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It all starts with a Google search: Boston’s Media Best

Earlier this week, over 75 of New England’s PR representatives moved through the streets of Boston on a rather warm January evening to attend the Pub Club’s “Boston’s Media Best” panel event.

Panelists included some of the “media bests” in Boston:

  • Jim Finkle, technology and cyber security reporter, Reuters (@techwriterjim)
  • Katie Johnston, business reporter, The Boston Globe (@ktkjohnston)
  • Erin Kutz, associate editor, Xconomy (@erkutz)
  • Joe Roche, news assignment manager, WCVB-TV/DT (@BostonNewsGuy)
  • Lisa van der Pool, broadcast and social media editor, Boston Business Journal (@lvanderpool)

So with so many big guns in the room, what constitutes a good starting point? I think event moderator Jane Carpenter, vice president of consumer engagement at PAN Communications, hit the nail on the head by kicking things off with a question about how reporters use Twitter as a real-time news service. Many explained they follow a variety of sources and treat it as a “police scanner.” Though Twitter may tip them off to some possible breaking news, they know they need to verify the content.

This starts with a Google search. Each of the panelists admitted to Googling a type of expert they were looking for to help them get started on various assignments, along with checking their database of expert sources. As they began to tell their tales of real-world experiences, the panelists provided us with some great tips and tricks on how to get their attention.

  • Make your subject line awesome. Get as much information into it as you can.
  • Call to follow up. Though a number of reporters dislike being asked if they received your email, it’s better to call to follow up within a few hours rather than a few days.
  • Don’t pitch via Twitter. They don’t want everyone seeing your conversation unfold in real-time.
  • Check the clock. Don’t pitch on deadlines or during newscasts.
  • Know the difference between “off the record” and “on background.” The latter implies information that is good for the reporter to have as background information and they may choose to attribute that information to a different source. When something is “off the record,” is should only be shared with a reporter where there is a good relationship, and it should be made clear what information is considered off the record before it is shared.

The “audience” was extremely interactive, as well, sharing jokes and asking honest questions (and not just in-person! Check out the Twitter feed through the event).

Looking back at the event, it is obvious that the overall theme was relationships and trust. Regardless of how the news cycle changes, how deadlines shift or how reporters are getting their information, the trust between a reporter and a PR person is still invaluable.

What did you find to be the most valuable bit of information?

 

Kristin Allaben

VP Awards Elect

Supervisor

Schwartz MSL Boston