There really is no such thing as “the media.” They are not one entity, although occasionally, they do cluster like a batch of little kids going after a soccer ball. Media are just like everyone else.
They don’t want their inboxes filled with items that have nothing to do with them. Or worse, have been sent to every other journalist with a pulse.
In fact, some publications have taken to banning and publicly shaming “lazy” PR practitioners.
What got them banned? They didn’t bother to do their research on whether or not their story was a fit for the journalist or publication.
The trend started with this epic post from the editor of wired a few years ago.
“But I’ve changed my mind and decided that I want you to put no time or thought into my needs although you want me to help you promote your product,” said no journalist ever.
This kind of interruption, push-button approach used to be the norm.
But it doesn’t work anymore.
We are all flooded with so much information, the only stuff that cuts through the clutter is the stuff that adds value or meaning to someone.
That includes journalists.
Over the years, we have worked hard to give media outlets and the journalists we have developed relationships with the stories that we know their readers, viewers and listeners want. We are known for helping journalists create strong narratives. We take pride in giving them compelling creative assets.
Our video/b-roll productions are often moving, sometimes funny, and always beautifully shot. They are excellent building blocks for good journalists to build a thoughtful story around.
Similarly, we put tremendous care into art/pictures and other supporting assets.
We give influential storytellers like media the pieces they need to create something meaningful and important for their audiences.
It is second nature to us. Our background is in creating, writing, producing and promoting fun, education television programs.
That means we have gotten very good at explaining even complex, seemingly boring concepts and ideas in ways that illuminate, inspire and engage.
We know how to move hearts and change minds.
And we know how to help influencers like media tell deeply compelling stories, even out of hard facts.
The end result is great content for media outlets and honest, authentic brand storytelling our clients.