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Publicizing the 'Impossible.'

Publicizing the "Impossible" Try to list the toughest publicity jobs you might encounter: the dull, already well-publicized topics; those that occur prior to new developments you can't yet mention; those inconsequential for your target media, too narrow geographically, or too small in scope. All publicists at one time or another find themselves facing this formidable task. Here's a checklist of techniques to help you when you next find yourself charged with publicizing the "impossible." Think visual--even for print. Build a story around photos, diagrams, drawings, data tabulations, cartoons, caricatures, or video. This helps busy editors to quickly grasp the drift of complex material and enables them to easily present products and ideas to their readers. For example, a medical disease treatment vividly comes to life with an illustration of how it works in the body. If you choose photography, use a photographer whose work is of high enough quality to meet the standards of top-notch outlets. Good-quality photos will more likely be used as is, even as an addition to an almost-completed article. Provide editors with color photos with action and drama that are good enough for a cover, and you may end up on one. Cartoons and caricatures, too, will be a welcome piece of "found art" by many publications, which don't have the budgets to commission them very often. Expand the outlets. Attempt to exhaust all of your media possibilities. If you've been working the national business press, try adding regional, local, trade and technical publications; newsletters; hometown newspapers; college alumni publications; radio; and TV. Look, too, for a link to justify Canadian, European, or Far Eastern coverage, such as your company's having a distributor in that region. If you think your bosses only want coverage in specific media, work to enlarge their vision. If they're dead set on Forbes or Fortune but you haven't been able to get them in, imagine placing a company spokesperson on Financial News Network, sending that tape to the "Wall Street Week" producer--and getting your CEO invited onto that. Any complaints that you're not on target will probably evaporate. If you're accustomed to using one particular media directory, check in with several others, available at any good-sized library. Each categorizes media differently and, therefore, may give you ideas for additional outlets. Also, a publication left out of one directory may be included in another. Work different sections of each medium and different reporters in any one department. For example, for the same client you can prepare tailored pitches for up-front news, individual columnists or department chiefs, guest editorials, and personal business sections. Create unique events. While the term "events" may conjure up images of multitudes of people, successful events need only involve a target audience of one. These "events" might include a sports outing, a speech, a celebration or recognition, a party or other entertainment, trial use of a product, a stage set provided for photography, a trip to an out-of-town editor, or a one-on-one meeting with someone nearby. Even if it is a small-scale effort, be sure to let your creativity shine. Introduce golf balls by having reporters hit them off the back of a boat into the water, rather than on a driving range. Introduce a foot product in a Japanese restaurant where the reporter has to take his shoes off to enter. Use the mirrors of an amusement park's funhouse to exaggerate elongation or width, especially if you want to dramatize the dimensions of your company's new product. …