Media Networking and Public Relations

How to stand out in your PR / Public Affairs Career (updated based on 100+ expert comments): ➡️Early experience on political campaigns, Capitol Hill and/or as beat journalist is really valuable. If you can do it, do it. The pay usually stinks, but it’s invigorating and you meet amazing people. ➡️Write well and succinctly. Including emails. Seriously. ➡️Understand the difference between strategy and tactics and that the strategy drives the tactics, not the other way around. ➡️Under promise, over deliver. But whatever you do promise, come through or if you can’t, offer reasonable workarounds. ➡️When pitching media, normalize deep research and targeting versus spray and pray. ➡️Understand inputs and outputs that motivate diverse stakeholders and constituents, and the importance of crafting the right message to the right audience at the right time. ➡️Be a nice person. Being a jerk pisses off everyone you need to influence. ▶️Give more than you take but don’t get taken advantage of. ➡️Media, influencers, elected officials, etc are human beings too, they talk and have long memories. See above about being nice. ➡️Come up with bold ideas. Find inspiration by picking your head up from your phone and computer, getting out there to witness what people are doing and and paying attention to. Follow influencers outside of your areas of interest, talk to people, ask questions. Sarah Kissko Hersh. ➡️ Provide a courtesy (aka free) discovery call, but not a second one unless you feel like there is a greater than 75% chance of doing business. Scott Merritt ➡️ Work to become a resource to media, don’t just reach them to pitch or when you need something, be able to offer insightful commentary or insights on their beat. Jessica Smith ➡️Too many PR people underestimate the power of succinctly written emails. And not just when you’re pitching a reporter, you need to be the one who can easily distill information, contextualize it and then share it out in an understandable way. Johnna Muscente ➡️Strive to make your clients look good. Find out how they are evaluated professionally, even what metrics they need to hit on their annual performance review — then help them to get there. Ryan Cohn ➡️ Aptitude for simply getting 💩 done goes a long way too. Propose your solution before you present the problem and you'll find doors start to open. Anthony Steel ➡️ 4 Cs: curiosity (seek to understand/ask why/don’t accept the status quo), critical thinking (dive deep, anticipate roadblocks and workarounds as part of the plan), context (always share the why to the degree you can; transparency builds trust) and consulting (don’t just be an order taker; be a strategic business partner. Mary Salvaggio What else should we add to the running list?

2000: Send press release → Land Forbes feature. 2025: Send press release → Journalist skims it → Then checks your LinkedIn → Skims your company blog → Listens to your podcast clip → Scans Twitter mentions → Reads competitor coverage → Scrolls 3–6 months back on your feed → Then replies. Most climate founders still think their tech will sell itself. They write a pitch email, cross their fingers, and get ignored. But it's not 2000 anymore. Journalists aren't waiting in their inbox. And the only founders they write about? The ones who already look like the obvious voice in the space. So if you want media exposure, don't start with PR. Start with consistent content that makes you impossible to ignore. Here's how: Tip 1: Pick one platform and own it completely. For climate founders, that's LinkedIn. Post 2–3 times per week with a mix of founder lessons, industry takes, and behind-the-scenes updates. Journalists check LinkedIn first. Make sure there's substance when they do. Tip 2: Publish one 800-word thought leadership article per month. Post it on LinkedIn, your company blog, or send it as a personal newsletter. Doesn't matter where. What matters is depth. These longer pieces show journalists you can think beyond hot takes. They give reporters substance to quote and link to. And they position you as someone with real expertise, not just engagement tactics. Tip 3: Document your founder journey publicly (the messy parts included) Share the decisions you're making in real time. The regulatory hurdles. The failed pilots. The customer conversations that changed your roadmap. Journalists love founders who are transparent, not polished. Vulnerability builds trust faster than any press kit. Tip 4: Connect with hundreds of journalists and PR folks proactively, months before you need them. 100s of journalists cover climate, tech, and startups. Start building relationships now, not when you're ready to pitch. Comment on their work. Share their articles with your take. Send a DM when they publish something that resonates. Tip 5: Make it stupid-easy for them to cover you. When a journalist does check you out, they should find: • Data points they can cite • Clear founder bios with credentials • High-res photos ready to download • A media kit or one-pager on your site • Quotable soundbites in your recent posts Remove every excuse for them to pass on your story. — The reality? PR doesn't work anymore if you're starting from zero visibility. But if you've been showing up consistently, journalists will come looking for you. That's when the press release actually works. — Founders, what's one story in your industry you wish a journalist would cover right now?

