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2 ways to get the best inside news first

By Noell Ochieng

How to get quality internal news for external PR

It's vital to stay on top of internal news for a company as a PR professional.

As a public relations professional working for a large corporation, staying in the know of important happenings within your company can sometimes be a challenge, especially if there is a large remote workforce or highly siloed structure. Other factors that limit the flow of newsworthy developments reaching your desk include lack of quality sources, the C-suite being unaware of what makes a good topic for a news release and an internal misunderstanding of the function of the PR department.

Take these steps to increase your feed of high quality PR content.

1. Educate

You need to educate C-level leadership on what makes a topic newsworthy. When you’re presented with valuable face-to-face opportunities with your company executives, don’t waste time talking through yet another PowerPoint presentation. Education doesn’t have to be boring. Games exploit competitive instincts and are fun – both factors that help your message stick. Create several short examples of scenarios appropriate and not appropriate for news releases. Tape them to the back of index cards and distribute to teams, keeping score of who wins. Engage large and distributed teams by using an app like Kahoot for timed competition with immediate feedback and digital interaction.

2. Cultivate relationships

Get up and walk around; let others see you. A conversation at the coffee bar downstairs or in the elevator may lead to news that your firm is representing a big-name client or in the process of a major acquisition. While email is convenient and efficient, a phone call opens doors. Just as you have spent time creating external relationships in the media, you need to grow your internal relationships as well.

Every company is different, so remember that understanding your company culture is vital to determining the best manner to reach your inside sources for relevant, notable content. By educating your C-suite and nurturing your colleagues, you’ll increase your steady flow of truly newsworthy company news.

Is your company ready to handle a PR crisis? It’s imperative that you have a crisis communications plan in place. Axia Public Relations offers information and tools for crisis management in its complimentary e-book Managing Public Relations in a Crisis. Download your guide today to learn the best practices to guard your company.

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Clients love Noell’s high tech PR and instructional design experience. She earned her Master of Science in information technology management and business analytics from University of North Carolina. Noell has worked with Axia since November 2017.

Topics: public relations, earned media

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