As 2013 comes to a close, let’s take a minute to think about the current state of public relations. For some, sending out traditional press releases via paid services has become a thing of the past. Social media continues to play a bigger role in the profession with each passing year. As always, quality written work is as important as ever. Added up, all of these things point to the new trends, such as brand journalism, that have begun taking over the industry. Moving forward, utilizing a brand journalism approach will give PR pros an added dimension to enhance their performance. Below are resolutions for any PR pro to tackle in 2014.  

1.) Embrace New Thought Leadership

    Brand journalism is traditional journalism that is created on behalf of your brand. In essence, it is producing the content that your audience desires in a way that will be interesting for them to ingest. Success goes hand in hand with producing and capturing unique content. This journalistic approach engages your audience, informs all key players of new content and transforms your market.

2.) Make Every Word Count

    MediaSource recently surveyed television journalists from around the country and when we asked what makes a great news release or pitch, the majority said: “Straightforward, short, simple but hits on everything I need.”  The message was clear - tighten up your writing. In the age of instant news, being succinct is key.

3.) Understand your target before you pitch

    Know your media, don’t make the mistake of sending fluff stuff. Journalists hate receiving mass produced, irrelevant information. Pitch stories that are timely and fit in with that that journalist covers. 

4.) Make Stories Visual

    If a picture is worth a 1,000 words, what could a video be worth? Visuals can quickly capture your audience in the blink of an eye. In the modern age people would rather look than read. Use these visuals while pitching your news release. Sometimes that can be as simple as attaching a photo or short clip to get your point across.

5.) Traditional is Boring, You Can Innovate

    Resolve to think outside the confines of “traditional” PR. Instead of relying on a piece of paper for your press release, ask yourself if there’s a more creative tactic to grab attention. Don’t assume a newspaper or TV station is your only target.  Ask if a topic is better suited to a blog or social media post. 

Here is to a wonderful Brand New Year for all of you! 


MediaSource is a media relations and content production firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.


AuthorKevin Volz