And the Award Goes to… Top 5 Reasons Industry Awards Are Good for Business

By Katie Mudd, TrizCom PR

As public relations professionals, we are often like the proverbial cobbler’s children that don’t have shoes – we’re so busy working to keep our clients in the news that we forget to take time to promote ourselves. Throughout the year, we find ourselves preparing award applications for our clients, so it seems like a no-brainer that we would do the same for ourselves.

Hollywood may recognize award season each fall, but we tend to kick things into gear every summer for PRSA Dallas’ annual Pegasus Awards, which highlight the best public relations campaigns in the DFW Metroplex. Over the past two years that we’ve participated, TrizCom has managed to bring home six awards. I know what you’re probably thinking … is the time investment really worth having shiny hardware displayed on your shelf? And the answer is yes, because awards are good for business.

Here are just a few reasons why awards have been good for our business and the clients we work with.

1.    J.D. Power Effect

When you tell others how awesome you are, it’s bragging, but if you’re included on a J.D. Power list of people who are awesome, it’s proof. This credibility provides you with a third-party endorsement that validates your awesomeness. Find out more about our coined J.D. Power effect here.

2.    Morale Boost

Employees want to be recognized for their hard work. When they feel valued for what they do, work becomes more than just a job – it’s a mission. In turn, they are willing to work harder and give more when their time and talent are appreciated. The recognition of award-winning work is guaranteed to provide a morale boost that will keep employees happy and on staff.

3.    Talent acquisition

By showing off the great things your team can do, you’re able to attract top talent who also wants to be a part of the action. During tough times, awards provide a vote of confidence to potential employers of companies that might be more likely to pull through.

4.    Exposure

Your shiny award is lovely to keep on a shelf, but there is much more you can do with it. Start with drafting a press release announcing your big win. Keep the momentum going year-round by repurposing it on your website, business cards, email signature and social media.

5.    Business procurement

Customers want to be associated with winning companies. A study conducted by Hendricks & Singhal of the University of Western Ontario and Georgia Institute of Technology revealed that more than 600 quality corporate award winners had 37 percent more sales growth than their peers. When prospective clients note that your business has been recognized, it might be the differentiator over your competition, because you're seen as the best at what you do.

In the past few years, TrizCom has successfully won recognition for our clients and individuals in local, regional and national media outlets. Want to be the Beyoncé of your business? We can help with that. Just give us a call at 972-247-1369 or drop us a line at

From Pound Sign to Hashtag: How Social Media is Changing Our Language

By Rebecca Ellis, TrizCom PR Intern

It’s no secret that technology has taken over our world. Practically everything that was once paper is now digital – I mean, we even refer to an entire generation as the “iGeneration.” This technological revolution has changed the face of communication so drastically that it is virtually unrecognizable from communication 30 years ago. Gone are the days of handwritten letters and snail mail (while romantic in Nicholas Sparks films, we can all admit they’re not entirely effective methods of communication).

In a world that relies heavily on instant gratification, trends begin and end so quickly that if your phone dies and you forgot a charger, you’ll probably miss it. One of the hottest trends right now is buzzwords. Every social media user has probably found themselves wondering the following questions at some point in their life: “So, saying that something is ‘lit’ doesn’t actually mean that it’s on fire?” “Why is it spelled ‘meme’ and not ‘meem’?” “Can we all just PLEASE agree on how ‘gif’ is pronounced?”

While buzzwords are temporary in definition, certain ones have stuck around courtesy of good ol’ Merriam Webster. Words that originated on Twitter are now officially a part of the English language, as terrifyingly awesome as that is.

If you think about it, nothing about this is new. Words have been added to the English language for as long as it has been in existence. It’s safe to assume that words like obnubilate and transpicuous did not originate with cavemen. The reason the whole phenomenon of integrating buzzwords from social media into our language seems so outlandish is because we get to witness it. We get to see firsthand a word’s transformation from a post gone viral, to a common trend, to a page in the dictionary.

Not only are new words being introduced, but words (and their meanings) are changing. Ask a 10-year-old what a pound sign is, and they’ll stare at you dumbfounded. Ask them what a hashtag is, and they’ll probably roll their eyes and sigh as they pull out their iPhone and open 12 new apps you’ve never heard of to show you an example. Even words such as “block,” “unfriend” and “viral” all existed pre-social media, and yet their meanings have been altered slightly to reflect the digital world we live in.

