DON'T JUST SIT THERE DO SOMETHING
Too many press releases and stories aimed at the media these days are about people
saying things rather than doing things.
Actually doing something is always going to grab the headlines more than talking
about something. People love action and so do journalists, whether they are on
newspapers, radio, television or an online news site.
Of course it depends on the type of business you are in as to whether it is all action –
or whether most of your good work is done sat at a keyboard and monitor or slaving
over a calculator.
But even the most sedentary occupations can get some action into their stories with
a bit of creative imagination – and a good public relations agency should be able to
brainstorm a few ideas.
Rather than talking about all the red tape that business gets tied up in why not tie
someone up in red tape for a photo stunt – or borrow a set of industrial or agricultural
scales to weigh the endless books of regulations.
Get a client or customer to play along with a request for your services to be in demand
in a far-flung place – or delivered in an unusual way. At Empica we once gained
major coverage after a mechanic delivered a spare part using a microlight plane he
usually flies as a hobby at weekends.
My local barber amuses the village with comical topical signs. After England’s first
two opening games in the World Cup he simply put a wheelie bin outside with a
sign saying “England Flag Recycling Centre”. The little joke attracted the attention
of a passing journalist and consequently he has received front page publicity on the
So take action – preferably creating something that will get people talking and
make a good photo – and publicity will be bigger and better. If you can’t think of
an idea for your business give me a call and we’ll get our thinking caps on for you!