Tag Archives: media relations

6 Last Minute Tips for PR Success at the American International Toy Fair 2014

Scenes from the American International Toy Fair 2014

Scenes from the American International Toy Fair 2014

We’ve made it to the final stretch for the American International Toy Fair.  If you’re anything like us at Virtual Press Office, the last few days leading up to an event become a blur of last minute to-dos.

So- you’ve secured your online press kit and release distribution through the Toy Fair Virtual Press Office? That’s great! But before you move down your list, let’s take a few minutes to fine-tune. Below are some tips from VPO to help you tidy up all the content for Toy Fair you’ve been working to create these past few months.

Do The Research For The Media

Journalists love the free candy you have waiting for them. But want to know what they really appreciate? When you package up everything they could possibly need to cover your story in one space. Be sure your press kit includes:

  • Your booth number
  • Your current logo
  • A phone number and email where you can be reached during the show
  • Your calendar of events during the show. Do you have a press conference? Celebrity appearance? Panel discussion? Happy hour? Let them know.
  • Links to all of your social network channels
  • Product shots
  • Company bios
An exhibitor on the show floor

An exhibitor on the show floor

The Best Time To Send Your News Release

We get this question a lot, especially because Toy Fair falls on a Sunday. Don’t shy away from sending news for Toy Fair over the weekend. The media are tuned-in and looking for updates. In 2013 the majority of the news issued through VPO for Toy Fair was sent on Sunday- day one of the show. And if you’re sending during the week, the general rule of thumb for any release is to avoid the open and close of the financial market.

Second Guess Your Headline

Does your headline sound something like “XYZ Company announces new line of products at 2014 Toy Fair?” Yawn.  You are at Toy Fair because you have an exciting story to share, right? Draw in your reader. During a recent PR Newswire media panel discussion, contributing journalists challenged the PR industry to change the format of the traditional press release.  Break the rules. Make your headline short, snappy, include a hook, and get your reader excited. Check out this headline from Whole Foods:

This is what your grocery store looks like without bees.

Whole Foods Market® partners with The Xerces Society to “Share the Buzz” and protect pollinator populations

This Whole Foods story ended up as a cover story on Time Magazine.

Break out of that boring template and tell your story!

Multimedia Increases Engagement

Click to view the entire press release from Saban

Click to view the entire press release from Saban

Toy Fair is one of the most visual trade show events.  What images, graphics and videos do you have that will help tell your story?  Press releases that include multimedia get more views- up to 9.7 times more views than releases that do not include multimedia.

The most viewed news release from the VPO Toy Fair in 2013 came from Saban Brands- this release announcing the Power Rangers 20th Anniversary addition of Monopoly. Saban included a multimedia gallery that featured product shots and a logo. The result? They led the pack in release engagements, online views, media views and search views. PR Newswire’s multimedia capabilities are now more affordable and easier than ever to utilize.

Be Social

Keep your online buzz going during the show. The Toy Fair hashtags are #TF14 and #TFNY. Be sure to have someone updating your social media throughout the day, and be conversational. Follow the bloggers and influencers that most interest you at Toy Fair, and chime into their online conversations that pertain to your brand.

Look At The Big Picture

Take a step back and look at how your product has affected or changed the market. Have you set a new standard for outdoor play at Toy Fair this year? Write a follow-up release from a feature writer’s perspective- maybe a release listing 10 activities for families who want to spend more quality time outside. Then add a quote from your CEO, link your Youtube video, and product image. Don’t wait for the media to tell an incredible story- be your own storyteller!

For more ideas visit the Toy Fair PR Boot Camp page. Now go get a manicure- you’ve got lots of firm hand shakes in your near future.

Author Lisa Kopec-Miller is a member of the Virtual Press Office staff. 

MEDIA News: Media Moves at The Washington Post, Inc., Dr. Oz The Good Life and more…

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

Washington Post The Washington Post (Washington, DC): Catherine Rampell (@crampell) has left The New York Times (@nytimes) to write her opinions at the Post (@washingtonpost). And former Business Insider Adam Taylor (@mradamtaylor) has joined to the Post as a Foriegn Affairs Reporter/Blogger he’ll be contributing to the “WorldViews” blog (http://www.washingtonpost.com/blogs/worldviews/).

Dr. Oz THE GOOD LIFE Dr. Oz The Good Life (New York, NY): This healthy lifestyle magazine (@DrOzTheGoodLife) debuted on February 4th. Alison Brower (@abrower) is the Editor.

Inc. Inc. (New York. NY): Former Thomson Reuters Op-Ed Editor James Ledbetter (@jledbetter) is now the Editor @Inc. Articles Editor Bobbie Gossage (@BobbieGossage) has been promoted to Executive Editor.

The Boston Globe The Boston Globe (Boston, MA): Douglas Most (@GlobeDougMost) has been promoted from Deputy Managing Editor/Features to Deputy Managing Editor/Special Sections & New Initiatives. Film Editor Janice Page has been promoted to Deputy Managing Editor/ Features. Both work for The Globe (@BostonGlobe)

The Late Late Show The Late Late Show with Craig Ferguson (Los Angeles, CA): Former “Tonight Show with Jay Leno” Producer, Mike Alexander joins this show (@LateLateShowCBS).

CNN Latino CNN Latino (Miami, FL): After less than a year on the air, CNN (@CNN) is cancelling its CNN Latino (@cnnlatino) programming at the end of this month.

GuardianUS The Guardian America – New York Bureau (Washington, DC): Ex-New York Times Opinion Writer Matthew Sullivan (@sullduggery) is the new Opinion Editor at The Guardian’s U.S. operation (@GuardianUS).

Wall Street Journal The Wall Street Journal (New York, NY): Daniel Keeler (@dankeeler) has joined @WSJ as Frontier Markets Editor. He also curates the @FrontierMarkets Twitter handle. In addition, Reporter Jonathan Shieber (@jshieber) is no longer at the paper.

InvestmentNews InvestmentNews (New York, NY): Mason Brawell (@MasonBraswell),  former On Wall Street Editor, joins InvestmentNews (@newsfromIN) as a Reporter.

The New York Times The New York Times (New York, NY): Chief Fashion Critic and Editor Cathy Horyn has resigned. Prior to joining @NYTFashion in 1999, Cathy was a Contributing Editor @VanityFair.

Popular Mechanics Popular Mechanics (New York, NY): Former Associate Editor Andrew Del-Colle (@andrewdelcolle) has been promoted to Senior Editor. He has been an Editor @popmech since 2011.

HLN News and Views HLN Network (New York, NY): “Showbiz Tonight”, (@shobiztonight) hosted by A.J. Hammer (@ajhammer), aired its final show on February 6. Hammer will continue to report on Entertainment for HLN.

Azteca America Azteca America (New York, NY): Alfonso De Pansa (@ponchodeanda) will be back on the air with his new show “Venga la Alegría”, on TV Azteca (@tvaztecaoficial) (@Azteca_America) beginning February 10th, 2014.

Re/code Re/code (New York, NY): Another former @WSJ Technology Reporter joins @recode. Amy Schatz (@Amy_Schatz) will cover the FCC and Technology Policy and Regulation.

Time Out New York Time Out New York (New York, NY): Senior Film Writer Joshua Rothkopf (@joshrothkopf) has been promoted to Film Editor. Rothkopf began @TimeOutNewYork as a Film Staff Writer in 2004.

Businessweek Bloomberg Businessweek (New York, NY): Former Associated Press Writer Francesca Levy (@FrancescaToday) has joined @BW as Business Schools Editor.

VANITY FAIR Vanity Fair (New York, NY): The Fair (@VanityFair) welcomes Priya Rao (@Prao11) as their new Style Editor.

Betabeat BetaBeat (@Betabeat): Ryan Holiday (@RyanHoliday) has joined the New York Observer (@NewYorkObserver) as the Editor-at-Large for their technology blog BetaBeat.

Columbus Dispatch The Columbus Dispatch (Columbus, OH): Reporter Jeannie Nuss (@JeannieNuss) has joined the daily (@DispatchAlerts) as Features Reporter. Nuss previously served as a Reporter for the Associated Press covering Little Rock, Arkansas.

Gawker Gawker (@Gawker): Cord Jefferson (@CordJefferson) is no longer an editor at this outlet. Meanwhile, Jay Hathaway (@Strutting) has been hired as a Senior Writer.

Tasting Table Tasting Table (@TastingTable): Lizzie Amunro (@LizzieAMunro) has been hired by Tasting Table as the new Associate Editor. Restaurant Critic Tajal Rao (@TejalRao) has also joined the outlet as a Staff Writer.

CommDigiNews Communities Digital News (Washington, DC): This former entity of the Washington Times has gone independent with their own world news site (http://www.commdiginews.com) that covers everything in the world and Jacquie Kubin (@Jacquie_Kubin) is in charge.

WGN TV News WGN-TV (Chicago, IL): Tribune’s nightly newscast (@WGNNews) has been dropped from WGN America’s (@wgnamerica) schedule. The hour-long 9:00 p.m. newscast, Anchored by Mark Suppelsa (@MarkSuppelsa) (msuppelsa@tribune.com) and Micah Materre (@mmaterre) will continue to air locally but will no longer be carried on the cable channel nationwide.

Macworld MacWorld (San Francisco, CA): Executive Editor Jonathan Seff has left @macworld.

The Week The Week Magazine (New York, NY): Former Washington Monthly Web Editor Ryan Cooper (@ryanlcooper) is the new National Correspondent at The Week.

USA TODAY USA Today (McLean, VA): Izzy Gould (@IzzyGould) is tackling the role of NFL Editor at America’s newspaper.

Digiday Digiday (@Digiday) (saya@digiday.com): Ricardo Bilton (@RBilton) has entered the digital lair as a Digital Publishing Reporter.

The Information The Information (@TheInformation): Jonathan Weber (@WeberWest) is the new Managing Editor.

Quartz Quartz (New York, NY): Max Nisen (@MaxNisen) tackles the Management News Reporter role @qz.

SEJournal Search Engine Journal (@sejournal): Kelsey Jones (@wonderwall7) is the new Managing Editor.

HouBizJournal Houston Business Journal (Houston, TX): Former Wall Street Journal Reporter Mark Yost (@HBJmoney) signs onto the Journal (@HOUBizJournal) as a Money Reporter.

ABQ Business First Albuquerque Business First (Albuquerque, NM): Rachel Sams has been promoted from Managing Editor to Editor-in-Chief at the weekly business paper (@ABQBizFirst). She takes over for the departing Joe Renaud.

O.C. Register Orange County Register (Santa Ana, CA): Columnist Frank Mickadeit has parted ways @OCRegister.

Zócalo Public Square Zócalo Public Square (@thepublicsquare): Former Los Angeles Times Reporter Jia-Rui Cook (@jahree) joins Zócalo Public Square as National and Science Editor.

Austin Way Magazine Austin Way Magazine (Austin, TX):  This magazine (@AustinWayMag)  (http://www.austinway.com) is a new lifestyle publication by Niche Media and is set to launch September 2014. The magazine will cover topics related to local community and culture. Lou DeLone is the Publisher.

U.S. News U.S. News & World Report (@USNews): Rachel Pomerance (@RachelPomerance) will no longer be a Health & Wellness Reporter for the site.

NOLA.com NOLA.com (New Orleans, LA): Christopher Dabe (@cmdabe), Sports Editor at Gannett Central Wisconsin Media, was named Managing Sports Producer.

SF Chronicle The San Francisco Chronicle (San Francisco, CA): Thomas Lee (@bytomlee) joins the San Francisco Chronicle (@sfchronicle) as Business Editor. Lee was previously with the Star Tribune.

Financial Times Financial Times – Los Angeles (Los Angeles, CA): Matthew Garrahan (@MattGarrahan) promoted to Global Media Editor of Financial Times (@FinancialTimes). Matthew will move from LA to NY this summer.

The Weekly Standard This Week – ABC Television Network (New York, NY): The Weekly Standard’s (@weeklystandard) Editor/Publisher Bill Kristol has joined ABC’s “This Week” (@ThisWeekABC) as a Contributor.

Columbus C.E.O. Columbus CEO (Columbus, OH): Journalist Mary Yost (@maryyost) has been named Editor of the trade magazine (@columbusceomag).

Coloradoan The Coloradoan (Fort Collins, CO): Lauren Gustus (@laurengustus) is the new Executive Editor of the Fort Collins daily paper (@coloradoan), replacing Josh Awtry. She was most recently with the Reno Gazette-Journal as an Editor.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

MEDIA News: Media Moves at The Boston Globe, AP, USA Today and more…

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

The Boston Globe The Boston Globe (Boston, MA): The 142-year old paper now has its ninth Publisher. Owner John Henry (@John_W_Henry) becomes the Publisher of the historic paper.

Univision Univision Canada (@Univision): Univision has purchased Canada’s Telelatino Network (@TLNenEspanol) (http://tlntv.com) and will be re-branding it as “Univision Canada”.

Poynter Poynter.org (St. Petersburg, FL): The journalism and media institute (@Poynter) has hired Bloomberg News’ DC Managing Editor Tim Franklin (@TimAFranklin) as its Publisher/President.

The Associated Press Associated Press (AP) (New York, NY): Noreen Gillespie (@norgillespie) has moved from Deputy Regional Editor in Chicago to Deputy Sports Editor in the main New York Bureau of the @AssociatedPress.

USA TODAY USA Today (McLean, VA): Jim Lenahan (@jlenahan) takes the reins as Managing Editor at America’s newspaper (@USATODAY).

