Describe
your job.
I
write news articles, features and interviews about advertising and marketing for
Adweek magazine's Southeast edition (13 states and the District). I write about
the businesses, the people (creative, account managers and C-levels) and the creative
work. I also contribute to the national edition. I
also keep the region's calendar and accounts in review pages updated, look for
quirky stories with an agency slant for the magazine's Shoptalk section. I watch
a lot of commercials and look at a lot of print ads. My job is to get the inside
story on how accounts are won and how campaigns come together. What
time/day is best to call?
Earlier in the
week. But as of Feb. 3, I will be filing two web stories a day and preparing one
print story, so things will even out. Print pages close on Thursday and Friday,
so unless you have breaking news, these are not good days to call. E-mail is always
good, but I can't always respond immediately. Beginning
with the February 3, 2003 issue, Adweek's print edition will be a national magazine.
Each of the magazine's six regions will have dedicated websites within Adweek's
web site (http://www.adweek.com). Adweek will
extend its coverage of marketing to include, as beats, sports and entertainment
marketing, marketing and communications (including public relations) and e-media.
How do you
like to be contacted? (e-mail, phone, fax, mail)
E-mail with personnel
stories (unless your agency/client has lured a high level creative director or
CEO, then call), e-mail with photos and party pictures. E-mail with account wins
unless we're working together on something. Phone early in week after 3 p.m. is
okay for stories about account wins, tips or campaigns. Which
topics are hot right now? Which are not?
Breaking news
is always hot. Account losses, wins, thefts. Who is doing what, who is spending
how much, who has stopped spending. Creative uses of media and public relations.
We're doing a lot more viral marketing stories, PR-related wins and campaigns.
Right now I'm interested in how the elections will change who holds/keeps which
accounts...how the changes will affect ad budgets. What's not hot is what we wrote
last week or what The Wall Street Journal wrote. Very curious about what Home
Depot is going to do marketing wise. Hispanic and minority marketing is hot and
will remain so. What's
your most memorable experience with a PR person?
Learning how
to read between the lines of press release. Because I write about the same people/agencies,
relationships are very important. The best PR people are trustworthy and provide
factual information in a form that I can use immediately. The language is simple
and direct. When a press release is too carefully crafted, I have to ask myself
why. I learned this the hard way. Some releases are too cute or self-indulgent.
Anything else
you'd like Atlanta's Public Relations industry to know?
Write simple,
direct copy. A client provides a service or a product. Remember to include headquarter
city of client. Be sure I can reach your client. Most of the PR people I work
with regularly are great because they understand the magazine and its deadlines
and goals.
Thank you to our Media Pro Guest Columnist:
Alicia Griswold
Reporter,
Southeast Edition
Adweek
1115 Northmeadow
Parkway
Roswell, Georgia 30076
Ph: 770-291-5488
Ph: 800-241-9034,
ext. 5488
F: 770-291-5489
Email: agriswold@adweek.com
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