Başak Özkan
May 3, 2022
To understand exactly what news is, we distinguish between different types of news. In this blog, we'll explain what hard news, soft news and reactive news are using a few examples.
To understand exactly what news is, we distinguish between different types of news. In this blog, we'll explain what hard news, soft news and reactive news are using a few examples.
In PR, hard news is often used by organizations to generate more awareness. Hard news is about facts. These facts must be remarkable and objective to capture the interest of a publicist to wake up. The biggest advantage of this form of news is that facts are not easily questioned. Not by the journalist, nor by the reader. Hard news is a good way to get the word out. This is because the media are the most interested in this form of news.
Hard news is also the type of news that is most often taken over by journalists. There are often many opportunities within organizations to get hard news out. Most organizations are not aware of the newsworthiness that their organization already has based on internal hard news.
Getting the news with soft news is a lot harder than with hard news. Soft news includes observations, opinions and insights that are newsworthy. With soft news, you contribute to a discussion in a specific industry. Although it is more difficult to get the news, this form of news reinforces the positioning of your b2b organization as an expert in your industry. You thought leadership grows when you have the opportunity to share new insights, observations, and opinions.
Newsworthy observations, opinions and insights must be innovative and extraordinary. Otherwise, it does not count as news for the journalist. In addition, of course, the piece should definitely not be commercial. Soft news is credible and newsworthy when it doesn't benefit your own organization.
Reactive news is all about responding to and engaging with existing news or special moments. Here, it is important that this happens at the right time. For example, you can join Cybersecurity Day or Labor Day. By connecting to these relevant days, you can create news yourself.
You can also respond to current situations when you have something interesting to say about them. Organizations that do this make smart use of the momentum. This is also known as newsjacking. You “hijack the news” by being in the spotlight yourself.
