2026 Predictions and Career Advice from Top Journalists 

PRSA SV Media Predicts Did Not Disappoint

PRSA Silicon Valley Media Predicts panel and gala event happened on December 11, 2025 at the Belmont Sports Complex just off of 101. They discussed Bay Area real estate, GenAI versus SEO, autonomous vehicles, robotics, Substack newsletters and a myriad of other topics. Parking was easy and the sunset views during set up were breathtaking since the event venue was up a flight of stairs and there were big windows.

Dr. Shaun Fletcher of San Jose State moderated a panel made up of Ms. Abrar Al-Heeti of CNET, Matt Rosoff of The Register, Scott Budman of NBC Bay Area, Asia Martin of Silicon Valley Business Journal and Harry McCracken of Fast Company. 

The food was an eye-fetching buffet set up of many different heavy appetizers and tasty sweets, and they offered both an open bar and really good coffee at the start. The theme was sports and attendees could shoot baskets or play tabletop games. (Yes, I shot baskets.) The giveaways were high top tennis shoe key chains and mini spirit foam hands, the ones you see at games. Board members Mark Lewis and Jennifer Yoder and San Jose State’s PRSSA president received President’s Awards from President and Emcee Jeannie Entin

This story focuses on three parts. Predictions, advice for people starting out in their careers and story pitching tips. 

What they said about 2026 predictions: 

Matt Rosoff: I look forward to a new type of device that’s not a phone that uses AI. I also see a resurgence of crypto. 

Asia Martin: I’ll be looking at how much of our lives will be infiltrated by AI. AI is doing this without proper regulation. There’s a ton of personal information in AI. AI needs to benefit humanity. 

Scott Budman: Privacy  and security as they relate to AI will be important. A lot of what is happening in AI is in the future. When will people demand payment for use of their data?

Harry McCracken: Harry brought up a Rivian event he attended earlier that day as well as seeing ebikes.

Advice on starting a new career:

Abrar Al-Heeti (pink suit): When people tell you to do something besides what you want to do, don’t listen to them. Do what you’re passionate about. 

Asia Martin: Stay abreast of what’s happening in the world. Research and read about the companies you are interviewing with.

Matt Rosoff: Figure out what you will be a specialist in. What can you become an expert on? What can you be known for? (So true. Most of my experienced friends in tech PR have a specialty like semiconductors, fintech, AI or security.)

How to pitch them:

Scott Budman: I receive around 80 pitches a day but I only cover one story per day. You don’t need to pitch me four or five times. If you pitch me a healthcare story I’m calling back. 

McCracken: I have my own set of experts. I don’t need more. Target your pitches, make them brief and personalized. Put the most important information at the top in news releases.

Abrar Al-Heeti: I cover phones for CNET. I don’t like when a small startup emails me five times and it’s not on my beat.

Asia Martin: I don’t like when I’m offered an out of area spokesperson who can comment on the Silicon Valley. I want someone local. 

Matt Rosoff: Realize that The Register is an international media outlet based in the U.K. Read it before you pitch. After the panel, Rosoff messaged me and added, “When I was talking about knowing The Register, it’s really more about our subject matter — B2B tech for IT pros, mostly, with the occasional offbeat science type story.”

Their most viewed stories:

Scott Budman said it was the Elizabeth Holmes story for a year and he had much international interest in this. Recall that one of the Holmes-Sunny Balwani tweets garnered 15 million views.

Abrar Al-Heeti: CNET’s tariff stories got the most clicks. As a reminder she covers phones.

The group also discussed SEO versus GenAI and brought up real estate a few times, especially Asia Martin who covers commercial real estate and Scott Budman who asked, “Can young people who grew up here afford to buy housing here?” Martin said that AI has impacted real estate because companies hiring for AI need office space. However a company lays off because of AI and that affects housing. 

It was interesting that Martin mentioned residential housing a lot even though her beat was commercial. A lot of news stories and thoughts often go back to how things affect citizens. 

Roles as company story tellers and relationship-builders are important. Please join a public relations group or network with colleagues to gain support for this career choice, and to share best practices. 

Thank you PRSA Silicon Valley for donating your time to run this event especially Tara Thomas as well as giving all proceeds to the diversity and multicultural college scholarships. 

Please check out my friend Gerard Corbett’s new book “Aspire to Hired: The Essential Guide to PR Career Success” here. Gerry is a public relations rock star in the PRSA National and local chapters. 

