Putting People First

#BDRinsights

www.bulldogreporter.com

PUTTING PEOPLE FIRST

Jenny Rooney — Editor CMO Network at Forbes, co-host of “Marketing Matters: CMO Spotlight”, Bulldog Awards judge

www.bulldogreporter.com #BDRinsights

@jenny_rooney

WHO ARE JOURNALISTS MOST INTERESTED IN PROFILING?Pick a journalist then find out what makes them tick!

Pay attention to their patterns

Who do they most often write about?What are their titles?

What responsibilities do they have? What have they achieved?

How vocal/visible are they? How provocative/controversial are they?

www.bulldogreporter.com#BDRinsights

@jenny_rooney

HOW TO SEPARATE THE PERSON FROM

THE COMPANY


Stay away from keeping the person or executive anonymous

Most journalists prefer to cover a human and not a company

Attach a name to all pitches including data and reports

Ensure your spokesperson is credible

Choose someone who is well-versed on, and passionate about, the topic

@jenny_rooney

UNDERSTANDING AN INDIVIDUAL’S PERSONAL BRAND


What are your executives personally passionate about?

What tangential industry issues have he/she made priorities?

What are their “side hustles?”

What makes them unique above and beyond their current company roles?

What are they pioneering within their organizations?

@jenny_rooney

BRING COLOUR & DIMENSION TO AN

INDIVIDUAL’S STORYDon’t rely just on company stats or PR boilerplate language

Spend time with the people you’re pitching—in person!

Get to know them as people beyond what’s on paper

With knowledge you can pitch a unique, provocative and inspiring profile

Remember that in business, just as in life, people make the stories


@jenny_rooney