Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Prior to 1982, Tylenol was just the little bottle you grabbed out of your medicine cabinet when a headache hit. Seven deaths, millions of dollars and 35 years later, that little bottle is now the poster-child for crisis management.
What Happened?
In the years leading up to 1982, Tylenol dominated the over-the-counter painkiller industry with a controlling 37 percent share of the market. Consumers everywhere counted on Johnson & Johnson (J&J) to deliver a product that was consistently effective and trustworthy. The empire that Johnson & Johnson had carefully nurtured was critically threatened in October of 1982 when seven people in the Chicago area died from ingesting Tylenol Extra Strength.
The victims ranged from a 12-year-old girl who woke up with flu symptoms to a mother who had just given birth to her fourth child. All seven victims were seemingly unrelated and had died under the same mysterious circumstances with no evidence of foul play.
The first responders were dumbfounded by the string of deaths. What did all of these victims have in common? Helen Jensen, a nurse from the public health department, was combing over the details from an inventory taken at a house where three victims died when she made a startling realization: There were six missing Tylenol Extra Strength pills and three dead people — could the Tylenol be the culprit? Upon voicing this lead, the perceived absurdity of poisoned over-the-counter medication trounced her argument.
Further investigation proved Jensen right, and we now know that a still unidentified suspect removed the Tylenol bottles from the shelves of drugstores, laced the capsules with 10,000 times the lethal dose of potassium cyanide, and returned the bottles to the shelf. Consumers across the nation, plagued by fear, halted all purchasing of Tylenol products, and J&J’s market share quickly fell to 7 percent.
Johnson & Johnson’s Response
When news of the crisis broke, a crisis response team was quickly established, headed by then-CEO of Johnson & Johnson James E Burke (1925-2012). As terror spread throughout the nation, Burke, one of Fortune’s top 10 CEOs, and the crisis response team were faced with the immediate decision of either risking more deaths or removing the product from the shelves. After originally recalling all Tylenol products in the Chicago area, J&J decided it was in the public’s best interest to recall all 31 million Tylenol bottles — which were valued at an astounding $100 million.
Along with the recall, Johnson & Johnson opened a 1-800 hotline for anyone seeking information, sent over 400,000 warning messages to doctors offices and pharmacies, halted all advertising of the product, and offered a $100,000 reward for anyone with information about the suspect.
In a final effort to restore its reputation, J&J exchanged all already-purchased Tylenol capsules with a new form of the medication: tablets, which are much harder to tamper with. This exchange cost Johnson & Johnson millions of dollars, but if it even saved one life, the benefit far outweighed the cost. With every available preventative action taken, and no more reported deaths, the crisis response team turned their attention to phase two: the uphill battle of regaining consumers’ trust in Tylenol products.
Reintroducing the Product
For most consumers, the thought of ever taking an over-the-counter pain medication — not to mention Tylenol — was unimaginable. How could anyone be sure that there wasn’t an invisible killer hiding beneath the thin layer of cotton? That layer of cotton became an afterthought when the FDA introduced a new regulation calling for all packaging to be tamper-resistant, complete with the warning, “Do not use if safety seals are broken.”
Johnson & Johnson was the first business to adhere to these new FDA regulations in the hope that it would demonstrate the company’s commitment to the safety of its consumers.
To encourage the scared-off consumers to return to their once beloved Tylenol, J&J offered them a deal that few could refuse: a $2.50 off coupon distributed through the most popular national newspapers. J&J knew that “consumers” were not the only public they needed to reassure, so they turned their attention elsewhere. Over 2,250 J&J sales people made presentations to doctors offices, hospitals and pharmacies around the country in the hope that they could convince medical professionals to continue recommending Tylenol products. As a result of J&J’s tireless efforts, by December, Tylenol had regained 24 percent of the over-the-counter painkiller market share. In two months, Tylenol had made it full circle, from a trusted pain medication, to a cold-hearted killer, and finally, back to America’s favorite analgesic — a truly incredible recovery.
