There is more to the media than the news

What comes to mind when you think of public relations (PR)?

For many, it is having a story about their company printed in a magazine or newspaper.

While that is what many of my clients achieve, there are many other ways to be featured in the media and gain exposure.

What makes a news story?

I always say 'dog bites man' isn't a story, but 'man bites dog' is! Now, that is not exactly true, as many stories about ferocious dogs biting people, particularly children, make the headlines. However, it does make the point that something out of the ordinary is news.

When I was at university, and we discussed this topic, I remember a lecturer saying that stories featuring the Royal family, sex, and children were always guaranteed to make the news. He didn't mean all three in the same story!

As the word suggests, anything new, whether a new product, service, application of an existing product, milestone reached, or order gained, can all make news stories.

Making it personal

The media are interested in people. Behind every news story is a person or group of people who have been impacted in some way.

Focusing on the human interest aspect of your story can help you gain media coverage. The subject of the piece may be you, one of your employees, or even a customer. Telling a story from a personal rather than corporate point of view is newsworthy.

Sharing your opinion

As I mentioned at the start of this piece, there is more to the media than just news. One of the ways I help my clients to gain media coverage is by positioning them as experts in their field. Sometimes we write a whole article for a business magazine, for example, in which they share their opinions on a specific topic. You can also gain coverage by being invited to comment within a broader piece or have your own column. I have also had clients be invited onto radio programmes to discuss items in that day's newspapers or to review books.

Feature articles

I always explain to potential PR clients that media coverage is not guaranteed. Many variables are involved. However, the closer the match between the person and the targeted media outlet, the better the chance of success.

In the business press, there are often opportunities to gain feature articles that go deeper into the background of a CEO or company. You might show what life is like behind the scenes or do a day-in-the-life feature.

With thousands of media outlets, there are endless ways for you, your company, and your story to gain coverage. Sometimes, we need to think laterally and explore all the options, not just the news section.

What approach has worked for you?