By Michael Smart (MichaelSMARTPR)
I will be sharing a bunch of media pitching tips and techniques during the Nov. 2 seminar for PRSA-NCC. I’d like to share one in advance.
I’m big on using pop culture to land positive placements. Here’s an example….
A sober and geeky disaster analysis company landed several dozen media placements, including Bloomberg, the Guardian, and Gizmodo, with one connection to the movie “The Avengers.”
The analysts worked up an estimate for how much it would cost to repair damage to Manhattan caused in the film’s climactic scene. The answer ($160 billion) is beside the point – isn’t the idea alone a great way to naturally create a story journalists and bloggers would love to tell?
Keep in mind, I’m not talking about merely offering your experts as sources for ongoing news. That’s working great for prominent divorce attorneys in the wake of the latest celebrity breakup, but is not a surefire way to ensure you are a part of the resulting stories.
Kinetic Analysis Corp got loads of free publicity — that is on-message for them – by delivering a value-add to journalists and bloggers already looking for new angles on the year’s top film. Instead of offering themselves as one source among many who could comment on a given natural disaster, they produced a deliverable that required mentioning them in any resulting story.
So next time you’re chatting with your friends about a pop culture phenomenon, take a few minutes and brainstorm any potential ties your organization might have.
Not just what you can SAY about it, but what you can DO about it.
You might surprise yourself and end up with the next media relations blockbuster.
To register for “Perfect Pitching: Winning over Journalists and Bloggers in the New Media Landscape,” click here.
Michael Smart, principal of MichaelSMARTPR, has been landing top-tier coverage for 14 years. He’s also trained more than 3,000 communicators across the globe how to boost their media and blog placements, including pros from Allstate, Disney, Verizon, Edelman, Fleishman-Hilliard, the EPA, a U.S. Senator’s office and many other companies, associations, and non-profits, large and small. Michael has twice been a top-rated presenter at the PRSA International Conference, and he partners with PRSA to offer daylong pitching workshops and national webinars on the topic.