Take of the Week:
This week’s Take of the Week is less of a take and more of a rant, but it hit on a topic that’s been brewing in my head for some time now. It’s no secret that Meredith Klein is a friend of TWiPRT (FYI, this is “not” a sponsored take), and her post this week reminded me one of my reasons why.

Quick story time about a brief stint I had at a PR firm…I once brought up the idea of focusing on “creator media” like newsletters for our clients, and the response that came back was something along the lines of how that would be difficult to sell into those clients. Right away, I knew there was misalignment with this PR firm because public relations isn’t necessarily about getting in the Wall Street Journal or CNBC, part of it is about mapping a company’s news to an audience. If that audience happens to be an engaged community that reads a newsletter or listens to a podcast, then that is what PR people should think about pitching. Or, put another way, depending on a company’s goals - what drives more business outcomes, a mention in the WSJ or a feature in an industry newsletter that reaches 100,000 potential buyers?

Resource of the Week:
For those in healthtech, Siobhan posted a free virtual pitch competition with reporters from Wired, TechCrunch and more (I signed up and will try to listen in).

The Rest of the Takes:

Media relations
- Steven posted a justified rant about some of the pitches he gets as a freelancer
- Casey Newton on AI generated pitches: it sucks
- On a related related note, Erin had a great take about why AI pitches might be “serviceable” but is that enough?
- There have been many takes about the importance of trade media for a PR program, and Dustin lays out 4 steps on how to break through in these key publications
- Shannon wrote a great take on the dreaded words, “Kill the story”

Internal Communications
- Admittedly, I don’t focus enough on internal communications in this newsletter, but Arianna’s take about running IC like a marketing campaign really struck a chord with me

PR and AI
- Sarah Evans provided great fodder for C-suite’ers who decline “small interviews” (hint: recency is the multiplier!); and h/t to Doyle Albee for sending a bonus take from Sarah about how AI is changing how PR gets priced

That’s it for this week’s takes, thanks for reading.

-Brian
https://www.linkedin.com/in/bkramer/