PR in the Age of [In]Attention

05 10 2603
By The Numbers:
Trends Shaping The News
Intro:
PR in the Age of [In]Attention
A Step-by-Step Guide to What
This Means for Media Relations
Contributors
12 // Step 1: Create a Story, Not a
Features List
13 // Step 2: Lead with Your Point of View
14 // Step 3: Use Language People
Understand, not Buzzwords & Jargon
15 // Step 4: Spend Your Time on the
Pitch, Not the Media Tour
17 // Step 5: Perfect the Headline, the
Place Where Interest Starts (or Stops)
18 // Step 6: Rethink the Press Release
into a News Release
19 // Step 7: Nail the Interview
20 // Step 8: Seek Quotes, Not Briefings
21 // Step 9: Seize the Content
Opportunity
22 // Step 10: Socialize Your Content
24 // Step 11: Measure to Inform Strategy
TABLE OF CONTENTS
06 // Audience
07 // Mobile
08 // The Media
09 // Social Media
27 // Beth Monaghan
27 // Meg O’Leary
28 // Samantha McGarry
28 // Tina Cassidy
29 // Lisa Mokaba
29 // Danielle Laurion
29 // Jill Jankowski

4
We are living in what some
have called the “attention
economy,” one in which
everyone has access to
publishing platforms and is
clamoring for your
attention. That quest for
your attention is being
informed by the new science
of engagement.
As Matt Honan wrote in Wired:
“We don’t learn about the world from
The New York Times, we learn about it
from the Times stories that our family
and friends share or that show up as
push notifications four minutes before
one from The Guardian does. Thirty
percent of American adults get news
from Facebook, according to the Pew
Research Center, and more than half
of Americans got news from a
smartphone within the past week,
according to the American Press
Institute. And these metrics are just
going up, up, up. The question for
news publishers is no longer how to
draw an audience to their sites, it’s
how to implant themselves into their
audience’s lives.”
And now we have engagement analytics.
We have access to information about what
message works, on which platform, with
which audience. This data is only useful if
we remain nimble. Successful public
relations programs must question
everything, every day. We don’t implement
campaigns because they worked last year,
or last month, or even last week.
In the battle for your attention and a place
as part of your life, tactics are changing
quickly. In the last year, we’ve seen the
resurgence of podcasts (Serial went viral),
and a move back to long-form content. At
the same time, the “listicles” we can’t resist
clicking on from BuzzFeed and others have
proliferated. Social media, too, is changing.
Many already feel the generational shift
from Facebook to Instagram as Gen Xers
enter middle age and Millennials begin to
dominate the workforce.
Today, it’s about fans, not audiences. Mary
Meeker’s Internet Trends Report quoted
Alex Carloss from YouTube: “An audience
tunes in when they’re told to, a fanbase
chooses when and what to watch. An
audience changes the channel when their
show is over. A fanbase shares, comments,
curates, creates.”
This e-book examines the shifting nature
of the audience, the media landscape and
the PR strategies that will be successful
in the coming year.

6
10,000:The number of Americans who turn
65 every day
75:Percentage of the workforce made
up of millennials by 2025
50.4:Percentage of non-white babies
born in the U.S.
50:Percentage of all high-net worth that
will be controlled by women
by 2020
50%
AUDIENCE:It’s not your grandmother’s U.S. anymore!

7
AUDIENCE:
It’s not your grandmother’s U.S. anymore!
MOBILE:
69:Percentage of global
Internet usage represented
by mobile in 2014
2.6:Hours the average person
spends using the Internet
on a mobile device
each day
29:Percentage of vertical
screen viewing for videos
because of mobile devices
80:Percentage of Americans
who will own smartphones
by 2020
39:Number of the top 50
digital news sites that
receive more traffic from
mobile devices
Where anything that matters is happening.

8
Reaches more people than free TV Is the top news publisher on Facebook Is bigger than all newspapers and
magazines when measured by ad sales
and revenue
Has more U.S. subscribers than HBO Reaches more 18-34 year olds than
any cable network Is obsolete
AUDIENCE:MOBILE:AUDIENCE:THE MEDIA:AUDIENCE:MOBILE:AUDIENCE:Where users control the experience.
PRIMETIME

9
INSTAGRAM:
The most important social
network to teens. 300
million people use it
each month
FACEBOOK:
#1 used social media
network among those 12-
24. It drives one quarter of
overall traffic and leads
social traffic referrals
TWITTER:
#2 most important social
network to teens, but #4
most used. 288 million
active users
SNAPCHAT:
#3 most used social
media network and #4
most important
LINKEDIN:
1 out of 3 professionals on
the planet are on LinkedIn.
It’s more popular than
Twitter among U.S. adults
AUDIENCE:MOBILE:AUDIENCE:THE MEDIA:AUDIENCE:MOBILE:AUDIENCE:SOCIAL MEDIA:AUDIENCE:MOBILE:AUDIENCE:THE MEDIA:AUDIENCE:MOBILE:AUDIENCE:Where it’s all about sharing, and it’s all about attention.

