Gaining publicity through the media can position your small business as a highly credible enterprise, and can position you as an expert in the field in which you operate. The challenge for many small business people is generating ideas that the media will actually pick up on and be interested in running a story about. Instead of sitting in front of a computer screen staring at a half-written news release and waiting for inspiration, you should sit down in front of the “News Release Idea Factory” – the 6 o’clock news.
Think about it. The job of any good local or national newscast is to inform the viewing public of what is going on in the world around them, and to produce stories that are of interest to viewers.
Isn’t that exactly what you’re trying to do? After all, the media is only interested in stories that they feel their viewers will find interesting. So why not start your research by becoming a viewer and finding out what issues are affecting the public, and then determining if your business could contribute some information or a point of view to a particular news item.
Keep in mind that when an issue emerges on the news, it’s not usually a one-night story. There will be follow up stories and opinions offered on the news stories of today in the days to come. By watching the News Release Idea Factory today, you can find out what tomorrow’s follow up stories will be, and aim to be a part of them if they fit with your business.
Watch for the Hook – When you’re watching the News Release Idea Factory, keep an eye out for news items that are somehow related to your business. You’re looking for a “hook” that you can grab on to, using your expertise and insight as a business owner and a subject matter expert to contribute to the story.
Here’s an example: the news reports that traffic is 50% heavier since the local transit union went on strike. Drivers are frustrated and rush hour is dragging on for hours each morning and night.
If you’re a mechanic, you could contribute your expert opinion on the additional strain that sitting in traffic puts on your car, and what drivers can do to protect their investment through vehicle maintenance