It's that time of the year when I'm spending countless hours pitching story ideas to television stations, newspapers, magazines and web publications. In this case it's all related to promoting the 34th annual American Birkebeiner, the largest cross country ski race in North America. More than 9,000 skiers and 15,000 spectators descend upon Cable and Hayward, Wisconsin to be part of the 3-day event that culminates with the 51-kilometer race.
You'd think it would be easy to get reporters on board to cover the plethora of human interest stories, the Ski for the Cure program, the challenge of training for a long-distance event during an El Nino year, and on and on.
Sometimes it is easy. More often than not, however, I'm up against shrinking budgets and staff cutbacks. No doubt you are discovering the same challenges as you launch and conduct your own publicity campaigns.
What's the solution?
1. Print: When it comes to newspapers and magazines, you'll not only need to pitch a story idea to a busy editor, you'll likely have to write the story and provide photos. I can already hear you saying, "If the editor likes my idea, why do I have to do HIS/HER job?" It's the reality of getting featured in the news today, so get to work learning how to write a balanced article that's tailored to a particular publication. Know the medium; know the editors; know the audience. Meet their needs and you'll find yourself consistently getting free publicity.
2. Online: When you write a story for a print publication, leverage your efforts by submitting it to online publications as well. The great news about getting published online is that your article, once posted, usually lives online forever. Again, know the medium; know the editors; know the audience. Remember to post your article to your own online Newsroom as well.
3. Television: It's a challenge to get television crews on site so do your homework ahead of time. Identify your hook, practice your pitch, and follow up with a well-written, succinct release that shows the producer how your story idea is the perfect match for their station, program and audience. Help them do their job by supplying contact information of folks who would be interesting interviewees, and, if you're lucky enough to have b-roll footage formatted for broadcast media, send it on.
Getting your message into the hands of the right media is well worth the time and effort. When you give editors newsworthy stories on a silver platter, you are helping them meet their deadlines, fill their pages or air time, and maintain the interest of their readers and viewers. You'll also find yourself being featured regularly.
Not sure how to come up with a big buzz idea, pitch a story or write a news release? Click here to learn Power PR strategies that will take your business to a whole new level.
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE, WEB SITE OR BLOG? You can, as long as you include this complete blurb with it: Certified Marketing Spitfires Holly George and Leslie Hamp publish Marketing Blast, a monthly ezine filled with red hot strategies to blast your business to the next level. If you're ready to jump start your marketing, make more money, and stay on the fast track to business success, get your FR*EE tips and Marketing Mastery Success Kit now at www.boostyourbottomline.com
Monday, February 12, 2007
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