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This story was written by Michelle McIntyre a PR consultant, IBM vet, and former VP of Marketing, PRSA SV. Michelle lives in Saratoga, Calif., with her husband and big dog, Ringo. Her son is half way through his mathematics PhD program at Duke. He’s studying probability and teaching math to undergrads.

And shout out to our small but mighty, Media Predicts Table 6! Deidre Wright, Scott Budman, Albert Hu and myself.

Photo credits: I took all of the photos here except for Gerry Corbett’s book cover which was borrowed from Amazon.

To Succeed in AI, Know and Use These 10 Terms Including “Token” and “Inference”

Today I attended day one of the AI Infra Summit at the Santa Clara Convention Center. Around 4,000 registered which is up from 1,500 last year. By the way, infra stands for infrastructure. Speakers addressed what you need for AI. 

 I noticed a trend. Speakers used a few AI-related terms over and over like “inference” and “token.” They liked to say, “AI factories” instead of or more than just “data centers.” The term math or AI math was tossed around a lot. Tensordyne booth had a digital sign that went so far as to say, “AI is math.” 

I decided to blog about the AI terms used by speakers that got my attention at AI Infra. 

I sat through the press conference (photo below) featuring five companies, including two very young startups, as well as mainstage key notes by Meta, NVIDIA, AWS, Kove (unique software-based memory) and Siemens.

Thank you Royal Huang, PhD and CTO of SuperTech FT – a 5013c that teaches young people a practicum of physical AI and robotics – for checking my list of terms and commenting. Full disclosure is that SuperTech FT sponsored my conference attendance. Huang is an AI consultant who has worked in automobile robotics, health tech, edtech and more. (Royal is pictured below under the tiger in the AI Infra exhibit hall.)

Here’s my list of Top 10 AI Infra conference terms:

  1. INFERENCE: I heard this dozens of times and on many slides from the start of the press conference at 8:15 am right through to the last mainstage keynote speaker hours later. AI inference is the process of using a trained artificial intelligence model to generate predictions, insights or outputs from new, unseen data. Dr. John Overton, Kove’s CEO and a PhD, showed a slide that said, “Unlocking AI inference.” Kove innovates by making unique software-based memory.
  2. TOKENS: NVIDIA’s website says, “Tokens are tiny units of data that come from breaking down bigger chunks of information.” It adds, “The language and currency of AI tokens are units of data processed by AI models during training and inference, enabling prediction generation and reasoning.” Speaking of tokens, NVIDIA’s VP of Hyperscale, Ian Buck, PhD, announced a new GPU today, called Rubin CPX. It will be online by the end of 2026 and it will be able to handle “one million tokens” which apparently is a big deal. It reminds me of that Austin Power movie line, “1 million dollars.”

3. AI FACTORIES: Speakers said “AI factories” much more than data centers on their slides. Not new news but still interesting are Meta’s plans to build a ginormous data center that can handle very advanced AI. Today, one gigawatt which can power all of San Francisco is considered big. Yee Jiun Song, VP of Engineering, Meta, and also a PhD, mentioned in the mainstage keynote one that a five-gigawatt data center is planned! This will be called Hyperion and be the size of Manhattan. 

Royal Huang commented on this topic, “Think of it this way. The data center is the soil and AI is the crop.” 

These next three are more commonly used by business people:

4. LLMs: A lot of speakers talked about training large language models or LLMs. 

5. AI Math: Today’s speakers said “math” several times. AI performs calculations. AI enables calculations. AI can save or cost a lot of money. There is a lot of math involved apparently. Recall that Tensordyne’s booth had a digital sign that said, “AI is math.”

I asked a person sitting next to me at lunch, Asif Batada, Sr. Product Marketing Manager of Alphawave Semi, if he thought math was important and used often in AI. He said, “Yes, math is like water,” and then switched the word to, “oil.” He elaborated, “Math is like oil; smart people are working on optimally using oil.” Interesting analogy.

6. GPUs and CPUs:  A GPU is defined as a specialized electronic circuit designed to rapidly process and render images, videos and animations as well as do scientific computing, AI and machine learning. NVIDIA Rubin CPX (a future product) is a GPU. Fun fact: NeuReality’s CEO said during the press conference that you don’t want to cram too many GPUs together because that could cause performance to suffer. I guess there’s an assumption that more GPUs are better. He says, not necessarily. And a CPU is a semiconductor chip that acts as the brain of a computer. 

