In the age of online press – journalism has turned into ‘turnalism’ the idea of a Digital Journalists sitting at a desk and ‘turning out’ several of articles with clickable headlines and on-trend content.
It’s a new journalistic landscape – with most Online Editors now beginning each team meeting by reviewing what’s trending on the internet and assigning articles accordingly.
‘Clickbait’ and ‘Social Media shares’ are the words du jour.
But how do you navigate this cold, new world – where your press releases are potentially being repeatedly rejected?
Take a tip from us – don’t navigate it … take advantage of it and generate your own ‘clickbait’.
In August (2017) we sent out a press release for a restaurant client in NYC – “WEST VILLAGE RESTAURANT TO BE TRANSFORMED INTO A BEACH TO CELEBRATE ITALIAN FESTIVAL”.
It was a cute story – an event to get neighbours and NYers into the place, whilst building some brand awareness.
No one wanted it.
Not to be deterred we changed tack – same concept, same goal – different focus and that meant – different headline.
We came up with “FIRST NYC RESTAURANT TO HAVE BEACHWEAR-ONLY DRESS CODE”.
Several hours later we had four big articles – TimeOut NYC, NY Eater, NY Post & Metro US (combined Monthly Unique Visitors of 123.6 Million).
Sometimes – it’s less about the concept and more about the wrapping.