We Earn Media (Britt Klontz & Jackie Lambert)

What do 2,000 digital PR pieces created by 11 agencies and in-house teams tell us about campaign success? Our guest shares her findings of this exact analysis with us. From this, you'll walk away with a greater understanding of what performance looks like across the board, and how your own work might fit into this landscape.

In this episode you'll learn:

• What placement numbers look like from thousands of campaigns
• How to set up realistic expectations with stakeholders
• Which factors impact campaign performance 

Our guest is... 

Hannah Smith, Director of Worderist-- a company that offers consultancy, coaching, training & support to help develop and grow Creative, Production, and PR teams, improve processes and deliver results. Smith is an award-winning creative who's been deep in the trenches of content and PR for more than 15 years. 

PSST...

Her dataset is publicly available, if you want to nerd out. :) 

Whether you have charts or commentary to complement the story you're pitching, our guest today has insights on how to bring your story asset game to the next level. We start with a data report with embeddable charts that Britt pitched our guest. These charts are what caught their eye and incentivized them to write the story. (Go Britt, for a successful pitch!) A special note regarding this episode: we recorded this during Hurricane Ian (11/28/2022) in Florida, where both Jackie and our guest reside. So, keep in mind there are some minor technical difficulties. We persisted, Jackie and our guest survived the storm, and we were able to wrap up at a later date. Nonetheless, please enjoy this episode. :) 

In this episode, you'll learn...

• What specifications are required for charts, visuals, and commentary 
• Why well-cited sources and clear methodologies are so important
• How a niche publication files story ideas for future use 

Our guest today is...

• Dr. Carolyn Fortuna, a digital media literacy scholar, climate change activist, and college professor. They write for the online environmental site, CleanTechnica, where they have written and published over 1,000 articles.

This week, we dive into the world of local broadcast food reporting with ABC 7 Chicago's Steve Dolinsky. He shares with us a pitch he received 10 years ago and just why that collaboration was so memorable to him.  Spoiler: It's all about peanut butter!  

In this tasty episode you’ll learn: 

-- The “perfect pitch” that stands the test of time 

-- The nuances of pitching broadcast media 

-- The importance of slowing down (it seriously helps!) 

In this episode you will get an up close and VERY personal look at how Mara Schiavocampo, celebrated TV journalist (currently: Dr. Oz) & podcast host, comes up with story ideas. While we learn she may not necessarily need to see your basic pitch come into her inbox, we still have a lot of fun learning what it does take to collaborate with her on episodes. 

In this episode, you’ll learn… 

• How reporters generate their own story ideas 
• Why digital footprint matters with guest sourcing 
• What other tactics that are more influential than a cold email

Our guest today is active on Twitter and Substack, freely sharing the best tips for journalists in the travel space. In fact, we first heard about our guest through a Tweet she authored that went viral, which sparked conversation amongst journalists on what the best professional traits of go-to publicists are. We talk all about the best responses and what it’s like to pitch and write for the travel industry.

In this episode, you'll learn…

• Professional traits all publicists should possess

• Do’s and don’ts of pitching press trips

• What to pitch a freelance food and travel writer

Our guest is:

• Katie Lockhart, a travel and food writer traveling the world full-time while writing for publications like Travel + Leisure, CNN, Conde Nast Traveler, The Points Guy, National Geographic and many more. You can follow her adventures on Instagram @findyourhappyplate.

Things we talked about…

• Katie’s Viral Tweet #1

• Katie’s Viral Tweet #2

• Katie’s Substack

• A Press Trip Invite Golden Rule

This season we will also be sharing the video recordings - yay! We figured we would test out the new video platform we're using and give a little teaser into the 2024 season. Keep an eye on your feeds for new episodes dropping in March. TTFN!

We sat down with Casey Bond, money reporter for the Life section at HuffPost, to talk about the time she uncovered a fake financial expert, and then another. While it’s unfortunate that she can’t stay away from these PR fraudsters, her experience opens up the conversation for pitching best practices, ethics and more.  As Casey puts it, “Whenever you call in an expert it’s because they are supposed to be providing something to you that you can’t figure out yourself or find easily.” Listen to learn about Casey’s journalistic standards, including but not limited to: the best way to respond to a HARO, what makes a content piece newsworthy, and how PR’s may ethically build rapport with a journalist without ever meeting in-person. Full show notes are here. 

Today we have a guest who considers himself more of an SEO than PR. But, with the convergence of digital comes the reality that PR influences SEO and sometimes vice versa. With that in mind, we have a conversation all around clever ways to prospect and grow your media lists as well as answering the challenge of how to do this at-scale.

In this episode, you'll learn…

• How an SEO-focused professional approaches prospecting and emailing contacts

• SEO tools and tactics you can leverage for PR

• How to appropriately scale your list-building and emailing

Our guest:

• Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes Siege Media, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince playing with his 2 kids, enjoying some video games, or watching Phillies baseball.

Daily newsletters are hot right now, and brands want in. But, it’s not that simple! In this episode, we speak with the editor of one of the most popular daily newsletters at the moment– Morning Brew. Our guest discusses the power of the newsletter and gives a behind-the-scenes look at how a daily newsletter is produced. With limited space, exceptional curation, and a fast-paced, round-the-clock news cycle, our guest works with repeat-publicists in ways that are unique to the art of newsletter publishing.

In this episode you’ll learn…

• How stories are chosen for a daily newsletter (and how publicists may help!)
• How to get a newsletter editor to contact YOU first (spoiler: more relationship building tips!)
• Why online press kits are still important (yes, even in 2022!)

Our guest is…

Neal Freyman, a managing editor at Morning Brew, where he writes and edits the flagship newsletter that's sent to more than 3.1 million readers around the world 7 days a week. As one of the first employees at the company, he helped grow the Brew's workforce from 3 to 120 and launch new newsletters, podcasts, video products, and even trivia! (Neal writes A LOT of trivia questions for the Morning Brew audience.)

Stories we talked about:

• Icebreakers With...Happiness Expert Dr. Laurie Santos

Today’s episode features a guest who covers media agencies for Adweek and is very open about how to pitch her and others at her publication. We go over the bigger picture of what to do and not do when pitching her and her colleagues, as well as where she maintains all this information for publicists to review at any time. Walk away from this episode with more tools in your toolkit of how to better collaborate, including new ones we hadn’t heard of ourselves

In this episode, you'll learn…

• What the nuances of an Adweek journalist’s coverage are

• How to host a productive in-person meeting with a journalist

• Why online communities might help you level up your networking skills

Our guest is:

• Olivia Morley is a senior agencies reporter at Adweek focused on media agencies. Previously, she worked on Forrester’s media agency research and was an editorial strategist for Samsung’s Business Insights publication. Olivia holds a B.A. in English from Boston College and attended the Craig Newmark Graduate School of Journalism at CUNY as a visiting student. She is based in Boston, MA and is originally from Salt Lake City, UT. 

The term “storytelling” gets thrown around so much, that it often loses its meaning in the marketing world. In fact, how often do you, as a PR professional, stop to think about the stories that you tell journalists about the brand you represent?  Our guest today, Park Howell, is a storytelling evangelist who wants PR’s to understand what TRUE storytelling is, why it’s imperative in your work, and how to apply proven principles to ensure you’re always telling impactful stories about your brand.

In this episode, you’ll learn...

• The ‘And, But & Therefore’ (aka the ABT) narrative framework
  
• The 5 primal elements of storytelling
  
• How to incorporate these storytelling principles into your PR work
  
  

In this episode, we analyze a Vogue piece that stemmed from a different story idea entirely. From it, we learn how to nail down strategic pitching and story ideation, how to pivot when a reporter calls for it, and all the details that go into getting your client “Vogue-ready.” And, after our conversation today, you’ll walk away with newfound confidence, knowing how to stick out, not just in an accomplished freelance reporter’s email inbox, but also on their social feed!

