Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
How to Tie-In With News Events to Score Publicity > NetSparsh - Viral Content you Love & Share

How to Tie-In With News Events to Score Publicity

It's safe to say that we live in interesting times. It seems we
hardly have a breather between wars, tragedies, scandals,
epidemics, circus trials and other events that capitalize the
media's attention. For the business seeking publicity, the "news
hole" for more traditional stories -- new product reviews,
business features, offbeat promotions -- keeps shrinking as the
"big story" mentality takes hold.

Fortunately, you're not completely 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 through the logjam by
tying-in -- where appropriate and tasteful -- with the news of
the day.

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

Taco Bell's Mir Brainstorm. The Soviet Mir space station was
falling, and Taco Bell reaped the benefits. The company set up a
40' x 40' vinyl target -- emblazoned with the company's logo and
the words ''Free Taco Here!'' -- 10 miles off the coast of
Australia. In the extremely unlikely event that Mir hit the
target, the company 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 relevance to
the public 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 floating target were anxiously seen by
millions of hungry websurfers on the Taco Bell site. The result?
Millions of dollars of free publicity on major news programs and
media outlets around the world. Their website could hardly handle
the traffic.

5 Star Shine Goes to War. Fellow Free Publicity subscriber Glenn
Canady discovered that his car polishing product -- 5 Star Shine
-- was being used by the U.S. Navy to keep the Aegis radar
equipment up and running in the face of saltwater, sea air and
other potentially damaging elements. Take a look at Glenn's
press release -- 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 charged with getting publicity for
the "My Little 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 previously hard-
luck skater finally won his elusive 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 something happens that can offer the
possibility of your involvement, you'll need to act quickly.
Make sure you have press materials prepared beforehand so they're
ready to go when needed. Obviously, you can't predict news
events, but you can begin examining your product, service or area
of expertise to discover the types of events that may occur and
the role you can play. Put together a strong bio that details
your background 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 focused on,
say, a manned mission to Mars, your carpet cleaning business
probably has nothing 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 person to talk to the press about how
to kill germs hiding in carpets). The second measure of what's
appropriate is common sense and decency. Jumping on a tragedy
with a hype-filled press release is just plain ghoulish. In the
aftermath of something truly awful, go to the press only if you
have something unique, helpful, non-promotional and newsworthy to
offer.

3. Be timely. If you have something of immediate value to offer
(e.g. you've written a book about a major figure who's just
died), time is of the essence. Work from the media list you've
already prepared and hit the phones. Tell the reporters, editors
and producers who you are and the kinds of insight you can offer
about the current situation. Since seconds count, offer to stop
by with a copy of your book, or to email or fax your press
materials. If you really are an expert on the subject 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 timely (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 covering any big
story, the media is interested solely 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 machine needs more
fuel. After a little while, there will be huge blocks of time to
fill, breaking news will dissipate and the media will begin
turning to lighter stuff to fill the void. Consider that, just
in the past few weeks, you've begun hearing about such things as
the "Talking Iraqi Information Minister Doll". Expect much more
to come.

5. Be creative. For non-tragic events, taking a fun approach
often works wonders. Consider the Mir idea (it was already
determined the station would land in the water, so there was no
element of potential tragedy involved. If there was a chance
that people 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 naming flavors for newsmakers,
or fashion designers who send out lists of fashion hits and
misses for major Hollywood events or DJ's who do things like
sleeping in a billboard until the hometown team breaks its losing
streak. When there no lives at stake and the story is purely for
fun, be as creative and "out there" as you can to tie in.

6. Be smart. One very important caveat has to be mentioned:
unless you specifically cater to a particular audience -- all of
whom are in agreement a particular issue -- don't take sides
politically. No matter how strongly you may feel about a
certain issue, if a segment of your potential or existing
customer base may feel differently, you're taking a major gamble
by choosing sides. If you want to poke fun at politicians,
include both Democrats and Republicans. Unless your area of
expertise requires it, steer clear of divisive issues such as
religion, abortion, gay rights, etc. Using your business as a
personal political soapbox can come back to haunt you. This
isn't about "wimping out", it's common business sense. Customers
are hard enough to attract and keep -- there's no point in going
out of your way to alienate them by showing disdain for their
beliefs.

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

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

The Holmes Report

Creativity In PR 2017: The Rise Of The Creative Director
The Holmes Report
The sixth edition of the Creativity In PR study finds compelling evidence that creative directors are now calling the shots at PR firms. AddThis Sharing Buttons. Share to Facebook Share to Twitter Share to LinkedIn Share to WhatsApp Share to Email ...


Uttar Pradesh to hire PR firm to remove 'misperceptions' of investors
Economic Times
NEW DELHI: The Uttar Pradesh government has decided to hire a public relations firm and an event management firm to remove investors' "misperceptions" about the state in an attempt to make a success of the first Gujarat-style summit it is preparing to ...