11
Media relations has changed dramatically. Reporters are on tap
for sometimes 10 stories a day, so speed and relevance are
critical. The good news is that the opportunities for coverage
have never been greater, if you abide by the new rules.
In 2014, Fractl conducted a survey of reporters and writers that
revealed some interesting facts:
• On average reporters receive 26,000 pitches a year!
• 85% of reporters decide whether to open an email based on
its subject line.
• 56% of reporters write stories based on PR pitches
sometimes or very often.
• Reporters cited exclusive research, breaking news, relevant
content, and emotional stories as the defining characteristics
of the “perfect piece of content.”
Now let’s dig into the mechanics of good PR.
A big part of turning audiences into fans involves social media and content creation. We’ll address
those here as they relate to media relations, but this book is about the best ways to engage with the
media – very often the first phase of engaging with your future fans.

12
Hint: It’s not your product features list. Successful PR
campaigns rest on great stories, not just great facts.
On their own, facts lack context. They lack heroes, villains and conflicts. When
companies look to make their stories public, the facts can distract them from the
stories that make those facts interesting.
To break through the clutter and distracted attention we’re all clamoring for amid
today’s connected age of mobile, social, digital, and its associated busyness, we
need a compelling story.
Greg McKeown’s book, Essentialism, reminds us of the importance of digging
through to the core. We need the sound that will ring through the noise – the
proverbial signal. McKeown recounted a story about the writer Nora Ephron
(of “Sleepless in Seattle” fame). During a high school journalism class, her teacher
explained the concept of a lede – who, what, why, where and when. For PR
people, these are the makings of our press releases.
Ephron’s teacher gave her these facts:
• Kenneth L. Peters, the principal of Beverly Hills High School, announced today
that the entire high school faculty will travel to Sacramento next Thursday for
a colloquium in new teaching methods.
• Among the speakers will be anthropologist Margaret Mead, college President
Dr. Robert Maynard Hutchins, etc.
Ephron and her class then wrote their news stories, and not one found the lede,
which was this: “There will be no school on Thursday.” What are the 10 essentials
to your story? Now delete nine!

13
It’s time to think less about product and more about
your point of view (POV).
Showing how and what you think is what will motivate your audiences to pay
attention to you. Your POV should be as tight as your messaging — and once you
create it, own it and infuse everything you do in PR with it.
To formulate a POV, you must have three critical elements:
1. Unique perspective: What views do you hold that reflect a new way of thinking
in your industry? What’s your perspective on where the world in which your
company lives is going? You need to identify the open sky in your industry and
create a point of view that will give reason for your company’s existence — and
at the same time, rise above the din of the 24×7 news cycle and social media
chatter. Your POV should have some sizzle in it — not controversy for the sake
of it, but something that makes people sit up and take notice (maybe even bris-
tle a little). A little discomfort can go a long way in
getting your audiences to pay attention to you.
2. Authority: To take hold, your POV needs to be anchored in authority. What
expertise do you possess that positions you to be a real voice in your industry?
This authority could be rooted in your usual company or executive proof points
based on experience or milestones (e.g., you are the inventor of this, or the
leader in that). Other times, you can help create or augment your authority
through your own research or study of some kind — where you have looked at
a particular sector or issue in depth and understand the dynamics of it better
than others.
3. A strong tie to your objective: Your POV also needs to move the needle for
your business. Is it getting the right people to pay attention to your company for
the right reasons? Your POV should motivate your key audiences to take a
deeper look at your company’s offerings because they like the way you think —
and trust that your product offerings are based on that thinking.
Once you establish a POV you believe in, stick to it! Issue announcements, tie it
to customer case studies, blog about it, create industry roundtables, pitch it as a
panel, develop infographics and videos that convey it…then be patient. Chances
are your company perspective won’t become well known until after you are sick of
talking about it.

