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Deep Dive: Five Business Purposes for Sponsored Content

Sponsored content is a tool in the toolbox. Considering the expense, it’s smart to know exactly what one hopes to accomplish with it, and that it’s the right tool for the job. To that end, our sponsored content deep-dive spotted five prominent themes/purposes in 2021.

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Profile: Christopher Mims, WSJ

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.”

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Cheat Sheet: Big-Picture Reporters

So… if “emerging technologies” is not a thing, and you have a trend piece to pitch about a cool new technology, who then does one approach? Here’s a cheat sheet on broad-minded reporters who see the synthesis of things, across tech categories. We also extend this list with reporters who specialize in AI, a core tech across nearly everything in our world.

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Before Pitching a Narrative, Mock One Up

Most in-house PR pros crave lengthy Tier 1 narratives focused only on their company. Agencies want them focused on the lucrative client. Mock-ups can help. Why not write — at length — the story you envision? We did just that for a subscriber and here’s what we learned.

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YOUR ACCOUNT

⚡️News!⚡️I’ll be the next editor in chief of @FastCompany, following in the footsteps of my new boss @stephaniemehta. My first day is July 18 and I couldn’t be more thrilled, honored, and excited to get started. More soon.

I am overjoyed that as of yesterday i am the interim editor of the tech desk @BuzzFeedNews and am now accepting pitches please send them to me laura.june@buzzfeed.com <3 I love emails.

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FRIDGE NOTES

On Sponsoring Protocol

Protocol is hiring a strategic partnerships director to help monetize owner Axel Springer’s investments in Protocol Enterprise. So when you or your clients begin budgeting for 2023, be aware that Protocol will be offering new ways to affiliate with the Protocol Enterprise brand.

Shame on Engadget

A subscriber of ours was considering advertising in Engadget. She couldn’t get anyone to respond to email or phone calls. We tried to help with InMail on LinkedIn. Finally we Tweeted at them. Still nothing. Can business really be that good at Engadget?

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