Evelyn Tipacti

    • Member Type(s): Content Publisher
      Communications Professional
      Media - Freelancer
      Media - Broadcast
      Media - Print Journalist
      Media - Student Journalist
      Media - Web-only/Blogger
      Media - Other
    • Title:Community Editor
    • Organization:ProfNet Connect (PR Newswire)
    • Area of Expertise:Media Relations, Hispanic Media

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    Pitching to Entertainment Media

    Wednesday, April 27, 2016, 3:57 PM [General]
    0 (0 Ratings)

    The Publicity Club of New York held a panel luncheon, featuring some of the most influential journalists who cover the entertainment beat.

    A special thank you goes to Peter Himler, president of the Publicity Club of New York, who hosts every single event which also provides access to the panel after each discussion.

    This panel consisted of:

     Here are a few highlights from the discussion:

    Christine Fahey, Access Hollywood

    Christine was the bureau chief for a long time and is now the head booker.

    “Relationships are the key to world in this business.”

    “I want exclusives and will do right by you.” 

    Access Hollywood does not want to look like the other shows.

    Not doing as many junkets as before which doesn’t make studios happy.

    Looking for something “dazzling.”

    There are two shows: 11 a.m. and the evening show.

    AH has a huge web counterpart but there’s a different audience for web than there is for television.

    Celebrity takeovers are popular on social media. They love Twitter, they do Snapchat.

    Also cover some political news.

    Email follow-up is preferred.

    Marie Hickey, Extra

    They have an outdoor studio at Universal in Los Angeles and a New York studio deal with H&M but they’re on the second floor window that overlooks Times Square and also have a jumbotron which projects celebrity interviews.

    Mario Lopez hosts out of Los Angeles.

    A celebrity client for New York or Los Angeles is advantageous to Extra and to the one who pitches. The piece becomes bigger if it can be done with host or one of the main correspondents.

    Someone is in office by 6 a.m., rundown is ready by 10:30 a.m. and show feeds out at 4 p.m.ET. Keep that in mind when pitching because if you call at 2 p.m. it’s too late unless it’s a major story.

    For a future show, the best time to pitch is the late morning or early afternoon.

    It’s good to know if the pitch is exclusive. It helps with the relationship to know we can have a back and forth and trust each other.

    “When you work in news it’s about the sound bite, when you work in entertainment it’s about the relationship.”

    Broadcast and social media present a different demographic.

    Some content doesn’t work for show so will do a tease for the web.

    They do travel specials a few times a year so pitch if you have an idea.

    Email is best way to reach Marie: marie.hickey@extratv.com

    Tony Maglio, The Wrap

    Based in Santa Monica, CA with a three-person staff in New York.

    Smallish but not super small.

    They try to stay true to the business side.

    They’re not celebrity news, they’re business news.

    They don’t cover births, weddings, divorces, but do cover deaths because it’s newsworthy.

    Cover a lot of earnings, ratings and box office stories.

    Since they’re probably the youngest of the Hollywood trades they can do fun stuff. If there’s a fun way in with a client, they’ll find out.

    They cover upfronts.

    Active on Facebook, Twitter, Snapchat.

    They do break news on social media but it’d more of a “feeling out” type of thing. If it’s good they want it on the main site and then will tweet.

    Sharon Waxman leads up TheGrill, a yearly media conference with people who make the news. If you want to attend or participate let him know.

    Email is preferred. They’ll likely get back to you as long as it’s not a form email. Use info@thewrap.com. Everyone sees that and they're not dismissing you.

    Gillian Telling, People Magazine

    It’s all about access and having celebrities open up about personal things.

    They want celebrities to tell them things that aren’t out there.

    Somehow things come up organically. For example, actress Hayden Panettiere was pitching Carl’s Jr. and she gave People some time to talk about postpartum depression.

    If you have a celebrity pitch and you say People can’t ask about certain topics then it’s not as interesting and interview will go online – which is no longer second fiddle.

    People doesn’t mind following a competitor who may report something first as long as they have it too and don’t have to peg it to the other outlet. They’d rather talk to the source or rep so they can say, “People confirms…”

    Different verticals – entertainment, style, home, body.

    Gillian takes pitches that don’t fit these verticals and she’s always willing to pass along a pitch to the right editor if it’s not for her.

    Launching a new home vertical.

    There are six pages of photos and five pages of scoop.

    Sourcing is important. If you’re in the know, pitch Gillian!

    A 10-minute celebrity interview can yield five different articles.

    “You can pitch just for social, if you want.”

    Human interest is big. Real people stories are great.

    Email is best and Gillian doesn’t mind receiving attachments.

    Caitlin Hacker, Pop Sugar

    Pop Sugar was started 10 years ago by Lisa Sugar in her living room.

    Number one independent media and technology for women and reached one in three millennial women in the U.S.

    Has 85 million unique visitors per month.

