The News Release
Idea Factory
Powerful publicity ideas can
come from taking in the nightly news
Gaining publicity through the media
can position your business as a highly credible
enterprise and an expert in the field in which you
operate. The challenge for many small business people is
generating the ideas that the media will actually pick
up on and be interested in running a story about.
Instead of sitting in front of a computer screen staring
at a half written news release and waiting for
inspiration, you should sit down in front of the News
Release Idea Factory – the 6 o’clock news.
Think about it. The job of any good
news director is to inform the viewing public of what is
going on in the world around them, and to produce
stories that are of interest to viewers.
Isn’t that exactly what you’re
trying to do? After all, the media is only interested in
stories that they feel their viewers will find
interesting. So why not start your research by becoming
a viewer and finding out what issues are affecting the
public, and then determining if your business could
contribute some information or a point of view to a
particular news item.
Keep in mind than when an issue
emerges on the news, it’s not usually a one-night
story. There will be follow up stories and opinions
offered on the news stories of today in the days to
come. By watching the News Release Idea Factory today,
you can find out what tomorrow’s follow up stories
will be, and aim to be a part of them!
Watch for the Hook – When
you’re watching the News Release Idea Factory, keep an
eye out for news items that are somehow related to your
business. You’re looking for a “hook” that you can
grab on to, using your expertise and insight as a
business owner and a subject matter expert to contribute
to the story.
Here’s an example: the news
reports that traffic is 50% heavier since the local
transit union went on strike. Drivers are frustrated and
rush hour is dragging on for hours each morning and
night.
If you’re a mechanic, you could
contribute your expert opinion on the additional strain
that sitting in traffic puts on your car, and what
drivers can do to protect their investment through
preventative maintenance.
If you’re a Chiropractor, you
could contribute your expert opinion on what drivers can
do to prevent back pain caused from sitting so long in
their vehicles.
If you operate a restaurant, you
could inform the media that you’re offering breakfast
specials before 7AM in the morning, for those people
looking to beat the traffic into the city. (If you have
a local “morning show”, there’s a good chance
they’d set up shop right in your restaurant to
capitalize on your idea and to talk to frustrated
commuters.)
If you can hook your news release
in to the news of the day, you will likely get the
attention of your local media outlets and the 6
o’clock news. I call it the News Release Idea Factory
because as you watch the 6 o’clock news, story ideas
for your business are literally being cranked out right
before your eyes.
Be Responsive – You should
have a plan for your marketing and your public relations
activities, that guides you throughout the year.
However, there are times when you need to react quickly.
When a golden opportunity for a story idea comes along,
take full advantage of the situation and get in touch
with a reporter or producer, NOW.
Let’s take another example. If
you own a company that sells home alarm systems and a
rash of home break-ins is topping the local news in your
area, you need to react quickly! In a case like this, a
news release may not be as important as simply making
contact with a reporter and letting them know that
you’re available to contribute to any story they might
be running about how their viewers (or readers) con
protect their homes.
Offer them a list a list of home safety tips, or
a walkthrough on how much work is involved in installing
an alarm system, or a breakdown of how the systems
really work.
Remember, the media needs experts
to make the news they report credible. As someone in the
home alarm business, you are that expert. In a situation
like this where this story is a hot topic, it’s very likely they’ll be happy to hear
from you and even feature you in their story.
Just be sure to have an idea in mind when you
call – saying “Put me on TV to talk about the recent
break ins in the area” won’t cut it.
Remember, the news reports what’s current and of
interest to viewers. That’s exactly the information
you need to develop follow up stories for reports and
producers that feature your business. So if you’re
wondering what your next news release will be about, tune
in to the News Release Idea Factory at 6pm to find out.
Article
contents © 2007 by marketingyoursmallbusiness.com
Will
Dylan is the Author of “Small Business Big
Marketing” a powerful e-book for small businesses
available at no charge through his website www.marketingyoursmallbusiness.com
. You can contact Will at askwill@marketingyoursmallbusiness.com
Read
Small Business Big Marketing now by clicking here!
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