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Stop the presses, I have some company news
Aug 10, 2020
If you want to get some ink, first consider how you might capture an editor’s attention
So, you have a piece of company news and you want to get the word out.
It could be a new department head. Or maybe somebody got an award. At any rate, it’s meaningful to you and your company and the world should know about it.
But here’s the rub: Your past attempts to generate media interest in news items have been largely unsuccessful. If that’s the case, here are two things you can do to boost your chances of getting media attention.
The first is crucial, but so many companies skip this step: Honestly assess whether anyone outside your organization would care about the news item. Sure, the new departmental director is a huge deal to you. It’s going to create significant ripples where you work and affect your daily life. But the fact that it’s meaningful to members of your organization doesn’t mean it should interest anyone on the outside. Put yourself in the shoes of the publication’s readers. Put yourself in the shoes of the editor, too.
Unless this new hire is going to have an impact on the community or has a fascinating angle (e.g., he’s a national champion in demolition derby or he designed the “thumbs-up” emoji), then you can expect to get little more than a blurb in the news briefs section. If that’s all you want, fine. But if you’re interested in wider coverage, be sure to adjust your expectations according to the item’s actual newsworthiness.
If an employee received an award, it’s important to ask a few questions about its significance. Was it a statewide, nationwide or industry-wide recognition? If the answer is yes, your chances of getting coverage improve markedly. If it’s a token award that most entrants win (as long as they pay the ample registration fee), don’t expect an above-the-fold spot in the Wall Street Journal.
A second tip is to make the media release compelling. Check out our previous blog about crafting an effective release. Ideally, you should include the standard who-what-when-where in the first sentence or two. And if possible, find some kind of “hook” in the story, a detail that makes it significant or interesting. If the award recipient had just entered the field eight months ago, make a big deal about how she captured such prestigious honors after less than a year in the industry. Put it in the headline.
But always ask the critical question: Why should the reader care?
Editors are busy people and they receive mountains of news tips, press releases and junk mail all the time. It can require some focused effort to climb that peak by making your release interesting and to the point, but it’s worth the trouble.
Even then, it’s tough to get a publication’s attention when so many others are vying for it. Make the subject line on your email as attention-grabbing as possible to increase your chances of the editor opening it. And make sure the first few sentences (the “lede”) hook that editor, because you only have a few seconds to place that hook before the email hits the recycle bin.
If you want help getting some press, Z Corp PR & Digital is always here, too. We’ve love to talk to you about how we can help with your organization’s publicity. Give us a shout.
It could be a new department head. Or maybe somebody got an award. At any rate, it’s meaningful to you and your company and the world should know about it.
But here’s the rub: Your past attempts to generate media interest in news items have been largely unsuccessful. If that’s the case, here are two things you can do to boost your chances of getting media attention.
The first is crucial, but so many companies skip this step: Honestly assess whether anyone outside your organization would care about the news item. Sure, the new departmental director is a huge deal to you. It’s going to create significant ripples where you work and affect your daily life. But the fact that it’s meaningful to members of your organization doesn’t mean it should interest anyone on the outside. Put yourself in the shoes of the publication’s readers. Put yourself in the shoes of the editor, too.
Unless this new hire is going to have an impact on the community or has a fascinating angle (e.g., he’s a national champion in demolition derby or he designed the “thumbs-up” emoji), then you can expect to get little more than a blurb in the news briefs section. If that’s all you want, fine. But if you’re interested in wider coverage, be sure to adjust your expectations according to the item’s actual newsworthiness.
If an employee received an award, it’s important to ask a few questions about its significance. Was it a statewide, nationwide or industry-wide recognition? If the answer is yes, your chances of getting coverage improve markedly. If it’s a token award that most entrants win (as long as they pay the ample registration fee), don’t expect an above-the-fold spot in the Wall Street Journal.
A second tip is to make the media release compelling. Check out our previous blog about crafting an effective release. Ideally, you should include the standard who-what-when-where in the first sentence or two. And if possible, find some kind of “hook” in the story, a detail that makes it significant or interesting. If the award recipient had just entered the field eight months ago, make a big deal about how she captured such prestigious honors after less than a year in the industry. Put it in the headline.
But always ask the critical question: Why should the reader care?
Editors are busy people and they receive mountains of news tips, press releases and junk mail all the time. It can require some focused effort to climb that peak by making your release interesting and to the point, but it’s worth the trouble.
Even then, it’s tough to get a publication’s attention when so many others are vying for it. Make the subject line on your email as attention-grabbing as possible to increase your chances of the editor opening it. And make sure the first few sentences (the “lede”) hook that editor, because you only have a few seconds to place that hook before the email hits the recycle bin.
If you want help getting some press, Z Corp PR & Digital is always here, too. We’ve love to talk to you about how we can help with your organization’s publicity. Give us a shout.
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