Since landing a story or mention in The Wall Street Journal qualifies as the major leagues, it requires a pitching approach similar to that used by New York Yankees’ ace reliever Mariano (Mo) Rivera: a combination of tenacity, resourcefulness, integrity and precision. That was our takeaway from a recent panel discussion with a team of seasoned WSJ editors, organized by PRSA NY.
Gabriella Stern, the WSJ’s deputy digital editor, moderated and hosted a behind-the-scenes group tour of WSJ’s state-of-the-art midtown newsroom. She described The Hub as “the nerve center and the heart of the New York news operation”. That’s where print, online and wire editors coordinate their efforts. The Opinion Page functions separately from the news operation.
“We have a sprawling digital operation, and our digital strategy is increasingly mobile”, Stern added. She pointed out areas devoted to social media, mobile, Infographics, design, video, and an on-air digital control room. WSJ hosts about seven live video shows per day.
“As PR professionals, you’re often the keys to information and thought leaders we need to talk to for our stories”, Stern told the group. She offered a wealth of pitching tips, along with her editorial colleagues:
- Jim Pensiero, deputy managing editor (focuses on talent, training, newsroom projects)
- Noelle Knox, editor, CFO Journal (addresses CFO suite)
- Geoff Rogow, editor, Real-Time Finance News (area includes markets and finance)
- George Stahl, corporate news editor, Real-Time Corporate News (handles news put out by companies)
- Kevin Noblet, editor, Wealth Management (covers financial advisors and how they manage their practices and help clients)
We’ve organized the range of pointers like a baseball pitcher, with an outline for pitch selection, windup, delivery and mechanics.