Qwoted Updates : Media Coverage
Qwoted 100 PR Superstar: Abigail Wood of Pillar4 Media
Qwoted 100 PR Superstar: Abigail Wood, Manager of Public Relations at Pillar4 Media.
Manager of Public Relations at Pillar4 Media, Wood shares her insights on the evolving PR landscape. She discusses the impact of technology, especially AI, in enhancing audience targeting and impact measurement while emphasizing the importance of storytelling and genuine connections.
Wood highlights the value of deep industry knowledge, especially in health and wellness, to make complex ideas accessible. She addresses challenges in capturing reporters’ attention and the need for flexibility as digital platforms reshape journalism.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Abigail Wood: I think the future of PR is super exciting! With all the tech advancements, especially in AI, I see us getting even better at targeting the right audiences and measuring our impact. But at the end of the day, it’s still all about telling great stories and building genuine connections. I’m really passionate about how we can use these tools to amplify the voices of health and wellness brands that I work with at Pillar4 Media.
Qwoted: What do you do that you’re most proud of and that other PRs could learn from?
Wood: One thing I focus on is really diving deep into the industries I represent. Working with health and wellness brands allows me to collaborate with medical experts, and I’ve found that understanding their language helps me craft pitches that resonate. It’s all about making complex ideas relatable and engaging for the audience!
Qwoted: What’s your toughest challenge with reporters?
Wood: Honestly, the toughest challenge is finding a way to stand out in a crowded inbox. Reporters receive countless pitches every day, so it’s crucial to make mine memorable. I focus on personalizing my pitches, keeping them concise, and always leading with why the story is relevant to them. It’s all about making that connection!
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Wood: I focus on having experts ready to share their insights at a moment’s notice. Staying on top of current trends in health and wellness helps me and my team connect the dots when reporters need quick comments. It’s all about being that go-to resource and making sure our stories are fresh and relevant!
Qwoted: How does PR in 2024 square with the future of journalism?
Wood: PR is definitely going to evolve alongside journalism. With more digital platforms popping up and traditional media changing, we need to be flexible. It’s all about adapting to where audiences are consuming their information.
Qwoted: What advice would you give to those seeking to find an effective PR person?
Wood: If you’re looking for a great PR person, find someone who is genuinely interested in your industry and has a solid track record of building media relationships. Results matter, but so does the connection they can create for your brand.
Qwoted: What is your golden rule of PR?
Wood: Always be honest and transparent. Trust is everything in this field, whether it’s with clients or reporters. I’d rather pass on a story that doesn’t fit than risk damaging that trust.
Qwoted: What tips do you have for others starting out in PR?
Wood: Just a reminder to always keep learning! The PR landscape is always changing, and staying updated on trends keeps me and my team on our toes and helps us grow. Plus, it’s fun to explore new ideas and strategies!
Abigail Wood is Manager, Public Relations at Pillar4 Media. Email abby.wood@sleepopolis.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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