Trends in Today’s Newsrooms: Business Wire Media Luncheon Recap

by Cindy Cantu, Client Services Representative, Business Wire/Houston
Houston Bureau Chief Richard Stubbe of Bloomberg News and Managing Editor Greg Barr of the Houston Business Journal give tips on pitching stories to the media.

Houston Bureau Chief Richard Stubbe of Bloomberg News and Managing Editor Greg Barr of the Houston Business Journal give tips on pitching stories to the media.

Learning how to attract media coverage was one of the many topics discussed during the Business Wire Media Luncheon: Trends in Today’s Newsrooms, hosted by Business Wire Houston on Dec. 12. Clients had the opportunity to hear perspectives from two of Houston’s top media professionals: Houston Bureau Chief Richard Stubbe of Bloomberg News and Managing Editor Greg Barr of the Houston Business Journal.

There is no secret formula for attracting media coverage, but both panelists agreed there are things businesses should do when pitching stories. First, the communication should be from a top level executive, preferably the CEO, and personalized, not an obvious email blast to numerous media outlets. Second, include as much vital information as possible, so the story can be directed to the appropriate reporter. Finally, if the pitch is regarding a personnel change, always include a high-resolution photo with the actual story. Stories without photos are generally not even considered.

Barr said the public can even upload profiles and photos on their own via the HBJ website, http://www.bizjournals.com/houston/. The profiles and photos go through an approval process, before being posted to the site in the “People On The Move” section.

An obvious email blast is a pet peeve for both Barr and Stubbe. They would much rather receive pitches for an exclusive story, instead of a pitch that is sent to multiple media outlets.

Some news is automatic for the Houston Business Journal. Barr said the publication compiles a comprehensive list of the Top 25 Houston-based public companies each quarter. Other companies are reviewed, but their inclusion in the publication is not automatic. They also report on stock swings and mergers/acquisitions, if they meet certain criteria.

Covering earnings releases is not what it used to be for Bloomberg News, according to Stubbe. He said there is not as much separate reporting on earnings releases anymore because people tend to read the “actual” earnings release instead of Bloomberg’s related article.

In this technology-driven world, the panelists were asked what their publications were doing to keep up with social media. Stubbe said Bloomberg News was still finding its way with social media, but recognized its importance. Barr joked that his perspective on Twitter is to “just follow Ashton Kutcher and go from there.” In reality, he said, his staff utilizes all social media options, including Facebook and Twitter. In fact, HBJ stories are instantly tweeted, he added.

Business Wire Houston would like to thank both Richard Stubbe of Bloomberg News and Greg Barr of the Houston Business Journal for serving as panelists, and the BW clients who attended the event.

Richard Stubbe of Bloomberg News and Greg Barr of the Houston Business Journal answer questions from the audience

Greg Barr of the Houston Business Journal and Richard Stubbe of Bloomberg News

Attendees of Business Wire Houston's luncheon listen as Greg Barr and Richard Stubbe discuss tips on pitching to the media.

Attendees of Business Wire Houston’s luncheon listen as Greg Barr and Richard Stubbe discuss tips on pitching to the media.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 590 other followers

%d bloggers like this: