Lessons from a former Forbes journalist: Catch me if you can – the dos and don'ts of mingling with the media at industry events
By Andrea Gläsemann
Do you know why I love May so much? Because besides the blooming flowers, the springtime vibes, and the warmer temperatures, it invites us to become active again, to go out into the world, mingle with people, and explore our surroundings. Gone are the dark, cold months when we preferred to bury ourselves on the couch with a good book and withdraw from the world. Yes, for me, May is the month that officially heralds the season of making connections, of coming together, of engaging in dialogue. And I see this pattern reflected in the professional world as well.
Whether it's OMR, re:publica, or the Greentech Festival: May and the next months are full of industry events that bring people together (for more information on must-attend tech conferences this summer, please see here). These events not only attract all industry leaders and experts but are also significant for media professionals to stay updated on the latest trends and innovations, exchange ideas, and even conduct interviews with interesting personalities. This is something communication experts are well aware of, and it's not uncommon for a casual conversation on-site to turn into a sales pitch for a specific company, leaving a sour taste in the mouth of a journalist and a sense of wasted time (have been there!). And after all, journalists lack one thing for sure: time. Industry events are usually packed from top to bottom with interview schedules, and in between, one still wants to gather inspiration from the input of the speakers. As a communication expert, you may now wonder how to approach a conversation with a journalist in such a busy environment.
So, here we go: I'm Andrea, a former Forbes journalist, now a Laika Space Dog, and I'm delighted to share with you a new episode of my column, “Lessons from a Former Forbes Journalist”. In this installment, we'll take a look at navigating industry events and making meaningful connections with journalists amidst the hustle and bustle of their busy schedule. Enjoy!
First things first: Understanding the journalist's mindset
Journalists are driven by a relentless pursuit of stories that captivate and inform their audience. When attending industry events, they are not merely passive observers; rather, they are actively seeking out insights, perspectives, and trends that will resonate with their readers. Whether conducting interviews or attending talks, journalists are constantly evaluating the relevance and newsworthiness of the information they gather. Therefore, when approaching a journalist regarding such events, it's essential to understand and respect their mindset.
Communication with a journalist should revolve around how the conversation or interview will add value to their work and ultimately benefit their audience. Highlighting the unique insights or perspectives you can offer, the relevance of the topic to current trends, or the potential impact of the discussion can pique a journalist's interest. By demonstrating how your contribution aligns with their goals of providing valuable and engaging content to their audience, you increase the likelihood of establishing a meaningful connection.
How to approach a journalist
When it comes to approaching a journalist, timing is crucial. Instead of waiting until the chaos of the event, it's wise to reach out beforehand. But who should you approach? Typically, event organizers have media lists that you can request. If they're not shared, you can always address your concerns to the organizers, who can then reach out to the journalists to inquire about their interest. Often, media partners can also be found on the event website, or you can play a bit of Sherlock Holmes and search through various social media channels to see which journalists have announced their attendance at an event. Once you have identified the media or journalists who will be present, it's all about the approach — and that takes practice.
1. Compelling request: When getting in contact with journalists, quality is always more important than quantity. Craft requests tailored to the journalist's beat or area of interest, highlighting unique angles or insights that will capture their attention. Keep pitches concise, relevant, and focused on why the story matters to their audience. By providing journalists with valuable, newsworthy content, you increase the likelihood of securing an interview at the event or at least piquing their interest.
2. Respecting journalists' time: As mentioned earlier, time is of the essence — for everyone, especially journalists. Journalists' time is precious, especially at busy industry events. Respect their schedules and boundaries by approaching them with enough lead time. When a journalist may be too busy or unavailable to chat, respect and accept that.
3. Don’t be a hunter: During the event, be mindful of the journalist's schedule and commitments. If they've already shown no interest beforehand or even indicated that they really don't have time, don't try to hunt them down at the event to squeeze in a conversation. This really leaves a bad impression. On the contrary, it also makes it harder for you to get their attention in the future. I know that at this point some might think that persistence often pays off - however, unless you have the charm of George Clooney, I would be extremely cautious with that approach. Conversely, if a conversation has been arranged, stick to the agreed-upon time from your end.
3. Vol 2.: Some nitty-gritty, juicy details
It is famously said that the devil is in the details, and let me add my two cents, when…
…you couldn't secure an interview, but you do have a speaking slot: It's usually worth making important announcements during speaking slots on the event stage. These slots offer wide reach and a professional platform to grab the attention of the media and other participants. It's possible that some journalists may approach you afterward for further discussion.
...if you managed to arrange a meeting but don't have a booth or speaking slot: It's still sensible to bring along your own product and present it. For instance, that's what we did at nomtek, and it worked wonderfully. At the last minute, the Laika team and nomtek decided to "hijack" TechCrunch Disrupt: Instead of booking an expensive booth or waiting for a speaker slot until next year, we simply bought visitor tickets and met the journalists attending the event on-site.
Lastly, there are a few things I strongly advise against:
JUST DON'T...
...drink too much alcohol because the event also offers an after-show party: Alcohol can make you feel more relaxed, but excessive alcohol consumption can impair judgment and lead to inappropriate behavior — like divulging too much information — and, overall, it can be embarrassing and leave an unprofessional impression.
...lounge around in front of the press center trying to snag someone. In general, I would discourage hanging around the center and waiting for a convenient opportunity to grab journalists. Few people have the finesse to do this charmingly, and back when I was a journalist, it felt like being a celebrity harassed by paparazzi, all vying for attention but ultimately having nothing interesting to contribute.
4. Following up strategically: After (initial) interactions with journalists at industry events or via email––if the journalist didn't have time at the event––, it's important to follow up strategically to keep the momentum going. Send personalized follow-up emails expressing gratitude for their time and offering any additional information or resources that could be helpful to them. Keep communication channels open and be prompt in responding to any inquiries or requests for further information from the journalists.
As you can see, occasions to come together mean much more than just being there and connecting. Especially when it comes to journalists, it's important to understand their working methods and, above all, how significant their time is. Therefore, communication experts should not naively attend events and hope for the best armed only with pitches, but should approach journalists in a smart, understanding manner — and that means well before the event! So one can enjoy the event and get the most out of it: both journalists and comms experts.