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Guest Trifecta: News Releases, Pay for Plays + White Burgundy with Toni Harrison

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Guest Trifecta: News Releases, Pay for Plays + White Burgundy with Toni Harrison

Episode 10 – Pitchin’ and Sippin’ – New Releases

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A former CBS reporter, today’s “Guest Trifecta” is Toni Harrison, the founder and CEO of Etched Communication and Managing Partner and President of the Ten35 Agency. Toni has managed award-winning public relations campaigns for a diverse client roster that includes Fortune-ranked organizations, global consumer brands, governmental entities, and community-based nonprofits. As a former journalist, she also has an in-depth understanding of the 24/7 news cycle and unmatched expertise in helping clients navigate crises and high-profile interviews. Learn about news releases, pay for plays, and much more. 


  • We discuss Toni’s journey from graduating college to going back and forth professionally between journalism and public relations. Spoiler: her passion for PR won!
  • We talk about how Toni decided to start a business of her own: she created Etched Communication, a PR firm, which then became part of Ten35, a comprehensive communications firm. 
  • Toni explains why press releases should actually be called news releases. Also, she gives her opinion on whether the news release concept is dead or not. 
  • Toni explains the importance of having a content strategy when using news releases: being methodical and strategic is key. 
  • Toni talks about the realities of Pay for Plays and why the blurred lines between PR and advertising are a serious disservice to the industry and consumers.
  • Toni gives out her best advice for cultivating relationships with reporters, writers, and peers.
  • Using our voices and communication skills are key factors in order to progress towards a more inclusive world and we can’t deny it. Toni explains more of this topic in this article.


News Releases with Toni Harrison - Pitchin' and Sippin'

To learn more about Toni, check out her LinkedIn or visit her website.

 Interested in learning more about Pitchin’? Follow me on Instagram or book a Free Mini PR Strategy Call here.

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