10 tips on how to make your business story newsworthy

It’s not about you – it’s about them!  Ask yourself - what impact will your news have on the readers, listeners, viewers, the community at large?

Contextualise - tap into a wider trend.  What’s the macro view? What trends are taking place in your industry sector? Or, create your own news – surveys are excellent.

Comparisons are good - What’s going on in other markets e.g. EU, US, UK, Emerging?

Celebrity Endorsements - They work!  But make sure celebrity’s brand image matches your brand values

Customer Testimonials -High profile clients – use testimonials in press releases, on website, on social media, blogs

Every press release should have 5x W’s and 1x H in the first two paragraphs – Who, What, Where, When, Why and How? 

    
Key Opinion Leader
An independent KOL adds credibility e.g. nutritionist for food industry

Imagery
A good photo or video can get you coverage even if story is not strong

Reactive Media Relations
If story breaks in the media that is relevant to your industry – be prepared to comment – quickly.  Position yourself as industry expert. Have your ‘boiler plate’ written. Use Google alerts to keep track of news relevant to your industry – and of your competitors!

Writing Style Tips
- Keep it short - particularly for online and broadcast media
- Write in the 3^rd Person - “You” or “I” should only be used in quotations

 - Make sure the tone is relevant to type of media you are targeting
- Include your contact details - mobile number, email address & date of issue

Photo: New York Times newsroom, 1942

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