Forbes senior editor Alex Konrad gave us a metric ton of insight this month — one article just wasn’t enough. So this week we plumb the notebook of SWMS contributor Rhiannon Pacheco, who interviewed Alex earlier this month, and present the rest of Alex’s thoughtful and heartfelt advice for PR pros looking to win his attention.
>> Tier 1
Christopher Mims isn’t your typical Tier 1 columnist. Chris reports his theses. Coming from a science background, he surrounds his opinions with lots of evidence — much of it empirical. Given the challenges associated with pitching someone like Chris, it might be best to think of him as a proxy for all of “Tier 1.”
Few topics captivate reporters more than the future. SWMS this week studied the past two “The Future of Everything” reports in the WSJ — and a dozen stories in Fast Company’s The Shape of Tomorrow section — to identify pitch approaches that might work for you.
Are you struggling to interest Tier 1 reporters in lesser-known clients? So is Jason Calacanis. The former journalist and well-known investor and podcaster sounded off Jul. 7 to CNBC’s Jon Fortt and two other hosts about the trouble he and other VCs have had in breaking through — especially to the New York Times.
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.
If you’re looking for backdoors into Tier 1, you might try some of the virtual events we list in our new cheat sheet. Most events are scheduled on an ad hoc basis, so that won’t make it easy. Still, since so few PR pros know about these opps, your chances are decent.
If it wasn’t before, Fast Company’s Work Life section became perfectly positioned when legions of readers began working where they lived and living where they worked. “I will say what our editor-in-chief, Stephanie Mehta, has said about Work Life, which is, it’s table stakes for us,” says deputy editor Kathleen (Kate) Davis.
If our site asks you to log in when you are already logged in, here’s what you can do. (1) Log out. (2) Type your login and password into the log-in windows. (3) Click the blue “Log In” button.
Many thanks to Boca Communications, Ink Communications, Nectar Communications and Speakeasy Strategies for renewing their SWMS subscription. We also welcome Montner Tech PR and Wireside Communications as our newest subscribers!