Your business doesn’t have to be glamorous or high tech to make the news. No matter what kind of business you are in, the hooks here can make you newsworthy.
Relate to current events. Look for a connection with other stories in the news. The media love a new twist on a ongoing story or new information on breaking news.
Do something new. New things are news. Do something cutting edge, create a new product, or otherwise break new ground.
Be generous. People love free stuff. Product samples, consultations, seminars, tip sheets, booklets, newsletters, audio tapes, coupons, etc. all make good giveaways. Send a press release announcing the giveaway and how people can claim theirs.
Host an event. Often, stories are connected to an event: coverage of a movie premiere, a book signing, a charity ball, a press conference, etc. An event gives the media something to report about: before the event they can report what and when it will be, and/or afterward they can report what happened there.
Get an award. If you’ve received an award it may be of interest to local publications, magazines and newsletters in your industry, etc.
Give an award. Announce that you are giving an award to a person or organization.
Do a survey. Could you do a survey related to your business and announce the results? For example, Harlequin Romances have done surveys on things like the most romantic place. It doesn’t have to be scientific.
Be charitable. Make a donation to a local charity, pitch in to solve a problem.
Piggyback on a holiday. If you’ve written a book about finding romance, Valentine’s Day is a logical time to increase your promotions. What holidays can you tie to your business?
Declare a holiday of your own. You can declare your own holiday and announce it in a press release.
Be controversial. Take a stand that goes against the conventional wisdom. Of course, be careful with this one as it can easily backfire.
Be visual. TV news is visual. If you have something that will make a good visual story, they will be more interested. Mention any visual elements to your story, such as a demonstration.
Be first. If you are a first that can be news. Are you the first business of your kind? Are you the first woman to do something?
Be human. Is there a human interest angle to your story? Have you overcome an obstacle, achieved something unique, done something unexpected?
Catch a trend. What are people talking about? Can you tie your business to that trend? Whether it is a pop culture phenomenon, a change in the way we do business, or anything else that has people talking, look for a connection to you and your business.
Be outrageous! While it’s not right for every business or every person, doing something outrageous can get attention. Have you seen stories about someone who spent a month perched on a billboard, or set a world record for roller coaster rides, or whatever? The right stunt at the right time in the right place can pay off with publicity.
See you in the news!
As the Idea Lady, Cathy Stucker helps entrepreneurs and professionals attract customers and make themselves famous. To learn more about getting free publicity, see Publicity Resources