By
Jackie Holmes, PepperDigital


As
I was perusing the latest Tweets on my Twitter account a few days ago, I came
across
Businessweeklogo the blog post “Twitter
Your Way into Our Newsroom”
from BusinessWeek’s
Editor-in-Chief, John A. By
rne. My curiosity got the best of me, because
what PR person doesn’t want a quick way into the news room of
a top 50
publication?

Byrne
said he joined Twitter to “tweet on
news decisions, editorial judgments, and the v
arious goings on in our newsroom.
It’s yet another effort to more fully engage readers and deliver on our go
al to
b
ecome the business and financial website with the deepest and most meaningful
reader engagement in the world.”

In
a matter of weeks Byrne has gathered 368 followers, which definitely surpasses
the 128 I have accumulated since
last January. He asks for opinions on story ideas, posts the most popular
stories of the week, tells followers what the lead story is for the next day,
and has even asked for suggestions on questions he should ask Jack and Suzy
Welch in an interview.

There
are several reasons I think PR professionals should take note of what BusinessWeek
is doing. First of all, it gives us an insider’s view as to how decisions
are made in a newsroom. As an intern working in PR for the first time, I’ve
enjoyed following Byrne and learning what stories are getting the most
attention, the opinions of editors, and insight as to how they make editing
decisions.

Byrne’s
Twitter account is also notable because he says it’s “where you can suggest
ideas, stories, features, and inform the reporting of ongoing stories. I’m a
great listener.” An Editor-in-Chief of a major pub telling me I can suggest
ideas and he’ll listen? While I seriously doubt he reads every Tweet
that comes his way, I don’t think we have anything to lose.

So
the latest digital challenge: Twitching. Make an attention grabbing pitch to a
pub in 140 characters or less!

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