They are designed to generate empathy, be amusing, or evoke other emotions for their audience. Impact: When looking for a story that has an impact, ask yourself: ‘Will this story change someone’s life?’ or ‘Does it matter socially?’ The more e people involved or affected by the story, the more newsworthy it is. How to target and reach out to PR media Reaching out to the media is all about creating a timely connection between your brand and the world around you.
Before you contact your chosen media publication, research their style and topics that they report on. Or, keep tabs on popular media discussion, and then insert yourself into the conversation. 1-800-GOT-JUNK? used this strategy during a Vancouver Canucks NHL playoff run one year. During this time, the media was hungry for stories about the series and fan culture, so 1-800-GOT-JUNK? pulled up in front of the stadium in a junk truck filled with 1,000 blue wigs and handed them out. It started the ‘blue wig wave’ which became a big part of their culture – and got a lot of media attention! Once you have decided which media outlets to target, pitch your idea for a story to them.
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If you are looking for coverage on an event, you should send out a press release to give them all the relevant info ahead of time. How to land a big media hit It’s important to realize that landing big media coverage doesn’t always happen overnight. It Phone Number List took 1-800-GOT-JUNK? years of pitching to Oprah before they landed a spot on her show. (How 1-800-GOT-JUNK? got started through the media’s eyes) When 1-800-GOT-JUNK? finally did land that spot on Oprah, it changed their whole business. After their episode went live, 1-800-GOT-JUNK? saw overnight success and all of its franchises sold out.
When you are looking to gain big media coverage, don’t stop at sending one pitch or email. Be persistent. Send through different angles during different seasons, and ask to be kept top of mind when they are looking for a story similar to yours. (Founder and CEO, Brian Scudamore with COO Erik Church) Don’t just send pitches to traditional media outlets, either. When it comes to PR, there are opportunities to gain coverage and brand awareness in the most unexpected of places. You can look to collaborate with Instagram influencers, local community boards, meet-up groups, and more! You just need to think outside of the box.
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At 1-800-GOT-JUNK?, thinking outside of the box meant landing a quote on more than 10 million Starbucks cups throughout North America. Starbucks was running their ‘The Way I See It’ campaign of thought-provoking quotations printed on paper coffee cups. So how did 1-800-GOT-JUNK? get on the cup? Persistence. The PR team called, emailed, and applied for ‘The Way I See It’ campaign both online and via traditional mail. After months of being persistent, 1-800-GOT-JUNK? received a confirmed appointment to be interviewed for the cup. It was confirmed that the brand name was going to be on display on almost 10 million cups across North America.