As a journalist, I continue to see the best and worst of PR in action. Here are a few more real-world examples from the past week: What worked: - A media contact working with a national firm pitched an interview about a medical topic. When she realized we couldn’t come out and shoot video due to privacy restrictions, she withdrew the request and acknowledged the miscommunication. That honesty means I’ll absolutely work with her again. - An interview subject driving in from out of town had a last-minute meeting and couldn’t make it in person. Instead of canceling, the media team offered a virtual interview. That flexibility made the segment still happen. - An exercise expert pitched a segment about fitness for adults, but when we asked for a back-to-school angle, she quickly adapted her tips into exercises for families, including kids. That kind of pivot ensures she’ll be invited back. What didn’t work: - A PR rep scheduled a news conference and sent a calendar invite to our entire newsroom. That caused alerts to pop up on every journalist’s calendar. Quickest way to get blocked. Never do this. - A media relations person asked me to provide all questions in advance of an interview. Journalists don’t share full lists of questions because it impacts the authenticity of the conversation. Topics, yes. Questions, no. - In just one week, I received four more emails that started with “Hello [insert journalist name here]” and even one addressed to the wrong TV station. Mistakes happen, but sloppy details raise doubts about follow-through. What’s the best (or worst) PR move you’ve seen recently?

Guess what? Not all journalists WANT to have a relationship with PR people. 😩 Some writers participate in networking events, willingly share their email addresses for pitch purposes and engage with publicists on a regular basis. Others refuse to publish their email addresses, and/or only accept pitches via services such as HARO or Qwoted. A recent discussion in a private PR group that I’m a part of revealed that many journalists simply don’t want to or WON’T work with publicists. They are going out on social media to find their own stories. While this is a sad state of affairs, it doesn’t entirely surprise me. Journalists are dealing with inboxes full of irrelevant, spammy, Chat GPT-generated pitches. And it’s beyond overwhelming. Advice for PR people: 💡 We need to do a better job of earning the media’s trust. That means creating well-targeted, relevant, thoughtful and original pitches. 💡 Respect the reporter’s boundaries and pitch guidelines when given. (And reporters: we love it when you clarify how/when/where you like to be pitched! Help us help you!) 💡Introduce yourself on social media first. A lot of reporters are more likely to trust you and be receptive to your email pitches if they have gotten to know you or seen your name on social. Advice for clients/brands: 💡Respect the fact that your PR person might “tread lightly” with certain reporters…there’s a reason for that. Don’t force them to push a certain storyline or follow up endlessly if they don’t think it is going to work. Trust us, trust our expertise here. 💡 If you want reporters to consider you as an expert resource, be more visible on places like LinkedIn and Twitter. That’s where many reporters hang out and look for story ideas, so share your expertise there too. Don’t just rely on your PR person…make it easier for the media to discover you and your smart POV. Got other advice or opinions? Drop it below! 👇 --- Want more #PR tips or help with your PR strategy? Hit the 🔔 or connect with me 👆

I've been a lifestyle (beauty, tech, travel, wellness, fashion, food, drinks... the list goes on...) journalist for 15+ years, and, counting my intern days as well, going to media events for almost two decades. PR and comms, here's where your client can benefit when it comes to media/press/influencer events. Venue location is everything: Being that I've attended media events in NYC and LA (I lived in both), as well as when I've been in town in places like Miami and Austin, location is key. If you are an NYC rep who has never set foot in LA, you need to be talking and taking pointers from LA media and fellow reps. For example, do not send a save the date for an LA-based event and then tell media it's in Hermosa Beach. Do not expect people to show up to your client's event in DTLA at 5 pm on a Friday (even more so, on the night of a Dodgers game). If you don't know a city landscape, ask someone who does. (And not someone who doesn't go outside their bubble/who has only lived in said place for a year or less.) Welcome everyone: This sounds obvious, but the past years' events (particularly in LA?) have been very hit or miss with the welcome component. If you're the rep (or you have others checking the list), it's really your job to say hello and greet people as they enter, as well as introduce yourself to those you haven't met yet. It doesn't have to be drawn out. A good lay of the land is also beneficial if it's a large event (and telling them when/if speeches will be made, to make sure they grab a gift bag on the way out, etc.), or asking journalists if they'd like to meet founders/etc. later on (don't just pass them off, please, unless it's a casual introduction). Again, if you have others checking media and influencers in, they can point out the event flow and run of show as well/instead. I've seen PR go to greet others while leaving media high and dry, not knowing where to go or what the flow was. I've seen the door go unchecked for 30 minutes while people (and non-media) walked straight in. This point is especially important for neurodivergent or introverts, who made the effort to come and would benefit from the extra welcoming nudge. Be friendly and not just to your friendlies. Know your audience: Another obvious one, but bears repeating. Understand who you're inviting and why. If it's a beauty event, are you ensuring top beauty editors and respected industry voices are on the list? If it's a wellness launch, are you balancing credible journalists with the right content creators? I've seen brands fill a room with influencers for buzz (who then never posted), while alienating the very writers who could land them solid press. Also, consider timing—don’t plan a fashion event during NYFW and expect a strong editor turnout, or schedule a big launch during a known industry awards week. Events are an important part of client spotlight, brand-building, and media relationships. It's important to get them right.

