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How to capture media attention using a trending topic

There are few better ways of capturing a journalist's attention than giving them content aligned to trending news. Here are JournoLink's top tips on winning trending media coverage.

With 19 out of 20 of us now looking for independent positive comments about products and services before we make our buying decisions, being included in media articles has never been more valuable for businesses as it is now.

There are two main ways to win the all-important mentions in journalists’ columns:

  • Issuing a press release covering news about your business
  • Responding to a request from journalists for comments and case studies for articles that they are writing

But a third way is to do the thinking for the journalists themselves and issue comments about a trending topic that they almost certainly will be writing about, but haven’t specifically asked for comments on.

Picking the topic

Typically, the topic will be one that is already capturing media interest, and the objective is to add to the discussion.  ‘Add’ is the important word, as your contribution must have an angle that journalists will see as genuinely different and worth their time and effort in writing about. Climate Change or Net Zero for example are topics that are on the news often.

Planning the contribution

This must be:

  • Relevant to the trending story
  • Relevant to your business, but not necessarily directly linked to your product or service
  • An angle that is aimed at creating a positive impression of your business

Using Climate Change as a topic, such angles could be:

  • A UK manufacturing business that has developed energy-efficient solutions or product
  • A business that has adopted certain policies within the business already that will see it hitting ‘Net Zero’ in the short term, or indeed has already hit ‘Net Zero’ by doing so
  • A local community initiative that has brought people together to help towards ‘Net Zero’. It could be as simple as a novel recycling solution in the area.

How to Construct Your News

 There are three key rules to follow:

  1. The headline must emphasise the trending topic and be short and crisp so that the journalists see straight away what the story is about. If it’s a local initiative or local business, always include the locality.

The objective is to cover ‘WHO, WHAT, HOW’ in less than 60 characters.

So for the examples above the headlines should look like this:

  • UK manufacturer targets Net Zero with energy-efficient solution
  • Hull business achieves Net Zero through smart policies
  • Leeds community supports Net Zero by recycling intelligently

2. The main part of the story should give the details expanding on the WHO, WHAT and HOW. Ideally three sections.

  • A short opening paragraph. For example:

UK manufacturer ‘Towards Zero Limited’ has launched an innovative heating element that draws its power from green resources and provides sufficient energy to heat and provide hot water to the average UK household, leading the charge towards net zero emissions.

  • A fuller explanation paragraph. For example:

The TZL heating element was developed with the support of researchers at Oxford University and benefited from a government development grant through Innovate UK. Drawing on the postgraduate research the element uses power from everyday household activity from walking up and down stairs, flushing the toilet to the energy emitted whilst sleeping. The collected power is stored in a central battery design which is used then for heating and hot water.

  • A quote from one or two key individuals. For example:

Managing Director of TZL, So Lar, said, “We are delighted to launch our net zero heating element, and are grateful for the support we have received both from the university and the government in getting to this stage. It has been a real team effort and offers a world-leading solution to the current environmental challenges”

Head of Innovate UK added, “Developing real day solutions to today’s challenges is at the heart of what Innovate UK does, and the work done by TZL is a great example of what can be achieved through collaborative initiatives.”

            Then, don’t forget to add contact details.

3. Adding an image is the icing on the cake. This needs to be:

  • Visually good
  • Relevant
  • Ideally discreetly incorporating the brand name.

How to share your news

Two channels to focus on:

  • Traditional PR.

If budget exists use a PR agency to sell your story. But this can be expensive and just as good can be using one of the online services, such as which will target the relevant journalists for you and manage the distribution too.

  • Social Media.

At the same time as distributing through the PR channel, do the same through your social channels, including a link to the PR release, and hashtags that are relevant to the topic, such as #netzero and #climatechange

Finally….be available

If a journalist gets in touch, they will want to move ahead quickly before other journalists pick up your story… be available, and take the call straight away.

For more help with your PR, contact the JournoLink team at

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