Marketing through Media Relations

So you want some free media exposure? Here's how: Make life easier for folks who work in the media. Simple. If there is a national story on national media, local media is looking for the local angle. Help out by being the local angle. You don't need to be an expert commenting on a news story.

Watch, listen and read the news differently. Be a scout for your connection to the larger story. This is what publicists get paid big money for.

The next time you hear yourself responding to a news story with, "That's just like my story", or "Maybe that is what's happening in Tulsa, but here in Petoskey, we handle things...", call us!, e-mail us!, let us know your story.

Example #1:
You post a receptionist's job listing for an $8 an hour job and get 350 applications including applicants with Master's Degrees. That is the local angle on the national economic news of employment figures released that day. You and your company are the LOCAL ANGLE.

Example #2
Your company has made a deliberate effort to go green. After measuring the savings, you calculate a decrease of energy usage at 20% and an immeasurable boost in employee morale. This is a LOCAL ANGLE to any news of any large corporation going green OR of low employee morale due to the economy.

Example #3
A national story breaks about a home invasion at a celebrity's residence. LOCAL ANGLE: Local security company offering tips on how to protect your family at home.

Don't worry about a fancy press release, a phone call or well written e-mail that explains why people will find your story relevant is fine. Include your contact information and the basic information you want to share.

Good luck and good exposure!,
Mary