Telling Stories That Stand Out

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews Lou Covey, a veteran journalist with 55 years of experience.

Lou shares his journey from journalism to exploring cybersecurity and creating the Cyber Protection Magazine. They discuss the state of PR today, including formulaic approaches, the impact of AI, and the importance of storytelling.

They also highlight the challenges of effectively pitching to journalists, the decline of independent journalism, and the need for PR professionals to support quality journalism.

Key takeaways include the necessity of thorough research, avoiding overused phrases in press releases, fostering transparency, and the evolving relationship between paid and earned media.

00:00 Introduction and Welcome

00:23 Guest Introduction: Lou Covey

01:52 Lou Covey’s Career Journey

05:29 The Evolution of PR

08:43 Challenges in Modern PR

11:55 The Importance of Human-Created Content

15:15 Words That Kill Trust in PR

25:15 The Disconnect Between PR and Clients

31:38 The Ego Exercise

32:13 Storytelling Principles for PR Pros

33:13 The Importance of Context in Storytelling

34:33 Finding the Right Person for Thought Leadership

35:38 Challenges with the C-Suite

40:05 Crafting Effective Pitches

41:13 The Role of Statistics in PR

43:59 Avoiding Common PR Mistakes

54:53 The Decline of Journalism

56:34 Supporting Independent Media

58:46 Conclusion and Final Thoughts

Show notes:

Link to Cyberprotection Magazine (Lou is the editor):
​​www.cyberprotection-magazine.com

Lou’s podcast Crucial Tech: https://podcasts.apple.com/us/podcast/crucial-tech/id1455648744

Lou Covey on LinkedIn: https://www.linkedin.com/in/loucovey/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

Book a no-obligation call to talk about your needs here.

About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.