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You Need Substance To Get An Editor's Attention

Here we are, two weeks before the RIMS conference, and already I've been inundated with phone calls, e-mails, faxes, snail-mails, carrier pigeons, skywriting and singing ...

By Staff Writer | Updated on April 14, 2008

journalist.gifHere we are, two weeks before the RIMS conference, and already I’ve been inundated with phone calls, e-mails, faxes, snail-mails, carrier pigeons, skywriting and singing telegrams from just about every exhibitor, asking me to please meet with one of their key people. The fact that there is only one of me and hundreds of you means face time is more valuable than a barrel of oil these days! Yet few PR people seem to have a clue how to get a busy editor’s attention.

For one, outside of one-on-ones with the top dogs at the biggest carriers and brokerages, who make news just about every time they utter a public word, it’s virtually impossible for any editor or reporter at these major industry conferences to spare precious time on what I call “meets-and-greets.” These are get-togethers with no particular purpose other than to give a CEO or marketing manager the opportunity to plug away about their products and services. It’s usually material that belongs in an ad, not a news story.

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