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.