    Offices in San Francisco, Los Angeles, New York, England, Australia, France and the Middle East.

    “We love being present where our readers want to be.”

    They cover mom news, technology, Latina-oriented, fashion and much more.

    It’s easy to tell when someone knows them and when they don’t via the pitched received. If you send a dog food pitch, you don’t know them.

    It’s easy to find their contact information on their site.

    They’re good at sharing so if you pitch something that doesn’t work for one editor, they’ll pass it along to another editor who might use it.

    “We love exclusives but we don’t need that word in a pitch to look at it.”

    “We love one on one time with talent that readers love.”

    They do celebrity social media takeovers and are on Snapchat. Video studio is in Los Angeles but they also do Facebook live from red carpet and other events.

    Pop Sugar is not judgmental. “We’re fans, not critics.”

    Readers like inspirational stories of people, too.

    “We would never write anything about a celebrity that we wouldn’t say to their face.”

    Email is best and follow up within a week since a day or two is too soon for them.

    Don’t assume they’re covering an event you pitch.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

    Journalist Spotlight: Bob O'Brien, The Deal

    Friday, April 22, 2016, 1:57 PM [Spotlight]
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    Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you.

    Bob O'Brien is a senior writer at The Deal, covering private equity. He writes both breaking news stories and feature articles for the website.

    Previously, O’Brien spent 18 years at The Wall Street Journal, including covering the daily performance in the equities market. He was featured as an on-air reporter on CNBC television, as part of the WSJ's licensing agreement with NBC Universal. He wrote feature stories for Barron's magazine as well as an investment blog for Barron’s online.

    We hope you find Bob's SPOTLIGHT enjoyable and informative. 

    Where was your first professional job as a journalist? What was your role?

    I was a newspaper delivery boy for the Philadelphia Inquirer when I was 11. Though perhaps that doesn’t count. In college I had a semester’s full-time internship at The Wilmington (Del.) News and Journal, followed by a summer’s paid position with its Rehoboth Beach office, covering local news. That wasn’t as glamorous as a paid job at a beach bureau might have seemed, since I was drawing something on the order of $100 a paycheck, and two thirds of my pay went to rent: a cottage I shared with six housemates.

    My earliest paying jobs were with newsletters in Washington, D.C., covering telecommunications, just after the Justice Department broke up AT&T. I mostly worked for newsletters and trade magazines during this time – you know, the ancestors of blogs.

    Did you always know you wanted to be a journalist?

    Yes. My stint as a newspaper delivery boy came during the Watergate scandal, and I devoured the coverage of the event every day. The prospect that a journalist could upend the presidency was very powerful stuff. My understanding is that the number of colleges offering journalism programs and journalism degrees – my own degree is a Bachelor of the Science of Journalism, which qualifies as a malaprop – tripled in the mid-70s, so obviously I wasn’t the only one reading about Watergate. 

    What type of stories do you look for?

    The easy answer is “stories I’d want to read.” However, since I pursue what would be considered a form of specialty journalism, as a business writer, I can’t just go by the standards of, “Hey, man bites dog - that’s a neat story.” Our stories have to, first and foremost, convey information, and for a sophisticated audience that’s busy, pressed for time, and subject to information overload. So the imperative is to tell them something they didn’t know or debunk some assumptions they might be holding. That said, these accounts can still be interestingly written. But they must be, primarily, informative.

    That’s not to say there’s not a role in our coverage for quirky stories that just address interesting topics, without having any real money-making, investment return angle. I recently had occasion to ask myself, “What was the first private equity firm, and what was its earliest deals?” Nobody’s going to make money off this. But I found a couple experts (some with the help of my friends at Profnet, I’d add) and learned that the first PE firm funded what eventually became Minute Maid orange juice. If the story engages me, and is on point with my coverage, chances are it will find traction with our audience. 

    Are your stories assigned or do you also pitch them?

    It’s a mix. The rule of thumb would be that the day-to-day stories – reporting on transactions, or fund closings or personnel moves, etc.  – typically are assigned by my editors. However, features stories about trends or more compelling events … those I’m typically sourcing and pitching to my editors. 

    What is the best part about what you do?

    Not having to work weekends or holidays when the capital markets are closed. That’s seriously close to it. Think of the average reporter working for a general interest publication or broadcast, or a blogger. Those poor folks don’t know what it means to have a family dinner on Thanksgiving.

    However, on a slightly loftier level, the best thing is the access to really smart, important people who influence our society. Absent my journalism role, I wouldn’t have conversations with someone who is running a $100 billion buyout shop (unless I was asking if I could get him or her a drink, while waiting tables at one of Danny Meyer’s restaurants). Witnessing historic events – I was covering the equities market for The Wall Street Journal when the Dow crossed 10,000 points for the first time – is also pretty neat.

    Do you have any advice for those who may want to pitch you a story idea?