Salt Lake Tribune Salt Lake City Tribune (Salt Lake City, UT): Kevin Winters Morriss (@KWinMo) is the new Digital News Director at the Tribune (@sltrib).

Marketplace Marketplace (Los Angeles, CA): Former Thomson Reuters social media guru Margarita Noriega (@margafret) joins @MarketplaceAPM as their new Social Media Editor.

Quartz Quartz (New York, NY): Rachel Feltman (@RachelFeltman) has joined this business news site (@qz) on to cover science, health and technology news.

Time.com (@Time) (letters@time.com): Dan Stewart (@ThatDanStewart) is the new Deputy Editor of Breaking News at Time.com (@Time). Sam Lansky (@SamLansky) has joined the outlet as the new Deputy Culture Editor.

Mashable Mashable (@Mashable) (news@mashable.com): Andrew Freedman (@AFreedma) is the first Climate, Weather & Environment Reporter at the site.

Popular Mechanics Popular Mechanics (@PopMech): Andrew Del Colle (@AndrewDelColle) was promoted to Senior Editor.

Breitbart News Breitbart News (@BreitbartNews): Jonathan Strong (@J_Strong) is the new Washington Editor for the Conservative news outlet.

Washington Post The Washington Post (Washington, DC): National Journal (@nationaljournal) Editor Adam Kushner (@AdamBKushner) joins the Post (@washingtonpost) as their new Digital Magazine Editor on Feb. 24th. Jaime Fuller (@J_Fuller) is now a Political Reporter and will be writing for Post’s political blog “The Fix” (@TheFix).

Military Times Military Times News Service (Springfield, VA): Former Stars and Stripes (@starsandstripes) scribe Leo Shane III (@LeoShane) is the new Congressional Editor @MilitaryTimes.

TorontoStar Toronto Star (Toronto, ON): News Reporter Liam Casey (@liamdevlincasey) has left the Star (@TorontoStar).

The New York Times The New York Times – Washington Bureau (Washington, DC): Economic Policy Reporter Jackie Calmes (@calmesnyt) switches beats to cover campaigns and elections at the Times (@nytimes).

U.S. News U.S. News & World Report (Washington, DC): Health & Wellness Editor Rachel Pomerance (@RachelPomerance) has left U.S. News (@usnews).

Access Hollywood Access Hollywood – NBC Television Network (Burbank, CA): Liz Hernandez (@LizHernandez) joins Access Hollywood (@accesshollywood) as a Correspondent from KBIG-FM.

California Sunday The California Sunday Magazine (@CalSunday): This new magazine will launch later this year via app, online and in print. Editor is Douglas McGray (doug@californiasunday.com).

Women's Wear Daily Women’s Wear Daily (New York, NY): Senior Editor David Lipke (@DavidLipke) is no longer with the publication.

Fortune Magazine Fortune Magazine (New York, NY): Former PandoDaily Reporter Erin Griffith (@eringriffith) has joined @FortuneMagazine as a Writer.

The Daily Beast The Daily Beast (New York, NY): Former Executive News Editor Noah Shachtman (@NoahShachtman) has been named Executive Editor at the Beast (@thedailybeast).

Bloomberg News Bloomberg News (New York, NY): Alan Goldstein (@alanmgoldstein) has been promoted to Managing Editor. He will oversee the States and Municipalities beat.

Metro New York Metro New York (New York, NY): After 10 years at the paper, Dorothy Robinson  (@dorothyatmetro) is the new Editor-in-Chief..

Interview Magazine Interview Magazine (New York, NY): Keith Pollock (@MrPollock) has been named Editor-in-Chief. He will begin editing the April issue.

Rolling Stone Rolling Stone (New York, NY): Jason Newman (@jasonrnewman) has been named News Editor.

Woman's Day Woman’s Day (New York, NY): Clinton Kelly (@Clinton_Kelly) has joined the magazine as Contributing Editor. “Clinton Solves It” will debut March 2014.

Los Angeles Times Los Angeles Times (Los Angeles, CA): Former Washington Times Reporter Nathan Fenno (@nathanfenno) moves to L.A. to become their Sports Enterprise Reporter.

Martha Stewart Weddings (New York, NY): Beauty Director Melissa Foss is no longer with the magazine.

tuscaloosanews Tuscaloosa News (Tuscaloosa, AL): Former Meridian Star (@meridianstar) Sports Editor Tony Tsoukalas has joined the @TuscaloosaNews as a Sports Writer.

The Post-Standard The Post-Standard (Syracuse, N.Y.): Julie McMahon (@Julie_McMahon) is the new Crime and Breaking News Reporter.

Napa Valley Register Napa Valley Register (Napa, CA): Editor Michael Donnelly is parting ways with the Register (@NapaRegister) for a position with Lee Enterprises in Madison, Wisconsin.

The Huntsville Item The Huntsville Item (Huntsville, TX): Sports Editor Tom Waddill has been promoted to Editor @HuntsvilleItem. And Assistant Sports Editor Gene Schallenberg is the new Sports Editor.

Hays Daily News The Hays Daily News (Hays, KS): Nick Schwien (@NickSchwien) has been promoted to Managing Editor at the Daily News (@NorthWestKansas).

SpiritofJefferson The Spirit of Jefferson (Charles Town, WV): The new Sports Editor at the Spirit (@SpiritofJeff) is Jeff Brammer.

Telemundo Denver Telemundo – KDEN-TV (Denver, CO): Sonia Gutiérrez has been named Associate Editor of this Telemundo affiliate (@telemundodenver).

Noticias Colorado Univision – KCEC-TV (Denver, CO): The News Director for Noticiero Colorado (@kcectv), Luisa Collins (@LuisaFCollins) has been promoted to Vice President of News and will be based out of the Entravision Colorado office (@evcdenver).

MundoFOX MundoFox (New York, NY): Ibra Morales has taken over the role of President of MundoFox (@MundoFOX) replacing Emilio Saccone who had recently left.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

3 Ways News Content is Evolving

PRN Pulse_MEDIA-ContentEvolution_Jan2014-hires

Digital and social media are changing more than how and when we view news – they’re changing the very nature of the news we consume as well, suggests an informal poll of media professionals we fielded via LinkedIn and Twitter.

Most notably, fully half of respondents indicated that trending topics may get more news play than the actual story warrants, as media organizations vie for valuable online audience share.    You see evidence of this phenomenon everywhere you look – Pharrell’s hat’s Twitter presence is making headlines in venerable outlets, as are the leaked Super Bowl commercials. Think about that for a second if you will: major news outlets are covering television commercials.

In addition to subject matter, the digital media environment is forcing outlets to up the ante in terms of content format.  Forty-two percent of of respondents indicated that their outlets are using more content formats than ever.

