San Jose Mercury News

SWMS Targets: Mike Cassidy, columnist, San Jose Mercury News

Mike Cassidy is among the last men standing at the venerable San Jose Mercury News. He also endures as a storyteller. Many pay lip service, but few of today’s journalists really know how to make a reader care — truly care — about a person they don’t even know.

Mike’s writing evokes. It speaks. It’s stylish but not self-conscious.
It’s too bad more PR pros aren’t geared to help someone like this. All the potential is right here in these notes. He outlines several pitch approaches he’d consider.

Mike also says he will answer any e-mail addressed specifically to him (i.e. not blasts). Try him on that!

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