Transcreation between US regions

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

There is no one personality trait that defines reporters located on the West Coast. Many are transplants from the East Coast or Midwest so it’s possible to get a broad mix of personalities. Because there are hundreds of high-tech companies in the valley—from cool start-ups to the larger companies—reporters are under lots of pressure to keep up with the latest cool gadgets and technologies. Because of this, reporters on the West Coast are extremely pressed for time; some appear to be flaky when it comes to actually attending meetings or covering your news once they’ve met you. Dress code, which can be a reflection of personality, is far more causal than on the East Coast.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

Pacific media have seen many innovations and many big tech fails, so they tend to be sceptical about the viability of new companies as well as of big companies that have stumbled. This scepticism manifests itself in their lack of response or negative response to pitches. For Tier-1 interviews, this scepticism usually means your client will face at least a few tough questions about the competition, the market or the product. The media may also wish to speak to customers, analysts or partners to corroborate your story.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

With the media’s shrinking staffs and heavy workloads, it’s not easy to get reporters to meet executives, even those that are CEOs of larger, known brands. The media may be more willing to travel if the trip is subsidized. The rare exceptions: when an event promises to deliver cutting edge insight about broader trends that impact stories reporters write about on a regular basis. The caveat: the event has to be educational and informative, and the reporter has to gain access to information about a unique trend or to executives who are high profile, controversial or rarely available to the media.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

Food and drinks are served at events, although media on the West Coast tend to prefer lunch or dinner meetings to cocktail events, which generate high attendance on the East Coast. Consider where the reporter is located, since Bay Area public transit is not as good as it is on the East Coast. Don’t expect that reporters located in San Francisco will make the trip to the Silicon Valley. You should plan to go to them, reporters often dedicate between 1-2 hours for entertainment.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

The West Coast region tends to be informal and casual. That’s often reflected in the dress code; it’s not unusual to see reporters in jeans and sports coats at networking events or conferences. This is also the case for many of the consumer tech companies such as Apple and Google, where the dress code is more casual. Neckties are rare, even for television interviews.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

Stories dominating influencer attention:

• Stories about technology end users and how technology impacts their businesses
• Consumer technologies/social media/devices
• Tech trend stories: big data, cloud computing, internet of things, cyber security breaches, social media
• Tech CEOs dominate headlines, from Ebola donations, to lawsuits, to tweets
• Anything to do with Apple, Google or Facebook is usually newsworthy
• For mainstream and business media, a story with a consumer angle, even if your client is B2B; milestones/updates/changes
• Product updates/refreshes
• Company milestones/updates/changes, a company doing well is simply expected
• Stories that do NOT touch Apple, Cisco, Amazon, Google, etc.
• Stories that don’t connect the company to consumer trends

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

Stories need to have some relevance for the West Coast media to be interested, since a majority of their readership – especially tech companies or people influenced by tech companies – are located here. Silicon Valley companies dominate West Coast media, but are also well covered throughout the country, as disruptive tech companies are still proliferating in this area. Surprisingly, because we have so many tech start-ups here, mainstream local newspapers will sometimes cover news that has an international angle rather than cover local companies.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

Traditional media – newspapers, business magazines – have had to reinvent themselves to appeal more to consumers and keep pace with how we consume media online. New media have yet to prove they can monetize effectively so we’re still seeing a lot of experimentation in new media compared to traditional media. Look for social media platforms to continue to influence the way media outlets reach their audiences as they seek to increase engagement and click-through to support ad rates.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Success comes from building media relationships, being a good resource, and getting to know reporters. The media care about how your company or product changes the way business is done or makes the world better. Position clients as ongoing resources who can offer data. Hot trends, stats or recent legal rulings relevant to your company are often a good in. A client who is patient and a credible resource, and knows the reporter, may have better luck getting coverage, especially in the business press. A spokesperson in a reporter’s time zone who can respond to deadlines quickly is a plus.

Examples

Do you have any “horror stories” or anecdotes that demonstrate contemporary PR practice in your region?

