Gorkana Connects with The Wall Street Journal- 10 Key Takeaways

On May 7th, Gorkana hosted an insightful, honest panel featuring Liam Denning, Scott Austin and Rolfe Winkler of The Wall Street Journal discussing tech and finance reporting with top-notch tips for PR pro’s and plenty of candid moments! Here are 10 key takeaways from the panel.

1. Reporters write two different types of stories: The ones they want to write and the ones they have to write.

2. Three elements for a story to be newsworthy:

• Who’s winning and who’s losing? Is there a conflict?
• Don’t pitch the company, pitch the trend.
• Don’t make the pitch so focused on the company, focus on the reporters interests and passions.

3. Allow yourself to go off script in meetings with execs and reporters (when appropriate). Scary thought, but memorable!

4. Show, don’t tell.

A reporter does not want to hear the product, company, or trend is disruptive…show them with specific examples. Financial information is always a huge plus.

5. Counsel your executives to be a resource for reporters and engage with them.

They remember that!

6. Anticipate stories rather than pitching after the story is published.

7. Give views on the wider industry.

It’s a credibility exercise for both sides (reporter and executives).

8. Using social media is a key part of a reporter’s job but not all reporters want to be pitched on Twitter.

Keep in mind not only what specific reporters want to be pitched, but how they like to be pitched.

9. Reporters are much more willing to accept embargoed pitches if you offer an exclusive.

10. Call out if your executives are alums of the big guys (Google, Salesforce, etc.)

*Note: This applies especially to Rolfe Winkler, WSJ.

Make sure to follow @Gorkana and join the #GorkanaConnects conversation for more insights and tips!

Written by Tammy Olson, edited by Ryan Mattison, Photo Credit: Christine Penwell