Thought Leadership

International - Market Snapshot: NORTH AMERICA

Secrets to a Successful Campaign

The rise and fall and rise (again!) of the technology media
During the dot-com craze of the late 90s, editorial coverage of technology increased at an inordinate rate, which was reflected by the launch of additional technology-specific publications and the inclusion of large technology features in established business and national outlets. The economic collapse in 2000 hit the media hard, and many publications went out of business or had to significantly cut back on their coverage as a result of losing advertising dollars. PR professionals were suddenly more challenged to secure technology stories. There were fewer publications, and reporters who had so enthusiastically espoused technology became more cynical.

Today, while a great majority of the key press are clustered on the far West Coast (San Francisco) or far East Coast (Boston and New York City), reporter tendencies are generally similar throughout the broader region. As the boom and bust of the Silicon Valley dot-com era saw publications fold just as fast as the companies did, with the economy on the rebound, this is beginning to change. Although editorial staffs are still slim and the writers are stretched across many different beats, reporters are increasingly open to learning more about new technologies, as long as a PR professional can prove in their pitch how the product or service will affect the bottom line or impact an industry or consumer.

The increasing prevalence of social media
Another significant change over the last few years is the emergence of social media, especially blogs. Blogs are now seen as a key target for many North American public relations campaigns. A Pew Internet & American Life Project report published in January stated that 27 percent of U.S. Web users now read blogs.

Over the past year, the "who's who" of major publications (including BusinessWeek) have launched their own blogs. The New York Times Co. paid $410 million for About.com, a collection of some 500 niche sites similar to blogs. But it's not only large media groups that need to be addressed. Many blogs are now authored by influential consumers or industry experts, and public relations professionals need to engage these new media.

Conventional media
Despite the rise of social media, conventional media is still a primary target for most North American public relations campaigns. The American reporter is typically overworked and overwhelmed with e-mail and voice mails from enthusiastic public relations professionals, so finding a way to make your pitch stand out is key.

As opposed to other regions, the PR/reporter relationship in North America is somewhat more adversarial. U.S. reporters have a skeptical eye towards PR and corporate communications. Nonetheless, most reporters recognize the need to work with a skilled, well-informed PR person in order to do their jobs effectively and appreciate contacts who deliver well-targeted stories.

Key characteristics to consider

Media landscape
  • Smaller number of tech publications, but starting to rebound
  • Smaller editorial staffs, more dependence on freelance writers
  • Staff writers cover many different beats at one time
  • Very competitive with other writers/publications
  • Social media and other nontraditional outlets becoming more pervasive
What reporters want
  • Coming up with a catchy title for your email pitch
  • Adding a personal touch to your message
  • Infusing a pitch with a powerful lead
  • Keeping emails and conversations to the point and on message
  • Exclusives
  • Third-party validation (customers, analysts, partners)
  • Case studies, particularly from non-tech customers
  • Controversy and drama
Working with reporters
  • Generally suspicious of being "spun" by PR people
  • Most honor NDAs despite stated policies
  • Rarely accept physical gifts or travel/accommodations for sake of objectivity
  • Usually won't travel unless it is for special events or conferences
  • Will attend events/dinners
  • Will accept interviews on background or off the record
  • Typically don't like teleconferences and prefer to have one-on-one conversations with executives
  • Often appreciate receiving information relevant to their beat even if you're not pitching them

To learn more about Text 100's operations in the U.S., contact Ken Peters, Vice President and North American sales and marketing lead.