If you have ever listened to a Tin Shingle TuneUp, the series dedicated to “What To Pitch This Month,” you’ll recall that there is a section called “Trend Stories.” In it, of-the-moment topics are rattled off to give you ideas of how you can jump into a current event right now. You have only a flicker of a moment to do this, so consider if it is a PR strategy you want.
What Is A Trend Story?
A “trend story” is when you think of a spin-off article idea based on current events that are cycling in the news right now. A current event can present an opportunity for you to create a reason to be in the media. You’ll want to do this carefully, because you may not want to be associated with a current event, and you don’t know how a media outlet may handle what you give them (i.e. your knowledge, a quote, etc.)
As of this posting, we are in the middle (or beginning, who knows) of the new coronavirus COVID-19 outbreak. New articles and TV stories are being published all day as new discoveries are made. The stock market is also moody (or tanking) thanks to price oil wars between Russia and Saudi Arabia. This opens the door to a lot of interesting, relevant and helpful articles that you can pitch to the media.
An example of a trend-story during the coronavirus outbreak is Why You Can’t Stop Touching Your Face. People are constantly being told to wash their hands and avoid touching the face (eyes, ears, nose). Big magazines that ran a version of a trend story with this story angle: Vogue with “Help! I Can’t Stop Touching My Face” and Wired with “Can't Stop Touching Your Face? Science Has Some Theories Why.”
The Process: How To Pitch A Trend Story
You are going to think of a unique idea that the media hasn’t written about or broadcast yet. Think of one media outlet, and then think of an idea that would work for those readers or viewers. Need help thinking of media outlets? You have loads of media names of magazines, TV, etc. in Tin Shingle’s Media Contact Idea Center.
You’ll write someone at that media outlet with your idea. You’ll title the email something really clever and catchy (but not confusing - you don’t want it to be too clever - just a really grabby headline). Ideas are below. You’ll want to use your Tin Shingle PR Planner to keep a list of the media contacts who will always be your go-to people for certain topics, like Kids, Tech, Design, etc.
You can’t sit on this pitch idea. You have to do it now. It’s timely. It’s trending. Ears and eyes are perked for relevant story angle ideas, so you are in a prime moment that won’t last long.
But First - Is It Worth It?
Pitching a trend requires quick thinking and typing. This means your day will be interrupted for hours as you think of your ideas, form them into an email, and find the media contact emails or social handles you need to ping to get someone’s attention.
Make sure this feature would be good for your business. Not just something that gets your business mentioned in the media for the sake of being mentioned. That would be a waste of your time. Does this feature back up what your business offers or believes in? If so, go for it.
Have These Items At The Ready
The person in the media who you are pitching needs to know who you are, fast. They don’t need your life story. They need your story in 2 sentences.
Your headshot
You bio (the 2 sentence version)
Your website + social handles
Picture(s) of what you are talking about, if applicable
Article Ideas For Right Now
Ok. So we’re all close to self-quarantining, or our local government has quarantined us, or our job or client has canceled an event or meeting. What does this mean for your business? Are you a pro for working from home? Are you a financial advisor who has guidance on a fluctuating market and 401K? Do you sell a product to make remote working easier?
You’re going to think in terms of bite-sized ideas, like these:
8 Things To Do With Kids During A 2 Week Corona-Break From School (OMG!)
How To Work From Home With Little Kids
How To Make An Eye-Pleasing Background For Your Video Conference-Client Meetings
3 Camera Tips For Not Looking Silly On Your Video Client Meetings
7 Ways To Clean Your Home In 5 Minutes
How To Turn Your Shed Into A Temporary Office During A Corona-Break
Stock Market Clearance Sale! Why To Rush (or not) Into Buying Stocks
4 Positive Thinking Tips When You Start Thinking Business As We Know It Will End Forever
Responsibility Of Publishers And You
What goes out onto the printed page, TV or Internet makes an impression. Especially during a time of uncertainty, avoid feeding the machine of fear to get press. Offer reassuring news that helps improve people’s lives and give them power through positive thinking.
Bonus Tips
A few bonus tips are included in this video for you! Including how not to respond to a media request, and how not to follow up on a feature story you know is going to hit the air-waves any moment.