San Francisco will uncoil when Dreamforce ends today. Las Vegas can handle 160,000 people. South of Market can't. Salesforce did what it could, renting a cruise ship to house attendees. For our part we learned a lot by studying Dreamforce coverage -- including the nine-step process by which CEO Marc Benioff prepared his keynote speech. Every client should consider using this process as well.
Recently we noticed that Ben Kepes moved his contributions from Forbes to IDG. When we emailed a Forbes friend to confirm this, he reminded us of all the enterprise tech contributors who remained. This week we explore the work of those contributors, many of whom carry big clout in the enterprise space. To PR's delight, some even profile vendor CEOs.
Two weeks ago we wrote that narratives were growing scarcer. Today, with the help of Forbes staff writer Alex Konrad, we explore a running narrative that spanned not one, not two, but three separate articles during 2015. Our conversation with Alex (which we recorded for you) reminded us that a relationship between a reporter and subject can span several months and produce multiple articles -- if the chemistry is right.
Re/code may now belong to Vox, but that hasn't stopped PR from coveting placements in Re/code's Voices section. One important piece of good news for PR: Re/code still accepts one-offs. Inc., IDG, Forbes Entrepreneur and other sites prefer contributors who can deliver multiple posts on a given topic. Still others, such as The Economist's Lean Back blog, prefer contributors whose posts consistently deliver strong traffic and shares.
There's a cool new way to measure the influence of top tech reporters and the sites they work for. Techmeme last month augmented its Leaderboard to reflect how frequently a reporter's work is linked to by other sites and cited in social media posts. Who's atop today's list? Mark Gurman. Know him? (He's got zero followers on LinkedIn so no one on there knows him.)
Clouds, smartphones and wearables have transformed the world of financial services. Banks and brokerages battle crowdfunded lenders and robo advisors, using M&A, partnerships, FUD and every other weapon available. “Financial services companies are at the center of the tension between productivity and innovation and security and compliance,” Box CEO Aaron Levie told TechCrunch's Ron Miller.
(Editor's note: Moments after we posted this profile, Evelyn announced her next move...) Evelyn Rusli is the kind of reporter even senior PR pros will admire from afar. Imagine being on camera at Fox News and TechCrunch and working for Forbes, twice for the New York Times and now for the Wall Street Journal -- all before you're 30. Before any of this, college-age, freelancer Evelyn, home for the holidays, helped the NYT cover a 9.1 magnitude earthquake -- yes, a 9.1 -- in her native Indonesia.
Even before the Apple Watch arrives, "design" has come to dominate the hive mind. (The latest evidence: this week's 16,628-word New Yorker profile of Apple chief designer Jony Ive.) Wearables, car tech and IoT -- three of today's top tech trends -- all owe themselves to design. Smart VC firms are hiring designers-in-residence. Yet editorially, the rise of design is easy to miss.
Forbes staff writer Aaron Tilley, whose beat is hardware and chipmakers, is one of those reporters that PR is lucky to pitch: smart, sincere and hungry to learn. It's a shame, so far, that much of PR mishandles him. "It becomes a little exhausting being pitched all the time," Aaron says, "when in fact you just want to have a conversation with another human being."
Looking to place a client as a Forbes contributor? "The door is open," says senior editor Loren Feldman, the newly arrived overseer of Forbes's Entrepreneurs channel. Says Loren: "I generally ask prospective contributors to send an explanation of what they do and what they would like to cover along with, say, 10 ideas for posts, with a working headline and a few sentences of explanation."