News needs you to go with the B of the Bang!
I've lost count of the number of times I've heard the phrase: "You need to use this because your paper is full of the bad news and it's time we had some good news about xxxxx who have just won a big award."
There are subtler variants of the phrase but what lies behind it is a lack of knowledge about the media platform. Most newspapers and news websites that aim to cover a geographic community, such as a town or region, publish the good news as well as the murders, crime and mayhem.
Readers notice the hard news because it is just that. It has impact. But every title would be a difficult read if it filled its available space with a constant barrage of car crashes, robberies and council wrongdoing.
Most papers and their websites try to reflect the good and bad of their areas. Community news, letters pages, sport, business, lifestyle features, events, music are just a few of the sections hard-pressed hacks have to fill every day/week or month.
Often it's the same staff writing the news, features, business and sport as well as having to upload stories to the web.
But the one thing a reporter, content provider or journalist has to do above all is hit their dealines with up to date news.
But in my time as a business editor I found many people in the commercial world found the concept of deadlines difficult to grasp.
It will be okay in a couple of weeks, or perhaps a month
Well, no. The news agenda moves on. A story about how your business won a big award may be good this week, but it won't be so hot next month.
I'm not saying it's impossible that old copy isn't used but by the time you've sent it to a publication, it may well have been tweeted, placed on Facebook and LinkedIn. Why would a journalist want to use something that has already been round the world twice?
If you've got a sniff of a good news story about your business and it is time-sensitive, prepare your press release in advance. Get all your quotes and information together and ready to go. Then, when you win, attach the picture and press the send button!