It's So Because "They" Say It's So

Have you ever written and distributed a news release only to find out that none of the recipients thought it was newsworthy enough to cover?

There can be a number of reasons for this, including the fact that your event or announcement was only "news" to your organization. But there is one tool that you can use to increase interest in what you have to say: the quotable quote.

Simply put, having somebody of stature connected to your news release provides a degree of validation.

For example: announcing an expansion to your business may be big news to you but can be of little or no interest to news agencies. If, however, you are able to include a quote (or quotes) from the president of the local chamber of commerce extolling the benefits of your expansion to the broader community, you have accomplished two things.

1. Your news release has been validated by someone other than you.
2. You have made the reporter's job a bit easier by giving them a second interview subject.

It can be difficult for you to make the contact with a figure like the chamber president or a city councillor because of your obvious self-interest. That's where it's useful to have a communications firm on your side - someone who is skilled at positioning those sorts of requests. Using a professional to open the door for you and ask the right questions to get the right quotable quote is of immense value.

You want to be featured on the six o'clock news and in the morning paper. This type of coverage replaces costly advertising and, again, you have the benefit of third party validation. People tend to believe what they see and read from news sources more than they believe your paid advertising. It's all about effectiveness.

Never underestimate the power of third party validation. It's not news because you say it's so; it's not true because you say it's so; it is only so because they say it's so.