Connecting Local Business to the Larger Trends that Matter

A Conversation with Kim Moore, Editor of Oregon Business Magazine

After spending five years covering New York financial news, Kim Moore needed a change of pace. As a breaking news reporter, Kim’s job was to cultivate knowledgeable sources among the traders, investors and hedge fund managers working in the corporate loan and high-yield debt markets. These financial sectors were very busy during the mid-2000s, so there was a lot of news to break. During her time with Thomson Reuters, Kim began the publication’s first coverage of the credit default swaps that helped trigger the Great Recession.

Even though she enjoyed her work, the breaking news beat was high-pressure and non-stop. So in 2010, Kim moved to Portland in search of a lifestyle change and a new opportunity to write long-form pieces. In 2014, she took a job as a research editor at Oregon Business magazine. Today, she’s the magazine’s editor, overseeing a print publication and website. 

Kim recently sat down with PR Talk host Amy Rosenberg to talk about the Oregon Business editorial philosophy as well as tips for PRs seeking coverage.

A Statewide Presence

Every year, Oregon Business publishes ten themed issues distributed to 20,000 subscribers throughout the state. Beginning in December, Kim works with the magazine’s sales department to develop the themes for the upcoming year. In March, for example, the magazine will focus on real estate, May will cover economic development, and the June issue will dive into energy and the environment.

To accomplish this all, Kim oversees one staff writer and a pool of 10-15 freelancers who write long-form features about each month’s topic. Because her staff and resources are limited, Kim maintains a very organized publication structure. She begins work on each issue three months in advance. As a result, PRs seeking coverage in the magazine should be thinking at least four months ahead. The sales department can provide editorial calendars to anyone interested.

In addition to the print publication, Kim also manages the Oregon Business website, which is updated regularly with short, newsier stories that can be assembled in a day. The magazine also publishes several major lists, including The 100 Best Companies to Work for in Oregon and the 100 Best Green Workplaces in Oregon. In addition, the publication hosts six or seven panels every year on topics like social responsibility and volunteerism in the workplace or how businesses can use social media for marketing themselves.

 

Focused Coverage

During her time leading the magazine, Kim has developed an editorial philosophy that connects broader macroeconomic themes and trends in ways that are relevant to Oregon businesses. For example, June’s theme is energy and the environment. Here in Oregon, legislators are debating cap and trade regulations to combat climate change. So, the June issue will examine this broader cap and trade issue along with the potential impact this new legislation could have on the Oregon economy.

 

Tips for PRs Seeking Coverage

This focused coverage means PRs will have to work a little harder to gain coverage. During the interview, Kim offered a few tips that might help capture her attention.

  • Customize Your Pitch for Each Publication: If you’re a PR seeking coverage in Oregon Business, get the editorial calendar, read the magazine and put a little thought into your pitch before sending it out. Pitches most likely to capture Kim’s attention will say: this is happening, this is why it’s relevant to Oregon business, and this is how it connects to a broader topical theme. 

  • Pitch Stories from Outside the Metro Area: While Portland and its surrounding communities are the state’s economic heart, Oregon Business has a statewide focus. However, with a small staff, it’s often challenging to uncover the stories happening in areas like Eugene, Corvallis, Bend and rural parts of the state. As a result, Kim will be interested in reading pitches for stories happening outside the metro area. 

  • Pick Up the Phone: Because we’ve become such a digitized society, very few PRs pick up the phone and call media members. Calling Kim won’t guarantee coverage, but it’s a great way to make a connection and learn a little more about the publication you’re pitching. 

 

Subscribe to PR Talk Podcast

Kim and Amy cover much more during their conversation. Click through to hear more about Kim’s time working in New York and her PR pet peeves. Amy also offers a few valuable pro tips that could take your upcoming pitches to the next level. Don’t forget to subscribe to the PR Talk Podcast on on iTunesStitcherGoogle Play and Spotify. There are more episodes on the way that you won’t want to miss.

About the guest: Kim Moore

Kim Moore is editor of Oregon Business — an awarding-winning monthly business magazine and website. She’s passionate about telling stories that illustrate the opportunities and challenges facing communities and business. Special interests include energy and environment, climate change, science and technology, and innovation. 

Connect and follow Kim and Oregon Business on social media:

This episode of PR Talk is brought to you by PRSA Oregon

Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.

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Josh Friesen
I'm a writer and content marketer at Veracity, telling client stories one post at a time.