Two huge media mistakes to avoid

When it comes to deciding whether to hold a press conference or other kind of media event, there are definitely two mistakes to avoid. The first is overestimating the importance of your event. The second is underestimating the importance of your event.

Overestimating

Let's face it. Everybody thinks their story is newsworthy and that the media will just naturally beat a path to your door. We see it all the time.

The concern, however, is that this very well may not be the case. Your story may hold little interest among the media, no matter how exciting you try to make it.

What kind of events fall into this category?

• Very narrow subject matter with little general appeal
  
• Media know little about you or your organization 
  
• Subject matter has already been covered by others
  
• No compelling visuals

How can you tell if you've overestimated the value of your story? You can't until you see whether the media show up to cover it. But, giving some thought to these and other considerations can help set expectations and help you determine just how hard it will be to pitch the story in the first place.

Underestimating

On the other hand, the possibility that you underestimate the value of your event is also a concern. You might actually talk yourself out of holding an event and miss out on positive news coverage. 

Why might your story be more newsworthy than you think?

• Your general topic is already in the news and editors are looking for related stories
  
• You represent a local angle on a national story
  
• Media are looking for a fresh face on a story they've covered before
  
• Your event carries the potential of good visuals

Again, giving some thought to these items can help you determine whether it makes sense to put aside your humility and hold an event when you're tempted to take a pass. That could lead to a positive story with multiple benefits down the road.

MackCommunications.com