February 15, 2011
Media and digital communication opportunities emerge in a flash and conclude just as fast. Factor in the time it takes to identify these opportunities and the likelihood that many practitioners are seizing them and you have a real-time PR challenge on your hands.
Consider the following to make the most of each moment.
Believe in brand journalism — A small investment in professional writing, photography, video and blogging resources allows you to publish your own news, pique media interest with elements to expand on your stories, support your content creation and activate calls to action that work online 24/7 to attract additional media and business inquiries.
The following pitch exhibits the above characteristics:
U.S. Census data being released this week is expected to show a record increase in the nation’s poverty rate. The anticipated poverty rate increase — from 13.2 percent to 15.0 percent — comes just seven weeks before midterm elections. UCLA has an expert.
UCLA School of Public Affairs Communications Associate Seth Odell wrote this to accompany his contact details and a September 2010 UCLA Newsroom YouTube video featuring professor Michael Stoll’s early census analysis.
The video served as an audition with media who could immediately confirm Stoll’s expertise upon viewing. It became a brilliant piece of brand journalism when packaged with Odell’s summary and contact details; succinct and compelling with a timely tie-in to the November midterms.
The summary aided search engine optimization, driving media outlets searching the Web for experts straight to UCLA.