Using the "Local Angle" to Get Free Publicity from Your Local Media

How do you identify newsworthy stories where you work or live?

By remembering a semi-famous quote from late Speaker Of The House Of Representatives, Tip O'Neill.

'All politics is local.'

In a sense, all news is local because even global issues often have a local impact.

You can "piggyback" off national events, issues, andtopics by giving a local angle. Connecting a story to something that's already in the news makes it more interesting.

For instance: a hot topic right now is airlinesecurity. A story about a company that's developing a retinal scan or a handprint identification device would automatically appeal to news decision-makers.

Finding Stories in the Local Workplace

Piggyback off holidays or seasons. For instance, in San Antonio, we have the annual Jimenez Thanksgiving Dinner. A Mexican Food company feeds thousands of people on Thanksgiving Day, but all told, there are dozens of newspaper, radio and TV stories done in the weeks leading up to the event.

Holding a contest--especially an unusual one--can generate tons of free publicity.

Human-interest stories are everywhere. Think about people in your company, group, or organization. Doessomeone have an intriguing hobby or an unusual background? Look around your business and ask yourself, 'What would make an interesting story that people need to know or want to know?' Pitch the story to the local media.

Keep in mind, different media will look for differentthings before they'll give you air time or print space.

It almost goes without saying that since television isa visual medium, it helps to do something visual.

Radio uses 'word pictures' instead of images. Getcreative. Come up with unusual information or a different approach to a subject. Radio wants to know 'what's your take?' In other words, 'What's your opinion?'

A media kit is a must for both broadcast and print, but it's especially important for newspapers.

Whereas a news release is intended to generate coverage, a media kit is intended to help media decision-makers get to know you, trust you, and call you in the future.

Newspapers and magazines are looking for depth. They need information that goes well beyond the superficial.

Remember that reporters, producers and editors are always asking 'WITM and WSIC.'

WITM: What's it to me?

WSIC: Why should I care?

Those are the questions their readers, listeners and viewers are asking--consciously or unconsciously. They're the same questions you should be asking
yourself as you write your release or pitch your idea.

TV stations and cable channels, radio stations, newspapers, magazines, trade publications, and newsletters--both print and electronic--have huge amounts of time and space to fill.

There are more opportunities than ever, and competition is fierce for advertising dollars, viewers and subscribers. The secret to success is knowing exactly
what they're looking for--and giving it to them.