We not too long ago sat down with Katie Chodosh, Definition’s Head of Media Relations, to be taught extra about her profession and listen to her ideas on how media relations has advanced.
From touchdown impactful protection in main shops to her recommendation on maintaining with business developments, Katie shares worthwhile insights for these curious about media relations – whether or not you’re simply beginning out or already well-established within the occupation.
May you share a bit about your background – your schooling and early work expertise?
“I grew up in North London and went to highschool there. I then went to Leeds Metropolitan University to study speech and language therapy to turn out to be a speech and language therapist, however determined that the healthcare route wasn’t for me. I nonetheless wished to work in communications, so I bought an internship within the advertising and communications division of an area charity and moved into PR from there. After that, I joined a cybersecurity PR company and have principally labored in PR businesses ever since.
“I joined Definition after shifting to Cape City, the place I labored in what was then TopLine’s workplace. I lived there for round three years, after which after I got here again to the UK, I transferred over to the London workplace.”
How has media relations modified because you began your profession?
“After I began, there have been extra journalists and shops to pitch to – conventional media has downsized since then. However we’ve additionally seen an enormous enhance in information influencers, content material creators, podcasters, Substack editors, LinkedIn influencers and others who talk on platforms exterior mainstream media. So, apart from conventional media, we now pitch to them. They didn’t exist after I first began in media relations, so the kind of those who we pitch to might be what has modified essentially the most.”
How do you retain up-to-date with developments and modifications in media relations?
“I hold studying and fascinating with the information and social media. In the identical manner that authors learn books in a different way – you’re on the lookout for one thing totally different. You’re on the lookout for who wrote it and why – what’s the hook, who’s the supply and the way it was packaged. You need to hold studying, partaking with, watching or listening to publications, podcasts or newsletters – no matter you or your shopper wish to be in. You need to hold studying them to grasp what’s going to work, as a result of what works modifications.
“After all, there are fundamentals for what makes a narrative, however the way in which that you simply package deal and pitch it modifications over time. You get one of the best sense of that if you’re studying and observing it for your self, and likewise by chatting with your media contacts who may give you a little bit of perception. However yeah, the primary factor is to only hold studying.”
Is there a e-book that you’d suggest to aspiring media relations consultants?
“Airhead: The Imperfect Art of Making News by Emily Maitlis. If you wish to know what makes a narrative, that is the e-book to learn.”
What ought to somebody new to media relations give attention to first?
“Give attention to the information – familiarize yourself with the publications that you simply’re going to pitch to, so that you simply get a greater sense of the kind of tales that they decide up.”
What qualities make an excellent media relations skilled?
“You have to be pretty thick-skinned. A extremely good story doesn’t all the time find yourself getting protection; there’s lots exterior of your management.
“You have to be assured. Imagine in your self and know that you simply’re doing all you’ll be able to to make a superb story. Belief that the timing will align at a sure level, and also you’ll get the protection that you simply’re on the lookout for.
“And you have to be pretty sociable. Be prepared to speak to new folks or strangers. This can be a talent that you simply construct over time, however you have to be prepared to develop it within the first place. If that’s not one thing you wish to do, media relations won’t be the best match for you.”
What’s one of the best piece of recommendation that you simply’ve obtained in your profession that you simply’d wish to go on?
“The story is in the issue, not the answer. Shoppers will inform you that the story is their answer, however you have to perceive the issue they’re fixing first. If the issue doesn’t actually exist, or isn’t attention-grabbing, it’s most likely not going to go anyplace.
“So, search for the issue and ask, ‘Is that this attention-grabbing?’ If there’s no downside, there isn’t actually an answer.”
Are you able to share just a few profession highlights?
“I’ve secured protection for purchasers on BBC World Service, BBC Click, BBC, the Financial Times and the highest trades. However, in media relations, you may get trapped into residing and dying by the final little bit of protection that you simply safe.
“I favor to consider one of the best campaigns and tales that you simply’ve drawn out. We’ve delivered some pretty campaigns at Definition around the gender health gap, online safety, our shopping habits, the circular economy and extra. These went on to get a number of protection – however the spectacular bit to me is the concept behind the marketing campaign. The laborious bit is developing with a extremely good concept that ultimately results in protection.
