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.



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.

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.

Increase Journalist Interest in Your Healthcare Press Releases – Free Webinar!

July 14, 2014

In the last 5 years, new communication tools have made it both easier, and more complicated to launch and manage successful Healthcare PR programs.  Media relations has changed across the board, especially as it relates to writing about healthcare.

To help our clients increase the visibility of their organization and their news, Business Wire is hosting a one-hour webinar in which we will be asking leading reporters how they identify topics, what assets they need to write about a company and even how they like to be pitched.

Our panelists include Tina Reed from the Washington Business Journal and Jacqueline Fellows, senior editor of HealthLeaders Media.

Join us on Thursday, July 17th from 12:00-1:00 PM EDT and in just one hour, learn everything you need to know about working with healthcare reporters in 2014.

Learn more about this one hour webinar, at http://bit.ly/HealthMediaWebinar

Speakers include:

Tina ReedTina Reed, Washington Business Journal, Healthcare reporter
Reed has been the HealthCare Reporter at the Washington Business Journal since January 2014. She previously was the online content editor and healthcare reporter with The Capital in Annapolis, MD. In her current role she covers the pertinent health issues that affect the Washington, DC metro area.


Jacqueline Fellows

Jacqueline Fellows, HealthLeaders Media, Senior Editor
Fellows has been with HealthLeaders Media since 2012. Her coverage is focused on the business of healthcare.  Prior to joining HealthLeaders she spent more than 10 years in broadcast journalism where she won numerous awards including the 2010 Best Radio Newscaster Award from the Tennessee AP Broadcasters and Media Editors.

Kerting Baldwin, Director of Corporate Communications, Memorial Healthcare SystemKerting Baldwin, Ed.D., is the director of corporate communications at Memorial Healthcare System.
She oversees all aspects of media communication including strategy, social media, corporate communications and crisis communications for the six-hospital healthcare system in south Broward County. Kerting started her career as a journalist, and has worked for The Miami Herald, Sun-Sentinel and The Tampa Tribune. She also has worked in the broadcast industry for Telemundo as a video editor.  Kerting holds a Bachelor’s in Communication from Florida International University, a Master’s Degree in Liberal Studies from University of Miami and a Doctorate in Education from St. Thomas University. Her doctoral thesis focused on the use of social media in healthcare.
The event will be moderated by Molly Pappas and Simon Ogus, Business Wire Health and Public Policy Media Specialists. Molly and Simon work closely as liaisons between healthcare and public policy reporters and our clients, ensuring media outlets receive the news they are most interested in, quickly and easily.

Register for the Event now:  http://bit.ly/HealthMediaWebinar

Capitol Communicator’s Meet the New Media Event Recap

November 22, 2010

By: Cecile Oreste, Media Relations Specialist, Business Wire/DC

On Tuesday, November 16th, public relations professionals and other members of the communications industry gathered at B. Smith’s in Washington, DC for Capitol Communicator’s “Meet the New Media” event. The media panel, moderated by Mopwater PR founder Amanda Miller Littlejohn, included:

Several attendees were live tweeting the event. To follow the discussion and to add to the conversation, look for tweets with the hashtag #NewMediaDC in Twitter Search.

After providing a brief overview of their respective media outlets, each panelist contributed their thoughts on a variety of topics: social media and journalism, do’s and don’ts of pitching and the impact of mobile devices among others. The main takeaways from the discussion were the importance of building relationships with reporters and knowing the publication you’re pitching.

In regards to relationship building, Jennifer Nycz-Conner of the Washington Business Journal said she has developed professional relationships through Twitter. At times, it’s actually faster to reach her through Twitter rather than traditional forms of communication like e-mail or phone. She also joked that the newsroom has officially started the tally of news releases starting with “It’s that time of year again.” She suggested finding a different lead unless you want to be grouped with the others.

Michael Schaffer of Washington City Paper said that we date ourselves by asking how journalists use social media in their news gathering. He added that reporters will more than likely take advantage of these tools unless they’re not curious at all. When it comes to pitching the Washington City Paper, he suggests reaching out to individual journalists rather than going straight for the editor. “It’s a better percentage game working the reporters,” he said.

According to Erik Wemple of TBD, the media outlet was founded on social media responsiveness. Mandy Jenkins, the site’s Social Media Producer, not only engages the community through Facebook and Twitter, but also monitors these social media networks looking for trends and news tips. Wemple recommends starting your e-mail pitch with a reference to a story the journalist has written. This shows you read the publication and have some knowledge of what the reporter writes about.

Dion Haynes of Capital Business echoed Wemple’s point noting that a reference to one of his stories in a recent pitch caught his attention. For Haynes, it’s not only important to get to know the publication, but also to learn about the person you are pitching. Journalists are people too. They have their own personal lives and interests, he said.

Edwin Warfield of Citybizlist talked about the reciprocal relationship between public relations and journalism. According to Warfield, Citybizlist will take any news release that is local, literate and about business. Gathering information from a multitude of sources is important to carry out Citybizlist’s mission of delivering breaking local news.

Capitol Communicator serves as a resource to the communications community of the Mid-Atlantic region. In addition to providing industry news, Capitol Communicator provides professional development opportunities and educational events. For more information about Capitol Communicator, please visit www.capitolcommunicator.com.

DC-Area Tech Journalists Offer Pitching Tips

October 1, 2010

by Cecile Oreste, Media Relations Specialist, Business Wire/DC

Business Wire/DC hosted a “Meet the Technology Media” Event at Marriott Tysons Corner in Vienna, Virginia on Wednesday, September 29th.  The panel discussion, moderated by Cecile Oreste, Media Relations Specialist, featured five technology journalists from some of the area’s top media outlets:

About 120 public relations and communications professionals were in attendance to learn how to increase your organization’s chances of securing media coverage. Attendees joined in the conversation during a question and answer section and also by live tweeting the event using the #BWEvents hash tag.

Here are some of the key points from the panel discussion:

  1. Headlines are important. Nick Wakeman said to think about your press release headline as a headline in a newspaper. Just as media outlets compete for readers at the newsstand, public relations professionals must compete for the attention of journalists in their inbox. The headline should tell reporters why they should care. For The Hill, you should have a clear link to politics or policy issues, said Gautham Nagesh.
  2. Include your organization in the e-mail subject. Paul Sherman noted that e-mail subjects are key in a mobile environment. Rob Pegoraro added that including a client and product name in the e-mail subject makes it easier for him to find the message later on.
  3. Know who you’re pitching. Every journalist has his or her own preferences when it comes to being pitched. Paul Sherman noted that he prefers texts over voicemails. Nick Wakeman likes when you follow up your e-mail with a phone call. There is no secret formula to media relations. You just need to do your homework.
  4. Consider your audience. Bill Flook pointed out that the Washington Business Journal reaches two different audiences through its online and print editions. Think about how your story fits in and remember that exclusivity matters for print while immediacy is more important for the web.
  5. Go beyond the pitch. According to Gautham Nagesh, Twitter can be an effective way to generate interest. If his followers are interested in your message, he will be more inclined to pay attention. Rob Pegoraro noted that commenting on articles online is a great way to provide information that was not included in the story. Bill Flook suggests setting up informational interviews with your CEO. Often, meetings like these can result in story ideas.

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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