By Annmarie Ely
Since his time as a journalism student, Bob Violino has been interested in the rapid evolution of technology and its impact on business. Today, he’s both a freelance business and technology journalist, and the author of a new book, “Life Lessons,” which chronicles his own story and the lessons he’s learned from overcoming his own life challenges.
Over the course of his career, Bob’s freelance writing clients have included some of the biggest and most well-known technology companies, such as Microsoft, IBM, and PwC, as well as news organizations like CNBC, Forbes, Fortune, Tech Target, Business Insider, and more.
We recently chatted with Bob to get his insights on journalism, as well as a look at his new book. Here are the technology trends he’s following, an overview of his new book, and some of the favorite stories he has covered!
Tell me a little about yourself and your career journey in journalism. What made you want to get into the field?
I’ve always enjoyed writing, and like many journalism majors from the late 1970s, I was inspired by the investigative reporting done by The Washington Post. Getting hired by city newspapers proved difficult, and I took a job working for a magazine that covered what was then considered “state of the art” office tech: computer-output microfilm and word processors. Soon after, the PC and many other IT innovations were introduced, and everything changed. I had the good fortune to be covering a fast-growing market at the dawn of the information age. I’ve been covering tech and business ever since.
Tell me about your book. What’s one thing you hope readers learn or take away from reading your new book?
My book, Life Lessons, is an inspirational memoir that conveys many of the lessons I’ve learned in my life, in many cases through adversity such as life-threatening health scares. In contrast to the writing I’ve been doing throughout my career, this is my own story. It’s filled with heartfelt anecdotes as well as verified research aimed at bringing my lessons to life for readers. My hope is that it’s helpful for anyone looking for guidance and hope, and that it serves as a useful motivational tool for organizations. I’m thrilled at the response I have received from readers so far.
What issues or trends are you following that you’re interested in covering?
Of course, everything related to AI is hot right now, and a lot of it is fascinating to watch. That includes the ongoing maturation of generative AI to go beyond chatbots into performing more independent tasks, and the rise of agentic AI systems that can act autonomously to accomplish tasks. Otherwise stories on cloud-related topics and cybersecurity always seem to be in demand.
What is the best way for tech PR people to work with you? What types of pitches are useful for your work?
I still prefer email as the best way to get hold of me for pitches. I’m most interested in pitches that include customer contacts, rather than just product or services information and sources. I’m far more likely to be intrigued by a good user story.
What do you look for when determining a topic for a story?
I typically write about topics that my editors would like me to cover at any given time, but I also try to find new and interesting ways organizations and individuals can use technology tools. I read a lot to see what the latest trends are and I research how organizations can be more efficient and make life easier for their customers.
What have been some of your favorite stories you’ve worked on?
There have been so many that I’ve enjoyed. One that comes to mind is when I worked at InformationWeek years ago. I wrote a comprehensive article evaluating all of the major IT research firms. It was fun to work on because we were effectively “analyzing the analysts,” and so many organizations rely heavily on those firms for success with technology. I also always enjoy writing articles about people and how technology has had an impact on their lives.
To learn more about Bob’s book and get your copy, please visit: https://inspirations-blog.com/life-lessons/
By Annmarie Ely
As U.S. editor-sector coverage for Mergermarket, Marlene Givant Star covers a variety of topics from mergers and acquisitions to funding. She has more than 30 years of experience in business journalism and has worked for The Associated Press, where she was a news editor-Money & Markets, Boardroom’s Bottom Line/Personal and Crain Communications’ Pensions & Investments and Investment News.
In her current role as an editor at Mergermarket, she directs the U.S. sector reporting freelance team and writes and edits stories about education and business services companies. 0to5 worked with Marlene on a story highlighting our client, SchoolStatus, an education technology company. At the time, SchoolStatus had gone through a series of acquisitions. Marlene spoke with the CEO and wrote a piece on the company’s M&A activity and its future direction after the newly acquired companies were folded into SchoolStatus.
0to5 recently connected with Marlene about her career, recent articles she’s written, and her insights on what makes a business story engaging for readers. Read our Q&A with Marlene below to learn more.
What do you like about covering business news?
It’s very concrete and relevant. You always learn something new and it is surprisingly applicable to daily life.
What types of stories/subjects do you look for when you’re planning coverage?
At Mergermarket, we cover corporate strategy including M&A, capital raises, and other expansion strategies. We also cover news as it breaks.
