by Brandon Glenn | Sep 3, 2025 | Blog
Despite many protestations otherwise, the press release is not dead.
Press releases remain a useful means of sharing key company news, communicating with the broader market, and generating interest among journalists that ideally leads to attention from prospects and customers.
This blog post will offer several key tips for pitching press releases to media, such as including an attention-grabbing subject line, a newsworthy angle that ties in to current industry trends and targeting the right journalists.
Craft an attention-grabbing subject line: The subject line is the first — and often only — chance to capture a journalist’s attention. A compelling subject line should be concise, informative, and engaging without sounding like clickbait. It’s crucial to clearly communicate the value of your news in as few words as possible.
While “Exciting News from XYZ Company” may work as the headline of a social media post, for a subject line that will attract a journalist’s attention, try something more direct like “XYZ Company Launches AI Tool to Improve Hospital Workflow Efficiency.”
Additionally, personalization also goes a long way. Consider referencing a journalist’s recent work or interests in your subject line or introduction to demonstrate relevance and effort.
Lead with a newsworthy angle: Journalists are looking for stories that are timely, relevant, and meaningful to their audience. When crafting a pitch, ask yourself: Why should this news matter right now? Is it part of a broader trend? Does it address a timely issue? For example, tying your announcement to a current event or growing industry concern — such as cybersecurity in healthcare or the rise of health-at-home — can significantly boost the chances of media pickup. A good press release pitch should make the connection between your news and the larger narrative obvious and compelling.
Target the right journalists: Mass emailing a generic press release to hundreds of media contacts is unlikely to yield results and may even harm your reputation. Instead, take the time to identify the right journalists for your story. In general, the best pitches are highly targeted and personalized. Research each journalist’s recent stories, preferred topics, and audience.
This information helps you tailor your message and increases the chances of a positive response. Using tools like media databases and journalist profile platforms can streamline this process, allowing marketers to build curated lists based on beat, outlet, and past coverage.
Make it easy to cover your story: Once you’ve caught journalists’ attention, don’t make them work to understand your news. Provide all essential information clearly and concisely in the body of the email. Include a strong opening paragraph, bullet points with key facts, the full press release, and any relevant visuals or multimedia.
It’s also helpful to offer interview availability with subject matter experts, quotes, or additional background context upfront, so journalists have everything they need to write a story without chasing down more information.
Follow up but don’t spam: Following up after your initial pitch is a standard and sometimes necessary part of media outreach. That said, there’s a fine line between being persistent and being pushy. Wait around 48 hours before sending a polite follow-up email. Keep it short, reiterate the relevance of the news, and offer to provide any additional information.
Avoid sending multiple follow-ups if you don’t hear back. If journalists are interested, they’ll respond. Maintaining professionalism and respecting their time will preserve the relationship for future pitches.
Conclusion
Successfully pitching press releases to media requires more than blasting an announcement to a generic list. By focusing on personalized, timely, and targeted outreach, while also making journalists’ jobs easier, marketers can increase the odds that their news will get the coverage it deserves.
by Morgan Lewis | Aug 20, 2025 | Blog
In 2025, decision-makers running health systems, physicians’ practices, insurers and life science companies have more demands on their attention than ever. Yet, even today, these leaders continue to seek out and read thought leadership articles to gain insight into the challenges facing their organizations.
Given their potential influence, these articles continue to play a valuable role as part of an integrated and multifaceted PR/marketing campaign. At Amendola, we regularly help clients craft compelling bylines that resonate with both readers and trade publication editors. But we still wanted to do a pulse check to determine what truly distinguishes one byline from another.
To explore this question, we recently ran a poll on LinkedIn asking: Which of these three is most crucial for getting published and engaging readers when writing thought leadership?
Here’s how the votes broke down:
- Focus on an industry problem: 77%
- Go easy on the self-promo: 15%
- Respect your readers’ time: 8%
Focusing on industry challenges took the top spot by a mile. Still, all three elements are nonetheless essential to thought leadership content that captures attention, builds authority, and clears editorial hurdles. Here’s a closer look at why each matters and how to ensure your bylines accurately reflect them.
