Why ESPN is rethinking its PR content

It’s an ever-present dilemma for the modern PR pro—how do you make your stories stand out to journalists who are bombarded with pitches every day?

It’s certainly a challenge for Molly Mita, communications manager at ESPN. To break through the noise, her team is thinking beyond standard press releases and embracing new forms of engaging content.

You can hear her best practices at the PR & Media Relations Conference at PayPal, April 16-18 in New York City. We sat down with the PR superstar and got a sneak peek at what she’ll be sharing with attendees:

What type of content do you think will grow in popularity this year?

“Livestreaming content is growing at a rapid rate. It’s an unprecedented way to engage with audiences and answer questions in real time. Video content is also continuing to grow—especially short ones that cater to short attention spans. Both types of content are visually appealing and offer a sense of instant gratification to audiences.”