By now you've probably met Google News.
If you haven't, you probably should. Surf on over to http://news.google.com and look around for awhile.
Google News is one of the most useful applications of web technology today. It is a totally automated service, that continuously scans over 4500 different online news sources and compiles / summarizes their content into a single location.
|
|
(The geek part of me thinks this is amazing - grab an article, figure out what it's about, group it with other articles, select which one should have the lead billing, decide which should hit the front page, and do it all in seconds with no human intervention. That's cool!)
It's a wonderful way to watch what's going on in the world. One of the things I really like is the way that hot stories oftentimes hit Google News within a few moments, and that stories are updated constantly. It has now become the default news source, if not the home page, for millions of people worldwide.
So how can you use this powerful service to build your public relations presence? Let's explore a few ideas:
1. Get your news feed added to Google News
If you run a newspaper, this certainly applies to you. But most of don't. However, there is a chance that Google News will pick up your news stories if you regularly post newsworthy content in a set format. The thing that comes first to mind is a blog or a page where you list media releases or post key news stories. I would imagine that your chances of getting accepted are greater if you are able to supply an xml or rss feed (blogs are a great way to do this). (More on these powerful tools [xml and rss] will follow in a separate issue.)
If you wish to have Google review your content for consideration, (quoting from the Google News FAQ) "Please mail your ideas for news sources to news-feedback@google.com. While we can't guarantee that we will add all sources that are recommended, we will review all the suggestions we receive."
2. Use Google News to identify reporters who regularly write about your topic area (thanks to Bill Stoler of PublicityInsider.com for his ideas on this subject)
One of the great things about Google News is that it simplifies the search for reporters who write on certain subjects. Here's how you can use this to your advantage.
Do a search on your topic area. Then visit each story, taking note of the authors you see listed.
Then go back into Google News and perform a search for each author's name. This will give you a list of articles also written by that author, plus descriptions of each of the stories they've written in the past 30 days. From that list, you will be able to see if this author specializes in your topic area, or just recently touched on it.
For those authors who hit your "hot list" read a number of the stories they have written. Take special note of their likes, dislikes, reporting slant, and what types of stories they tend to write. You now have a powerful piece of reporter-specific knowledge that will serve you well as you pitch.
Now for the pitch! Send an email to the reporter, referring to one of his recent articles then bridge from that into your pitch. For example, "I noted in your January 27th article that the average employee receives 48 emails per day. As a time-management and organization specialist, I propose that you consider writing a story about ways that people can effectively work with emails without letting them rule their life. I will be happy to supply 5 techniques that I have seen working for myself and my clients and to give you a list of other experts in the field and contact information for people who have found success in using each of these techniques in working with their email..."
As you can see, this is a great way to personalize an approach to a highly-targeted reporter, to tell him that you're willing to do what it takes to help them create a great story.
Yes, this takes time, but it's a great way to get additional press from high-level publications.
3. Use Google News Alert Service as a high-level clipping service
Google News offers a News Alert Service < http://www.google.com/newsalerts?hl=en > This is a great way to watch for mentions of your company, competitor, or subject matter from 4500 different media sources. And best of all, it's free! Plus, it's easy to have them watch multiple topic areas in your behalf.
4. Use Google News to generate new pitch ideas
Do a search each week in your primary subject area and read the stories that get returned with an eye for alternative ways to pitch your stories. Focus especially on out-of-town and other sources you don't usually follow. You should get several new ideas per month.
While you're at it, search a couple of different categories - it's amazing the way a creative mind can bridge a story on planting tomato seeds indoors in February to a new high-tech product announcement.
5. Push your articles into Google News by pitching those media featured in their search results
Given the prominence of Google News, there are residual PR effects possible simply by being mentioned in a story that gets carried on their service. This is especially true if you are mentioned on one of the feeds that is prominently featured. By tracking which media sources in your topic area get top prominence, you can identify which media to actively pitch to get this additional attention.
Google News can be a powerful way to both directly and indirectly build your publicity. It's worth an hour or two each week to optimize your presence there.
Want to learn how to get featured on other powerful news sites? Check out our new Audio CD, How to Submit Online Articles That Pull Traffic to Your Website that also comes with a list of places where you can submit your articles online.
For more information on how to actually write How-To Articles and get them published, check out these resources:
Audio CD
Special Report
Posted February 02, 2004
More Public Relations / Publicity Comments:« What's That Again - Shirtless?
Public Relations and Publicity Blog
Audio PR Training Tools We Recommend »
