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The 2024 State of the Media Report

Get actionable insight from 3,000+ journalists on what they truly want and need from PR teams.

Webinar Rewind: What’s Your Story: How to Tell Stories That Get Heard and Get Results

Last week in a recap of our recent webinar, we talked about  what journalists want from PR pros. In this week’s webinar, we heard from top PR Pros on how they’re getting the media’s attention and more importantly, how they’re maintaining those relationships that keep the journos coming back for me.

Read on to hear key takeaways from Tony Morain, VP Communications of Direct Relief, Kelly Brockmeier, Director of PR & Social Media of Wounded Warrior Project, and Vicki Valdez Hafenstein, Associate PR Manager at Kohler Co. on how to tell your story and see incredible results.

Kelly Brockmeier, Director of PR & Social Media – Wounded Warrior Project:

“Using multimedia is key,” says Brockmeier. “It’s getting harder and harder to clear through the noise and clutter and thinking outside the box can aid you in accomplishing this."

The takeaway: Believe it or not, many organizations have yet to adopt this method, so getting ahead of the game and utilizing multimedia in your press release or pitch will help amplify your story and tell it in a creative way.

Vicki Valdez Hafenstein, Associate PR Manager - Kohler Co.:

“The traditional trade show has been hit hard because of COVID,” says Hafenstein. “We knew we needed to do something [at an upcoming trade show] to take it a step further to secure more additional coverage and remain relevant in a virtual tech world.”

Hafenstein discussed how utilizing Virtual Media Tours (VMTs) enabled Kohler Co.  to offer media a one-on-one experience from the comfort of their homes. As a result, this non-tech company dominated one of the largest tech shows in the industry, CES.

The takeaway: VMTs, along with Multichannel News Releases (MNRs), can help bring the media to you and are a great way to stand out from the crowd.

Tony Morain, VP Communications – Direct Relief:

“For non-profits, communication is considered currency,” says Morain. “We have to find a way to bring the media to us. We frame what we do to make sense for a journalist and their beat.”

Dealing with small teams and smaller budgets are proving to be a challenge for the communications industry, Morain explained, but there are ways around it.

The takeaway: Write and tell the stories you hoped would get written. Sell the story, the people and the experience, not the product.