When Bulldog Reporter invited me to be a guest panelist on the July 24 teleseminar designed to help Publicity Hounds create news when there is no news, I jumped at the chance.
I wrote three pages of notes for the session titled “Evergreen Magic for PR: Media Masters Show How to Make News When There’s No News” and reviewed them on Monday with the three other guest experts who will be on the panel with me. During the call, I learned something fascinating.
Always-cynical journalists are becoming increasingly suspicious of story ideas tied to the green movement. That could be because PR people are bombarding the media with them.
“Everybody wants to be the next Al Gore,” said one panelist, a corporate PR person who says she’s been meeting increasing resistance from journalists when pitching green stories.
If you’re pitching them, too, you’d better know what you’re talking about, have facts to back up your claim, and make the angle unusual enough.
We’ll discuss this topic in more depth next week. We’ll also explain how to get into the news, front and center, when there’s absolutely nothing happening at your business that’s remotely exciting.
We’ll talk, for example, about editorial hot buttons: pegging your story to rumors, future trends, features, divisive issues, dramatic hooks and other sure-fire ways to supercharge your hit ratio, even when you’re not breaking news.