Every year, the Super Bowl stories appear like clockwork, even if the local team isn’t headed to the Big Game. Like death and taxes, you can count on these stories:
- Crazy fan who does something outrageous
- The mayoral wager
- The local connection to an ad destined for Superbowl
- The local business with its unique Super Bowl themed gathering
- The local business that manufactured the team’s secret weapon jersey, helmet, pads, football or shoelace
- The local bar with the most TVs, hottest wings, longest hoagie or other Super Munchie claim to fame
- The local fan who will spend far too much on attending the game
- The local fan who spent an unbelievably small amount getting to the game
- The food
- The fashions
- The Super Bowl Hero’s best friend from junior high
- The traditional Memories of Super Bowls Past
- How to buy a big screen TV, nachos, or beer
- Far too many stories about the team’s “chances”
- Will he or won’t he? Will (insert injured athlete’s name here) play?
Want to have your business included in a story like these? Here are a few helpful hints:
- Plan ahead — many of these stories will be written months in advance — long before Super Fever hits the general population. Or, the relationship that leads to inclusion in these stories was cemented months in advance.
- Make certain there is a real business reason for getting included. Sure it is fun to open up the paper and see your business included in a fun story on salsa but unless you work for a tomato farmer, a grocer, or local gourmet snacks company, does it really help your business? (And, the answer may be “yes” but make sure you ask the question.)
- Stay on brand. Ask yourself if outrageous fits your brand. If it does, it’s OK to offer to shave your head and wear a tutu for a week if your team loses. Probably not OK if you are a CPA, and you’ll be doing a board presentation next week. It might, just might, impact your credibility.
- Think about where your expertise might be useful. If you are a doctor, go for the injury story, or maybe the heartburn medication assessment.
Opportunistic PR does have a place in the PR toolkit but it doesn’t necessarily mean unplanned or last minute.