Feature articles, case studies, analysis, user stories, opinion pieces are useful PR tools to project an individual’s or company’s thoughts, services, activities, philosophy and expertise.
Before putting pen to paper have a think about how it will be sold or used. Your writing, research or thoughts will be published if they are pertinent, entertaining, informative and well written. It is critical to adopt an external and objective perspective.
Articles will not be published if the writing is padded, inconsequential, boring, uses too much jargon, or is overlong, theoretical or irrelevant. In short, it must pass the “So What” test if it is ever going to achieve a wider circulation than a sub-editor’s bin.
Articles have a better chance of passing the “So What” test if they:
• Refer to issues and organisations everyone knows about. How your new business process works in theory is dull – how it will measurably benefit BHP is fascinating.
• Apply to this market. A case study on Telstra is more interesting to Australian readers than one on Hong Kong Telecom.
• Give a clear business benefit. How your company’s new system could be used to enhance shareholder value in many (unidentified) companies is inconsequential; how it could cause Coles Myers shares to increase in value by 25% is compelling.
• Are relevant and timely -How a law or judgement could be applied in a hypothetical situation is irrelevant and idle speculation; how it could be applied in the Hunter Valley dispute is topical.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
