Dom Nicastro is a determined writer, editor and radio personality who combines the “old-school” journalistic instincts of the pre-web days with the savvy of digital journalism in the 21st century. He relishes the ability to connect with audiences using transparent, effective prose. We spoke with Dom on what makes for a good story, AI predictions, and pitching advice for young PR professionals.
How did you get into journalism?
I began my journalism career as a reporter for the Fuller Elementary School newsletter in Gloucester, Massachusetts in fifth grade. I wrote about the high school football team going to the Super Bowl. The same year, I also wrote a letter to the editor at the Boston Herald titled “Pay the Man!” It was a letter urging the Boston Red Sox to give pitcher Roger Clemens the contract he wanted. The path was paved.
What makes for a good story? What do you consider the essential components of a good pitch?
A good story simply appeals to one of our core reader personas. Does it affect their jobs? If so, in what way? What can they do about it now, or in the future? Are we sharing something they didn’t know? Are we citing credible sources and quoting agenda-free people? As for a good pitch, offering up a source with awesome, relevant experience for the content we produce is what we want. We don’t want to hear about “companies.” We want to be introduced to people doing the work we write about. People who have credible insights and genuinely want to provide thoughtful, critical analysis and advice from which our readers will benefit.
What is the biggest piece of advice you would give to young PR professionals who pitch you?
Don’t pitch a story we just did. Offer up great quality sources who have no agenda. Don’t just scan our headlines. Dig into our media kit, our social media posts to see who we’re talking to and capture our tone.
What are some AI trends in the media that you’ve witnessed, and do you have any predictions on what the industry will look like moving forward?
We in editorial have to be super responsible here. We are delivering information to people to help them do their jobs. We can’t rely on a system that “combed the Internet” to deliver information. That said, we can use AI in editorial functions as an assistant. You think I’ve pulled out takeaways from a 9,000-word podcast transcript in the last two years on my own? Nope. AI is my buddy there. You think I’m not verifying those takeaways for accuracy and tone? Of course I am vetting. Treat your AI infusions into editorial like an intern. Trust but verify. Work smart. We’ve got to be responsible with AI infusions into editorial. I mean, the whole core function of editorial is to edit. Why would we stop just because of AI?
If you weren’t a journalist, what other career would you be interested in pursuing?
Professional baseball player of course. I broke the single-season record for doubles at my college (Salem State College). Because I was too slow for triples. But I’m in the books.
For more insights or to connect with industry experts, contact the Jmac PR team today.
