Between You and MEdia… with Aunyea Lachelle

As PR professionals, we all know the importance of building meaningful relationships with members of the media – reporters, producers, assignment editors, etc. But how does that happen, and where do you start? 

In this new section of the PPRA blog, PPRA members will share insight, tips and tricks, and fun facts learned from members of the media through informal interviews. You won’t have to wait for our “Media Mingle” or “Editors Panel” to get your tough questions answered and connect with the media. Our goal with this blog section is to continue engagement with our media counterparts in an informative and fun manner. So, between you and me – enjoy!


It’s rare that a Philadelphia TV news station launches a new program that focuses on the positive things to see and do in Philadelphia. But that’s what NBC10 did last month with the launch of “Philly Live,” which is in partnership with Visit Philly. The digital-first show, which airs Monday through Friday at 11:45 a.m., is hosted by Aunyea Lachelle, who is new to NBC10 but not to Philadelphia. The Northeast Philly native sat down with Bellevue Communications’ Kareen Preble to provide some insight into the new show. The following has been edited for clarity and brevity. Photo courtesy of NBC10.

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Aunyea Lachelle is the host of NBC10’s Philly Live.

How did you get started as a journalist?

I majored in communications at West Chester [University] and I was also a radio board operator and radio host at West Chester as well for 3-4 years, so I did television and radio.”

Between you and me, what’s your favorite aspect of your job?

“Everything that I get to do. I’m from Philly, born and raised. But I’m still discovering new things that I didn’t know existed in this town. I love the fact that I get to be myself, and I like to say to the viewers all the time – look, I’m your homegirl….I know the city just like you do, but I’m also curious about the city just like you are. I’m introducing our viewers to new things that they might not have known, but I’m also experiencing those things myself so that I can give them that full experience when they watch the show. I never knew you could take a flying trapeze class in Philly, but I did it and I’m terrified of heights! So that goes to show how committed I am to this show and to our viewers to give them the best Philly experience possible. I mean I get to meet celebrities like Billie Jean King and get an exclusive tennis lesson with her. I played foosball with Brian Westbrook. We’ve covered restaurant week, fashion week. So, I love that I just get to showcase my personality and have a great time on the show. It’s something I get to have fun with.”

What inspired you to get into this business?

“A lot of things inspired me. I can’t credit it to just one thing. My family was one. I come from a very Christian family, [they] founded Porter’s Daycare and Educational Center, which is a nonprofit daycare and elementary school that’s been open for nearly 40 years now. They were a huge inspiration to me because I realized that people that do the work that they do and that people who work in nonprofits in general don’t get enough buzz and attention, they don’t get the credit and recognition that they deserve. So part of [my inspiration] was wanting to tell those stories. Another part of it was that I’ve always been a creative person and I’ve always been interested in the arts and the performing arts, especially with music. I used to play and sing at coffee shops in college, act in high school plays so I’ve always had a passion for the arts and as I got older, it transpired into broadcast television.”

What advice would you give PR professionals looking to pitch you?

“I know PR pros tend to put their clients first, which is great because that’s your job and that’s why you’re great at it. However, my advice when reaching out to us is to focus on the viewer whenever you’re sending a pitch. Attack it from the viewer’s perspective, and think of what they would like to see, what they would like to hear and the way they would like the story to be told.

We’ve worked with tons and tons of PR and we’re so happy that they are excited about this show and that they have clientele that would be perfect for this show. As far as what we’re looking for, it’s any and everything that there is to do and see, and it’s not just Philly, but it’s also the Del Valley and the whole Southeastern Pennsylvania region that we’re covering, as well as parts of New Jersey, so it really is a tri-state area show. I like to describe it as Philly is the heartbeat and we connect to all the other cities and our surrounding regions as well.”

You’ve only been doing Philly Live since September, but has there been a highlight so far?

“You know I’m one of those people where every project I take on becomes my baby and so, almost every story that I take on becomes my baby and I become really passionate about telling the story the right way. It wouldn’t be fair to pinpoint one specific segment, however, as far as my favorites… I mean, the restaurant segments, I love, because I’m a huge foodie. Blume was probably one of my favorite restaurants that we covered; it’s super instagrammable and on trend with flowers and flower-themed cocktails. Fashion week was really fun. I love featuring and working with local people, local business owners. We get to feature some nonprofits as well with our live interviews, so I would love to work with more nonprofits and do more community-based stories, which I think is something that we’re definitely going to be highlighting very soon.”

Best way to pitch Aunyea for Philly Live: PhillyLive.Viewers@nbcuni.com

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Between You and MEdia… with John McDevitt

As PR professionals, we all know the importance of building meaningful relationships with members of the media – reporters, producers, assignment editors, etc. But how does that happen, and where do you start? 