PR and content marketing pros can use these trends to their advantage a few different ways, such as:

  • Using social popularity of content to win news coverage for content that you may not have considered newsworthy a few years ago.   If you think something is interesting, pitch it.lil tweet
  • Make everything shareable. Don’t forget that journalists and bloggers have to feed their outlets’ social accounts.  Any time you craft a pitch, be sure to include a links the journalist can share.  Failure to do so will eliminate your chances of their sharing your content, thus diminishing your opportunity to build social proof for your story.
  • Visuals. Publishing visuals today is easy and cheap.  Provide newsworthy, compelling visuals  with all messaging.

Want some more ideas and inspiration?  Join us for a free webinar on press release tactics next month!

FREE WEBINAR: Tactics for Maximizing the Results of Your Press Releases 

Press releases have the potential to yield enormous benefits for an organization, including building online visibility and driving long-term brand exposure in addition to securing media coverage. But in order to obtain these results, the news release your organization publishes must be engaging, conducive, and inspire social sharing.  Learn how to create press releases that can compete with the best of the web’s content for audience attention on this free webinar.

REGISTER 

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebooks Driving Content Discovery and  New School Press Release Tactics.  Follow her on Twitter at @sarahskerik.

MEDIA News: Media Moves at The Washington Post, TechCrunch, Inc. & More…

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

Washington Post The Washington Post (Washington, DC): “Wonkblog” Editor Ezra Klein (@ezraklein) is leaving along with fellow blogger Dylan Matthews (@dylanmatt) and Post Blog Director Melissa Bell (@MelissaBell) to start Ezra’s new venture. And Liz Seymour (@LizSeymour) has been promoted to Executive Features Editor.

FOX Business FOX Business Network (New York, NY): Veteran CNBC Anchor Maria Bartiromo (@MariaBartiromo) will join @FoxBusiness February 1st.

The New York Times The New York Times (New York, NY): Carrie Halperin (@CarrieHalperin) has joined on as a Video Journalist. In addition, Farhad Manjoo (@fmanjoo) joins @nytimes as State of the Art Columnist. He replaces David Pogue who left in October after 13 years at the Times.

Los Angeles Times Los Angeles Times (Los Angeles, CA): Craig Nakano (@cnakano) moves from Home Editor to Assistant Calendar Editor. Anne Colby (@acolby) is now the Home Editor. Deputy Arts & Culture Editor Sherry Stern has retired. Sherry had been with the paper since 1990.

Sports Illustrated Sports Illustrated (New York, NY): Brendan Ripp has been named Publisher @SINow.

Re/code Re/Code (@Recode): Nellie Bowles (@NellieBowles) is the newest writer to join. She will be reporting on technology culture and trends.

TechCrunch TechCrunch (@TechCrunch) (tips@techcrunch.com): Matthew Panzarino (@Panzer) was promoted to Co-Editor.

The Daily Beast The Daily Beast (@TheDailyBeast): John Avlon (@JohnAvlon) has been promoted to Editor-in-Chief.

Al Jazeera America Al Jazeera America (New York, NY): Former WFLD-TV (@fox32news) Assistant Director Christopher Myers will join the network. He will be located in the Los Angeles bureau.

more! magazine More Magazine (New York, NY): Deanna Pai (@deannapai) is the new Associate Beauty Editor.

Inc. Inc. Magazine (New York, NY): Kris Frieswick (@Kris_Frieswick) has been named Senior Editor.

GQ Magazine GQ (New York, NY): Sarah Ball (@sarahballsy) has left Vanity Fair to become Senior Editor @GQMagazine.

Michelle Beadle ESPN (New York, NY): Former @SportsNation host Michelle Beadle (@MichelleDBeadle) is leaving NBC Sports (@NBCSports) to return to @ESPN. She will rejoin the network by mid-March.

TIME.com TIME (New York, NY): Sam Frizell (@Sam_Frizell) is now a Breaking News Reporter here.

Wall Street Journal The Wall Street Journal (New York, NY): Ben Leubsdorf (@BenLeubsdorf) has joined @WSJ as Central Banks and Economy Reporter.

The Sacramento Bee The Sacramento Bee (Sacramento, CA): The Bee (@sacbee_news) welcomes Mariel Garza as Deputy Editorial Page Editor. Mariel was previously Opinion Editor for the Los Angeles News Group.

San Francisco San Francisco Magazine (San Francisco, CA): Paul Reulbach is the new Publisher for SF Magazine (@sanfranmag).

BuzzFeed Buzzfeed.com – Los Angeles Bureau (@buzzfeed): Ken Bensinger (@kenbensinger) departs from the Los Angeles Times to join Buzzfeed as an Investigative Reporter.

Bloomberg News Bloomberg News – Washington Bureau (Washington, DC): Del Wilber (@DelWilber) has left The Washington Post to become the Department of Justice Reporter at Bloomberg News.

Alan Suderman Associated Press – Richmond Bureau (Richymond, VA): Alan Suderman (@AlanSuderman) is the new Statehouse Reporter.

WashBizJournal Washington Business Journal (Washington, DC): Former Capital (@capgaznews) Health Reporter Tina Reed (@TreedinDC) joins the Journal (@WashBizOnline) as a Healthcare Reporter.

Jonathan Mattise Associated Press – Charleston, WV Bureau (Charleston, WV): Jonathan Mattise (@JonathanMattise) will be covering Statehouse news now.

The Oklahoman (Oklahoma City, OK): Assistant Features Editor Lillie-Beth Brinkman (@lillie_beth) has left the newspaper business.

Sac Business Journal Sacramento Business Journal (Sacramento, CA): Allen Young (@ayoungsacbiz) joins the Journal (@sacbiz) as a State Government Reporter from Comstock’s Business.

Outside Magazine Outside Magazine (Santa Fe, NM): Axie Navas (@axie2020) is a new Assistant Online Editor.

Toronto Life Daily Toronto Life (Toronto, ON): Rebecca Philps has left Vancouver Magazine (@vanmag_com) to become the Senior Editor at TL (@toronto_life).

Ed Greenspon Bloomberg News – Toronto Bureau (Toronto, ON): Former Globe and Mail (@globeandmail) Editor-in-Chief Ed Greenspon (@egreenspon) is now an Editor-at-Large for Bloomberg (@BloombergNews).

PRWeek US PRWeek – New York Bureau (New York, NY): Former StateCollege.com Reporter Laura Nichols (@LC_Nichols) joins the team as the Washington Correspondent.

SmartMeetings Smart Meetings (Sausalito, CA): Holly Woolard has been promoted from Senior Editor to Managing Editor. And Diego Vallejo was promoted from Assistant Editor to Associate Editor.

DairyHerd Network Dairy Herd Management (Lenexa, KS): Dave Natzke is the new Editor taking over for Tom Quaife who has left this dairy industry publication (@DairyHerd).

