Peter Shankman Does it with Pizza: How to Build a Professional Relationship

June 3, 2015

By Vilan Trub, Business Wire

At the recent HUB Convene event, we had the opportunity to hear from Peter Shankman, a communications pro with a lot on his mind, especially about airlines and a certain car rental company. During his presentation, Peter discussed the importance of customer service on a company’s sales and marketing funnel, and the lack of customer service received from most of the companies we interact with on a daily basis. After asking an audience member why they praised a recent flight, and learning that it was because they were safely transported from point A to point B, Peter broke down society’s current standards for customer service: Getting what we pay for passes as the pinnacle of service today. For the consumer, this is terrible, but for organizations this presents a fantastic opportunity. If people’s expectations of customer service are so low, it shouldn’t take much to wow someone, making it very easy for smart organizations to create a positive and lasting impression.

shaking hands

Paying a friend a compliment or going out to lunch can strengthen ties and facilitate a year’s worth of inside jokes. Building a professional relationship is no different. It is the small, almost effortless, actions that can be the difference between meeting people’s expectations and completely redefining them. In today’s world of low customer expectations, it doesn’t take much to impress someone, so impress as often as possible.

Peter Shankman didn’t just preach relationship building; he described how he puts his plan into action. For Peter, going above and beyond in relationship building starts with pizza. After signing on a new client, he likes to drop by their offices unannounced with a surprise pizza lunch. This allows Peter and his clients to communicate and learn more about each other’s expectations and goals, ultimately resulting in better executed programming. What makes it special is that for Peter, it is not a required act, but rather done as a choice of goodwill.

Peter Shankman does it with pizzaThis is something we at Business Wire are keenly aware of – the impact building relationships has on the success of one’s PR program.

Media relations doesn’t have to be about throwing a pizza party but can be just as easy. One of the easiest ways to build awareness, and potentially coverage, of your company is to build relationships with key journalists and bloggers, before news is available to share, and after. If a journalist likes communicating with you, that can help you build a respectful, reciprocal relationship. With a personalized email or a tweet, you may end up surprising the very person you need to help amplify your message.

The digital age has made everything impersonal. We believe that we are building stronger, more personal ties with a person because we have access to their lives, their day-to-day activities and insight into their thought process. But in reality, access to information is not the same as building relationships.

Professional relationships can’t survive on the back burner. Here are some other steps that you can follow to make a new acquaintance in the media industry:

  • Be Neighborly – Allow reporters, bloggers, and other media access to learn more about your company or business. Inviting them to your facilities and providing access to both c-suite and ground level employees allows them to understand your company and your company’s vision. Let the people covering your story learn more about your organization’s story, beyond just the latest announcement.
  • Show Interest – A relationship is a two-way street so you should make sure to not only reach out when you need coverage, but also follow reporters on Twitter and other social media without the intention of pitching. They receive hundreds of pitches daily in their email box and don’t need the same clutter in their social media feed. @reply to comment on topics of interest, answer questions, engage in conversation and retweet articles when relevant to your followers.
  • Know Their Schedule – One of the best ways to stay on the media’s good side is to know the publication schedule of the person you are contacting. Knowing when a particular writer goes to print or has a deadline allows you to reach out at an appropriate and convenient time, as opposed to the night before their work is due.
  • Preferred Treatment – If you invite a journalist to an event, or even to your offices, reduce the friction associated with that visit. Providing transportation such as car service, a meal, a room to work out of while on site and more can make a lasting impression. Making someone feel special, without showboating, can go a long way.

Check out the following articles to learn more about building media relationships in 2015.


Nintendo Just Showed Us: The News Release is Having a Moment

May 22, 2015

By Vilan Trub, Business Wire

Half a million views in a single day, and counting, is no easy feat. A news release from Nintendo this week accomplished just that, and every communications pro should take note of the basic reasons that led to such grand visibility.

