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Susan Bardack is chief marketing officer for iZoca.com, a social networking website for individuals, groups and organizations. iZoca provides tools to help groups connect and share information privately, while also helping them to spread their message publicly.
I first learned about creating a unique angle for a story around the tender age of eight, when my neighbor called me into action asking that I play the piano at her house party for a gubernatorial candidate.
I quickly found out I wasn’t exactly there to entertain the politician, but instead being used as a pint-sized pawn for the press as I played and belted out the tune “New York, New York”.
It was hard not to notice the cameras clicking away as I did my thing. You see, they had already covered this candidate a bunch of times and needed another angle, even if it was just a kid pretending to be Broadway superstar.
Find that unique angle
Little did I know that later, during my more traditional public relations days, this lesson would come in handy and actually help me land a front page metro section story in the New York Times.
I was charged by the New York State Museum with promoting an exhibit about a slave ship that had sunk off the coast of Florida. While it was an incredibly powerful exhibit, it had been around for several years and wasn’t exactly “new” news.
In any case, The museum management was still hoping for a lot of publicity. As good fortune would have it, there happened to be a couple living near the museum who were scuba divers and had placed an enormous memorial at the bottom of the ocean where the ship had sunk. This was a great side story and I used this “unique angle” to pitch to larger newspapers and was thrilled when the New York Times picked it up!
Even though the exhibit was powerful, creating another angle made it much more interesting to the press.
Sure, this technique does require digging and a bunch of extra questions, but it will usually pay off with results you are looking to obtain. Now that social media is around and here to stay, I have found this to be even more true.
Social media makes it easier
When it comes to social networking, in particular, there are so many voices chiming in on a huge variety of subjects at all hours of the day and night. Leverage on them to find that unique angle to promote your message. You never know what interesting and personal stories would be shared by the average Joes, offering fresh perspectives to your message.
You need to stand out.
On Twitter, develop an idea of the types of subjects that really get folks talking and then go to town and capitalize. Find truly unique links and news items in hopes of lots of viral sharing. Tap into what the masses are already discussing and find a nugget with a unique spin.
Also, when you are promoting a message on social media sites, try to think public relations; not advertising.
Most folks on these sites are not interested in being “sold” on anything. You know what I’m talking about! They are, however, interested in learning about something that they can pass on to their colleagues and friends.
So go to town, start spreading the news online, but be thoughtful as to your approach and angle.
Make it unique to make it happen.
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