Content
- What is an information trigger?
- Criteria for an information trigger
- Why information triggers are important for companies
- Types of information triggers
- How to create an information trigger
What is an information trigger?
An information trigger is a significant event capable of generating broad interest and active discussion in society. This phenomenon attracts the attention of both the media and the general public, shaping public opinion and attitudes towards the subject in question. Information triggers can be diverse: from joyful events, such as the birth of rare animals in zoos, to significant changes in companies that may prompt public discussion.
Generally, information triggers become the basis for news that the media is eager to publish, and users share through social networks. If an event is truly interesting, journalists may cover it for free, which in turn is beneficial for companies.
Criteria for an information trigger
Information triggers differ from ordinary events by several key criteria:
- Scale. An information trigger must attract the attention of a wide audience or target group. Even if an event pertains to a niche industry, its significance for the target audience can make it an information trigger.
- Significance. Events that can impact large groups of people or lead to significant changes are of interest.
- Uniqueness. The rarer the event, the more interest it generates. The public will not be interested in repetitive events.
- Clarity of the message. The information should be simple and understandable, avoiding hidden meanings to prevent negative interpretations.
- Emotions. Positive events evoke a lesser emotional response but attract more attention. However, it is more important to create positive information triggers to avoid negative associations with the brand.
- Relevance. The information trigger should be appropriate in the context of current news, otherwise it may fail to generate interest or even disappoint the public.
Why information triggers are important for companies
Information triggers play an important role in promoting a brand and attracting attention to products or services. Companies can use information triggers for:
- Budget savings. Free media publications allow for significant reductions in advertising costs.
- Maintaining image. Well-organized information triggers help create a positive image of the company and strengthen associations with qualities such as stability and professionalism.
- Increasing recognition. Mentions in the media and social networks contribute to growing popularity and an increasing audience.
- Attracting a new audience. Information triggers draw attention to the company and its offerings, which can increase website and social media traffic.
- Promoting products and services. Event marketing allows companies to organize their own events to promote specific products.
Types of information triggers
Information triggers can be classified by various criteria:
- Calendar information triggers. These are holidays and events tied to specific dates, such as New Year or anniversaries.
- Response to events. Newsjacking allows brands to respond to current events by embedding themselves in the news agenda.
- Events. Organizing one's own events, such as seminars or concerts, can serve as a great information trigger.
- Contests and giveaways. These attract attention and can serve as the basis for publications, especially if the prizes are substantial.
- Records and achievements. Setting records or achieving significant results can serve as a powerful information trigger.
- Research and surveys. Publications about research results attract the attention of the media and the public.
- Personnel changes. Attracting well-known specialists can signal the development of a company.
- Collaboration. Joint projects with other brands can generate interest and attract a new audience.
- New products. The release of unique goods can serve as the basis for an information trigger.
- Provocation. Provocative statements or advertising can spark intense discussion but require a careful approach.
How to create an information trigger
Creating an information trigger is accessible not only to large companies but also to small businesses. Here are several steps to assist in this process:
- Study the needs of the audience. This will help choose a topic that will be of interest to your potential customers.
- Create a list of information triggers. Include both pre-planned events and situational ones.
- Select an event. Generate additional excitement around it by inviting guests and experts.
- Prepare a press release. It should be clear and contain all important details about the event.
- Compile a media database. Ensure that journalists are interested in your topic.
- Distribute press releases. Use both manual and automated distribution methods.
- Disseminate information through your own channels. Don’t forget about social media and your company’s website.
It is important to remember that an information trigger is the event itself, while the press release is the message about it. A well-prepared press release should be detailed and easily digestible, allowing journalists to create interesting materials based on it.