Omaha World-Herald Omaha World-Herald (Omaha, NE): Community News Reporter Sue Truax has retired from her post at The Omaha World-Herald (@OWHnews) Newspapers.

The Herald-News The Herald-News (Joliet, IL): This daily newspaper (@Joliet_HN) (news@theherald-news.com) has been sold to Shaw Media.

Grid Chicago Grid Chicago (Chicago, IL): Brandon Copple (@bcopple) is no longer General Manager of the Sun-Times’ digital and print business news venture.

Curbed Chicago Curbed Chicago (Chicago, IL): AJ LaTrace (@ajlatrace) (aj@curbed.com) has been named Editor at this online real estate outlet (@curbedchicago) from Chiboulevards.com, a neighborhood blog targeting the Northwest side of Chicago that he created in 2011. He replaces Ian Spula, who recently left the position.

La Prensa Orlando La Prensa (Orlando, FL): Editor Maria Padilla @orlandolatino was laid off and Iza Montalvo (@izamontalvo) has taken her place as Editor of the weekly publication (@prensafl).

Telemundo Houston Noticiero Telemundo 47 – KTMD-TV (Houston, TX): Juan Jose Rodas (@JJRODAS) is now reporting for this Telemundo station (@TelemundoHou).

Sandra Torres Telemundo – WYTU-TV (Milwaukee, WI): Sandra Torres (@SandraTorresL) is the new Co-Anchor of the nightly news for @Telemundo Wisconsin.

Fusion Fusion (Doral, FL): The network (@ThisIsFusion) has canceled the show “D.N.A.” (@DNAtv).

El Mensajero El Mensajero (San Francisco, CA): Managing Editor María Antonieta Mejía has been laid off during the paper’s( @El_Mensajero) restructuring phase.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

5 Tips for Pulling Off a Newsjack with Everyday PR Tools

Orchestrating a successful newsjack (a term coined by David Meerman Scott to describe the practice of responding quickly to a developing situation and inserting your brand’s voice into the ensuing media coverage) can seem daunting, but in reality, all it takes is one person who is paying attention and is willing to get creative with the PR tools they have at hand. lil tweet bird

Anthony Hardman (@ahardman) is a PR specialist with SecureState, a global management consulting firm focused on information security.  Using common PR tools, he orchestrated a spectacular newsjack around the recent security breach at Target. Leveraging the media data base within the Agility platform, along with a raft of finely tuned pitches, creative press releases, his brand’s owned media channels and his telephone, Hardman was able to earn fantastic news coverage through his efforts.

Standing Out

“The first key to earning media attention is determining what you can add to the

SecureState’s Anthony Hardman. The sole PR practitioner at his company, Hardman pulled off an enviable newsjack using common PR tools.

story that no one else is talking about,” noted Hardman, a former television producer who pays particular attention to news value.  “In this case, it was the fact that SecureState could comment on what takes place during a data breach investigation. For other retailers, for example, it could be an example of how they’ve gone above and beyond to ensure their customers’ security.”

Start With Existing Relationships

Newsjacking requires one to work fast, so Hardman started with the journalists he already knew.

“Once I found the news peg and crafted my pitch, I quickly pulled up all my media contacts who I thought would be interested in the story, and started making phone calls,” he told us. “Email is the best way to establish contact initially, but when you have an existing relationship with a reporter, it’s okay to call.”

He called all the producers and reporters he knew, locally and nationally, and within 30 minutes had scheduled two on-site interviews and live in-studio time for a 7 p.m. broadcast that night.

Mine Your Media Database

Things were off to a great start. However, Hardman believed the story would appeal to a broader media audience beyond the core journalists he had already contacted. To develop a broader contact list, he turned to his Agility media database to identify relevant security-industry and national news contacts to whom he could send the pitch.

An email pitch Hardman sent via Agility lead to this interview on PBS NewsHour featuring SecureState's CEO.

An email pitch Hardman sent via Agility lead to this interview on PBS NewsHour featuring SecureState’s CEO.

To save time, Hardman first exported relevant journalist contacts from lists he had created for previous media campaigns.  Then, he decided to cast his net wider, and performed a targeted search for consumer advocate reporters, and added selected contacts from that search to his growing media list. 

“Generally speaking, I prefer to avoid sending out a mass email, in favor of more targeted and personal messages,” Hardman noted. “However, in cases where time is limited, such as a newsjack or when you need to communicate broadly in the event of a crisis, a mass email is appropriate – as long as you are selective about the recipients.”  

To hone in on the right people, Hardman used the Google News search function embedded in Agility. 

“I love the Agility Google search function,” he told us.  “I start by targeting topics within the database, and then whittle the contacts down.  Then I do a quick Google search and look at their latest stories to help decide whether or not they’re a good fit for my pitch.”

“The Google search function is a great way to expand your media research beyond what we provide in the Agility profiles,” explained Torrey Mirabito, PR Newswire’s director of customer engagement, and one of our Agility experts. “If you want to get a real sense for how the journalist is writing and what they’re covering, you have the option to hit the “Search Google” button in Agility, which will pull up the Google News file for that person, enabling you to see their recent work at a glance. “

Hardman's secret weapon - the Agility platform.

Hardman’s secret weapon – the Agility platform.  He used Agility to build targeted media lists, research journalists’ recent writing and distribute his email pitches.

Once he had refined his media lists, Hardman turned his attention to the messages, creating different emails for each outlet type.  For broadcast outlets, Hardman offered experts for on-camera interviews, and included a recent blog post so news producers could get a feel for the point of view the company was offering.  Print outlets received a pitch with a different news peg which highlighted the fact that SecureState is one of 11 companies authorized to investigate card holder data breaches.

Hardman sent out his pitches and kept an eye on the analytics.  Over the course of the following two hours, he secured multiple interviews with a variety of media outlets, including the Los Angeles Times and numerous trade publications.  A follow up email distribution garnered more coverage, including an appearance two days ago on PBS NewsHour for SecureState’s CEO.

Respond to Journalist Queries

There are a variety of services journalists use to post queries and find experts, and Hardman didn’t rest on his laurels. He scanned PR Newswire’s ProfNet and Help a Reporter Out (HARO) during the news cycle around the data breach, and responded to several requests for experts with his unique pitch. 

This ProfNet query from an AP reporter lead to coverage in the Boston Globe, Yahoo! Finance and NPR (and dozens of other outlets across the US.)

This ProfNet query from an AP reporter lead to coverage in the Boston Globe, Yahoo! Finance and NPR (and dozens of other outlets across the US.)

Hardman says he knew he struck gold when Associated Press reporter Bree Fowler – who had issued a query on ProfNet  and was on a tight deadline – instantly responded to his pitch with an interview request.   The resulting story (Tips for Consumers Worried about the Target Breach) hit the AP national wire, and was picked up in media outlets from coast to coast.

