Our client’s press release announcing the “World’s Largest Chanukah Menorah” earned mentions from CNN, USA Today and even David Letterman–among many others. How’d they do it? With a memorable visual and hook that was irresistable to the media–including that the menorah was certified by Guinness World Records .
In this example, the client’s press release was issued 10 days before the start of the holiday event. An image was provided to the press. Local and national public figures, as well as celebrities, were scheduled in advance to participate in the nightly lighting of the menorah. In short, the press release and event had all the ingredients that make a winning story for the media: a record-winning and supersized menorah; a local and national angle; and a connection to a worldwide celebration.
And while on the subject of big stuff, news about Starbucks’ 31-ounce iced Trenta had everyone Twittering–and jittering a bit too. NPR and Morning Joe both mentioned the new drink. NPR even sent a humorous survey about the drink to readers. A quick search using the words “Starbucks Trenta” turned up 221 million search results in Google. Google News returned 692 articles. That’s publicity supersized!
So here’s your challenge. Is there a local, national, or worldwide event that can be associated with your product or service? Can you make the story larger than life or entertaining in some way? Will you only launch your product if the groundhog ventures out of its burrow on Groundhog Day, February 2nd? Can you cobble together an app that shoots arrows at its users like cupid for Valentine’s Day? Does anyone have a Blarney Stone they’ll be kissing in March? (Yes, there is already an application for that. We checked.) Members of the media love informative and entertaining press releases. Where is it written that press releases must be boring? Be smart. Be clever. Have fun.
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