How far will you go for love? Would you peel an orange for your spouse or girlfriend if she asked you for an orange? The Wall Street Journal explores that question today and it provides several PR lessons for brands trying to get media coverage.
I’m rarely a fan of tying news stories to monthly awareness campaigns because those marketing calendars rarely align with editorial calendars. But Valentine’s Day is one of those holiday exceptions. If your service or product has a connection to love, it can be rocket fuel when tied to Valentine’s Day.
I’ll go on a limb now and predict this WSJ story will go viral by the end of the week. Here’s why:
*The story is unique.
*It provides fun conversation.
*You likely haven’t heard this story before.
*It’s tied to love, and Valentine’s Day is Wednesday.
Emerging Trend with Influential News Organizations
This article supports an emerging trend I am seeing with the influential news organizations, including the NY Times, Washington Post and WSJ. Their reporters are integrating TikTok and Instagram elements to support their stories. In many cases, the social media content isn’t even timely but the content gives the reporter the timely element needed to sell it to his/her editors. Adding social media content to your pitch can help with the reporter’s sell to his editors.
One more important observation.
Editors and Reporters are Measured by their Story Reach
When I was a new Executive Producer with NBC in New York, I knew I had one year to prove my value or I would be pushed out the door. Today, a reporter’s reach is evaluated just as much as his editors.
Here’s proof. A few years ago I worked with Rep. Norma Torres and we got her editorial placed in the Washington Post. The opinion editor emailed me a few days later and asked if I could encourage her to share her editorial on Twitter. He was candid, “I’m not seeing traction with her story.”
And that brings up the final point. If your idea doesn’t have broad appeal or potential for virality, your campaign is at another disadvantage. Find ways to implement or sell that virality in your story.
If you apply these approaches to your next publicity, you will have a better chance for coverage. If you need help finding timely elements or angles, reach out to us here and we can schedule a strategy call. #alwaysfreshpr
ABOUT MACIAS PR
Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur, CNBC and Forbes. City & State Magazine named him to their 2024 Political PR Power List in New York.