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Editor of Business North Carolina, David Mildenberg, was kind enough to sit down with Trisha and me to discuss the Charlotte-based magazine, the journalist-marketer relationship and how he sees the news industry evolving. Since you’re in Charlotte and may have some interest in landing your organization in Business North Carolina, we thought you’d be interested in our Q&A below…
Q: Hey David! Tell us about Business North Carolina.
A: Nobody else does what we do. Our job is to explore what’s happening in our state, focusing on people and companies from small towns to big cities. That sets us apart from the magazines that cover business from a national or international perspective. And it separates us from local newspapers and business journals. Our job is to produce quality, in-depth journalism; dig into stories behind the news; then deliver what we uncover in a manner that, though at times may be provocative, is always fair, accurate and thorough. Unlike some business magazines, we do not speak for any special-interest group or espouse a specific viewpoint. Our job is to reflect reality and, in doing so, entertain and enlighten our readers. On the business side, we are owned by a holding company based in Southern Pines that operates The Pilot newspaper there and monthly magazines in Greensboro, Wilmington and Southern Pines.
Q: Exactly. I certainly think you do a great job in going deeper and giving your readers the whole story.
A: That’s certainly our model. We try to go deeper than everyone else. We also think it’s very important to put context around and understand the history of something to truly make it interesting. There are a lot of folks who care about, and are passionate about North Carolina.
Q: Your readers primarily consume your stories via print, correct? Talk to us about your print/online strategy.
A: It’s true; thankfully, many do read print still. Some even prefer it over squinting at a phone or screen. Of course you can find our stories on our website and we just started DevelopCLT.com, a weekly newsletter about the Charlotte area’s commercial real estate industry. We want to write blogs and stories that provide a broader view of issues and the people active in CRE. That industry is really misunderstood. It’s such a large and important part of what’s going on in our state. I hope your readers will sign up for the free newsletter.
Q: How do you keep your finger on the pulse of so much news happening in the state?
A: We read as much as possible, but we also travel quite a bit meeting with interesting folks all around the state. The issues in Raleigh and Greenville, where individuals may be more interested in politics and have ties to Virginia, are so much different than what’s going on in cities like Greensboro and Charlotte.
Q: What does your staff look like?
A: We really have an amazing editorial team. We’ve got two great editors in Allison Williams and Cathy Martin and a veteran art and production director, Moira Johnson, who has been part of BNC for many years. We also rely on freelancers around the state, mostly notably Ed Martin, an award-winning journalist who has focused on the issues of our state for years.
Q: Tell us about your interaction with marketing and PR folks.
A: I sure have had a lot in my past! We’re really looking for great ideas. It’s important to understand the mission of our publication and present great hooks. I don’t believe in the antagonistic attitude where some editors won’t even take calls. There’s a place for both of us, and, there are fewer journalists these days which is all the more reason to work with communication folks.
A huge thank you to David for speaking with us! You can find Business North Carolina’s media kit here and you’re welcome to pitch him at [email protected].
Blog
I recently had a chance to sit down with co-host Corey Inscoe of The Good News Is, a weekly podcast with a similar mission to CharlotteFive (C5) where Corey is an editor. C5’s mission is to get you Charlotte-smart with fast, fun, interesting and useful news about the city.
Q: Corey! Thank you for sitting down with me. We’ve been working with you at C5 for awhile now, but tell me more about The Good News Is and how it complements the newsletter.
A: Absolutely. The Good News Is podcast is powered by OrthoCarolina and is technically an Observer product – not just a product of C5 – but it does live on our website and have a similar mission to C5.
Each week, Sarah and I hope listeners come away from the 20-30 minute podcast feeling like they know more about Charlotte than before they listened. It’s a mix of news, upcoming events, food & drink, trends, etc. And we bring in a guest each week to dive deep on one subject. So far our guests have talked about everything from breweries and development to the Panthers and a group of guys who survived a rock fall.
