Trylon Communications  - Volume I Issue 8
       

To Boldly Go...

While this may seem like a contradiction to the article above, bear with us while we look at one of the most significant ways a company can gain attention - by making bold statements.

The idea behind pitching a story is to grab attention. If you don't grab the journalist's attention, you won't get the public's attention either. In fact, as much as you may cringe when editors or journalists reject a story pitch, you should be thanking them; they took an objective look at your idea and decided it wouldn't fly.

But did they actually pay attention to your pitch? Or did they just glance at your first paragraph, listen to your opening words on the phone, or read your subject line in the e-mail, and then tune you out?

There is no good reason to fabricate news. In fact, there is every reason not to do so. But a strong company always has ambitious goals and objectives. Why not share those goals with the public? Why not explain a recent development in terms of a larger goal or vision?

Now you will begin to invoke interest. Instead of announcing a new technology that lets people communicate quickly via wireless technology, talk about how advances in global communications are freeing workers from their desktops - and how your company is contributing!

People who dream big get attention. Companies that dare to dream and share their vision also get attention. Start looking at your public relations strategy in terms of larger goals and you will begin to capture the attention of first journalists and then the public. That's what this business is all about.