Date: 6/6/2008

Tonic Tip: It's Story Time!

The only way to get a BIG story worthy of that sizzle reel is with BIG effort. Your success depends on the amount of thought and strategy that goes into each project. We’d like to offer some tips for securing bigger stories, using a dog grooming business as an example: Venture beyond the expected: Seek opportunities that aren’t obvious. Find relevence in unexpected, yet related, media. Pet owners are business people, mothers and adventure athletes – think of relevent stories for Entreprenuer, Parenting and Outside magazine. Keep it topical: Keep current on pop culture and news stories. For example, get media attention by offering celebrity grooming “looks” for your dog – “The Paris,” “The Jessica” and “The Orlando.” Pitch appropriately: Don’t use the same angle for every outlet. Your local news station may want to do a live segment in which a dog gets “The Jessica,” but the local newspaper may want to know the hottest selling pet products for the holidays. Find a Partner: Target interesting companies and do something creative together. Work with a car wash to raise money for an animal rescue organization by offering a “Dog and Car Spa” day. Invite your local newscasters to participate. Overall, remember to have fun. If you think you’d enjoy watching or reading about something in your favorite magazine, newspaper or broadcast outlet, chances are others will too!

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