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The PR-journalist relationship is constantly evolving and staying ahead means tapping new channels and pitching styles. PR teams are on the front lines, bridging the gap between corporate marketing teams and the press, ensuring that the right stories reach the right journalists—on the right platforms.

Phone Calls Still Matter – While digital dominates, a well-timed call can cut through the noise, especially for urgent follow-ups.
Email Requires Precision – Mass blasts are ineffective. Personalized, concise, and timely emails have the best chance of standing out.
Social Media for Engagement – Journalists use platforms like Twitter (X) and LinkedIn to track trends and connect. Thoughtful engagement before pitching can open doors.
Encrypted Messaging for Privacy – Many reporters prefer Signal or WhatsApp for secure conversations. Adapting to these preferences builds trust.

Savvy PR pros don’t just pitch but stay ahead—adapting strategies, tailoring outreach, and ensuring brands remain relevant to meet journalists where they are, on their terms.

Pulling out a timeless post from Principal Meggan Manson around April Fool’s Day and Corporate PR.

I like to think I have a sense of humor, but I am not a prankster. And it shows on April Fool’s Day when it seems everyone uses social media posts to try and punk their loyal customers. I am not a fan. Sure, it is in good fun, but there are varying degrees of efficacy. My 13-year-old’s prank of switching bags of cereal to different boxes is funny and harmless. My 9-year-old creating toothpaste Oreos is not so funny and gross.

So, when it comes to posting April Fool’s Day pranks via corporate social media or creating fake press releases, my two cents is to stay away. The risk is not worth the reward. And definitely don’t announce real news on April 1 as it could be easily dismissed.

Attention spans today are so short that even a well-intentioned joke can be taken the wrong way – especially if read scrolling through a social media feed. And for news organizations, even the niche ones that post fake news stories in the spirit of April Fool’s Day – the results are doubly impactful as readers, listeners, viewers are tuning in for helpful information.

Leave the jokes to the comedians, where, as we’ve recently seen, it can still be a risky move.

Originally published April 1, 2022

Our latest The Spark newsletter shares the importance of newsworthy press releases, the evolving relationship between PR pros and journalists and principal Jennifer MacLeid Qotb’s “My Two Cents” explains the fine line between arrogance vs. authority in thought leadership. We also welcome two new clients to our roster!

National observances like Data Privacy Day, International Education Week and Mental Health Awareness Month are great opportunities for B2B tech companies to boost visibility and showcase relevant thought leadership. Aligning media efforts with these events helps position your company as an expert while engaging your audience in meaningful ways.

Major announcements and research results can also coincide with these “holidays” to give a timely angle, encouraging media interest. For example, if you’re in cybersecurity, Data Privacy Day is an ideal time to share insights on data protection. During Mental Health Awareness Month, edtech companies with student support technology could share tech tips, special programs or research that help improve mental well-being. 

Whether through research, media pitches, blogs, social posts, or webinars, tying into these observances helps spark conversations, strengthen industry credibility, and build relationships. It’s a smart, strategic way to keep your brand top of mind while making a real impact.

In our first edition of The Spark newsletter for 2025, we shared our thoughts on participating in new year prediction articles and our thoughts on what’s to come for PR this year. Don’t miss Principal Meggan Manson’s “My Two Cents” on why it’s important to start PR sooner rather than later.

As a communications professional working on behalf of technology companies for nearly 30 years, I have witnessed the incredible impact technology has had on our craft. But technology is not without limitations and that very issue is front and center with generative AI.

Over the past year, more PR, communications and marketing leaders are turning to AI to create and push out content. And it’s not good for our industry, the company or the intended audience. In the end, we just look bad – and cannibalize our value. In fact, Google is now penalizing AI-generated content with it’s core algorithm update.

If AI is doing all of the writing, messaging, storytelling and narrating, why are we needed? We are creative strategists that are tapped for our ability to connect with different audiences often in very crowded markets with nuanced messaging. AI cannot replicate those skills and marketing and communications professionals shouldn’t fall into that trap. Can it help to get the creative juices following? Sure. But it is a jumpstart. Make no mistake, AI is here to stay and will shape the role of every profession but it can never replace creativity, relationship building and intuition.

Winning industry awards is an excellent way to bolster company credibility, but knowing which awards to spend the time and money submitting applications for is just as important.

When evaluating opportunities, review your company goals and whether the awards you’re considering will help you meet them. Who were the past winners? How time-intensive is the submission? What’s the cost and turnaround time? These factors help identify impactful industry awards from quick cash grabs that may not be worth the time and money.

Terra Dotta:

Announcing the Winners of the 2024 Tech Edvocate Awards

Statara:

Statara Solutions Wins 2024 Product of the Year ‘Sammys’ Award 

Verisk Marketing Solutions:

MarTech Breakthrough Names Verisk Marketing Solutions Best Contact Database Company

Last week, the Y&A team met in San Antonio for the annual EDUCAUSE conference.

We had an amazing time meeting the Pathify team in person, further immersing ourselves in the technology and coordinating meetings with the attending press. We also connected with past and present edtech clients and prospects and spoke with leaders in education technology on what’s next for the industry.

Fortunately, we had some downtime to take a tour of the beautiful River Walk and the Alamo, and of course – enjoying amazing food!

If you didn’t get a chance to connect with us at the event and you’re looking for edtech PR support, please reach out to megganm@yapr.com.