All too often companies approach PR thinking their agency will write press releases explicitly about what their organisation does and who they are, but the fact of the matter is journalists don’t care about who you are, or the services you offer – they care about what you know, and in particular the things you know that they don’t.
Regardless of what sector you recruit into, you know all about one thing – the people agenda. Which means you can discuss attraction, retention, skills shortages, pay gaps and the interview process, all of which are of particular interest to journalists for HR and business publications, but also for business journalists at national newspapers. Then of course there is all of the knowledge your consultants will have on your specific sector, issues that are impacting demand, and more generally, the sector as whole. Clients are often apprehensive to call themselves experts, but that’s exactly what you are!
All too often clients have reams of valuable insight but aren’t sure how to present it in a way that grabs a journalist’s attention. So what are the best ways to leverage your organisation’s expert knowledge to maximise coverage?
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Author: Katie McGuinness