Do you follow the news, follow the websites and publications that are important, and not so important, to your business, I mean really follow them?
It’s one of the best things you can do to get inspired about, and boost your own media visibility and coverage. You get a feel for what journalists want but you also find ideas from other sectors that you can pinch yourself.
It’s not all about the websites, programmes and publications that your potential customers will see and hear. Other outlets and media coverage, completely unrelated, can really help to spark ideas too.
Here are three pieces of coverage I’ve come across recently that I wanted to share – they highlight different ways you can get media coverage – using stunts, photography and anniversaries. You just need to put your creative hat on to work out how you can apply them to your business. Or, keep the ideas in your back pocket and come back to them when the time is right.
FA Cup weather ballon stunt
This is a great story about a weather balloon that was released from Wembley Stadium with two FA Cup final tickets (for Arsenal v Aston Villa) attached. You can read the full story here: http://www.bbc.co.uk/news/uk-england-32901233
Basically, the tickets were sent up, the balloon burst at about 29,000 feet and then the tickets came down via parachute and landed in a village in Sussex. The grandmother of an Arsenal fan found the tickets and, safe to say, the grandson was one very happy chap who was looking forward to the big match.
Insight: this is a great example of how you can use a ‘stunt’ to ‘create’ a news story that will capture the media’s attention. Of course, we aren’t all able to go to the effort, or expense, of arranging for something to go up into the air attached to a weather balloon. You don’t have to do it on that scale. But, hopefully, it demonstrates how even if you think you have no news to shout about you can get yourself noticed by ‘creating’ something that will get people talking. The ‘stunt’ doesn’t need to be complicated but it’s useful to think through the visual aspect to give it appeal and the message you want it to convey.
Stunts like the ALS ice bucket challenge (http://www.bbc.co.uk/news/magazine-29013707) really show that it’s possible to create something that has appeal, gets people involved and can deliver a powerful message too. But, stunts aren’t just for the bog boys. So, get your thinking cap on and see what you can come up with.
The Honest Body Project
I came across this article while I was scanning the website for Red magazine: http://www.redonline.co.uk/health-self/self/beautiful-photo-series-helps-women-celebrate-their-bodies It’s a photographic collection from Natalie McCain which captures women in their underwear with their children.
The idea behind the collection is to encourage women to be more accepting of their bodies. It’s a lovely collection of photographs, a number of which were displayed on the Red website. I haven’t seen whether it’s been represented in exactly the same way in the magazine.
Insight: photography is powerful and it can make, or ‘be’, the story as well as add to it. Photo montages and collections are always popular. Whatever the story, or angle, it’s worth thinking about the visual aspect and how you can use photography to get your message across. With photographic collections such as this it’s about finding the right publications or websites that will be interested in the theme it explores.
You can see the range of photography included in the collection at: thehonestbodyproject.com
Here’s a story that has appeared recently – the 800th anniversary of the Magna Carta is being celebrated with the issue of commemorative stamps: http://www.bbc.co.uk/news/uk-32969939
Insight: anniversaries are a great way to get profile on the back of someone else’s occasion. If something is relevant in your work – a person such as an artist, an event that had an impact, then you have scope for using that to get profile. If you scan the press and media it won’t take you long to come across stories that reference anniversaries of births, deaths, significant events.
The event doesn’t need to be centred around a person – it could be the anniversary of a change in legislation or the anniversary of an organisation being set up or you own business. It works if the anniversary is a round number or has a significant ‘5’ in it – so, 5 years, 10 years, 20 years, 25 years, 100 years etc.
Now, of course, maybe it’s stretch too far to find an angle on the Magna Carta for your business but the idea is to have a think about what other anniversary opportunities there might be for your business.
In a nutshell: there are lots of different ways to get media profile for your business – using stunts, photography and anniversaries are just three examples.
What are you doing to get more media coverage for your business?
Want more media visibility for your business? Then, check this out (it’s free): 7 quick and easy ways to get media visibility.