No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. He's a marketing strategist, speaker, advisor to emerging companies, and author of ten books including three international bestsellers.
I have been both a journalist and a public relations practitioner so I have an advantage when thinking about the ways that you can use real-time content to get mentioned in the media.
In particular, I've been thinking a lot about what it takes to get your ideas mentioned in news stories and blog posts. While there are certainly many different ways to get noticed, I am a huge fan of working "the second paragraph."
The technique goes like this:
1) Something breaks in the news. Dozens or hundreds or even thousands of journalists scurry to write up (or broadcast) the news as quickly as possible in the first moments.
2) Then, everyone wants to put some context around the story. The journalists are looking in real-time to find "the second paragraph" to the breaking news flash they have already written. In many ways this is the toughest part of real-time journalism.
3) Your job is to instantly get your story or idea out there if you can add to what’s being written and provide that perfect second paragraph.
Here are a few examples I have written about previously: