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Maybe you can run a survey. Maybe you can scrape social media. Maybe there is another way. We've done germ swabbing. Anything you can do to collect data. Basically a good way to think about it is ask yourself a question that's interesting to you and would be interesting to your audience or think about what's interesting to your audience. If there is no answer, ask yourself how you can find it. Then this piece will make the rest of the process exponentially easier, because when you go to pitch a reporter, you're going to say, "I have exclusive research, new data that no one else has really talked about before.


" That is hugely appealing to the media. Emotion The second component here is bolivia business email list emotion. Is what you're working on going to make somebody feel something? Now I actually have a sample headline down here from TechRepublic. This is actual coverage from a piece that we pitched. It says: "Your Zoom background may not make you look as professional as you think." Now you read that, and you're like, "Wait. What?" We're all on Zoom.


lement of surprise to it, right? The reason why I say to think about this, it comes sometimes inherently, when you're coming up with ideas, we all tend to think of things that are going to have some kind of an emotional resonance. But if you think about this stuff from the beginning and you imagine maybe what a headline might look like or what's going to be the interesting takeaway from something, you can really focus in on the interesting parts of a project.