    Think about my needs, not just your clients’ needs, or your needs. (My, how self-absorbed does that sound?) But if I’m writing a story on startup firms that are engaging in their first fund raising initiative, don’t pitch me experts on crowdfunding – that’s an entirely different topic. If your client or (if you’re in-house) employer isn’t appropriate for the story topic, hold off pitching them. Chances are I’ll get around to a topic they will be appropriate for down the road.

    Now, that said, if you see an angle I haven’t explored – if I say I’m writing a story about regulation of alternative asset managers, and you’ve got a client who’s an expert in compliance and  transparency, and can talk constructively about how compliance can stand in for regulation – then offer that suggestion.

    What should they always do? Never do?

    Be mindful of my deadline. (Again, this guy is so full of himself. Geez – it’s all about him.) If I say I need an interview sometime in the next two days, don’t pitch a source who is traveling through the emerging markets for the next week.

    Don’t ask to read the story before it’s published so you can see how your client comes across. The answer will be “no.”

    Also, it’s not helpful to call a week after I’ve written a story on, say, investing in some exotic instruments – investing in sub-Saharan Africa, for instance - and tell me, “Hey, I’ve got someone who invests in those instruments. Do you want to talk with him?” No, I probably don’t, because I already wrote that story, and I’ve moved on. I once did a story for the WSJ about investing in golf courses – and I don’t play golf, or know anything about it – and for the next four months I got approached about talking to experts who invest in golf courses – or people who wanted to sell their golf courses - countless times.

    The last thing you want to do is make me part of a blast email solicitation. If I think you’re pitching three competing publications with the same proposal, I’m not interested. We never want to be second with a story.

    How can a PR rep, marketer or someone who wants to pitch a story approach you in order to develop regular communication?

    With a single malt and a selection of snacks. Really, it should happen organically. Especially if you’re just trying to make contact, in order to make me aware of your deep client base, or the management of your firm. That is, you’re just trying to present yourself as a resource. Offer something compelling: a one-on-one interview with a CEO, especially one who is usually press shy. Or a story angle that I haven’t covered before: “Hey, I see you write about private equity. My client sells financial technology tools geared to that business. Maybe you two could find something interesting to talk about.”

    Or simply bring me a story or a contact, and keep it relatively light: “Hey, my client invests in consumer products. I’m going to send you a bio, and the next time you’re writing about investing in consumer products, keep my client in mind.” It doesn’t hurt to be persistent, as long as neither one of us feels badly that the answer is often “no” or “not at this time.”

    What advice can you provide to members who respond to ProfNet queries?

    The recommendations are about the same. Is your client’s input germane to my story? Can they work within my deadline? Do they have a modicum of fluency with the media? Interviewing someone who wants to play the “define your terms” game every time I pose a question seems combative, and I might find reasons not to quote that person. And I like to quote the people who were gracious enough to give me their time and insight. 

    What type of experts do you prefer to use?

    Well, that’s a tough question to answer informatively. If I’m doing a story about a trend in private equity – the IPO market has effectively closed down, so how will PE firms monetize their assets? – I’d like to talk to PE professionals, but also securities lawyers and professors of business. If it’s regulation, I’d want more lawyers, and preferably those with some regulatory experience in their background, but also consultants and accountants. If it’s fund raising, I want institutional investors, as well as fund formation advisors. Understand the story – even if I have done has sloppy job of describing the thesis, which happens an unfortunate number of times – and figure out how your client fits in the narrative.

    Not all journalists like social media –how do you use it and is it something you enjoy using?

    I’m not personally a significant generator or consumer of social media. We have professionals on staff who tweet our content.

    Can you tell us about one of your most unforgettable experiences as a journalist?

    Obviously, the aftermath of 9/11 was unforgettable, as – from a business journalists’ perspective, and not a humanistic one – I was reporting on how the capital markets were trying to put themselves back together. But everybody has a 9/11 experience. I’d mention the day, during my time covering the equities market, when the market went into such a dramatic decline that it triggered the so-called trading curbs on the NYSE and halted trading for the day two hours before the market would otherwise have closed.

    There was just chaos; as this happened so infrequently, very few people knew the rules, and the ones who did weren’t available. (They were busy trying to fix the problem.) It was a fairly remarkable day. We sent out headlines on the newswire within a second after trading was halted. 

    What advice can you give for someone just starting their journalism career?

    Two words: Business. School. Seriously, journalism is a tough business these days. Journalism is going through a structural change: the evolution from the print/broadcast model to the digital/video model has revolutionized journalism, much the way the advent of television affected news reporting on radio. I talk with the people who started in the business when I began my career – when print or broadcast ruled, and there was no such thing as the Internet – and almost to a one, they say if they had anticipated the evolution of the industry, they might have chosen a different career. If there used to be two or three newspapers in a metropolitan area, or three local newscasts, there are now thousands or tens of thousands of digital news outlets for the same audience. Reporting, and reporters, have become commoditized. Even though the dislocation began more than a decade ago, the business hasn’t fully figured out how to deal with it. How does a publisher monetize a news site? (Analog dollars equal digital dimes.) What impact does that have on the paychecks of a journalism enterprise’s staff? (Hint: it’s not constructive.)

