Articles
July 7, 2026 at 11:43 AM
Here's what everybody is saying these days, from your industry colleagues to the pope.
July 6, 2026 at 1:32 PM
Tech PR veterans still rue November 17, 2022 — the day Politico Media Group abruptly shuttered Protocol, taking down Tom Krazit and the exceptional enterprise team he had assembled.
Tom is back in build mode.
July 4, 2026 at 9:39 AM
We added more evidence... as of early July...
June 29, 2026 at 7:00 AM
Beyond the challenge of placing the profile itself, I'm concerned about the bias toward superstar CEOs and the relative lack of opportunity for the up-and-comers. Perhaps it's that every CEO has an origin story and exciting ambitions.
That said, let's meet these 16 folks who make CEOs look good.
June 4, 2026 at 10:17 AM
Hey, they said it, not us.
June 3, 2026 at 10:39 AM
Your new favorite Substack blog is called Sorry for Cold Calling. It’s written by Rob Smith, PR pro between agencies at the moment. Rob loves interviewing journalists. He has done it for years with media-brand targets. He will pay special attention to media-brand journalists who go indie, but…
May 23, 2026 at 3:39 PM
What becomes of the PESO model in the era of retrieval?
May 20, 2026 at 11:26 AM
Here's an assortment of SMB-ish targets in media brands; SMB itself is not profitable territory for publishers these days. Legions of creators have seen to that.
May 20, 2026 at 10:48 AM
Here's brief spotcheck of rate ranges for paid content in six top publications. The information was gleaned from rate cards. Note that everything is negotiable: The more you buy, the lower the rate.
May 20, 2026 at 7:25 AM
Context is everything when it comes to LLMs and retrieval. What are you trying to get at? What is the scenario?
May 18, 2026 at 12:14 PM
A long, long time ago (in 2016), if you had an announcement that involved anything that could be perceived as AI was routed through the resident “AI and Emerging technology” reporter.
Now, pitching “AI reporters” as a category is meaningless since every major outlet covers AI now and…
May 18, 2026 at 5:52 AM
With a big assist from Claude Opus 4.7, SWMS busts some myths about AI discovery. If you sell such services, it might be time to revise the deck.
May 16, 2026 at 3:57 AM
You just don't see that many case studies anymore, sometimes because the end user's legal department doesn't permit them. Other times, they are saved for owned media purposes. But there remain a few publications that do specialize in them. Here are the related targets.
May 15, 2026 at 4:14 AM
Welcome to the sixth installment of They Said It, a fun, easy-to-scan column that comes from the mouths of others. Let us how you like it!
May 7, 2026 at 3:58 AM
This document initially was meant to remain internal to SWMS, not to be published. The workshop's mission: how to pitch indie experts with a bit of arrogance to them. Its context: as time goes on, the number of friendlies will diminish while the number of head cases will rise. Early versions of this…
May 6, 2026 at 2:52 AM
If your client can talk about high-performance technology, here are some conversational highways to pitch success.
May 4, 2026 at 1:05 PM
This cheat sheet will introduce you to 19 indie prophets of agentic AI, those with a newsletter or a podcast or who speak on the topic. It's OK to be late to this party. Everyone is. Even the experts struggle.
May 4, 2026 at 5:50 AM
Sales is fundamental to any kind of business. And yet, strangely, there's not a lot of vertical focus on sales success. Here's a cheat sheet on back doors to sales-focused earned media in the form of newsletters and podcasts.
May 1, 2026 at 1:21 PM
Surprisingly, there's quite a few solid podcasts in this well-worn B2B niche, and they appear to be pitchable. Happy hunting.
April 29, 2026 at 2:35 PM
Welcome to the fifth installment of They Said It, a fun, easy-to-scan column that comes from the mouths of others. Let us how you like it!