The recent sad passing of pop legend Michael Jackson and rapid reaction from other stars around the world have once again shown that fundamental PR principles work. From known spoon-benders reiterating their loyalty and pop stars doing somewhat bizarre tributes in concert, reacting to current news with something interesting to say is still a sure-fire way of getting yourself or your business noticed.
The trick is timing it correctly.
So how do you turn what’s getting the media’s attention right now into an opportunity? The first thing is to realise what is making the news i.e. something so big, that it’s getting everyone’s attention.
Secondly, remember the big story of the moment may not be your core business, idea or service. And for many businesses not operating in or dealing with the entertainment business, Michael Jackson’s death – no matter how shocking or sad – could just seem like a waste of valuable business time.
So if you’re not an entertainer trying to make a comeback, how can you get your message across? In this case you need to find a way to hook into the big story of the moment.
Think US Weekly or AEG Live – the organisers of MJ’s London tour. US Weekly unveiled previously unseen online footage taken at the 1984 Pepsi ad fiasco which resulted in MJ losing much of his hair and sustaining serious burns to both his face and scalp (the speculated start of his pain killer problems). The results, record hits for US Weekly online and global coverage for the title within hours.
After issuing a statement saying our thoughts are with the family, AEG Live quickly bounced back from a major potential crisis with news of a possible tribute gig and then the eureka moment – offering a souvenir ticket instead of a refund. Risky if every fan took this option, but quick and clever thinking nonetheless!
Thirdly, remember that every week or holiday season there’s a news item or issue that takes the lion’s share of airtime and print space. If you, your business or product has anything to do with this or what the media are talking about, make the most of it – ring your local news reporter, issue a press release, send an email … Bottom line, if it’s newsy, use it!
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Yahoo News…
This is really good news today….