The English language is a complex, beautiful piece of art. It will continue to grow and change so long as the people speaking it continue to. And yes, it is slightly ridiculous to realize the word “selfie” is engrained in the dictionary for posterity. But the idea that anyone has the capability to create a word through the use of social media is pretty incredible. Oh, sorry. It’s “lit.

Every Action Has a Reaction

By Jo Trizila, CEO of TrizCom Public Relations and Pitch PR

If anyone were to tell me nine years ago, today, that I would resign from the Dallas Chamber (a job that I absolutely loved) in the morning and find myself sitting around a board room table at Texans Credit Union as a consultant later that same afternoon, I would have laughed. I had every obstacle to prevent success in place: I had never worked in an agency, had never worked for a for-profit company, had no idea how to read a balance sheet, had only two months’ worth of savings, and on and on. But, to be frank, I never thought of what I didn’t have and instead put my energy into what I did have: I had a computer, an email address and a Blackberry, and I ate, slept and breathed public relations.

The starting of TrizCom is proof that constraints actually make you more creative. I have told this story a thousand times…. I took the door off my spare bedroom and placed it across my two end tables for a desk. I changed my Blackberry message to be my company voicemail. I quickly learned what a 1099 was. I powered up my then 5-year-old laptop computer, bought insanely expensive ink cartridges for my printer and, voila, I had a copy machine. I didn’t have a name for my company or a domain or a website – heck, I wasn’t even sure what the going rate for consultants was, but the rate I quoted seemed fair. I didn’t have a business plan or any plan for that matter. I used my AOL address for email. Basically, I had nothing (aka constraints), but at the same time, I had everything. I had one client and, by golly, I was in business.

Now, fast forward nine years. Today, 17 companies have put their trust in TrizCom PR to represent their brands ranging from B2B to B2C, for-profit and not-for-profit, large and small.

Community Council

CTL Medical Corporation

Dallas Fan Days

DFW Boat Expo

Dillon Gage Metals

Fan Expo Dallas

Heroes for Children

International Depository of Canada

International Depository Services of Delaware

Operation Kindness

Solis Mammography

Soulman's Bar-B-Que

Taco Bueno

Taylor's Gift


Unequal Halo

Workforce Solutions Greater Dallas

Over the past nine years, we have represented everything from well-known companies – Cadillac, GM, GMC, Gexa Energy, The Spaghetti Warehouse, Chevrolet, Texans Credit Union, Heelys, NextEra Energy Services, Domino’s Pizza, Cooper Aerobics and Massage Envy,

To middle market companies – Grenadier Homes, Alsbridge, Brennan Financial Services, Goodway Group, Legacy ER & Urgent Care, Billingsley Company, Aidan Gray and 1st Service Solutions,

To startups – SocialCentiv, NTEC, Lumin Care, MarketNet, ezLocator, beatrix prive, Accel Spine, Healthy Steps, Society Stylist, Jeff Gusky’s Hidden World of WWI, Sports Video Innovations (SVI) and Wyndham Jade,

To municipalities The City of Richardson, The City of Irving and The City of Forney,

To our agency partners The Barbershop Marketing and Spire Agency.

We have chosen our clients and partners very carefully, making sure that they are a good fit for us and that it’s a relationship that works on both sides of the table.

In the past nine years we have won awards, donated agency hours for nonprofits, created some killer promotions and landed some really awesome placements.

But, as proud as I am of the work we have done for every single one of our clients, what makes me the proudest is the people that call TrizCom home and the culture we have created. There hasn’t been a magic formula or any type of a magic pill – but somehow we have collectively created an agency/firm that is collaborative, innovative and proactive. An agency that is fun, cheerful and dedicated. We grant the gift of failure because, let’s face it – not every campaign is going to be a home run. We celebrate one another’s victories with enough healthy competition that makes everyone laugh (often). We stop and smell the roses, and then we share them with others. We work hard and play hard. We celebrate disruptions. Our TrizCom team is happy, productive and crazy creative. There is a respect that every single one of us has for one another’s work. We empower each other.

We have collectively identified that we don’t want to be a cookie cutter, box-checking PR agency – we want to develop groundbreaking PR, and everything we do revolves around that. Together we combine best practices and best thinking, we empower communications with bigger, bolder ideas to break through clutter that achieves results for our clients. And, most importantly, every single TrizCom team member loves what they do and, frankly, they are damn good at it. Line up TrizCom with any of the top 50 PR agencies in the nation, and we will give them a good run for their money.

