Have you ever heard the saying that any publicity is good publicity? Well, many of us in the fresh produce industry would strongly object to that statement, and rightfully so. But think about this: is no publicity any better?

In some cases staying out of headlines may be the right approach, but not having any publicity isn’t good, either. Many fresh produce marketers are probably quick to shy away from pitching or speaking with the media unless it’s for one of these common reasons: new products are launching, new hires were made, or worst of all, something bad happened! Because of this, it isn’t any surprise that speaking with reporters or media can bring up anxious feelings.

I’d like to challenge the fresh produce industry to think differently when it comes to sharing your stories with media and press. No longer do we have to feel paralyzed when speaking with our industry trade publications or consumer publications or feel boxed into a corner when it comes to the types of stories we share. Instead, we can revitalize our media strategies by starting to ask ourselves these five questions:

1. Is your story newsworthy?

Are you absolutely sure that what you just whipped a press release out announcing is actually news? Take a moment to consider what makes something newsworthy before you go knocking on writer’s doors.

2. Is the timing right?

Timing is everything in the newsroom. Pitching something one week instead of another could be the difference between a story buried on the back page or standing out as a bold headline. Think about when your story will have the most meaning.

3. Is it unusual or strange?

It’s all about the angle. A story becomes news when you position it in a way that makes it so. Are you putting unique angles on your stories to make them shareable?

4. Is it visual?

Consider the visual elements of your story. Even the most straightforward tale needs imagery to bring it to life!

5. Is it on trend?

The press likes to write about what’s hot, and so should you! Take advantage of key trends and topics to make bold headlines.

Our latest marketing resource, Five Tips for Becoming Newsworthy, details these five tips and expands on how to further implement them into your media strategy for both trade and consumer press. Plus, you know that fear of rejection we all have deep inside when it comes to pitching reporters? Forget about it! We also give you some handy tips for creating and maintaining relationships with key media and trade contacts that will generate positive impressions.

So why wait for a major announcement or something not-so-positive to happen to talk to publications? Consider the value of PR and think about what it means to be “newsworthy” differently and you can turn your everyday stories into headlines.