Your story sources are right in front of you every day. They come from hot client issues, life events, and industry trends.
- 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
- 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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Take two to five minutes a day to write down a several-word description of each client's call or visit. |
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Mention any industry trends and any peculiarly difficult issues you resolved for your clients. |
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At the end of the week or month, categorize these questions and concerns. Notice any patterns. Expand on unusual, interesting issues. |
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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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Make a list, such as the "Top 10 Keys to Success in Retirement Planning" |
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Call your metropolitan newspaper, radio, or TV station. |
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Ask for the reporter covering personal finance on your specific subject. |
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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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Write a case study that explains the success of a project. |
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Use your local business contacts to get local business reporters to cover the story. |
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Save articles with the date and any artwork intact. |
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Get reprint permission from editor or producer. |
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Write a letter to national publications that cover job training issues. |
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Include the case study and the local publicity in your pitch letter. |
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Call targeted media outlets and request their media kits. |
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Check special sections list and editorial and advertising deadlines. |
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Get copies of old special sections. Start writing your story. |
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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.
