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Every time a project of mine has made it into the trades, it’s been thanks to PR folks leveraging their contacts. Either internal PR folks or a sister PR agency. I’ve been really to work with great brands/creatives/PR peeps which has gotten coverage for a lot of projects.
Chief
I’ve gotten work (both side project and agency work) covered by Adweek and both times I just pitched the work to an editor directly.
Helps to have a succint write up of the idea, some sort of media (key visual, case study, whatever) to accompany the email.
Will getting picked up make you popular? Probably not.
Um, just send what you want to AdAge to publish and they probably will. That’s what every agency does. “Editor’s Pick” on Creativity is literally who ever sent in work that week. Those guys aren’t exactly work’n the beat for leads.
It’s not a waste of time if it’s good work. If your agency has a PR team you should send it to them so they can share it properly with the right information.
Rising Star
They need a thing “of the day” every day, so the odds are in your favor. Send it directly to the writers, they need stories and having it sent to them makes it easier. If they express interest, send them quotes like a press release. (In other words, write it for them) The story will be longer.