ATTRACTING MEDIA ATTENTION - NEWSPAPERS


I READ ONE EVERY DAY ... SO WHAT ?


EXACTLY, YOU AND MILLIONS OF OTHER PEOPLE AROUND THE COUNTRY BUY A NEWSPAPER EVERY DAY. FILLED WITH NEWS, SPORT, CURRENT AFFAIRS AND FEATURES ON A WEALTH OF STORIES FROM AROUND THE GLOBE.


DIFFERENT TYPES OF PEOPLE FROM DIFFERING BACKGROUNDS READ DIFFERENT TYPES OF NEWSPAPER. THE DIFFERENCE FOR EXAMPLE BETWEEN THE DAILY MAIL AND THE GUARDIAN ARE WELL KNOWN, BOTH IN POLITICAL AND EDITORIAL CONTENT AND WRITING STYLE.


WHAT’S THAT GOT TO DO WITH ME ?


YOUR ORGANISATION MAY WELL BE ALIGNED IN MANY WAYS WITH DIFFERING PUBLICATIONS. FOR EXAMPLE, A COMPANY DELIVERING GREEN, SUSTAINABLE PRODUCTS MAY WELL APPEAL TO CERTAIN NEWSPAPERS AND NOT TO OTHERS.


DO YOU KNOW WHICH PAPERS PUBLISHES SUNDAY SUPPLEMENTS? DO YOU KNOW WHAT THOSE SUPPLEMENTS ARE ABOUT?


MOTORING

TRAVEL

LIFESTYLE

GARDENING

HOUSE AND HOME


FROM TIME TO TIME THESE PUBLICATIONS AND NEWSPAPERS PRODUCE SPECIAL ONE OFF MAGAZINES, YEARLY OR QUARTERLY PUBLICATIONS THAT MAY WELL PUBLISH THE KIND OF CONTENT THAT YOU HAVE, OR A STORY THAT YOU WISH TO TELL.


GOOD PRESS AND PR DEPARTMENTS WILL KNOW WHO PUBLISHES WHAT, WHERE AND WHEN. AND AS WE HAVE WRITTEN ABOUT BEFORE, THEY SHOULD HAVE A GOOD WORKING RELATIONSHIP WITH THE JOURNALISTS WHO WRITE AND PRODUCE FOR THEM. IF YOU DON’T, THEN FIND OUT.


NATIONAL NEWSPAPERS WILL NOT BE INTERESTED ... WILL THEY ?


THIS DEPENDS ON YOUR STORY AND HOW YOU OR YOUR PRESS DEPARTMENT PITCHED IT TO THEM. GENERALLY IT HAS TO BE QUITE A BIG STORY THAT MAKES IT TO THE PAGES OF A NATIONAL NEWSPAPER. BUT THAT DOESN’T MEAN THEY WILL NOT PRINT YOUR STORY, THE PRIORITIES ON ANY NEWS EDITORS MIND CHANGES FROM DAY TO DAY, AND IF YOUR TIMING IS RIGHT YOU MIGHT JUST MAKE IT INTO PRINT.


DO NOT FORGET THE LOCAL PAPERS.


YOU MAY NEVER READ THEM, BUT MANY, MANY OTHERS DO. THE READERSHIP OF A GOOD QUALITY LOCAL NEWSPAPER CAN BE HUGE, ESPECIALLY IF THEY HAPPEN TO COVER A MAJOR CITY.


ALSO, THERE MAY BE MORE THAN ONE NEWSPAPER COVERING YOUR LOCAL AREA. THE GEOGRAPHICAL REACH OF ONE NEWSPAPER CAN EASILY OVERLAP WITH THAT OF ANOTHER, SO IT WOULD BE A MISTAKE TO DISCOUNT ONE FOR ANOTHER.


THE BIGGEST REASON FOR YOU TO APPROACH LOCAL NEWSPAPERS IS THAT THEY OFTEN FEED THE BIGGER PUBLICATIONS AND NEWSPAPERS, AS WELL AS MAGAZINES. OFTEN YOUR LOCAL PAPER WILL HAVE AN AFFILIATION WITH A NATIONAL PAPER, OR AN AGREEMENT TO PASS ON THE BIGGER STORIES. SO GETTING TO KNOW YOUR LOCAL JOURNALIST MAY WELL REAP BIG REWARDS IF THE STORY IS A QUALITY ONE.


HAVING VISITED MANY TELEVISION NEWSROOMS OVER THE YEARS, I HAVE NOTICED THAT THE TELEVISION JOURNALIST ALSO READS THE LOCAL NEWSPAPER. ESPECIALLY THOSE WHO COVER A LOCAL PATCH OR WORK FOR REGIONAL TELEVISION NEWS.


SO, GETTING INTO PRINT WITH THE LOCAL NEWSPAPERS ALSO ACTS AS A PRESS RELEASE TO OTHER NEWS OUTLETS. WHAT IS PICKED UP AND PRINTED OR BROADCAST BY ONE, MAY WELL BE COPIED OR EXPANDED UPON BY ANOTHER.


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MARKETING YOUR BUSINESS TO ATTRACT MEDIA ATTENTION, AND TO GET THE RIGHT KIND OF PUBLICITY IS NO EASY TASK WHEN DEALING WITH THE MEDIA.