By Nicola Field, Associate Director, Corpwrite
I freely admit I’m a news junkie. I spend a lot of time (too much really) sifting through online news. But you don’t have to slavishly follow the newsfeed to know that COVID-19 has dominated headlines for much of 2020.
Yes, it’s critical for everyone to stay up to date with the latest on the Coronavirus. But right now, I suspect plenty of Australians are keen to hear other news stories.
As evidence of this, on 1 May the top ten topics trending on Google included the re-launch of a popular lip gloss, the re-opening of pubs in the Northern Territory, and the fast-tracked return of that iconic confection, the Polly Waffle.
It goes to show that even in the midst of a pandemic, people are still hungry for variety in the media.
This is where you come in. If your business has a story to tell, why not tell it through a media release? You don’t have to be an ASX 200-listed company to merit media attention. In fact, it often amazes me just how many news articles are pretty obviously drawn from a press release.
If you think about it, it makes sense. News outlets need a continual flow of content. And they need it to be low cost. The days when teams of Clark Kent-style reporters chased the latest scoop are behind us.
The challenge is that plenty of other businesses are also vying for media attention. So your media release needs to stand out. That means having something newsworthy to say.
So, what exactly constitutes ‘newsworthy’?
If you’ve undertaken genuine research (involving a decent sample size, not just a straw poll of the office team), your findings can form the basis of a successful media release. Like this one Corpwrite drafted for long term client Raine & Horne, showing that women drive the property purchase process.
Or, you may choose to newsjack. That means picking up on issues dominating the newsfeed. This was the case with our OnDeck Australia release Federal Election is no Easter treat for Australia’s small business community, which covered the Easter long weekend as well as the 2019 Federal election – two topics that were trending at the time.
Alternatively, your release can showcase an innovative new product. This is exactly what Corpwrite focused on with our Property Realm release: New Remote Property Inspection app Protects Tenants and Property Managers.
You have something newsworthy to say. What next?
This is where the trick lies. Two tricks actually.
First, it’s critical that your media release makes an editor’s life easy. Editors, subbies and journos are just too time-poor to invest time re-writing a release so that it slots into a news format. A successful release follows a strict format and a particular style of copy.
The bigger issue is that when it comes to the media, it really is a case of ‘it’s not what you know, but who you know’. Put simply, contacts matter.
At Corpwrite we tick both boxes. With over half a century of combined media experience, the Corpwrite team know how to put together a media release that sees an editor call out “Let’s run it!” Importantly, we get your release to the people who matter – those most likely to publish it.
A media release can be multi-purpose
Of course, there are no guarantees that a media release will get a run. If you want a sure thing, buy some ad space. The trouble is, it’s expensive – and it may not drive action. Neilson’s Global Trust in Advertising survey found that across the Asia Pacific, 71% of people trust what they read in newspaper articles while only 63% trust newspaper ads.
Even if your release doesn’t get a run, all is not lost. At Corpwrite, we’re big on value-add, and your media release can easily be repurposed into a client news feature, a social media post or a blog. Or upload your releases to the ‘In the News’ section of your web page, where it can generate ongoing interest.
Long story short, a media release can be a low cost way to give your brand valuable media exposure. It’s worth thinking about. Today more than ever, Australians are looking for a positive story, a fresh topic, or just a quirky news feature. Right now your country needs you to share some news.