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8 Tips for Effective Media Collaborations as More Outlets Go Online-Only

This year more media brands are ceasing their print editions and becoming online-only publications. So you may think there are less opportunities to garner coverage but there’s good news! Many new outlets are proliferating online while others transform into multimedia platforms.

Websites, blogs, Web interview programs, social networking platforms, apps, podcasts, internet radio, and the multiplatform capabilities of TV and radio news outlets, all provide different PR opportunities.

A few recent notable publications that have gone digital-only or will do so in 2019 are Glamour, Brides, Money and ESPN The Magazine. They’ve evolved investing resources in their online brands since more people are consuming news and information on the Web.

This spring I attended a PRSA “Meet the Media” event in NYC featuring journalists and influencers who are busy writing or reporting about travel and food for several major outlets. After the informal networking portion of the evening, the four panelists shared the latest trends, tips to pique their interest, and do’s and don’ts for collaborations, before a jam-packed room of PR professionals. I’m happy to report they welcome our help!

Here are 8 takeaways from Lee Abbamonte, travel expert & TV personality, Salvatore DiBenedetto, food influencer aka The Grubfather, Aly Walansky and Jordi Lippe-McGraw, independent lifestyles, wellness and travel journalists for a variety of media outlets.

Journalists and influencers specializing in travel, food and lifestyles speaking at the PRSA-NY Meet the Media event on March 25, 2019.
From left, Lee Abbamonte, Salvatore DiBenedetto, Aly Walansky and Jordi Lippe-McGraw
  • Don’t be shy, just pitch.
  • Don’t pitch via social media, use email.
  • Make sure your pitches are relevant for the journalist/influencer’s areas of expertise. Don’t send off-target pitches and waste their time.
  • Do your homework and promptly respond to any requests.
  • Find the interesting story and deliver on it.
  • Think like a journalist – what’s the hook? Will their audience care?
  • Designate a budget for working with some key influencers. Many have established large loyal followings due to their ability to create engaging content for those with particular interests.
  • Relate how your story idea ties into trends in travel. Culinary travel, multigenerational, family, girls and guys trips, bachelor and bachelorette trips, experiential, and solo travel are all hot trends.

Leave us a comment with your tips or thoughts.

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Blatant Promotion – WSJ Columnist Features His Own Book

Article and ad for new book by Jason Gay
The Wall Street Journal, Sports, D5, November 3, 2015

Did you read The Wall Street Journal and see this on page D5 in Sports on November 3? Take a moment to click on the photo to see it better. In the print edition there was a column about a new book on the upper right hand side and an ad for the book on the bottom.

First, I found it strange to read an entire column by sports columnist Jason Gay touting his new book, “Little Victories: Perfect Rules for Imperfect Living” and secondly, it’s odd to see an ad for the book on the same page.

Seriously WSJ? A journalist was given carte blanche to use his column to promote his new book plus display an ad for it on the same page. Was he given a pass since he covers sports and not breaking news or business? I have no idea but think it’s a conflict of interest for a journalist and a news outlet the size and stature of The Wall Street Journal.

His column “The Best Victories Are the Little Ones” was laced with sarcasm and wit, so it was as usual a fun read. For example, citing his mother’s feelings about his new book he writes, “My mother has proclaimed it to be “Not bad.” In describing his new book he writes, “It’s a life guide for people who hate life guides” and “I want it to make you laugh – a lot.”

I enjoy Jason’s columns as they are usually light-hearted fare for this subscriber who is not well-versed in the world of big-time sports or knows a thing about fantasy football.

I get it. The lines between editorial and advertising are blurring with native advertising, brand journalism, branded content, sponsored content and paid posts all becoming more popular. Even Blurrier Lines on NPR’s On The Media show explores this trend.

Unfortunately we read about cuts everyday at news organizations grappling with how to stay profitable, figure things out and grow their audiences in the digital age. However the WSJ is not your neighborhood weekly where highly promotional pieces may appear that are sold as part of an editorial/advertising package.

Your thoughts? I’d love to know.

 

 

 

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Getting Media Coverage: What’s Changed, What Hasn’t

microphones for media interviewsI’ve been working in public relations long enough to remember when we delivered press kits by messenger, snail mail or by fax to our intended recipients. Now press materials, photos and videos are sent instantly via computer, smartphone or whatever mobile device is most convenient.

But some things haven’t changed all that much. Take for instance the recipients. Sure journalists today can easily search the internet seeking sources and ideas for interviews and articles, but many still turn to public relations practitioners. They have to do more with less help and produce work under tight deadlines so we are a reliable resource.

The way P.R. and media relations professionals communicate with the media has changed but a good story targeted to the right journalist hasn’t. Humans are still the brains behind the news that’s reported every minute of every day even if technology has made some tasks obsolete.

Recently I’ve arranged interviews for experts from finance to fitness with reporters working for magazines, newspapers, radio, television and online outlets. An interesting timely story, event or expert source presented to the right journalist at the right time is still valued by clients and the media alike. A good prior working relationship with the journalist helps but it’s not a requirement to get media coverage. Not then not now.

Suggesting story ideas, providing background information, offering experts, authors, celebrities and other spokespeople for interviews, scheduling and coordinating interviews, and providing props or other materials are among what we do to help media professionals do their jobs.

Now there are many more options for us to consider when identifying which writer/reporter/producer/editor/blogger/multimedia journalist/online editor is the best person to receive an email or phone pitch. Additionally some kinds of media interviews may be conducted entirely via email to save both the source and the reporter time.

It’s not news that media organizations are grappling with how to stay relevant and profitable. USA Today recently let go of 70 staffers turning its focus to its digital product like many others. This weekend’s edition of NPR’s show that covers the media industry, On The Media, featured the decline of beat reporters which is an unfortunate trend on many levels. However public relations continues to thrive maintaining an important role in a changing communications environment.