It’s one of the top questions I get from clients and it’s actually really easy: do something stupid, do something immoral or do something illegal.
My favorite example is the Polar Bears. If you live in the North, every winter many otherwise sane people are compelled to put on swimming suits or costumes and jump through the ice on New Year’s Day into frigid inland waters or painfully cold Lake Michigan. The event is usually punctuated by Wisconsin’s favorite beverage, beer. Or brandy. Or both.
In the 30 years I’ve been a reporter or associated with reporters, this is the lead story on every newscast on New Year’s Day. Barring any really important news, this story runs as the top or the lead into weather or as a kicker. Never fail.
Unless you’re going to jump in the lake it takes a bit more planning—and most businesses are not aware of the basics of getting news coverage.
Start with what makes news.
News is about the fringes of an issue. The status quo doesn’t make an interesting story and reporters and editors are on the prowl for what’s new, or unusual. Just doing business as usual is dull; being the first, the best or the most innovative is news.
If a reporter is going to do a story on you, you better be able to tell a story that has human interest or an emotional pull. Your business might have a 3-generation history in a market, but unless you find nuggets that humanize your track record, you won’t get covered.
I work with many businesses that dismiss awards or industry recognition—but it really does matter. Have you won any awards or recognition? These items are often time sensitive and if you can provide business press with a “what’s happening now” story, it increases the chances of getting covered.
Are puppies or children involved? Although this is more than a little cynical, my experience has proven that if cuddly furry things or little kids are involved in your story, local reporters are a bit more likely to cover it.
Above all, reporters and editors have a very low boredom threshold—chiefly because they see so many press releases and claims of “new, improved,” that are really rehashed and stale.
Remember your first information gatekeeper is the reporter and editor—understand what they want and you open the first door.
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