We’ll come to you
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Most story ideas for journalists start with online searches, which is why you need a PR strategy and tech stack that reaches journalists where they are.
Where do journalists get their story ideas? Is it through press releases? If we are to believe the latest research, less than 4% of press releases receive media coverage. Is it through existing relationships? That’s a component; however, you can only go back to individual journalists a limited number of times.
The incubator for newsworthy stories
Research indicates journalists start their story discovery journeys the same most people do research; they conduct online searches. As many as 70% of published news stories originate through online searches. If online searches are the source of most media content, then it makes sense that there is where you need to focus the majority of your PR resources.
Follow the leader
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News headlines, trending Google searches, and popular threads on social media are some of the tools journalists and the media use to determine priorities for media coverage.
Follow the leader
Getty Images/iStockphoto
News headlines, trending Google searches, and popular threads on social media are some of the tools journalists and the media use to determine priorities for media coverage.
Helping journalists discover your stories.
Whether creating unique stories for your brand or newsjacking trending headlines, your content needs to be easily discoverable to a broader range of journalists than those in your media database. Whereas some Press Distribution service providers do a great job of maintaining their media databases, the reality is that journalists move positions and beats on an increasingly regular basis, making it impossible to maintain an accurate and up-to-date database. Add to that the increasing importance of non-traditional journalism (e.g. podcasters, influencers and bloggers ECT) and the importance of self-discovery of your newsworthy stories become clear.
Perpetual power
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Your online newsroom allows you to manage how and who discovers and covers your stories in the media.
Perpetual power
Getty Images/iStockphoto
Your online newsroom allows you to manage how and who discovers and covers your stories in the media.
Connect with journalists where they are
Connecting with journalists through online searches is complex, but it is possible. Branded online newsrooms with easily discoverable content through online searches should be an essential pillar of any effective PR strategy. The challenge is finding a next-gen newsroom designed as more than a blogging platform for Press Releases.
Connected
Lookatmedia™
Next-gen online newsrooms like Lookatmedia's best practice SEO features increase the discovery of your stories. Other opt-in technologies also allow you to message journalists about breaking news.
Connected
Lookatmedia™
Next-gen online newsrooms like Lookatmedia's best practice SEO features increase the discovery of your stories. Other opt-in technologies also allow you to message journalists about breaking news.
Resourcing journalists
When searching for a next-gen newsroom to replace your outdated news page or hub, check that it includes resource management features that help journalists discover, research, and illustrate their stories.
Find a solution that provides 24/7 access for journalists to libraries of pre-approved images and videos that allow them to create their media-compliant visual narratives. Journalists understand they need pictures and videos to attract attention. The lack of internal resources has created an environment where they depend more on brands like yours to provide access to these resources.
