As you all know, for fun I teach Spinning at Lelia Patterson Fitness Center in Fletcher, NC. Well, this summer, the gym asked me to volunteer my PR prowess to guide their college intern, Chris Janetzco, into getting buzz in the community about their upcoming Hunter Subaru LPC Triathlon. From the beginning, I coached this intern into using members from the actual gym to inspire the community. Viola — not only did we get coverage, but we got the FRONT PAGE last Saturday. It’s not the front page of a section, but rather the front page of the entire paper! I’m so excited. You’ll recall how excited I was to get the front page of the Wall Street Journal last year. Front page coverage is oh so rare in PR. While scoring front page may be hard, ‘spinning’ stories isn’t. It’s simply finding inspiration around you and then opening your mouth to the media. That’s spinning a great story for the media. Just reflect on inspiration not promotion. Who knows? You might be on the road to front page coverage too.
Ever wonder how people land earned editorial mentions in major magazines? In this Woman’s Day article Wasabi Publicity client Pamela Yellen discusses not her book and product, “Bank On Yourself” but rather tips couples can use to be ‘financially fit’ in their marriage. See, if you focus on your book or product, media contacts will immediately send you to advertising. That’s fine … if you want to pay for advertising. However, if you’re trying to score the cherished “as quoted by” or if you want to be a go-to media source (which the public perceives as an endorsement), then give the magazine editors and TV producers something they can bite their teeth into: content their readers and viewers will salivate over. So, feed your media contacts a steady dose of ‘fit’ content. Another way of saying it, is educate and entertain them. Give them something that will make them stand-up and move. If you’re pitching angles that make a difference for the media contacts’ audiences, you know your stories are fit … and will be a fit. Happy spinning. This time I mean spinning stories, not Spinning at the gym – which I also love as you know 😉