You added a lot of value by creating this model... thanks so much for all your help and wisdom - it has been lots of fun so far!!”
- Jill Nyren, Principal, Nyren Collaboration
“Great job on the Sears portion of the web site. The design and writing are very professionally done. It has the right appeal to bring in leads and your copy reflects our brand positioning very well.”
- Jim Colpitts, Category Business Manager, Sears Canada
“Wonderful job on the newsletter! I enjoyed reading it - the tone, layout and upbeat feel were very well executed.”
- Christina Laughren, International Association of Business Communicators (IABC) board member
“When we were looking for speakers for our conference, Harp was someone who readily sprang to mind. We were rewarded with one of the best presentations of the day. Some people immediately made changes to their marketing plans when they left the conference. Real value and action. ”
- Paul Copcutt, Career Professionals of Canada Conference Chair
“Harp, thank you for your ongoing commitment and work on behalf of IABC Grand Valley. I'm so happy to have someone of your calibre and professionalism on our board. Your active participation has been a tremendous asset to our chapter.”
- Annie Coté-Kennedy, IABC
“Thanks to all of you for all the excellent work. One only has to take a look at our web site and our promotional material to see the quality of your work. I‘m really proud of the outcome. ”
- Hubert Saint-Onge, Principal and Founder, SaintOnge Alliance
“I truly enjoyed your talk this morning - I believe it will help me re-focus. I am positive your message this morning has helped several businesses re-evaluate their message, as I have.”
- Pat Campbell, K-W Chamber of Commerce Member
“Was great working with you. Thanks so much for helping us launch our staff portal - I hope we can collaborate again in the new year!”
- Lynne Short, VP Marketing & Communications, Cowan
“I really like how you‘ve reworked the web site content. I appreciate how flexible and accommodating you‘ve been - you listened closely to the ideas I had and worked within my budget.”
- Alana James, Owner, Chore Choppers
“Thank you so very much for participating in STRATEGIES FOR SUCCESS! The attendees indicated they thoroughly enjoyed your session. The information that you and the others shared was invaluable.”
- Sharon Graham, Career Professionals of Canada
“It was a real pleasure meeting you at the Bridges to Better Business. I appreciated your mentoring and professional input in the Marketing roundtable session. Thanks for a valuable information session!”
- Peter Szabo, Communication Lead, heterodox communication + design
“One of the best written press releases I have read in this industry.”
- Craig Morantz, VP, Sales Development, Leeds
“Thank you for coming to Laurier and passing on your wisdom about Resume creation. You gave a lot of interesting tips and you really got me excited to begin the process of overhauling my Resume.”
- Cam Davies, WLU Student
“Many thanks for your valuable business tips at the seminar. I look forward to having you come and speak at one of our Marketing Strategies or Customer Service sessions. It was a real pleasure to have met you.”
- Fred Parry, President, Project People
“Harp, thank you for a wonderful and informative workshop. You really helped me re-frame how we package our information”
- Stephanie Calma, Community Justice Initiatives
“You did a great job presenting at our event. You were prepared, on the ball, personable and engaging. All great qualities of a successful entrepreneur.”
- Nahla Kor, Owner, Kor Capabilities Consulting
“I liked the way you were able to answer participants‘ questions and keep the discussion on topic. You made it easy for us to interact, work together and feel part of the process. I look forward to hearing you speak again!”
- Cathie Schnarr, Owner, Autotalkers
“Thank you for your inspiring seminar. You walked us through a process which can be difficult – and made it comfortable and obtainable.”
- Maureen Harrison, Healing Arts Practitioner
Are Your Using These 8 Triggers to Get Media Attention?
Published in IABC Grand Valley Communication Connection Nov 2004
—by Harp Arora, Principal, Sedona Communications
So. The big day is here. After 2 years in development, your company is finally launching its new product. The buzz in the office is palpable. The press releases have been sent and grinning execs are pouring in to be part of the big news conference. Unfortunately, they’re the only ones in the room. No cameras. No front page stories. No media.
What went wrong?
It’s sad but true. More than 90% of press releases are ignored by the media. And yet your interactions with the media, or lack of them, can make or break your public relations efforts. But don’t reach for the Zoloft just yet – there is hope! Here are eight key triggers to help you help you succeed in getting the media attention you deserve.
1. Impact
Simply put, the greater the number of people your news item affects, the better chances you have of getting media interest. Think big picture and include information on:
- who, if anyone, is impacted
- how many individuals or groups the item touches, directly or indirectly
- what their perspectives or reactions might be.
2. Proximity
If it’s close to home, it’s a better story. Keep in mind that proximity is not limited to geography – it can be political, social, economic, or any other demographic variable. Understand your audience. People are more engaged and empathetic when they can relate to a story.
3. Prominence
The better known the person, group, or company, the bigger the story. Determine the importance of the people involved. If you don’t have anyone prominent involved, can you bring someone in? Get a quote with their opinion, or an endorsement. Even a conflicting opinion can give your story more impact.
4. Uniqueness
This can override both impact and proximity. Find a unique angle for your story. Is it an innovative, strange, or different? However, don’t play to stereotypes, perpetuate cultural myths, or demean honest effort simply to get attention.
5. Timelines
News is perishable. Your story will be competing with many others, so provide a compelling reason to make your story relevant – today. Think about how to bring relevance to larger events or issues. A big picture story becomes much more meaningful to your audience when you provide a local perspective.
6. Controversy
Is there a conflict regarding an issue, an event, or a commonly held belief? Journalists look for all sides to a story. Keep in mind they’ll be interested in a number of perspectives, not just your own. Controversy can be an effective attention-getter as long as you’ve proven that you’ve examined all sides of an issue.
7. Emotion
The more universal the emotional experience, the more invested the audience will feel. Touch the audience with your story. Ask yourself if it will make them feel happy, empathetic, disappointed, excited, outraged, triumphant, revitalized, justified, shocked, or any other strong emotion.
8. Weight, Currency and Education
Weight and currency refer to how important an issue is and whether it is something currently on people’s minds. When something has weight and currency, you can provide education on the issue and express your viewpoint.
Your news item may not naturally have all of these triggers. But you’ll significantly increase your chances of media success by putting a bit of initial thought and effort into your communication plan.
Questions or comments? Contact us for more information.
