PR Tips From an NPR Writer/Entrepreneur

Story Highlights

  • Spolan occasional directs and writes for the NPR.

  • Content marketing trumps advertising.

  • It's important is to engage with and develop a relationship with journalists.

Sue Spolan, occasional director and writer for the NPR program Fresh Air and founder of the digital content agency, shared her wisdom with a group of young professionals at a recent seminar hosted by the Laurence A. Baiada Center for Entrepreneurship.

Among her tips:

  • Content marketing trumps advertising because it creates demand and gives potential customers something that traditional advertising can’t give – trust.
  • The traditional press release is not dead, but what’s really important is to engage with and develop a relationship with journalists – another type of customer base – so that they become your advocate.

Tom Peduto, a LeBow alumnus and entrepreneur currently serving as the director of marketing for, a Baiada incubator company, says “We’ve been toiling away on our product so intently that we’ve had barely a minute to spare on PR. Now we find ourselves less than a month from launch and beginning implement our marketing plan. Today’s event gave us the right frame through which to view our customers and how to reach them.”

See upcoming Baiada events

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