We Earn Media

We Earn Media

By Britt Klontz & Jackie LambertBusinessMarketing
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We Earn Media episodes

  • 33: Deconstruct Data-Driven Content Ideas with Mark Johnstone

    One of our most popular episodes to date is episode 25, when we discuss how data-driven studies are developed, with the genius, VK. (If you haven't given that one a listen, what are you waiting for?!) Well now we’re taking it a step further (or back, depending on how you look at it!) to how these ideas even come about. We speak with a creative content consultant who’s going to teach you how to level up your ideation game. He’ll share past successful campaigns and how those ideas came to be. And, the one spoiler we’ll give: he hates the traditional sense of the word, “brainstorm.”

    In this episode you’ll learn all about developing data-driven content ideas…

    • Which tools and tactics are effective for developing campaign ideas
    • Why quantity matters in the initial stages of idea development
    • How to properly vet campaign concepts for promotability

      • Our guest is:

      • Mark Johnstone, a creative content consultant, the founder of Content Hubble, and host of the Content Deconstructed podcast.
        • 46 min
      • 32: Make Virtual Events “Real Simple” with Randi Packard
        One of the things we miss most about the pre-pandemic world is in-person events. Enter the next best thing: virtual events! Our guest today is a former fashion editor (Real Simple) turned publicist who specializes in press events and has been hosting them virtually since the start of the pandemic. In this episode, we explore all the considerations that go into planning and hosting a virtual event -- from sending invites to sending products & everything in between!
        In this episode you’ll hear…
        Why a brand might want to host a virtual event
        Tactics and strategy related to planning and hosting a virtual event
        Examples of successful virtual events our guest has hosted
        Our guest is:
        Randi Packard, a fashion brand consultant, public relations and media consultant whose fashion expertise extends from the world of luxury fashion and accessories to the contemporary, swim, bridal, plus size and fitness markets; as well as the beauty and grooming industries.
        28 min
      • 31: Let's Go Meta with Nicole Schuman
        We’re going meta this episode, because we’re speaking with a senior editor at a publication that covers all the latest trends in public relations and media. And while overall pitch tips don’t vary all too much from the norm, you’ll glean some extra special insights from a guest who knows our industry better than most.
        In this episode you’ll hear…
        How to pitch a journalist who covers public relations news (& how they choose the stories they cover!)
        Examples of real publicists who have built strong relationships with PRNEWS (even after receiving less-than-ideal press!)
        Ways to level up your crisis communications skills (& how to learn more about that beyond this episode!)
        Our guest:
        Nicole Schuman is a senior editor at PRNEWS, where she reports on all things related to public relations, communications, media and its impact on the public.
        40 min
      • 30: Whip Up Sweet Rapport with Ni'Kesia Pannell

        Fellow foodie listeners: we have a tasty episode for you. This week, we’re speaking with a weekend editor and contributing writer at Delish.com. Ni’Kesia Pannell covers breaking food news, focusing particularly on the intersection of food and culture. Our guest also depends on and loves working with publicists on a regular basis, so this one is chock-full of both actionable tips and feel-good moments.

        In this episode, you’ll learn considerations for pitching a weekend editor at an online food publication …

        • What kinds of stories they are looking to cover
        • How far in advance to pitch new product releases
        • What to include in a food media pitch (online + offline!)

          • Our guest:

          • Ni’Kesia Pannell is an entrepreneur and journalist who covers food news as a weekend editor and contributing writer for Delish.com. She also covers the topics of faith, health and wellness, travel, beauty, lifestyle, and music for a range of additional outlets.
            • 41 min
          • 29: Explore Space Technology PR with Neel V. Patel

            Put on your spacesuits because we’re heading into worlds unknown with space journalist, Neel V. Patel. He sits down with us to what publicists should keep in mind when pitching journalists who cover highly-technical subjects for mainstream audiences. There are tons of details and nuances we had not considered before, so we’re very excited to share some fresh, actionable tips with you.