Clients should have local executive spokespeople who are media-trained, credible sources and can respond quickly if a business reporter wants to speak with someone at the company. We often have a few hours to track down an executive and to set up a call with reporters, especially those with the business press. Responding to a reporter is critical; they could lose interest later. Remember, reporters write about industry news, not necessarily about your company. Most European clients have executives on the West Coast.  Lack of a spokesperson makes it difficult to generate interest in or coverage of the company.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

Keywords to describe journalists in the Rocky Mountain Region (RMR) are: busy (lots of stories under tight deadlines), friendly, focused, localized.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

6 – Lots of reporters are drilling way past the headline or press release to discover the impacts of news on things like the community, economy, etc. You can always count on them going beyond your PR efforts to get to the why and so what.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

Typically when pitching stories, we need to offer interviews with some type of company representative, and journalists like when they can talk with c-suite executives. If the discussion is purely an introduction or a 30-minute interview for a story, it’s likely to take place closer to the journalist or via phone.

We do have success offering journalists on-site stories that are highly visual with lots of action. Additionally, journalists are more open to coming to the client if multiple spokespeople will be available to them in one place.

There’s a good balance in our region. It’s great for journalists to see where the C-suite executives spend their time or to experience something the general public would not, but at the same time, it’s great for execs to enter the journalist’s world, too. It helps them better understand the time crunch journalists are constantly under, which, in turn, helps them better understand the PR team’s desire to act quickly.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

We’ve set up coffee meetings between executives and journalists, but most reporters will not accept the offer to pick up the tab as it’s considered unethical. Journalists are often open to meeting with PR representatives over coffee, too, but again, they pay their own way.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

In general, journalists in the RMR are friendly and lead active, family-focused lives. Many value a good work/life balance.

Some state-specific feedback:

• Utah is perhaps the most family-focused state in the Rocky Mountain Region.
• Arizona is dense with chain retailers and restaurants vs. many locally-owned restaurants which is becoming increasingly common in other markets
• Colorado media is not as focused on marijuana as people outside the state think. Work/life balance is big in Colorado, and as a result, journalists lead active lifestyles and have an affinity for natural/organic products
• Idaho is an important mix of conservative and family values. Stories that do well tend to show the impact that news has on families and the community

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

Timing and local impact are the two biggest factors to consider when trying to get media’s attention. The story has to have a local impact or the journalist has to believe it matters to the local audience (for example, even a story that’s relevant in Denver, Colo. may not be relevant in Boulder, Colo. – just 30 minutes away). The best bet, when working with a national program, is to find a way to make it local to the market you’re pitching – was someone from there involved in it? How does that market match up to the list of stats/figures you’re pitching? Is there a local expert who can talk about the topic, etc.

Additionally, while many news outlets are moving away from “fluff” stories to focus on harder news, there are still two elements that will grab anyone’s attention, if included in the story: kids and animals.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

Major news and events are covered from coast to coast in the U.S. For stories we’re pitching on behalf of clients, if the bigger picture is national, unless it is groundbreaking news, we need to find a way to tie the story to something local to secure coverage.

Even for major stories, many times local news outlets will want to tie them back to the local region. This could be through any level of connection – a local person whose family is impacted by international events, a local expert who can speak to the news, etc.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

Both are still very important and very prominent. Many people still watch TV news shows and read the main papers online, but it’s a wise idea to complement outreach strategies for those outlets with more new media influencers. If someone has a big influence on Pinterest, Instagram, Twitter, Facebook or through a blog, and it makes sense for the story being pitched, it’s a really good idea to reach out to them, too.

Because traditional news outlets are starting to have more more of an online/social presence, we shift tactics, too. For example, if we can, we like to create graphics to accompany story ideas because they’re great for sharing on social channels

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Be sensitive to what reporters/influencers are currently writing about/doing. They want to know that you’re following what they write and you understand their focus. Demonstrate that you read their work when you reach out by acknowledging recent coverage and tying it back to the story you’re pitching.

Make sure you identify a local angle in the story you’re pitching. How does it relate to the influencer’s local community?

Do your research. This not only leads to better pitching because you’ve done a deep dive, but it shows that you found the right person at the outlet to connect with.

