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CIPR are running a series of ‘Meet the Editor’ sessions over 2008. This one took place on May 19.

Carol Lewis gave a brief yet informative talk on her role as Editor of Career, The Times and Times Online. These sessions have been designed as an opportunity to brief PRs on how to work better with the press, and it was certainly very well attended and I hope these sessions extend beyond the CIPR’s anniversary celebrations.

Carol’s overview was straightforward and to the point: know who/what you’re pitching to. Read it, know what they will be interested in. Don’t send them something they won’t want, or something they’ve just written about already.

Nothing new there of course, but there were some interesting insights. One thing for example is that the Times and Times Online are now fully integrated. This is the second time I’ve heard of the broadsheets doing this in recent months (the first time being with the Telegraph). Interesting, since it suggests that there’s more than one opportunity to get a story heard, and suggests that a story may get a better chance to be expanded as an online story as well as getting into print. The Careers section is not the only example of a paper that also has some content exclusively online, which again widens opportunities when pitching.

Another interesting point: while the print paper has a majority UK-focus, stories with a wider EU/international appeal do have a better chance of getting used online, where the audience is more like 1/3 UK, 1/3 EU and 1/3 ROW.

Third very useful point. It’s not something as a single-handed PR office I get much of an opportunity to do anyway, but it’s definitely worth bearing in mind: ringing to meet over coffee? good. Meeting for lunch? bad. No time, not interested. I’d be interested in knowing whether this stands true for the smaller B2B and niche media as well as the mainstream. I’m guessing yes: particularly as multitasking print and online and the 24hr news and blogging cycle are now the norm.

Overall it was a useful session, and I’m looking forward to hearing about the next one.

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