Smart PR professionals know that garnering news coverage for a client is about pitching their story to the right people at the right publication at the right time. Enter editorial calendars, the wonderful guides for creating inroads and becoming a valuable resource to reporters.

Real-time marketing, a golden opportunity for brands to capitalize on what the collective world has eyes on, is effective when done well, but embarrassing when it’s not. With the ability to quickly reach a huge number of people comes the double-edged sword of blunders going viral for all the wrong reasons.

At PReturn, we have a core belief that each time we reach out to the media with client news, we’re actually servicing two clients: our paying client and the reporter we’re pitching. It’s easy to get wrapped up with a client’s agenda (after all, they’re paying!), but forgetting about the reporters’ needs puts you in a bad position. By taking care of the reporters, your paying clients come out on top far more often.

Aggregate case study of local SEO campaigns of 315 businesses establishes best practices, educates the industry

Building a presence as a speaker at industry events is a proven method for creating valuable exposure for companies looking to reach prospective customers and demonstrate their areas of expertise, and executives can boost their personal brands to boot.

Companies that possess the right data on timely trends people want to know about can apply some meaningful analysis to generate insights which can provide the backbone for an effective media relations campaign.