{"id":75591,"date":"2025-05-03T16:27:56","date_gmt":"2025-05-03T16:27:56","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/03\/behind-the-pitch-insights-from-katie-chodosh\/"},"modified":"2025-05-03T16:29:16","modified_gmt":"2025-05-03T16:29:16","slug":"behind-the-pitch-insights-from-katie-chodosh","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/03\/behind-the-pitch-insights-from-katie-chodosh\/","title":{"rendered":"Behind the pitch: Insights from Katie Chodosh"},"content":{"rendered":"

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\"Katie<\/p>\n

We not too long ago sat down with Katie Chodosh<\/a>, Definition\u2019s Head of Media Relations, to be taught extra about her profession and listen to her ideas on how media relations has advanced.<\/p>\n

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<\/a> \u2013 whether or not you\u2019re simply beginning out or already well-established within the occupation.<\/p>\n

May you share a bit about your background \u2013 your schooling and early work expertise?<\/strong><\/h2>\n

\u201cI grew up in North London and went to highschool there. I then went to Leeds Metropolitan University to study speech and language therapy<\/a> to turn out to be a speech and language therapist, however determined that the healthcare route wasn\u2019t 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.<\/p>\n

\u201cI joined Definition after shifting to Cape City, the place I labored in what was then TopLine\u2019s 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.\u201d<\/p>\n

How has media relations modified because you began your profession?<\/strong><\/h2>\n

\u201cAfter I began, there have been extra journalists and shops to pitch to \u2013 conventional media has downsized since then. However we\u2019ve 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. \u00a0So, apart from conventional media, we now pitch to them. They didn\u2019t exist after I first began in media relations<\/a>, so the kind of those who we pitch to might be what has modified essentially the most.\u201d<\/p>\n

How do you retain up-to-date with developments and modifications in media relations?<\/strong><\/h2>\n

\u201cI hold studying and fascinating with the information and social media. In the identical manner that authors learn books in a different way \u2013 you\u2019re on the lookout for one thing totally different. You\u2019re on the lookout for who wrote it and why \u2013 what\u2019s the hook, who\u2019s the supply and the way it was packaged. You need to hold studying, partaking with, watching or listening to publications, podcasts or newsletters \u2013 no matter you or your shopper wish to be in. You need to hold studying them to grasp what\u2019s going to work, as a result of what works modifications.<\/p>\n

\u201cAfter 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\u2019re 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.\u201d<\/p>\n

Is there a e-book that you’d suggest to aspiring media relations consultants?<\/strong><\/h2>\n

\u201cAirhead: The Imperfect Art of Making News by Emily Maitlis<\/a>. If you wish to know what makes a narrative, that is the e-book to learn.\u201d<\/p>\n

What ought to somebody new to media relations give attention to first?<\/strong><\/h2>\n

\u201cGive attention to the information \u2013 familiarize yourself with the publications that you simply\u2019re going to pitch to, so that you simply get a greater sense of the kind of tales that they decide up.\u201d<\/p>\n

What qualities make an excellent media relations skilled?<\/strong><\/h2>\n

\u201cYou have to be pretty thick-skinned. A extremely good story doesn\u2019t all the time find yourself getting protection; there\u2019s lots exterior of your management.<\/p>\n

\u201cYou have to be assured. Imagine in your self and know that you simply\u2019re 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\u2019ll get the protection that you simply\u2019re on the lookout for.<\/p>\n

\u201cAnd 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\u2019s not one thing you wish to do, media relations won’t be the best match for you.\u201d<\/p>\n

What\u2019s one of the best piece of recommendation that you simply\u2019ve obtained in your profession that you simply\u2019d wish to go on?<\/strong><\/h2>\n

\u201cThe 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\u2019re fixing first. If the issue doesn\u2019t actually exist, or isn\u2019t attention-grabbing, it\u2019s most likely not going to go anyplace.<\/p>\n

\u201cSo, search for the issue and ask, \u2018Is that this attention-grabbing?\u2019 If there\u2019s no downside, there isn\u2019t actually an answer.\u201d<\/p>\n

Are you able to share just a few profession highlights?<\/strong><\/h2>\n

\u201cI\u2019ve secured protection for purchasers on BBC World Service<\/a>, BBC Click<\/a>, BBC<\/a>, the Financial Times<\/a> 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.<\/p>\n

