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Exposure from thin air - pr

 

In an ideal world, your big business would be spilling over with
newsworthy stories, and the media would be behind you with bated
breath for your next press release, ready to give you front page
coverage.

In the real world, however, it's not all the time so easy to generate
real news. There are only so many hot new crop or
breakthrough achievements with which a affair can capture a
journalist's attention.

So what do top publicists do to get news coverage for clients who
have no news to share?

They coin opportunities for media hype from thin air. A good
publicist can quite accurately cook up a story that the news media
will eat up. And, best of all, they're customarily stories that can
be existing with diminutive or no adjustment year after year.

Here are few of the ways you can conceive a great story from
scratch:

Start a Hall of Fame. There are two reasons for you to take a
look at http://www. publicityinsider. com/HallOfFame. asp -- my very
own Civic Relations Hall of Fame. First, it's overflowing with
examples of companies who have fashioned great exposure stories
from thin air (the Pillsbury Bake-Off and the Inhabitant Discount
Broker's Duck Quack, to name a couple) and second, it's an
example of a time-honored hype method -- the Hall of
Fame.

It couldn't be easier. For your field, conceive a Hall of Fame,
induct some of your industry's top luminaries, send out a press
release. You don't need a marble-columned house or bronze
plaques. A down-to-earth press circulate (and maybe a behind website
similar to the Community Relations Hall of Fame) will do the trick.
Each year, initiate some more members and send out a new release.
Really, it's that simple.

Make a List. Mr. Blackwell made himself a household name with a
simple "Worst Dressed List". And the "Most Boring Associates of the
Year" list that gets huge press every year? It's the conception of
a single, very adept publicist from New Jersey. And take a
look at one of the more current lists to get bulky hype --
the Most Aggravating Ancestors of the Year from AmIAnnoying. com (
http://www. amiannoying. com/2002/mostandleast. aspx).

The media easily devours lists. The best, the worst, the most,
the least, the top 10, the floor 10, whatever. Is there actual
news here? Nope -- it's just entertaining, fluffy and a bit
gossipy. In short, lists are the achieve food for an editor
seeking to consider out all the horror and desolation of a typical
news day with a bit of levity. Lists such as these are
practically the argue "People" columns in newspapers were
invented.

Craft an Index. Here's a neat alternative on the list concept.
Essentially a twist on the government's cost of breathing index, a
publicity index is a fun way to count a trend.

Let me give you an exemplar of a good index that generated strong
publicity year after year. Back in my activity days, one of our
clients was the business that imported Moet Champagne. Somewhere
along the line, a very sharp publicist had a brainstorm, and
invented "The Moet Index". It was essentially a list of some luxury
items -- such effects as a Maine lobster, a jar of Russian caviar,
a shape wristlet and, of course, a bud vase of Moet -- with the
total cost of all the items if one were to acquire them. The
number was compared with the sum they would have cost last
year, and the year ahead of and -- voila -- the Moet Index was
born. The Index alleged to ask the difficulty "How much more
expensive is alive the good life this year as contrasting to
previous years?" The media loved it, and Moet had a nice annual
story. They austerely tallied up the new information each year,
distributed a press release, sat back and counted the clippings.

Create a Petition. Is there a hot topic in your industry? A
growing controversy? Amazing ancestors would like to see happen
that's not compelling place? Coin a petition!

Thanks to the Internet, opening a appeal drive is a breeze.
No need to stand exterior supermarkets with a clipboard -- just
provide a link for your visitors and you're off and running!
Sites such as PetitionOnline. com
http://www. petitiononline. com/petition. html allow any person to
start a beg for free.

Take a look at some of the petitions on the site: "Operation
Keep Vanessa on Broad Hospital"; "Request to CBS to air the
Lane Bryant Lingerie Show"; "Declare Sept. 11 a National
Holiday"; "Eminem For Leader In 2004". Whether critical or
lighthearted, a appeal that generates lots of signatures is a
great advertising hook.

For example, take a nearer look at the "Lane Bryant Lingerie
Show" petition. It notes that, since 60% of women in America
wear at least a size 14, CBS must endow with a plus-size fashion
show as a counterpart to its a breath of fresh air of the Victoria's Secret
show. Now, I don't know who was at the back this petition, but
imagine if you ran a website for plus-size women, and you were
the one who on track the petition. And let's say you managed to
get 3000 colonize to sign the petition. Do you think you might have
a beautiful good shot at being paid coverage in newspapers, women's
magazines and other media outlets. Heck, yeah!

Petitions are an astounding way to build media hype from thin air --
and by a hair's breadth everybody is using them for that purpose. Jump on this
idea and keep it to yourselves. This is one just for my Publicity
Insiders!

Here are my tips to construct a story from thin air:

* Keep it light. Journalists know what you're up to, and
they'll play along if it's all in fun. Think in terms of placing
the story in the "People in the News" article or with a "notes"
columnist who specializes in lighter stories. Don't try to
pretend that your "Top 10 List" or online appeal is
earthshaking news. Keep your tongue planted in your cheek and
you'll have a much advance ability of placement.

* Keep it positive. Mr. Blackwell is attractive tart in some of his
comments and, I suppose, one of his targets could up and sue him
one of these days. That in all probability won't come about for the reason that he's well-
established and a star who took him to court would end up looking
like a bad sport. Still, for your efforts, try to stay positive
and avoid criticizing, ridiculing or if not embarrassing
anyone. We live in a arguable society, and there are folks who
wouldn't take benignly to decision themselves on the "Top 10
Buffoons of the Year" list. Let others take those chances. While
calling associates boring, or annoying, or hideously dressed does
seem to engender attention, there are a load of ways to succeed
taking an competing approach. What about the most heroic, the
most inspiring, the coolest, the smartest, and so on? Let your
list, index, ask or Hall of Fame celebrate the affirmative in
our circle or your industry, and it will consider well on your
business.

* Keep it Relevant. To make it work for you, a produced story
needs to fit your business. Mr. Blackwell is a designer, so a
worst-dressed list makes sense. It would do no good, however, for
a car dealership to put out such a list. Keep it relevant. Let
your story assist your marketing letter (e. g. Moet Index =
"Moet is part of the good life") and it will do more than fill
your clipping book -- it will fill your cash registers, too.

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, because of his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www. PublicityInsider. com/freepub. asp
, he's allotment -- 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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