It is no secret that the number one issue on everybody’s mind is the market. Virtually every business has been affected by the economic recession, and that has the newspaper market. There is hardly a day that goes by without reports of a paper cutting team, diminishing production, or changing focus exclusively on line.
Where does each of these changes leave companies seeking to procure PR coverage? Glenn Burkins, a veteran of the paper business, has some insider tips that just may help. He’s worked for a number of the country’s leading newspapers, including the Charlotte Observer,” Wall Street Journal, and Philadelphia Inquirer. And, like a White House reporter, he flew Air Force One. Glenn recently found an internet news website named Qcitymetro.com that reports information, comment, and other info applicable to Charlotte’s African American community.
Inform me about your background from the paper market?
I spent my whole career in papers. I had been accountable for local information, company information, regional information and endeavors. (It was not as much fun as it may sound Lactualitiz: Your portal for Buzz & news!. A great deal of traveling and waiting for the president to get out of meetings reporters can not attend. This was undoubtedly the greatest and most enjoyable job I ever had. It was like using a front-row chair to history daily. Sometimes I believe I have done nearly everything in papers, at least that which I wanted to perform. I guess the 1 thing I did was cover sports.
How do companies and individuals seeking to score coverage capitalize?
No question it is likely to be the market. Regrettably, our market is in a very bad location, and the prices continue to mount. The market will form everything in the next year. Handling the recession is going to be the best task for President Obama in addition to business leaders and local officials. Families have cut back, in some instances radically, as a single parent or both happen to be downsized.
Anyone seeking to score policy should discover a means to help terrorists view this story in a fresh manner. This may mean helping them determine how normal folks are working from the recession or establishing up to provide information concerning budgeting, smart shopping, job searching, etc.. Clients and TV audiences will be searching for information they can use. They know things are bad, what is required is great practical advice.
You have been in the market a long time and I am sure, coped with a lot of individuals from a PR standpoint. What worked throughout your interaction with those folks? What did not work?
What worked best together with me is exactly what works best with many reporters, I think, and that is personal relationships. The incorrect time to begin building that connection is if you would like to push your customer to the paper or on tv. Get acquainted with the reporter who covers your area of experience, and take action beforehand. Have java, go to dinner. Nothing felt like a bigger waste of time than listening into some PR pitch from a person who clearly didn’t have a clue what my newspaper did or appreciated.
By way of instance, if I had been a business editor, I would get calls each week from PR individuals representing book publishers, desiring someone on my team to review this business publication or that company publication. If they’d understood anything about the Observer they’d have understood that book reviews are not a large portion of its business policy. A fantastic PR person could be worth their weight in gold. A poor one can be bothersome. Get acquainted with your reporter’s job program. Few things annoyed me over getting a narrative pitched to me on deadline once I was hoping to edit the copy. The best PR folks were people whose voices I looked into the hearing.
News reports across the nation are full of dire predictions concerning the paper market. Where do you find the paper industry per year from today?
Like the market, the paper business is in a terrible location. I dread this season might be worst as advertisers and consumers cut back and much more subscribers – and – advertising dollars – move online. The end result is fewer reporters seeking to cover a city, country, or country that grows more complicated. A lot of great stories will go awry because information organizations lack the manpower to pursue them.
This is likely to make the tasks of PR professionals difficult. All of the things I mentioned above will be multiplied. Just obtaining a reporter to concentrate on occasionally might appear impossible. However, a decent story consistently wins out. Bear in mind that. For those who know a fantastic story when you visit one, and you have created a relationship of confidence with a certain newsroom, you may always do better than your competition.