14
Words that are overused or generic lose their punch.
Here are the words that we’re voting off the island:
1. First, there’s “nounification” everywhere – think: “the ask, the solve.” It’s a pet
peeve of Julie Wittes-Schlack who discussed her frustration with corporate
speak recently on WBUR.
2. Then there’s “literally,” which is literally used too often.
3. What about “engage?” We all want to engage with each other, drive
engagement, be engaging.
4. Let’s not forget “disrupt.” We are so over the disruption and being
disruptive, people. Kevin Roose thinks so too as he opined in this New York
Magazine piece.
5. A “leading xyz.” Either you are or you aren’t and if you are, you should need to
state it yourself.
6. And my pet peeve: “leverage.” It takes the number one spot in The Guardian’s
PR jargon: the most overused words.
A new expression was recently brought to my attention: “on fleek.” If you’re not
sure whether you are on fleek, BuzzFeed offers this handy quiz. Savvy brands
have already caught on. But watch this space, folks, on fleek is already a strong
contender for next year’s list of words to retire.

15
It’s easy to forget that reporters are in the news
business. It’s all they care about.
Reporters’ jobs have changed. Some have to post up to 10 articles each day. On
average, reporters receive 70+ pitches every day.
The reality is that sources who are fast, interesting and accurate get coverage
and build relationships. Those who seek relationship-building meetings often take
second chair. Reporters don’t have time for meetings, so instead, give them
something they can print today.
The best way to build media relationships is by simply doing great work that is
centered on relevance, newsworthiness, honesty and responsiveness. And by
the way, good PR people go against the grain – they question how it’s been done
even in the face of scrutiny. They do things like:
• Convince seasoned CEOs to take that meeting with a young and
inexperienced journalist. We know those journalists could quickly become
tomorrow’s experts.
• Remove marketing collateral from meetings with the press.
• Make spokespeople quotable by paring down their one-hour talk to 15
minutes of crisp points.
• Eliminate PowerPoint from media briefings.
• Follow up to make sure the reporter gets the information she needs before
her deadline.
• Find a good replacement when a spokesperson cancels.
• Withhold advance briefings on news from reporters who break embargoes.
• Take no for an answer. We gain nothing from pushing a story that a reporter
does not want to write.
Smart PR people situate stories in the context of today’s news and trends. They
understand the market dynamics and how their stories fit (or don’t). It is our job not
to sell, but to prove why this story matters now.

16
In a report by Fractl, 63 percent of reporters said a
personal connection with the PR person is of at least
moderate importance, including nearly 15 percent
who said it’s very important.

17
Great headlines are hard to write, but they are often slapped onto a press release
at the end, with little thought. Before you write a headline. Stop. Ask yourself:
What is the most interesting thing about this release? Don’t pull out the most
interesting fact from the release itself. Consider that fact within the context of
the market. Why does it matter to other people, not the company issuing the
press release?
A reporter at The New York Times said, “The more direct, the better” when it
comes to press releases. She said the worst press releases are the ones that
strain to be relevant to current events. For example, “In the wake of Hurricane
Sandy, corporate event planners look for celebrations that are charitable,
yet festive.”
The debut of a new product/opening of a new office/hiring of a key executive/etc.
is not interesting in and of itself. To make it interesting, the release must illuminate
why the company is making this move, what need it fills and who will benefit in
ways that matter. The inverted pyramid still applies. Find the things that set your
announcement apart. And if you don’t have them, maybe you should not be
making an announcement.
While you are writing the headline, remember that less is more. Keep your
headline short, and put your key words at the front end. Twitter has made us used
to 140 characters and headlines should be easy to tweet.
Perhaps more importantly, to optimize your release
for search engines, you should keep your headline to
66 characters or fewer.
It’s also noteworthy that, according to Sam Whitmore, founder and editor of Sam
Whitmore Media Survey, outlets such as Upworthy write 25 headlines for each
article before publishing one. Headlines are important because if you miss the
headline, no one will read the content.

