All I Want for Christmas is My Front Page Story

TCPR assistant Melissa Harman thinks media exposure is the best gift of all.

Dear Friend,

If you could ask Santa for one thing this Christmas pertaining to your business, what would it be? Another client? A raise? The new Triple Z Paper Shredder 2008? For the sake of this newsletter, let's say you want more media coverage. Unfortunately, the big man in red is only familiar with chimneys and crying babies who don't want to take their picture with him, so we'll have to do this one ourselves.

Let's resort to the age old adage: "You must first give, in order to receive." In order to receive the publicity you want, you must first give the media something that they want. But what do the media want? Well, I happen to have seen the media's wish list, and they want information. They want new material. They want the inside story. They are as eager to receive information as you are to give it to them.

So here are a few pointers on how to give the media exactly the type of information they want.

Giving the Media the Perfect Gift

Everyone Loves a Good Story              

Sometimes it's good to simply list the basic facts, but other times what a reporter wants to see is how the information you give can be made into a story. For example, your company might have produced eight million teapots this year making it the biggest teapot supplier in the country. However, the story could revolve around how Americans are drinking more green and white tea due to new health benefits associated with them. Tying a bigger concept to your company makes the story more intriguing to the reporter and the public. It also makes you look more knowledgeable about trends in society.

Don't Give Little Johnny a Pink Dress             

In other words, the information you give should be relevant. Make an effort to understand exactly to whom you are giving the information. Ask yourself if the reporter is going to be interested in the story you send them. For example, Better Homes and Gardens might not necessarily care about a big free-speech case that was just won by your law firm. Unless it had something to do with petunias.

Also think "seasonal" and "timely." Use the holidays to your advantage when creating a news angle. December is the time for shopping, giving gifts, doing good deeds, saving (and then spending) money, and wrapping up loose-ends. Being fresh and unique in your approach can win bonus points with reporters who want new, appropriate ways to reach their audiences.

A Gift Card to Information Never Fails             

Of course it is ideal to give the media information about your company or have them quote you as a source. Unfortunately, not all news leads relate to you. However, maybe you know someone else who would be able to offer their expertise to a reporter. What the media like almost as much as information from you is information from you about how they can receive more pertinent information. Supply a reporter with a valuable source, and even offer to introduce the two. Reporters will be grateful to you for helping them and will be more open to hearing from you in the future.

If you are consistent and accurate with the information you give, the word will spread and you will have a good reputation in the media world. Think about it this way: there's always that one relative or friend who gives fantastic gifts that you look forward to seeing (and receiving from) each year. And then there's Aunt Bertha, who gives you hand-knitted, red and green long johns with a tinsel-laced, elastic waistband that sparkles. In conclusion, use these tips; don't be Aunt Bertha.