It’s a splendid thing to snag TV, magazine or newspaper coverage for a one-day event.
Bonus points, however, go to those who tell stories that have legs, drawing further articles and social media sharing long after the event is over.
A free, downloadable tip sheet from Ragan Communications and Guinness World Records, “How to land blockbuster coverage during and after a PR event,” offers pointers for using storytelling to boost coverage.
The tip sheet offers creative ideas from pros for turning a one-off event into a PR gift that keeps on giving. It cites experts from Reebok, John Deere, Walmart, Mall of America and Denver Water.
“It’s not just us forcing Reebok stories down people’s throats,” says Ben Blakesley, Reebok’s director of global social media. “It’s, ‘How can we identify stories that people care about and what they’re talking about?'”
The tip sheet tells how Reebok promoted its CrossFit Nano 7 shoe, drawing coverage from publications such as Men’s Fitness when 33 athletes around the globe broke 44 Guinness World Records titles.
The download points the way to telling stories that inspire—and explains why certain stories gain major traction in the press.
The tip sheet explains why John Deere, the heavy-equipment maker, chose to publish a magazine story not about its tractors, but about the origins of country music.
“Farming is just what they do for a living, but they certainly have other interests that may or may not have anything to do with agriculture,” says David G. Jones, editor of The Furrow and Homestead magazines.
Learn how Walmart kept pushing the story of its commitment to buy $250 billion worth of products that support U.S. manufacturing over 10 years, using its magazine, Walmart Today, to highlight interesting smaller stories that illustrate the initiative.
Find out how Mall of America partners with charities in its events, creating stories that news media outlets are willing to promote.
For example, a Free Bikes 4 Kidz charitable event gathered 5,512 donated two-wheelers in 2016, earning headlines such as this one from Bicycling: “This Charity Just Broke the World Record for Most Bikes Donated.”
Learn how to capture content and how you can develop your own news outlet, telling your own stories, as Denver Water did.
When the event’s over, keep using the content you captured, whether you’re blogging or posting on social media. Two weeks after its event, Reebok published a story about a one-armed athlete who had broken several records.
“Spread the content out over the following couple of months,” Blakesley says, “so that you can extend the length of the story.”