These last words or terms are a bit overused but still valid:

7. OPEN SOURCE: Several mentioned that their product worked with many other brands of technology. Open computing is still a big deal. 

8. SCALE: AI Consultant Huang advised that, “Everyone says they scale. But scaling is the toughest thing to do.” I’m not a huge fan of this term for this reason. Almost everyone in tech claims they “scale.” It’s better to give the proof as opposed to just stating the claim. 

9. SAVING ENERGY and driving efficiency: Everyone mentioned this. A lot. Huang commented, “When you build a data center everyone is after being energy efficient.”

10. NVIDIA, the only proper noun on the list. And as a bonus number 10, Anthropic. Many companies said that their product is used by NVIDIA or they have been working with them. The AWS speaker name dropped working with both NVIDIA and Anthropic.

Royal Huang commented that he thought AI agents, agentic AI or multi-agents should have been included in my top 10. However, I didn’t hear many speakers mention them today. I do recall AWS mentioning it. Huang added that edge AI was also important. He had planned to see many agentic AI talks at the AI Infra conference which goes through September 11th. 

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Michelle McIntyre is a Silicon Valley-based PR consultant and IBM vet. As a social media influencer and blogger, she’s sometimes invited to press conferences. She is attending AI Infra on behalf of SuperTech FT, a robotics non-profit that trains (mostly) young people to do ‘physical AI.’

Photos: Michelle McIntyre took all of the photos here. The stuffed animal booth give away is from a company called Xage Security.

68% Surveyed by USC Annenberg Say Humans will Remain Essential to PR 

USC Annenberg’s Global Communications Report examined trends affecting the public relations (PR) profession in the second half of 2025. 

The report team surveyed more than 1,000 PR professionals and like my trusty Nissan Rogue tires or the number of members of Metallica, there are four trends. They are AI, hybrid and remote work, the changing media landscape, and political polarization.

Let’s examine two, AI and political polarization. 

Sixty percent of respondents say AI will have a positive impact on the PR profession while 68% said that humans will remain essential to public relations. I agree with this thinking because at its heart, PR is about relationship-building. I literally get hired as a consultant because I know people. 

As an aside, the biggest use of AI in communications was social media according to USC’s timely report. And Gen Z PR people were the most AI-optimistic: 75% who responded said that AI decreased their workload.

The second trend that’s blaring louder than Metallica Guitarist Kirk Hammett at Levi’s Stadium Friday night, is political polarization. 

The U.S. and in some respects, the rest of the world, is divided in two. Either you are for the President of the U.S. or you can’t stand him. The reason why is that if you respect U.S. laws, it seems more ethical to be against him. But then, how can you be against the President? Do you advise your employer to take a stand on this?

And if you do media relations, it’s also wise to not approve of the President because he says he disrespects major media outlets. Theoretically a PR pro needs to respect outlets like Associated Press.

But if you speak out one way or the other customers or ‘investors’ can get upset. At its heart this has to do with the fact that if you take a strong stand either way, you could lose big revenue. Imagine what Harvard and most major colleges are going through right now. 

My advice is to hire an experienced and skilled PR professional to help navigate messages during this polarizing time. Pepper in an attorney’s viewpoint when tens of millions of dollars are at stake. 

By the way, Metallica’s famous four members never mentioned politics once Friday night at Levi’s! I guess their PR team told them to not bring up a politically polarizing topic.

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Michelle McIntyre is an award-winning tech PR consultant in the Silicon Valley, and IBM vet. The photo of USC above is from its Wikipedia page.

MIT Technology Review’s Top 10 Breakthroughs of 2024 include ‘Twitter Killers’, Gene Editing Tools based on CRISPR and Mixed Reality Headsets

Controversial robo taxis did not make the ‘first cut’

Three MIT Technology Review representatives held an event today to unveil their breakthrough list of technology for 2024. The items are timely now, more consumer-y than in years past, and according to the editors are “big meaty technologies poised to change the world.”

The surprising thing to me is that the first thing I saw when entering the LinkedIn live virtual event was a message in comment saying something like, check out our list of breakthroughs that did not make the list here. 

