Why the Closing of AAP is Not the End for Storytelling

stack of newspapers
stack of newspapers
Stack of newspapers

AAP (Australian Associated Press) has announced it is shutting down after 85 years.

Yes, 500 jobs will be lost across all the many divisions.

It is a shame. Definitely. Medianet owned by AAP was a fantastic service that I have used a lot and it continues to operate.

It is still operating.

A Reminder to Tell Stories That Connect.

We need to create targeted communications that are directed to the writers, bloggers, journalists, radio presenters, newsrooms, and media producers who will specifically be interested in our subject.

It’s time to say goodbye to the scattergun approach. That is what is dead. The blanket release that was an ad in disguise should have been long dead anyway.

We need to reach the right people directly with material that is of interest to them. Material that helps them do their jobs.

We just need to have our own lists and contacts of those who’ll be specifically receptive to our message.

This means we need to focus on our end goal. What are we trying to achieve? What is our objective? If the objective is to send a media release, then perhaps the objective is really only to get a backlink. If that is the case, there are many other media release distribution services who can fulfill that goal, such as PRLog.com

This is a reminder that we need to get back to basics.

Define the Problem

If we define the problem well, the story is compelling. Our message will trumpet through. Is there a market need? Show the evidence. Where are the statistics? Get an infographic that does the job.

Tell the Story

Where is the pain felt? What is it like to have the problem that you are sending a media release about? Storytelling is universal and relatable.

Get the first-hand point of view and people will relate.

If you can get the stats, the story, and the solution, you will get the attention.

You may only need to make a blog article, a video, a slide deck, and distribute the link to the media personnel who are interested in that topic.

So, really, it’s sad that AAP has closed. I mean that. As a commercial venture, it was no longer viable. I get that.

But it isn’t the end of the world. I see it as a sharpening of focus.

Originally published at https://mvmm.com.au on March 4, 2020.

Written by

Writes about strategy, storytelling, messaging, and communication…Prone to bouts of fiction.

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