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Excellent article. I work in a very competitive space in social media management software and its hard to always compare our platform to others.

Your post reminded me that I need to show value in our differences not settle for the sameness of others.

Our clients praise and success will make us newsworthy, not putting forth 100% of my effort into promoting Expion myself!

@ericamcclenny
Director of Enterprise Engagement

@Laura - I'm not minimizing the amount of work that goes into developing content, of course. As you know, companies are often strapped for resources and going with the flow and hoping for mass distribution was the easy choice. Glad to hear you're helping entrepreneurs shift their thinking in new directions.

@Peter - I don't think press release are obsolete, and I've used them quite effectively to attract the right people to the conversation, both as part of the company's SEO/SEM toolkit, and to help more conservative organizations start to pave the way for content marketing. The structure of the press release should evolve, yes. Companies don't understand that they have more control over their story when they choose to tell it themselves and to embrace any issues they may need to iron out about their products and services.

@John - newsworthiness is important, yes. With bloggers also exclusivity, and timing. I cannot tel you how many times I reached out to a company to request an interview when one of my readers shared a really good story about their experience to wait weeks or never get a response. Same companies that reach out to me when *they* have a new something to push out, or when they have an issue blow up in their face and could have used some positive conversation coming up in search. Managing expectations with executive teams about coverage is a continuing challenge. In micro media is shows up as "why don't we have x-thousand followers?" "So what" does win the day ;)

Kudos for another thought-provoker, Valeria. I just want to flag that operating in the new media world does present new challenges but the basic challenge hasn't changed: newsworthiness and our ability to judge it.

It absolutely helps to know your audience and the difference between a media person, who is used to being pitched, or an "unclassically" trained blogger, who probably could not care less about the push of your content.

Pre-existing relationships, which indeed take time, work well with the latter. Just don't expect quick hits (read do expectation management with your management). With traditional news outlets and their increasingly thin staffs, the issue of identifying who's writing on what topic is only going to get more frustrating. Fact of life. Not much we can control.

That said, a lot of disconnects (or non-connects)can be avoided with the upfront application of old-fashioned news judgment -- e.g. being able to spot interesting facets like uniqueness, proximity, timeliness,conflict, controversy, etc.

If your information isn't newsworthy to begin with, you're probably on a myopic, self-serving path that can lead to mutual frustration. I always like to ask: "OK, we can talk about the 'what,' but to better our chances for pick-up can you help me articulate the 'so what?'"

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