The media landscape has changed dramatically over the past 10 years. This change has seen brand managers find it increasingly difficult to control their brand message in the media. Gone are the days of product-centric press releases. Journalists and audiences alike demand content that provides value and insight. The benefits are great for the audiences with a far more interesting and insightful read but for the brand it can often lead to dilution and wandering from the original message of the piece.
The first way in which the process can go awry is that the story simply doesn’t appear. It is important to realise that to the journalist and reader, the product itself might not be the story. ‘Context is crucial,’ says Steve Loynes, head of technology at Hill and Knowlton Strategies. ‘You have to give the journalist a strong story before you can talk about the product. If your agenda is too much at odds with the journalist’s then the story is unlikely to work.’
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