Traditional approaches
Divide between media and PR
PR depends on media
Media think PR is 'spin'
Spray and pray / one off coverage
Developing approaches
Changing news media structures
Rise of brand journalism etc
Social media as a tip source
Interdependent and collaborative
The press release
Pros: wide and far / all content included / time effective
Cons: not targeted / 'spray and pray' approach / same angle for all media
Changing medium: needs Multi-media and links
The tailored pitchBased on good relationship and understanding of media outlet
Better outcome through audience-focused coverage
Builds rapport with media as you become a useful resource, idea generator and facilitator
Social PRMedia: using it as a research tool for tips
PR: using it to identify what media are interested in and tailoring pitch
Making your clients' coverage go further
Engaging with users who share coverage
The Holy GrailHealthy relationship-building can lead to media approaching you
Working together to come up with angles and ideas for stories
'Exactly what I need / want'
Helping out with deadlines, empty spaces, expert comments
What women media want
Good talent, deadlines met, shared coverage
What's new and different?
Human stories and interesting people
Data, knowledge and commentary
Tell, don't sell!
A few tips
Manage expectations: clients and media
Find out how journalists want to be pitched to (email, call, Twitter)
Best pitch format? (release, event, interview, idea, report)
Deadlines, style / format, word count, images
Know your media: don't make a move 'til you do