Table of Contents

• • Chapter - 00: Introduction;
  • Chapter - 01: PR and successful branding;
  • Chapter - 02: The three spheres of influence;
  • Chapter - 03: The origin story;
  • Chapter - 04: Setting goals;
  • Chapter - 05: The brand's elevator pitch;
  • Chapter - 06: Thought leadership;
  • Chapter - 07: Pitching to print media;
  • Chapter - 08: Pitching to broadcast media;
  • Chapter - 09: The expert approach;
  • Chapter - 10: Conclusion

About the Author

Annie Pace Scranton is the founder and CEO of Pace Public Relations, a certified women-owned global PR agency based in New York City, NY. Specializing in media relations, Pace has represented top clients, such as Away, Inc., Fast Company and the Forward Party, helping them achieve higher brand recognition through valuable press placements. Scranton is passionate about the world of PR and regularly shares her expertise at leading industry events, such as Digital Summit, Silicon Slopes and Adweek. She is an adjunct professor at New York University (NYU), teaching PR Consulting in the Graduate Program.

Reviews

"Anyone seeking or holding a career in public relations or a related field should read The Guide to Earned Media. Annie's unmatched expertise is laid out fluently. I will be recommending this to other media professionals and my students."
*Patrick Manning, Senior Producer, CNBC*

"Annie just 'gets it' when it comes to PR. Having worked on several TV shows across the major national networks, she knows what producers and bookers are looking for and, most importantly, how to insert her clients into the news. She has an abundance of valuable public relations knowledge to offer, and while she already acts as a teacher and mentor to the students who take her course at NYU, it's only fitting that she would pen a book about the ins and outs of working in PR so that others can learn from her. I found this book to be insightful and chock full of PR morsels and tips for both established PR practitioners and those who are thinking of entering the field."
*Monique Dinor, Vice President, Earned Media*

"The Guide to Earned Media is essential reading for anyone looking to navigate the ever-changing and complex world of media relations. Annie Pace Scranton has basically written the blueprint for both PR pros and entrepreneurs alike who want to build relationships with journalists and land impactful appearances in print, digital and broadcast media. I lived in newsrooms for close to 30 years and I can tell you, The Guide to Earned Media is a must-read for anyone looking to elevate their media presence."
*Andrew Hoffman, Senior Media Strategist and Consultant, Pace Public Relations*