For a myriad of reasons, you cannot control whether your press release will appear in the exact format it was submitted to the media – if it appears at all.
Whether it’s the Budget, international conflict or adverse weather conditions, there are many factors outwith the control of a PR professional that shapes the media agenda every day.
These issues can be alleviated, somewhat, by taking wider events into account – perhaps even responding directly to them – and creating a story with the needs of your audience in mind.
A news story that only interests a narrow group of stakeholders is far less likely to find favour among journalists and editors than something that is outward looking, informative and delivers value.
Instead, put yourself in the shoes of the reader and ask yourself, ‘why should they care’?
Speak to our PR and communication director, Graeme Forbes, for advice on how to craft a news story that will help elevate your business in its key markets.