How To Create, Package and Pitch Trend Stories


When looking to secure press for your client or your organization, the aim is typically the big feature, but sometimes when the news might not be as strong as you’d like, the more effective angle to pursue could be that of a trend story. Tying into recent news and grouping your client into a larger story can still serve to secure significant ink and position your client or your organization as an industry leader. Another benefit of a trend story is that it is more likely to receive prominent placement in your target publication and perhaps generate an even more compelling story than originally planned, thus appealing to a larger audience. This may also enable unique opportunities to obtain coverage outside the primary beat—hits that work by putting the story outside of regular coverage and in front of people that may not already be familiar or aware. This kind of approach can put you in good graces with journalists.

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