Making Your PR Story Newsworthy
If getting media exposure is part of your marketing strategy for this season you’ll need to be clear on your “story.” Basically you’ve got to have a story that is newsworthy enough to be covered by the media you are targeting.
For example, a local business coach specializing in helping real estate agents improve their sales and marketing strategies wants some free exposure in her local newspaper. To make her “story” newsworthy she pulls upon a current news issue – the under-performing housing market – and positions herself and her business as one of the key forces in the community helping to turn things around.
She demonstrates this claim with a “measurable” example one which shows how she was able to help a local agent increase her sales volume in the last quarter by helping her to effectively market the attributes of the community and region to relocation buyers.
The local business editor/reporter will be interested in this story because it’s good news for the community (their subscribers) and their advertisers (real estate agents, sellers).
Once you’ve got your interesting “story” articulated, work it into a press release and send it to your local newspaper editor, business reporter and general news assisgnment editor (if the position exists at the outlets you’ve targeted).
Finally, follow up your release with a phone call to the person to whom the release is addressed. The follow-up call is crucial as without it your press release might go un-noticed along with the dozens of other releases delivered that day.
Start practicing now…what makes your business a news story in your community?
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