Publicity Predicament #9 – How Can I Take Advantage of Breaking News?

If you get news about the services or products you’re selling, you’ll get a notification, find a fun way to connect, and take action as soon as possible. This is one of the fastest and cheapest ways to attract media attention in the market.

The news you use as a key phrase may be front page stories or more obscure. It can be national, international or local.

Suppose you’re a plumber and you find that the price of copper that soared last year has suddenly fallen. This is due to the fact that soon homeowners will be able to repair their kitchen or bathroom with less cost, because the price of copper pipes will be lower.

Or on the other side of the world, an earthquake that has claimed the lives of thousands of people occurs in a city that is thought to have a low risk of earthquakes. You have an insurance company. Now you have the opportunity to give advice on whether to cover earthquakes to those who live in your area.

Or the young daughter of a celebrity kidnapped, bought and returned home unscathed. Your company manufactures bracelets that also secretly serve as a tracking tool. If the girl had one of your bracelets on, the police could find her in less than an hour.

Have an idea?

In the first two of these situations, the advertising research company only serves local customers, so it should focus its advertising efforts on local newspapers, television and radio. In the third situation, the company must first focus on national advertising, because its customers live everywhere.

The easiest way to deal with your connection to the latest news is to call the news agency that you think will find your story relevant and find a reporter or editor covering the subject. It’s a lot easier than it looks. You see, advice is the lifeblood of news agencies, so unlike companies that protect employees from the public, they need a system to send offers to the right person.

All you have to do is call the phone number of the main media channel, ask the “press service” and then ask who to contact on real estate (for our first example), business (for the second) or child safety (for the third) story. When you contact the person covering your topic, explain your thematic link to no more than four sentences. If you leave a voicemail message, go out with your call back number. If you’re talking to someone live, finish your presentation, shut up and wait for an answer.

You can also create this type of email if you have a reliable email address for your current reporter, support or editor. Be concise and clear, and provide a phone number and email address for a response.

Trying to interest the national media with your story, presenting the media one by one takes too long. If you have a specific media that you think is right for your ad angle, please contact them as above. For example, a story about a children’s bracelet is ideal for morning newscasts such as “Today” or “CBS This Morning.” Otherwise, it is best to write and distribute a press release.

The press release presents your relationship with the press in a special journalistic format. (“Google’s press release sample to follow.) Usually the length of 400 words or less – about a page. Use the press release distribution service, such as PR Newswire, PRWeb, or Emailwire, to promote your press release or to educate the media and the public.

Don’t wait. What is hot and exciting today, tomorrow or next week may not cause interest.

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