At the table

‘Power Breakfast’ feeds business’ interest in getting media coverage

Jessica Swanson
is the managing editor of the Vancouver Business Journal.

I am honored to be a panelist at the May 31 Greater Vancouver Chamber of Commerce event "Power Breakfast with the Business Editors: How to Increase Your Media Coverage."

Any business trying to get its story out should attend this panel discussion with some of the region’s best business journalists – OPB’s Kristian Foden-Vencil, The Columbian’s Julia Anderson, Justin Stranzl of Portland’s Daily Journal of Commerce, Rob Smith of the Portland Business Journal, Ben Santarris of The Oregonian and KGW’s Joe Smith.

From my perspective, attendees should leave this event with the best way to target their message. Obviously, radio, television and print use totally different mediums to reach audience members – so criteria for what makes a compelling story can be vastly varied. With television, a strong visual – or action – element is crucial, while the best radio stories have articulate, informed sources as well as other environmental drivers such as background noise, music and the occasional sound that is the story (i.e., a wrecking ball smashing into a building).

But what about newspapers? I think the number one myth regarding print media is that all newspapers want the same story – that only one angle of a given situation is newsworthy. An Oregon bank announces a downtown Vancouver branch, for example. What’s the local business story? The answer is, it depends. Often, it depends on timing – Vancouver Business Journal comes out every two weeks, so – except for breaking news on the Internet – we can’t just relay the announcement. Although this is the big news for the bank, by the time we come out, it will be old news. To be competitive, we go deeper. Maybe we would look at movement in the local banking industry as a whole, or explore a shift in downtown development.

It also depends on audience – we all have slightly different audiences. Perhaps another newspaper would talk about the new building that will be erected and how many construction jobs the development will spur in the area. Another paper may look at movement in the Oregon banking industry and competition in Southwest Washington. Another newspaper could talk to consumers about what they expect from a bank in 2007, and how this bank will meet their needs. Yet another publication could focus on the hypothetical CEO, who happens to be a long time supporter of women’s programs.

You see? It’s our job to know our audience, and – as a representative of your business – it’s your job to know us. No newspaper wants the same story as the next guy, but you’re likely to see your business’ news in print all over town if you tailor your pitch to the individual publication or media outlet.

"Power Breakfast with the Business Editors"

Hilton Vancouver Hotel and Convention Center

May 31, 8 a.m. to 9:30 a.m.

Register: www.vancouverusa.com

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