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The biggest determinant of how much media attention an individual will get is impact. For earlier…
Component 04 · Narrative
PEST Attention Triggers
Political. Economic. Social. Technical.
Uses PEST analysis to identify the external forces that give stories natural media hooks, finding those moments before the pitch is written.
The final messaging pillar is topics: issues entirely external to the business and outside what it can control. By doing a PEST analysis, a business can identify the events and topics that might impact the audiences it is trying to reach. These are also the topics journalists are interested in.
Taking a point of view on these topics helps a business or individual grow authority as an expert, raising the spokesperson’s profile and, by proxy, the profile of the organisation they represent. They are also a good way to communicate values.
PEST in detail
- Political & Economic
- These set the news agenda — media talking points such as legislation and big company results.
- Sociological & Technological
- These set the features agenda — topics journalists revisit and write longer pieces on.
Go deeper
Writing on pest attention triggers
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