3 Ways to Stink at PR And How To Improve

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Some people just stink at PR for example by offering boring spokespersons. As background, PR stands for “public relations” which typically means getting press coverage. It’s coming up with messages and then passing those on to the press. If you went to PR school like me you learn that what PR really means is changing someone’s mind about something. But the modern definition is media relations.

Great PR is about knowing journalists’ wants, needs and deadlines and actually doing what they ask. It’s so simple: learn what they want and give it to them. For example the IDG media will tell you they value CIO/chief information officer viewpoints on timely trends as well as customer case studies that are interesting and relevant. Henry Norr, formerly with the San Francisco Chronicle said something that stuck with me: “Your client is the media. It’s not the company that pays you. Make the media happy and you will do well in PR.”

Back to not giving reporters what they want. How many times have I seen a PR manager or director try to put a triangular peg into a round hole? The journalist wants a story: they want to discuss a problem and a solution relating to something timely. They want eyeballs on their story. Make sure what you pitch them falls within their beat. If they need to interview a venture capitalist by 4 pm about hot collaboration startups then by golly, get them that exact thing or keep quiet.

What is too common is bad PR people announce a third generation me-too beta product via long press release just to get some news out. It fills up journalists’ inboxes. It gets ignored. It makes it far less likely that they will open an email from that PR person again.

I watch some people crash and burn in their PR jobs by never innovating on what the marketing lead wants which is typically product advertising and churning out press release after press release of garbage.

What are the three main problems contributing to bad PR, and how can you avoid them?

1) Spokespersons cannot tell a story. I have 30 years of PR experience and a boat load of awards for results mostly from IBM. I can lead a horse to water but brothers and sisters, I cannot make them drink. If you are insisting on a boring spokesperson who cannot story-tell or your only key message is boring, you will not get a story. I repeat. An interview does not mean a story. A spokesperson can easily kill a story. I’m very good at securing interviews. If you blow it, I can’t save you. How to fix it: do better media training or use a different spokesperson. When I was working with a large company often I’d “hand pick” my own spokesperson even if they were the non obvious choice. Once in a while the obvious choice was the best one though. (I love when that happens. There was a sales VP in a software division who could story-tell like Burl Ives. He was my favorite.)

2) A boring press release. Issuing a news release with boring non-news will get you blacklisted by some writers. They will open one blah press release and probably ignore your next email. Another route to take: If you need to get something out there so your company gets attention, try a feature press release instead of saying you are on your fourth product version, or “Here’s our beta product.”  Make it an interesting story: tie to something happening in the world that is conversation-worthy. Test the story on a family member. Teens will give you candid advice. I can make a commodity technology product interesting by discussing something interesting related to it. The writer then has a real headline and angle. Did you really expect them to write a story saying, “So and so company announces a second generation beta product with no new technology that is not shipping yet”? If they wrote the truth you’d probably be pretty angry. Unfortunately those types of details are often hidden in press releases. The writer finds this out in an interview and then they drop the idea of doing a story.

3) Re-announcing something. Years ago as a consultant I was asked to pitch a story about a new division of a large Asian company opening  up in the Silicon Valley. I placed a nice story within 30 minutes which made everyone happy. However, I found out a little while later that this was the second time they announced this exact news. Now I did  place that story, a win, but the reporter took my word for it and filed fast. After she found out it had been issued previously she was a bit put off. No one else filed a story. Now I know to do an internet search for that news before I pitch it. If I see an old press release on the same news, I change up the way I talk about it. Perhaps it’s a news pitch, “A look at where this new division is six months later.” The way to prevent this: search the news online before taking someone’s word for it that it is news. If  it’s not change your pitch strategy and tactic.

 

 

So if you aren’t getting press coverage, ask yourself, am I giving journalists what they really want? And review your press release schedule and choice of spokesmen. Tell an interesting story or discuss a trend. Pick the non obvious person to tell it if necessary.

Making a simple change might save your PR program and your job.

