Last month on Journchat, Twitter’s hottest new sounding board for journalists, bloggers and PR folks, there was lots of talk about where PR falls into the shift in news coverage by journalists and who bears the most responsibility in deciding what news stories are most relevant.
Journalists have the utmost requirement to be objective in their approach to storytelling, leaving a reader to determine how they feel about a topic and to draw their own conclusion. And even though most people probably don’t know or could care less about the seven elements of a news story, everyone knows a topic must be worth talking about or else it’s not news.
As more news goes online, PR folks have to gain a greater edge on how to get a story placed. Journalists have to take a stronger approach to how they tell a story. Ultimately, that means companies have to challenge themselves a bit if they want better news coverage.
Identify the niche of your brand. Figure out what makes it stand out. Without any assumptions or false hope, be honest about where you are and why a journalist might take interest in your company.
If you were a journalist, would you write about your company? As a reader, what is it about your organization that others would find interesting? What unique facts about your business could a PR person use to publicize your business?
Try this. Write your own story about your business. No fluff – just tell the facts about you and your company in a creative way. Spend some time with it and question its level of newsworthiness. This will help you develop better expectations for your PR strategy and strengthen your ability to gain news coverage.
*** Learn more about Journchat, Monday nights on Twitter, at http://journchat.info