Is my story contingent on timing?
With the Internet and round-the-clock news at our fingertips, a story must be timely to be newsworthy. Did your company acquire a strategic partner? Has your company achieved a technological breakthrough? These types of announcements are definitely news, but only if the timing is right.
What type of impact does my story have?
Editors are bombarded with a plethora of press releases everyday, and they often determine what to cover based on the "impact factor" of the story. A company announcing its quarterly earnings call may be news to some, but it doesn't have near the amount of impact as announcing a major company milestone or industry-wide shift or trend that your company is leading the way or taking part in. Simply put, the more valuable your news is to the industry at-large, the more likely you'll get covered.
Who is my audience?
Any publicist will tell you that the most important factor when pitching a story is to know the audience of the publication. Does my story about Wi-Fi in metropolitan areas affect the readers of Sports Illustrated? Probably not, but maybe this technology has been adopted at MLB stadiums nationwide? If so, the news is appropriate for the target audience. Knowing your target audience is pivotal, because if you can correctly identify it, the press will be more than happy to grant coverage.
Proximity of the story?
Is your company sponsoring a Little League baseball team? Or, has your company signed a contract with the NBA to handle the virtual storage for online on-demand video broadcasting? These different pieces may both be newsworthy, but one is a locally based story that will have zero impact out of the region, meanwhile the other will require national press outreach. Determining where your news is applicable is crucial when preparing to pitch the media.
Stand out.
Does your story have a unique angle? Far too often a company feels their story is unique when it is simply run of the mill and 'old news' to the press. This is when having a seasoned PR advisor on hand can pay huge dividends. By evaluating the topics and trends that are currently resonating with your target media and finding a way to create a distinctive new angle to approach the media with, the mundane can be transferred to front-page news.
prezblog
Messaging Mayhem
It seems more companies are starting to take a long, hard look at what they're communicating to their target audiences. So often what starts out as finely crafted words, scrubbed to a bright shine, ends up like the popular childhood game of "telephone" - only three people in the entire company even remember the original message, and the farther "down the line" you go, the less familiar the message sounds.
Effective message communication requires discipline, and having a designated 'message champion' for that critical first six to 12 months doesn't hurt either. The strength of any message lies in how unique and relevant it is to your target audience, but also how consistently and frequently to tell your message. Everything - and I mean everything - needs to align with those central themes, whether it's the decision of whether a press release should go out (does it reinforce one or more of your messages?) or the wording choice in your investor presentation and RFP responses. And when you see the media and your customers and shareholders repeating your messages – that’s when you know you've succeeded.
- K.S.
ardell case study of the month: “Maximizing a Product launch Under Time Constraints and on a Limited Budget ”
Situation
A new company, ddn, was launching a revolutionary new product that automates the refill process for prescription drugs, in the pharmaceutical market. Due to limited budget resources, Ardell was given a 3-month window and specific budget for the product/company launch.
Solution
Ardell introduced ddn, highlighting its leadership and technology expertise in marketplace, at a major industry tradeshow to better leverage the limited budget. Through the focused 3-month campaign, Ardell established initial credibility for ddn's technology in the pharmaceutical, chain drug store, retail, and self-service/kiosk markets, while positioning ddn's APM™ technology as the premier solution in the industry.
Results
Nine articles in top-tier target publications, including Drug Topics, Chain Drug Review, US Pharmacist, Pharmacy Today, and Retail Pharmacy Management
Secured press meetings, increasing visibility at key industry trade shows including NACDS Pharmacy & Technology Conference
Established relationships with key industry analysts, including one analyst who provided an endorsement of ddn's technology for a press release
Increased awareness of APM technology in the pharmaceutical and retail marketplace
Established credibility and need of technology in pharmacies, chain drug and retail stores
Developed relationships and recognition of ddn with key press and analysts
Positioned ddn's APM as the premier solution in the market, ahead of their top competitor
