We Earn Media

Today we have a personal finance and commerce editor on the show. We’ll analyze a data-driven story that stemmed from a PR pitch, however, the story that was pitched was different from the story that came out! From it, we’ll hear the tale of a time when a publicist was able to pivot effectively and give the editor what they needed. We also go into tips for pitching CEO interviews! In this episode you’ll learn… What kinds of stories a commerce editor for a top tier publication covers How to stick out in an inbox that receives 100s of emails a day Which assets to have on-hand for the type of story you pitch Our guest is... Catey Hill, a personal finance journalist, author and frequent TV and radio commentator. For more than 10 years, she has written and edited personal finance stories for publications such as The Wall Street Journal, Barron’s, Seventeen, Worth, SmartMoney, Forbes, Real Simple and MarketWatch, among other magazines and websites. She has appeared on dozens of television programs, including “The Today Show,” “FOX & Friends,” “The Huckabee Show” on FOX and “CBS This Morning.” Stories we talked about: The single best month to buy a home, according to this analysis of 33 million home sales over 8 years

In this episode, we speak with seasoned TV reporter, Ken Molestina, who has reported from news stations all across the country. We focus on his real estate segment, but quickly dive deeper beyond the basic tips and get a good look at the current state of the local newsroom, despite the ever-evolving media landscape he’s actively navigating. You’ll also catch a glimpse of what a real working relationship looks like between Ken and Jackie, including some real segments where Jackie had to be particularly scrappy in order to land those placements. In this Episode You’ll Learn... What a franchise piece is (& why publicists should care) What short-staffed newsrooms and fast deadlines mean for publicists (same-day interviews are here to stay) How to be a scrappy publicist (& never lose an opportunity again) Our guest is... Ken Molestina is an Emmy Award-winning anchor and reporter for CBS 11 News in the Dallas Fort Worth. Prior to joining CBS 11, Ken reported for WUSA-TV in Washington, D.C. and KVIA-TV in El Paso. Born in New York and raised in Miami, he graduated from the University of Florida and began his career at WFOR-TV in Miami. Stories we talked about: Next Year Might Be The Time For North Texas Buyers To Finally Strike On Landing A Home Not As Many ‘Fixer Uppers’ Available In DFW Area These Days (features Jackie!) Not All North Texans Can Count On Solar To Increase Home’s Value, New Study Finds (features Jackie!)

In this episode, we chat with TechCrunch reporter, Natasha Mascarenha, about a pitch that led to a phone call, which inspired a 4-part series on a well-known edtech company, Duolingo! What stood out about the founder that led to such an in-depth look at the company? We’ll dive into how this series developed, leaving you with tips on how to pitch your founder and best prepare them for interviews. Despite the reality of most startups not holding household names like Duolingo, our guest will guide you through making your client stand out by communicating with transparency and authenticity. In this episode you’ll learn… How to prepare startup founders for media interviews Why authenticity matters in storytelling and media interviews What a TechCrunch reporter looks for in a subject line and email body Our guest is... Natasha Mascarenhas is a senior reporter at TechCrunch by way of Crunchbase News, The San Francisco Chronicle, The Boston Globe and BostInno. She primarily reports on early-stage startups in edtech and future of work, through the lens of how culture and strong opinions can shape a company's trajectory. Beyond journalism, Mascarenhas spends her time cooking Indian American fusion recipes, dancing and writing on her personal blog. Stories we talked about: How a bot-fighting test turned into edtech’s most iconic brand, Duolingo Built by a refugee, Enlight’s edtech tool bets it can help students hope harder Medium sees more employee exits after CEO publishes ‘culture memo’

**In this special 2 part episode, we have a WEM first. Our guest (with the permission of the publicists!) shared some real pitches with us. Check out a full transcription of the pitch at the bottom of the notes!** In part 2, we analyze another pitch that led to a Q&A article about women’s personal finances. And while this second pitch looks very different from the first, similar themes are re-explored through a different lens, proving that there truly is no one-size-fits-all approach to media pitching. Finally, Mia discusses the evolution of PR assets and story pitching through her time in the industry. You’ll walk with a full understanding of the “big picture” as well as inspiration for little details you may include in your next pitch. A special thanks to Cat Soroush for providing and allowing us to republish the pitch in its entirety! In this episode you’ll learn… What matters most in a story pitch to an online money reporter When and if exclusives matter to an online lifestyle publication How to strategically tip toe the line of formal/informal in a pitch Our guest is... Mia Taylor, a staff Finance Writer for Real Simple, Health, Parents, and Better Homes & Gardens. She is an award-winning personal finance and travel journalist who has also covered wildlife conservation, sustainability, eco-tourism, climate change, the hospitality industry, technology, AI, robotics, and single parenting. Stories we talked about: For Women to Make More Money, We Have to Stop Competing With Each Other

