7113 Three Chopt Road, Suite 204 | Richmond, VA


experienceThe size of newsrooms around the country continues to shrink. Last year, the American Society of News Editors released a report that once again showed double digit decline in newsroom counts. This contraction is difficult for journalists and takes a toll on that industry. It also can result in challenges for public relations professionals. With fewer reporters and producers in newsrooms, those who remain are often covering multiple beats and handling many stories at once. The ability to break through can be difficult for PR pros. Sometimes a press release or pitch simply won’t cut it and get the attention a story might deserve. That’s why we need to get creative when it comes to positioning stories and one such way is by offering journalists something different: an experience. 

mediatrainSecuring an interview with a media outlet can be an exhilarating experience. Like any interview, these opportunities present individuals with the chance to demonstrate knowledge and/or raise awareness. They also require an ability to think on your feet and manage your tone and demeanor. However, most individuals do not spend an appropriate amount of time preparing for an interview. This mindset can be very dangerous as it could cost a relationship, damage reputations, or even worse. As you would with any job interview, preparation for an interview with a media outlet is an important function of the process. Here are a few tips and tricks to remember:

influenceAs our society continues to become more social and digital, the rise of influencer marketing has been swift. Influencers offer a number of marketing benefits to raise awareness and promote a product or service. They can connect with target audiences have a lasting impact. Social Times recently noted the rise in influencer marketing. When many of us think of influencers, we immediately jump to big-name celebrities. However, that’s changing too as new research from the Wharton School shows that micro-influencers drive behavior at higher rates that previously thought. Given this evolving marketing strategy, many organizations are trying to determine how to leverage influencers.

awardsCommonwealth Partnerships was honored to receive four awards of merit at the Virginia Public Relations Awards this week. PRSA Richmond, which organizes and hosts the event, recognized a number of professionals and organizations from around Virginia. The awards ceremony, held at the stunning Virginia Museum of Fine Arts, was a great opportunity to celebrate the success of our clients and hear about other award-winning campaigns. During the course of the awards ceremony, a few common characteristics emerged for many of the tactics and campaigns that were recognized with awards. We thought it would be helpful to share the most important components of a successful campaign. Here are four keys to create an award-winning PR and communications campaign: