How do you feel about the newsworthy aspects to your business? I know it is something a lot of people struggle with. They don’t think they have any news in their business, let alone know how to use it.
News which is outside your business is pretty fast moving, so it is something that you need to keep an eye on, ready to quickly react when relevant. You also have news within your business which is more within your control, as well as key calendar dates that make your business relevant. So let’s get started by talking about what news actually is…
What is the news?
News is new and current.
The topic is very timely which is very different to the things that are in your control and you can plan for in advance. With the news it can be pretty fast moving, so once it is not ‘new’ news anymore, its news value goes down, therefore it is something you need to react to very quickly.
News offers a lot of opportunities for business owners to be featured. They are often looking for comments, personal experiences and case studies to bring that story to life in a lot of cases (a great place for this is #journorequest on Twitter!)
So… without further ado, how can you find your newsworthy stories?
What news is coming up in your business?
As an aside to the news outside our control, we can create our own news. There are business journalists out there who are looking for stories. So if you have news in your business and it is new to you, the region you are based or the industry you are in, then you have the opportunity to create your own news with that story.
Examples could include winning an award, taking on staff, securing a new contract, expanding to new premises. In these instances you can take control and not just rely on the reactive side. You could even create your own event to draw eyes to your business and promote this via the media!
What news has come up in your sector?
If the sector you work in has some big news, a new legislation or a big change has happened, then you can take the opportunity to piggyback on it (we call it news jacking). News reporters are looking for comments from people who know about that sector. This is a great way to get featured as an expert and get known in your industry.
What news is coming up in the calendar?
Things that can be planned for in advance? Key calendar dates. If you know there is an awareness day or a big event that is coming up that will be newsworthy, then you can make yourself available to ask questions and to offer comment. You can check out your country’s awareness days here: www.awarenessdays.com
***These 3 ways are all really related to your expertise. In terms of your personal story, if that relates to anything that is in the news then that is a way to piggyback again on the news agenda (great examples of these are Mental Health Awareness Week, International Women’s Day)
A lot of newsworthy stories can not be planned for due to the reactive nature, but you can prepare as much as you can by having your media bio, your photos and knowing who covers your area of expertise in the regional and national media. Therefore, if you see an event come up that they may need insight on, you can jump and offer your expertise.
If you need help in identifying ways to make yourself newsworthy then sign up for a 2-hour Cheerleader PR Strategy Session with me 📣.
Book now here.
To see my live video talking about ‘3 Ways to Make Yourself Newsworthy’, click here.
