By Skyler Black

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My love for PR truly blossomed last October. As both a self-proclaimed Halloween fanatic and a PR enthusiast, I’ve picked up a few tricks (and treats) when it comes to mastering earned media over the past year.

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Crafting the Perfect Costume… and PR Pitch

Coming up with a great costume is one thing—executing it is another. The same goes for PR. What good is landing an amazing media placement if you don’t follow through on the execution? Securing the placement is just the first step; the real challenge is helping the reporter get everything they need and prepping your client for a flawless interview. Success lies in the details!

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Tricks and Treats: Building Strong Reporter Relationships

Behind every mask, reporters are people simply trying to tell a compelling story. Your pitch might not always fit their needs, but you can still position your clients as expert sources for the story they are working on. This builds trust and boosts your chances of future coverage. Positioning your clients as valuable resources strengthens relationships and opens the door for ongoing collaboration.

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Face Your Fears: Embrace the Power of Taking Risks

Taking (calculated) risks in earned media is essential! Stepping into the unknown might feel uncertain, but it can lead to big wins. Sometimes, pushing outside your comfort zone is where the magic happens—both in PR and life.

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Beetlejuice, Beetlejuice, Beetlejuice! Persistence Pays Off

Sometimes, it takes sending a pitch two or three times to get a result. Reporters are flooded with pitches every day, balancing interviews, research and deadlines. If you don’t get a response right away, don’t be discouraged! To avoid being “ghosted,” create a thoughtful pitching schedule with follow-up emails and phone calls. Stay engaged by monitoring their coverage and social media to understand what topics they’re currently focused on.

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The Thrill of the Chase

One of the most rewarding parts of PR is securing a major media placement for a client. There is nothing quite like the thrill of seeing their work featured in a story or segment with an eye-catching headline. The fun of PR lies in building those connections with reporters and bringing your client’s work to light through compelling narratives.

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So, as you prepare for your earned media efforts during spooky season, remember to have fun, embrace the unknown and enjoy the process of turning your creative ideas into hauntingly good PR results!

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