Since having your own blog means you can publish anything you want, anytime you want, why should you still try to get coverage in the media?
Because media coverage is a lot more powerful than the coverage you give yourself—that's why.
As my PR friends say, when you are quoted in the media, it's an "implied third-party endorsement." The media works to get the best quotes from the best minds. And if you're quoted or your work is covered, that means you are someone worth paying attention to.
A colleague who edits another of my company's magazines has a section on her Web site for new product releases. Some are written by the editors and some are posted by manufacturers. The ones from the editors always get more hits than the ones from the manufacturers because readers think the editors' choices are newsworthy while the manufacturers' posts are self-promotion.
The best way to get the media—Special Events and everyone else—interested in you and your story is to think about the essential elements that reporters are looking for. The more of these you have in your pitch to the media, the more likely you are to grab their attention:
Information and Advice: Sample story ideas might be "Five New Design Trends," "How to Cut Your Floral Bill by 15 Percent" and "How to Please a Demanding Client"
Human Interest: Who could ignore "How I Created a Dream Wedding for a Destitute Widow"?
Celebrity: Parties for the famous are fabulous hooks, both for trade and general media.
Controversy: This is not for the faint of heart, but if you’re willing to talk about controversial issues—kickbacks, sloppy industry ethics, etc.—you are more likely to be quoted.
For event media specifically, having good photos of unique event treatments is a must. And if the publication just covered some pretty pink bat mitzvahs, don't send them more of same. Strive for something new.
And never, never forget: If a reporter ever tells you, "This is interesting—get back to me," then do it. Now. Right now. The No. 1 reason a great idea never turns into a great article is that the contact didn't respond to the reporter in time for the story deadline.
Lisa Hurley has been editor of Special Events Magazine since 1999. She joined the magazine after stints with foodservice publications and as director of publications and communications for the California Restaurant Association. She is a member of ISES, MPI and the International Foodservice Editorial Council.
