I don't often find much to learn from how the press handles itself, but here are a few pointers this time:
- Find the story USP - let's face it, women give birth everyday... but this IS a ROYAL baby!
- Start or hint at the story as early as possible...
- ...Then build on it and keep it alive and current.
- Use various (all!) social media platforms - not just to put your story out there, but to check the response to it
- Engage as many (relevant) people as possible, and...
- ... Tell the story in real time, considerate of the players involved in the now - but throw in a bit (just a bit) of history, and predict a little (be careful here) of the future.
- Know your audience and then tailor your pitch and language to them.
- So there are always some down-sides, but focus on the positives, and...
- ...Talk about the 'what's in it for me' - in this case, the positivity in the country and possible rise in tourism -> improved economy
- Link positive stories to 'real' messages - for example, this story has lead to talk about babies born in poverty, general child welface and medical conditions.
Footnote: Your communications will not please everyone but you should still communicate anyway.
Have I missed anything?!