by
Marsha Friedman
EMSI
Do
you know what the media would consider newsworthy about you or your
company?
Many new clients come to us with a strong opinion about what their
"pitch" should be, but often miss the mark, in terms of knowing
what will get the media to sit up and pay attention to their message. But
it's very understandable that this could occur, if you're not working with
the media the way we do, day in and day out, developing story angles
intended to grab their interest.
For those who are new to PR, my message is this -- think outside of the
box! As normal as it is to be focused on your own company and
industry or field of interest, there is a lot going on in the world, and
your expertise might be news in ways that you've not previously
envisioned.
I always recommend to my clients that they try to view their companies
from the outside looking in, particularly, from the perspective of the
media. The best way for you to garner the media's interest is to
understand what it is about you and your company that might be interesting
to them. The process is actually quite simple.
1. Read the News - If you want to be featured in the news, you
should read the news. Be general in your approach. Read the top headlines
in all the categories, even if your company is in a niche industry,
because you never know what is going to happen. For instance, the BP oil
spill in the Gulf of Mexico has focused a spotlight on oil rigs and the
people who work on them. Journalists are looking at the companies who own
oil rigs, drilling rights, and other oil company service firms. Analysts
in that small business niche are being quoted in top tier media outlets,
after existing for decades completely outside the reach of the media's
radar. So, go broad with the topics that you track, and don't be afraid to
become a little bit of a news geek. Being better informed about the world
around you isn't a bad thing, and the by-product is that you'll be far
more media savvy.
2. Track it Back - Now, as you absorb the headlines and the stories
of the day, think about how one or more of them could track back to you,
your company and your key messages. A good example comes from one of our
clients, a maker of natural health supplements. Their primary product line
uses a natural ingredient called Resveratrol. Clinical research has
uncovered that Resveratrol can be helpful in reducing fatigue, restoring
energy and safeguarding your immune system. Now, earlier this month,
Reuters reported that doctors who performed an 11-year study of British
civil servants discovered a direct link between heart disease and working
11 hours or more each day. Another story quoted U.S. Department of Labor
statistics that more than 7 million Americans work at least two jobs. We
combined those two pieces to demonstrate that millions of Americans are
working way more than 11 hours, and are at risk for everything from
chronic fatigue to heart disease. From there, it wasn't too difficult to
beat a path back to the client's physician spokesperson who recommended a
series of tips to prevent those outcomes, including a short tip about how
some natural supplements can be helpful. At first blush, you wouldn't
imagine that labor stats and a medical study in Great Britain would have
any relationship with a natural health supplement, but by thinking
creatively, we were able to make the connection and develop a strong radio
pitch for that client.
3. Be Opportunistic - The news happens fast, so be prepared to
think just as fast. Recently we took on a client named Jane Heimlich, who
has a dual claim to fame. She is the daughter of dance hall king Arthur
Murray, who established the largest chain of dance instruction centers in
the country. She is also the wife of chest surgeon Dr. Hank Heimlich, the
creator of the life-saving, anti-choking first aid technique called the
Heimlich Maneuver. She had just written her memoir, and was looking to
promote it via media interviews. When we brought her on board, the new
season for the network TV show Dancing with the Stars was about to
begin. In reading her book, we discovered that her father's TV show, The
Arthur Murray Party, was the first network TV dance contest - and it
involved the big stars of the day. So, we put together a radio pitch with
the headline "Remembering the Original Dancing with the Stars."
We booked 15 radio interviews and a full print campaign with that angle,
and we just refreshed the angle with the CBS announcement that they are
giving Paula Abdul her own TV dance competition.
At the end of the day, recognize that your expertise can be stretched
beyond what you have in your marketing plan, and you'll be able to make
you and your company more relevant to the press in a lot of creative ways.
For 20 years
Marsha Friedman has been a leading authority on public
relations as CEO of
EMSI. Go to www.emsincoporated.com
to signup for her free PR Insider Newsletter today! Or call at
727-443-7115, ext. 202, or email mfriedman@emsincorporated.com
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