Supply Chain Reporters To Know
By Matt Burkey, AVP Media Relations
Published May 25, 2023
There likely isn’t any trade that touches more people on a daily, if not hourly, basis than the supply chain and logistics industry. COVID-19 utterly disrupted the industry, and, what was once a vertical followed only by C-suite executives and industry decision-makers, soon became a hot mainstream topic.
You couldn’t visit a website or tune into the news without hearing about how consumers would be impacted by the strained supply chain – from the port back-ups and delayed production of everything from cars to food, to the increased pressure truck drivers were under to make sure goods would arrive “relatively” on time.
Though the heightened focus on the supply chain industry has decelerated from the days of the peak pandemic, people still keep tabs on the industry, seeking experts to clearly explain how they will be impacted and what they should expect.
We’ve worked with a few clients in the supply chain and logistics industry. Take a look at the reporters to know.
Tip: Like any profession, media contacts leave publications, join others, and from time to time even change their beats. It’s impossible to expect them to inform all their PR contacts that they are on the move. Try to stay in touch with them by keeping an eye on their social channels, so you know where to go when it’s time to capture their attention.
4 Supply Chain Reporters to Know
Bill Cassidy
Bill’s been at the helm of the industry for nearly 15 years. He’s the Senior Editor of Trucking and Domestic Transportation at the Journal of Commerce, which is widely known as one of the most trusted resources for supply chain news and trends. If you’re one to attend supply chain industry events, chances are you may catch Bill there! He’s a public speaker, lecturer, and moderator at various conferences on trucking and the supply chain.
Listen to the Transfix Take podcast episode featuring Bill Cassidy as a guest here.
Tip: Inviting reporters to participate as a thought leader in opportunities like podcasts and conference panels is a great way to build a relationship. They are often looking for opportunities to share their expertise across their traditional channels. Just remember, like all earned media strategies, don’t expect guaranteed coverage as a result.
Vishnu Rajamanickam
Vishnu is an independent logistics reporter based in Spain whose freight insights have been featured in Business Insider, and FreightWaves, and he contributes to The Logistics Rundown Substack. Covering numerous aspects of greater supply chain news, he dials in on the pain points of the trade. Some recent topics include the challenging nuances of last-mile runs, errors during data entry, misleading directions, outdated information, and even invalid addresses to vendor due diligence and visibility into the upstream of the global supply chain industry at large.
If you’re looking for a good read, pick up ‘From Source to Sold - Stories of Leadership in Supply Chain,’ a book Vishnu edited!
Grace Sharkey
Grace is an expert freight and logistics reporter, understanding the ins and outs of the industry from her experience leading a startup brokerage and as a woman in freight. As a staff writer, podcast producer, and SiriusXM Radio Host for FreightWaves, she covers a truckload of information and announcements – from freight brokerage breaking news, innovations in trucking and logistics, and the latest technology-driven partnerships Grace is a very conversational interviewer who will make you laugh all the way throughout your chat. She loves a good, heartfelt carrier story.
Check out Grace’s coverage of Transfix’s National Truck Driver Appreciation Day here.
Paul Berger
It’s probably no surprise that The Wall Street Journal has an amazing team that covers the logistics and supply chain industry, and Paul Berger is one that helps lead that charge. Paul explores how international supply chains flow through the United States. He also covers fluctuation of importing at seaports, maritime regulators, details on port labor disputes, cargo growth forecasts and more. He is open to meeting one-on-one with C-suite supply chain executives if they’re someone who could serve as a trusted, reliable resource for future stories.
Tip: Not every reporter is open to them, but background conversations are another great way to build relationships. It’s one of the PR “long game” plays. They may not write something now, but we’ve found that reporters tuck away good stories in their “rolodex of the mind” and will turn to them sooner or later. Before meeting with the reporter, make sure your executive is prepared to share real industry insight and POV’s vs. company messaging. Reporters see right through this.
Coverage around supply chain news will continue to ebb and flow. It’s important to have a team that establishes relationships within the vertical to ensure your next company announcement or trend-jacking opportunity doesn’t go unnoticed.
