Chapter 4: Finding the Right News Hook


Overview

Now that you have an idea of what good buzz can do for you, it’s time to do your homework. It’s a two-part assignment. First you need to figure out the competitors in your category and to see what type of press predecessors have received. If you study your competition wisely, you’ll learn from the mistakes other people have made. Then you need to find a compelling reason to get media folks to take you seriously. That’s your news hook. If you can suss out your competition effectively and then tap into a unique media hook, you are on your way to great press coverage.

Maybe that doesn’t sound very glamorous, and you’d rather spend your time inventing ever-more-ingenious gimmicks to get press for yourself. There’s something to be said for those looking to travel way beyond the fringe of the media, to explore new territory, and to boldly go where no entrepreneur has gone before— they simply better also be into doing their homework.

Let us explain. For every successful idea, there are thousands of clunkers. Most of those nonsensical wonders had some sort of a PR strategy, and in some cases, it was the best part of the business. With many Internet businesses, the glowing press coverage got to your door two seconds past a mouse click, but the profits always seemed to be quite late. The point: When you put your product in front of fickle, unforgiving, and intelligent consumers and journalists, you’d better get it right.




Full Frontal PR[c] Getting People Talking About You, Your Business, or Your Product
Full Frontal PR[c] Getting People Talking About You, Your Business, or Your Product
ISBN: 1576600998
EAN: N/A
Year: 2005
Pages: 105

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