Before the digital revolution, a hero was born by the name of Mario, and this hero had a nemesis named Bowser. Bowser started off as a Koopa King who breathed fire, but much has changed. On May 20th, 9am Eastern Time, Nintendo of America announced via a Business Wire distributed news release that Doug Bowser was named as the new Vice President of sales in America. Clearly the two Bowsers are not one and the same, but the irony was not lost on Golin, the PR agency handling Nintendo’s communication management. They identified and utilized the humorous angle that presented itself and converted it to visibility gold. Over 500,000 views, including over half a million views alone of just Doug Bowser’s photograph, is making this an industry defining news release.

Nintendo Bowser Infographic

Especially significant is that 60% of the traffic is stemming from social media. People are actively sharing this content, driving awareness through the roof. Doug Bowser is now a star and Nintendo can be seen almost everywhere online. The press release is having a moment right now, but why?

Journalists, media professionals, news consumers, they are all eager for interesting and relevant content. Golin found a way to satisfy their target market’s needs by understanding the basic elements of a release. What could have been a regular announcement about a new hire was instead turned into a story. The story was about the irony of a company hiring a man who shares his name with a notorious character the company is known for. The headline didn’t read Doug Bowser as New VP of Sales.

Doug Bowser, VP Sales, Nintendo of America

Doug Bowser, VP of Sales, Nintendo of America

The decision to omit Doug was a conscious one aimed at waking the reader up by tapping into their sense of humor. The announcement was professionally written but maintained a lightness, playing on the intended readers’ nostalgia and lingering interest. The release included multimedia, both Nintendo’s logo as well as a crisp headshot of Doug Bowser. Readers could see what a real life Bowser looks like, and they did, over half a million times.

Nintendo set a precedent with this release but it doesn’t mean other companies need to start developing video game characters then hiring employees with the same names. The lesson learned here is that every release has a story and the process of writing an announcement needs to start with identifying a story that can grab the reader’s attention. That story is your company’s story and if it connects with readers, it will be shared and reshared all over the internet.

If Bowser can be VP of sales at Nintendo, maybe Coca Cola can find a Draper to run creative.

The Nintendo release had significant coverage on mainstream media. Some examples include:

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The Reality of Virtual Reality? It’s Getting Real

May 20, 2015

Matt Allinson Bio Pic By Matt Allinson – Media Relations Manager, International Markets

Before a session on using immersive 3D devices for experiential storytelling began at the International Symposium On Online Journalism (ISOJ) in Austin a few weeks ago, symposium organizer Rosental Alves proclaimed that this would be the session most remembered in ten years. After the session ended, I was pretty certain his prediction will be right.

Virtual reality (VR), long promised but never totally delivered, seems to be on the cusp of completely taking over our lives. Want to look around a home before you rent/buy without ever setting foot in it? Go ahead:

Want to stand next to Paul McCartney’s piano during a concert and look upon him or out at the crowd? There’s an app for that. Want to walk around the edge of the Space Needle without making your stomach jump through your throat? You will be able to do that soon as well.

The session on virtual reality featured a panel of three academic/industry professionals and was moderated by Robert Hernadez (aka @webjournalist), a “hackademic” at the USC Annenberg School for Communication and Journalism. Hernandez explained that the main reason the VR adoption rate is at an all time high is because the technology to use it is finally widely available. “There are more mobile devices in the world than toothbrushes,” Hernandez quipped.  Because VR technology can now be used via tablets and phones, and because of Oculus Rift’s meteoric rise, the audience is finally ready, he said. And it seems the journalist community is also ready.

In April, The New York Times Magazine commissioned an artist to create a 150-foot-tall black and white image of a 20-year-old Azerbaijani immigrant onto the sidewalk in front of Manhattan’s Flatiron Building and filmed the enterprise for a VR experience called “Walking New York.”

