Newport Area Communicators and Media Talk Industry Trends, Pitching Tips

November 19, 2010

by Amy Yen, Marketing Specialist, Business Wire LA

Last week, Business Wire Newport Beach held a media breakfast for more than 70 Orange County area communicators and PR professionals to discuss trends in the media industry and tips for reaching out to Newport area media.

>>Download a full audio recording of this event here.

The panel of Orange County/Inland Empire media members included (left to right, pictured with Business Wire Newport Regional Sales Manager Tasha Huang, far right):

Here are some of the insights provided by the panelists:

Gillian Flaccus, The Associated Press:

  • On trends in the news industry: Social media, interactive and mobile remain on the rise. The AP is active on all three of these fronts. They’ve trained their reporters to get video and also supply footage to broadcast media. Multimedia is very important to them, and while they often have their own photographers in the field, photos with press releases are especially important if they are images the reporters cannot easily get themselves.
  • Mobile has revolutionized the news industry. The AP has been extremely aggressive about adapting to mobile. AP Mobile is a very popular news app for BlackBerry and iPhone.
  • The AP is on Facebook and Twitter and has also been experimenting with blogging. Many of their beat reporters have their own Twitter accounts and that is one way to find them.
  • When pitching to the AP in Southern California, your best bet is usually to send it to the Los Angeles bureau, as the Orange County bureau is very small. Their reporters share information all the time with each other, so if it’s relevant to a specific region, it will be passed along to them.

Lisa Liddane, Coast Magazine & OrangeCounty.com:

  • Reporting is starting to be very personality-driven. The lines in objective reporting are blurring as trends like blogging become more popular.
  • The best way to reach Coast Magazine is email. Be very clear in your subject line. It’s very helpful to you to find a local angle and include it in your pitch.
  • Know who you are pitching to and what their publication schedule is. For example, a print magazine versus daily newspaper or broadcast news.
  • Print publications like Coast Magazine need high res photos at 300 DPI. If you don’t have a high res picture, sometimes they can still use a lower resolution one for online.

Jerry Sullivan, Orange County Business Journal:

  • Do the research to find the right reporter to target. For the OCBJ (and many publications), you can find reporters by the beat they cover on the publication website.
  • Look for trends or a local angel to incorporate your company or news into. For example, the OCBJ is interested in stories about media companies buying smaller companies, or stories involving local executives.
  • Press releases can lead to media coverage in roundabout ways. They might just call attention to your company and cause a reporter to look into them when they otherwise wouldn’t have thought to.
  • When including photos with your release, identify the people in the photo left to right whenever possible.

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.

Follow Business Wire events on Twitter! Hash tag #bwevents


Upcoming Business Wire Events – Oct. 27 Edition

October 27, 2010

Upcoming Business Wire EventsJoin Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Does Your Tweet Count? Journalists and a PR Professional Talk

Hosted by Business Wire Nashville

Join us for lunch and an opportunity to meet members of Nashville-area media, and participate in a discussion on how reporting has evolved amid the popularity of social media websites such as Twitter and Facebook. Paul Kuharsky from ESPN.com and Amy Napier Viteri with WKRN-TV will be discussing how social media has affected traditional news reporting while Rob Robinson of McNeely Pigott & Fox will be providing his own unique insight on pitching stories from a public relations perspective. This event is free for all attendees.

Thursday, November 4 at 11:30 am CT
Maggiano’s Little Italy
3106 West End Avenue, Nashville, TN 37203
Free valet or self-parking is available on-site

To register: Please RSVP by Friday, October 29 to denise.higgins@businesswire.com or call 615.661.6123.

Business Wire Media Breakfast

Hosted by Business Wire Newport Beach

Join Business Wire Newport Beach for free breakfast and a meet the media event. Speakers include: Gillian Flaccus, Orange County Correspondent, The Associated Press; Michele Gile, News Reporter, CBS/KCAL; Lisa Liddane, Editor at Large, Coast Magazine and Editor in Chief of OrangeCounty.com; and Jerry Sullivan, Managing Editor, Orange County Business Journal. This event is free for Business Wire members, $25 for all other guests with advanced RSVP and $35 at the door.