“I’m additionally actually happy with the crew we’ve constructed right here. There are actually 4 of us within the media relations crew. After I began, there have been solely two of us. In order that’s a 100% enhance, I imagine, if my maths is right! In my expertise, having a devoted media relations crew is an actual level of distinction in comparison with different businesses.”
What has been your favorite mission to work on, and why?
“We do a number of good initiatives, however I actually favored working with Neil Taylor, who determined – on a whim – to use ChatGPT when it had first come out, to write a maternity leave job application for a writer position at Definition. I labored carefully with him to plan when the story ought to exit and getting it pitched with my media relations crew.
“We needed to transfer tremendous quick with it, as a result of it was simply as ChatGPT had gotten huge. It was an excellent concept at precisely the best time, and led to a variety of protection. It was particularly satisfying because it was for Definition, and doing PR to your personal firm is usually more difficult, as you’re often so centered in your purchasers.”
Are you able to share a particular case examine the place your media relations technique had a direct measurable affect on a enterprise?
“I’ve heard anecdotally after we’ve gotten protection for purchasers in actually high-profile enterprise publications – like BBC or WIRED – that afterwards, at networking occasions or conferences, folks had talked about seeing them featured. For instance, we had a well being tech shopper who had an investor from Walgreens get in contact after they had been featured in WIRED. However that’s uncommon.
“The perfect and most measurable outcomes come after we work carefully with our digital crew, marrying up B2B SEO and social methods with what we’re doing with PR. I’ve seen our purchasers rank increased for key search phrases as a direct results of our digital and PR groups working carefully collectively, and it’s a really satisfying, and measurable, end result.”
Are there any frequent myths round media relations you’d wish to debunk?
“I can’t power a journalist to write down one thing; they’re not obligated to cowl a narrative simply because we now have a superb relationship.
“Having sturdy relationships with journalists is sweet and useful, however in the end, if the story isn’t there, they received’t write it. That’s the fact. That’s why I spend a lot time engaged on the story, as a result of I don’t wish to harm the relationships I’ve by giving them tales that aren’t good. If I constantly pitched weak tales, I’d lose credibility in a short time.
“Private relationships alone can not assure protection. That is perhaps related in different areas of PR, however for B2B PR – the place my expertise is – that’s not the case.”
How can media relations consultants use AI, and the way do you see it shaping the way forward for the business?
“AI is useful for those who give it the best immediate. It will possibly assist discover a information hook, establish essentially the most attention-grabbing components of your story or recommend sturdy e-mail topic strains and headlines.
“I don’t assume AI will exchange media relations as such – however we will and may use it to make pitches higher, so it’s related to the viewers you’re sending it to.”
When you might work with any firm, which one wouldn’t it be and why?
“Reddit. They’ve an absolute treasure trove of information!”
When you needed to sum up your profession philosophy in a single sentence, what wouldn’t it be?
“Keep curious. When you’re interested by what you’re pitching or making an attempt to get on the market, you’re more likely to discover the story and make it extra attention-grabbing. You’ll be able to practice your self to seek out issues extra attention-grabbing by totally immersing your self in it.
“Curiosity can be a superb treatment for nervousness. Approaching your work with curiosity – asking loads of questions, revisiting your concepts, and understanding the ‘why’ behind your technique – can actually assist ease any stress or uncertainty you’re feeling.”
What recommendation would you give to corporations seeking to land press protection?
“Be open and prepared to speak about the issue that you simply’re fixing and the issues that exist in your business. Be prepared to discuss the unfavourable and put your head above the parapet. If all you wish to do is speak about your product and your answer, then PR most likely isn’t for you – and that’s superb.
“However for those who genuinely wish to do media relations, then hearken to your PR companions. There are a bunch of parts that go into making a full story. When you’re prepared to have interaction with all of them, you’ll get good things.
“But additionally keep in mind that sluggish and regular wins the race. It’s uncommon to be featured on the BBC straightaway. Sometimes, there’s a variety of groundwork concerned: building a profile in trade media and raising visibility on platforms like LinkedIn. That’s all mandatory to construct you as much as these greater alternatives. Be affected person and hearken to your PR companions.”
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