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PR Tips from Guinness World Records’ Senior PR Manager

From the world’s tallest man to the world’s longest moustache, Guinness World Records’ holds the world’s most fascinating factoids. We sat down with senior PR manager Jamie Panas to talk about her public relations career, a day in the life of working at a heritage brand, and tips for successfully pitching the media:

Excerpts from the interview:
Q: Can you give advice on how to correctly target the media?
A: A good problem the Guinness World Records press team has is that we have too much content. We don’t want to overwhelm journalists; we’re all about keeping it simple, and we try to extract the relevant record information for beat reporters. If we’re targeting some of the national blogs, we make sure we’re offering them a varied collection. In general, we try to do their job for them. We don’t want them to get a press release and be overwhelmed. Another tip is: never be afraid to go local.

Q: How do you balance publicity for a heritage brand?
A: Doing PR for a brand like Guinness World Records is sort of like a blessing and a curse. We have this incredible reputation and try to balance the traditional and nostalgia factor of the brand, but we also need to be aware of what’s going on around us at all times and keep up with the trends.

Q: Any other advice for fellow PR professionals?
A: I think it’s important when pitching to the media to always offer exclusives. You want to give each journalist something extra and different.

For more insight from PR professionals and journalists, view other episodes in the What’s Your Story? series. If you’re interested in being featured in the series, contact lisa.denten(at)


About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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