Lessons from fabulous Frankfurt


Pull up a chair. Take a taste. Come join us. Life is so endlessly delicious.”
― Ruth Reichl


The words of American Chef Rachel Reichl could have been the ones of MaKi Conference hosts as we walked into a bright lecture room at Frankfurt School of Management and Finance in Germany. The room vibrated with enthusiasm and good will. It was to become to home of some of the greatest PRs in the world for the coming days.


Last week I attended one of the global MaKi Conferences. MaKi brings together communication professionals in the business education sector from all over the world. We meet regularly to participate in journalist panels and exchange good communications practices in the sector.


On this occasion we had the pleasure of speaking to Reuters, The Wall Street Journal, Handelsblatt and Die Welt, to name a few. This gave us some great insight into what the MBA market in Germany looks like and how the German press likes to cover business school topics.


Every time I go to these types of events I remind myself of how good it is to keep in touch with like minded folks, as well as with journalists. We live in a very busy world where journalists have less and less time to meet to be pitched to – but some still find the time to attend these events and share their expectations with us, PRs.


A few things I took away and something all great PRs should know are more of the common sense nature than anything else. Journalists are people too, just like the rest of us. They have families and worldly worries and your story is probably not the best thing they have heard of so far. So be mindful when pitching your angle; make sure you get your point across in the first few lines  (a pitch should not be longer than a couple hundred words) and don’t spam the entire editorial team (know who would be interested in your story).



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