Now’s your chance. While the public relations professionals are off
enjoying their hard-earned vacations during the next month or two,
media are left scrambling for much needed copy and story ideas. Give
them what they’re looking for!
In July and August reporters are more accessible and open to lighter
business stories, trend pieces, technology news, back-to-school and
education themes, travel features and creative, fun releases related to
entertainment. In September, the public relations and agency reps will
be back at work making it more difficult to capture the attention of a
busy editor, so make hay while the pros are away!
One way to capture the attention of editors and reporters, and
ultimately customers and prospects that read or hear about your news
through the media, is to tie into current events. Think about the
upcoming Tour de France. Running from Saturday July 5 to Sunday July
27, 2008, the 95th Tour de France will cover a total distance of 3,500
kilometers including flat stages, mountain stages and individual
time-trial stages.
During the 23-day event cyclists from around the world will compete
for the top spot. Whatever the outcome, you can tie into this news.
Plan your strategy now. A few ideas:
1. An ear, nose and throat physician can easily tie into the Tour
and share his/her expertise related to the facial injuries bikers
typically suffer when they go head over heels over their handlebars.
Newspapers and web sites love these stories. So do prospects searching
for a specialist and current patients who hear about their doctor in
the news. And they’ll remember that story long after the Tour de France
cyclists complete their 21-stage odyssey.
2. Bike stores can tie into the tour with special “Tour de France”
promotions, discounts and contests. People love contests. So do the
media. They’re fun, and they’re one of the best ways to get publicity
without spending money on paid advertising. Brainstorm every possible
angle, then run with it throughout the summer as you highlight
contestants and winners.
3. Bed & breakfast inns and hotels can tie into the Tour with
special rates and organized rides for bicyclists. Develop a news
release that focuses on recreation, tourism and low-cost,
self-propelled excursions while also featuring an individual, couple or
family enjoying some R&R. Readers love to see themselves in others
who are having fun and experiencing success.
4. Wine shops can tie into the event by featuring special Tour de
France wine and cheese gatherings with a discount on French wines. A
special basket filled with wine, cheese, appetizer, croissant and
tablecloth could provide the essentials for the perfect picnic.
5. Children’s toy stores can tie into the Tour de France by offering
special promotions on helmets and bikes. Imagine photos of kids in
their new helmets or at a kids’ bicycle safety event. It may be just
the ticket needed to fill a hole in an area newspaper or a 30-second
spot on the evening news. Any published news or photos could also be
displayed throughout the store.
6. Organizations working on a fundraising campaign or event can tie
into the Tour by telling donors or registrants that a percentage of
each donation/registration will be sent to the Lance Armstrong
Foundation. Everyone wants to support a good cause, and the Lance
Armstrong Foundation has done an exceptional job in funding education
and research in the fight against cancer.
7. Restaurants can offer Tour discounts on pasta, pancakes or other carbo items being devoured by Tour de France cyclists.
You get the picture. Think current events, establish a hook, and
create targeted, benefit-rich releases to tout your new product, event,
special promotion or cause. Bring your news to life with explanations,
anecdotes and quotes that delight both media and prospects, and include
the practical facts such as prices, times, web URLs, and phone numbers
that enable media and prospects to contact you to learn more or to
place an order. Add a headline that piques interest yet makes the gist
of your story clear so that media gatekeepers pay attention.
Once written, leverage your news. Brainstorm ways to get each story
into the hands of customers and prospects. Post news to your website
the same day it is distributed offline. Send an email blast to your
list. Frame and display the published story in your lobby.
Summer truly is the time to work with the plethora of burgeoning
media hungry for news. Those who devote time, energy and imagination
will garner plenty of publicity that translates into brand awareness
and increased sales on a shoestring budget.
