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How to Find a Good Story Angle to Pitch the Media
by John Jantsch
Everybody wants media coverage, but few really get how to get it.
Here is a good rule
of thumb to follow when searching for a story angle to present to
the media. Ask yourself this question: Will the readers of this
publication think this is interesting, entertaining, informative or
useful?
Self-interested, veiled attempts at promoting your business will
fall flat. The media does not care about your company's success
unless their readers care about it. The media does not care about
your new product unless you can help them understand how their
readers are longing to know about the problems it solves.
The following is a list of topics that can help you get a reporter's
attention. If you can find a way to position your potential story
ideas using one of these vehicles, you will have a better chance of
success.
Have Real News
There is nothing that gets the media's attention like news. Now,
what you think is news may not actually be newsworthy, but if you
have won a significant contract or licensed a new technology you may
indeed have a story that provides a reporter with a news angle.
Be First
Everyone seems fascinated with things that are first: the first
company to feature a technology, the first company to do a certain
type of project, the first company in the area to win a national
award, etc. Of course, there are ways to be a new kind of first. The
first woman- or minority-owned business in your industry to do
something of note is also a first.
Be Unique
Sometimes you can receive positive publicity by simply doing or
offering something that is unique. An unheard-of guarantee, service
technicians in tuxedos, balloon telegrams for marketing are all
examples of unique practices.
Local Angles on National Stories
If some aspect of your business is making national headlines, you
may be able to weigh in with the local media on a local angle of the
story. Local news reporters often prefer to quote local sources even
when they are covering a national story. Has some legislation
recently passed that impacts your industry? Has a major lawsuit been
settled? Is a new product, service, or innovation receiving
coverage? It is critical that you watch the national news trends to
stay on top of these opportunities.
Ties to a Trend
Your association and industry publications often report on industry
and marketing trends. Reporters love to get a jump on a coming
trend. You can put yourself in the middle of a story by simply
pointing out something that may be happening in other parts of the
country that ties your company or product to a recognized trend.
Overcoming Adversity
Everyone loves a story with a great ending. If you personally or
your firm has overcome some adversity, this may be a great source
for a story.
People Stories
Promotions, new hires, awards, board appointments, wedding, births,
and all other manner of story that involves people in your firm and
what they do on and off the job can be a good source for story
ideas. Maybe your company's softball team hasn't won or lost a game
in 10 years. Maybe your firm has repaired eight houses for a
charitable organization this year. Perhaps your firm has college
tuition reimbursement program that is far better than most, and you
have four new college graduates at the firm to prove it.
Solving a Common Problem
If you have discovered a unique way to solve a problem that your
target market has or that impacts other firms in your same industry,
you may have a story idea. Business publications in particular are
always on the look out for innovative business practices. Don't just
think in terms of some solution to a client need. Maybe you've
discovered a successful way to attract prospective employees. These
stories will often be read by potential clients and really help tell
how your firm is different. In addition, it is easy to show how
these types of stories can benefit the readership of a publication
without appearing too self-serving.
~ ~ ~
John Jantsch is a veteran marketing coach, award winning blogger and
author of
Duct Tape Marketing: The World's Most Practical Small Business
Marketing Guide published by Thomas Nelson - due out in the
fall of 2006
He is the creator of the Duct Tape Marketing small business
marketing system. You can find more information by visiting
http://www.ducttapemarketing.com/.