\u201cI favor to consider one of the best campaigns and tales that you simply\u2019ve drawn out. We\u2019ve delivered some pretty campaigns at Definition around the gender health gap<\/a>, online safety<\/a>, our shopping habits<\/a>, the circular economy<\/a> and extra. These went on to get a number of protection \u2013 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.<\/p>\n

\u201cI\u2019m additionally actually happy with the crew we\u2019ve 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\u2019s 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.\u201d<\/p>\n

What has been your favorite mission to work on, and why?<\/strong><\/h2>\n

\u201cWe do a number of good initiatives, however I actually favored working with Neil Taylor<\/a>, who determined \u2013 on a whim \u2013 to use ChatGPT when it had first come out, to write a maternity leave job application for a writer position<\/a> at Definition. I labored carefully with him to plan when the story ought to exit and getting it pitched with my media relations crew.<\/p>\n

\u201cWe 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\u2019re often so centered in your purchasers.\u201d<\/p>\n

Are you able to share a particular case examine the place your media relations technique had a direct measurable affect on a enterprise?<\/strong><\/h2>\n

\u201cI\u2019ve heard anecdotally after we\u2019ve gotten protection for purchasers in actually high-profile enterprise publications \u2013 like BBC or WIRED<\/a> \u2013 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.<\/p>\n

\u201cThe perfect and most measurable outcomes come after we work carefully with our digital crew, marrying up B2B SEO<\/a> and social<\/a> methods with what we\u2019re doing with PR. I\u2019ve seen our purchasers rank increased for key search phrases as a direct results of our digital and PR groups working carefully collectively, and it\u2019s a really satisfying, and measurable, end result.\u201d<\/p>\n

Are there any frequent myths round media relations you\u2019d wish to debunk?<\/strong><\/h2>\n

\u201cI can\u2019t power a journalist to write down one thing; they\u2019re not obligated to cowl a narrative simply because we now have a superb relationship.<\/p>\n

\u201cHaving sturdy relationships with journalists is sweet and useful, however in the end, if the story isn\u2019t there, they received\u2019t write it. That\u2019s the fact. That\u2019s why I spend a lot time engaged on the story, as a result of I don\u2019t wish to harm the relationships I’ve by giving them tales that aren\u2019t good. If I constantly pitched weak tales, I\u2019d lose credibility in a short time.<\/p>\n

\u201cPrivate relationships alone can not assure protection. That is perhaps related in different areas of PR, however for B2B PR<\/a> \u2013 the place my expertise is \u2013 that\u2019s not the case.\u201d<\/p>\n

How can media relations consultants use AI, and the way do you see it shaping the way forward for the business?<\/strong><\/h2>\n

\u201cAI<\/a> 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.<\/p>\n

\u201cI don\u2019t assume AI will exchange media relations as such \u2013 however we will and may use it to make pitches higher, so it\u2019s related to the viewers you\u2019re sending it to.\u201d<\/p>\n

When you might work with any firm, which one wouldn’t it be and why?<\/strong><\/h2>\n

\u201cReddit. They’ve an absolute treasure trove of information!\u201d<\/p>\n

When you needed to sum up your profession philosophy in a single sentence, what wouldn’t it be?<\/strong><\/h2>\n

\u201cKeep curious. When you\u2019re interested by what you\u2019re pitching or making an attempt to get on the market, you\u2019re 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.<\/p>\n

\u201cCuriosity can be a superb treatment for nervousness. Approaching your work with curiosity \u2013 asking loads of questions, revisiting your concepts, and understanding the \u2018why\u2019 behind your technique \u2013 can actually assist ease any stress or uncertainty you\u2019re feeling.\u201d<\/p>\n

What recommendation would you give to corporations seeking to land press protection?<\/strong><\/h2>\n

\u201cBe open and prepared to speak about the issue that you simply\u2019re 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\u2019t for you \u2013 and that\u2019s superb.<\/p>\n

\u201cHowever 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\u2019re prepared to have interaction with all of them, you\u2019ll get good things.<\/p>\n

\u201cBut additionally keep in mind that sluggish and regular wins the race. It\u2019s uncommon to be featured on the BBC straightaway. Sometimes, there\u2019s a variety of groundwork concerned: building a profile in trade media<\/a> and raising visibility on platforms like LinkedIn<\/a>. That\u2019s all mandatory to construct you as much as these greater alternatives. Be affected person and hearken to your PR companions.\u201d<\/p>\n

Need a media relations expert? Chat to Katie and the team<\/a><\/div>\n