You have a new product/service/offering/event. And you want to get some publicity for it. But how do you know if what you have is newsworthy enough for a publication to cover it?
In this short Monday Minute video, I explain what makes something newsworthy by using a simple acronym: TRIPP.
Key take aways:
Ask whether your 'news' meets these criteria:
T: is it timely or topical?
What is going on in the world at the moment? Is there a hot topic? Is there a major event coming up that everyone is talking about that makes your story more relevant? Is it seasonal? The more topical and timely your story is, the more likely it is to be used.
R: is it relevant?
It's obvious really but many people use a spray and pray approach to PR and send their story to everyone. Your news needs to be relevant to the readers of the publication you are sending it to. That means you need to think hard about who your target market is and what publications they read. You wouldn't send your fashion story to Farmer's Weekly, would you? (unless of course they were the latest range of tough wellies)
I: is it Interesting?
I bet you think your news is interesting because it's your business. But is it REALLY interesting to other people. Why should they care? If you can answer that and it genuinely would be interesting, you have a far better shot. Remember the old adage: 'Dog bites man' is not news. 'Man bites dog' is.
P: stands for Proximity
Where the story takes place will affect its success. If you live in York, your news will of more interest to the York publications than they would be to those in Birmingham. Be geographically relevant.
P: is it prominent
The more famous a person, the more likely they are to get press coverage. But it's not just fame that makes a story prominent. It's the size of the story, the numbers, the scale, the people impacted that will make it newsworthy.
So think about TRIPP next time you're planning a press story and you won't trip up.
If you'd like to learn how to get publicity, take a look at Publicity for Solopreneurs.