    That said, if you’re starting out, the current conditions are apparent. So you’re going in with your eyes open. Be realistic about your ambitions. You might have to accept a job that doesn’t align with your interests. Sure, you know a lot about music. Or films. Or pop culture. Saying, “I could be a music critic” is tantamount to saying, “I like living in my parents’ basement as a 30-year-old.” (The corollary to the old joke that saying, “I’m an actor” garnered the reply, “Really? What restaurant do you wait tables at?” is saying “I make YouTube videos for a living.”) Coverage is increasingly stratified: where The Wall Street Journal once covered all of Wall Street, in its many permutations, now that landscape is covered by literally thousands of digital publications. The need for specialized information has grown exponentially. Which is good: thousands of sites means lots of job opportunities. But it also means cutting a compensation pool into smaller and smaller slices.

    Not to be completely curmudgeonly or pessimistic: content is king. Find a role where you can excel. Find a voice that distinguishes you from the pack. (And – if you haven’t already – learn to type, spell and write a grammatical sentence.) Even if your ambition is to be in front of a camera: everybody multi-tasks these days. So learn to write. (And if you plan to write, learn to talk to a camera.)

    How do you see journalism in 10 years?

    Vastly different. I’d say almost entirely mobile, presuming technology advances beyond the pad/phone platform, which certainly seems likely. Content carried on something akin to a very sophisticated Google Glasses platform? I wouldn’t rule it out. Physical newspapers and television screens largely disappear? Could well be. Journalists may also be less of a filter that stands between newsmakers and news consumers. The latter may simply be able to access those news events on their own. Watching an ECB meeting live, virtually attending a White House press briefing, joining a rally for whoever succeeds President Trump. That doesn’t mean that journalism, as we know it, disappears. It just may make the journalist purely an analyst, rather than someone reporting breaking news. There will always be a role for fact-checking and for someone to shine a light on news makers.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query 

    Media 411: Preparing for a TV News Live Shot

    Friday, April 15, 2016, 4:09 PM [Media 411]
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    Live shots are one of those things all reporters have to do. There’s no getting out of it if you want a career in TV news in front of the camera. The first time can be absolutely terrifying, but the fear will wane over time.

    If you’ve never done one and are just starting out in the news business, these following articles provide some excellent advice to lessen your fear. Make sure to click on the link to the original article:

    Top 5 Live Shot Tips for TV News Reporters -- About.com

    A live shot is a tool for reporting, just like a TV interview, graphics or other parts of a news package. While you can't control everything that happens the moment you "go live", you can decide how being live will improve your story.

    Many live shots happen outside buildings, such as city hall. So while you won't have the incredible visuals of a fire behind you, you can reinforce the "now" aspect of your report: "I'm live in front of city hall, where inside these doors just moments ago, the city council voted to cut 1,000 employees from the payroll." You are telling the audience you are on the scene, covering the latest developments the moment they happen.

    How to Do a Breaking News Live Shot for TV News -- eHow

    The job of gathering information should start before you even arrive on the scene. Talk with your producers and assignment editors at the station to find out all the details they know, and establish a line of communication -- such as text messages, for example -- with your colleagues who are monitoring the situation via police scanner or helicopter, so you all can share information. Make notes of the five "W's" of the situation and any questions left unanswered, so you'll be able to deliver a coherent report as soon as you get on the scene and get set up.

    Live Shots -- School Video News

    Choose a location that allows you to tell as much of the story visually as possible. The site should keep you out of danger, while at the same time giving you access to any witnesses who may have been there. If the situation is serious enough, you'll have multiple "hits" with your live report -- time enough to allow you to find witnesses to interview live. Have your photographer take a few shots of the scene right away, and send them back to the studio so you can use them for cutaways. If you're able, also interview any available witnesses so you'll have sound bites to use later.

    Face time: Elements of successful live shots – RTDNA

    Change the background between your introduction and tag Take mobility a step further. When possible and appropriate, change the background between your introduction to a package and its tag. While the story runs, turn the camera 180 degrees or move somewhere else to give viewers a different look. - See more at: rtdna.org/article/face_time_elements_of_...

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query 

    Giving a Good TV Interview, Part Five: After the Interview

    Thursday, April 7, 2016, 3:18 PM [General]
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    You did it! You had your interview and you aced it! Even if you didn’t do as well as you’d hoped, don’t worry, especially if it was your first time. There will likely be another chance to improve on this performance, so don’t fret.

    You likely that have that “So glad it’s over!” feeling, but there’s still one final step – what to do after the interview. This final installment of the series will focus on what you should do once you’ve been interviewed to increase your chances of being interviewed again.