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Michelle McIntyre gets attention for companies mostly in the technology space through creative press relations and content marketing. An IBM vet, she’s a micro-influencer on Twitter in the area of future of work and recipient of more than 10 awards for outstanding results. Follow her @FromMichelle

Succeed In 2020 With These 9 PR Tips

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To succeed in public relations and marketing communications you must stay on top of the trends. Here are 9 timely tips from the experts designed to help startup founders be successful in 2020. They cover keeping it personal, conveying timely messages, using visuals that pop, how to stick with a writing goal, the importance of content marketing and  teaming with other PR professionals.

Here are my favorite PR tips for 2020 and the expert associated with each:

1) Use easy-to-understand visuals that pop when storytelling.

Who’s the expert? @LouHoffman of @Daily Brew aka #IshmaelsCorner blog

The first tip comes from Lou Hoffman, head of Hoffman Communications. Hoffman loves incorporating visuals when conveying a message. More specifically he advises, “Dress up the company timeline as a storytelling vehicle.” And do this in an easy to understand attractive way. I particularly liked his advice to not make infographics too busy or overly complicated. A company timeline could become a bear image if not managed right, for example, don’t make someone tilt their head sideways to read a timeline. Hoffman has done a decent job establishing his agency as a top one in the Silicon Valley with a very strong presence globally especially in Asia. He’s also a really good speaker.

2) Be timely in your PR messages. 

Who’s the expert? Melissa DiMercurio @StantonComm

This tip comes (indirectly) from Stanton Communications a PR firm serving corporations, industry associations and not for profits globally. As I was looking up hot PR trends online I came across a super timely December blog post by Melissa DiMercurio on the Stanton website with the headline, “Iced Holiday Beverage, Peloton Backlash, Baby Yoda and More.” I was impressed they just blogged about very current image related news hitting all of the key words and saying intelligent things. A lot of time people blog about something more evergreen or out of date. They were quick and smart enough to write something that was timely that day and get it published fast. Nice.

3) Add a human element to your PR campaign.

Who’s the expert? @Jalila as quoted in @AdAge

Jalila Levesque of a company called FF said in a recent blog post, “In a world that’s becoming increasingly ruled by algorithms and robots, PR strategy must be driven by emotion and have that human element to be more meaningful and lead to a growing focus on expert, local and enthusiastic micro-influencers, instead of macro-influencers.”

Yes, we keep hearing that PR needs to focus on analyzing results using digital tools and incorporate more AI, yadda yadda yadda and so on. But behind all the digital activity that might include Meltwater, Sprout, Cision or Hootsuite tools, keep the human touch alive.

4) Share knowledge with other PR professionals.

Who’s the expert? Hailey Johnson of @ThreeSixtyEight

Hailey Johnson recently said in a 2020 AdAge trends article, “PR professionals and marketers working together and sharing knowledge is the new trend.” She adds that if a PR pro has a specific capability you don’t have, hire them to help.

I agree. I reviewed all of the ways I got new business since I became a consultant: surprisingly a significant portion came through key PR contacts either via referral or through directly hiring me for a project. Stay in touch with your PR friends by joining @PRSA or inviting people to lunch. It’s also fun hanging around your PR peers.

5) See PR as part of the big marketing campaign.

Who’s the expert? Vicki Ho, Movement Strategy 

Vicki Ho of Movement Strategy a “social-led creative agency” said recently in an AdAge 2020 trends story, “One of the most important trends I’m seeing within public relations on the agency side is the value the industry is placing on our strategic role within a larger marketing campaign, rather than just being valued for the end results.” Her firm has done campaigns for Party City, Netflix, Under Armor and others. I’ll add, think about how you fit into the whole picture and create ideas from that perspective.

6) Use a thesaurus when writing.

Who’s the expert? Laura Hale Brockway via a Ragan @PRDaily quote

Laura Hale Brockway likes to write about writing. In mathematical terms she’s like writing squared. Her recently story caught my eye that listed 50 alternatives to the word “excited.” This is a great headline because marketing and PR people use “excited” as a default in press release quotes, e.g. “Our two awesome companies are excited about collaborating on this project.” Ugh. Don’t do this.

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Hale Brockway says, “A thesaurus can come in handy when crafting a press release, especially when using the same old words. Here is a list to help strengthen your pitching vocabulary.” I agree. Shoot down those overused starting-to-sound-meaningless words in favor of more expressive writing like “eager,” “thrilled” or “animated.” This takes risk so my other advice is to be brave.

