07 December 2021 Bec Derrington

Recently, I decided to start compiling lists of some of the great articles that stop me in my tracks (and compel me to read on) in my areas of interest - namely media relations, newsjacking, publicity generally, along with content and digital marketing tactics and practices - and thought it was time to share.

So here's my list of 'Top Shelf Reads' for December (which I will continue to update throughout the month) to earmark those articles I believe are worth a special mention. 


  1. 7 common PR mistakes your brand needs to avoid
    "There are good reasons why the PR market is booming and slated to hit $93 billion by 2021—it's a challenging field to handle...To prevent this from happening, make sure you avoid these common PR mistakes." 
  2.  Crisis PR Takeaways from Alec Baldwin’s Botched Interview
    "Alec Baldwin’s claim during an interview last week with George Stephanopoulos that he would “never point a gun at someone and pull the trigger” was a colossal PR mistake... It is a stunning, textbook example of what not to do. Moreover, it was a remarkable moment in the annals of crisis PR that will keep communication pundits talking for decades."
  3. Hertz responds to viral customer complaint, how PR pros report metrics to leadership, and Hulu pulls Astroworld documentary after backlash
    "Also: Toyota launches “Bookstore” holiday campaign, Ragan’s 2022 benchmark survey, Square rebrands as Block, and more."
  4. Why Email Should Always Be the Go-To Method for Non-Critical Workplace Communication
    "There's no doubt that new methods of workplace communication have exploded in popularity over the last year and a half due to the COVID-19 pandemic...Yes, business leaders should opt for phone calls, video chats, or other instantaneous forms of communication in times of urgent crises, but here is why emails should always be the go-to method for non-critical workplace communication."
  5. How To Use PR For B2B Lead Generation
    "Do you want to improve your Lead Generation? Then it's time for some PR. What is PR? In this blog post, we are going to discuss how PR works as well as effective ways to generate leads with PR."  

  6. 3 Ways Direct-to-Consumer Brands Can Leverage Media Coverage
    "How to make your DTC PR dollars go further, decrease conversion friction and keep customers loyal."
  7. 57 SEO Insights From Google's John Mueller
    "Brush up on your SEO knowledge with this comprehensive collection of insights from Google Search Advocate John Mueller."
  8. What Readability Level Makes Sense for Your Audience?
    "It never fails. In my writing workshops, when I talk about the importance of making copy easy to read and understand, there's always one person who can't believe the advice applies to her...So you think your audience wants it to be harder? Think again."
  9. HuffPost Bureau Chief Talks Exclusives, Do’s and Don’t’s of Pitching
    "How can you get your executive or organization quoted in a national media outlet? It’s a defining question for PR pros at companies and institutions of all sizes. One way is pitching a story about something an executive or company is doing locally that may have national implications, says Amanda Terkel, Washington bureau chief at HuffPost."
  10. The Art of the Newsjack
    "Many people know that a lumberjack is a fashion inspiration for men’s flannel shirts, and the flapjack is a Sunday morning favorite with a good cup ’o Joe. But if you’re an entrepreneur and you’ve never heard of a newsjack, it’s worth exploring."

Missing something?

Hit me up in the comments with a December article you feel must be included!