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Blogs

How to Create Newsworthy Content with Smart Trendspotting Chelsea Kiko In today's real-time, always-on environment, it's tempting to jump on the bandwagon of the latest fad or trending topic without much thought to what you're newsjacking. That's not to say that some trends don't have merit and the content you create around them will help transform your brand. Avoid investing time and resources into marketing efforts that fail to return results. Follow these three best practices to increase your chance of taking risks that pay off. 1. Take Strategic Risks Backed By Research To distinguish yourself as a market leader in your industry and earn media coverage around your content, you need a reputation for innovation. That's impossible without taking risks. However, rather than betting business success on blind risk, maximize your marketing and content efforts by researching buyers' and influencers' behavior and the channels where they seek high-quality content. Ken Wincko, SVP of Marketing at PR Newswire, offers this word of caution and advice: "Creating content blindly without real-time monitoring of media is a recipe for disaster.   To maximize the impact of your content, you need to deliver a unique point of view that is contextual based on a deep understanding of needs and motivations. Accessing these insights through an automated monitoring tool can help you focus on the topics that matter most to your audiences." Having the right people is also critical, according to Marian Salzman, CEO of Havas PR North America. She recommends having a team dedicated to insight research and ditching the old methodology of rearview-mirror reporting. Don't just focus on what has worked in the past. Learn everything you can about your audience and their next moves, then take a risk and try something new based on your analysis. 2. Consider All Outcomes Despite how informed you are, risks may still fall short. When you take risks, Marian says, "not all comments will be positive and not all feedback will be good. Be prepared to live by what I call the 80/20 rule, meaning 80% of your audience will think you're absolutely awesome and 20% will think you're crazy. "Fearlessness runs in correlation to newscrafting. Companies need to take risks and be fearless—but also accurate," she continues. Leaps of (content) faith that are authentic, educated by market research and analytics, and appropriate to your industry's conversation carry less risk with them. However, that's not to say the decision to publish something groundbreaking — even when it’s well-educated — is easy to make. Your brand needs to have the courage to take action and be prepared for all outcomes, regardless of whether you've hit it out of the park or struck out. 3. Look to the Future, But Don't Forget the Here and Now Although commentary and predictions about future trends can bring your brand attention, they should be only one piece of your content puzzle. Keep one eye on riding the wave of the next trend, but focus other efforts on delivering content that satisfies your audience's current needs. Your customers are living in the now and they crave content that is relevant to them. Get into the habit of delivering valuable, cutting-edge content and you'll establish your reputation as a reliable source of information. Doing so will lend credibility to risks you take in the future. Hear more from Havas PR North America CEO Marian Salzman and PR Newswire SVP of Marketing Ken Wincko during our upcoming webinar Trendspotting: Tips on Creating Cutting-Edge Content to Gain Brand Attention on Thursday, March 24 at 1 PM ET. Click here to register and then join us on March 24 to learn:

[New Post] Influencer Insights: Media Moves and Intel for the Week of March 14

 

Blogs

Influencer Insights: Media Moves and Intel for the Week of March 14 Nida Asheer To keep up with today's media landscape, public relations professionals need to know not only who is going where, but also how to communicate more effectively with those journalists, bloggers, and influencers making moves. This week's highlights include a new executive creative producer at Buzzfeed, a new editor-in-chief at Re/Code, and a look at the state of social media in Canada by our friends at Beyond the Wire. Want even more media moves? Check out the latest issue of PR Newswire Media Moves on our Knowledge Center and follow @PRNMedia for daily updates. 1. Town & Country: Stellene Volandes (@therealstellene) has been named editor-in-chief @tandcmag. Volandes formerly served as style director at the magazine since 2014 and held the same role at Departures magazine from 2007-2011. She first joined Town & Country in 2011 as jewelry and accessories director. The magazine will celebrate its 170th anniversary later this year. 2. Re/Code: Dan Frommer (@fromedome) takes the lead @recode as editor-in-chief. He was previously a technology editor at Quartz and has been reporting on technology for over a decade with jobs at Forbes.com and Business Insider. He aided in the creation of Silicon Valley Insider that later became known as Business Insider, and is also the founder & editor of news site, SplatF, as well as online travel/tourism website, City Notes. 3. Buzzfeed: Summer Anne Burton (@summeranne) has been named the first executive creative producer @buzzfeed. She has been with Buzzfeed for about four years and was most recently the editorial director for the BuzzFeed BFF team. Prior to that, she was the managing editorial director and weekend editor/senior editor. In her new role, Burton will be focusing predominantly on cross-collaboration efforts between the creative and editorial departments. 4. GQ: Noah Johnson (@noahvjohnson) has joined the new men's fashion magazine launching in May, GQ Style, as senior editor. He most recently covered men's fashion at The New York Times, T Magazine, The Wall Street Journal and The Cut. He has also held a variety of editorial positions during his career including fashion features editor at Details, deputy editor at Style.com as well as Complex Media. 5. The Washington Examiner: Former Al Jazeera America scribe Jamie McIntyre (@jamiejmcintyre) joins @dcexaminer as the senior defense and national security writer. McIntyre's career spans over forty years with time spent at WTOP Radio as an editor/reporter, CNN as a senior pentagon correspondent for sixteen years, and NPR as a newscaster for their program "All Things Considered." He has also been an adjunct professor for multimedia storytelling in journalism at the University of Maryland for over seven years. Influencer Intel of the Week: For brands looking to reach all of North America, understanding Canada's digital landscape is essential. Get the lowdown on the state of social media in Canada with this article from CNW's Beyond the Wire blog. When reaching out to journalists and other influencers, your content must be created with their needs in mind. Read our white paper 5 Keys to Crafting Press Releases that Drive Earned Media for tips on writing press releases that work. Author Nida Asheer is a member of PR Newswire's audience research team, which makes thousands of updates weekly to the media database underpinning our Agility workflow platform. In her audience researcher role, she keeps an eye on the latest media moves and news throughout the Southwest region.

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