Success Advice
7 Important Things to Consider When Contacting Media Outlets
Public Relations is accessible to anyone these days. Thanks to the internet, social media in particular and the rise of content consumption, there are viral opportunities waiting for you.
You no longer need a Public Relations firm to find media contacts and connect with them. This is great news if you are an entrepreneur and don’t have a huge budget to hire one. In all reality, you don’t need one anyways.
It’s time to take advantage of the time we live in. Here are seven tips to help you get featured in the media, create buzz and gain credibility:
1. Research your target media market
Before you start reaching out to reporters, you need to be able to understand which media outlets (ie) blogs, magazines, podcasts, radio and TV your potential customers are reading, listening to and watching.
Many times, the revenue generating PR results come from smaller outlets that reach your niche audience while the largest influencers are great for validating your credibility and bragging rights.
Tip: One way to do this is to look at your Facebook business page and look at your customer’s interests. Click on the top “Insights” and scroll down to “Pages to Watch.” These are ones Facebook sees as your competitors. You can click on any of them and see where they’ve been featured, which media and bloggers they are engaging with to reach their target market, which will be your target market, too. You can also go to competitors websites and look at their press page.
“Understand why you are different and how you help, recognize your target market, and give them something they might not even realise they are missing.” – Chris Murray
2. Understand the media outlets style
If you are going to proactively reach out and pitch media, you’ll need to research the media outlet and specifically look at how the journalist writes or reports. When you understand their tone and style, you’ll more likely be successful in pitching them.
Tip: If the writer always writes in listicles, part article and then list, pitch them a listicle. Mimic their writing style. Always be sure to check their submission guidelines and follow them. For tone, check if they write positively or negatively, serious or funny, fact or fictions about the topic and make sure you are in alignment.
3. Writing a relatable pitch
This is one of the most important elements when contacting media outlets. Without communicating how your story will benefit their readers, listeners or viewers in a direct and creative way, you don’t stand a chance.
Tip: Find a statistic that is relevant to what you are pitching to make it newsworthy or insert yourself as an expert in a trending story or pitch your entrepreneurial journey as a feature. Be sure to include what is notable and relevant to that specific media outlet and journalist or reporter.
4. Creating a subject line that grabs attention
In order for your email to get opened, it needs to have a hook or no one will ever read your pitch and you won’t be featured.
Tip: Don’t get desperate and write “RE:” like you are replying to their email. It’s annoying and they know what you are doing. While everyone has personal preferences and there is no one type fits all solution. I’ve found that writing a headline like they write in their articles or asking a question is a good way to get your email opened.
5. Build a relationship with the media
Authenticity creates connections. In the past, press releases were a standard but in our personality driven online world, authenticity and a more casual approach work well.
It is still important to include a solid pitch and be respectful but showing some personality is also okay. We’re all human and if you can make someone smile during a busy work day they will pay attention.
Tip: The acceptable social network for connecting with media is Twitter. Follow the reporter/journalist and like or retweet their tweets. They are building their social proof in this transparent digital world, too, so help them by sharing their work and you may be helping yourself, too.
If this doesn’t come natural to you, try using a “P.S. I’m a chocolate lover, too” or whatever personal information you found in their Twitter profile or elsewhere that you genuinely relate to.
“Build the right relationships with the right people and nurture them over time and you’ll always have a leg up on the competition.” – Paul May
6. Take action and submit your proposal
No matter what you do, if you are too scared to reach out or make a mistake, you will stay stuck right where you are. That’s not where you want to be.
Tip: Just do it! Hit SEND! Don’t worry. It’s not personal if you don’t get a response. Your timing may not be right for that media outlet or they could’ve already filled that topic or they changed directions but most of the time, they won’t communicate it because they are busy and it is your role to “serve” them like a concierge at a hotel.
7. Following up like a diplomat
Classy persistence works. If you can consistently stay top of mind and try new angles, you will eventually fit in somewhere and the journalist or reporter will learn you are not going away.
Tip: Follow up one time, one week later and if you still don’t hear back, then come back a month later or when you have a new angle or product to introduce.
What tactic have you personally used to stand out to a media outlet? Please leave your thoughts in the comment section below!