In this episode you’ll learn…

What makes a piece “Vogue-ready” (or ‘Bustle-ready;’ ‘NY Times-ready; etc.!)
Why consistency is key (reporters recognize some publicists by name!)
New ways to relationship-build via social (not just on Twitter!)

Our guest is...

Mekita Rivas is a freelance journalist and creative consultant based in Washington, D.C. She is currently a contributing editor at Cosmopolitan and a senior contributing fashion editor at Bustle. Her writing has been published in The New York Times, The Washington Post, Vogue, Harper’s Bazaar, InStyle, and others. She primarily covers culture, style, and politics through the lens of gender, race, and ethnicity.

Stories we talked about:

• What Happens Next In The Fight For Voting Rights? Meet the Women Working to Protect a Crucial Right

In honor of our season 1 finale, we've decided to forego our usual guest/interview format in order to self-reflect on the podcast so far. In this episode, you'll hear our favorite season 1 takeaways, what we have in store for season 2, and a little background on who we are! If you're reading this, we want to hear from you. Email us at podcast@weearnmedia.com or find us on Twitter/Instagram (@weearnmedia). 

We sat down with freelance journalist, Susan Johnston Taylor about some real-life examples of when PR’s have exceeded her expectations and when they haven’t. We discuss what it takes to maintain a relationship with a freelance journalist (vs. a staff writer), but there are takeaways that may be implemented no matter whom you're reaching out to.

In this episode, you’ll learn...

• How a real-life cold pitch resulted in coverage
• How to take your HARO pitching to the next level
• What keeps a journalist going back to the same PRs and sources
  

In this episode, we chat with Josh Constine, Editor at Large at TechCrunch. We first discuss why he decided to write about a pitch that was sent to him by a startup called Slightly Robot detailing the Immutouch wristband. Slightly Robot originally designed the wearable to help people with trichotillomania, a disorder that compels people to pull out their hair. But with Coronavirus cases increasing in the US, they redesigned their wearable so that it buzzes when you touch your face. You can read the article here: Immutouch wristband buzzes to stop you touching your face

In less than thirty minutes, Josh breaks down exactly what he wants to see in a pitch and we promise you’re going to want to take notes while listening to this episode.

Show notes here

One of the things we miss most about the pre-pandemic world is in-person events. Enter the next best thing: virtual events! Our guest today is a former fashion editor (Real Simple) turned publicist who specializes in press events and has been hosting them virtually since the start of the pandemic. In this episode, we explore all the considerations that go into planning and hosting a virtual event -- from sending invites to sending products & everything in between! In this episode you’ll hear… Why a brand might want to host a virtual event Tactics and strategy related to planning and hosting a virtual event Examples of successful virtual events our guest has hosted Our guest is: Randi Packard, a fashion brand consultant, public relations and media consultant whose fashion expertise extends from the world of luxury fashion and accessories to the contemporary, swim, bridal, plus size and fitness markets; as well as the beauty and grooming industries.

Today’s episode explores an exclusive series pitched by a publicist and written by our guest. This obviously piqued our interest, and we're certain it'll pique yours as well. In this episode, we further explore entertainment journalism and PR, and walk away with an expanded view of just how vast, expansive, and interesting the PR industry is as a whole.

In this episode, you’ll learn...

-When and how pitching an exclusive series works

-What the ins and outs are of entertainment PR

-Why every little detail in your communication matters

Our guest is:

• Liz Shannon Miller, a Los Angeles-based writer, and editor. She’s currently a senior entertainment editor at Consequence, and her work has also been published by Vulture, Variety, The Los Angeles Times, Collider, The AV Club, IGN, Paste, The Verge, Thought Catalog, and more. She is also a produced playwright, an occasional podcaster, and a repository of "X-Files" trivia.

Things we talked about…

• Liz’s Exclusive Series of Westworld’s composer, Ramin Djawadi

Most journalists we talk to tell us they get way too many pitches. When we were told by today’s guest that she’s experiencing the opposite problem, we knew we had to investigate! Today we learn all about local news and how to identify and tell a story that captivates a local audience. Hear about 2 real stories by a local NYC non-profit (and on the flipside a mention of the all-too-many “missed opportunities”) and walk away with inspiration for how to identify a story and sharpen your own storytelling skills.

In this episode, you'll learn from a local TV journalist…

• What makes a good, local news story

• How newsrooms, producers, and journalists choose the stories they cover

• How TV has adapted (and continues to adapt!) to a digital audience

Our guests:

• Checkey Beckford is an Emmy® Award-winning reporter for NBC 4 New York. She covers breaking news and general assignment stories

We chat with Alan Henry, editor of the Smarter Living section of The New York Times (but soon-to-be Service Editor at Wired), about how to build collaborative relationships with journalists. As Alan simply puts it, "The New York Times doesn’t exist to be PR for a company." So, if you're going to try to pitch your story and/or client to Alan or his colleagues, how do you convince them to care enough to do so?

Along with this answering this question, we discuss the art of following up, how to be persistent (without being creepy!), and other tactful strategies that will help your pitch stand out in Alan's and other journalist's inboxes. 

Oh, and here's the article we chat about :)

Show notes here

Britt and Jackie teach the art of the follow-up. Yes, that’s right, they take it so seriously that they do consider it an art. And, by the end of this episode, you’ll be able to say you earned your MFA in Follow-ups from WemU. ;-) In all seriousness, we share what it takes to craft an effective follow up that adds value to the conversation and increases your response rate, using recent examples in our own work.

In this episode, we’ll break down 3 main elements of a follow up pitch:

• The time you wait between that first and second email
• Frequency of how often you reach out regarding a story idea
• Strategic messaging behind an effective follow up

In this episode, we chat with TechCrunch reporter, Natasha Mascarenha, about a pitch that led to a phone call, which inspired a 4-part series on a well-known edtech company, Duolingo! What stood out about the founder that led to such an in-depth look at the company? We’ll dive into how this series developed, leaving you with tips on how to pitch your founder and best prepare them for interviews. Despite the reality of most startups not holding household names like Duolingo, our guest will guide you through making your client stand out by communicating with transparency and authenticity.

In this episode you’ll learn…

• How to prepare startup founders for media interviews
• Why authenticity matters in storytelling and media interviews
• What a TechCrunch reporter looks for in a subject line and email body

Our guest is...

Natasha Mascarenhas is a senior reporter at TechCrunch by way of Crunchbase News, The San Francisco Chronicle, The Boston Globe and BostInno. She primarily reports on early-stage startups in edtech and future of work, through the lens of how culture and strong opinions can shape a company's trajectory. Beyond journalism, Mascarenhas spends her time cooking Indian American fusion recipes, dancing and writing on her personal blog.

Stories we talked about:

How a bot-fighting test turned into edtech’s most iconic brand, Duolingo
Built by a refugee, Enlight’s edtech tool bets it can help students hope harder
Medium sees more employee exits after CEO publishes ‘culture memo’

In this episode, we chat with Noah Manskar, a business reporter for New York Post. To kick-off the conversation, we asked Noah to share a story with us that originated from a pitch sent by an earned media professional. The story he shares is a heartwarming human-interest piece that he wrote while he was reporting for Patch NYC: NYC Dad Gives Daughter New Life with Liver Donation.

It was pitched to him by Mahlori Isaacs, a Senior Media Relations Associate at New York Presbytarian Hospital and is a perfect example of how a PR pro can build a collaborative and productive working relationship with a journalist.

In the episode, Noah also discusses his current role as a business reporter at NY Post and the types of stories he is covering on a day-to-day basis.

