Services
We recognize that journalists gain currency from educating their audiences about a given industry and the associated issues. In contrast, clients are keen to put forward information with the ultimate objective of generating revenue.
Our Approach
Our approach is to find the middle ground, advancing our clients’ interests by offering information that minimizes self-promotion.
Instead, we’re constructing story angles, perspectives, and what we term story shards that help journalists in their jobs. Ultimately, this mentality increases the probability of media coverage.
Zeroing in on News Announcements
The internet has commoditized news announcements, especially product announcements. That’s why even journalists from technical trades pay little attention to product news releases.
If we apply supply-and-demand economics theory to media relations, we find that what journalists value the least is what the PR function typically generates the most when it comes to content: news announcements. And where journalists have the greatest need, industry features (thought leadership) and non-public domain news, is where the PR function spends the least amount of time.
The chart below with journalist demand on the vertical axis and PR supply on the horizontal axis depicts the disconnect:
Our media relations campaigns account for this reality, emphasizing the type of content that today’s journalists need to write their stories.
We’ve come to think of this as one-off stories, pitches earmarked for specific journalists.
News announcements have a place in our campaigns, but we’re calibrating our effort based on the news value from the media’s perspective. This way, major announcements still gain media traction.
Thought Leadership
Commenting on an industry issue by itself does not constitute thought leadership. It’s simply a comment on an industry issue.
True thought leadership delivers a fresh point of view, often running counter to the conventional way of thinking.
Commenting on an industry issue by itself does not constitute thought leadership. It’s simply a comment on an industry issue.
True thought leadership pushes the discourse into unexpected terrain.
With in mind, we’re guiding our clients to the upper right quadrant.
One Final Comment on Earned Media
Anyone (literally) can publish stories that reach an audience relevant to your business.
Our media relations efforts target trade, vertical and business media as well as those individuals and publications that aren’t as easily categorized.
It could be an ex-journalist who writes a niche newsletter.
It could be a podcast focused on your industry.
The point is, we do our homework to identify the “media properties” that reach your target audiences.