“A journalist's job is to comfort the afflicted and afflict the comfortable.” --H.L. Mencken

SECURING MEDIA COVERAGE – PART II
Telling Your Story

Get Your News Heard
Once your plan, media materials and contact lists are in place, you’re ready to develop your stories. Your goal is to create consistent coverage of your organization in your target media outlets. This requires identification of interesting angles that are worth reading, viewing or listening to.

Draw up a timetable of the year, and identify one development in your organization that is worthy of coverage each month. This could include new hires or promotions, the development of a new product or service, or significant milestones and awards.

You may find that you can’t fill every month. The key is to create opportunities for media coverage. To fill in the gaps of your major stories, consider some of the following possibilities.

Identify a Local Angle to a National News Story
The media loves stories that bring home to viewers/readers the local impact of a national trend or other story. Consider seeking coverage if your company or organization:

• Plays a Role in a National Efforts – For example, your company is making a product that will be used in a national event (like the Olympics, the presidential inauguration, the Super Bowl), or assisting in the clean-up of a natural disaster.
  
• Exemplifies a National Trend – Perhaps your company exemplifies a national trend. Low interest rates have fueled a mortgage refinancing boom. Companies that have participated in this boom are well-placed to offer comments on the advantages for consumers.
  
• Offers Local Solution – Maybe your company offers a solution to a problem receiving national attention. One example is the recent attention to the varying benefits offered by employers of military reservists. An insurance company that offers a package to reservists bridging the gap of lost coverage could provide helpful advice on the current situation.

Become Involved Through Cause-Related Marketing
One of the most effective ways to secure media coverage, while giving back to your community is through cause-related marketing.

• Select one or two community organizations with which your company could logically be involved. Develop a meaningful partnership with the organization, including sponsorship of corporate tables, ads in annual program, sponsorship of team at golf outing, etc. Seek media coverage of appropriate volunteerism.
  
• Develop an annual fundraiser event for an organization, with a twist, bring in a notable guest speaker, or incorporate attention-getting activities, etc.

Take Advantage of Seasonal Events
The change in seasons always makes the news. You know all the stories we get about Wisconsin winters – the run on shovels and snow blowers after the first big snow. Take a close look at news coverage – these types of seasonal stories occur year-round. In summer, you’ll often see stories about airline deals, or “hot travel destinations.” Or before Christmas, you’ll hear interviews with industry analysts about overall sales, or the new “it” toy for the season. If your company can offer some valuable information regarding seasonal events, a news release might be in order.

Seek Out (or Give) an Award
Identify and pursue regional and national awards recognizing your company and/or its employees for outstanding achievements, customer service, innovation, etc. Almost every industry has such awards. These types of opportunities can be effective vehicles for media coverage.
Alternatively, create an award program highlighting individuals who are making community contributions and leverage your company’s sponsorship in media coverage.

Plan an Event, Seminar or Survey
Consider developing an annual event, seminar or survey that would lend itself to media coverage. Examples of such coverage are numerous, there’s the Wisconsin college that publishes the annual “mindset” list, demonstrating in a humorous way the different worldview of incoming college students. Another Wisconsin business publishes a quarterly “hiring outlook” that garners significant national attention. A bank might consider an annual state economic outlook seminar or a restaurant might consider a survey on dining trends.

A Picture Is Worth a Thousand Words
Whenever possible, especially when seeking TV coverage, communicate with the media in a place that will reflect your message. Create an effective backdrop, perhaps including signage or another corporate identifier. If you are promoting a new product or service, then show how it is used in the marketplace – not your factory. Try to find a place with a strong visual appeal that adds meaning to your story. “Talking heads” often lack excitement and appeal. Consider what photo would be an effective way to advance your message - a picture can really be worth a thousand words.

The bottom line is pay attention and use your imagination. Regularly take note of the stories in your local newspaper, television news and magazines regularly. Notice the types of stories they cover and then write a release that is likely to pique the interest of the reporter and their audience.

Contact James Madlom at 414.364.6103 more information on how to establish a public relations plan for your organization.



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