Publishing a note that promotes a business alliance, or the opening of a new plant or a branch may not have the same impact and go unnoticed if it does not capture the interest of the press and therefore of the readers. The key is not to disappear into the vast sea of business and financial information.
According to a survey carried out by Zimat Consultores, 35 percent of journalists consider that the most important factor when evaluating the information that is worth publishing comes from the news value it provides, 23 percent prioritize a reliable source and 26 percent are more interested in the subject if they receive information from an agency with relevant hard data.
For Francisco Galindo, Director of Transmedia at Zimatwith more than 20 years of experience in media relations, Developing and disseminating strategies for the traditional and digital press is what can make a corporate note position itself as a trend in the business world.
The first step on the way to an attractive and relevant story is to know our audience. Our corporate information is aimed at a very specific niche of the population, those who are interested in business, finance, economics, or other topics related to these. Although there are topics that may be of interest to more specific members, what people are generally looking for is hard data, so we should always look for our article to have enough quantitative information that is relevant and that it catches the interest of the media and the specialized public. .
According to the expert, using very specific data from our headline is a good strategy to make our note even more visible, since the headline can determine the life and longevity of our article.
“The title has to highlight the central information of the article and accompany it with some data always makes it more attractive, because the attention of the human being is naturally focused on the numbers”, says Galindo.
The next point to consider is the informational context around our ad. We must be very aware of the most relevant news when publishing corporate information to avoid at all costs that another high-impact news overshadows ours. Timing is everything.
In this same sense, Francisco explains, the timing of our publication is also a key element in its dissemination; It is best to try to release the news either on Monday, Tuesday or Wednesday, as this ensures that our statement has a greater reach.
Finally, we must try to make our communication much more friendly using visual material. We can use a video of the new factory that is going to open or an infographic that clarifies the content. In addition, we can include relevant statements from the spokespersons, the press, in charge of distributing our statement, they will appreciate it and will surely put it in their top news.