PR Fuel: PR News, Views, & Stews

What is the Journalist You’re Pitching Most Interested in Right Now?

October 09 2014

By now, you hopefully already know that blasting out a generic pitch to a ton of different reporters isn’t the best way to earn media coverage. If you want to get quality results, you have to put in quality time researching each journalist you plan on pitching to tailor the pitch to their particular interests. And while you probably also know that an important part of this process is reading each journalist’s past work, you really need to take things one step further. More specifically, you need to focus your efforts on figuring out what it is that is interesting each journalist at this particular moment in time, and that’s something that can switch pretty significantly from year to year, month to month, week to week, or even day to day. Read More

Understanding Why Journalists Want What They Want

October 08 2014

When you’re trying to sell your products or services to customers, you take the time to get to know them. You spend time researching your target audience to better understand what they want and why they want it. You get to know their pain points and frustrations so that you can position your product as the right solution for those problems. And it works. It helps you make sales. Imagine how successful you’d be if you took that same approach to media relations! Read More

The Most Important Questions to Ask when Negotiating an Exclusive Coverage Agreement

October 07 2014

Offering a reporter or media outlet an exclusive can give them a huge incentive to cover your story. Every outlet wants to be the first to cover a big story, so offering them an exclusive is a great way to pique their interest while at the same time building their trust and taking the relationship to the next level. Not only that, when that outlet is the first to run with your story, they’ll be highly motivated to promote it and get as much traffic to it as possible. Read More

One Strike and You’re Out if You Make This Deadly Media Relations Mistake

October 06 2014

If you want to get your news covered and promote your company, you need to build quality relationships with the media. Media relations takes time and ongoing effort, but if you’re willing to put in the work, it can pay off big time once you earn the trust of the right reporters. Of course, while building that trust with a reporter takes a lot of time and effort, losing it forever takes just a moment, and sometimes, you might never be able to regain it, particularly if you make the one unforgivable media relations mistake we’re about to discuss. Read More

Is Your Track Record of Lame Pitches Killing Your PR Efforts?

October 03 2014

Growing up, one of the things my mom used to tell me is, “You’re known by what you do.” Meaning that if I swore I was telling the truth about something but had a track record of lying to my parents, they’d be less likely to believe me. It’s the whole Boy Who Cried Wolf thing. And in the world of media relations, that saying definitely holds true. Read More

HARO Isn’t Your Only Tool For Finding Journalist Requests

October 02 2014

If you’ve spent any time on our blog at all, you know how much we love HARO. It’s one of our favorite free PR tools. You just sign up, and 3 times a day, you get an email containing a huge list of queries from reporters looking for sources for their stories. It’s an easy way to find media opportunities and potentially land huge coverage for your brand. What’s not to love about that? It would be awesome if there were more sites like HARO that made it easy to receive journalist requests and pitch yourself as a source, right? Well, it turns out there are, and while HARO might be the cream of the crop, there are some other great tools out there for finding journalist requests. Read More

Does Your Press Release Pass the Scan Test?

October 01 2014

It’s no secret that journalists are more pressed for time than ever before. Their inboxes are brimming with press releases and pitches, and thanks to dwindling staffs at most news outlets, their workloads are increasing at the same time. If you want to get your press release read, it needs to be short and to the point, but more than that, it needs to pass the scan test. Read More

Did an Upstart Texas Brewery Just Pull Off 2014’s Best Publicity Stunt?

September 30 2014

If you enjoy having a beer now and again, you’ve probably noticed that more and more craft beers have been crowding store shelves in recent years. Long gone are the days when Budweiser and Miller were among your only choices for a nice, cold beverage. These days, the craft beer scene has taken off, and small, local breweries are gaining the attention of drinkers. But despite the tremendous growth of craft beer business, it still represents only a fraction of all beer sales nationwide. So, these scrappy breweries are forced to get creative if they want to stand out and make sales. That sets the stage for what just might be my favorite publicity stunt of 2014 to date. Read More

Writing Contributed Articles for PR? It’s Not About You.

September 29 2014

The days of sitting back and waiting for the media to come interview you or cover your company are long gone. These days, one of the best ways to get your name out there is by writing contributed articles to targeted publications your audience reads. That’s right, you need to be the content creator. Dwindling staffs and budgets have left publications of all sizes with content gaps that need to be filled, and pitching your own articles give you the ability to establish your expertise, share your message, and be a part of the conversation with your audience. It also gives you more control over the message than if someone from the publication was the one writing about you. Read More

The Essential Elements of a Newsworthy Press Release

September 26 2014

When used properly, the press release can be one of the most effective communication tools for getting your story across. Unfortunately, the press release is one of the most commonly misused tools by brands. It has become a crutch for a lot of companies. Don’t know what to do? Send out a press release! Read More