As PR pros know, there’s always more to learn when it comes to securing successful media placements for clients.

Yet, there are some things that remain crucial to the process — doing the proper research to make sure your pitch is on target with the pub’s mission, for one.

XXL, a pub representing ‘hip-hop on a higher level,’ is open to PR pitches, as long as publicists prove that their client is in tune with the mag’s credo.

“What falls under the [hip-hop] category is a lot broader than it used to be. We created a television section because we needed to, because more rappers were involved in acting and more actors were talking about hip-hop. The same goes for fashion, with rappers becoming so much more fashion-conscious on a whole different level than [Timberland boots] and a hoodie,” said editor-in-chief Vanessa Satten.

Want to make sure you’re talking to the right editor? Read How to Pitch: XXL.

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

ISLANDS started over 30 years ago when David Fritzen, founder of Santa Barbara and ShowBoats, returned from a vacation in Kauai with the idea for a travel publication very different from what he’d seen on magazine racks.

Now the pub maintains a reputation as an intelligent travel magazine, with a 200,000 circulation. Nearly 50 percent of readers go to the Caribbean every year, 40 percent to Hawaii and 20 to 30 percent to the South Pacific — that’s good news for publicists looking to expand their clients’ global presence.

Though if you want to pique editors’ interests, make sure to familiarize yourself with the types of stories the mag covers. “My inbox every morning has probably about 60 press releases, and the majority of them are off-mission for our brand,” said editor Eddy Patricelli.

For pitching etiquette and editors’ contact info, read How To Pitch: ISLANDS.

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

In the PR industry, where personal careers are built upon others’ reputations, it’s often necessary to make compromises. Protect the client, right? Not always, says Marvet Britto who has repped stars like Kim Cattrall and Mariah Carey:

I always tell people, “It’s not what you say yes to, it’s what you say no to that builds equity.” So, for me, I’ve had to stop working with A-list clients. I knew that I was being asked to compromise my morals or my character or integrity to protect them or to work with them, and I wasn’t willing to do so. I’ve always run my business from a place of truth. There are a lot of people that believe that being a publicist means that you’re supposed to protect your client at any costs. I don’t subscribe to that school. I subscribe to the school of being completely transparent with media and being completely transparent and truthful because, at the end of the day, truth is what elevates brands. When you are a truthful brand, you will create an organic connection to your consumer.

To find out how Britto built her firm with zero experience in the industry, read So What Do You Do, Marvet Britto, President and CEO of the Britto Agency?

– Sherry Yuan

Editors at Lucky magazine’s online counterpart, LuckyMag.com, are open to PR pitches in all sections of the site, which is dedicated to helping readers score their favorite looks from the magazine.

“When Lucky launched, it was sort of revolutionary, because it was the only magazine with every single item available that moment,” said Verena von Pfetten, executive digital editor. “So, that’s even more applicable to our website. Everything we post has a shop-ability factor.”

If your client can bring something original to fashion-savvy readers as they shop the web, there’s a good chance of scoring placement at this online pub. For pitching etiquette and editors’ contact info, read How To Pitch: LuckyMag.com.

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

Given their recent cringe-worthy non-apologies, perhaps Serena Williams and Paula Deen can learn something about handling public scandals from Pat O’Brien, co-host of Fox Sports Primetime.

O’Brien suffered his share of embarrassment back in 2005, when the drunken voice-mail messages he left a woman were leaked onto the Internet. Now, he’s more than willing to dish out some advice on how to rebound.

“I say this all the time: the best way to handle if you did something is to admit it. Cover-ups always worsen the crime. And we’re talking about low-level scandals here, obviously, not murder or anything. I always say the three A’s: admit, apologize, advance,” he told Mediabistro for its So What Do You Do? interview. “I talk to a lot of people in trouble — politicians, celebrities — they will call me and ask what to do. And that’s what I tell them. Get in front of the first camera you can find and admit it if you did it. And apologize to somebody and move on.”

For the full interview, read So What Do You Do, Pat O’Brien, Co-Host of Fox Sports Primetime?

Riding high on the groundswell of pride and honor felt among most members of the black community during President Obama‘s 2008 election, Harvard professor Henry Louis Gates, Jr. and Donald Graham, chairman of The Washington Post, partnered to launch The Root, an online publication covering the nation’s biggest news stories — with an African-American angle.

