Give editors the stories they really want
Access to company leadership = win-win platform for everyone
Information overload; short attention span... it has become more important than ever for business and trade publications to cover stories they know will catch the eye and interest of their readers. It’s making editors more selective and raises both challenges and opportunities from a PR perspective.
Here at EMG, we embrace the latter and work with clients to uncover aspects of their business that set them apart. Then we find new and interesting ways to present them.
One approach that goes down well every time is giving editors access to leadership. Hearing news from the CEO – the man or woman at the top - is always preferred, by the editor and the reader. It shows openness and creates trust, and importantly results in excellent coverage that really positions the business, what it stands for and its ambitions.
It is a path we’re taking with Perstorp, one of our international clients. Having worked closely with the company to define its corporate messaging, we advised that the CEO should be the one to position this to the industry. To complement an on-going programme of media relations activities in 2015, the EMG team leveraged media attention at industry tradeshows and at a major inauguration event to arrange one-to-one interviews with the key global chemicals publications.
The results go far beyond reference to a new product introduction, with a front page article in CHEManager International and in feature articles in ICIS Chemical Business and IHS Chemical Week – just three examples of what has been achieved to highlight the business and its strategic direction.
Whatever the industry, editors know what their readers want and letting senior management tell the corporate story seems to be right on track. EMG believes it’s a path definitely worth following.