As PR professionals, it’s imperative to periodically check in with the media to gain a better understanding of the stories they’re looking for and how we can work together to tell those stories.
That’s why last week we, along with the Silicon Valley and San Francisco chapters of PRSA, hosted Jason Wilson of VentureBeat, David Pierce of Wired and Sean Captain of Fast Company at our office to share their thoughts on topics ranging from the state of media to how publications are handling the convergence of technology and politics.
Panelists also touched on what they’re looking for from a source. The number one thing? They have to understand the publication’s audience, said Jason Wilson.
On Story Characters
David Pierce added that he has become good at knowing when people are giving him a speech and he’s more interested in finding the character of the story and hearing their experience firsthand.
When asked how politics have impacted the newsroom over the past year, the panelists agreed it varies for each publication.
“You think about the role Facebook played in the election, and you realize this is just our world now, and we have to deal with it,” said Pierce. “But we have to ask ourselves where it makes sense for us to get involved and why our readers would care about it.”
For Sean Captain, it’s all about how you approach the story. “Everyone wants to jump into the conversation, but you have to find the angle that works for your readership,” he said.
Check out the highlight video below, and take a look at the Highwire and PRSA social channels for videos, quotes and more from the panel!