The most valuable takeaway, however, is Noah’s reminder for both PR folks and journalists to have empathy for each other. In a media environment where quantity is really important and journalists are being asked to do a lot on a daily basis, patience goes a long way. Remember, you’re working with a human being and you’re both under pressure.

Show notes here 

In this episode, we analyze a real pitch sent under embargo by the CTO of a tech company to a tech reporter at a leading business publication. We’ll learn how and why this pitch worked, and gain some takeaways of how you too might secure a dream, spotlight coverage like this for your own client or employer.

In this episode, you'll learn all about pitching a reporter for The Street…

• Why timing is everything with pitching stories

• How a tech reporter views and utilizes embargos

• Why efficiency and responsiveness is crucial to securing coverage

Our guest:

• Ian is a tech reporter for TheStreet. He reports on the tech industry -- with a focus on artificial intelligence -- covering AI companies, safety, regulation and ethics extensively. As an offshoot of his tech coverage, Ian additionally covers Elon Musk and his many companies, namely Tesla and SpaceX, as well as the companies under the "Magnificent 7" umbrella. He is endlessly fascinated by the ongoing conversation around, and many implications of, artificial intelligence. Ian has previously written for CNBC, Patch.com, The Young Folks and Screenrant, among others.

We sit down with Michelle Rafter, a freelance business reporter whose focus right now is Covid-19’s impact on tech, work, and industry.  Although she doesn't rely on traditional press releases to craft her stories, she offers some valuable lessons around how PR's may still work with freelance reporters like her. 

In this episode you will learn:

• What’s changed for Michelle’s reporting due to Covid-19  (& how the recession set her up for this!)
  
• The kinds of stories she’s focusing on under this pandemic (& how she’s sourcing her stories!)
  
• How she best works with PR professionals (it might not be how you think!)
  

Stepping outside of what you know in any career can be scary. Many of us (including Britt + Jackie!), had our start in media relations through the SEO-world. But, there’s more to PR than placements and backlinks. And, where do PR’s who may have been pigeonholed into one single specialty go from here? Our guest today, Shonali Burke, is a Public Relations scholar and renowned consultant. She is here to guide us outside of what we know and into the unknown. From it, we’ll all come out with a better understanding of what Public Relations actually is, and how we can be the best practitioners we can be.

In this episode, you’ll learn...

• How to build and measure a PR strategy beyond just, “earning a lot of placements”
• How earned media is just one piece of a larger picture of the Public Relations landscape
• How PR’s can expand their skill set beyond what’s comfortable to their day-to-days
  

Welcome to our season 2 kickoff! In this episode, our special guest, Rand Fishkin (founder of SparkToro and previous co-founder of Moz), discusses with us a situation all marketers have found themselves in before: a boss or client demanding a “prestigious placement,” foregoing the (actually, HUGE!) potential of working with other "lesser-known" publications. 

In this episode, you’ll learn...

• What exactly is the "Wall Street Journal" marketing problem
  
• How to respond to this through honest conversation rooted in rational, data-driven thinking
  
• The value of working with the “little guys,” and how to find these publications that your target customers ACTUALLY engage with

Plus, learn what's in store for season 2 of We Earn Media! 

Today’s episode is all about media training. Our guest is a freelance writer (a repeat guest!) who has interviewed all sorts of experts and has a LOT of great insight into how we can all do better during this important part of the media relations process. Listen to this episode and walk away with new-found confidence and actionable tips needed to turn your good media training skills into great ones.

In this episode, you'll learn…

• Actionable tips to turn any expert into a great interviewer

• Common mistakes made by experts (& publicists!) during interviews

• How publicists can be better collaborators throughout the interview process

Our guest:

• Joni Sweet is a freelance writer who focuses on travel, health, and wellness. Her work has been published by TIME, National Geographic, Forbes, SELF, Health magazine, Lonely Planet, TripSavvy, Real Simple,Yoga Journal, Frommer’s, and dozens of other publications.

Today we have an awesome education journalist who focuses on consumer advice. Unfortunately, even some of the most well-meaning publicists get his name and his beat wrong all of the time. We find that even with some of the most seasoned professionals, these mistakes are surprisingly easy to make in a fast-paced, efficient environment. Listen on to find out how some things that may seem obvious still fall through the cracks.

In this episode, you'll learn how to…

• Triple-check your media lists and pitches 

• Understand the nuances of a journalist’s beat

• Avoid being overtly self-promotional

Our guest is:

• Cole Douglas Claybourn is a reporter who primarily covers the transition from high school to college. He’s also a writer and podcast producer for Sports Spectrum, which covers the intersection of sports and faith, as well as his Christian podcast, “In No Hurry.” Before that, Cole spent five years as a public educator where he taught high school English and served as the Student Publications Advisor. He also worked for the Evansville Courier & Press and the Owensboro Messenger-Inquirer, where he covered both news and sports on a regional scale.

We’re going meta this episode, because we’re speaking with a senior editor at a publication that covers all the latest trends in public relations and media. And while overall pitch tips don’t vary all too much from the norm, you’ll glean some extra special insights from a guest who knows our industry better than most. In this episode you’ll hear… How to pitch a journalist who covers public relations news (& how they choose the stories they cover!) Examples of real publicists who have built strong relationships with PRNEWS (even after receiving less-than-ideal press!) Ways to level up your crisis communications skills (& how to learn more about that beyond this episode!) Our guest: Nicole Schuman is a senior editor at PRNEWS, where she reports on all things related to public relations, communications, media and its impact on the public.

Our guest is freelance journalist and editor whose mission is to help and inspire Black women and girls. Her work is intersectional, focusing on mental health, wellness, lifestyle, career and more. We dive deep into some in-depth reporting that demonstrates all the ways in which a publicist may have a positive impact on real lives, regardless of the company they represent. We’ll even get a close look at how a publicist took time to get to know our guest’s personal interests, which has not only resulted in some great stories, but also a lasting journalist-publicist relationship.

In this episode you’ll learn…

• When to play a supportive (vs. central) role in a people-first story
  
• Why trust, empathy and patience are key when building rapport with a freelance writer
  
• How it’s the little things and those tiny details that really do matter most

Our guest is:

• L’Oreal Thompson Payton, a Baltimore-bred, Chicago-based freelance writer, editor and motivational speaker dedicated to centering and celebrating #BlackGirlMagic in all she does. Her work has been featured in Bitch, Bustle, HelloGiggles, SELF, Shondaland, the Shine App and ZORA, just to name a few. She is also the mental health editor for YR media.

Also, a special thank you to Tamika Morrison Okeleke (@1stladyofPR), for tweeting about our show and connecting us with today’s guest!

We caught up with Carl Anthony, the Managing Editor of Automoblog, to learn more about his perspective on best practices for working with PRs and content marketers. Even if you don't work in the auto or tech industries, this one is full of useful pitching tips. Especially if you've ever been curious about (or have personally implemented) guest-posting and thought leadership content strategies. 

Ever wonder how some experts get to share their expertise through contributed articles in big, industry outlets? In this episode, we chat with a community editor whose job is to vet these kinds of pitches. Tune in to this episode if you want to understand the ins and outs of pitching contributed content on behalf of your expert.

In this episode, you'll learn…

• How a real contributed article came to be from pitch to publish

• How to ideate a contributed article that editors want

• What elements are needed in a contributed article pitch

Our guest:

• Luz Corona, Community Editor at ADWEEK. She oversees the Voice section, the opinion column featuring perspectives from advertisers, marketers, influencers, and tech professionals. She also moderates interviews and panels, and co-hosts the flagship podcast, "Yeah, That’s Probably an Ad."

Local news tips are coming your way from our guest, a local news anchor and segment host. He give us an insider look on how a local news station operates. From it, you’ll come out ahead with a more informed approach of how to reach out to a local news station— even when it’s not clear who you need to send your pitch to!