18
Despite vocal complaints from the press, the press release remains the most
trusted form of company news (InkHouse/GMI Research). The press release is a
lost art. Perhaps more importantly, in many situations, it has become a
communications tool that reporters regularly (and often willfully) ignore. Yet, PR
people diligently continue writing them, and issuing them.
A press release should be designed as a news story.
The goal is to produce a news story worthy of
publication in a newspaper.
This might sound humorous today as you think through the hundreds of press
releases you’ve seen (and maybe even written, cringe) that begin with, “XYZ
Corporation, the leading provider of best in breed e-commerce solutions…”
However, today’s news cycles make the reality of verbatim pickup a very real
outcome – if the release is written well. Time-constrained bloggers often take
pieces of news releases and print them as parts of their stories. This is good news
for PR professionals because it means that the integrity of our intended messages
is intact because they are printed word for word.
This also means that we need to rethink the press release. It’s a missed
opportunity if we create a press release that looks like a marketing brochure. If
you want a story in The New York Times, write a press release you believe could
appear in that paper.

19
Have you been misquoted? Not quoted? Taken out of context? Or frustrated because a
reporter didn’t do his or her research before speaking with you? In today’s 24x7 news
cycle, being first (even by one minute) is important because it goes to the top of Google’s
search terms, so comprehensiveness and accuracy can sometimes take second-chair to
speed (it’s become a common practice for reporters to update and correct their stories after
they go live).
However, with some thoughtful preparation, you can get quoted as you intend. Here’s how:
1. Expect the reporter to know nothing. Ask her upfront if she had a chance to look at the
background that was sent. If not, use the opportunity to open up the conversation and
message the news in the way you see fit.
2. Know what the reporter covers. Look at the most recent stories the reporter has
written and make sure your comments are relevant.
3. Know what’s happening in the news. If you’re in the wearables market and Facebook
acquires Oculus for $2 billion, you’re going to get asked about it if you happen to have
a press call that day. If you prepare a comment in advance, you could get quoted in two
stories: one on the breaking news item and one on the original topic of your call.
4. Anticipate the questions. Write down the five most likely questions you think the
reporter will ask. Then write down the two questions you hope she or he will not ask.
5. Write your answers. Write two- to three-sentence answers to each question. Then
wordsmith them until you have crisp sound bites. Print them out and refer to them
before answering any question. Spend the most time on this tip!
6. Practice. Speak your answers out loud. Do they sound like you? Do they trip you up? If
so, rework them so they feel natural. Then practice again.
7. Use pauses and silence well. Don’t fill the space after you’ve answered a question.
Mindless chitchat is how misquotes happen and often how major scoops happen.
Answer the reporter’s question, let him or her take notes and ask you another question.
8. Be yourself. Reporters are people too. Make a connection and build a relationship. This
mean you have to be your natural self.
9. Clarify. If you think the reporter misunderstood your answer, ask. Then clarify.
10. Follow up. Send the materials you promised to supply. This gives you an opportunity to
clarify any points of concern. Send a crisp note with the materials and your clarifications,
which makes it easy for the reporter to cut and paste the quote you provided.
11. Don’t go back afterward and ask your PR team to pull the story. If you move
forward with the interview, expect the story to appear. If the interview is going wildly
off track, politely end the call. Note, however, that this should only be done in the most
extreme circumstances.
12. Once the story appears, make sure it is on track. If not, you can request the
corrections – but only to the facts. Don’t expect a reporter to change tone or opinions –
and asking for those kinds of changes can hurt your relationship with the reporter (and
the publication) down the road.

20
When it comes to rapid response, the key word unsurprisingly is “rapid.” Gone are
the days when there was time for long phone briefings to explain in detail your
take on what is going on in the industry. We’ve all waxed poetically on the
increasing speed of the news cycle and the ability to comment on a story that is
breaking depends on your ability to say something and say it quickly.
Here are some tips to keep in mind when pulling
together thoughts to send along to reporters who you
anticipate will be interested in, and cover, the news:
• You need to provide something they can use in your email. Offering up just a
phone call is not enough anymore. It helps the reporter get your take on the
issue, so he or she can run with it as is, or schedule a follow-up conversation
if needed.
• Use a conversational tone and include short points and sound bites. Your job
is to add to the story, not write it. It’s important to use a few quotes that could
stand alone.
• It’s not about you. You should focus on staying vendor neutral and sharing
your point of view, not advertising your company or product.
• Speed is critical. Reporters are working on extremely tight deadlines,
particularly when it comes to breaking news. It doesn’t matter how good your
comments are if they come in after a story is filed.
• Say something, or I’m giving up on you. No one wants a generic statement
that doesn’t actually say anything. Safe or sterile messages don’t add any
value and certainly don’t make it into stories.
• See the big picture. It’s just as important to look ahead as it is to talk about the
present. What does this news mean for the future of the industry?

