Best Practices
Brand-as-Media Strategy: Building Your Own Content Empire
The traditional PR playbook has long centered on one goal: securing coverage in established media outlets. But as newsrooms shrink, journalists become increasingly overloaded, and audiences fragment across countless platforms, forward-thinking organizations are adopting a different approach. They’re becoming media companies themselves, building owned content channels that give them direct access to their audiences without…
Read MoreGetting Media Attention in the Modern Landscape: Why Your PR Strategy Needs a Refresh
If you feel like it’s gotten harder to get a journalist to respond to your pitch, you’re not imagining things. Nearly every PR professional I know is experiencing the same thing: reporters are stretched thinner than ever, inboxes are flooded, and the media landscape is changing at a pace that’s hard to keep up with.…
Read MoreSilence Isn’t a Strategy: Mastering Crisis Communication with Confidence
When a crisis hits, every second counts. Your organization’s response — or lack thereof — can shape public perception for years to come. In moments of uncertainty, silence is rarely neutral. In fact, saying nothing often invites others to fill in the blanks, and that can quickly spiral into misinformation and loss of trust. Crisis…
Read MoreB2B vs. B2C PR: Understanding the Key Differences to Elevate Your Strategy
Public relations isn’t a one-size-fits-all discipline. The strategies that work for a consumer brand don’t always translate to a business that’s marketing to other businesses — and vice versa. While both Business-to-Business (B2B) and Business-to-Consumer (B2C) PR share the goal of building credibility and visibility, the audiences, messages, and tactics can look very different. Whether…
Read MoreHow to Craft a Public Relations Statement
Whether you’re announcing a major initiative, responding to a crisis, or addressing public interest, the way you craft your public relations (PR) statement can shape how your message is received and remembered. A well-written statement provides clarity, demonstrates leadership, and helps control the narrative — all while reflecting your organization’s values and professionalism. Over my…
Read MoreWhen a Reporter Gets It Wrong — How to Respond the Right Way
You’ve done your interview, you hit all of your talking points, and now you are waiting for the story to go live. When it is finally published you see that what has been written is not what you said at all! Few things can make a public relations professional’s heart sink faster than seeing a…
Read MoreHow to Craft Media Pitches That Get Real Results
Pitching journalists isn’t rocket science—but let’s be honest, it’s also not as simple as copying and pasting a generic template. Journalists receive hundreds of emails every day, and they make lightning-fast decisions about what’s worth their time. If you want your pitch to stand out, you have to understand what journalists really want. Here’s what…
Read MoreBuilding Authority Through Content (Without Shouting for Attention)
Let’s be honest—building authority in today’s noisy digital world doesn’t come from a single viral post or clever catchphrase. It’s not about shouting the loudest or posting the most. Authority is built slowly and intentionally, through consistent, thoughtful content that reflects who you are, what you know, and why it matters to the people you’re…
Read MoreWhy Owned Media Should Be a Core Part of Your PR Strategy
In today’s ever-evolving communications landscape, one trend is impossible to ignore: the rise of owned media. More and more organizations—nonprofits, companies, and personal brands alike—are investing in their own platforms, from podcasts and blogs to newsletters and YouTube channels. And honestly? It makes sense. We’ve reached a point where relying solely on traditional media or paid…
Read MoreHow PR Tools Can Help Your Nonprofit Achieve its Goals
Nonprofits thrive on awareness, trust, and community support—and public relations is one of the most powerful ways to build all three. But “PR” isn’t just one thing. It’s a collection of tools and tactics that, when used strategically, help your nonprofit tell its story, reach the right people, and ultimately expand its impact. Whether you’re…
Read MoreHow to Make Earned Media Work Harder for Your Brand
Earned media isn’t just a nice shout-out from the press or a camera rolling at your event —it’s one of the most powerful tools you’ve got for building your brand’s reputation and getting in front of new audiences. PR teams are leaning more and more on earned media, often making it a focus of their…
Read MoreHow PR Professionals Can Best Use Generative AI
The rise of generative AI is transforming industries—and public relations is no exception. From writing press releases to brainstorming campaign ideas, AI tools like ChatGPT and others are becoming valuable assistants to PR professionals. But how can PR experts use AI effectively, without losing the human touch that’s essential to good communication? At Debbie Goetz Media…
Read MoreKey SEO Concepts Every PR Pro Should Know
You don’t have to be an SEO expert, but understanding these basic principles will supercharge your PR efforts: Keywords Are the Bridge Between You and Your Audience When writing press releases or website copy, consider the words your audience would search to find your content. For example, instead of just saying “new partnership,” think about…
Read MoreReactive vs. Proactive PR: What’s the Difference—And Which One Is Better?
When it comes to public relations, strategy isn’t just important—it’s everything. One of the biggest decisions a brand or business must make is whether to lean into reactive PR or proactive PR. These two approaches serve very different purposes, and knowing when (and how) to use them can shape how your audience sees you. At…
Read MoreThe Importance of Social Media to the Academy Awards
The Academy Awards, or the Oscars, have long been one of the most prestigious events in the entertainment industry. However, in today’s digital age, social media has become a critical component in shaping the conversation, amplifying engagement, and influencing public perception surrounding the awards. From real-time reactions to strategic brand placements, social media has transformed…
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