Good PR is a lot more than just good press but there's no denying that getting your name in print is often one of the best ways to raise your profile.
While lots of factors will influence how big a splash you make, the key to getting good copy is to give them a great story.
Here are some of our top tips for finding yours.
1. 1. Do something new
It may sound obvious but that’s what the news is all about. You may be the first or the biggest or the smallest or the noisiest or the smelliest but no-one - at least not many - has done it like you before.
If you are already well known then a major change in the way you do things - like a refurbishment - might hit the headlines but it’s not guaranteed. Far more likely is that you’ll be directed to the paper’s advertising team.
2. 2. Piggyback a bigger story
The local media need to find ways to make a national story relevant to their audiences. Think back to the Japanese Tsunami and worried locals waiting to hear from relatives.
If you are doing canapés for the celebrity wedding of the year or making the 2012 Olympic gold medals then you’re a godsend to your local news editor.
3. Have a celebrity link
Sad I know but a well-known face accompanying your news story will get you masses more coverage than you on your own and draws readers’ attention to the article itself.
4. 4. Think of the picture
Even quite run-of-the-mill stories can get great coverage if they have an eye-catching picture alongside them. It’s no coincidence that shots of smiling young ladies dominate the papers when there’s a heat wave (or any other excuse the picture editors can think of).
5. 5. Get third party endorsement
You may well think your pork pies are the best in the world but journalists won’t just take your word for it. If you want to make declarations about how good you are it’s best to have someone else say it for you.
6. 6. Be accurate
Journalists really hate finding out the information they’ve been given is wrong – and they do check. You need to be absolutely sure of your facts or you’ll not only lose the article, you’ll lose your new media contact as well.
7. 7. Don’t sit on it
The media have a very low boredom threshold. There’s no point telling them about something you did last year, last month, and probably even last week. They want the news when it happens. Make sure your story has a hook that makes it relevant to the moment.
Good luck!
(If you want help getting your stories in the paper please do get in touch.)
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