Do you have great news but you just can’t seem to get it covered? Keeping in mind that your news always needs to be timely, there’s a couple of tricks that you can use to get the PR train moving toward the central news station…One of the best ways to get some traction in coverage is to hitch a ride on the Piggyback express. What that means is to “piggyback” your news as part of a bigger story or better known company.
Let’s take for example this recent release by the Hershey’s Food company – http://biz.yahoo.com/prnews/060509/phtu007a.html?.v=1
If you’re a food company or vendor you can capitalize on this news by creating your own release that touts what your company is doing in the chocolate field. Maybe you’re not as a large as Hershey’s but if your product is cocoa driven then there is a way to piggyback your news locally or regionally in regard to cocoa’s health benefits.
You might, for instance send a short email to a local TV producer with an excerpt from the Hershey release and a brief highlight of what your company offers and encourage the producer to take a sipping tour of your specialty cocoa store for a morning show.
If you’re a technology company, you could piggyback your release around a larger technology vendor. If the vendor is for instance Microsoft and it comes out with news of its much-anticipated Vista release (previously named Longhorn) then you might tout how your plug-in utility will support the upcoming Microsoft release.
One of the keys to piggybacking in a timely fashion is to set up Google news alerts and have them delivered to your inbox so you’re kept aware of the news releases in your arena.
You can specify the news alerts by company name, keywords, market etc. You might even have a library of two or three press ready releases that you can easily tweak and quickly send out in response to breaking news.
Send me questions or comments on how you might take the piggyback express and I’ll do my best to respond!