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If It Happens In Chicago, Chicago
Bureau Chiefs Want To Know About It
(June 2001 PCC Monthly Luncheon)
[An article about the
"Community Corner," featuring Pioneer Press, is on a
different page.]
By Sue Masaracchia
Moderator
Panelists
National news came to Chicago . . .
at least the bureau chiefs of organizations reporting
that news did, helping PCC celebrate its 60th year.
The occasion was the June luncheon
honoring past Publicity Club presidents and included an
anniversary cake and the announcement that Jeff Bierig
(Chicago Tribune) and David Brimm (BrimmComm), former
two-term PCC presidents, would become co-presidents for
the coming year. (Read more...)
Newsweek’s Dirk Johnson challenged
PR people to: “Explain something that other stories
don’t. Brief is best. I need to see the essence of the
story in the first two paragraphs,” he said. In his
opinion, the best pitches are carefully constructed,
thoughtful proposals that are no more than three to four
paragraphs in length. Don’t refer him to websites. “They
are useful but not in response to my questions. Being
told to visit your website is not what I want to hear if
I want to ask questions.”
Johnson prefers to be approached by
mail or by e-mail (dirk@newsweek.com).
Although he admits to not opening every envelope, he did
add that “I open all envelopes that are hand-written.”
Some recent stories include Oklahoma
City, Waco, Jonesburo, Columbine and profiles such as a
story about a 13 year-old girl growing up in a trailer
park in Dixon, IL.
As Midwest bureau chief for USA
Today since 1994, Deborah Howlett is responsible for
news coverage from Ohio to the Dakotas, although her
prior assignments have included the OJ Simpson murder
trial, the bombing of the Oklahoma City Federal
Building, the Gulf War and Ross Perot’s first
presidential campaign. She also is founding editor and
publisher of
Warwire.org, an interactive journal of global
conflict aimed at serving foreign correspondents and
others interested in war.
She admits that, although bureau
chief, she does not have complete control over the
stories that run: “Some stories have to go through the
'mother ship' in New York. Sometimes the Chicago bureau
is not always the best contact. For example, health
stories are better pitched to medical writers in the
main bureau, even if they originate in Chicago. Get to
know the beat reporters.”
Howlett echoed previous editors in
saying “if it’s appeared in other publications, it’s too
late for USA Today. Target your pitch to a specific
publication and person.”
Know the publication. For example,
“there is no full-time business staffer in Chicago;
someone in Washington, D.C. covers business by beats. In
Chicago, we cover “A” section news stories on our own
with few people to help out. Therefore, we are selective
in what we consider. I look for specific pitches that
work for me and for USA Today. And don’t run envelopes
addressed to us through the postage meter if you want us
to open it.” If you e-mail, “I should click on the
subject line and find a great headline.”
She further advises PR people to be
honest with their clients or superiors and tell them
“it’s not going to happen” if they want to be in every
publication they want.
One of the best pitches she has
received concerned the redevelopment of the Kenwood
section of Chicago, which would include a chain grocery
store and theatres where only ‘mom and pop’ stores
existed before. The trend was being repeated in other
impoverished areas of other cities including Harlem in
New York. “Here was a local story illustrating a
national trend.”
Howlett always opens mail that is
hand-written or that arrives via FedEx, and occasionally
opens mail while on the phone. If sending an e-mail, do
not send attachments. She also prefers not to receive
faxes. No matter how it’s sent, “It has to intrigue me
right off the bat.” She can be reached by e-mail at
dhowlett@usatoday.com or by fax at 312-670-3840.
Kevin Helliker has ten reporters
with assigned beats, but rarely knows what stories are
being prepared by bureaus and writers outside of
Chicago. His beat is almost entirely publicly traded
companies, so don’t send releases about events or
visiting celebrities. The exception would be stories
particular to Chicago that have national appeal. He most
likes public relations people who demonstrate that they
read the Wall Street Journal.
“Mentioning something someone has
written is a good start,” said Helliker, “but also you
should be mindful of the manner of your approach. Calls
are not the best. I find them intrusive. I’d prefer
e-mails and faxes, and I always open FedEx overnight
envelopes. If you send me something through regular
mail, I figure it cannot be very urgent and can be
ignored. I should receive some sense that you’ve given
some thought to the needs of the Wall Street Journal and
how to sell your story.”
Helliker prefers receiving “a short
two to three paragraph” pitch that displays the
investment of a significant amount of time.
He likes to receive unique story
pitches such as the one he used about a company that
fired both of their CEOs, or Chicago’s ‘dibbs’ system of
saving city parking spots with chairs. He also
appreciates suggested headlines.
“Offering help in figuring out a
headline improves your chance for success,” as does
providing information or background on the client and/or
company involved. “Journalists are rarely hard-up for
sources, especially since universities are always
sending us expert lists. We are more in the market for
good story ideas.” Reach Helliker by e-mail at
kevin.helliker@wsj.com or by faxing him at
312-750-4153.
Cindy Dampier has been at People
Magazine for 12 years, working both as a freelance
writer and a staff reporter for the magazine’s Miami
bureau before assuming the position of Midwest bureau
chief in 1997. She has reported on stories from the
aftermath of Hurricane Andrew to the JFK, Jr., wedding
and Oprah Winfrey.
Currently, she manages coverage of
14 states and two Canadian provinces for the magazine,
with different reporters watching for news in each of
their areas. “I listen to everything. Tell me why it
should work for us. Tell me if it is being offered as an
exclusive right off hand. I may ask for a day to look at
it.”
Stories can be pitched to anyone in
Dampier’s office. However, PR people “need to realize
the difference between national stories and local
angles. I need the best and first in the nation.” She
rarely gets story ideas from coverage in local papers.
There needs to be a lot of credibility for a story to
become national, but having been reported in a local
paper can help add credibility. “People Magazine does a
lot of medically tied stories, usually highlighting
regular people who are dealing with a medical condition.
A story may concentration its focus on the case or
physician. We are looking for new revelations,” she
added.
“My assistant sends me the cream of
the crop of what we receive,” said Dampier. “ I will say
that FedExes and colorful pieces usually get passed on
to my desk.” She also shared that PR people should save
their time and money if they are thinking of sending a
press kit. “Press kits take up a lot of space and I
don’t have anywhere to keep them.” She also shared a
disdain for e-mail and the phone. To reach her by fax,
call 312-321-7880.
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[An article about the
"Community Corner," featuring Pioneer Press, is on a
different page.]
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