PRSA On-Demand WebinarPitching Challenging Brands: Surround Your Clients’ Key Messaging With High-Demand Editorial Themes.

How can you catch an editor’s attention, and craft your brand’s story in a way that will generate more earned media placement opportunities? Hear several case studies that reveal how PR pros have positioned their clients’ key messaging with high-demand editorial themes to enhance their pitches and garner more organic media impressions.

Available until March 12, 2015 .


Many thanks to the Public Relations Society of America (PRSA) for providing the opportunity to present a webinar on “Pitching Challenging Brands.” My colleagues and I (Ellen LaNicca, senior vice president of PadillaCRT, and Susanne Vielhauer, sales director of Family Features) shared our thoughts on garnering media coverage for brands that may be perceived as being mundane, legally or socially challenging, or otherwise challenged by existing consumer perceptions.

Constructing pitches that resonate with editors is increasingly difficult as PR pros have to compete with a changing media landscape.

Here’s a sobering fact: The Pew Research Center reports a 30 percent decline in newsroom staff from 2000–2012.

This shortage of media staffing combined with the increased demands of the 24/7 news cycle, the public’s appetite for sensational stories, and burgeoning competition, result in fewer opportunities to get your messages placed in print and broadcast media.

The good news?

Editors and producers continue to find value in pitches that educate, excite, entertain and engage their audiences. Research shows that the majority of editors prefer to receive pitches by email, so take the time to craft a great subject line and succinctly convey the compelling nature of your story.

Our webinar illustrated a variety of tactics and case histories designed to resonate with editors and their audiences.

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