To: All agents, offices or small companies who want to be publicized in newspapers. From: Tim Schoch, successful real estate publicist and communicator RE: Getting into your local newspapers.

My Question: What's your story? What's the big news about you or your company that you think your local newspapers should donate space to publish?

Your Answer: You don't have a "story" or any "news." Plus, you can't afford to buy advertising space (which, as you know, can also "buy" you space for publicity). Nonetheless, you want "something" in the newspaper on a regular basis, and you need it right now because business is down and nobody knows you.

My Reply: You have a big problem...unless. But, no. No, you wouldn't want the newspapers to publish a story that's not totally about you, would you? (Hint: Say, "yes.")

`I have been in and around the pubic relations / marketing / communications / publicity fields for more than 20 years. I have worked with newspapers and editors and publishers galore, and I have learned one thing: they have needs, too.

So, here's the secret of getting into your local newspapers consistently, meaningfully, and credibly: Give the local editors what they want to print. Okay, once a year give them your awards stories--but then what? Then, you should become a virtual part of the newspaper staff and give them the stories their readers want to read, the stories that will help the paper attract advertisers--the stories that newspapers will publish.

How? Call up and ask your local editor what kinds of stories s/he wants. Here are some of the stories they will suggest: insights into what a REALTOR® does; solid how-to advice for sellers and buyers; strong local stories of Realtor/community involvement or cooperation. (These topics alone will generate dozens of potential articles.) Let the newspapers tell you what they need, then provide it, using yourself as the quoted authority and spokesperson of the article.

Get the picture? No, I mean: Get A Picture! Try to illustrate your story with photos, preferably with you and a house, lawn, community group, or another person.

These stories provide a service to the reader, a service to the newspaper, and a service to your business. What other articles do all that? Plus, you can re-use these articles in many various formats and integrate them into listing presentations, mailings, and more.

As a quick example, which article would you read: (a) "New Agent Joins Town Realty" (Next to the headline is what looks like a prom picture) (b) "New Town Agent Offers Fresh Advice for Sellers" (Photo of new agent next to SOLD lawn sign)

Both these articles fulfill your goal: announce a new agent at the Town Agency, but (b) adds value, authority, information, and that all-important Remember-Me Factor. Choice (a) only says that the agent is new, which, if you think about it, isn't too compelling.

So, the next time you think you need a story, don't use mirror-vision. In other words, don't think everything should reflect upon you. Instead, make a lasting impression by publishing an article that reflects upon your level of service and brings a benefit to your readers--your future customers.

Also See: Write a Column and Become a Pillar of Real Estate

Published: February 18, 1999

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Editor's Note: This article reflects the opinions of Tim Schoch only and not necessarily the views of this or any other publication, organization or Website owner.