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Considered and planned PR equals better results

Guest post by: Georgina Dunkley

Article Overview: Over the past nine years of working in the PR industry I have seen a massive shift change in not only the way that the media operates, but also what makes a good story. Today, good PR is definitely about quality not quantity and as such I have outlined the steps and some tips that should be considered before releasing a story to the media.

Considered and planned PR equals better results

Over the past nine years of working in the PR industry I have seen a massive shift change in not only the way that the media operates, but also what makes a good story. Today, good PR is definitely about quality not quantity and as such I have outlined the steps and some tips that should be considered before releasing a story to the media. Volume of news - long gone are the days of mass mail outs of press releases, so when it comes to issuing a news story it is essential to consider how this news announcement may impact others that you have planned for the month. For example, if you want to make three announcements to the same media in one month it probably would be more effective to tie the news into one more robust announcement, instead of anticipating three separate pieces of coverage from the same titles.

Relevant targeting - never blanket send out news to your media targets, first investigate whether you think your targets would be interested in receiving this news and if there is a particular correspondent who has covered a similar story in the past. Sending news to journalists who are not relevant is a sure fire way to turn them off from being interested in any future pitches or press releases you may send them.

Newsworthiness - securing column inches is more competitive than ever before and to really get cut through with your target media you need to provide a very interesting and newsworthy news hook. So, before going to the effort of creating and issuing a story, first assess whether there is going to be any pick-up from the media.

Main objective - it is quite easy to lose sight of why you are doing something when it comes to PR, as the opportunity to break news brings with it great enthusiasm. Before taking an announcement to the press it is important to determine what the objective of doing it is and whether it is in-line with meeting the objectives of the wider PR strategy.

Packaging news - communicating your brand or company news doesn't have to be through a press release. There are lots of different ways of sharing news be it through blog posts, social media channels, reactive statements or letters - differentiate which is the best for your story before outreaching to the media.

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Article Tags: news, PR, social media



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