How do you create news when it’s the slow season for your business?
Ask Ben & Jerry’s, the ice cream gods.
They used a major PR tactic, called piggybacking. I talk about piggybacking on Startup Spark’s Monday Media Marketing Minute and at my other blog: The Power Publicist.
The folks at Ben & Jerry’s created a new ice cream flavor in honor of Obama’s inauguration. Called “Yes Pecan,” it pays homage to the president-elect’s battle cry, “Yes, we can.” Plus, they added a bonus, proceeds go to a charity that helps people get involved in the politcal process.
You may think it’s silly. But …read more

If you can piggyback on one of the hot news stories in the next few days, you can get some great publicity for your business.
Here are some of this week’s hot stories:

The election: what it means to your target market
What breed is the ‘First Puppy’ going to be? Are you involved with pets? This is a no-brainer.
The unemployment figures. Great story if you’re hiring! Also a great story for job coaches, resume writers, etc.
The McCain/Palin relationship. Attention relationship experts: this one’s for you.
Transitions: How to make them work.  If you are an expert in change, you may want to pitch …read more

One of the best ways to get free publicity is to piggyback on a holiday. Piggybacking in the news biz means jumping on a story with your own spin or story. Here are some of the hundreds of holidays and events in November that you can use to create an interesting story idea.

Diabetes Month
Family Stories Month
I Am So Thankful Month
Lung Cancer Awareness Month
National Adoption Day
National Authors Day
Peanut Butter Lovers Month
Sandwich Day
Pursuit of Happiness Week
Parents as Teachers Day
Teddy Bear Day
Name Your PC Day
Thanksgiving
Black Friday