demands all vying for their attention—drafting multiple articles against rapidly approaching deadlines, coordinating interviews with experts, and sourcing stories. Combined with the fact most journalists can receive more than 100 pitches from PR professionals each day, catching the interest of journalists is more challenging than ever… 

In this webinar, Mike Atkinson, account director at Sage Communications and one of Business Insider’s 2022 Rising Stars in Tech PR, takes you beyond pitching and explore tactics designed to form authentic interactions with reporters that lead to lasting relationships.  

Afterall, established relationships with the media can distinguish an individual from their peers and help elevate their company or client’s presence through increased coverage.  

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    Guest presenter: Mike Atkinson 

    Mike Atkinson is an account director at Sage Communications, where he works to establish Sage as a trusted advisor to clients in the cybersecurity and technology verticals. He’s led PR efforts for major technology and cybersecurity companies, including Splunk, Okta, Dell Technologies, SpyCloud, Lookout and more.  

    A sought-after media relations expert and contributor to key PR publications on the topic, Mike has built working relationships with reporters from mainstream publications such as The Washington Post, POLITICO, The New York Times, The Hill and The Wall Street Journal.  

    Recently named one of Business Insider’s 2022 Rising Stars in Tech PR, Mike’s work has received numerous accolades including the MarCom Awards, Ragan’s PR Daily Awards and WV PRSA Crystal Awards. Outside of the office, Mike is an engaged mentor for future PR professionals at his alma mater, West Virginia University, and volunteers PR services to Homeward Trails Animal Rescue in Fairfax, Virginia. 

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