There is a misconception that effective PR is all about the fantastic media contacts we maintain. This must lead to increased editorial content, right?
Not necessarily. While maintaining relationships with media contacts is important, obtaining editorial coverage will always come down to what the journalist thinks will be newsworthy to their audience. If journalists are dedicated to their jobs, their number one priority is to maintain a standard of quality content, after all this is what sells papers or magazines.

Editorial content is often considered more credible and effective than advertising in delivering your message, hence forms part of the strategy in communicating with your business’ stakeholders. But crafting a story and getting it published is somewhat of an art.

Identifying the news worthy angle of any story, even identifying if there really is a story worth telling, and then creating a media release that ‘works’ is a rare skill and one that our clients value when dealing with Connecting Images.

To maximise your chances of getting exposure from your next editorial campaign call Merilyn on (03) 9819 2566 to discuss our media relations service.

Next time you’re writing, try this: Tell your reader why they should care first - then give them the context.

You’ll notice when reading many articles or media releases, they start by describing the ‘who, what, where, when’. This can take a paragraph or three. As a result, the most interesting, relevant information (the part that makes you want to read on) is buried in the middle or at the bottom of the story.

So how can you be more engaging? Here’s an example, if an employee has won an award, put the information about what the win means first. So, if it means that their peers or customers have recognised them as the best in the industry for the year, say that!
Then, in the following paragraphs, give the details such as the award’s name and which body granted it, who voted/judged, and where and when it was awarded.

If you’re uncertain, read your draft article back, pick out the most news-worthy sentence and move it to the top. Then, re-work your copy accordingly.