Expertise · Digital PR specialism
📣 Media Relations & Outreach
How you craft and develop expertise in your discipline, including your two specialism skills.
Explanations are a first draft and may be refined.
What it is
Building journalist relationships and pitching stories in a way that lands coverage.
Why it matters at Minty
Coverage is earned through relationships and sharp pitching. It is the most visible result we deliver for Digital PR clients.
What it looks like in practice
- Tailors pitches to each journalist and publication
- Follows up well and reacts quickly to opportunities
- Maintains relationships beyond a single campaign
What good looks like at each stage
- 2 · EmergingExecutes outreach to a plan someone else built and is learning how journalists work.
- 4 · DevelopingSells in to familiar contacts with support on follow-up, building their pitching skills.
- 6 · EstablishedSells in competently to familiar contacts, follows up properly and is widening their media knowledge.
- 8 · StrongHandles harder sells and reactives, developing the craft of adapting the pitch for key contacts.
- 10 · ExemplaryAdapts the pitch per journalist rather than per list, from a working knowledge of the media.
Gateway skill for
Needed at 8+ in the previous role to step into these roles.
Not a gateway skill in this pathway.
Carries the most weight in
Roles where Expertise is weighted highest.