|

So You Want to Talk to Tech Editors?

NO RATINGS
View comments: newest first | oldest first | threaded
Page 1 of 2   Next >   Last >>
Ford Kanzler
User Rank
Blogger
Having strong editorial relationships
Ford Kanzler   4/5/2012 5:28:40 PM
NO RATINGS

Barbara - Creating good will among a business' key media people should be along side of gaining consistent media coverage. At the core of creating good will is respecting a person's schedule as well as being a friendly, informative interviewee. We're now discussing very basic media relations regardless of what industry or business you're in. Passing tips or relevant facts to a writer or editor that's of interest, even when its NOT about your business but relates to the reporter's area, is a strong way of building good will. How often has that happened to you?

Barbara Jorgensen
User Rank
Blogger
So you...
Barbara Jorgensen   4/4/2012 11:12:43 AM
NO RATINGS

Ford: I'd add another caveat to your advice on deadline: try to respond as quickly as possible. In this online age, people focus on what they are working on and move on. A week later, you'll get a reply to something and you will have totally forgotten what you were working on "back then." If you really want to be user-friendly, respond immediately and put off the actual interview if necessary, but get on the editor's calendar. It goes a long way toward good will and may make you the first choice the next time and editor needs some input.

Jacob
User Rank
Supply Network Guru
Simple study can help you to become an editor
Jacob   4/4/2012 6:22:27 AM
NO RATINGS
1 saves

"Pitching articles and story ideas to journalists and bloggers is frankly not rocket science"

Ford, you are right. Even if you simply look around you, you can have an n number of ideas for writing. Or even if you have some reading habits, online medias can provide excellent threads for writing. I know some of my colleagues are preparing articles for presentation by simply doing a statical analysis and with the help of a final comparative study.

FLYINGSCOT
User Rank
Supply Network Guru
Guidelines to follow
FLYINGSCOT   4/3/2012 5:24:39 AM
NO RATINGS

Thanks for the tips.  I wish more companies would adhere to these simple points and also train their management in how best to deal with PR related items.  The message any company gives out should always be clear and common from all its main execs.  

Ford Kanzler
User Rank
Blogger
Re: So you want to talk...
Ford Kanzler   4/2/2012 4:16:12 PM
NO RATINGS

I'll add that part of preparing for media contact is having something significant to say and a clear perspective on your particular industry segment and market niche. Fairly and knowledgeably discussing the competitive landscape demostrates your market vision to editorial people. Being controversial or offering fresh perspectives can make your story interesting enough to gain coverage. Executive spokespersons should always be ready to go well beyond talking just about their company's products. Conversely, they should also know the limits of what they should be talking about, particularly when they represent companies that are publicly traded.

Barbara Jorgensen
User Rank
Blogger
So you want to talk...
Barbara Jorgensen   4/2/2012 3:58:42 PM
NO RATINGS

Well said, Ford! I wouldn't dream of calling a company without checking its Website and doing some homework on the type of company they are. That's true for companies I know as well as cold calling. Why should PR/marketing be any different?

And I also agree that executives can be the most effective spokespeople out there, especially at small companies. They know the business better than anyone, and with a little preparation, they should be able to handle editors just fine. Mutual respect for time and professionalism works both ways and means a lot.

Ford Kanzler
User Rank
Blogger
Media Selection
Ford Kanzler   4/2/2012 3:24:57 PM
NO RATINGS

Agreed! Knowing who views or reads your message and where is primary. Selecting where your story or information appears must match up with the desired audience.

Returning to the original point, effective preparation for and understanding of who you're planning on talking to about your business story or products are essential to media relations successes. Further, building relationships with the people who control appropriate media should be at the heart of the program, not just periodically firing promotional info at them with the hope or expectation that they'll publish it to your brand's benefit.

_hm
User Rank
Supply Network Guru
Tech Editor needs to to talk to novel and new products
_hm   4/2/2012 3:04:46 PM
NO RATINGS

For good magazine, tech editor should take lead to talk to new and novel products. These are really good and more authentic reports and will get more attention from potential user. 

Cryptoman
User Rank
Blogger
Re: Advertising vs. Media Relations
Cryptoman   4/2/2012 2:36:10 PM
NO RATINGS

Sure Ford. I understand that. The reason why I mentioned TV advertising was to provide a reference for the "approach and the attitude" in promoting a product. Even though TV is not a suitable medium for B2B tech sector, not exploring a particular publication in terms of focus, audience and content prior to promoting a product is similar to how some product advertisements are placed on TV regardless of their relevance in terms of audience and the advertisement timeslots.

My intention was to highlight the fact that asessing the relevance of a product for a particular medium is the key. Maybe choosing TV commercials as an example was a bit confusing in that respect.

Ford Kanzler
User Rank
Blogger
Advertising vs. Media Relations
Ford Kanzler   4/2/2012 1:40:03 PM
NO RATINGS

Cryptoman - Our topic is focused on EBN readers in the B2B tech sector with interest in engaging editorial people covering the EOEM market. Certainly there are vast differences between the two kinds of promotional communications (advertising and PR) as well as enormous differences between developing product publicity among tech trade media and advertising a (consumer) product on television. Use of TV by a B2B marketer would very likely be an utterly wasted investment. Promoting into the EOEM sector requies effective media selection. TV definitely isn't a good B2B choice.  

Page 1 of 2   Next >   Last >>


More Blogs from Savvy Tech Marketing
To succeed, a brand needs to demonstrate customer value, not merely claim it.
Without management support, public relations effors are nothing but hot air.
It's reasonable to want to measure the effectiveness of the marketing communications efforts at your high tech company. However, actually doing it may be easier said than done.
Confusion abounds in high-tech organization about what public relations really is. Let's shed some light on that topic by exploring what PR isn't.
Hire experts to help your high-technology public relations efforts, and let them apply their talents to get maximum value for your organization.
Twitter Feed
EBN Online Twitter Feed
EBN Dialogue / LIVE CHAT
EBN Dialogue enables you to participate in live chats with notable leaders and luminaries. Open to the entire EBN community of electronics supply chain experts, these conversations see ideas shared, comments made, and questions asked and answered in real time. Listed below are upcoming and archived chats. Stay tuned and join in!
Archived Dialogues
Live Chat 01/15: CPOs Re-Shape Their Business Roles
Increasingly chief procurement officers (CPOs) are re-shaping their organizational role to focus on creating results far beyond cost controls. A new IBM survey explores how.
Live Chat 11/12: Examining the Cyberthreat to Supply Chains
The number of cyberattacks is on the rise and hackers are targeting the supply chain. Drew Smith, founder and CEO of InfoArmor, will be on hand to discuss the reality of today's threat landscape and what to do about it.