Jak zaujmout média? Vyprávějte příběh

Spolehlivou cestou, jak zaujmout média, je poutavé téma a osobitý příběh. Naučte se vyprávět ten svůj. Praktické tipy pro vás sepsala Olga Pohl.

Byla jedna dynamická firma, která chtěla být v novinách. Ale nikdo o ní nechtěl napsat. Zazvonil zvonec a… To byla hloupá pohádka, viďte? A víte proč? Protože žádný Honza nešel do světa a půl království taky nedostal.

Divili byste se, kolik firem čeká, že jejich story bez pointy někde otisknou. Jenže nemastný neslaný příběh by do médií nedostal ani mocný kouzelník. Ledaže by měl pytel zlaťáků… Ale to je zas jiná pohádka. My si povíme, jak zaujmete média i bez PR čarodějů.

Prvním předpokladem úspěchu je téma.

Nedoufejte, že o vás někdo napíše jen proto, že jste originální, mladí, kreativní a jánevímcoještě. Takových najdete dvanáct do tuctu. Vy potřebujete téma, které vás odliší.

Zamyslete se nad tím, co jedinečného nabízíte? Každý novinář rád vyrukuje s článkem o firmě, které se osvědčil ojedinělý byznys model nebo vyrábí produkt, jaký tu ještě nebyl. Například auto pro vozíčkáře, do kterého se nastupuje, přesněji řečeno najíždí, zepředu.

Náměty k úvaze: Přinášíte do ČR úplně nový trend? Poskytujete službu, která usnadňuje život stovkám lidí? Dosáhli jste významného úspěchu po sérii debaklů? Pracujete úplně jinak, než ostatní firmy ve vašem odvětví – a nese to ovoce? Získali jste prestižní ocenění? Inspiruje váš úspěch lidi ve svízelné životní situaci, v jaké jste se nacházeli i vy?

Naučte se vyprávět svůj příběh.

Ač se to nezdá, poutavý příběh není cosi, co se jen tak přihodilo. Drží ho pohromadě dějová linka, která má jasný začátek, prostředek a konec. A silné téma. Než začnete psát novinářům, zkuste si praktické cvičení:

Odvyprávějte svůj příběh v jedné větě (nebo souvětí, budiž). Například: Otevřeli jsme první veganské bistro v našem městě a po složité rekonstrukci prostor a následné povodni jsme v plusu a otvíráme další pobočku.

Dějová linka: na počátku byl odvážný záměr, pak hrdiny stihla nepřízeň osudu, ti se však nevzdali a závěrem je jejich snaha korunovaná úspěchem. Témat se nabízí hned několik: byznys na malém městě, nový stravovací trend, nečekaná rizika podnikání, komunitní marketing.

Zvažte, které téma nejspíš zaujme. Svůj příběh můžete poslat do různých médií, podle toho, co se rozhodnete vypíchnout. Do přílohy o byznysu se bude hodit komunitní marketing, časopis o zdravé výživě zas uvítá příběh nového veganského podniku.

Najděte si své publikum.

Teď jde o to, aby vaše téma oslovilo i jiné lidi. Funguje to stejně jako u pohádek: všichni si přejeme zázračně zbohatnout, získat prince za muže, nebo se aspoň nenechat upéct. Přemýšlejte, koho vaše téma osloví. A hned zkraje si zakažte „širokou veřejnost“. Chcete se dobrat odpovědi jako: investoři, rekreační běžci, strojírenské firmy, markeťáci, podnikatelky, lidé v IT, nebo chovatelé mopslíků.

Až budete vědět, komu chcete vyprávět, hledejte, kde se vaši posluchači vyskytují. Zjistěte si, co je zajímá. Které noviny a časopisy čtou? (V posledním případě tipuji Svět psů). Jestli vaše publikum sleduje pouze Vine, zapomeňte na psaní do Hospodářských novin.

Prozkoumejte rubriky médií, která jste si vybrali. Kam by se váš příběh hodil nejvíc? Najděte si, kdo rubriku spravuje, a oslovte konkrétního redaktora. Když svůj příběh připravíte tak, že bude pro konkrétní rubriku „jako dělaný“, vaše šance, že o vás napíšou, se výrazně zvýší.

Závěrem několik rad, jak psát novinářům:

  • Aby si novináři váš e-mail rozklikli, věnujte pozornost předmětu zprávy. Měl by obsahovat jádro vašeho sdělení: máte tip na zajímavé téma.
  • Ve zprávě své téma rozveďte jednou větou a připojte příběh. Úplně postačí, když počáteční jednovětné shrnutí rozvinete do dvou až tří vět. Nezapomeňte na kontaktní informace a náležitosti jako váš web a profily na sociálních médiích.
  • Hodně pomůže, když námět nabídnete exkluzivně. Oslovte nejdřív jen jednoho redaktora. Když projeví zájem, máte vyhráno. Nastane-li ticho po pěšině, zkoušejte to dál.
Doba čtení 4,4 min.Publikováno: 29. 2. 2016Rubrika: Tvorba obsahu

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Autor: Olga Pohl

969b5f5b48a927896df3eb9447697cf4e59b76ba6d51fd62a0631db621e747c2?s=72&d=identicon&r=g
Olga Pohl je copywriterka a designérka obsahu. V online Copyvýzvě učí psaní lehkou rukou.

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