Content driven outreach to news outlets
This works like guest posting, but the content you pitch needs to be genuinely newsworthy. You will need to come up with an idea that’s compelling and significant, turn that idea into an interesting dataset or product, and finally, pitch the content to journalists and news outlets (who will assign a journalist to interview and write about your content).
Imagine an ergonomic furniture company decides to research workplace health trends in Singapore. They collect data on how poor posture impacts productivity, gather real stories from local office workers, build a story around their findings, and pitch it to news outlets. Suddenly, this ergonomic furniture company is being featured in articles about workplace wellness and productivity, earning backlinks and a reputation as an industry thought leader, with products well-positioned to meet the growing trend of healthier work environments.
In Singapore, you’ll often need to reach out to journalists and news outlets manually. Here are some useful contacts:
- CNA. Email digitalnews@mediacorp.com.sg for the editorial team.
- The Straits Times. Accepts one representative per organisation. To write a 400-word letter to stforum@sph.com.sg for consideration for publication.
- SPH Media. Reach their content marketing team through this form.
TODAY: Fill in their tip-off form here.