Be aware of media partnerships. In the news landscape today, many outlets are partnering up to provide more content.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

Skeptical, busy, impatient, confident.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

Roughly a 7 or an 8. Even though we’re considered to be in the south, Dallas is often known as “the New York City of Texas.” It’s a big city and there are a lot of companies that are fighting for media coverage. It’s really easy for journalists to completely ignore you, even if you have news that they’d be interested in. Time and time again when surveyed, journalists say that they prefer communication via email. Not so ironically, email is a communications medium that is very easy to ignore and delete.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

With today’s technology combined with tight budgets, travel really isn’t necessary for an interview. Reporters can ask their questions via Skype, Google Hangouts, phone conversations or even email. In my experience I’ve seen the media travel to conferences and then conduct interviews because they are already at that location. Unless it’s the president I don’t see the media traveling for an interview.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

Entertainment is generally not ‘normal’.  Journalists consider themselves as non-biased and are not open to any invitation that would signal they can be influenced.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

Outsiders should remember that many in Dallas have southern charm even though they live in a fast-paced city.  People typically make eye contact, smile and greet strangers on the street and are typically very friendly. This translates into friendly in-person and phone conversations. Don’t be surprised if you see “y’all” in email communications.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

The media are generally interested in covering business stories that have an impact on the city’s economy. Dallas is home to many corporate headquarters such as JCPenney, Kimberly Clark, Exxon Mobil and Southwest Airlines so they are frequently in the news.  Also, I hate to say it, but every time the city has bad weather, whether it’s a tornado, ice or a lot of rain it gets news coverage. I’ve witnessed scheduled news get postponed or cancelled because a station decided to cover an ice storm.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

It depends on the company’s story. If the company has news to share that’s applicable to the writer’s beat, or if it’s relatable to the area, then they’ll most likely want to write about it.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

It depends on what type of news you’re looking for. Most publications have their own blogs and journalists are active on social media. By producing a traditional print product while also having an online presence they’re able to reach all types of readers.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Do your research before undertaking a media outreach program. Find specific contacts that are writing about your topic. Send out personalized communications – never mass emails.  Follow reporters on social media and do them a favor by sharing their content on social channels.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

The scale varies. Reporters in larger markets in the West North Central tend to be liberal-minded. Smaller markets tend to be more conservative. Reporting experience levels vary greatly; very experienced journalists are offset by younger reporters who have their jobs as a result of smaller newsroom budgets. The younger reporters, especially, tend to appreciate story ideas and work well with PR professionals.

This region is also a strong market for bloggers, so there are additional digital influencers beyond traditional media outlets, especially related to food, parenting and politics.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

The number varies depending greatly on the size of the market we are working in. In the Twin Cities of Minneapolis-St. Paul, Minnesota, for example, the cynicism number would be a 7, compared with a larger Midwest city like Chicago, which could rise to a 10). In most other West North Central and Midwest markets, the number would be a 5 or less.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

Like most markets, travel budgets are smaller and reporters are not willing to travel more than the distance driveable in a day unless there is significant access to a story that cannot be gained any other way. By way of example, one of our area’s largest newspapers requires prior approval for staff to travel more than 100 miles for a story. We have also experienced reporters hesitating to travel very far for “day-of” stories or events. They definitely prefer to stay within their metro area and sometimes close to their outlet’s immediate geographic area.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

West North Central is old-school when it comes to acceptable entertainment, gifts and the like. “No” is normally the answer. This is very true with the daily newspapers who ask to pay for their own meals when meeting with a story source.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

In West North Central everything is about “being local.” If you can pitch a story to a reporter emphasizing a strong local tie, your chances for success are greatly increased. Leading with “our area’s own…” in releases or outreach is helpful. This is especially true with community newspapers throughout metro and rural areas, as they only cover stories with a local tie.

Many newsrooms in our area have faced severe cuts in recent years, so reporters often have a full plate of stories they are working on at any given time. It is beneficial to give reporters advance notice on stories so that they can plan their time for coverage.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

Community-based news wins out in this region. Health stories, start-up business stories and the like play well. For some unknown reason, media in some of the large West North Central metro areas, like Minneapolis-St. Paul, seem to dislike “big business” even though this area is home to many Fortune 500 companies. If the story involves big business, the hook will be how it impacts people.

TV media need a strong visual and, in addition to the need for a community angle, are interested in stories tied to trending topics within the social media realm as in “what the community is talking about.”

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

It is rare. You can have success showing a reporter a local angle tied to a national or international story.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

Social media is well accepted, as it is in all regions of the country, but traditional media tends to be the biggest influencer in the West North Central. Media habits have changed slowly here. It is a highly literal and educated region, and people still read their daily newspaper.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

It all comes back to how it impacts “real people” here, as well as the local angle.

