5 things the insurance press looks for...
You have some great news about your business and you want the press to cover it. But how do you determine whether it is newsworthy enough attract journalists’ interest?
Many companies put news out there expecting it to gain coverage, but because they have not previously engaged with the press or their news is miss-timed or it doesn’t really relate to what’s going on in the market it doesn’t get a mention.
You have gone to the effort of writing a news release, so now you will want your story to be well covered.
During my recent PR presentation at Startupbootcamp Insurtech I was asked, "What do journalists look for when deciding to cover a story or not?".
You are busy, so let’s keep this simple with the top five things the insurance press looks for with news in the London and International markets...
1. Timing
The word news means exactly that - things that are new . Topics need to be current to be of interest to journalists. Tie in any announcements with relevant events, such as BIBA or AIRMIC, special editions or ‘hot topic’ issues of the moment, for instance the recent Ransomware cyber-attacks, Insurtech or BREXIT, for a much improved chance of gaining good coverage.
2. Significance
The relevance and scale of the news is important, a deal for $500k in your sector is unlikely to get a mention, a $500mil M&A story or Marsh buying Willis will. A challenge for SMEs, I know.
3. Proximity
Stories that happen nearby will have more significance, so if you are making your announcement in London, the City press will naturally be more likely to pick it up.
4. Human Interest
The press are interested in people news, including profile pieces or people / team moves and hires. Also, David v Goliath stories often gather interest. Trump being appointed as Lloyd's Chairman, now that would be covered, even though it's 'fake news'.
5. Prominence
Well known companies will get more coverage just because they are well known, and so of interest. This is often one of the biggest frustrations to SMEs.
So, if you are not a global player with a strong brand, building relationships with journalists first will greatly improve your chances of getting your news covered.
Summary
Keep in mind, you will always need an angle to gain interest and all these five factors must be considered in context to each media outlet’s specific audiences. What’s significant, prominent and interesting to one publication may differ from another.
Lastly, whatever you do, it is very good to build relationships with journalists – it will definitely give you a better chance of gaining good and positive coverage. Our next article will be about how to build relationships with journalists, so watch this space.
What next?
Hopefully the press will pick up on your news. However, feel free to drop me a line if you would like help or more advice on getting your news and views published.
At NextGen Communications , we are also happy to assist with integrated communications across PR, digital and social media, to extend your reach and direct engagement with your target audiences. Why not drop us a line, if that's of interest.
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