Arielle Feger discovered her passion for journalism shortly after college. Since then, she’s worked in content for a variety of outlets, most recently as a full-time newsletter analyst for Insider Intelligence. We spoke with Arielle on her background, advice for PR professionals, and what makes a good story.

How Did You Get Into Journalism?

Writing has always been a big part of my life, but I didn’t always know I would end up in journalism. In college, I majored in creative writing in hopes of pursuing poetry. But after graduation, I worked briefly for a travel marketing magazine, which introduced me to the world of journalism. It was then I realized how much I love sharing experiences, stories, and insights in a more journalistic format, so that’s what I’ve been doing ever since! 

What Makes For A Good Story As It Relates To The Sector/Industry You Cover?

The audience that my team writes for is mainly marketers and retail executives. When I’m putting together a story, I’m always thinking about two things: 1) what information (data, analysis, case studies) can I share that our audience won’t be able to get anywhere else, and 2) how I can translate that information into actionable steps for our audience to take. We want to arm our readers with the tools and knowledge they need to stay on top of changing consumer behaviors and a challenging economic environment.

What Is The Biggest Piece Of Advice You Would Give To Young PR Professionals Who Are Pitching You?

Know your audience, know what they want to read about, and bring something new to the table. The best PR pitches are the ones that can both capitalize on the trends of the moment while also adding something different to the conversation.

What Are Some Trends In The Media That You’ve Witnessed And How Do You Anticipate The Industry Will Change Moving Forward?

For years, there’s been a battle between long-form and short-form content, with the industry going from one extreme to the other. But in my opinion, it’s not “either/or,” it’s “and.” Both have a place in content creation, but you have to know which topics or audiences they are best suited to. 

Also, of course everyone is trying to replicate the success of TikTok by pivoting to short-form video content. That’s not going away anytime soon, but I think some brands and platforms will find more success with it than others.

If You Hadn’t Pursued Journalism, What Other Career Path Would You Have Chosen?

I’ve always had a dream of being a marine biologist! I love the ocean and all of its creatures, so I think I would have loved to study it in another life. 

I’ve also thought about teaching elementary school because I love to help and watch children learn!