In this episode you’ll learn…

• How a local newsroom operates and produces segments
  
• What’s necessary (& not) to include in a segment pitch
  
• Why you shouldn’t always hesitate to pick-up a phone
  

Our guest is:

• James Crummel, an anchor at ABC 27 News Daybreak weekdays from 4:30-7 a.m. and at noon. He also hosts independent assignments, including a consumer savings segment called Show Me the Money.
  

Although the media industry is constantly in flux, we have seen some significant changes over the past year that don’t inspire confidence in the current stability of things. In light of news regarding layoffs across all industries, how can publicists become indefensible and solidify their spot at the table? Our guest today, a fellow publicist and digital PR expert, tells us how publicists have lasting, positive effects on companies well beyond media placements, and makes the case for highlighting these wins more than ever before.

In this episode, you'll learn…

• Why cross-collaboration is crucial for publicists to stay relevant

• How to communicate and share your wins both privately and publicly (including social media!)

• Real-world examples of modern-day PR campaigns and what they mean for the current state of PR and media

Our guest:

• Tamara Sykes is a Caribbean-born PR pro who shapes brand narratives through impactful content and communications strategies. Currently, she’s an Account Director at Stacker. She's also a devoted mom and wife, channeling her expertise to empower ambitious women of color to live their best lives via her brand, Baydian Girl.

It's easy to put out a regional ranking (ie. 'best cities for X'), write a cookie-cutter pitch, and mass distribute it to newsrooms around the country. That is NOT what this episode is about. Instead, we're exploring the art of pitching unique data-driven stories that local reporters want to see in their inboxes. Our guest today, Gene Balk, columnist at the Seattle Times, is going to give us the insider scoop on what it takes to stick out from those sea of mediocre pitches and produce local stories that actually matter. 

In this episode, you’ll...

• Get a behind-the-scene glimpse of how a local newspaper column is produced
• Understand the kinds of data local reporters want to cover
• Learn the unique way a company collaborated with a local reporter on survey creation
  

In this special episode, we explore mental health with executive coach and psychologist, Dr. Anne Welsh. We’ll cover perfectionism, imposter syndrome, and anxiety, along with actionable tips you can take to take control of your mental health through healthy coping mechanisms. From this, you’ll walk away with your very own “mental health” toolbox you can access at times you may need it most.

In this episode, you'll learn from a psychologist & executive coach…

• How to identify perfectionism and how it may lead to anxiety and burnout

• Why prioritizing self-care matters for all levels of employees within a workplace

• Valuable insight, ideas, and tools to improve overall mental health and well-being

Our guest:

• Dr. Anne Welsh is a distinguished psychologist & executive coach with a profound affinity for supporting women in leadership, and aiding working parents across diverse career landscapes. Beginning her career at Harvard, Dr. Welsh has since pivoted, dedicating her life to unraveling the interplay between career aspirations, personal fulfillment, and women’s mental health throughout the lifespan. Her coaching brings together research and real life experiences to hone leadership skills, improve emotional intelligence and create work-life integration.

Today we have a personal finance and commerce editor on the show. We’ll analyze a data-driven story that stemmed from a PR pitch, however, the story that was pitched was different from the story that came out! From it, we’ll hear the tale of a time when a publicist was able to pivot effectively and give the editor what they needed. We also go into tips for pitching CEO interviews!

In this episode you’ll learn…

What kinds of stories a commerce editor for a top tier publication covers
How to stick out in an inbox that receives 100s of emails a day
Which assets to have on-hand for the type of story you pitch

Our guest is...

Catey Hill, a personal finance journalist, author and frequent TV and radio commentator. For more than 10 years, she has written and edited personal finance stories for publications such as The Wall Street Journal, Barron’s, Seventeen, Worth, SmartMoney, Forbes, Real Simple and MarketWatch, among other magazines and websites. She has appeared on dozens of television programs, including “The Today Show,” “FOX & Friends,” “The Huckabee Show” on FOX and “CBS This Morning.”

Stories we talked about:

The single best month to buy a home, according to this analysis of 33 million home sales over 8 years

Today’s episode is all about the creative process! Our guest today has worked in an array of industries for some of the UK’s top agencies and has developed a set of skills and processes to ideate and produce digital PR campaigns that have consistently caught the attention of top-tier media outlets across the web. In this episode, you'll learn how to… Write effective, creative briefs Ideate fun, shareable campaign ideas Validate winning campaigns Our guest is: Iona Townsley, a digital PR professional, specializing in creative campaign ideation. She works with brands on end-to-end PR strategies. She’s worked in a variety of industries for some of the UK’s top agencies. Things we talked about… A Crash Course in Creative Ideation and Shareable Campaigns - BrightonSEO 2022 Online PR Show The Grapevine- Iona’s newsletter 

Today’s episode stems from a freelance journalist’s heartfelt confession of how she deals with nerves before conducting interviews. As publicists, we too deal with these nerves, but to hear it from the other side? Refreshing. We speak with our guest regarding her experience of working with sources and come out understanding just how much care goes into a freelance journalist’s work. We’ll cover how shopping roundups are put together and how older pitches and smaller, “hometown experts” (think: local podiatrist) fit into this world. With it, come out on top with new ways to provide value to those reporters whose mission is simply to make their audience’s lives better.

In this episode, you'll learn why…

• key phrases matter with pitches and story ideas

• imaginary editorial headlines create winning subject lines

• ALL experts should pay attention to shopping stories

Our guest is:

• Diana Kelly Levey is a freelance writer, journalist, published author, and editor whose work has been featured in outlets such as Health, Real Simple, InStyle, and Reader's Digest, just to name a few. She has 20 years of experience working for national publications and award-winning brands on staff and as a freelancer. She thrives when she is covering topics, products, and services that help people and can improve readers’ lives in some way.

Fellow foodie listeners: we have a tasty episode for you. This week, we’re speaking with a weekend editor and contributing writer at Delish.com. Ni’Kesia Pannell covers breaking food news, focusing particularly on the intersection of food and culture. Our guest also depends on and loves working with publicists on a regular basis, so this one is chock-full of both actionable tips and feel-good moments.

In this episode, you’ll learn considerations for pitching a weekend editor at an online food publication …

• What kinds of stories they are looking to cover
  
• How far in advance to pitch new product releases
  
• What to include in a food media pitch (online + offline!)
  

Our guest:

• Ni’Kesia Pannell is an entrepreneur and journalist who covers food news as a weekend editor and contributing writer for Delish.com. She also covers the topics of faith, health and wellness, travel, beauty, lifestyle, and music for a range of additional outlets.
  

Do you ever email the same contact monthly or even weekly and wonder if it’s ever just, too much? Have you ever wondered if it’s ok to ask for interview questions in advance? Has a “Dear PR people” tweet from a journalist ever made you wince? If you’ve answered yes to any of those questions, then this is the episode for you! We’re going “old school cool” with our roots and analyzing a winning pitch to start. With some new tips we hadn’t heard, you’ll want to tune in and add to your own, personalized ‘best practices’ library.

In this episode, you’ll learn best practices for…

• Pitching the same contact consistently
• Preparing experts for media interviews
• Providing value beyond a story pitch

Our guest is:

• Elizabeth O’Brien, a senior finance reporter for Barron’s, with a special focus on retirement. Before Barron's, she was the deputy editor of Money.com, formerly Money magazine. She lives in Brooklyn with her husband and two sons. In her spare time, she enjoys roller skating and reading fiction.

Data is an effective way to amp up your PR storytelling strategy. To help make sense of this, we speak with the smartest data journalist and content consultant we know, Volodymyr Kupriyanov (VK). Get a behind the scenes look of how a PR-driven data study is created from start to finish! 