Analysis
Earlier in the case study I mentioned that J&J did a nationwide recall because it was in the public’s best interest. This statement, “public’s best interest,” was the governing principle for their crisis management plan and became the primary reason for Tylenol’s flawless recovery. Jerry Knight, a reporter for the Washington Post, said it perfectly in his October 1982 article: “What Johnson & Johnson executives have done is communicate the message that the company is candid, contrite, and compassionate, committed to solving the murders and protecting the public.”
Equally as important to its recovery was J&J’s dedication to thoroughly addressing all of their publics. Through transparency, J&J promoted open communication with the media so that the 125,000 news stories attributed to the crisis were mostly positive. Furthermore, by establishing a relationship and cooperating with both the Chicago police department and FDA, J&J was able to aid in the investigation and assist in the development of the tamper-resistant packaging, leading to exponential opportunities for positive media coverage.
Rather than employing crisis-response strategies like avoidance and refutation, which seek to distance or eliminate one’s self from the crisis, Johnson & Johnson adopted repentance and rectification. By using repentance, which is simply asking for forgiveness, J&J took responsibility for whatever role they played in the crisis and assured the public of their commitment toward making it right. J&J achieved rectification, or taking action to make sure that the occurrence will not happen in the future, by its timely adoption of tamper-resistant packaging.
The Tylenol Murders are said to be the first act of domestic terrorism in the United States and received almost as much media coverage as the assassination of JFK. With attributions such as these, it is an incredible feat that Tylenol still exists, and even more so that it continues to be widely used.
There is no master playbook or a one-size-fits all approach to a successful PR pitch, but there are several components that can help you adapt your outreach to meet your goals and objectives. No matter what you are promoting or who you’re trying to reach, there are certain elements all public relations professionals should consider when developing and executing a pitch.
Do your homework when developing your pitch list
Get to know the players. Spend time doing your research and identifying what reporters are writing about in your industry. Browse articles and read bylines to get a better sense of what they’re interested and what they’ve covered recently.
Build relationships. You want to be a credible source for the reporters you’re connecting with. Comment on their articles and follow them on social media. Give them what they need and don’t burden them with emails that are not relevant.
Pitch a story – not your client’s company
The goal is to figure out storylines that resonate with the audience of your target outlets while ensuring your clients’ key messages are coming through.
Position your story as part of a trending news topic that appeals to a broader audience. Leverage your client’s expertise as a thought leader in the space and offer spokespeople to further make your case. Preparing examples such as stats, metrics and third-party reports will help support your perspective and solidify your ideas. Make it hard for them to say no.
Think about:
- Who is this story about?
- Who is it relevant to – who is your target audience?
- What is happening?
- When and where is your story taking place?
- Why is this valuable? Why are you (or your client) doing this?
Also, be respectful of their right to make the decision and pass on a story. Remember, it’s all about the reporter and the outlet, not you or your client.
Concise subject line
Get to the point. Successful outreach starts with a subject line that grabs the reporter’s attention. Reporters are inundated with emails and phone calls while constantly working toward pressing deadlines. A pithy and succinct subject line that offers value will increase the chances they will read your pitch.
What’s your value-add?
Differentiate yourself from the competition. Demonstrate the significance of what you’re pitching and why it’s important to the reporter’s audience. What value does it provide? How does it relate to a current trend or breaking news story? How does it align with their recent coverage?
Never include attachments
Links to additional information is preferred. Bogging reporters down with lengthy attachments is surefire way to get your emails directed to their spam folders. If they want to dig deeper they will follow up. This way you can provide them with exactly what they need, instead of flooding them with too much information and expecting them to sift through it.
Spellcheck!
Pitches, and all communications you send, should always be free of spelling errors. No exceptions. It’s always helpful to have a second set of eyes on the final pitch prior to distribution.
