What’s your angle?

By Faye Nicholson
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Many people think just because they have written a news release it will automatically be picked up by a media outlet. Well, here’s a news alert: That could not be farther from the truth. In fact, studies have revealed that between 55 and 97 percent of all news releases sent to media are never picked up. 

So, the next time you announce a new product or feature, win an award, host a technology seminar, acquire or merge with another company or share survey results, know that you are competing with the masses for media attention. A study conducted by Greentarget found that 69 percent of journalist spend less than a minute reading a release, even after they have made the decision to open it. The study went on to report that all other releases are dealt with in less than a second.

Here are a few tips to consider preventing a reporter or editor from discarding your next news release and instead, ensuring that it gets noticed, read and followed-up upon. You can start by determining your story’s best news angle and applying one of the news pegs below to promote your startup:

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• Timeliness - Announce news when it happens or soon after it occurs, like the launch of a new product or technology, a merger of two companies or an announcement of a CEO. If there is a delay in sharing this information your news could be considered old news.

• Prominence – Are you announcing an event with a prominent person’s participation? This person does not have to be a national figure. It could be someone that is local, or an expert in their field.

• Proximity – Is there a local angle you can offer? Is your news story tailored to a local newspaper or broadcast company? Can you make your story a hometown story?

• Significance - Be prepared for the reporter to ask, “so what?” Make sure you can share your story’s importance to the readers, listeners, or viewers of the media outlet you’re contacting. Don’t forget to share how your invention or technology helps others or how it contributes to the environment.

• Unusualness - The media are always interested in anything out of the ordinary. Is there anything unusual about your product, technology, or startup that is out of the ordinary? How is it unusual? Did something  bizarre happen that you can share?

• Human Interest - People enjoy reading about other people or hearing about their challenges and successes. How did you do it? How long did it take? What were some of your lows and highs? What was your inspiration?

• Conflict - Advocating different point of views on a topic of current interest can also create news. Do you have an opinion about an ongoing subject like climate change, fracking or health care or maybe something else?

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• Newness - One way to get media attention is to invent a new product but be aware that journalists and bloggers are suspicious of claims about new products or services. Make sure you can support the claims you make in your media release. 

Whatever angle you use, remember you have seconds to gain the attention of the media and bypass the delete button so find an innovative way to turn your news release into a media story by applying one of these news pegs.