Public Relations

Quality Advice from Top Tech Journalists: Part 2

By Lexi March | On February 19, 2016

Welcome back for Part 2!

If you missed part 1 featuring tips from Jason Perlow from ZDNet, click here.

The second panelist for the PRSA webinar, A Tech PR Trifecta, was Martin Bryant, Editor-at-Large at The Next Web. Martin has been in the industry for a number of years and has climbed the ladder at The Next Web from a writer to the top dog.

About The Next Web

At The Next Web, there are 12 staff members located all over the globe, including the U.K., U.S. east coast, U.S. west coast, and India. None of the staff have specific assigned beats, but instead, everyone writes on their own interests.

The Pitch

Martin’s philosophy is to keep pitches short and sweet, but with enough information to get your point across. Pitches with graphics, or that resemble a newsletter are not preferred in his opinion, simply because it will look like a mass mail that he did not provide permission to receive.

In Martin’s opinion, pitching reporters via social media is not productive. He prefers all pitches to be in one place: his inbox. If pitches are coming from Facebook, Twitter, and the like, it’s not as easy to keep track of. However, if a pitch on social media intrigues him, he will direct that person to his inbox to provide more information.

Phone Calls/Briefings

If a phone briefing or interview is appropriate, it’s in good practice to provide as much information as possible prior to the call. With time often being limited on the phone, covering all of the basics and background on the discussion will save a lot of time, and allow more time for meaningful discussion.

For embargo pitches especially, Martin appreciates when PR people are available to be contacted via phone for any last minute questions before a release and article goes live. However, when discussing a topic like a new gadget or product launch, he thinks Skype calls are best, if in-person meetings are not possible, to have a more visual idea of the topic.

Relationship Building

At events, Martin enjoys having conversations and meeting PR people that he may have previously communicated with, to put a face to the name. He also stresses the importance of reporters creating relationship, in person or the like, because you never know where your next great story is going to come from.

Check in next week for the third and final installment of this series with tips and advice from Mark Sullivan of Fast Company.

To view the webinar in its entirety, click here.

Lexi March

Alexis March is an Assistant Account Executive at Affect. In this role, she is working with clients to secure media placements, develop press releases and other content, as well as conduct daily media monitoring and reporting. Prior to joining Affect, Alexis was an Account Coordinator at Paige Group, where she worked with clients in a variety of sectors including technology, B2B, and public information and engagement. Alexis was responsible for media monitoring and reporting, media content development and coordinating event logistics. She also spearheaded the use of media monitoring services at the agency to increase the accuracy of media data and analysis for her clients. Alexis earned her B.S. in Public Relations from Utica College.