Guide Marketing by Tying or braiding Into Breaking Information
Can you leap on a breaking up news event? Not necessarily everybody can, yet if your subject has breaking news potential then you needed better be prepared to take benefits of it.
One particular such opportunity presented itself on Feb 19, 2008 when Fidel Castro introduced his resignation. Among my author clientele has a stunning coffee table image book on CUBA and contains made 40 plus quasi illegitimate trips to the island nation. He's an American resident and expert upon CUBA. (CUBA, one hundred twenty pgs., $65, Corazon Press, Ann Arbor, MI, ISBN 0-9768349-0-1)
Having pitched this book and his tale to all or any major multimedia from Good Morning America and Nightline to Syndicated Radio, all of the big media shops said - I am just not exaggerating instructions "Sure we'll include it... when Fidel dies. "
Therefore, like vultures circling above, we've already been waiting for just about every slip, fall, missed parade, bad medical report about Fidel so that we could jump on the particular opportunity. It ultimately came at 5 various: 30am on the particular morning of March 19, 2008 along with the announcement of Fidel's resignation. That was almost as well as the dictator passing on... less drama but still well worth covering since it announced a change in electrical power of the United States' long time nemesis of 55 years.
So , I actually dusted from the discharge about Fidel's loss of life that had been being placed in wait intended for two years, transformed the headline to reflect his resignation, and a several other items plus out it went to my meticulously maintained and aimed list of media contacts and place it within the cable by 6AM whilst everyone else would still be sleeping.
The result was outstanding. CBS TELEVISION STUDIOS Radio immediately found the release, set upward an interview that ran in Detroit all day and night. Then National Public Radio established up an in-studio interview as do WJR and WCSX radio. Print press got into the act with interviews in The Ann Arbor News, Of detroit News, Observer as well as Eccentric and Oakland Press. We even got interest, although unfortunately no story since the book was not newly released, from the Wall Avenue Journal.
Then, one of Amazon's Top Ten reviewers asked for a review copy, which usually, by itself could make a ground swell of book revenue. (thousands have examine his review) The travel writer from MSNBC wanted to get Kenny's expert suggestions on traveling to CUBA and composed up a great story. Then four weeks later that same writer, Christopher Elliott, published a new variation of typically the piece for typically the Tribune Media Support which was after that picked up by such notable journals as being the Seattle Times. hot news ? Typically the media inquires are usually still arriving. Oddly enough enough, three suppliers and reporters known as me once they got to their business office and found out there that Fidel had resigned, needed some sort of Cuba expert, performed a Google search and found my press release upon top of the Google News section. I love technology!
This whole functioning was obviously a success since we constantly keep an eye on the news and set Google Alerts in order to watch for key news items. In addition to, of course, the release was ready to go. Everything was thought out, we were prepared - for two years. The weapon was loaded, cocked, and able to fire.
When should you send a press launching? My acid test out is that if it's newsworthy and when it's timely and useful to the reader, send it. It can that simple.