Getting Ink: Actions You Can Take to Get Your Firm in the Press

Getting Ink: Actions You Can Take to Get Your Firm in the Press

Sarah Wortman CPSM, Executive Director of Marketing, NAC|Architecture; Jan Tuchman Editor-in-Chief, Engineering News-Record; Diana Mosher Editor-In-Chief, Multi-Housing News Magazine; Robert Cassidy Editorial Director, Building Design+Construction

Diana: Have you ever wondered if editors talk about your pitches behind your back? We definitely do. Every editor has a different pet peeve. Today she’ll share some of MHN’s pet peeve.

MHN is a national B2B magazine. Cover all aspects of apartment industry. Offers a monthly digital magazine, online daily Eblast, excellence awards, and webcasts.

1)      Know the brand and the audience.

a.       Tour the website (before calling),

b.      Subscribe (it’s free for MHN)

c.       Know the editorial calendar – it’s on the website, very detailed; a little more flexibility with digital-only press

d.      Attend a conference or a few webcasts; or try to present

e.      Know the pet peeve – MHN news editor is told repeatedly by people who want press that they think the digital/web coverage isn’t as good as the print. She HATES that.

2)      Build a Lasting Relationship

a.       Schedule an annual visit to spend a fay or tow visiting all the magazines you pitch

b.      Get to know all of the editors on the team

c.       Say you want to stop by the office and meet folks – we love this

d.      Susan Silverman (editorial director of commercial properties) – Pet Peeve – if you’re new, remember that there was probably a person before you – find out if they had a relationship with the editor

3)      Press Releases

a.       We need press releases – get someone on your staff to write these

b.      Make sure they provide value – even just bullet points – that can be turned quickly into an online story (work on the boards, new commission, new building opening – no fluff); put the details in!

c.       Send to more than one editor because they have their own filters they are looking through (although some magazines hate this)

d.      Be sure to follow-up – email, call – sometimes, things get lost in the shuffle

4)      Pitching Features

a.       Who are the readers? Pitch your story to the audience – tailor your press releases/pitches

b.      Sends lots of photography/renderings

c.       Think “cover shot” – spend the money for an excellent photo that would look fantastic on the cover – your story could get there if the photo is part of your pitch [turn the camera 90-degrees – MOST of the covers are vertical. Duh]

5)      Missed Opportunities

a.       Technology is changing – look at the MHN TV and Podcasts – do an interview at your office and send the video/file. It might get run on the web

b.      Guest columns/bylines with slideshows – love to embed the amazing photography

c.       Look for us on Social Media – comment! Contribute to the blog! Contribute to Twitter!

d.      Creative Partnerships – when you get an idea that is beyond the norm, we love those.

6)      Awards

a.       Enter

b.      Volunteer to judge

c.       Volunteer for the event

7)      Remember - we need you and much as you need us

Jan: ENR online/in print, and had Future Tech Event just this week.

Actions you can take…

1)      Just launched the ENR mobile news app (Google Play, Apple Store) – takes the free news content from the website

2)      Last year, integrated the series of regional magazines in to the core magazines.

3)      Best Projects competition – just now gathering entries.

4)      Top 20 under 40 – young professionals, up and comers

5)      National AND regional listings of Design Firms, Specialty Contractors, and Contractors

6)      ENR Future Tech – focus on technology; how are you implementing the top technology to do your work? Software applications, design applications, new tools, etc.

7)      ENR Risk Review – risk management is a big issue for many firms. We’re looking for stories/ideas for how firms are managing their risks. Stories about securities, insurance, etc.

8)      ViewPoint Column – editorial/viewpoint – expert in your firm with a strong opinion about an industry issue. The expert (with marketer help…) crafts an 800-word article on an important issue.

What do you have to do?

• Innovate
• Overcome challenges
• Be newsworthy
• Communicate those things
• Have to be willing to share
• Reach out – we’re not going to know about you unless you tell us

And yes, subscribe, read/follow – know the publication

Robert, BD+C:

1)      Pet Peeve – put your address in your email; Make sure your signature has name, address, firm, phone numbers, email address

BD+C – focus on building, design, and construction of multi-family housing (do not send anything on single family)

Interested in how the TEAM works together, how they incorporate owner info and/or give back to the community

Our focus is only on buildings – so we ask for revenue based only on buildings. Have learned that most firms make money on reconstruction versus new construction

2)      PetPeeves – you send us new hires, promotion stuff. But what are we going to do with this stuff? Give me the name/contact/email, so I can send a congratulatory note.

