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Archive for the ‘Media Relations’ Category

500 Writers & Editors Reveal What They Look for in a Pitch

Thursday, July 10th, 2014

Pitching Journalists

If you’ve ever wondered what reporters and journalists look for in a pitch, here’s a very useful presentation from BuzzStream based on a survey of over 500 writers and editors.

Some of the key survey takeaways on how to be more effective pitching  journalists and editors:

Although most writers publish one story per day, 44% of them get pitched a minimum of twenty times per day.

70% of publishers prefer pitches that involve collaboration versus a finished asset.

The types of content journalists desire most in a pitch:

  • 19% articles
  • 13% infographics
  • 12% mixed media pieces
  • 11% data visualizations
  • 11% images
  • 11% videos
  • 7% interactive maps
  • 5% press releases
  • 5% interactive projects
  • 4% quizzes
  • 1% flipbooks

64% of journalists say it’s at least moderately important to establish a personal connection before pitching

81% of journalists prefer to be pitched via email, 69% in the morning

88%% of writers prefer a pitch to be 200 words or less

85% of writers open an email based on the subject line Format for the perfect pitch subject line:

Direct, Concise, Descriptive, Keywords related to writer’s beat

9 Steps to Leveraging SEO and Social Media for PR

Tuesday, August 4th, 2009

Digital PR PR budgets have been affected just as much as marketing and Public Relations departments in every industry are trying to figure out the  mechanics of how to improve PR effectiveness through social media. At the same time, optimizing news content for search engines is fast becoming an established part of the mix for many PR programs.

On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end consumers through push and pull PR. Together, SEO and social media combine to create a competitive edge that can boost online PR results.

Why is this so? Changes in the way the media and end consumers discover, consume and share content illustrate the intersection of opportunity for search and the social web. Today’s increasingly social savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.

Media Relations Guide to SEO

Sunday, May 17th, 2009

This post is a preview to the presentation that TopRank Online Marketing CEO Lee Odden will be giving at the upcoming Media Relations Summit, New York, NY May 17-19 on Search Engine Optimization Tips for Media Relations.

Many public relations practitioners have warmed in recent years to the power of search engine optimization for growing the impact of pull based PR efforts.

Journalists, bloggers and industry influentials use search engines to find subject matter experts, research companies, locate past media coverage and track topical trends. In fact, a recent survey on journalists’ use of search by TopRank reports that 91% of those journalists, reporters and editors surveyed use search engines to do their jobs.

Traditionally, search engine optimization efforts have been managed by corporate marketing departments – either in-house or through an outside agency. However, will all the opportunities to create value in the form of increased online brand visibility, reputation management and internet based media coverage, public relations deserves a seat at the corporate SEO table.

Virtual Reality: New Platform for Media Relations

Wednesday, October 29th, 2008

Second Life Session

Virtual Reality and 3D platforms not just a child’s game. “Second Life: The Dream Platform for PR Professionals,” was the last session I took while attending PRSA International 2008, but it was one of the most effective. Why you may ask? Because Second Life isn’t just about creating an avitar and playing in a virtual world it is about jumping on board to the future of interaction.

Second Life not just another social media site, and these statistics prove that:

  • 14 Million Users
  • 100 Countries represented
  • 35 Million hours spent on Second Life a year
  • $1.5 Million UDS earned per day on virtual goods
  • 35 Median age of users on Second Life

What do these statistics say to us? They say that there is an untapped market that is not declining, but growing rapidly. 35 is the median age of the user, there are 14 million users in over100 countries, and $1.5 million dollars are made each day. This tells us that Second Life is not going anywhere but up. Vitrual worlds are now not only for children they are for adults.

Craig Newmark Keynote: Social Media and Democracy PRSA 2008

Tuesday, October 28th, 2008

Craig Newmark

Listening and continued engagement. This is how Craig Newmark, creator of Craigslist, explained the success of his business during a PRSA International keynote address: “How Social Media Creates a More Democratic Society”. Newmark explained that you have to do what makes sense and continue to engage your community. By engaging you build a culture of trust where shared values are expressed and followed. Success is achieved.

Craigslist is almost 99% free, with only 1% being charged for a services. To be successful Craig Newmark realized that he didn’t need to overtly charge the public who viewed and used Craigslist, but instead offer services to help cultivate and aid in the public’s growth. By helping to shape your community you are helping people try to succeed. You are doing well. Craig Newmark beleives by doing well in his business strategy he is doing good in his community.

“To do well in business by doing good,” is the simple business philosophy of Craigslist. PR and Social Media has a bad rap as not being a service for anyone but ourselves, as not being honest, but we are doing well in business, we help promote small businesses, we encourage growth of communities. Aren’t we doing good for society.

