Among news decision-makers this is called, selling store, not story.

In other words, people who want publicity often try to sell their product (the store), when they should be trying to sell a story connected to their product.

Getting media coverage on any given day is something of a crapshoot. But you’ll increase your chances enormously if you offer media stories that contain one or more of following elements:

They’re controversial and/or timely. They raise eyebrows. They affect large numbers of people. They deal with pocketbook issues. They feature dogs and kids. They show David beating Goliath. They highlight milestones, records, and firsts. They introduce new ideas and technologies.

When I worked as a TV anchor at KMSP TV in Twin Cities in late 70’s, one of our competitors, WCCO, ran a great promotion campaign that I’ve never forgotten because it reduced nature of news to its essence.

They boasted, "We tell you what you need to know, and what you like to know."

When you’re pitching an idea to someone in media, ask yourself "Why is this something people need to know or would like to know?"

If you have a good answer to that question, you'll find it easy to "sell story, not store" to news decision-makers. And when you accomplish that, they'll get that story on air or in print--where thousands of potential customers will see it.

*** Don't be afraid to ask. Listening to a pitch is part of every reporter's job. But keep this in mind: they always work on deadline, so sometimes they don't have much time to talk. Therefore, if they seem to be in a hurry and they say "No," it doesn't necessarily mean your story is worthless. It may just mean "I don't have time to think about this right now." Call back another time.

See Joan Stewart's Special Report #25 "How to Pitch Reporters Over Telephone and Make Every Second Count." http://www.get-free-publicity.com/publicityhound.html

***Talk high touch more than high tech. A high tech feature is great...but only if it results in a high touch benefit that makes life simpler, easier, more enjoyable, or more interesting. Pitch how it saves time or money and cuts down aggravation. Humanize it as much as possible, and if you know of someone who legitimately loves and uses your site, offer them as a possible interviewee.

Getting free publicity isn't nearly as hard as you probably think. It will cost you some time and energy, but it doesn't have to cost you cash. You WILL get results if you keep trying, and rewards will far outweigh effort. Just ask Joe Gross.

To see a a copy of press release I used to spread news about Joe's website, send a blank email to: mailto:george2-32369@sendtheinfo.com