70+ Media Placements: PR Innovation in Action

In public relations (PR), staying ahead often means embracing innovation and adapting to constant change. The rapid evolution of media tools and platforms has made it harder than ever to solidify your PR tool stack. As the industry races to break the next big story, tools like Connectively (formerly known as “Help A Reporter Out”) are sunsetting, leaving PR professionals scrambling for alternatives.

But the real story isn’t just finding replacements— it’s about embracing innovation, experimenting with new platforms, and mastering their potential. As Digital PR Manager, I was proud to see my team rise to the challenge in 2024, achieving an impressive 70+ media placements across four spotlight clients in the security, compliance, psychology and hearing industries. This blog reveals how we adapted to shifting media dynamics, embraced new tools, and focused on building relationships to achieve lasting results.In a constantly changing world, with a sea of competition and new ideas shifting both online and offline, it can be tough to know where to start. Read on to learn how we turned these challenges into opportunities and generated over 70 placements this year.

How to focus on quality over quantity in PR placements

In PR, the sheer volume of opportunities on various platforms can be overwhelming. With hundreds of pitches available daily, it’s easy to get caught up in the chase. But how do you prioritize what truly matters?

• Vet your opportunities: Ensure the websites and reporters you engage with align with your client’s goals. A high-quality placement in a reputable outlet far outweighs dozens of spammy backlinks.
• Avoid ghosting pitfalls: Ghosting is all too common in PR. You can send dozens of pitches and hear nothing back. That’s why having clear metrics and tracking success is critical.
• Celebrate quality results: There’s nothing better than landing a dream placement and sharing it with your client. Does your client value long-term brand credibility? Always aim for quality over volume.

The power of experience and diversity in PR campaigns

Experience shapes the outcome of your PR campaigns, from the way you pitch to how you manage relationships with journalists and clients.

• A seamless process: How smooth is your journey from identifying a publication to securing placement? Tools like Qwoted make this process effortless with intuitive navigation, media analysis, and metrics.
• Diverse stories drive impact: The diversity of the reporters and stories you target directly contributes to campaign success. Seek out unique angles and voices that resonate with your audience.
• Meaningful connections: Beyond securing a placement, consider the experience. Did the journalist provide updates? Was your client thrilled with the outcome? These interactions define long-term success.

Building PR momentum: Networking and long-term success

Pitching doesn’t happen in isolation—it’s part of a larger strategy that builds connections, amplifies your outreach, and creates a lasting ripple effect.

• Networking pays off: Every email, webinar, and event you attend is an opportunity to build relationships. These connections can help you pitch other suitable experts or clients in the future.
• Repurposing success: Once you’ve built rapport with a publication or journalist, leverage that relationship for future opportunities. It’s a win-win that saves time and builds credibility.
• Collaborative growth Collaboration with other PR pros or departments can introduce fresh ideas and unlock untapped opportunities.

Visualizing our success

2024 results: How we achieved 70+ placements

2024 was a standout year for our team. Here’s how we achieved remarkable placements across four diverse client categories:

1. Security client (20 placements)
   • With a focus on media diversity and high-impact publications, we secured placements like:
     • BobVila, TIME Stamped, SF Gate, AARP, CBS News, and Training Magazine.
   • Highlight: May was a peak month with four placements, including SF Gate and AARP, showcasing the value of strategic pitching.
     
2. Compliance client (24 placements)
   • Our campaigns combined quality content with strategic outreach, earning recognition in:
     • HR Tech Series, Compliance Week, TLNT, SHRM, and CyberDefense Magazine.
   • Highlight: July stood out with four placements, including FSR Magazine and QSR Magazine, demonstrating the strength of targeted, industry-specific campaigns.
     
3. Psychology client (10 placements)
   • Focusing on emotional wellness and mental health, we landed placements in outlets like:
     • Best Life, Vogue, HelpGuide, Well + Good, and Verywell Mind.
   • Highlight: August brought three placements, including Vogue and HelpGuide, solidifying the client’s position in the wellness space.
     
4. Hearing client (16 placements)
   • By leveraging diverse angles, we achieved placements in leading publications like:
     • Forbes Vetted, HuffPost, Yahoo, Parade, and Canadian Mining Magazine.
   • Highlight: August led with three placements, including Canadian Contractor and diaTRIBE, underscoring our strategic adaptability.

In PR, innovation isn’t optional—it’s essential. Whether adapting to new tools or rethinking old strategies, staying ahead means prioritizing quality, embracing diversity, and leveraging relationships. Our success in 2024 came from taking risks, testing platforms, and refining our approach every step of the way.

As PR evolves, so should your strategies. Building strong relationships, investing in innovative tools like Qwoted, and focusing on quality placements will help you stay competitive in a fast-paced industry.Ready to innovate and achieve your next big PR win? Let’s work together to create campaigns that drive real results. Contact us to learn more.