How To Get Your Aviation News Covered Here

Seaplane News

How To Get Your Aviation News Covered Here

For the last 3 years we have tried diligently to cover news from the seaplane- general- and increasingly from the business aviation industry. With more and more material hailing in and less volunteer manpower available there is a need to streamline operations. At times, this can mean that a particular “news release” is completely skipped from – not because nobody cares, but because time for editing is limited.

Here are some tips to make sure your news release makes the cut. News-makers may use this as a free tip sheet or to determine why a particular release didn’t make it. If there are questions, reach out via [email protected]

What Constitutes A Good News Release?

Journalists and News Editors are rarely moved to tears of happiness by exaggeration and hyperbole which often departs a copywriters email account. When the selection is made what gets covered, an editor often goes by a few simple rules of engagement. Here they are:

  • Is the topic relevant to what we do here? We receive an average of 100 “for immediate release” pieces daily. Naturally some material is of little to no interest and can be found on any of the hundreds of news sites out there. Do you think our readers want us to be a free copy and paste farm, or do you think they come here for something more unique?
  • Is there a lot of hyperbole or superlatives? Remember the 5 important W’s which should be answered in any news article. Marketing and advertising is not news and any news article should never read like an advertorial. Converting some of this text into factual news often condenses it, however more than 200 words should be left at the end. Editing costs time and… you guessed it – time is money!
  • Do we have a real (human) contact with the news-maker? As a media partner of NBAA and EBAA we receive countless news releases from member companies, desperately trying to get the attention of an increasingly social media addicted audience. When there are questions or clarifications, we need to know who to talk to. Not responding to an interview/ further question request is a surefire way to loose coverage!
  • Avoid mega-sentences and Google Translator! Proofreading and checking for natural flow is mandatory and if the English skills are lacking or the companies media agency can’t differentiate between “something flying in the sky” and your companies product, its time to hire a translator or proofreader.
  • Nobody has time to go on a wild goose-chase to find news about your company. Sending a link to Facebook, Youtube, or some company blog isn’t the way to get attention here.

People are being bombarded with advertising everywhere in life, especially on social media channels like Facebook, Twitter, LinkedIn, Instagram and many others. But even on news websites, there are pop-ups, advertorials, display ads, paid links, paid mentioning, double clicks, and tons of affiliate marketing and lead generator schemes out there. We’d like to do things differently.

Especially the aviation community is a very difficult one to advertise to, we realize that! News releases full of hyperbole and exaggerations are a particularly bad way to accomplish that task. Feel free to reach out with questions any time! [email protected] is always open!


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