“What reporters do you know in this vertical?” is the wrong question. Prospective clients ask us this all the time. And our answer is always the same: good media relationships might get you a response, but only a strong story earns coverage. Journalists say this openly. They’ll read an email from a PR pro they trust. They may even reply out of respect. But they don’t write pieces because they like the person pitching. Not once. Not ever. Familiarity helps with context and nuance. It creates space for feedback when something misses the mark, but it does not, and will never, replace news value. The comms leaders who consistently land stories understand this. They don’t rely on relationships as a shortcut. They use them as insight, tailoring the angle, understanding what the reporter actually covers, and recognizing the difference between a client’s excitement and a reader’s interest. Good PR works the same way good journalism does: Know your audience. Respect their time. Bring them something that matters. Relationships open the door. A real story is what gets you invited in.

A customer marketer’s partnership with its internal PR team can be a match made in heaven—if you take the time to understand their world, how it intersects with yours and the mutual value collaboration can bring to your customers. ✅ Mutual Understanding: Understand the goals your PR team is trying to achieve. Communicate the challenges of securing customer participation for PR activities, along with the opportunities for and path to success. ✅ Do your Homework: Which of your existing customers (accounts and contacts) have already participated in media interviews? Start here. ✅ Map it Out: Map out where your company’s top tier reporters are based. Overlay that with a map of your customers. Connect customers and reporters for IRL visits that could turn into media coverage and at events they are both attending. ✅ Assess the Risks and Rewards: What professional goals do your customers have? Looking for the limelight? Seeking a promotion or moving to a new role? Consider the temperature of the interview subject and reporter alongside your customer’s experience talking with media. Don't burn out the same customers. ✅ Don’t Skip Approvals: Make sure you’re aligned with your customer’s PR team or agency and have the “green light” to proceed with the interview, ideally in writing. ✅ Plan Ahead: Map out media opportunities that are expected throughout the year, such as for product announcements, so you can line up potential customers in advance. ✅ And, Turn on a Dime: Deadlines are fast. Be ready to leap into action when a media opportunity hits. Sometimes you'll have the luxury of time, but often, you won't. ✅ Shared Responsibility: Prepare customers for media opportunities, including briefing documents, possible questions, history with the reporter and how to talk in sound bites. Customer marketers don’t need to attend the interviews. Let your PR pros take the lead and good care of your customers. ✅ Set Expectations: Brief your customers on the realities of working with reporters. They won’t be able to see the story in advance, or make edits, unless there are factual errors. There’s also a possibility that their interview won’t make it into the story at all. ✅ Keep Sales and Customer Success Informed: AEs and CSMs need to take the pulse on every customer interaction. Make sure your internal teams are onboard and informed. ✅ White Glove from Beginning to End: Customer engagement with media should be “white glove” from the initial invitation to be interviewed through to the promotion of the final article featuring your customer. Go the extra mile with a thank you note. Customer marketers will have a lot to learn about the PR world and vice versa but true collaboration can go a long way. When you help build your customer’s brand, your brand wins too. Next, I’ll outline how to effectively and authentically engage with your customers’ PR team or agency for mutual benefit.

