Stealing Thunder: The Art of Getting Noticed Instead of Someone Who Deserves It More

But you don't hear that in the media, do you? What we are hearing is that Dean sent out an email (plea-mail) to all of his supporters asking them to donate money to his campaign so that he can run 3/4ths of a million in ads in the state of Wisconsin. And the clincher that's gotten the press is that Wisconsin is a take it or go home state for him.

Suddenly, we're seeing CNN broadcasting from Milwaukee and news anchors showing up in places nobody's ever heard of like Sheboygan and Oconomowoc, talking not about how this is a key runoff state between Kerry, Edwards and Clark, (a viable proposition, given the polls), but how this will be a showdown between Kerry and Dean.

In short, Dean has stolen Edwards' and Clark's thunder. And he's done it masterfully.

And it may just work...

Well, at least it'll probably get him a few more delegates.

But isn't it interesting how the media is basically ignoring the stories that should be told, in favor of this particular story?

This is what I call "stealing thunder" - the art of getting publicity instead of someone else who naturally deserves it more than you.

So, how does one go about stealing thunder?

Let's explore several factors. As you read these, ask yourself the question, "how can I use this point to get more publicity for my business?"

1. The media loves a horse-race

Competition spurs media attention, especially if the participants are visibly competitive, issuing public statements, holding debates in public forums, being willing to talk in front of cameras, etc.

Remember Avis? "We're number 2, so we try harder."

And don't forget to notice the weekly announcements of which movie scored best over the weekend.

2. The media loves an underdog

When an small player can make it look like they're a real competitor, especially if they have an emotional appeal that works, they often have a great chance of getting media attention.

Just think of the Steve Jobs/Bill Gates battle over the years - kept alive because Jobs keeps jabbing at Gates and making it sound like there is a viable market share race between Macs and PC's. (Not denying the usability advantages, but there aren't many markets out there where a product line that has held less than a 5% market share for years [last I checked it was down to a paltry 1.4 to 2.43% depending on whom you believe] can still pitch itself to the media as being a real share battle.)

Just watch the sports world - they love the come from behind team that's scratching their way up in the standings to land the wild card bid.

The more you can build on your underdog story, the higher your chances of successfully stealing thunder from the big guys.

3. The media loves shock value

Just look at how 12 square inches of Janet Jackson's skin have stolen the thunder from the entire rest of the Superbowl. I bet that in 6 months, only about 2% of the US will even remember who played in the game or what commercials were shown, but everyone will still remember Janet.

See our previous article on being outrageous for ideas on how you can steal thunder without hurting your career.
http://101publicrelations.com/blog/archives/000017.html

4. The media loves controversy

Massachusetts only represents 2.2% of the US population (and presumably a fairly equal percentage of its gay and lesbians) but look at the focus that is on that state due to their court rulings and Governor Mit Romney's refusal to accept them. Massachusetts has, in the midst of huge publicity surrounding the elections, willingly or unwillingly, stolen well more than its share of publicity thunder.

There are many who build their entire publicity presence based on controversy. For some reason, sports figures like Mike Tyson, Mohammed Ali, and lately Shaquille O'Neal come to mind.

For example, Shaq recently got fined and suspended for swearing about the officiating on live TV. Last week when he was asked about it, he said something along the line of "I'm just a 31 year old juvenile delinquent." Nothing truer has ever come out of his mouth!

But let's step out of sports and look at other controversial figures. Donald Trump, who could have avoided bankruptcy simply by selling one of his properties, dragged himself publicly into bankruptcy, because that's part of his controversial persona.

Mayor Daly of Chicago is famous for saying stupid, controversial things.

Madonna invites controversy in many ways, lip locking on TV being one of them.

I'm not suggesting that this is for everyone, but it certainly steals thunder!

5. The media loves experts

The probability of success in our business is oftentimes directly related to how well you are able to position yourself as an expert in your field and how often that field becomes an issue in the media.

But what most people don't realize is that it's not usually the real experts who get called upon by the media, but those who have succeeded in positioning themselves as experts.

For every expert you see on TV, there are at least 10 other people who know far more than that person. But those people, either by choice or lack of marketing, aren't identified by the media as the goto person to call upon once a story hits.

Thus, perceived experts grab thunder from others who might potentially have better real expertise in the area.

Caveat - don't ever set yourself up as an expert in an area without really knowing that area. That's the kiss of death. But conversely, don't assume, just because you're not the most knowledgeable person in the world on this subject, that there isn't value in your opinions and statements.

For more information on becoming an expert the media turns to when stories hit, check out How To Become An Expert Spokesperson That The Media Love and How to Create A Celebrity Image

6. The media can sometimes right wrongs

This is one of my favorite areas of the media. In spite of the fact that the media is the source of many of the wrongs that occur (and for which they are adamantly unapologetic), though selective reporting, bias, and editorial choices, they love to play the role of savior of the downtrodden.

For example, right now there are a number of stations that are featuring segments where they analyze the claims made in political ads, showing the falsities, and allowing the candidate to defend themselves.

Another way that you will see this can be seen in the people getting ripped off sections of your local newscast.

Are there any wrongs that you could right, or issues you could let the media resolve in your behalf?

They'll help you steal some thunder!

Again, we encourage you to review each of these six points with the question in your mind "how can I use this point to help steal thunder and build publicity for myself?"

Are you looking for other ways to build publicity for your business? We recommend that you check out our Audio CD: The Fastest, Cheapest, Easiest Ways To Publicize Your Small Business - - Even If You're A Solo Entrepreneur.

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