Tag Archives: media relations

Media Databases: A Valuable Research Tool in the Right Hands

Media ResearchA good tool can only live up to its potential with the skill of a good craftsman. The carpenter’s motto of measuring twice and cutting once makes that point clearly. If a cut is made in the wrong place it doesn’t matter how many features the saw had.

Many years ago, when I first started with PR Newswire, I worked in the media research department. We contacted journalists in particular regions and industries to collect or verify their information, including what beats they covered and how they preferred to be contacted, for better targeting from our media database.

We spent a lot of time on the phone asking questions and explaining the importance of having the details correct so that mismatched pitches could be avoided.

I was rather passionate about PR Newswire’s database being an accurate targeting tool: a sharp and precise implement.

One day I was forwarded a call from an editor at a major publication who was upset because a PR person had called her with information about something that was of no interest to her and when she inquired where the person had gotten her phone number they directed her to us.

“I want to be removed from your database,” she said emphatically, explaining that she only takes pitches via email. Unsolicited phone calls were very distracting to her.

I sincerely apologized if information we had shared with our clients had been incorrect and led to an unwanted phone call. “I’ll gladly remove you completely from our database,” I said. But then I explained to her what I have explained so many times, “Removing your details may cause more unwelcome phone calls than it resolves. People can still find your contact information on your website and will make their own assumptions about how you want to be contacted.”

I looked up her information and found that actually we had her record correct. Quite possibly the person who had called her didn’t read all the information. It clearly stated she preferred to be contacted via email.

“My suggestion is that together we craft a very detailed pitch-note for your record,” I said.

She agreed and we came up with something that explained not only her dislike for unsolicited phone calls, but we also wrote something very specific about what she did want to hear about, because in the end she said she didn’t want all PR contacts to stop. She wanted better targeted pitches.

She and I were of the same mind and I continue to advocate for journalists to contribute to media databases, and to educate communicators on how to use media databases well.

A good PR professional will have a clear understanding of who they are reaching out to before an email is written or a phone number is dialed. That is how it should work and I think there are a lot of good PR people out there who do just that. They’re the successful ones who actually build relationships with the media.

Unfortunately people don’t always use their tools correctly. They don’t always measure twice before emailing.

How can you use a media database effectively and wisely?

  1. Know your audience before you start. Do some research and have an understanding of who you are trying to reach. Everyone wants to see their news in The Wall Street Journal , but will your audience be looking for your information there, or are you more likely to find your audience via a regional trade publication?
  2. Be creative with your searches. A good database will give you a variety of ways to search for outlets and contacts by name, subject/beat, region, circulation, etc. Do multiple searches and don’t select too many parameters in one search or you’re likely to have limited results.
  3. Try a keyword search combined with a region or industry. Just like any search engine, your results are only as good as your search terms.
  4. Refine your list. Don’t ever pitch everyone that came up in a search result. Good targeting, which results in media pickup requires careful screening. Start by scanning the publication names and subjects that came up. Remove contacts that are obviously not a fit. The keyword ‘cable’ might be in someone’s profile, but if it’s referring to television and your information is about a steel product, then that contact is not going to do you any good and you’ll be wasting their time. Continue scanning the data and removing contacts as needed.
  5. READ. There is no shortcut to understanding what a journalist or blogger writes about. Read their work to understand their focus and style. They may write about the industry you are targeting but perhaps it’s a blog that pokes fun at industry mishaps.
  6. Connect socially. A good database will provide links to a journalist or blogger’s Twitter, LinkedIn and Google+ accounts. Follow journalists and bloggers that seem to be a fit and pay attention to what they are talking about and what they are interested in. What is it that currently holds their attention? Engage appropriately with thoughtful comments or by reposting/retweeting their work.
  7. Understand the pitch-notes. Before sending an email or picking up the phone to call anyone on your list, arm yourself with the information in the pitch-notes and be mindful of any special instructions or requests.

PR professionals should look to help journalists and bloggers by being a useful source of relevant content that is wisely pitched after careful research. Bonus points are earned if you are helpful beyond your own pitches.

Like those many years ago working in media research, I’m still passionate about helping journalists, bloggers and PR professionals make good matches. However it does take both sides working together: the journalist or blogger making their preferences known and for PRs to do the research necessary to make sure their story is reaching the people who want to hear about it. Working together we are all more efficient.

Victoria HarresVictoria Harres is VP, Audience Development & Social Media at PR Newswire and the original voice behind @PRNewswire. She speaks and writes about social media, PR and marketing. 

MEDIA News: New York Times, Telemundo, Fortune Magazine

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.  Learn more about Agility media targeting here.

The New York Times The New York Times (New York, NY): Reporter Elizabeth A. Harris (@liz_a_harris) is now on the Retail beat at the paper. In addition, Business Reporter Danielle Ivory (@danielle_ivory) has joined the paper covering the Public Sector.

Telemundo Telemundo (Hialeah, FL): Manuel Martinez is now the President in charge of the 16 Telemundo (@Telemundo) affiliates.

L.A. Daily News Los Angeles News Group (Los Angeles, CA): Parent company, LANG has moved all 9 local newspapers behind a subscription pay wall. LANG newspapers include Los Angeles Daily News (@ladailynews), Daily Breeze (@DailyBreezeNews), Pasadena Star-News (@PasStarNews), Whittier Daily News (@WhittierNews), San Gabriel Valley Tribune (@SGVTribune), San Bernardino Sun (@sbsun), Inland Valley Daily Bulletin (@ivdailybulletin) and Redlands Daily Facts (@RedlandsNews).

Health magazine Health (Birmingham, AL): Amelia Harnish (@amelia_faith) has been hired as an Assistant Editor at Health (@goodhealth).

Los Angeles Times (Los Angeles, CA): President and COO Kathy Thompson is stepping down to pursue other endeavors.

Indianapolis Star Indianapolis Star (Indianapolis, IN): Michael Anthony Adams (@MichaelAdams317) has joined as Arts Reporter covering theater, performing arts and music at the daily (@indystar).

GreenhouseManagement Greenhouse Management (Cleveland, OH): Joe Jancsurak (@JoeJancsurak) is the new Editor at this garden indsutry publication (@GreenhouseMag).

W magazine W Magazine (New York, NY): Sarah Zendejas (@sarahzendejas)(sarah_zendejas@condenast.com) has joined the magazine as Fashion Assistant.

Fortune Magazine Fortune Magazine (New York, NY): Jen Wieczner (@jenwieczner) has joined Fortune (@FortuneMagazine) and will cover investments and healthcare.

Condé Nast Traveler Conde Nast Traveler (New York, NY): Hanya Yanagihara is the new Executive Editor @CNTraveler.

Yahoo Shine Yahoo! (@Yahoo): Journalist Julia Bainbridge (@JuliaBainbridge) has joined Yahoo! Shine (@YahooShine) as a Food Editor.

Newsweek Newsweek (@Newsweek): Tracey Harrington McCoy (@TraceyHMcCoy)  joins Newsweek as a Contributing Writer.

BuzzFeed Buzzfeed (@Buzzfeed): Isaac Fitzgerald (@IsaacFitzgerald) is the new Books Editor.

Fast Company Fast Company (@FastCompany): Rebecca Greenfield (@RZGreenfield)  (rgreenfield@fastcompany.com) has started at Fast Company as a Staff Writer.

SmartPlanet SmartPlanet.com (@SmartPlanet): Laura Shin (@LauraShin) has been promoted to Features Editor.

People magazine People Magazine (New York, NY): People Magazine has hired Erin Clements (@Erin_J_Clements) as the Online Editor.

Chicago Tribune (Chicago, IL): Reporter Wailin Wong (@VelocityWong) is leaving the daily (@chicagotribune) where she covers consumer technology.

Edible Philly Edible PHILLY (Philadelphia, PA): Joy Manning (@JoyManning) is the Editor of this new Philadelphia culinary magazine (@EdiblePhilly).

Bloomberg News – Washington Bureau (Washington, DC): Reporter Elliot Blair Smith, Congressional Reporter Tim Homan, Executive Editor Rich Jaroslovsky, Book Editor Laurie Muchnick are among those who have been let go.

Telemundo Denver KDEN-TV (Denver, CO): Pedro Calderon Michel (@PedroCalderonMi) is the new News Director.
LA Confidential Mag Los Angeles Confidential (Los Angeles, CA): Erin Magner (erin.magner@nichmedia.net) is the new Deputy 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).

11/18 MEDIA Moves & News: Bloomberg Business Week, The New York Times, Business Insider

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.  Learn more about Agility media targeting here. 

Businessweek Bloomberg Businessweek (New York, NY): Kurt Soller (@KurtSoller) has started at Bloomberg Businessweek (@BW) as a Deputy Editor.

The New York Times The New York Times (New York, NY): Hugo Lindgren is stepping down as Editor-in-Chief of New York Times Magazine in December. Business Reporter Rachel C. Abrams (@rachelabramsny) has joined the team to cover financial news and Wall Street.

The Detroit News The Detroit News (Detroit, MI): Deputy Managing Editor Gary Miles (@GaryMiles_DN) has taken the reins as Managing Editor at the News (@detroitnews).

Business Insider Business Insider (New York, NY): Aaron Gell (@aarongell) joins @BusinessInsider later this month as Features Editor.

The Oregonian The Oregonian (Portland, OR): Rob Davis (@robwdavis) is the new Environment Reporter.

Yoga Journal Yoga Journal (San Francisco, CA): Carin Gorrell (@caringorrell) is the new Editor-in-Chief.

Montana Magazine Montana Magazine (Helena, MT): Jenna Cederberg (@jennacederberg) is the new Editor of Montana (@MontanaMagazine).

Washington Examiner The Washington Examiner (Washington, DC): Zachary Colman (@zcolman) tackles the Energy and Environment Reporter position at the Examiner (@dcexaminer).

Roll Call Roll Call (Washington, DC): Tamar Hallerman (@TamarHallerman) joins the team as a Reporter.

Garden & Gun Garden & Gun (Charleston, SC): Nancy Carmody is the new Publisher of Garden & Gun (@gardenandgunmag).

The Boston Globe The Boston Globe (Boston, MA): Sports Columnist Leigh Montville returns to the paper after 24 years.

The Lowell Sun Lowell Sun (Lowell, MA): The paper has promoted longtime staff member Dave McArdle (@DMacTheSun) from Executive Editor to Editorial Page Editor.

The Seattle Times The Seattle Times (Seattle, WA): Tacoma’s News Tribune Sports Reporter Ryan Divish (@RyanDivish) joins the Times (@seattletimes) to cover Baseball.

Salt Lake Tribune Salt Lake Tribune (Salt Lake City, UT): Bubba Brown leaves Ogden’s Standard-Examiner to be a Sports Reporter at the Trib (@sltrib).

THE VICKSBURG POST The Vicksburg Post (Vicksburg, MS): Jeff Schumacher is the new Managing Editor at the Post (@TheVixPost).

news_gazette The News-Gazette (Champaign, IL): Sports Editor Jim Rossow has been promoted to Executive Editor at The News-Gazette (@news_gazette).

Trey Morgan KYSR-FM (Los Angeles, CA): Trey Morgan (@ItsTreyMorgan) is set to join the team in January 2014 as Assistant Program Director & Host.

Hunter Quinn KZZO-FM (Sacramento, CA): This CBS affiliate will welcome Hunter Quinlivan (@hqradio) as Assistant Program Director/Music Director in December.

KEARTH101-FM (Los Angeles, CA) Weekend Host Dave Randall has exited classic hits station @KEARTH101.
KCBS KCAL KCBS-TV (Studio City, CA): Anchors, Sharon Tay (@SharonTay888), Rick Garcia (@RickGarciaNews) and Meteorologist Evelyn Taft (@EvelynTaft) are joining KCBS-TV from sister station KCAL9-TV.

Telemundo Denver Telemundo – KDEN-TV (Denver,CO): Pedro Calderon will be joining the KDEN-TV’s (@telemundodenver) newsroom as News Director.

NECN New England Cable News (Newton, MA): Michael St. Peter (@MichaelStPeter) is now the VP and General Manager at @NECN.

Consumer Reports (Yonkers, NY): Kimberly Kleman is no longer Editor-in-Chief and Deputy Editorial Director at the outlet.

MattBai Yahoo! (@Yahoo): Matt Bai (@MattBai) joins Yahoo as a National Political Columnist.

The Wall Street Journal (New York, NY): Congressional Reporter Corey Boles has parted ways with the Wall Street Journal (@WSJ). In addition, Reporter Allison Morrow (@alliwsj) has been added to the World Desk.

CNN CNN (New York, NY): New York Times Reporter Brian Stelter (@BrianStelter) will part ways with the paper later this month and join @CNN as a Senior Media Correspondent and Host.

Alison Bowen Chicago Tribune (Chicago, IL): Alison Bowen (@ReporterAlison) joins the Chicago Tribune, she will cover consumer electronics and technology.

Men's Journal Men’s Journal (New York, NY): Associate Publisher Vincent Krsulich has been moved into the role of Publisher.

SJ-R Breaking News State Journal-Register (Springfield, IL): Food Editor/Columnist/Blogger Kathryn Rem is leaving the daily (@SJRbreaking). Natalie Morris will take over the Sunday’s “A La Carte” column and Brien Murphy will take over “Off the Clock” and “Food”.

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).

11/11 MEDIA Moves & News: Washington Post, Wall Street Journal, CNET

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.  Learn more about Agility media targeting here. 

Robert Costa The Washington Post (Washington, DC): National Review’s Washington Editor Robert Costa (@robertcostaNRO) is coming to the Post in early 2014 as a National Political Reporter.

Wall Street Journal The Wall Street Journal (New York, NY): Anchor and Managing Editor Wendy Bounds bids farewell to WSJ (@WSJ) Live Video.Former Energy and Environment Reporter Ryan Tracy (@ryanjtracy) will now cover Banking Regulation. In addition, Kate Linebaugh (@kate_linebaugh) has been promoted to Deputy Bureau Chief, Corporate Bureau.

Bill Lambrecht Hearst News Service (Washington, DC): Ex-St. Louis Post-Dispatch (@stltoday) D.C. Bureau Chief Bill Lambrecht (@blambrecht) joins on as an Investigative Reporter.

FinancialAdvisor mag Financial Advisor (Shrewsbury, NJ): Don Jamieson (@dvjamieson) is the new Editor-at Large and Blogger at FA (@FAmagazine).

CNET CNET (@CNET): Paul Sloan (@PaulSloan) has been named Editor-in-Chief.

Mashable Mashable (@Mashable): Jim Roberts (@NYCJim) has been hired as the new Executive Editor and Chief Content Officer.

Yahoo Shine Yahoo! (@Yahoo): Food Editor Rachel Tepper (@RachelTepper) will be leaving the Huffington Post (@HuffingtonPost) to join Yahoo!Shine (@YahooShine).

Bloomberg View Bloomberg View (@BloombergView): The Big Picture blog’s Barry Ritholtz (@ritholtz) joins on as a Financial Columnist.

Ray Suarez Al Jazeera America – Washington Bureau (Washington, DC): Former PBS journalist Ray Suarez (@RaySuarezNews) joins Al Jazeera America (@ajam) as the “Inside Story” Host. And former Popular Science (@PopSci) Editor-in-Chief Jacob Ward (@_jacobward_) joina as Science and Technology Correspondent.

Peter Beinart The Atlantic (Washington, DC) — Peter Beinart (@PeterBeinart) has left The Daily Beast to join The Atlantic (@TheAtlantic) as a Contributing Editor.

Sarah Frier Bloomberg News – San Francisco Bureau (San Francisco, CA): Sarah Frier (@sarahfrier) moves to the SF bureau covering Social Media.

TIME.com Time.com (New York, NY): Kelly Conniff (@kellyconniff) has been promoted to Special Projects Editor.

Emma Gallegos LAist (@Laist) (tips@laist.com): Emma Gallegos (@EmmaGallegos) has been promoted to Editor-in-Chief.

DailyCandy (@DailyCandy): Kate Wolfson (@KateWolfson) has been hired as the Los Angeles Editor at DailyCandy (@CandyLosAngeles).

The Daily Record The Daily Record (Baltimore, MD): Bryan Sears is the new state government and politics Reporter.

Alie Martell Cosmopolitan (New York, NY): Alexandra Martell (@AlieMartell) is the new Online Managing Editor at Cosmo (cosmo@hearst.com).

Deadline Hollywood (@deadline): Founder Nikki Finke (@NikkiFinke) has parted ways with this entertainment website.

GameSpot GameSpot (@GameSpot): Justin Haywald (@JustinHaywald)  was hired as the Senior News Editor.

Shako Liu The Register Citizen (Torrington, CT): Shako Liu (@shako_liu) signs on as a Multimedia Journalist.

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 Moves & News: AP, Politico, Los Angeles Times, Glamour

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.  Learn more about Agility media targeting here. 

The Associated Press The Associated Press (New York, NY): Deputy Business Editor Kevin Shinkle (@Kevin_Shinkle) has been promoted to Business Editor.

The Atlantic The Atlantic (Washington, D.C.): Former Associate Publisher Hayley Romer (@HRomer17) was promoted to Vice-President and Publisher.

National Journal National Journal (Washington, DC): Kristin Roberts (@KRobertsNJ) was promoted to Managing Editor and Alissa Swango (@aswango) was upped to Digital News Director.

AARPBulletin AARP Bulletin (Washington, DC): Former Washington Examiner Managing Editor Michael Hedges is the new Executive Editor here.

AARP The Magazine AARP The Magazine (Washington, DC): William Horne (@WWHorne) takes the reins as Executive Editor.

LAist LAist (@LAist) (tips@laist.com): Editor Emma Gallegos (@EmmaGallegos) has been promoted to Editor-in-Chief at LAist.com.

POLITICO Politico (Arlington, VA): Former New York Times Assistant Managing Editor Rick Berke (@rickberke) is now the Executive Editor here.

Glamour Glamour Magazine (New York, NY): Danielle Kosecki (@DKos07) has joined the outlet as the new Health Editor.

The New York Times (New York, NY): The “Wheels” Blog has been discontinued. All automotive news will now be covered in the Automobiles section of the web site.

Los Angeles Times Los Angeles Times (Los Angeles, CA): Julie Makinen (@JulieMAKLAT) has moved to the Beijing Bureau as a Correspondent. Rich Nordwind (@rnordwind) moves from Calendar Editor to Film Editor.

Fashionista.com Fashiionista (@Fashionista_com): Lauren Indvik (@LaurenI) and Stephanie Trong (@DumbHaircut) have been hired by Fashionista.com as Co-Editor-in-Chiefs.

Camper English Saveur Magazine (New York, NY): Camper English (@Alcademics) has joined the magazine as a Contributing Drinks Editor.

CNN (Atlanta, GA): Network Bookings and Executive Editorial Producer Maria Ebrahimji parts ways with CNN (@CNN).

Entertainment Weekly Entertainment Weekly (New York, NY): Marc Snetiker (@MarcSnetiker) has joined as an Editorial Assistant. And Jeff Jensen (@EWDocJensen) has been promoted to TV Critic in the L.A. Bureau.

Press Democrat (Santa Rosa, CA): Publisher Bruce Kyse is stepping down to pursue other endeavors.

ohiodotcom Akron Beacon Journal (Akron, OH): News Executive Mark Cohen is the new Publisher of the daily (@ohiodotcom).

Lucky Magazine Lucky (New York, NY): Katia Kuethe is the new Creative Director @LuckyMagazine.

Fox News (New York, NY): Political Contributor Sally Kohn (@sallykohn) is no longer with the network.

Women's Wear Daily Women’s Wear Daily (New York, NY): Former Accessories News Editor Alexandra Steigrad (@AlexSteigrad) takes on the Media Editor role.

Redbook (New York, NY): Beauty Editor Kayleigh Donahue (@kayleighdonahue) is no longer with the magazine.

Associated Press – Yakima Bureau (Yakima, WA): Correspondent Shannon Dininny is no longer with the news service.

South Florida Sun-Sentinel (Ft. Lauderdale, FL): Jon Burstein has left South Florida Sun-Sentinel (@SunSentinel) as an Investigative Reporter.

Steve CheneveyWTTG-TV (Washington, DC): News Anchor Steve Cheveney (@stevechenevey) leaves WJLA-TV (@ABC7News) to return to the Fox affiliate (@myfoxdc) he was at before.

Erika Thomas WKBN-TV/WYFX-TV (Youngstown, OH): Anchor/Reporter Erika Thomas  (@ErikaThomasTV) has joined the CBS/Fox duopoly as Weekday Co-Anchor from KMEG-TV in Sioux City, Iowa.


myfoxchicago WFLD-TV (Chicago, IL): Anchors Robin Robinson (@RobinRobinson) and Anna Davlantes (@AnnaDavlantes) have both left the station. Dawn Hasbrouck (@DawnHasbrouck) joins as a Co-Anchor. Anchor Melody Mendez (@MelodyMendezTV) and Reporter Jake Hamilton join the “Good Day Chicago” show.

Daily updates on Twitter (twitter.com/PRNmedia).

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

Content [Creators] We Love: LEVICK’s Peter LaMotte

ContentWeLoveAt PR Newswire, we are fortunate to be a part of some of the most cutting edge and engaging content creation programs being executed across any number of industries.   We are fascinated by the way these stories are changing the communications landscape and sharing them is another way we can give back to the industry professionals that we work with everyday day.

levick lamotteOne of the firms we’ve seen go through a major evolution in how they tell their personal brand story – and the stories of their clients – is longtime PR Newswire client, LEVICK.    We sat down with Levick’s Peter LaMotte, SVP and Chair, Digital Communications Practice to pick his brain on the changes that Levick has undergone over the last year and his mindset around content creation.

Q:  Peter, your background has been primarily in the start-ups and online firms – what brought you to Levick?

Peter LaMotte:  When Levick approached me, they gave me a great opportunity to not only drive, but to craft what the firm’s digital presence would be.  About a year ago, Levick went through a massive rebrand and I saw a phenomenal opportunity to work with a well-respected, traditional communications company as it evolved into a more digitally focused firm.  I couldn’t pass up the opportunity and I feel like my role still has an entrepreneurial feel to it.

levick

Q: Tell us a little bit about the Levick brand evolution and your approach to telling stories.

Peter: Coming from the start-up world where no one has heard of you, I had learned very quickly that it is about drawing people to your content, not just sticking yourself into the conversation.  All too often, no matter the medium -a digital advertising campaign or traditional communications outreach to influencers -  a traditional communications is simply pushing content that isn’t relevant.   We have to start by understanding the trends of what is engaging to the influencers and audience members to get them to come to us.

Levick has always focused on promoting not only our thought leadership, but also our clients’ thought leadership.   Levick has always done a good job of producing frequent, high-quality video around thought leadership and industry topics.   In the digital practice, we’ve focused on bringing these tactics to our clients.  This has helped us expand the Levick brand from just being the experts you want to have in the boardroom when there is a litigation or a crisis communications issue to make us a resource for getting the word out around issues and topics that matter to our clients.  It’s a step in helping us demonstrate that we are a well-rounded shop that can assist with any communications objective.

levick monthly

The new Levick Monthly is a rich-media, thought-leadership monthly publication launching in November.

Q:  What platforms are you using to tell these stories and how do you see these growing?

Peter:  From a digital perspective, we are using a lot of the usual platforms to tell our story and  engage with our stakeholders:  the usual social media channels, blogs, digital advertising and thought leadership – both in video and whitepaper forms.

We aggregate this content into our Levick Daily blog with the goal of creating a steady flow of content that will be of value to the readers as thought leadership.  Not all of the content on Levick Daily is created by us.  A lot of what we is content created by our clients or friends of the firm – but it remains relevant to the audience we’re trying to engage.   The medium is important as well – a good amount of the content is video in addition to text and other content.

While we’ve had great success and engagement from this approach, we also need to stay cutting edge in our delivery of the content.  That was the intention behind the development of our Levick Monthly E-Publication/Magazine, slated for November. No one else in the communications industry is doing a rich-media, thought-leadership monthly publication – and we’re excited to see how our audience engages and consumes it.

Q: Levick generates a metric ton of content.  What advice can you provide to help create content that generates engagement?

Peter:  The words “Content is King” have been thrown around every conference for some time now.  However, there is so much content out there now being produced by brands and agencies, that in order to stand out, the content has to be fresh and it has to be timely.

We subscribe to the idea of the “Urgency of Now”.  If there is an issue or a topic in the news, you have to be able to get that content out and to market immediately.  You have to get your content out there fast – if there is a topic that people care about today, don’t expect that they will be nearly as likely to care about it tomorrow.   There’s always an opportunity to attach more evergreen topics to that timely content – but if you lead about people care about today, you are more likely to find success.

There is also something to be said for simplicity.  Traditionally, thought leadership content was long form.  But more and more audiences are turning to short form videos and other mediums to get their information on a topic.  We see this trend with CEOs and executives and how they consume content. While lawyers and regulators might prefer exhaustive, longer-form content, minute long videos or other condensed versions likely will resonate better.

Q:  When your setting expectations on a project for a client how do you set expectations?

Peter:  When I’m working with clients, it really is about starting every project with a clear idea of what the client is trying to accomplish.  It’s really important for us to educate our clients on reaching out past the primary target audience especially in regard to journalists.   Good content should be targeted at the audience to be reached in order to meet their goals – but it won’t be limited to your target audience and can be used by any periphery audience in the future.  The content helps tell the organizational story once it is out there, and sometimes success can be found in different ways than the simple metrics of views and shares.

I think the biggest successes we have had with our clients are the times we’ve pushed them a little out of their comfort zone and taken on a project that has seemed ambitious to them.  Once we’re able to execute, these projects tend to turn into the type of results that allow us to deem a campaign or piece of content successful.

Q: What is your favorite part of your job?

Peter:  I love the pace of change in the digital marketing and communications field.  I don’t know if I could work in an industry that was the same as it was 2 years ago.  I love being able to learn every day and work with and hire people that can teach me.

You can follow Peter on twitter at @PeterLaMotte and check out the new Levick Monthly in the Insights section of the Levick web site.

Author Daniel Watson (@danielchwatson) is an account manager with PR Newswire, and is based in our DC office. 

MEDIA Moves & News: NBC News, Yahoo!, CNN, USA Today

http://prnbloggers.files.wordpress.com/2012/07/agility-logo.png?w=127&h=125&h=125

PR 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.  Learn more about Agility media targeting here. 

 NBC News NBC (New York, NY): Geraldine Sealey (@GeraldineSealey) was appointed Enterprise Editor of NBC News Digital (@NBCNews).

Bill Weir CNN (New York, NY): News Anchor Bill Weir (@BillWeirCNN) parts ways with ABC News to join CNN.

USA TODAY USA Today (McLean, VA): Former Roll Call Managing Editor Katie Smith (@aunt_katie) joins the web team at America’s newspaper.

David Pogue YAHOO! (Sunnyvale, CA): Technology Columnist David Pogue (@Pogue) bids farewell to The New York Times and joins YAHOO! (@YAHOO).

Roll Call  Roll Call (Washington, DC): Randy Leonard (@RandyLeonard) is the new Environment & Energy Reporter. And Katy O’Donnell (@KatyODonnell_) takes on the Tax Reporter role.

Forbes Lifestyle Forbes (New York, NY): Michael Solomon (@Mister_Solomon) (msolomon@forbes.com) joins ForbesLife (@ForbesLife) as Editor-in-Chief.

Dan Harris ABC (New York, NY): Dan Harris (@danbharris) will replace Bill Weir (@BillWeirCNN) as Co-Anchor of ABC’s Nightline (@Nightline).

Wall Street Journal The Wall Street Journal (New York, NY): Stock Markets Reporter Dan Strumpf (@danstrumpf) will now cover U.S. Financial Markets and Banking. On November 11, Reporter Mara Gay (@maragay) will join the paper.

Jessica Roy TIME Magazine (New York, NY): Former New York Observer Senior Editor Jessica Roy (@JessicaKRoy) has joined as a Newsfeed Editor.

Associated Press – Richmond Bureau (Richmond, VA): Political Reporter Bob Lewis (@APBobLewis) and Editor Dena Potter (@DenaPotterAP) have both been fired.

InStyle InStyle (New York, NY): Current New York Times (@NYTimes) Fashion Reporter Eric Wilson (@EricWilsonNYT) will part ways with The Times and join as a Fashion News Director.

Closer Weekly Closer Weekly (Englewood Cliffs, NJ): Bauer Publishing launches Closer Weekly (@closerweekly) on October 30th. Lisa Chambers joins as Executive Editor.

Bleacher Report The Bleacher Report (New York, NY): Former New York Times Sports Reporter Howard Beck (@HowardBeck) has joined as the National NBA Reporter.

MORE Magazine More Magazine (New York, NY): Associate Beauty Editor Nikki Ostasiewski parts ways with the magazine.

Jennifer Chancellor Oklahoma Gazette (Oklahoma City, OK): Jennifer Chancellor (@jennpc1) is the new Editor-in-Chief replacing Bill Bacharach.

BuzzFeed Buzzfeed (New York, NY): Chris Geidner (@chrisgeidner) is now Legal Editor.

Prevention Magazine Prevention (New York, NY): Olessa Pindak (olessa.pindak@rodale.com) is the new Beauty and Lifestyle Director.

Alex Weprin Capital New York (@CapitalNewYork): Journalist Alex Weprin (@AlexWeprin) has been hired as a Senior Reporter.

Matt Katz The Philadelphia Inquirer (Philadelphia, PA): Political Reporter Matt Katz (@mattkatz00) leaves to join WNYC-FM (@WNYC) to continue covering New Jersey Governor Chris Christie.

Rene Sanchez Star Tribune (Minneapolis, MN): Rene Sanchez (@StribSanchez) was promoted to Editor and Senior Vice President.

CNN – Washington Bureau (Washington, DC): White House Correspondent Dan Lothian (@DanLothianTV) has left CNN.

Ray Suarez PBS NewsHour (Arlington, VA): Senior Correspondent Ray Suarez (@RaySuarezNews) has left the program for a book tour.

BLOUIN ARTINFO ArtInfo.com (@ArtInfoDotCom) (newseditors@artinfo.com): Tom de Kay is the new Interim Executive Editor for the outlet.

Engadget Engadget (@Engadget): Editor Darren Murph (@DarrenMurph) is no longer at this technology outlet.

Huffington Post (@HuffingtonPost): TV Editors Laura Prudom (@LauInLA), Alex Moaba (@AlexMoaba) & Maggie Furlong (@MaggieFurlong) have left the Post.

The Cut The Cut (@TheCut): The new Beauty Editor for New York Magazine (@NYMag) fashion blog The Cut (@TheCut) is Kathleen Hou (@KathleenHou).

Rose French Atlanta Journal-Constitution (Atlanta, GA): Rose French (@STactsoffaith) is joining the paper as an Education Reporter starting next week. She was previously with the Minneapolis’ Star Tribune.

NewsOK The Oklahoman – NewsOK.com (Oklahoma City, OK): Erik Horne (@ErikHorneOK) is the new Online Sports Editor after a stint as Sports Writer/Editor at The Daily Ardmoreite in Ardmore, Okla.

Ocala Star-Banner Ocala Star Banner (Ocala, FL): The Ocala Star Banner has named Richard Anguiano as Business Editor.

aily updates on Twitter (twitter.com/PRNmedia).

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

Media Moves & News

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PR Newswire’s Audience Research team makes thousands of updates to the database of journalists and bloggers that underpins the Agility Influencer Engagement Platform weekly.  Here are some key media moves and updates from the last week.

 

The Atlantic Uri Friedman The Atlantic (Washington, DC): Uri Friedman (@UriLF) is the new Global Editor.

Capital New York Capital New York (New York): Jim Vandehei (@JimVandeHei) (jvandehei@politico.com) takes the reins as Publisher/President of this publication along with Politico.

Fox News Fox News Channel (New York, NY): Retired Pediatric Surgeon Ben Caron and longtime ABC News Columnist George Will (@GeorgeWillRSS) have joined Fox News as Contributors to The Real Story hosted by Gretchen Carlson (@GretchenCarlson).

Wall Street Journal Wall Street Journal (New York, NY): Neal Templin, current Page One Editor for the Wall Street Journal (@WSJ), will now serve as the paper’s Deputy Editor. Tedra Meyer joins the paper as a Real-Time News Editor.

New York Daily News New York Daily News (New York, NY): Co-Anchors of the Today Show on NBC, Kathie Lee Gifford (@KathieLGifford) and Hoda Kotb (@HodaKotb), have joined the New York Daily News (@NYDailyNews) as Columnists covering fashion and food.
Adweek Adweek (New York, NY): Technology Reporter Garett Sloane (@GarettSloane) parts ways with the New York Post and joins Adweek (@Adweek) as a Staff Writer.

ESPN Deportes (US) ESPN Deportes (Coral Gables, FL): Rosana Franco (@RosanaFranco10) has joined the crew of Raza Deportiva (@razaespn) as a sportscaster.

Washington Post The Washington Post (Washington, DC): Associated Press Reporter Adam Goldman (@adamgoldmanap) tackles the National Security Reporter role.

Reed Albergotti The Wall Street Journal – San Francisco Bureau (San Francisco, CA): Reporter Reed Albergotti (@reedalbergotti) moves to the West coast to cover Facebook for WSJ.

Restaurant Business Restaurant Business (Chicago, IL): Kelly Killian (@kellykillian) has joined the trade magazine (@RB_magazine) as the new Executive Editor. She will oversee content, which is written for restaurant entrepreneurs, owners and operators of commercial foodservice locations.

Jason Fell Entrepreneur.com (@EntMagazine): Jason Fell (@jwfell) has been promoted to Managing Editor.

Harry R. WeberHouston Chronicle (Houston, TX): Energy Reporter Harry Weber (@HarryRWeber) has left his to join Bloomberg News – Houston Bureau.

ABC News ABC News (New York, NY): Erle Norton is the new Executive Producer of ABC News Digital (@ABC).

The Daily Show The Daily Show with Jon Stewart (New York, NY): Executive Producer/Writer Rory Albanese (@RortAlbanese) has bid farewell to The Daily Show (@TheDailyShow), a replacement has yet to be named.

Cosmopolitan Cosmopolitan (New York, NY): Laura Brounstein joins Cosmopolitan (@Cosmopolitan) as the Special Projects Director.

refinery29 Refinery29 (@Refinery29): Neha Gandhi (@NehaInTown) has been promoted to Executive Editor of Features. Piper Weiss (@MomStyleIcons) has been hired by the blog as Executive Editor of News.

Vogue MagazineVogue (New York, NY): Kelly Connor (@kmcvogue) and Cynthia Smith have been promoted to Market Editors at the publication.

MarthaStewartWedding Martha Stewart Weddings (New York, NY): Eleni Gage (@elenigage) has been named Executive editor. Also, Melissa Foss (@melissadfoss) has joined on as Beauty Director.

Tallahassee Democrat Tallahassee Democrat (Tallahassee, FL): Randi Atwood replaces Soni Greer as Features Editor, covering the religion beat.

Every Day with Rachael Ray (New York, NY): Jennifer Beck (@jenniferrbeck) is now the Lifestyle Editor.

Essence Magazine Essence Magazine (New York, NY): Abby West (@AbbyWestNYC) (awest@essence.com) has joined the publication as Executive Editor. Former Associate Beauty Editor Nicole Marie Melton (@nicolemmelton) is no longer with the magazine.

The FADER The Fader (New York, NY): Jessica Robertson (@jesscribe) has been named Executive Editor.

Fortune (New York, NY): Katie Benner (@ktbenner) is no longer with the publication.
Condé Nast Traveler Conde Nast Traveler (New York, NY): Lindsay Talbot (@lindsay_talbot) has joined on as Senior Editor.

Townhall.com Townhall Magazine (Arlington, VA): Conn Carroll (@ConnCarroll) has recently started as Managing Editor.

CBS MoneyWatch CBS-Moneywatch(@CBSMoneyWatch): Reporter Gigi Stone (@GigiStoneTV) is the new Correspondent for CBS-MoneyWatch.

HuffPost Green Huffington Post (@HuffingtonPost): James Gerken (@J_Gerks) has been promoted to Green Editor(@HuffPostGreen).

Newsweek Newsweek (@Newsweek): Kira Bindrim (@KiraBind) is the new Managing Editor for the outlet.

The New Yorker The New Yorker (@NewYorker): Journalist Jonathan Shainin (@JonathanShainin)  has been named the Online News Editor of http://NewYorker.com.

Popular Science
(@PopSci): Reporter Dan Nosowitz (@DanNosowitz) will no longer be Web Editor at Popular Science.

sarahdwire The Arkansas Democrat-Gazette (Little Rock AR): Sarah D. Wire (@sarahdwire) is the new Washington Correspondent.

Carmen Wong Ulrich Marketplace Money (Los Angeles, CA): Carmen Wong Ulrich (@CarmenSense) will join the program next month as a Host.

Angeleno Magazine Angeleno Magazine (Los Angeles, CA): Lesley McKenzie (@lesleymckenzie) steps down from her position of Editor-in-Chief, but will continue with the publication as a Contributing Writer.

Kyle Montgomery Fox Sports West (Los Angeles, CA): Kyle Montgomery (@the_realkylem )joins the program as the Los Angeles Clippers Basketball Reporter.

Orange County Register (Santa Ana, CA): Mark Heisler (@MarkHeisler) and Bill Oram (@bill_oram) join the paper as NBA Beat Writers. Lily Leung (@lilyshumleung) joins as a Reporter covering small business start-ups.

SA Business Journal San Antonio Business Journal (San Antonio,TX): Jimmy Holes (jholmes@bizjournals.com) is the new Publisher for the paper.

New York Post (New York, NY): Andrea Morabito (@andreamorabito) (amorabito@nypost.com) has joined the Post as a Television Reporter.

The Tribune The Tribune (San Luis Obispo, CA): Columnist Bill Morem has retired after 30 years.

Justin Andrews KWWL-TV (Waterloo, IA): Reporter Justin Andrews (@Justin_EAndrews) was hired.


Georgina Gustin Roll Call (Washington, DC): Former St. Louis Post-Dispatch Reporter Georgina Gustin (@georgina_gustin) is covering Food Policy.

Chicago Sun-Times Chicago Sun-Times.com (Chicago, IL): GRID, the Sunday insert for the daily (@Suntimes) will cease its print publication; however it will continue as an online post. Longtime Business Reporter and Columnist David Roeder has left the daily to join the administration of Governor Pat Quinn.

Gameological Society The Onion A.V. Club (Chicago, IL): The Gameological Society (@Gameological) is slated to team up with @TheAVClub and will be re-branded as Gameological. John Teti (@johnteti) is set to relocate to Chicago from Brooklyn, assuming the role of Senior Editor at the outlet.

WTAJ News WTAJ-TV (Altoona, PA): Scott Levy takes the helm as News Director at WTAJ-TV (@WTAJnews).

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

October Media Moves and News

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MEDIAware, PR Newswire’s Audience Research Department newsletter, features recent media news and job changes in the industry. Here is a sampling of this month’s edition:

Ratings giant Nielsen (http://www.nielsen.com) purchased its competitor Arbitron for more than a billion dollars. The $1.26 billion deal was approved by the Federal Trade Commission. Nielsen gets Arbitron’s state of the art people meter technology which captures data of what its users are receiving on TV, Internet, tablets, radio and phones. Part of the approved deal allows ESPN to continue its contract with Arbitron for this technology.

TIME Magazine Editor Rick Stengel departs TIME magazine (https://twitter.com/TIME) to join the State Department. Stengel will serve as Under Secretary of State for Public Diplomacy and Public Affairs. Deputy Managing Editor Nancy Gibbs has been appointed Rick Stengel’s successor.

Tribune Company (http://www.tribune.com), the parent company of the Chicago Tribune, has plans to make additional cuts as they prepare to spin off the publishing side of the business into a separate entity. The cuts are likely to affect all areas of operation, including the newsrooms that will take effect the end of this year.

A Las Vegas zoo owner has been charged with battery after allegedly attacking KSNV-TV Reporter Amber Dixon while she was asking for an interview. In the video of the incident Dixon and Photographer Justin Michel go to the door of Pat Dingle, the owner of a local zoo that had recently been closed by the U.S. Department of Agriculture. Dixon knocks on Dingle’s door. He opens it and shuts it. The anchor who voiced the track said Dingle didn’t tell the crew to go away. But adds,”13 seconds pass in the dark until the door finally opens and Dingle’s fists are suddenly flying.” In the video you can hear Dingle tell the crew from the Las Vegas NBC affiliate to get out of his house after the scuffle. Police spokeswoman Laura Meltzer told the Las Vegas Sun, Dingle has been charged with misdemeanor battery. http://www.lasvegassun.com/news/2013/sep/26/nv-zoo-owner-battery-reporter/

Hollywood news site TheWrap.com (https://twitter.com/TheWrap) has recently hired two Reporters. Sara Morrison ( sara.morrison@thewrap.com) will cover media & Anthony Maglio (Tony.Maglio@thewrap.com) will cover television.

Missouri media company News-Press & Gazette (http://www.npgco.com) purchased CBS and Telemundo stations KION-TV and KMUV-TV along with Fox affiliate KKFX-TV. The stations were previously owned by Cowles California Media Co.

The Orange County Register (http://www.ocregister.com) teams up with the Orange County Department of Education and the Fourth District Parent Teacher Association to launch a school laptop program.

Journalist Darryl Isherwood (https://twitter.com/DarrylIsherwood) has been hired by NJ.com (https://twitter.com/NJDotCom) as its Senior Political Reporter. He was the previously the Editor of PolitickerNJ.com. He begins on October 14.

New Co-Host Jenny McCarthy (https://twitter.com/JennyMcCarthy) made her debut on ABC’s The View (http://abc.go.com/shows/the-view) earlier this month. McCarthy previously Hosted her own talk show, “The Jenny McCarthy Show”. She will serve as a replacement for former Co-Host Elisabeth Hasselbeck, who departed from the show on July 10, 2013.

The Wall Street Journal (http://online.wsj.com) made several changes to its Real-Time News editorial team this month. Margaret de Streel joined the team as an Editor of Real-Time World News. While Geoffrey Rogow (https://twitter.com/GRogow) joined Real-Time Finance News as an Editor, and former Dow Jones Deputy Managing Editor George Stahl joined Real-Time Business News as an Editor.

Nexstar Broadcasting  (http://www.nexstar.tv) and Mission Broadcasting have acquired WOI-TV, WHBF-TV, KCAU-TV, WICZ-TV and WBNP-LP.

WVEE-FM (http://v103.cbslocal.com) of Atlanta was one of the big winners at the 2013 National Association of Broadcasters’ Marconi Radio Awards this year. The Urban Contemporary station won the Urban Station of the Year category. The awards were held in Orlando at the annual NAB Marconi Radio Awards Dinner & Show. The station located at 103.3 on the FM dial was chosen by a panel of broadcasters with the votes being confirmed by an independent auditor. This year’s awards banquet was hosted by Tom Kelly of KRTH-FM, a CBS station in Los Angeles. A list of this year’s winners can be found at http://www.radioshowweb.com/2013/newsroom/newsRelease.asp?id=3228. Next year’s awards show will be held in Indianapolis.

Dayton Parent Magazine is the latest parenting magazine launched by Midwest Parenting Publications. The current Editor of Indy’s Child and Hamilton County Family, Susan Bryant, will serve as Editor. You may reach her at susan@daytonparentmagazine.com or visit http://www.daytonparentmagazine.com for additional information.

Long-time Chicago Host Don Wade has passed away after battling brain cancer. He served WLS-AM for 27 years as Host of the morning drive show with his wife, Roma. Our condolences go out to his family.