Walking New York

Walking New York

The Des Moines Register recently created a virtual experience that allowed viewers to explore a sixth-generation Iowa farm in the midst of substantial change. And Nonny de la Peña, a fellow at the USC School of Cinematic Arts and the founder of the VR company Emblematic Group (and a speaker at the ISOJ session), shared some immersive journalism projects she has been working on including “Project Syria” and “One Dark Night.” The former puts the viewer in the Aleppo district of Syria where they bear witness to a rocket strike and the aftermath. The latter puts the viewer on the scene of the killing of Trayvon Martin. Both are VR-powered reenactments designed to give the audience a sense of actually “being there” and allowing them to experience the moments that alter lives and make headlines.

While the journalism industry continues to experiment with and embrace VR technology, it’s safe to say the video game and real estate industries are already deeply in love with it. It’s also safe to say that many other industries will be following suit in the not-too-distant future. The possibilities for the PR and advertising industries seem limitless. VR technology is probably a natural fit for the tourism industry. And what if you were able to virtually wander around an old antique store in the middle of nowhere and find that unique and perfect gift? Retailers of all shapes and sizes should be looking closely at what is on the horizon.

Whatever the future holds, now is the time for leaders of companies and industry to begin considering the possibilities. The opportunity to innovate has never been better … and that’s the simple reality.

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PR Updates From Around the World

May 19, 2015

By Denise Grayes, Business Wire Nashville

Below please find the latest changes and updates in the PR industry.  To learn more about each news item, simply click the hyperlink.  Have your own update to include?  Let us know!

PR Industry Updates

Atlanta
Arketi Group was selected by Cohesive Solutions for messaging, brand enhancement and website development work. Article

Marketing Inspirations (MI) has won three awards for multi-service marketing campaigns from the internationally-renowned Hermes Creative Awards 2015. Article

Chicago
Zapwater Communications announced the addition of two new clients to the agency’s travel portfolio. The new clients are AC Hotels Chicago and Visit Luxembourg. Article

DC
Public affairs firm CLS Strategies has promoted Ray De Lorenzi to senior vice president and DJ Carella to managing director. In addition, Allison Bryan joins as managing associate to serve the firm’s public affairs portfolio. Article

Rio Verde Community has selected Buffalo Brand Invigoration Group to direct a public relations program for the acclaimed active-adult residential enclave northeast of Scottsdale, Ariz. Article

Warschawski today announced the addition of Abigail Wadsworth to the agency’s growing team. Article

Houston
Ward today announced the launch of sister-company OnwardU, which helps management create high-performing teams through professional development, meeting facilitation and consulting. Article

Los Angeles
Robert Lawson has been named executive vice president and chief communications officer at Sony Pictures Entertainment. Article

Evite has named KComm its public relations agency of record. Article

Bernstein Crisis Management has launched AvoidTheApology.com, a service designed to help companies avoid reputation-damaging and financially harmful crises. Article

Miami
The Centers of Integrative Medicine & Healing has retained JoTo PR to help bring integrative medicine to the forefront of healthcare. Article

Edelman has made first acquisition in Latin America in five years by purchasing Position Comunicaciones in Colombia. Article

New York
GroupM has named David Grabert as global director of corporate communications. Article

Anu Kher has joined Rubenstein Public Relations as associate vice president, managing media relations strategies for clients in the corporate and financial services division. Article

Orange Palate has added Sarah Simmons to its client roster. Article

Turner PR is pleased to announce the addition of Pure Barre to the agency’s active lifestyle and fitness portfolio. Article

Kypris has retained Conundrum as its public relations agency of record. Article

ROK Mobile has chosen M&C Saatchi Sport & Entertainment as Agency of Record. Article

Weber Shandwick is expanding its presence in Latin America with the opening of an office in Mexico City, Mexico. Amanda Berenstein has been appointed managing director to lead the new office. Article

Carnival Cruise Line has handed North American PR duties to M Booth. Article

Nathalie Moar is joining Combs Enterprises as senior vice president and head of communications. Article

The Horn Group has retired the Oriella PR Network and has replaced it with an initiative that centralizes its global network. Article

Brandstyle Communications announced representation of Quad Jobs, Magnises and Bene Rialto. Article

Finn Partners received the 2015 SABRE for Midsize Agency of the Year from The Holmes Report. Article

H+K Strategies announced that Molly O’Neill will be joining the firm to lead its U.S. marcomms practice. Article

Rubenstein Public Relations has announced that Anu Kher has joined the agency as Associate Vice President. Article

Bender/Helper Impact has appointed Michelle (Mimi) Sawatka-Fernandez as Director of Business Development and Marketing. Article

Philadelphia
Adaptimmune has appointed William Roberts as vice president, investor relations. Article

Flackable has expanded its team by adding Temple University standout Alexa Miller as an account coordinator. Article

San Diego
Elevator is pleased to announce they will be conducting the website redesign for the City of San Diego‘s official website. Article

San Francisco
John Earnhardt is leaving Cisco after 16 years in the company’s communications unit to become VP of corporate communications at Visa. Article

Jonathan Carroll has been appointed senior vice president and will lead Weber Shandwick‘s digital and creative teams in San Francisco. And Douglas Myers has joined as vice president in the firm’s corporate practice from Landis Communications. Article

Rachel Whetstone is taking an SVP of public policy and communications post at Uber. Article

Weber Shandwick has made lead hires across its creative and corporate offerings in San Francisco, building out the office under the new leadership of Luca Penati.  Article

Burson-Marsteller’s West Coast leader Bill Orr has exited the company and joined Double Forte PR as EVP and chief strategy officer. Article

Horn Group has announced HORN.Global, an international communications service designed to help clients dramatically increase the volume, quality and replay of earned media coverage, social and original content, as well as their digital presence around the world. Debra Raine  will manage HORN.Global in addition to her leadership of the firm’s San Francisco operations. Article

Blurb announced that Robin Carr and Susan Rimerman have joined the marketing team. Article

Seattle
Global digital/direct marketing agency HackerAgency announced that Jason Grollman has joined the organization as Vice President of Operations. Article

Silicon Valley
PayPal has hired Visa’s Paul Cohen as VP of global corporate communications as the company prepares to split off from eBay later this year. Article

Hong Kong
Costa Coffee has appointed AKA Asia as its creative agency in Singapore. Article

Cohn & Wolfe has appointed Jonathan Tan to associate managing director of its Malaysia office. Article

Rice Communications has been appointed by Outbrain to provide communications support in South East Asia. Article

Frankfurt
Steffen Kurzawa is joining Novartis as head of global communications for Sandoz. Article

London
Edelman has appointed Matt Groves as managing director, digital, in its UK operations. Article

Red Lorry Yellow Lorry has been selected by Canon UK to provide PR support for its pro imaging business. Article

Publicasity has been selected by Old Mother Hubbard to launch its premium natural dog treats into the UK and help support the brand’s exclusive listing with Pets At Home nationwide in stores and online. Article

Virgo Health has appointed Katherine Mantell as its new global head of medical education. Article

Xero has appointed Darren Upson to lead its UK marketing activity. Article

brightside has appointed Cicero Group to provide retained corporate PR support. The account will be led by Cicero executive director Mike Robb. Article

The Ocean Beach Ibiza beach club has appointed Fever as its new retained UK PR agency. Article

Following its recent acquisition of the digital design and development consultancy Splendid Unlimited, marketing communications holding company Creston has formed a partnership agreement with The Digital ConsultancyArticle

Simon Kleine has departed Western Union after more than three years overseeing its communications in Europe. Article

H+K has teamed up with Hyper Island to launch a new training initative, as part of the development of London into the PR network’s first ‘center of creative strategy.’  Article

Paris
Pelin Kocaalp, previously deputy general manager of Hill+Knowlton Strategies Turkey, has been promoted to general manager. Article

