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Public Relations/How to make connections in the media


Hello, I am pursuing a career in public relations in Los Angeles and I am going to be starting an internship shortly. I would like to build up my resume and was thinking of stating a side business promoting my clients that range in entertainment. I know interning is a great start. What are some ways of making connections with the media to cover my clients on the side? Instead of just a random pitch to a blogger or journalist do you know of any savvy techniques to build a relationship with them. Thanks

The best way, write your press release material in a journalistic fashion. That means following AP standards, not using tons of hype, but issuing real news. It is the story angle that endears a person to the media -- they need impactful content, and a good publicist helps to provide that with stories that are meaningful such as industry trends, important volunteer work undertaken, and briefs such as new hires; awards received; events photos from community functions that matter.

Do select the journalists/editors that cover your beat and call them personally to ensure they received your press release. Ask if they have an interest in the story. If they say "no," then you have to go back to the drawing board - I've never had a journalist ignore a good story and I always appreciate their honesty. Ask them what they might be working on. Look up editorial story calendars for magazines and tie the story into their upcoming issues.

Journalists will love you if you are an asset and not a distraction that tries to push a story through just because your client finds it newsworthy and wants attention. Ask yourself first, is it newsworthy? Also, keep your pitches short and to-the-point. Journalists are extremely busy people. Keep your wording clear and you'll make friends along the way.

Most of my best friends in the news media I have never met in person. We respect each other as professional writers first and hype-masters second.

I hope this of help.  

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Linda Hamburger


I can help advise on career track; how to promote on a budget; how to find a good practitioner and just about anything relating to the practice of PR and marketing communications. Over 12 years as an Adjunct Professor of Public Relations and Marketing and frequent guest speaker.


PR Consultant Linda Hamburger is an award-winning publicist with an excellent track record of success in promotions. With more than 20 years experience in the Public Relations business, Hamburger has received countless bylines for published articles and has had case studies featured in PR Week, Businessweek, and Ragan's Media Report and more. Hamburger received a MA in Public Relations from Michigan State and a Master of Public Administration from Florida Atlantic University. Currently she represents clients in the events industry, real estate law, and other agencies as an independent consultant. Founder and Moderator of the South Florida Public Relations Network ( and the PR Daily Digest. She works under her own independent consultancy, On Call PR and On Call Resumes.

Founder and Moderator of the South Florida Public Relations Network (

Truthfully too numerous to list. A "Google" search might show a few.

MA Public Relations; Master of Public Administration (MPA); BA Journalism/Mass Communications

Awards and Honors
• Women in Communications Creative PR Olympics Merit Award • Finalist, Event Solutions Marketing Professional of the Year Spotlight Awards • Speaker, BizBash Funshops Fort Lauderdale and Miami • Speaker, Florida Scholastic Press Association District Conference • Vice President, Gold Coast Public Relations Council; Secretary; Board Member • Winner, Best Corporate Public Relations Program, Bernays Award • Implemented / supervised volunteer and student internship programs • Member, Adfed; Panelist resume writing workshop • Speaker at Events Expo, Orlando; University Campus Guest Lecturer • Introduced internship program of 50 students for the Source Awards • Past Secretary, Advertising Federation of the Treasure Coast • Communications Briefings, “Top Tips”

Past/Present Clients
Creative Spark Consulting; Anson Williams, celebrity; Starmaker Products, skincare line; ME Productions, live events productions; Rabideau Law, real estate practice; Swim Week Miami; Biscayne Tennis; Multiple Sclerosis Foundation; Little People of America; National Alliance on Mental Illness, NAMI; Considering Your Career; American Alliance for People with Disabilities; many others...

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