My message to industry folks reading this is, if your technology was not included, feel free to write to them and give your feedback. Hire or contact your PR pro to help you say it in an interesting way.

During the event, a communications engagement representative interviewed Amy Nordrum, executive editor of operations, and Mat Honan, the editor in chief who is based in San Francisco. I liked the Bear decoration on the wall behind him. I thought he might be a UC Berkeley grad but his LinkedIn says he went to University of Georgia and Emory.

How do they decide on the list? PR people, university researchers and company folks pitch them solutions throughout the year, and they are considered. Journalists need interesting pitches so that their editors okay their ideas so they don’t just toss out ideas to be nice to someone they may have met with. 

My experience is that they are open to in-person meetings. You need to be able to clearly articulate why your offering matters. A quality PR consultant can help figure out how to phrase something to get a response from MIT Tech Review. 

I’ve taken many technologists to meet their editors: Typically the true breakthrough news gets coverage in a feature. 

Relationship building is beneficial too. They might meet for a few minutes to shake your hand and make a new contact for future projects. If you are pitching a conference meeting, try to get in touch at least six weeks in advance and ditch the industry jargon when doing so.

MIT Technology Review editors mentioned weight loss drugs, AI for Everything, the Twitter Killers List, the first gene editing treatments based on CRISPR, Super-Efficient Solar Cells, Mixed Reality Headsets, and Solar Geo-Engineering technologies. Please visit the outlet’s website for the full list here

Examples of Twitter Killers mentioned were Mastodon, Threads and Blue Sky. Threads is up to 100 million users: I find engagement hard though due to lack of hashtag capabilities. Discord and Slack were smartly brought up. Slack is universally used by all people I do business with. Discord is popular with Gen Zs but I don’t like the way you can make your identity secret there. 

Apple’s Vision Pro Headset which will be out in February was mentioned. (See the photo that goes with this story. Photo credit goes to Wikipedia.)

The editors said to keep in mind that mixed reality headsets have not done well in the past with consumers. They added they were more impressed with the underlying technology because of how you can be present where you are and also be in or near something that’s virtual. Apparently, it’s wicked awesome, as they say in ‘Bahston.’ (I used to live in Salem, MA.)

They mentioned that Mexico has banned some solar geoengineered experiments. 

They deeply and passionately stressed what did not make the list. Honan said that he’s been testing robo taxis in San Francisco and because of Cruz running over and dragging a pedestrian, they took it off the list. They mentioned Waymo expanding its robo taxi program. As an aside, I never heard anyone say anything bad about Waymo so they must be the darling of the autonomous vehicles industry.

They added that some new Alzheimer’s drugs had major side effects and there was an experiment in Asia that showcased male to male reproduction. Wow!

They invited the audience and readers to vote on what the last item should be. The options are thermal batteries, lab grown meat and robo taxis. 

The purpose of this story is to help clients and prospective clients understand what makes journalists tick. If you understand media outlets, it’s easier to get their attention and coverage. Hire a PR consultant if you need help with media relations.

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Michelle McIntyre is a global tech PR consultant who lives in the Silicon Valley, IBM PR vet and VP of Marketing for PRSA Silicon Valley.

3 PR TRENDS SHAPING 2024 from LATIN AMERICA, MALAYSIA AND NIGERIA

I enjoyed hearing journalists and PR professionals speak here in the San Francisco Bay Area recently, from the San Francisco Press Club interview with the NY Times SF bureau chief to the Public Relations Society of America Silicon Valley Media Predicts panel featuring Barron’s, Business Insider, CNET, and CBS News Bay Area. 

Changes brought about by artificial intelligence overshadowed both of those conversations. These were all locals albeit with global perspectives. 

I wanted to know what folks beyond Northern California thought about 2024 so I did some digging. Here is insight from Latin America, Malaysia, and Nigeria’s PR leaders:

  1. AI continues to shape industries including PR agency billing. – Andy See Teong Leng, President of PRGN and former president of PRCA of Malaysia:

“Looking ahead to 2024, Andy (See) predicts that AI will continue to shape the industry, and he emphasizes the importance of humanizing communications in the face of technological advancements. He highlights the growing significance of sustainability and ESG (environmental, social, and corporate governance) communications, urging PR and communications professionals to advise their clients on genuine and authentic approaches to social responsibility.”  Link to more input from and a podcast with Mr. See here

In his podcast segment with Abbie Fink and Adrian McIntyre, he said that GenAI may impact how agencies charge clients. Why? Because AI has sped up work. 

