By: Andrea Trapani
How do you counter a media narrative that seems to be irreversibly trending in a particularly negative direction? When a certain “group-think” approach to a given trend seems to become a self-fulfilling prophecy, how do you disseminate a message that runs counter to conventional wisdom?
Put more clearly, I’m thinking specifically about the general media narrative with respect to the slumping housing market. Rooted in truth, to be sure, this nonetheless seems to be an ongoing story that has the power to continually feed itself, like a forest fire run amok.
So how does one find a positive voice in a generally sour media climate? Having a good story to tell is one surefire way, of course, which our client Epcon Communities recently learned. The art of effective media relations is doing the investigative work to identify that positive news hook, packaging it effectively and purposefully, and presenting it to media in a way that will not only interest a reporter but serve his or her readers’ interests as well.
The “good news” stories are out there…you, as expert in your industry, know that better than anyone. They just need cultivating.