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Is your news newsworthy?

You and your colleagues have a great idea for a story which you think will be of interest to your clients and customers, but how do you ensure that your target audience actually gets to hear about it. 

Getting your story into the media is one sure way for your potential customers to learn about your news, yet within your industry, key journalists are overwhelmed with news stories, content and other media from businesses, including your competitors. So, how do you make sure your content stands out from the crowd and will be picked up?

Read on to see our helpful guide on how to ensure every story you’re pitching to a journalist is of interest to them and their audience.

What’s the story?

The first question to be asking before starting any kind of press release, thought leadership piece or event coverage content is “who cares?”. While the nature of the piece may be interesting to you and your business, it may not carry as much weight in publications, so make sure that your content means something to your audience.

When considering this, think about whether your story has a direct impact on your audience and if so, what is that? Linking any business-related news to the industry professionals who will be reading it, is a great way to ensure that each release you want to share is valuable to those outside of your organisation – and, in turn, has a better chance of being picked up by the media.

Why are you telling us this now?

Timing is such an important factor to consider. While “evergreen” content can hold its own value, topical articles are those that are more likely to garner the interest of editors and their readers. This could involve responding to a current challenge in the industry or economic event, or relating your news to the next relevant national day or legislative update. The options are many and varied, but creating that link will help editors and readers understand why they should be interested in your news right now, and not in a month or a year’s time (which would likely get left in the editor’s inbox).

Why are you talking about this?

Whether it’s commenting on an event happening in the industry, or spreading awareness of something happening in your business, readers will look to who has provided the information and whether you are an authoritative source. A recent survey found that 70% of people said they rely on advice from experts in their industry – and that if you’re not seen or known as a professional in your industry, your news is less likely to gain engagement.

If you’re looking to get started on building your professional profile in your industry, you can read all about thought leaders and how to become one in a recent article of ours.

Would you engage with this?

While getting news into the media is a fantastic win for your business, the only content that really matters is that which is actually worth reading. To test this, try taking a completely non-biased view on your piece and asking yourself how you, as a reader would engage with the article. Is it something you would share to co-workers or share on your LinkedIn profile? Or would you be more likely to scroll past it? Be honest with yourself, as thinking about your article from this perspective will help to fine tune your message or news story and, ultimately, gain better engagement.

Clear’s advice

The media, from the international trade press to a local news outlet, is a competitive world, and making sure you and your business are visible in your field is important.  So, be sure to follow these steps and hone your story and content before issuing it, then, when you want your message to be heard, it will be.

(Oh, and don’t forget to include pictures!)

Are you wanting your next campaign to gain the exposure it needs across media outlets. Contact Allyson Higgins to find out how we can help you.

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