Do you have any favorite stories from what you’ve covered?
I especially like taking a step back and looking at trends using our data. For example, I recently wrote a story about franchise businesses receiving heightened interest from private equity firms. I also edited our International Women’s Day feature highlighting women in the male-dominated M&A industry.
What should people keep in mind when reaching out? Are there any types of stories or content you’d like to receive more of?
I like to hear about mature companies past the Series B stage, particularly ones focused on education or business services. I am also interested in environmental, social, and governance topics.
As the media landscape continues to change, it’s important for PR pros to keep in touch with reporters and editors beyond pitching stories. Since the start of your PR career, you have likely heard about the importance of building relationships with journalists, and it is true. Your relationships with journalists are important —and should be treated as such.
Diane Harrington, Editor at Smartbrief, is a veteran communications pro and has seen it all—including the good, the bad, and the ugly. Our team had the chance to catch up with Diane to ask her the questions that keep PR pros up at night. We’re excited to have her share her knowledge and insights!
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
I love PR reps who have a client list and ideas connected to each that they can share with me.
I’m also especially grateful when PR folks have “regular people” I can talk to—not just an edtech vendor or a random customer who happens to use your client’s product. More often than not, journalists want inputs on issues, solutions, and stories.
Writing about a new product on its own isn’t enough. Give me great, fresh story ideas and all the players I need to talk to, and I’ll be your friend for life.
I’ve also had a couple of PR reps be extraordinarily patient with me as I try to find time to work on a couple of articles. They occasionally ping me (no more than quarterly) to see if it’s still on my radar and they let me know if something new has happened in the topic area or with their client that may shape my piece.
Savvy PR reps also will pass along random info: “Hey, I hear you’re planning something on student mental health. I ran across the name of a great school psychologist—just wanted to share it in case they can help with your story.” That keeps your name in my mind. And when I tell people I’ll put something in my ideas and experts folders, I’m telling the truth: I really do have folders with those titles filled with emails that I like but that won’t work right now.
What are some common misconceptions reporters might have about working with PR folks?
I’ve been in the journalism/PR/marketing field for 40+ years. While I’m so grateful to run across savvy PR reps, too often I get a spam-style press release on a subject that’s far too general. It’s clear that it’s gone to 1,000 other journalists and that no thought has been put into how it will work for my publication.
Not all publications are alike, and many PR reps think, “Oh, let’s send this to all the education publications.” Read the reporters’ work for a while and figure out what makes them different, and tailor a pitch accordingly. If you know I don’t run press releases or articles on a product, take the time to create another formulaic press release that at least addresses that fact.
How can PR professionals best tailor their communications to meet the needs of reporters?
Give specific examples of how a product or solution can be used. Broaden your mind to narrow the story. Provide examples that haven’t been used everywhere else. That may be the secret to your success.
Are there any specific elements or information that you consider essential in a press release or pitch?
Like a good newspaper story: Who, what, when, where, why and how. But focus on which one of those is the most important to a given publication. Most PR reps know that my publication doesn’t print “new product” stories, new CEO stories, or events that are happening tomorrow in another state. If it’s in my city, or very nearby, that’s helpful. Otherwise, I need to be sent the information in a way that works for my publication. Or sent “In case you weren’t aware” for my files. Regardless, 99% of PR people send me the stuff I don’t need and can’t use.
What are some best practices for PR professionals to build positive relationships with reporters of any beat?
Don’t email incessantly. 95% of editors won’t respond to every email. If you don’t hear back, 99% of the time they’re not interested. Please do not email the reporter every day or two to follow up.
Try to convince your clients that it’s better to have sustained interest in them throughout the year—a story in this publication now, a story in another publication 3 months later, and so on. Rather than to have them all crammed into one or two months and then forgotten. The debut of a product doesn’t equate to a story. Think about the stories that you’d want to read about that product six months from now. Set up those circumstances: Ask the client if they can do a trial of it at a school so you can gather anecdotal information. Find out if they have already done one or have studies, etc.
By Annmarie Ely
Working with trade outlets is a valuable way to reach leaders in an industry with targeted, thoughtful content. The retail industry, in particular, is constantly changing and it’s important for the industry’s business leaders to have content that puts a microscope on what’s happening every day.
We recently interviewed Dominick Miserandino, the new CEO of RetailWire, a leading retail trade publication covering the latest trends and insights in the industry. As CEO of a publication, Dominick offers a unique perspective on how PR professionals can work with media outlets.