Leverage Branded Media

Despite the fact that he was generating extraordinary media coverage, Hardman also capitalized on the opportunity to develop traction for SecureState’s owned media channels. Two internal experts were assigned blog posts to provide additional insight and perspective into the data breach.

“I edited and published the posts, and promoted them through every channel I could, which included social media and a news release promoting the articles,” Hardman told us.

The press releases SecureState has issued to  promote company content are now the second-largest source of web site traffic for the company, behind search engines.

The press releases SecureState has issued to promote company content are now the second-largest source of web site traffic for the company, behind search engines.

“People are reading news releases, and Google is indexing them. Our second leading source of referral traffic for our web site is from PR Newswire press releases,” Hardman noted. “We’re using them to promote our content. We’re targeting readers.”

Press releases, blog posts and media databases are PR industry tools that can deliver spectacular results when wielded with creativity, timeliness and precision, as the results of Hardman’s efforts prove.

“When you’re one person, you have to be agile and you have to use what you have,” Hardman concluded.

Want more inspiration?  Join us for a free webinar titled “Newsworthiness: New Context & Opportunities for PR,” on January 23.  The very definition of “news” is changing, and this evolution creates the opportunity for PR pros to create timely content that earns credibility, earns media and generates ongoing (and relevant) visibility for the brand. Taking pages from the journalistic and content marketing playbooks, this webinar will include a discussion on the evolution of news, how to map the resources within your own organization and ways to identify different opportunities a responsive PR department can capitalize upon.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the recently-published ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

MEDIA News: Newsroom Moves at MSNBC, CNBC, The Washington Post, Yahoo!

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

Wall Street Journal The Wall Street Journal (New York, NY): Both Geoffrey Fowler (@geoffreyfowler) and Joanna Stern (@joannastern) have joined the staff @WSJ as Personal Tech Columnists and Reviewers.

Washington Post The Washington Post (Washington, DC): Former Boston Globe Political Reporter Wesley Lowery (@WesleyLowery) joins the Post (@washingtonpost) to cover politics. And American Prospect Associate Editor Jaime Fuller (@j_fuller)joins the Political team too as a Reporter/Blogger

msnbc MSNBC (New York, NY): Thomas Roberts (@ThomasARoberts) replaces Brian Shactman as Host of the @msnbc morning show, “Way Too Early”.

CNBC CNBC (New York, NY): Sara Eisen (@saraeisenFX) joins @CNBC as a Global Consumer Correspondent.

Yahoo News Yahoo! (@YahooNews): Daniel Klaidman (@DKlaidman) is now Deputy Editor at Yahoo!.

SF Chronicle San Francisco Chronicle (San Francisco, CA): Meghan McDowell (@sfunzipped.com) has been named a Reporter for the SF Chronicle (@sfchronicle). She was previously a freelance reporter for the paper.

JET magazine Jet (Chicago, IL): Jet magazine (@GetJETmag) has named Wendy L. Wilson  (@WendyLWilson) as Managing Editor.

Hollywood Reporter The Hollywood Reporter (Los Angeles, CA): Editor Janice Min has been selected by Guggenheim Media to head @THR and @Billboard as Co-President/Chief Creative Officer.

The Baltimore Sun The Baltimore Sun (Baltimore, MD): Reporter Carrie Wells is now covering higher education (@BaltimoreSun). Colin Campbell joins on as Night Reporter.

AOL Autos AOL Autos (New York, NY): Sharon Carty (@sharoncarty) is the new Editor-in-Chief of AOL Autos and AutoBlog.

Gawker Gawker (New York, NY): Senior Writer Camille Dodero (@CamilleDodero) has left Gawker. In addition, Contributing Editor @MaxRivlinNadler has left to become a Freelance Journalist.

The Hill The Hill (Washington, DC): Kristina Wong (@kristina_wong) has joined @thehill as a Staff Writer covering foreign policy, politics and defense.

American Banker American Banker (Arlington, VA): Barbara Rehm (@BarbRehm) is no longer Editor-at-Large at American Banker (@AmerBanker).

IGN IGN (@IGN) (sbutts@ign.com): Joshua Yehl (@JoshuaYehl) is the new Comics Editor for IGN.

Dr. Mehmet Oz Hearst Magazines (New York, NY): Dr. Oz’s (@DrOz) magazine, The Good Life, will hit stands February 2014.

Closer Weekly Closer Weekly (@closerweekly): Corynne Cirilli (corynnes) takes the reins as the News Director.

Jim Osterman Transaction World Magazine (Atlanta, GA): Jim Osterman (@TransWorld_Ed) is the new Editor-in-Chief.

Chicagoist.com Chicagoist (@Chicagoist) (tips@chicagoist.com): Lisa White (@LisaWhite) has been hired as an Associate Editor.

Curbed Chicago Curbed Chicago (Chicago, IL): Editor Ian Spula is no longer with this trade outlet (@curbedchicago).

La Invasora La Invasora 1600 (New York, NY): SupeRadio Latino Network is going into the NY Spanish market with Regional Mexican Station (@LaInvasora1600).

Univision PR Univision – WLII-TV (San Juan, PR): This Univision station @UnivisionPR has canceled all weekend newscasts, resulting in many layoffs.

The Telegraph Alton Telegraph (Alton, IL): Bob Strickley (@rjstrickleyjr) has been named Editor of the daily (@altontelegraph). He replaces Dan Brannan, who recently left the paper.

WLIO-TV/WOHL-TV (Lima, OH): Anchor Jeff Fitzgerald (fitz@wlio.com) has been named News Director at the duopoly.

WAND News WAND-TV (Decatur, IL): Marianne Manko (@MarianneMankoTV) has been named Evening News Anchor for the NBC station (@wandtvnews). Furthermore, the station plans to expand its Noon broadcast. Samantha Singer (@WANDSamantha) will continue to anchor the newscast.

ABC 7 Chicago WLS-TV (Chicago, IL): Anchor Tanja Babich (@TanjaBabich) joins the ABC station (@ABC7Chicago) as Reporter and fill-in Anchor.

Angela Buchman WTHR-TV (Indianapolis, IN): Meteorologist Angela Buchman (@angelabuchman) has joined the NBC station (@WTHRcom).

Time Out New York Time Out New York (New York, NY): Former Executive Editor for Life & Style Weekly, Terri White (@terri_white) has been named Editor-in-Chief @TimeOutNewYork.

The Post-Star The Post-Star (Glens Falls, NY): Brett Hudson (@Brett_Hudson) is the new Sports Reporter at The Post-Star (@poststar)

IndexJournal The Index-Journal (Greenwood, SC): Gregg Hampton (@gregghampton) is the new Managing Editor @ijindexjournal.

Creston News Advertiser (Creston, IA): Kyle Wilson (kwilson@crestonnews.com) is the new Managing Editor replacing Stephani Finley who has retired.