    For parts one, two, three and four, see:

    Dr. Shawne Duperon, is a six-time EMMY® Award winning producer, PBS host, networking guru, gossip researcher, media expert and Nobel Peace Prize nominee. She travels the globe, educating corporations, entrepreneurs, universities and government agencies on what inspires people to share good things and how to powerfully lead with compassion. I asked her to share her knowledge and this is her advice on what to do after the interview: 

    • Get a copy of the interview. Whether it's from a news clipping service or getting it off their website, you can watch the interview so you'll improve for the next time. Most of us are ALWAYS improving our on-camera skills.
    • When seeking that clip, don't stalk the reporter. Newsrooms are busy. Leave the reporter alone. Many times newsrooms change when something is going to air. It heavily fluctuates. Have your office check their website for the story and even create a Google search so you're aware of when the clip airs.
    • It's hard to imagine but reporters are rarely thanked for the good work they do. Thank the producer or the reporter for the interview by sending food. Yes, food.
    • TV newsrooms are on tight deadline and many times struggle to find time to eat. It's true! My motto is the bigger the better. TV news people are social creatures. When you send a big basket of chocolate they take it into the main news room and share it with their colleagues. They start "good gossiping" about you, your product or your service, often times with another reporter asking if you'd be a good resource for THEM. 
    • Reporters and producers SHARE their contacts. Besides, you start the process of creating a long-term relationship out of appreciation.

    Special note: This advice does not apply to print reporters. The newspaper newsroom culture is VERY different. Print folks can see a gift after a story as a "suck up." TV reporters tend to see it as authentic appreciation.

    • Many times you'll do the interview and you discover it never aired. That happens for one of two reasons. It could be that you weren't that great on-camera and didn't pull off a good interview. It happens. Dust your knees off and get some training. The other reason is the story was ditched? Because of the volume of other news. It happens all the time.
    • This is key: Regardless if the story aired or not, thank the reporter. The game here is to creating a long-term relationship so the producer or reporter comes back to you repeatedly for your expertise.
    • And finally, foster that relationship and continue to pitch stories to that same reporter or producer. The newsrooms is an evolving entity and reporters change jobs frequently. Your local reporter could move to a national show, giving you access to broader and larger audiences.

    There you have it. From looking professional, preparing, getting your message across, what not to do to reaching out. You have what you need to get those interviews, keep them coming and ensuring you are on the radar of the media when it comes to your particular expertise.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query 

    Giving a Good TV Interview, Part Four: What Not to Do

    Friday, April 1, 2016, 12:29 PM [Media 411]
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    If you’re being interviewed for a local news segment, a talk show or any other appearance, getting the job done is a mix of getting several things right. In the previous three parts of my series, I’ve discussed appearance, preparing, and interview techniques.

    For parts one, two, and three see:

    The focus of this fourth installment revolves around the “don’ts,” the things you should never do. I’ve asked Jeremy Katzman, an associate director of public affairs for Nova Southeastern University (NSU) to help with this: 

    • Don’t let your clothes overshadow your message:
      1. Wear single-tone pastels.
      2. No stripes or checks.
      3. Avoid white, deep red and black (white lab coats for scientists and health care professionals are acceptable).
      4. Avoid green if a green screen is behind you.
    • Don’t let your eyes wander. Pretend the interviewer is the only person in the room and dedicate your full attention to him or her.
    • Don’t look at the camera, unless specifically instructed to do so. Make eye contact with the reporter.
    • Don’t slouch. Sit up straight, but look relaxed.
    • Don’t move around a lot. Remember the camera lens is a finite space. It is good to nod your head or use slight hand gestures to look human.
    • Don’t have a sad face. Display a big, natural smile. Just like the camera adds 10 pounds, it reduces weak smiles into frowns.
    • Don’t mumble. Speak clearly and enunciate.
    • Don’t be boring. Use social cues to determine if you should change your focus or wait for another question.
    • Don’t ask for a redo if you are on live TV! If you are being taped, be cautious and only retake when necessary. TV stations do not have a lot of time to film and edit.
    • Don’t use big words or jargon. Avoid acronyms, unless they are universally understood.
    • Don’t provide too many statistics. One or two strong ones will be memorable and help you make your point.
    • Don’t attempt to finish the reporter’s questions. Let them finish, wait a second, and then respond.
    • Don’t waste time by saying “as I mentioned earlier.” If the segment is edited, they may cut what you said earlier. If it’s live, someone may have just tuned in.
    • Don’t judge an interview by its length. It almost always feels rushed and the time it takes to record the interview has no bearing on the results. Focus more on the content of what you say.
    • Don’t be offended if the reporter doesn’t know who you are or know your bio by heart. Check your ego at the door, introduce yourself, and be gracious.
    • Don’t rush an answer. Be confident and clear. At the same time, don’t use run-on sentences. TV loves quick sound bites.
    • Don’t ever assume the camera or microphone are off. Act as if you are always on and you are always “on the record.”
    • Don’t say “no comment,” unless you have something to hide and you want everyone to know it.
    • Don’t use sarcasm. Some people don’t relate and it can come across as combative or rude.
    • Don’t ever lie. If you don’t have the answer, tell the reporter you will look into it and get back to him or her. It’s much better not to have an answer than to answer falsely.

