6 tips to help you meet your media relations goals

With experience sending pitches and receiving them, this PRSA officer explains how to cultivate rapport with journalists so you become a go-to source, rather than being perpetually in pursuit.

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Most pitches I receive are terrible.

As a public relations pro who also fields pitches for the Public Relations Society of America (PRSA) blog, I view pitches from two angles—the sending and receiving ends.

I’ve noticed a trend among many public relations agencies and practitioners to rely mainly on media relations and eschewing the holistic practices that make good PR work flawlessly. This practice has resulted in poor pitching habits that emphasize mass emailing and weak gimmicks—not to mention “newsjacking.”

Every time I hear “newsjacking,” I roll my eyes. Capitalizing on an unexpected event to launch your brand into the social stratosphere requires not only a massive amount of skill, but even more luck—luck equivalent to seeing a genie chasing a leprechaun riding a unicorn.

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