To Get Free Publicity,"Think Local"
Excerpted
and condensed from George McKenzie's audio
cassette series
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.
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,
create and distribute a directory. 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.
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Also covered in "Inside Stuff"
 *How
to write a killer news release that gets attention...and results...
*The right way to pitch stories to editors and TV
producers--and dumb mistakes to avoid...
*Techniques to use that will establish you as a
"hot interview" and get the media to start calling YOU.
Click
here for information
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