In this new section of the PPRA blog, PPRA members will share insight, tips and tricks, and fun facts learned from members of the media through informal interviews. You won’t have to wait for our “Media Mingle” or “Editors Panel” to get your tough questions answered and connect with the media. Our goal with this blog section is to continue engagement with our media counterparts in an informative and fun manner. So, between you and me – enjoy!


There’s nothing like a great broadcast interview to impress a client, but it’s easier said than done, right? Landing a story and satisfying both client and reporter takes careful planning. Veteran PR pro Bev Volpe of Snap 2 Marketing/PR talked with KYW Newsradio General Assignment Reporter and co-host of KYW’s “Beer & Booze Broz” podcast,  John McDevitt, about how forethought and teamwork can make all the difference. The following has been edited for clarity and brevity. Photo courtesy: John McDevitt

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KYW’s John McDevitt has been in the industry for 29 years.

What do you like most about being a general assignment reporter? “I’ve done everything from ducking bullets, to reporting on baked goods to interviewing celebrities. I love not knowing what each day will bring, asking the unexpected questions and turning that into a piece that’s creative and unique.  Telling someone’s story is a big responsibility–they give you something of themselves and I respect that.”

You’ve told tons of stories over the years. Between you and me, what one was most personally gratifying? “It would have to be the Duck Boat incident that took the lives of two Hungarian tourists back in 2010. Remember, this was before everyone was on Twitter. Back then, our studios were at 4th and Market, so I literally ran to Penn’s Landing and was first on the scene. I got there as they were pulling people out of the water and went live talking to passengers about how they scrambled for their lives. It was very emotional. What was most memorable to me was how everyone at KYW pulled together to bring the story to our listeners in the most professional way possible.”

What do you wish PR pros would tell their clients more often? “Be ready now. We’re not a 9 to 5 business and when there’s a news hole to fill, it has to happen right away.  By tomorrow we’re not interested and your client just lost a great opportunity.”

What’s your best advice for PR professionals? “You put in hours of work to land a story, but your work doesn’t end once a reporter gets the green light. Think through all the elements—what do we have permission to photograph and who can we talk to and why?  We each have a job to do; you know what your client wants and we know what our news organization wants. It’s a partnership with give and take. Have possibilities, but don’t try and control us.”

How many pitches do you get a day? “Somewhere between 10 and 20. The best boil it down to this is what I have, this is how it’s unique and this is why this it’s newsworthy.”

Favorite spot to think through a story: Walking around the streets of Philadelphia.

Fun fact: John used to be on a paranormal investigation team.

Best way to pitch John: Email him at john.mcdevitt@kywnewsradio.com

Between You and MEdia… with Alfred Lubrano

As PR professionals, we all know the importance of building meaningful relationships with members of the media – reporters, producers, assignment editors, etc. But how does that happen, and where do you start? 

In this new section of the PPRA blog, PPRA members will share insight, tips and tricks, and fun facts learned from members of the media through informal interviews. You won’t have to wait for our “Media Mingle” or “Editors Panel” to get your tough questions answered and connect with the media. Our goal with this blog section is to continue engagement with our media counterparts in an informative and fun manner. So, between you and me – enjoy!


Director of Communications at Philabundance, Stefanie Arck-Baynes, spoke with Alfred Lubrano, poverty beat writer for The Philadelphia Inquirer, and shared why a press release just won’t do when pitching him. The following has been edited for clarity and brevity. Photo courtesy: The Philadelphia Inquirer.

Many clients and organizations have “the one” – the one outlet, the one reporter, or the one column in which they want to be featured. Securing that often equals success. At Philabundance, where I‘m the Director of Communications, it’s often the poverty section of The Inquirer, which has been covered by Alfred Lubrano for eight years. 

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Between you and me, what has been your favorite piece“I wrote about a former pharmacist who began living in her Mercedes. She was not drug addicted and didn’t have any mental health issues; it’s a story of what could happen to anybody and it showed that poverty isn’t just a them condition”.

The piece not only got 147,000 clicks, but lead to donations and a gofundme site which helped the woman get back on her feet.

Al’s advice to PR professionals for pitching: Don’t forget about your industry outlets and newsletters. About one third of the stories he writes come from pitches, but mostly he generates ideas through reading other outlets covering his beat and newsletters, such as Food Research and Action Center and the People’s Emergency Center.

And don’t forget that you need to offer a person impacted by the story and someone who understands what they’re agreeing to – “That’s the hardest part; you’re asking them extraordinarily personal questions. then you have to ask to use their name — we can’t say a woman in Philadelphia, we need their name, neighborhood, age and photograph,” said Al. 

What about press releases? He’s generally not interested in grant/donation press releases from companies that pat themselves on the back for a donation. Lead with the good the donation is doing and focus on the outcome. And don’t forget someone who has been or will be helped by this.

Fun Fact: He recently learned about K-pop from his 15-year-old daughter. “I get more of a kick out of her than anything.” 

How to contact Al: Email at alubrano@inquirer.com