Editors and reporters are looking for subjects that entertain, educate and entice their audience. These media gatekeepers are NOT drawn to self-promotion, self-aggrandizement or self-indulgence.
So, how do you “package” news that will be acceptable to the gatekeeper? First, add a human element. How does your story impact upon people. The more the better. An Ice Cream Scooper Bowl that raises money for a good charity and feeds thousands is of more interest to the press than an isolated incident or promotion.
Second, make the reader part of the story. When is the Scooper Bowl and what is the best time to avoid big lines? How can the reader contribute to the good cause even if he can’t make it to the event?
Third, bring the story close to home. What is the hometown of the Scooper Bowl sponsor? What local little league will be helping out as the scooper duper helpers? What business and community leaders will act as “celebrity” scoopers.
Fourth, say something memorable. “This Scooper Bowl will help lick this tragic problem,” you might suggest. Or, “This Sunday your ice cream sundae will help whip this difficult condition.” Offer pithy quotes and the press will come back for more — not only for this story, but future opportunities as well.
Fifth, be unusual. The Scooper Bowl, if faced with rival events, could feature only homemade ice cream and farm fresh toppings. Or perhaps the ice cream is served in miniature trophy cups.
Now you can scream about your proverbial ice cream. Enjoy the works.