A Hard Truth About Media Coverage After 30+ Years in the Trenches After three decades of bridging the gap between companies and reporters, I've watched this scene play out hundreds of times. That's why with our clients, we make this non-negotiable from day one: Your media program will only be as strong as your spokesperson system. Let me be crystal clear - when we start working with clients, we insist on having the "real talk" about what successful media relations requires. Because in 30+ years of working with Fortune 500s to fast-growing startups, I've learned this truth: Being a great spokesperson demands far more than expertise. It requires: Blocking real time for media training Being ready for those "drop everything" moments when reporters are on deadline (and yes, they're always on deadline) Regular messaging alignment Consistent availability for briefings and interviews We make this system mandatory, not optional, with our clients. Why? Because I've seen too many brilliant executives fail at media relations simply because no one set them up for success. 💡 Here's the system we recommend with every client: #1 Media relations becomes part of formal performance reviews #2 Response-time expectations are spelled out in black and white #3 Success metrics are defined before we start #4 Ongoing media training is scheduled, not suggested #5 PR support is a partnership, not a service. The results speak for themselves. Our most successful clients embrace this system from day one, treating media relations like any other strategic function - with clear expectations, resources, and accountability. Remember this: Goals that aren't shared don't get accomplished. This isn't just theory - it's three decades of proven results. Your spokespeople aren't failing and your customers aren't failing to be part of success stories - your system is. And that's exactly why we insist on fixing the foundation before we begin. What's been your experience with building a successful spokesperson program? I'd love to hear what's worked (or hasn't) in your organization. #PR #Leadership #CorporateCommunications #ExecutiveVisibility #MediaRelations Red Fan Communications

Do you want backlinks, or do you want press coverage? It depends on your business, but for professional services firms, the answer should be obvious—you want press coverage. 👉 Press coverage demonstrates credibility, because you've been put through the gauntlet of a skeptical editor/reporter. 👉 Press coverage puts you in front of your future clients at a scale far greater than those 1:1 business lunches. 👉 Press coverage has an outsized impact on what LLMs surface in their answers—MuckRack reports that 27% of AI-cited sources are journalistic. That's far greater influence than your website (or link farms) will ever have. 👉 6sense reports that 94% of B2B buyers are pulling information from LLMs before they ever talk to sales—so you need to show up there... and the best way to do that is consistent press coverage. How do you get media coverage? It's not about being the best at what you do—the media can't ascertain who's the best (insider tip: "Super Lawyers" and "Top Docs" are ego-driven, pay-to-play bullshit). It's about being different. It's about having something unique to say. It's about being an *Unignorable Expert.* Unignorable Experts do their thinking in public. They generally share these traits: 🎯 Intellectual curiosity 🎯 Deep focus 🎯 Lateral thinking 🎯 The courage to be different PR and media relations have always been the most effective, efficient way to build a brand based on trust, and it's importance is being turbo-charged in the AI search era. Yes, advertising and paid promotion can boost your profile, but humans have trained ourselves to not take advertising seriously. Buying ads and sponsoring events can get you noticed, but it won't make you trusted. Thought leadership PR is the slow burn that compounds your credibility over time.

From Madrid to the ITV This Morning Sofa: My 5-Step Journey to PR Success Seven years ago, I had an amazing media experience. I ended up on the ITV This Morning Sofa with Eamonn and Ruth as a social media expert. It wasn't easy getting this gig! Many people ask me for my contacts, but it took me a lot of work, 18 months to be exact, to get that opportunity. And it was transformative for my business. It all began with relentless effort. Each week, I reached out to different journalists, securing the occasional interview with BBC Radio and ITV Meridian News. Then, the incredible opportunity came—right when I was in Madrid. I was sure I’d miss my chance, but while in the spa, my phone rang. It was Charlotte from ITV This Morning, asking me to appear on the show the next day! Here’s how I secured more PR opportunities: ONE ↳ Identify relevant media: Determine which newspapers, media outlets, and programs your audience engages with. This helps target your efforts effectively. TWO ↳ Find the right fit: Understand where your expertise could be useful. Look for platforms where other experts share knowledge and information. THREE ↳ Connect with journalists: Start building relationships with journalists online. Follow them, engage with their content, and establish a rapport. FOUR ↳ Share Your Thought Leadership: Consistently share your insights and opinions on relevant stories and topics. This builds your credibility and keeps you on their radar. FIVE ↳ Be persistent: Keep reaching out regularly. It takes time and patience, and you will receive many nos. But consistency pays off. And guess what? It works. Through persistent effort and consistent outreach, I built my media presence and established myself as a thought leader. PR is fantastic for personal branding and business awareness, showcasing your expertise to a wider audience. Now, every media appearance is an opportunity to grow my brand and share my knowledge. To anyone looking to increase their PR exposure: Be patient and persistent. It takes time, but the results are worth it. You can become the next expert commentator, sharing your thought leadership with the world. Join my newsletter for more tips on getting media opportunities. This Saturday, I’ll be sharing a detailed guide on how to do it. You can achieve this too! Be consistent and share your expertise. To your successes, Zoe ____________ If you like this post, you will love my newsletter 💜 Join my newsletter for a FREE weekly growth strategy for speakers and thought leaders - see the first comment below to join 👇