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Using press release services to get company news picked up by the media and for digital PR is among the most misunderstood public relations tactics.

In this exclusive interview, PR Newswire COO David Armon explains how paid newswire work, what they can and can't do and when you should and shouldn't use them.

David Armon is a former wire reporter and public relations executive who now leads PR Newswire’s global sales, marketing and distribution operations throughout 41 bureaus in 14 countries.

If you're at a startup and you're looking to leverage earned media to help get investors, check out my Start Up's Guide to PR before you invest in sending a press release out over a newswire.

PRNewswire was acquired by Cision.

Show Notes:

5:46 - Armon on PR Newswire before the birth of the internet.

7:03 - Armon reveals the difference between the types of wires in the world and their meanings.

7:57 - Armon on the different channels of distribution on PR Newswire.

12:25 - Armon on what channels of information on PR Newswire are most popular.

14:14 - Armon on the way press releases are re-posted on other websites.

15:40 - Armon on how to best take advantage of the free distribution to online trade publications.

18:32 - Armon on hyperlinks in press releases and whether other sites are removing the links.

21:16 - Armon on the FCC's ruling to include news on a company’s website.

26:00 - Armon on why people go to a public relations firm. 27:55 - Armon on how PR as an industry is reinventing itself against clicks rather than clips.

33:00 - Armon speaks on a study they did about media pick-ups for press releases online.

36:25 - Armon on skepticism regarding PR Newswire’s recent study on press releases.

39:51 - End

Chief Operating Officer of PR Newswire, David Armon goes On the Record...Online with Eric Schwartzman about press releases and how frequent press releases get picked up by the news media.

David Armon is a former wire reporter and public relations executive now leads PR Newswire’s global sales, marketing and distribution operations throughout 41 bureaus in 14 countries.

Show Notes:

5:46 - Armon on PR Newswire before the birth of the internet.

7:03 - Armon reveals the difference between the types of wires in the world and their meanings.

7:57 - Armon on the different channels of distribution on PR Newswire.

12:25 - Armon on what channels of information on PR Newswire are most popular.

14:14 - Armon on the way press releases are re-posted on other websites.

15:40 - Armon on how to best take advantage of the free distribution to online trade publications.

18:32 - Armon on hyperlinks in press releases and whether other sites are removing the links.

21:16 - Armon on the FCC's ruling to include news on a company’s website.

26:00 - Armon on why people go to a public relations firm.

27:55 - Armon on how PR as an industry is reinventing itself against clicks rather than clips.

33:00 - Armon speaks on a study they did about media pick-ups for press releases online.

36:25 - Armon on skepticism regarding PR Newswire’s recent study on press releases.

39:51 - End

Schwartzman is the founder of online press room management service iPressroom.

Former LA Times entertainment reporter John Horn talks about how he decides what entertainment news stories to cover, what's happening in the talent agency business and much more.

John Horn used to cover entertainment for the Los Angeles Times, where he wrote about movies, agencies and Hollywood.

I worked with him on the Salt Lake Winter Olympics, where I handled media relations at the Opening and Closing Ceremonies.

He wrote a lengthy feature story about the Opening Ceremonies of the LA Times Calendar Section. It was an amazing feature.

But it didn't have nearly the reach of this, which is the best media placement of all time.

Today he covers creativity, the entertainment business, art, music and culture for The Frame, a radio how he hosts at KPCC public radio in Pasadena.

Covering Entertainment News in Hollywood

4:50 - Horn discusses the sustainability of the newspaper business.  

6:13 - Horn speaks about what he finds surprising in the talent agency business.  

7:57 - Horn on how agencies attempt to promote themselves and influence his news coverage.

10:35 - Horn on how talent agencies are able to distance themselves from any sort of meaningful digital transformation.

12:45 - Horn on how talent agents continue to make themselves valuable.

15:54 - Horn on whether talent agencies are good or bad for the creative process.

18:40 - Horn on what he does and doesn’t want to hear from PR people.

21:25 - Horn on his access to people in the industry.

23:09 - Horn on the paranoia of the entertainment industry.

25:03 - End

Photo by Peter Lewicki on Unsplash

John Horn is an entertainment reporter with the Los Angeles Times, who writes about movies, agencies and Hollywood.

Show Notes:

4:50 - Horn discusses the sustainability of the newspaper business.

6:13 - Horn speaks about what he finds surprising in the talent agency business.

7:57 - Horn on how agencies attempt to promote themselves and influence his coverage.

10:35 - Horn on how talent agencies are able to avoid the online information age.

12:45 - Horn on how talent agents continue to make themselves valuable.

15:54 - Horn on whether agencies are good or bad for the creative process.

18:40 - Horn on what he does and doesn’t want to hear from PR people.

21:25 - Horn on his access people in the industry.

23:09 - Horn on the paranoia of the entertainment industry.

25:03 - End

Schwartzman is the founder of online press room management service iPressroom.

Editor of PR Week, Keith O'Brien talks about covering the PR industry and how to get your trade news featured.  

Keith O'Brien is editor-in-chief of PR Week, and is responsible for the strategic editorial direction of the title, including the print, website, PR, conference and events.  

Show Notes:

5:08 - O’Brien discusses the elements of the media’s frustration with PR professionals  

7:32 - O’Brien gives advice to the PR industry on how to manage its own reputation

9:10 - O’Brien on what case the PR industry needs to make to their clients and boss

10:08 - O’Brien on today’s primary revenue drivers for the PR industry business

13:29 - O’Brien on ineffective push distribution and that’s effect on media relations

18:49 - O’Brien on whether push PR is part of the industries problem

21:55 - O’Brien on the FCC’s effect on newswires

25:00 - O’Brien on the push towards social media

27:33 - O’Brien on which presidential candidate is running a better PR campaign

30:43 - End

Photo by Josh Hallett

Editor of PR Week, Keith O'Brien goes On the Record...Online with Eric Schwartzman about today's PR industry.

Keith O'Brien is editor-in-chief of PR Week, and is responsible for the strategic editorial direction of the title, including the print, Web site, PR Week Contact, and other extensions including events.

Show Notes:

5:08 - O’Brien discusses the elements of the media’s frustration with PR professionals

7:32 - O’Brien gives advice to the PR industry on how to manage its own reputation

9:10 - O’Brien on what case the PR industry needs to make to their clients and boss

10:08 - O’Brien on today’s primary revenue drivers for the PR industry business

13:29 - O’Brien on ineffective push distribution and that’s effect on media relations

18:49 - O’Brien on whether push PR is part of the industries problem

21:55 - O’Brien on the FCC’s effect on newswires

25:00 - O’Brien on the push towards social media

27:33 - O’Brien on which presidential candidate is running a better PR campaign

30:43 - End

Schwartzman is the founder of online press room management service iPressroom

Associate editor for NPR’s All Things Considered, Carol Klinger shares how she chooses guests for the show.

Carol Klinger is the associate editor and a booker for NPR’s “All Things Considered”; the first worldwide news broadcast on NPR that combines news, analysis, commentary, interviews and special features. She has been booking the show for close to fifteen years.

Show Notes:

3:14 - Klinger describes a typical day of booking

4:00 - Klinger on how she receives pitches

6:00 - Klinger on the pitches she is tired of getting

7:05 - Klinger on what makes a winning pitch

8:30 - Klinger on blind pitches

10:30 - Klinger on the growth of feature generated podcast stories on NPR

11:40 - Klinger on web coverage

12:00 - Klinger on how blogs have affected her job

13:07 - Klinger on future hot news trends of interest to NPR

14:58 - Klinger on the politics of news

16:40 - Klinger gives pre-interview tips

17:50 - End

Photo by like a lollipop

Carol Klinger is the associate editor and a booker for NPR’s All Things Considered; the first worldwide news broadcast on NPR that combines news, analysis, commentary, interviews and special features. She has been booking the show for close to fifteen years.

Show Notes:

3:14 - Klinger describes a typical day of booking

4:00 - Klinger on how she receives pitches

6:00 - Klinger on the pitches she is tired of getting

7:05 - Klinger on what makes a winning pitch

8:30 - Klinger on blind pitches

10:30 - Klinger on the growth of feature generated podcast stories on NPR

11:40 - Klinger on web coverage

12:00 - Klinger on how blogs have affected her job

13:07 - Klinger on future hot news trends of interest to NPR

14:58 - Klinger on the politics of news

16:40 - Klinger gives pre-interview tips

26:00 - End

Schwartzman is the founder of online newsroom management service iPressroom.

September 5, 2008 - Every public relations consultant needs should take a basic SEO training course.

Russell Wright is the co-founder of ThemeZoom, an online marketing intelligence platform that takes a radical approach to search engine optimization consulting.

Wright, better known as “the keyword guy,” is a search engine optimization auditor and is known as an expert in finding profitable keywords.  

Show Notes:   

3:07 - Wright gives tips on how to conduct SEO services with little to no budget.   

3:37 - Wright recommends free tools to monitor web traffic for beginners.   

4:28 - Wright reveals the most valuable information Google Analytics provides.   

5:42 - Wright on the possible vulnerabilities of Google and the new engine Cuil.   

16:47 - Wright on the social keywords versus business keywords.  

24:44 – Wright’s guidelines for using social media sites for business applications.  

25:39 - Wright talks about using keywords in URLs versus using Tinyurls.  

34:09 - Wright on the profitability of online content.  

35:09 - Wright on Google Connect and how that will affect the future of SEO services.  

37:14 - Wright on the affects of Google’s recent release of the social graph API.  

41:42 - Wright on the future of local mobile search.  

43:27 - Wright on the conversion of social networking and mobile networking for business owners.  

44:41 - Wright on social search and algorithmic search.  

52:59 - End

Photo by Benjamin Dada on Unsplash

SEO maven Russell Wright goes On the Record...Online with Eric Schwartzman about the future of SEO services

Russell Wright is the co-founder of ThemeZoom, an online marketing intelligence platform that takes a radical approach to search engine optimizing online content. Wright, better known as “the keyword guy,” is a search engine optimization auditor and is known as an expert in finding profitable keywords.

Show Notes:

3:07 - Wright gives tips on how to conduct SEO services with little to no budget.

3:37 - Wright recommends free tools to monitor web traffic for beginners.

4:28 - Wright reveals the most valuable information Google Analytics provides.

5:42 - Wright on the possible vulnerabilities of Google and the new engine Cuil.

16:47 - Wright on the social keywords versus business keywords.

24:44 – Wright’s guidelines for using social media sites for business applications.

25:39 - Wright talks about using keywords in URLs versus using Tinyurls.

34:09 - Wright on the profitability of online content.

35:09 - Wright on Google Connect and how that will affect the future of SEO services.

37:14 - Wright on the affects of Google’s recent release of the social graph API.

41:42 - Wright on the future of local mobile search.

43:27 - Wright on the conversion of social networking and mobile networking for business owners

44:41 - Wright on social search and algorithmic search.e

52:59 - End

Schwartzman is the founder of online newsroom provider iPressroom, which also provides SEO services for PR practitioners.