Page 210 - Duct Tape Marketing

Earned Media Attention and Expert Status

that impacts your industry? Has a major lawsuit been settled? Is a new
product, service, or innovation receiving coverage? It is critical that you
watch the national news trends to stay on top of these opportunities.

Capitalize on Your Ties to a Trend
Your association and industry publications often report on indus-

try and marketing trends. Reporters love to get a jump on a coming
trend. You can put yourself in the middle of a story by simply pointing
out something that may be happening in other parts of the country
that ties your company or product to a recognized trend.

Take Advantage of Stories about Overcoming Adversity
Everyone loves a story with a great ending. If you or your firm has

overcome some adversity, this may be a great source for a story.

Keep an Eye Out for People Stories
Promotions, new hires, awards, board appointments, weddings,

births, and all other manner of events that involve people in your firm
and what they do on and off the job can be a good source for story
ideas. Maybe your company’s softball team hasn’t won or lost a game
in ten years. Maybe your firm has repaired eight houses for a charitable
organization this year. Perhaps your firm has a college tuition reim-
bursement program that is far better than most, and you have four new
college graduates at the firm to prove it. Make a story out of it.

Solve a Common Problem—and Then Tell about It!
If you have discovered a unique way to solve a problem your tar-

get market has or that impacts other firms in your industry, you may
have a story idea. Business publications in particular are always on the
lookout for innovative business practices. Don’t just think in terms of
some solution to a client need. Maybe you’ve discovered a successful
way to attract prospective employees. These stories will often be read

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