Examples

Do you have any “horror stories” or anecdotes that demonstrate contemporary PR practice in your region?

No major horror stories, but organizations look bad when they aren’t responsive to a reporter and the story reports that the “organization didn’t return messages.” So if you are serious about this region, come prepared with a local tie and make sure you are reachable by email within the local time zone.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

We are in the Midwest so journalists tend to be very friendly and open to new relationships and conversations. Whenever someone visits Chicago from another city or country, the comment always is, “Wow. People here are so friendly.” In the Midwest, in general, people will look you in the eye. They’ll listen to what you have to say. They’ll ask questions. And they’ll work to get to know you. Journalists are no different so it makes it a little bit easier to build relationships with them in this part of the country.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

It depends on where you are: In the bigger cities (Chicago, for instance), journalists tend to be a 7 or 8. But in the smaller cities (Omaha or Kansas City), journalists are probably a 5 or less. It used to be, of course, there were cynical, old-school journalists who saw it as their job to question everything and not believe anything from anyone. That has softened a bit, mostly because many journalists are doing the job of three or more.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

This has changed since 9/11 and then again during the Great Recession in 2008 and 2009, when many media outlets laid off a good portion of their writing teams. Because many journalists are doing the job of three or more, it’s pretty rare for them to leave the office for a media event or media tour. That said, they are still pretty open to meeting executives in their offices. Anything you can do to make it convenient for them is acceptable.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

There is no acceptable influencer entertainment, in general, not just in the Midwest. Journalists cannot accept gifts, they cannot have meals paid for, and they cannot accept any form of exchange. This can be misconstrued as a communications professional “buying” a story, which can lead to mistrust and bias. If a journalist happens to be in the same place as a communications pro, he or she must pay for everything on their own. They cannot even accept a free drink at the bar at a conference.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

There is a definite chip on the shoulders of those in the Midwest because the perception of this region from other parts of the world is that they are “fly over states,” meaning you don’t actually stop; you just fly over them to get to LA or New York. Because of that, if you come into Chicago and talk about what’s going on in New York City, journalists will not speak to you and may even harass you for not understanding their part of the world.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

It depends on the size of the city in the region. If it’s a smaller city, local news receives more attention. If it’s Chicago, national and international news receives attention. The biggest feedback you will always hear from a journalist is, “How can you make this news local to me?” Which means, if it’s national or international news, how does it affect the readers in my city or town? If you can’t localize your story, you won’t get much attention.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

Quite often if the city is large (like Chicago). Chicago is considered an international city so the news that comes out of here is very broad in scope. But many smaller cities still report what’s happening in their towns. They’ll report on the high school sports and on local business news and on local politicians, but refer to the larger cities for national and international news. If you can make bigger news applicable to a smaller city or town, they’ll cover it. Otherwise they leave it to the national and international publications.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

Traditional still holds most sway, but things have begun to integrate. The TV stations will talk about what is being reported in the newspapers. And the newspapers will report what’s being talked about on the social networks. For instance, let’s say you live in the Midwest and you travel to Washington, DC for the President’s inauguration. The media outlets in the Midwest are always interested in interviewing you because it localizes the message. The story then becomes, “Local person in the nation’s capital for a big event.”

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

For the most part, Chicago is a global city with a similar culture to other large cities in the world. But there are a few idiosyncrasies (Second City, City of Broad Shoulders, Windy City, vote early/vote often) that PR professionals should understand before they try to work with journalists here. If you come into Chicago and don’t understand that, it’s highly likely you will be ignored. Localize your message. Don’t bring in messages from other large cities. Find local spokespersons. Those are the kinds of things that will help.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

From our experience, reporters in the East South Central region of the United States are generally respectful, professional and curious journalists who value positive, mutually beneficial relationships with PR professionals, thus many are easy to work with. Reporters tend to have an emphasis on hard news and developing stories that relate to their local community, state or region and appreciate stories that relate to their particular beat and audience.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

5 – Any journalist, including those in the East South Central region, is usually naturally curious and committed to presenting thorough and factual reports that resonate with their audience. As such, they routinely will do their due diligence when pursuing a story offered by a PR professional. This includes conducting their own interviews with sources, fact-checking and potentially changing a story’s angle as they see fit.

