PR Tip: Solve the 'Problem'

The quickest way to make a story newsworthy is for it to solve a problem. People experience problems -- big and small -- every day. So, shine a spotlight on those problems and an even brighter light on the solution. Take Thanksgiving…

Thanksgiving, and other major holidays, get a lot of media coverage, everything from where to go, to how to get there, to what to cook. By planning ahead, you can finagle your way into the conversation.

Start by choosing the specific problems your inn can solve:

  • Solve the I have no time to cook Thanksgiving dinner problem
  • Solve the I have no idea how to cook Thanksgiving dinner problem
  • Solve the I have no time to clean the house for guests problem
  • Solve the I have no desire to wash a ton of dishes problem
  • Solve the I'm sick of always having to host Thanksgiving problem
  • Solve the I can't stand the heated family squabbles problem
  • Solve the I can't get people out of the house and the clock's ticking on Black Friday deals problem

Next, turn it into a package. For a detailed suggestions on how to create a buzz-worthy package click here. Here's one idea:

Mess-Free Thanksgiving:  No time to cook the bird, let alone clean up a pile of towering dishes? This year, let ABC Inn, take care of your whole holiday from start to finish. Stay two-nights, bring your family, and we'll include a full holiday meal -- turkey, homemade stuffing, cranberries, locally-sourced veggies, and pumpkin pie. No need to sweat or squabble over the turkey's temperature… watch the football game, kick back, and rest up. Come midnight on Friday we'll be serving homemade pop tarts and providing maps to area stores, most of which open their doors at 2 a.m. Package starts at $XX. Fill up all four rooms (or 5, 10, 20, or more) with your family and friends and we'll offer a 10% discount!

Tell Everybody. Post your package on your blog, if you have one. Mention your holiday offerings on Facebook.Tweet about your perfectly seasoned bird. Identify reporters in area within a 3-hour drive from your inn and send them a personalized email with information about your Thanksgiving getaway. If you have a fabulous recipe for something, say pie, share it on as many places as possible. If you know how to write a press release, send it for free using a wire service with a free option, like http://www.prlog.org. We'll be covering how to write a press release in an upcoming newsletter but in the meantime, here's some information.

Choosing your words carefully and making your package (as well as your press release) search-engine friendly will help the media to gobble it up.