After a lot of blood, sweat and tears, I really only have one thing I would do differently in these past nine years. If I had to do it all over again, I would not have included my name in the name of our company because it isn’t just me – it’s Dana, Jeff, Katie, Jennifer, Karen, Allison, Susan, Tammy, Kim, Amanda and Rebecca, and the many former teammates who helped create TrizCom PR. Simply put, we have made it nine years because of the awesome team that we have.

The admiration I have for every single TrizCom PR team member can’t be expressed with words. They have taught me that in unity, there is strength enough to construct a colossus. From the foundation to the ridgepole, the parts reinforce and support one another to create a cathedral that will echo with sounds of success. TrizCom PR prospers because of the synergism our team, individually and collectively, provides in building solidarity.

So, with that, I say thank you from the very core of my being. Here’s to another nine years.


Check yourself [social media] before you wreck yourself

By Amanda Brown, TrizCom PR Intern

During my time in college, I received a lot of advice from professors, advisors and family when it came to applying for jobs. Want to know what their number one piece of advice was?

“Make sure your social media reflects you as a person, because potential employers are looking.”

Believe or not, to this day I still think that is the best piece of advice I received. Now I feel like it is my job to pass it down to others who are on the job hunt. So, here we go…

Social media is bigger than it has ever been before. People of all ages are on social media platforms like Twitter, Instagram, Facebook and Snapchat. And when it comes to social media, there is honestly nowhere to hide.

About a year ago, I took a social media course at Texas Tech where we had to conduct a social media audit on ourselves. Basically, the assignment required us to go through all of our social media accounts and look at the content we were posting. Then we were to ask ourselves if what we found was professional and was an image we wanted others to see.

At first I thought this was pointless and that no one other than my friends was looking at what I was posting, but oh man, was I wrong.

Side note: Whether you are a stranger, friend or potential employer, you can tell a lot about who someone is by just ONE picture. And that can make or break you.

Companies have many valid reasons for looking into a potential employee. They want to make sure that whoever they hire, he/she reflects the company in a positive light. It’s as simple as that.

So, if you are currently looking for a job, I have some advice for you:

  1. Do a social media audit on yourself
    • Basically, go through all of your social media accounts, look at what you are posting, and if it does not reflect whom you want to be portrayed as, delete it immediately.
  2. Google your name
    • This sounds pointless, but trust me, it is beneficial. Potential employers sometimes Google applicants’ names to see what pops up. For example, if the employer was to Google my name, Amanda Brown, and an Amanda Brown who was charged with a felony a couple of days ago popped up, they might assume I was that Amanda Brown. So, with that being said, it is important before you apply or interview with a company that you know what is on the internet about you – or at least others with the same name – so you won’t be blindsided.
  3. Create professional accounts
    • I personally have two Twitters. One is my personal and the other my professional account. It is important to have a professional account of some sort where you can voice your professional thoughts and opinions about things – keeping things clean, of course. All of the interaction I have on my professional Twitter is with news outlets or professional influencers. On my personal account, I interact appropriately with friends and family that I follow.
  4. Make it a goal to only post appropriate pictures and content
    • You have no idea who can see what you post. Even if you are private, there are ways people can find your accounts and look at what you post. Trust me, I have seen it firsthand. Also, mental note … once pictures are on search engines like Google, good luck getting it taken down. So, be careful!

With all of that being said, I challenge all of you readers to take a couple minutes out of your day to look over your social media presence.

And just remember, it is important to always "check yourself [social media] before you wreck yourself."  You can never be too cautious when it comes to something like this.

Why Brands Need To Care What Is Being Said About Them

By Jo Trizila, CEO of TrizCom Public Relations and Pitch PR

One of my favorite quotes in PR was said by Warren Buffet: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do it differently.”

Many times the brands whose reputations were destroyed overnight could have minimized the catastrophic events simply by pulling their head out of the sand and dealing with the situation. Of course, communication and planning help too.

In the past 12 months, we have seen a fair share of brands who didn’t handle their crisis very well. Often what began as issues that weren’t attended to blew up into full-scale crisis events. I don’t even have to say why they made this list because we all know why!