Thank you to Dominick for taking the time to conduct this interview! You can explore RetailWire’s coverage of industry insights and trends here: https://retailwire.com/
Would you please briefly introduce yourself and your career background?
I started as the creator of TheCelebrityCafe.com, one of the first online pubs, and then Inquisitr, Adoramapix, and YouNow. I’ve probably worked on over 100+ e-commerce and media sites as an advisor.
What motivated you to join RetailWire as the new CEO?
The retail space, and this B2B market in particular, is rather unique and presents a new set of skills to learn and challenges to overcome. Before this role, more of my background was in B2C.
What are some of your goals or priorities as the new CEO of RetailWire?
Step one is to immerse myself in this world. Learn the players and partners.
What are some trends or topics within retail that you are interested in seeing RetailWire cover in 2024?
We are editorially trying to expand our in-depth coverage, as well as our general consumer audience coverage. I’m happy that our readership has gone up about sixfold since we started on this in fall 2023.
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
Not as of yet with RetailWire, but I’m looking forward to it. In the past, the most successful stories were ones that were unique. Years ago, I had a writer doing a video inside the Krispy Kreme headquarters, interviews with Led Zeppelin, and behind-the-scenes at the White House. Those that worked well were quite a bit more than a press release, and thereby other outlets grabbed them too.
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, etc.?
Straight to the point. I actually remember the dialogue with the Krispy Kreme one:
“Do you want to send a writer behind the scenes of Krispy Kreme?” Yes.
It’s so much better than most press pitches, which are guesswork:
“We have an amazing brand that would like to do something with you.”
Ok, what brand, what would they like to do? Are you just asking the writer to copy your press release?
How can PR professionals best tailor their communications to meet the needs of retail-focused outlets?
For retail, as well as any media outlet, know the outlet itself.
Are there any specific elements or information that you consider essential in a press release or pitch related to retail?
I think so much is just knowing the outlet and cutting to it.
I’ve had days of literally 200+ emails from publicists and I don’t want to guess what the goal is and who the client is.
How can PR professionals most effectively pitch stories and information to RetailWire?
Right now we have two fronts: trending general business news and the real in-depth pieces. Understanding these two fronts is the first step. If you have something in-depth, unique, or trending on Google News to share, we love it.
If they don’t, most pitches come across as: “I know you’re covering trending topics, but this will be trending.”
But then it’s not a fit for the moment. Fitting a square peg in a round hole is just going to break the peg.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
I’ve been an advisor/shareholder of well over 100 publications and find the best pitches are direct and simple.
By Annmarie Ely
Many subject matter experts shine when they’re given the opportunity to discuss their area of expertise in a long-form audio interview. Participating in a podcast can allow them to convey their excitement for the topic they’re discussing, and also share more detail about a subject than they might be able to in a typical TV segment or written article.
We interviewed Matt Leon, former host of the KYW Newsradio In Depth podcast, who shared valuable insights on what goes into creating a great podcast episode. On his podcast, he covers a variety of news topics that impact listeners’ everyday lives, ranging from trending issues in education, healthcare, and policy to mental health and wellness.
Thank you to Matt for taking the time to conduct this interview! You can explore KYW Newsradio’s podcasts here.
Can you briefly tell us about your background in journalism?
I graduated with a degree in Radio & TV from York College of Pennsylvania in 1996. I have worked at radio stations in Hanover and York PA; State College, PA; Jefferson City, MO; and KYW Newsradio in Philadelphia, PA since 2002. I am also a play-by-play sports broadcaster for the University of Pennsylvania and Thomas Jefferson University.
How long have you been involved in podcasts and what made you want to get into hosting and producing them?
I have been hosting and producing podcasts since 2019. But I really turned most of my attention to them during the pandemic in 2020. I enjoy being able to focus and do deep dives on many different topics, which is really what drew me to the idea of podcasts.
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
I have had many great collaborations and interactions with PR reps. The best come from an understanding of what I’m looking for and the types of topics/ideas I like to pursue. Our work together at Delaware Valley University in Doylestown is one example.
As a PR professional, what are some things to keep in mind when working with a podcast? Are there any specific elements you look for in a podcast pitch?
I think from a PR professional standpoint, when it comes to pitching, know who you are dealing with. Understand what they look for, the type of guests they are interested in, and just as importantly, the type of topics and guests they won’t be interested in.
