Develop newsworthy story ideas.
The key to success: create newsworthy stories. They should be
interesting, relevant, timely, and offer new information or insight to
your prospects.
Every day, journalists are bombarded with press releases touting
new product releases, business alliances, research discoveries, etc.
But journalists don’t just make announcements, they need to tell
compelling stories that their readers will find interesting and useful. Like movies, good news stories are often about conflict. Endless
streams of positive information is boring. Instead, develop stories with
substance: Good vs Evil, Nature vs Nurture, Race Against Time,
Company A vs Company B, Employee Against the World, Company
vs the System.
Start small.
Even if you don’t think you have newsworthy content to share with
the world, you can benefit by implementing small programs to raise
your visibility. At the very least, you should include news releases on
your website and home page; they help in search engine rankings
and enable prospects to see what you’ve been doing. |
Publicity strategies can:
- Build awareness on your products/services, expertise and people
- Drive prospects to your website
- Drive participation in a promotion or event
- Educate the market on problems your company can solve
- Create an ongoing dialogue with the market
Publicity includes:
- News stories/interviews in trade journals, industry sites, newspapers, magazines, etc.
- "Expert" quotes in a story written by a journalist
- Self-authored white papers/articles published on websites or in industry publications
- Speaking engagements
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