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Why wait for media coverage? Don’t wait – create! Most companies and organizations send news releases to the media only when they want to publicize an event, a new product unveiling, a stock offering, an expansion, or a groundbreaking, to name a few. But these things don’t happen often during the year, which means you’re only making a few interactions with the media each year. Plus, with such limited exposure, the odds of your events being covered by the media are not in your favor. So instead of waiting for something to happen in your company or organization that you think is worth alerting the media to, why not create an endless stream of story ideas and news releases that you send to the media at least twice a month? Can you? Twice a month means you will have twenty four media contacts per year instead of the current one or two which will definitely increase your chances of getting coverage. So where do these story ideas come from, you ask? Very simply, they come from the stories you read and hear about every day on the radio, magazines, newspapers and even your own company newsletter as well as trade publications in your industry. Just look for stories that are making national news and find an angle that connects your company to the story. Local news organizations absolutely love local angles to national stories. The following news article from the Associated Press serves as a perfect example:
MILWAUKEE (AP) – In his younger days, Jason Heyman played a little hoops for Edgewood College in Madison. Today he still knows his way around the basketball court but in a very different way. As president of Waukesha-based Jason Thomas Flooring, Heymann’s company recently completed building and finishing three of the 16 portable basketball floors commissioned by the NCAA for this year’s national men’s and women’s basketball tournaments.
Local news organizations, in this case in the state of Wisconsin, love this stuff! A local company with direct ties to arguably the most watched sporting event in America. When wildfires, floods or tornadoes bring death to some part of our country, does the local bottled water company ramp up production and send emergency shipments a thousand miles away? Did a local paper products company get the contract to make napkins for the President’s Inaugural Ball? Is one or more people in your company training together to run the Boston Marathon – a national event that millions of people are sure to be interested in.
Don’t miss out on these opportunities. The reason many companies and organizations miss out is because they generally don’t think about this stuff. They are very busy doing what they do! Very few people think in terms of the national impact of their daily mundane actions. Turn the mundane into media coverage. Don’t wait – create!
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