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The Leadership Shift Every Company Needs in 2025
Struggling to keep your team engaged? Here’s how leaders can turn frustrated employees into loyal advocates.

In workplaces around the world, there’s a growing gap between employers and employees and between superiors and their teams. It’s a common refrain: “People don’t leave companies, they leave bad bosses.”
While there are, of course, cases where management could do better, this isn’t just a “bad boss” problem. The relationship between leaders and employees is complex. Instead of assigning blame, we should explore practical solutions to build stronger, healthier workplaces where everyone thrives.
Why This Gap Exists
Every workplace needs someone to guide, supervise, and provide feedback. That’s essential for productivity and performance. But because there are usually far more employees than managers, dissatisfaction, fair or not, spreads quickly.
What if, instead of focusing on blame, we focused on building trust, empathy, and communication? This is where modern leadership and human-centered management can make a difference.
Tools and Techniques to Bridge the Gap
Here are proven strategies leaders and employees can use to foster stronger relationships and create a workplace where people actually want to stay.
1. Practice Mutual Empathy
Both managers and employees need to recognize they are ultimately on the same team. Leaders have to balance people and performance, and often face intense pressure to hit targets. Employees who understand this reality are more likely to cooperate and problem-solve collaboratively.
2. Maintain Professional Boundaries
Superiors should separate personal issues from professional decision-making. Consistency, fairness, and integrity build trust, and trust is the foundation of a motivated team.
3. Follow the Golden Rule
Treat people how you would like to be treated. This simple principle encourages compassion and respect, two qualities every effective leader must demonstrate.
4. Avoid Micromanagement
Micromanaging stifles creativity and damages morale. Great leaders see themselves as partners, not just bosses, and treat their teams as collaborators working toward a shared goal.
5. Empower Employees to Grow
Empowerment means giving employees responsibility that matches their capacity, and then trusting them to deliver. Encourage them to take calculated risks, learn from mistakes, and problem-solve independently. If something goes wrong, turn it into a learning opportunity, not a reprimand.
6. Communicate in All Directions
Communication shouldn’t just be top-down. Invite feedback, create open channels for suggestions, and genuinely listen to what your people have to say. Healthy upward communication closes gaps before they become conflicts.
7. Overcome Insecurities
Many leaders secretly fear being outshone by younger, more tech-savvy employees. Instead of resisting, embrace the chance to learn from them. Humility earns respect and helps the team innovate faster.
8. Invest in Coaching and Mentorship
True leaders grow other leaders. Provide mentorship, career guidance, and stretch opportunities so employees can develop new skills. Leadership is learned through experience, but guided experience is even more powerful.
9. Eliminate Favoritism
Avoid cliques and office politics. Decisions should be based on facts and fairness, not gossip. Objective, transparent decision-making builds credibility.
10. Recognize Efforts Promptly
Recognition often matters more than rewards. Publicly appreciate employees’ contributions and do so consistently and fairly. A timely “thank you” can be more motivating than a quarterly bonus.
11. Conduct Thoughtful Exit Interviews
When employees leave, treat it as an opportunity to learn. Keep interviews confidential and use the insights to improve management practices and culture.
12. Provide Leadership Development
Train managers to lead, not just supervise. Leadership development programs help shift mindsets from “command and control” to “coach and empower.” This transformation has a direct impact on morale and retention.
13. Adopt Soft Leadership Principles
Today’s workforce, largely millennials and Gen Z, value collaboration over hierarchy. Soft leadership focuses on partnership, mutual respect, and shared purpose, rather than rigid top-down control.
The Bigger Picture: HR’s Role
Mercer’s global research highlights five key priorities for organizations:
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Build diverse talent pipelines
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Embrace flexible work models
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Design compelling career paths
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Simplify HR processes
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Redefine the value HR brings
The challenge? Employers and employees often view these priorities differently. Bridging that perception gap is just as important as bridging the relational gap between leaders and staff.
Treat Employees Like Associates, Not Just Staff
When you treat employees like partners, they bring their best selves to work. HR leaders must develop strategies to keep talent engaged, empowered, and prepared for the future.
Organizational success starts with people, always. Build the relationship with your team first, and the results will follow.
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