Everyone’s a publisher today, but not everyone is an expert at earned media. In my Chicago agency days, I sold news. I was considered a PR flack by the journalists who hated me (yes, they really did). Each of us newbies had to call George Lazarus, may he rest in peace, of the Chicago Tribune advertising column and feel his wrath. After that, we had arrived; but I digress.
IKEA announced it has added veggie balls to its menu, and in the Wall Street Journal a tremendously large photo of the new menu item was featured alongside an equally large story.
Why was IKEA, a privately held Swedish corporation, featured so prominently? Because it has all of the elements required for an international story in tier-one media, including:
1. international scale
2. Data and research in multiple countries
3. Trends (foods going vegan)
4. Size of company and revenue
5. Futures perspective and roll-out
Other news stories may not have these elements to become hot news; however, when you’re exploring distribution of a news release, many of these factors should come into play.
As my co-host, John Gregory Olson of JGO Digital said so eloquently, “Public relations is no longer about seeing a company’s thought leader on TV, it’s about buyer connectivity.”
That’s the crux of the disruption in public relations that I’ve been living and breathing since 1984. It’s always going to be an exciting time in marketing, so carpe diem and put your best foot forward for yourself and your company.
About the Co-Hosts
I am Jayme Soulati, president of Soulati Media, Inc., a blended public relations marketing firm with national clients. I am a message mapping master, professional blogger, writer and strategist,
John Gregory Olson is my co-host on The Heart of Marketing podcast, and he is the consummate digital marketer and keen strategist and planner. He has corporate and agency experience and now as CEO of JGO Digital, John rescues organizations from poor marketing.
Resources
IKEA Media Relations on a Slow News Day