On Monday, Nov. 10, some 30 publicists, small business owners and nonprofit leaders gathered to explore how they could better connect with the print and broadcast media. The panel discussion/luncheon – in which Westfair Communications Inc. took part with Cristiana Caruso, editor-in-chief of 914INC. and senior editor of Westchester Magazine; Richard Giacovas, reporter/anchor of WNYW-TV (Fox 5 NY News); and Tara Rosenblum, reporter/anchor of the News 12 Network – was presented by the Public Relations Society of America’s Westchester/Fairfield chapter (PRSA W/F) at Sam’s of Gedney Way in White Plains. Christina Rae – vice president of PRSA W/F and president of Valhalla-based Buzz Creators Inc., celebrating its 16th anniversary – served as moderator.
The discussion – which ranged from the use of artificial intelligence (AI) in the media to deadlines – came at a moment when the media is at an inflection point, assailed for its accuracy by the right and the left and losing ground to social media, resulting in an erosion of subscription bases, sales revenue and local news.
The panelists, including this author, were a hard “no” on the use of AI to write stories. The panel described AI as better positioned to be a quick research tool and data driver – with the reporter’s critical thinking skills, however, always employed in those applications.
All were also in agreement on the importance of a business owner, nonprofit leader and publicist knowing the media outlet they were pitching. A restaurant in Rockland County, for instance, shouldn’t be looking for press for an event tomorrow night from a Fairfield-based magazine already working on a winter issue.
Knowing the publication or network – its content and its deadlines – also means cultivating professional relationships with the press, including spelling the reporter’s name correctly in a pitch, which most on the panel said should be brief – a paragraph or two explaining why you are seeking publicity for your organization or event. A photograph with the identifications of the subjects from left to right and a photo credit also helps make a pitch more attractive to the press.
The event was a reminder that journalism – the only profession mentioned in the Constitution – remains the backbone of a free, democratic society. In the current sobering cultural climate, publicist and journalist alike should both be in the business of providing real, factual information in real time.
