Pitching Challenging Brands

Surround Your Clients’ Key Messaging With High-Demand Editorial Themes

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Category: Media Relations

How can you catch an editor’s attention, and craft your brand’s story in a way that will generate more earned media placement opportunities? Hear several case studies that reveal how PR pros have positioned their clients’ key messaging with high-demand editorial themes to enhance their pitches and garner more organic media impressions. You’ll also learn:

  • Results-driven tips for crafting an editorial theme.
  • The importance of pitching something that is relevant and provides a solution to what editors are looking for.
  • How to integrate a desirable editorial message into your pitch that will gain more editor interest and media coverage.
  • Insight into the right kind of high-quality photography, infographics and engaging content that will appeal to editors.


Brian J. Agnes, president, Family Features Editorial Syndicate

Photo of Brian J. Agnes

Prior to joining Family Features, Agnes worked at Primedia Business Magazines & Media in sales and marketing management positions, and as vice president. He is the recipient of multiple Neal Awards for Editorial Excellence.

Ellen LaNicca, senior vice president, consumer practice, PadillaCRT

Photo of Ellen LaNicca

LaNicca has more than 25 years of public relations experience, creating programs for a number of Fortune 500 companies, including American Express, Avon Products, BISSELL Homecare, Charles Schwab & Co., Microsoft and Target. Prior to CRT/tanaka, she was president and founding partner of Patrice Tanaka & Company, Inc., which was recognized for workplace culture and the “#1 Most Creative PR Agency in America.”


Susanne Vielhauer, director, sales and marketing, Family Features Editorial Syndicate

Photo of Susanne Vielhauer

Vielhauer assisted hundreds of consumer brands in identifying strategies to get more earned media placement. Prior to joining Family Features, Vielhauer was an account manager for USA TODAY.



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