Dec

12

PR, Social Media

Three examples of newsjacking gone bad

Newsjacking, the art of latching on to an emerging trending story, can be a powerful tool in generating coverage of yourself, your business or your clients. But, as some companies have painfully learned, it doesn’t always go according to plan.

Before using the newsjacking technique, be sure to take what we call a “sensitivity second.” Just because you’ve prepared and identified an opportunity to newsjack, that doesn’t always mean you should take the next step to execute the plan.

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Nov

30

Media Relations, PR

The difference between endemic and non-endemic media

The terms endemic and non-endemic may sound a little medical, but don’t worry, I’m not a doctor. We’re talking about media relations and why it’s important for athletes and teams to extend their public relations strategy beyond the sports page and into other relevant sectors of the media. 

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Nov

14

Media Relations, PR

How to build a media list for free

Most agencies that provide public relations services subscribe to software that gives them access to a comprehensive database of all members of the media throughout the country.

These services, such as Cision or Meltwater, can be expensive and cost-prohibitive for very small agencies, in-house public relations professionals or small business owners trying to generate media coverage.

The good news is you can survive without these expensive services, especially if you are building a media list for local media pitching or even just light national pitching.

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Oct

31

Media Relations, PR

Ways to Scare Journalists (Not that you would want to do this...)

We’ve written about the best ways to follow up on your media pitches. This list is the opposite of that. These are the worst things to do after you pitch. Please don’t do these and tell your friends and colleagues to avoid them as well.

We’re writing this on Halloween, so pardon the pun, but following this list is an easy way to scare a journalist or have a reporter ghost you. Some of these are obvious no-no’s, but there are several we see all the time that are still not great ideas. 

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Oct

03

Media Relations, Media Training, PR

How to follow up when courting the media

So, you’ve sent out a press release or a pitch to the media and you know it’s a story they will want to do. You’ve made it relevant, provided editorial context and you know it’s newsworthy, but you haven’t heard anything back. Now what? 

Knowing when and how to follow up on public relations efforts can be key in helping you find success in placing your story.

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Sep

26

Media Relations, Media Training, PR

How to know if your news is actually newsworthy

This scenario happens all the time - your company has what you think is big news to announce so you draft a press release, send it to the media and nobody covers it.

It’s beyond frustrating when this happens but the question you should ask yourself is why didn’t the media care? It’s probably because while you thought it was newsworthy it really wasn’t to the media.

So how do you avoid this disappointment in the future? Here are a couple tips:

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Sep

07

Media Relations, Media Training, PR

Why Editorial Context Matters in Public Relations

When trying to get the media to do stories on your business (or your client if you work at an agency), the best path to success is developing a story idea that has depth and will appeal to the audience of the targeted media outlet.

However, a shortcut method to generate media coverage is to come up with a “gimmick” that the media will salivate over. For example, when your local doughnut shop offers free doughnuts and the media covers it.

While the strategy of coming up with a gimmick works, it’s important to build editorial context around your pitches to the media. In other words, you need to make the story newsworthy in some regard.

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Aug

17

Consulting, Content Marketing, PR

Building Credibility Through Contributed Content

Success building or growing a business can often be rooted in credibility. You may have the expertise and knowledge to get the job done, but if clients perceive a lack of credibility in the space, your path to success is much longer. 

One way to build credibility is the public relations tactic of generating contributed content, which is taking your expertise and opinions and offering them up to a new audience through the media. Contributed content helps you lay the foundation to become an expert in the space you are trying to grow or enter.

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Apr

05

Media Relations, PR

Four Essential Steps for Gaining Exposure Through Newsjacking

The window for newsjacking opens quickly and closes just as quickly. That’s why it is incredibly important to be prepared to take advantage of opportunities when they arise.

Here are the four essential steps for gaining exposure through newsjacking:

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Mar

09

Consulting, Events, PR, Sports Business, Social Media

3 Ways to Make the World Baseball Classic Great

MLB Opening Day is just around the corner, spring training is underway, and players from around the world are preparing for the World Baseball Classic (WBC), but nobody seems to be paying attention. Similar to the FIFA World Cup, the WBC takes place every four years, but why doesn’t it garner the same interest as its soccer counterpart?

Taking some recommendations from our previous blog, let’s look at how the WBC could get the attention it deserves.

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