Last week I spoke at Bulldog Reporter’s Media Relations 2008 Conference in San Francisco. My topic – How to make news when there is no news – is something that we know alot about. Most of our clients are small to mid-sized companies that unfortunately, don’t have a dedicated reporter assigned to them from the New York Times or Wall Street Journal. Although many of the companies we work with have great stories to tell, we need to be creative about getting reporters to listen and care. In between product launches and major business announcements, we also need to ‘create’ news that grabs media and customer attention. For this event, I distilled our methodology into 7 approaches:
1. Story Insertion
2. Story Hijacking
3. Content is King
4. Fast Facts
5. Hidden Treasures
6. Cause a Commotion
7. Free Real Estate
For samples from our clients as well as the world at large, you can download the full presentation here. (Warning: this is a beast of a file 10MB). Or see the preview:
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