- Journalists don’t want to write about something that’s already been released. In the past, readers had few media sources for this information. Today, seconds after you post a press release on the Internet, it’s no longer new news. This story is already one click away from any one of billions of people with an Internet connection. Of course, you could send the press release out under embargo beforehand, but even that signals to journalists that you’re giving the story to a ton of competitors.
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Tags: Corporate Communications and Public Relations, Media Relations, Professional Development and Training, Seminars, Social Media, Techniques & Tactics, Trends, writing
A few years ago, our team committed to fully embracing this new world of storytelling with a huge emphasis on two-way communication. We did this by relaunching our corporate website from a platform of only static content to now owning our own digital magazine, Coca-Cola Journey. This is a publishing platform where we share new stories on a daily basis about Coca-Cola as well as general topics that are important to the company including music, history, culture, sustainability and sports.
Hurricane Isaac was coming ashore. The Weather Channel and CNN dispatched their correspondent to the banks of the Mississippi River in downtown New Orleans, tethered to a $65,000 HD Camera and a half-million dollar satellite truck. Meanwhile, the anchors back in the studio conducted a series of phone interviews with Emergency Managers and Public Information Officers (PIO) in the path of the hurricane.
So why is it, with the wealth of official knowledge available during storm coverage, the news networks suddenly cut away to interview a seemingly random resident, standing in rising flood waters at his home along Lake Pontchartrain in Mandeville, Louisiana?
We in PR aren’t like journalists.
We don’t always have the luxury of shooting down story ideas people bring to us — we ought to apply our creativity and media savvy, and find a way to make them work.
There are several formulas for turning boring or mundane topics into newsworthy angles that journalists and bloggers crave. Exemplifying a trend, tying to pop culture or tapping into breaking news are among them.
Another great one is to link to what’s currently on the media agenda. What do the media seem to have a love affair with right now? What can’t they get enough of?
Tags: Corporate Communications and Public Relations, Media Relations, Professional Development & Training, Seminars, Social Media, Techniques & Tactics
Do they really like you? It’s not so hard to find out these days.
Social listening is arguably the most significant technology to hit marketing since social media itself. As a public relations professional, access to the public sentiment has never been so easy or immediate.
Tags: 2013 International Conference: One World, Corporate Communications and Public Relations, prsa conferences, PRSA International Conference, Social Media
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