H+K Strategies Kenya has appointed Solomon Mahinda as managing director. Article

Edelman is poised to land international PR duties for Dubai Tourism. Article

Sydney
Hill+Knowlton Strategies has won recent pitches to leading life science company Sigma Aldrich, aesthetics and dermatology pioneer Merz, and the Royal Australian & New Zealand College of Radiologists. The firm has also added two new pro bono clients: Take Heart Australia and Parkinson’s NSW. Article

Ashwani Singla has launched a new corporate reputation consultancy in India, after exiting his role as Penn Schoen Berland’s Asia CEO earler this year. Article

Taj Group of Hotels has handed global PR duties to Edelman and Zeno. Article

Toronto
The Quebec Oil & Gas Association has named David Lefebvre as its public affairs and communications director. Article

Kwittken has appointed Betsy Cooper as managing director of Kwittken Toronto. Article

energi PR has been chosen as the newest partner in GlobalHealthPR, an independent agency partnership dedicated to health and medical communications. Article

Each week we share information relevant to modern communications strategies and tactics.  Stay up to date with the latest news and trends impacting today’s communications programming. Join our mailing list today!

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Business Wire Heads to the 2015 Berkshire Hathaway Shareholders Meeting

May 1, 2015

The Business Wire team is heading to Omaha to attend the annual Berkshire Hathaway Shareholders Meeting. It’s Business Wire’s 9th year as a Berkshire Hathaway company, and each year seems to get better and better.

gold mug virtual

As always, we’ll be selling a great item at our booth to support an incredible cause. This year, we’re selling commemorative gold-colored tumblers to coincide with Berkshire’s 50th anniversary.

The proceeds of this sale  will go to raising money for a very important charity, CASA of Douglas County, Nebraska, an organization that provides a voice for abused and neglected children within the court system.

Thanks to the generous shareholders who will be attending this year, and an extra shopping day on Friday, we hope to double the amount we raised last year which was more than $5,000 for CASA, all while having a lot of laughs, learnings and meeting some great people

So if you happen to be in Omaha this weekend, stop by the Business Wire booth and say hi, buy a tumbler and support a great cause!

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Business Wire Booth


What Are Top Communication CEOs Reading in 2015?

April 13, 2015

By Vilan Trub, Business Wire

Just in time for Spring, Business Wire has pulled together a reading list based on suggestions from the communication industry’s top CEOs. Each recommendation is based on how to strengthen your professional (and personal) life.

Cathy Baron-Tamraz, CEO, Business Wire
It is important to think about things differently, from different angles, in order to to see full potential and opportunity. Cathy’s suggested reading does just that, inspires a creative approach to thinking and problem solving. Sometimes it is also important to think about failure, as in The Ten Commandments for Business Failure. “Simple, but so true,” Cathy says of the book.

Stacey Cohen, CEO, Co-Communications 
Warren Buffett built Berkshire Hathaway into a financial mega-giant that reaches around the globe. Over the years, his philanthropic work has achieved as grand a reputation as his business instincts, so it’s no wonder Stacey Cohen recommends today’s business professionals think like Warren Buffett. To achieve this goal, Stacey suggests the following books that aim to crack the code to being earnest and successful.

Jennefer Witter, CEO, The Boreland Group
Trends are always evolving and in the digital age, they come and go with the blink of an eye. To stay connected with what’s happening in the world, Jennefer Witter recommends reading the following news magazines and newspapers..

Barri Rafferty, CEO, Ketchum, North America
Communications professionals like all professionals, are busy and often find little time left at the end of the day for reading. That doesn’t mean you shouldn’t read, it just means you need to be more methodical about what you choose to read. Barri Rafferty reads executive summaries as a way to gauge her interest in material. An executive summary of a book is a great way to get acquainted with a larger work without sacrificing much time. Barri also recommends reading content that you might not necessarily be interested in to broaden your horizons. The following are some great providers of well written executive summaries.