  • Uber
  • United Airlines
  • Galaxy Note 7 phones
  • Wells Fargo
  • Pepsi
  • Chipotle
  • Mylan’s EpiPen
  • Bill Cosby
  • Tesla
  • Yahoo!

On June 14, Clutch – a leading software and professional services firm – released an extremely interesting survey, Measuring Brand Perception and the Effect of PR.

Clutch’s key findings:

  • 52 percent of consumers spend the most time using social media, allowing for opinions to change and news to travel quickly
  • Nearly 20 percent of consumers are wary of making high cost purchases from brands with negative press
  • News stories about companies have an impact on the way those brands are perceived by consumers – in fact, 46 percent of consumers who identified United Airlines as a brand with negative press also have a negative perception of that brand 

(Source: Clutch:

We all know the media landscape is changing. Back when I was in college, I studied abroad in London, and I felt so disconnected. There were no smartphones. There was really no internet. Email had just started, but I didn’t have an email account. CNN was great, but I couldn’t afford cable. I depended on the student union’s subscription to USA Today to get my news. Fast forward 20 some odd years – we all have smartphones, we all have multiple email accounts, many have tablets, computers, televisions with internet access. We have multiple social media logins; most have cable and many office buildings even have headline news in elevators. Many haven’t read USA Today in years. In fact, subscriptions to print magazines and newspapers are at an all-time low. Simply put, we get our news differently, and more importantly, many of us have turned into spot journalists and post this news on our social channels. For brands, this is terrifying. News travels at lightening speed.

Clutch reports that the most commonly used media outlets today are social media (52 percent), broadcast media (22 percent), digital media (18 percent) and print media (8 percent). When a negative story goes viral, how does this affect consumers’ perception? According to Clutch, when negative news about a particular brand is brought to consumers’ attention, opinions of those brands change.

Think about it: As a consumer, if you had the choice to fly Southwest Airlines or United Airlines, which one would you choose? I haven’t seen a person being dragged off a Southwest Airlines flight recently. If you were taking your children out to eat, would you pick a restaurant that’s in the news for contaminated food? I wouldn’t.

“Perceptions of a brand also feed directly into consumers’ likelihood to purchase that company’s products. The way these opinions change is conducive to many factors, and it even varies between low and high cost purchases,” reports Clutch.

I’ve said this many times and can’t say it enough: public relations is one of the most effective uses of a brand’s budget – period. It is a marathon, not a sprint. Having a plan in place for not only the good news but also the bad is more imperative now than ever. I see, over and over, brands bury one’s head in the sand and ignore or hide from the obvious signs of danger. Brands are afraid to admit they were wrong. They blame the customer for negative reviews. Brands hire interns to run their social media. They ignore online reviews.

But it’s not just reviews. Remember when I mentioned that everyone has a smartphone now? People record what’s happening right in front of them and post the videos online. When the evidence of wrongdoing (even perceived) is right there in living color, it’s difficult to deny.

Reputation and crisis management need to be a top concern for CEOs across the board.

I love what a fellow crisis communication expert and speaker, Andy Gilman, has said, “The secret of crisis management is not good vs. bad, it’s preventing the bad from getting worse.” Bad things are going to happen to every company. Of course, they vary in their magnitude, but they are going to happen. From a slip and fall to executive misconduct to natural disasters to fraud to arrests to investigations to computer viruses – know your vulnerabilities and have a plan to protect the brand.

If your company doesn’t already have a social media policy and a crisis communication plan in place, I beg you to consider doing this now. Hire an expert to come in and help you assess your company’s vulnerabilities, and create and put a plan in place so that when it does happen to your company (and it will at some point), you have a roadmap to help guide you when the tornado hits.

Being prepared for a PR crisis in today’s climate is just as important as having an emergency preparedness or disaster recovery plan for your business. While communication is a part of those plans, dealing with a PR crisis/social media is not the same and requires a separate plan. Without one, your company risks a major storm of negativity that could be difficult to recover from as a result of doing nothing, playing the blame game or – just as bad – doing too little too late.


If Everyone’s a Critic, Why are We so Bad at Accepting Criticism?

By Jennifer Kuenzer, TrizCom PR

"This is terrific, now here's everything you messed up..."

"This is terrific, now here's everything you messed up..."

