15 Oct Three Ways to Gain Earned Media Attention

The numbers reported in July by the Pew Research Center were stark. Newsrooms, in newspapers, television stations, radio stations, and digital native organizations, are shedding staff at an alarming rate. From 2008 to 2018, the rate of decline is 25 percent, dropping the total number of reporters, editors, anchors and hosts across the nation to 86,000 people.

For your business or non-profit organization, these declining numbers mean fewer people who can tell your story and greater competition for their time and attention. Now, more than ever, you’ll need to use best practices in order to earn media attention and gain broader awareness among the publics you serve. Here are three ways to stand out in a crowded field.

Be Timely. Journalists are like the rest of us, always battling the competing forces of many options and little time. One great way for your story to gain the attention it deserves is to tie it to the calendar. Is your company offering paternity leave for the first time? Time the telling of this story to Father’s Day. Does your non-profit give scholarships? Tell the media about it when students are going back to school.

By timing your stories to the calendar, reporters who are looking for stories around a specific day or holiday will give it stronger consideration.

Be Relevant. There’s a lot going on in your community, with events happening every day, people being hired and promoted every week and donations to charities being made every month. For your story to be noticed, it must speak to a larger picture sure to capture the public’s attention.

If your company is making a donation to a non-profit, don’t simply schedule a check presentation at your headquarters. This kind of thing has happened since the invention of the camera, and isn’t relevant in the churn of the 24-hour news cycle. Instead, take your leadership to the non-profit. If it serves food to the homeless, grab an apron and a hairnet. Be engaged, be involved. Show your commitment to make a difference.

Be Compelling. Here’s a PR pro tip: people love to read, watch, or listen to stories about other people. The human condition fascinates us, and whether it’s a story of triumph or tragedy (or even a little of both), we all love compelling narratives. Does your non-profit have a founder that overcame the odds and now aspires to help others to do the same? Tell her story. Does your business leader have a personal tie to a non-profit you support? Tell his story. Don’t be afraid to put a human face on your organization.

Want to learn more about telling your story in a way that is timely, relevant and compelling? Give us a call at (813) 865-3093. We’d love to hear from you.