Follow up
Every agency and PR professional has a different way to approach the cadence of the follow-up outreach, but regardless of preference, it is a vital part of the process. Generally speaking, after the initial email a phone call should follow in the coming days. When you speak to the reporter, get straight to your point. Recognizing they are always on deadline, it’s helpful to start with “Is now a good time?” Then quickly let them know what you’re calling about and that you want to gauge their interest. If it’s a yes, get them what they need. If no, you can ask for feedback as to why it’s not something they would cover.
If you can’t reach a reporter, avoid the temptation to call repeatedly. Pay attention to any clues as to why they are unavailable. For example, the reporter may be out of the office for a vacation, sick day or a work trip. When you leave a message, keep it short and concise.
Twitter can also be a helpful tool to gain insight into their availability. For example, it they tweet that they are on their way to SXSW, you know why they’re not answering. Also, many reporters prefer to communicate through direct messages on Twitter.
If you integrate these components into your strategy as you develop your pitch, it can help you, and your clients, secure results.
TEDxSeattle is one of the largest and oldest TEDx events in the U.S. Started in 2010, it is a day-long program held each November attracting about 2,600 curious and involved attendees. According to its organizers, “[TEDxSeattle] is carefully designed to honor a city known for its blend of innovators, technology leaders and edgy artists.”
Recently, I had the opportunity to interview Elizabeth Coppinger, the executive director and curator of TEDxSeattle, to learn more about this year’s event, which will take place on Saturday, Nov. 18. I was particularly interested in three things: why people should attend TEDxSeattle; how speakers are selected; and how TEDx organizers help those speakers prepare. Here is what I learned.
TEDxSeattle, a local brand licensed from TED, is a platform for people to present and hear about ideas so powerful that they need to be broadly shared. This year’s theme is “Changing Places.”
On the TEDxSeattle website they explain: “Changes in where and how we live are troubling for some, motivating for others. This year’s conference will explore the implications of change for the city in which we live; and for our country and the world.”
According to Coppinger, the organizers felt the theme was appropriate because, with so many new people moving into the area, Seattle is changing dramatically in terms of population and demographics. There is also significant development with new buildings and roads physically changing our communities.
“In this maelstrom of change, people are contemplating their roles in the community and how they can adapt or impact this change in a positive manner,” explained Coppinger.
The Attendee Experience
I’m a huge fan of online TED talks and TEDx videos, but until I spoke with Coppinger, I had not seriously considered attending an event in person. Now, I am realizing that there are some significant benefits to attending the full TEDxSeattle program.
Coppinger astutely pointed out when you watch a TED video online, you probably self-selected the content. However, when you attend an all-day TEDx event, you broaden your horizons because you hear from a wide range of speakers who have been carefully curated by the event organizers. This means you are likely to be exposed to new ideas and stretch your mind.
In addition, when you attend a TEDx event, you have the opportunity to connect with others in your local community. Connecting and discussing ideas is a very important part of the one-day experience. Conversing with others about a talk you’ve just heard further shapes your perceptions and may spark additional thoughts about new ideas.
Speaking at TEDxSeattle
If you want to speak at TEDxSeattle, Coppinger highly recommends that people sign up for and attend the event so they have their own first-hand experience and can get a better sense of the format of the program and how to add value as a presenter.
The organizers receive about 250 nominations each year from a mix of artists, philanthropists, scientists, technologists, and business leaders. This means there is significant competition for approximately 14 presentation slots. The organizers make speaker selections very carefully, and to be invited you need to have a compelling core idea that aligns with the theme. According to Coppinger, “Your core idea and how well you can express it is by far the most critical element.”
When I heard the organizers received so many nominations, I was curious about how they sort through them all to make their final selections.
“Pre-screeners review the initial nominations and select the top 50 to 75 of the nominations to advance to the scoring round,” Coppinger explained. “Once a nomination makes it to the scoring round, we review it for the quality of the idea and we look at the strength of the argument. For instance, we consider the examples or proof points that support the idea.”
