How to Take Advantage of the News Agenda this Coming Year
In the coming year, businesses should be prepared to take full advantage of the news agenda, when appropriate, not only by highlighting their own profile within it, but more importantly to provide real thought leadership that helps guide the way other businesses should be thinking. One thing to consider for 2011, is how responding to breaking news can add value to your thought leadership outreach.
Organizations can create more awareness of a business critical issue by discussing it in as close to real-time as possible (as the story is breaking) and to help illustrate what happened and steps that could have been taken to mitigate the risk or preventt he breach or security event from happening in the first place.
For example, in 2010, many Schwartz security pr clients had thier experts provide commentary on data theft stories that had taken place ranging from Societe Generale to the Wikileaks cables breach. In doing so, they offered thoughts on the need to provide stronger access controls and role provisioning within the company walls, as well as how the internal data theft can prove to be costly either in reputation or financially for the business involved. It offered a clear warning to businesses in similar industries to protect their data, in the hopes of eliminating the problem and inadvertently provide a solution for these businesses if they are concerned enough to not let it happen to them. Having an active voice and playing a more prominent role when it comes to breaking news is something that all industry experts should be paying attention to in 2011 if they are interested in further enhancing their visibility in the industry as a thought leader.
Here are a few tips to consider when wishing to play a larger role in the news agenda in 2011:
- Be available. Immediate written commentary from an industry expert could secure the interest of the media or leave food for thought that can be followed with an interview should the journalist require more information. Offering an interview on the same day -- on the journalist's clock -- positions you as both helpful and invaluable to the journalist who is typically on a tight deadline. Everyone appreciates having a respected and useful resource at their fingertips!
- Only contribute if you have a valid point to make. All too often, businesses tend to feel the need to comment on the news agendas simply because it is the topic du jour. By not actually adding anything constructive to the discussion, it is very likely to come off as contrived and can actually be counterproductive to what the initial goal was in the first place – to be looked upon as a thought leader. When engaging in the conversation, be mindful to provide though-provoking commentary that looks to answer the questions of how or why the scenario came to be and what could have been done to prevent it, or what can be done now in terms of damage control and moving forward.
- Understand and respect your audience. While working with journalists, at times we are able to point out news that is breaking and let them know how we can assist with regard to helping them get out in front of the story in a way that will benefit their readers. From arranging an interview with a client or having the expert spokesperson providing short snappy commentary, it is imperative to understand that providing opinion that is heavy with tech jargon may not be as palatable to the everyday business leader, so listening to and understanding your media publication and journalist is crucial.
- Act quickly. If you wish to comment on something you have seen in the news or are hearing circulate throughout the industry, know that the window of opportunity to lend your two cents is already closing. If you are reading about the news that you wish to comment on, by that time the news agenda could have completely changed, developed past your point or been said by someone else.
Posted by Deepika Bharadwa on December 22, 2010 at 2:50 PM
| TrackBack (0)
