Posted by Ashleigh Roberts ● 24-Mar-2016 11:00:00

Getting the basics right...

Getting_the_basics_right.....jpeg With the number of worldwide smartphone users predicted to surpass two billion in 2016, more people than ever before will be able to access news at a click or tap of a finger. According to Digital News Report 2015, almost half of online news users across all countries (45 per cent) use two or more digital devices each week for news. A quarter of those users also use their mobile phone as their primary access point. This is a staggering 20 per cent increase on last year.Interestingly, the “instant” access we’ve now come to expect is also driving the way in which the news is presented. IT business decision makers want news to be delivered in a short, snappy and exciting way.

 As a result, B2B companies need to be more creative, more exciting and more dynamic in order to keep audiences engaged. This is especially important for challenger brands aiming to cut through the noise and rise up in an increasingly competitive tech landscape – as PR pros, this is where we come in! However, while there’s a greater need for a more creative PR and marketing strategy, the basic principles can still go a long way. 

Prior to creating any content, best practice tells us that brands should work out if it’s likely to engage, entice and excite the audience. Assessing a potential news idea in detail can help give you an idea of the level of creativity you can inject. When presented with an idea, it’s crucial to consider the following:

1. Who cares about this news and why do they care?

At the end of the day, journalists and readers only care about one thing - “why should it be of interest to me” or as PRs like to refer to it, the “so what” factor. No one wants to sound like a pushy salesman so thinking about the audience and what they want is essential.

2. Focus on three key messages - MAX

You might have some fantastic points to get across however, any more than three and the audience may lose interest. THIS IS FACT. According to psychologist Nelson Cowan, from The University of Missouri- Columbia, people can only hold three/four new things in their mind at once. Don’t overwhelm your audience. You want them to remember you.

3. What else can you offer?

In a previous blog post, we looked at whether or not the press release is dead. The conclusion we arrived at was that there is still very much a place for the press release however knowing your key journalists will tell you where that place is. A similar thing can be said when being creative. Consider how your audience digests news – not every news item makes for a good press release, is there scope for presenting the information via different mediums such as blogs, videos or events etc.? Is there an appetite for this?


If you’re coming up short when thinking around these basic principles, it may be that the story is just not newsworthy.

For B2B marketers or communications teams with an idea or story you need help bringing to life, feel free to get in touch.

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Topics: b2b pr, pr strategy, tech news