Over the past few years, conference calls via Zoom, Microsoft Teams, and other tools have replaced the traditional phone line for conducting interviews. As it turns out, the benefits extend beyond saving on the phone bill.
Here at SWMS we see lots of unsuccessful pitches and unplaced contributions. Unclear writing is usually to blame. Clarity counts. Clarity is not brevity. Clarity is what lets readers understand you the first time — with no rereading. Writing tools measure clarity. We’ve been experimenting with them. Some results below.
Continuing with our 2018 focus on tools, here’s a rundown on eight of them that can help tech PR and marketing pros. Some you know, some you may not. We’re always on the hunt for new tools to publicize. Please share your insights with us on SWMSTweet and in your SWMS Slack channel.
Disruptive go-getters is the type of reader that Business Insider is now trying to please. Talking Biz News posted an interesting story about this last week. BI also wants each of these DGGs to visit the site at least twice a week. So pitch stories that help BI accomplish that.
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.
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.
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.”
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.