  1. Authenticity rules communications. – Olanrewaju Alaka, executive, Laerryblue Media, Nigeria

“In a world saturated with information, authenticity emerges as the linchpin of effective communication. I foresee a PR landscape where brands will strive to be more genuine, embracing transparency as a cornerstone of their narratives. The human touch, I believe, will be the catalyst for building lasting connections with audiences.” For more details from Mr. Alaka, visit this link. His further comments discuss the importance of visual storytelling and PR campaigns with a higher purpose. 

  1. DEI-related actions reinforce stakeholder trust. -Institute for Public Relations, Latin American Communication Monitor (LACM)

The LACM analyzed trends in Latin America’s PR field and what professionals predict for 2024. A survey of 1,134 communications professionals from 20 countries was conducted from May to June 2022. There were multiple key findings. One is that “actions on diversity, equity, and inclusion (DEI) reinforced stakeholder trust.”

The survey went on to reveal that “empathetic leadership increased engagement, improved mental health, and reduced turnover.” For more information from the LACM look here.

In addition to attending the local PR dinners, panels, and fun networking mixers be sure to take the pulse of what international leaders are saying to have a fuller understanding of our diverse and spread-out world. Because one of the major 2024 PR trends is the human touch, continue to attend events in person in 2024 to deepen relationships and forge new ones.

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Michelle McIntyre is a PR Consultant and IBM Veteran based in Saratoga, California, a suburb of Silicon Valley. 

7 Steps to Help You Get to Know Business Press in a Post Pandemic World

I help a variety of business journalists with their stories on a regular basis: I enjoy seeing these people at events, which are now mostly online, chatting with them daily at Twitter, and reading the interesting things that they write.

I subscribe to a lot of daily newsletters, such as Morning Brew, and check the Twitter feed often. Reporters are often smart and funny, so I enjoy my job.

Think you know how to do media relations? If you’ve been a publicist for more than five years like me, it’s important to refresh the way that you do things in this post pandemic world. Tip: We are now in an epidemic.

The PR profession has changed quite a bit since the pandemic hit: It’s five times harder to develop relationships now because there are very few in person meetings and conferences. Previously you’d run into a reporter a conference or party, or you’d hold a mixer, like a wine tasting, with journalists. That rarely happens anymore in the technology business world.

Here are seven things to do to develop better relationships with business press in modern times:

  1. Make the note short. I was advised in a media relations refresher class at Stanford Continuing Studies to make emailed pitches no longer than 250 words. The instructor a former San Francisco Chronicle reporter, was very good. This tip works.
  2. Personalize the pitch. Make it friendly to their time zone, location and topics they seem to really like covering. Consider a journalist as your client, not your client as your client. Read what they tweeted in the past hour. If you pretend that a journalist is paying you, you’ll treat them with more respect and in turn get better results.
  3. Write a compelling subject line. But don’t make it click bait. People don’t like being tricked. An example is, “The shocking news about Prince William” when it is about how he likes Nutella on his bread instead of the more appropriate and healthier avocado, not true probably, but I’m trying to make a point. Your mind jumped to, “The prince is having an affair.” Treat journalists with respect. They are people. Treat them the way you want to be treated.
  4. Always read a journalist’s Tweet or recent story first. Looking up their stories helps because sometimes you find out that they haven’t written in a couple of years and took a corporate job. Then don’t waste the outreach time, unless you want to network with a peer.
  5. Be brave but not annoying. A follow up by text or LinkedIn direct message might be needed. If you have hard news that you know is major, but the reporter hasn’t opened the email note yet, figure out a polite but direct way to get their attention.
  6. Be sensitive to COVID concerns when setting up meetings. Don’t push an in-person coffee meeting on someone who is more at risk for COVID. “Read the room” as the saying goes. I set up an in-person meeting with a reporter who tweeted, “I would like to meet c-suite executives in person” recently. Note that an online tip has less of a chance of getting canceled. A reporter or executive with breakthrough COVID might still attend the meeting.
  7. Don’t overpitch your favorite journalists. I need to keep reminding myself of this. I’ve heard two editors say that they like hearing from certain PR people no more than four times per year.  This one is hard to follow if you serve a large number of clients. I typically serve between two and five PR clients at any given time.

