Five ways to create news

Companies wisely choose to develop thought leadership content because it helps them stand out, increase their value, protect them against fake news, and establish them as experts. But how do you create news? Below are five types of news that can inspire content makers, marketers, and entrepreneurs to start working on PR (with Presscloud, of course).

'Hard news' is a proven way to create news. This type of content has a major advantage: journalists are not quick to doubt facts. Examples of hard news include annual figures, the announcement of new clients, mergers & acquisitions, or expansions abroad. An example of this is one of our own users, Ricoh Workplace Technology Center, whose, in their own words, 'dry report' (we prefer the term 'hard news') was published on Emerce, Techzine, Dutch IT channel, and IT Channel Pro. Apparently, hard news works well. 

An effective way to create news is by conducting a study among the target audience or 'the average Dutch person'. By conducting studies, you can create a continuous news stream. A study among 1000 Dutch people provides insight into prevailing sentiments, while a PR study among a niche audience, such as IT professionals, produces specific knowledge suitable for trade journals.

Sometimes, a certain vision is so groundbreaking or inspiring that it is also newsworthy. We call this soft news. Soft news is credible if you do not benefit from it personally. Linking a trend to a solution for a problem can provide a complete and newsworthy message. For example: 'The cabinet's climate goals are not ambitious enough yet.'

By responding to developments in society, politics, or the news, you can smartly use the momentum. This is also called 'trend hopping'. You could disagree with something or someone, call on the government to take action, or applaud a certain development. Keep an eye on the news in the coming weeks: there are guaranteed to be trend hoppers in this (orange) sports summer. 

Another way to create news is by helping your target audience with a certain problem. Practical articles, tip lists, and how-tos are relevant to the media. Examples include 'Seven Tips for Employers to Stand Out in the Job Market' or 'How to Implement an Inclusive Hiring Policy'. This content offers direct value and is often shared.

I hope the above tips help you find content opportunities within your organization. By using hard news, PR studies, soft news, reactive news, and practical content, you can create news yourself and strengthen your PR strategy. Need a bit more customized help? You can always schedule a free demo. Then you'll enter the wonderful world of PR brimming with knowledge!