The Public Relations Blog

The right connections will open doors for your company, but the substance remains most crucial in earning media coverage.

It's common for public relations firms to emphasize their close connections with journalists as a top selling point. The idea is that leveraging personal rapport can make it easier to pitch stories and gain coverage for clients. 

However, many experts argue that while relationships matter, their actual influence is limited. Bottomline, reporters decide what to cover based on newsworthiness, which poses an important question: Are strong media relationships vital for earning coverage, or are their power overstated?

Reach niche audiences more effectively but risk visibility using tier-two wire services.

Editor’s note: This article was produced using automated technology and then edited and verified for accuracy by a member of Axia Public Relations’ editorial team.

News release wire services are useful for companies to distribute their news to wider audiences. Tier-two services have less reach than well-known and widely used tier-one services such as PR Newswire and Business Wire; however, tier-two services have acute advantages specific to the outreach they can offer.

Classify media tiers, identify interest, select quality options, and stay informed about competitors to prioritize media outlets.

Earning media coverage is essential to a successful PR campaign, and it’s important to remember not all media outlets are created equal when earning coverage. For example, an outlet you may be excited to earn coverage with may not be exciting to the client.

Knowing how to categorize and prioritize media outlets as you build relationships to earn media coverage is essential in maximizing your efforts and securing coverage that matters to your executives.

Writing an effective headline for your news release is a critical skill for professional communicators. Journalists could receive hundreds of news releases in a day, so standing out in their busy inboxes is no easy feat. A compelling headline, however, is the secret sauce to pique interest and entice a reader to click and read.

If you want your press release to stand out in a crowded media landscape, follow these seven elements of captivating headlines:

Top-tier media coverage is a surefire way to expand brand visibility, yet it’s not the only option for your company.

In the complex world of public relations, securing coverage in top-tier media outlets like The New York Times or The Wall Street Journal is often seen as the ultimate achievement for brand visibility. However, this may not always be feasible or even the most effective strategy for many companies. 

Real-world examples and tips to create attention-grabbing headlines that will secure media pickup.

A strong, attention-grabbing headline is critical for a press release to achieve its purpose of securing media coverage. With journalists receiving hundreds of releases daily, standing out among the crowded media landscape is challenging but possible. 

A study shows journalists are increasingly overwhelmed with pitches and media requests in an era of dwindling newsrooms.

A new report from Propel, a public relations software company, shows journalists are responding to fewer pitches than ever before, continuing a concerning downward trend.  

The rebranding of HARO by Cision may be a game-changer for PR professionals.

In the fast-changing landscape of public relations, we continuously seek tools to streamline processes and maximize value for clients. The recent rebranding of HARO (Help a Reporter Out), an online platform that connects journalists with expert sources for their news stories and reporting, to Connectively represents an exciting shift in PR outreach capabilities.

Understanding common media terms in these four categories will help communications professionals demystify any newsroom or office.

Corporate communications professionals need familiarity with media terminology to perform their duties effectively on a daily basis. A glossary of common media terms, for example,  provides public relations practitioners with an invaluable reference to navigate the communications industry. 

Keep your news contacts updated so your company can quickly earn media coverage.

A media list is a resource your company and PR team utilizes throughout a PR campaign to build relationships with contacts at specific outlets. A strategic media list will help the PR pro know who to share your company’s newsworthy information, such as the opening of a new location, new products, new hires, donations to nonprofits, and more.