Who We Are: Meet Our Media Specialist, Gabby Corral

Good stories don’t just happen. Journalists don’t typically take it upon themselves to contact a company and say, “Hey, got anything good going on?” Effective story placement and publicity only comes after much behind-the-scenes hard work and relationship building. Without team members like Gabby Corral, media specialist at Emerging Insider Communications, our clients’ stories wouldn’t get the great placement and attention they deserve. With a strong background in public relations, Gabby is responsible for researching and placing stories with publications that will garner the best exposure for clients. That’s easier said than done, as Gabby eloquently points out…

Why is it important to build a rapport with members of the press?

Building strong relationships with the media is essential, especially in B2B markets. Journalists receive a high volume of pitches a day. So whether or not your story is newsworthy, you still risk the chance of being overlooked. Having a secure relationship gives your pitch or news a huge advantage over the large number of emails hitting a journalist’s inbox. Once you have built that foundation, sustaining that relationship is key. Knowing when to hold off on a pitch that is irrelevant or tailoring a story to a journalists needs shows that you did your research and aren’t just shooting off thoughtless, generic pitches. Ultimately, creating genuine relationships will benefit both parties in the long run.

How do you provide client support on PR campaigns?

First and most importantly, I gather a client’s brand elements and collateral needed for any given campaign and organize it in a way that makes sense. This can include anything from specific graphics and logos, to more intensive videos and articles. It‘s these aspects that make each client unique and help to tell their stories to the media. Once we have all the assets needed to tell a compelling story, I work to discover and strategize media locales that will garner the best results for the given campaign. To make an incredibly long story short, I proceed to develop and facilitate relationships between a client and the media sources that will make a lasting impression, and hopefully lead to some great articles.

Are there certain media strategies that speak better to clients in the emerging media and technology field?

Clients in the emerging tech and media field require a lot more work than most typical B2C clients. It’s also a rapidly changing industry, which requires a lot of evolution on our end. A far greater foundation needs to be set up for these clients and there is usually a lot more going on behind the scenes. In order to properly convey an amazing development made by a tech innovator, sometimes we need to educate the media on not just that client, but their industry, related technology and their overall place in the industry. We also need to be able to speak very clearly on industry shifts and how a specific piece of technology plays into this shift. In short, they require a far more comprehensive educational process. They also require a more detailed strategy to reach their targets directly. With specialization comes an enhanced need to drill down key ideas, enhance methods of targeting, and put an emphasis on finding media that is delivered to incredibly specific audiences.

Is there a difference in pitching B2B companies as opposed to B2C companies?

Definitely. B2B brings some challenges because it’s typically a small and targeted market. I would say B2B is more content-driven. And seeing as B2B audiences are other businesses, these businesses are looking for experts in the field who are educated. That’s why creating extremely detailed content is a must. Since the target audience isn’t the general public, being able to relate to consumers isn’t necessary. B2B is more relationship-driven. The audience—other businesses—wants to build relationships with these brands and know what sets them apart from their competitors.

What do you find to be the most effective strategy for supporting clients?

Understanding a client’s goals and the message they want to convey to their audience. Brand awareness is a must and will help create a message that really resonates. Also, this may seem obvious, but knowing your audience. Making sure content is going where it matters in order to create meaningful press. Clients may only want to be well known in a niche market, which means a larger scale campaign may not be of interest. Every client is different and has a different story to tell. Being able to tell it in a way that grabs the audience’s attention is the most effective strategy.

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