7) Content marketing will be the queen bee of 2020.

Who’s the expert? Michelle McIntyre MMC PR @FromMichelle

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Content marketing is going to be the queen bee in 2020. It’s the top way to garner attention for your business. Here are some ideas about how to do it. Blog about advice related to your industry.  Blog about trends in software as a service, AI, quantum computing, future of work, collaboration, printer security, or whatever problem your company helps solve.

The problem is wanna-be bloggers have trouble with headlines and deadlines. Headlines are what you are going to write about. A PR expert can advise you on that. But, how do you achieve deadline goals? We all know it’s smart to write on a regular basis like six or 12 times per year. Simply set up a reward or hammer system. If you write six blog stories over six months reward yourself with a monthly subscription to a new streaming video channel like Hallmark or Hulu.

A hammer is more of a self-punishment. Laura Hale Brockway advises how to achieve writing deadlines via hammers in her Impertinent Remarks blog. She said if you don’t make your writing deadline get creative, for example, force yourself to donate to a political campaign you are against. That’s innovative for sure but on this end I will stick to rewards.

8) Become a thought leader in your industry on something specific.

Who’s the expert? @WendyMarx, Author and President of Marx Communications

Wendy Marx says be a thought leader on something specific in your industry to garner attention. She elaborates in a LinkedIn story, “At first, many people make the mistake of claiming expertise in everything. But realistically, it’s just not possible. Especially in the beginning, it’s important to focus on one main area.”

She’s right. From a PR standpoint if you stand for everything and are all over the place no one knows why they should buy your product, hire you or interview you for a feature story. Tell a prospect, “I offer a freemium consumer app that tells you the least expensive parking space available now in San Francisco” instead of “I make busy people’s lives easier.”

9) Public relations are personal relations.

Who’s the expert? Warren H. Cohn, @WarCo1 of @herald_PR via @Forbes Council

Warren H. Cohn who started a couple of communications firms elaborates on keeping communications personal in a recent Forbes Council post: “For PR specialists to thrive, they must research their target audience and deliver personal messages.”

He’s right. Spray and pray PR pitches often fail. In a world where everyone depends on technology to communicate, break down digital walls to keep business personal, and your results will reflect your efforts.”  As a side note, even though Forbes Council stories are paid content, some of the advice is quite good.

I agree with this especially in this age of “automate everything.” Yes, I believe in digital transformation and incorporating tools like artificial intelligence, but not at the expense of developing relationships with people.

In summary, some of the PR trends to utilize for success in 2020 include visual storytelling, hyper personalizing, more content marketing, seeing PR as part of the big picture and being specific in your thought leadership message.

What trends do you see?

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About the author: Michelle McIntyre is founder of Michelle McIntyre Communications LLC, a seven year old Silicon Valley public relations consulting firm. An IBM PR vet, she holds 11 awards for outstanding results. @fromMichelle on Twitter

Photo credits:

2020 Road image: Shutterstock

Thesaurus image: Canva

Michelle McIntyre image: Michelle McIntyre

 

 

 

Two PR Trends Percolating Right Now; PR Industry Growth Holds Steady at 5%

In case you missed it The Holmes Report reported in April that public relations industry growth held steady at about 5%. Here’s an excerpt from their story on this followed by two warm PR trends I see driving demand.

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“The research reveals that the Top 250 PR firms reported fee income of around $12.3bn in 2018, compared to $11.7bn for last year’s Top 250 ranking. That growth was underpinned by a rebound from the world’s Top 10 PR firms, which improved their toplines by 4.9% on a constant currency basis, compared to +3.3% in 2017, led by strong performances from BlueFocus (up 10.8% in constant currency terms), Brunswick (+7.7%), Ogilvy (+9.6%), FleishmanHillard (+6%) and Weber Shandwick (+5%).” (The Holmes Report, April 29, 2019)

That’s steady growth. But not remarkable.

Taking the what-is-happening-in-PR conversation further, here are two warm PR developments driving this growth. I’ll explain: either CMOs are hiring agencies and consultants to run campaigns focusing on these things, or the agency folks are recommending them to clients. I say “warm” not “hot” because these trends have been percolating for a while now.