            In this episode, you’ll learn…

            • How a science reporter writes about complex topics for the masses (& how that should inform your storytelling strategy!)
            • Which details matter when pitching a journalist in a technical space (no pun intended!)
            • Why engineers might be the best people to hop on interviews with technical reporters (no media training required!)

              • Our guest:

              • Neel V. Patel is a science and tech writer based in Boston. He currently works as the space reporter for MIT Technology Review, and has in the past written stories ranging from climate change, life sciences, robotics, urban design, transportation, and other related fields.
                • 38 min
              • 28: Earn Your MFA in Follow-Ups at WemU with Britt and Jackie

                Britt and Jackie teach the art of the follow-up. Yes, that’s right, they take it so seriously that they do consider it an art. And, by the end of this episode, you’ll be able to say you earned your MFA in Follow-ups from WemU. ;-) In all seriousness, we share what it takes to craft an effective follow up that adds value to the conversation and increases your response rate, using recent examples in our own work.

                In this episode, we’ll break down 3 main elements of a follow up pitch:

                • The time you wait between that first and second email
                • Frequency of how often you reach out regarding a story idea
                • Strategic messaging behind an effective follow up
                  • 32 min
                • 27: What Publicists Can Learn From Freelance Journalists with Hilary Weaver

                  Freelance journalists are similar to publicists in that they often face the challenge of pitching stories to publications and building rapport with editors. But, seasoned journalists get to know the inner workings of the online publishing world, while publicists often do not. In this episode, we have a freelance writer and editor give a glimpse into what her world looks like, and through this, help publicists and content marketers create a better-informed media outreach strategy.

                  Our guest, Hilary Weaver is a freelance writer and editor (including weekends at Elle) who primarily writes about queer issues, reproductive justice, TV, and film.

                  In this episode, you’ll hear...

                  • A day in the life of a weekend editor at a lifestyle magazine
                  • How to be a go-to source for breaking news stories
                  • The similarities between a publicist and a freelance journalist
                    • 35 min
                  • 26: Learn All About Clubhouse with Stephen Karaolis

                    Welcome to our season 3 kickoff! We’re doing things a bit different this season, by tackling an in-depth theme each episode.

                    In our kickoff episode, we explore a new app that is having its moment in the sun-- Clubhouse! This invite-only, audio-based iOs app is gaining traction with an array of influencers from all different backgrounds-- with PR and media being no exception. In fact, as we delve deep, we learn there’s a lot of potential that content marketers and publicists can glean from this new product, in ways that you might not think.

                    Our guest is...

                    Stephen Karaolis, CEO and founder of Pear the Agency, a boutique public relations firm specializing primarily in earned media services for early-stage startups.

                    In this episode, you’ll learn all about Clubhouse...

                    • What exactly this app is and why you should care
                    • The multiple, creative ways a real publicist uses it
                    • Our initial impressions of it and how you may join us
                      • 32 min
                    • 25: Create Data-Driven Stories with Volodymyr Kupriyanov

                      Data is an effective way to amp up your PR storytelling strategy. To help make sense of this, we speak with the smartest data journalist and content consultant we know, Volodymyr Kupriyanov (VK). Get a behind the scenes look of how a PR-driven data study is created from start to finish! 

                      In this episode you’ll learn all the considerations for creating data-driven content:

                      • Where to find reputable data sources
                      • Tips and tricks for uncovering compelling stories within the data
                      • Tools for creating beautiful data visualizations
                        • 43 min
                      • 24: Hunt Down A Good Story (& Beauty Trends!) With Mara Schiavocampo

                        In this episode you will get an up close and VERY personal look at how Mara Schiavocampo, celebrated TV journalist (currently: Dr. Oz) & podcast host, comes up with story ideas. While we learn she may not necessarily need to see your basic pitch come into her inbox, we still have a lot of fun learning what it does take to collaborate with her on episodes. 

                        In this episode, you’ll learn… 

                        • How reporters generate their own story ideas 
                        • Why digital footprint matters with guest sourcing 
                        • What other tactics that are more influential than a cold email
                          • 32 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…