**In this special 2 part episode, we have a WEM first. Our guest (with the permission of the publicists!) shared some real pitches with us. Check out our show notes for a full transcription of the pitches!** Larger, lifestyle publications like Real Simple and Better Homes & Gardens plan their stories months in advance, so how can following the latest news help you craft a better pitch to these publications? In part 1, we’ll analyze a pitch from a publicist who earned coverage by doing just that. Our guest, Mia Taylor (Real Simple), will expand on why this pitch was successful, what exactly about it resonated with her, and what actionable steps you can take to accomplish the same, regardless of who you are pitching. A special thanks to Gina Masullo (Misfit Toys Communications) for providing and allowing us to republish the pitch in its entirety!  In this episode, you’ll learn... How to contextualize your client within the current news cycle What specific assets add credibility to your client pitch Why you should research a reporter’s work beyond the last story they wrote Our guest is...  Mia Taylor, a staff Finance Writer for Real Simple, Health, Parents, and Better Homes & Gardens. She is an award-winning personal finance and travel journalist who has also covered wildlife conservation, sustainability, eco-tourism, climate change, the hospitality industry, technology, AI, robotics, and single parenting. Stories we talked about: Sustainable Banking: How to Make Earth-Friendly Choices With Your Money

Daily newsletters are hot right now, and brands want in. But, it’s not that simple! In this episode, we speak with the editor of one of the most popular daily newsletters at the moment– Morning Brew. Our guest discusses the power of the newsletter and gives a behind-the-scenes look at how a daily newsletter is produced. With limited space, exceptional curation, and a fast-paced, round-the-clock news cycle, our guest works with repeat-publicists in ways that are unique to the art of newsletter publishing. In this episode you’ll learn… How stories are chosen for a daily newsletter (and how publicists may help!) How to get a newsletter editor to contact YOU first (spoiler: more relationship building tips!) Why online press kits are still important (yes, even in 2022!) Our guest is… Neal Freyman, a managing editor at Morning Brew, where he writes and edits the flagship newsletter that's sent to more than 3.1 million readers around the world 7 days a week. As one of the first employees at the company, he helped grow the Brew's workforce from 3 to 120 and launch new newsletters, podcasts, video products, and even trivia! (Neal writes A LOT of trivia questions for the Morning Brew audience.) Stories we talked about: Icebreakers With...Happiness Expert Dr. Laurie Santos

Local news tips are coming your way from our guest, a local news anchor and segment host. He give us an insider look on how a local news station operates. From it, you’ll come out ahead with a more informed approach of how to reach out to a local news station— even when it’s not clear who you need to send your pitch to! In this episode you’ll learn… How a local newsroom operates and produces segments What’s necessary (& not) to include in a segment pitch Why you shouldn’t always hesitate to pick-up a phone Our guest is: James Crummel, an anchor at ABC 27 News Daybreak weekdays from 4:30-7 a.m. and at noon. He also hosts independent assignments, including a consumer savings segment called Show Me the Money.

Our guest today is a deals editor on a reviews section of a top-tier, online outlet. If you’ve ever wondered how an e-commerce section of a media outlet operates and how publicists fit into the equation, then this is the episode for you! And, bonus: our guest is a true evangelist of deals shopping, so, you will walk away with better shopping know-how — we guarantee it! In this episode you’ll learn… What the selection process is for a daily deals section of a reviews section How timing matters with deals reporting Why one sentence might be all you need in a pitch Our guest is: Tercius Bufete, the Deals Editor for Insider's reviews team. He is formerly a commerce editor at Kinja Deals and an associate editor at Consumer Reports

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.

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.

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.

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.

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.

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

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

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

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

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

We’re going niche again this week! (Have you heard how much we love our niche reporters?) And, the beat our guest covers today is particularly uncharted territory for us-- the energy sector! Our guest, Taylor Kuykendall, writes about mining and energy-related topics for the S&P Global Market Intelligence. We speak with him about a story that stemmed from a source that connected with him outside of his email inbox. In this episode, you’ll learn… How to be a knowledgeable industry resource for niche reporters How to effectively connect with reporters outside the email inbox How to effectively leverage the newswires to your advantage

The more freelance journalists we meet, the more evident it is just how different each one is. Some work on assignment, while others pitch their own stories. And while these differences can leave us frustrated, it’s important that we keep digging to create an informed "freelancer outreach strategy." Our guest, Lisa Rebasca Roepe, a freelance journalist who covers workplace culture, gives some unique perspective on what it takes to successfully collaborate with her. And, to be honest, we gained a lot of great insights-- ones we hadn’t heard before. In this episode, you’ll learn: How to make your company/client fit into a larger story worth covering What common mistakes publicists make when pitching freelance journalists Why sometimes it really is all about timing and luck