Thursday, November 11 at 8:00 am PT
The Island Hotel, Newport Beach
690 Newport Center Drive, Newport Beach, CA 92660

To register: Please RSVP by Tuesday, November 9 to Kathy Tomasino at 949-757-1021 or email kathy.tomasino@businesswire.com

How to Increase your Website’s Ranking by Issuing Press Releases

Hosted by Business Wire Dallas

Join Business Wire for lunch and a discussion on the simple steps that will help your company’s website rank higher on Google, Yahoo and Bing by issuing press releases via Business Wire. Learn the #1 factor that search engines consider when ranking your website and why Google loves press releases, and get step-by-step instructions on how to easily optimize your releases so that Google sees your website as a popular and trusted source.  We’ll also discuss Business Wire’s exclusive SEO platform for boosting your search results long-term and how to combine your press release and social media efforts to boost search rankings. This event is free for Business Wire members and $10 for non-members.

Thursday, November 11 at 11:30 am CT
Providence Towers – Conference Room B – East Tower
5001 Spring Valley Road, Dallas, Texas 75244

To register: Please RSVP to Susie Wolan at 972-458-9555 or email susie.wolan@businesswire.com.

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.

Follow Business Wire events on Twitter! Hash tag #bwevents

Please RSVP by Friday, October 29, 2010 to Business Wire via by email: denise.higgins@businesswire.com; or call 615.661.6123.

Technology Media Pros Discuss Transparency in Financial Reporting and Media Communications

September 15, 2009

bweventswrapupheader

Business Wire Silicon Valley hosted “Transparency in Financial Reporting and Media Communications,” with a panel  featuring technology media writers and editors discussing the most important issues in corporate disclosure and investor relations. The panel, moderated by Steve Trousdale, Business Editor for the San Jose Mercury News, included:

L-R: Steve Trousdale, Aaron Ricadela, Michael Liedtke, Shana Lynch

L-R: Steve Trousdale, Aaron Ricadela, Michael Liedtke, Shana Lynch

The event, held at The Tech Museum of Innovation in San Jose, was attended by more than 55 area investor relations, public relations and media relations professionals.  Among the key tips and observations offered by the panel:

Steve Trousdale

  • PR and IR professionals should research the appropriate reporter for their story and tailor a sophisticated and creative pitch.
  • Please don’t call and ask “Who covers the Internet?”  This reflects poorly on your communications and messaging team.
  • He is more skeptical when reading earnings releases now after the tech crash in the late 90’s, so they have a keep eye for seeing the story and reading between the jargon.
  • To build and foster relationships with his news room, please offer the CFO and other key IR professionals for interviews, briefings, one on ones, etc.
  • The Mercury News enjoys working for exclusives, but as they compete with the Wall Street Journal and the New York Times, being transparent about who also has seen the press release is a best practice.

Aaron Ricadela

  • Believes PR and IR professionals should provide unfettered access to earnings calls.
  • Believes the most successful IR press release is composed clearly and that it should be easy to read.
  • Reporters at BusinessWeek do use Twitter and he believes it’s a solid way to build relationships w/ his newsroom.  Sharing tweets with relevant topics and industry chatter is valuable to them.
  • He’s not a fan of “investor days” as he would rather do a one-on-one interview.
  • PR and IR professionals also need to understand how to communicate smaller companies in a broad way, so that round-up stories and trend pieces are timely.

Michael Liedtke

  • IR professionals need to keep the writing clear in an earnings press release and offer the bottom line and top line.
  • They can quickly find the “spin” and jargon and have distaste for that language, especially since they can easily do research and see the “real story.”
  • It’s necessary for PR and IR professionals to do their homework to foster best media relations practices.
  • Do not send template PR or IR pitches. 
  • For smaller to mid-size companies, he recommends pitching a trend story or a round-up piece to connect to a larger news.
  • Companies he believes consistently push out “A+” earnings releases include: Intel, Microsoft and Oracle.
  • An industry that he covered that he considers a “poor” performer re: earnings releases include most newspaper companies.  They don’t share information well and are not strong with financial reporting.

Shana Lynch

  • All reporters on staff use Twitter, and she believes this is a fantastic way to build relationships, find leads, etc.
  • She recommends that all PR and IR professionals read the weekly and do archive searches before contacting or pitching.
  • Email is the best way to contact a reporter and to pitch a story.
  • They are interested in exclusive stories and news, but will only do so if the breaking news has not been offered to another media point.
  • A local angle is key to circulation and appeal, so please do your homework, as the BizJournal company covers the entire country.
  • The clean tech industry is also something they are covering a lot of and believe is the strongest trend.

Local Business Wire offices host several events each year on PR, IR, SEO, media and other topics.  To find out about upcoming Business Wire events both in your area and online, visit the Events section of BusinessWire.com.  And follow the #bwevents hashtag on Twitter for real-time updates during events.


Follow

Get every new post delivered to your Inbox.

Join 38,025 other followers

%d bloggers like this: