Episode #8: Michelle Rafter, Business Reporter
“I would be a fool if I did not re-use my sources. There’s a caveat to that, but, if you cover a beat, you definitely have certain sources that you’re going to work with on a regular basis.”
- Michelle Rafter
We sit down with Michelle Rafter, a freelance business reporter whose focus right now is Covid-19’s impact on tech, work, and industry. Although she doesn't rely on traditional press releases to craft her stories, she offers some valuable lessons around how PR's may still work with freelance reporters like her.
In this episode, you will learn:
What’s changed for Michelle’s reporting due to Covid-19 (& how the recession set her up for this !)
The kinds of stories she’s focusing on under this pandemic (& how she’s sourcing her stories)
How she best works with PR professionals (it might not be how you think!)
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Timestamps
:20 -- Britt introduces our guest, Michelle Rafter, and asks her to explain how Covid-19 has impacted her work. Michelle mentions a few shifts over time, most recently since May.
4:17 -- Jackie asks what’s changed for her assignments since May. Michelle talks about projects that were previously on hold since March, ready to resume. She goes into detail about the current time period that she calls “phase 2.”
6:34 -- Jackie mentions that phase 2 reminds her of the “Coronavirus fatigue” Lisa Rowan mentioned in the Covid-19 Personal Finance episode. Michelle goes into detail about how this time period feels very much post-recession, and how that informs some of her reporting as of late. (Side note: Looking back at recession coverage might be a good way for PR’s to come up with some interesting Covid-19 storylines!)
11:55 -- Britt asks Michelle to go into detail about how she is sourcing the stories she is writing about.
19:06 -- Jackie asks 2 questions. First, she asks the best way PR’s can get Michelle's attention (is a cold pitch appropriate, for instance) and if she ever uses the same source twice. (Good news & spoiler-- the answer is yes to both!)
23:25 -- Britt asks Michelle to give general advice for PR’s around pitching stories during Covid-19.
27:50 -- Britt asks Michelle to give final words to PR professionals in general. Michelle’s answer is really sweet.
Connect with Michelle
Connect with Jackie & Britt
podcast@weearnmedia.com
