Author | Lightnews

Carly Martinetti @prcarly.bsky.social · 2d

Strategic PR fills this gap consistently.
Tactical PR waits for permission.

Your story doesn't pause between milestones. Your media strategy shouldn't either.

Carly Martinetti @prcarly.bsky.social · 2d

The insight:

Editors have publication timelines independent of your announcement calendar. They need commentary on industry shifts; analysis of emerging challenges; perspective on market dynamics.

1

Carly Martinetti @prcarly.bsky.social · 2d

3️⃣ Leverage niche publications early:

These smaller outlets become testing grounds for messaging. One client dominated 6 consecutive issues of an emerging publication before competitors even noticed it existed.

1

Carly Martinetti @prcarly.bsky.social · 2d

2️⃣ Move to mainstream media:

Our healthcare client's CEO became the go-to source on industry consolidation trends—landing features in WSJ, Forbes, and CNBC during a gap between funding rounds.

1 2

Carly Martinetti @prcarly.bsky.social · 2d

1️⃣ Start with trade publications:

A retail client had zero news for Q4. We created a competitive analysis report that landed coverage in 5 industry outlets and established them as the category expert.

1

Carly Martinetti @prcarly.bsky.social · 2d

They're publishing daily. Weekly. Monthly. And they need expert voices to fill those pages.

When we work with clients in "quiet periods," we follow a proven approach that generates consistent coverage:

1

Carly Martinetti @prcarly.bsky.social · 2d

Because agencies don't know how to say it. And this addiction to announcements kills your PR strategy.

Most teams operate on a simple formula: Major news = Media coverage. No news = Silence.

But publications don't pause their editorial calendars waiting for your press release.

1

Carly Martinetti @prcarly.bsky.social · 2d

I can predict exactly when most PR agencies will stop delivering results.
It's the moment between your last announcement and your next one.

This gap—often spanning 3-6 months—represents the biggest waste in modern PR. Not because there's nothing to say. 🧵

1

Carly Martinetti @prcarly.bsky.social · 3d

They'll use it to compound their expertise and create industry-defining work that doesn't fall apart under scrutiny.

What's your take? Are you seeing AI widen or narrow the expertise gap in your field?

Carly Martinetti @prcarly.bsky.social · 3d

AI doesn't have that level of expertise, and I don't think it ever will.

So here's my advice:

Stop chasing the latest prompting techniques. Start identifying your 10,000-hour advantage and learn how AI can amplify it.

The professionals who understand this won't be replaced by AI.

1

Carly Martinetti @prcarly.bsky.social · 3d

4. Quality evaluation requires something AI can't replicate:

Judgment earned through failure.

I've seen enough pitches crash and burn to recognize red flags in AI output that look perfectly reasonable to the PR layman. That ability comes from years of experience and a highly developed sixth sense.

1

Carly Martinetti @prcarly.bsky.social · 3d

Most companies find their best AI results come from PR professionals using AI tools, not from AI prompting wizards who lack industry experience.

1

Carly Martinetti @prcarly.bsky.social · 3d

3. The "prompt engineer" mythology is already cracking.

AI makes me faster at the analytical work I already know how to do. But I never just start with a prompt. I feed it previous successful campaigns, strategic frameworks, and extensive background material first.

1

Carly Martinetti @prcarly.bsky.social · 3d

The story is the actual news or trend analysis, and your company happens to be an expert who can speak to it. But AI can’t turn your promotional angle into a news or trend angle without a seasoned PR pro guiding the way.

1

Carly Martinetti @prcarly.bsky.social · 3d

2. Domain expertise remains irreplaceable.

PR professionals know something AI doesn't: Unless you're Apple or Nike, announcements aren't newsworthy. That's why AI spits out promotional garbage pitches. It doesn’t know what journalists actually want to cover.

1

Carly Martinetti @prcarly.bsky.social · 3d

Meanwhile, someone without PR experience using ChatGPT to write a pitch will get a document they think looks perfect - and gets deleted by journalists immediately.

1

Carly Martinetti @prcarly.bsky.social · 3d

1. AI amplifies the capability gap exponentially.

A seasoned PR professional using AI can develop media strategies in hours that would take weeks manually.

1

Carly Martinetti @prcarly.bsky.social · 3d

This statement might shock you: AI can't do PR.

Sorry folks, you can’t just buy a ChatGPT subscription and fire your agency. It’s actually quite the opposite. Instead of leveling the PR playing field, AI is tilting it further.

🧵 Here's what I mean:

1

Carly Martinetti @prcarly.bsky.social · 4d

TAKEAWAY

When you’re pitching an unknown client, build a legitimacy ladder where each proof point builds on the next. The momentum makes journalists feel you've got the go-to expert for their story.

Easy enough?

AMA in the comments 👇

Carly Martinetti @prcarly.bsky.social · 4d

This is where psychology kicks in. Journalists think: “This person clearly has authority AND relevance right now. I should book them now before someone else does."

It triggers their sense of competitive urgency—which is exactly where you want them.

1

Carly Martinetti @prcarly.bsky.social · 4d

LAYER 4: SOCIAL MOMENTUM

Upcoming announcements, speaking engagements, new research.

“Book launching Q2" or "CEO leading company through Series B expansion"

1

Carly Martinetti @prcarly.bsky.social · 4d

This demonstrates they’re media-ready without making your target outlet feel like they're late to the story.

1

Carly Martinetti @prcarly.bsky.social · 4d

LAYER 3: INDUSTRY VALIDATION

Strategic media mentions or relevant experience.

Here’s the trick: Pitching broadcast? Mention New York Times coverage (not a competitor). Pitching a podcast? Reference a previous podcast to show experience.

1

Carly Martinetti @prcarly.bsky.social · 4d

You're using established names’ brand recognition to elevate your unknown expert. When recognized players choose to associate with you, it implies they've done their due diligence.

1

Carly Martinetti @prcarly.bsky.social · 4d

LAYER 2: BORROWED AUTHORITY

Former roles at major companies, advisory positions, consulting clients, institutional affiliations.

"Consulted for Disney and Microsoft” or “Advised Senator [X] under Obama"

1