PUBLIC RELATIONS Think You Have No News to Tell? Think Again. by Carol Klimas E ver wonder why certain organizations seem to always be in the news in some way shape or form? For some, coverage is determined by the sheer size of the organization and its market dominance. Microsoft comes to mind as the best example of a company with an endless stream of news coverage in print, TV, online and radio. But what if you're not Microsoft? How do you help your organization stay front and center with the media when it seems you've exhausted all of your pitch ideas and just don't have any news to tell? Many organizations will simply bide their time until they have something “newsworthy” and then issue the obligatory press release. This works well if you have a steady supply of jackpot winners, promotions, new business openings, etc. If you hit a dry spell, however, and can't seem to muster up news, there are a few tried and true ways to unearth fresh story ideas and keep the coverage coming. Studies, Surveys and Statistics In today's 24/7 news environment, media outlets are hungry for timely, interesting or unusual information. Therefore, there are myriad opportunities to secure media interest simply by generating information through the use of studies, surveys and statistics and packaging the information in a clever way. One story that recently made national news was a study conducted on cell phones to determine how many germs live on phones and whether or not the ubiquitous cell phone is a health hazard. The study concluded that a cell phone contains more germs than the bottom of one's shoe and that it is prudent to change out your cell phone often. It comes as no surprise that the study was funded by - you guessed it - a cell phone manufacturer. Conducting studies, surveys and gathering statistical information yields a wealth of fodder for story opportunities. And these don't have to be expensive or serious research projects. Setting up and launching an online survey for example, whether to community members, guests or even internal audiences, is one of the most cost effective ways to gather data. Consider launching a survey to guests about their favorite item on your buffet, or orchestrating a write-in contest for bingo players to see who has the most unique gaming superstition. When the results come in and show that guests prefer prime rib three-to-one over shrimp and that four out of five bingo players have a good luck charm, develop a lighthearted pitch to reporters who cover dining, gaming or entertainment noting the interesting findings. Reporters will often respond well to such fun stories, just be sure to keep 34 Indian Gaming September 2006 the back-up data and results to validate your findings - even if they are somewhat tongue and cheek. Who knows, perhaps your interesting survey will become an annual event with a reoccurring story. Look Outside Another way to generate coverage is to step outside of your organization and take a look at what is currently being covered in the broader news landscape. At the moment, high gas prices, conflicts in the Middle East and airline security dominate daily headlines. While much of this news may be controversial, consider how your organization can weigh in on timely issues in a positive way. For example, do you offer a free shuttle service to your properties to help guests save on rising fuel costs? If so, pitch a local entertainment reporter on the top 10 destinations in your area that don't require getting in your car and driving. You may have to do a bit of research to uncover other entertainment options and work with the reporter to flush out the idea, but a story along these lines not only highlights your property, it also highlights a great amenity for your patrons. With regard to more sensitive news stories, such as those surrounding national security and conflicts abroad, you may want to steer clear unless you have a significant positive story to tell. Does your organization have a generous benefit package for returning reservist employees? Or are your employees organizing a care package drive for soldiers deployed overseas? These are important, positive stories to tell about your organization and speak volumes about your workplace environment - but it is critically important to handle such news with the utmost care so as not to capitalize on tragedy, but rather to demonstrate concern. When in doubt, focus on the less controversial news stories and brainstorm ways in which you can add an interesting twist to the same old headlines. Look Within An often overlooked source for positive news stories is an organization's own employees. Each and every individual has a story to tell and oftentimes this story is compelling enough to share with news media. Here is how to uncover interesting employees to profile in a story. First, ask questions. Find out who has worked with your organization the longest or if multiple generations within one family are employed with you. Ask members of management if any of their employees have gone above and beyond their daily job responsibilities to ensure an “Conducting studies, surveys and gathering statistical information yields a wealth of fodder for story opportunities. Setting up and launching an online survey for example, whether to community members, guests or even internal audiences, is one of the most cost effective ways to gather data.” outstanding guest experience. A close examination of the tapestry of employees will undoubtedly uncover new and interesting story angles and can make an excellent pitch for the local employment and business writers. Second, be sure to follow any internal communication guidelines and obtain permission from employees before offering them up for a media pitch. Lastly, should the reporter bite, ensure you help prepare the employee for a successful media interview by walking them through what to expect in the interview, what questions are likely and how best to interact with a reporter. And then facilitate the interview with the reporter and the employee. Securing positive employee profile stories helps build morale among existing employees and can often serve as an excellent recruitment tool as potential candidates see the value placed on your organization's staff. Go Directly to the Source When you're stumped for ideas, go directly to the reporters you interact with on a regular basis. Ask them what interesting topics they have in the hopper and see if there is a way to offer up a source or tie in to the story. After all, you never know when the next Pulitzer Prize winning story is going to surface. No matter how you uncover and generate story ideas, the important thing to remember is to always be on the lookout for opportunities for positive coverage. Whether digging up interesting facts and statistics, tying in your story to front page news, or simply showcasing your employees, news opportunities are all around you - you just have to know where to look. ¨ Carol Klimas is Associate Director of Public Relations for Off Madison Ave. She can be reached by calling (480) 505-4527 or email [email protected] September 2006 Indian Gaming 35