For example, we were recently pitched a story about the dangers of solitary confinement and a lawsuit looking to end it in Pennsylvania. It resonated because it is an incredibly important topic, but one that not a lot of people know a lot about or understand. It was also pitched with a guest we had worked with before and we knew was very familiar with the material. All of those things made it very appealing and easy for us to say yes.
What makes someone a good podcast guest? What do the most engaging guests bring to an episode?
The best podcast guests have a passion for the topic they are talking about. That makes for a great conversation and a great experience for the listener.
As for what makes a podcast guest interesting, someone who is able to get their ideas and points across in a concise, engaging manner is important. A great guest also has the understanding and ability to have a back and forth conversation with the host on the topic (instead of being scripted) and is able to think on their feet.
By Hannah Davis
No matter where you are in your PR career, establishing and maintaining relationships with journalists is an incredibly important part of the job.
We sat down with Christina Samuels, the Deputy Managing Editor for The Hechinger Report, to discuss her perspective on working with PR professionals. Christina oversees coverage of early childhood education, as well as K-12 education in the South. Samuels previously worked at Education Week, where she covered topics such as educational equity, special education, early childhood education and school district governance. She also had stints as a staff writer at The Washington Post and The Miami Herald.
This interview provides great insights into best practices on achieving effective communication and continued relationships between journalists and PR experts. Many thanks to Christina for taking the time to speak with us! You can read Christina’s stories for The Hechinger Report here.
Can you briefly tell us about your background as a K-12 education reporter and editor? How long have you been reporting on education topics, and what motivated you to focus on this field?
Right now, I am the Deputy Managing Editor at the Hechinger Report. I oversee early childhood education coverage and also other K-12 education coverage, as needed. Previously, I was at Education Week from 2004-2021. I also covered early childhood there for sometime. Prior, I was covering education at The Washington Post for five years.
One of my colleagues at the Washington Post went on maternity leave and she covered education and so I fell into it in a really nice way. At that time, the Post had a lot of resources to cover one beat, so I was covering just Prince William County schools. I formed a great relationship with one of the principals and could often call him for quotes. It was a nice way to start covering the education beat because I could say, “I don’t understand this budget, can you tell me how this works?” and he would explain it. At that time, the standard movement was just getting started. Kids are interesting; one thing that’s great about education is it touches every single important topic that you can think of. It touches family life, how we deal with each other in society, how we want to raise our kids to be. All of those things just come together in the education field.
Collaboration with PR Professionals
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
In general, what has been most successful is when people have an understanding of my beat, especially when I was writing more. Right now, because I’m an editor, I don’t write directly as much, but I do get a lot of pitches. When people do understand what it is that I write about, and can connect it in larger ways, that is when a pitch can be successful. What often happens is people will see a story we’ve written and they’ll say, “Ah I’ve got a client who or something that relates to what you just wrote,” and I always think, “Well it’s too late now, we just wrote about that”.
The best public relations interactions I’ve had are with people who are thinking like reporters. They’re thinking before the story is written – “what is the story here?” It is always successful when people can give you a tip, not even necessarily about their particular client, but that they can think of a subject matter. For example, here is a subject you might be interested in and also I’ve got some people you can speak to.
Effective Communication
What are some common misconceptions reporters might have about working with PR folks?
I would say maybe our misconception is we don’t always know whether a PR person will be a help or hindrance to getting the story. That probably isn’t the best attitude to go into with anything – wondering how we can get around the PR person is probably not a very useful way of thinking about the relationship. That being said, something that has come up a lot for me is there are so many more PR professionals than reporters. This is a very sad truth. The journalism industry is contracting in a very painful and ugly way so there are only a handful of people in the early education realm. When there’s only 1-3 people in a newsroom covering that specific beat, we get so many pitches and it becomes a lot. There’s probably too much of a level of mistrust, and it would be better for everyone to not assume this from the start.
How can PR professionals best tailor their communications to meet the needs of education reporters?
It’s helpful when PR professionals offer something that I perceive can advance a topic. For example, a hot topic right now is the struggle for parents to find affordable child care – and I get a lot of pitches about this. Someone can say, “Hey, I have an expert who can talk about how hard it is for parents to find affordable child care,” but what is the next part? That in itself is not a story and it’s also a well-covered topic at this point. It’s hard. Journalists are asking PR professionals, “Well, what’s new,” and you’re working with your client who wants to get a particular story out there, so I would imagine there is a disconnect sometimes.
