While there is a saying that there is no such thing as bad publicity, most companies aren’t willing to test that theory, especially when it comes to their bottom line. However, these same companies would readily admit they would like “good” publicity but find it hard to “stand out from the crowd.” Fortunately there are ways in which you can better your chance of catching the eye of the local newspaper editor.
By putting a spin on something ordinary, or identifying some unusual aspect of something ordinary, you have a good chance of getting major media hits.
For instance, nearly everyone uses a toothbrush or some sort of wallet but how often do you see articles about it in the newspaper? You would have a much better chance of getting the publicity you need by following these simple tips (using the wallets and toothbrushes as examples):
Create a controversy. E.g., claim that 90% of Australians use each toothbrush far too long and don’t replace them every three to six months, as advised.
Give an award. E.g., a prize for the world’s rattiest wallet.
Offer surprising facts about your product. E.g., how long ago people were using toothbrushes surprising similar to today’s.
Show an unexpected clientele using your product. E.g., wallets for toddlers or for nudists.
Piggyback on the news. E.g., play up the connection if there’s a toothbrush scene in a new feature film or a popular sitcom.
Do a survey. E.g., what percentage of people never leave the house for any purpose without bringing their wallet.
Compile a set of useful tips. E.g., 10 ways you should never use a toothbrush.
Donate your product or a gift certificate to a good cause. E.g., a new wallet for every high school graduate in your home town.
Invent a new use for your product. E.g., wallets designed for efficiency at security checkpoints.
Tie your product to economic trends. E.g., what toothbrush sales reveal about recessions and economic booms.
Do something anachronistic. E.g., create wallet carriers, which a butler can hold out for the man in the house when he comes home from work.
Sponsor a charity event. E.g. the Toothbrush Ball.
Do something about your environmental impact. E.g., recyclable wallets.
Celebrate an anniversary. E.g., your 10 millionth toothbrush sold.
Create regional variations. E.g., the Best Brisbane wallet, the Perth Packer.
Get offbeat endorsements. E.g., from a punk rocker, a bartender, a has-been politician for your toothbrushes.
Feature employees with stories. E.g., an over-80 wallet designer, marketing vice-presidents who are twins.
Run an event for kids. E.g., develop a show that travels to day-care centres on how to brush teeth.
Once you have a newsworthy angle, then the ambition to get your story into every household in the country makes more sense!
