Occasionally a prospective client comes to me
very gung-ho about getting publicity and declares that they
envision coverage in every major newspaper in the country and on
every network broadcast. After all, their logic runs, our
product is something everyone uses - we have close to 150
million customers a year in the U.S. alone.
"Whoa!" I reply. "That's not enough of a reason for the media to
do a story. Nearly everyone uses a toothbrush and a wallet of
one sort or another, but how often do you see stories about
either of those items in the papers or on the nightly news?
Prevalent doesn't mean interesting or timely. So let's
brainstorm about what would entice the media to consider
something about your item newsworthy."
By putting a spin on something ordinary, or identifying some
unusual aspect of something ordinary, you have a good chance of
getting major media hits. For instance:
Create a controversy. E.g., claim that 90% of Americans
use each toothbrush far too long.
Give an award. E.g., a prize for the world's rattiest
wallet.
Offer surprising facts about your product. E.g., how long
ago people were using toothbrushes surprising similar to
today's.
Show an unexpected clientele using your product. E.g.,
wallets for toddlers or for nudists.
Piggyback on the news. E.g., play up the connection if
there's a toothbrush scene in a new feature film or a popular
sit-com.
Do a survey. E.g., what percentage of people never leave
the house for any purpose without bringing their wallet.
Compile a set of useful tips. E.g., ten ways you should
never use a toothbrush.
Donate your product or a gift certificate to a good cause.
E.g., a new wallet for every high school graduate in your home
town.
Offer a freebie. E.g., a free call-in line for questions
about dental hygiene.
Invent a new use for your product. E.g., wallets designed
for efficiency at security checkpoints.
Tie your product to economic trends. E.g., what toothbrush
sales reveal about recessions and economic booms.
Do something anachronistic. E.g., create wallet carriers,
which a butler can hold out for the man in the house when he
comes home from work.
Sponsor a charity event. E.g., the Toothbrush Ball.
Do something about your environmental impact. E.g.,
recyclable wallets.
Celebrate an anniversary. E.g., your 10 millionth
toothbrush sold.
Create regional variations. E.g., the Tall Texan wallet,
the Seattle Surprise, the Plains Packer.
Get offbeat endorsements. E.g., from a punk rocker, a
bartender, a has-been politician for your toothbrushes.
Feature employees with stories. E.g., an over-80 wallet
designer, marketing vice-presidents who are twins.
Run an event for kids. E.g., develop a show that travels
to day-care centers on how to brush teeth.
Once you have a newsworthy angle, then the
ambition to get your story into every household in the country
makes more sense!
About the Author
Marcia Yudkin is the author of 6 Steps
to Free Publicity (Career Press) and 10 other books, as well
as of numerous special reports, including "Powerful, Painless
Online PR" and "132 Ways to Make You or Your Business
Newsworthy." For more of her articles on publicity, see
http://www.yudkin.com/publicityideas.htm
Article copyright 2000 Marcia Yudkin. All rights
reserved.
Occasionally a prospective client comes to me
very gung-ho about getting publicity and declares that they
envision coverage in every major newspaper in the country and on
every network broadcast. After all, their logic runs, our
product is something everyone uses - we have close to 150
million customers a year in the U.S. alone.