Focus on an Industry Problem
The clear winner of our poll, this audience-focused approach centers on their needs and pain points. It is clear from the results that trusted thought leadership should not necessarily be about what your organization wants to say, but rather, what your audience needs to hear.
Editors prioritize content that informs and helps readers do their jobs better. If a byline sheds light on a genuine industry challenge, such as data silos hindering improvements in care quality and outcomes or the slow adoption of AI due to regulatory uncertainty, it immediately signals relevance.
Similarly, in our experience, the best-performing bylines from our health-tech and life-science clients have been those that closely align with the most pressing issues faced by providers, payers, pharmaceutical leaders, or other health IT buyers. For example, instead of broadly discussing the benefits of remote patient monitoring, a more valuable angle would be to examine how payers are adjusting their reimbursement models in response to regulatory uncertainty and what that means for provider adoption at scale.
In most cases, this approach means you should start your byline by identifying a pressing question or problem. If you are unsure about which issue will resonate most, start listening to your customers, the news, and the conference sessions that everyone is buzzing about. The more you anchor your thought leadership in the day-to-day challenges of your audience, the more likely it is to resonate and get published.
Go Easy on the Self-Promo
While only 15% of poll respondents chose minimal-to-no self-promotion as the most crucial trait of published thought leadership, it remains a major factor in whether an editor accepts or rejects a byline. Many otherwise strong pieces lose credibility when they shift from insight-sharing to sales-pitching.
The line between thought leadership and marketing copy is often thin, but it is critical. Readers come to trade publications for insight, not product brochures. Of course, your leaders should still showcase their expertise, but it needs to be demonstrated through stories, lessons learned, or innovative thinking, not direct promotion.
For example, if your company recently led a project that improved medication reconciliation accuracy, open the article by focusing on the broader issue: the clinical and safety consequences of poor medication data. Then, explain how to identify and solve the problem, sharing generalizable insights that other health systems or vendors could apply.
Ultimately, the goal is to earn trust, which is built by offering something of value without strings attached.
Respect Your Readers’ Time
Although this characteristic received the fewest votes in our poll, it should not be underestimated. Clarity and conciseness are the unsung heroes of persuasive writing.
Your audience is busy. They may be reading between meetings, during a quick coffee break, or in the few quiet minutes before their next patient or pitch. A strong byline makes their time feel well spent. That means using plain language, avoiding unnecessary tangents, and structuring your argument in a way that is easy to follow.
In technical fields such as health tech or clinical innovation, it may be especially tempting to showcase expertise through complex language. However, the best thought leaders recognize that simplicity is indeed a strength. One compelling idea, clearly expressed, will consistently outperform three half-developed ones wrapped in buzzwords.
If your byline cannot be understood by an intelligent, time-pressed reader in a few scrolls or less, it is time to revise.
Bringing It All Together
Albeit unscientific, our poll results reinforce what we have long known from working with leading trade and consumer publications: the strongest bylines solve real problems, put the reader first, and let the value of the insight speak louder than the brand behind it.
In a time where healthcare leaders are navigating unprecedented complexity and constant change, the value of strong thought leadership cannot be overstated. Articles that identify real challenges, offer informed perspectives, and respect the reader’s time stand a far better chance not only of being published but also of being read, remembered, and shared. Whether written by an executive, subject matter expert, or seasoned communicator, the best thought leadership doesn’t just fill space, it fuels meaningful dialogue across the industry and elevates your company’s profile in the market.
by Jim Sweeney | May 14, 2025 | Blog
The first blog was created in 1994 by a Swarthmore College student who posted his own writing as well as links to websites he liked and thought his readers would enjoy.
Incredibly, that formula still holds up after more than 30 years of the internet. What other aspect of the online world can that be said about? Of course, a lot has changed about blogging (SEO, the addition of video and audio, different platforms, AI), but the objective of expressing your thoughts and sharing interesting things remains fundamental to successful blogging.
That’s true for businesses that blog as well as college students. Blogs have been around so long that they can be viewed as internet relics, like MySpace and Napster, but there is a reason they persist. They’re effective – as long as they’re done right.
