If you want to gain exposure in media outlets, you have to plant the right seeds. There are seven magic seeds that lead to radio and TV interviews, as well as articles in newspapers, magazines, online media outlets and blogs. Do these seeds guarantee that you will receive media coverage? No. However, I can guarantee that you won’t receive media coverage without them. Keep reading to learn more about the “7 Magic Seeds of Media Relations.”
7 Magic Seeds of Media Relations
The 7 Magic Seeds of Media Relations are the seven newsworthy values that journalists, editors and producers use to decide which stories to cover. By knowing these newsworthy values, you are better equipped to pitch a story idea that will gain coverage in a media outlet. The more “seeds” or newsworthy values you include in a pitch, the more likely you are to gain media coverage.
Magic Seed 1: Impact
When evaluating a potential story, one of the first things a journalist asks is, “How many people does this story affect?” This is the magic seed of “impact.” The more people who are affected by the story, the more likely a journalist is to cover the story. For instance, a story about a new medical breakthrough that will improve the health of millions of Americans is more like to gain coverage than a medical breakthrough that will help only a few people with a rare disease.
Magic Seed 2: Timeliness
Is your story old news or does it involve something happening now? If you can tie your story pitch to a news event that has just unfolded, you have the magic seed of timeliness. Timeliness is one of the most important factors to media outlets. By nature, news is “new.” If you are pitching a story that has been covered and is no longer new, your story may not gain coverage because it is no longer timely.
Magic Seed 3: Bizarreness
Sometimes you can gain media coverage just by doing something bizarre. Generally, the more bizarre, the more media coverage you gain. So if your story is unusual enough to be interesting, you have the magic seed of bizarreness.
Magic Seed 4: Prominence
Does the story you want to pitch include a prominent person, place or company? The more prominent the person, place or thing, the more likely you are to gain coverage. For instance, a story about a celebrity adopting a child will gain more coverage than a story about millions of Americans adopting children.
Magic Seed 5: Conflict / Controversy
Is your story interesting because there are opposing views? If so, you may have the magic seed of controversy. You may be able to gain media coverage just because your story highlights a different view than commonly held.
Magic Seed 6: Proximity
Your story’s proximity to a media outlet’s audience will determine whether or not the story is covered. Local media outlets will want a local connection to your story. Even national media outlets that cover international stories still find ways to connect the story to what is happening in America.
Magic Seed 7: Human Interest
Does your story involve a person we should care about? If so, you may have the magic seed of human interest. Journalists often use human interest stories to add a personal angle to a larger story. Many journalists won’t cover stories unless there is some kind of human interest element.
Keep these magic seeds in mind next time you want to gain national media coverage for your B2B company. The more magic seeds you plant in each story, the greater your chances are of gaining media exposure. Keep growing!