On a final note, use these tips for trade reporters as well. Trade reporters need to be treated with respect as well. Don’t save the “weak pitch” for the trades. Give them strong spokespersons and relevant news as well. Trade press cover business topics as well.  ###

Michelle McIntyre is a Silicon Valley-based PR consultant who helps startups and their VCs get valuable attention. Prior to that she was the West Coast PR manager for IBM. @fromMichelle on Twitter

Worried About Ageism? Here are 2 Job Hunting Tips from PR Experts

Fifty year public relations industry Vet Gerry Corbett hosted a PRSA-SV talk today called “Ageism in the Workplace is Getting Old” with guest speakers and PR Practitioners Patti Temple Rocks and Scott Monty. 

Patti Temple Rocks is the author of “I’m Not Done. It’s Time to Talk about Ageism in the Workplace.”

Here are stats and advice that was shared: It mostly revolved around applying for jobs.

Ageism is Worse During the Pandemic

Ms. Rocks says that ageism is worse now because companies are cutting budgets during the pandemic; one way to do that is to get rid of the highest paid most experienced people. She added that ageism is rampant in tech and at PR agencies.

The following statistics which come from the website Builtin.com were shared by the moderator. Only 10 percent of people ages 65-69 work. Half of people 55-64 are employed, and half notice ageism when they enter their fifties. 

How can seasoned professionals rise above being viewed as too old?

First, when you look for a job utilize your network. Cold calling a company probably won’t work. In fact one speaker believed that sometimes artificial intelligence algorithms weed out older workers’ applications automatically. If you contact people who know and like you, you’ll have a way better chance. Another speaker commented that even young people get ignored because they didn’t use a friend at the company to get an interview.

Secondly, tailor your resume for each opportunity. This makes sense because if you have been working 20, 30, 40 or even 50 years you have done a whole heck of a lot. Instead of listing everything, choose things that showcase activity and results that are relevant to the job you’re applying for. It’s hard work figuring out what to say and not say but it pays off. And you don’t have to list things chronologically. 

The speakers agreed that ageism at the workplace is common but there are ways around it. Be smart when you reach out to companies for work.

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Michelle McIntyre, the founder of Michelle McIntyre Communications, is a seasoned PR industry pro who helps tech companies and their VCs get attention. She has worked at IBM and three PR agencies including WE for Microsoft. @FromMichelle @PRSASV on Twitter

PR Advice for Tech Startup Founders With One of A Kind Products

by Michelle McIntyre

As a seasoned public relations professional, I’ve enjoyed many productive and passionate discussions with genius technologists who want their “one of a kind” startup product covered by the media.

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Here’s a tip for inventors. Quality feature stories are written because something is societally relevant, interesting cocktail conversation fodder or a unique problem solver. Journalists do want to know, how will this change the world?

During an initial consultation with a founder usually I start out by asking what is different about their new product or service.  Sadly 75 percent of the time the answer is, “There is no other product like ours.” And it’s hard to respond without objection because  99 percent of the time that’s not true. Usually I can find an example of several similar products via a simple internet search.

The secret to a company getting coverage is simple. Leave the ego at the door. Quit thinking a product is the only one of its kind and ask others like an experienced PR professional what is really interesting about your story.

One founder I met with was finalizing an app that tracked a child’s to-do list. I searched and found another app that made the exact same claim. They in turn switched to a communications plan that made more sense having to do with showcasing their expertise in productivity instead of touting its uniqueness. It had a beautiful interface by the way.

Another tip is when you share information with the person you have assigned PR to don’t hold back on the good stuff. One founder I worked with waited a few weeks to disclose he was born with a serious medical problem and had several surgeries to correct it. Through diet and exercise he overcame it. His online fitness community he created was partly born because of this rough start in life. As soon as he told me, I told a Business Insider writer. She liked this angle about the founder and wrote a feature about him and his co-founder.

This app was also quite unique though. It weeded out bully comments automatically. That in fact was an impressive feature and resulted in nice coverage in TIME. But when you start with a claim, that a new product is super unique, unless you have a third party expert saying it, it’s usually a turn-off to writers.

To quote Journalist Dean Takahashi via a story he filed on PR tips in Venturebeat a few years ago, “What I love is finding something unique and interesting to write about. I want to find something magical, and I think most journalists, even the most cynical of the bunch, share the joy of discovering something really cool. Sometimes the real story isn’t the game itself. It’s the person who made it.”

