We've talked a lot in the past about the need to stay up on current events to be effective in media relations. We've also pointed to several examples of how a pitch with no clear connection to a news story can backfire.
There can be several benefits to staying up on the news and being curious about media in general.
Gluten-Free for All
Anyone with a client in the food industry is at least aware of the increase in gluten-free options. You might even have gluten-free news in your hands, girding up to pitch on behalf of your client.
Upon receiving the first issue of Allergic Living* it was clear to me that, while it's not a tipping point, gluten-free has either gone mainstream or its jumped the shark.
You have to know the news to make the news and become a source to our key contacts. Spotting anecdotes like this one may not land your client in the news. But its a good example of how immersing yourself in the media can help you spot trends. And those trends WILL help you become a source.
* I'm not sure if Achoo! was already taken as a magazine name, but a quick Google search on it lead me to some work Kleenex has done around the phrase. And appropriately enough, it was Contagious magazine covering their efforts. No matter what it's named, Allergic Living magazine should come with some antibacterial hand sanitizer!
:: Kevin Dugan, @prblog
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