With all of the new theories, programs, classes and seminars and master mind groups on how new media and social media are changing the world of PR, one thing remains constant, to be successful in the PR world, you have to have a story – good, compelling story with a strong narrative. All of the newest sites, gadgets, bells and whistles will get you nowhere, if you don’t have that in place. Not that long ago, when the dot.com explosion firmly set on its head, the fact that AOL was set to swallow up Time Warner, was a story. It actually should have been placed more in the realm of fiction, or better yet science fiction, but it sure as heck was a story; and one that received non-stop media coverage. But if your company’s not about to gobble up Facebook, or Google, or Apple, how are you going to interest the media? Some imagination and creativity on your part are in order. You need the newest PR secret, which is also the oldest; you need a compelling story!
For example, if you’ve started a new website for your business, a press release announcing that your new site has been launched might get your company some ink in certain trade publications, you have a shot at garnering some online mentions on Yahoo and Google, but is that really what you want? If you’re intent on launching an effective media relations campaign, you need to offer the media more than the fact you’ve created a new site. What makes your site unique, special, different, or cutting edge? What problems does it solve? What questions does it answer? How does it make a person’s life easier, happier, or more effective?
This is no longer a one-story-fits-all world, and it’s imperative that a company develop press releases, hooks and ideas that will compel an editor, writer or producer to want to do a story. Think of the media less as a unified country than a segmented group of islands, each with its own interests, philosophy and needs.
What interests the Wall Street Journal will not necessarily interest USA Today, 60 Minutes, People, Vogue or your local media outlets. The job of an effective media campaign is to interest each one of those venues. Depending on the campaign, the name of the game is to reach either a specifically targeted group or the largest number of consumers. Each objective has its own strategy, but regardless of the strategy or objective, every campaign comes down to one main component; a good hook.
Copyright © Anthony Mora 2012
Snow, Shane. “8 Hot Media Trends You Need to Know.” Photo. Mashable. 19 Apr 2012. 20 Apr. 2012. <http://mashable.com/2012/04/19/hot-media-trends/>
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