#LouCarlozo : #PR : #publicrelations : Media Coverage
Qwoted 100 PR Superstar: Michael Santiago of Launch That
Qwoted 100 PR Superstar: Michael Santiago, Senior Content Editor, Launch That
As Senior Content Editor at Launch That, Santiago builds and maintains strong relationships with finance experts and media professionals. This personalized approach and commitment to humanizing interactions helps him establish meaningful connections in the ever-evolving PR landscape.
With a deep expertise in content strategy and a passion for enhancing PR processes, Santiago brings a strategic edge to content management and media relations.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Michael Santiago: I see platforms like Qwoted evolving to streamline the PR process further, enhancing the abilities of PR professionals and reporters alike.
Qwoted: What do you do that you’re most proud of and that other PRs could learn from?
Santiago: As a Senior Content Editor, building strong external relationships is paramount. I leverage my expertise in maintaining relationships with finance experts to excel in the PR space. Cultivating and sustaining strong connections with writers and reporters significantly contributes to our success.
Qwoted: What’s your toughest challenge with reporters?
Santiago: The toughest challenge is the uncertainty of whether the pitch or response you provided meets the reporter’s needs and if they will use it. While regular and consistent outreach can enhance your chances of success, the element of the unknown always remains.
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Santiago: I strive to build solid relationships and humanize my responses to reporters. This approach has been very effective in gaining coverage, as I aim to be professional while personalizing my interactions. This strategy has helped me network with a wide range of reporters.
Qwoted: How does PR in 2024 square with the future of journalism?
Santiago: I believe platforms like Qwoted are the future of connecting PR professionals and experts with reporters, streamlining the process from ideation to production. These platforms will be vital for maintaining communication between reporters and subject matter experts, thus improving the journalism funnel.
Qwoted: What advice would you give to those seeking to find an effective PR person?
Santiago: I recommend seeking out individuals with a large expert network and a humanized approach. Additionally, building relationships with PR professionals to create a synergy.
Qwoted: What is your golden rule of PR?
Santiago: Build healthy relationships and humanize your approach
Michael Santiago is Senior Content Editor at Launch That. Email msantiago@launchthat.com or connect on LinkedIn.
Lou Carlozo is Qwoted’s editor-in-chief and the editor-publisher emeritus of Talking Biz News. His memoir “The Lost Coin” is slated for publication this year. Email lou@qwoted.com or connect on LinkedIn.
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