Avoiding #PRFail: PR tips from a journalist
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As a marketing or PR professional, your job is to promote your client’s work, product, or brand – and you often need the media to help you do it. But how do you get your pitch in front of the right people, and how can you improve your chances of getting journalists to engage with you and your client? In this session, Lylah M. Alphonse, managing editor for government rankings and news at U.S. News & World Report, shares tips gleaned from more than 25 years of being on the receiving end of thousands of press releases and tells you what you need to do to get noticed – and what you should avoid doing at all costs.
- Make sure you’re reaching out to the right people
- Tweak your press releases to generate the right kind of interest
- Avoid the pitfalls that undermine your pitch and your client
- Develop a better relationship with the journalists you want to work with
- Build up your client’s brand by offering them as a source
Lylah Alphonse is the managing editor for government rankings and news at U.S. News & World Report, where she oversees coverage of national issues from politics and policy to higher education and health care. She appears regularly on WGBH-TV’s “Greater Boston” and “Beat the Press.” She previously worked as a senior editor and writer at Yahoo.com, where she wrote about politics, health, career, and parenting trends and interviewed political notables including first lady Michelle Obama, Dr. Jill Biden, Valerie Jarrett, and others on-camera and off. Before joining Yahoo, she spent 16 years as an editor and writer at The Boston Globe, working in the National News, Living/Arts and Sunday Magazine departments and writing the parenting column on Boston.com. She earned a Bachelors of Science in Journalism from the S.I. Newhouse School of Public Communications at Syracuse University, and was inducted into their alumni hall of fame in 2000.