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Steve Beale

Steve Beale
Stephen Beale is the editor of Bulldog Reporter’s Inside Health Media, a publication for PR people in health and medicine. He covers media news and interviews health journalists about their preferences for dealing with PR people. Based in the San Francisco area, he previously worked as a technology journalist.
What’s worse than a mass mailing? Try “faux personalization”

What’s worse than a mass mailing? Try “faux personalization”

Given a choice, most journalists would rather receive a tailored, personalized pitch instead of a press release sent to large distribution list. But when faced with the prospect of reaching hundreds of journalists, many PR agencies resort to "faux...

Using geographic scope to refine your media lists

Using geographic scope to refine your media lists

When building media lists, many PR and communications agencies/departments implement an audience-classification system based on consumer demographics, industry segments and job functions, and then apply these categories to media outlets. But to complete the task of...

10 steps toward building long-term relationships with journalists

10 steps toward building long-term relationships with journalists

Journalists say it again and again—the most effective PR pros are the ones with whom they’ve established long-term relationships. The trick, of course, is establishing those relationships in the first place. What’s the magic formula that makes them happen? I wouldn’t...

Beware the dangers of name-dropping when pitching top-tier journalists

Beware the dangers of name-dropping when pitching top-tier journalists

Journalists, especially at the A-list outlets, are a competitive bunch. They live for the scoop, the exclusive, or at a minimum, the unique angle on a widely reported story. Based on feedback we've heard from journalists, this point seems to be lost by a certain...

How to deliver a compelling PR pitch

How to deliver a compelling PR pitch

  I've been a journalist for more than 30 years, and I've also interviewed hundreds of other journalists about their preferences for dealing with PR professionals. So I think I can say this with some authority: If you want to grab our attention, forget the fancy...

MSAs, CSAs and DMAs: A Guided Tour of Local Market Designations

I've written previously about the importance of identifying "geographic scope" when targeting journalists. Most journalists write for either a national or local audience, but how do you define "local"? I work from a home office in El Cerrito, Calif. (pop. 23,549), one...

Not for Immediate Release—Do’s and Don’ts for Managing Embargoes

It's a practice that many journalists welcome as a way to get a head start on breaking news. Others view it warily, either as a logistical headache or as a hurdle to their newsgathering efforts. Mention it to bloggers who are not experienced journalists, and you're...