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Step 1
Figure out how to link your business or organization to a topic in the news. It is not enough that you find your business or organization interesting. You must legitimize how you are news worthy. Perhaps you are participating in a benefit for victims of a recent tragedy. Maybe you are being proactive about reducing crime in your neighborhood in light of recent attacks. How about a unique reaction to something someone famous did or said? There are unlimited possibilities.
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Step 2
Come up with an interesting angle. Every story needs a hook. That's the reason it is interesting enough to talk about. The more outrageous or timely the hook the more likely it will be covered. PETA always gets news coverage because they do outrageous things to get attention. They will send naked women into the streets in the middle of winter to protest fur coats.
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Step 3
Gather all the elements a news organization needs for a story. Every story requires information and people to interview. Radio also requires sound. Television also requires visuals. Whatever the story is you need to have all these elements readily available for reporters when they arrive. It is not enough to just have people standing around. Something needs to happen and reporters need to see it happen. The best interviews are people who are themselves impacted by the story.
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Step 4
Advertise the story. If you are holding an event, type up all the vital information in a media release. It should be brief and to the point. State why your story is relevant, how your business or organization is involved, the who, the what, the where and the when. Also include contact names and cellular phone numbers. Mail and email the media releases to all media outlets at least a week prior to your event. Follow up with phone calls the day before.
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Step 5
Work your contacts. If you have previous experience with a reporter, assignment editor or producer then call them up. A personal contact can speed your story idea through the process. Develop relationships with media contacts. Let them know that you are a good source for news.
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Step 6
Become the "go to" business or organization for the news. If reporters know that you are reliable and cooperative they will call you and ask to put you on the news. Reporters always need people to interview for stories. Any economic story involves interviewing retailers. A gasoline price story involves gas stations. A crime story involves community organizations. When you get to this stage you wont need to make up reasons to be on the news. The news will come to you.