Sometimes at the scoring stage, the TEDxSeattle speaker selection committee will ask nominees to provide additional information. The selection committee then meets again to discuss the nominations with the highest scores and determines who will be invited in for in-person interviews. After the in-person interviews, the speaker selection committee extends final invitations and notifies others that they have not been chosen.
Top-Notch Coaching & Support
If the organizers invite you to speak, you’ll be given significant support. Specifically, they’ll assign a mentor to guide you through the process. You’ll also receive the support of a graphic artist and professional speaker coach to help you take your idea off the page and onto the stage.
“Our speaker coaches are invaluable in helping people focus their ideas into a presentation arc,” said Coppinger. “They help people with attention-grabbing introductions, transitions to main points, and the development of conclusions that leaves the audience inspired and thinking about the idea well into the future. We want people to leave TEDxSeattle inspired to make a difference.”
Finally, KCTS is an important partner and provides studio space to the TEDxSeattle presenters so they can rehearse in front of organizers and mentors.
Sponsorship
Putting on the TEDxSeattle program is costly, but fortunately Washington State Employees Credit Union has been a key underwriter and vital partner for several years. Nonetheless, TEDxSeattle is looking for additional sponsors to subsidize tickets for students. “We want TEDxSeattle to be accessible to younger people in our community because they are such an important audience,” said Coppinger. “Many students find our $80 tickets to be expensive so if a company is interested in helping to sponsor student attendance, we’d welcome the opportunity to talk with them.”
Tickets for Nov. 18 will go on sales on September 10.
Think about the well-known names in news media. There is a good possibility that at least one of these names popped into your head: The New York Times, USA Today, The Wall Street Journal, Forbes, Fox, ABC, NBC, and Associated Press. Throughout history, there have been certain news sources that are especially well known and revered, and a lot of them stand the test of time. But, what if, in 30 years, the newest generations have never heard of The New York Times? Weird, I know, but it could happen. That is how I felt when I was asked to do some content research on UPI, a news website I have never even heard of. What I expected to be a fairly simple task, turned out to be a fascinating research project on what was once one of America’s most important and prominent news sources. Interested? Good, because I am here to answer those burning questions.
First of all, what is UPI?
UPI, or United Press International, is an international news agency created in 1907 by E. W. Scripps. Formally United Press, until its merger with the International News Service in 1958, UPI has provided thousands of newspapers, magazines and other media outlets with news material over the last 110 years. In its heyday, the company was one of the largest and most influential new agencies in the U.S. It has even been called “one of the great institutions of American journalism.”
Before we dig into UPI’s historical importance, let’s get some background. What, exactly, is a news agency?
A news agency, also known as a newswire, is an organization or company that collects news and then sells it to newspapers or other news outlets that subscribe to its feed. This may seem counterintuitive, since it is a newspaper’s job to report the news, but most newspapers don’t have the capital or resources to have reporters or bureaus that are outside of the city in which they are based. For example, a newspaper in France may not be able to have a reporter present at the inauguration of the President of the United States, so it subscribes to a news agency that provides them syndicated content written by the agency’s reporter.
Currently, the top news agencies are the Associate Press (AP), Reuters and Agence France-Presse (AFP). Agencies like Reuters and UPI operate by selling the physical news itself, while agencies like AP and AFP work as cooperatives that are essentially owned by the subscriber newspapers and media outlets, which all contribute by submitting their own stories, as well as using materials written by the coop’s staff. This difference in structure can have an impact on how the journalists within the agency report, but we will get into that later.
Now we can get to the good stuff. What is it that makes UPI so important?