In this episode you’ll learn all the considerations for creating data-driven content:

• Where to find reputable data sources
• Tips and tricks for uncovering compelling stories within the data
• Tools for creating beautiful data visualizations
  

Today's episode is all about the art of subject line writing! Our guest has seen great, good, and downright awful subject lines. In fact, she's deleted emails based off the subject-- every PR's worst nightmare! But do not fret, she's not only written about her experience but shared her tips on the BuzzStream blog. Does personalization matter? Is it worth highlighting a statistic from a study? All these questions are answered and more. 

In this episode, you'll learn all about improving your subject lines: 

• Principles to help them stand out
• Steps to structuring them successfully
• Tips for sprucing up stats and story lines

Our guest is...

Surena Chande, freelance copywriter and former SEO editor at the Mirror & Daily Star. She was the recipient of Hannah Smith's shoutout in episode 39. Give that a listen if you haven't yet! 

Things we talked about:

• The Art of Writing Subject Lines That Journalists Will Love
• PR Percentage Calculator

Put on your spacesuits because we’re heading into worlds unknown with space journalist, Neel V. Patel. He sits down with us to what publicists should keep in mind when pitching journalists who cover highly-technical subjects for mainstream audiences. There are tons of details and nuances we had not considered before, so we’re very excited to share some fresh, actionable tips with you.

In this episode, you’ll learn…

• How a science reporter writes about complex topics for the masses (& how that should inform your storytelling strategy!)
  
• Which details matter when pitching a journalist in a technical space (no pun intended!)
  
• Why engineers might be the best people to hop on interviews with technical reporters (no media training required!)

Our guest:

• Neel V. Patel is a science and tech writer based in Boston. He currently works as the space reporter for MIT Technology Review, and has in the past written stories ranging from climate change, life sciences, robotics, urban design, transportation, and other related fields.
  

Today’s episode is all about pitching startup and VC news to a reporter at Insider. Interestingly, the story we explore does not come from one single pitch, but many pitches, spanning the course of many months. Aside from exploring the extensive email organization skills that our guest possesses, we learn the ins and outs of having your pitch stand out and increasing your chances of coverage for your startup, VC funding round, and/or founder (think: transparency and timeliness). In this episode, you'll learn… The important roles of intro calls, press pages, and pitch decks What’s actually considered timely in the startup new cycle Other considerations for ensuring efficient collaboration Things we talked about… 14 Healthtech-Fintech Startups That Have Raised Millions From VCs

Our guest today is a media veteran with over 30 years of experience. He’s been on both the PR and journalism side of things and lately has been the executive editor at a trade publication. We end up talking quite a bit of shop with him. Hear us chat about the past, present, and future of media, and so much more, on today’s episode. In this episode, you'll learn about pitching a trade publication… What the benefits are of sitting in on interviews How far in advance you should pitch a story How editorial calendars and news wires can be useful tools Our guest is: Greg Sleter, executive editor and associate publisher of Store Brands, which covers the world of retail and private brand products. He has worked in the world of communications for nearly 30 years. Most of his career has been spent in journalism, working for several B2B and consumer-facing news outlets. He has also worked in PR for two Long Island, NY-based healthcare systems.

Today we have a special episode. Instead of one guest, we have two! Catch a glimpse of two industry friends being candid on what it’s like to work in food and wine media. You’ll learn about what works and doesn’t work when promoting a food/beverage brand. Gain insider knowledge to take your food and beverage PR strategy from OK to great, in this latest episode.

In this episode, you'll learn…

• Important editorial concepts (like short-lead and long-lead!) and PR tactics (like events) used by food/drink professionals

• Common mistakes food/drink publicists make

• What makes a good story in the food/drink media industry

We all know that relationship-building outside of the inbox is important. In theory, we should be interacting with our contacts via social on a regular basis. For some, this is the best part of the job. For others, the worst part.  Our guest today is a follow publicist whose passion is building rapport outside of the inbox.  She shares real psychological theories that demonstrate why being intentional with your online presence and putting in the work to be seen by journalists, might be the tie-breaker that earns you the only ‘yes’ a journalist sends out that day.

In this episode, you’ll learn…

• The psychology behind why being active on social platforms gives you an edge over the competition
• Guidelines for sprucing up your personal brand on social and email
• Ways to connect with a reporter on social media that feel both natural and effective

Our guest is:

• Domenica D’Ottavio, associate director of Digital PR at Journey Further, a performance marketing agency. Over the past 8 years, Domenica has done PR across every niche - like finance, sports, and tech. Her research and advice have been featured on Moz, Marketing Land, Search Engine Journal, PR Daily, and more.

In today’s episode, we analyze a story that experienced a complete pivot from the original pitch and follow-up. Get a glimpse into how this happened, and why having that rapport built already led to an active brainstorming and changing of the story altogether— talk about PR-journalist collaboration heaven! From it, walk away encouraged to do the same, should your original story idea need a fresh angle for that journalist to say yes to you.

In this episode, you'll learn to leverage authenticity and flexibility in all aspects of your outreach…

• Communicating with a journalist

• Preparing your expert for an interview

• Crafting stories that dive deeper than the basics

Our guest is:

• Cloey Callahan, a reporter for Digiday Media's newest vertical, WorkLife, where she covers all things future of work, including but not limited to tech, spaces, culture, d/e/i, talent and leadership. Before WorkLife, she spent three years covering local news in New York's Hudson Valley, where she was born and raised and still resides today. 

The more freelance journalists we meet, the more evident it is just how different each one is. Some work on assignment, while others pitch their own stories. And while these differences can leave us frustrated, it’s important that we keep digging to create an informed "freelancer outreach strategy." Our guest, Lisa Rebasca Roepe, a freelance journalist who covers workplace culture, gives some unique perspective on what it takes to successfully collaborate with her. And, to be honest, we gained a lot of great insights-- ones we hadn’t heard before. In this episode, you’ll learn: How to make your company/client fit into a larger story worth covering What common mistakes publicists make when pitching freelance journalists Why sometimes it really is all about timing and luck

Miranda Marquit has been a full-time freelance financial writer and money expert for almost 15 years. If you’ve ever been involved in the personal finance space, it is very likely that you have come across (and even pitched) Miranda. She has contributed to several financial outlets including Huffington Post, The Balance, U.S. News World & Report. Needless to say, she is one of the most prolific writers in the space.

If you all listened to our episode with Alan Henry, then you’ll remember how he believes freelance writers are the future of mass media and highly recommends PRs build relationships with them. To further test this theory, we asked Miranda for her opinion and a very interesting conversation plays out.

Full show notes here

In this episode, journalist and content strategist Matt Swenson shares insights from his 20 years in the industry, including how PR professionals in the sports world—and local tourism—can adopt a newsroom mindset. We explore the importance of timeliness, authentic storytelling, and relationship-building, using a standout campaign from Hattiesburg, Mississippi, as a case study. Whether you're working in sports, tourism, or PR in general, this conversation is packed with actionable advice you won't want to miss.

We have a friend of the show, Casey Bond, back for more HARO and general press query tips. You may remember Casey from our “To Catch a Fake Financial Expert,” episode, where she uncovers a fake expert on HARO. Well, despite her large exposé, spammers have not learned their lessons. In fact, Casey shares the growing number of transgressions she’s spotting in her inbox these days. Even if your HARO game is on-point, you’ll still want to brush up on these latest tips to avoid future blunders.

In this episode, you’ll learn how to…

• Stick out in a growing sea of HARO spammers
• Avoid common mistakes when answering press queries
• Be strategic in your expert’s offerings

Our guest is:

• Casey Bond, money expert, freelance writer, editor, and content strategist. Her work has been featured in HuffPost, US News, Yahoo, Forbes, and more.