Two warm PR trends right now:

  • THE RISE OF THE MICRO-INFLUENCER: PR professionals and their marketing counterparts are more aware of and paying more quality attention to those social media folks who have tens of thousands of followers. Companies like Tom’s of Maine and Banana Republic have especially been paying attention to this new frontier of marketing according to PR Daily. I like this definition from PR Daily:

Micro-influencers have more followers than most people—typically in the 1,000 to 100,000 range—but fewer than celebrities and established luminaries in fashion, entertainment or sports. They tend to have a very engaged, loyal fanbase in niche B2B or consumer categories, and they are affordable even for small organizations. Superstars might have more reach, but they have less time to engage with fans.  -(PR Daily, The Rise of Micro-Influencer Marketing, 2017)

  • GENDER EQUALITY AS A KEY FOCUS: With the Me Too movement being so prominent in most of our business lives — every day and sometimes hourly it seems — it’s not surprising that communications campaigns focus on treating women with respect. There are many aspects to this: paying them what men make, hiring more women and putting more on an executive board.

Here’s an example: Intel constantly mentions its focus on the importance of hiring more women. I see press articles quoting them saying this, for example, “Intel’s New Diversity Chief On the Secrets to Hiring and Retaining,” (San Jose Mercury News, Nov. 29, 2018) and friends have told me that Intel hiring managers have told them this.

In fact one male friend told me, “I talked to Intel about working there but the hiring guy said, unless you are a female, forget it. You won’t get hired.” Well that’s a little extreme and I’m not sure those were the words verbatim but as a women I’m generally okay with the idea. By the way, my friend got a job with an Intel competitor.

I do hope Intel actually did hire more women. I haven’t looked up their actual progress in that respect. I did read that they made huge progress in gender pay equality.

As an aside and while keeping with the theme of respecting women, oddly the PR industry still has a long way to go in pay equality. A 2016 PRWeek survey says that a male executive makes $125,000 while a female makes $45,000 less at $80,000. To quote Austin Powers, “Crikey!”

Oh and if it’s a PR pro in the Silicon Valley or San Francisco Bay Area, expect all of those numbers to be a lot higher. Everything costs more here and usually people get paid accordingly. To me $80,000 is more of a junior PR person’s salary. Managers and directors in the Bay Area should be paid over $120,000. Nonprofit publicists make a lot less of course; some work pro bono.

There are many other PR industry developments that go along with this steady growth reported by the fine folks at The Holmes Report. I will be writing about those in coming weeks.

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Michelle McIntyre is the president of MMC PR, a 6-year old Silicon Valley PR consulting firm. She’s an IBM vet with more than 10 awards for outstanding PR results, most in B2B tech, and a closetful more for community service. She’s considered a #collaboration and #futureofwork micro-influencer; as part of this she blogs for the Microsoft website from time to time. Follow her at @FromMichelle

The Holmes Report on the growth of the PR industry story, April 2019, is here.

PRWeek 2016 salary survey is here.

Photo credit: Shutterstock

My 7 Absolute Favorite PR Trends for 2019

I zealously perused several impressive 2019 public relations trend articles and tips today. Here are my seven favorite tips. Most of them list who said it and an associated Twitter handle.

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Some of them are evergreen; others are more timely.  Happy reading!

1) Create your own news.

“Creating news that promotes thoughtful discussion of your brand is possible by commenting or riding on the waves of current news.”

Source: Critical Mention Blog

Follow @criticalmention

2) Artificial intelligence will continue to be a theme.

“AI will continue to be a theme in the new year, as we get a clearer idea of the role it will play and how it can help enhance what PR pros do.”

Who said it: Michelle Garrett

Source: Meltwater Blog

Follow @Meltwater and @PRisUS

3) The micro-influencer finally gets some respect in PR.

“I’m thinking that 2019 will be the year that the micro-influencer finally gets some respect in PR, particularly for those who toil in the B2B sphere.”

Who said it: Lou Hoffman, CEO, Hoffman Agency

Source: Meltwater Blog

Follow @LouHoffman

4) The lines between marketing, PR and fake news blur.