When UPI showed up on the media scene, there weren’t a lot of news agencies out there. In fact, the only serious competition in the industry was AP. So while UPI was a scrappy alternative to the well-known and better established AP, it was important for media outlets to have multiple sources for their stories, so many subscribed to both agencies. UPI’s famous slogan, “Get it first, but first, get it RIGHT,” bred multiple generations of notoriously aggressive and competitive journalists known as Unipressers, many of whom went on to win Pulitzer Prizes for their journalism or photography. In fact, 10 UPI employees have received Pulitzers and UPI’s list of notable alumni is a mile long.
One of the most notable, and memorable, reporters to win a Pulitzer from UPI was Merriman Smith. Smith, a legend among Unipressers, was the first person to report the Kennedy Assassination, which he reported just nine minutes after the event took place. An eyewitness, Smith was travelling in the press car with other reporters at the time of the shooting. Smith literally fought the attending AP reporter for the press car’s only phone to call UPI and dictate the story. As the underdog, this was a huge win, and this kind of scrappy initiative was the beating heart of UPI.
It wasn’t just the reporters that made UPI so important, but also what those reporters covered. For example, UPI was instrumental in reporting on the civil rights movement due to its independence. Since AP is owned by the newspapers it services, the papers have some influence over coverage, and this was true during the late 1950s and early 1960s. The Southern-owned newspapers influenced the agency and coverage often slanted or minimized the racial unrest that was brewing, so it was difficult to get a full picture of the movement through AP. UPI didn’t have that problem, as they are not owned by the papers, so reporters were free to cover the news and report on events unbiasedly.
UPI was simply a great source for newspapers, radio and broadcast to get unbiased, fast and reliable news. UPI’s reporters were passionate, dedicated, and covered some of America’s most important events and, in its prime, UPI had over 6,000 subscribing news outlets, thousands of staff and bureaus across the globe.
Where is UPI now?
UPI is still alive and kicking, it’s just not as big as it was before. When newspapers sales took a big dip, most publishers had to choose between AP and UPI, with a majority going to AP. That, paired with some questionable decisions by management, caused UPI to take a huge hit. From the 1980s onward, UPI was sold and resold to different investors and companies until it landed at News World Communications in 2000. UPI is now focusing on more niche markets, especially entertainment, defense, energy, science, health and sports. UPI reporters are still churning out good content, and if you ask nicely, you can request permission to use UPI content and photos on your own site. UPI may not be the powerhouse it once was, but it played an important role in documenting America’s history, and for that it should be remembered.
As an avid social media user and communications student, I was intrigued by Time Warner and Snap’s June 19 announcement to bring shows from Time Warner brands to Snapchat users. According to the press release, “Under this new agreement, Time Warner will make a significant commitment to develop and produce shows for Snapchat from across its network and entertainment companies. These new shows will encompass a range of genres, including scripted drama and comedy.”
As I read about this deal, I began to wonder about the partnership’s potential impact on communicators and PR professionals. Communication managers are increasingly challenged by fragmentation. It used to be that nearly everyone relied on television, radio, newspapers and movies for entertainment and information.
With the rise of the internet and social media, the choices for entertainment are now vast. Consumers can stream programs and movies on Netflix, AppleTV or Roku, or they can spend countless hours on social media. Now, social media is on the cusp of evolving as rapidly as Facebook and Twitter, and Snap look to make a variety of new programs available to users. With this in mind, I decided to take a more in-depth look at Snap and answer some basic questions about its plans with Time Warner.
What content does Snap offer now? What is coming in the future?
Currently, Snap has three shows that air on Snapchat once per week. The different types of programming include: the reality show “Phone Swap”; “The Voice on Snapchat,” a behind-the-scenes show; and “The Rundown,” which features pop culture news.
According to the New York Post, by the end of 2017, Snap hopes to make at least 10 shows available. These will consist of drama, comedy and reality content, along with an animated series.
Why does Time Warner and Snap want to make this content available on Snapchat?