I will always respond to someone trying to tell me that something is new, or just different, or a little twist of a take on it. An example to follow on this one is if you then said, “Parents are struggling to find affordable childcare and where it’s the hardest is infant care. Here’s an organization that is trying to make it easier for home-based providers to get started.” Then I would say that’s a twist on it and we’re going somewhere. As opposed to, “Yeah it’s hard, and here’s an expert who will tell you how difficult it is”.
I will say, and I cannot speak for all, but specifically at Hechinger, we really respond to solution-oriented stories. We definitely want to explore the problem, and honestly some stories don’t have a solution, but I think at least here, really pulling out the, “So now what, what can we do?” That type of thing will get our attention.
What communication strategies do you find most effective when working with PR professionals? Are there any specific elements or information that you consider essential in a press release or pitch related to education topics?
Shorter can be better. There’s a lot to sift through. The sense that someone is writing to me, the Deputy Editor at The Hechinger Report, as opposed to a massive mailing list, is useful. It’s tough to break through as there’s only a few of us. Personalization is key. Elements that can show or demonstrate that you’re familiar with me are important. Knowing our audience is useful – I feel like that is almost more important than the exact length of the press release or starting with a specific salutation.
People who I have a long term working relationship with could say, “Hey Christina, I have this person who seems like they have a whole lot of knowledge on X topic, do you think that’s something you might be interested in?” I don’t mind having that type of back and forth with someone who I already have that relationship with. This is the awful secret – sometimes you can have all the things and have a client who can be the perfect spokesperson with measurable results to back it up, and our newsroom just doesn’t have the bandwidth or a reporter who can cover it. Sometimes it’s just down to the timing. If it had been a month earlier or later maybe the answer would have been different. I hate that it’s so capricious because it would be great to be able to say here’s the perfect recipe but that’s just now how it works.
Advice for PR Professionals
What are some best practices for PR professionals to build positive relationships with reporters of any beat? How can they effectively pitch stories and information to you and your colleagues?
It used to be the norm to meet for coffee, maintaining relationships without trying to pitch anyone a story. You know what the shame is – I feel the sense that Covid changed a lot; I now work from home, and to get me out of my house takes a lot. It is harder now, but I will say friendliness is never a bad thing, especially if you are plugged in. If I were covering early ed and someone said I represent this major early ed player, of course we’ll make time. It’s important for us to immediately see the connection. I’m always happy to talk on the phone. Especially with any major players in the for-profit childcare space. Perhaps it’s good to give people the option to meet for coffee. Some people want to get out of the house, but PR professionals can’t go into these types of meetings expecting something from journalists. Laying that foundation and getting the ground rules out is important. Something that is always enticing to me is you can say, “This can be off the record, but I’d love if there are things that come up in our conversation where I could connect you with people later on, would be great,” so you don’t feel like it’s a total dead end. I think that good reporters should be open to that. There is a mutual understanding here that is easy to navigate.
Is there anything else you’d like to share about the dynamics of working with PR professionals?
The PR professionals that I’ve really enjoyed working with are people who understand what it is that they do. I’m not going to expect someone to have read every single article, but having some insight into our readership, and someone who can think like a reporter in some ways stands out. Think about the story. There is hardly any story that I can write that is just about one person or company or situation; but they can fit into larger contexts. This is where you might say, “How does the person or organization or my client fit into a larger story here? How can they be a part of the larger story?” They aren’t always going to be the star, but they can be a part of a larger topic and narrative, and I think those are the best pitches. It’s even better when we get a freelancer who wants to write the story, however the pitches from freelancers and the pitches from PR professionals are all the same. They should show knowledge of the subject and some knowledge of what our audience is looking for.
By Colleen Martin
One of my favorite parts of my job as a PR professional is cultivating a strong rapport and relationship with various reporters, where there is mutual respect and trust between us. They aren’t just a person on the other end of a transaction (pitch) to “win” coverage for my clients, but human beings with families, stresses, pressures, deadlines, and, no doubt, unique and interesting backgrounds that helped them get to where they are today.
However, if you ever read the “Bad Pitch Blog,” which puts PR folks on blast on X (Twitter) for often almost comically poor behavior, it can often seem like PR and journalists are like frenemies with dissonant interests. But dig a little deeper and you will find that the best PR professionals know how to build trust with journalists, deliver them incredible sources and stories worthy of their time and energy, and understand what the key ingredients are to help journalists do what they do best: tell a great story, with speed.
