MARKETING

Where Stories Come From

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Story Sources

Your story sources are right in front of you every day. They come from hot client issues, life events, and industry trends.

Clients:

  • Hot client issues: elder care, investing an inheritance, buying out a partner, buying a new business, changing tax laws
  • Life events: weddings, births, college, first home, retirement

Trends:

  • Market-driven events: market run-ups and turndowns, investment sector falling out of favor
  • Hot business issues: technological innovation, contract employees, state push for adviser registration
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To Do:
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Checkmark Take two to five minutes a day to write down a several-word description of each client's call or visit.
Checkmark Mention any industry trends and any peculiarly difficult issues you resolved for your clients.
Checkmark At the end of the week or month, categorize these questions and concerns. Notice any patterns. Expand on unusual, interesting issues.
Checkmark Repackage them into vibrant story ideas.
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Tip: Once a good story, always a good story! Don't throw away a good idea just because the media are not yet interested. Keep it, wait, and watch for the "media opening." Then send in your story. Your timely voice will be welcome.


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To Do:
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Checkmark Make a list, such as the "Top 10 Keys to Success in Retirement Planning"
Checkmark Call your metropolitan newspaper, radio, or TV station.
Checkmark Ask for the reporter covering personal finance on your specific subject.
Checkmark Tell them you want to send a fax on ways to make the national story in The Wall Street Journal locally relevant.
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To Do:
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Checkmark Write a case study that explains the success of a project.
Checkmark Use your local business contacts to get local business reporters to cover the story.
Checkmark Save articles with the date and any artwork intact.
Checkmark Get reprint permission from editor or producer.
Checkmark Write a letter to national publications that cover job training issues.
Checkmark Include the case study and the local publicity in your pitch letter.
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Editorial Calendar

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To Do:
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Checkmark Call targeted media outlets and request their media kits.
Checkmark Check special sections list and editorial and advertising deadlines.
Checkmark Get copies of old special sections. Start writing your story.
Checkmark Identify and add reporters to your target media list.
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View the next section of Get Media Smart!: Six Rules of Media Etiquette

View the entire Get Media Smart! resource guide.

Copyright © Ink&Air 1998

Last updated: Mar 3, 2000




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