Interview: Nick Dunn

Nick Dunn has been at CNBC for 10 years, spending six of those years as the producer of Squawk Box.

Nick Dunn has been at CNBC for 10 years, spending six of those years as the producer of Squawk Box.

This January, he became executive editor, booking for the entire network. Dunn reads six or seven newspapers a day, and surfs blogs and Web sites to keep up with the key players in the business world.

PRWeek: What makes a good guest for CNBC?
Nick Dunn:
Most often, we want great talkers with excellent backgrounds. It can't just be someone who is good in television; we need them to come from a place of respect. We need people who are high-profile, intelligent, trustworthy guests whom our audience can identify with - not only because of what the subject matter is, but because of what this person's done.

Beyond that, when it comes to the traditional CNBC stuff, the stock people, we look for the best performing kinds of money managers. We want people who put their money where their mouths are, who have great track records, and have success.
PRWeek: What are some of the mistakes PR people make when pitching you?
Not understanding whom they're pitching. We are a business network. We get a lot of  feature-y, fluffy stuff, and then we get a lot that is mundane. By and large, the people who pitch us know us. You need to find the dynamic and original business story with players whom our audience is interested in.

PRWeek: What advice do you have for PR people?
I probably get 200 to 300 pitches a day. I make it my job to go through those pitches. An e-mail pitch is by far the best way to reach me.

We rarely have a disaster with PR folks, but it's not because of the pitch, it's because of the delivery. Please make sure to have your client secured before you offer them around. Be concise, and let us know what you're offering and what you want in the first paragraph. If you write me a four- or five-paragraph [e-mail], I'm not going to get to paragraph two.

PRWeek: What are the biggest business stories right now?
China and India are both fueling a global economic boom. There's the immigration story, now that the Justice Department is going after companies that employ illegal immigrants... which is a big change. There are constant changes on Wall Street; the bull run on the Street has been a fantastic story to watch and report on. The new ways to make money [are also big stories].

We are also finding more and more people getting into the commodities market, and that has been a major play recently. Despite President Bush's problems, the economy had continued to outperform everyone's expectations.

With oil soaring to where it is and inflation's pressures in a number of areas, the economy has been resilient and strong. That is one of the great stories going on right now.

Name: Nick Dunn

Outlet: CNBC

Title: Executive editor, booking

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