In the age of the 24-hour news cycle, it’s no surprise that journalists crave breaking news. But, did you know that’s the ultimate type of information for 77 percent of reporters?
The 2014 Business Wire Media Survey looked at what information and assets U.S. journalists need (and how they want to receive them) to effectively cover a story. Top of the list is obviously breaking news, but there are other elements that reporters want to see in a press release as well, including:
- Supporting facts (70 percent)
- Story angles (66 percent)
- Quotable sources (52 percent)
- Multimedia content (29 percent)
Making the Connection
All of this content can be used to back up that oh-so-desirable breaking news. A quote from your CEO on its own may not be newsworthy, but a quote from your CEO explaining a major current event could end up front and center in a reporter’s feature piece.
In PR, we know that the phrase “here today, gone tomorrow” has never been more true. News today is only good until tomorrow’s top story hits and pushes it off the news cycle. So, when looking at the elements that journalists want to see in press releases or receive in pitches, try thinking about them in relation to breaking news.
So how can tech companies work breaking news into PR campaigns? Maybe you can link the breaking news to the effects it’ll have on another trending topic. Perhaps the Internet of Things is impacting the BYOD movement or beacon technology. Maybe the company has an expert who has specific knowledge about the breaking news topic. Or maybe the business engineered the first device that paved the way for what’s being done today.
Great additional content can help the business get to the top of a news cycle. For example, an infrographic that depicts the timeline leading to today’s breaking news could spark interest among reporters looking for secondary sources when they’re writing their pieces.
Video can help a brand get noticed, too, especially if it shows how the breaking news is impacting your client’s industry. Is it causing a traffic-induced latency issue from all the new attention? Is it causing stock to plummet for now, but with predictions for a surge tomorrow?
Whatever it is, linking your news, industry or product to the breaking news of the day is likely to elevate its success. By integrating your PR campaign with timely, relevant topics, you can differentiate your brand’s story from all the other pitches and press releases that reporters get on a daily basis.
Read More:
4 Pitching Tips from Reporters to PR Pros
Want to learn more PR tactics?
In The Ultimate Guide to a Successful Product Launch , you’ll learn:
- How to plan before a big event or product launch
- The strategy behind promoting and publishing collateral
- How to approach social media and influencers before, during and after a launch
- What and how to measure to keep a campaign going
Journalists Want Breaking News – Can Your Press Release Deliver?
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