How to use a trending topic to attract the media
Tools & Resources
Key learnings
- By providing relevant and timely comments and news on topics that are trending, you can attract the attention of the media who may share these on their platforms.
- It can also show your customers that you have your finger on the pulse of breaking news.
- Become a reliable source and journalists may start coming to you directly for comments.
One of the best ways of winning media coverage is to provide comments, opinions and news relating to a topic that is trending - whether that's on social media or making the headlines. It's the job of the journalist to cover the issues that their readership is talking about. By getting involved in these conversations, you can attract the attention of the media, who may use your comments or news. Set yourself apart as an expert or someone with credible news and opinions, and they may come to you directly when looking for pertinent and timely comments on other trending topics in the future. Here UMi's PR partner, JournoLink, shares five top tips to help put you at the top of the journalists’ contact lists.
Click below to find out more...
1
The topic
Choose a topic that is on page one of the papers.
Typically, the topic will be one that is already capturing media interest, and the objective is to add to the discussion. ‘Add’ is the important word, as your contribution must have an angle that journalists will see as genuinely different and worth their time and effort in writing about.
Good examples are the environment, health/NHS and celebrity sport but the real test is to pick a topic that everyone is talking about.
2
The headline
Make immediate and direct reference to the topic in your news. Try to capture this in 60 characters so that journalists will immediately see the relevance to the live news, and the potential for your input.
A good example, if the trending topic was the environment for instance, would be:
'UK manufacturer targets Net Zero with energy efficient solution'
3
The first paragraph
This first paragraph should pass the ‘so what?’ test.
It should be a clear punchy paragraph covering the story. Don't try and be clever - just provide a factual summary of your news, how it relates to the trending topic, and the difference you will be making.
For example, if we moved on from the above headline, this would be:
UK manufacturer ‘Towards Zero Limited’ has launched an innovative heating element that draws its power from green resources and provides sufficient energy to heat and provide hot water to the average UK household, leading the charge towards net zero emissions as set out at COP26.
4
The quote
The quote is often what the journalist will use. Remember this is your comment verbatim. So, a well thought through powerful statement is what’s needed.
It must focus on the news piece, rather than be promotional, but make sure you include your business name.
Which with the same example might be:
Head of Innovate UK added: “Developing real solutions to today’s challenges is at the heart of what Innovate UK does, and the work done by TZL is a great example of what can be achieved through collaborative initiatives.”
5
The image
A good quality image will double your chance of getting your news picked up by the media as journalists are often short of a good picture to go alongside their article.
Make sure your image is relevant and good quality. If possible, try and get your business brand discreetly positioned in the background.
Next steps...
- Find out more about how to capture media attention on trending topics.
- Keep abreast of the news, either by monitoring news sites or checking what's trending.
- Share powerful statements on the topics through your marketing channels and/or send press releases to relevant media outlets - adding images will help attract more attention.
- Should your comments and news get picked up, make sure you respond to journalists in a timely manner - being a reliable commentator will help the chances of them coming to you again - this article explains more.
- UMi has partnered with JournoLink to provide expert insights and support in public relations. Find out more here.