by Guest Blogger, Shanon Cherry
If you need to get media coverage to boost your business, there’s no question that you need a press release. Reporters expect and require one to get their attention. But, before you can compose a news release, you need something far more rudimentary.
A story.
Some news stories are obvious: When you’ve accomplished something big, received an award or honor or are launching a new product, program or service.
Yet, those stories are rare for most business owners. So how do you get media coverage the remainder of the time, when little is occurring in your business?
To get the visibility, you need to come up with your own stories. Some of the story ideas journalists consistently cover include:
1. Tie it into a charity. Hold a fundraiser, make a donation for each sale of a particular item, sponsor someone who’s doing something unusual for charity, or create a product specifically to sell as a fundraiser. Charity tie-ins are a staple of the news business. Be creative, try to find a charity that relates to your business.
2. Create a ‘thon’. The media loves marathon events. Thing about the media coverage that happens when there’s an event when people have to do something crazy to win: Like having to all dance to Elmo’s song continuously to win the latest Elmo doll? Or how about when a radio DJ sleeps in a billboard until the local sports team wins a game? The wackier the better, and a charity tie-in is always good addition.
3. Don’t forget the kids. Kids and puppies not only appeal to most people, but to journalists as well. Bring kids on board to help you make decisions for the day.(This is a standard toy company tactic; they ‘hire’ some kids as consultants to help pick next year’s toys). Have area youth design the window layout of your store or paint a mural on the side of the building. Hold a contest where youth to help design a webpage or contribute to your ezine.
4. Be a record breaker. What kind of event can you assemble that features the most people ever doing something? Every year in Seattle, organizers try to break their own record for the most guitarists playing ‘Louie, Louie’ at one time. Every year, the media gleefully covers the event. Then there’s the world’s largest hugging event. That got national and international coverage as well. Think about what you can do? The world’s biggest game of charades? The biggest dog walk? Maybe a web site featuring the world’s longest poem, with visitors asked to contribute a verse?
5. Get celebrity status with a celebrity naming. In 1993, the citizens of Steamboat Springs, Colorado held a vote and officially renamed a local bridge ‘The James Brown Soul Center of the Universe Bridge’. The Godfather of Soul himself showed up at the naming ceremony The result: organizers got a ton of media coverage.
6. Choose a holiday and celebrate. Think of original ways to celebrate holidays – and not just the typical ones. Share pointers with the media on National Fraud Awareness Day. Have a hot dog eating contest for employees on National Hot Dog Day. Find a holiday that can relate to your business, and show why you’re joining in to get media coverage.
About the Author:
Shannon Cherry is known as The Power Publicist. She helps small business owners, coaches, consultants and entrepreneurs create a powerful presence using low-cost, high impact publicity methods. Learn more about how to write press releases and get publicity with the Be Heard! free publicity power pack at http://www.beheardsolutions.com
