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Try to find something that hasn’t already been said a hundred times. But honestly, clients usually don’t mind that you aren’t doing that, at least from what I have seen. They just want their own piece to throw out there with everyone else's.
Yes. It is a struggle between what they want and what I would like to do most of the time. I would love the time to get the new or different perspective, yet that is not the time they want to give.
Be yourself, I guess. I honestly feel like no one cares about originality and just wants quick churn
Honestly feels that way a lot. Churn it out, move on, repeat.
Just hit up your sources and try to find out the obvious newsworthy facts: what exactly happened, how did it happen, why did it happen, was someone (or some entity) responsible, and so on. The facts you report will be fresh if you dig enough.
That’s a good point. I usually scramble to add colour, but maybe I need to slow down and just nail the core facts that aren’t already floating around. Solid reminder that digging deeper is still the best differentiator.
Oh gosh, that's a tough one. All you can really do is your best with the understanding that some people are going to want to know about the outage after the fact and your copy will still be relevant and important for a couple days at least.
I try to remind myself not everyone is on Twitter at the exact second the outage happens. Some people will be Googling it days later, so even if it doesn’t feel hot to me, it’s still useful for them.
I have been in that spot and the only way i kept it alive was by leaning into the “why it matters” angle rather than just the “what happened.” The facts were old, but context and consequences kept it fresh.