US media maven Margo Mateas has been in the communications business for 20+ years and in that time has trained thousands of PR professionals in media pitching and other skills.
An ill-considered blogpost recently attacked the maven's methods.
We can only speak from our experience. But using Margo's methods we have been able to achieve over 7000 media items for Australian clients with almost universally high favourability ratings.
In 2008 working alongside the media team of a major Australian cultural institution we helped the institution reach a cumulative media audience of 56 million people for one of its programs.
I review Margo's materials before I start each campaign to remind myself of the essentials of media relations.
So thanks to Margo for her ability to take people behind the newsroom curtain and learn effective skills that get their stories covered.
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