Local Bureau, National Media: Four Major Outlets Tell PR Professionals How to Get Their Attention

May 9, 2012

by Andrea Gillespie, Account Executive, Business Wire Chicago

With Chicago being the third largest media market in the US, many national media contacts call The Windy City home. Whether their beat is the entire Midwest or specific industry groups, knowing who’s who in the Chicago national media scene can earn you more placements. In April, Business Wire hosted some of these national news gatekeepers to learn what types of pitches stand out and how to get national attention for your company or client.

Cheryl Corley, National Desk Correspondent, NPR

Based in NPR’s Chicago Bureau, Cheryl Corley travels primarily throughout the Midwest, covering issues and events from Ohio to South Dakota as a National Desk reporter.

Pitch tips:
  • Cheryl is interested in stories that have a national or at least a broad Midwestern scope.  If a story is too focused on one specific state or city, she will refer the person to the local station.
  • Because of the radio format, she is not as interested in video. Adding still photography is helpful to create interest in your pitch, but no attachments.
  • The librarians for NPR are frequently called upon by NPR correspondents to do research for stories, so they are good contacts to have. They regularly scour and post queries to social media sites for experts.
Jason Dean, Chicago Bureau Chief, The Wall Street Journal and Dow Jones Newswires

Jason Dean oversees coverage of subjects including economic, political and cultural developments in the Midwest; national education issues; the agriculture and foods business; the airline and aerospace industries; and key financial exchanges.

Pitch tips:
  • Jason prefers personal pitches – just plugging his name into an email that went to a large group of people doesn’t fool him.
  • He also suggests doing research to identify which WSJ/Dow Jones reporter covers your industry. The Chicago Bureau does not cover all Chicago companies. For example, Chicago tech companies are covered by the San Francisco bureau.
  • Pitch visuals. With every story they cover, they consider what type of video component can be added to it. While they prefer to shoot their own video, it’s helpful to include a link to b-roll or your spokesperson in action in your pitch. He requests links only – no attachments.

Andy Fies, Producer, ABC News

Great crowd at the BW Chicago event!

Andy Fies is one of two producers based in ABC’s Midwest Bureau covering stories for World News with Diane Sawyer,Good Morning America, Nightline and ABCNews.com. His primary area of responsibility is news of national interest from the nation’s heartland.
Pitch tips:
  • Andy is interested in covering stories from all Midwestern companies, but he is mostly drawn to those that show how people on the street are being affected. They want to put a personal view into every story they cover.
  • As ABC recently merged with Yahoo! News, consider the digital version of your story. This means photos and visuals of your story are necessary.
Greg Stricharchuk, Editor, Sunday Business Section, The Chicago Tribune

As an editor in the business news section, Greg Stricharchuk works with reporters and helps conceptualize and edit their stories. He’s also specifically responsible for the Sunday business section.

Pitch tips:
  • While you can copy Greg on your pitches to reporters, it’s best to read the paper and know who writes about your topic. Pitch them directly first.
  • Greg is mainly interested in publicly held companies – not so much private companies or organizations, unless they are starting an industry trend or obtaining significant funding.
  • Don’t pitch experts 2-3 days after a story breaks. Oftentimes, stories are starting to form days before the actual news breaks. Get your expert pitches to the appropriate editor before that happens.
  • Remember that the Tribune is comprised of six newspapers, online sites and TV stations. Pitches that show how the story can cross all mediums are typically well-received.
Thanks again to all of our clients and the communications professionals who were able to join us.
For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit our events page or follow Business Wire events on Twitter, hashtag #bwchat.

Los Angeles Media Members Give Tips on Pitching to LA Communicators

April 19, 2010

Business Wire LA hosted a “Meet the Media” breakfast and panel discussion titled “How to Effectively Communicate Your Message” on Thursday, April 15. Local media members shared tips on effectively pitching news media and strategies for forming relationships with media and answered questions from the audience of LA area communicators.

Noemi Pollack (far R), Founder & CEO of Pollack PR, moderated the panel (L-R), which also included:

  • Russ Britt, LA Bureau Chief, MarketWatch/Dow Jones
  • Alberto Mendez, Assignment Editor, KCBS-TV/KCAL-TV
  • Eddie Chan, West Coast Financial Editor, Thomson Reuters
  • Kevin Davis, COO, TheWrap.com

Here are a few soundbites from the panel:

“Hate the Hard Sell”


“Substance Over Style”


“Mobile a Priority”


Download a full audio recording of this event here or check out these pitching tips from the panelists:

  • Be aware of what’s going on in the world & what is news right now.
  • Be aware of who you’re pitching to & understand when it’s appropriate to pitch. If it’s MarketWatch or Dow Jones, for example, don’t send something or try to contact them around market closing. It’s the worst possible time for them. However, some outlets, such as local news channels, are 24 hours. There is always someone on the assignment desk, news never stops for them. It never hurts to pitch the assignment desk. If it’s relevant, it will make it to the right reporter.
  • Panelists agree that double-pitching (sending a pitch to more than one reporter at the same publication) is okay, although it’s nice to ask if they would mind if you send your story along to someone else. Oftentimes, they will even refer you to someone who might be more interested.
  • Journalists still value accessibility, objectivity, timeliness & exclusivity greatly. Keep this in mind when pitching. Make sure to provide contact information, especially an email and cell phone, on your pitch or press release so you are reachable if the journalist needs to get in touch.
  • Although many journalists now embrace pitching through social media and find Facebook in particular to be a valuable source network, email is still the most reliable and easiest way to reach them.
  • In an email pitch, the subject line is the most important part. It needs to be straightforward & compelling enough to get them to open the email. Often, it’s actually only the first part of the subject line because the email program will cut it off.
  • A good pitch is always substance over style. Lots of exclamation points in your pitch does not make it more compelling.
  • Mobile is very important right now for every news outlet in all formats. It’s very important to be able to access news over mobile.
  • When pitching stories at major conferences and events, such as CES or NAB, it’s a good idea to find out who at the publication will be covering the event and get in touch ahead of time.
  • When emailing pitches, NEVER attach ANYTHING. This includes having your logo in your email signature. With many email programs, this comes across as an attachment & will get your email filtered into spam.
  • It’s always a good idea to offer up an expert or spokesperson, especially one that isn’t quoted all the time in that publication or one that is local so they’re accessible (it’s often hard for west coast based reporters to contact east coast based experts). It’s a good idea to provide the reporter with the expert’s bio to prove his or her credibility.

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


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