We had a lively discussion about how the wires work and what they are looking for. I'll share some highlights below.
But what I want to say first and foremost is that almost everything we discussed had to do with timeless elements of media relations. Sure, the pervasiveness of the Internet came up, and of course we talked about email, attachments, Google News and so on. But there was almost no talk of social media.
Yet, these are key working journalists with responsibility for disseminating news stories around the globe. They are personally responsible for hundreds of wire stories every week that appear in countless media, on paper, on radio and TV and on the Internet.
I don't say this to thumb my nose at social media or downplay its importance. My point is that right now and for the foreseeable future, journalists such as these will still have considerable sway over the distribution of news and for PR folks, the success or failure of your media relations programs.
End of sermon. On to the highlights.
- One global point: each of the panelists is an editor, so they would not be the journalist who actually researches and writes your story. In the case of the AP and Dow Jones, these editors work closely with reporters. In the case of LA Times-Washington Post and McClatchy-Tribune, they don't even work directly with reporters (more on this below).
- Mercedes Cardona, AP Business Enterprise Editor: Responsible for business news features on the AP wire. Looking for broad business news stories with a consumer angle. Currently interested in stories on household debt, housing, food safety, toys, shopping. With so much information available so readily, AP is looking for uncommon and exclusive stories it can run.
- Michael Reid, Deputy Managing Editor, Dow Jones News Service: Oversees business news features and columnists. Interested in "reporting things before they become news." Interested in topics such as innovation, personnel, spending by both consumers and businesses. Increasingly looking for stories that would interest fee-based financial advisers (as opposed to traditional buy-and-sell stockbrokers) because that's where the financial services industry is heading.
- Both Dow Jones and the AP are also closely following the subprime mortgage story and the problems in the credit markets.
- Kate Carlisle, Managing Editor, LA Times-Washington Post News Service: This news service distributes stories that have already appeared in the LA Times, Washington Post and other papers that are part of the syndicate (there's a list here). However, Kate doesn't mind having PR people alert her to trends to look for or to flag stories that have already appeared in contributing newspapers in order to get her to run them on the wire (thus dramatically increasing the impact). The stories need to be about something that would be of interest to people outside your region.
- Karen Denny, Food/Lifestyle Editor, McClatchy-Tribune News Service: Same story as Kate: her job is to distribute stories that have already run in McClatchy newspapers, Tribune-owned papers that aren't part of the LAT-WP syndicate, and others. They keep their list proprietary. Among Karen's interests are stories that would appeal to Hispanics, African-Americans, women and young people, because these are segments that client news organizations are trying to attract.
More tips:
- Pitch artwork: editors need to illustrate stories with photos and graphics, so if you can supply something, you may be able to increase the chances of the wires running your story.
- New media angle: the LAT-WP wire is now alerting clients when they have a video to go with a story that the client can post on their web site.
- Truly timeless advice about email pitching:
- Get to the point, skip pleasantries and introductions
- Be relevant and brief and offer access
- Use plain English and give examples of what you are talking about
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