You can view media wider than just the printed newspaper or the evening news on television. Everything that is fed by readable messages and visible images, you can sort under media. Social media also belong to this row, but the inbox of an email client as well.
News gathering for a reader is a combination of all those diverse channels. When a certain discussion is opened, he often cannot recall where each news message came from. He has formed an opinion based on the information he gathers from all sides. Each puzzle piece is collected by the reader himself. A lot of extensive research has been executed with regard to this subject.
Right against your core message
Our example of today shows that companies better keep in mind this principle. All of a sudden the media start to report extensively about a couple of German cities that prohibited the coffee capsules in government offices, due to too aggravating and not sustainable enough. In one single sentence an exception was made for Nespresso, due to recycable. But when other channels started to blabbing, the little annotation disappeared. And you don’t want to experience that your own unique selling argument is extremely criticized.
Time to set this right Nespresso said and they released their own news item. This newsletter only covers the reusability of their capsules. Watch out, the word coffee doesn’t even occur once in their email. Only two messages. The first one handles the principle of reusability. The second is about the recyclability circuit that has been put up. Both messages received a big Call-to-Action to further explore the story in depth. You see that as a brand you have to follow up on the media carefully.
Send along context
Not only what is written about your brand or product, but also the broader context can be of interest. This context was negative for the inventor of the coffee capsule. So via this email channel they have sent the news announcement along. It’s recommended to have a good procedure up your sleeve. This ‘crisis’ communication was a fast reaction. But visually not very successful. They start from a default template where all classic elements are wrapped up nicely. That is fine. But there is a minor flow noticeable. Take care of a perfect accomplished first message and the formal difference in text and CTA in the second message.