Is Your News Newsworthy?

Before you distribute a press release or contact a media member, ask yourself if a reporter will really care about what you have to say. If not, you need to conduct more research, develop a new story angle and edit your announcement accordingly. 
 
Try to rework your pitch focusing on a valuable benefit, current industry trend or unique idea. Then, share it with an appropriate customer, co-worker, friend, or family member. Do they think your idea is boring or interesting?
 
Their responses will let you know if you’re headed in the right direction. Plus, this research will give you some practice telling your story before approaching the press.

Now, all of this work takes effort, but it can definitely mean the difference between getting media attention and wasting time and money.
 
And if you are having trouble developing newsworthy ideas, here are some more tips to help you get started.

1. Participate in an event. Look for upcoming charity events in your local area. And if you can’t find anything appropriate, create your own. Work with non-profit organizations, targeted business partners, potential customers, etc. to give something back to the community. While helping others, you’ll create a newsworthy event that press members will want to cover.
 
Resources include: Chamber of Commerce, Network for Good Non-profit Events, Give.org Charity List, Fundraising Answers



2. Create a report or list. People love “Top 10 Lists.” Write your own list or report. Be creative and develop an interesting, short document regarding a big industry trend, current news, survey results, or a solution to a problem. Provide valuable, reader-friendly information and expertise without asking for anything in return. 



3. Submit an Op Ed. Write to your local newspaper and provide your opinion about a published story or current, news item. When written in a controversial or helpful way, this media attention can build credibility and business awareness cost-effectively.



4. Share your expertise.
 
Develop a presentation that provides valuable information and simple tips. Then, schedule and give your speech to a targeted audience at a local community college, business meeting or non-profit organization. Be sure to promote your presentation prior to the event. This way, you’ll meet potential new customers and possibly obtain some media attention at the same time.
 


5. Promote successes. 
 
On a regular basis, talk to your clients, employees, co-workers, and partners to discover success stories. Ask customers how your products and services have helped them increase business growth, reduce costs, find new hires, save time, etc. 
 
Obtain their approvals, and use these testimonials in your publicity and marketing efforts. You’ll have interesting case studies and pitches to share with the media and potential, new customers.

By Melanie Rembrandt