Internet Marketing Blog

Blueliner Interview’s Rod Kurtz, Senior Editor of Inc Magazine

October 4, 2007 – 10:00 am

For all you entrepreneurs, marketing directors, VPs and public relations professionals that are interested in landing press in one of the most popular magazines in the country, Inc Magazine, check out our latest interview with Rod Kurtz, Senior Editor at Inc.

Rod touches on many important topics including how to pitch effectively, what type of stories the Inc editors are looking for, and much more!

Thanks Rod, for giving us a great interview!

Interview Begins:

Tell us a little about your background.

Well, I started at Inc Magazine as Staff Writer in 2002. A few years later I pursued an opportunity to work as a small business editor for BusinessWeek online. I got a call shortly thereafter to join Inc as senior editor. As senior editor, I oversee daily news coverage, multimedia, and the integration between the print magazine and its online counterpart.

What do you look for when deciding whether or not to publish a company’s story?

First thing we look at is whether company is public or private. We look for private companies because that’s what our readers are running, and, with a few exceptions, the set of challenges public companies face is different from that which private companies face.

The Inc 550, published on October 30, 2001, is an exclusive report on the companies and CEOs who are changing the face of American business. The list 500 expanded this year to list 5000. We are not looking for mom and pop companies. Instead, we are looking for fast growing companies. Our readers own private companies and they want to see what their counterparts are doing that is succeeding.

How do you think Inc Magazine has changed over the past couple years?

In terms of how it has changed, Inc has always been a reflection of its readers. We are very entrepreneurial as a company, and we were started by entrepreneurs. A couple of years ago it was purchased by Joe Mansueto, the founder of Morningstar. This was perfect because Morningstar itself was an Inc 500 company.

Today, the magazine is more attractive, and its stories have more of an impact. There is more how-to advice, the writing is richer, and the profiles are more interesting. For example, we recently had a cover story on the founder of Second Life (one of the internet’s most popular virtual worlds). We have also added a staff blog called Freshinc.com, which provides insight and analysis on the issues our readers face. As a reflection of web 2.0, the site is more interactive, more multimedia-orientated and more open. We have regular polls, and allow readers to post comments. This great because journalists have more interaction with readers and have a better idea of what readers are looking for.

Why is it helpful for companies or CEOs to blog?

When companies or CEOs blog, it’s helpful to us because it pulls back the veil a bit and gives us a better understanding of and more intimate relationship with a CEO and his company. Plus, the typical CEO seems more comfortable in a blog platform as opposed to interacting with a journalist. Of course while company blogs have to potential to give even the biggest companies a personality, they can also feel manufactured.

What is a major issue many business owners are facing right now?

I think a big issue right now is healthcare and how business owners are dealing with that. The president spoke about a new plan in his State of the Union Address, so it got a lot of attention this year. The internet, certainly, can help businesses share healthcare information, but for many businesses and employees, a website isn’t enough anymore.

What is the best way for a Public Relations (PR) person to get publicity for their company?

I think the best thing that I found that a PR person can do is to build relationships overtime and not necessarily look for instant gratification. I don’t like the feeling when someone is giving me a pitch. I recognize that, at the end of day, a PR person’s job is to get coverage for their clients; but my job is to feed my readers

What pointers can PR professional take when contacting you?

I am more likely to trust someone that I have a relationship with, who also knows our publication’s audience and brings relevant stories to the table. I get inquiries from people asking if we pitch entrepreneurs, and it is frustrating to me to deal with a cold calling journalist who obviously did not do their homework.

What is your preferred method for correspondence?

My preferred method for receiving initial pitches is through email; but public relations professionals should keep in mind that my name is in mailing databases and I get at least 50 pitches a day. I try to be courteous, but at the end of day it is impossible for me to respond to every one. It goes back to building relationships. Introducing yourself at an event can get you 5 minutes instead of 60 seconds.

Phone contact is tough and not recommended, especially since our reporters are on a deadline. I don’t even know how to use our fax machine.

How do you feel about follow up?

My first reaction to follow up is “no you’re annoying me;” but I have a soft spot for the CEOs of small companies trying to get a break. Getting a pitch directly from the CEO or Founder feels more genuine (when it’s not coming from a filter). A good PR person knows how to bridge the gap between the CEO and the public, how to work behind the scenes.

How often do unsolicited pitches get turned into stories?

I would say 8 out of 10 times nothing comes out of them at all. About 1 out of 10 times the story is interesting but it is simply not a good time to publish it. In the end, 1 out of 10 pitches will be good enough to actually publish. This inefficiency makes it a pain in the neck to actually read every pitch. Remember when crafting pitches, that it is very easy to simply delete emails.

Why are so many pitches rejected? How can PR people overcome that?

Many times, a pitch just doesn’t fit the timing. Magazines work so far in advance and a press release may be too short notice to get any attention. I’m often surprised people don’t give more advance notice, interviews, etc. I think in terms of unsolicited pitches, I am more likely to gravitate towards informal correspondence.

What are some pointers to help people succeed in public relations?

First of all, I think having someone, a CEO or founder, who is comfortable enough with the media to present their company and vision. A PR person should also know the value of the internet and how much information is available to them online. I’m surprised at how little information companies have about us, our press section, or our contact information.

Remember to make the journalist’s job easier. Have current photos and information available. If they want more information or detail, be able to refer them to specific links. Know how to sell yourself and your company. Zero in on what’s interesting or relevant to your audience. Most importantly, let us know your story far in advance.

To learn more about Inc Magazine, visit www.inc.com.