However, reporters in this region are not in the business of “gotcha” journalism and generally respond well to PR suggestions and building relationships with sources, as they can be valuable resources for collecting background information and commentary for their respective beats. Reporters tend to be open to at least considering whether a PR pitch is relevant to their audience, and many will offer respectful feedback to pitches, whether they are pursued or not.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

A reporter’s willingness to travel and meet executives generally depends on the journalist and his or her media outlet.

Local news reporters are not likely to travel to cover news that is outside their coverage area, as they tend to focus their reporting efforts on local communities. On rare occasions, and usually only if there is a strong local tie and budgets allow, reporters may travel outside their coverage area to get a story, but that is not the norm.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

Reporters in the East South Central region are very receptive to meeting for lunch or coffee to learn about a new source or talk about what stories they are currently working on. Come prepared with talking points about your client and several story ideas. But, to successfully form a strong relationship with a journalist in this region, it is important to discuss something other than work. Get to know them, and let them get to know you, as well. This builds trust.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

Generally speaking, reporters in the East South Central region are more casual and welcome the opportunity to build relationships with trusted sources. Like in any region, it’s important to treat all reporters with respect and respond in a timely manner to their inquiries about a client or story.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

What constitutes “news” depends largely on the publication you are pitching. Hard news and human-interest stories tend to dominate East South Central journalists’ attentions, while trend stories receive little consideration.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

There must always be a local or regional connection to the story you are pitching. Even when reporting on national happenings, local journalists will tie the news back to how it affects readers in the community.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

New media is becoming increasingly important. Most stories are broken online now. The Nashville Business Journal uses its print product to print the most popular online stories of the week, for example. No breaking news. The Tennessean, our daily paper, is investing heavily in online and recently reorganized the newsroom along these lines. For example, the editor is now  called the Vice President for Content and engagement. The Tennessean has also started a new initiative, called 12th and Broad, geared at Millennials, that is about giving them experiences instead of news.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Pitch a relevant story that clearly defines the impact on the local community. Tell the reporter why he or she should care. And, as a best practice for PR professionals across the United States, keep pitches short and smart. Journalists receive hundreds of email pitches daily so you must get to the point quickly.

Examples

Do you have any “horror stories” or anecdotes that demonstrate contemporary PR practice in your region?

It is highly beneficial to build relationships with local beat reporters and position your clients as local experts in their fields. When successful, journalists will likely come to you first for your client’s input or commentary on a story they are working on.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

These days, typical media influencers in the South Atlantic region tend to be less formal and more laidback / casual than those in the Northeast or on the West Coast. They are very likely to be very social media-savvy, leveraging channels like Twitter to share news and commentary. Unlike their peers in other regions, South Atlantic journalists and analysts are somewhat less cynical and more open to listening to what spokespeople have to say, as long as the information is relevant and timely. In keeping with social norms of the South Atlantic region, manners are very important and being thought of as rude will prevent marketing and PR teams from building critical bonds with targeted journalists or outlets.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

In contrast to their counterparts across the U.S., media and analysts in the South Atlantic region tend to be less cynical and somewhat more receptive to hearing key messages, putting them at approximately 6 on a scale of 1 to 10.

Unlike other countries where marketing and PR tends to be conservative, or even other U.S. regions where it is sometimes viewed almost as a sport, the Southeast tends to be somewhat more easygoing and willing to listen. However, the old standard of not trusting the press too much still holds true. The cynicism inherent in marketing and PR can take many forms, like pointed, uncomfortable questions or unexpected story angles.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

Despite budget and time constraints, press and analyst travel appears to be on the upswing. South Atlantic journalists and analysts are still willing to travel…for the right story, with the right spokesperson, at the right time. For example, that old workhorse – the tradeshow – still holds value for journalists and analysts. Tradeshows and events continue to deliver important face-to-face and relationship-building opportunities, however, press and analysts alike are becoming increasingly selective in which tradeshows they attend.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

The press in the South Atlantic region operates slightly differently in terms of pacing than their counterparts in other U.S. regions, which can be more frenetic. The old saying that people move on “Southern” time (i.e. – a little slower) is often true in this market. A meeting over coffee, lunch, or a cocktail at the bar will often receive a warmer reception in the Southeast than in other markets, where journalists frequently operate under stricter guidelines prohibiting them from accepting anything that appears to be a gift or a gratuity. It’s likelier in this region that a journalist will be open to your offer to buy their lunch or pick up the bar tab.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

