“It’s great if you can actually write an interesting blog.” HitWise and Compete are both companies that publish posts that indirectly promote their product, but provide news and spark all kinds of discussions that come up on Techmeme.” If you can make news that’s great, but most companies can’t do that. Another good strategy is to “find bloggers that don’t get as much attention, but are smart confident guys.” Though they are less trafficked, “a lot are still read by the alpha-bloggers.” Examples: CenterNetworks or StartupSquad instead of TechCrunch. “You might want to engage them instead of the ones that are really busy."
Bruce appreciates a pitch that has "already thought through the story for Forbes. When the email comes it has character, challenge, obstacles overcome, the drama and the result." If you can add to that "disruption -- clear evidence of how this little company is changing the balance of power against a mighty Cisco or Microsoft or Exxon…our stock and trade is little guy picking on big guy."
"Not a 20-minute conversation with founders, but a commitment." Ideally, he "wanted to get them out of the office." What he got was two full days "just talking about Zillow and real estate entrepreneurs etc.," with a trip to a Seahawks game, family, dinner and drinks included. The corporate PR director "was great … accessible and bright … a sounding board…" and not just for Zillow, but for the real estate market in general.
Based in UK, The Register enjoys 4.4 million uniques a month, with 1.4 million impressions daily - half of those are from U.S. It started out as a "newsletter for chip heads" with lots of microprocessor coverage that "catered to engineers," Ashlee says. From there it began to draw more industry watchers and CEOs. He says they also get "plenty of emails from execs," adding that recent studies have shown a healthy IT buyer crowd.
...is "what I consider my sweet spot," she says. For years Stephanie has "written a lot about companies as corporate institutions" but now finds it "interesting how traditional telecommunications companies have become distribution platforms for media and content," previously the domain of cable and satellite operators, "and now cable and satellite are moving into where telecom used to dominate."
Today’s CIOs are not only expected to execute on their regular duties, but also must contribute ideas and projects that drive revenue. As a result, Laurianne and company at CIO Magazine are focusing on innovation. “It’s a big theme we’re hearing from the audience this year, and we are working hard to produce stories around that issue.”
The priority for Jim is ensuring that the reviews approach brings a full enterprise focus to the product.
It's a monster: (web authoring and development tools, multimedia development, document and content management, portals and knowledge management, browsers, commerce and B2B applications, application servers, web servers, general labs questions) but Jim points out that most of the bullet items on the list aren't constantly being released. "It's part of the job. You have to get the product in and get it tested." He also adds that with such a senior team he relies on them to tell what what products are interesting and recommends PR pros go directly to them on products in their area of expertise.
Freelance writer: Boston Globe, Fast Company, et al
"Hollywood is a good example of how most established industries react to technology; they're kind of slow to adopt them," he says. The topic is front and center on his radar for a book project he's working on. Plus, "It's fun." He's privy to film festivals and movie premiers: "you see the movie and then the director or the star is there to talk to you about it afterward."
Michael's been with the Journal for 13 years, spending much of it (seven years) in the Texas regional office before moving to be editor of the California edition in 2000. When the regional editions were rolled up, he moved to the tech reports. In that capacity he plans and edits the tech reports for the year, fielding story ideas from reporters as well as coming up with some on his own. He also does some reporting, but as an editor first he doesn't write a lot. In last 12 months Michael's written only 16 times and says "that's a good number for me -- I couldn't stand to write less."
Journalists are leaving media brands every week. Read the fruits of 16 confidential interviews with journalists now working at tech brands or PR agencies, and five interviews with the executives who hired these journalists.