You’re scrolling through your news feed and see this headline: “Man, 30, Sues New York City Restaurant for Scalding Spaghetti Incident.” Intrigued, you click and dive into the details. You have no idea it’s a fake news story. (I made that headline up, by the way.)

Think you’d never fall for a fake headline? It happens – a lot. Just last week, I found myself believing a number of related headlines exploding on social media that turned out to be total hoaxes. And I work in the business.

You may also think I’m stating the obvious: the news cycle is oversaturated; we’re in the throes of a never-ending political news abomination; social media runs nearly everything, and fake news has always existed. Nothing new. But the real issue runs much deeper than the obvious. The tried-and-true tactics you’ve relied on to secure media coverage – successfully, time and again – either no longer exist or they no longer work. How are you keeping up?

The tried-and-true tactics you've relied on to secure media coverage either no longer exist or they no longer work.Click To Tweet

Running an effective media relations program in the midst of all this muck isn’t impossible. But if you aren’t doing enough to differentiate yourself or your story, then you can bet you (and your pitches) will never rise above the noise. You have big ideas or compelling stories about technology, education, or innovation? So do lots of others. Standing out requires a particular set of skills (cue Liam Neeson gif) that extends beyond traditional media relations – from social media savvy and SEO strategy to speaking and content marketing.

Do you have what it takes?

Under Threat: The Changing Role of Media Relations in PR [E-Book]

Specializing in media relations, social media strategy and social content creation, Ashley works with clients across various industries – accounting, technology, finance and law – and plays a key role in the development of client programs and overall project management. During her tenure with Stern Strategy Group, Ashley has gained experience working alongside associations and non-profit clients to help advance program goals. When not at work, you’ll find Ashley outside – from hiking to running or just hanging with family and friends.