Newsletter 2.0 - how to build a news story around your message
The basics of a good press release and communication process are probably clear to most people who work in the field of communication: a good story must be told at the beginning of the release, a simple promotional text does not serve the needs of the media, the timeliness of the distribution can contribute to a successful outcome and long-term media work leaves a lasting impression. But more important than these tricks is the message itself.
Getting the media coverage you deserve is a business of interestwhich requires understanding both the media's operating and earning logic and thinking beyond the core message of your organisation. But how do you do it?
1. Provide a strong vision
A safe hustle around the issue does not usually break the news threshold. Be brave enough to make proper lines in the press release and express your opinions. An interesting expert opinion may prompt the journalist to ask more questions and, ideally, the perspective provider will be remembered as a voice in the industry whose opinion will be sought in the future.
2. Grab the phenomenon and combine
What is topical right now? Even if you have an interesting story to tell, the idea may go to the editor's desk for lack of timeliness, waiting for a better time to be published, or it may be ignored altogether. So it's worth considering whether you could link your story to the Christmas season, the circumstances surrounding the interest rate, or offer additional information and follow-up to a journalist who you find has recently become familiar with the subject of your release. Here's a follow-up story!
3. Use your organisation's own data and exploit weak signals
In the newsletter, share the figures and insights that your business has managed to accumulate. Does the analytics on your website reveal anything about people's behaviour or signals future trends? Perhaps you've noticed a clear spike in demand for a particular product, or an outlier has made a service an unprecedented hit.
4. Do the research
The results of the research have the potential to add credibility and justification around the topic, especially if the company does not have the data to use in its own communications. For example, you can use the results to communicate about the consumption behaviour of Finns or the attitudes of young people towards a particular topic.
Data collection is easy through a number of different research companies. However, building a research battery requires some thought - already at the planning stage, visualise the kind of media coverage you are looking for and sketch out potential headlines for your results. Asking the right questions is essential if your research is ultimately to serve your media work.
5. Take advantage of people
Companies are used to using their own organisation's spokespeople in a press release and sharing additional insight in the form of quotes. But commentators don't have to be just from your own organisation: you can ask a researcher with expertise in the subject for comment, add to the narrative by asking for a first-hand view on publicity from someone you know, or join forces with a key stakeholder to provide comments from two voices. If you are targeting your message to the media in a particular region, could you get a local perspective from, say, a local entrepreneur?
At Korner, we reflect on relevance every day and are always looking for new ways to think bigger. If you want to create news together, don't hesitate contact us.
