coverage analysis

Think "Impact' When Pitching the Wall Street Journal

Breaking news must be covered. Trend pieces are discretionary. What motivates the WSJ to write them?
Recent SWMS research shows what made the cut. In a word, impact.

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Disruptive Technology

Deep packet inspection is now ingrained in networking despite political efforts to ban it
Kiosks have made Redbox a dire threat to movie industry DVD revenue

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PR's Impact on WSJ Trend Pieces

Lately we've been studying WSJ trend stories to spot the themes that recur most frequently. Here's a big one: how multiple companies cope with a tech-driven problem that readers might face themselves.

In each of the following three examples, PR strategy led directly to a negative or positive outcome for the vendors interviewed.

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SWMS Coverage Analysis: Google Chrome

SWMS Coverage Analysis: Google Chrome
Wednesday, July 08, 2009
 
Who did the best job of covering today's breaking news about Google Chrome becoming a netbook operating system?

For what it's worth, Ars Technica broke the story, shortly before Google itself announced the news in a company blog.

More revealing are the editorial approaches, categorized below:

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Journalists are leaving media brands every week. Read the fruits of 16 confidential interviews with journalists now working at tech brands or PR agencies, and five interviews with the executives who hired these journalists.
SWMS valet consulting helps spot solutions to tough and time-consuming problems. Here is some of our recent feedback.
 
 
Thu, 2014-10-09 06:14

... and the headline ended with ...That May Surprise You. A great click-bait technique. Well, the things didn't surprise us and they won't surprise... Read more

Wed, 2014-10-01 12:49

In her biweekly newsletter Snappington Post, our longtime subscriber Cheryl Snapp pointed to a Fast Company article advising job a... Read more

Sun, 2014-08-24 16:07

It's a tabletop tech demo event on Oct. 16 in NY. It starts at 4p exclusively for media, and at 7p opens to the public. Details... Read more

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