Q: That sounds really cool. There’s nothing quite like it in Charlotte, right? How do you differentiate yourself? What other topics are you covering? Who is your audience?
A: More Charlotte podcasts have started popping up recently but the vast majority focus on a very specific topic: dating, beer, sports, etc. We take a more general approach talking about anything and everything going on in the city, from the Panthers to all of the apartments being built. And we want to be timely. We want to talk about what’s happening in Charlotte that week, whether it’s something like the City Council’s LGBT ordinance vote or the St. Patrick’s Day Pub Crawl. We want to talk about things that matter to Charlotte.
Our audience is anyone who lives in or around Charlotte and cares about the area. We want to offer a little something for everyone.
Q: Tell me more about your co-host and the type of interviews you do.
A: Sarah Crosland is amazing. She’s the executive editor of the Observer’s magazine division, but she’s also an expert on Charlotte, especially its dining and food & drink scene. She is so well connected in Charlotte, which helps us land great guests, and she has a deep knowledge of the city. She’s also just really smart, funny, interesting and fun to talk to. Same goes for our producer, Richard Brooke, who has done a great job shaping the podcast and helping us get some amazing guests. We have a great team. Recording the podcast is definitely one of the most fun things I do all week.
As for the interviews, we just want to talk to interesting people. CIAA commissioner Jacqie McWilliams (a great get by Richard) was one of my favorite guests because (1) she’s an impressive woman in a male-dominated field and (2) I learned so much about the conference, the tournament and their connection with the city. We usually try to get a timely guest – like Rich and Bennett the week before the St. Patrick’s Day Pub Crawl – but really we just want interesting people who can teach us something about the city.
Q: How can Charlotteans get involved? Are you open to pitch ideas? We’re sharing your answers with Charlotte marketing and communication professionals so I want to make sure they know how to engage.
A: Absolutely. You can email us at [email protected]. We’re on Twitter, Facebook and Instagram: @TheGoodNewsCLT. You can reach us at any of those places if you have ideas for show topics or guests. We’re always looking for new ideas. I’m also on Twitter @CoreyInscoe if you want to reach out to me specifically.
Q: Staying true to C5 form, here’s my fifth and final question. What else would you like us to know about C5 and The Good News?
A: Since we’ve mostly been talking about the podcast, I’ll start with that. I’d love for people to give the podcast a listen and if they like it, share it with a friend. And give us feedback. We have a lot of fun doing it and we’d love to know what you think.
As for C5, same thing; if you like it, share it with a friend. Our goal at C5 is to make you Charlotte-smart: more knowledgeable about the city and people in it. And we want to have fun. We’re always looking for new and interesting stories. Charlotte has so much to offer — it’s growing, it’s being shaped by passionate, smart people, and there’s no shortage of things to do and discover every single day. I truly feel lucky to be in a position to write and talk about the city right now.
You can listen to The Good News Is on SoundCloud or subscribe to it on iTunes orStitcher. You can follow the podcast on Twitter and Instagram (@TheGoodNewsCLT) or on Facebook. You may reach them via email at [email protected]
Blog
Someone in your company pops up and says you need to host a press conference this year. Now what? Don’t fret; I’ve outlined below the essentials of a successful press conference. I beg of you to ask yourself one question before even starting. Is the news worthy of a press conference? Is what you’re announcing really an announcement? And will you be offering something that the media can only get at that time (e.g., an important speaker or visual)? If the answer is “yes,” then you’re ready to start planning. If not, perhaps consider strategic media pitching of the news instead.
PREPARATION IS KEY
- The Invite: You need a brief, engaging piece (a media advisory) that states: what, who, when, where and why. Be sure you just tease the information and leave the reporter wanting more. Giving away too much information will of course eliminate the need for the journalist to leave their office!
- More “Meat” to the Story: Do you need to create a full press kit or will a press release suffice? You’ll at least want to draft a press release that contains the pertinent details; provide this (and any photos) to journalists after the press conference has concluded.
