How did you get into journalism?
I always enjoyed writing and learning, so journalism just felt like the right way to combine those. Once in it, I began to understand the “power of the press” to tell the truth and dig as deep as necessary to get it. Plus, I’m a cynic by nature, so I don’t take things of importance at face value.
What makes for a good story? What do you consider the essential components of a strong pitch?
A good story has a unique point of view, and comes in many forms. A personal experience, a new way of doing things, and of course human interest pieces are always well received. I have a lot of thoughts on PR pitches.
First, know the editor or publication you’re pitching to; don’t just send a pitch because there’s a name on your contact list. Understand the publication, what its focus is, try to know what the editor looks for in a story.
Another don’t: Don’t “tease out a story” thinking it’ll pique my curiosity. I get literally 75 pitches a day. Hit me with your best shot briefly, and right upfront.
What’s the biggest piece of advice you’d give to young PR professionals pitching you today?
I think I just answered that above. Understand the field you’re in, develop relationships with editors, and make sure the pitch is appropriate for that publication. For instance, I’m an editor of a software development publication, and actually have received pitches from the Miss America Pageant! Not helpful.
What AI trends in media have you been noticing, and do you have any predictions for how the industry will evolve?
The same trends everyone else has been noticing. The difficulty from a PR perspective is that in today’s environment, it’s a lot of companies announcing the same products. Hard to stand out from the crowd unless it’s unique. That comes back to really understanding the companies and products that PR firms represent.
If you weren’t a journalist, what other career would you be interested in pursuing?
Been doing it for 45+ years, and have loved every minute of it. It’s what I’ve always wanted to do, and still get great satisfaction from it.
Strong media coverage starts with respect for the story, the audience, and the journalist’s time. If you’re refining how your team approaches pitching, relationship-building, and earned media strategy, JMAC PR helps brands cut through the noise with clarity and credibility. Let’s connect about smarter media outreach.
