If it bleeds....

It’s a common phrase used in the news industry: If it bleeds…it leads. Meaning that the more gory, tragic or devastating a story is, the more likely it will be at the top of any newscast. Seems pretty brutal, right? Why should someone’s tragedy be someone else’s leading news story? Although not all news stations follow this rule of thumb, there is some truth to that mantra. Whether you like it or not, sometimes it IS the bad news that makes the headlines. A tragic car accident that kills an entire family or that devastating house fire around the Christmas holiday always tugs at people’s heartstrings. That, of course evokes strong emotion, an important quality that makes any story newsworthy.

But a story doesn’t always have to be sad or involve some sort of conflict or controversy in order to be newsworthy, especially if it offers a solution or answer. That’s where you come in. As a business owner, can you offer your customers a solution to a problem or issue? The problem can be anything from high gas prices to high electricity bills. Do you offer a special price break or sale that beats out your competitors? How about a special drawing for a coupon or gift certificate to a local gas station or grocery store? Remember, in order to get publicity you have to first drum up the interest. The same thing that tunes viewers into the 6 o’clock newscast can also drive customers to your store. You just have to find that “leading story” to get their attention.