Worried about your content; or not getting the engagement you’re looking for? Sometimes it’s good to go back to basics and decide what’s actually newsworthy, rather than churn out bland creative that’s missing the mark, writes Claire Allen, PR Account Manager at WSA.
All too often, companies plan PR or social campaigns without truly considering the best way to tell their story, or who to tell it to. Building a newsy campaign requires strategy and focused delivery. And that’s where an expert can pay dividends to ensure what you say, plus how and when you say it, is focused, timely and most of all makes an impact on your bottom line or KPI.
The way we consume our news has changed, so it stands to reason that the way we treat news stories moves with the times too. What makes some stories grab the print or online news headlines, or sit better as a tweet, blog or IG post? It can be a bit of a conundrum if you don’t have a natural eye for a story. Curious to know what makes a good story? Let’s talk about newsworthiness…
People are impatient
With waning attention spans and time-poor lifestyles, many tend to absorb their daily news fix in short bursts via a phone app or online feed. So it stands to reason that your delivery needs to be punchy, interesting and above all, relevant.
Hone your copywriting skills
Slick, punchy copy will deliver your message efficiently. Too waffly, and your readers will switch off; too salesy and the media will see right through your intentions. A well-crafted story will elevate your message and stick in the reader’s mind and is much more likely to push the call to action button. And don’t forget to proof read – sloppy mistakes can cost you coverage.
It’s all in the presentation
Think about the method and channels that you communicate your news through. Not everything is worthy of a press release; these should be held back for occasions when you are announcing, launching or providing new information – such as a survey or report findings. Journalists will only want to follow up on things that provide new information and are backed up with valid claims or statistics.
An opinion piece might sit better as a blog or feature. Often, media are looking for contributors to a particular topic and are keen to get an expert view for a longer article which educates or encourages debate with their audience.
Quick reactions or topicality might work better as a social media post or tweet – and can be visually presented as a picture, video or infographic as well, instead of pure copy. If you have a great spokesperson, or very visual offering, you might want to think about broadcast or video too.
Follow our tips and you could be one step closer to maximising your media coverage potential.