Have you ever wondered what it would take for your business to be featured in media? It is really not all that difficult. Before you pick up the phone to call a journalist, go through my list to ensure that you can provide a newsworthy angle.
Stories covering current events have the greatest news value. In our technologically connected world, it is becoming increasingly difficult for media outlets to be the first to break a story. Just spend a couple of hours on Twitter and you'll be amazed at the vast majority of news stories being covered way before the major media outlets get hold of it.
I would urge you to entertain the thought of publishing your story via social media. If you are still a bit skeptical or uncertain and prefer exposure through traditional media, ask yourself :
What does your business have to offer that is new and exciting? It might be a new product, discount or a special deal. You'll gain the greatest benefit if you could tie it in with a particular event. For example,
if you are a landscape architect, you could pitch a story to a journalist before the annual Gardening Show about the free quotations on offer when people visit your store at the show.
Clearly planning is a crucial factor. Mark all the big events that are related to your business on the calendar well in advance. This affords you the time to organize your special offerings and releases of new products as well as enough time to get media coverage in a timely fashion.
Stories that occur closer to home, have a greater impact. The same principle rings true for media publications. Your local newspaper will certainly be more likely to publish your story than a national paper. People simply
care first and foremost about what is happening in their own back yard.
Stories featuring powerful or well know people carry more weight. If a high profile person has ties with your business be sure to flaunt it! It might be as simple as featuring your local member of parliament enjoying his regular morning coffee at your shop.
Stories that deviate from the usual lean towards the dramatic. These stories are the conversation starters and mostly pure entertainment. Any unusual or quirky angle to your business will help to make it newsworthy.
We all share some sort of fascination with conflict. It stems from our embedded need for security and well-being. Stories about war or terrorism always occupy the most prominent position in newspapers and on the evening news.
Although no business wants to be portrayed as experiencing internal conflict or the cause of conflict, it is great if you could pitch your business as part of the solution to any conflict.
Impact deals with how many people will be affected by your business. Say for instance you have opened a raw food restaurant. You already have the advantage of this being something unusual, yet well timed as many people are working towards a healthier way of living. If you could produce statistics of the benefit of incorporating raw food into your diet on a regular basis, it will emphasize just how widespread and important this issue really is.
Make that human connection by telling your own story - what lead you to this particular business? Let a customer tell about the impact your business had on his/her life. It is important to let the humans operating and benefiting from the business be the stars of the story. It creates warmth and allow future customers to identify with you.
Currency is about connecting with the bigger picture. Look for similar stories currently in the media. See if you have something new to offer to the current debate.
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