Insights

Pitches that stick: Insights from Straits Times’ Krist Boo

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Guess who popped by our Singapore office for breakfast recently? A friendly face from The Straits Times, Krist Boo! As a senior journalist with a communications background (did you know that Krist was the first communications hire for Resorts World and she managed 11 PR agencies in the region?), Krist had plenty of tips and tea to share with us. 

Anyone who reads The Straits Times might agree that her thought-provoking features and engaging podcasts are a joy with your morning coffee. With a talent for blending factual reporting with insightful analysis, Krist makes business, technology, and work-life topics fun and relatable to a broader audience.

Over the years we’ve interacted with Krist, what truly stands out to our team here at RICE is her earnest intent to support the communications and PR fraternity. Her insights, sharp news aptitude, and friendly demeanour make her a valuable and respected partner in our industry. 

So, what kind of a pitch appeals to Krist? How does she like to be engaged? Here are some insights she shared:

  • Outcomes Speak Louder than Words: Less is more. As an ex-communications professional, Krist understands the importance of brand reputation and the expectations of the business from communications. However, reputation is not a volume game. Publications like The Straits Times may consciously be inclined not to feature a brand too often, so make it count! Pick a few key story moments in the year that would matter to the publication. It’s all about making those moments matter. 
  • See Journalists as Partners: Bounce story ideas off the journalist you pitch to, or find out what they are working on. Stay curious and engage in conversations with the media about the latest trends in the industry – it does not and should only sometimes be transactional and about landing a story. Make it a two-way street – be professional and helpful by getting them the information they need for their story, and offer insights from various sources (not just your brand or client).
  • In Numbers We Trust: Geek out on numbers, data, and quantitative insights. The stories that land the hardest are the ones that can be backed up with compelling research and data. How will the media respond to a particular study? Find a friendly journalist and share your hypothesis or premise before your survey. 
  • Journalists want Personalisation too: Know your journalists and tailor your pitch to suit each reporter’s palette. Build strong relationships and be the person who makes their job easier. They’ll remember you for it (and might return the favour). Don’t beat around the bush, but be specific and clear about your message. Stay abreast of news, views, and policies that are shaping your industry for intelligent and efficient trend jacking.
  • Bonus Tip: Instead of checking a journalist’s interest in receiving rapid commentary on breaking news, send a few quotes from your spokesperson directly. Given the urgency of filing their stories in such situations, you might be in for a pleasant surprise. 

Ultimately, what makes a good story is still an age-old staple, like a good headline, well-rounded reporting, and a unique perspective that captivates, engages, and informs. 

And yes, before you ask, we’re fully onboard the integrated digital communications and AI bandwagon. But as agency folks, the world of earned media holds a special place in our hearts. In today’s PR landscape, where media coverage remains a key metric despite growing competition for share of voice, sustaining these relationships with journalists is more important than ever.

Keen to learn more media insights? Hit us up.

05.9.2024
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