“Another big challenge is how to produce effective storytelling as the lines between marketing and PR blur and fake news and fact continue to battle it out.”

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Who said it: Melissa Hoffmann, Editor, PR News

Source: B2B PR Sense blog

Follow @WendyMarx

5) You can’t wield influence with freebies.

“We all know you can’t wield influence with cookies or taco lunches. You’re not buying a journalist’s favor by doing what most business folks do on a daily basis. But don’t shower journalists with freebies. It’s awkward, so it’s best not to place you or your client in that kind of position.”

Who said it: Ms. Kyle Niederpruem

Source: PRSA blog

Follow @PRSA

6) Make Siri and Alexa your friends.

“PR pros must become knowledgeable in how their clients can use AI for online chat and when their clients should not use it. We’ll be relied upon to help guide the flow of the text being used and when the chatbots should pass the conversation over to human employees.”

Who said it: Ebony Grimsley-Vaz of Above Promotions quoted by Michelle Kane

Source: Ragan Communications blog

Follow @RaganComms

7) Content will always be mobile first.

“The average American looks at their smartphone 52 times per day, according to Deloitte research, and more than a third admit to using their smartphones for work purposes ‘very/fairly often’ when they’re not officially ‘on the clock.’ More screen time means more opportunities for you to reach your (audience). But smartphone screens and mobile experiences are vastly different than what buyers get with a desktop or laptop.

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B2B marketers, in turn, are going to be rethinking the way they approach content experience and design.”

Who said it: Alicia Esposito, Content Strategist

Source B2B Marketing Zone

Follow @content4demand

8) Press relations alone won’t cut it in 2019.

Great public relations professionals will need to understand a myriad of modern communications techniques and adapt accordingly in 2019, if they haven’t already. These include blogging, quality social media engagement, thinking about online communications as “mobile first” and a hyper focus on images and videos. Yes, this means that a PR practitioner without a social media profile head shot or a private Twitter account should be sent to marketing jail.

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Who said it: Michelle McIntyre of Michelle McIntyre Communications LLC

Source: Michelle McIntyre Communications LLC blog

Follow @FromMichelle

(C’est moi!)

By the way, it is “who said it” and not “whom said it.” The trick for figuring out which word to use is to replace “who” with “she” and “whom” for “her.” Then ask, which one sounds better? Since “she said it” sounds better, I went with “who said it.”

Have a phenomenal 2019.

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Michelle McIntyre, founder of Michelle McIntyre Communications LLC, is an IBM PR vet. A 2018 Ragan.com article says she’s one of the Top 50 PR professionals to follow on Twitter. @FromMichelle

Photo credits: The top three representing chatbots, storytelling and mobile images are from Canva and the bottom one is mine.

10 Timely PR Tips To Not Ignore Right Now

[This story by Michelle McIntyre originated in the Huffington Post.]

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Wow, it is hard to get press coverage these days. However, the results I’ve secured for my tech clients have been decent. How did I do it? I’ve had to constantly think hard, be creative and stay on top of things minute by minute to make stories happen.

Strategic outreach resulted in fairly recent stories in Business Insider, Bloomberg, FITNESS, Teen Vogue, TIME, Wired, Network World, Baseline Magazine and a few deep industry outlets like EBNOnline, EdTechDigest and Manufacturing Business Technology.

Here are 10 tips to keep in mind when doing press outreach in the second half of 2017. These guidelines help me daily.

 

1. Know when the journalist’s big conference or vacation is happening. Are they mostly looking for stories related to a conference they are attending? Conference-related news will be more likely get noticed at that time. I usually see vacation plans on Instagram and trade show comments on Twitter. An interview during your CEO’s West Coast press tour won’t likely be set up during a journalist’s honeymoon in Greece.

 

2. Don’t try to target too many media outlets at once. The best pitch is written for one reporter. Keep in mind that journalists like scoops. Some news campaigns will involve outreach to more people but if it’s not major news, be careful. Tom Foremski of ZDNet and Silicon Valley Watcher infamously says he doesn’t like press releases because they are “anti-scoop.”

