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We Earn Media episodes
- 72: What Publicists Can Learn From SEO's with Vince Nero
Today we have a guest who considers himself more of an SEO than PR. But, with the convergence of digital comes the reality that PR influences SEO and sometimes vice versa. With that in mind, we have a conversation all around clever ways to prospect and grow your media lists as well as answering the challenge of how to do this at-scale.
In this episode, you'll learn…
How an SEO-focused professional approaches prospecting and emailing contacts
SEO tools and tactics you can leverage for PR
How to appropriately scale your list-building and emailing
Our guest:
Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes Siege Media, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince playing with his 2 kids, enjoying some video games, or watching Phillies baseball.
1 hr 1 min - 71: Build a Moat Using Content-Led PR with Hannah Smith
We have a repeat guest joining us today. We’ll talk about something that’s been on her mind, which is the growth of asset-less PR in lieu of hero/content-led campaigns. We’ll discuss potential reasons why this may be, and what the potential opportunity cost is of forgoing the use of content in your PR strategy. Plus, she makes a pretty strong argument for “building a moat” and how to go about doing this to set your client or company apart from the competition.
In this episode, you'll learn…
Why many companies should not solely rely on asset-less PR
The benefits of hero (aka content-led) PR
What “building a moat” means and how to get started
Our guest:
Hannah Smith, Director of Worderist-- a company that offers consultancy, coaching, training & support to help develop and grow Creative, Production, and PR teams, improve processes and deliver results. Smith is an award-winning creative who's been deep in the trenches of content and PR for more than 15 years.
39 min - 70: Explore Your Mental Health with Dr. Anne Welsh
In this special episode, we explore mental health with executive coach and psychologist, Dr. Anne Welsh. We’ll cover perfectionism, imposter syndrome, and anxiety, along with actionable tips you can take to take control of your mental health through healthy coping mechanisms. From this, you’ll walk away with your very own “mental health” toolbox you can access at times you may need it most.
In this episode, you'll learn from a psychologist & executive coach…
How to identify perfectionism and how it may lead to anxiety and burnout
Why prioritizing self-care matters for all levels of employees within a workplace
Valuable insight, ideas, and tools to improve overall mental health and well-being
Our guest:
Dr. Anne Welsh is a distinguished psychologist & executive coach with a profound affinity for supporting women in leadership, and aiding working parents across diverse career landscapes. Beginning her career at Harvard, Dr. Welsh has since pivoted, dedicating her life to unraveling the interplay between career aspirations, personal fulfillment, and women’s mental health throughout the lifespan. Her coaching brings together research and real life experiences to hone leadership skills, improve emotional intelligence and create work-life integration.
42 min - 69: Pitch a Timely AI Story with Ian Krietzberg (The Street)
In this episode, we analyze a real pitch sent under embargo by the CTO of a tech company to a tech reporter at a leading business publication. We’ll learn how and why this pitch worked, and gain some takeaways of how you too might secure a dream, spotlight coverage like this for your own client or employer.
In this episode, you'll learn all about pitching a reporter for The Street…
Why timing is everything with pitching stories
How a tech reporter views and utilizes embargos
Why efficiency and responsiveness is crucial to securing coverage
Our guest:
Ian is a tech reporter for TheStreet. He reports on the tech industry -- with a focus on artificial intelligence -- covering AI companies, safety, regulation and ethics extensively. As an offshoot of his tech coverage, Ian additionally covers Elon Musk and his many companies, namely Tesla and SpaceX, as well as the companies under the "Magnificent 7" umbrella. He is endlessly fascinated by the ongoing conversation around, and many implications of, artificial intelligence. Ian has previously written for CNBC, Patch.com, The Young Folks and Screenrant, among others.
36 min - 68: Write a Long Pitch with Daniela Molina (InvestigateTV)
Today’s episode we connect with a TV producer who has worked with both Britt and Jaclyn. Catch a glimpse into both of our worlds and come out inspired to build your own, rewarding relationship with an awesome producer doing important work. Along the way, you’ll learn that some prescriptive advice (like brevity and digital-only) might not always apply, depending on who you’re reaching out to.
In this episode, you'll learn all about pitching an investigative producer…
Details to help foster a working relationship the right way
Tips for having enough and the right information in your pitch
The kinds of stories they cover and how far in advance they plan
Our guest:
Daniela Molina is a bilingual Investigative Producer at Gray Television InvestigateTV who has a great interest in human trafficking and healthcare stories. Since her time at InvestigateTV she has covered abuse in nursing homes, bad doctors, and societal issues. She has also started her own franchise within the team called "Cuidando Su Billetera" which provides financial content to Spanish-speaking communities. Before joining InvestigateTV, Daniela interned for three summers with WTVJ (NBC) in South Florida and worked with their digital duopoly team. Daniela is a graduate of Indiana University with both a bachelor’s and master's in journalism.
