When it comes to PR, business owners and entrepreneurs generally think of the obvious. An owner of a hair salon will think of stories that have to do with hair care. On optician will think of stories that have to do with eyewear, a florist will think of stories that have to do with flowers. That all makes sense, right? Yep. And that’s a start, but if you really want to get your story covered in magazines, newspapers and TV segments, you need to be a bit more creative than that. For example, if you do own a hair salon, come up with the top ten best celebrity hairstyles and explain why, or maybe give the worst celebrity hairstyles. You don’t have to be the hairstylist who worked on the celebrities, but you can be the one to comment and position yourself as a hairstyling expert. If you’re an optician, develop a story on why glasses are really jewelry for the face and then come up with a list of celebrities that illustrate why glasses are a beauty item. If you’re a florist, come up with a pitch based on flower arrangements used at celebrity events, political events, or any event that is featured in the news. Comment on why the floral arrangements worked or didn’t work and what you would suggest in the future.
The best way to launch a successful media campaign is to give the press options. You have a story that you want to tell through the media. Chances are you have one or two main angles or story ideas that you want covered. Those are where your focus lies, they are you primary objectives. But don’t stop there. Broaden your approach. For good or bad (and I think I know which one it is) we live in a celebrity-based culture. The media loves celebrity-oriented stories, so brainstorm a bit and see how you can tie your story into a pitch that offers a celebrity angle. This might be the furthest thing from your mind and that type of story might very well bore you to tears, but don’t let your personal bias, keep you from presenting a story angle that the media will pick up. Have fun with it. Think out of the box.
This celebrity-oriented approach can often be the way to prime the pump and get your media relations campaign off the ground. From there you can broaden into a more comprehensive campaign.
Copyright © Anthony Mora 2012
James. “Celebrity News”. Photo. Celebrity Cheeze. 02 Feb 2012. 15 Feb. 2012. <http://celebritycheeze.com/the-history-of-celebrities/>