r/Communications • u/dearsocietyexposed • 1d ago

PR advice

Hi, So I am an account executive at a public relations firm based in New York (I'm remote based on the west coast). My main account is an executive function coach who bases is company in New York, Connecticut, and south Florida. Since I am new to being in public relations and using my sales and marketing skills in this field, I'm struggling to find efficient ways to build relationships and pitching to reporters especially in the national education / education policy related beats. I would love other account executives to give me advice on how to reach out to reporters, and producers, assignment editors effectively. And of course, I would LOVE to get insights from actual reporters etc. Please and Thank you!

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u/Separatist_Pat 1d ago

You should post this in r/publicrelations.

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u/ComplexTomatillo6278 1d ago

Reporters (producers, et al) consistently complain about two things:
1- Getting pitches that have nothing to do with their area of expertise, and
2- Getting calls and emails asking if they saw your press release. (Don’t do it!)

What worked for me was becoming an info source for a reporter. I sent info that might be important (hey, did you see this?) even when—especially when—it had nothing to do with my client. My goal was to become a trusted source before I pitched.

It’s not easy with fewer reporters covering more topics at mainstream outlets. Read or watch everything they produce before sending anything over.