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.
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):
- Gillian Flaccus, Orange County Correspondent, The Associated Press
- Lisa Liddane, Editor at Large, Coast Magazine and Editor in Chief of OrangeCounty.com
- Jerry Sullivan, Managing Editor, Orange County Business Journal
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.
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