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New Digital Outlets Present PR Opportunities: Don’t Miss Out

digital media

As we dive into 2017 new digital outlets abound and surely the trend will only continue. Mainstream news organizations like The New York Times and NBC News to niche online magazines like Hodinkee (which caters to male wristwatch geeks) are embracing digital to be profitable and meet reader and advertiser demands and interests. Time Inc. is centralizing its digital operations creating 10 digital desks to help it grow audience faster by pooling its editorial resources.

But at the same time, print is NOT dead! People are still reading print books, newspapers and magazines as an antidote to countless hours spent looking at screens. Hearst will soon introduce two new print magazines, Airbnb and The Pioneer  Woman, the later is a partnership between Hearst, the Food Network and Scripps.

“Magazines of the Year 2016” in Ad Age says magazines such as AARP, EatingWell, HGTV, The New Yorker and Women’s Health are thriving in print and digital due to new partnerships, contributors, influential writers and podcasting. Bon Appetit just introduced Healthyish, a new food vertical.

You may be wondering, does digital change how PR practitioners work with journalists and bloggers for the earned media part of the PESO (paid, earned, social, owned) model?

Not really. The process we implement to arrange coverage is basically the same regardless of whether the story will run online, in print, on-air or in a podcast. Some of the key steps we follow are below. Keep in mind there are many other strategies and tactics used that are customized for each client partnership.

  • Stay up-to-date on new outlets, platforms and emerging news publications
  • Familiarize ourselves with our client’s business and communications goals
  • Develop and “package” the story for the audience(s); create the main messages
  • Uncover trends, consumer or business interest for which the products, services, innovations, events, thought leadership, etc. align or are at the forefront
  • Tailor our pitches to pique interest; convey the information to the appropriate media
  • Offer spokespeople, experts and other sources for interviews and comments
  • Provide relevant images, video or audio
  • Follow-up with the reporters, editors, producers, bloggers and podcasters to ensure their questions are answered and their needs are met

We’ve been on the lookout for outlets that have recently transformed to digital-only or are new digital publications. Here are nine that differ in their appeal and audiences providing opportunities for brands, companies and services that are a good fit:

Organic Life

Spring.St, a new website for women covering politics to parenting.

Mach from NBC News covering science and tech

SELF

Healthyish

Observer (formerly the New York Observer)

The Outline, launched by a former Bloomberg Editor

Bloomberg Pursuits

Pittsburgh Tribune-Review

Please let us know if you come across new digital outlets and we’ll add them to the list.

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15 Tactful Media Tips for 2015

2015 In honor of 2015 here are 15 insights about what producers, editors and reporters consider when deciding what stories to cover or experts to interview. Check out this recent ProfNet article, Pitching Resolutions: What Reporters Want in 2015 which highlights key tips from reporters working at ABC, Bloomberg, Forbes, Fox and TIME and our list below for building productive working relationships with the media this year.

Keep it Brief and Targeted – Get to the point up front. Do your research. Become familiar with the news outlets and the journalists’ beats before making a pitch.

Offer Up Interesting, Credible Sources – A guest on a TV or radio program must be articulate, personable and enthusiastic in addition to being knowledgeable about the subject matter.

Recommend the Best Expert for the Interview – Designate different experts as media spokespeople to increase your chances of getting coverage according to their expertise, role at the company or their availability.

Respond Quickly – Once a reporter decides to do the story or interview you’ve pitched, confirm the details and get the reporter what they need as quickly as possible.

Meet Deadlines – Journalists will often use a source who is not only appropriate but meets their deadlines. Make it a habit to be deadline-sensitive so the source will be remembered for the next opportunity when he/she is a good fit.

Be Flexible – Sometimes, a producer/reporter/blogger may have to change the date or time of an interview due to unforseen circumstances or a major news event. Accept changes graciously and be willing to reschedule the interview.

Provide More Information for Follow-ups – The source should be available and able to answer additional questions if necessary as the story is fine-tuned.

Support a Trend, Timely Event or Newsworthy Occurrence – Craft your pitch to align with a popular trend or offer an expert who can weigh-in on a current news event to grab a reporter’s attention.

Send Suggested Interview Questions – Send the reporter a few questions before the interview which the expert can discuss. The reporter is likely to add his or her own questions but it provides a starting point for the discussion. The reporter may also send you the kinds of questions they would like to ask the source in advance.

Prepare for Interviews in Advance – Nothing is worse than a spokesperson who is dull or not prepared. Preparing for and practicing before an interview is very important. Media training can help to prepare guests for interviews.

Make Videos, Photos available – Photos and videos help make interviews or stories more interesting and shareable. Have good quality ones on hand in case they are requested.

Take “Not Interested” as a Legitimate Answer – Accept “no”, don’t nag and try again.

Don’t Harp on The Run Date – Unless it is a LIVE interview (then you know it ran) be patient about the run date. A print publication may have a 6-month lead time. Follow-up if a reasonable amount of time has passed.

Don’t Suggest a Topic Just covered – If a reporter recently covered a particular topic chances are they will not cover it again in the near future so don’t pitch it. Think about another angle or topic that is on target.

Invite Journalists to an Informal “Meet & Greet” – Consider organizing a breakfast, lunch or early evening wine/cheese gathering for reporters to stop by and meet potential sources. Then they may reach out in the future.

Please add any other tips in the comment section and have a Happy New Year!