Amplifying your message: how to be HEARD above the NOISE…

It has become harder than ever to get your message across amid the cacophony of competing narratives in the media marketplace. So how do you craft a press release to achieve a meaningful impact in this crowded space?

You probably know the story: your product launch, latest major contract or landmark partnership that has been long in the making can finally be revealed to the world. The press release is issued with a fanfare so it’s just a matter of time before the big news is out and the watching millions start clicking on it, right?

Hitting the mark

Perhaps not. Because, while this may be a planet-shaker for your company, it may fail to reach your target audience due to a lack of knowledge about hitting the right media channels or weak messaging that leaves it on a publication’s cutting room floor. And a great marketing opportunity is lost.

Infact, some 97% of journalists believe most of the 50-plus news pitches they receive each week are irrelevant and only 8 out of 100 pitches are worthy of a response, according to media survey data.

A typical misperception of marketing departments is that the level of internal interest around a company’s next big thing is mirrored in the wider world. While this may be true in some cases, such as enterprises with mass consumer appeal like Apple, most companies need to get their external communication right to hit the mark.

Need for tailored messaging in maritime

This is especially the case in maritime where the multi-faceted nature of the industry necessitates a tailored messaging approach that is timely and relevant to the specific needs or pain points of a differentiated audience engaged in niche fields of expertise.

Publications are therefore looking for news with a unique angle, ideally tied to current events, clearly framed and can provide value for their readership.

As such, the headline and intro of the press release need to answer the journalistic questions of who, what, when, where, why and how in a strong and succinct way to gain traction as it is competing for attention with lots of other news.

Clear, concise and compelling

The content needs to be informative and engaging from the start, with a logical structure including background context and quotes. And it should not be overly promotional as corporate hype is typically a turn-off for selective editors pursuing objective content based on defined editorial criteria.

Crafting a clear, concise and compelling message that is tailored to resonate with your target audience can therefore prove a successful formula when working out your publicity strategy.

If you want to learn more about how to realise your media marketing goals, feel free to drop us a line at Blue-C, the leading maritime communications agency in the Nordics, and NME partner. Contact: kent@blue-c.no