The PR Special Sauce Recipe

By: Autumn Wagman


What’s the secret to good PR? Jennifer Graybeal has the answer.

Graybeal is the director of public relations and communications at Fancred, the world’s fastest growing sports social network. This app allows you to create your sports fan profile. She compares it to another well-known social network by stating, “While LinkedIn is your identity as a professional, Fancred is your identity as a sports fan.”

One of her biggest accomplishments since her start at Fancred was earning the company a mention in the “Your Weekend Jumpstart” segment on the Today Show. You can imagine how excited she felt after Al Roker told America to download the Fancred app.

This success did not come without hard work and persistence. At our meeting on Tuesday, Feb. 24, Graybeal shared with us her secret to accomplishing such commended rewards. She calls it her “Public Relations Special Sauce.”


1. Pinch of Identifying Opportunities

In PR, and quite frankly any other profession, there are no freebies. Opportunities are there for the taking; you just have to know where to look. A tip Graybeal gives for discovering these opportunities is scouring the news. You have to watch and read everything you can to gain insight on the business you’re in.

“I have become an expert in the industry I work for – that’s my job,” Graybeal said.

Being aware of what’s going on in the industry of your profession is crucial if you want to be successful.

2. Dash of Thorough Research

The next bit of advice Graybeal offers is to conduct thorough research on the person, organization or company you are pitching to. Get as much information on them as you can BEFORE you pitch to them. It’ll help you to determine what is and isn’t relevant to propose to them and decide the proper plan of action.

3. Sprinkle of Tailored Outreach

Relevant. Relevant. Relevant. This is what kind of information you have to present. Your product or service has to be pertinent to the journalist or reporter you’re pitching to, otherwise, what’s the point?

Graybeal emphasizes this idea when she said, “Tailoring your outreach is really important.”

You need to ask yourself what you can do for who you’re pitching to and how your information is beneficial for them. If you can do this, you’re more likely to have your pitch acknowledged and accepted.

4. Spoonful of Establishing Relationships

So you’ve seized your opportunity, done your research and gotten the journalist to listen to you and use your information. What do you do now? Establish and maintain a relationship.

“If you give a reporter what they want when they want it, you will develop a relationship that will help you down the road,” Graybeal said.

Networking and connection building is critical when it comes to PR. You never know when you’ll have to work with that person again or if you’ll need something from them in the future. Relationships are the key to being successful. I mean, come on, this profession is called public RELATIONS for crying out loud!

If you have any more questions for her or want to know more about Fancred, feel free to email Jennifer Graybeal at or visit for more information.