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SWMS Diagram: The Tier 1 Edit Process

Sometimes it’s easy to forget that when you’re pitching Tier 1 reporters, you are pitching their bosses at the same time. That’s why it’s helpful to understand the entire editorial process in the publications you’re pitching — not just the persuasion part.

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Meet The Wikipedia Whisperer, David King

SWMS contributor Bob Scheier writes: A company’s Wikipedia entry is often one of the first to come up in response to a Web search, and might get more exposure than its Twitter, Facebook or other social media account.

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Bob Scheier: ‘Hey Vendors! Put a Media Contact on Your Web Site!’

I’m finding that a surprising number of vendors have removed or hidden the “media contact” links on their sites. They’ve been replaced by lead-snagging “bots” asking if I’d like a demo or what “digital transformation” challenges I’m facing, and generic “Contact Us” pages that may or may not lead to someone who can respond to a media request.

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Discover the Empowered CMO Network

If you know of female CMOs seeking professional development with a twist, point them toward the Empowered CMO Network. Founded in 2017, the Empowered CMO Network has 950 members and counting — almost exclusively based in the US.

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AI Will Write Your Pitches — Soon

Tired of writing pitches and press releases? AI writes copy these days. This month we used Copy.ai to promote the fictitious Wazoolie Pro, “a hypnotizer that convinces prospects to buy products and services they don’t need.”

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Pitch Tip: Three Kinds of Value

Relationships are the key to PR success. How many times have you heard that? In our experience, they are “a” factor but two others stand just as important. Let’s explore them.

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FRIDGE NOTES

More on TikTok

So much left over from the deep-dive… TikTok traffic to news interviews tends to be low, even with CEOs such as Andy Jassy… same with breaking news footage of an airplane on fire in the sky, or raging flood waters. But Stanley Cups? Off the chart.

The Root Of The Issue For Publishers

From the UK-based Press Gazette daily newsletter, Feb. 7: “Meta made $135bn in revenue last year. In the UK alone it made more in advertising than every UK publisher (print and online) combined.”

A metaphor might be, in the old days, if you wanted to buy a car, you had to buy it from a “car” company, be it GM, Ford, Chrysler or American Motors. Now you can import your vehicles from several countries, or just Uber everywhere.

Similarly, the publishing business is now fully disrupted. You are no longer forced to advertise with “publishers,” and ever larger numbers of advertisers do not.

Microsoft and Semafor Team Up On AI-Driven Wire Service

The FT has detail on a collaboration between Microsoft and Semafor. Microsoft will prove Semafor with AI technology that will help Semafor spot timely news and analysis written in any language around the world, and (b) assemble it in a newsfeed to run on the Semafor site. The newsfeed will be branded as “Signals.” Said Semafor co-founder Ben Smith to the FT: “Signals will be written entirely by journalists, with artificial intelligence providing a research tool to inform posts.”

Changes At Bloomberg

Brad Stone is now editor of Bloomberg Businessweek, for which he was a senior writer from 2010 to 2015. Succeeding Brad as Bloomberg’s executive editor of global technology is none other than Brad’s trusted colleague for so many years, Tom Giles. Expect no substantive changes in either shop.

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