Tag Archives: how to pitch reporters

“3sday’s 3Q’s in 3 Min: Jon Swartz, USA Today”

After Spring Break hiatus, “3sdays 3Q’s in 3Min” is back with a star-studded episode.

Every Thursday, socialTNT channels the spirit of citizen journalism by putting bloggers, reporters, PR pro’s or anyone with something to say about social media in front of the camera for a short, three minute interview. In addition to helping PR peeps pitch these individuals more effectively, the videos are meant to encourage dialog between reporters, PR/communications practitioners and marketers on the future of media.

This Thursday socialTNT meets with Jon Swartz, Technology Reporter at USA Today. Over the last year, Jon has moved away from covering just security. His beat has really moved to include social networking, big firms like Yahoo and AOL, and tech from the West Coast point of view. In this week’s episode, Jon share some of the social media elements USA Today is rolling out and also tells us why he loves social networking for PR.

Jon has been covering technology since 1987. Working his way through the ranks of MacWeek, San Francisco Chronicle and Forbes, Jon now resides at USA Today. If you have a non-gadget tech client, he may be a good contact. Pitch him before 11AM PT.

Fun Facts About Jon:

  • Learned the ins and outs of PR (including a blog and YouTube video) while on tour for his upcoming book with Byron Acohido, “Zero Day Threat,” discussing how banks and credit companies help hackers steal your identity
  • Microsoft is to Apple what Hillary is to Obama. Discuss.
  • Not on Twitter, but on LinkedIn
  • Thinks Walt Mossberg could beat Ed Baig in a mud wrestling fight
  • Has season tickets to SF Giants
  • Starts his morning with print editions of New York Times and LA Times. Then moves into WSJ Online and GigaOm.

If you haven’t seen some of the cool things USA Today is doing with blogs and video, check it out. Watch as Jon tells us more about his beat, explains how social networking has changed the PR pitch and then completely HIJACKS my interview!

Vodpod videos no longer available.

Have you included social networking into your outreach? Do your spokespeople include their facebook, LinkedIn, Twitter or IM when speaking with reporters? Should they?

No time to watch the video at work? Get “3Q’s in 3Min” free from iTunes and watch it on the go!

Also, don’t miss a post: Drop socialTNT into your RSS reader [what’s that?]. Better yet, subscribe to socialTNT by email!

Leave a comment

Filed under 3sdays 3qs In 3 Min, Citizen Reporter, Future of Media, New Media, Public Relations 2.0, Social Media, Video Interview

“3sday’s 3Q’s in 3 Min: Kara Swisher, All Things D, Part 2”

It’s Thursday. I’m up in the sky on a trip to Austin, and you’re reading “3sday’s 3Q’s in 3 Min.”Every Thursday, socialTNT channels the spirit of citizen journalism by putting bloggers, reporters, PR pro’s or anyone with something to say about social media in front of the camera for a short, three minute interview. In addition to helping PR peeps pitch these individuals more effectively, the videos are meant to encourage dialog between reporters, PR/communications practitioners and marketers on the future of media.

This week is part two of our discussion with Kara Swisher from All Things D. Last week, Kara told us why she LOVES blogging. In this week’s “3Q’s in 3Min,” Kara tells TechCrunch’s Michael Arrington how to “Just Say No” to PR pitches, gives her tips on good PR, and explains the art of good video interviews.

A few days ago, PR pros everywhere sighed with relief; a study came out showing that reporters truly need the relationships they have with their public relations contacts. Although she knows a thousand and one ways to say No, Kara does value a good PR professional. For Kara, PR is more than just a one-night stand. It’s a relationship.

Here are Kara’s tips to becoming a good PR pro:

  • Know what the reporter writes about
  • Create and build an ongoing relationship
  • Bring interesting stuff
  • Be loyal to your client, but address issues and problems in an honest way

Wanna know more? Watch the video. She’ll even throw in a description of her beat.

Vodpod videos no longer available.

What are other traits you think a good PR pro should posses?

On All Things D, Kara obsesses on companies/stories as much as she wants. How does blogging change the traditional media flow of information? Do news bloggers convey stronger opinions through their pieces than a traditional outlet? If so, do you consider that a good thing? Love to hear your thoughts.

Don’t miss out: Add us to your RSS reader, or sign up for our email.

Recommended reading

“3Q’s in 3Min with John Markoff, New York Times, Part 1”

“3Q’s in 3Min with John Markoff, New York Times, Part 2”

“How Media Relations Got Its Groove Back”

[The above photo, “Kara Swisher is looking at YOU, yes YOU. You know who you are.” by Mark Montiero on flickr, used under Creative Commons.]

Leave a comment

Filed under 3sdays 3qs In 3 Min, Best Practices, Community Relations, How To, New Media, Public Relations 2.0, Social Media, Video Interview

“Amazon PR Tries to Dam the River of News; Flood Ensues”

Oh, Amazon, your recommendations know me so well–maybe not so much on the books (I purchased some X-mas presents for my brother one year, now it thinks I like encryption and security)–but music is spot on. I wish your PR department understood blogger relations nearly as accurately.

