Let's chat about earned media. Wouldn't it be great if the print or electronic media outlets in your town asked you to come by the studio or the newsroom so they could write or broadcast something...good...about your business?
Ain't gonna happen.
I've been in the media world for (gulp) over 40 years and during that time I have pitched business stories to the media and I've received business stories for broadcast. Few ever make it to print or on radio or on television. Why? There is an old saying in media, "If it bleeds, it leads!" Meaning the stories that have to do with...death, destruction, and sacrifice usually get covered. The good stuff about...business. Not so much.
It's not that the newspaper or broadcast facility doesn't want to cover your business story it's just that they don't have the time or the space. And, they get pitched all the time.
However, and here is the secret to getting earned media: Don't talk about your...business. Instead go beyond the obvious and look for trends that are happening in your town and then match those trends to your business.
Here is an example: Over the past month there's been lots of news interest in rehabbing old buildings, tearing down old buildings (Think Downtown YMCA), re-purposing empty spaces (Think former Younkers Building) Those stories have made it in print and in broadcast. When we were pitched a business story about an investment firm that had rehabbed an old restaurant into office space and then given several "proofs" about how many buildings that once housed restaurants are now being converted because "restaurant row" has moved elsewhere...it got our attention and we ran with the story.
That didn't just happen. It was the work of one of our associates, Brooke Benschoter, a highly competent public relations expert who did the extra work to notice what was making news and then create a story line that was unique. We did the story about Compass Financial, said some nice things about them and...talked about the rehabbing effort.
That is the lesson...look at the news buzz and then create the story that matches what is being talked about. If you need help call us...we just happen to know some great people that have that ability.
Thanks for reading...