Interview with Sam Greengard: Building Relationships With The Press
An enlightening interview with Sam Greengard, contributing writer and editor for Workforce Management Magazine and former president of American Society of Journalists and Authors (ASJA)
MQ: What is your current role in the media?
SG: Since 1981 I’ve written for an array of companies and publications – from Wired, to United Airlines to IBM and Wells Fargo. Currently I am a contributing writer/editor for Workforce Management and Business Finance, but I also cover a broad range of topics including business, finance and technology.
MQ: How do you select your news?
SG: I use a combination of sources for my article content. These days I receive around 100-150 inquiries per week, most in email format, but I do get some faxes and phone calls. Generally I’ll run a keyword search through the pitches that I store in my email folders. Since I’m not niche focused and don’t have a specific beat at any one publication, I have a bit more leverage in selecting topics and contributors for articles. It depends on what I’m currently writing. Good timing can be a big advantage.
MQ: Can you define “newsworthy”?
SG: I think it’s in the eyes of the beholder. The way my deadlines are structured, news usually gets stale by the time the story is printed. Although sometimes I use pitched information as an idea for a future feature article or as a lead for an existing piece I’m writing.
MQ: Any advice for creating a compelling header or subject line?
SG: Creating a balance between information and enticement is an art form. If I’m not intrigued by the title, I rarely read the message. It needs to grab my attention. In general I would say to be truthful and provide relevant details in a dynamic fashion. Anything that quantifies your message is helpful.
MQ: What can marketers due to build a strong relationship with you?
SG: Stay in touch. Typically I find that people give up if they don’t get a response after a couple of pitches. All it really comes down to is whether our needs intersect at the time. Be persistent, but also be brief and polite. A monthly check-in is effective. And if you’re an agency marketer, send a couple of sentences detailing your clients. If I get to know someone over a period of time, I’m more likely to respond to their messages.
MQ: What are your pet peeves of dealing with marketers?
SG: A lack of time spent on research and maintenance. Do your homework. It wastes both of our time to pitch topics I would never have a use for. I certainly realize that it is difficult to maintain those massive press lists, but it’s worth the effort to try. For example, since I don’t write straight news I really don’t have a use for new product announcements or quarterly earnings reports. If I receive enough irrelevant news from a company, I may start to ignore them by default.
MQ: How can marketers best prepare for a media interview?
SG: Although every writer and editor has distinct needs, there are some general rules. Provide an overview, listen well, and ask a few questions on the journalist’s article, such as the focus, deadline, etc. Provide concise answers. I can easily ask for more, but just start with the facts. Be prompt and responsive. I understand being overworked, but if a deadline is slipping, please at least send me a quick update on the status. And the cardinal rule – don’t make promises you can’t keep. Sometimes I’ll get pitched by someone who says they can get a case study or interview, but ends up reneging. Overall just communicate honestly.
MQ: What common mistakes do you notice in marketing materials?
SG: It’s difficult to strike a balance between being too clever and too boring. Content needs to be lively, but it also needs to follow a structure and be factual. Start with a good lead, pay attention to varying your sentence structure and employ interesting language. I commonly see press releases that begin in the middle of the story. Your opening needs to engage the reader – like movie trailers – and then deliver. Don’t reduce to clichés or easy hooks. For example, themes such as 9/11 and our struggling economy get overused. Terms like “revolutionary” and “in today’s high tech society” are equally tenuous. Just be straightforward with the subject matter and consider whether the hook is appropriate.
MQ: What is the best way to contact a journalist?
SG: Personally I prefer email. Ideally you should never send attachments, but simply paste the text into the body of the email. That said, even though my inbox has slowed down since the peak a couple years ago, realistically I still don’t have time to respond to everyone. It’s not meant to be rude; it’s purely my workload. I apologize up front to anyone who gets ignored.
Check out Sam’s articles on Workforce and Business Finance Magazines.
Tips for writing a cinch subject line:
- Include company’s name
- Don’t use gimmicks or exaggerate
- Quantify your message with relevant details
- Try not to exceed 75 characters
- Strike balance between informative and exciting
- Deliver what’s promised in pitch or release!