Valley PR Blog

Biz Journal takes interactive approach at PRSA breakfast

By Charlotte Shaff on January 25th, 2008 In Professional Development

I got up a tad earlier than usual to fight traffic and attend the PRSA “Meet the Media Breakfast” with the Phoenix Business Journal this morning. I am so glad I did because this was one of the more interactive and informative events I have attended.  First of all, it is Friday, so the Biz Journal was hot off the press and a copy of the paper was passed out to everyone in attendance. We were introduced to the panel of Lynn Ducey, Jan Buchholz and Ilana Lowery…names I am assuming most every PR person in town recognizes already (and if not, where do you live…under a rock?). Ilana explained the basics of the Phoenix Business Journal and then some interesting facts about this area…such as, “This is a Relationship Town” and if you want to work in PR, you need to develop relationships.

Also, did you know there are more than 600,000 small businesses in Arizona? That number brought a gasp to the audience. And got me thinking about how many businesses out there NEED a PR person….

 The interactive aspect of the breakfast was actually showing us where to go in the Business Journal to find areas to pitch that aren’t necessarily front page news, but profiles, innovators and Start ups. Lynn Ducey, who covers small business, Hospitality and Tourism, Retail and Restaurants and Non-profits took us through the pages and let us know what we could easily do to get her what she needed for story ideas. I pick through the paper and online version every morning…usually first to see if a client is in there, but sometimes skip over those very interesting areas that my clients could be perfect for. If you have your Biz Journal handy, flip to the Biz 2.0 section and pages 50 and 51. Do you have a client that they could do a focus piece on?

Jan, who writes on Real Estate and Transportation gave a tip that we all really need to take heed before we start pitching a story and that is to have your stats, facts and sources set up and ready for her. While she doesn’t mind talking about some ideas, have a set idea ready for her so she doesn’t have to do it all. Not that a reporter doesnt want to dig, but as we all know, these reporters have limited time and numerous stories, so if you have everything they need, it works to you and your client’s advantage.

I had some questions relating to press kits and Ilana told us that glitzy, expensive kits don’t really do it for her. If you send her info, send the basics, like most up to date facts and numbers and thats great. Lynn later added that sometimes a folder that has article ideas and information in it could entice a reporter to move forward on a story, too…so, the debate over online and actual press kits continues. I guess it depends on various aspects and thats a situation you and your client need to consider. But, most importantly is to have all the facts and stats up to date. All three ladies said they don’t like to go to a company website because more than likely, the info is old and wrong.

Gosh, this post is getting long…and so much great information was shared. I encourage you to really try to attend these breakfasts when you get a chance. They are very beneficial to me and it was so awesome to have the ladies look at my name tag and be excited to see me and put a face to the name. Get out there, be interactive and develop those relationships is you want to succeed in PR!

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