- The Visual Story: Be sure you have backdrops, signage and props that tell “the story” without any words or captions necessary. Remember: a press conference is an event and an event is visual. Giant scissors for a ribbon cutting? Branded hardhats for a ground-breaking? Check and check.
THE DEVIL IS IN THE DETAILS
- Day of the Week: On Mondays, journalists are busy catching up on the weekend’s top news stories (and maybe they aren’t in the office on Sunday for a reminder from you). On Friday afternoons, they’re usually wrapping up for the week and planning weekend stories.
- Tick Tock: Consider deadlines for morning, midday and evening news. If you hold a press conference at 4 p.m., journalists are going to be really pressed given their deadlines for the 5 or 5:30 p.m. news. A morning or midday press conference will give journalists time to write/package the story that day, getting you MORE coverage.
- Location, Location, Location: Your location should serve as a visual extension of your announcement. Does your location link to/represent your announcement? Make sure there’s good lighting and ample space for both speakers and media personnel plus their equipment.
REIGN IN THE RAMBLERS
- Keep it Short. A journalist’s time is valuable. They want to get the story and get out. A mere 2-3 minutes per speaker is ideal.
- Narrow it Down. It’s not necessary to have the entire C-suite speak on one topic (although they may want to). Instead, stick to 1-2 executives who represent the organization well and (if possible) one dignitary or community leader.
- Talking Points. Be sure your speakers aren’t only equipped with their speeches during the press conference, but also prepared to answer questions from the media afterwards.
It may not always be possible to control every detail of a press conference, but it’s important to control the elements you can to make up for the uncertainties. Still feeling overwhelmed? Not a problem. You’ve got experts right at your fingertips. Pivot PR is here to make your next press conference a success.
Blog
As we enter the holiday season, I thought now would be a great time to address “corporate” giving. Many organizations have the best intentions to support their community, but not always sure how to make the biggest impact. I’m providing three tips that your business may consider when choosing a charity to make the process as easy as shopping for your family and friends.
1. Give to Those Who Matter to You
You wouldn’t normally give a gift to someone across town that you don’t know, right? Take into consideration what you and your employees care about and if the organization’s mission aligns well with your business. You’ll feel better about it and be more engaged with what you’re doing.
2. It’s Not How Much You Spend
Like me, I’m sure when you’re shopping you take actual cost into consideration, but what’s more important is making sure it’s something they value. By donating things like your time, expertise, connections and passion you may be able to make a bigger contribution than you think. It’s not always about a large financial contribution or sponsorship from you alone.
3. Tell the Rest of the Family
When I give mom that bracelet she always wanted I make sure my dad and brother know about it! Many businesses do not like to highlight their community relation efforts for fear of bragging. Nonsense! By showing that your organization is a good community steward, and getting others involved, you are also bringing awareness to the charity, which will only encourage others to give; win-win!
BONUS: Here is an opportunity for you and your executives to put these tips to good use. I will be participating in the Queen City Corporate Challenge, and if this is a good opportunity for you company, I would be honored if you joined me. Please let me know if you’re interested.
Hospitality House of Charlotte is a unique organization that provides the comforts of home for families of seriously ill loved ones by offering affordable accommodations in the heart of Charlotte’s medical community. Learn more about the Queen City Corporate Challenge here: http://www.firstgiving.com/29382/2016-queen-city-corporate-challenge.
Blog
I recently had a chance to sit down with my long-time friend and former colleague Katie McKiever, who is now the Social Media Manager at WBTV (the local CBS affiliate). We all think about anchors and reporters at news stations but do you also consider those behind the scenes as well? What about the marketing and communication staff? I wanted to take a peek behind the curtain to see how Katie and her colleagues help WBTV be “on your side.” Spoiler alert: she offers some great pitching tips too (so be sure to make it to the end).
Q: Katie! It’s been years since we last sat in a newsroom together as Business Wire employees. Your role here is much different from what it was back then; tell me about it.
A: I love this job! As the social media manager I’m a part of the digital department, but I support three distinct areas–marketing, digital and TV.
