vestwell vestwell vestwell
  • About
  • Contact
  • Testimonials
  • More
    • Demographics & Advertising Rates
    • Terms & Conditions
Monday, May 23, 2022
No Result
View All Result
CALIFORNIA BUSINESS JOURNAL
  • Front Page
  • Business
  • Finance
  • People
  • Featured
  • Technology
  • Law
  • News
  • Food
  • Art & Culture
  • Human Interest
  • Education
  • Insurance
  • Real Estate
  • Health & Fitness
CALIFORNIA BUSINESS JOURNAL
ELAINEHEADSHOT

THE MARSHALL PLAN

Elaine Marshall takes clients to new heights of exposure by getting them in front of leading media outlets and journalists to tell their unique, intriguing stories.

by Lee Barnathan, Staff Writer, California Business Journal
A A
Share on FacebookShare on Twitter

Christmas in June? It exists in Elaine Marshall’s world.

That world is public relations, and it’s Marshall’s job to look ahead and put her clients in the best position to maximize their time in the media spotlight. That means in June and July, she’s looking ahead to the holiday season.

“It’s a constant thing,” she says. “What’s next? What can I do? What can I do bigger? What can I do better?”

For 27 years, including the last 12 as head of Empowered Public Relations in Long Beach, Marshall has taken clients to increasing heights of exposure by getting them in front of various media outlets and journalists and telling their stories.

“I love that I can listen to someone tell me all the ways they love their product, and get it into one or two pages and then pitch to journalists,” she says.

It hasn’t mattered if the client is a person or a business. She recently helped connect a sports psychologist to an Orange County Register reporter who was writing about teen suicide among young athletes, resulting in her client being quoted as an expert across a three-part series.

And in just two weeks since taking on Hawaiian Shaved Ice as a corporate client, she got the product placed into various summer party and gift guides.

ADVERTISEMENT

Marshall developed and executed campaigns for Apple, Texas Instruments and Toshiba, and has placed clients in front of The New York Times, CNN, Time, The Today Show, Associated Press, Los Angeles Times, Fortune, Forbes and Barron’s. She writes articles and blogs, analyzes industry trends, and does media relations, social-media management and strategy, product launches and collateral marketing materials.

Her success continues at a time when social media has exploded and changed the way people now do public relations. When she started, she worked on an Apple Macintosh, and there was no email. Instead, she remembers putting post-it notes on desks and leaving documents on chairs.

Now, social media is like an ever-widening spider web that seemingly reaches everybody. Statista reported in 2017 that the top 18 sites have between 175 million and two billion users. According to Marketing Week, social media has shortened the news cycle, causing journalists to have to deliver stories faster, and this has had an effect on PR professionals. Many believe social media has led to an increase in productivity – and more work. It takes time to go through all those various sites, including Facebook, LinkedIn, Twitter, Pinterest, Snapchat and Google+.

Additionally, as publications and organizations cut staff, there are fewer journalists to accept pitches. According to the U.S. Bureau of Labor Statistics, there are now nearly five PR professionals for every staff reporter.

Marshall acknowledges social media has changed the game and sometimes overwhelms her, but “I still think old-school media relations gets the job done.”

She isn’t alone. Matthew Whittle, executive director of Habitat for Humanity of Goldsboro-Wayne (N.C.), writes, “The age-old rules of creating and maintaining good relationships – the core of what good public relations should be – has not changed.”

As she always has, Marshall continues to create target lists of journalists who might be receptive to her client, and then she reaches out to those reporters and crafts stories with them, often offering images or product samples.

Social media comes into play in the form of looking at recent stories the journalists wrote and the beats they cover to find how a client could fit; examining keywords in the stories, and surfing various sites for networking purposes. On LinkedIn, Marshall always includes a note informing why she wants to connect with a person, and later she’ll make sure she actually talks to that person.

But it always comes back to the pitch, and she still makes sure the old-school questions – how is this person/product/service different and who cares most about it? – are answered creatively.

“It has to be the right pitch, different yet specific,” she said.

In her earlier days, when she worked in smaller markets, such as Santa Barbara, it was rewarding for her to pitch a story and see it on the evening news. She always loved writing and the English language but knew she didn’t want to be a teacher.

“I was a people person. I love chatting up people,” she says. “I still like telling stories.”

Copyright © 2020 California Business Journal. All Rights Reserved.

This article was edited and published by Rick Weinberg, California Business Journal’s Founder and Editor-in-Chief. Click here for Rick Weinberg’s biography.

TO READ THE MAGAZINE VERSION OF THIS ARTICLE, click here.

