Media Outreach Etiquette: Insights from PRNEWS' Nicole Schuman

In this episode of Media Coffee, we’re joined by Nicole Schuman, Managing Editor at PRNEWS, for a lively discussion on media relations etiquette, best practices, and common pitfalls to avoid. Nicole shares her approach to crafting compelling stories and discusses what factors make a press release stand out in today’s media landscape. Plus, she gives us a glimpse into her unique Polish-American traditions.

Takeaways:

• Jargon kills your pitch – many press releases, especially in tech, are filled with jargon that makes them unreadable. If a journalist doesn’t understand your pitch immediately, they won’t bother. PR professionals should focus on explaining concepts in clear and accessible language.

• Personalisation is essential – Sending generic pitches, addressing emails to “Good morning, media contact,” or even using the wrong name are common mistakes. Such oversights make the pitch feel impersonal, which is something journalists strive to avoid.

• Follow-ups should be thoughtful, not annoying – Allow journalists one or two days before following up on a pitch. After sending a press release, follow up once or twice, then avoid reaching out again. Refrain from excessive follow-ups or phone calls when pitching stories to journalists.

You can watch the full interview with Nicole across the page, and our full Media Coffee archive is available to watch here.