If you want to know the power of the regional media then look no further than the story of Captain Sir Tom Moore.
Captain Sir Tom Moore was an absolute hero of our time and there are two things his story can teach us that I’d like to share with you:
- How much one person can make a difference. One small act can really change a nation and its perceptions.
- How Captain Sir Tom Moore and his story became a media phenomenon and how you can take inspiration from that.
The Power of Regional Media
Captain Sir Tom Moore’s desire to walk 100 laps of his garden in aid of the NHS Together Charity was a story that captured the nation’s hearts.
But how did we come to find out about it?
Well….. it all started with an idea that soon turned into an unbelievable media frenzy that we all watched unfold during lockdown 1.0 in April 2020.
The initial plan was to do 100 laps of his garden, at 50 meters a time, before his hundredth birthday. He hoped to raise £1,000 for NHS charities.
His daughter has her own business and they work with a freelance PR consultant. They issued a press release to their local media in Bedfordshire about Captain Tom’s challenge to raise money for the charity NHS Charities Together… and let’s just say it snowballed from there!
Here’s an early article from the local media about Captain Tom’s challenge.
A press release is the perfect way to get a story out to multiple places at the same time!
After the regional coverage – it went MASSIVE.
But why I hear you ask?
Because media feeds off itself.
The national media looks at the regional media for story ideas and vice versa. You will often see stories that appear regionally going nationally. That’s why regional coverage is so powerful and has the potential to go even bigger.
Sir Tom’s story was picked up by the national media and because it had all the elements of such a fantastic story, it skyrocketed! It became a part of our national conversations.
He became the nation’s granddad.
A 99-year-old man doing a huge physical challenge in order to raise funds for a charity that was very relevant because of the pandemic. It was a very timely story where all focus was on good deeds, selflessness, everyone pulling together and the NHS.
The story had all the natural hooks – it was the right STORY, at the right PLACE at the right TIME about an amazing man making a difference on his own.
You may be asking what this has got to do with you?
Well let me tell you…..
Firstly, I think it goes without saying that it is right to honour someone who has done something so amazing. Captain Sir Tom Moore inspired a nation and gave us so much hope in our time of need.
“The sun will shine on you again and the clouds will go away.” Captain Sir Tom Moore.
But the main reason it is relevant to you is that it illustrates the point that just from one regional story, things can go huge in the media world.
In fact, the regional media could be your secret weapon in getting your story and your messages out there!
3 Steps to Use Regional Media:
- Create something / make something happen – even better if it’s from the heart or something that has got a really strong WHY.
- TELL people what you are making happen. Pull the information together into a press release – who, what, where, when, why and how of the story – so you can send it to multiple media outlets at the same time. You are making it easier for the journalists to use, adapt and digest it.
- Research the media – especially your local/regional media – as they bring the stories that are relevant to a local community and they are always looking for good news stories of local people – SEND IT TO THEM!
Wherever you are in the world, the local and regional media around you are looking for stories that are relevant. They are crying out for them – and you have them in abundance.
So ask yourself,
Do you know which media covers your area? Can you get a copy and look to see what topics they cover?
People love hearing stories of people making a difference, challenging themselves and doing good work because it is inspirational – and who doesn’t love being inspired?
What stories do you have to tell? How can you inspire people out there?
We ALL have the potential to make positive change in the world just like Captain Sir Tom Moore and that is exactly why I founded Cheerleader PR – so I can help you do just that!
I want these passionate and amazing stories out there in the world so we can all make a difference.
If you are ready to make a difference through the power of PR then sign up for a 2-hour Cheerleader PR Strategy Session with me 📣.
Book now here.