3)      Must do: read the  E-newletter

4)      Know the editorial calendar – don’t wait for the topic to come up, send it

5)      Mail is death. Most goes in trash.

6)      Would love to meet you. Can guarantee you an hour.

7)      Know the audience – we’re about 48% design firms, 10% owners, -- construction firms; think “multidisciplinary,” owner-oriented

8)      Submit new projects/current projects:

a.       Renderings are half the sale. They’re cool – focus on what is cool. [Projects that would never get in Record or Architect] – good projects that aren’t necessarily “beautiful”

b.      100-150 words; we’ll follow-up for more

c.       List ALL the key firms involved (design, contractor, owner)architect, MEP, SE, CE, CM, specialty subs

d.      Photo credit

9)      We’re doing a lot on “trends” now – not as many project stories.

a.       What’s new in workplace design?

b.      What’s new in hospital design?

c.       What’s new in construction? Management? Owner/design teaming?

                                                               i.      What’s new in specific building gtype

                                                             ii.      1 page proposal by email

                                                            iii.      Key points to be discussed –

1.       headline or topic,

2.       paragraph abstract,

3.       3-12 bullets,

4.       tables, charts, links, supportive info,

5.       bio info on the expert (experience, memberships)

6.       submit low res photos so we can see what you have

                                                           iv.      We do the writing – we’ll follow-up with you to write it if we want to feature it

10)   A lot of info from owner’s perspective – we ask them where consultants screw up, and we publish it

11)   Great Solutions articles

12)   AIA/CES Course – best practices – these are education-specific

If you’re leading here, or teaching here, we’re interested!

13)   Software/technology

a.       BIM

b.      IT

c.       Using tools

d.      Case studies – how are you USING this stuff?

14)   Competitions/Awards

a.       Best AEC Firms to Work For

                                                               i.      How you treat your people

                                                             ii.      How you reach out to your community

                                                            iii.      What is your strategic plan to keep you viable

                                                           iv.      You win once, and can’t repeat

b.      40 Under 40

                                                               i.      Held a summit of these folks last year, will again next year

                                                             ii.      These are the hot shots/incredible people

c.       Building Teams Awards

                                                               i.      You can get an “early bird” review – send 4 weeks in advance to Robert, and he’ll tell you what needs improvement

                                                             ii.      50% quality/extraordinary; 50% team effort

                                                            iii.      Tell a good story

15)   Reconstruction Awards

16)   Giants 300 (giants survey)

a.       Ranking leading firms in architecture, engineering, construction

b.      Print charts get expanded online – you can see all the firms online

17)   Annual White Papers

a.       40,000 words, in-depth

b.      Take a topic in green building/sustainability and go really in-depth

c.       We do sometimes accept construbuted chaperts sometimes

18)   App Center

a.       Submit an app you’re using that is helping you

19)   Blog, videos, jobsite videos (we’ll visit you onsite and do some video with your team)

One Trend or Issue that you don’t have good input on yet

• Jan: Risk Management; mobile devices and applications – how are you implementing/is it working/is it saving money
• Robert: BIM – how are you implementing it, are clients asking for is, is it saving money

Format of Press Release

• Include in body of email AND Word file attachment
• Don’t use subject “Press Release” – come on. Give me a hint!
• Don’t submit through website contact.
• Don’t just send attachment in blank email.
• No “please publish this immediately”
• SMALL file (not 10 MB) – send me low res pictures, direct to website where high res are available

What about company blogs?

• If we follow magazine blog, magazine might follow company blog.
• Approach us through our own social media
• Sometimes we link to company blogs – especially if they are on the topics we’re working on (technology, Risk management, etc)

Follow-up

• Use Google alerts to track the press you put out there; we won’t contact you to tell you the article ran
• Don’t ask me if I got your press release; I got it
• But we do want to get to know you – make an appointment, make an effort to come meet us
• If you see something later that you think something you submitted before would be perfect for, call me – I’ll tell you if re-submitting the info is appropriate

Picture Stories vs. Technical/Cost/Risk content

What if you don’t have a building/project-based story?

The technical is ALWAYS welcome. Tailor it. It doesn’t have to be our “normal/mainstream” magazine. We have other venues to publish (digital…)

Exclusivity

Robert: If you’ve got something really good, and you think it is right for BD+C, we can cut a deal. I can turn around a decision in 24-48 hours. If I don’t take it, then go all over the place. But if we cut a deal, I don’t want to see it ANYWHERE else. And we’ll give you a little extra coverage.

Jan: Or call ENR – because we’re going to get it out faster. [LOL!]