Today’s guest writes for a major finance publication that we see all over Qwoted and HARO, and is heavily syndicated and featured on Apple/Google News, Yahoo, MSN, AOL, and more. Today we’ll learn the kinds of stories a high-volume online publication writes and what exactly they need from publicists to complete their stories. We’ll start with analyzing a pitch for a seasonal shopping roundup then dive into media queries. You’ll walk away with sharpened knowledge of digital media strategy and utilize it to come out ahead and earn those syndicated features for your client.

In this episode, you'll learn…

• The types of stories a high-volume finance publication wants to publish

• What to include in a seasonal shopping roundup pitch

• Why consistent persistence matters (even if you’re just past the deadline- follow up!)

Our guests:

• Heather Taylor is a senior finance writer for Go Banking Rates. And the head writer and brand mascot enthusiast for PopIcon, Advertising Week’s blog dedicated to brand mascots. She has been published on HelloGiggles, Business Insider, The Story Exchange, Brit + Co, Thrive Global, and more.

Today’s episode we connect with a TV producer who has worked with both Britt and Jaclyn. Catch a glimpse into both of our worlds and come out inspired to build your own, rewarding relationship with an awesome producer doing important work. Along the way, you’ll learn that some prescriptive advice (like brevity and digital-only) might not always apply, depending on who you’re reaching out to.

In this episode, you'll learn all about pitching an investigative producer…

• Details to help foster a working relationship the right way

• Tips for having enough and the right information in your pitch

• The kinds of stories they cover and how far in advance they plan

Our guest:

• Daniela Molina is a bilingual Investigative Producer at Gray Television InvestigateTV who has a great interest in human trafficking and healthcare stories. Since her time at InvestigateTV she has covered abuse in nursing homes, bad doctors, and societal issues. She has also started her own franchise within the team called "Cuidando Su Billetera" which provides financial content to Spanish-speaking communities. Before joining InvestigateTV, Daniela interned for three summers with WTVJ (NBC) in South Florida and worked with their digital duopoly team. Daniela is a graduate of Indiana University with both a bachelor’s and master's in journalism.

Health reporters, especially in the time of COVID, need to make sure they get it right. This goes into the stories they choose to tell, how they frame it, and whom they enlist to help tell the story. With the standards so high, this is likely to scare some publicists away. Never fear, listeners, because our guest today breaks down a story that stemmed from a health product pitch (pre-launch!) from a startup founder. From it, you’ll walk away confidently able to pitch your own health stories, should the need arrive in your career.

In this episode you’ll learn…

• How a health reporter qualifies experts, products and story ideas
  
• What a reporter who’s pressed for time needs in a story pitch
  
• Why generosity, boldness, and confidence will take you far as a publicist
  

Our guest is:

• Rachel Moss is a reporter at HuffPost UK, heading up women's health, covering topics such as the NHS IVF postcode lottery, the provision of abortion care and the impact of Covid-19 on maternity and postnatal services. She runs HuffPost's Covid-Free Zone, a new section offering respite during the pandemic, and is also the co-host of Am I Making You Uncomfortable? a weekly podcast on women's health, bodies and private lives.
  

In this episode, we chat with Amanda Milligan about creating newsworthy content. Several of our previous guests have stressed the importance of following the news. Today, we’ll discuss how we can use it to create relevant content for your audience that earns future links. Not only will you get some tips from our guest, but you’ll also hear from Britt and Jackie on resources that have given them ideas for content. You’ll walk away with solid insights on helping your brand build authority and generate press.

In this episode you’ll learn…

How to contextualize the news to fit your brand, no matter what your industry is!

Tools and additional resources to help you brainstorm content ideas

How you can create evergreen content out of the news

Our guest is...

Amanda Milligan is the Head of Marketing at Stacker Studio, a data journalism newswire that partners with brands to create and distribute content to their high-authority publisher network, building brand awareness and earning links for their clients. With a degree in journalism and a decade in content marketing, she’s spent her career helping brands harness the intersection of content and SEO. Her expertise has been published in Entrepreneur, Forbes, TechCrunch, Search Engine Land, Moz, The Next Web, and more, and she’s spoken at industry-leading events, including SMX, MozCon, BrightonSEO, and Pubcon.

Do you ever come across an article that features an expert and only that expert throughout the whole piece? With curious envy, do you wonder how that story came to be? Well, today we’ll find out! We talk shop with a fellow publicist and industry friend who owns her own boutique PR firm. We’ll break down a story that features her client front and center and learn how that story came to be. From it, you’ll leave inspired to ideate stories that are interesting and culturally-relevant, allowing your client or brand’s expertise to fully shine!

In this episode, you'll learn how a self-employed publicist…

• Finds inspiration for winning story ideas and pitches

• Strategizes a solid media outreach strategy

• Measures and communicates to her clients

Big news! We Earn Media is wrapping up, but the journey doesn’t end here. Join Britt Klontz on Digital PR Explained for more PR insights and strategies. Follow the new podcast on Apple Podcasts, Spotify, or wherever you listen to keep learning and growing with us. Thank you for your support over the years—we can’t wait to see you on the new feed!

**In this special 2 part episode, we have a WEM first. Our guest (with the permission of the publicists!) shared some real pitches with us. Check out a full transcription of the pitch at the bottom of the notes!**

In part 2, we analyze another pitch that led to a Q&A article about women’s personal finances. And while this second pitch looks very different from the first, similar themes are re-explored through a different lens, proving that there truly is no one-size-fits-all approach to media pitching. Finally, Mia discusses the evolution of PR assets and story pitching through her time in the industry. You’ll walk with a full understanding of the “big picture” as well as inspiration for little details you may include in your next pitch.

A special thanks to Cat Soroush for providing and allowing us to republish the pitch in its entirety!

In this episode you’ll learn…

• What matters most in a story pitch to an online money reporter
• When and if exclusives matter to an online lifestyle publication
• How to strategically tip toe the line of formal/informal in a pitch

Our guest is...

Mia Taylor, a staff Finance Writer for Real Simple, Health, Parents, and Better Homes & Gardens. She is an award-winning personal finance and travel journalist who has also covered wildlife conservation, sustainability, eco-tourism, climate change, the hospitality industry, technology, AI, robotics, and single parenting.

Stories we talked about:

For Women to Make More Money, We Have to Stop Competing With Each Other

We chatted with Frankie Rendón, head of media relations for Student Loan Hero and Lisa Rowan, a reporter for Lifehacker: Two Cents, to get the scoop on what it’s like to work on both sides of personal finance media during Covid-19.

In this episode you’ll learn about:

• The new challenges that both Frankie and Lisa have dealt with during this unprecedented time
  
• Successful PR strategies that both Lisa and Frankie have seen work
  
• Actionable advice for pitching under this "new normal"

Even if you’re not in the personal finance industry, this episode still holds some universal lines of thinking that we believe all PR’s should be exposing themselves to at this time.

We’re going niche again this week! (Have you heard how much we love our niche reporters?) And, the beat our guest covers today is particularly uncharted territory for us-- the energy sector! Our guest, Taylor Kuykendall, writes about mining and energy-related topics for the S&P Global Market Intelligence. We speak with him about a story that stemmed from a source that connected with him outside of his email inbox.

In this episode, you’ll learn…

• How to be a knowledgeable industry resource for niche reporters
• How to effectively connect with reporters outside the email inbox
• How to effectively leverage the newswires to your advantage
  

More love for niche outlets is coming your way! We’re speaking with Liz Stevens, a content producer for ThinkGlink and Best Money Moves. Liz, who wears several hats in-house across 2 different sites, is one of our more unique guests. With her specialty insight, we’ll think you’ll glean a lot for your niche website outreach strategy.

In this episode, you’ll learn...

