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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:
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.
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.
There is no bigger issue than ‘the environment’ and the COP26 conference in Glasgow is a great example of a trending storyline that businesses can use as the base for capturing media coverage.
This must be:
If we take COP26 for instance, the media interest will be around the actions that your business is taking to make a difference towards ‘net zero’. This could indeed be a product, or simply an initiative either on a national or local scale.
Such angles could be:
There are three key rules to follow:
The objective is to cover ‘WHO, WHAT, HOW’ in less than 60 characters.
So for the examples above the headlines should look like this:
2. The main part of the story should give the details expanding on the WHO, WHAT and HOW. Ideally three sections.
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 as set out at COP26.
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 post graduate research the element draws 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.
Managing Director of TZL, So Lar, said, “We are delighted to launch our net zero heating element, and are grateful to 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:
Two channels to focus on:
If budget exists use a PR agency to sell in your story. But this can be expensive and just as good can be using one of the online services, such as www.journolink.com who will target the relevant journalists for you and manage the distribution too.
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 #cop26, and #netzero
If a journalist gets in touch, they will want to move ahead quickly before other journalists pick up your story…..so be available, and take the call straight away.
For more help with your PR, contact the JournoLink team on firstname.lastname@example.org