most media people have policies against receiving gifts. But there
is one gift that all of them welcome -- a great story idea.
Great stories get attention and can lead to promotions, awards and
prestige. That's why the media is always on the lookout for the next
The media often get story ideas from Public Relations professionals.
Putting together a great angle is the first step in providing ideas to
Unless your client is a hot celebrity, a scandalous CEO or has created a
revolutionary new cure for a disease, it often takes a little work to come
up with a strong angle to pitch to the media.
So how do you come up with a great angle?
Always Think Like a Reader, Listener or Viewer
Your goal should be to think like a reader, listener or viewer of the
media. What would interest you when you're reading a newspaper or
magazine, listening to the radio or watching TV?
To get you thinking, here are
10 questions to consider:
1. Did your client recently
launch a new product or service?
2. Can you tie-in with a
current trend in business or society (such as weight loss or home and
3. Is the business or
organization unusual in any way (such as minority-owned,
fifth-generation family business, charity that helps a previously
4. Does your client have
information that people always want to know about (such as tax tips or
5. What is the Unique
Selling Proposition (USP) of the business (what makes it unique from
other businesses in the industry?)
6. Does the client have
controversial employees, a colorful leader, or has it taken a different
position on a current issue?
7. Has the organization or
any employees or volunteers won any significant awards or had any major
8. Is the business or
organization very tied in to certain holidays (a candy store, for
9. Does the business or
organization have connections or spokespeople who are local, national or
international celebrities (such as Dan Marino, former Miami Dolphins
player, as a spokesperson for Levinson Jewelers in South Florida;
interior designers who have decorated homes for celebrities)?
10. Is the business involved
with charity causes? Does your charity have business partnerships?
The answers to these questions
are the starting point for creating solid publicity angles. This
will lead to great story ideas, and ultimately terrific media coverage for
Fisher is the President of Margie Fisher Public Relations.
information in this article was excerpted from her Do-It-Yourself
Relations Kit, available at http://www.margiefisher.com.
Contact Margie at firstname.lastname@example.org.
Copyright 2005 Margie Fisher All Rights Reserved
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