By Kaylin Dunnett, Senior Account Manager at Evolve PR and Marketing –
News is a constant, endless stream of information that permeates the public consciousness, inspiring ideas, conversation and action. It is a resource that your public relations professional would be remiss to not tap into when pitching, and a valuable opportunity for you as a business owner/manager to position yourself as a thought leader on a subject.
Lifestyle Tips with a Newsy Touch
Especially common for hospitality and service providers, news can be leveraged as a hook for educating viewers about tips and advice pertaining to your industry. This might be in the form of a national food-related day, in which a TV segment might be about demonstrating how a dish is made at-home, a study about use of social media amongst teenagers with tips for how parents should manage their child’s use of popular social apps, or a rise in flu cases in your area leading you to discuss the top four prevention tips for staying healthy during flu season.
In such PR opportunities, the goal is to provide actionable, applicable advice that could be easily followed or replicated by the audience, who might have a vested interest due to their connection to news and how it affects them. In a bylined article, the goal is to clearly state steps to accomplish an end result, and in a broadcast setting, the visual might be a step-by-step, on-camera demonstration showing a method of preparation or application of tips. This is important for highly interactive segments like ones that involve cooking.
Commentary with a Timely Edge
News stories about your industry of work can warrant commentary, such as stories about policy change, new leadership appointments, statistics indicating a historic rise or fall of demand, or the release of cutting-edge technology. In these interviews, you are positioned as a thought leader whose years of experience and prowess in your field might contribute an opinion previously unconsidered, an impactful testimonial regarding said news first-hand, or insight about how your business (and viewers) may be impacted. As PR experts, Evolve recommends that commentary be kept neutral and not attack or otherwise disparage any parties involved in the news story. Critical opinions are best reserved for opinion editorials. Commentary should be grounded in fact, and hard data to support statements to maximize the likelihood of media attention.
If pursuing a visual medium like television, it is also preferable to consider what can be shown on camera alongside your speech. For example, if you are a nonprofit who operates a food pantry, and the news story concerns a historic low in food donations, the visual for this commentary could be an invitation for media to visit the pantry and see the shelves for themselves, or an example of a food box to demonstrate what clients receive when seeking assistance.
Your public relations professional is always seeking newsy angles as a platform to elevate and raise awareness of your business, but they cannot do it alone. If you, the expert, recognize a trend on the horizon or are privy to news in your industry, always share with your publicist in a timely manner. We keep up with the news as best we can, but the adage “We don’t know what we don’t know” applies here. Your PR professional will welcome your unique perspective, and the pitches will be of a higher, more informed quality with your expertise woven in.
Bringing people together through our relationships to promote and enhance their message to the world. Evolve PR and Marketing is a results-driven, full-service public relations firm that has been proudly ranked the number one public relations agency by Arizona Business Magazine for two years running. Located in the greater Phoenix area of Arizona, and expanding across the country, we’re here to elevate your brand, enhance your visibility, and create meaningful connections that make an impact.
