DIYPR Media Angles

Presents: #DIYPR Webinar Series

Module 3, June 16

The Angle:It’s What Captures the Attention of the Media

Presented by: Cyndy Hoenig, Partner

Contact: [email protected]

Twitter -- @cyndyhoenigFacebook.com/hlmediapartners

It’s all about the Angle

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.comCyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

A great story idea.

A great story gets attention. It can lead to a promotion, award, prestige for the media person. That’s why the story angle is so important.

In order to get press coverage, you and your biz or organization must have news worthy of being covered. Unless you’re a hot celeb, a scandalous CEO or have just created a cure for cancer, you’re going to have to come up with the news angle, or hook, or story idea. Your goal needs to be to think like a reader, listener or viewer of the media.

Here is a good rule of thumb to follow when searching for a story angle to present to the media. Ask yourself this question: Will the readers of this publication think this is interesting, entertaining, informative or useful?

Self-interested, veiled attempts at promoting your business will fall flat. The media does not care about your company’s success unless their readers care about it. The media does not care about your new product unless you can help them understand how their readers are longing to know about the problems it solves.

Your goal should be to think like a reader, listener or viewer of the media. What would interest you?

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Brainstorming Power


I love brainstorming. It’s one of the most popular ways to find that perfect angle. Often others can see angles that you might have overlooked since you are so close to the subject.

Let everyone shout out ideas and don’t veto any of them. No comments or judgments. Later, sort through the best ones and piggyback on others.

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What do you offer that is Unique?


• Product - One of a kind, unique features

• Quality - Best ingredients, award-winning

• Service - Money back guarantee, two-hour delivery window

• Target Market - Dentists, young moms, high wealth individuals

• Style - Personal approach, will listen and design to your needs

• Price - Lowest price

• Selection - Largest selection in the south

• Location - convenience or starting our 4th decade serving Oklahomans

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That competitors aren’t claiming?Or that drives people to act?


What do you offer that competitors don’t?

Remember, others may offer it, but it they don’t promote it, you can promote AND claim it.

What do you offer that is so compelling, it drives people to act?

One stop shop

Handle a wide range of services

Good location

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10 Newsworthy Ideas

Cyndy Hoenig & Heather Lytle • H&L Media Partners • hlmediapartners.com

1. New product or service2. Tie-in with a current trend in business or society.3. Is your business or organization unusual in any way?4. Do you have information that people always want to know about (tax tips,

nutrition ideas, how to landscape on a budget, etc.)?5. What makes you unique from other businesses in your industry?6. Has your organization, or any employees or volunteers, won any awards or had

any major achievements?7. Is your business or organization very tied in to certain holidays (a candy store

and Valentine’s Day, Dentist and Halloween candy, etc.)?8. Does your business or organization have connections or spokespeople

celebrities?9. Is your business involved with charity causes? Does your charity have business

partnerships?

10. Rags to Riches

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Case Study: EventRace for the Cure


Opportunity To maximize exposure and media coverage for MidFirst Bank’s presenting sponsorship

of the Susan G. Komen Foundation’s “Race for the Cure.” Approach & Pitch

Media partnerships were developed with KWTV-TV, The Oklahoman, Southwestern Publishing and Citadel Broadcasting.

A comprehensive media kit was developed and disseminated to all the local media outlets.

Interviews with MidFirst representatives, survivors and family members were coordinated, and stories ran on KWTV and the Citadel radio stations on a daily basis two weeks ahead of the race.

Capitalizing on the anticipation of the race, a special event was planned to kick off the festivities. “City in the Pink” was held two weeks out and resulted in two television spots.

Three PSA’s were produced and ran continuously during the month of October. Press releases and media alerts helped maintain top-of-mind media awareness.

Success The race was attended by almost 12,000 runners, an increase of 2,000 over 2003, and

was covered by KWTV. Jack and Ron from Citadel emceed with Amy McRee from KWTV.

The extensive media relations campaign generated remarkable coverage with 6,610,824 impressions and $535,322 in cost equivalency.

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Case Study: EventNational Memorial 10th Anniversary


Tenth Anniversary Opportunity

To manage and maximize exposure and media coverage for the Oklahoma City National Memorial’s 10th Anniversary of the bombing of the Alfred P. Murrah Federal Building … April 19, 2005.

Approach To ensure accurate and timely placements with print and electronic outlets,

press releases were disseminated on a daily basis over a two-week period announcing the daily activities taking place.

Executive interviews were coordinated with the executive director and chairman of the board of trustees to secure feature stories about the 10th anniversary commemorative plans in national and top-market newspapers, as well as key national radio and television outlets.

Capitalizing on the anticipation for the event, a press briefing was held two weeks before the actual day of the anniversary.

Success The extensive media relations campaign generated over 500 media

representatives attending, from national and international outlets. The wide-reaching coverage generated placements including CNN (Aaron Brown broadcast from the Memorial); NBC Nightly News (Brian Williams broadcast from the Memorial); ABC, CBS, FOX News, as well as local and regional coverage with all affiliates covering.

