Everyone loves a great story, especially the media. But even though the media
is always on the lookout for the next great idea, chances are you'll need to do
a bit of creative thinking to come up with a strong angle for your pitch.
The angle--sometimes called the hook--is the idea about your business that'll
capture the media's interest. One of the easiest ways to come up with a great
story angle is to fit it into a category the media typically covers. Check out
these 12 angles you can explore for your business.
1. New product or service: The media is always interested in something
new. So if you're launching a new and unique product or service, you have a
ready-made angle.
2. Tie-in to a current trend or what's hot in the news: If you can tie
into a hot topic, you have the opportunity to get publicity. Right now, some
great examples would be an interior designer specializing in designing "green"
homes or a food company that prepares meals to go to save time for busy moms.
3. Holidays: There are many holidays in the U.S. and throughout the
world, and every organization should be able to tie into several. Incidentally,
reporters are interested in receiving unusual holiday pitches. For instance, an
upscale restaurant may offer a free Christmas dinner for needy families, or a
professional organizer may sponsor a contest for "Organize Your Home Office
Day." For the most comprehensive list of holidays, you can buy
Chase's Calendar of Events.
4. Useful advice: People are always looking for information to help
make their lives better or easier. This is a great tactic for a product like a
vitamin that helps lower blood pressure or a service that offers advice on
reducing taxes.
5. Interesting people or information: People want to know interesting
information--both for themselves and to share with others. This works well for
survey results your company may sponsor, an interesting business profile or the
newest trends.
6. Controversy: This is a favorite topic of the media. The key is to
be a part of the controversy in a positive way. This can come in the form of an
attorney commenting on a murder case or an ethics expert giving her opinion on
recent corporate scandals.
7. Celebrity: Another favorite topic of the media. National or
international celebrity tie-ins are best, but local celebrities work, too. If
you're thinking big, try to get a famous band to donate a show's profits to your
charitable organization; if you're thinking local, go for something like a
brownie taste-off with the mayor as a judge.
8. Fun and quirky: If your business has something quirky about it, you
can get people's interest. Maybe you're a dentist who offers spa services or you
have a hotel that offers a hair restoration vacation.
9. Contests: People are competitive, and they also like to root for
others. Contests always get attention. This can be anything from a hot
dog-eating contest to a competition to appear in your company's ad campaign.
10. Charity and sponsorships: People want to help others and want to
know who else is helping, too. You can hold a benefit for a local women's
shelter or sponsor a community stadium.
11. Awards: People also like to read about others who have made great
achievements in business and life. Consider offering an award for community
achievement or publicizing your own honors, like being named small business
owner of the year by your chamber of commerce.
12. Free giveaways: It's human nature to want something for free. So
if you have a restaurant, offer "kids eat free" night, or have free giveaway
samples of your product at a local health fair.
Remember, creating a great hook for your story will grab the attention of the
media and help reel in new customers for your continued business growth.