    Although this may seem like a lot, remember much of this is also common sense. Read over these and you'll see you already know plenty. The rest you can absorb and apply. 

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query 

    Score a Free Pass to ASJA Writers Conference

    Thursday, March 24, 2016, 2:31 PM [General]
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    “How do I love thee? Let me count the ways.”

    Spring is here, which means the ASJA's Annual Writers Conference is right around the corner (May 20-21, to be exact).

    It’s an informative and enjoyable event (one of our favorites) and a great way to network with publishers, agents and other writers, make new friends, and expand your writing career.

    ProfNet happens to have a free pass to this year’s conference and we’re looking to give it away to one lucky journalist!

    All you have to do is tweet out what you find most useful about ProfNet, and include the hashtag #loveprofnet.*

    Tweet: What I like most about @ProfNet is...  #loveprofnet

    (Make sure you edit the tweet to include your favorite ProfNet feature!)

    The deadline is 5 p.m. EDT Wednesday, March 30. We’ll announce the winner on Thursday morning.

    Don’t wait! Enter today and maybe we’ll see you at ASJA!

    *One entry per person.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

    Creating a Startup from Inception to Launch

    Wednesday, March 23, 2016, 2:57 PM [#ConnectChat]
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    On Tuesday, March 22, we hosted our latest #ConnectChat, "saludmóvil: Creating a Startup from Inception to Launch," with our guest Dr. Joseph Mosquera, a doctor who has been caring for the Latino community for over 30 years and founder of saludmóvil.

    Dr. Mosquera discussed the first steps, challenges, building a staff, the marketing aspect and other actions that go into creating a successful startup. 

    Please follow @ProfNet and @ProfNetMedia on Twitter for more information on future chats or check back right here on ProfNet Connect for details.

    Can you please tell us a little about yourself?

    I have over 30 years of experience caring for the Latino community in the US. I strongly believe that every individual has within them their own innate abilities to heal. And I am dedicated to helping and empowering every individual to tap into those abilities.

    How did you come up with the concept for saludmóvil and what is it about?

    I came up with saludmóvil during my 30 years treating patients in my practice. They lack good and affordable medical care and the information needed to make the right choices concerning their health. Hispanics have to face a language barrier and many don’t trust the medical system.

    I took all these into account when coming up with saludmóvil. I want to make sure that our model is very easy navigate.

    What was the first step in making saludmóvil a real company?

    We needed to come up with a business model that fit the vision I had in mind and make sure that legally we were cleared. There is a lot of research in the process - you need to make sure that you are on the right track. That you are trademarked.

    What other steps did you take to make it a reality?

    From the very beginning I started searching for the right staff with experience in traditional and digital media. I also needed a great technology officer to lead the way!

    Were you dedicated 100% of the time to your project or you were still working at the beginning?

    Yes, I still see my patients, and fortunately, I am also able to stay very much involved with saludmóvil.

    Do you have a group of investors and how did you persuade them to help?

    I was fortunate that a single investor saw the potential in saludmóvil, understood my vision and let me to run with it.

    Do they also make decisions regarding saludmóvil or is it strictly for capital?

    Our investor is involved in capital but not in content. We keep him updated in all of our progress. I have his full cooperation on where we are headed.

    In your experience, what do you need to create a successful startup?

    You need a vision for a product or service that meets the needs in an underserved group. Hispanics need reliable health and wellness information. You need a plan to fill that void and most importantly you need the right team to take on the project - a team that can wear multiple hats.

    What has been the most difficult aspect of creating saludmóvil?

    Identifying a staff that understands the market, that is bilingual and that will take on a project of this magnitude. A staff that is sensitive to the needs of bilingual consumer. I stress bilingual since all the work is done in two languages.

    How did you do the research regarding competitors, potential customers and finding a place for saludmóvil in the marketplace?

    It started with key staff members. We researched apps, web, traditional media, and found that there was a void that needed to be filled. During our discovery process we found that there are great opportunities out there for health, lifestyle and wellness information targeting the U.S. Hispanic. We have now brought on board a marketing company that is multicultural to guide us in our efforts going forward.

    How many people are on the staff?

    We have 10 on the staff and outside contributors. This includes writers, reporters, tech, editors and even a translator. We also have outside marketing, development, designers, photographers and content creators. A company that has the experience to help us create our multiple platforms. Mobile, desktop etc.

    How did you assemble your team?

    I first brought on an individual that ran one of the most successful newsrooms in Spanish language TV. I had worked with her and knew that her experience would be crucial in this. She has the knowledge and the connections to make a project like this successful. She then started to assemble the team knowing exactly what we needed taking into account what our competition looked like as well as their strengths and weaknesses.

