Some say brand journalism is the new PR. They might be right. Earning media coverage in the traditional fashion is now more difficult because of staff reductions and space constraints at newspapers. The decline in the number of journalists means fewer opportunities to garner media placements.
Some PR agencies fall into a trap of chasing only only large, brand-name clients. This is in part because like attracts like; large brands can bring more of the same, they reason. A PR firm may also think that doing media relations for well known brands can be easier than work for unknowns, because journalists are eager to cover them.
The beauty of podcasts is that you can listen to them while you’re doing other things, like running, cleaning the house, doing laundry, and driving to work. They’re a passive form of media, and they allow you to get lost in a story.
Spread a thin layer of frosting all over the cake. Don’t worry about making it pretty at this point, you just want to make sure there’s no naked cake peeking out. This is called the “crumb coat.” Think of it as your base coat.