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While
this may seem like a contradiction to the article above,
bear with us while we look at one of the most
significant ways a company can gain attention - by
making bold statements.
The
idea behind pitching a story is to grab attention. If
you don't grab the journalist's attention, you won't get
the public's attention either. In fact, as much as you
may cringe when editors or journalists reject a story
pitch, you should be thanking them; they took an
objective look at your idea and decided it wouldn't fly.
But
did they actually pay attention to your pitch? Or did
they just glance at your first paragraph, listen to your
opening words on the phone, or read your subject line in
the e-mail, and then tune you out?
There
is no good reason to fabricate news. In fact, there is
every reason not to do so. But a strong company always
has ambitious goals and objectives. Why not share those
goals with the public? Why not explain a recent
development in terms of a larger goal or vision?
Now
you will begin to invoke interest. Instead of announcing
a new technology that lets people communicate quickly
via wireless technology, talk about how advances in
global communications are freeing workers from their
desktops - and how your company is contributing!
People
who dream big get attention. Companies that dare to
dream and share their vision also get attention. Start
looking at your public relations strategy in terms of
larger goals and you will begin to capture the attention
of first journalists and then the public. That's what
this business is all about. |
