How do you identify newsworthy stories where you work or live?Especially newsworthy stories about yourself or your company that you can pitch to
media in hope of getting some free publicity.
By remembering a semi-famous quote from late Speaker Of The House Of Representatives, Tip O'Neill.
'All politics is local.'
In a sense, all news is local because even global issues often have a local impact.
Here are some powerful strategies for spotting opportunities when they present themselves.
'Piggybacking' simply means putting a fresh or different twist on something that's already in news. You might have you seen a story on Today Show that reflects something that's happening in your industry. Call station that airs Today Show and offer a 'local angle.' They'll probably interview you as part of story.
You can piggyback on news items, trends, holidays, or community events - possibilities never end.
Trends and new ideas and technologies make for good stories. When my wife and I opened first South Texas Subway Sandwich Shop inside a convenience store, we got a front- page write-up in The San Antonio Business Journal. It included a color picture of us standing in front of our location. Buying an equal amount of ad space would have cost about eight thousand dollars.
If you're part of a large company or organization (university, non-profit, etc) and you've got a lot of people who are qualified to comment on a wide variety of topics, create and distribute a directory. It can be elaborate or simple - as long as your media contacts can find a suitable expert quickly. Include names, titles, and contact numbers (day and evening) and post your list on your web site.