Time Warner wants to drive larger audiences to its shows, and increasingly younger people are forgoing subscriptions to cable. Known as cord-cutters, these people prefer streaming content online, and now want to consume this content on their mobile phones or tablets. Time Warner wants to reach these people, and with more than 166 million daily Snapchat users, Snap has the platform.
How is Snapchat differentiating itself from the competition?
Snap values the idea of keeping ads and videos vertical, which matches the format of its Snapchat platform. Snap concluded that many people who use other social media platforms dislike how ads are automatically formatted to play horizontally. Another unique feature of Snapchat is that users can swipe up while an ad is playing to either download the advertising company’s app, or to be directed to the advertiser’s website.
Finally, Snap has done its part on delivering a wide variety of consumer-friendly features to its users. Snapchat Geofilters and Snapchat Lens are global phenomena. Companies from all around the world are buying these Geofilters and Lenses to get consumers to interact with their brands in a new and unique way.
Geofilters, according to Snap, ”allow you to be where your product is bought, thought about, or consumed.” Geofilters generally provide consumers with the name of the advertiser, and the location of where the filter is available. Some of the more popular Geofilters are the ones that include an iconic city name, or iconic brand name.
Snapchat also offers Lens (or Lenses, plural), which Snapchat claims “[are] the most playful and memorable way to increase awareness, on a massive scale.” This feature is much more interactive and made for a more general market with little geographical constraints. Anytime a new Lens is available for use, it is can be available to millions of Snapchat users. If brands use Lens effectively, their promotions can go viral and generate awareness with audiences that may not have been thinking of them.
One of the most popular campaigns using a Snapchat Lens was Taco Bell’s “Cinco de Mayo Snapchat Lens.” This broke Snapchat’s previous record for most viewed campaign. In just one day, over 224 million people had used the Lens, which trumped the previous record held by Gatorade, at 165 million views.
What type of editorial coverage did the Snap Time Warner announcement receive?
There was significant news coverage of the announcement between Snap and Time Warner. According to my analysis, more than 90 articles were published about the deal between June 19 and June 26. Many of the major publications, including New York Post, USA Today, Wall Street Journal, and CNBC to name a few, published articles about the deal and its potential impact on businesses and consumers.
Below is a small sample of some of the articles published:
- Snapchat signs $100M deal with Time Warner to create shows (New York Post)
- Time Warner pledges $100 million deal for shows and ads on Snapchat (USA TODAY)
- Time Warner Signs $100 Million Deal With Snap for Shows and Ads (Wall Street Journal)
- Time Warner just handed Snapchat a $100 million lifeline (CNBC)
- Time Warner, Snap ink $100M deal for shows and ads: report (Fox Business)
- Time Warner signs deal to develop shows for Snapchat (Nasdaq)
- How Snapchat and Time Warner’s $100 Million Deal Could Mean Big Things for the Future of TV (Inc)
- Time Warner Signs Deal to Develop Shows for Snapchat (US News)
- Time Warner drops $100M on Snapchat content (PR Daily)
- Time Warner Said to Invest $100 Million In Snapchat Shows, Ads (Bloomberg)
For additional articles on Snap and Snapchat, please see these Communiqué PR articles.
Recently, Communique PR completed a project with our client, Smartlabs Inc., a tech company specializing in electronic home improvement and automation. Recently acquired by Richmond Capital Partners, Smartlabs is the parent company of both Insteon and Smarthome.
According to CNBC, 80 million smart-home devices were delivered worldwide in 2016, which is a 64 percent increase from the previous year. With smart homes and other smart technology on the rise, we did some research to understand what journalists were saying about the subject.
While there are many talented tech reporters writing about smart-home technology, there are a few that stand out. These journalists have created some of the most engaging and informative content surrounding the tech industry and, in this case, smart tech. So, without further ado, here is our list of the top 10 most influential smart-technology reporters:
- Brian X. Chen, The New York Times – Chen writes a collection of stories about smart home devices and how to protect them from potential hacking. His article, Here Is How to Fend Off a Hijacking of Home Devices, is an example of this. Before joining The New York Times staff, this consumer technology writer was reporting on Apple and the wireless industry for Wired.