• Specific pitch strategies you can implement for niche outlets
• What things are important to a content producer (as opposed to a staff writer)
• What to do (& never to do!) when reaching out to a niche contact
  

After our episode with Josh Constine, we received quite a few requests to tackle more startup marketing topics. With that in mind, we're excited to bring you our next guest who will give us a glimpse into the world of growth marketing. Elaine Zelby is a Principal and Director of Growth at SignalFire, which touts itself as, "first Venture Capital firm built from the ground up as a technology company." 

In this episode you will learn: 

• How to craft a go-to marketing strategy
• How PR fits into the growth marketing landscape
• Why teamwork is crucial in a high-growth environment
  

In this episode, we speak with seasoned TV reporter, Ken Molestina, who has reported from news stations all across the country. We focus on his real estate segment, but quickly dive deeper beyond the basic tips and get a good look at the current state of the local newsroom, despite the ever-evolving media landscape he’s actively navigating. You’ll also catch a glimpse of what a real working relationship looks like between Ken and Jackie, including some real segments where Jackie had to be particularly scrappy in order to land those placements.

In this Episode You’ll Learn...

What a franchise piece is (& why publicists should care)
What short-staffed newsrooms and fast deadlines mean for publicists (same-day interviews are here to stay)
How to be a scrappy publicist (& never lose an opportunity again)

Our guest is...

Ken Molestina is an Emmy Award-winning anchor and reporter for CBS 11 News in the Dallas Fort Worth. Prior to joining CBS 11, Ken reported for WUSA-TV in Washington, D.C. and KVIA-TV in El Paso. Born in New York and raised in Miami, he graduated from the University of Florida and began his career at WFOR-TV in Miami.

Stories we talked about:

Next Year Might Be The Time For North Texas Buyers To Finally Strike On Landing A Home
Not As Many ‘Fixer Uppers’ Available In DFW Area These Days (features Jackie!)
Not All North Texans Can Count On Solar To Increase Home’s Value, New Study Finds (features Jackie!)

One of our most popular episodes to date is episode 25, when we discuss how data-driven studies are developed, with the genius, VK. (If you haven't given that one a listen, what are you waiting for?!) Well now we’re taking it a step further (or back, depending on how you look at it!) to how these ideas even come about. We speak with a creative content consultant who’s going to teach you how to level up your ideation game. He’ll share past successful campaigns and how those ideas came to be. And, the one spoiler we’ll give: he hates the traditional sense of the word, “brainstorm.”

In this episode you’ll learn all about developing data-driven content ideas…

• Which tools and tactics are effective for developing campaign ideas
  
• Why quantity matters in the initial stages of idea development
  
• How to properly vet campaign concepts for promotability
  

Our guest is:

• Mark Johnstone, a creative content consultant, the founder of Content Hubble, and host of the Content Deconstructed podcast.

Originally, we intended to hop on a call to catch up on work and life with the Aira PR team. Instead, we decided to hit that record button and bring this conversation to listeners to talk about how a real PR firm is handling pitching under Covid-19 successfully. Quite frankly, we love how these creative geniuses have balanced both client and reporter expectations seamlessly and complementary to each other under this pandemic. Their insight serves as an inspiration for all PR’s during this time.

In this episode, you’ll learn:

• How they managed and pivoted client work post-COVID
  
• The unique ways they’ve built relationships with reporters
  
• How they stay light-hearted in their storytelling without being tone-deaf
  

Our guests are:

• Shannon McGuirk, Head of PR
  
• Aliyah Loughlan, Digital PR Executive
  
• Aoife O’Connor, Digital PR Team Leader
  
• Georgia Keenan, Digital PR Account Manager
  

In this episode, dive into a story of a digital fashion journalist who moved forward with a piece, despite pushback from the subjects’ corporate communications department. From it, you’ll learn how smaller brands can step up to the plate and provide value to a digital journalist in the age of TikTok, competing with corporations for coverage in a top fashion outlet.

In this episode, you'll learn…

• How the economy, pop culture, and social media all play roles in online fashion reporting 

• Why data may be just as powerful as a product sample for some fashion reporters 

• How brand previews and other aspects of the fashion reporting industry work

Our guest is:

• Frances Solá-Santiago, a journalist from Puerto Rico, works as a fashion writer at Refinery29. She also writes for publications like The New York Times, The Cut, Rolling Stone, NPR, Numéro, Glamour, Remezcla, and Bustle, covering fashion, beauty, music, and culture.  

Welcome to our season 3 kickoff! We’re doing things a bit different this season, by tackling an in-depth theme each episode.

In our kickoff episode, we explore a new app that is having its moment in the sun-- Clubhouse! This invite-only, audio-based iOs app is gaining traction with an array of influencers from all different backgrounds-- with PR and media being no exception. In fact, as we delve deep, we learn there’s a lot of potential that content marketers and publicists can glean from this new product, in ways that you might not think.

Our guest is...

Stephen Karaolis, CEO and founder of Pear the Agency, a boutique public relations firm specializing primarily in earned media services for early-stage startups.

In this episode, you’ll learn all about Clubhouse...

• What exactly this app is and why you should care
  
• The multiple, creative ways a real publicist uses it
  
• Our initial impressions of it and how you may join us

Affiliate-based, e-commerce reporting is fairly new, yet ubiquitous, which is why it may be weird and confusing for PR’s to navigate. Don't worry, because our guest, Trae Bodge, who straddles the line of PR and journalist and is an expert in this space, will help us all come out on top. There’s even some tips on virtual press events under the new normal!

In this episode, you’ll learn...

• That many reporters (including Trae) are more empathetic for PR’s than you think
  
• Why and how to keep it professional no matter what
  
• How to pitch in the e-commerce space, and why affiliates are the way of the future
  

Our guest today, a freelance health reporter, doesn't use PR pitches to write her stories. And, despite this, she still works with publicists! So how does it all work? This episode is all about the art of answering media queries. If you remember Casey's episodes, we've already talked about HARO extensively on the podcast. This week, however, we're jumping off from the #journorequest hashtag and talking about Qwoted. We're also covering lots of interesting details in between. Get an insider's look at how these different services fit in and complement one another, and walk away from this episode empowered to really take charge when you see relevant queries come in. Spoiler: our guest shares the story of receiving commentary written by ai (yes, there are tools to identify that). You won't want to miss this episode!

In this episode, you'll learn...

• How a freelance health journalist lines up her stories
• The current landscape of media query tools and services
• Best practices for responding to these queries

Our guest is...

• Taneia Surles, MPH, a freelance health writer, editor, and public health professional. She holds a bachelor’s and a master’s degree in public health from the University of Alabama at Birmingham. She has bylines in AARP, Health, Healthline, Insider, Parents, Verywell Health, and other publications.

Whether you’re a freelancer, agency owner, or employee, there will come a time in your career when you may need to make the case for another party to pay you more money. Especially in today’s economic climate, the question begs: “How do I know if it’s appropriate to re-negotiate my pay and how do I go about it in a strategic way?” Frankly, this is not your typical, “know your worth” discussion. Rather, our guest today, whose passion is helping professionals earn more by building sustainably run businesses, will share the nuances and considerations that go into negotiating your rate.

In this episode, you’ll learn how to…

• Determine if it’s time to re-negotiate your rates
• Effectively re-negotiate in a way that benefits both parties
• Calculate how much you could be making and (& how to strategically “get there”)

Our guest is:

• Jen Berson, President & Founder of Jeneration PR, The Pitch Lab, and Profitable PR Pros Community. Recognized by Inc.’s prestigious Best in Business award, she teaches entrepreneurs how to launch, grow & scale a profitable PR & marketing agency.

