Episode #31: Go Meta with Nicole Schuman
“It’s always good to be prepared no matter who you’re representing or working with, because stuff will just come up when you least expect it.”
-Nicole Schuman on why all publicists need to understand crisis management
We’re going meta this episode, because we’re speaking with a senior editor at a publication that covers all the latest trends in public relations and media. And while overall pitch tips don’t vary all too much from the norm, you’ll glean some extra special insights from a guest who knows our industry better than most.
In this episode you’ll hear…
How to pitch a journalist who covers public relations news (& how they choose the stories they cover!)
Examples of real publicists who have built strong relationships with PRNEWS (even after receiving less-than-ideal press!)
Ways to level up your crisis communications skills (& how to learn more about that beyond this episode!)
Our guest is:
Nicole Schuman is a senior editor at PRNEWS, where she reports on all things related to public relations, communications, media and its impact on the public.
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Show Notes:
:00 — Britt Klontz introduces our guest
:23 — Britt asks Nicole how she selects the companies and campaigns she chooses to cover on PR News.
2:56 — Jackie asks Nicole if she likes receiving pitches from publicists sending their own campaigns.
5:14 — Britt asks to go into detail about why a particular pitch stuck out to her.
8:13 — Britt asks what assets are most helpful in a pitch.
11:00 — Britt asks if she prefers commentaries be exclusive (spoiler: yes!).
12:50 — Britt asks if she has relationships with certain publicists.
15:58 — Britt asks the best time to pitch her.
20:18 — Jackie asks Nicole how she uses her email inbox to sift through relevant pitches.
22:44 — Jackie asks how many pitches she gets in a day.
24:01 — Jackie asks if she ever has run ins with companies that receive negative press from PR News.
29:50 — Jackie asks Nicole to explain what the crisis management event is.
35:07 — Britt asks Nicole to give a shoutout to a publicist. She shouts out Jordyn White with the NFL and the BerlinRosen staff.
Things We Talked About
American Cleaning Institute Recalls Year of Crisis Communication
No Masking the Difficulty of Decisions Facing Texas Businesses
Connect with Nicole Schuman
Connect with Jackie & Britt
