Services Offered

Journalist/Influencer Engagement

Many of today’s most viral news stories originate in legacy media, e.g., The New York Times, Bloomberg News, The AP, Wall Street Journal, and NBC News. Yet, national “conversations” are increasingly as likely to emanate from digitally native publications like Axios, Semafor, The Information, Puck, and Pro Publica, let alone any one of the myriad podcasts or widely subscribed to newsletters. Flatiron has its finger on the pulse of the changed media ecosystem, including the social media influencer ecosystem.

Legacy news organizations still have the capacity to drive a national conversation, generate sales, affect stock price, enhance reputation, and spur action. Yet the way in which today’s journalists and content creators source their story ideas has undergone a sea change. The same goes for how the public finds and consumes its news and information.

The successful engagement of editorial gatekeepers across the media ecosystem remains a core deliverable for every PR firm today. With the ratio of PR practitioners to journalists at record levels, ( i.e., 10:1?), the number of skilled media relations pros who understand, empathize, and successfully engage with beleaguered journalists continues to dwindle.

Flatiron has a range of new tools and technologies to help them identify exactly which influencers will be the most receptive to a client’s story. The firm and its founder have built a reputation for editorial smarts and the successful navigation of the vastly changed and changing media landscape.

Content Marketing

Most of us are familiar with the three legs of the marketing stool: paid (advertising/content marketing/ social media influencers), earned (publicity/op-ed submissions), and owned (LinkedIn, blog posts), each of which is used to varying degrees to drive one’s communications strategy. Less familiar are hybrid models such as earned/owned (contributed) and paid/owned (sponsored), on which online publishers increasingly rely and which editorial-centric PR pros are best equipped to create.

Editorial (earned) media coverage continues to have an uncanny ability to spark action, shape perceptions, and enhance social sharing. Yet other content marketing strategies must be considered if a company hopes to build awareness and esteem for its products, services, or investor opportunities.

An increasing reliance by news organizations on contributed content in recent years opens a window for corporate thought-leaders to share their expertise. Flatiron can help C-suite executives find their voices and ensure that they resonate in the most business-relevant media channels.

Digital/Social Media Strategy

Companies no longer can solely rely on the benevolence of journalists to advance their communications narratives. Current and prospective stakeholders today get their news and information from a vast range of sources whenever and wherever they please.

To build a company’s digital footprint, communications pros must broaden outreach beyond legacy news outlets to podcasts, influential newsletters, one’s own digital channels, and even paid influencers. A story amplified on Instagram or TikTok can be as important for driving consumer action as the original news story that catalyzed the “conversation.”

Flatiron can help you navigate the new digital media landscape.

Speaking Opportunities

As a speaker and moderator at many industry events, Peter recognizes the value such appearances can create. In a post-COVID world, we’re seeing many more in-person speaking opportunities across multiple industry sectors. You can inquire about future appearances or interviews here, and you can see some of Peter’s appearances on these blog posts.

Communications/Media Training

Many thought leaders conduct media interviews by simply answering journalists’ questions. While it is important to address a reporter’s interests, what’s the point if you’re not advancing your company’s messaging agenda? As head of the media training units at several of his former agencies, Peter has successfully media-trained scores of C-suite executives on the techniques and language needed to have their voices heard in print, digital and broadcast media.

Flatiron also has an advantage over the specialty media training firms: we interface with the journalist prior to the interview, giving us crucial insights as to what to expect. Using AI and our personal interactions, we are pretty adept at predicting what questions will be asked and the reporter’s hot buttons during the interview.

Editorial Services/AI Analysis

Effective messaging is key to effective communication. We pride ourselves on our concise and clear writing, as well as the use of AI to analyze client messaging and anticipate likely topics and questions in media interviews.

Other Services

Executive/Brand Positioning
Crisis/Issues Management
Media Event/Activation Creation and Production