If you understand how positive news stories can contribute to
positive business performance, then you should know that the summer
period offers you a unique media relations opportunity to increase
your coverage and “free ink.” Here’s what you need to know to
formulate a headline-generating PR strategy in July and August.

Customers and other stakeholders like doing business with winners and
one marker of success is a positive news story with your name in it.
In stark contrast to paid advertising, media consumers believe that
news stories are objective and that translates into greater
influence, better sales and improved public awareness.

We all know, however, that placing a story in the media can be a
challenge, depending on the “newsworthiness” of your story pitch.
Your pitch, whether it is a phone call to a reporter or a news
release distributed by wire, will succeed or fail on your ability to
offer journalists news they can use.

In the summer months, however, news stories with lesser news value
have a greater chance of success. Strong news stories will get better
play or more prominent placement in the media. Here’s why: