Flip through the pages of a newspaper or watch a few minutes of a news broadcast and one thing becomes clear: a lot of companies make headlines for all the wrong reasons. But how can businesses gain coverage for the right ones? How can organizations figure out what reporters — and the audience — will care about?
In Candor’s experience, there are three crucial elements to a quality media story:
When brainstorming media ideas for an organization, the first (and most important!) step is to determine what is actually newsworthy, and what isn’t.
Large philanthropic donations/initiatives
Decisions affecting the public, employees or potential hires
Enhanced company culture/human interest
Is Not Newsworthy:
Retirements, anniversary parties
Many companies fall into the trap of thinking news that matters inside the office will generate external interest. Evaluating a potential story through this lens can save a lot of time and resources in the long run.
A newsworthy story has been identified — great! Next, it’s crucial to determine how the story is relevant and impactful to the target audience (like industry professionals or the general public).
Ensuring a media story answers the questions below is important.
Questions to Consider:
Is it timely?
What makes this story worthy of attention?
Did something significant happen recently related to this idea?
Will people be impacted?
Why should a particular audience care?