Lexington, KY - As we approach the holiday season, there should be more on your list than goodies and gifts. Winter and the holidays offer significant opportunities for publicity. Here's why. Reporters and editors are looking for interesting and unique stories that tie into holidays and weather, and winter is one of the best seasons for that. Consider ice, snow, extremely cold temperatures, car trouble, home heating issues and other problems associated with winter. These challenges could open the door for publicity for your business.
The holidays are considered slow news times. Government offices, schools and even some businesses are shut down, which means there are fewer stories to cover and traditional spokespeople are harder to find. The challenge, of course, is that newsroom staffs are smaller during that time as well. Nevertheless, reporters always are on the lookout for a story that's different.
Before you begin developing your news story ideas, take some time to study the media. Watch news programming, see what free publications are offered at libraries, restaurants and coffee shops and listen to talk radio. This allows you to determine how your story might fit a variety of media outlets and which reporters to contact. This is important because you don't want to waste their time or yours pitching an idea that's not right for them. Some reporters, producers and media outlets have Facebook and Twitter pages. It doesn't hurt to check those sites for information about their interests or what they're covering.
Now that you're armed with knowledge about the media, it's time to develop your story ideas. The key is to develop several ideas, or what we in the public relations world call "news hooks." Then, right before Thanksgiving, try pitching one of your ideas to several media outlets. Your first one may not hit the target, but sending a release or making a pitch by phone opens the door for you to talk to reporters about the types of stories they want to cover. By discussing the reporter's needs, you can tweak your other ideas or develop new ones that are more likely to be used.
It also helps you begin a relationship with the reporter, which could potentially set you up as a news source for future stories. In fact, plainly tell the reporter that you'd be happy to be a source. You may not be quoted the first time the reporter calls you, but you are building credibility with him or her and that could pay off later.
Don't forget about television and radio talk shows as good venues. All three local television stations have guests on Monday through Friday during their noon newscasts. Just call the stations and ask for the producer of those programs. Also, there are radio stations that need to fill several hours of talk time each day.
There are some publications that cater to specific audiences that might be interested in your potential story. Lexington Family Magazine, Skirt!, La Voz and Key News Journal are just a few. Also, don't forget newspapers in surrounding counties.
So, what types of potential stories might work for you? Here are some ideas for news hooks to get your brain moving in the right direction.