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Occasionally a prospective client comes to
me very gungho about getting publicity and declares that they envision coverage
in every major newspaper in the country and on every network broadcast.
After all, their logic runs, our product is something everyone uses -- we
have close to 150 million customers a year in the U.S. alone.
"Whoa!" I reply.
"That's not enough of a reason for the media to do a story.
Nearly everyone uses a toothbrush and a wallet of one sort or another,
but how often do you see stories about either of those items in the papers or on
the nightly news? Prevalent doesn't mean interesting or timely.
So let's brainstorm about what would entice the media to consider
something about your item newsworthy."
By putting a spin on something ordinary,
or identifying some unusual aspect of something ordinary, you have a good chance
of getting major media hits.
For instance:
- Create
a controversy.
E.g., claim that 90% of Americans use each toothbrush far too long.
- Give
an award. E.g.,
a prize for the world's rattiest wallet.
- Offer
surprising facts about your product.
E.g., how long ago people were using toothbrushes surprising similar
to today's.
- Show
an unexpected clientele using your product.
E.g., wallets for toddlers or for nudists.
- Piggyback
on the news.
E.g., play up the connection if there's a toothbrush scene in a new
feature film or a popular sit-com.
- Do
a survey. E.g.,
what percentage of people never leave the house for any purpose without
bringing their wallet.
- Compile
a set of useful tips.
E.g., ten ways you should never use a toothbrush.
- Donate
your product or a gift certificate to a good cause.
E.g., a new wallet for every high school graduate in your home town.
- Offer
a freebie. E.g.,
a free call-in line for questions about dental hygiene.
- Invent
a new use for your product.
E.g., wallets designed for efficiency at security checkpoints.
- Tie
your product to economic trends.
E.g., what toothbrush sales reveal about recessions and economic
booms.
- Do
something anachronistic.
E.g., create wallet carriers, which a butler can hold out for the man
in the house when he comes home from work.
- Sponsor
a charity event.
E.g., the Toothbrush Ball.
- Do
something about your environmental impact.
E.g., recyclable wallets.
- Celebrate
an anniversary.
E.g., your 10 millionth toothbrush sold.
- Create
regional variations.
E.g., the Tall Texan wallet, the Seattle Surprise, the Plains Packer.
- Get
offbeat endorsements.
E.g., from a punk rocker, a bartender, a has-been politician for your
toothbrushes.
- Feature
employees with stories.
E.g., an over-80 wallet designer, marketing vice-presidents who are
twins.
- Run
an event for kids.
E.g., develop a show that travels to day-care centers on how to brush
teeth.
Once you have a newsworthy angle, then the
ambition to get your story into every household in the country makes more sense!
Published in FPG’s March 2002 Issue
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