Northwest Herald Northwest Herald (Crystal Lake, IL): John Sahly (@JSahly)(jsahly@shawmedia.com) is the new Web Editor @nwherald.

PR Newswire’s Audience Research Department provides daily updates on Twitter (http://twitter.com/PRNmedia).

MEDIA News: Wall Street Journal, Roll Call, Fortune, USA Today

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

WSJ Health News The Wall Street Journal (New York, NY): Jeanne Whalen (@JeanneWhalen) has become the new Deputy Health and Science Bureau Chief. Follow @WSJHealth for more health and science news. Nathan Olivarez-Giles (@NateOG) is a new Technology Blogger and Web Producer for the outlet.

Roll Call Roll Call (Washington, DC): Kieran Sharpe is the new Banking & Finance Editor. Leslie Hoffecker (@lesliehoffecker) is the new Immigration News Editor. And Stephen Walsh is the new Legal News Editor. There are five new analysts: Security Analyst Eric Hammesfahr; Capital Markets Analyst William Ardinger; Corporate Governance Analyst Alexandra Higgins; Mergers & Acquisitions Analyst Jad Chamseddine and Immigration Analyst Christina Carr (@ChristieCarr).

Freedom Communications (Santa Ana, CA): Freedom Communications will launch a new daily newspaper in 2014 called Los Angeles Register. Freedom is the parent company of the Orange County Register (@ocregister).

CSMonitor.com The Christian Science Monitor (Boston, MA): Editor John Yemma will step down next month as Editor and Marshall Ingwerson will replace him. Stephen Kurczy (@KurczyBeast) is a new Correspondent and will be located in Rio de Janeiro.

Boston.com Boston.com (Boston, MA): Chart Girl (@_chartgirl_) Hilary Sargent (@lilsarg) joins as a Feature Reporter in January.

The New York Times Magazine (New York, NY): Editor Hugo Lindgren (@HugoLindgren) will be leaving after the new year.

NYT Magazine The New York Times – Washington Bureau (Washington, DC): Former Associated Press Pulitzer Prize winning Reporter Matt Apuzzo (@mattapuzzo) has joined the Times as a Justice Department Reporter.

Washington Post The Washington Post (Washington, DC): Ben Terris (@bterris) joins the Post (@washpost.com) as a Political Features Reporter after a stint at National Journal.

Fortune Magazine Fortune Magazine (New York, NY): Caroline Fairchild (@cfair1) is now a General Assignment Reporter at the magazine. Prior to joining @FortuneMagazine she was an Associate Business Editor at the Huffington Post.

LI Business News Long Island Business News (New York, NY): Former Senior Reporter Gregory Zeller (@QuantumAcres) has been elevated to Editor.

USA TODAY USA Today (McLean, VA): Former Associated Press Chicago Sports Writer Nancy Armour (@nrarmour) joins the team as a Sports Enterprise Reporter.

Popular Science Popular Science (@PopSci): Cliff Ransom was promoted to Editor-in-Chief at Popular Science.

VentureBeat VentureBeat (@VentureBeat): Dylan Tweney (@Dylan20) was promoted to Editor-in-Chief.

The Daily Beast The Daily Beast (@TheDailyBeast): PJ O’Rourke (@PJORourke) has joined the outlet as a Columnist.

Associated Press – Washington Bureau (Washington, DC): Political Editor Liz Sidoti (@lsidoti) has left AP (@AP) for a communications gig at BP.

Defense Systems Defense Systems (Vienna, VA): Kevin McCaney (@KevinMcCaney) is the new Editor-in-Chief at Defense Systems (@DefenseIT).

Business First Business First (Louisville, KY): Reporter John Karman (@BFLouJohn) has left the trade magazine  (@bflouisville) to join the University of Louisville media relations team.

Luxe Magazine Luxe Interiors + Design (Boca Raton, FL): Luxe Interiors + Design (@LuxeMag) has named Miranda Agee Features Editor.

PressHerald Portland Press Herald & Maine Sunday Telegram (Portland, ME): Michael Warshaw (@TechWarshaw) has joined the Press Herald/Telegram (@PressHerald) as their new Business Editor.

Idaho Press-Tribune Idaho Press-Tribune (Nampa, ID): Managing Editor Vickie Holbrook is leaving the paper to become the new spokeswoman for the city of Nampa, ID. She has been with the paper for over 30 years in a variety of roles.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

MEDIA News: The Weather Channel, ABC, The New York Times

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125PR Newswire’s Audience Research Department makes thousands of updates to the  database of journalists and bloggers that underpins our Agility media targeting and distribution platform.  Below is a sampling of recent media moves and news from the research team.  Learn more about Agility media targeting here.

The Weather Channel The Weather Channel (Atlanta, GA): Good Morning America Weatherman Sam Champion (@SamChampion) joins The Weather Channel (@weatherchannel) to host a new morning show.

Good Morning America Good Morning America – ABC (New York, NY): WMAQ-TV Meteorologist Ginger Zee (@Ginger_Zee) has been promoted to Weekday Morning Meteorologist at “Good Morning America” (@GMA) from the NBC station in Chicago (@nbcchicago).

Roll Call Roll Call (Washington, DC): Christina Bellantoni (@cbellantoni) returns to Roll Call (@rollcall) as Editor-in-Chief.

The New York Times The New York Times (New York, NY): Reporter Peter Lattman (@peterlattman) has become New Media Editor.

The Denver Post The Denver Post (Denver, CO): Ricardo Baca (@bruvs) is the new Marijuana Editor covering the legalization of marijuana issues in Colorado.

Entrepreneur Entrepreneur.com (@EntMagazine) (pitches@entrepreneur.com): Catherine Clifford (@CatClifford) was promoted to Senior Writer at the outlet.

Gawker Gawker (@Gawker) (tips@gawker.com): Writer Adrian Chen (@AdrianChen) has left Gawker to pursue freelancing opportunities.

New York Magazine New York Magazine (New York, NY): Publishing weekly since 1968, @NYMag will become a biweekly in March 2014. The magazine’s website will increase coverage in the wake of this change.

The Sacramento Bee Sacramento Bee (Sacramento, CA): The Bee (@sacbee_news) has promoted Dan Morain (@DanielMorain) to Editorial Page Editor.

News & Record News & Record (Greensboro, NC): Jeff Gauger (@Jeff_GaugerNR) was promoted from Executive Editor to Publisher. And Mark Thompson (@mthompsonNR) joins on as a Sports Reporter.

SFBJ South Florida Business Journal (Fort Lauderdale, FL): Mel Melendez (@SFlaBizMelendez) is the Interim Editor-in-Chief taking over for Kevin Gale.

VANITY FAIR Vanity Fair (New York, NY): Alyssa Reeder (@alyssareeder) joins the team @VanityFair as Beauty Assistant. And Richard Lawson (@RiLaws) is joining as the new Hollywood Columnist.

