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Last week, I had the great honor of participating in a webinar with my longtime, former Chicagoan friend, Aaron Friedman, and his boss, Zach Cutler, the co-founder, CEO, and chairman of Propel. 

In it, we discussed what the framework of a perfect pitch looks like in 2022, including how and when to send a pitch, what to include (and not to include) in the email, and the dismal results most communicators are getting when they focus on their earned media efforts. 

It turns out, journalists have become even less responsive to email pitches from PR pros, which doesn’t bode well for those who do this for a living. Earned media efforts are becoming less effective with journalists but even more important with executives.

What is one to do?

This week’s episode of the Spin Sucks podcast is not meant to depress you, but to give you new ideas, new thoughts, and old tricks to try in your earned media efforts, whether pitching via email, phone, or even snail mail. 

Resources Included

• Propel Webinar
• PESO Model Certification™
• Attribution
• Measurement
• Spin Sucks Community

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio