Noreen Flanagan has been with ELLE Canada since its second issue back in 2001. In April of this year, she was named editor-in-chief. She has covered arts, entertainment, fashion and beauty for the magazine. Prior to working at ELLE Canada, Noreen worked at FLARE magazine.
ELLE Magazine online
How can someone grab your attention with a pitch?
I always appreciate it when a publicist has taken the time to customize their pitch for our publication. It shows they’re attentive to our needs and genuinely familiar with our magazine and its audience. The subject line on an email pitch is essential. If it doesn’t grab my attention, I don’t even open it. When I’m going through my emails in the morning, I’m all too keen to quickly weed out the ones that aren’t essential.
What do you find most useful when dealing with public relations professionals?
Open, straightforward discussion of what’s on offer and what the expectations are. Also, when possible, a prompt reply to interview requests, or at least updates as to the status of interview requests.
What is the biggest mistake PR professionals make?
They aren’t familiar with our audience, and hence make pitches that reflect a lack of understanding about what we’re after. If it happens repeatedly, I conclude it’s either a lack of respect for the publication or genuine lack of interest in their work.
Your pet peeve?
Follow-up phone calls with messages: “Just calling to see if you received our email…”. I can appreciate that some emails don’t make it, but for the most part, if an editor doesn’t nibble after receiving your email, it’s because he/she isn’t interested or it isn’t relevant for the book.
Any other thoughts you’d like to add?
I always appreciate humour! Either in the pitches or just the banter back and forth.