Sandy Brown, deputy news editor of Adweek Online, was working on some scripts in Hollywood, including Fox Family's "Big Wolf on Campus," when he got a call asking to contribute
to Inside.com. During its heyday in 2000 Inside.com was considered a must-read for media mavens but has since become a shell of its former self on Primedia's Media Central Web
site. Following his stint covering media at Inside.com Brown had a brief tour of duty at Toronto-based Strategy but soon got the itch to move to New York, where he was able to
arrange a meeting with Sid Holt, editor-in-chief of the AdWeek group. Brown covered television for Mediaweek in 2002 and earlier this year was promoted to deputy editor of AdWeek
Online. He helps steer coverage of the entire advertising space, and specializes in the media and entertainment markets.
Brown's PR Bugaboos
- Promises, Promises, Promises. If you want to offer Brown an exclusive story, make sure you deliver. "I'm offered exclusives and then the PR person is outraged when I
mention, 'Isn't this the same story that ran in the Los Angeles Times,'" says Brown. He adds, in a pointed piece of advice for PR pros who think they can offer multiple
exclusives, "Maybe they don't realize that reporters read newspapers, too." - Viewing reporters as stenographers. Brown says it's particularly galling when communications executives look upon Adweek's print and online products as mouthpieces for their
company or client. In those cases when he tells PR people that there's no there there "they take great umbrage," Brown says, adding that perhaps some PR execs "take things too
personally" when their pitches are rejected. - No quid pro quo. Brown says PR execs are fooling themselves if they expect a huge feature just because they wine and dine him. "It's not something you can quantify but
sometimes there's this underlying message of 'How dare you not write the story,'" Brown says. He stresses that PR people should appreciate that he's not the only editor in
Adweek's decision-making process. "Even if I love the story doesn't mean I have 100% power to make it happen," he says, "Other editors may disagree."
What Works: Cultivating relationships are key, Brown says. He likes PR people who build long-term relationships and don't suffer from tunnel vision when it comes to getting
ink. "It's nice when they pick up the phone to ask what's going on or is there anything they can do," Brown says. "Don't just call me when you need something."
Contact: Sandy Brown, [email protected]