I recently had the honor of interviewing Elizabeth Heubeck, a staff writer for Education Week, one of America’s most trusted resources for K-12 education news and information. Elizabeth, who covers education angles and intersections in significant news events, cultural phenomena, and high-demand topics and issues, and I recently collaborated on a few stories, which were truly great pieces.
A big thank you to Elizabeth for taking the time to conduct this interview with me! You can find her latest stories in Education Week here: https://www.edweek.org/by/elizabeth-heubeck.
Can you briefly introduce yourself and your background as a K-12 education reporter?
My career has been a mix of marketing and journalist writing. I wrote about education and children for most of my career; I had a stint writing for a parenting outlet and wrote a lot about children’s health issues earlier in my career. I joined EducationWeek four years ago and have only been a full-time employee for the last year. I am considered an enterprise reporter, which means I can write about whatever I want.
What motivated you to focus on writing about education?
As a parent and spouse of a lifelong educator, I have always had an interest in education. I thought early on I would become a tutor to help kids with reading but I ended up writing about education instead.
Collaboration With PR Professionals
Can you share examples of successful collaborations or interactions you’ve had with PR reps?
I have been fortunate to have many successful interactions with PR people, who respond quickly, understand whom I need to talk to, and quickly connect me to the right people. Everyone is on a deadline, and we typically only have a few days to submit each story. It can be a catch-22 though, some days, we only have a 1-2 day turnaround, and if you want to make the story compelling, it usually requires talking to an actual person rather than regurgitating data over email. Sometimes, there isn’t enough time to make that happen. That’s when a PR person can be immensely helpful. They have their finger on the pulse and can connect us to folks fast.
What are some common misconceptions reporters have about PR people?
What I hear the most from my colleagues is that PR folks are like annoying salespeople. The woman who shares a space with me told me that one day, she walked away from her desk for two hours, and returned to 900 emails, mostly from PR people. That’s not an exaggeration.
When you are on deadline and under the gun, it can be easy to overgeneralize that ALL PR people hound you. Often, we just hit the ‘delete’ button – probably 60-70% of emails get trashed. Many of them aren’t targeting the right person. I keep getting emails about the U.S. Coast Guard. News flash – I don’t write about the Coast Guard!
Effective Communication
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, etc.?
Phone calls have gone by the wayside. I have actually never received an unsolicited phone call from a PR person. What is effective, beyond a tight, well-written, short (couple of paragraphs) pitch that is targeted to what I write about, is getting ahead of trends; now that’s a godsend. Sometimes I will receive a pitch on a topic, immediately after I wrote about the same thing, what your industry calls “rapid response,” but if you aren’t sending me a unique angle or saying something different, then why would I write about it again? Take our partnership to the next level by helping me get ahead of a trend. If you have a relationship with a reporter, the occasional phone call is okay – but cold calling is usually a waste of time.
Advice for PR Professionals
How can PR professionals best tailor their communications to meet the needs of education reporters?
At the bare minimum, know what we cover. I would also invite PR people to reach out and say, “hey, what are you covering in the next few months?”
How far in advance are you planning stories?
I will put story ideas in buckets based on timing and typically work 1-2 months ahead. I might have something planned for this month, and have other ideas that I will file away for a future month.
Are there any specific elements or information that you consider essential to a story?
If you have background information on a topic that is super easily digestible about a product/service/curriculum, so that we can easily refer back to it – that is phenomenal. We need strong sources, especially educators that can vouch for something working well.
What advice do you have for PR professionals looking to build positive relationships and trust with reporters?
Keep your communication targeted and avoid bombarding reporters with constant pitches. Less is more! If you are in a stage where you are supporting a reporter with a specific story, identify strong sources at the onset and make introductions in a timely manner.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
Know that timing is incredibly important for us – we are almost always under a time crunch. Put yourself in the position of a journalist, “What would I want to get out of it?” If you do those things, it can be a really phenomenal synergistic relationship between us, or really annoying. It is critical to be super responsive. Journalists who have flipped to PR really get it.
By Sydney Stressman
I have worked with Steven Aquino many times and have gotten to know him well over the years. His work as an accessibility and assistive technology reporter holds so much importance. He has my utmost respect. Today, I had the opportunity to interview Steven about his job, reporting on accessibility in the technology sector, and his perspective on working with public relations professionals.
