It may be wishful thinking, but it’s the kind of thinking that any journalist can appreciate: “I would love for media organizations to rehire every journalist who has faced layoffs through no fault of their own,” says Sarah Allen, a Senior Count Executive at KGB Texas Communications.
Allen, our latest Qwoted 100 PR Superstar, works for a firm that truly strives to make a difference, working with companies such as Endeavors, which assists individuals, families and veterans affected by homelessness, disaster, and mental health issues. Here she discusses her positively charged views on PR and the media field at large.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Sarah Allen: PR is becoming more and more integrated with marketing. Not only are media outlets increasingly turning to paid editorial opportunities, but our team has also found we can maximize the impact of earned media through the strategic use of targeted advertising on digital platforms. It is increasingly important for PR professionals to understand both sides of the business to develop the best results for our clients.
Qwoted: What’s your toughest challenge with reporters?
Allen: Reporters receive many emails every day. Understandably, they do not have time to reply to all of them. Even if you have built a strong relationship with a reporter, there may come a day when they do not reply to your pitch. A kindly-worded follow up email can be a very effective tool for nudging them to respond.
Qwoted: What learnings have made a tremendous difference in your career?
Allen: I’ve learned the most from working in entertainment, consumer and corporate PR, as well as in public affairs. While each type of PR had major differences in focus, content and strategy, working with such diverse clients helped me develop a creative story angle for many kinds of stories.
Qwoted: How do you break through the noise floor to get effective coverage?
Allen: Get to know the reporters in your client’s industry through following their coverage and researching related stories. Whether you have an existing relationship with a reporter, you need to share a good pitch if you want a response.
Qwoted: How does PR in 2024 square with the future of journalism?
Allen: Both PR and journalism are going through changes with the downsizing of media companies, the continued growth of social media and the explosion of generative AI. There is no predicting the future, but human relationships will, if anything, be even more important as journalists and consumers are exposed to more and more AI-generated content.
Qwoted: What is your golden rule of PR?
Allen: “Never pitch tomorrow what you can pitch today.” The news is so fast moving, especially with social media, and PR is about timing. If you hold onto a pitch, you may miss the chance to land a story.
Qwoted: If there’s one thing you could change or improve about journalism or PR—in any area—what might that be and why?
Allen: Unfortunately, we have seen layoffs at many media organizations in the past few years. PR professionals and journalists are symbiotic, and I would love for media organizations to rehire every journalist who has faced layoffs through no fault of their own.
Qwoted: Anything else to add?
Allen: I’m so grateful to my team at KGBTexas for the hard work they do every day. Their support has helped me to develop my PR skills so much. My best advice is to find a great team to work with and they will carry you far.
Sarah Allen is a Senior Account Executive at KGB Texas Communications. Email Sarah at saraha@kgbtexas.com or connect on LinkedIn.
Lou Carlozo is the editor-in-chief of Qwoted and editor/publisher emeritus of Talking Biz News. His recently completed memoir, “The Lost Coin,” is slated for a 2024 release. Email lou@qwoted.com or connect on LinkedIn.
