Career Boosting Newsletter
To view the current issue of Cutting Edge PR e-News, click here.
A great resource for learning more about key areas
of public relations practice, which will help your career path.
You can read about the following topics:
"Kim, just wanted to say thanks for a fantastically informative site."
How to find a useful news angle when you don't have much information
Original article by Kim Harrison,
Consultant, Author and Principal of www.cuttingedgepr.com
When seeking a suitable story angle for an article or other text, the task can seem quite difficult. We can't be experts or even very knowledgeable about everything, and therefore we are not sure where to start.
I find the best way to find good angles is to do my homework – to dig up background information and facts that will illuminate my understanding of the topic.
Do your homework
Google is the logical starting point. It is amazing how sophisticated you can make a Google search. This article in PR Daily is really helpful if you want to do specialised or sophisticated research on Google: Google for research: search commands and how to use them. In particular, find out what is said about your organisation in the news media and social media.
Fact find about competitors
You can find out how competitors to your company are discussed in the marketplace. Check news media coverage in Google. This will give you a picture of how the company is perceived, but also more general comments about trends in the relevant business environment. There are many social media monitoring tools, so use them to find out what people are saying about competitors.
Of course, you can see how the competitors refer to themselves. Obviously they seek to show their unique edge over others. Go to their website and find out more about them. Do a content analysis of the main areas within their website. How important is their website to their business? What strengths are revealed in their website, and what gaps are there? To what extent do they depend on online business? If so, how efficient is the information available in the website and how user-friendly is their transaction process? You can use the answers to these questions to shape your news angles to the best advantage for your own organisation or client
Monitor the industry
Find out what the industry body makes available to members, assuming your organisation is a member. Check the archives of its media statements, white papers, speeches by opinion leaders and comments on industry positions and trends. Check what is happening in the industry by developing relationships within the industry body.
Other staff are impressed if you make an effort to find out how the place ticks. So always be curious as to why things are done the way they are done.
If you are a consultant, try to seek better insights into the business in the same way. Get actively involved in learning about the organisation. Spend time in site visits to manufacturing and operational areas. Communicators often don't do this, but operations staff will appreciate your effort in seeing firsthand how things are done. This will enable you to find out some great angles to promote.
About the Author
Kim Harrison is a recognized authority in the public relations field. His website, www.cuttingedgepr.com, provides a wealth of informative articles and resources on public relations techniques and management.
Click here to go to the Free Articles Index