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 Welcome00:23 Guest Introduction: Lou Covey01:52 Lou Covey’s Career Journey05:29 The Evolution of PR08:43 Challenges in Modern PR11:55 The Importance of Human-Created Content15:15 Words That Kill Trust in PR25:15 The Disconnect Between PR and Clients31:38 The Ego Exercise32:13 Storytelling Principles for PR Pros33:13 The Importance of Context in Storytelling34:33 Finding the Right Person for Thought Leadership35:38 Challenges with the C-Suite40:05 Crafting Effective Pitches41:13 The Role of Statistics in PR43:59 Avoiding Common PR Mistakes54:53 The Decline of Journalism56:34 Supporting Independent Media58:46 Conclusion and Final ThoughtsShow notes:Link to Cyberprotection Magazine (Lou is the editor):​​www.cyberprotection-magazine.comLou’s podcast Crucial Tech: https://podcasts.apple.com/us/podcast/crucial-tech/id1455648744Lou 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/@PRisUsX/Twitter: https://x.com/PRisUsThreads: https://www.threads.com/@prwritergalMichelle's book - B2B PR That Gets Results - is available nowBook 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.