21
Garbage in, garbage out. The problem and the opportunity in the age when
content is so accessible and plentiful, is eyeballs. Everyone wants content
because it can create leads so we have lots of content in search of stardom
through native advertising, guest posts, Op-Eds, Medium, LinkedIn Publishing
and more.
This rush of content will eventually ebb, and the best will rise to the top. It begs an
important question for PR people and our clients:
What is good content in the age when everyone thinks
they are an expert and anyone can publish?
Before you finish your opus, blog post, Medium post, you name it, consider
these questions:
• Is your idea original? Is it your idea? You need to be passionate about the idea
or else no one else will be. Authenticity shines through interpersonal
relationships, and it’s no different between an author and a reader. The reader
absorbs the author’s state of mind.
• Is the topic relevant to the industry conversation? If yes, why? Is it a unique
perspective or is it the same as everyone else’s point of view?
• Is your topic timely? If it’s related to news, make sure it’s today’s news, not last
week’s or last month’s.
• Is your content promotional? Does it include verbiage about your products
and services? Does it include links back to your product pages and sales
teams? Does it include your favorite company buzzwords that have lost their
meaning through over use (“best-of-breed” and “leading edge” are red flags)?
If you answered yes to any of these questions, no respectable media outlet
will run the piece.
• Is it well written? We’re not all natural writers, and many great thinkers need
the support of great writers. Enter good PR people!
• The same timeless basics of good PR apply to contributed content. Make it
thoughtful. Make it relevant. Make it unique. Make it good.

22
As Sam Whitmore notes, social media is threatening
the territory of the traditional home page for news
organizations. PR professionals can no longer
consider a client’s placement in print or online as the
last step in a campaign. Getting on the coveted home
page isn’t enough anymore.
BuzzFeed reports social is now the number one source of referral traffic to
content on websites and that 71% of millennials visit social media sites daily.
Therefore, every piece of relevant content, whether long-form, a listicle, or a
15-second video, needs to be shared on social media. This is the last step to
fully amplify your content to reach as many scrolling and browsing eyeballs
as possible.

23
How we prefer to share news: According to
InkHouse and GMI Research, email is still the
number one preferred way to share news. Make
sure you have social share buttons and an email
plugin to encourage people to share your article.
Social media is a close second. Not surprisingly,
Millennials are most likely to share news on social
media with 50% of 18–24 year olds and 45% of
24–35 year olds.
With mobile, we are constantly plugged in. News
now comes to us across all social media channels
and apps. With one click, we have retweeted a
#BREAKING news story summarized in 140
characters to our network of followers, instantly
reaching a whole new audience than the tweet
that was originally sent.
Know your fanbase. Keep up with the times:
Kevin Spacey at Content Marketing World 2014
said, “Anyone with an Internet connection and an
idea can develop an audience. Stay true to your
brand voice and the audience will respond to it
with enthusiasm and passion.” Once you have
established an audience, you hope their
enthusiasm and passion drives them to share and
engage with your content, becoming a fanbase.
But where should you share your content?
You need to know where your fans are on
social media.
For example, teens now view Instagram as the
“most important” social network. It also beats out
Twitter’s activity, with 300 million monthly users. At
4.21%, brand engagement rates are the highest on
Instagram, whereas brands achieve less than 0.1%
engagement rates on other channels, including
Facebook and Twitter. Are you on Instagram? If
not, you might want to get a strategy in place.
In addition, the rise of Snapchat, which is growing
at a rate of 56% a year (making it the fastest
growing messaging app), has created a new
medium for brands to share content – especially
through Snapchat Discover. But keep in mind the
fanbase. Seventy-one percent of overall Snapchat
users are younger than 25-years-old, including
teens. For LinkedIn, however, the most active age
bracket is 30-49 — those in the prime of
their careers.
Social media should be a two-way street: No one
likes someone who only talks about herself. While
social media is the best way to continuously share
content, a brand’s validity goes a long way when
you engage with others. For starters, publications
won’t look like a content robot that only shares out
headlines to every article on its site. Brands and
users should take the time to share, retweet, reply
and use other forms of engagement to build even
more credibility and to show the human side, the
person behind the screen; something that is often
lost with the rise of mobile.
Mobile has “taken the lead as the primary platform
for social” – 60% of time spent on social is on
mobile. From scrolling to swiping, to clicking to
double tapping an Instagram photo, news now
comes to us most easily on mobile across social
media channels. We no longer have to dig and
search for content; it searches for us. Once we
place a great byline or end up on a home page,
we have to make sure we take the added step to
socialize the content in order to reach the largest
fanbase possible.
Here’s what you need to consider when sharing content on social media:
01 02 03

