Driving editorial media content
There is a sense of immediacy to selling a current program of events. It something made easier by a desire and need for arts and culture journalists to create more timely content. How do you create the same interest around what your organisation has achieved in the past? It's not new or news. The answer is human interest stories. Whereas you might create content on your website demonstrating your organisation's past contributions, this information format isn't 'media ready'. The media has a different storytelling style, and the content you publish in your media centre should reflect this style.
Is it compelling?
Are the storylines you're creating for the media compelling? Is there a human angle? Is there something surprising or unexpected? Is there an element of overcoming significant obstacles and a journey through adversity? Are there milestones that changed your organisation'mission? Is there a way I can link these stories to what's in the news today?
Approach these stories with a perspective of would I read this if I weren't part of this organisation?
Multiple storylines
The bottom line is you're never quite sure what's going to capture the attention and interest of an individual journalist, which is why it's so important to publish multiple storylines about your organisation history on your Lookatmedia™ centre. Use those rare archival images and footage to add depth and interest to numerous stories, opening possibilities for media exposure beyond the group of journalists with whom you usually work.
Editorial content
Compelling stories of how your organisation got to where it is are an excellent way to generate editorial content with journalists outside your average reach. Use your Lookatmedia™ centre to create and publish multiple articles with storylines that would work for non-arts or cultural journalists. Add human, historical and community angles, which appeal to a different type of journalist.
