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The Public Relations Blog

How the pandemic has transformed journalism

COVID-19 has radically changed the habits of most journalists


With 94% of journalists stating that some, most, or all of their reporting has taken a COVID-19-related pivot, their work, habits and preferences have adjusted to the circumstances created by the pandemic. 


Let’s examine Muck Rack’s recent study on the current state of journalism:

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Topics: media relations, earned media

6 cringeworthy tactics to avoid in your pitches to reporters

PR people are well aware that cold emailing is part of the media relations cycle. Being a regular practice, however, doesn’t mean that it should be done tactlessly. These tactics demands that you be masterful with your approach. Otherwise, you might end up in the bad books of a reporter or editor.


Even worse, your email might end up in the trash. Here are some tactics and openings you should avoid when pitching reporters:

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Topics: media relations, earned media, news media

Commercial newswires with Jason Mudd | On Top of PR podcast

Learn the benefits of using commercial newswires and the mistakes companies make when posting their news releases with our host, Jason Mudd. Jason is the managing partner of Axia Public Relations.

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Topics: earned media, news media, On Top of PR, solocast, press release syndication services

How can media coverage grow your business?

Earned media is the best option to grow your brand’s image


Consumers learn at an early age to tune out advertising. No one goes online or watches TV to see who’s advertising. The value of PR is being part of the content and conversation, not sponsoring that content and conversation. 

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Topics: earned media, news media

Why is the news media important?

News media will always be relevant.


Before we dive into the importance of news media, let’s briefly define what news media is. News media is the exposure and coverage your company gets from other platforms that your company doesn’t own.


Still not sure what this means? Take a more in-depth look at what news media is and what it includes.


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Topics: earned media, news media

Immediate actions to take to pitch to journalists

Know the seven steps for better media pitching from Muck Rack’s State of Journalism.

Pitching isn’t just a skill needed in baseball; it’s an important part of public relations. It’s the skill that helps your company or client get positive news coverage. 

As PR professionals, it’s important to know how to successfully pitch to journalists. Here are seven actions to help excel in that skill.

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Topics: media relations, earned media, news media

Can you get guaranteed earned media coverage?

Is it possible to guarantee your story will get covered in earned media?


One key aspect of public relations is getting your story told in the media. This is called earned media, and it’s the one thing everyone wants from public relations plans. However, getting an earned media story is a long process that requires successful pitching, finding the right journalist(s) to pitch to, and allowing them to transform your story into theirs. The reward is well worth it, but the process is difficult.

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Topics: media relations, earned media, news media

Beware of an obsession with media appearances

An addiction to appearing in the media can throw your public relations efforts into disarray.


Everyone loves media appearances. Heck, one of the goals of public relations is to get your company in the media via positive appearances to increase awareness of your company or brand. Getting positive media appearances is never a bad thing, right? Not always.

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Topics: media relations, earned media, news media

What is media monitoring?

Four key reasons why media monitoring is essential for your company


If you had the chance to read everything that was ever said about you or your company, negative or positive, would you do it? It’s probably in the best interest of your company to stay in touch with what the media is saying about your company.


With media monitoring, you can keep an eye on the public’s perception of you and your company.

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Topics: media relations, earned media, news media

What are the different types of media?

A guide to the five types of media your company needs


Before diving head-first into the different types of media, it’s important to first dip your toes in the water and learn what media is. Media is a communication tool used to deliver information. The three types of media are commonly known as news media, social media, and web media, but you might also see them referred to as earned media, shared media, and owned media. 


Some other forms of modern media are print media, television, movies, and video games. 

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Topics: shared media, earned media, owned media, social media, news media, web media

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