Forget the Media Blitz–Go for the Grand Slam
The old media blitz is like a hail mary pass: you get your media pitch ready and throw it at as many reporters and editors as possible hoping to get coverage for your client.
Sure, there are occasions when a media campaign for an important product or service makes sense, but a well placed story can be far more effective. Take this case in point: I was talking to a travel editor at the San Francisco Chronicle about one story and also mentioned that the Point Cabrillo Light Station in Mendocino was about to open the former Head Lightkeeper’s residence as a bed and breakfast.
“I love lighthouses,” she said, “I’ll do the story.” It was near 5 months before the story appeared, but it was huge when it did, nearly a full page with photos. Here’s the kicker: AP picked it up and sent it around the world. Then the New York Times News Service distributed it. And the stories just keep coming.
The result: reservations have been pouring into the Lighthouse Inn at Point Cabrillo, a non-profit that puts all its money — after expenses — into restoration and maintenance of the 1909 light station.
Lesson: thoughtful, targeted placements are always better than the shotgun approach.
As the media managers for the Mendocino Coast Chamber of Commerce, whose job is to stimulate tourism, this goes a long way toward that goal.