Yahoo Finance Yahoo! Finance (New York, NY): Reporter Mandi Woodruff (@MandiWoodruff) has joined Yahoo! Finance. She will cover Personal Finance.

MetroPhilly Metro Philadelphia (Philadelphia, PA): Sam Newhouse (@scnewhouse) is a new Reporter at Metro (@MetroPhilly).

MSNBC (New York, NY): Show host Martin Bashir has resigned.

U-T TV U-T TV (San Diego, CA): Luis Cruz (@NewsCruz) joins UT-TV San Diego (@UTTVSD) as News Director/Anchor.

Glamour Glamour Magazine (New York, NY): Marissa Gold (@TheNotoriousMBG) is the new Senior Online Editor.

Lucky Magazine Lucky Magazine (New York, NY): The new Online Beauty Editor at Lucky Magazine is Christa Lee (@ChristaJLee).

CQ Weekly (Washington, DC): Editor John Cranford has retired.

New Haven Register New Haven Register (New Haven, CT): Arts & Entertainment Editor Donna Doherty has retired.

The York Weekly The York Weekly (York, ME): Laura Dolce (@ladolce1) has been named Editor of the paper.

Rapid City Journal Rapid City Journal (Rapid City, SD): Scott Feldman (@Sfeldman231) is now a Business Reporter at the paper. Previously he worked as a Reporter for American News in Aberdeen, SD.

OC Weekly OC Weekly (Costa Mesa, CA): OC Weekly (@OCWeekly) Music Writer-Photographer Andrew Youssef has lost his battle with colon cancer at age 38. Our condolences to his family & colleagues.

MEDIAware’s full weekly version can be found at:www.prnewswire.com/knowledge-center/medi…

PR Newswire’s Audience Research Department provides daily updates on Twitter (twitter.com/PRNmedia).

Detailed outlet and contact information is available at Agility (agility.prnewswire.com).

Breaking News: Fast vs. Right and How the Media Continues to Adapt

new_news_cycle809

There’s no debating that websites and social media have made it easier to track breaking news as it happens. We saw that clearly with the tweets and photos around the Asiana Airlines crash earlier this year.

However, this immediacy also places pressure on the media to break news significantly faster than before – measured in minutes and seconds, 24/7.

In just the last year, Hurricane Sandy, Newtown and the Boston Marathon have demonstrated how our constant demand for immediate news can lead to misinformation.

With misinformation sometimes having serious consequences, the debate repeatedly comes up:

Which is more important: Getting news out first or getting it right?

Speed versus accuracy is an issue that affects all news organizations – from local media to the likes of the AP, The New York Times and CNN.  And it’s not a new concern.  Prior to social media, organizations had to adjust to the challenges of online news in the 90s and 24-hour cable news before that.

But with the ability to immediately post something on social media, how are journalists adapting to an even faster news cycle?

Accuracy = Credibility

Media’s value comes from how credible the news source is, and reporting the news accurately has historically been a key factor in credibility.

When a newsroom makes a mistake, trust is broken and the relationship damaged. Depending on the mistake, there can even be an economic impact from the loss of subscribers and advertisers.

Many newsrooms use the Society of Professional Journalists’ Code of Ethics to preserve credibility.  Its concepts of seeking truth, being judicious, acting independently and holding oneself accountable are drilled into journalists’ heads in school.

Although no one is perfect, audiences and other journalists are less understanding when a news organization doesn’t own up to an error or makes a mistake because it was more important to break the news first instead of verify it.

When the Supreme Court ruled on the Affordable Care Act in 2012, two cable news leaders incorrectly reported the Court’s ruling.

In “Getting News Fast and Wrong,” Kate Culver, Associate Director of the University of Wisconsin-Madison’s Center for Journalism Ethics, argued that their mistakes were avoidable since these organizations had advance access to resources which could have helped them check their interpretation.

Unlike smaller organizations such as SCOTUSblog who correctly read the ruling’s summary, some newsrooms’ desire to be faster than their competition overran the need to be precise.

Culver says it’s not just a question of ethics, but with audience fragmentation and other issues facing journalists, “They have a fiscal interest to retain their credibility and differentiate themselves from the waves of information, misinformation and disinformation that pound digital media shores.”

Adapting to an Evolving Process

After the Boston Marathon, The Washington Post’s Paul Farhi interviewed media observers about the mistakes that had been reported around the bombing.

Many said that although mistakes should be avoided, they may no longer be as consequential thanks to the media’s ability to immediately self-correct on social media and online.

Reporting news during unfolding events has always been a chaotic practice. The difference now is that social media has opened up a wider view to a previously behind-the-scenes process.  Today the public can watch the gathering and verification of rumors as they develop into news stories.

It also gives everyone an opportunity to participate in the process.  In a talk at April’s International Symposium for Online Journalists, NPR’s Andy Carvin stressed that news organizations should use social media and other tools not just for promoting the latest headlines.

Instead, when a story breaks, media “should be more transparent about what we know and don’t know. We should actively address rumors being circulated online. Rather than pretending they’re not circulating, or that they’re not our concern, we should tackle them head-on, challenging the public to question them, scrutinize them, understand where they might have come from, and why.”

That means replying to tweets as events happen by asking questions and helping the public understand how to properly confirm information.

By approaching it as a two-way flow of information, media can still respond to unfolding events but wait until they have the substantiated story before providing a report. Similarly, the public can contribute to the reporting process and be patient with a work in progress.

Tools Helping Journalists be Accurate and Fast

Although the Internet has added to the pressures of getting news out fast, online tools can benefit journalists when used in line with their code of ethics:

  • Josh Stearns, the Journalism and Public Media Campaign Director at Free Press, recently launched Verification Junkie, a growing directory of fact-checking tools and sites.
  • HootSuite’s white paper 3 Ways Social Media Command Centers Improve Newsrooms offers up techniques that any newsroom can leverage.
  • PR Newswire works closely with journalists and bloggers to provide them with the news they need, when they need it. By registering for PR Newswire for Journalists, media can access press releases, multimedia and subject matter experts to meet pressing deadlines.

No one wants to be wrong, but the reporting process is changing and each organization needs to communicate what their priority is: Whether that’s responding early and updating on the fly, or waiting until they’ve confirmed the facts and not worrying about the scoop.

Once a news organization decides on their approach and follows it consistently, social media and other online resources don’t have to be viewed as a source of stress.

If you are a journalist or blogger, register for PR Newswire for Journalists at http://media.prnewswire.com or email media.relations@prnewswire.com. The site’s 28,000 unique active registrants are able to customize news feeds by geography, subject and industry and receive news as soon as it is announced.

Amanda Hicken is a media relations manager at PR Newswire.  She can be found on Twitter @ADHicken or blogging about the city she loves at ClueIntoCleveland.com.