When was the last time PR pros swarmed the Huffington Post? We’re guessing about a year ago, when it threw its contributed-content doors wide open. In any case, after 12 successful years, the Huffington Post is no more. Its owner, Verizon, this week renamed it “HuffPost.”
Have you ever wanted to really stick it to a reporter? That's what Twitter communications exec Nu Wexler did this week. On Monday, BuzzFeed senior technology reporter Alex Kantrowitz sent a private message to someone familiar with Twitter Engineering, presumably a current employee. Alex asked this person for an off-the-record interview.
If you've had trouble reaching journalists at BuzzFeed, you're not alone. Why is this? Reporters aren't always responsive, as an PR pro can tell you. But there's something else at work here. We spent some time on Glassdoor this week in search of answers.
A subscriber recently asked us, "What stories are better conceived as sponsored content than as earned media?" Great question. That's why we spent time this week studying sponsored content in some of the millennially-minded publications, looking to spot trends beyond the obvious. Perhaps you'll write and tell us whether we succeeded.
Trying to reach millennials? Join the club. This week we studied BuzzFeed, Fusion, Mic, Ozy, Quartz, Vice, Vocativ and Vox to map PR's path to tech coverage. Here's what we learned. Millennially-minded tech reporters build their beats around "culture" and "future." No pitch will work unless so tailored.
Ellen Cushing has what you might call a cool job. Only three months after becoming an articles editor at BuzzFeed, she spent five days on a bus touring the American Southwest with teenage Vine and YouTube stars. Her 7,873-word chronicle is exactly the kind of piece most readers would associate with The Atlantic or Rolling Stone but never with a perceived candy dispenser like BuzzFeed.
What is it like to be a reporter at Business Insider? "Everyone is kind of their own CEO," says west coast bureau chief Matt Rosoff. There's no daily copy quota, as there is at Pando Daily and was at Gigaom. Every reporter is free to chase a big story that takes weeks to report if the story is big enough. However, Matt adds, "there's an expectation that we're not going to be missing any news."
Says Emarketer: the average American watches 76 minutes of web video each day. In the wake of 33 presentations at the 2015 NewFronts (which ended today), even more reasons to watch web video are on the way. This SWMS analysis can help refine your storytelling and sense of audience.
In simpler times, consumer titles, business titles, trades and verticals comprised the entirety of media. Editors and publishers researched their audience and served it. Today a subtler framework is emerging that over time will change how PR shapes pitches and woos influencers. Successful publishers today produce either attention products or engagement products -- or both in tandem.
PR pros, read carefully: does this sound like reality to you? People visit web sites to read what interests them. Realizing this, you pitch stories these visitors might read. When they do, the visitors might buy a product or service mentioned, or share the article with others. This indeed may be reality but is less so every day.