Welcome!

News Feed Item

Refinery29 Reveals Top Pitching Tips for PR and Comms Professionals at latest Gorkana Media Briefing

LONDON, April 21, 2017 /PRNewswire/ --

"We never sugar coat content on Refinery29, we talk to real women." At Gorkana's latest media briefing this week, Refinery 29's editorial director, Sarah Raphael, and executive branded content director (Europe), Kirsty Hathaway, revealed why its "living breathing" content speaks to the "millennial-minded" woman, what stories do best and how PRs can build relationships with its 30-strong UK team.

     (Photo: http://mma.prnewswire.com/media/492776/Gorkana_Media_Briefing.jpg )

     (Photo: http://mma.prnewswire.com/media/492777/Sarah_Raphael_Kirsty_Hathaway.jpg )

Refinery29 was launched in the UK in November 2015, with a London-based editorial team and wide contributor network delivering a mix of fresh, local content and the best personal style resources.

With backers including WPP, Hearst and Turner, the site is broken down into Fashion, Beauty, Living, Entertainment, Health and News.

The London edition of the site is updated throughout the day with a mix of US and UK content.

With a free daily newsletter, readers also receive cultural and political news, health and wellness features, work and money features, beauty how-to videos, and the latest fashion, celebrity, and arts news through the Refinery29 female-focused lens.

Here are just a few top tips that Sarah Raphael and Kirsty Hathaway from Refinery29's UK team revealed at the media briefing, which took place on Thursday 20 April at Tanner Warehouse in London's Bermondsey Street.

Branded content

"Refinery29 really knows how to make content accessible." Hathaway says Refinery29 has always been famous for its strong branded content. It's about creating a collaborative experience. It needs to be audience first, engaging and give meaning to the people who read it. If a piece of branded content can really talk to Refinery29's target audience, they won't care whether it's sponsored or not.

The Refinery29 reader

The team targets the "millennial-minded" reader, rather than millennials themselves. "Every woman is an individual," says Raphael. "We're interested in so many issues, and we're not just talking about one or two things." 83% of readers are women and they are "particularly urban."

Most read content

Statistically, health issues always do well. This can cover anything from women's health, relationships and sex to fitness, nutrition and lifestyle. News comes next, and celebrity content always does well. When it comes to celebrity content, it's not so much about what they are wearing, rather it's about what they're saying. Travel content also does well. One of the site's most popular pieces ever was a "20 places women can travel alone" feature.

Working with PRs

Raphael says "we're all in the business of storytelling" and she's always keen to hear from PRs to find out about the things she wouldn't otherwise know about. She values face-to-face time with PRs, as it helps build relationships. The team prefers to be contacted by email and Raphael says she will always read an email from someone she's met. Try not to be too personal in your email if you haven't met her before. Exclusive content, interview time and strong surveys are always of interest.

More than 150 PR and comms professionals attended the media briefing, which was chaired by Gorkana's head of news and content, Philip Smith.

Sophie Wyatt, senior account manager at M&C Saatchi Sport & Entertainment, said: "The talk from Refinery29 was compelling and engaging - touching on a variety of topics, from data driven insights, trends, pitching tips and what makes a strong Refinery29 story, all the way to how diverse and multi-faceted the millennial-minded woman is. I left feeling inspired (and happy to be a woman!)."

 

Cision, owner of Gorkana, is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, Gorkana, PRWeb, Help a Reporter Out (HARO) and iContact brands.

Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and 40 languages worldwide, and maintains offices in North America, Europe, Asia, Latin America and Australia. For more information, visit http://www.cision.com or follow @Cision on Twitter.

For more information, on media briefing events, visit http://www.gorkana.com or follow @gorkana on Twitter.

For media information please contact:
Philip Smith
Head of News and Content
[email protected]
Gorkana
+44(0)20-7674-2480

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Analytic. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
In recent years, containers have taken the world by storm. Companies of all sizes and industries have realized the massive benefits of containers, such as unprecedented mobility, higher hardware utilization, and increased flexibility and agility; however, many containers today are non-persistent. Containers without persistence miss out on many benefits, and in many cases simply pass the responsibility of persistence onto other infrastructure, adding additional complexity.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
Back in February of 2017, Andrew Clay Schafer of Pivotal tweeted the following: “seriously tho, the whole software industry is stuck on deployment when we desperately need architecture and telemetry.” Intrigue in a 140 characters. For me, I hear Andrew saying, “we’re jumping to step 5 before we’ve successfully completed steps 1-4.”
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain.
@DevOpsSummit has been named the ‘Top DevOps Influencer' by iTrend. iTred processes millions of conversations, tweets, interactions, news articles, press releases, blog posts - and extract meaning form them and analyzes mobile and desktop software platforms used to communicate, various metadata (such as geo location), and automation tools. In overall placement, @DevOpsSummit ranked as the number one ‘DevOps Influencer' followed by @CloudExpo at third, and @MicroservicesE at 24th.
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...