The media wants stories that are going to have an impact on their audiences. How will their viewers’ or readers’ lives change because of a story? We often call this “nice to know” vs. “need to know.”
For example, it’s nice to know that it’s supposed to rain this afternoon. But why do I need to know this information? Will this have an impact on traffic? Is there a possibility of flooding? Do I need to worry about my plants?
So ask yourself—why do people need to hear about my product or company? Is there some kind of breakthrough technology that will make people’s lives more convenient? Will my company save customers time or money? Will my product make you healthier?
Let reporters know why they need to cover your company, and they’ll be much more likely to give you the coverage you want. Isn’t that “nice” to know?
