Tried and true tactics for injecting ‘news appeal’ into media releases
Posted Sep 30, 10:53 AM
Let’s face it - not all media release fodder is hard-hitting news about current affairs and events. If your media release constitutes ‘soft news’, you must provide a good angle or risk having your story dismissed as irrelevant, boring, or shameless self-promotion. A few tried and true tactics for injecting media releases with real news appeal include:
Visual appeal: Newspapers are not just filled with articles – photos are an important part of the dynamic, and obviously visual information is crucial to television news. Think about people, locations and activities that tie in with your story and may entice journalists. Provide details of pictorial opportunities with your media release. Supplying your own photos with a release can also improve your chances of being published, but the images must be of a high quality.
The allure of status: Many news stories are of public interest simply because they include high profile protagonists. People who make the news include politicians, heads of state, celebrities, community leaders, and sportspeople. If your story is about a particular event or initiative, why not ask a relevant political figure to participate or seek endorsement from an entertainer or sporting hero? Including high profile businesses or charities can have the same impact.
Getting trendy: Journalists attach more significance to stories if they show an emerging trend or relate to a significant issue. Does your story point towards a growing trend – either within society or within your industry? Can it be augmented by recent research or statistics? Information presented in your release may not be appealing in isolation, but could be of greater interest when placed in context of broader issues.
The subtle sell: Journalists shy away from releases that are simply a plug for a product or service. Don’t be obvious - unless the product or service in question is somehow ground-breaking in its own right. Instead, provide helpful instruction, expert advice and interesting information that will be of value to audiences. A conspicuous release about a company’s new range of air-tight food storage containers could be better positioned as useful tips on how to avoid food poisoning.
These are just a few established methods for developing compelling media releases that grab the attention of news media. Creativity is the key to positioning stories in a way that will inform, interest, and entertain audiences, and therefore attract journalists.
