It's time to get engaged!
In one sense that headline is a proposal.
It's a proposal by me to engage your audience.
We all know from our email inboxes that there is an awful lot demanding our attention.
LinkedIn notifications, spam that evades the filters, questions from colleagues, invoices, airline special
You name it, it's in the inbox. Even perhaps good stuff that gets deleted because it is boring or it is badly targeted.
That was very true in my life as a business editor in local newspapers.
I'd receive hundreds of emails every week from Public Relations companies, sometimes based in London, sometimes closer to my patch. All imploring me to include their news items in the business titles I edited.
Many of the PR companies didn't understand their
market at all.
As a business editor on a series of local papers, I just wasn't interested in anything from outside the patch.
The number of people who would ring up and say "we're selling our stuff in your patch and therefore it is news" was the most interesting thing.
That's not news, it's someone after a free advertisement.
No local link, no column inch is the rule!
And a local link only gets past first base and into the pot for "consideration".
One of my other bugbears was the use of industry- specific jargon.
I would make the effort and try to understand what it all meant, and at least read all the release in case there was something else in there.
I called it panning for gold.
To me sending jargon-laden information to a non-trade journalist is just bad PR.
My point is this. You can't possibly engage with your intended audience if you are not writing to it.
A good angle for a local hack is not going to be good for someone writing in the trade press.
A local hack is more likely to be engaged by the 100 jobs your factory is bringing to the town than the fact you have installed a £500,000 bit of machinery.
Your trade press will probably go for the investment on the new machine and what it means for the trade as a whole.
But then they might not.
Even in these days of cutting and pasting, so-called "churnalism", most journalists will still see the exclusive as the better option than using a press release. Whatever you do, don't say "the opposition's used it". That'll probably be deleted straightaway!