As an expert in your field, you probably do all kinds of things to increase your visibility. When you are entrepreneurial and you want to make your company known, you can contact journalists. This is still a very effective and efficient means of quickly making your expertise known.
Activate the journalist's brain
When you approach the press, it is nice to know how the journalist thinks about your (company) story. And that you know which 'buttons' are available to activate the journalist's brain and listen to you. To prevent an editor from dropping out when you are (a little too) enthusiastic about your story, take into account the following requirements that the journalist will certainly set for 'your news':
- Your (business) story connects with current events. If your story is innovative or topical, the journalist will often find it interesting. Can you cite results from a recent study? And has it not already been mentioned by other experts? The sooner you connect to current events, the better.
- Your story is underpinned with facts, results and research. Because when you know how to lard your story with facts, the journalist can gauge whether you, as an expert, indeed know a lot about the subject. React to current events and respond directly.
- The topic you raise touches a large group of people. And so it matters. For example, your story applies to a sizable number of people/businesses/animals in the areas of employment, health and/or safety.
- Your story goes 'against the grain'. The news you bring as an expert is striking, spectacular, exceptional or highly unusual. And that fascinates journalists - and thus readers/viewers.
- The topic you bring up is highlighted by a well-known spokesperson. Or a well-known organisation brings this topic - with you as the expert speaking - out into the open. The more well-known and important the spokesperson/organisation is, the more interesting it may be for the journalist to write an article or make an item about it.
If you stick to these 5 requirements for journalists, you’ll increase your chances of making the news with ease. If you have any questions after reading this blog, please get in touch with me.
Or would you like to know what first step you can take to boost your brand awareness? Then download my free e-book here: ‘How to get into the news with ease… so that customers flock to you’.
Here’s to your publicity!
Linda Graanoogst, PR coach: ‘In the News with Ease’