Unlike the press in Mid-Atlantic areas such as New York and even Washington DC, the media community in the South Atlantic region is more laidback and open to fostering and building relationships with trusted sources. Considering this less hectic, more easygoing pace, patience is absolutely key. Don’t rush but do let the journalist lead the conversation. Don’t push your client’s agenda but do be swift to provide requested answers or data. And minding your manners is critical, as appearing rude is a much bigger issue in this part of the country than the rest of the U.S.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

News today is all about trends and how they affect customers. Journalists and no longer want to hear about product speeds and feeds; they want to hear about timely trends. And that information has to be able to be distilled into easily shareable content for distribution via social channels. They also prefers to talk about leadership trends, deployments, what’s affecting the customer base, and how trends and changing conditions are changing the customer’s business model.

Market demographics also play a key role in what the media covers and how they approach their work. For example, journalists in Washington DC largely cover the federal government, dictating they take a different approach to reporting, working “off the record” a majority of the time. It is a rarely used tactic among South Atlantic press.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

While larger and urgent international stories will always command attention, depending on the publication type and style, South Atlantic journalists tend to prefer local or regional coverage. Typically, general publications want content and stories with a local tie but will cover stories outside their geographical region if there’s a clear benefit to their own readers. International coverage tends to appear only if there’s some visible tie-in for local readers. However, there is an exception to this rule – trade publications frequently include stories from far outside their own area.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

As in other parts of the U.S., the South Atlantic media community has adopted and adapted to social news cycles. Even traditional print journalists are more accepting and adept at social reporting, having recognized that news has a shorter shelf life than in previous years. With the press wanting to hear less about speeds and feeds and more about timely trends and how they are changing customer business models, any information or messages must be able to be distilled into easily shareable content that can be distributed via social channels.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Refraining from pushing your own or your client’s own agenda is important. South Atlantic media and analysts may be more laidback, however, they – and the audiences they serve – are just as sharp-witted as those in other U.S. markets. The media in the South Atlantic region is looking to learn more about leadership and market trends, not product specs. Therefore, be as open and transparent as possible; keep things informal but also be prepared and flexible. Forget the fluff and filler and instead, be frank, concise, and keep the dog-and-pony show to a reasonable level.

Examples

Do you have any “horror stories” or anecdotes that demonstrate contemporary PR practice in your region?

South Atlantic B2B outlets serving the same audiences and/or spaces tend to be highly competitive, with journalists generally wanting an exclusive angle, advance notice of news, and access to key executives and customer spokespeople. When approaching B2B media with news or a story, it’s not uncommon to be asked to verify whether it has been presented to other outlets first. If it has, it is not uncommon for the journalist to decline to write a piece and instead rely on syndicated material.

However, the same does not hold true for daily newspapers and trade publications. Daily newspapers are different from the trade press but aren’t overly different from one other, therefore, it is possible to approach an LA Times tech reporter in the same manner as a Wall Street Journal, Washington Post, Chicago Tribune or New York Times reporter.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

In the mid-Atlantic region – and especially NYC – everything has to be done in the proverbial New York minute. The media is 24/7, and if you want to be a meaningful influencer, you have to commit to providing on-demand requests. We tell our clients that quick response and availability breeds powerful media relationships that will feed future conversations with the media.

Media influencers that are successful are very hungry and interested in offering up their opinions on conflicts as well as share real and engaging stories. They are comfortable being expert sources and aren’t afraid to take a contrarian point of view to spur interesting and dynamic conversations.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

I think on a 1-10 scale I would say 7. The extensive media training that many executives have gone through over the last 20 years in the U.S. business market has made for cynical journalists at CNBC, Fox Business, Bloomberg TV and others who see through “canned “conversations. They don’t want to speak to executives that are overly coached.

We’ve found that journalists are more dependent on a good media relations partner to help them do their job better. By providing accurate, well-researched information in the manner they need to receive it to make a deadline helps cut through this cynicism.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

Very, very little interest. The exceptions are more for consumer-oriented business where travel to a destination – and maybe a nice spa package thrown in – will get journalists to move. Other than that it would have to be huge tech events like an Apple launch. In financial services, interest in traveling for a client meet and greet is close to zero.

