2011 will be a year of uncertainty, that’s for sure.
But one thing can be predicted with absolute confidence. Organisations, large and small, will consistently miss opportunities for valuable publicity, simply because they fail to recognise the newsworthiness of what they are doing or achieving.
It is not easy. Those managing a company, for example, are often standing too close to see the story, even though it may be staring them in the face. They don’t think like journalists – why should they? But the result is that the media – newspapers, trade press, radio or TV – remain ignorant of an event or an achievement which would have been of real interest to their readers, listeners or viewers.
However, even when an organisation identifies a story of interest, the hard work has hardly begun. They then have to choose which section of the media to offer it to. Is it a story for Wake Up To Money on Radio Five? Or would it be better captured in a business profile by Andrew Davidson in the Sunday Times? Or perhaps it’s a perfect item for Sky News? For those who have never worked in the media the choice is bewildering.
An expert eye is needed, someone able to spot a story which, to those inside the organisation, may seem run-of-the-mill, but which, with a little dressing-up and a fresh angle, could make the news. Failure to do so means not only that organisations will continue to lose out on valuable exposure, but also that the watching, listening and reading public will remain ignorant of something worth knowing.