There is some interesting research on the tactics of blogging: how to use SEO, how long to write, formats, how frequently to publish, even when to publish. Here’s an earlier Amendola post with some interesting research about blogs. That is helpful for the experienced blogger who wants to become expert, but I find the rules for a successful corporate blog are similar to those for being a good guest at a party:
Have something to say
Corporate blogs that simply recycle company press releases and other internal announcements are dull, like party guests who can’t carry on a conversation. No one, least of all a client or customer, feels obligated to read a dull blog. The content should be either interesting, educational, entertaining or some combination of the above.
It’s not about you
The first rule of successful socializing is expressing an interest in others (even if it’s feigned). The party guest who talks only about himself is a boor. It’s the same for companies that blog only about themselves. No one – not even their employees – is that interested in them. Blogs should take a more expansive view of the universe. I don’t mean medical device companies should be commenting on sports and Oscar nominations necessarily, but dealing with tangential topics add variety, demonstrate a wider world view and make it easier to draw in readers.
While there is no exact formula, a good rule of thumb is roughly a 50/50 mix between company content and other material.
Mingle with others
Blogging alone in your corner of the internet while ignoring all the other content out there is like refusing to interact with other party guests.
Acknowledging and making use of other companies’ relevant content is a great way to gain an audience and show off your insights.
This doesn’t mean promoting the competition, just recognizing that you don’t have a monopoly on interesting things to say. If a media outlet writes a compelling article about your industry, you can link to it and offer your thoughts. You can even invite guest bloggers. It’s a great way to build an audience.
Don’t overstay your welcome
No one likes a guest who shows up early, insists on being the center of attention at all times and lingers after the hosts have started cleaning up. In other words, don’t blog too often. It’s only large B2C brands that might need to be out with new material every day. For B2B brands, once or twice a week is fine. That also makes it less likely that you’ll have to post weak content. Just like at a party, you want to leave them wanting more.
There is nothing sadder than hosting a party which no one attends. It’s the same with writing blogs that no one reads. If you’re going to go to the effort of creating and maintaining a blog, be sure to follow the rules for making it interesting. Otherwise, you’ll be eating the cake all by yourself.
by Brandon Glenn | Apr 30, 2025 | Blog
In today’s content-saturated landscape, thought leadership bylines remains a powerful tool for building credibility and influence. For example, 88% of decision-makers believe high-quality thought leadership content improves their perception of an organization, yet 71% say less than half of what they read actually provides valuable insights, according to statistics cited by The New York Times.
This gap underscores the importance of crafting compelling, meaningful bylines that stand out. To increase your chances of publication and audience engagement, consider these three essential tips.
- Go easy on the self-promotion: The quickest way to lose credibility in a thought leadership piece is to turn it into a sales pitch. While it’s tempting to highlight your company’s solutions, most publications require bylines to be vendor-neutral. Readers seek valuable industry insights, not an extended advertisement. Instead of pushing products or services, share a fresh perspective, unique data, or a forward-thinking analysis of an industry trend. If your content provides genuine value, readers will naturally associate that expertise with your brand, enhancing its reputation without overt self-promotion.
- Focus on an industry problem: Readers engage with content that resonates with their professional challenges. A strong byline should tackle a pressing industry issue and offer actionable insights, not just general observations. Rather than reiterating well-known problems, take a deeper dive: Offer a counterintuitive take, present real-world case studies, or challenge conventional wisdom. For example, instead of writing about how digital transformation is crucial in healthcare, explore why certain digital initiatives fail and what organizations can do differently. Thought leadership isn’t about stating the obvious; it’s about advancing the conversation in a meaningful way.
- Respect your readers’ time: In an era where executives and professionals are inundated with content, brevity is key. Editors and readers prefer bylines that get straight to the point, typically around 800 words. If your article stretches beyond that, tighten your argument by removing fluff and redundant points. Strong, concise writing improves engagement and increases the likelihood of publication. Aim for clarity over complexity, and ensure every paragraph serves a purpose.
