Conversations with HR Editors at the SHRM Show:With their often-hectic schedules, editors of the various HR industry publications are more difficult than ever to catch on a phone, much less share an extended conversation with. However, HR Marketer's media relations director, Elrond Lawrence, met with several editors during the recent SHRM Conference in New Orleans. Here’s a sampling of tips and advice gleaned from the conversations:Carroll Lachnit, editor, Workforce Management magazine Workforce Management focuses on issues, and does not cover new product announcements or publish reviews. To pitch a product or technology solution, offer a story where a customer used the product to solve a problem or overcome a challenge, and have a manager at that company ready to speak with one of the Workforce staff. A brief mention of a product in the right context can have just as much, or even greater impact, than a news brief or story. Send press releases to her attention, and don't make them look fancy – the content should be enough to capture their attention. David Shadovitz, editor, Human Resource Executive All press releases should be directed to David at dshadovitz@lrp.com. Midweek days are best, but they try to review all releases that they receive. It’s most important that your release has a concise subject heading and lead paragraph that quickly summarizes the news value of your announcement. Don’t bury your news in a lower paragraph. E-mail is fine for sending releases; faxed releases have largely become a waste thanks to junk mail. Employer branding on a global scale is currently a topic of interest. To learn about staff members and their coverage topics, review the magazine website, which is frequently updated. Joanne Wojcik, senior editor, Business Insurance Magazine If you’re pitching a story, be familiar with her coverage topics – HR compensation and benefits. Review the Business Insurance website or some sample print copies if you have questions. She'll review press releases via e-mails most any day, but Fridays are not preferred. She writes not only for the weekly magazine, but also for their online site, so she has ongoing deadlines and her time is valuable. Don't call to make sure your press release arrived safely! If a release isn’t the right fit for her coverage area, she will relay it to the person who is. Jill Elswick, Employee Benefit News Jill is an associate editor for the weekly magazine, and also edits their Benefit Connect online newsletter. They try to read all press releases, and Mondays and Wednesdays are good days to submit them via e-mail. They are most interested in talking with benefit managers and HR managers who can speak to issues that their readers also face. Again, don’t call to see if they received your news release or story pitch – if she’s interested, she'll contact you. Finally, the editors had advice for those who respond to story information queries via services such as HR Marketer’s www.HRSourceNet.com: Locate customers of your services and products who are willing to speak with journalists. The sources that journalists are overwhelmingly seeking are HR managers, experts and thought leaders. By finding and securing the participation of experts from your own network of contacts today, you’ll be ready when the opportunity comes. Don’t be afraid to pass along a query to the right contact. Even if it’s not a good fit for you, referring the right source from your network of personal contacts will make you a resource to the journalist. Building solid working relationships will pay off in the long run. Context is key. A brief placement in the right context can be just as important as a big story. Even if the story focuses on the HR manager or department, a mention of your service as their solution will have tremendous impact. Act quickly. Journalists may often have only a few days before deadlines by the time they post a submission. By following these tips, you can help continue the momentum of HR Marketer’s editorial opportunities and maintain the valuable connection between the HR press and your organization. |