Quick Tip: Look for a News Angle You Can Use to Position yourself As a Commentator
June 7, 2008 by Eric Eggertson
Filed under Marketing
Reporters are often looking for a follow-up angle for a news item.
If your company sells travel insurance, for example, there are frequent news stories about tourism, travel interruptions, health alerts, big storms and airport security.
Your goal isn’t just to get mentioned in the media. You should also be positioning your organization as a reliable commentator on your industry.
If you can also work in a mention of the products you sell, or your unique selling proposition. fine. But don’t sacrifice a reporter’s time just to push your messages in an inappropriate situation.
You’re creating a reputation as a reliable source who can provide a useful comment, on cue.
The next time the reporter is looking for a quote about a topic, they’re more likely to call you if you have shown you can do informed commentary, quickly and reliably.
