Who, What, When, Where, Why

From my co-founder Brenda Nashawaty…

Last week I had the privilege of co-moderating a PRSourceCode Webinar on how to work with InformationWeek, with the outlet’s new Editor-in-Chief Rob Preston. Rob, who’s been in tech journalism for nearly 20 years, also is VP and Editorial Director of Business Technology Group (publications include InformationWeek, Network Computing and Intelligent Enterprise).

During the Webinar I asked Rob for the top five macro issues he and his team are following with the most interest. Rob’s response:

--Globalization
--The Consumer effect
--Security
--Mobility
--Data management

Rob’s presentation and the audio link to the session follow. Before you click on the link here’s some helpful advice Rob provided about working with InformationWeek. It applies to most business or technology media outlets as well:

Know the editors and explore your coverage options. Most media outlets offer a range of print and online opportunities for coverage. It could be that a media outlet’s online newsletter is a better venue for your client’s news than the print edition.

Engage editors and reporters in an ongoing dialog to build the kind of relationship that leads to coverage. Email and call journalists to update them on significant trends, news and other developments instead of waiting until you have hard news. This helps editors and reporters think of your clients in a larger business context and can help generate visibility and coverage.

And remember the importance of bringing journalists a story that will provide useful information to their readers. The old phrase "who, what, when, where, why" still applies.

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