The news cycle is important when getting media coverage for your brand, but there’s another publicity approach that is frequently overlooked by entrepreneurs and even experienced publicists.
Enterprise story angles are one of the best campaign strategies for earned media coverage. These types of stories do not typically follow the news cycle, so their shelf life extends beyond the day. And unlike news angles that expire when the news cycle is over, enterprise angles can spread from print to TV to online news publications over time.
This advantage is especially valuable when resources are scarce for pitching reporters and media outlets. This approach essentially gives each media campaign more time to scale. And from a personal perspective, it is a lot less stressful on you since you’re not chasing another person’s deadline.
You can’t tell a captivating story without great characters, and this WSJ article is proof. If your media campaign isn’t catching on with reporters, perhaps you’re missing that crucial element.
You might have the best product or service but if you can’t demonstrate how it works, your story sell gets a lot harder. And this challenge is compounded when your product promotes an invisible service that consumers can’t see.
Let’s look at this WSJ article for context. The story line is simple: lab grown diamonds are becoming more affordable. That makes for a great headline but a story must go deeper.
A few entrepreneurs might dismiss media training, believing that they are great public speakers. And that may be the case. But speaking with reporters requires a much different approach and style than holding a conversation with your friends. Your friends will be more generous with your time, allowing you to meander from thought-to-thought.
It doesn’t work like that with the media. You need to be tight on messaging. If you veer from the story line, many reporters will tune out. It’s even more paramount to stick to the script when speaking on live TV.
During my time as a producer for NBC and CBS, I had to listen and log many interviews that went off track. The subject veered to a different topic, taking double the amount of time as I listened to it in person and on tape. As I became more experienced, I brought the interview subject back to the story. But in today’s world of journalism – where reporters are younger and younger – you might not get the chance to get guidance from the producer.
I wrote a story for Forbes last year, outlining the 5 biggest mistakes I saw leaders make during media interviews. You can read that story here, but if you’re short on time, here’s an outline of the tips.
Are you a nutritionist or health brand looking for more exposure? The WSJ has a great story today that will help any lifestyle or health brand leverage the news cycle for coverage.
Even if your brand is not listed in this article, a story like this provides new opportunities to position a nutritionist, dietitian and weight loss brand into the news cycle. Sure, most consumers know ultra processed foods can lead to obesity, weight gain and other health conditions. But the real PR insight from a story like this comes from calling out popular food brands and providing detailed insight on what is wrong or right with the food. The WSJ reporter did a great job of doing this. (That’s what got my attention. I saw my son’s favorite Ritz crackers in the photo).
So how do you sell your health brand to reporters, producers or editors with a story like this?