Shara Seigel, VP of Media Strategy at Mission North, offers a smart reminder that pitches don’t always fail, sometimes they’re just early. In this episode of Digital PR Explained, she walks through how a sabbatical-focused story that wasn’t landing pivoted into a timely, relatable workplace trend about using AI to tackle the “post-PTO scaries.”
From spotting a seed in a Bloomberg Workshift conversation to packaging multiple client perspectives without positioning it as an exclusive, Shara shares a tactical breakdown of how she reframed the angle, expanded its relevance, and turned rejection into meaningful coverage.
In this episode, we discuss:
- How to park pitches instead of burying them when they don’t land
- Turning a reflective leadership story into a timely, utility-driven trend
- Naming the hook & why “post-PTO scaries” made the angle stick
- Using AI as a practical workplace solution rather than hype
- Pitching multiple outlets without overpromising exclusivity
- Building relationships by reading and engaging with journalists consistently
- Why the path to coverage is rarely linear
About Shara Seigel
Shara Seigel is the VP of Media Strategy at Mission North, where she leads strategic media campaigns for innovative brands. She specializes in identifying timely angles, building strong journalist relationships, and helping clients show up in meaningful, relevant conversations. Shara is known for her thoughtful approach to media strategy and her belief that rejection is often redirection.
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