Getting technology at the top of the news agenda
GUEST POST: Ruth Devlin and Fritzi Wemheuer of Judge & Howard share their top tips from their workshop on May 15 at MSP:
‘What is news? How the media works and how to get your business on a journalist’s radar.’
Innovative businesses like the ones we met at MSP have many fantastic news stories to share, but too often they either don’t know it or don’t know how to go about it. Here’s a quick summary of what news is, how it’s made and how to reach journalists.
24 hour news
Even in the age of social media, most news still goes via a journalist’s desk. Staffing cuts and rolling online 24 hour news mean that journalists are often slaves to their computers, keeping abreast of minute by minute newsfeeds, online news sites, Twitter, Bloggers.
Reporters on scientific and technology titles often work across several titles owned by the same publisher. These days, journalists are really stretched – churning out two or three stories a day and at the same time, they have a lot of news to choose from. Specialist technology journalists get up to 100 emails a day.
Earned versus paid for
‘Earned media’ - getting a journalist to write about you or your products instead of buying advertising space - has several advantages:
1. It’s more credible – because it comes from an independent source.
2. It’s more affordable – because it’s free.
3. It’s more powerful – because it’s a story that people choose to read
The three Rs
Successful news outlets live by three rules – it’s worth keeping them in mind if you want to get your stories at the top of the news agenda.
News is
- readable – it’s written in a language and style that appeals to readers – meet them on an equal level
- relevant – it’s tailored to your readers’ interests, everyday lives and jobs. Emphasise the human angle - what does this mean for my potential clients?
- resonant – it has something fresh and new to say – in short, it’s worth reading.
Top tips
Keep these in mind when writing news about your business:
• Show why it’s relevant to readers – use case studies
• Explain and give context using simple examples or scenarios
• Provide figures – journalists love stats
• Provide good pictures – they help sell the story
• Have all the facts at hand – make it easy for the journalist
• Provide a quote – and a media-friendly spokesperson from your business
For more advice, please contact us. We’d love to hear from you.
ruth@judgeandhoward.com or fritzi@judgeandhoward.com
For examples of how we have helped technology clients make the news, visit
www.judgeandhoward.com or tweet @judgeandhoward
