Relationships help but a newsworthy story is key
There is a misconception that effective PR is all about the fantastic media contacts we maintain. This must lead to increased editorial content, right?
Not necessarily. While maintaining relationships with media contacts is important, obtaining editorial coverage will always come down to what the journalist thinks will be newsworthy to their audience. If journalists are dedicated to their jobs, their number one priority is to maintain a standard of quality content, after all this is what sells papers or magazines.
Editorial content is often considered more credible and effective than advertising in delivering your message, hence forms part of the strategy in communicating with your business’ stakeholders. But crafting a story and getting it published is somewhat of an art.
Identifying the news worthy angle of any story, even identifying if there really is a story worth telling, and then creating a media release that ‘works’ is a rare skill and one that our clients value when dealing with Connecting Images.
To maximise your chances of getting exposure from your next editorial campaign call Merilyn on (03) 9819 2566 to discuss our media relations service.