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How
do you identify newsworthy stories where you work or live?
Especially newsworthy stories about yourself or
your company that you can pitch to the media in the hope of getting
some free publicity.
By remembering a semi-famous quote from the late
Speaker Of The House Of Representatives, Tip O'Neill: 'All politics is local.'
In a sense, all news is local because even global
issues often have a local impact.
Here are some powerful strategies for spotting
opportunities when they present themselves.
'Piggybacking' simply means putting a fresh
or different twist on something that's already in the news. You
might have you seen a story on the Today Show that reflects
something that's happening in your industry. Call the station that
airs the Today Show and offer a 'local angle.' They'll probably
interview you as part of the story.
You can piggyback on news items, trends, holidays,
or community events - the possibilities never end.
Trends and new ideas and technologies make for
good stories.
When my wife and I opened the first South Texas Subway Sandwich Shop inside
a convenience store, we got a front- page write-up in The San
Antonio Business Journal. It included a color picture of us standing
in front of our location. Buying an equal amount of ad space would
have cost about eight thousand dollars.
Create and distribute a directory
if you're part of a large company or organization (university, non-profit, etc)
and you've got a lot of people who are qualified to comment on a wide variety of
topics,
It can be elaborate or simple - as long as your
media contacts can find a suitable expert quickly. Include names,
titles, and contact numbers (day and evening) and post your list on
your web site.
Polls, surveys, tip sheets, and quizzes make
great fillers. Your data doesn't need to scientific or
statistically significant, just interesting. Unique contests, such
as Thrifty Rent-a-Car's annual Honeymoon Disasters Contest, can
generate tons of coverage.
The media love controversy and (despite
frequent accusations to the contrary) most go out of their way to
present both sides of a story. If you can offer a contrarian point
of view --and you can explain your case--reporters will often give
you an opportunity
You can get the media's attention to publicize
upcoming events: classes, open houses, free demonstrations,
visits by celebrities. Publicity before the event helps spark
interest and boost attendance.
Human-interest stories are everywhere, including
your business.
Think about people in your company, group, or organization. Does someone
have an intriguing hobby? Pitch their story to the local media.
Even the weather and climate can give you a hook
for free publicity.
Homebuilders and remodelers can offer tips about saving energy.
Doctors can suggest tips avoiding colds and flu during the winter.
TV stations and cable channels, radio stations,
newspapers, magazines, trade publications, and newsletters - both
print and electronic - have huge amounts of time and space to fill.
There are more opportunities than ever, and
competition is fierce for advertising dollars, viewers and
subscribers. The secret to success knowing exactly what they're
looking for - and giving it to them with a local twist.
George McKenzie is a 30-year veteran of TV and radio journalism. He's been
everywhere from a small-town station in Pennsylvania to the major network news
programs.
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