Interview
Telum Talks To... Niki Bruce, Managing Editor, Popspoken
By Sam Jo Yeo
"We're not interested so much in what's in the press release as we are in the person who's doing the activity."
Niki Bruce, Managing Editor of Popspoken, tells Telum Media all about the pop culture portal and its editorial ethos.
Some key takeaways include:
Niki Bruce, Managing Editor of Popspoken, tells Telum Media all about the pop culture portal and its editorial ethos.
Some key takeaways include:
- Popspoken is more about in-depth interviews with creative people, as opposed to trends and "churn journalism".
- They are interested in building a community of like-minded people and are open to contributions from writers.
- The publication wants to celebrate journalists and quality writing.
- Avoid sending generic pitches. Instead, tailor the content to the publication. For instance, Popspoken is more likely to cover an interview with the designer of a product, instead of the product's launch.
- Be prepared to follow-up on every part of a press release, especially if a journalist wants something different.
- Take time to create quality images for your content. Avoid press pack or product images with white backgrounds.
- "The worst thing is having exactly the same image, exactly the same statements from exactly the same people as everybody else."
- Do not keep sending the same email repeatedly.
- Pay attention to details like where the journalist is before contacting them. They could be in another country and time zone.
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