A very wise person I know says we mustn’t do things that are “syiok sendiri”. This is a Bahasa Malaysia colloquialism for doing things that get your rocks off and the only person excited about it is yourself. This is especially true when it comes to projects and sending out news releases.
Most of us do things with good intentions – which is a good thing until you remember this quote: “Hell isn't merely paved with good intentions, it is walled and roofed with them” Aldous Huxley (English Novelist and Critic, 1894-1963). So ixnay on the good intentions. Let’s get down to business and what really counts.
You have to open your eyes wide – if you can’t, use toothpicks to prop your eyelids. Do what you must to start noticing what really matters to around you in terms of news. And your best source is the global mess that is happening as you read this. As ruthless as this may sound, you have to make the best out of the horrible misery around the world. As Don Corleone said in The Godfather II, “It’s nothing personal, just business.”
By creating news that matters in your releases, you stop thinking about what works for you but what will work for the press. When this happens, the media will see the value in your piece which can translate into great content for them. They get it out. You’re happy. People get substance and newspapers look like they’re good for other things other than reporting about who threw what at whom during a parliament meeting.
Take off your blinders and see the world and all around you for what it truly is. You may just find a great press release around the corner.
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1 comment:
I agree. All news must be news worthy. otherwise, it is nothing but a waste of time.
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