The top ten companies gracing this year’s CNBC’s Disruptor 50 list received scant Tier 1 coverage during the previous 12 months. Based on SWMS research, the coverage that companies did receive was overwhelmingly from verticals. We did see three flattering profiles, worth deconstructing to see the elements they required.
From a PR point of view, all Tier 1 TV interviews should go as well as the May 4 CNBC Jim Cramer interview of Salesforce founder Marc Benioff. Jim asked only four questions during the five-minute interview, three of which were veiled invitations for Marc to say whatever he had to say — which he did.
Ketchum SAE Michael Porter writes: "I recently attended a PRSA event centered on best practices for working with consumer tech media, which featured commentary from CNBC’s Kif Leswing, Business Insider’s Megan Hernbroth, and ABC7's Mariel Myers (who was with CNET at the time of the event)...
No one moves like Christina Farr. In less than five years she has reported for VentureBeat, KQED, Reuters, Fast Company and as of last month, CNBC. Healthcare became her specialty during that time, and her expertise showed this week on The Today Show, on which she appeared to discuss her scoop about Apple.
It's hard to imagine the Wall Street Journal without deputy bureau chief Don Clark -- he worked there 23 years. But as of Dec. 15, Don is out the door, having accepted the buyout offered last month by WSJ parent company News Corp. Always quick to return an email, tech PR pros will miss him. Says Don: "That's what they've been telling me -- and it's gratifying."
Arik Hesseldahl left Recode this month. Recode EIC Dan Frommer tells us there's no replacement lined up yet. Meanwhile, PR pros anxiously watch and wait, for enterprise reporters are scarcer than ever. FierceMarkets laid off several last month. IDG has lost a few through resignations and did not replace them.