What’s your story? Although there is no formula, publicity is a basic combination of

  • news
  • excitement, and
  • relevance

that uses a sales pitch to become a part of the mass media.

News. A publicity campaign starts with a piece of news. Many things can make something newsworthy. For example, timing, uniqueness, a numbers brag, new research, scientific breakthroughs, beginnings or endings, updates, and much, much more can be positioned as news. By contrast, “evergreen” items are not newsworthy and can be covered at any time. An example is an overview or opinion/editorial on topics with no news value. If your publicity goal involves getting your story covered quickly, the “evergreen” label is an editor’s kiss of death (or delay, to be hopeful).

Excitement. Anyone can submit a piece of “news” to a media outlet. But the spin you put on it is what makes your story appealing. Add anecdotes to illustrate your point. Where appropriate, use a surprise. If done appropriately, you can make editors feel like they would be doing readers a disservice by not covering this story in a complete and timely way. The way you deliver your story idea (press release) can be exciting. For instance, include a product that illustrates your point. A bakery that just introduced a line of innovative, fresh-baked breads, for example, could send a fresh loaf, with a note, “This is no half-baked story. Read on…and see how one local merchant has baked up a real success!” Corny? Maybe…but it also may break through the mountains of stories that editors and producers receive. Note – most reporters can’t accept gifts, as they’re considered bribes, so be careful with going overboard.

Relevance. A pitch needs to be relevant to the publication, its readers and the time of year. You need to understand who is reading the media outlets you pitch because readers are the end customers of the information you are trying to sell.

Sales Pitch. Okay, you’ve got a valid piece of news, with an exciting twist, that is relevant to your target. Now, take off your writing cap and put on your sales hat. Selling your ideas requires a strategy, organization of details and conversations, and the right dose of persistence. Your idea needs to be communicated quickly and effectively. Take the tried and true “elevator test.” If you can get your idea across while traveling from the 10th floor to the lobby, without gasping for breath, you have succeeded.