Industry Pro Interview: Insider Secrets To Building Your PR Campaign

Feb 7


Karon Thackston

Karon Thackston

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Discover the insider secrets to crafting a successful PR campaign from industry expert Todd Brabender. With his extensive background as a TV producer/reporter and now at the helm of Spread The News Public Relations, Todd shares invaluable insights on what truly captures media attention and how to avoid common pitfalls that can turn journalists away. Learn the nuances of creating newsworthy content, the importance of targeted media outreach, and the elements of a comprehensive PR strategy that can elevate your business's visibility.

Understanding What Makes News "Newsworthy"

Todd Brabender,Industry Pro Interview: Insider Secrets To Building Your PR Campaign Articles the force behind Spread The News Public Relations, brings his firsthand experience from the media industry to the table, offering clarity on what journalists seek in press releases. Contrary to popular belief, not every press release garners media interest. To be considered newsworthy, content must be unique, solve a consumer problem, or present unprecedented information. According to the American Press Institute, newsworthiness can hinge on factors such as timeliness, impact, and relevance, which are crucial for capturing media attention.

Crafting Press Releases That Stand Out

In the digital age, where journalists are inundated with emails, the format of press releases has become a hot topic. Todd emphasizes the importance of being "concise" rather than just brief. A press release should be around 300 words, fitting on one email screen, and focus on pertinent, factual, and direct information. Quotes from executives should be minimal, and the language should be factual, avoiding promotional hyperbole. The Public Relations Society of America (PRSA) suggests that a well-structured press release should follow the 'inverted pyramid' format, presenting the most critical information first.

The Pillars of a Full PR Strategy

A comprehensive PR strategy extends far beyond sending out a press release. Todd outlines several key components:

  1. Compelling Media Pitches: Your pitch must grab the attention of editors, reporters, and producers. Without this, your message may never reach your intended audience.

  2. Targeted Media Research: It's essential to identify and reach out to media outlets and contacts that align with your message. Sending information about business finance to a lifestyle magazine like Southern Living would be a misstep.

  3. Ongoing Campaign Management: This includes follow-ups, media relations, and fulfilling media requests. Without these steps, your efforts may be quickly forgotten.

  4. Media Tracking: Keeping tabs on where and how your business is mentioned is crucial for refining current campaigns and planning future ones.

The Role of Distribution Services

While press release distribution services can seem like a convenient option, Todd warns against relying solely on them. Many lack follow-up and media relations support, which are vital for smaller companies. Instead, developing a targeted list of media contacts and understanding their preferred method of communication can be more effective. According to a survey by Muck Rack, a platform connecting PR professionals with journalists, personalized pitches are more likely to be successful than mass distribution.

Final Thoughts from an Industry Expert

Todd Brabender's insights provide a roadmap for small business owners looking to navigate the complex world of public relations. By focusing on creating newsworthy content, refining press release formats, and developing a robust PR strategy, businesses can increase their chances of gaining valuable media coverage.

For more expert advice and services, visit Spread The News Public Relations at