The news you use as a hook might be front-page stuff or much more obscure. It could be local, national, or international. Let's say you're a plumber and you learn that the price of copper, which has been sky-high for the last year, suddenly dropped. This means homeowners will soon be able to renovate their bathrooms or kitchens for less money as copper pipes will cost less. Or, an earthquake strikes halfway around the globe, killing thousands in a city considered to be at low risk of quakes. You own an insurance company. You now have an opening to offer advice on whether or not those living in your locale should have earthquake coverage. Or a celebrity's young daughter gets kidnapped, ransomed and returned home unharmed. Your company makes bracelets that secretly serve as location devices. Had the daughter been wearing one of your bracelets, the police would have been able to find her within an hour. You got the idea? The business seeking publicity for the first two situations serves local customers only. Therefore, they should focus their publicity tie-in efforts on local newspapers, TV, and radio. The third situation is where the company should first target national publicity as their customers can be found anywhere. The simplest way to jump into action with your breaking news connection is to call a media outlet you have reason to believe would consider your story relevant and track down the reporter or editor who handles the subject matter. It's much easier than you think. This is because tips are the lifeblood for news organizations. Unlike companies that shield employees from the public, they must have a system of directing story suggestions to the right person. You can simply call the main telephone number of your media outlet and ask for the "news desk". Then ask who to contact about real estate (for the first example), business (for second), or child safety (for third). You should explain your news connection in no more than four sentences to the person who is covering your topic. If you're leaving a voice mail message, end with your call-back number. If you are speaking to someone live, end your pitch, close the conversation, and wait for their response. This type of pitch can also be sent by email if you have an email address that is reliable for a reporter or tip line. It should be concise and to-the-point. Include a phone number and email address so that you can reply. When you're trying to interest national media in your story, pitching media outlets one by one takes too much time. If you have a particular media outlet you think would be a likely match for your publicity angle, contact them as described above. The child safety bracelet story would work well on morning TV news programs like "Today" and "CBS This Morning." Otherwise, writing and distributing a press release is the way to go. A press release is a news release that presents your news tie in in a journalistic-style format. To find examples of press releases, search Google "sample" These are usually 400 words or less, or a page. Use a press release distribution service such as PR Newswire, PRWeb or Emailwire to get your release in front or media people and the public. Do not delay. What's hot and exciting today may evoke no interest at all tomorrow or next week. You can learn all of the steps here now so that you are ready to take action when you hear about news that could make you famous.
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