‘Retail-level outreach’: Media relations lessons from C-SPAN

Creating an ecosystem for coverage.C-SPAN director of communications Howard Mortman occupies a unique role in the world of media relations.
He works for a cable network that broadcasts political happenings. He targets journalists from other outlets who seemingly do the same things.
But to Mortman, they aren’t competitors at all.
“We don’t have ratings because we are a nonprofit,” Mortman told PR Daily.  “We don’t have advertising. There’s no governm