Patrice Tanaka, Co-founder, Chief Counselor and Creative Strategist, PadillaCRT
Wealth, health, and happiness seem to cover the main aspirations of every ambitious person, although not necessarily in that order. Patrice Tanaka first raved about this particular book earlier in the year in a Business Journal interview. The book in question? Money, and the Law of Attraction. After all, “even if you think you know the law of attraction you must read this book to create the life you desire.”

Innovation Leadership Participants, from left to right: Sabrina Horn, The Horn Group, CEO Jennefer Witter, The Boreland Group, CEO Patrice Tanaka, PadillaCRT, Co-founder, Chief Counselor and Creative Strategist Stacey Cohen, Co-Communications, CEO, Cathy Baron Tamraz, Business Wire, CEO/Chairwoman Barri Rafferty, Ketchum, North America, CEO, Sandra Fathi, Affect, Pres/Founder Fay Shapiro, CommPro, CEO

Innovation Leadership Participants, from left to right: Sabrina Horn, The Horn Group, CEO Jennefer Witter, The Boreland Group, CEO Patrice Tanaka, PadillaCRT, Co-founder, Chief Counselor and Creative Strategist Stacey Cohen, Co-Communications, CEO, Cathy Baron Tamraz, Business Wire, CEO/Chairwoman Barri Rafferty, Ketchum, North America, CEO, Sandra Fathi, Affect, Pres/Founder Fay Shapiro, CommPro, CEO

Sandra Fathi, President/Founder, Affect
Thirty years ago, women represented 50% of those graduating college in the United States, yet there continues to be a significant gender gap in leadership positions. Sandra Fathi recommends a book that aims to find the root of why women’s progress in achieving leadership positions has stalled and offers solutions and methods to achieving desired goals.

Sabrina Horn, CEO, The Horn Group
Esteemed psychologist Martin Seligman believes that optimism and motivation are key factors in getting the most out of life. A state of well-being is very conducive to thinking creatively and taking charge of your professional career. Sabrina Horn recommends a book that can help you cultivate your talents and tap into more than just being happy.

There are thousands of business-oriented books, blogs, social channels and publications designed to educate and inform today’s leaders. It is always important to take advice from the individuals who set the best examples, such as highly successful CEOs, but it is equally important to be inquisitive and seek out all the best information available. You never know where you might find your next spark for inspiration.

What books are you reading? What do you recommend?

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ICYMI: Meet The Washington D.C. Tech Media

April 3, 2015

By Simon Ogus, Business Wire

As a technology reporter in the digital age, life has become pretty crazy. You are expected to be an early adapter to the new tech toys, be an early adapter and work non-stop in today’s 24/7 news cycle.

mediarelations

 

Hoping to bridge the gap between the reporter and the PR professional, Business Wire Washington, DC hosted a “Meet the Technology” media panel on focusing on the latest trends in the world of technology reporting.  The panel consisted of five established names in the Washington, DC technology reporting industry and the topics discussed included how reporters utilize social media professionallyhow to effectively organize a pitch and the best ways to get a reporter’s attention in today’s non-stop news cycle.

Speakers:
Paul Sherman, Editor and Publisher of Potomac Tech Wire – @PaulRSherman
Kasra Kangarloo, Reporter, Washington Business Journal – @TechFlashWBJ
Rob Pegoraro – Columnist, Yahoo! Tech – @RobPegoraro
Joseph Marks – Reporter, Politico – @Joseph_Marks_
Hayley Tsuyakama – Reporter, Washington Post – @htsuka

How Reporters Prefer to Be Pitched
The panel began with how reporters can ideally and most efficiently be pitched in the current times. The near unanimous sentiment was that pitching by e-mail was preferred over phone and social media. Paul Sherman flatly said that “phone pitching, while not dead is much rarer these days”.  Every panelists agreed.  Phone calls with pitches often will fall through the cracks as the reporter might not be at their desk or lose track of the phone call or message throughout their busy day.

