Five Surefire Ways to Get Your Company in the News
Companies large and small often benefit from publicity because it raises awareness and lends credibility to their brand. However, publicity isn’t always easy to come by because it requires you to create a newsworthy hook and attract the interest of reporters. Here are a few things you can do to become newsworthy and generate publicity for your organization.
1. Host a Contest
Hosting a contest that appeals to a specific audience can be a successful way to garner media attention. For example, in recent years, the Clearwater Aquarium has partnered with the Gold Diamond Source to host the annual “Wedding of a Lifetime” contest, in which one lucky couple receives a Valentine’s Day wedding package valued at more than $20,000 and the opportunity to get married on the platform of the dolphin pool at the Aquarium. Applicants are merely required to submit a photo of themselves and explain why they should win. Multiple local and national news outlets and wedding publications have promoted the contest and profiled the winning couple.
Consider doing something similar at your organization. You may be surprised to learn that it costs little more than your time, as related brands with similar target markets may be willing to partner with you and co-brand the effort. If you both donate products and/or services, there’s little left to purchase.
2. Give Back
As The Wall Street Journal reported last month, research shows that consumers are more likely to support companies that make a positive difference in the world. In addition, volunteering or donating to a cause can boost employee morale, enhance your reputation in the community, and help you garner positive media attention. So spend some time thinking about your community. In what ways can your company and its products or services improve someone’s life? What are your company values? Then, develop a plan for giving back.
Several years ago, I assisted a client in hosting a children’s book drive during the holiday season. The goal was to get the hundreds of employees involved by donating books to the local United Way. In doing so, the company received an overwhelming response from employees who collectively donated more than 700 books. As a result, the company held a press conference at their office in conjunction with the United Way, which the mayor attended to show his appreciation and tout his reading program. Ultimately, reporters from print, radio and television news attended the press conference, and the media attention helped raise awareness of the company’s presence as the second largest employer in the city and highlighted the unique services it provides.
3. Hold an Event
Consider creating an event that would provide added value to your customers or clients, while also piquing the interest of the general public. For example, you might gather thought leaders in your industry for a lively panel discussion and invite your clients and reporters to attend. If you own an organic health foods store, you could host a “green” wellness fair and invite local organizations in the health and wellness field to host workshops and seminars and invite health reporters to attend. Your only limitation to the type of event you put on is the time and money you’re willing to invest in it. And again, if you don’t have much money to spend, get creative and identify a few strategic partners to help you implement it.
4. Commission a Survey
Reporters often possess a particular affinity for facts and figures. That means that companies that commission a statistically sound survey can benefit from news coverage. You’re probably thinking, what type of information could a survey yield that is relevant to my company? Well, it depends on what you want to draw attention to. No matter what your company or which industry you’re in, you can commission a survey to draw attention to your product or service and almost certainly garner media attention.
One of my favorite examples of a company using a survey to get in the news was done by Warner Brothers. To promote the release of its comedy film “Hall Pass” in UK cinemas, it surveyed 2,000 British adults in steady relationships and asked them about when their relationship stress levels begin to peak. The findings were so interesting that the survey was picked up by the media in Europe and the U.S.
If you think this idea is perfect for you, keep in mind that although this is usually a very successful tool for garnering news coverage, you should turn to an expert to ensure that the study is statistically sound.
5. Debunk Industry Myths or Stereotypes
Do you remember hearing about a guy on an all-potato diet? That was the executive director of the Washington State Potato Commission, and he made national and international news when he announced his 60-day diet of nothing but potatoes. His goal was to raise awareness about the nutritional value of potatoes because the Institute of Medicine recommended that the use of federal dollars for welfare programs should not be used to buy potatoes, and it wanted to limit the use of potatoes in school lunches. The 60-day diet brought the only type of news coverage and attention that could have put the potato debate at the forefront. After doing more than 150 interviews, I think he got his point across.
Just think about the one myth or stereotype that bugs you the most about your industry. What can you do to dramatically show how wrong it is?
After reading about all of these seemingly lofty ideas, you may be wondering about your return on investment. Keep in mind that the value of news coverage can be tied to any of your key performance indicators, including sales, memberships, referrals, website traffic and so on. You just need to make sure you set appropriate objectives at the outset and incorporate a way to measure success.
Do you have an example of something your organization did recently that successfully attracted the media attention?
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