Valley PR Blog

Pitch Me: Elizabeth Hughes

By Len Gutman on June 3rd, 2008 In ValleySource

Name: Elizabeth Hughes
Title: Editor
Outlet: Scottsdale Airpark News Magazine
Website: www.scottsdaleairpark.com
e-Mail: elizabeth@scottsdaleairpark.com
Phone: (480) 991-9057

1. What do you do as Editor of Scottsdale Airpark News?
Although we have a roster of four to five excellent freelance writers who work with us regularly, I am the only full-time member of the editorial staff. To that end, I am somewhat of a Renaissance woman. Working with an annual editorial calendar created by myself, the Publisher (Wayne Rowan), and our external board, I assign features six to eight weeks out from our drop date. I also work with our expert “views you can use” business columnists to generate ideas, set word count limits, and provide perspective as it relates to the “big picture” of a given issue’s editorial theme.

Of course, I also research and write up to ten features each month of varying length and work closely with our Copy Editor (Cameron Fennell) at layout.

As a four-color monthly, I have some input on the visual presentation of the magazine itself. Working with our Art Director (Melissa Noakes), I seek high quality photos from contacts, including PR firms, or I assign photographers to capture images as needed. Sometimes, I take photos myself. While our Art Director plays the key leadership role in creating our covers, I work with her on concepts, cover text, and meetings with photographers throughout the Valley.

I attend media events, philanthropy events, and other events in the community such as groundbreakings as I’m available to do so (typically two to three each month).

2. What kinds of stories are you looking for?
Our ideal feature focuses on the Airpark itself. However, we’ve recently extended coverage (about 25%) to incorporate Downtown Scottsdale and areas within Scottsdale that Airpark residents and employees would logically frequent.

We look for both business stories and quality of life stories (restaurant openings, hotel expansions, golf tournaments, prominent events for our “Meet & Greet” series). However, within the latter group, we still want the “who, what, when, where, and why.” That includes business information related to the story. For example, regarding restaurant openings, we like to incorporate any available information on the investors behind the project, the square-footage of the commercial space, the anticipated client demographic, the initial operating budget, etc. Access to high-ranking decision-makers for quotes is also desirable – as are high quality images to accompany the feature.

The Airpark is a highly affluent area with a well-educated, well-traveled demo, so we obviously seek stimulating content. We work to present this content intelligently, but in an accessible style. That said, the *occasional* humorous or quirky slice of life story is welcome – provided that it has an appealing element to which our readers will relate.

3. What’s the best way to approach you with a pitch?
First, please read at least two recent (published within the last nine months) issues of the magazine from cover to cover before you pick up the phone or send a release. Familiarity with the product in its current form will advance your cause. I don’t (nor did my predecessor) routinely consider feature stories related to companies outside of Scottsdale. Please don’t send those. An exception to this rule might be if a major corporation in Chandler plans to expand or move into the Airpark, etc.

I’ve worked in PR and empathize with how challenging that industry can be, so know that I try to connect with sources and PR professionals at least once in person (phone or a meeting). After an initial connection, quick e-mails are the best. I pick up e-mail 24/7 from home and my PDA. No texts to my cell, please.

I like releases that are to the point and informative – with minimal “spin” language. Useful hard stats, data, quotes from executives, and even a photo (no larger than 1MB) are all helpful. If I’m interested, I’ll typically want to set up a phone interview to look for ways to relate the news back to the greater Airpark. If it’s a “Grapevine” item or news brief, the release may stand alone in terms of what I need.

Note that the magazine does not “sell” editorial, so please don’t call for a quote on the cost of a business profile. While we appreciate our clients and certainly any interest in advertising, the two departments exist separately.

4. What recommendations do you have for PR professionals?
See my notes above. Also, and I need to remind myself of this next piece of advice all of the time, too…Remember that the best interviews (like the best pitches) are terrific conversations. There is a give and take, a thoughtful sharing of ideas, etc., and ideally each side reveals something about themselves in the process. As an ambassador to your client, try not to come on strong with a “robotic” one-way monologue. Again, be familiar with the outlet and seek that natural, easy conversation that typically yields lots of good information and creative collaboration.

Be discreet about what you’re working on with our magazine. It’s unnerving to see “carbon copies” of creative features in competing magazines, but I know it happens sometimes. Above all, deliver on what you say you will do in terms of interviews, photos, etc. If you need an extension, state that as soon as possible.

5. What’s the strangest/weirdest pitch you’ve ever received?
I hesitate to characterize any pitch as “weird.” If there is one thing I’ve learned, both in this market and Los Angeles and San Francisco previously, it is that the eccentrics among us often have a wild-eyed passion because they’re onto something really great. Innovation, creative genius, and excellence often come from unexpected sources, so I try to stay open. I know a lot of millionaires who were dismissed roundly in their early days of pitching a big idea…

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