When you work for an organization, chances are you want to bring it to the attention of the general public. The importance of good pr most people are familiar with organizations. But how do you actually reach the general public? The most obvious answer is getting into the picture of journalists.
Journalists' radar can be put on the radar in various ways. You can choose to share high-quality messages or you can go for a high frequency of messages. Of course, you would prefer both, but in practice, this is not always realistic. Both sharing high-quality messages and sharing messages quantitatively have their advantages and disadvantages.
To ensure that the right news reaches the right journalists, it is important to know what news is and what the difference between the types of news is. The chance that it will be picked up is largely determined by the relevance and uniqueness of the news fact. But it is also possible that you (or your organization) offer a new perspective or highlight an interesting point of view. In any case, make sure that your news is a good representation of the organization.
Perhaps the most important thing is that the news you share is actually newsvalue has. Prevent yourself from looking like you advertising makes for your organization, because this has no news value and increases the chance that journalists will drop out — even with future reports.
The content of a message would logically determine its relevance, right? In short: yes and no. To be in the spotlight with your organization, it is important that journalists know who you are and what you do. But you are far from the only ones trying to achieve this. To stay in journalists' memories, it can therefore help to remind them of you more often. By seeking consistent and frequent contact, you reach the top-of-mind status — which is of course very beneficial.
A possible disadvantage of regularly approaching journalists is that they will overlook your news after a while. For example, when the news does not match the content or is not strong enough. If this is the case, you run the risk that journalists will stop talking about it. This is because repeated contact attempts can have the same effect as spam emails.
So how do you make the choice? Ask yourself what suits your organization best. If you have frequent smaller news to report; go for a high frequency. If you have less frequent news or do you have bigger news; choose to highlight only those items. In any case, make sure you have a clear strategy. By choosing between the two types of news, a journalist knows what to expect from you.