 

3. Check the most recent contributed article guidelines before submitting an article. For example, TechCrunch published a story in early 2017 saying it’s now invite-only for new contributed writers. There are three ways to pitch Forbes: send a story to the editor; pitch an already successful blogger as a regular contributor; or pay a sponsorship fee for a monthly spot in “Community Voices.” How did I become a Huffington Post blogger? They invite people sometimes. I signed up during the last window. I also had a lot of blogging experience before signing up. I was syndicated by Business2Community before asking to be a Huffington Post blogger.

 

4. Beware of hiring SEO experts saying they know PR. I read a dozen PR trends stories to find new inspiration for this article; sadly two thirds were by search experts trying to look like PR people. The other third were real press relations experts. One of my favorite PR bloggers is Lou Hoffman. He’s an experienced PR guy who has a decent amount of knowledge about search engine optimization and content marketing. He’s not an SEO person claiming to know PR. A skilled PR person needs to know journalism. If they know about search too, that’s a plus. But many search experts don’t have a clue about journalism.

5. Make sure the spokesperson’s title is appropriate for the outlet or opportunity. There are many top B2B “IT” writers who like to interview CIOs or CEOs but no one else. So don’t pitch them a case study and interview with a controller or market analyst. Here’s a specific example. IDG Contributor Network is accepting bloggers right now; they don’t like writers who do product development or work directly with customers. They prefer CIOs, IT managers, and people who recommend technology. Folks who work at analyst firms or standards bodies would are okay.

 

6. Skip the “unpitchables.” There is a Forbes contributor named Louis Columbus who writes quality stories about analytics and enterprise software trends but is likely unpitchable. Why? His bio says he works for Ingram Cloud. Why would someone from Ingram Cloud accept an interview with most companies they are not targeting from a business standpoint? Note that a “light” note introducing the blogger to a client is not a bad thing in this case. But don’t expect much in return.

 

7. Write like a journalist. Is the pitch falling on deaf ears? Did you leave a message and send a follow up email? Have you not heard back? Did you know that many popular tech writers receive 400 emails per day? Make sure there is something interesting or surprising in the pitch. Continue to improve …

 

For the rest of the tips and the full story please visit Huffington Post at this link.

Photo credit: Shutterstock

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This article was written by Michelle McIntyre, founder of MMC PR, executive member of TEDxSanJoseCA, VLAB 2017 Volunteer of the Year, IBM PR vet, and award-winning Silicon Valley technology publicist. Join 5,800 others and follow her on Twitter @FromMichelle

7 Surefire PR Tactics to Land You on a Journalist’s Blacklist

[This story was first published by Huffington Post.]

CEOs, public relations and marketing executives come to me often claiming they spend a lot of time developing media pitches and issuing news releases but get no coverage at all.

I am never surprised. The landscape is rough and the mistakes people make are rampant. Some journalists like those at Business Insider receive 400 emailed pitches per day. You have to be really smart and think about how to approach them to get any attention at all.

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Most have been blacklisted by media outlets for making common public relations (PR) mistakes. It is sad that businesses with big agencies and budgets also sometimes make these mistakes. Spending a lot of money or hiring a large PR agency is not always the answer, especially if a junior PR representative is assigned to your account.

 

Journalists will give a little more attention to PR people they know and trust. However, if you have been making mistakes with them for a long time, you may find yourself blacklisted. This could take many forms. They could delete your email without opening it or literally tell their staff not to cover you at all.

 

Sometimes knowing what not to do helps you do the right thing and then get the attention your client or company deserve. Here are seven things to not do.

 

1. Share inside baseball press releases with general news reporters: Pitching something (no pun intended) too “inside baseball” to a general news reporter could get you blacklisted. Something an industry insider newsletter publisher and analyst is interested in is not something The Wall Street Journal may put on its pages. If you want the journal, pitch them something else.

 

2. Ask THE #1 dreaded question: It’s the question we seasoned PR folk know never to ask; however, the new kids on the block make this mistake a lot. Don’t ever ask, “Did you get my email?” If you think it’s important they see it, say something else when you follow up, like, are there any other stories we can help you with, or what is the best way to work with you? They hate getting notes asking if something is in their inbox.

 

Visit this link for the rest of the tips. The link takes you to Huffington Post.

