Identifying a newsworthy story within an organisation sits at the heart of public relations. Although well written copy, a strong pitch and good media contacts can contribute towards securing coverage, the content of the story itself is ultimately what journalists focus on.
In an increasingly competitive media market, journalists are inundated with press releases every single day. Although there is no definitive definition of a newsworthy story, to secure editorial space it must garner a journalist’s attention and be worth their time to publish.
They want a story that will not only be informative and enjoyable for their readers, but also differentiate from usual churn that falls into the news desk’s inbox.
The are many aspects that go into distributing a story but increasing its chances of securing coverage relies on the relevance of its news angle. No matter whether it’s trade, regional or national media that are the target, ensuring it has a human or personal interest is critical to reaching the largest possible audience.
PERSONALISING PRESS STORIES
There will always be a place in the media sphere for press releases that cover company announcements or new investments, the launch of a new service or product, but pulling back the curtain of any business is a valuable tool when you want to attract real attention.
First and foremost, people are inherently curious about the lives of others. This is no different within the marketplace. There is an appetite to know who is working where, how they are performing and what they are achieving.
It is important to work with journalists and the media to fill this gap and educate the audience. With this approach in mind, stories should focus on new appointments and promotions, business milestones, awards, achievements and examples of best practice from industry leaders.
Covering these topics will educate and inform readers, while also reinforcing experience, authority and trust from the brand and business.
STAYING RELEVANT TO READERS
There is also significant value in steering away from the corporate mindset and creating personal profiles of employees, especially those who work in executive or senior management positions. Businesses must identify media outlets that put spotlights on individuals and pursue these opportunities.
This could be anything from employees offering commentary on topical trends in the sector, personal opinion about the news agenda or simply shining a spotlight on their hobbies and lives away from the office.
There are a plethora of opportunities to create human-centric angles that can be deemed newsworthy.
To impact of these stories can also go far beyond coverage in the media. As digital communications becomes more embedded into society and our daily lives, people from around the world can interact and engage with one another instantaneously.
TRANSPARENCY IS KEY
For industry, this means that transparency has never been so important. As mentioned, taking a more personal approach with the public, as well as the media, can create a sense of loyalty, familiarity and attachment towards a business, which should not be underestimated.
Ultimately, as readers and audiences are continually introduced to the people behind a business through media coverage, stronger relationships with existing customers are established and new business opportunities are created.
Securing media coverage is undoubtedly the most effective way to generate and maintain a positive perception among the public, but to maximise and maintain this relies upon stories that are more personable as well as relevant.