We’ve had some success with Skype interviews since putting a face to a voice still counts for a lot. When we’ve delivered clients to a broadcaster’s studio, however, we’ve been greeted with open arms.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

Over the last 7-8 years, entertaining journalists has changed dramatically. Meeting journalists for an after-work drink has become more difficult. It is much easier to get a morning coffee for a 15-20 min chat. And when you are able to book a journalist for lunch it is 50-50 on what they are allowed to accept payment for and what they have to pay for themselves.

Reporters in the Mid-Atlantic region can no longer be wined and dined – the focus is getting their stories across the wire and meeting deadlines. Period. Recently, we took a client to the Dow Jones cafeteria in the News Corp. building so we could the reporter’s time. And she didn’t even eat!

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

Once you get an audience with them, U.S. journalists in general are very friendly. They tend to be tech-savvy and you will find a lot of iPads used for recording. There’s less 1:1 interaction. You will see them buried in their computer more. That can be hard for clients/spokespeople to swallow at times, but we give them fair warning in advance.

Some media can be more readily available on Twitter than via email or phone. By commenting on their tweets and engaging with them socially, you’re establishing rapport. While we wouldn’t recommend pitching on Twitter, it’s a great way to build relationships. It shows that you are plugged in and interested in what they cover and you know how to engage in a smart way.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

It’s all about compare and contrast. Six years after the financial crisis, the big question that continues to resonate is “where are we now, versus then?” Banks continue to make restitution for the financial crisis, so they are eager to share success stories. Monetary policy is very big, and recent sector issues like oil dropping, tend to dominate. Technology contributes to that by making everything instantaneous: it’s easy to “look back” as all the facts are at your fingertips and readily available for quick comparisons

As for the story that garners minimal attention? Those that are pushed out solely via press release. Stories with a commercial/retail/”look at me” approach go by the wayside.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

We’ve found that because of technology, stories with a more local or regional bent are more and more finding a voice with wider audiences across larger regions. One client of ours in Las Vegas is publishing a monthly report about the economy in their local region. This could have legs as an early indicator as the broader US economy/market.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

All of the above. Traditional media still has a strong hold in the Mid-Atlantic region when it comes to top media, such as the WSJ, the NYT, the Financial Times – but the increasingly mobile sites and online versions attract equal or even greater attention.  The WSJ has something like 55% subscribers on iPad. We are finding that journalists really embrace new media and a lot of what they do goes out over social channels.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Well if you are coming from out of the region, you have to have a story, usually around a business or a technology that changes the way business has traditionally been done. You have to solve a challenge. You also have to treat a reporter like a client and get to know them and what they cover. Stories relevant to their beat are a necessary condition.

Media attitudes

Personality

What words would you use to describe the “typical” media influencer?

Cynical, perhaps even bordering on cranky. Reporters here see themselves as independent, neutral, unbiased observers that report only on fact. They are up to date on the latest national trends, whereas reporters in other regions may be more focused on regional trends. The New England tech scene also has something to prove – we are a hotbed of tech knowledge, but Silicon Valley remains more prominent nationally. Journalists here like feeding that local story on a national scale, and framing New England as the resurgent underdog.

Cynicism

On a scale of 1 to 10, how naturally cynical (10 = arch cynics) are journalists in your region? How does this manifest? Why is this?

10. Their cynicism is apparent in almost every interaction. Social media has also contributed to a thin line between a tech journalist’s work and social lives, so many are naturally cynical of interactions with PR professionals on Facebook or Twitter.

New England is also home to a large number of tech publications and journalists, and these influencers see so many local, regional and national pitches that it is easy for yours to get lost in the shuffle. You really have to work extra hard to make sure your story rises above their cynicism.

Willingness to meet and travel

How open are influencers to meeting executives and travelling for stories?

Journalists here are not very willing to travel to meet an executive, unless they are already going to an industry conference or major event. Part of this is because budgets are shrinking and there is more pressure on reporters to be the first to publish – publications often prefer it when a story can be completed faster and cheaper via email, Skype or teleconference.

The size of the U.S. also makes it impractical for many journalists to travel for a meeting. The American workforce is generally more spread out than in Europe, so connecting in person is a challenge. That’s especially true of journalists, some of whom may cover a beat for a regional publication but actually live in another part of the country entirely.