    When does saludmóvil go live?

    We expect to go live second quarter of this year! We are very excited! This is a moving target so I am sure that we will have to adjust along the way. We also have a plan for future offerings.

    How are you currently promoting saludmóvil ?

    One of the things we have done is hire a great marketing team. I think it is important to know where to promote. We are gathering data from focus groups so that we can pinpoint where our ad dollars should go. Social media will play an important factor but traditional media is also a possibility. A startup needs to know exactly where their customer base is.

    What is the URL for saludmóvil?


    Check it out!

    Are you on social media?

    Of course we are! Twitter, Facebook, Instagram. We plan on being everywhere our audience is. @misaludmovil, Facebook.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

    Journalist Spotlight: Kaitlin Ugolik, Institutional Investor

    Friday, March 18, 2016, 1:06 PM [Spotlight]
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    Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you.

    Kaitlin Ugolik is the associate editor at Institutional Investor. She studied journalism at Elon University and graduated in 2009 and then attended the Columbia University Graduate School of Journalism, graduating in 2011. She lives in Brooklyn with her fiance and their two pets.

    We hope you find Alex's SPOTLIGHT enjoyable and informative. 

    Where was your first professional job as a journalist?

    I did work for various newspapers while in college, but my first “real” job was at a news talk radio station in Raleigh, North Carolina called NewsRadio 680 WPTF. I was the producer for four shows – the morning and afternoon “drive time” shows and two weekly programs. I lined up guests and prepped the hosts, and sometimes took calls from angry listeners… I read the news on air occasionally, and I reported and produced a short radio documentary about the Lumbee Native American tribe.

    Did you know from a young age that you’d be a journalist?

    I actually just found my diary from when I was 12, and in it I talked about how my friend and I were going to start a magazine together. That never happened, but yes I did know from a very early age that I wanted to be a journalist. At first my dream job was just “writer,” but I soon realized that as a journalist, I could combine writing with the things I loved most about school – researching, learning new things and sometimes teaching them to others.

    What type of stories do you cover the most?

    I mostly cover news and trends that are of interest to investors. Lately this has included a lot of stories about financial technology innovation and hedge fund activism. The fun thing about my job is that I can write about almost anything, as long as it could be of interest to an institutional investor of some kind. Last year I wrote about how the legal marijuana industry is struggling with the fact that banks won’t, or can’t, take marijuana-connected money, and earlier this year I published a long feature about how investors are cashing in on the digital revolution in health care.

    Are your stories assigned or do you get to pitch them, too?

    I pitch 90 percent of the stories I write.

    What do you like best about being a journalist?

    I love learning new things all the time and talking to interesting people, and I love writing.

    Do you have any advice for those who may want to pitch you a story idea?

    Make sure you’re familiar with the publication I write for and the things we cover. 

    What should they always do?

    Take a look at the publication and at my work specifically, and be patient with me getting back to you – I get a ton of emails every day.

    Never do?

    Please don’t follow up immediately (within an hour or two) if you don’t hear back. It’s also very frustrating to get pitches that are clearly not relevant to my publication or beat. I get a lot of personal finance pitches, which might be great for other publications but for the most part are not for II

    How can a PR rep, marketer or someone who wants to pitch a story approach you in order to develop a work relationship?

    Email is the best way to get in touch with me about specific pitches. I’m also happy to grab coffee with PR reps who want to talk more generally about the types of things I cover. The more we communicate about that, the more helpful we will be to each other, I think.

    What advice do you have for members who respond to ProfNet queries?

    I can’t emphasize enough how important it is to become at least a little bit familiar with the publication before responding. Also, this may seem obvious but it has been an issue sometimes: read the query carefully. I mostly get great responses via ProfNet but sometimes they leave me scratching my head.

    What type of experts do you like to use most?

    Asset managers, investors and analysts.

    Not all journalists like social media –how do you use it and do you like it?

    I love it. I share my work on Twitter and Facebook and connect with other journalists, PR folks and potential sources on LinkedIn. I also sometimes use Twitter to search for sources and keep track of what the experts in the fields I cover are interest in.

    Can you tell us about one of your most unforgettable experiences as a journalist?

    When I was in grad school working on my master’s project – a magazine feature about syringe exchanges – my source made a last minute decision to take me to a heroin dealer’s apartment. It was not planned, and my advisor was not happy when I told her, but it gave my story an element of reality that I’m not sure I could have gotten any other way.

    What advice can you give for someone just starting their journalism career?

