People often ask me how to make their stories more attractive to the media. I tell them that providing examples is one of the best ways to do just that. What do I mean by examples? Examples may include: 1. Client comments or testimonials. To promote http://www.vegangal.com/: "Jane Johnson spent most of her life overweight. After trying every type of diet, she found a video on becoming a vegan at http://www.vegangal.com/. Six months later, she had lost 30 pounds and gained a great outlook on life." 2. Expert quotes and opinions. To promote the benefits of a particular hedge fund: Notes Dave Fields, a leading hedge fund analyst, "Hedge funds typically offer investors a 5% greater return than any other type of investment." 3. Anecdotes about people related to current trends. To promote Pamella Roland white pantsuits: "White pantsuits have recently been seen on the bridal runways of Richard Tyler, Saison Blanche and Pronovias. This year a Pamella Roland client in her late 30s got married in a white pantsuit in Palm Desert, California. And trend-setter Ashleigh Banfield, Court TV reporter, wore ivory silk palazzo pants, as well as a veil, to her wedding in 2004." In fact, examples can actually help promote your business more powerfully than just a story about your business. And they're exactly what many reporters are looking for. Why? Because we all like interesting stories. And examples provide depth to those stories. Business stories in particular often contain examples. "Examples can be critical for the right article," says freelance writer Jeff Zbar. "I prefer two examples. I especially like examples from different types of people, such as an expert and a customer." Providing examples can also give you the edge over other sources. Stephane Fitch, a reporter at Forbes Magazine, notes that he will often choose to quote someone who has provided a great example, vs. one who didn't provide one. So, be sure to collect promotional examples about your organization. They may be the key to getting great media coverage. |
