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.
Lincoln Stretch rentals Alsip ..There is a process for successfully getting publicity about your... Read More
The name of the game is doing our part to... Read More
So you have spent hours and hours writing, shaping and... Read More
They say that image is everything and some of us... Read More
Corporations are willing to pay substantial amounts of money to... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
If you are in Australia at the moment, it is... Read More
If you leave a star player sitting on the bench,... Read More
Ideally, you will have two types of quotes in your... Read More
Etymology is the study of the origins of words.As languages... Read More
In my travels around the country while building my business... Read More
?makes the rules, of course.But when the gold takes the... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
Early in my career as a public relations consultant, I... Read More
Just about anyone who has been in the public eye... Read More
Did you Know That Even TV Remote Control Units... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
THE TWO MINUTES UNDERDOGEdward Everett was one of the most... Read More
And hurt bad if you are a business, non-profit or... Read More
There's the old joke about the two buzzards sitting in... Read More
In these days of every increasing demand and competition, there... Read More
Do you want to be quoted by the national press... Read More
Got a huge need for publicity and a tiny publicity... Read More
1. Your press release should sound like news, not an... Read More
What is bad PR?Well, if you're a business, non-profit or... Read More
Western Springs shuttle limo .."Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
And show it for what it is - a humdinger... Read More
Who wants to face the challenges of a business recovery... Read More
Advice about business and life often gets around to one... Read More
Just because a publication is small doesn't mean that getting... Read More
For business, non-profit and association managers, is it publicity that... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
There's good news for public relations execs, marketing professionals and... Read More
Media relations is a great profession.On good days, I earn... Read More
What makes a good media release and how do you... Read More
When your public relations results pretty much depend on whether... Read More
The name of the game is doing our part to... Read More
Have you fantasized about spreading word of your business on... Read More
So, you've had your book published or you've gone the... Read More
You worked hard to get a story on your business... Read More
When special events and communications tactics rule the PR roost... Read More
For business, non-profit or association managers like yourself, survival pretty... Read More
OK, as a manager, your goal is to show a... Read More
Have you ever gotten one of those letters from your... Read More
When it comes to launching a new business or product,... Read More
Early in my career as a public relations consultant, I... Read More
A reporter's job is to get the most accurate and... Read More
You won't be if you accept a very simple premise.... Read More
If you're like most of my clients, you're probably interested... Read More
Recently someone asked me why so many restaurants go out... Read More
Public Relations |