    Please don’t listen to all of the veteran journalists writing about how you should quit now and do something else. There is still hope for us, I promise! We just have to be creative and make an effort to adapt as the industry changes.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

    Upcoming #ConnectChat: Saludmóvil -- Creating a Startup from Inception to Launch

    Thursday, March 17, 2016, 2:58 PM [#ConnectChat]
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    Our next #ConnectChat, "saludmóvil: Creating a Startup from Inception to Launch,” will feature Dr. Joseph Mosquera, a man who brings a personalized, healing-oriented style of healthcare and over 30 years of experience caring for the Latino community to saludmóvil. He believes that every individual has within them their own innate abilities to heal, and he is dedicated to helping and empowering every individual to tap into those abilities.

    Dr. Mosquera’s commitment to treating and educating America’s Latino community began after medical school and residency, when he returned to practice in the multi-cultural Newark, New Jersey neighborhood in which he was raised. For over three decades, Dr. Mosquera has not only served as the trusted “family doc” in his community, treating everyone from infants to octogenarians, but he has also risen to become one of the nation’s leading authorities in integrative medicine.

    Dr. Mosquera will be discussing the creation of saludmóvil, from the very first step right down to launching the site. The #ConnectChat will focus on building a startup, getting investors, creating a team, marketing, how saludmóvil can help you and more.

    The chat will take place Tuesday, March 22 from 3 to 4 p.m. EDT.

    To submit questions for Dr. Mosquera in advance, please email profnetconnect@prnewswire.com or tweet your question to @ProfNet or @ProfNetMedia. We'll try to get to as many questions as we can.

    Of course, you can also ask your question live during the chat. To help you keep track of the conversation, we’ll use the #connectchat hashtag. Please use that hashtag if you are tweeting a question or participating in the chat.

    If you can't make it to the chat, don't worry -- a transcript will be provided on ProfNet Connect the next day.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

    Giving a Good TV Interview, Part Three: Message and Interview Techniques

    Thursday, March 10, 2016, 2:01 PM [Media 411]
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    You’ve prepared. You look great. You’re ready. You can do this. Lights! Camera! Action!

    Once the camera starts rolling, there’s really no turning back, no second chance, especially if you’re on live television. This is the third part of our series of interview tips. For parts one and two, see:

    Here, I’ll focus on getting your message across by using specific interview techniques to ensure that what you need to say gets said.

    Elizabeth Kwolek is a group manager of public relations and research director for Sweeney Marketing + Public Relations in Cleveland. Elizabeth is responsible for directing the agency’s public relations and research services and has previously worked as a producer for television news productions in national, regional and local markets. 

    Here are Elizabeth’s tips for getting your message across:

    • Develop three key messages or talking points that you can incorporate in your interview when responding to questions.
    • Make your message points short and simple since the video will be cut down to short soundbites.
    • Practice the messaging before going into an interview. Consider potential questions the reporter may ask you and think about how you want to respond so you are ready to respond and incorporate your key message points.
    • Be careful not to over emphasize your message, while you want to clearly communicate your message, don’t repeat the same answer over and over for every question.

    Joy DiNaro, senior media relations director at Amendola Communications, is a new-media guru, supporting clients with innovative PR programs that integrate social media strategies with traditional media relations outreach and digital corporate marketing initiatives.

    Joy shares different interview techniques to make sure you give your best interview:

    Flagging: Use phrases to highlight the importance of a point or key info so it doesn’t get lost during a lengthy interview. Examples:

    • Let me emphasize the importance of…
    • The most important issue/fact is…
    • What we really need to remember is…
    • The bottom line is…
    • The key thing is…
    • The best part about that is…

    Bridging: Quickly transition from the question asked to the information you want to share (your core messages). Use these phrases:

    • Before we move in that direction, let me tell you about…
    • That’s a good question, but I think your readers will be interested in…
    • That’s not my area of expertise, but I can tell you…
    • Before I can answer, I need to provide some background/explain…
    • Let’s not focus on claims, but on actual results such as…
    • Let me just add…/Let me put that in perspective
    • Let’s consider the larger issue…/It’s important to remember
    • Yes/no, and in addition to that…
    • Let me explain / That’s because…
    • What I think you’re getting at is…

    Hooking: “Trap” a reporter into hearing and capturing a number of important points. Examples:

    • There are two important points that I need to make to answer that question… (#1)…(#2)…
    • That is an important issue, but I think these three points are equally important… (#1)…(#2)…(#3)…
    • To avoid shortchanging your readers, I need to address three key points…

    Joy also has some advice if you’re caught in a difficult situation. Use these tips to help you:

    • Don’t appear flustered – control your voice & gestures to communicate calmness.
    • Maintain eye contact (when appropriate).
    • Listen to the questions, request clarification if necessary.
    • Stop when you have answered the question.
    • Give yourself time to collect your thoughts: “That is a complex question…”
    • Don’t repeat negative language.
    • Accentuate the positive.
    • Be honest – never bluff!

    Being prepared is the key. The pros make it look easy because they’ve prepared for the interview. As you keep doing them, you’ll become more confident. Of course, you’ll be nervous if it’s your first interview but, over time, your confidence will increase.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

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