DC-Area Tech Journalists Offer Pitching Tips

by Cecile Oreste, Media Relations Specialist, Business Wire/DC

Business Wire/DC hosted a “Meet the Technology Media” Event at Marriott Tysons Corner in Vienna, Virginia on Wednesday, September 29th.  The panel discussion, moderated by Cecile Oreste, Media Relations Specialist, featured five technology journalists from some of the area’s top media outlets:

About 120 public relations and communications professionals were in attendance to learn how to increase your organization’s chances of securing media coverage. Attendees joined in the conversation during a question and answer section and also by live tweeting the event using the #BWEvents hash tag.

Here are some of the key points from the panel discussion:

  1. Headlines are important. Nick Wakeman said to think about your press release headline as a headline in a newspaper. Just as media outlets compete for readers at the newsstand, public relations professionals must compete for the attention of journalists in their inbox. The headline should tell reporters why they should care. For The Hill, you should have a clear link to politics or policy issues, said Gautham Nagesh.
  2. Include your organization in the e-mail subject. Paul Sherman noted that e-mail subjects are key in a mobile environment. Rob Pegoraro added that including a client and product name in the e-mail subject makes it easier for him to find the message later on.
  3. Know who you’re pitching. Every journalist has his or her own preferences when it comes to being pitched. Paul Sherman noted that he prefers texts over voicemails. Nick Wakeman likes when you follow up your e-mail with a phone call. There is no secret formula to media relations. You just need to do your homework.
  4. Consider your audience. Bill Flook pointed out that the Washington Business Journal reaches two different audiences through its online and print editions. Think about how your story fits in and remember that exclusivity matters for print while immediacy is more important for the web.
  5. Go beyond the pitch. According to Gautham Nagesh, Twitter can be an effective way to generate interest. If his followers are interested in your message, he will be more inclined to pay attention. Rob Pegoraro noted that commenting on articles online is a great way to provide information that was not included in the story. Bill Flook suggests setting up informational interviews with your CEO. Often, meetings like these can result in story ideas.

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

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