 

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Michelle McIntyre is an award winning Silicon Valley tech publicist and blogger who was named 2017 VLAB Volunteer of the Year in 2017. Join 5,800+ others and follow her on Twitter! @FromMichelle  [Newspaper photo credit: Canva]

The Surprising Secret to Achieving Excellent Press Coverage

by Michelle McIntyre

The secret to landing media coverage in a top tier news outlet may surprise you. It could be as easy as picking out the right company spokesperson to do an interview.

Last night, The New York Times Deputy Technology Editor Quentin Hardy was interviewed on stage by Oracle’s Mike Moeller at a Public Relations (PR) Society of America Silicon Valley event in Redwood City, Calif.

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Here are Hardy’s words of wisdom for PR pros who want their companies covered. This seasoned tech journalist receives 200 story pitches daily so pay attention.

My experience working with him has been good. He’s a careful fact-checker and intelligent question asker.  He does his homework so the spokesperson needs to know the topic backwards and forwards.

My key take-away was that you can’t teach someone how to give a heartfelt interview. Top tier media outlets need quality stories that often evoke emotion.   (Think about great TED talks.)

Technology executives pay me to media train them and I have successfully done that many times. However, there is only so far you can go with this. Some people are naturally better at interviews than others.  Quentin Hardy needs a quality interviewee and interesting facts to mention a company.

Here are some other things Hardy said during the fireside chat.

  1. He likes to add value to a story.
  2. Accept rejection.
  3. He wants to explore how things we are doing here in the Silicon Valley or in tech affect other regions. For example, what is it like being a football coach in Texas when everything is being recorded?
  4. Tell him how “big tech” affects everyday life and make it heartfelt and interesting. Database technology helps at the ATM but that’s not interesting.
  5. Be patient. It was okay that a PR guy pitched Hardy a meeting with an artificial intelligence (AI) spokesman after he wrote about it. He didn’t meet with the expert right away though.
  6. He’s interested in cloud computing, AI, mobile, driverless cars, and drones. Here’s a recent Quentin Hardy story, “Reasons to Believe the AI Boom is Real,” (July 18, 2016)
  7. He doesn’t find security that exciting because companies won’t talk about problems.
  8. When he receives a story pitch, he asks himself, have I worked with the person before? He considers circles of trust and knowledge. For example, he says, people trust The New York Times.
  9. Here’s an example of how he researched a story. The topic was how cloud computing is affecting everyday people. He first researched AWS Meetups finding interesting ones in Omaha and Texas. He didn’t want to use a California example because that is not as interesting. He found that Hudl, a technology used by thousands of sports teams to review and improve play was popular. “No one had heard of Hudl” but they were used by 12,000 of the 14,000 high school football schools. The example he used was a team near San Antonio, TX, that regularly enjoyed 15,000 people in the stands.
  10. When he covered drones he used an example related to farming in the Midwest.
  11. Quentin Hardy follows Twitter, and regularly reads the Financial Times and The Economist. He added he does not read The Wall Street Journal as much as he should.
  12. He finds it amazing how much news is taken in via mobile devices.
  13. Event attendees asked him about the future of tech. He says he has no clue what life will be like in five years because change happens so fast.
  14. He was asked about the presidential election. He said he finds it interesting that the economy is doing fairly well but people love to say how broken everything is, especially on social media.
  15. He owns 3,000 books.
  16. He has enjoyed watching some of the Valley’s top executives and companies evolve. In 1999 Steve Jobs called him right after an earnings call asking if he had questions. As a result, the earnings story grew from three to five inches. (Hardy was at the WSJ at the time.) He remembers meeting with Google’s co-founder when the company was just a vision.

In summary, when pitching Quentin Hardy, it helps to say something about how technology is affecting everyday life.  If he needs an interview, make sure the person is able to story tell and connect, and not just robotically convey facts and company messages.

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The writer of this story, Michelle McIntyre is @FromMichelle on Twitter. She took the PRSASV event photo. The emotional woman photo is from Canva.

Also follow @qhardy @newyorktimes @newyorktimesbusiness and @prsasv

Feb. 8, 2018 UPDATE Since this story was filed Mr. Hardy left the NY Times and went to work for a technology vendor.