Publicity Takes Work...Even the Stunts

Some may think that they are just interesting enough, cute enough or just plain great enough to get in the news with little or no effort.

But publicity, just like anything else, takes work. The entire thing is a process because whatever you have done that you think deserves publicity took work to do -- and then it's more work to do your research and catch the attention of the reporter.

Even publicity stunts -- which by definition, are things an individual(s) do that are just crazy enough to get the attention of reporters -- take work in the planning and execution. Think of the whole Balloon Boy fiasco. I don't suggest that you sit around and think of any stunts. Because even if you do get what you hoped for, people typically don't react well to something that has no substance.

Instead, why don't you plant that energy into really cultivating what your organization or business offers? Or invest time and effort into great partnerships that could spawn great events that reporters will be interested in because their audience will be interested in it?

The moral of the story? Nobody gets publicity for doing nothing at all. So let's get to work.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

A New Spin On An Old Favorite

When it comes to news, sometimes the topics covered aren't all that new.

What I mean is: think about all the events, holidays, etc. that happen every year and they always get coverage. No reporter is going to stand up one Dec. 25 and say, "NO! I refuse to cover Christmas this year!" and stomp away.

Because these recurring events, holidays and the like are necessary to news coverage, reporters and editors are constantly trying to find a unique element to highlight. So, yes, it's yet ANOTHER Christmas play but this year, there are live animals in the manger from a local barnyard rescue mission. Awesome, right?

So when you consider pitching a not-so-new event, consider:

• What's unique or different about it this time?
• How is that difference going to affect the reporter's audience?
• Can you visually show any difference?

The moral of the story? There's absolutely nothing wrong with a new spin on an old favorite. When you're creating your media plan, take note of those dependable newsy things and figure out how you can offer a unique angle on them.

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc.  Her background is in print journalism and she has written hundreds of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how they can get media attention for their programs and efforts. Meanwhile, she blogs on all things journalism.

Know When to Fold 'Em

Everyone has that one reporter that is impossible to contact. This person is so elusive that reaching out to them is like trying to catch the wind. So close, yet so far.

It may not be that this reporter talks to everyone on the planer except for, so don't take it personally. They may just legitimately be busy. If you have contacted this reporter several times by phone, email and/or smoke signal to no avail, it may be time to give it up.

I'm not suggesting that you don't pitch to the reporter anymore; I'm saying that instead of trying to get the one-on-one that is escaping you, just add them to your email list and continue to send great pitches and/or releases their way.

The moral of the story? Put your information out there concisely and consistently, but don't make yourself a pest. When something interests them, they will call. 

Bridgette Outten is a journalist and media consultant with The Write Vision Group, Inc. With a background in print media, she has written thousands of articles for newspapers and online publications. At The Write Vision Group, Bridgette consults with nonprofits and small businesses about how to get their programs and efforts in the news. Meanwhile, she blogs on all things journalism.