Episode Summary
In this episode of Digital PR Explained, I’m joined by Ross Wilkers, Senior Staff Writer at Washington Technology and host of the WT360 podcast. Ross shares how content published by Red Team Consulting, specifically a thought leadership piece on LinkedIn from Tris Carpenter, caught his attention and led to a fast-turnaround podcast interview.
We explore how well-timed, well-positioned content on LinkedIn and company blogs can spark media opportunities, especially in niche industries. Ross also offers tactical advice on pitching to industry reporters, prepping experts for interviews, and building strong, ongoing relationships with journalists.
Key Takeaways
- Thought leadership opens doors. Ross invited Tris Carpenter, GM of Strategic Growth at Red Team Consulting, onto the WT360 podcast after seeing a widely shared post highlighting key federal contracting trends.
- Timeliness + responsiveness win. After Ross reached out, the Red Team PR rep responded quickly, and the episode was recorded and published within days.
- Make your experts discoverable. Strong bios, public speaking clips, and credibility signals help journalists decide who to feature.
- Relationships matter. Ross encourages PR pros to stay in touch, accept repeat invites, and support episodes after publication.
- Shoutout to the pros. Ross praised several public sector PR firms for educating clients about niche media and setting them up for success (see below).
💬 Shoutouts
Ross gave kudos to the following PR agencies for their deep understanding of the federal/public sector media landscape:
He specifically highlighted how these firms help their clients tailor pitches and content for publications like Washington Technology and why that makes his job easier.
About Ross Wilkers
Ross Wilkers is a Senior Staff Writer at Washington Technology, where he reports on the business of government contracting, focusing on how tech companies engage with the federal government. He also hosts WT360, a podcast exploring the themes, trends, and challenges shaping the federal market.
- LinkedIn: Ross Wilkers
- WT360 Podcast
Where to Listen
You can stream this episode of Digital PR Explained on your favorite platform:
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