24
How do you measure PR?
Just 10 years ago, advertising equivalency was a PR person’s only measurement
tool. We counted clips. Then we added up the impressions based on each
publication’s advertising rate. We also made clip books with good old-fashioned
rulers, photocopiers and invisible tape.
Today the definition of PR has expanded far beyond media coverage. PR often
includes content marketing, social audiences, influencers, and real-time
conversations. As the definition of PR expands, so too does its measurement. At
the very top of that scale is an organization’s goals. PR programs and
measurement must map to a company’s business objectives. The excitement of
seeing the company and its executives in print only lasts a short time. Once
coverage moves beyond a novelty to an expectation, executives shift their
attention to its impact on the bottom line. Media placements are critical to the
measurement process, but not because of their quantity. Their impact must be
viewed in combination with the social media ecosystem.
We break down measurement into three buckets...

25
External exposure. External exposure is the
audience for your earned media (media coverage
and its social reach) and owned content channels
(your corporate blog and social channels). External
exposure will likely include the traditional metrics
of clips and impressions, which will become more
meaningful when combined with the other two
metrics that follow. However, it should look beyond
the number of placements to their direct impact.
Which media properties and topics are referring
traffic to your site? Which earned media
opportunities drove the top Web traffic spikes?
Exposure should be the first benchmark, even
though it’s the most traditional one. Without
distribution, your message will remain mere words
on a screen.
Audience engagement. Engagement measures
your audiences’ connection to your message and
your organization. The primary way to look at
engagement is through the sharing of your
content. How many are sharing it through their
own social networks, and where? Then we look at
how they are engaging with your organization and
its messages. Are they following your company
and thought leaders on social channels? Are they
interacting with you through those channels? Are
they commenting on the articles that mention your
organization and its thought leaders? Are they
commenting on blog posts and articles authored
by your executives?
Influence. Influence measures the desired action.
Are your prospects considering your organization
in their decision-making processes? Are they
associating themselves with your brand? Are they
coming to your Web site? If so, which pieces of
content are most engaging to them? What are
their landing pages? And finally, are they signing
up, purchasing your product, etc.
PR measurement is easier to write about than to document. It requires an arsenal of tools that we mix and
match based on each organization’s goals and programs, but it’s worth it. Good measurement fuels a more
successful PR program because it will be informed by important insights into which content is working,
which media outlets resonate with your audience and which social channels perform best. PR will always be
one part branding. No tool can measure the full halo impact of a standalone feature in The New York Times.
But we have the tools – and the insights – to move PR from an intangible branding exercise to a powerful
engagement tool.
01 02 03

27
Beth Monaghan is principal and co-founder of InkHouse.
Named by PR News as one of the Top Women in PR, Beth’s
views and Op-Eds have received broad coverage in outlets
from NPR, to Time, Harvard Business Review, Forbes,
Fortune, NBC News and more. She sits on the board of
directors for Xconomy, was an appointee to the
Massachusetts Women in the Workplace Task Force, and
also sits on the Women’s Network Advisory Board for
the Greater Boston Chamber of Commerce.
Twitter: @bamonaghan
A passion for launching new innovations is what drove
Meg to co-found InkHouse. She has extensive experience
in positioning and marketing new innovations across a
number of market segments and is the strategic lead for
InkHouse clients Raytheon, GE and Converse, among
others. As a principal at InkHouse, Meg sets the tone, the
style and the expectations across the organization, with an
emphasis on both top performance and quality of
relationships. Prior to starting InkHouse, Meg was part of
Charles River Ventures, consulting to the firm’s portfolio of
B2B technology companies on a range of marketing
issues. Before CRV, Meg held various product marketing
and communications roles for RSA Security where she
helped position the company as an enterprise security
leader. Twitter: @moleary
BETH MONAGHAN MEG O’LEARY

28
Samantha McGarry is a senior vice president at InkHouse
and a 2+ decade veteran of public relations. Her career
started in the United Kingdom and has taken her to
France and ultimately the United States. In addition to
being a full-time PR professional, Samantha also publishes
a personal blog and her writing has been published on
Huffington Post, BlogHer and Patch.com.
Twitter: @samanthamcgarry
Tina Cassidy is senior vice president and chief content
officer at InkHouse. She is a former journalist and has
written two books, Birth: The Surprising History of How
We Are Born; and Jackie After O. Twitter: @tinacassidy2
and @historyofbirth
SAMANTHA MCGARRY TINA CASSIDY

