I’ve written before about the importance of the Golden Nugget, and why it’s the most important aspect of any good press release. Without a golden nugget a press release is merely a statement of facts – it has no ‘newsworthiness’ – and without value and relevance it is unlikely to get past a news or features editor.
Technology may have changed – media has changed. Most of the information customers search for, read and are influenced by is now online. And there is a new gatekeeper in town called Google.
In the early days, it was possible to trick Google – think keyword stuffing and erroneous links. But the amount of online content has grown, and Google has changed. Google is the news editor determining good content from bad. Google is searching for the Golden Nugget.
Good PR is based on writing and sharing relevant content. Without it your story will not get past the editorial gatekeeper. Believe me I spent my early years in PR trying to ‘sell-in’ stories and products to the local press that my client thought were interesting – but journalists weren’t shy about telling me they weren’t.
The digital content industry is going through a similar realisation. So if you find your content isn’t getting picked up by Google – try looking at it again. Before you start to write, ask yourself, where is the golden nugget?