54 min - Spring 2024 Season Teaser
This season we will also be sharing the video recordings - yay! We figured we would test out the new video platform we're using and give a little teaser into the 2024 season. Keep an eye on your feeds for new episodes dropping in March. TTFN!
6 min - 67: Make People’s Lives Better with Diana Kelly Levey
Today’s episode stems from a freelance journalist’s heartfelt confession of how she deals with nerves before conducting interviews. As publicists, we too deal with these nerves, but to hear it from the other side? Refreshing. We speak with our guest regarding her experience of working with sources and come out understanding just how much care goes into a freelance journalist’s work. We’ll cover how shopping roundups are put together and how older pitches and smaller, “hometown experts” (think: local podiatrist) fit into this world. With it, come out on top with new ways to provide value to those reporters whose mission is simply to make their audience’s lives better.
In this episode, you'll learn why…
key phrases matter with pitches and story ideas
imaginary editorial headlines create winning subject lines
ALL experts should pay attention to shopping stories
Our guest is:
Diana Kelly Levey is a freelance writer, journalist, published author, and editor whose work has been featured in outlets such as Health, Real Simple, InStyle, and Reader's Digest, just to name a few. She has 20 years of experience working for national publications and award-winning brands on staff and as a freelancer. She thrives when she is covering topics, products, and services that help people and can improve readers’ lives in some way.
33 min - 66: Answer a #Journorequest with Taneia Surles, MPH (Freelance Health Reporter)
Our guest today, a freelance health reporter, doesn't use PR pitches to write her stories. And, despite this, she still works with publicists! So how does it all work? This episode is all about the art of answering media queries. If you remember Casey's episodes, we've already talked about HARO extensively on the podcast. This week, however, we're jumping off from the #journorequest hashtag and talking about Qwoted. We're also covering lots of interesting details in between. Get an insider's look at how these different services fit in and complement one another, and walk away from this episode empowered to really take charge when you see relevant queries come in. Spoiler: our guest shares the story of receiving commentary written by ai (yes, there are tools to identify that). You won't want to miss this episode!
In this episode, you'll learn...
- How a freelance health journalist lines up her stories
- The current landscape of media query tools and services
- Best practices for responding to these queries
Our guest is...
- Taneia Surles, MPH, a freelance health writer, editor, and public health professional. She holds a bachelor’s and a master’s degree in public health from the University of Alabama at Birmingham. She has bylines in AARP, Health, Healthline, Insider, Parents, Verywell Health, and other publications.
36 min - 65: Land a Long Feature in WSJ with Kelsey Ogletree
This is the story of a piece that almost wasn’t meant to be. And, if you’re into interior design, you’ll especially want to give this episode a listen. Our guest shares how a trending topic, unlikely pitch, and serendipitous encounter with a stranger all culminated into a nice, long feature with beautiful imagery for the Wall Street Journal. Gain insider tips for pitching a national lifestyle freelance writer, and so much more.
In this episode, you’ll learn…
–How a big feature (with original imagery!) is put together for a top tier outlet
–Why social trends matter to journalists and editors (hello again, TikTok!)
–What additional info helps a freelance writer make an informed decision (transparency is always key!)
Our guest is:
Kelsey Ogletree, an Alabama-based independent journalist covering travel, food, design and golf. Her work has appeared in various print and digital outlets, from Midwest Living and Real Simple to The Wall Street Journal and Allrecipes. She’s also the founder of Pitchcraft, a journalist-led membership platform helping PR professionals build relationships with freelance writers and editors in the national consumer lifestyle space.
37 min - 64: Leverage TikTok Trends with Frances Solá-Santiago (Refinery 29)
In this episode, dive into a story of a digital fashion journalist who moved forward with a piece, despite pushback from the subjects’ corporate communications department. From it, you’ll learn how smaller brands can step up to the plate and provide value to a digital journalist in the age of TikTok, competing with corporations for coverage in a top fashion outlet.
In this episode, you'll learn…
How the economy, pop culture, and social media all play roles in online fashion reporting
Why data may be just as powerful as a product sample for some fashion reporters
How brand previews and other aspects of the fashion reporting industry work
Our guest is:
Frances Solá-Santiago, a journalist from Puerto Rico, works as a fashion writer at Refinery29. She also writes for publications like The New York Times, The Cut, Rolling Stone, NPR, Numéro, Glamour, Remezcla, and Bustle, covering fashion, beauty, music, and culture.
33 min
About We Earn Media
From the publisher's feed
How does one “earn” media coverage? What makes a story “compelling enough" for a reporter to cover it? Through thoughtful conversations with the journalists themselves, Britt and Jackie leave no stone…
unturned in their humble quest to make pitching less daunting and more….human!