WNPT-TV (http://www.wnpt.org) in Nashville has launched a new music program. Music City Roots (http://www.twitter.com/musiccityroots) debuted on the PBS affiliate last month. The show features Americana music from artists from or passing through Nashville but the show is scheduled to go national. To see the list of performers, visit http://www. musiccityroots.com. The show airs weekly on Wednesdays at 7:00 p.m. CST. The Host is Jim Lauderdale. Lauderdale can be followed on Twitter at http://www.twitter.com/jimlauderdale1 while WNPT-TV can be followed at http://www.twitter.com/npt8.

Active Interest Media (http://www.aimmedia.com) purchased Clean Eating, Oxygen and MuscleMag Internation, three Canadian enthusiast publications.

You can view the entire October Issue of MEDIAware here: www.prnewswire.com/knowledge-center/medi… and the Regional Changes here: http://www.prnewswire.com/knowledge-center/mediaware/October2013UpdatesByRegion.html

You can also follow all of the latest media moves and news from PR Newswire’s Audience Research Department on Twitter at: twitter.com/PRNmedia

8 Blogger Relations Tips from a Blogger

Photo by Jhayne/flickr, used under Creative Commons license

Photo by Jhayne/flickr, used under Creative Commons license

I dread checking my email sometimes. Outside of my job as a media relations manager at PR Newswire, I’m a local interest blogger. Like most bloggers, my inbox fills up with its fair share of pitches.

Some pitches are fantastic: To the point, clearly familiar with my blog, pitching me something my readers and I care about. Others, not so much.

I read every single one of them, though; all the way through. Even the ones addressed to “Andrea”.

The only reason I don’t hit delete on the bad pitches is because I want to learn from their mistakes. I look at what makes me happy as a blogger, as well as what doesn’t. Then I think about how I can incorporate that into my own blogger outreach.

Here are a few lessons I learned:

1) Start your research on the blogger’s About, Disclosure, and PR pages. These pages are a quick way to discover what the blog is about, whether the blogger accepts pitches, and how to reach them. Many of them also have guidelines on the topics they do and don’t blog about.

2) Then do even more research. In addition to looking at the About page, read blog posts. Dig back a month or so. If the blogger doesn’t write about your topic, post giveaways, or review products, your time is better spent pitching someone who does. Check out their blogroll for ideas on other bloggers you can reach out to.

3) Build the relationship before you pitch. Some pitches have caught my attention solely because I recognized the person’s name. That’s because the pitcher had previously reached out to me either by email or with a comment on my blog.

Next time you’re interested in pitching a blogger, try reading their blog and leaving a comment – not as the brand you represent, but as yourself (no pitching in this initial outreach).  A pitch later on may be more likely to catch a blogger’s attention if they recognize your name. Plus, when your pitch says you enjoy reading my blog, I know you’re being honest.

4) Provide advance notice. If you’re pitching an event or have a specific timeline for when you need coverage, don’t wait until the week of. Many bloggers plan their posts in advance. A blogger may make an exception if they have a previous relationship with you (see tip 3), or it’s such an incredible opportunity from a major player in their niche.

However, there is not always time to squeeze in a last minute post. Even if you don’t have all of the details ready for a blog post, pitch the basics with a heads up of when you’re looking for a post. Then ask if the blogger would like the rest of the specifics once they’re finalized.

5) Be clear, but realistic in your ask. If you expect a certain level of commitment from a blogger, communicate that in your conversation, but plan some flexibility to accommodate different bloggers’ availability. For instance, I may not be able to schedule two posts, but I could commit to one post and more social media pushes.

Consider the blogger’s short and long-term value and then decide what you’re ok with in return for the compensation you’re offering.

6) Think beyond the blogger. Know the blog’s audience. Always consider who will be reading a blog post and be careful about overlapping audiences. Don’t oversaturate a particular niche all at once.

Try identifying bloggers from a few different niches that are relevant to your pitch. For instance, a store opening could be pitched to fashion bloggers, local event blogs, lifestyle/personal bloggers, and mom or dad bloggers. Just remember to tailor the angle of your pitch to each individual’s interests. While there may be some overlap, each niche has its own unique audience.

Or spread your campaign over a longer period of time. After you determine the influence level of your target blogs, reach out to a group of high-value influencers, then stagger your outreach to your second and third groups.

Remember that the value of a blogger is not just how large their audience is, but also the relevancy to your brand and how likely it is that they’ll blog about you. A blogger with a smaller audience who is passionate about your brand may be better than a blogger with a massive audience who is not quite the right fit.

7) Be prepared. Be helpful. Short and sweet pitches are fantastic. However, after the pitch, the more resources you have prepared, the better.

When it comes to multimedia, think beyond your brand’s logo; have product shots, event photos, relevant infographics, or embeddable video ready. Similarly, be prepared with hashtags, social media handles, examples of tweets and other social media messaging. Don’t attach everything to your pitch, but offer its availability.

8) The relationship doesn’t stop at the blog post. How a brand interacts after the blog post could help or hurt future outreach just as much as the initial pitch does. A short email thanking the blogger is nice, as is sharing their post (and other posts) on your social media channels.

You don’t need to overwhelm bloggers with a lot of attention; however, the occasional retweet from a brand has helped keep them on my mind months after I blogged about them. Conversely, I try to extend the same courtesy by thanking the brand rep or retweeting their content.

Bonus: An example of good blogger relations.

There are a lot of bad pitches shared online. Instead, here’s an example of blogger relations that left this blogger smiling:

The Katz Club Diner recently opened in Cleveland and is in the process of developing a local coffee program. To build awareness, Emily Richardson of The Katz Club decided to host a blogger meet-up.

Although she had a few dates in mind for a coffee-tasting, her initial pitch was a simple introduction asking bloggers for feedback on what time of day was most convenient to them.

What she learned is that many bloggers were unavailable at a time the restaurant had been considering. Instead of planning an event and then learning no one could attend, Richardson maximized event attendance by engaging with influencers.

By seeking input, being flexible, and giving plenty of advance notice, she demonstrated The Katz Club Diner was honestly interested in what bloggers thought and wanted to work with them.

They were dedicated to building a relationship, which is at the core of all media relations. In turn, I want to build one with them.

Want to improve your pitching?  Hone your pitches and streamline your workflow with Agility, the PR Newswire platform that enables you to target and engage with journalists and bloggers. 

Amanda Hicken is a media relations manager at PR Newswire. You can find her online @ADHicken.