One of my greatest rewards as an Seo counselor is looking a client get principal and clear coverage and high quality links from a large media site. It builds persisting brand recognition and serves as a third-party validation for their assosication and its products or services. It's great for business.
But when all is said and done, that concentration would never happen if it weren't good enterprise for the newspaper, television middle point or magazine that decided to take the time to cover a client. The truth is, a television middle point covers what their viewers want to see. The newspapers and magazines write stories their readers want to read. It makes exquisite sense that they try to give their audience what it wants because in the enterprise of news, "audience" is synonymous with the word customer.
Customers are what drive business, and the news media is no different. So next time you're reasoning about contacting the media with that freshly written press publish about version 15.4 of your software, stop and think for a minuscule if it's what their readers want to read. (That would be no.) Would you create a stock you knew your customers didn't want? Of policy not! And Cnn won't do it whether because it's bad for business.
You can make sure you're doing a better job of helping the media please their customers by following a litmus test that's similar to the one they supervene for deciding what's newsworthy and what's not. Here are a few examples of what's good for enterprise when it comes to news.
Conflict and Controversy - Bernard Madoff? Bailouts? Need I say more? You may want to stay away from this element of news if you are trying to get clear media coverage, but attorneys use it all the time because they know that population (customers) love to read about conflict and see it on television.
Consequence - What is the whole effect? Are you hiring 10,000 new population or 10 new people? Will the merger create new jobs or get rid of jobs?
Human Interest - Is there a human element to the story you want them to cover? I saw a story on the news one night about a disabled young man in the local high-school rodeo. It was heartwarming and fun to watch, and it focused on how he didn't let his disability get in the way of his desire to participate in a sport like rodeo.
I later found out that a Utah enterprise was working to help get publicity for the Utah High School Rodeo Association. Coincidence? Not likely. They just understood the media enterprise and the media customer. The story of a disabled young man who was benefiting from high school rodeo took care of itself and translated into traffic and links.
Prominence - foremost people, organizations and issues are absorbing subjects for the media because more customers are curious in hearing about them. Barack Obama, Donald Trump, Merrill Lynch, steroids in baseball and nuclear waste are a few examples of each.
Proximity - What is the local angle of the story you want them to consider about your company? Where did it happen? Where will it happen? For local newspapers and television stations, you have to keep this in mind because readers and viewers are plainly more curious about what's happening in their own backyard. "Close to home" is more than a tagline no matter what television middle point it is.
Timeliness - Is it timely? This is probably the most foremost rule. When did it happen? When will it happen? Read the paper. Watch television. Identify the current hot topics the news media is covering. The growing economy, addition home prices, rising interest rates and steady job increase all seem to be hot topics lately because they are happening now, and they influence daily people.
These are just a few examples of what the news media will look for when you are trying to get media coverage, and there are other tests you can find using a straightforward Google search. Next time you're reasoning about pitching an idea for a news narrative about your organization, put it to the test. Is it good for business?
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