Local Journalists Give Insights Into Working With Their Publications

The landscape of Chicago media is seldom static, so it’s important for savvy PR professionals to stay abreast of new media placement opportunities. PCC is always in the forefront of this effort. It starts with our "Getting On the Air and Into Print" media directory, and continues with special media-oriented programs, such as our terrific September kick-off session.

The SEPTEMBER 14, 2005 program featured a panel of top journalists who will provide a personal perspective on what they are looking for from PR professionals when it comes to their beat coverage.

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MODERATOR

PHIL ROSENTHAL
Business media columnist
The Chicago Tribune

PANELISTS

Nicole Dizon
News Editor, Associated Press

Maureen Jenkins
Lifestyles Reporter, Chicago Sun-Times

Chad Schlegel
Editor-in-Chief, Time Out Chicago magazine, a new weekly arts and entertainment magazine that explores the city's arts, dining and shopping scenes

PROGRAM SUMMARY

PCC September panelists (from left): Phil Rosenthal, Business media columnist, Chicago Tribune (moderator); Nicole Dizon, News Editor, Associated Press; Chad Schlegel; Editor-in-Chief, Time Out Chicago magazine; and Maureen Jenkins, Lifestyles Reporter, Chicago Sun-Times.

Report by Sue Masaracchia-Roberts

Chicago Tribune columnist and media reporter Phil Rosenthal moderated a discussion during the September PCC meeting that featured a panel of reporters who recently started their current positions. The panelists included Nicole Dizon from AP, Chad Schlegal from TimeOut Chicago, and lifestyle reporter Maureen Jenkins for the Chicago Sun-Times.

“PR people have the worst of both worlds,” said Rosenthal, “working for both clients and the media and neither is happy. PR people need better PR, especially in how they are portrayed in the movies. And it doesn’t help that all the publications [they pitch to] are going in the same direction. That just enhances the problem. Also, the view of the press is not as high these days as we would like it to be.”

Recently appointed media columnist for the Chicago Tribune, Rosenthal is “still trying to figure out this new job.” He hopes that, along with that the professionals he deals with understand that “the business section is different than features and media is different than TV.

Rosenthal expressed his greatest pet peeve (which usually is the pet peeve of every journalist) is the habit of PR people following up on e-mails with phone calls to confirm the reporter received the email. Rosenthal advised the audience to: ”pick one approach or the other, but do NOT do both if you want to maintain my favor.” He also suggests public relations professionals KNOW what his needs are and when his column appears, as well as being aware of what is out there in this realm.

Chad Schlegel

A Chicago-area native, Schlegel began his career in New York, the birthplace of the American extension of Time Out. “Once it launched, it quickly rose to the top,” said Schlegel, adding that the New York version quickly began to outdo the London publication. “Chicago is its third site,” saying that its main requirement is an “urban environment with lots of activity and public transportation. There is not much counter culture sensibility in the suburbs, so we maintain a Chicago focus that concentrates on the best places to spend time and money.” Time Out has existed in the Chicago marketplace for about six months, but “we are still figuring out what we are doing.”

Having sections for arts, theatre, gays/lesbian, sports and other sources of entertainment, Schlegel explained that Time Out requires a different angle on their stories, “an approach and content that sets us apart. We go places other publications won’t and push the edges. We want to be first with everything.”

Schlegel wants examples and a specific angle when receiving pitches, rather than generalities, and needs story pitches at least two weeks prior to the Thursday publication date.

Time Out produces 130 pages a week, created in tiny print. Schlegel suggests e-mailing section suggestions after finding out who to contact. His staff is tiny and shares a database. There is no problem contacting more than one editor.

He explained that he handles too many things at the same time to take phone calls, however he counts on PR people to do the legwork for him and his staff. “Supply me with three to five pieces of a chair and you have a good shot,” he said, adding, “Send art! Make it low resolution “.jpgs” first and, when we request it, send high res. Technology is your friend.” He appreciates being able to obtain information that is downloadable from a website.

To contact Time Out reporters, use the person’s first initial and last name@TimeOutChicago.com.

Nicole Dizon

Before joining AP, she was a beat writer and wrote about education. As Chicago AP news editor, Nicki Dizon directs all the good and bad news from IL. Every morning at 8:30 a.m., she can be found in a news meeting, along with business reporter Dave Carpenter and other team members. However, they find few PR people really understand the AP organization.

“We receive between 700 and 800 e-mails and pitches a week,” said Dizon. AP has a staff of about 30 reporters in Illinois, including special reporters and those who cover human interest, sports, medical issues and a host of other beats night and day. Less than half a dozen are around on weekdays, while one covers overnights and a couple cover the weekends. The stories they cover “are national and international in nature. We cover trends. We do not rehash or rewrite stories but do original reporting.” Therefore it is important to “find out the beat reporters and establish a relationship with them. We are not PR Newswire; we don’t put releases on the wire! We need a news peg.”

Among the best pitches Dizon has received was one about the use of palm pilots in schools. The reporter had teachers using them all set up and did all the legwork, making her job easier.

She rarely needs photos and, if she does, the staff prefers to get their own. PR people can, however, have people available for photos. She also puts a premium on exclusivity.

Dizon emphasized, “I don’t want to see the story in the Sun-Times or Tribune or I’m going to wonder, ‘Why did we get it?’”

The worst method of contact for Dizon is the phone. “E-mail is great! And don’t pitch directly to me but contact the reporters who handle the beats.” She is receptive to hearing about businesses in Illinois or with an Illinois peg.

She indicated that she likes to find press information on websites. To receive a list of her staff contacts, e-mail her at ndizon@ap.org.

Maureen Jenkins

Jenkins has been the new “kid on the block” in her current role at the Sun-Times for the past three months. However, she has a good understanding of globalization and consumers since, before assuming this position, she worked on editorial and public relations on the corporate side of the fence, including being on the communications team for Boeing when they moved to the Midwest.

“I understand the challenges of public relations professionals and journalists, but I expect more of PR people as a result,” she said.

For those who want to pitch more than one writer or editor, Jenkins recommends, “It’s okay, but just tell me. Say, ‘I also sent this information to Paige and Avis since I didn’t know who to contact’ so we all don’t work on the same story.”

“Exclusivity provides an edge,” she said. “Pitch different angles or different parts of the story to each of us if you pitch more than one paper, or don’t pitch it! Think smartly about where things will go before you pitch it. Especially if it is time-sensitive, think about the kinds of reporters and the fit. If there is a time peg, let us know. If the story is evergreen [timely any time], it doesn’t matter when you send it. ”

More important to Jenkins than coming up with the stories is being a good resource. “Great ideas come from publicists,” she said. “I am a packrat – I don’t throw out anything. Keep pitching me and giving us good ideas” and give her press kits and images on a CD Rom.

To become a valuable asset to Jenkins, she advised, “Get me someone I need on the phone now! Don’t pitch me if you can’t deliver what you offer! Be Johnny on the spot; set up the interviews and come through in a clutch and have it when I need it! You don’t get another chance if you blow my deadline even once.”

Contact Jenkins by e-mail or by phone. “I’ll let you know if it’s a bad time to talk,” she said. “But I will try to call back.” However, she admits, “Good stories can fall through the cracks."

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