I don’t mean to call out a founder who is a hard working, award-winning and an obviously smart inventor. The point is be very careful about telling someone your product is one of a kind. It probably is not.

I worked with a brilliant technologist with an artificial intelligence startup who wrote a celebrated technical paper years before the formation of the company. The technological phenomenon discussed in the paper was “in” iPhone’s Siri. When I pitched a writer I started with that detail, its impact on technology that tens of millions of people use. (Last I checked around 41 million people used the Siri voice assistant.)

This business reporter filed a story soon after. And that story focused on the startup solution, the funding and its venture capitalist. But the hook was the impact of what was in that paper.

In summary, journalists get pummeled with hundreds of pitches and press releases a day. Make sure you leave your ego at the door when talking to them: test your story line or pitch on a friend or family member to see if they say, “That’s interesting.”

Let others decide what’s interesting about your startup story, trust their feedback and go with it. Be careful going down the path of saying it’s a one of a kind product. It likely is not.

Photo: Shutterstock

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Michelle McIntyre is the president of Michelle McIntyre Communications LLC, a seven year old tech PR consulting firm. She’s the recipient of 11 awards for outstanding results mostly from IBM. She’s held numerous nonprofit executive board positions focused on enhancing the lives of children. @frommichelle on Twitter

 

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

Thou Shalt Follow These 10 PR Commandments

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A commandment is defined as a divine rule. If you want to be a devout public relations professional, follow these 10 PR commandments in 2020.

Thou shalt spell check PR materials. Let pitch notes, press releases, client reports, blog stories, speeches, video scripts and so on sit overnight. Proofread it again in the morning or have someone else look at it. Sometimes editors will share an error-filled pitch or press release over social media to showcase poor communication that they have received.

Thou shalt keep thy PR message brief. Pitches more than 250 words might be hard for a top tier writer to comprehend. Some writers receive 400+ email pitches a day. Get to your point concisely.

Thou shalt surprise thy journalist. When you write a press release, ask yourself, did you include something new, interesting or surprising? Did you explain how it would improve someone’s life or improve a business process?

Thou shalt have a PR coverage goal. When you set out to garner attention for a company, concept or product, set a success bar. How much attention is considered successful? For example, your goal could be one feature print story, two TV news spots and five million impressions.  A tool like Meltwater could help.

Thou shalt not annoy an editor with too much follow up. Too many follow up messages might get you blacklisted by a writer. Use logic when following up. Instead of asking, did you receive the pitch note, ask something else like, are you back from holiday? Or, how was the trade show?

Thou shalt not abuse a mobile phone number. When a writer gives you their mobile phone number, don’t call it unless the situation is urgent. Typically people now can receive an email or direct social media message pretty quickly.

Thou shalt read a recent story by the writer before pitching. Read a recent story by the journalist before reaching out. If you don’t see any stories published in the past couple of years, they may not be worth your time. Maybe they took a job in PR, which is common these days. The exception is someone who edits but doesn’t have bylines. But lately it seems that editors publish as well.

Thou shalt not pitch via public Twitter profile. Journalists like scoops. They are not likely to discuss a solid story idea over their Twitter account for the competition to see. Some read direct messages but to send them a message they have to be following you. So it helps to have a quality Twitter profile and messages.

Thou shalt listen to what the writer wants. If a writer wants to only talk to customers and not the CEO, don’t keep offering interviews with the CEO.

Thou shalt say, “no” and add “try this instead.” When the lead marketing executive demands that you issue a press release on a drab, me-too, follow-on product, don’t be a yes man or woman. Offer a better idea like production of a video featuring a happy customer of the first product. Or write a pitch featuring a happy customer and success story: offer the customer as an interview source to a favorite writer. Mention the new product briefly as an aside.

Save the in-depth new product description for direct communications with customers and prospects and/or the right social media channels.

Boy praying photo:  Shutterstock

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Michelle McIntyre, an award-winning IBM vet and blogger is the president of Michelle McIntyre Communications LLC, a tech PR consulting firm in the Silicon Valley. McIntyre has served on several  nonprofit boards and was named VLAB Volunteer of the Year in 2017 for her marketing and blogging efforts. @FromMichelle on Twitter

 

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