The best way to get your clients in front of a reporter is to piggyback off an industry event and offer some sort of unique access that a reporter can’t get any other way.

Cultural sensitives

Entertainment

What kind of influencer entertainment is “normal” and acceptable? What isn’t?

Going back to reporters’ desire to be independent and unbiased, many don’t tolerate anything that could be seen as a bribe. Even a cup of coffee or gift card could be seen as unacceptable. Although, one time, we did have success sending a singing telegram to a publication!

At the same time, many influencers appreciate opportunities to eat or relax at an industry event. For example, we had success hosting a beer testing at one conference, as it gave reporters a chance to unwind after a hectic day, and they could interact with our client in the process.

These types of side events – hosting a friendly media breakfast, dinner or happy hour – are generally appreciated and acceptable.

Idiosyncrasies

What “unusual” habits or conventions should non-locals know about?

Do not pitch during American holidays such as the Fourth of July or Thanksgiving. On the other hand, feel free to pitch throughout the summer, as most reporters work throughout the year and do not take extended holidays as is customary in Europe and elsewhere.

The technology and business press are all on social media, so you can pitch or interact with them via Twitter. But, keep in mind that there are rules of engagement, and they vary greatly from person to person. Proceed with caution.

News

What is news

What kind of stories tend to dominate influencer attention? What type of stories receive little attention?

Data is big – stories that involve new findings, research or surveys are well-received.

Regionally, New England journalists appreciate any local story that also has national relevance. The big one is: how is New England’s tech scene competing with Silicon Valley? Stories about companies that are pulling funding or talent from Silicon Valley to the East Coast do well.

There are also a lot of legacy institutions in New England, such as universities. Some of these institutions are breaking from tradition and making efforts to keep innovation local by modernizing, enticing talent and adapting culturally. These stories are well-received.

“Selfie” stories – those that are overly promotional or that could be seen as self-serving – receive little attention.

Local vs National vs International

How frequently do influencers take an interest in stories outside their region/country?

New England reporters are interested in national stories. Even local publications like BostInno, Mass High Tech and The Boston Globe will focus on national stories. It’s all a matter of aligning a story to the reporter’s beat and having an interesting story to share.

International stories are also relevant, especially if they involve or can be compared to a local angle. For example, your client may be an international company competing with an incumbent player reporters are more familiar with. That would have relevance locally, and is something we have also seen hold true out of our Chicago and San Francisco offices.

The one caveat involves data – a research survey involving only German respondents, for example, would not resonate here. Only global or U.S.-based studies would have relevance.

Media environment

What holds sway in your region – traditional or new media types and influencers? How is that changing?

Traditional media doesn’t exist in the same sense it did even five years ago. Print publications are a dying breed and all traditional media is trying to modernize and be as relevant as online bloggers, with the social media presence that newer pubs like GigaOM have capitalized on.

The bigger focus is on the individual influencer. We’ve found that no matter what the region, if a reporter leaves a traditional paper to move to a digital one, his or her readers will follow.

Advice

Tips for international companies?

What tips would you give international companies undertaking PR programmes in your region? What do influencers want to hear?

Hire people on the ground who understand the local landscape, the do’s and don’ts, acceptable timeframes and everything else involved in influencer relations. It’s harder to repair a relationship with an influencer than it is to start right the first time, which is why we’ve found it valuable to work in and understand local tech markets across the U.S. Setting up our second and third office locations earlier this year in San Francisco and Chicago has proved this point time and time again.

Examples

Do you have any “horror stories” or anecdotes that demonstrate contemporary PR practice in your region?

Remember that your clients are always on the record, so media training is crucial. In Europe you may be able to say things off the record, but it is less tolerable in the U.S. No matter the relationship you have built with a reporter, if you say something provocative, those kind of controversial statements will be used to sell headlines and get clicks. Most publications would also find it unacceptable for a PR contact to ask to see an article before it is published.

If you have a tech company holding a product demo for a client, make sure the technology works! If the reporter sees it does not work, they will take that cynicism to print and write a bad review. And if they do, make sure you have the supporting use cases and success stories to prove them wrong.

Finally, many U.S. journalists are focused on driving more clicks and traffic to their publications than on simply reporting on the news. So, they are looking for engaging stories – those that focus on business issues and trends – more than vendor-centric stories that are not of broad interest.