It’s often said—and for good reason—that many of the best PR people come straight from the journalism world. Natch, bonus points go to those who’ve worked in major metros and for national media outlets.
Our latest Qwoted 100 PR Superstar, Tony Berlin, has all those boxes checked. With 15 years experience as a TV reporter, anchor and producer for CBS stations in the Twin Cities and the Big Apple, today he’s the CEO of Berlin Media Relations, a company he founded in 2011. In this interview, Berlin reflects on the state of the media/PR nexus in 2023, and how he has come to view one media organization as a wellspring of community.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Tony Berlin: I believe old-fashioned earned media is still a critical part of any successful PR campaign.
Qwoted: What do you do that you’re most proud of and that other PRs could learn from?
Berlin: I try to understand the pressures that professional journalists face today.
Qwoted: What’s your toughest challenge with reporters?
Berlin: Usually it’s just bad timing but also some reporters are very wary of PR people
Qwoted: How do you break through the noise floor to get effective coverage?
Berlin: Persistence. If the story has merit and you have the right source and/or information, you can get effective coverage.
Qwoted: How does PR in 2024 square with the future of journalism?
Berlin: The future of journalism is looking bleaker. I hope we can continue to provide reporters/producers with quality guests and resources.
Qwoted: What advice would you give to those who seek an effective PR person?
Berlin: Ask them about their track record; ask for examples of their work as well as recommendations from previous clients.
Qwoted: What is your golden rule of PR?
Berlin: Be transparent. Reporters already don’t trust you; all you have is your reputation
Qwoted: If there’s one thing you could change or improve about journalism or PR—in any area—what might that be and why?
Berlin: I wish there were more opportunities for PR professionals and journalists to meet and talk. There’s a great organization called Sabew.org: the Society for Advancing Business Editing and Writing. I’ve been involved with them for several years now and they are terrific. It’s nice to see they are open to PR people joining in and participating in their events. It’s also a great way to network, learn more about their work and hear their perspective.
Tony Berlin is the Founder and CEO of Berlin Media Relations. Email tony@berlinmediarelations.com or connect on LinkedIn.
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