A public relations coup

Guest post by: Ross Fattori
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Are you a no show? - By Ross Fattori

In late 1999, I was reading the Globe and Mail when I came across a story about a remarkable woman who had developed a successful business. I admired the woman’s strength, courage and tenacity.

Then I got to thinking – why couldn’t the Globe write a story about me. I had a story worth telling, too. In 1993, I started a part-time advertising business while working for a local newspaper. Over the course of six years, I moonlighted on nights, weekends and holidays. The company grew to the point where it provided enough income that I could eventually leave the newspaper.

For the Globe and Mail to take an interest in my story idea, I needed an angle. I had to persuade an editor why my story might be worth telling.

I called a Globe editor and she seemed intrigued with my idea. She suggested that I summarize the pitch in an email. That’s what I did, and that’s exactly where I thought my story idea would end up: in an editor’s email In Box, only to be deleted along with dozens of other story ideas that failed to make the cut.

To my surprise and delight, the Globe contacted me three days later and said that it was interested in writing a story about moonlighting. They wanted to interview me about it. A few days later, a Globe writer interviewed me, and a photographer showed up to snap some pictures.

Maybe it was a slow news day, or maybe my timing was just right. Who knows? But, on January 26 2000, the Globe and Mail – Canada’s largest national newspaper – ran a feature story about the growing trend of moonlighting in its Report on Business section. I figured prominently throughout the article.

To this day, it still amazes me how simple and easy the process was. When I recount this story to people today, they can hardly believe it.

If you have a story to tell, it might be worth pitching to the media. Media outlets – traditional and online – are always looking for unique story ideas to fill their pages. Who’s to say that your idea doesn’t have merit?

When pitching ideas, put yourself in the shoes of an editor and her readers. Is your product or service part of an emerging societal or business trend? Does it have an interesting “wow” factor?

An editor’s time is precious. Rehearse your elevator pitch and make it as succinct as possible. If you can’t describe the idea in a single sentence, then keep trying.

When you’re first starting out in business and money is tight, investing in public relations may be a luxury that you can’t afford. But with a good idea, together with some preparation and confidence, it’s something you could probably do on your own.

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Are you a no show? - By Ross Fattori

About the Author: Ross Fattori

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Ross Fattori has more than 25 years' sales and marketing experience in newspapers and in the publishing industry. Throughout his career, he has served clients in the automotive, retail, real estate and manufacturing sectors by composing winning copy and designing dynamic ad layouts, brochures, direct-mail pieces and newsletters. Mr. Fattori is also journalist who has written extensively for newspapers, magazines and specialized publications across Canada. His writing credits include The Toronto Star, the Toronto Sun, Marketing Magazine, and dozens of periodicals and newspapers. Mr. Fattori writes a blog of book reviews and ideas at www.inferiorplanet.blogspot.com.
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