Guerilla PR is a great way build business buzz. Here’s the key question: how do your business and the news intersect?Awhile back I interviewed Fern Reiss (www.expertizing.com) on my internet radio program and got the benefit of some of Fern’s many PR tips. One of the stories Fern told was about creating events that revolve around a timely, newsy issue or cause. For instance, Fern was working on PR for an independent bookseller she knew. So she created an Independent Booksellers appreciation day (or maybe it was a week), with flyers, bumper stickers, etc… and ended up getting buzz coast-to-coast. There’s nothing wrong with that!
Maybe there is a holiday, an event, or a celebration associated with something in your business that intersects with the news. For instance, if you do home-and-office-organizing, look at the lifestyle and behavioral trends that are shaping your business. Maybe more and more of your clients are working from home. What impact would that trend have on home and office organization? Maybe it’s time to recognize all those work from home people via a Work From Home holiday once a year. There is a volume of recognized events and holidays (National Pickle Month, and so on) at www.chases.com. You can submit your new holiday to Chases and have it included in next year’s edition.
At WorldWIT we are concerned with women in the workplace, and the intersection of work and life. We created National Breastfeeding at Work Week to recognize the women who continue breastfeeding once they return to work after having a baby, and the companies that make breastfeeding easier for them, as a way to raise awareness about this issue. This year wel have a National Breastfeeding at Work Week teleseminar, an ebook, and a Milk Works pledge that employers can take to show their commitment to lactation at work. We created an award for companies who shine in this area, and called it the Rumina Award, after the goddess of babies and mother’s milk. We have corporate sponsors supporting National Breastfeeding at Work Week and a lot of interest from the media. This topic is near and dear to me, as a 20-some-year corporate HR person and a mom who breastfed her own five kids.
What about you – what’s important to you and your business? Is there a trend or emerging phenomenon that would lend itself to some creative PR? Noodle on that and see if you don’t have a flash of inspiration. Leave a comment below if you do!