Reuters is a well-respected, influential news outlet. With 196 editorial bureaus in 130 countries and 2,400 editorial staff members, the newswire covers international news, regional news, politics, social issues, health, business, sports and media. A story placement with Reuters can provide a fantastic opportunity to raise the visibility of a company, establish thought leadership on a particular trend and gain credibility within a particular market.
Reuters’ stories are picked up by a variety of newspapers and online publications across the country and world, making them a compelling vehicle for reaching a very broad audience. However, the current economic climate and shifting media landscape are forcing reporters at the outlet to juggle multiple beats or cover very niche beats such as pediatric health or mobile and wireless.
In order to secure coverage with Reuters it’s critical to craft a compelling story idea that appeals to a broad audience or target market. We have found from our past experiences working Reuters that they’re typically interested in story ideas around trends that impact a broad audience or events and announcements that are disruptive to a particular market.
When approaching Reuters consider the following elements:
Establish a clear objective for the story – What is the purpose of the story you envision a Reuters reporter writing? Is it to establish thought leadership on a particular trend or market? Is it to displace a competitor? Raise awareness for acquisition? Establishing a clear objective will go a long way in helping craft a compelling story and help you determine which messages you want to communicate throughout the story.
Craft a compelling story with broad appeal – While big name companies like Microsoft and Starbucks may routinely land Reuters stories, smaller organizations and startups have an equal opportunity to garner coverage with Reuters. The key is to develop a story idea that demonstrates how a particular product or service will change the behavior of a broad audience or significantly impact a market. You might consider looking at trends in your particular industry, recent newsworthy events or upcoming events to determine if you can leverage these to help tell the story you envision.
Bring the story to life – Incorporate other elements to help bring the story to life. These elements could include industry data points or offering the perspectives of either a customer or market analyst to help validate the key points of your story.
Check out two recent stories we’ve secured with Reuters on behalf of our clients Dashwire and Digonex.