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Earning news coverage takes media savvy
By Elizabeth L. Boineau
Marketing and PR agencies work hard at getting their clients’ core message out and earning headlines rather than paying for advertising. These agencies are often the first line of offense when it comes to deciding what’s considered a good story angle in the eyes of the journalists we pitch.
Objectively evaluating what makes good news for the publications and broadcast programs these journalists represent, while contemplating how to make their assignment easier, is requisite for any public relations professional.
Most every organization has many events, appointments and milestones to celebrate, and it can be tough to decide what should become a press release, news photo and caption or a video news release.
When evaluating what’s news- or feature-worthy, it’s prudent to apply a dose of humility to be sure you’re not venturing into an overdose of self-promotion, especially when the subject is an individual’s accomplishments rather than those of a company or team.
Besides giving your news item a sniff test to see if it reeks of puffery or sounds too proud, there are guidelines on what the media looks for.
It starts with timing. It’s not news if it’s not new, recent and fresh. Develop a “shelf” release and background material before news breaks. All too often, companies are aware of a news item coming down, yet fail to get an early start on crafting a press release about it. That leaves everyone scrambling and then as time passes, the news value does too, and an opportunity for coverage is missed.
Sometimes big news breaks and there might not have been a chance to prepare a shelf release. However, if you at least have a press kit—professionally produced media materials—and are already known to the right media contacts from the good groundwork you’ve been laying, you’re better positioned to provide local commentary on the breaking
news.
Another criterion the media looks for is relevance. Does the news item matter to a number of their readers, viewers or listeners? Is your company a solid member of the corporate community? Is the organization whose board on which you serve one that has stature? Does the announcement affect your customers, vendors and/or the community?
Sometimes, to broaden the interest of a story, we’ll offer up two or three names of other
companies similar to our client (friendly competitors are ideal) to widen the scope and provide more sources for the journalist.
A local angle matters to the media in a certain locale, unless you’re pitching to national news outlets. In that case you need to think in national and global terms if your company is doing something unusual or broad- reaching enough to merit such coverage.
Drama sells, as do kids and other far less innocent topics (but I would discourage scandal as a way to make headlines). If you have a new procedure or device that will change lives or tug at heartstrings, go ahead and bare it all.
When it comes down to day-in, day-out business news announcements, less is clearly more.
New hires, new offices, new hours, new services or products, new patents are all valid news items.
New client announcements will be accepted by some media but not by others. For new committee appointments, consider the organization and the impact it has on the community. If it’s statewide and/or national in scope, send the announcement far and wide. If the news item is about presenting to a local group, making a speech or announcing the fifth committee appointment this year, reconsider.
If you’re not sure, call and ask the media outlets. It’s a great way to get to know the media better, enhance your media savvy and demonstrate both humility and grace—traits that can only build character, integrity and reputation for you and your company.
Elizabeth L. Boineau runs E. Boineau & Co., a marketing, communications and public relations firm based in Charleston. E-mail her at eboineau@eboineauandco.com.
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