How to find the news or stories in your business
At the core of any successful public relations program is having newsworthy stories to share which will be of interest to your target audience, to media and bloggers, and in social media. There is an art to uncovering newsworthy stories and it takes time to develop this skill.
The first thing to remember is that finding and developing your business’ stories shouldn’t exist in a vacuum. Before you can jump into uncovering newsworthy stories, you should start by researching your target audience, as well as your media and social media targets first. What are your target audience interested in? What are journalists or bloggers writing about? What’s getting traction on social media?
The second thing to consider is that many of the things you may think are interesting about your business may not actually be newsworthy. This is why understanding what makes something newsworthy is so important before you launch your PR program.
The third thing to keep in mind is that even if you have a great and newsworthy story to tell, it won’t necessarily get picked up. The media don’t owe you a story and depending on what is happening on any given day, your story may get a run or it may not.
So, how do you identify whether a story is newsworthy or not?
Each story should be assessed on a case by case basis, especially in regards to who you’re targeting or what media you’re approaching. However, there are some hallmarks of newsworthy stories you should keep in mind. Your story may not need to meet all of these criteria, however it should at least meet one or two.
When you sit down to identify the newsworthy stories in your business ask yourself the following about the story:
- Is it timely or topical?
- Is it relevant?
- Is it credible?
- Who is involved?
- Is it local?
- Is it controversial or debatable?
- Is it unique, surprising or unusual?
- Does it reference current or future trends?
- Will it tap into people’s emotions?
Remember, finding newsworthy stories in your business is by no means an exact science. Knowing your target audience and target media inside and out is a great start – the rest comes down to practice and experience. When in doubt, engaging the experts can make a huge difference. PR professionals have honed the craft of identifying creative and unique story angles over the course of many years.
If working with an agency is out of reach, don’t be deterred, identifying what is newsworthy is a skill you can develop over time.
Would you like to learn more about how to identify the news or stories in your business?
Green Door Co has launched PR 4 SMEs – a comprehensive online course which will provide you with the knowledge and tools to launch your own successful PR program. The course is designed for startups, entrepreneurs, SMEs and marketing teams who want to upskill in PR. To find out more or to enrol click here.