If content is King, then curiousity is Queen.
Here are 5 tips for inspiring journalists, readers and followers to keep coming back for more!
1. Tell them everything, be transparent and ask lots of questions that you don’t know the answer to.
2. If a journalist writes a story about a topic you’re familiar with then take time to dig deeper for your readers in an accompanying post. Recognize the journalist by name (it’s only respectful) and contrast and compare their insights with your own. Stop listening to PR folks who tell you that you have to get your requisite, always the same soundbites down pat. Pat is boring!
3. Be endlessly curious. Every single part of business has its own mysteries. Sometimes we’re all asking the same questions over and over again instead of challenging ourselves to look at something differently. Don’t be a lemming constantly leaping off the dull edge with everyone else. Step back and create new ideas.
4. Don’t make it about becoming a celebrity in your field, make room for everyone to rise to your level of understanding. Do these by asking your readers to ask questions, comment and guest post on your blog. Choose to be different, not “celeb-boring.”
5. Stop trying to be “quotable” and start trying to be perenially memorable.
6. Soundbites don’t drive curiousity, they just get us stuck in the mud of old traditional PR.
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1. Not only read their work, but print their last ten stories out and look for all the ways they tell a story. Good journalists are incredible storytellers and you can find out alot about how they write, what they look for in an expert source and what interests them by reading several stories all at the same time.
2. In the aforementioned stories, highlight all the adjectives they use in the story and you’ll get a very good feel for their particular slant in stories and the publication’s slant as well.
3. If they are very well-known journalists, then take the time to read interviews they’ve done about writing, their own work and their lives. This is an excellent way to make a human connection. Remember, no matter what your PR firm has told you, journalists are HUMANS too.
4. Go through each story and highlight the experts they’ve sourced in the story. This will teach you what they look for, what caliber of expert they reach out to and how you might position your own thought leadership around this. By the way, don’t create inauthentic content via blogging or otherwise to just “snag” a journalist’s attention. They’re much smarter than that and really good journalists are very intuitive and work hard to find the best possible source.
5. RESPECT, find out what it means to the journalist. Don’t stalk them, don’t email them incessantly, don’t consistently denigrate their angle on a story. If there is something you can add, then by all means add it to your blog post about the story. Add some new insight. We can all help each other to elevate the writing and meaning.
6. Don’t ever expect or think you deserve coverage. It’s not enough to just decide you’re a great expert or big thinker. You have to work harder than that. Don’t even make it about a journalist doing a story on you. Make it about you doing a story for your own community that engenders new discussion. Journalists are always looking for new angles to old stories!
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Hit the MuckRack.com and enjoy the TwitterIDs and tweets of thousands of journalists. Wow!
And just a tip, don’t add all those TwitterIDs to your PRspam email lists that go out to journalists. Be respectful of them, but you can still use this as a resource certainly for reaching out to some and also being aware of what they are covering! Just do it wisely.
Love B.L. Ochman’s post on the very first question you need to ask a journalist! Read it and learn from a master!
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