 

 

 

Elaine Marshall, President

Empowered PR

M: (949) 466-6303

W: EmpoweredPR.com

E: Elaine@EmpoweredPR.com

 

 

 

 

 

 

 

 

 

 

 

Tags: AnsweredAppleBeachCaliforniaElaine MarshallEmpowered Public RelationsexecutiveLeeLinkedInLong BeachLos AngelesLos Angeles Timesmarketingmarketing materialsnetworkingNew YorkOrange CountyrelationshipsreporterSocial MediastoriesteacherTexastwitter
ADVERTISEMENT
Lee Barnathan, Staff Writer, California Business Journal

Lee Barnathan, Staff Writer, California Business Journal

advertisement
Facebook Twitter LinkedIn Instagram LinkedIn

Advertise With CBJ

1REALTOUR-SAN DIEGO-WEB DESIGN
Facebook Twitter LinkedIn LinkedIn Instagram
C B J   LOGO  SVG-01
  • About
  • Contact California Business Journal
  • Testimonials
  • Demographics & Advertising Rates
  • Terms & Conditions

Categories

  • Art & Culture
  • Business
  • Editor's Choice
  • Education
  • Featured
  • Finance
  • Food & Dining
  • Health & Fitness
  • Human Interest
  • Insurance
  • Law
  • Marketing
  • Medical
  • News
  • Newsletter
  • People
  • Popular
  • Real Estate
  • Social Media
  • Technology
  • Uncategorized

CBJ Partner Firebrand Media

Laguna Beach Independent Newspaper
 Laguna Beach City Guide
 Newport Beach Independent Newspaper
Newport Beach Country Club Magazine
  Montage Magazine
 Omni Escapes Hotel Magazine
 Bespoke Concierge New York
 Evans Hotels
 Laguna Beach Magazine
 On The Menu Laguna Beach
 Newport Beach Magazine
Coastal Real Estate Guide (NB,LB, CDM)
Monarch Beach Resort Magazine
 Pacific Coast Magazine (SoCal)
Sea Island Life Magazine
Salamander Hotel & Resorts Magazine
 View our entire portfolio

 

Most Viewed

  • Gavel, scales of justice and law books

    Lawsuit Basics: How Much Does It Cost to Sue Someone?

    0 shares
    Share 0 Tweet 0
  • NFL Paychecks: How Do NFL Players Get Paid?

    0 shares
    Share 0 Tweet 0
  • The Impact of Covid: Racing to Buy Second Citizenships

    0 shares
    Share 0 Tweet 0
  • What to Do When an Online Casino Refuses to Pay Out Your Winnings

    0 shares
    Share 0 Tweet 0
  • New Study: California’s 10 Universities That Produce the Most CEOs

    0 shares
    Share 0 Tweet 0
  • Five Reasons Why The Government Does Not Like Bitcoin

    0 shares
    Share 0 Tweet 0
  • The Only Way

    0 shares
    Share 0 Tweet 0
  • Is Virtual Financial the Future of Financial Services?

    0 shares
    Share 0 Tweet 0
  • How to Start a Telecommunication Business: A Step-By-Step Guide

    0 shares
    Share 0 Tweet 0
  • Best Crypto Faucets You Can Try In 2021 and 2022

    0 shares
    Share 0 Tweet 0

Latest Articles

Chicago

What You Should Not Miss When Visiting Chicago

Personal injury

What can I expect my personal injury protection to cover

las vegas

3 Tips to Win More Money When Visiting Las Vegas

How Can You Put Green Papua Kratom To The Best Possible Use -- Pexels.com

How Can You Put Green Papua Kratom To The Best Possible Use

arbitrage betting

How to Find the Best Arbitrage Betting Opportunities

Santa Monica, California

The Middle Class: 5 Best Places to Live in Los Angeles for Families

high heels banned in carmel, california2

Some of the Most Unusual Laws You’ll Ever Experience in the UK and California

Contractor

How To Find a Trustworthy Contractor

Online Bingo Tips

Online Bingo Tips For Beginners: How To Play And How To Get Free Spins

John Cooke, Partner, Bergston LLP

The Legal Side of Things: Business Profile on John D. Cooke, Bergeson, LLP

California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
Site Design by 1REALTOUR

No Result
View All Result
  • Front Page
  • Business
  • Finance
  • People
  • Featured
  • Technology
  • Law
  • News
  • Food
  • Art & Culture
  • Human Interest
  • Education
  • Insurance
  • Real Estate
  • Health & Fitness

California Business Journal | California Business News, California News Media, California business articles | Orange County, Los Angeles, San Diego, Inland Empire, Northern California, San Francisco | Huntington Beach CA 92649 | (949) 648-3815
ALL RIGHTS RESERVED BY CALIFORNIA BUSINESS JOURNAL.
Site Design by 1REALTOUR