In our previous blog and podcast episode, we talked to our special guest Mario Toneguzzi about the state of the media. One thing that became clear is that it is more difficult than ever for public relations agencies to pitch stories to the media. If you want a publication, broadcaster or digital media platform to pick up your story, you need to make sure it’s a really compelling piece of content. That means asking yourself a challenging question: “Is your news really news?”
Your news may only be news to you
Obviously, any company that wants to break a news story about some new development will be very excited about the news and expect that the rest of the world will share their excitement. The hard reality is that most of the time, what’s news for you doesn’t mean all that much to the public at large. Any private company looking to pitch a new product or service is usually dealing with a story that the media would not regard as news, unless it can be tied to something topical.
Understanding this rather harsh truth doesn’t mean that you should abandon the idea of getting media exposure for your story. If your news isn’t news in the broader sense – in mass media with a provincial, national or even global audience, for example, is there a way you can position it so that it is news? Either connect it to something with wider significance or target a niche audience such as B2B or B2C publications that speak to your particular industry. Part of an effective PR strategy is finding media outlets that are best suited to your content, or developing content that can be pitched to mass media outlets with tie-ins to the big stories of the day. One or both of these approaches can work.
Listen to our podcast to find out more about public relations and media relations in 2021.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
