Thursday, 12 November 2009
Today, I took part in a panel discussion on What the Press Wants at Marketing:TheArtOf conference in Gateshead.
Here I've merged some notes I wrote for the event guide with some extra tips.
The new ways that consumers are using media means the demands of journalists are changing hugely. Good communications workers need to keep up with this rapid movement. But there remain basic things you can do to satisfy journalists and so get the best possible coverage for your organisation:
The Press wants.......
Content relevant to their consumers...
Media products have very specific audiences, know them well. One specific angle to a story/press release probably will not fit all.
Give added value to a smaller number of media, rather than a mass press release mail out.
Other media could still pick up on the story.
Sound and pictures...
Avoid sending out a story without audio visuals, including a primed interviewee, ready to go. Broadly speaking, this will increase your chances of coverage.
Always ask, is this the best possible person to offer for interview?
Identify great story tellers in your organisation.
Strike the balance between authority and engaging delivery.
If you intend to do a lot of radio, invest in an ISDN line which will enable you to do interviews in near studio quality.
All media now exists (thrive) on-line. Offer shareable video to all, including radio. You can also publish this yourself on You Tube etc.
And last, but absolutely critically, the Press Wants...
Does what you’ve got to say pass the "so what" test?
Why is your story relevant to the audience TODAY.
Will the story get a reaction in the listener? e.g. anger, emotion, shock etc.
Aim for stories that readers/the audience will want to tell their friends about.
If you require help in getting your message across more effectively in the media, please let me know. I'd be happy to discuss options. You can email me at firstname.lastname@example.org