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How Anyone Can Find a Current News Angle—Even if Your Subject is Cheese
Copyright © 2002 - 2010 by Susan Harrow. All rights reserved.
Cheese? What do terrorist acts have to with Parmesan, Gouda
or Swiss cheese? Apparently a lot. According to the Wall St.
Journal, a trade magazine called "Cheese Market News"
reported that it was necessary to divert milk deliveries
from New York City on September 11 due to bridge closures.
Why was this so important to readers? Because of the
perishable nature of milk it needed immediate refrigeration.
If a cheese magazine can find an angle, then so can you.
Anyone can find a connection to world events no matter how
challenging. It just takes a little thought and ingenuity.
1. Don't look for the cheese.
At first glance it's not obvious what the September 11
disaster had to do with cheese. And that's the point. Don't
look for the cheese first. Snoop around for the cheese
related issues--like milk.
2. Find the poop.
Look for the implications an event has on your community or
industry. Worldwide events effect all of us. And they don't
have to be huge things like a terrorist attack. They can be
small things like the fact that pooper scooper laws for dogs
create or discourage community. Whatever it is, it's right
under your nose and you don't need to be a dog to find it.
3. The world is your pumpkin patch.
Find one of your own in the news. *Farm Journal* discovered
that John Ogonowski, the captain of the hijacked American
Airlines flight that smashed into the World trade center,
was a farmer. The October issue found a way to tie in to
this weekend dirt warrior. *On days off Ogonowski tended to
his hay, corn, pumpkins, blueberries and peaches on White
Gate Farm.*
Where's the cheese? It's aging right in your own cellar: the
local paper, the national news, something you saw down at
the dog park that no one else noticed.
Learn more about getting good press and self-promotion to
gain publicity for your business, product or cause in *Sell
Yourself Without Selling Your Soul®* (HarperCollins). Go to
http://prsecrets.com for your free excerpts today.
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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