I publish public relations advice and “secrets” to help B2B companies get famous, to make selling easier. Fun GIFs included. :)
PR Now is a lighthearted newsletter for marketers and founders who want to maximize results from their PR agencies, in-house staff, or get media coverage on their own.
PR is often shrouded in mystery—that shit has to end.
You’ll get actionable, jargon-free PR advice—you can use—to get your business seen.
Expect To Get:
Super short newsletters (using GIFs) that reveal
Tips like questions to ask yourself before pitching the media to build
Modern media pitches that give you
The nuts and bolts of PR strategies that provide
A deep understanding of how today’s journalists think and work
Hiya! I’m John.
As long as I’ve been in PR, I’ve questioned the profession’s unwritten standards.
Also, I’ve rarely agreed with the “best practices” that industry figureheads share on panels (an uncontested platform).
They just don’t feel like they have journalists in mind.
When I was starting out, I probably annoyed managers by asking, “why must we do it that way?” My thinking was if it’s true there are six PR people for every journalist, and my job heavily relies on reporters opening email pitches, why not do things differently.
So I did, and it worked. And here we are.
How I Think
Months into my career ~14 years ago, I wrote quirky subject lines. Sometimes my supervisor said it was OK, but most of the time I was told it was unprofessional.
However, my open and response rates from reporters were high.
I was onto something.
I learned to cut through the noise, so I pushed things further. My emails would include links to YouTube vids of ridiculous things or tell jokes. C’mon, I had to entertain myself while telling trade journalists about convenience store openings.
Then, I attended industry panels and conferences. Wow. I did not fit in. That’s where I first saw the shroud of mystery in PR on display. PR pros wouldn’t give away useful tactics to audiences, mainly out of fear that attendees would take notes and do things on their own. To me, that was terrible. It all felt like a gross real estate seminar — all theory and lots of promises.
So imagine my reaction when I learned PR was measured by media impressions.
Speaking of metrics, here’s a freebie list of useful ones:
Share of voice (mentions compared to competitors)
Website traffic before and after PR campaigns
Number of backlinks secured
New unique visitors per month to a site
Who is John Forberger?
I’m a public relations specialist growing Forberger Communications, the only B2B public relations firm for retail vendors. I work with a collective of senior freelancers that get brand partners seen by retailers.
Ride a bike 2-3 times per week
Have a senior beagle mix named Abby
Generally dislike how public relations operates
Am obsessed with helping retail companies land meaningful media coverage