Here is a question most companies never ask their PR team.
After the story goes live, where does it actually go?
For most coverage the answer is uncomfortable. It sits on a domain, gets a few hours on a homepage, and then waits for someone to search for it. The client sends the link round internally, everyone agrees it reads well, and that is where it ends.
We have just changed that answer for anyone who publishes with https://t.co/gJuCysAceH.
Our reporting is now integrated into Opera's content recommendation engine. Stories we publish are picked up automatically from our feeds and surfaced as recommendation cards inside the browser, to a user base of around 75 million. Each card carries the headline, the image and the source credit, so the brand travels with the story.
Four things about how this works are worth understanding.
It runs in four languages. English, German, Italian and French. So a story does not just cross borders, it arrives in the language the reader thinks in. For anyone trying to build a name in European markets, that is the difference between being covered and being read.
It is targeted twice over. Recommendations are matched to where a reader is and to what that reader is actually interested in. A story about payment infrastructure in emerging markets reaches people in those markets, not a generic global blast.
It is built for the phone in someone's hand. The browser reformats and compresses articles for readability and for slower connections, which is exactly how most of the world reads news.
And it is free to the reader. No paywall, no registration, no friction between the card and the story.
What that adds up to is simple. A story published with us does not stop at our domain, and it does not stop at English. It gets carried into a place where people are already reading, in a language they already read in.
We built the newsroom first. Original reporting, named journalists, a standard we hold. The distribution is what that work earns.
If you are sitting on something that deserves better than a press release nobody opens, talk to us.