Photo by Jennifer Dunn

Photo by Jennifer Dunn

Hayley Tsuyakama noted that she liked receiving emails from PR pros “because those pitches can be saved if I am busy, flagged if I want to make sure I see them later and easily searchable through modern e-mail capabilities.” This illustrates a strong point about email, even if they aren’t used immediately, they can be found easily via keyword searches of the e-mail text, subject or sender’s contact information.

But email is not the only way to reach reporters.  When the conversation turned to the role of newswires in the news gathering process, each of the panelists agreed that newswires offer a wide range of benefits over releases pitched directly by the individual company.  Sherman said he “uses Business Wire as a source every day.”  In addition, the speakers noted that newswires are both convenient and a good source of accurate information.

What to include in your pitch
Knowing how to pitch a reporter also immensely aided by knowing where the reporter gathers news ideas and what kinds of topics and trends they find important. Ultimately a public relations professional may love their own story or find it extremely important, but it is up to the reporter to determine if they want to cover it.  So what is a pitch that will catch a reporter’s eye? Rob Pegoraro said If I can learn something myself and teach my readers at the same time, then I have found a great story to cover.” Reporters are busier than ever trying to uncover impactful story ideas. As Sherman said “competitors are not just other outlets, but social media as well. Anyone is a source now with smartphones, the job is much more competitive in 2015.” So how does this affect the PR professional? Reporter’s time is now more valuable than ever, so getting your message across takes additional strategy and tactics. While the content of your story will be what gets you covered, the panelists did provide a few other ways to catch their attention.

Meet the DC Tech Media

Provide an Expert Marks said “Being able to provide an expert to your pitch is very important, it is great to learn stuff from a pitch that you don’t already know. If your spokesperson has great credentials, feel free to pitch anytime, not just when a breach happens in my cybersecurity reporting.” This is a strong message for all communicators  always try to have an expert at your disposal for technical pitches as they will help to catch the eye of the reporter trying to explain complex content matter.

Be Easy to Find
Additionally Kasra Kangarloo said being active on Twitter is important for communications skills. “It’s easier to find a @twitter profile than an email address, so I may reach out by tweet instead of email.” As well all know Twitter is the main hub of spontaneous communication, so having an active presence could get you that dialogue going with a reporter that could eventually lead to coverage for your client.

Leverage Partners (and don’t forget to include financial data)
The conversation shifted to Kangarloo’s coverage of technology startups and what he looks for in a good new startup to cover for the Business Journal. He had some great advice for anyone trying to get media coverage for a newer startup. He said “Get your name out there, I want to hear you from someone else. Not from yourself, anyone can talk about themselves. Hearing about your startup from someone else will pique my interest.” He also reminded the audience that data such as revenue is key for securing coverage, especially for today’s startups.

Read Your Pitch, First (on a mobile device) 
While the subject matter of the news release is always paramount, the panel did mention some tips on best practices to get them interested in a story.  Pegoraro Reminded the audience that most reporters work off mobile devices and suggested PR professionals read their pitch on their own mobile device to ensure the most salient points appear at the top of the device.

As the discussion came to a close there was an interesting question from the audience about what defines journalistic success in 2015. Lots of outlets strictly look at click-rates which often times leads to stories that perhaps aren’t the most informed content on the web. The reporters responded honestly and the majority said they were very aware of their analytics for their stories and that plays a major role in how their performance has been, but there is more to the process. Pegoraro said “making readers smart is a focus of journalistic success in additional to analytics.” This tweet from the event also goes on to say what additional words were said on the topic.

Journalism today has changed.  Reporters are expected to do more, in less time.  Crafting interesting pitches, tailored to each media outlet’s needs and utilizing smart distribution methods will help you increase your coverage and overall visibility.  For additional commentary on this discussion please check out the hashtag #bwchat.


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