It’s an ever-present dilemma for the modern PR pro—how do you make your stories stand out to journalists who are bombarded with pitches every day?
It’s certainly a challenge for Molly Mita, communications manager at ESPN. To break through the noise, her team is thinking beyond standard press releases and embracing new forms of engaging content.
You can hear her best practices at the PR & Media Relations Conference at PayPal, April 16-18 in New York City. We sat down with the PR superstar and got a sneak peek at what she’ll be sharing with attendees:
What type of content do you think will grow in popularity this year?
“Livestreaming content is growing at a rapid rate. It’s an unprecedented way to engage with audiences and answer questions in real time. Video content is also continuing to grow—especially short ones that cater to short attention spans. Both types of content are visually appealing and offer a sense of instant gratification to audiences.”
Do you have any tips for PR teams to generate new content ideas?
“Having a great brainstorm crew is crucial. We do a morning huddle that’s centered around the goals for the day. The one rule is to be open to ideas from anyone—we bring in people from other departments and backgrounds as well.”
With newsrooms shrinking, do you see pitching becoming less crucial to a PR pro’s role?
“I see it becoming more crucial—we have to be better at pitching. We need to treat the media like consumers and give them the concise, visually appealing content we give other audiences. We need to rethink what we’re sending them in order to stand out.”
Hear more about how ESPN is flipping traditional PR and media relations on its head. Join Molly Mita and experts from Spotify, PayPal, MSNBC and more at this can’t-miss conference.