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Case Study: New ProductEat Great, Lose Weight


OPPORTUNITYMaximize coverage to create sales

APPROACHNationwide media kits, including copy of bookNew York Press tourLaunch breakfast in L.A.

PITCHIn the old “Andy Griffith” series, Francis Bavier was playing Aunt Bea, a 50-year-old woman.In the “Golden Girls” Rue McClanahan, Bea Arthur, Betty White and Estelle Getty were playing 55-year-old

women.Suzanne Somers is 49, and this is what you’ll look like if you make a lifestyle change as told in Suzanne’s

book.SUCCESSCoverage in top 35 marketsNational press coverage: People, Time, Newsweek, USA Today,The Wall Street Journal, Parade, New York Times and Washington Post

MATERIALSMedia KitsBio of SuzanneIn-depth Q&AFollow up phone calls to book interviews

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Case Study: Useful AdviceEdmond Law Firm Offers DUI Safety Tips for New Years’ Eve


Opportunity: To raise awareness of the dangers and consequences of drinking and driving.

Approach: The following was the approach we delivered to the public via press releases sent out wide in the state. Edmond Law Office wants Oklahoma drivers to know their rights.

Pitch: With New Years’ festivities scheduled around the state next week, the Law Office of ABC wants to educate Oklahoma residents about the dangers of driving drunk and what to do if you are suspected of driving under the influence. Hundreds of Oklahoma residents were cited for driving under the influence during New Years’ celebrations in 2009. The only real way to avoid a DUI charge is to never get behind the wheel after drinking. Nevertheless, people find themselves each year facing serious charges related to drinking and driving.

Materials: Press Releases were sent to every daily and weekly newspaper, monthlies, radio & TV in the state. We also created a PSA to be used year after year.

Results:Stories ran in dailies and weeklies in 24 cities. PSA’s ran in three major cities in the state.

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To become a media darling, you have to go the extra mile:


Research every show or publication before you send your pitch, and give it a targeted, relevant, timely, story by using these ten tips:

1.Begin your day by brainstorming with the daily paper.

Get into the habit of reading your city paper with a notebook and pen in hand. Scan the headlines of each section and ask yourself, "What is in the news today that ties in with what I want to promote?"

2. Read financial publications daily.

Every single day, statistics change. Stocks go up or down. Interest rates fluctuate, or threaten to anyway. Consider ways you can use this info for a news hook.

3. Listen to questions your clients and customers ask you.

4. Are you suddenly hearing lots of people asking the same question? A trend may be starting that you can tie into.

5. Think about your organization and what makes it important to someone else. Don’t just think of why it should be important.

6. Consider how the reader’s life will be changed or improved by your product or service. Leave the reader feeling like they need to act on the info you presented.

7. To tell a good story, first you have to do something newsworthy. You and your organization make news more often than you realize. You understand your biz more intimately than anyone, which gives you a better perspective on your market. The hurdle lies in your ability to recognize what makes a story and who the most appropriate journalists are to tell that story. 10



More Tips:


7. Read trade publications to spot industry trends.

What is the buzz in your trade publications? What are new developments in your field? Use your access to this information to shape a story.

8. Find story ideas in the course of your daily routine.

Keep a notebook and pay attention to story-worthy events that pop up in the course of your day. You'll be surprised at how many arise.

9. Listen to comedians on radio and TV for inspiration.

Comedians and late night talk show hosts have their fingers on the pulse of trends to which everyone can relate.

10. Work with the calendarHave you noticed that weight-loss articles fill newspapers and magazines every January and tax tips abound in March? Editors have a pressing need for timely stories, but demand fresh twists that are relevant to their audiences. A top ten list of tips is always welcome.

11. Work with holidays

Create a story angle by tying in with regular holidays or with a little-known but highly relevant holiday that you find in Chase's Directory of Events - chases.com. You can even make up your own special day and get publicity for it. Mayors will sometimes sign proclamations for these observances.

The media will respond favorably when you save them work and put a story together for them. 11

20 More Ideas for Media Angles:


1. Sponsoring employees for further education2. Unique employee trainee program 3. Flexible workplace arrangements (working from home)4. Work/life balance initiatives5. Initiatives benefiting employees and their families6. Sales in a particular segment reached $XX for the first time7. Speaker at a public or industry event8. Research and development findings and product developments9. Written a special report about the industry10. Won an industry award11. Sponsorship of an event or person12. Comment on a controversial topic/issue related to your business/industry13. Seminar being held for clients or the public in general14. Celebrity or sportsperson supporting the business15. Top 10 tips to ... 16. How to pick the best ...17. Launch of foundation arm of business18. Announcement of an annual charity event/fund-raising activity19. Joining forces with local government, other business leaders on a particular community project.20. Offering annual award to a person or organization in the community

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Questions?

Have questions?

Be sure to join us on June 23rd for the next part of the series:

The Pitching Processand

How to Establish yourself as an expert

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

Cyndy [email protected] me on Twitter: @cyndyhoenigFacebook: Facebook.com/hlmediapartners


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DIYPR Media Angles