HuffPost

Allissa Cummings Named One of the Top 25 African American PR Millennials to Watch
HuffPost
GQ: When did you become interested in publicity/public relations? AC: I became interested in PR when I walked on to my cross-country team my sophomore year of college. I met other student-athletes who weren't comfortable speaking to the media in fear ...


PR Firms Adjust To End Of China's Golden Era
The Holmes Report
The slowdown in China's PR growth, from the heady days when 20% annual expansion was considered a baseline rather than an aspiration, has come at the worst possible time for global agencies. AddThis Sharing Buttons. Share to Facebook Share to Twitter ...


Persistence at IU help lead city native to Mavs' PR job
Fort Wayne Journal Gazette
That's because Melton, a South Side High School and Indiana University graduate, is now in her 19th season with the NBA's Dallas Mavericks. Melton, who moved to Dallas in 1999, has been the Mavs' public relations director since 2004. For much of her ...


Deadline

Max Clifford Dies: British Entertainment PR Giant Was Jailed In Sex Scandals
Deadline
Max Clifford, the publicist who once represented some of the biggest names in British entertainment, died in prison today. He was 74 and was serving an eight-year sentence for sexual offenses. Clifford was found guilty in 2014 of eight indecent ...
Max Clifford rewrote the rules of PR: a made-up story was as good as a real oneThe Guardian
Max Clifford dead aged 74 – Disgraced PR guru dies in hospital after heart attack in jailThe Sun
Max Clifford dies after collapsing in prison: PR guru was denied medical treatment, family claimTelegraph.co.uk
Mirror.co.uk -Independent.ie -NEWS.com.au
all 126 news articles »

Forbes

Trust: The PR Theme Of 2018
Forbes
The PR theme of 2018 will be informed by the tumult of 2017, the year we unearthed all the dirt and eroded all the trust. Where to begin? While Facebook was testifying in Congressional hearings about how a company with Kremlin ties spent $100,000 in ...

and more »

BarBend (blog)

Ben Rice Makes an 800-Pound Beltless Deadlift PR for Charity
BarBend (blog)
Washington-based -105kg powerlifter Ben Rice had a surprise PR at a charity event this weekend. This was unlike any charity event we've ever heard of: Deadlifts for Doernbecher, or D4D was an unsanctioned raw powerlifting exhibition that was intended ...


PR: Crycash Gaming ICO Announces Its Token Sale and Partners ...
Bitcoin News (press release)
CRYCASH, the revolutionary token for gamers, will run its token sale through December, 12, 2017 – January, 15, 2018 December 7, 2017 – СRYCASH, an independent decentralized ecosystem of products for gamers fueled by its CRYCASH token, announces its ...

and more »

PRWeek

A 'one-off', but not a PR, who 'did our industry a disservice': comms pros react to death of Max Clifford
PRWeek
Mark Borkowski, founder of PR agency Borkowski.do, said Clifford was "not what we would call a PR man", commenting: "He was a one-off hybrid; a product of the time. He was part journalist, part news agency, part deal broker, part publicist." He went on ...
From rags to riches and back again and the arch schemer – a PR man's view of Max CliffordThe Drum
Britain's jailed PR mastermind Max Clifford dies, Life & Culture - THE ...The Business Times

all 53 news articles »
Google News

How to Work with Newspaper Photographers

The next time a newspaper photographer takes your photo, remember... Read More

Add Some Firepower to your PR

Sure, as tactics usually presented to business, non-profit and association... Read More

Community Based Marketing Strategies

As small businesses we have an opportunity and an obligation... Read More

Does the PR Blueprint Work?

Managers, please take a minute and read two sentences: People... Read More

So Whats Wrong With Strategic?

Some folks see the word "strategic" as a needlessly tiresome... Read More

Getting Articles Published - Eight Steps for Trade Publications

Trade publications present an excellent opportunity for organisations to gain... Read More

Media Kit: 25 Component Possibilities

Media kits include a combination of information whether created for... Read More

The Best PR Has to Offer Managers

How cool is this? You're a business, non-profit or association... Read More

The Feeding Tube for Your Business

There are a lot of things that make a business... Read More

Inoculate Yourself Against Bad PR

What is bad PR?Well, if you're a business, non-profit or... Read More

Managers: Get Real, Please!

Personnel mentions in the newspaper and product plugs on radio... Read More

Turn Your Business? New Year Resolutions in PR Revolutions

As eyes look forward to a new business year, many... Read More

A Winning Public Relations Game Plan

You want to sell your products or services, and that... Read More

Make the Media Your Friend

The media (newspaper, radio, television) can be of enormous help... Read More

How to Write Press Releases That Work And Get Free Publicity

One study found that as many as 90% of the... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

PR: A Potent Force for Success

What's REALLY potent for a business, non-profit or association manager... Read More

A Winning Game Plan

You want to sell your products or services, and that... Read More

How to Write a Media Release That Wins You Coverage & Exposure

The Today show? The New York Times? Vanity Fair? What's... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More

Why Not PR That Gets Real Results?

And not results you can measure only in terms of... Read More