I was meeting with a new client today to talk about what we might do regarding media outreach. They were interested in publicizing the anniversary of their business, which is perfectly worthy of a press release and some local media outreach.
Then, we started talking about other ideas and how we might tie those in to trends and topics that are currently hot. During that brainstorming session, we hit on a topic that has the potential to be a bigger story regarding industry trends and how the field is growing, etc. I got excited—and so did they—when we realized we’d tapped into a topic that goes beyond the fact that they’re celebrating an anniversary.
Sometimes, you have to put on your “news hat” when thinking about what the media might find appealing. Yes, there are always those stories that may be interesting from a local perspective, but uncovering topics that go beyond the local media to perhaps an even bigger audience can be a thrill.
Once you hit on a topic you think will capture a reporter’s attention, always consider:
- What statistics might be beneficial to include
- What images or video might be compelling
- What third party sources might you provide
When you craft your email pitch, offer these additional resources to help round out the story. (Just be sure to have what you offer ready to provide, if they take you up on it.)
PR pros with a background in journalism are particularly skilled at uncovering these ideas. We’re trained to think like a reporter and tap into story ideas you may not have even thought of. So, take a cue from a journalist and what started as a routine effort may turn into something much bigger.