From the Top Down to Bottoms Up: A Conversation with Greg Gilligan

Gilligan-at_THP

Last Monday afternoon we were thrilled to host Greg Gilligan of The Richmond Times-Dispatch for lunch. If you don’t know the long-time business reporter, creator of the Biz Buzz column and now business editor at the T-D, then you’re really missing out. 

Here are four insights Greg shared with us over Bottoms Up pizza:

  1. Research reporters before you pitch them. A perennial plea from journalists of all kinds, Greg emphasized this PR 101 tip because it’s so very, very important. If you’ve ever heard Greg talk about PR, you’ve heard his story about a young PR flak from Chicago who pitched him a restaurant opening in Reston. Yep, that really happened. If you want to know how Greg shut that one down, you’re going to need to ask him yourself. It’s a great story and bears repeating.
  2. Reporters are busy writing. Duh, but it’s the most likely reason your email isn’t getting a response. Reporters are busy, busy people. However, editors, like Greg, are not. (Just kidding, Greg!) As an editor, Greg is responsible for all the stories and all the ledes and all the column inches. He’s looking at emails as he’s tracking content. Greg’s tip: go ahead and pitch reporters directly, especially if you’ve done your research and know they are the right reporter, but he also suggests forwarding pitches his way as an FYI or, if we’re not getting any response, he can sometimes help clear the way or give you the feedback you need.
  3. Don’t pitch on deadline. How many PR people out there know what timeframe Greg is referring to? Answer in comments for a Starbucks gift card – first come, first served. Greg will choose the winning answer.
  4. Exclusive? Greg didn’t name names, but apparently there is confusion among PR people about what precisely the term “exclusive” means. If you’re pitching a journalist an “exclusive,” here's what they will assume it means: their outlet (publication, station, site, etc.) will publish the story first, before any other outlet (of the same or differing media) gets the chance.

Questions? Ask Greg in the comments.

Thanks, Greg! We loved seeing you and hope you’ll come back soon. 

Caroline L. Platt

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