It was the day before Jack and I started our ride in Perth (a city 4,500 kms away from home) when I found out the person who had promised to take care of publicity hadn’t actually done anything.
“Very Difficult To Attract Media Attention”
I was told how difficult it would be to arrange publicity at this late hour.
5 phone calls (took 20 minutes) later and we had:
- 2 TV stations shoot interviews and cover the start (even following us through the city and holding up traffic)
- 3 radio interviews done
- 2 newspaper interviews done
Here’s the step by step guide to how we did it.
- Fired up the computer
- Did a search for the major media outlets in the city
- Called them up
- Asked for the newsroom
- Told them we had a story lead and asked if they had a minute to hear it
- Gave a 15 second spiel on what we were doing – “At 6 am tomorrow 15 yo Jack Sinclair will set off from Swanbourne Beach to cycle across Australia in just 30 days. He’ll be the youngest person to ever do it. He’s riding to raise funds and awareness of Big Brothers Big Sisters of Australia.”
- Sent an email with all the details to the editor at the end of the chat.
That was enough.
You see, the media want 2 things and 2 things only.
- A newsworthy story
- For you to make it as easy as possible for them
If you can come up with a newsworthy angle for your business you can generate publicity. It’s that easy.