The
fastest way to get media coverage is to provide
NEW
information.
Something I learned when I did TV news: most press releases are nothing more than statements of old
information that we've heard many, many times. This is why most
companies don't get media coverage. This also leads to the most
important point in this article: When you're thinking of getting
coverage in the news, remember this:
The
root of the word "news" is NEW.
All media outlets want information
that is NEW.
Not new to you, not new to your business, and not new to your
co-workers. The information you submit to the media must be something
that is new, different, and/or unusual to their audiences.
Opening a new branch of your store isn't "new". Neither is hiring
another employee, expanding your product line, or the fact that your
company has been in the family for four generations. Lots of businesses
can say that.
However, inventing a self-cleaning window that never needs washing is
new. Starting free emergency-auto-care classes for women at a car shop
is new. Pointing out a heretofore-unknown trend in buyer behavior is
new. If you can make a reporter say "Gee, I didn't know that." you have
an excellent chance of getting into the media.
Here
are some example news headlines:
· New Harry Potter Book Draws Fans
· Hurricane Dennis Ruins Florida Cotton Crop
· Idaho County Sues Over Illegal Immigrant Workers
· Birth-Control Patch May Have Higher Risk
· Couple Has Two Sets of Identical Twins
Notice
how each of the headlines have something new in them? Most "new"
information is information that can or will impact a group or groups of
people.
How you can get that kind of coverage
You
can provide new information to the media either by pointing out
something unusual about your business or your products, or by holding
some kind of special event.
-
Do you have a new product that reduces the time-to-do-the-task by 50%?
If so, the media wants to hear about it.
-
If
you're the first to offer a product to the public, mention that.
-
If
you see a new trend in your industry, make sure you report that to the
newspapers. The media loves to report trends.
-
Start a new program that addresses special groups or special needs and
then promote that to the media. For example, free car-repair classes
for women at an auto shop.
-
Hold a contest or something special during noteworthy times.
In
summary, do something or have something new and different in order to
catch the media's attention. When you can make the reporter say "I
didn't know that!" you have a good chance at getting into the media.
For
more ideas on how to get media coverage
quickly and easily,
click here.
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