Giving Back To Those Who Impact PR – PRSA Keynote Mitch Albom

Tuesday, October 28th, 2008

Mitch Albom PRSA 2008

Tuesday’s with Morrie, the bestselling memoir by Mitch Albom speaks of the influence that we all possess as individuals. How we all have a certain power to cultivate the people we encounter. Morrie Schwartz was a professor of Mitch Albom’s when he was an undergrad. Morrie helped shape the way Mitch thought and the way that Mitch viewed his future. One man influenced another and from that a great journalist, sportscaster and motivational speaker emerged.

As PR and Media Relations Professionals we have influence on people. Every day we are shaping the way people view our clients and their products/services. We have the honor of cultivating the way people view what we have to say. We can impact society. Mitch Albom’s question as keynote speaker for the PRSA International 2008’s last day conference was, “Are you impacting people in a positive way? Are you learning from people as you are influencing them?”

PRSA 2008 New Influencers of Social Media Marketing

Tuesday, October 28th, 2008


New influencers are creating new sources of media, who are these new influencers? You, me and even Joe the plumber. How is this possible? We are now publishers we are able to report, comment and even create news content, we have the news and the media is now coming to us.

Paul Gillin, author of The New Influencers, states that there are Ten Secrets to Success of Social Media. But to understand these we must first realize that traditional media is declining and that search is the new circulation. Once we understand this we as PR professionals will be able to understand how each person is an influencer of media marketing and will become more successful in our marketing and media strategies.

Secret # 1- Don’t Fear Negativity. We must learn to accept that we cannot control what people say, but that we can contain negativity to a certain degree. There are always going to people that may disagree with what you say or what you do, but the trick is to realize it and accept it. If you make a mistake fess up to it. After all if you don’t and it is proven that you were in the wrong you are just adding fuel to the fire.

PRSA 2008 Embracing Social Media and Deriving ROI

Monday, October 27th, 2008

Dr. Pepper Logo

Dr.Pepper and Guns N’ Roses, two things that couldn’t be further from each other –  yet Ketchum – has found a way to connect these. On behalf of Dr. Pepper, Ketchum launched a promotion, if Guns N’ Roses finally released their album Chinese Democracy, then Dr. Pepper would give everyone in the United States a free Dr. Pepper.

Guess what? Next month, Guns N’ Roses is releasing their much anticipated album. So what does this have to do with PR and Media Relations? Joanne Puckett, Vice President of Global Research for Ketchum and presenter of “Deriving ROI for Interactive Communications,” believes it relates due to the platform on which the promotion was sent. Ketchum realized that mass media is slowly declining, and that to create buzz around their client there needed to be an embrace of a new platform of communication enter Social Media.

By using social media to connect with an audience that may have never drank Dr. Pepper, Ketchum did something amazing. They connected two brands that probably would have never joined together, but by doing this they connected to a wider audience. This is proof that those who use social media are not just generation Y, but also generation X, baby boomers and everyone else in between. Dr. Peppers awareness has increased and they are now seeing an increase of 15% on their ROI. Ketchum embraced social media to derive a greater ROI for Dr. Pepper.

Word-Of-Mouth Media Relations: What Really Works?

Monday, October 27th, 2008

Word of Mouth Online or Off – What’s The Difference?

What are the most commonly used marketing objectives? What variables are used when planning a marketing strategy? What is the most influential contact point? These questions were the opening of, “Marketing, Media and Word of Mouth.”  We know the answer to all these questions right?

  • Awareness
  • Target
  • Word of Mouth

Presenter Jeffrey Graham, executive director, customer insight, The New York Times, stated that, ” there is a huge disconnect when it comes to word of mouth and context.”

What does this mean? For a person just starting out in PR and Media Relations it means we may be overlooking a significant part of our target market. By not paying attention to where information and opinions about our clients or their services are coming from we are missing what could be a either fatal or significant loss or win for out clients. How does this really effect us and our clients? Gabriel Tarde stated, “Conversation is the strongest agent of imitation, of the propagation of sentiment.”

PRSA International 2008: Evolution of Communication

Friday, October 24th, 2008

PRSA Conference 2008 Detroit

Constantly things are changing, communication itself is experiencing a renaissance of change, but can we handle it? Detroit, MI – once the center of the motorized world – is experiencing a rebirth from industrial motor plants to hosting international conferences like PRSA International 2008. If this once industrial city can evolve into a  robust and vibrant city of culture and information, then we can learn to adapt our methods of communication.

The programming of the 61st PRSA International conference demonstrates that once traditional approaches of PR are now giving way to a digital world.The first conference session that I will be attending is titled, “Word-Of-Mouth Online and Off: What’s the difference?” The session is going to examine how traditional word-of-mouth sells, the messaging is the same, but how we communicate that message is changing.

Example, in the 1920’s people found out how amazing automobiles were, this was done by talking to people that had one, had seen one or had heard about them from someone else. Now almost a hundred years later automobiles are advertised by word of mouth, on the radio, in newspapers, on social media sites, on television and on the internet. By learning how to evolve messaging we are able to influence our customer base and increase our clients ROI.

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