Genuine publicity stunts or announcements that grab the media's
attention can be very beneficial for everyone involved. The
media want something that is going to interest their audiences.
An artist painting a family portrait is not dramatic. However
a child standing alone in front of a pile of ruins that was
once the child’s home is going to get someone’s attention. Here
are illustrations of how a seemingly ordinary announcement can
be enhanced to attract media interest. (All these really took
place):
Example 1: Promoting remodeling of a downtown office building
Straight announcement: Send out a press release saying that
the building is being remodeled and provide the standard details
of cost, restoration plans and name of contractors. “Enhanced”
announcement: Have all the construction workers hang outside
the building wearing tuxedos. Alert the television stations
and photo editors at the newspapers and tell them the building
is getting a “first class” remodeling job.
Example 2: Church denied use of a building it owns for certain
religious services because of technicality of zoning laws.
Straight announcement: Press release goes into details about
how the zoning laws are oppressing the church. “Enhanced”
announcement: Because the members of the church cannot use
the building, have an outside protest service, followed by
a prayer circle with all the members of the church praying
for the leaders who are oppressing them. (This one drew the
attention of almost every major media outlet in Chicago).
Example 3: A new book is released about networking with people
for business and personal success (one of dozens in the marketplace).
Straight announcement: Press release describes book and gives
examples of some of the best tips listed, as well as the author's
credentials and expertise with interpersonal communications.
“Enhanced” announcement: List ways to meet people in odd places,
including while stuck in an elevator, in a dentist's chair
and while waiting outside the ladies' room. (This one got
the attention of media across the United States and even the
BBC in London!)
