Business Wire Event Recap “Meet the Biotechnology Media”

by Luis Guillen, Media Relations Specialist

On Thursday, November 21st, Business Wire San Diego hosted a “Meet the Biotechnology Media” panel in Mission Valley. With some of the top biotech journalists in the San Diego area, our panel spoke on a wide range of topics ranging from how to pitch media and current trends to the future of journalism.

Speakers:

  • Bruce Bigelow, Xconomy’s San Diego editor
  • Meghana Keshavan, San Diego Business Journal’s healthcare and biotech reporter
  • Mandy Jackson, SCRIP Intelligence’s West Coast editor
  • Kelly Quigley, life science network and brand journalist at Chempetitive Group

Moderator:

  • Erik Clausen, Managing Partner, Chempetitive Group
    SD-Media-Breakfast-lo-res

Know your media

It’s important to not only know your target media but also what they like. When discussing what makes a good story, our panel shared their tips.

Interesting Characters:

Every story needs to have someone the audience can connect with.

Different Perspective:

Go further in depth, cover it from a different angle that’s not been used before.

Be Open:

Don’t tell me how much money your company has, tell me how the money is being or will be spent. If not willing to talk about certain things, it devalues the story.

Quotes:

Speak with someone who is candid and gives the story some personality.

Pitching preferences

Social media allows new ways to pitch journalists, some embrace it, others still prefer email.

Timing is everything:

Not only does it help to know what your target media covers but also their deadline schedule. Don’t pitch on a Wednesday if the deadline is on Thursday, instead pitch on a Monday, when we’re looking for stories.

No need to follow up:

I received your email pitch. If I don’t call, I’m not interested.

Coaching not required:

PR pros: Be transparent, allow access to the source. Having an open one-on-one conversation with the client is important, beats interviewing someone reading a script.

Embargos:

Are not dead. The panel all agreed that at the very least they would look at it, not necessarily do a story on it.

Facebook, Twitter or LinkedIn:

FB seems to be more personal. Twitter has become the go-to tool for journalists to look up people, story ideas and get background information on a particular individual/topic.

Future of Journalism

The truth is no one knows what the future of journalism will look like in 5-10 years. What we do know is that journalism is constantly changing. As more publications continue to go under, some will shift from print to online, following the current trend of specialized publications. With fewer reporters covering this current online, social media, 24/7 news cycle, publications will face new challenges that will reshape the current landscape of journalism again.

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