No matter what industry you work in, you will be faced with criticism at some point. You've probably given some, yourself. Specifically, “constructive criticism,” but what is that exactly? And does it look and feel the same to everyone? Well, to answer question 1, constructive criticism should be helpful – specific suggestions that seek to inform and improve your overall performance. And in answer to question 2, absolutely not. Sometimes tone, word choice or overall manner can seem confrontational, rude or just plain mean, even when the person criticizing you doesn’t intend for that to be the case. Now, you can’t control how people deliver criticism, but you can control how you receive it. Here are some tips to not only help you make the most out of the criticism you receive, but also how to accept that criticism graciously.

1.    Is it negative? Or does it just sound negative?
Criticism coming from colleagues, clients, bosses or, in the case of the PR industry, media contacts, is intended to push you to learn and improve your process and performance, not make you feel terrible. It can be a valuable asset if you don’t get too caught up in the emotion connected to the criticism itself. The best way to do that is to remove the tone. Sometimes things just sound harsh. Repeat the criticism to yourself, take out any emotion connected to the criticism (real or imagined), dig deeper for the “why” of the criticism, find its value and accept it for what it is: a form of help.

2.    Treat it as seriously as you treat praise.
It feels amazing to be told how great we are at our jobs. If compliments were physical things, they’d be banners, tiaras, sashes, medals – things we can show off with pride or wear with honor. Criticism doesn’t feel good. You wouldn’t really want to wear it. It’s not comfortable. But it is exactly what you need to grow as a professional. If you take every criticism as seriously as you do praise, that means you value improvement. It means you value what you do and the people you work with.

3.    Know the difference between justified and unjustified criticism.
All criticism is not created equally. Some criticism is just an opinion. It’s irrelevant to the task at hand, or it has zero reasoning behind it other than “I don’t like this.” It is a form of criticism that is about the person giving it more than anything else. Unjustified criticism should be given no extra attention or argument, just move to the next item. Bear in mind, with rare exceptions this tip does not really apply to your clients or media contacts.

4.    Don’t take it personally.
This one is so much easier said than done. Everything above indicates the many ways criticism feels personal, doesn’t it? But the bottom line is that, particularly with professional criticism, everyone is on the same team working towards the same goal. When someone gives feedback that sounds negative, is clearly not praise, but is completely justified in terms of the scope of the client or project, it’s not about you. Yes, the idea may be yours, or the words, or the concept, but it’s not about you. It’s about the team. Which leads me to – 

5.    Accept criticism graciously.
This one is not as difficult as it may appear. If the criticism is delivered via email or even text, take a moment to consider the criticism, remove the tone and the emotion, and don’t respond right away. Take time to craft a short and pleasant response. If it happens during a meeting or a presentation, take a breath, consider the criticism, and respond positively. Don’t offer excuses or defenses when no one is asking for them. Take it all in, and say thank you. Smiling is a natural diffuser and a good way to communicate that you understand they mean to help.

Constructive criticism creates a stronger professional, and knowing how to accept it without getting upset will help you as personally as it will professionally. It feels good, knowing that people value what you do enough to let it inspire them to contribute to your success. When we can push each other to be better, we all win.


“So what do you do?” – A Glimpse into a Day in the Life of a PR Pro

By Katie Mudd, TrizCom PR Account Executive

As a good big sister and the dedicated family spokesperson, I was performing my sisterly duties and gave my brother a quick phone call during my lunch break to check in. We got to talking, and he mentioned that he was near my office around lunch time earlier that week and thought about stopping by to say hello “because I know where you work, but I am not actually sure what you do. I think I need to come in check it out for myself sometime.”

Katie and her curious brother Brad at a Texas Rangers Game.

Katie and her curious brother Brad at a Texas Rangers Game.

This got me thinking – even after sharing many stories with my family of the successes I have achieved at work, my brother still didn’t really understand what a day at the office was like for me. To shed light on what this might look like for my brother and for family members of PR professionals who might not be brave enough to ask “So what do you do?,” I’ve mapped out what a typical Monday morning looks like at the TrizCom office.

8:30 a.m. – Arrive at the office, check for any missed calls on the office line. Catch up on emails that came in overnight that were not previously addressed after-hours. Take a quick look at social media to see what is trending for the day and to see what is happening in the news.

9 a.m. – Prepare items to be added to the weekly staff meeting agenda.

10-11:30 a.m. – The entire team meets every Monday at the conference table to discuss upcoming action items and deliverables for our clients. Our firm does not specialize in a specific type of communications: our clients vary from nonprofit, healthcare, lifestyle and events to business-to-business. We are smaller than other firms in town but are stronger because the entire team, including everyone from the CEO to our interns, has a working knowledge of what is happening with each account – thanks to our weekly check-ins.

11:30 a.m.-12:30 p.m. – Check email, and plan to grab a quick lunch – most likely from our newest client, Taco Bueno, which is conveniently located across the parking lot from our office. During lunch, I usually hop back on social media to make sure I haven’t missed any major news. We keep CNN on during the day and have push notifications set on our devices from national and local stations to prevent pitching new stories during breaking news.

12:30-2 p.m. – Check in with each client via email, providing a quick status update on pending deliverables, media opportunities and recent news coverage.

2-5:30 p.m. – Get to work on pending client deliverables! This means researching information and topics to be discussed in upcoming press releases and pitches that are mapped out in the PR plan. Write the releases and pitches. Find out where these items will be sent, to whom and when.

5:30 p.m. – Go home, and prepare to do most of it again the next day. No day in public relations is ever the same. Even though I’ve left the office, work often follows me home. I’m always on call – monitoring my email and phone to ensure that a crisis hasn’t popped up or an urgent media request hasn’t come in. You never know when a crisis will occur, but it’s almost guaranteed that it will happen when you least expect and will be after business hours or on the weekend.

Each day brings new challenges and projects that often come out of left field. To be successful in this industry, it’s important to be organized to stay on track. But there will be times when your best laid plans go astray – especially when the phone rings and a reporter is calling to set up a story that you pitched months ago, or a news story breaks and your client is the perfect person to provide their thought leadership as a source. It’s rare that you will find a day that isn’t interrupted with a media interview or client meeting – but that’s what keeps work exciting!

So, little brother, you’re welcome to stop by anytime during lunch to see what I’ve been up to, but in the meantime, maybe this will give you an idea. 

Don’t Just Pitch Stories, Pitch Sources!

By Jeff Cheatham, Senior Account Supervisor at TrizCom PR

As public relations ‘practitioners’ (a $20 word), we pride ourselves on our ability to pitch the media just the right story at just the right time. In doing so, we go through a mental checklist of suitability factors. Number one: is the story news and noteworthy? If you have to ruminate on this point, it probably isn’t. Can you make it news and noteworthy? Well, it is our job to find the angles…

When we approach the media in our outreach efforts, we like to do a little exercise where we put ourselves in our target’s shoes. When they get your emailed pitch, will it be greeted with a slow, approving nod? Or an eye roll, banished forever in the Deleted Items folder? We’re always aiming for the slow, approving nod. Hopefully followed up with an immediate reply or a call asking for more information.

CNN’s Anderson Cooper demonstrates the eye roll

CNN’s Anderson Cooper demonstrates the eye roll

Do you see what just occurred there? What we’re really trying to do is help the media. We want to make their jobs easier, which is no small task considering how many times they likely roll their eyes each and every day. And if we’re truly trying to help our friends in the media secure coverage for our clients, why not find new and inventive ways to do so?

Pitch sources, not just stories.

Is your client an expert on anything? If you don’t think so, maybe you have the wrong client. You need to find inventive ways in which you can pitch your client sources to the media. If successful, that’s the very definition of an industry thought leader, correct? Being able to feature a client of yours on the news or in the newspaper is an ideal way to attach credibility to their product or service. The source subject is almost always featured by name—and by company.

Source pitching works extremely well if you can attach your client to a breaking news story. If an issue or current event is at stake and your client has a valuable opinion on it, don’t be shy about sending a brief note to your contacts in the media. List out their areas of expertise and how they might contribute to the overall conversation.

What Breaking News looks like…

What Breaking News looks like…

We’re doing a little of that ourselves these days. Fortunately for us, the Trump Administration is the gift that keeps on giving. Their American Health Care Act and proposed budget cuts to Medicaid may end up being a banner day for our nonprofit client, Community Council of Dallas. One of the Community Council’s core missions is to advise and assist consumers in navigating the health care marketplace. If we can secure them as a viable source to break down the issues for viewers and readers, everyone comes out ahead. And we get a few more media hits to add to their online newsroom.

When you pitch the media a source instead of a story, you’re attempting to do them a favor. You’re basically saying, “We know your time is valuable, and you may be too busy to line up sources on your own. Let us to do the heavy lifting.”

That’s the true beauty of pitching a source. And the definition of a win-win situation.