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Allison Murray is a Senior Editor at ZDNET.
On this episode of Coffee with a Journalist, we're joined by Allison Murray, the newly promoted Senior Editor at ZDNET. Allison takes us behind the scenes of her journey from staff writer to editor at ZDNET, and shares insights into the publication's evolution from B2B reporting to a focus on consumer tech and disruptive innovation. She talks about her unique beat—everything from pet tech to e-readers—reveals her process for testing and reviewing gadgets, and offers candid advice on what makes a pitch stand out (and what drives her crazy). Grab your coffee and settle in!
Click below to listen to the full conversation and read below for highlights from the interview:
How To Reach Out To Allison And Meet Up IRL
[00:10:38] BB: Okay, Allison, you're in the Chicago-ish area. Do you want to make relationships with publicists, like in person and all? Do you ever want to hang out with them or you like. No. See me on email.
[00:10:51] AM: Yes and no. I don't really get into the city too much, but also I'm a remote worker, so it's kind of a little lonely.
[00:11:00] BB: Yeah. Okay.
[00:11:01] AM: It's like me and my cat. Yeah. So I'm definitely open to meeting people in. In the city for sure.
[00:11:08] BB: Oh, okay. So what would entice you to say that? Yes, because you, you're like, yeah, I'm around. I could do it. But you know, what makes it like, okay, I'm gonna make the journey for that. Is it an event? Is it, you know, tell us more.
[00:11:22] AM: Probably an event because then I know for sure I can write about it and cover it and it'll be beneficial or like a big name brand that is going to reach out and I can meet with them.
[00:11:38] BB: Okay, so big brands, some event you could talk about. Okay, good, good. Yeah. Any other ways people can make a relationship with you that you find helpful?
[00:11:49] AM: I'm pretty active on LinkedIn and I do check my DMS on there, so I'm always open to that as well.
[00:11:57] BB: Do you find you're getting a lot of spam though, these days?
[00:12:01] AM: I get a lot of, like, ads from LinkedIn or like, like a LinkedIn. Like, I don't, I don't. You know what I mean? Like, it's like an ad from LinkedIn in my inbox.
[00:12:16] BB: Yeah.
[00:12:17] AM: But I do talk to a lot of people on LinkedIn.
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What A Typical Day In Allison's Life Looks Like
[00:12:19] BB: Okay. LinkedIn is where it's at. I've been telling people. How would you describe your life, day, day in the life of Allison? Give us that little overview?
[00:12:33] AM: Good question. It's. It's kind of chaotic at the moment because I am kind of playing managing editor for our team while my main editor is out on maternity leave. So I've kind of had to pause my job for a second while kind of handling all of that. But on an average day when she's here, I would say checking my emails first thing in the morning. Non negotiable. I probably check them in the morning and then like once or twice in the afternoon too. Probably editing first.
[00:13:12] BB: Okay.
[00:13:13] AM: Then writing. I feel like editing gets me in the mood to write because I'm already working with words. So editing, then writing. And then I like to do like the review stuff. So, like, taking pictures, making notes about, like, products.
[00:13:29] BB: That's where you do the whole thing. Oh, my gosh. So you're like even setting up the stuff and taking the photos?
[00:13:35] AM: Yes, with my little iPhone.
[00:13:37] BB: Oh, hey, hey.
[00:13:39] AM: Don't have a crazy camera or anything, but it works.
[00:13:42] BB: I love it. This is. This is great. That is a packed day. Okay, so then when are you looking at the inbox?
[00:13:54] AM: Yeah, yeah, in the mornings I look at it first thing and I try to answer as many as I can and then a couple. There's like, obviously some afternoon stuff because I work with some people who are on the West Coast. So catching up with all that, too, in the afternoon.
[00:14:12] BB: Love it. Love it.
Rapid Fire Pitching Preferences
[00:16:18] BB: Okay. Okay. Well, I do have a little quick fire questioning Q A, as you've probably heard before. So let's see if. What the answers we get. If that sounds good.
[00:16:31] AM: Yeah. Sounds good.
[00:16:32] BB: Okay. Okay, first off. Oh, wait, let me get to the little part where I have. Okay. Video or phone interview?
[00:16:39] AM: Video.
[00:16:40] BB: Okay. Why video, by the way?
[00:16:45] AM: I feel like I like seeing the person and putting a face to who I'm talking to and who I'm interviewing. Because then it just feels more personal, especially as a remote worker, just being able to see someone.
[00:17:01] BB: Okay. Yes. You get that connection there. Okay. Bullet points or paragraphs in a pitch?
[00:17:07] AM: Bullet points for sure.
[00:17:10] BB: All the way. Images attached or a Dropbox zip File.
[00:17:15] AM: I prefer images attached personally. Dropbox for me. I like it but it can get a little confusing and all the zip files and stuff. So I just like the images right there where I can see them and access them.
[00:17:31] BB: I'm with you on that. You touched on this already, that you're very on LinkedIn with the DMs, but yeah, email or any DMs of any sort.
[00:17:41] AM: I prefer email over DMs probably because I check that more.
[00:17:45] BB: But what about follow ups? How many follow ups is too many.
[00:17:53] AM: After, like after two. It's a lot. I would say two is. Is the max.
[00:17:58] BB: Yeah, two. Two is the max. Okay. How about direct creative subject lines.
[00:18:08] AM: For me? Direct, direct. I will open some of the creative ones though.
[00:18:14] BB: Okay. I mean casket on sale.
[00:18:16] AM: Yeah, yeah, exactly.
[00:18:20] BB: Okay. Press release or media kit?
[00:18:26] AM: Press release. I'm old school.
[00:18:28] BB: Okay. You like the press release. Okay. Time you usually read pitches. We touched about on it a little bit earlier.
[00:18:35] AM: Mornings and afternoons. Yeah, mostly mornings.
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