Our guest today is a deals editor on a reviews section of a top-tier, online outlet. If you’ve ever wondered how an e-commerce section of a media outlet operates and how publicists fit into the equation, then this is the episode for you! And, bonus: our guest is a true evangelist of deals shopping, so, you will walk away with better shopping know-how — we guarantee it! In this episode you’ll learn… What the selection process is for a daily deals section of a reviews section How timing matters with deals reporting Why one sentence might be all you need in a pitch Our guest is: Tercius Bufete, the Deals Editor for Insider's reviews team. He is formerly a commerce editor at Kinja Deals and an associate editor at Consumer Reports

In this episode of Digital PR Explained, Dan Berthiaume, Senior Editor of Chain Store Age, breaks down how to pitch exclusive Q&A interviews that stand out. Learn what editors are looking for, common mistakes to avoid, and actionable tips to refine your strategy.

**In this special 2 part episode, we have a WEM first. Our guest (with the permission of the publicists!) shared some real pitches with us. Check out our show notes for a full transcription of the pitches!**

Larger, lifestyle publications like Real Simple and Better Homes & Gardens plan their stories months in advance, so how can following the latest news help you craft a better pitch to these publications? In part 1, we’ll analyze a pitch from a publicist who earned coverage by doing just that. Our guest, Mia Taylor (Real Simple), will expand on why this pitch was successful, what exactly about it resonated with her, and what actionable steps you can take to accomplish the same, regardless of who you are pitching. A special thanks to Gina Masullo (Misfit Toys Communications) for providing and allowing us to republish the pitch in its entirety! 

In this episode, you’ll learn...

How to contextualize your client within the current news cycle
What specific assets add credibility to your client pitch
Why you should research a reporter’s work beyond the last story they wrote

Our guest is... 

Mia Taylor, a staff Finance Writer for Real Simple, Health, Parents, and Better Homes & Gardens. She is an award-winning personal finance and travel journalist who has also covered wildlife conservation, sustainability, eco-tourism, climate change, the hospitality industry, technology, AI, robotics, and single parenting.

Stories we talked about:

Sustainable Banking: How to Make Earth-Friendly Choices With Your Money

We analyze a pitch for a social app that received a humble amount of funding, but captivated our guest to cover the story for TechCrunch. From it, you’ll learn about how authenticity can shine through in your brand. Amanda offers her unique perspective as a full-time contractor for TechCrunch with experience as a freelance journalist. You’ll receive tips on pitch etiquette, emails, and a reminder that who you reach out to is just as important as what you’re pitching. We also have a special bonus resource of Amanda’s Google Doc, so check it out here: What I Cover & How to Pitch Me - Amanda Silberling.

In this episode you’ll learn…

How to catch a journalist’s attention in your pitch!
How to decide which writer you should pitch at a publication such as TechCrunch
Why it’s not worth it to overthink your emails!

Stories we talked about:

Flox, an app to help friend groups meet each other, is wooing college students in NYC

Remember our newsletter episode with Neal Freyman of Morning Brew? Well, we have the publicist he gives a shoutout to as our guest for today's episode! Not only does she represent Malcolm Gladwell, but she specializes as a publicist of authors, academics, and thought leaders with “big ideas” and thoughts to share with the world. Sometimes these clients are well-known. Sometimes they are not. How do her strategies and challenges differ depending on the level of “fame” of whom she is representing? Tune in to find out!

In this episode, you'll learn...

• What challenges arise from representing a high-profile expert
• How podcast and book publicity works
• Why success should be measured beyond earning placements

Our guest is...

Nicole Morano, Publicity Director at Pushkin Industries, the audio company co-founded by Malcolm Gladwell and Jacob Weisberg. She works closely with journalists and thought-leaders such as Michael Lewis, Jill Lepore, and Dr. Laurie Santos. Before her role at Pushkin, Morano worked for almost a decade as a publicist in the book publishing industry at Penguin Random House. She lives in Brooklyn where she tries valiantly to keep her house plants alive.

This is the story of a piece that almost wasn’t meant to be. And, if you’re into interior design, you’ll especially want to give this episode a listen. Our guest shares how a trending topic, unlikely pitch, and serendipitous encounter with a stranger all culminated into a nice, long feature with beautiful imagery for the Wall Street Journal. Gain insider tips for pitching a national lifestyle freelance writer, and so much more.

In this episode, you’ll learn…

–How a big feature (with original imagery!) is put together for a top tier outlet

–Why social trends matter to journalists and editors (hello again, TikTok!)

–What additional info helps a freelance writer make an informed decision (transparency is always key!)

Our guest is:

Kelsey Ogletree, an Alabama-based independent journalist covering travel, food, design and golf. Her work has appeared in various print and digital outlets, from Midwest Living and Real Simple to The Wall Street Journal and Allrecipes. She’s also the founder of Pitchcraft, a journalist-led membership platform helping PR professionals build relationships with freelance writers and editors in the national consumer lifestyle space.

Freelance journalists are similar to publicists in that they often face the challenge of pitching stories to publications and building rapport with editors. But, seasoned journalists get to know the inner workings of the online publishing world, while publicists often do not. In this episode, we have a freelance writer and editor give a glimpse into what her world looks like, and through this, help publicists and content marketers create a better-informed media outreach strategy.

Our guest, Hilary Weaver is a freelance writer and editor (including weekends at Elle) who primarily writes about queer issues, reproductive justice, TV, and film.

In this episode, you’ll hear...

• A day in the life of a weekend editor at a lifestyle magazine
  
• How to be a go-to source for breaking news stories
  
• The similarities between a publicist and a freelance journalist
  

We have a repeat guest joining us today. We’ll talk about something that’s been on her mind, which is the growth of asset-less PR in lieu of hero/content-led campaigns. We’ll discuss potential reasons why this may be, and what the potential opportunity cost is of forgoing the use of content in your PR strategy. Plus, she makes a pretty strong argument for “building a moat” and how to go about doing this to set your client or company apart from the competition.

In this episode, you'll learn…

• Why many companies should not solely rely on asset-less PR

• The benefits of hero (aka content-led) PR

• What “building a moat” means and how to get started

Our guest:

• Hannah Smith, Director of Worderist-- a company that offers consultancy, coaching, training & support to help develop and grow Creative, Production, and PR teams, improve processes and deliver results. Smith is an award-winning creative who's been deep in the trenches of content and PR for more than 15 years. 

In today’s episode, we analyze a product pitch that inspired a freelance journalist to write a gift guide for Forbes. We’ll learn the etiquette around offering a product to a journalist to test out, the fact that coverage is not always guaranteed, and the balance of being polite, direct, and professional. Walk away empowered with the skills to pitch a product and potentially earn a spot in a future gift guide.

In this episode, you'll learn…

• When aggressiveness can work against you in product PR

• How gift guides and product reviews are written for top-tier publications
• Why more journalists are turning toward Substack for story sources

Our guest is:

• Joni Sweet is a freelance writer who focuses on travel, health, and wellness. Her work has been published by TIME, National Geographic, Forbes, SELF, Health magazine, Lonely Planet, TripSavvy Real Simple, and dozens of other publications. She travels often, but when she's not on the road, you can find her at home in the Hudson Valley, practicing yoga, cooking vegetarian food, or biking. Check out her Substack to see what she’s working on!

No matter how long you’ve been pitching media, the same questions run through every earned media professional’s mind...Who should I pitch this story to? What makes a pitch compelling enough to stand out from the clutter? How do we build relationships with journalists without feeling creepy?

The answers to these questions aren’t so simple. PR is a craft, and we all have our own personal approach to it. Not to mention, each media professional you’ll encounter has their own unique preferences. This is at the heart of why we started this podcast.

We’re Britt and Jackie, two PR professionals who’ve known each other for a while. We’re each other’s sounding board for when we have these questions. At times, we also go to the journalists and reporters themselves. So, we thought it’d be fun to share these conversations with you.

We’ve interviewed media professionals from various industries and outlets to gain a deeper understanding of the nuances that make up the relationships we build with the media. We created this podcast to serve as a resource for other earned media professionals hoping to hone in on their craft and be better collaborators.