This evening, Read/Write Web posted an account of their trials and tribulations of dealing with Amazon’s PR. Here’s what happened:

  • A week ago, Amazon approaches RWW with a draft of the release under embargo until November 15.
  • RWW writes post covering Amazon’s news up after 12 AM EST.
  • RWW woke up next day to see emails from Amazon at 11:59 PM EST–one minute before release time–saying the news was on hold.
  • More emails from Amazon saying news was not true and was under embargo.
  • RWW and Amazon PR in discussion throughout the day with Amazon requesting post be taken down.
  • RWW says they will change the post if Amazon sends statement.
  • Amazon sends statement written in first person for the blogger to post. Check it out:

“Since the publication of this post, an Amazon spokesperson contacted me to clarify that no announcement was made in regards to support for Open Social. The Amazon spokesperson went on to say that Social network developers have been using the Amazon Associates Web Service to merchandise Amazon products (and earn Associates commissions) for some time. She indicated that Amazon would continue to provide developers with tools that allow them to choose the platform that makes the most sense for them regardless of the Social networking site they are building on. She pointed out…”

  • RWW blogger Marshall Kirkpatrick (appropriately) reacts with the follow disgust:

I cannot believe they’d send me text written in the first person and expect me to post it under my own name! Not to mention the really uptight language they’ve got that puppet named Marshall using!

Ok, so what went wrong here? Is it really a case of bad blogger relations? Let’s break it down and see what we can learn.

Here are my Amazon Recommendations:

  1. Drafts should never go out. If they absolutely must, then follow-up with the final when it’s available. If you aren’t sure you want it to go out, don’t send it out.
  2. The news cycle has changed–and not just with bloggers. Even traditional pubs will post news online before the print version hits. You can’t pull news by sending an email at 11:59PM and expect compliance. I believe most people will respect an extended embargo, if you make a reasonable effort at timely notification.
  3. Come clean. You made a mistake. It happens. Maybe some miscommunication happened btwn biz dev and marketing or it’s just not ready. Whatever, send a statement or, better yet, post a human comment on the “offending” blog. Don’t hound the blogger to take it off.
  4. (Most important): DONT WRITE A STATEMENT IN THE BLOGGERS VOICE FOR THEM TO POST. Sorry for shouting, but, seriously, you just don’t get it. That assumes SOOO much. And you know what happens when you assume? You make an ass out of u and Jeff Bezos. PR pros should never ever ever tell someone what to write, especially not a blogger!

So, yeah, Amazon will probably cancel my Prime account and I may end up with a horse head in my next order, but if it helps people understand good public relations, then it’s worth it!

Anyone else have any other advice to give to Amazon or aspiring PR folks? Have you ever had to pull news? How did you execute that task and how did it turn out? Love to hear your thoughts.

AddThis Social Bookmark Button

2 Comments

Filed under Best Practices, Blogger Relations, Public Relations 2.0, Rants, WTF?

“3sday’s 3Q’s in 3 Min: Adrienne Sanders, San Francisco Business Times”

Adrienne Sanders Happy Thursday and welcome to another edition of “3Q’s in 3Min.” Every Thursday, socialTNT channels the spirit of citizen journalism by putting bloggers, reporters, PR pro’s or anyone with something to say about social media in front of the camera for a short, three minute interview. In addition to helping PR peeps pitch these individuals more effectively, the videos are meant to encourage dialog between reporters, PR/communications practitioners and marketers on the future of media.

This Thursday, socialTNT meets with Adrienne Sanders, Reporter, from the San Francisco Business Times. Adrienne covers Tech, Interactive Media and Entertainment. Even though her beat is localized to the San Francisco Bay Area what she has to say rings true nationwide. In today’s “3Q’s in 3 Min,” she tells us why digital is finally catching on; keys to good outreach in the new media age; and her idea of online personal space.

While other San Francisco publications have declining circ numbers, the San Francisco Business Times has been steadily gaining numbers. That’s why if you have an Internet company of any kind–Widget and startups included–Adrienne is a great addition to your media list. She’s also friendly (read: honest) and very well acquainted with current Tech trends.

Facts about Adrienne:

  • Has a one year old son
  • Does have a LinkedIn page
  • Currently uses Vista
  • worked with Om Malik when they were both at Forbes
  • Doesn’t have a lot of time for social media outside of work, but did recently make a book (of which she is proud) using Blurb.

Adrienne is right: Whether using traditional methods or social media, the best practice is to know your reporter or blogger. She also seeks to clarify the distinction between personal and private space online; something I think we will see more of as the technology evolves.

Where do you see the line between private and personal space? I’d love to know how you handle media outreach when you notice a reporter is on Facebook, LinkedIn or Twitter.

AddThis Social Bookmark Button

4 Comments

Filed under 3sdays 3qs In 3 Min, Blogger Relations, Citizen Reporter, Future of Media, New Media, Public Relations 2.0, Social Networking