The media landscape hasn't just changed - it's changing. The growth of online news portals and social media means that it is now more challenging than ever before to get the front-page awareness you need to help drive your company's profits. Readers want fast, real-time news updates that is ultimately shareable, topical and has wider societal resonance all at the same time. How do you tick all three boxes? Achieving real cut-through isn't easy, but by following this five step plan, you can make content...sing.

1. What makes the news?

2. Technology has changed the way readers consume stories…
Media now broadcasts, prints, and engages online
There is insatiable consumer demand for rolling news
…and the companies who keep up with demand will be the ones
that profit

3. Help! How do I keep up with demand?

4. It’s easy! Follow this easy, 5 step plan:
1. Time it right
2. Be more….prepared
3. Make it pass the “So What?” test
4. Prove it is true
5. Make it shareable

5. 1. Timing – it’s everything
Is it new?
“News” moves fast:
readers want real-time
updates
Release your news as soon as it happens – it’s more relevant that way

6. Does it clash with a big event? (an
election, the inauguration, an earnings
announcement, war in the Middle East,
a new iPhone release, a royal baby….?
If it does, the other story is taking up both the journalist’s time and space in the
paper. Time your story so it doesn’t clash with another one

7. Does it relate to the current news agenda?
I.e. – is the topic already being written about?
If it’s already being written about, it’s because the media believe there is a public
interest in the story. And that means they want to write more about it. Give them
the content to do that.

8. There are times when the media are just hunting for a story!
August, Christmas and public holidays - when most governments are taking breaks – are perfect
times to get more bang for your buck
Try and time it with a current trend/media appetite for the topic
Avoid: Major election day results, earnings announcement days and times
when media are at industry conferences

9. Bottom line: better timed the news, the more relevant it will be – and the
more audiences you will reach through it

10. 2. Be more…prepared
Sometimes, you’ll be pitching a story that is completely your own
But other times, you will be offering a quote or byline commenting on another story in the news
Journalists need this comment the day the news hits
This is because they need to update their online stories with new information or insights
And they will take this information from whoever sends them the good stuff first!

11. Press releases, reactive statements and quotes can all be drafted and then tweaked if needed
By pre-drafting the bulk of the material, you can get to journalist inboxes quick
It’s win-win: they update their websites with new insight, and because you were so quick off the mark,
your voice is the one heard by the audience!

12. 3. Does it pass the “So What?” test?

13. What is the “So What?” test?
Tell the story to a friend or
colleague. If it makes their
face look like this, you’ve
passed the “So What?” test!

14. You want to avoid these faces as
you’re taking the “So What?” test:
So how do you swot up for the “So What?” test?

15. Is it in the public interest?
Ask yourself - what does my story
mean for Joe Bloggs?
If only you and your company are
interested in it – it’s not
interesting for the public
If you can tie it back to the wider political, social or economic agenda – it’s a news story

16. Make the story different: if it’s already
been reported, it’s not “news”

17. Add some “shock” value
Don’t stray from the facts: But the more
“out of the box” your viewpoint, the more
likely it is to grab a headline

18. 4. Data, data, data
Evidence backs up a story or an idea
Grounding your insights in evidence helps audiences “buy in” to them
Consider creating research or rounding up expert spokespeople
It makes your viewpoint more credible – and influences your audience better

19. 5. Make it shareable
Great stories are those you want to share again and again
So give your readers the tools to share them

20. Ready-made tweets and Facebook posts, infographics and videos
Are all tools we can create to help share your story online
Even better – YOU get to control the content

21. It’s easy to apply the five-step plan to content
It helps make it….rocket
And it builds better, more reputable brands.

22. COPYRIGHT 2014