Why Some Companies Always Appear in the Media
The Rival in the Spotlight
Have you ever opened the newspaper and found a compelling article about your company’s biggest rival?
Your first reaction may be frustration. You may ask, “Why didn’t the newspaper write about us instead of them?” It’s common to feel that the media always writes about the competition, and not your business.
Why Do Some Companies Get More Coverage?
Certain companies seem to get constant media coverage, while others remain unnoticed. This isn’t a coincidence. Some businesses are simply better at getting their stories out there. But it’s not because they buy advertising or have a powerful media connection. These companies have interesting stories, and they make sure reporters know about them.
The good news is that your company probably has similar, if not better, stories to tell. It’s a matter of identifying them and sharing them with the media.
What Makes a Good News Story?
What makes a good news story? It’s usually not the company as a whole. The existence of a business alone isn’t newsworthy. Your sales message isn’t a news story either. Phrases like “the best,” “the lowest price,” or “the fastest” are considered advertising, not news. The media is more interested in people, events, and places—things that show the true value of your company, product, or service.
Example 1: A Garden Center’s Christmas Story
One of our public relations clients, a chain of garden centers, wanted media coverage during the Christmas season. The chain’s products weren’t unique enough to stand out in the media. However, we identified a potential news story: a staff member who had personally cared for 10,000 poinsettias each year for the past 25 years. We shared this story with the media, and the result was a large article with color photos in the local newspaper. The story profiled the employee and highlighted the quality of the poinsettias, perfectly timed for holiday shoppers.
Example 2: An Auto Glass Company’s Success Story
An auto glass repair chain wanted to expand its national reputation. During an initial meeting, we found several interesting angles to the story. The company’s founder was a woman, which was unusual in the male-dominated auto glass industry. However, we discovered something even more intriguing: before starting the company, the founder was a registered nurse for over a decade. Her story of transitioning from nursing to growing a single-person business into a multi-million dollar chain caught the attention of USA Today, which featured the company in a major profile.
How to Find News Stories Within Your Company
Here are a few questions to help identify potential stories within your company:
- Has your company created a new service, product, or concept that’s different from others in your industry?
- Does someone on your staff have unique expertise or an interesting background?
- Has your company signed a new contract, opened a new location, or created a partnership to meet business goals?
- Is there a national issue currently being covered in the news that your company can comment on locally?
- Is your firm engaged in a compelling community service project?
Any of these could be the basis for a great news story and bring media attention to your business.
Getting Help with Media Outreach
If you’re a busy executive and don’t have time to find these news stories, your marketing staff could handle it. Alternatively, a professional public relations firm can assist with identifying and promoting these opportunities.
Once you’ve identified the stories, the next step is sharing them with the media.