Non-news professionals often have a hard time understanding why their ENORMOUS news announcement, creates barely a ripple in the media.
That's not to say a news release shouldn't be done about it. There are audiences besides the media - like employees, customers and trade allies - to whom news releases may be sent. But the media is interested in things that are different from the norm. So, generally, bad news gets more play. Let's examine these six categories to help us better understand what the media wants.
MONEY TALKS - In an age where cash is king, financial matters concerning your company can be big news. Mergers, acquisitions, good or bad earnings reports, new technology that will save or make money, all are good copy. Coverage increases the more you mention amounts and values.
TAKE THE GLOVES OFF - This category has a couple of dimensions. First, is in the arena of controversy.
Whether it's DOS against LINUX, Cable TV against DISH, or Dial-Up against Broadband, the media loves an argument about which standard is better. If an argument is good, an all out war is better. Ford vs. GM, or Apple vs. IBM - those are the kinds of battles that get an editor's attention. Don't be afraid to take sides.
GIVE ME A HUG - Editors even like a good love story. It could be a strategic alliance or an outright merger between two companies. No matter, the media are interested, particularly if there are questions about the cooperative effort's chance of success.
LEADING EDGE - The rarified air where technological history is made intrigues the media. Show them tangible evidence of how the technology will improve things in the here and now, and they'll cover the story.
CARRY A BIG STICK - If your name is not GM, Microsoft, or IBM, don't worry. You can take advantage of a big brand name. Leverage a new agreement, alliance or partnership between you and one of the big boys for your benefit.
CHANGES - Established companies with proprietary methods like the status quo. Shake it up a little with a new system that changes the paradigm and you have the beginnings of a story.
The best stories will include something from each category, and then they will have major media staying power. Rarely does a release get covered if it centers on only one category.
For the business media, focus your efforts on MONEY TALKS and TAKE THE GLOVES OFF categories. Getting trade media coverage typically is a little easier. Although the first two categories will ensure coverage, LEADING EDGE, CARRY A BIG STICK AND CHANGES are good enough for some ink.
Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Bray Law Firm, Levolor, New World Mortgage, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.
Alto Pass chicago limos ..Everyone knows the value of free publicity. And given the... Read More
What may be the more appropriate question is: What makes... Read More
Is that what we are? Fanatic, over-the-top disciples of some... Read More
Ever get the feeling that your public relations program isn't... Read More
1) Package your story. Two critical elements will help you... Read More
Just think about it.If I come to believe that you... Read More
Leaders in the business world need public relations big time,... Read More
If you have had any experience in public relations or... Read More
Public relations is the art, as one of my colleagues... Read More
PR that really does something positive about the behaviors of... Read More
As a business, non-profit or association manager trying to get... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
"Advertising is what you pay for. Publicity is what you... Read More
When most people think about marketing, they think advertising. While... Read More
Product/service publicity is the superhighway to business success everyone dreams.... Read More
Maybe it played for Kevin Costner in "Field of Dreams,"... Read More
You can SO measure return-on-investment for a public relations program!Try... Read More
That big story the media pursue each day is what... Read More
I've worked in media and public relations for 20 years,... Read More
How cool is this? You're a business, non-profit or association... Read More
Media interviews are an important part of an overall public... Read More
I got the latest issue of Internet Works in the... Read More
If a reporter was writing a story about you and... Read More
The world has woken up to ethical issues in corporate... Read More
Alto Pass cool limo ..Have you ever heard of the saying, "One person's trash... Read More
Not a single reporter showed up at our news event.... Read More
I heard a speaker recently who was talking about how... Read More
Think carefully! You're a department, division or subsidiary manager for... Read More
Where is there a business, non-profit or association manager who... Read More
Sure, any publicity is good. But don't invest time and... Read More
Yes indeed! If you are a young person who has... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Fiercely combative business, non-profit and association managers use every PR... Read More
Dear New York Times:I'd like to be quoted in one... Read More
As a business, non-profit or association manager trying to get... Read More
It used to be that all you had to do... Read More
Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More
Smaller companies don't always have the budget - or inclination... Read More
What is the true purpose of public relations and how... Read More
Every organization has issues that could affect its operation. The... Read More
Do small-business owners always have to rely on large PR... Read More
Publicity will take your financial planning practice, your business, and... Read More
When you should send samples with your press release:1) When... Read More
Business, non-profit and association managers committing their public relations resources... Read More
What is the one thing that all of the best... Read More
Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More
Many people are intimidated by radio interviews, whether live or... Read More
You can have dozens of marvelous ideas to get free... Read More
This guide to "SEOing" your PR efforts can help you... Read More
Public Relations |