Q: I think our readers understand TV and digital, but explain how you support marketing.
A: We ourselves are a brand. Of course our viewers are looking for the news that we cover, but we’ve got to make sure to do a good job of bringing awareness to WBTV too — whether that’s promoting one of our shows or anchors. It’s an interesting side to the job that most don’t necessarily think of.
Q: How do you differentiate yourself from other Charlotte TV stations from a social perspective?
A: Of course they’re doing social too, but what I think sets us apart is our voice. There may be similarities in the channels we use (Facebook, Twitter, Instagram and Pinterest) but it’s how we speak to and resonate with our audience.
Q: Are you in charge of all employee channels or just the WBTV News and @KatieMcKiever?
A: Our anchors, reporters and everyone else handle their own social accounts, but I’m here for guidance, coaching, providing updated information on how to use things like Twitter Polls, the appropriate timing to post, etc. I help them to be more strategic.
Q: Can people pitch you directly or does it have to go through others in the newsroom first?
A: Yes. Definitely pitch me! Sometimes I get information that I know won’t be a good fit for TV, but I know it will be well received from our social media followers and website audience. I get pitched all the time and I can send it to the right producers that might end up running with it on TV. Just depends on the news. Sometimes it’s right for social, sometimes our website and sometimes TV. I’ve developed a good feel for where things should be placed.
Q: Tell me the value of digital and how it has grown.
A: We can include so much more content on our website and social channels than we ever could on TV. Because we’re a TV station first, our digital platforms are sometimes considered secondary, but we have a large digital audience that continues to grow. The great thing about digital is that a lot of it is trackable. We have hard numbers and analytics behind every platform. It’s nice how our website and social channels feed off of each other; a good chunk of our website traffic comes from our social media.
Q: I see you recently created a hashtag #WBTVandME. Tell me more about it.
A: We created #WBTVandME as a way to connect with the community. People can use that hashtag when they’re out and about, especially at events, when they want to share something visual with us. Not only does it serve as a platform for us to share, but people can use it to pitch us as well! We may pick it up on our website or in a newscast too. It’s a great way for people to connect with us and vice versa.
Q: Do you ever do just social posts or does it have to tie to a digital story?
A: Sometimes we’ll post things just on social, but for the most part we’ll lead them back to a digital story.
Q: Is there anything else you’d like to share with the average PR, marketing or small business owner in Charlotte?
A: I can’t tell you how many times I’ve had to ask people for pictures. Please send at least one picture with your pitch especially if it’s a pitch to a digital/social reporter. Even if it’s just a logo or an event flier, I’ll take it. The more pictures the merrier! We do not like to post stories on our social media channels or our website without a photo and/or video. So send me as much as possible. Don’t forget to include your social handles on things like news releases. Get creative with your subject lines. Use a compelling quote! Grab my attention and make me want more. There’s a fine line between teasing a reporter and getting their attention or just being silly.
Q: What’s your favorite part of the job?
A: I love all the Charlotte-centric information and how much everyone here loves Charlotte and this community. Sometimes I think the media gets a bad reputation, but I think WBTV does a great job of knowing when to draw the line and when not to get too flashy or sensationalize things. There’s a magic to television that’s still really fun. I catch myself watching in awe all the time.
A big thanks to Katie for talking with me. We encourage you to connect with her and WBTV on the following social channels:
Twitter: @KatieMcKiever
Instagram: @KatieMcKiever
WBTV: http://www.wbtv.com/
WBTV Facebook: https://www.facebook.com/wbtvnews3
WBTV Twitter: @WBTV_News
WBTV Instagram: @WVTV_News
Editor of Business North Carolina, David Mildenberg, was kind enough to sit down with Trisha and me to discuss the Charlotte-based magazine, the journalist-marketer relationship and how he sees the news industry evolving. Since you’re in Charlotte and may have some interest in landing your organization in Business North Carolina, we thought you’d be interested in our Q&A below…
