On this episode of The Press Playbook, I sat down with Torri Jackson, Senior Account Executive at BAM, to talk about how her client, PgEdge, was included in The Wall Street Journal.
What makes this one different is that the placement didn’t come from a traditional pitch; It came from a connection made at one of BAM’s media dinners.
Interested in joining us for an upcoming dinner? See our event lineup here!
Below are the key moments and takeaways from the episode, or listen where you please:
Guest: Torri Jackson, Senior Account Executive at BAM
Client Featured: PgEdge
Key Placement: The Wall Street Journal (commentary inclusion)
Episode Focus: Media dinners and relationship-driven coverage
I introduce Torri and her role at BAM. She shares background on PgEdge and what they’re building in the enterprise infrastructure space.
The founder attended a BAM media dinner where a Wall Street Journal reporter was also in attendance.
They didn’t have a full conversation, but they met and connected.
After the dinner, the founder followed up via email and kept it simple. Just a quick note offering to be a resource for future stories.
About a week or two later, the reporter reached out looking for commentary on a story about forward-deployed engineers.
Because of the previous interaction, the founder was top of mind.
After some back-and-forth, the founder’s commentary was included in the final Wall Street Journal article.
The full process took about one to two months from dinner to publication.
Tori’s advice is simple: Go to the dinners.
Getting face time with reporters in a low-pressure environment makes it much more likely they’ll come back to you when they need a source.
This episode is a great reminder that not all press comes from pitching.
Sometimes the most valuable thing you can do is show up, build relationships, and be ready when the opportunity comes.