Tag Archives: media relations

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

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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.

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).