Archive for the ‘Breaking into Breaking News’ Category
1. Anticipate news. Housing reports. Unemployment statistics. Inflation numbers. These reports are issued every month, like clockwork. Reporters need to find local commentators who can bring perspective to this news. Why shouldn’t that person be you?
2. Anticipate trends. If you see a TV story on tattoos, college kids taking on debt, college kids moving in with their parents, then you can expect your local newspaper to do the same kind of story one day. Act fast so the reporter calls you and not someone else.
3. Monitor editorial calendars. Every magazine follows an editorial calendar. They tell you what stories they will be writing and when. Contact reporters to get into the mix.
4. Breaking news. Monitor breaking news by setting up a Google alert. When news happens, you’ll get an email or a text message letting you know about the event. Then call your editorial contacts with your insights.
5. Second day stories. If the story is big enough, reporters will write a follow-up story the next day. Let them know you have new info or new insights to add to that story.
Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. The term was popularized due to David Meerman Scott’s book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Basically, news is breaking every second in this crazy world of ours, and there’s a point at which marketers have a unique opportunity to ride the popularity wave of a breaking story to benefit their business in some way. Now, the popularity dies down pretty quickly — perhaps in hours, usually in days, if you’re lucky, in weeks — but the impact of seizing the story early to benefit your business is big … especially compared to the effort you had to put in to get in on the action.
The concept of brand streaming is the ability to tell your story across multiple mediums, creating an “always on” presence that attracts and engages people when they’re actively seeking information, whether they’re chatting on social networks or using a search engine. With this approach, brands are tasked with being not only entertaining but informative, accessible and engaging. This can be a lot to handle if the communications teams and processes aren’t empowered to develop messages dynamically and respond quickly as opportunities arise.
I have this as a category on this blog. What I mean by this is is this. Instead of pitching a story, study what stories are currently considered news (of interest) and pair one or two elements of your story (unrelated, but suddenly relevant and related, which makes it interesting) to what the media is talking about.