In PR, breaking news represents both an opportunity and a responsibility to your client. When the right story breaks, your client has a chance to become part of the conversation, but only if their commentary is timely, relevant, and genuinely helpful. Not every headline is worth chasing; the real skill lies in knowing when to […]
Earlier this year, Crunchbase News shut down its contributor portal with a blunt message: “Our editing team is working on other projects. Please check back in early 2026.” Around the same time, another major publication told me: “Due to high volumes, we’re not accepting new submissions until further notice.” Even TechCrunch—the gold standard for tech […]
Most B2B tech companies reach out to agencies for the same reasons: funding announcements, product launches and executive hires. Those stories are fine, but they rarely break through. Meanwhile, many in-house PR teams are sitting on something far more valuable than any of those traditional milestones, and they don’t realize it. Internal data is a […]
After years in PR, one thing hasn’t changed: breaking through the noise keeps getting harder. Reporters are flooded with product launches, funding rounds, executive hires and customer wins. Yet beneath the surface are the stories that truly resonate—the ones that answer who’s behind it, how they overcame obstacles, and why it matters now. These are […]
Every few years, someone declares the press release dead. Yet it endures—adapting with every shift in how people consume information, from newspapers to social media. Now it’s evolving again. Journalists, editors, and analysts still matter. But your releases are also being read and summarized by AI engines like ChatGPT, Claude, Gemini, and Perplexity. These systems […]
Recently, one of our clients got a call from a prospect they’d never heard of. The buyer had already done their homework and was ready to jump into a detailed conversation. When our client asked how they’d found them, the answer was surprising: ChatGPT. This isn’t a huge, household-name company. They were founded in 2022 […]
If you’re still using Muck Rack like a glorified contact database—searching “cybersecurity” journalists, downloading a list, and calling it a day—you’re leaving serious opportunities on the table. The difference between a pitch that gets opened and one that gets deleted often comes down to targeting precision. And while most PR professionals know they should be […]
Another year, another Muck Rack “State of Journalism” report. And, as usual, it’s packed with insights that PR professionals should be paying close attention to. This isn’t just numbers on a page—it’s a window into how journalists think and how we can better support their work and strengthen our relationships. The 2025 report, which surveyed […]
Last week, I participated in a panel discussion hosted by the Austin chapter of the Public Relations Society of America (PRSA) that centered on a fundamental question: How do you ensure your brand appears when ChatGPT, Claude, or Perplexity answers questions in your category? The answer lies in understanding how these AI systems actually work. […]
While cybersecurity vendors race to integrate artificial intelligence (AI) into their solutions, our survey of industry journalists reveals a more nuanced story about what’s actually driving media coverage. Treble’s recent 2025 Cybersecurity Media Pulse Report finds that 53% of journalists report interest in stories related to AI-driven threats, such as deepfakes, phishing and automated attacks. […]
With cybersecurity spending projected to surge by 12.2% in 2025 and reach a staggering $377 billion by 2028, standing out in this rapidly expanding market has never been more crucial or more challenging. As organizations face increasingly sophisticated threats and allocate greater resources to defense, industry gatherings like Black Hat 2025, represent invaluable opportunities to […]
When I started my career in public relations 15 years ago, there were 54,000 Americans working as reporters. That number in 2025 stands at 45,000, even as our economy has grown substantially. As newsrooms have shrunk, we’ve lost thousands of experienced journalists, sources of truth and accountability, to other industries or retirement. Layoffs have left […]
Four years ago, when I started my PR career, I expected my media lists to overflow with reporters working from bustling newsrooms, well-funded publications with clear editorial hierarchies. This was the picture I had been painted on television when watching shows and movies centered around the media world. Today, my media lists tell a different […]
Last month, I pitched a story to a tech reporter I’d worked with for years. When I followed up, I discovered he’d left his publication to launch his own newsletter. His subscriber base? Already comparable to his former outlet’s tech section readership. His response time to my pitch? Right away, compared to the days I […]
A surprising shift has emerged as AI reshapes how we discover and consume information. The value of quality journalism and earned media is not diminishing—it’s dramatically increasing. Whether it’s this Brookings Institution report warning that AI systems could “malfunction, degrade, and potentially even collapse” without access to high-quality journalism, or The New Yorker’s exploration of […]