Thank you, Steven, for taking the time to share your insights with me. You can read Steven’s stories on Forbes here: https://www.forbes.com/sites/stevenaquino/
Can you briefly introduce yourself and your background as a technology reporter?
Hi there! My name is Steven Aquino, and I’m a freelance technology reporter based in San Francisco. I’ve been running a one-man newsroom full-time since May 2013.
You can read more about my journey on my portfolio site.
As to my beat, I cover all things accessibility and assistive technologies. Classically, that pertains to the hardware and software of products like the iPhone. Over time, I’ve grown and evolved my coverage to encompass lots of ways disability and technology intersect. They include healthcare, adaptive clothing, autonomous vehicles, and even Hollywood with film and television. So long as tech companies such as Amazon and Apple insist on leveraging their massive war chests to roll their own streaming services, the tie-ins will remain strong and utterly relevant.
How long have you been reporting on technology/DEI topics, and what motivated you to focus on this field?
As I said, I’ve been a journalist since 2013. Next May marks 11 years.
How I got started in the industry is kind of a long story, but suffice it to say I’ve always loved to write and I’ve always been told I’m *really* good at it. In my prior life teaching special education preschool, I was the school’s unofficial IT person—always setting up devices like computers, iPads, iPods, and more. We used iPads to augment the curriculum with my students, and I wrote about it in my first-ever bylined story. That story immediately went semi-viral, so much so that it got picked up by Apple and their PR team reached out, which led me to snowball to opportunity after opportunity after opportunity that shaped what my career looks like today.
Can you share examples of successful collaborations or interactions you’ve had with PR reps? What are some common misconceptions reporters might have about working with PR folks?
I have experience covering companies big and small, from behemoths like Apple, Google, and Microsoft to smaller, scrappy startups. I’ve attended media events and received regular review units of key products such as the iPhone. Those all involved cultivating and nurturing relationships with PR folks over all these many years.
As for misconceptions, I think reporters are oftentimes jaded in thinking PR folks exist merely to market and push happy/favorable coverage. That’s true to a certain extent, but the majority of my interactions are with people who not only have a job to do for a living, but who are genuinely interested and believe in whatever they’re selling.
What communication strategies do you find most effective when working with PR professionals, such as pitches (length), press releases, research, and more?
I typically work with the usual email pitches and press releases. I also find email interviews more accessible for me, although I know you learn in journalism school they aren’t the best because it’s harder to press people and ask follow-up questions. I get that logic, but email interviews really do make my job easier and more expedient.
I’ve also found texting with PR people more accessible too. It’s easier and more efficient than using email and has the side benefit of being an avenue by which to cultivate the personal end of the relationship. I’m very much an introvert, and texting has enabled me to establish long-standing relationships with people that transcend work. It’s been a great tool with which to network on multiple levels. Of course, I’m not super close with every single person this way, but the point is having a person’s personal number implies trust and care.
How can PR professionals best tailor their communications to meet the needs of technology reporters? Are there any specific elements or information that you consider essential in a press release or pitch related to technology/DEI topics?
I think it’s important not just to mass-mail a press release and call it a day. If possible, I think it’s more prudent (for both of us) to have the comms person tell me a story—tell me what, then why, and let me decide. Sometimes a press release is okay and all I need, but more often they feel sterile and lack the deeper context that’s crucial for my reporting on such an abstract, wide-ranging topic and community.
What are some best practices for PR professionals to build positive relationships with reporters of any beat? How can they effectively pitch stories and information to you?
Don’t be transactional. I know what your job is and you know mine. But we’re also human beings who thrive on interpersonal relationships. You don’t have to be besties with everybody—that’s impossible—but some of the best relationships I enjoy right now masterfully straddle that line between professional and personal. And we’re both better off.
Is there anything else you’d like to share with our readers about the dynamics of working with PR professionals?
Three big points I get asked about an awful lot.
- Just because I agree to interview your client does not automatically guarantee coverage on my end. It’s kinda like a job interview—I’ll interview a bunch of people, but I’m not hiring all of them.
- I’m not sending you interview questions in advance unless we’ve agreed on doing an email Q&A.
- And I’m definitely not sending you my story prior to publication so you and/or your client can inspect it. That’s not at all how reporting works, unless in certain circumstances.