Final thoughts
A well-crafted byline can elevate your thought leadership profile, but only if it aligns with industry standards and reader expectations. By prioritizing valuable insights over self-promotion, addressing real industry challenges, and keeping your content concise, you enhance your chances of making a lasting impact. As the data suggests, high-quality thought leadership matters, so take the time to refine your byline and provide content that truly informs and engages your audience.
by Morgan Lewis | Mar 5, 2025 | Blog
Now that we’re well into 2025, I thought it would be interesting to look back at the most-read blog posts of 2024. My theory about these popular posts is that they reflect the concerns, curiosities and goals of the larger population of that time … or it could just be our team’s savvy SEO strategies and engaging writing skills that kept readers reading.
Regardless, last year’s most-read posts indicate that visitors were looking for levity, given the many popular articles’ lighthearted nature. This is also understandable, considering that many of us were looking for some relief in 2024 from the nonstop barrage of news about the U.S. Presidential campaign.
Another theme that emerged is that several of you – despite the growth of ChatGPT and other generative AI writing tools – seemed to be looking for writing tips and commentary to improve your content. Hooray for real-life human writers!
Without further ado, the following are the top 5 most-read Amendola blog posts from 2024 (in chronological order).
Top 5 Most-Read Blogs of 2024
- “The Taco Bell Times And The Depends Undergarments Press: Is This The Future Of Local News?” by Brandon Glenn.
This amusing post kicked off the year by first discussing an unfunny trend: the widespread closures of daily newspapers and layoffs of journalists. This topic is close to our hearts at Amendola, given that many of us came from consumer and business journalism before jumping to PR. The post, however, does steer toward levity as Brandon explores what could happen if mega-corporations step in to “save” local newspapers by purchasing naming rights or other such business ventures (which occurred at his hometown’s newspaper). What could go wrong?
- “The Best Rule in AP Style is About Animals with Names” by Brandon Glenn.
Brandon returns to the most-read blogs list with his hilarious take on an obscure Associated Press-style rule about pronouns for animals with and without given names. As a follower of AP style (the most common writing manual in consumer and business journalism) for over 25 years, I cannot remember ever looking up if I should refer to a dog named Rex as “who” or “that” in a sentence. Thankfully, the style guide editors resolved this dilemma, which Brandon whimsically explains. So, which is it? You’ll have to read the post to find out.
- “Reflecting Back, Looking Forward: Amendola Marks 20th Anniversary,” by Jodi Amendola.
Our founder and CEO, Jodi Amendola, has seen it all in health tech: digital transformation, the rise of virtual care, COVID-19, and now, generative AI. Jodi’s vast experience and success are likely why so many blog visitors read her post on the 20th anniversary of the agency she launched out of her parents’ condo in Scottsdale, Arizona. Her secret? Jodi humbly admits that she doesn’t have a crystal ball to foretell the industry’s tumultuous changes. Instead, preparing for the unexpected, staying nimble and building the right team have made all the difference over the last two decades.
- “When Slow is the Way To Go in PR and Marketing,” by Chris Nerney.
Post-author and Senior Content Director Chris has decades of experience in journalism, PR, and marketing content, as well as five years as a standup comic in Boston. His wit shows through in this post about the occasions where speed is more of a risk than a benefit. Although filled with valuable and actionable information, Chris injects plenty of humor in describing situations professionals in our industry will recognize. For example: “…you may be writing about concepts that may be ever-so-slightly outside your wheelhouse. That’s OK – you probably didn’t go to medical school, and your yearslong devotion to Grey’s Anatomy will only get you so far.”
- “The ABCs and the 3 Ps of Media Interviews,” by Grace Vinton.
Our media relations dynamo and health-tech celebrity, Grace Vinton, offers advice on a perennial challenge facing health-tech PR and marketing professionals: media interviews. Grace, who has a hugely popular podcast of her own, presents helpful mnemonic devices in the post for health tech executives to prepare for interviews and tips for crafting memorable and easy-to-understand messages. Her guidance is also relevant for any chat with a potential customer, investor or partner where you may not have the time for a detailed discussion about your company and solutions.
New Year, Fresh Insight
Whether it’s writing tips, messaging advice, or insight into the health tech PR and marketing strategies, you can continue to rely on this blog in 2025 to supply you with relevant guidance. I can’t promise that all the posts will be humorous, but they will surely be engaging and informative. Thanks for reading!
