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How to tie-in with news measures to score exposure - pr

 

It's safe to say that we live in exciting times. It seems we
hardly have a pause among wars, tragedies, scandals,
epidemics, show trials and other procedures that get the most out of the
media's attention. For the big business looking for publicity, the "news
hole" for more customary stories -- new effect reviews,
business features, original promotions -- keeps decrease as the
"big story" mentality takes hold.

Fortunately, you're not finally at the mercy of world events
when it comes to obtaining some exposure. By being smart and
aggressive, you can find a way to break all the way through the block by
tying-in -- where fitting and discerning -- with the news of
the day.

Here are a few good examples (including a fasten in which I was
personally involved):

Taco Bell's Mir Brainstorm. The Soviet Mir space class was
falling, and Taco Bell reaped the benefits. The ballet company set up a
40' x 40' vinyl aim at -- celebrated with the company's logo and
the words ''Free Taco Here!'' -- 10 miles off the coast of
Australia. In the enormously doubtful event that Mir hit the
target, the circle promised free tacos to all 281 million
Americans. Space-travel experts said the prospects of the debris
hitting the mark were slim to none. Taco Bell added bearing to
the communal relations stunt by claiming to have taken out an
insurance policy. A minute-by-minute countdown of Mir's descent
and a photo of the balanced affect were apprehensively seen by
millions of hungry websurfers on the Taco Bell site. The result?
Millions of dollars of free exposure on major news programs and
media outlets about the world. Their website could almost not handle
the traffic.

5 Star Shine Goes to War. Fellow Free Media hype subscriber Glenn
Canady naked that his car polishing consequence -- 5 Star Shine
-- was being used by the U. S. Navy to keep the Aegis radar
equipment up and consecutively in the face of saltwater, sea air and
other potentially detrimental elements. Take a look at Glenn's
press announce -- along with a great hit he earned in the San
Diego Union Tribune--by going to:

http://www. 5starshine. com/press-coverage. html

Dan's Lucky Angel. We were emotional with receiving media hype for
the "My Diminutive Angel" doll, so we sent one to a photographer in
Ireland, who took a shot of the doll "kissing" the lucky Blarney
Stone. We then sent the newly-lucky doll on to Olympic
speedskater Dan Jansen at Lillehammer. When the beforehand hard-
luck skater as a final point won his hard to get hold of gold medal, we took the
credit -- and got lots of press!

Here's how to tie-in with a news event:

1. Be prepared. If a bit happens that can offer the
possibility of your involvement, you'll need to act quickly.
Make sure you have press equipment geared up ahead of time so they're
ready to go when needed. Obviously, you can't predict news
events, but you can begin groping your product, assistance or area
of expertise to ascertain the types of dealings that may occur and
the role you can play. Put as one a biting bio that details
your conditions and expertise. Make a list of the news editors,
assignment editors and producers at, respectively, your local
newspaper, TV stations and talk radio stations.

2. Be appropriate. This means two things, actually. First,
don't force a fit where none exists. If the world is all ears on,
say, a manned mission to Mars, your carpet cleaning business
probably has naught much that it can do to tie-in. There has to
be some legitimate connection, or else you'll be laughed out of
the newsroom (on the other hand, if it's proved that the germs
behind some fast-spreading respiratory illness can live in
carpeting, you're just the being to talk to the press about how
to kill germs beating in carpets). The back up calculate of what's
appropriate is conventional sense and decency. Jumping on a tragedy
with a hype-filled press circulate is just plain ghoulish. In the
aftermath of a touch truly awful, go to the press only if you
have a bit unique, helpful, non-promotional and out of the ordinary to
offer.

3. Be timely. If you have amazing of burning value to offer
(e. g. you've printed a book about a major appear who's just
died), time is of the essence. Work from the media list you've
already geared up and hit the phones. Tell the reporters, editors
and producers who you are and the kinds of insight you can offer
about the contemporary situation. Since seconds count, offer to stop
by with a copy of your book, or to email or fax your press
materials. If you actually are an authority on the business of the
breaking news story, you're doing the journalist a huge favor
right now, so don't be shy.

4. Be timely, part 2. The other side of the coin: You have a
story that might fit in with what's happening, but it's lighter,
softer and less appropriate (5 Star Shine is a great example. It fits
with world events, but it's not hard news). In these cases, wait
until the dust has settled. The first few days cover any big
story, the media is engrossed exclusively in the hard stuff. The
who, what , when , where and why info. If you can help with
that, great. If not, hang on until the media appliance needs more
fuel. After a barely while, there will be huge blocks of time to
fill, flouting news will drive away and the media will begin
turning to lighter stuff to fill the void. Care about that, just
in the past few weeks, you've begun consideration about such clothes as
the "Talking Iraqi In sequence Minister Doll". Count on much more
to come.

5. Be creative. For non-tragic events, attractive a fun approach
often works wonders. Believe the Mir idea (it was already
determined the location would land in the water, so there was no
element of aptitude tragedy involved. If there was a chance
that associates could have gotten hurt, the promotion wouldn't have
been such a great notion). Or think about how ice cream
companies that get mileage out of baptism flavors for newsmakers,
or craze designers who send out lists of create hits and
misses for major Hollywood measures or DJ's who do belongings like
sleeping in a announcement until the birthplace team breaks its losing
streak. When there no lives at stake and the story is absolutely for
fun, be as creative and "out there" as you can to tie in.

6. Be smart. One very critical caveat has to be mentioned:
unless you explicitly cater to a detail listeners -- all of
whom are in bargain a exact issue -- don't take sides
politically. No be of importance how brightly you may feel about a
certain issue, if a segment of your ability or existing
customer base may feel differently, you're charming a major gamble
by choosing sides. If you want to poke fun at politicians,
include both Democrats and Republicans. Except your area of
expertise requires it, steer clear of troublesome issues such as
religion, abortion, gay rights, etc. Using your big business as a
personal opinionated soapbox can come back to haunt you. This
isn't about "wimping out", it's communal affair sense. Customers
are hard adequate to be a magnet for and keep -- there's no point in going
out of your way to isolate them by viewing despise for their
beliefs.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, all through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www. PublicityInsider. com/freepub. asp
, he's distribution -- for the very first time -- his secrets of
scoring big publicity. For free articles, killer exposure tips
and much, much more, visit Bill's absolute new site:
http://www. publicityInsider. com


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