- Jayson Demers, Forbes – Demers is not only a contributing writer for Forbes, he also is the founder and CEO of AudienceBloom, a Seattle-based content marketing firm. According to his article, 7 Social Media Marketing Trends That Will Dominate 2017, he explains that with large, well-informed tech brands like Apple, Google and Amazon getting involved in the creation process, we should expect to see some major advancements in smart home technology coming within the year.
- Luke Dormehl, Digital Trends – This UK-based, “Cool Tech” writer has written for publications such as The Guardian, Politico, Wired, and others. His stories include information about new advances in smart-home systems and other new smart technologies that are produced. In Smart Home System Uses Predictive Algorithms to Warn of Impending Disasters, he describes automation systems to be helping our homes “get smarter all the time.”
- Lisa Eadicicco, Time – Formerly the tech reporter for Business Insider, Eadicicco is now the tech correspondent for Time Her pieces include compelling passages about smart technology, the new tools being used, and the ways that each gadget may be changing the industry. For example, her piece, The Creator of Android Has a Bold Idea To Fix the Smart Home, is interesting, as it explains the ways the smart technology industry is constantly sophisticating with every discovery that is being made.
- Steve Kovach, Business Insider – Previously the deputy editor at Tech Insider, Kovach is currently the senior correspondent at Business Insider and has made appearances on CNN, CNBC, MSNBC and many other networks. He incorporates the work of tech giants, such as Apple and Samsung, and explains their advances in smart home technology. Apple’s new HomePod sounds way better than the Amazon Echo is a good example of this.
- Sarah Perez, TechCrunch – Before becoming a professional blogger, Perez worked in IT across a number of industries, including banking, retail and software. Currently working as a writer for TechCrunch, her articles cover funding and other advances being made in smart-home-supported technology, such as her article, ai raises $11 million for a premium home automation system with a smarter AI.
- David Pierce, Wired – Pierce is a senior staff writer for Wired, covering personal technology. He writes about smart-home technology often and with gusto, like in his article, Forget the Echo. The Dot is the Most Important Alexa Device, where he uses engaging language to compare the two devices and makes an argument as to why buyers should consider the Dot over the Echo smart device.
- Taylor Soper, GeekWire – Soper typically covers emerging startups in Seattle and Portland, the intersection of technology and sports, and other tech-related news, however, his portfolio for smart-home technology is nothing less than impressive. His stories include information on tech giant, Amazon, and its Alexa device, as well as other smart devices being praised or reviewed in the industry. A perfect example of this is his article, Amazon’s Alexa smart assistant reaches 10,000 skills, up from just 1K in June.
- Hayley Tsukayama, The Washington Post – As a reporter, Tsukayama’s stories about smart technology are interesting because she ties current events in with the usage of these smart devices. She makes compelling arguments, like in her story, Google’s smart home hub is promising, but still a work in progress, where she argues that the technology, while making strides, has still got a ways to go before it is where consumers want it to be. This kind of perspective makes her content a must-read.
- Lance Ulanoff, Mashable – Ulanoff is the chief correspondent and editor-at-large of Mashable. Some of his work focuses on smart-home devices and compares them to their competitors. His recent article, Police: Amazon Alexa didn’t call 911, but it did call us about domestic dispute, tells of the revolutionary smart-home technology, Amazon’s Alexa, and the part that it played in a domestic violence case. This article, if anything, shows that smart-home technology can prove to be useful in more ways than one, when it comes to security in our homes.
So, if you’re looking for interesting content that resonates about smart technology, the work of these authors should be at the top of your list. As automation systems and the internet of things continue to grow and prosper, I am sure we will continue to see a progression in articles written by many of these and others who might approach the field with a new perspective.