29
Lisa brings to InkHouse more than 10 years of
experience driving media relations and thought
leadership programs on behalf of her clients.
She is responsible for providing guidance on
company messaging and strategy and fostering
strong relationships with key media targets in
both the B2B and B2C press. She has
successfully secured placements on behalf of
her clients on CNN, USA Today, The Wall Street
Journal, The New York Times and various other
publications relevant to their businesses. Lisa
earned a bachelor’s degree in marketing from
The Carroll School of Management, Boston
College. Twitter: @lmokaba
Danielle Laurion is a senior account executive
at InkHouse. Her love of communicating with
brands and helping them to share their
messaging started right out of college as a Social
Media Strategist at a digital marketing agency.
Working in public relations for the past two years
has enabled her to help even more brands reach
their target audiences and tell their stories. The
term “performing well under pressure” has
translated from her life on the stage as a ballet
dancer, to her role at InkHouse. Twitter: @dlaur5
Jill Jankowski is an artist at heart with a
professional passion for storytelling. Prior to
becoming an account executive at InkHouse,
Jill spent four years in digital agencies focused
extensively on uncovering the world of social
media marketing. From bylines to blogs, to
conversing in 140 characters or less, Jill is
always refining her way with words to keep
up with how the world communicates.
Twitter: @icanhazjill
DANIELLE LAURION JILL JANKOWSKILISA MOKABA

• http://www.wired.com/2014/12/new-media-2/
• http://www.kpcb.com/internet-trends
Page 6
• http://www.pewresearch.org/daily-number/
baby-boomers-retire/
• http://www.brookings.edu/blogs/brookings-now/
posts/2014/07/millennials-will-be-75-percent-of-
2025-workforce-brookings-data-now
• http://www.nationaljournal.com/thenextamerica/
demographics/census-minorities-constitute-37-
percent-of-u-s-population-20120517
• http://www.catalyst.org/knowledge/buying-
power-women-us
Page 7
• http://www.economist.com/news/
leaders/21645180-smartphone-ubiquitous-
addictive-and-transformative-planet-phones
• http://www.journalism.org/2015/04/29/state-of-the-
news-media-2015/
Page 8
• http://www.businessinsider.com/blodget-boom-will-
become-bust-2015-2?op=1
Page 9
• http://www.businessinsider.com/blodget-boom-will-
become-bust-2015-2?op=1
• http://www.digitalinformationworld.com/2015/02/
fascinating-social-networking-stats-2015.html
• https://blog.shareaholic.com/social-media-
traffic-trends-01-2015/
• http://qz.com/374450/could-periscope-solve-
twitters-biggest-problem/
• http://wersm.com/top-linkedin-facts-and-stats-
infographic/
Page 11
• http://marketingland.com/500-publish-
ers-weighed-content-marketing-best-practices-
research-90603
Page 12
• http://gregmckeown.com/essentialism-the-
disciplined-pursuit-of-less/
Page 14
• http://cognoscenti.wbur.org/2014/12/02/
linguistic-pet-peeves-julie-wittes-schlack
• http://nymag.com/daily/intelligencer/2014/06/
lets-all-stop-saying-disrupt.html
• http://www.theguardian.com/media-network/
media-network-blog/2014/nov/14/pr-jargon-
overused-terms-words
• http://www.buzzfeed.com/perpetua/are-you-on-
fleek#.yapQ4PWk5
Page 16
• http://marketingland.com/500-publish-
ers-weighed-content-marketing-best-practices-
research-90603
Page 18
• http://inkhouse.com/press-releases-the-most-
trusted-form-of-company-generated-news/
Page 22-23
• http://insights.buzzfeed.com/industry-trends-2014/
• http://inkhouse.com/tv-the-most-trusted-and-
preferred-news-source/
• http://inkhouse.com/downloads/watch_read_
tweet.pdf
• http://www.businessinsider.com/2014-social-
media-demographics-update-2014-9
• http://sproutsocial.com/insights/5-instagram-stats/
• http://inkhouse.com/three-things-you-need-to-
know-about-snapchat-discover/
• http://insights.buzzfeed.com/industry-trends-2014/

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