“The idea was to bring smart, thoughtful pieces that bring a black perspective to the news of the day and reflect the conversations that black people are having,” explained Lauren Williams,  deputy editor.

The online pub has over 1.5 million unique monthly visitors, a good thing for PR pros who are looking to land coverage for their clients. For pitching etiquette and editors’ contact info, read How To Pitch: The Root.

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

Founded in 1985, Delicious Living bills itself as the editorial companion for natural food shoppers, but you won’t find it on most magazine racks. Issues are bought and then distributed, generally free of charge, by participating natural product stores. “The founder [Doug Greene] was a real visionary,” said editor-in-chief Elisa Bosley. “He didn’t think people should have to pay for this. It’s totally educational, and that’s what they’ve stuck with this whole time.”

The mag provides online opportunities for publicist pitches, given that the client has expert knowledge on either a particular health field or product. As always, make sure to do your homework before you pitch — that means familiarizing yourself with the pub and tailoring your idea accordingly.

For pitching etiquette and editors’ contact info, read How To Pitch: Delicious Living.

– Sherry Yuan

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

Hack to Flack is a monthly column by Lindsay Goldwert, a senior program executive at Hotwire, a global tech PR firm. Before she leapt to the dark side, Lindsay worked at the New York Daily News, ABCNews.com, CBSNews.com, CourtTV, Glamour and Redbook.

If there’s any profession that deserves a little TLC this month, it’s the print and online news business. Pink slips flew at the New York Daily News, buyouts reigned at the Post and the Village Voice imploded. The DOJ is breathing down the AP’s neck. Rumors are flying about layoffs at ESPN. I doubt there’s more than handful of newsrooms in the country where reporters and editors feel confident that their jobs, as they know them, will be there in 2014.

There’s been more than a few things written about how the PR industry needs to change in the face of the shrinking newsroom. But in a field that’s supposed to be built on “relationships,” I haven’t seen much empathy for the laid-off journalists. Strange, since we rely on their news judgment, good moods and spare moments to consider our stories and ideas for publication.

Consider what journalists do: They make it known that they’re interested in hearing about, say, new fitness apps. Then they get a deluge of emails from PR people who pitch them everything from fitness water, to fitness DVDs, to fitness instructors. “Maybe for a future story,” we say. That’s like you emailing your friends seeking a good housepainter and getting hundreds of responses for floor guys, electricians, roofers and custom closet makers “just in case.” That’s not good work — that’s telemarketing.

We all talk about “cutting through the noise.” Hail Mary pitches that only push your client’s agenda and don’t propose any real value to a reporter or editor are noise.

Here are some ways to make lives easier for journalists that can only benefit you and your clients in the end:

Read more

Love sports? Love event planning? We’ve got a course for you. One of our newest offerings, Sports Event Marketing, begins on Wednesday May 1, 2013. In this intensive course, you’ll get hands-on experience creating a mock sports marketing campaign portfolio from an agency, corporate sponsor, or team franchise perspective. Interested? Learn more and register here. Use the promo code SPORTS50 to save $50 at checkout. This special offer expires April 30, 2013.

Instructor Michele Lago (left) is an event planner and sports marketer who has worked at five Olympic games, six Super Bowls, and two Masters. Her client list includes The Coca-Cola Company, SportsMark, Special Olympics, and The Sports Authority. During an interview with Michele, we asked what her most exciting event was. She said:

“My favorite event during that time (and my husband would likely agree) was the 2007 [Sports Illustrated] Swimsuit Issue Launch Party. That was the year Beyoncé was on the cover, and we hosted a 750-person VIP party in Hollywood with all the swimsuit models. The party was logistically and creatively challenging and was one of my first large high-profile events that I managed, so I always think back on it and smile.”

You can read the rest of our interview with Michele or visit the course site to learn more about the program and register.

Fast Company recently reported that Pinterest was not only one of the most visited sites in the country, but also that purchases made through the site bring in twice the revenue per order than through Facebook or Twitter. With traffic only showing signs of increasing and the site releasing free analytics tools, there has never been a better time to start using Pinterest to your advantage.

Yet, many marketing and PR pros using the platform say that just posting a pretty photo isn’t enough. For tips on how your client can start pinning with the best of them, read How to Make Pinterest Work for Your Brand.

– Nicholas Braun

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.