This is one of my favorite podcasts, and it all started when I was reading the Wall Street Journal one day and spotted an ugly huge picture of gummy, sticky meatballs on the page. Turns out, it wasn’t meatballs at all, it was veggie balls being launched by IKEA! Gah! IKEA, the privately held global conglomerate, was getting huge attention for the worldwide launch of its new and tasty (don’t really know for realz) veggie balls. So, I wrote a blog post on it which you can find in the resources section.
In my Chicago agency days, I sold news. I was considered a PR flack by the journalists who hated me (yes, they really did). Each of us newbies had to call George Lazarus, may he rest in peace, of the Chicago Tribune advertising column and feel his wrath. After that, we had arrived; but I digress. So, I kinda take offense at the huge play this veggie ball story has gotten in the largest business and finance newspaper in the world. But, it’s still a great story, and I’ll tell you why very shortly.
Media Relations Success Components
Why was IKEA, a privately held Swedish corporation, featured so prominently? Because it has all of the elements required for an international story in tier-one media, including:
1. International scale
2. Data and research in multiple countries
3. Trends (foods going vegan)
4. Size of company and revenue
5. Futures perspective and roll-out
Other news stories may not have these elements to become hot news; however, when you’re exploring distribution of a news release, you need to consider the factors above when finding the news hook. If you have many of these opportunities to incorporate into your story angle, then
As John Gregory Olson of JGO Digital and my cohost, said so eloquently, “Public relations is no longer about seeing a company’s thought leader on TV, it’s about buyer connectivity.”
That’s the crux of the disruption in public relations that I’ve been living and breathing since 1984. We talk about IKEA and the new rules of news in this episode. Care to tune in? I promise, you’ll learn a bunch!
Show notes and resources